廣告英語的翻譯

The translation of the advertisement,廣告英語的翻譯,HTC 視頻 感受英語廣告,stimulate the customers to buy them, Purpose of the advertisement,transfer information,change peoples attitude toward the goods, function of the advertisement,informative function（信息功能）,aesthetic function (美感功能）,expressive function (表情功能),vocative function (呼喚功能),觀看兩段廣告視頻，感受廣告的功能。Skyworth 茅臺,informative function（信息功能）,aesthetic function (美感功能）,expressive function (表情功能),vocative function (呼喚功能), Translation criteria of the advertisement,Faithful expressive elegant,functional equivalence,Eg: 蝙蝠（電風(fēng)扇） bat,bat 在英語中是吸血鬼的化身,芳芳（化妝品） Fangfang,Fang 毒蛇的毒牙,（X）,（X）, constitution of the advertisement,audio and video,eg: Linwu Duck,brand,slogan,text,臨武鴨廣告視頻, Compare Chinese advertisements with English advertisements,觀看一段英語廣告：Vodafone 廣告 觀看一段漢語廣告：尼采手機(jī)廣告 學(xué)生討論對比,一,Chinese advertisement 突出物象，表現(xiàn)情理，喜歡托物寄情，所以好用華麗之詞。English advertisement 重形式，重寫實，重理性。句式結(jié)構(gòu)嚴(yán)謹(jǐn)，用詞強(qiáng)調(diào)簡潔自然。,Example 1 醬香突出，幽雅細(xì)膩，酒體醇厚，回味悠長，空杯留香持久，歷屆國家名酒評比之冠，尊為國酒。（茅臺酒廣告）,Carefully BrewedPure and MellowWith a Long-Lasting Aroma,Example 2: 杭州西湖，水榭歌臺，人工賦予它典雅美。蜀中仙山峨眉，漂浮于云濤霧海，呈秀色于煙霧漫漫的山林。譽(yù)滿中華的廣西桂林山水，水秀山奇，山水平分秋色。,West lake in Hangzhou with enchanting pavilions set in quiet surroundings, Mount Emei in Sichuan with peaks peeping through mist and clouds, Guilin in Guangxi with panoramic views of mountains and rivers.,In C-E translation, unnecessary words should be omitted.,故漢語廣告英譯時，須根據(jù)英語表達(dá)習(xí)慣，去掉那些不必要的部分。,二,Chinese advertisement Emphasize on physical needs (充斥著諸如延年益壽、滋陰壯陽、排毒養(yǎng)顏、減肥降脂、瘦身美容等等一類詞語。）English advertisement Emphasize on spiritual needs,英語廣告：奧迪A8廣告 重精神需求,翻譯時需打破漢語廣告固定套路，盡量喚起國外讀者興趣。,Example 1 要想皮膚好，早晚用大寶.,Applying Dabao morning and night: It makes your skincare a real delight.,Example 2 八分鐘內(nèi)創(chuàng)造出鍋里的藝術(shù)所以您晚飯就能嘗到截然不同的美味佳肴，同時又即刻獲得美味的滿足。,Creat a work of art in 8 minutes so serve something deliciously different for dinner. And get the satisfaction of creating a masterpiece in minutes.,三,Chinese advertisement: 重群體傾向 (group)English advertisement: 重個體傾向(individual),Example：Chinese advertisement:,大家好才是真的好。,好迪,雅克糖果廣告 （重群體）,English advertisement：（經(jīng)常出現(xiàn)詞匯）Individual，personal，independent，independence，private，privacy，special，different etc,吉利剃須刀廣告飛利浦剃須刀廣告,Gillette makes you a special man。,Philip： feel different,四,Chinese advertisement: Authority 重權(quán)威 經(jīng)常出現(xiàn)詞匯：國優(yōu)、部優(yōu)、省優(yōu)、某某博覽會金獎，昔日宮廷秘方，皇家獨享English advertisement: fact 重事實 漢英翻譯時可去掉這些詞匯,臨武鴨廣告：重權(quán)威, the translation of the brand, Translation strategies,a. 直譯 (Literal translation )：,皇冠,自由鳥,free Bird,natural beauty,good days,好日子,自然美,Royal Crown,b. 音譯transliteration,紅塔安踏李寧Adidas,Hongta,Anta,Lining,阿迪達(dá)斯,適當(dāng)改變以符合英語發(fā)音規(guī)則，如：,康佳,konka,(*kangjia),格力,Gree,(*geli),美的,Midea,(*meidi),新科,Shinco,（*xinke）,c. 音意結(jié)合（Combination of Literal translation and transliteration）,既可保留原商標(biāo)的大致發(fā)音，又能克服音譯法缺乏具體意義的弱點，可謂形神兼?zhèn)洹＃┤纾?海信,Hisense,樂凱,Lucky,樂百氏,Robust,白沙集團(tuán),Beshiny,Goodyear,固特異,家潤多,Joindoor,d. 轉(zhuǎn)譯(Free translation)：,（舍棄原商標(biāo)的意義和發(fā)音，重新設(shè)計一個在譯語語言和文化中具有良好傳播效果的商標(biāo)。）如：,創(chuàng)維,Skyworth,飄柔,Rejoice,聯(lián)想,Lenovo,潔婷,Ladycare,新一佳,A Best, Translation principles of brands,1.理解和尊重民族文化差異，挖掘譯名聯(lián)想意義。,金獅 金利來,Eg. Goldlion,2、 符合商品特性，反應(yīng)商品信息,Eg. Procter & Gamble,寶堿 寶潔,Rejoice,瑞究伊斯 歡心飄柔,3.文字簡潔明快，朗朗上口,Eg.,海倫仙度絲（In Taiwan） 海飛絲,Hewlett-Packard,休利特-帕卡德惠普,head and shoulders, Translate the following brands,舒膚佳瑞星（殺毒軟件）佳潔士,Safeguard Rising Crest,幫寶適耐克柯達(dá)西門子,Pampers NikeKodak Simens,AvonTide colagate contac,雅芳汰漬 高露潔康泰克, The translation of the slogan,廣告口號：簡潔生動、富有美感。奇巧的構(gòu)思、強(qiáng)烈的感召力。廣為流傳，甚至成為人們經(jīng)常引用的警言雋語Eg.,LiNing：,Anything is possible,Adidas：,nothing is impossible,特步：,飛一般的感覺。,Nike:,Just do it,麥?zhǔn)峡Х龋?good to the last drop,戴比斯鉆石公司：,A diamond is forever,Translation strategies of slogans,直譯：,Give me a chance， and youll have a big surprise.,給我一個機(jī)會，還你一個驚喜。（嘉亨印務(wù)）,The secret for perfect skin,Of all TV brands we choose to buy Jinxing, To buy Jinxing means to buy satisfaction,買電視就要買金星，買金星就是買放心!(金星彩電),丁家宜：擁有完美肌膚的秘訣,轉(zhuǎn)譯：（摘取口號原文中最具表情功能和呼喚功能的部分，加以引申、發(fā)揮后用地道的英文表達(dá)出來。）,Good and vigorous spirit .,國酒茅臺，相伴輝煌。（茅臺酒）,鶴舞白沙，我心飛揚(yáng)。,（白沙集團(tuán)） Fly higher,仿譯：（套用英語中與產(chǎn)品所宣揚(yáng)的理念相近的名言警句、俗語、諺語。仿譯法讓西方消費者倍感親切，具有獨特的修辭美。）,Eg. 愛您一輩子（綠世界化妝品）,Love me tender，love me true。