英文廣告翻譯

廣告語的翻譯,Translation of Advertising English,企業(yè)經(jīng)典廣告語,OLAY：驚喜從肌膚開始。李寧：一切皆有可能。金帝：金帝巧克力只給最愛的人。舒服佳：愛心護(hù)全家,盡在舒服佳。海爾：真誠到永遠(yuǎn)?？逻_(dá)：分享此刻,分享生活。光明牛奶：一杯牛奶強(qiáng)壯一個(gè)民族。動(dòng)感地帶：我的地盤我做主。,Warm-up: English Classical Ads,Start Ahead. (Rejoice) 成功之路，從頭開始。（飄柔）A diamond lasts forever. (De Bierres) 鉆石恒久遠(yuǎn)，一顆永留傳。（第比爾斯）Fresh-up with Seven-up. (Seven-up) 提神醒腦，喝七喜。（七喜）Connecting People. (Nokia) 科技以人為本。（諾基亞） Communication unlimited. (Motorola) 溝通無極限。（摩托羅拉） Lets make things better. (Philips) 讓我們做的更好。（飛利浦）,Take Toshiba, take the world. 擁有東芝，擁有世界。（東芝電子） Where there is a way for car there is a Toyota. (Toyota) 車到山前必有路，有路必有豐田車。,Thetasteisgreat.味道好極了。（雀巢咖啡）,Good to the last drop 滴滴香濃，意猶未盡。（Maxwell 麥斯威爾咖啡）,Obeyyourthirst.服從你的渴望。（雪碧）,CometowheretheflavorisMarlboro Country. 光臨風(fēng)韻之境萬寶路世界。（萬寶路香煙）,Tome,thepastisblackandwhite,but the futureisalwayscolor.對(duì)我而言，過去平淡無奇；而未來，卻是絢爛繽紛。（軒尼詩酒）,Justdoit.只管去做。（耐克運(yùn)動(dòng)鞋）,Askformore.渴望無限。（百事流行鞋）,Intelligenceeverywhere.智慧演繹，無處不在。（摩托羅拉手機(jī)）,Thenewdigitalera.數(shù)碼新時(shí)代。（索尼影碟機(jī)）,Impossiblemadepossible.使不可能變?yōu)榭赡?。（佳能打印機(jī)）,Welead. Otherscopy.我們領(lǐng)先，他人仿效。（理光復(fù)印機(jī)）,廣告的定義,廣告是將各種高度精煉的信息，采用藝術(shù)手法，通過各種媒介傳播給大眾，以加強(qiáng)或改變?nèi)藗兊挠^念，最終導(dǎo)致人們行為的事物和活動(dòng)。,廣告手段 (Advertising Media),1. Press Advertising 報(bào)刊廣告2. Television and radio Advertising 電視和無線電廣告3. Outdoor and Transport Advertising 露天廣告和交通廣告4. Window and Point-of-Sale Display 櫥窗和銷售點(diǎn)陳列廣告5. Exhibition and Trade Fairs 展覽會(huì)和商品交易會(huì)6. Direct Mail Advertising 直接郵件廣告7. Cinema 電影廣告,廣告的功能,廣告具有信息功能 (informative function) 美感功能 (aesthetic function) 表情功能 (expressive function) 祈使功能 (vocative function)英美現(xiàn)代廣告學(xué)認(rèn)為，廣告的作用在于： 1. Information （提供信息） 2. Persuasion （爭(zhēng)取顧客） 3. Maintenance of Demand （保持需求） 4. Creating Mass Markets （擴(kuò)大市場(chǎng)） 5. Quality （確保質(zhì)量）,廣告語言的創(chuàng)作特點(diǎn),ACPI吸引力(Attractivecatch the readers attention)、創(chuàng)造力(Creativeproject an image)說服力(Persuasiveurge the reader to act) 影響力 (Impressiveproduce an impact),廣告語的創(chuàng)作原則,AIDA原則（法則）AAttentionIInterest DDesireAAction,文字游戲 (Play on words),你不理財(cái)，財(cái)不理你If you leave “Managing Money” alone,Money will manage to leave you alone. 中藥材廣告：“藥材好，藥才好?！?Only fine medicinal herbs Make fine herbal medicines.,茅臺(tái)酒的廣告語：茅臺(tái)一開，滿室生香；國酒茅臺(tái)，淵源流長。Moutai - a vintage liquorA VIP treat which diffuses the finest aroma；A national favor that won a 1915 diploma (Originated in 135 B.C.).,茅臺(tái)酒的另一條廣告語：國酒茅臺(tái)，釀造生活的品味。Moutai: A liquor of national status that makes your life gracious.,廣告英語的詞匯特點(diǎn),1. 形容詞及其比較級(jí)、最高級(jí)的使用。finest food, most attractive surroundings and a friendly disposition (餐館廣告)Incredible sale: beautiful, beautiful, beautiful lynx and mink, top quality, latest styles fur garments (服裝廣告)Famous world-wide gourmet cuisine. Excellent daily specials and mouthwatering desserts 世界著名的美食烹調(diào)。精美的每日特色飯菜和令人垂涎的點(diǎn)心。,2. 創(chuàng)造新詞、怪詞以引起新奇感，突出產(chǎn)品的新、奇、特，滿足消費(fèi)者追求新潮、標(biāo)榜個(gè)性的心理。For twogether, the ultimate all inclusive one price sunkissed holiday兩人共度一個(gè)陽光燦爛的假日，一切費(fèi)用均包括在單人價(jià)格之內(nèi)。Give a Timex to all, to all a good Time. 擁有一塊天美手表，擁有一段美好時(shí)光。Timex=Time+Excellent，由此對(duì)表的計(jì)時(shí)準(zhǔn)確等特點(diǎn)給予了充分強(qiáng)調(diào)。,3. 詞匯的重復(fù)。詞匯的重復(fù)是一種常用的技巧，可以起強(qiáng)調(diào)、渲染的作用，而這恰恰是廣告語言所要追求的效果。Easy to use, easy to clean, easy to assemble(日光牌簡便燒烤架),4. 使用縮略詞和復(fù)合詞以節(jié)省廣告篇幅。Where to leave your troubles when you fly JAL 乘坐日航班機(jī)，一路無憂。 JAL是Japan Airlines的縮寫形式。,5. “雅”語、“俗”語平分天下，色彩繽紛。The home of your dreams awaits you behind this doorWhether your taste be a country manor estate or a penthouse in the sky, you will find the following pages filled with the worlds most elegant residences 打開門，等著您的就是夢(mèng)寐以求的家。無論您想要一座鄉(xiāng)間宅第，或者是一間摩天大樓的頂屋，翻開下面幾頁就可以看到世界上最美的住宅，供您挑選。,廣告英語的句法特點(diǎn),1. 簡單短句多，醒目易懂。Fresh Up with Seven-up請(qǐng)飲七喜，倍添精神。Good morning, world!早上好，世界。（越南航空公司）,2. 并列句多，簡潔明了，易于理解；平行結(jié)構(gòu)，加深印象。Introducing FITNESS magazine Its about health; its about exercise; its about your image, your energy and your outlook向您推薦健康雜志：說健康、說鍛煉、說形象、說精力、說展望。,3. 省略句多，語言凝練。Youll enjoy relaxed sunny days Warm crystal clear lagoonsCool, green foliage. WaterfallsFlowersExotic scentsBright blue skiesSecluded beachesGraceful palms. Breathtaking sunsetsSoft evening breezesAnd food that simply outstanding. 您會(huì)享受這陽光明媚的輕松日子。溫暖、清澈的環(huán)礁湖，清涼、碧綠的樹葉，瀑布，花叢，異樣的芬芳，明亮的藍(lán)天，幽靜的海灘，優(yōu)美的棕櫚，壯麗的日落，輕柔的晚風(fēng)。還有那絕妙的食物。,4. 祈使句多，具有強(qiáng)烈的鼓動(dòng)色彩。So come into McDonalds and enjoy big Mac Sandwich 走進(jìn)麥當(dāng)勞，享用大三明治。,5. 常用主動(dòng)語態(tài)和現(xiàn)在時(shí)，給人一種直接感，并暗示商品的持久和永恒特性。Harmony of style and performance set this new Mazda 6 a part Qualities are at the heart of every Mazda式樣與性能的協(xié)調(diào)一致使新型馬自達(dá)6與眾不同。質(zhì)量是馬自達(dá)的核心。,廣告英語的修辭特點(diǎn),1. 比喻（analogy）Featherwater：light as a feather法澤瓦特眼鏡：輕如鴻毛。 Contact lens,2. 擬人（personification）Flowers by Interflora speak from the heartInterflora 的鮮花傾訴衷腸。Unlike me, my Rolex never needs a rest.和我不一樣，我的勞力士從不需要休息。,德國黑森林布谷鳥鐘（咕咕鐘）,3. 雙關(guān)（pun）Ask for More. （摩爾香煙廣告 ）再來一支，還吸摩爾。The label of achievements. Black Label commands more respects. 酒是功成名就的標(biāo)志。黑色標(biāo)志使您更顯尊貴。 Spoil yourself and not your figure. (Weight-Watcher 冰淇淋廣告）盡情享用，不增體重。Every Kid Should Have An Apple After School。每個(gè)小家伙放學(xué)回家都該有個(gè)蘋果。(蘋果個(gè)人電腦),4. 押韻（rhyming）Hi-fi, Hi-fun, Hi-fashion, only from Sony. （索尼音響的廣告）高保真，高樂趣，高時(shí)尚，只來自索尼。BETA Builds it Better (家具廣告) Spend a dime, Save you time(電器廣告) Never Late, on Fathers Day (禮品廣告),5. 重復(fù)（repetition）Dish after dish after dishPeople expect us to be better一盤一盤又一盤。人們盼望我們更好。When youre sipping Lipton, youre sipping something special. Free Hotel! Free Meals! Free Transfers! For a free Stay-on-the-Way in Amsterdam, you can rely on Kim. 免費(fèi)住宿!免費(fèi)餐點(diǎn)!免費(fèi)兌匯!你可以信賴Kim,在Amsterdam過一個(gè)休閑愉快的假期.(旅游廣告),6. 夸張（hyperbole）YKK-Three letters that Bring the World Together.(日本吉田拉鏈公司廣告),廣告口號(hào)(Slogans)的翻譯,直譯法轉(zhuǎn)譯法仿譯法 parody,直譯法,“一切皆有可能” （李寧服飾） Anything is possible. “給我一個(gè)機(jī)會(huì)，還你一個(gè)驚喜” （嘉亨印務(wù)） Give me a chance, and youll have a big surprise. “擁有完美肌膚的秘訣” The secret for perfect skin.,轉(zhuǎn)譯法,國酒茅臺(tái)，相伴輝煌。Good and vigorous spirit. 運(yùn)動(dòng)休閑，我行我速。Go my own way.我有我的品質(zhì)。What we do, we do well.,仿譯法,愛您一輩子（綠世界化妝品） Love me tender, love me true. 一冊(cè)在手，縱覽全球(全球雜志的廣告語) With a copy of The Globe in your hand, the world unfolds before you so grand. 隨身攜帶，有備無患；隨身攜帶，有驚無險(xiǎn)。 （速效救心丸） A friend in need is a friend indeed.,“美的”牌家用電器的廣告語,“美的” 家電， 美的全面、美的徹底Midea home appliances are beautiful-beautiful from head to toe, beautiful inside out.,“三包”承諾,我們實(shí)行“三包”：包修、包退、包換We offer 3-R guarantee, namely guaranteed repair, replacement and refund.,集郵雜志的廣告語,方寸之間，深情無限On these tiny postage stamps Philatelists friendship “franks”,全球雜志的廣告語,一冊(cè)在手，縱覽全球With a copy of The Globe in your hand, the world unfolds before you so grand.,故事會(huì)雜志,為您提供美，為您提供樂， 為您提供愛，為您提供趣。It gives you joy. It gives you fun. It gives you beauty. It gives you love.,某皮鞋的廣告語,皮張之厚無以復(fù)加，利潤之薄無以復(fù)減The leather we use is quite thick; the profit we make is fairly thin.,青島啤酒的廣告語,“不同的膚色，共同的選擇”Peoples skin colors are different - far and near, but their choice can be the same for Qingdao Beer.,Exercise:,1. Mosquito bye by