經(jīng)典廣告與英文翻譯

廣告翻譯,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，以加強或改變?nèi)藗兊挠^念，最終導致人們行為的事物和活動。 ”,廣告的定義,廣告手段 (Advertising Media),1. Press Advertising 報刊廣告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 櫥窗和銷售點陳列廣告5. Exhibition and Trade Fairs 展覽會和商品交易會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)代廣告學認為，廣告的作用在于： 1. Information （提供信息） 2. Persuasion （爭取顧客） 3. Maintenance of Demand （保持需求） 4. Creating Mass Markets （擴大市場） 5. Quality （確保質(zhì)量）,廣告的作用可見一斑,The codfish lays a million eggsThe helpful hen lays oneThe codfish makes no fuss of its achievementThe hen boasts what she has doneWe forget the gentle codfishThe hen we eulogizeWhich teaches us this lesson That it pays to advertise,什么是廣告語？,廣告語是指廣告中的語言，它就應該包括各種廣告中所有的語言文字信息，即廣告中的語音、詞語、句子（包括歌詞）、文字（包括拼音字母）、標點符號和文字圖形（由文字構(gòu)成的圖形或文字和實物及其圖形的結(jié)合） -曹志耘廣告語言藝術(shù),1.廣告的語言特點及英譯:,玩弄辭藻使用警策句，以發(fā)人思考，從而注意廣告中的商品言簡意賅,簡潔易懂使用大眾化口語體,玩弄辭藻,堆砌形容詞和形容詞最高級 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)夸大其辭, 以聳聽聞 Our Sunday Brunch Buffet Is A Legend In Its Time (餐館廣告)運用押韻法 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),使用警策句或套用名句,No dream is too big. (高級轎車廣告)If you think getting only one cavity a year is OK, By 1990 youll have 10 holes in that theory. (牙膏廣告)To smoke or not to smoke, that is a question. (香煙廣告),使用大眾化口語體,例如：”航空牌“人造皮革箱 用料上乘，做工精細，款式新穎，價格合理，規(guī)格齊全，歡迎選購。 “Aviation” Artificial Leather Suitcase Selected materials, fine workmanship, modern designs, reasonable price, various specifications. Order welcome.,“雪蓮”牌羊絨衫 北京生產(chǎn)的”雪蓮”牌羊絨衫,系選用優(yōu)質(zhì)的山羊絨作原料制成.本品具有色澤鮮艷,手感柔滑,穿著舒適,輕,軟,暖等特點,由于該產(chǎn)品品質(zhì)優(yōu)良,做工精細,花型,款式新穎,尺碼齊全,受到過外消費者的熱烈歡迎. “Snow Lotus” Cashmere Sweaters “Snow Lotus” Cashmere Sweaters from Beijing are made from superior Chinese Cashmere fibre. They are lustrous in colour, supple, light, warm and comfortable to wear. Owing to their fine quality, excellent workmanship, novel designs and styles, and complete size range, they have gained popularity from consumers abroad.,以前我的頭發(fā)干枯，粗糙，難以梳理，自從用了潘婷營養(yǎng)洗發(fā)露，頭發(fā)變得健康，亮澤。因為潘婷營養(yǎng)洗發(fā)露含有獨特的維他命原，能由發(fā)根滲透到發(fā)尖，其全新改良配方，能加倍保護頭發(fā)，免受損害，令頭發(fā)分外健康，加倍亮澤。My hair was dry, coarse and unmanageable. But from the time I began to use Pantene Pro-V Treatment Shampoo, it has become healthy and shiny. This is because Pantene Pro-V treatment Shampoo contains unique Pro VB5,which deeply penetrates your hair from root to tip. Its new improved formula gives your hair extra protection against damage, leaving it healthier and shiner.,歡迎到青島來 這里有美麗的風景，激動人心的奇觀，一流的設施，高效的服務你可以在美麗的沙灘上，金色的陽光里，恣情嬉戲，盡情享受Welcome to Qingdao Here you will see beautiful scenes, breathtaking wonders, First-class facilities and efficient services. You can bask, indulge, and luxuriate on the beautiful beaches, and in the golden sunshine.,招聘、招標類廣告,例如： 聘請鋼琴教師 現(xiàn)聘請一鋼琴教師教一五歲女孩彈鋼琴。每周兩次，每次兩小時在家上課有意者請打電話 Wanted A piano teacher to teach a 5-year-old girl at home. 2 hours each time, twice a week. Call 0298306814.,商標的英譯,1. 直譯法: “皇冠” （Crown)；“自然美” （Natural Beauty）2. 音譯法： 漢語拼音: “海天”(Haitian)；“紅塔”(Hongta)；“太極”(Tanji) 適當調(diào)整：“新科” (Shinco)；“康佳”(Konka)；“格力(Gree)”；“美的(Midea)”,3. 音意結(jié)合法： “黛絲”洗發(fā)水(Daisy); “方太”廚具(Fountain); “海信”(HighSense); “樂百氏”飲品(Robust) 4. 轉(zhuǎn)譯法： “聯(lián)想”：Legend (Lenova) “統(tǒng)一”食品: President “正廣和” 純凈水: Acquarius,大眾審美心理與商標翻譯,“芳芳” 牙膏: Fang Fang“白象”電池 : White Elephant “金雞”鞋油 : Golden Cock“玉兔” : Jade Rabbit ( White Rabbit) 藕粉: Lotus Root Starch“船”牌床：Junk “蝙蝠”牌電扇：Bat,廣告口號（slogans)、廣告語句(catch-phrases)的特點,吸引力 (attractive - catch the readers attention)創(chuàng)造力 (creative - project an image)說服力 (persuasive - urge the reader to act)影響力 (impressive - produce an impact),你不理財，財不理你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.,茅臺酒的廣告語：茅臺一開，滿室生香；國酒茅臺，淵源流長。Mao-tai - a vintage liquorA VIP treat which diffuses the finest aroma；A national favor that won a 1915 diploma Originated in 135 B.C.)茅臺酒的另一條廣告語：國酒茅臺，釀造生活的品味。Mao-tai: A liquor of national status that makes your life gracious.,Butlins the right choice. Dont labour the point, or be conservative in your choice, or liberal with your money. Come to Butlins for the real party. Great Party Ahead. “布特林旅游公司您的正確選擇。 不要勞煩講個沒完， 不要保守，也別猶豫， 不要放任自由地亂花錢。 到布特林旅游公司，參加實實在在的聚會吧。 盛大的聚會正等著你！”,直譯法,“一切皆有可能” （李寧服飾） Anything is possible. “給我一個機會，還你一個驚喜” （嘉亨印務） 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，相伴輝煌。Good and vigorous spirit. 運動休閑，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. 中原之行哪里去？鄭州亞細亞。（亞細亞商場） While in Zhengzhou, do as the Zhengzhounese do - Go shopping in the Asian Supermarket. 隨身攜帶，有備無患；隨身攜帶，有驚無險。 （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.,“三優(yōu)”牌家具的廣告語,優(yōu)良的質(zhì)量優(yōu)惠的價格優(yōu)質(zhì)的服務Unrivalled quality Unbeatable prices Unreserved service,“三包”承諾,我們實行“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.,故事會雜志,為您提供美，為您提供樂