經(jīng)典廣告翻譯課件34頁

1、廣告翻譯,廣告,Advertising,is a form of communication,that typically attempts to persuade,potential customers to purchase or to,consume more of a particular brand of,product or service,廣告的語言特點(diǎn),1,詞匯特點(diǎn),2,句法特點(diǎn),3,修辭特點(diǎn),1,詞匯特點(diǎn),1,通俗易懂，大眾化詞匯。例如,Just,do,it,只管去做。（耐克運(yùn)動(dòng)鞋,Generation,Next,新的一代。（百事,Ask for more,渴望無限,The

2、taste is great,雀巢咖啡：味道好極了,2,創(chuàng)新詞匯，突出產(chǎn)品的新,奇、特,youngor,雅戈?duì)枺┲C音,younger,越發(fā),年輕,3,活用詞匯，生動(dòng)形象,如,Tide,s in. Dirt,s out,汰漬放進(jìn)去，污垢洗出來,雷達(dá)牌驅(qū)蟲劑,蚊子殺殺殺,Mosquito Bye Bye Bye,born to run,天生奔馳。（奔馳汽車,2,句法特點(diǎn),1,簡潔短句，醒目突出,A diamond lasts forever. (De,Bierres,鉆石恒久遠(yuǎn)，一顆永流傳。（第比爾斯,Youre worth it,你值得擁有,Loreal,歐萊雅,2,祈使句，增強(qiáng)感召力,例如,T

3、urn it on,穿上它,( puma,彪馬,雀巢冰激凌：盡情享受吧,Take time to indulge,3,省略句，短小有力,例如,We lead. Others copy,我們領(lǐng)先,他人仿效,理光復(fù)印機(jī),Always with you,與你同行。（中國電信,麥斯威爾咖啡：滴滴香濃，意猶未盡,Good to the last,drop,4,并列句多，平行結(jié)構(gòu)，加,深印象,It says what it does. it does what it,says,言行一致，說到做到。（李斯德林漱口水,No,business,too,small,no,proble,m,too,big,沒有不做

4、的小生意，沒有解,決不了的大問題,IBM,公,司,5,否定句少,即使使用否定句，也是為了用其他商品來,反襯，或從反面突出產(chǎn)品特性,例如,We would never say the new,Audi A4 is the best in its class,We,don,t have to,我們根本不必說新型奧迪,A4,同類車中最,好的。沒有這個(gè)必要。,You cant beat the feeling,擋不住的誘惑,6,套用習(xí)語,廣告撰寫者借習(xí)語原來的結(jié)構(gòu)或含義誘發(fā),讀者的聯(lián)想，詼諧成趣，耐人尋味，帶來,特殊效果,3,修辭特點(diǎn),比喻、擬人、押韻、雙關(guān)等，各種修辭格,賦予廣告簡潔、生動(dòng)、幽默等特點(diǎn),比喻,analogy,Featherwater,light as a,feather,法澤瓦特眼鏡：輕如鴻毛。,雙關(guān),pun,Ask for More,摩爾牌香煙的廣告,諧音,homophonic,Oh, I see,哦,我看見了,( OIC,眼鏡公司,押韻,the Global brings you the world in a,single copy,一冊在手，縱