第十講廣告翻譯

1、第十講 廣告翻譯Lesson 10 Translation of Advertisements20131廣告的功能商業(yè)廣告語的特點廣告用語的修辭格2廣告，就是廣而告之，即廣泛地告知公眾某種事物的宣傳活動?！癮dvertise”一詞源于拉丁語advertere，意為“喚起大眾對某種事物的注意，并誘導(dǎo)于一定的方向所使用的一種手段。”3廣告的功能 Functions報道功能 informative喚起需要的功能 evocative說服功能 persuasive促使行動功能 prompting扶植信用 credit-winning4商業(yè)廣告詞牙好，胃口就好，身體倍兒棒，吃嘛嘛香。 出自： 藍天六必治

2、要想皮膚好，早晚用大寶。 出自： 大寶 晶晶亮，透心涼！ 出自： 雪碧 鉆石恒久遠，一顆永流傳。 出自： 鉆石戒指 小身材，大味道。 出自： Kisses巧克力 牛奶香濃，絲般感受。 出自： 德芙巧克力 滴滴香濃，意猶未盡。 出自： 雀巢咖啡 農(nóng)夫山泉，有點甜! 出自: 農(nóng)夫山泉洗啊洗啊洗澡澡，寶寶金水少不了。滴一滴啊泡一泡，沒有蚊子沒蟲咬。 出自：寶寶金水5Just do it. （Nike）The taste is great. （Nestle）Good to the last drop. （Maxwell）Obey your thirst. （Sprite）The new digital

3、 era. （Sony）Impossible made possible. （Canon）Take time to indulge. （Nestle ice-cream）Ask for more. （Pepsi）Intelligence everywhere. （Motorola）Lets make things better. （Philips）6廣告口號的語體特點喜用口語化色彩較為鮮明的短詞，特別是一些簡短的動詞和形容詞。如：come, go, get, use, know, look, taste, feel, do, buy, take, love, have; good, fine,

4、 real, rich, special, great等，這些詞經(jīng)濟實用、朗朗上口、易記易傳。Good teeth, good health.Tides in, dirts out!Just do it!The taste is great!Ask for more!72. 多用自造的新詞、故意拼錯的單詞以及各種縮略詞語和復(fù)合詞，以增強廣告的吸引力和趣味性。We know eggsactly how to tell eggs.fruiceKrispyMilkaTWOGETHERThe ultimate all inclusive one price sun-kissed holiday.83.

5、 多用簡單句、祈使句、主動句、省略句和比較句。這類句式簡潔明快、易懂易記，且具有引導(dǎo)力和號召力。Its the taste! Apple thinks different.Things go better with Coca-Cola.Always buy Chesterfield.Take TOSHIBA, take the world.Obey your thirst!A Kodak moment!94. 否定句少廣告語篇中否定句的寥若晨星。偶然出現(xiàn)的否定句往往從反面肯定某商品或服務(wù)的優(yōu)良品質(zhì)或功能。這類句子形式上是否定句，實際上語義往往比肯定句還要強烈。We would never sa

6、y the new Audi 100 is the best in its class, we dont have to.我們絕不會說新型奧迪100是同類車中最好的。沒有說的必要。If you cant relax here, you cant relax.此地不放松，無處能放松。105. 廣告英語十分注重語言的美感，為此幾乎動用了所有能用到的修辭手段，使得大部分廣告在口語化的基調(diào)上平添了許多文學(xué)色彩，大大提高了廣告及產(chǎn)品的品味和吸引力，強化了其傳播功能。Unlike me, my Rolex never needs a rest. (勞力士手表廣告) 擬人Im More satisfied!

7、 （摩爾香煙廣告） 雙關(guān)We take no pride in prejudice. (公益廣告) 頭韻、仿擬Double delicious. Double your pleasure. (食品廣告) 重復(fù)Hi-Fi, Hi-Fun, Hi-Fashion, only from Sony. (索尼相機廣告) 頭韻，尾韻A contemporary classic. A timeless timepiece. (手表廣告) 矛盾修辭法Youll never put a better bit of butter on your knife. (黃油廣告) 頭韻Not all cars are c

8、reated equal. (三菱汽車) 仿擬11翻譯技巧巧用四字Good to the last drop.滴滴香濃，意猶未盡。Start ahead. （Rejoice）成功之路，從”頭“開始。Intelligence everywhere. （Ericsson）智慧演繹，無處不在。Your future is our future. (香港匯豐銀行)與您并肩，邁向明天。122. 音韻和諧The Globe brings you the world in a copy. （Globe）環(huán)球在手，縱覽全球。A Mars a day keeps you work, rest and play.

9、一日一塊瑪斯巧克力，令你工作玩樂不知疲！FIYATA Watch, Once Possess, Nothing More is Expected.“飛亞達”表，一旦擁有，別無所求！Show your true colors. (Kodak film)柯達膠卷，本色盡顯！133. 巧用修辭Hi-Fi, Hi-Fun, Hi-Fashion, only from Sony. (索尼相機廣告)超保真，超好玩，超時尚，只有索尼。Apple thinks different.蘋果電腦，不同凡“想”。Mosquitoes bye bye bye! (Radar)蚊子殺殺殺！A diamond lasts

10、forever. (De Bierres)鉆石恒久遠，一顆永流傳！144. 增補詞語Elegance is an attitude. （Longines）優(yōu)雅態(tài)度，真我性格。Beyond your imagination. (Korean Air)意想不到的天空。Be good to yourself. Fly Emirates. （阿聯(lián)酋航空）縱愛自己，縱橫萬里。Prepare to want one. (Hyundai Motor)眾望所歸，翹首以待。155. 語言簡潔Fresh up with 7-up. 喝七喜，爽！Things go better with Coca-Cola. 喝可

11、口可樂，萬事可樂！The choice of a new generation. （Pepsi）新一代的選擇。The relentless pursuit of perfection. （Lexus）不懈追求完美。（凌志汽車）Cant beat the real thing. （Coca-Cola）擋不住的誘惑。Designed for life. (Simens)設(shè)計演繹生活。16Try!Tastes too good for words. (food)其味無窮，妙不可言。If its on, its in. (Radio Program)最新消息，隨時播報。Connecting peopl

12、e. (Nokia)溝通人與人。/溝通無阻。Keep exploring. (BenQ-Simens)無限探索。/探索無止境。A business in million. A profit in pennies.百萬生意，毫厘盈利。With Samsung, its not that hard to imagine.有三星，想象不停。Crunchy Wheat, nicely sweet! (Wheats)香香脆脆好滋味！A taste of paradise! (Bounty)天堂的味道！17英語廣告中的修辭格1.語義修辭格 （比喻、擬人、夸張、雙關(guān)、矛盾修辭法、仿擬）Breakfast w

13、ithout orange juice is like a day without sunshine. (juice)沒有橘汁的早晨猶如沒有陽光的日子。Light as a breeze, soft as a cloud. (hot spa)輕如拂面春風，柔如天上浮云。You can spread your wings with Open Studies.開放大學(xué)讓你展翅翱翔。Unlike me, my Rolex never needs a rest. (Rolex)不像我，我的勞力士從不需要休息。Weve hidden a garden full of vegetables where y

14、oud never expect. In a pie. (pie）您絕不會想到我們藏下了滿園的蔬果在小小的餡餅里。18Ask for More. (摩爾香煙)摩爾香煙，多多益善。/再來一支，還是摩爾。I am More satisfied. (摩爾香煙)摩爾香煙，我更喜歡/滿意。Youll go nuts for the nuts you get in Nux.納克斯堅果讓你愛不釋“口”。A contemporary classic. A timeless timepiece. (watch)當代的經(jīng)典作，永恒的計時器。Coke refreshes you like no other can.

15、 可口可樂，奪“罐”清爽！19Better late than the late.晚了總比完了好。All is well that ends well. (cigarette)煙蒂好，煙就好。East or west, Hangtian is best.城鄉(xiāng)路萬千，路路有航天。We take no pride in prejudice.持偏見，不光榮。202. 句法修辭格 （對偶、對照、排比、回環(huán)、頂針、重復(fù)）Once tasted, always loved. （food）一次品嘗，永遠喜歡。She works while you rest. （washing machine）她工作，你休息

16、。Double delicious. Double your pleasure. (food)雙份美味，雙份愉悅。Extra Taste. Not extra Calories. 美味加倍，熱量不加倍。No problem too large. No business too small.問題再大都能解決，生意再小也要承接。21The choice is yours. The honor is ours.任君選擇，倍感榮幸。A business in million. A profit in pennies.百萬生意，毫厘盈利。We fresh-roast each of our mixed

17、nuts separatelyeach for the right time, each at the right temperature.我們分別烤制每一份混合果仁，時間剛剛好，溫度剛剛好。We dont just want you to clean your teeth. We want to help you keep them.我們不僅幫您潔齒，還愿幫你護齒。22Moms depend on Kool-Aid like kids depend on moms.寶貝依賴媽咪，媽咪依賴果樂。The driver is safer when the road is dry; the road

18、 is safer when the driver is dry.道路無水，司機安全；司機無酒，道路安全。To the end of the earth and to the top of the world. Only two of us have made it. Its the only thing thats been on all the trips with me and its never once let me down. （Rolex）天涯海角，世界屋脊，唯有我倆一起。它是陪我經(jīng)歷所有旅程的唯一伴侶，從未讓我失望。233. 音韻修辭格 （alliteration, consonance, assonance，rhyme）Big thrills. Small bills.莫大的激動，微小的費用。Youll never put a better bit of butter on your knife. (Country Life Butter)您餐刀上一道最地道的味道。Hi-fi, hi-fun, hi-fashion, only from Sony.超保真，超好玩，超時尚，只有索尼。24國際著名商標：汽車BMW 寶馬Rolls-Royce 勞斯萊斯Porsche 保時捷Honda 本田Citroen 雪鐵龍Benz