廣告詞的翻譯

TranslationofAdvertising

1（一）IntroductionAdvertisingisfromtheLatinword“advertere”,meaningtheinitialattentionandinducedattractive.Laterevolvedinto“getattention”or“l(fā)etpeopleknowsomething”.2（二）Advertisingfeatures

1.DifferentiateproductsfromotherUnderstandthepremiseofgoodistobuytheproductthatonlydeepenedtheunderstandoftheproduct,bepossibletoarousethecustomer’spurchaseinterestanddesiretobuy.32.CommunicateinformationBusinessadvertisingisintendedtoproductsorservices.Itisboundtofocusonadvertisingtheirproductsorservicesdistinguishesexpandorimpliedinthehigh-Techcomponents,ortheoperatingperformanceofitssecurityandstability,ortheexquisiteandmeticulousprocess,orornatestyleisunique,oristheenhancedlevelofservice,toonumeroustomention.Atthesametime,businesseswillbethroughadvertising,sothatconsumersknowwheretopurchasethisproductortoenjoythisservice.43.Inducenewcustomers

Businesseswiththemostexcitingconsumeradvertisingtotheheartsofthecollision,theirproductsorservicetoconsumersfascinated,itseemsthatoncepurchased,thebodyandmindcansuddenlyrelaxedtimes,whichisadvertisingthecharm.54.GainrepeatedcustomersBusinessmanthroughadvertising,torefreshthememoryofcustomers,constantinnovation,andtheyfrequentlycarryoutthemostintimatecontact.65.Buildbrandpreferenceandloyalty

Advertising,asalways,honestandcredibleinthemindsofcustomersleavingthebrand.Continuetobeemphasizedthatcontrasttheadvantagesoftheproductorservicefromtheunbreakablebondsoffriendshipforged.Thisisthedreamofeverybusiness,anditisalsoantherbigadvertisingreflectsthecharm.7lexicalcharacteristics

Syntacticcharacteristics

rhetoriccharacteristicsCharacteristics8lexicalcharacteristics(1)VerbsVerbsoftencontainedintheAd.arethesinglesyllableverbs.(2)AdjectivesUseadjectivesandcomparativeandsuperlative(3)PronounsPersonalpronounsintheAd.arewidelyusedtoclosetherelationshipsbetweenthereaderandAdvertiser,especially"you","your","we“.9lexicalcharacteristics(4):Coinage造詞創(chuàng)作者基于通常的構(gòu)詞法或讀音規(guī)律巧造新詞，或利用諧音對(duì)大眾熟悉的單詞進(jìn)行拼寫(xiě)變體，或使用產(chǎn)品名稱、常見(jiàn)單詞、前綴、后綴進(jìn)行拼接和組合。Sainsbury’s(超市)Brrrrrrilliant。把Brilliant(美妙的)標(biāo)準(zhǔn)拼寫(xiě)中的一個(gè)“r”寫(xiě)成了6個(gè)，念起來(lái)聲音大大地拖長(zhǎng)，傳達(dá)出一種強(qiáng)調(diào)、驚嘆的語(yǔ)氣。Sony(索尼公司)：Hi-fi,Hi-fun,Hi-fashion,onlyfromSony。Hi-fi，即指Highfidelity,表示高保真；而Hi-fun，即是一個(gè)自創(chuàng)的新詞，但非常好理解，讀者馬上明白這是指Highfun；同樣，Hi-fashion則是HighFashion的意思。10Guinness(健力士黑啤):Guinnlessisn’tgoodforyou.一則飲料廣告:TheOrangemostestDrinkintheWorld.BullMarket:Weknoweggsactlyhowtoselleggs.11Syntacticcharacteristics(1)SimpleSentencesIt’seasytorememberandeffectivelycontroltheadvertisingexpenses.(2)InterrogativeSentences疑問(wèn)句(3)ImperativeSentences祈使句12rhetoriccharacteristics⑴:PersonificationDoralCigarettes(香煙)：TasteMe!TasteMe!ComeonandTasteMe!(嘗嘗我！嘗嘗我！快點(diǎn)來(lái)嘗嘗我！)AmericanExpressCreditCard(美國(guó)運(yùn)通信用卡)：Doyouknowme?你了解我嗎？Unlikeme,myRolexneverneedsarest.和我不一樣，我的勞力士從不需要休息。13⑵Simile&MetaphorLightasabreeze,softasacloud.(輕如微風(fēng)，柔若浮云。)Featherwater:Lightasafeather.法澤瓦特眼鏡：輕如鴻毛。You'dbetteroffundertheUmbrella.Umbrella旅行保險(xiǎn)公司讓你無(wú)憂無(wú)慮盡享旅程樂(lè)趣。Bounty(糖果)：Atasteofparadise.(天堂的味道。)14⑶Pun雙關(guān)TicTacCandy(糖果)：TicTac.Surelythebesttactic.“tactic”原意是戰(zhàn)術(shù)或策略，但“tactic”一詞又可認(rèn)為是“TicTac”顛倒組合而成的。StartAhead.(成功之路，從頭開(kāi)始。)“Ahead”原意是指向前；而“ahead”又是由“a(一個(gè))”和“head(頭)”組成。飄柔主營(yíng)頭發(fā)護(hù)理產(chǎn)品，所以，廣告語(yǔ)字面的意思“向前出發(fā)”又可理解為“從頭開(kāi)始”。15OlympusCamera(奧林巴斯相機(jī))：Focusonlife.(瞄準(zhǔn)生活。)KencoReallyRichCoffee(特濃咖啡)：Getrichquick!Fromsharpminds,comeSharpproducts.絕頂智慧造就尖端夏普。16Justdoit.只管去做!EnjoyCoca-Cola.暢想可口可樂(lè)。

Thinkdifferent。不同凡“想”！17Clean,Clearandundercontroll.(干凈，光潔，盡在掌握！)ThehappiestplaceonEarth.(地球上最快樂(lè)的地方！)New.Fast.Efficient。(最新、最快、最高效。)18DoyouYahoo!?你Yahoo了嗎？Wedochickenright.我們的雞肉做得是最棒的!

19Youdeserveabreaktoday.(今天你該休息了。)Betweenloveandmadnessliesobsession.(愛(ài)與瘋狂之間是迷戀！)20Budweiser(百威啤酒)：Whyaskwhy?TryBudDry.為什么問(wèn)為什么？嘗嘗百威干啤。Cometowheretheflavoris.(萬(wàn)寶路香煙廣告)21Howtotranslateadvertising?22TranslationMethodsLiteraltranslationFreetranslationTransliterationEquivalenttranslation

231、LiteralTranslationThismethodmainlyusedtodealwiththeseadvertisingswhichhaveclearmeaningsandsimpleandintegralsyntacticalstructuresthattheusefulinformationpeoplecanget.Thatistosay,inthisway,boththeoutsideandinsidemeaningsthatthetranslationissendareveryclear.24Winningtheheartoftheword.贏得天下心。WeareSiemens.Wecandoit.德國(guó)西門子廣告）我們是西門子，我們能辦到。Sea,Sun,Sand,SeclusionandSpain.（一則帶有西班牙風(fēng)味的旅游廣告）海邊，陽(yáng)光，沙灘，幽靜Giftswe’dlovetogive.（可口可樂(lè)廣告）這是我們?cè)敢饨o的禮物。MosquitoByeByeBye.(RADAR雷達(dá)驅(qū)蟲(chóng)劑)蚊子殺殺殺。252、FreeTranslation

FreeTranslationisliberalandflexible,initsprocedure;weusuallyconsiderthattheaudiencesfromdifferentcultureswillhavetroubleinreadingandunderstanding.Sothetranslationswillbereadableifweareinthepositionofconsumers.

26Askformore.（摩爾香煙）摩爾香煙，多而不厭。（百事可樂(lè)）渴望無(wú)極限。Asiantimes,yourAsianinsider.(亞洲時(shí)報(bào)廣告)亞洲時(shí)報(bào)，令你亞洲萬(wàn)事通。Adiamondlastsforever.(DeBierres第比爾斯)鉆石恒久遠(yuǎn)，一顆永流傳。273、Transliteration音譯法在商品品名的翻譯時(shí),我們經(jīng)常會(huì)遇到不少品名在目的語(yǔ)里找不到對(duì)應(yīng)的詞匯來(lái)表示，通常采用音譯法來(lái)處理。PierreCardin(皮爾·卡丹)Kodak