《商務(wù)英語翻譯》PPT課件.ppt

1、Advertising Translation by: 月爾比葉，左維偉，王玉嬌，劉彥,Advertising is a word coming from Latin, which means yelling. It is said that,in the ancient time ,the Roman businessmen compete with each other and hire some people to shout in the city streets,in order to attract customers to buy their goods.,So what is

2、advertising translation?,It is a translation of advertising in order to sell a standardized product to local and not local consumers with different languages and cultures.,Role? When a new product enters a market,a sales promotion or advertisement can effectively help consumers learn more about the

3、product.,Differences beween China and West In China, much of the documentation, brochures and suchlike created by producers or providers, is written in a very polite way with long and flowery descriptions. In the West the same is brief and to the point. The western audience simply will not read long

4、 glowing descriptions of your product, and are not impressed by elaborate descriptions, extravagant claims, or of the awards that have been won from agencies that are unknown outside China.,The structural characteristics and rhetoric in advertisieng,Sentences should be short, simple powerful,impress

5、ive. Use appropriately Simile, metaphor, personification, pun, alliteration, etc, All sorts of figure with concise and vivid humorous.,例如： CocaCola is it. 還是可口可樂好?。ㄊ褂煤?jiǎn)短句） Introducing FITNESS magazine. Its about health, its about exercise, its about your image, your energy, and your outlook. 向你推薦健康雜志

6、：說健康，說鍛煉，說形象，說精力，說展望。（使用并列句） Its a moment you planned for. Reached for. Struggledfor. Along-awaited moment of success. Omega, for this and all your significant moments. 這是你計(jì)劃的時(shí)刻，期望的時(shí)刻，爭(zhēng)取的時(shí)刻，長(zhǎng)久等待的成功時(shí)刻。歐米茄，記下此刻，和所有重要時(shí)刻。（使用省略句） Catch that Pepsi spirit. Drink it in. 喝百事飲料，感受百事精神?。ㄊ褂闷硎咕洌?Characteristic o

7、f rhetoric,英語廣告中，廣告撰稿人為了生動(dòng)有趣地宣傳商品的特征，形象逼真地描述消費(fèi)者使用商品后的感受，常常運(yùn)用多種修辭手段，以增強(qiáng)語言的表達(dá)效果，加強(qiáng)消費(fèi)者對(duì)商品的印象，最終達(dá)到商品宣傳、推銷的目的。 下面主要闡述英語廣告中常用的修辭手段及翻譯。常用修辭手法有： 明喻 （simile）、隱喻（metaphor）、擬人（personification）、 雙關(guān)（pun）、押韻（rhyme） 設(shè)問（rhetorical question）等。,隱喻（metaphor） 瑞士EBEL的手表廣告“EBEL, the architects of time.” EBEL手表，時(shí)間的締造者 推銷酒

8、的廣告 “Sophisticated, sweet-to-drink Pink Lady.” 高級(jí)、可口的粉紅佳人 比喻（analogy）：Featherwater：light as a feather（法澤瓦特眼鏡：輕如鴻毛。）,擬人（personification） 花卉公司的廣告 “Flowers by Interflora speak from the heart.” 英特拂勞拉的鮮花傾訴衷腸 Interflora 鮮花是發(fā)自內(nèi)心的表達(dá) “The world smiles with Readers Digest.” 讀者文摘為世人帶來歡笑,雙關(guān)（pun） 一則面包廣告“Shes the

9、 nimblest girl around. Nimble is the way she goes. Nimble is the bread she eats. Light, Delicious, Nimble” 她是周圍最輕捷聰慧的女子。輕捷是她的舉止特點(diǎn)。Nimble 是她食用的面包。松軟味美，Nimble “摩爾”牌香煙廣告“Im More satisfied” 摩爾令我更滿意,雙關(guān)（pun）,Ask for More（摩爾牌香煙的廣告）,設(shè)問（rhetorical question） “The Economist?” “Isnt that a peculiar name for a journal that also discusses America,