英語翻譯-廣告的翻譯.ppt

1、ADVERTISEMENT,The three parts of our project,No.1 Opening,No.2 Main content,No.3 Conclusion,The linguistic feature of English AD,The culture difference of Chinese and English culture,3,The use of acronyms and compound words to save space,Cao Yang,4,There are more imperative sentence in advertisement

2、,5,The Character of English Advertisement,Religious differences between Chinese and Western,Advertisement translating under diverse historical and cultural background,Difference of view in value,OPENING SPEAKER:LI HAO RAN 李浩然,Xie Meng,Wang Kun,Li Yue,Wang Zhong Xue,The expression forms of polite,Den

3、g Wei Wei,1,The Use of Positive adjectives and their Comparative and Superlative Degrees,2,The Use of Anagrammatic Spelling,Way of thinking difference,Wang Yu,Zhang Li Hua,No.1 Opening,Li Hao Ran,NO.3 CONCLUSION,Wang Jun Ling,MAIN CONTENT,The Linguistic Features Of English Advertising,2009207456,The

4、 Linguistic Features Of English Advertising,The Linguistic Features Of English Advertising,The Use of Positive adjectives and their Comparative and Superlative Degrees,Example: A famous English advertising about love,New love is brightest, Long love is greatest, Compelled love is dirtiest, Short lov

5、e is harmest, Revived is tenderest, True love is purest.(love) .,新戀的愛情最興高采烈， 長久的愛情最崇高偉大, 強迫的愛情最骯臟不堪, 短暫的愛情最刻骨銘心, 復蘇的愛情最嬌嫩鮮艷, 真正的愛情最純潔無暇。（愛情）,translation,分析：這則英文廣告使用了形容詞的最高級(brightest, greatest, dirtiest, harmest, tenderest, purest),有利地表達了幾類愛情的鮮明特點，給讀者留下了深刻印象。在翻譯時將形容詞譯為四字短語，使譯文簡潔有力，語言優(yōu)美。.,The Use of

6、Anagrammatic Spelling,Example: An advertising of a web,google,WWWhats newww? Atwww. landsend. com ,the answer is - a lot. . . . . . . www. landsend. com gives you even more ways to explore LandsEnd with even more ease, comfort, confidence and security. . . . . . . So, wwwhat are you wwwaiting for? .

7、,translation,新在哪兒?答案是在www. landsend. com新事很多. Lands End網(wǎng)站，更為輕松、舒適、自信、安全。那，還等什么?,這是一則網(wǎng)站的廣告。大家都知道互聯(lián)網(wǎng)網(wǎng)址大都以www開頭，此則廣告標題采用拼寫變異手段 ，“WWWhats newww?”。一方面Whats new?（新在哪兒），引起讀者注意。另一方面三個w 提示讀者此則廣告內(nèi)容與網(wǎng)絡有關。廣告最后一句 “wwwhat are you wwwaiting for？”，也有類似功效。翻譯時省略了連詞and。 .,Feature 3 Using of acronyms and compound words

8、 to save space,LOGO,We know that there are a lot of acronyms in English ， each field will be a variety of acronyms there, these acronyms can make the article look even more sententious. For example： VS versus,K.O. Knock out,PK player killing ASAP as soon as possible,LOGO,LOGO,Of course, such form ca

9、n be seen frequently in English advertisement. 1:Where to leave your troubles when you fly JAL translation ： 乘坐日航班機， 一路無煩惱。 JAL is the acronyms of Japan Airlines Corporation. Comment： the literality is “當你乘坐日航班機的時候，你就會遠離煩惱?！?such translation is not clearly with the proper content.so we use ellipse,

10、such as where , when, you ,your and to 。 .,LOGO,The following is a very useful sentence. 2.We offer 3一R guarantee,namely guaranteed repair,replacement and refund translation ：我們實行三包 包修、包退、包換。 3一R is the acronyms of repair, replacement , refund . Comment: The literal translation is “我們提供3-R保證，保證為 包修，

11、包退，包換”。According to the meaning of the sentence ,we use the Domestication Translation (歸化 )，the words“3-R” is translated into“三包”。 .,Feature 4There are more imperative sentence in advertisement,LOGO,The imperative sentence is a mood that expresses an intention to influence the listeners behavior.,ba

12、zinga！,It has the same meaning of ”Tease you for fun”,Of course, such form can be seen frequently in English advertisement. eg： Come to where the flavor is. Marlboro Country。 translation : 萬寶路香煙,追尋牛仔風-西部瀟灑走一回。 Comment： the literality is “光臨風味獨特的地方 萬寶路世界”. This translation do not give the depth impre

13、ssion ,but according to the specific content of advertising, we will have such a picture in our mind a man with deeply looking, rough skin and a heroic spirit .so we can make the AD more attractive with using “foreignization translation ” such as “cow boy ” and “the western”. And domestication trans

14、lation, Such as “瀟灑走一回” .,LOGO,The Character of English Advertisement,英文廣告的特點,5.否定句少，即使使用否定句，也多是為了用其他商品來反襯，或從反面突出產(chǎn)品特性 。 e.g.1 We would never say the new Audi A4 is the best in its class We dont have to 譯文： 我們根本不必說新型奧迪A4同類車中最好的。沒有這個必要。 意譯liberal translation：根本不必說 直譯literal translation ：從不會說 省略ellipsi

15、s .,e.g.2：If you cant relax here，you cant relax（anywhere） 譯文：此地不能放松，無處能放松。 省略 增詞,尼格瑞爾有迷人的白沙沙灘，寧靜而美麗的珊瑚礁，海邊有大量的海葡萄、椰子樹。當?shù)氐慕ㄖ际乔逡簧牡脱O計,而這種風格的建筑物看上去或多或少地有些扁平,但卻形成了尼格瑞爾海灘獨特的異國風情。 .,6.常用主動語態(tài)和現(xiàn)在時，給人一種直接感，并暗示商品的持久性和永恒性。 e.g.：A Mars a day keeps you work，rest and play. (Mascarpone) 譯文：一天一塊馬斯巧克力，令您精力充沛、生活愉悅。

16、 四字短語four word idioms 該廣告套用了英語成語An apple a day keeps the doctor away和All work and no play makes Jack a dull boy廣告中day和play押尾韻。 .,7. 廣告中常使用修辭手段 e.g.1. We take no pride in prejudice. 譯文：以公正為榮，視偏見為恥。（雙關double meaning） （泰晤士報為自己做廣告時用的一句妙語，它源于奧斯汀的一部傳世名著“Pride and Prejudice”，以標榜自己不偏不倚，主持公道）,意譯省略歸化naturaliz

17、ing translation：傲慢與偏見是西方名著，譯文有點“八榮八恥”的味道。 .,e.g.2： We have hidden a garden full of vegetables where youd never expect. In the pie. 譯文：我們在您意想不到的地方藏著整個菜園，就在餡餅里。(夸張hyperbole) 定語從句前置 四字短語 冠詞article的省略 .,Religious differences between Chinese and Western,1.the diversity of the religious the influence to t

18、he language 2.religious differences to the translation of the advertising,隨著人類歷程的發(fā)展，各個國 家都形成了自己的宗教信仰， 而這些信仰對他們語言的形成 和發(fā)展都起著不可估量的作用,當我們在做廣告翻譯的候，應該注意結合該國的宗教文化形式以期使我們的翻譯達到最佳的效果,Religious differences between Chinese and Western,“Enjoy Quaker Oats. Good for your heart and soul”. 譯文：享受貴格麥片，凈化您的心靈 分析：（美國貴格麥

19、片廣告） Quaker是基督教的“貴格教派”。該商標詞用“貴格教派”的某些教義，如純潔、忠誠、堅強、果斷等來強調(diào)該麥片選料純凈、注重信譽等 .,一則旅游廣告,原文：在四川西部，有一美 妙去處，它背依岷山主峰雪 寶頂，樹木蒼翠，花香襲人 ，鳥聲婉轉(zhuǎn)，流水潺潺，它 就是松潘縣的黃龍。 .,譯文：One of Sichuans finest spots is Yellow long， which lies in Song pan county just beneath Xue bao，the main peak of the Minshan Mountain,A travel advertising

20、,It has lush green forests filled with fragrant flowers，bubbling streams and singing birds .,1：音譯（ transliterating ） One of SichuanS finest spots is Yellow long long Chinese dragon Western dragon,Translation skills,Yellow dragon,2：增譯（主語，冠詞，連詞，介詞） (amplification- Subject, Articles, Conjunction, prepo

21、sitions) .,長久 長遠,代表吉祥 皇權,邪惡的事物 潑婦,A travel advertising,譯文：One of SichuanS finest spots is Yellow long，which lies in Songpan county just beneath Xuebao，the main peak of the Minshan MountainIt has lush green forests filled with fragrant flowers，bubbling streams and singing birds,3：化句為詞 在四川西部，有一美妙去處 On

22、e of SichuanS finest spots 4：四詞短語（four character idioms） It has lush green forests filled with fragrant flowers，bubbling streams and singing birds 樹木蒼翠，花香襲人，鳥聲婉轉(zhuǎn)，流水潺潺 .,歷史文化差異下的廣告翻譯Advertisement translating under diverse historical and cultural background,歷史文化差異下的廣告翻譯Advertisement translating under

23、diverse historical and cultural background,在英漢廣告中，我們會發(fā)現(xiàn)一些作為歷史沉淀的典故和某些習語引申、發(fā)展的文化軌跡。這些與歷史文化相關的背景知識往往帶來翻譯上的困難。,廣告的翻譯，重點在于吸引顧客，有時在翻譯中難免會失去原文中的文化內(nèi)涵，例如：,“何以解憂，唯有杜康” （杜康牌酒廣告）,“萬事俱備，只欠東風”（東風牌汽車廣告）,雖然可以用解釋性翻譯（Explanatory Translation）來進行補充說明，但是廣告原有的語言魅力會在翻譯過程中丟失 .,1. Wearing is believing. （lovable內(nèi)衣廣告）,這則廣告來自

24、英文諺語“Seeing is believing”. 直譯為“穿了就相信/穿著即信仰”，譯文中并沒有體現(xiàn)出套用的諺語。,Seeing is believing. 百聞不如一見,Seeing is believing 意思是 “眼見為實”或 “百聞不如一見”, 翻譯為“百聞不如一穿” 在形式上更接近廣告本意 .,2. Better late than the late.,這是美國高速公路上常用的廣告語，模仿成語“Better late than never” （晚來總比不來好），其中第一個late 含義為遲到，第二個使用了late的雙關含義，在此意思為 “ the dead ” 。,翻譯過程中，

25、由于英語中雙關的修辭特點很難翻譯出來， “舍其形，求其意” ，直譯為“遲到總比送命好” 。,同時為了體現(xiàn)警示語言的特色，可以改譯為：寧晚三分不爭一秒，晚了總比完了好。 .,Better late than never.,3. Ask for More. 摩爾香煙，多而不厭 再來一根，還抽摩爾,More是美國一種長形香煙的品牌，此處不但一語雙關，既有再來一支的含義，同時也有渴望著More 的意思。而且，這句話是狄更斯小說霧都孤兒里Oliver 乞討時的名句，由于歷史文化的差異，在翻譯中無法體會。 .,中英思維方式差異Way of thinking difference,The implicit

26、way versus The direct way,翻譯技巧：四字短語Four-character phrases .,1、原文： (Travelling advertisement ) Tiny islands are strung around the edge of the peninsula like a pearl necklace. Hunks of coral reef, coconut palms and fine white sand.,譯文：座座島嶼玲瓏小巧，緊密相連，像一串珍珠綴成的項鏈，環(huán)繞著半島邊緣。島上珊瑚礁紅，椰樹成片，沙灘如銀，景色如詩如畫。,2、原文：境內(nèi)西湖

27、如明鏡，千峰凝翠，洞壑幽深，風光綺麗。（旅游廣告）譯文：The West Lake is like a mirror, embellished all around with green hills and deep caves of enchanting beauty.,翻譯技巧：Paratactic vs. Hypotactic 中文以意統(tǒng)形， 英文以形統(tǒng)意。中文喜長句， 英文喜短句。 .,翻譯技巧：Literal translation Liberal translation Explanatory translation .,3、原文：雨后春筍譯文：Like bamboo shoots

28、 after a spring rain.譯文：Like mushrooms after the rain.譯文：Develops or emerges quickly.,Collectivism versus individualism,Individualism,Collectivism,Chinese culture,Western country,“集體主義”與“個人主義”是體現(xiàn)中西文化差異對價值觀念影響的兩個基本概念，又稱“我們文化”(We-culture)和“我文化”(I-culture)。,Differences in value,selfless dedication,pers

29、onal freedom ego development personal spirit of enterprise,中國文化崇拜無私的奉獻。個人的價值在于奉獻。對中國人來說，個人幸福是和集體利益相一致的。因此,中國人們更多地關注國事、家事以及與此相關的一切事情,并給別人以非常周到的關心。,但是在西方社會文化中,人們強調(diào)個人自由、自我發(fā)展和個人進取心。個人利益勝過集體利益。西方人崇拜財富，注重奮斗，追求成功和實現(xiàn)個人價值。,媽媽,我又夢見了村邊的小溪,夢見了奶奶,夢見了您。媽媽,我給您捎去一樣好東西。威力洗衣機,獻給媽媽的愛。 -威力牌洗衣機 譯文： Mom, I have dreamed o

30、f the creek nearby the village ， my grandma and you again. “Wei li”washing machine, a good gift I take you, is for your love.,Translation skills,省略（ellipsis）與指代：中文喜重復，英文喜指代。 為了避免重復，翻譯中省略了“夢見了”并且用“your”指代前面的“Mom”。 中插與合并（combination）：采用“a good gift I take you”作中插結構，把最后兩句話合并成一句話。,不同的膚色，共同的選擇。 -青島啤酒 如譯成

31、 The same choice for different colors 意思是大家都選不同的顏色，令人感到莫名其妙。 應譯為：Peoples skin colors are different，but their choice are the samefor Tsing Tao Beer 解析：譯文2比譯文1更忠實、通順。 .,Faithfulness and smooth,Only your time is more precious than this watch. -Watch 譯文:手表誠可貴，時間價更高 。,邏輯性增詞（Amplification） 加詞“不做的”和“解決不了的”

32、使譯文更加 忠實流暢。 .,No business too small ,no problem too big. -IBM 譯文：沒有不做的小生意，沒有解決不了的大問題。,比較結構 套用（citing）諺語（Proverbs）成語（idiom） 等使得譯文更加符合譯入語的表達習慣,The difference of culture between China and the west in Ads-the expression forms of polite,The difference of culture in Ads,the expression forms of polite,Disg

33、racing oneself to honour others is one of the major characteristics of Chinese culture. As a result, a large number of honorific words appear in Chinese Ads, such as “您”，“君”，and so on. These words not only make people feel warm and natrual but also create temptations and call to action.,Compared with Ads in chinese, there is almost no honorific words in Ads of the west. Instead, they express their polite through the interrogative(疑問句) or intonation(語調(diào)).,中文廣告用了您來表示禮貌,增譯(amplification)：什么是，它是 省略(ellipsis)：in the world 通過上邊兩則中英文廣告，我們不難發(fā)現(xiàn)中西文化在禮貌表達方式上的差異。從心理學的角度看，疑問句把廣告?zhèn)鬟f信息的過程分成提問和回答兩部分，使觀