Lecture7广告翻译.ppt
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1、Lecture 7,Translation of Advertisements,I. What is Advertisement? II. Stylistic Feature of Advertisement III. Translation of Advertisement IV. Figure of Speech in Advertisement,I. What is Advertisement,Paid message communicated through the various media by industry, business firms, nonprofit organiz
2、ations, or individuals. Advertising is persuasive and informational and is designed to influence the purchasing behavior and/or thought patterns of the audience.,Principle of Advertisement-AIDA: AttentionInterestDesireAction 引起注意 激发兴趣刺激需求采取行动,Classification According to Advertising Media: Press Adve
3、rtising Television and Radio Advertising Outdoor and Transport Advertising Window and Point-of-Sale Advertising Exhibition and Trade Fairs Direct Mail Advertising Cinema ,back,II. Stylistic Feature of Advertisement,2.1 Colloquial and common words 2.2 Coinage of new words 2.3 Use of simple sentences,
4、 imperative sentences, active sentences, omission sentences 2.4 Use of Figure of Speech,2.1 Colloquial and common words use of simple words, esp. some colloquial verbs and adjectives: come, go, get, use, know, look, taste, feel, do, buy, take, love, have, good, fine, real, rich, great, etc. e.g. Jus
5、t Do It. (想做就做 Nike) Dont Just get onto it, get into it.( Intel Pentium III) (不仅仅是登陆互联网,而是真正畅游其中) Too Good To Eat Just One. (Lays 乐事薯片) (吃了还想吃),2.2 Coinage of new words e.g. The Orangemostest Drink in the world. We know eggsactly how to sell eggs. superexcellent / superfine camcorder Drinka Pinta Mi
6、lka Day. (milk),2.3 Use of simple, imperative sentences, active, or omission sentences e.g. Its the taste. (雀巢咖啡) 味道好极了 Things go better with Coca-cola. 畅饮可口可乐,保您万事如意 喝可乐,万事乐 Think Different. (Apple苹果电脑) 不同凡 “想”,2.4 Use of Figure of Speech e.g. OIC (glasses) (Oh, I see.哦,我看见了) Hi-Fi, Hi-Fun, Hi-Fash
7、ion, only from Sony. 高保真、高乐趣、高时尚,只来自索尼.(alliteration) Twogether. (海滨旅馆) 双双对对一起来,Back,III. Translation of Advertisement,3.1 Difference Between English and Chinese Advertisements 3.2 Translation of English Advertisements 3.2 Translation of Chinese Advertisements,3.1 Difference Between English and Chin
8、ese 1)英语广告语言客观具体,突出信息功能(informative function);汉语讲究以言感人,偏重呼唤功能(vocative function); e.g. Ideas for life. (Panasonic电视) 实现您的梦想 In touch with tomorrow. (Toshiba电器) 沟通未来,超越时空 绿色好心情 Feel it now.,2)英语广告强调用户至上,消费者利益高于一切,突出You-Attitude,因而形式上多用You-Form;汉语突出企业至上,以我为中心,但惯用第三人称表达,以树立其形象,博得用户的依赖; 衣食住行,有龙则灵 (建设银行龙
9、卡) Your everyday life is very busy, Our Long card can make it easy. 一册在手,纵览全球。(全球杂志) With a copy of The Globe in your hand, the world unfolds before you so grand.,3) 英语行文简洁通俗,便于记忆;汉语表达夸张,充满评述性话语; e.g. It gives my hair super shine, super body, and leaves it smelling fresh as a meadow.(Shampoo) 它令我秀发柔
10、顺光滑,褶褶生辉,幽香飘逸,犹如绿茵草坪,清新芬芳。,3.2 Translation of English Advertisements,Flowers by Interflora speaks from the heart. (Interflora花店) “茵特”之花,表达肺腑之言 All is well that ends well. (cigarette) 烟蒂好,烟就好 越抽越有味 抽到最后,烟味十足,The driver is safer when the road is dry; the road is safer when the driver is dry. (traffic
11、notice) 路面干燥,司机安全;司机清醒,道路安全 道路不沾水,司机更安全;司机不沾酒,道路更安全 (dry:without water; without alcohol),Connecting People. (Nokia) 科技以人为本 Advancement through technology (Audi car) 突破科技,启迪未来,3.3 Translation of Chinese Advertisements into English,你不理财,财不理你 (理财杂志) You leave Managing Money alone, Money will manage to
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