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1、第一讲：广告翻译,陈志杰,一、广告的目的和特点,Advertising is a way of bringing information to the public for the purpose of selling a product,a service,an idea,or an event.1.information2.eye-catching3.raise the desire to purchase.,不求今日拥有，但求天长地久。-青岛牌电视机国内首创护革佳品，配方科学，质优价廉，芬芳清香，荣获新产品一等奖。-鞋油You press the button,we do the res
2、t.-KodakSmall bottle,mighty clean.-Easy-off,二汉语广告与英语广告的比较,汉语广告往往用修饰语来加强语气，说明产品的特征；英语广告用词简单，以口语为主。汉语广告中有数量庞大的四字结构，造成排比、重叠，以加强语气。汉语句子松散、信息量大。英语句子简洁、紧凑，逻辑性强。汉语广告有不少套语，英语句子考虑整体修辞，不堆砌辞藻。,九华山群山众壑，溪流飞瀑，怪石古洞，苍松翠竹。奇丽清幽，相映成趣；名胜古迹，错落期间，素有“东南第一山”的美称。译文一：There are multiple ranges of hill in Mount Jiuhua,which ha
3、ve marvelous ridges and peaks,exotic-shaped stones,slender bamboo,curled pine tree,flying waterfall and clear stream.The natural beautiful sceneries form a delightful contrast.The scenic spots are scattered in the mountain,therefore it enjoys the fame of“First Mountain in Southeast China.”译文二：Mount
4、Jiuhua is an enchanting and secluded place,full of high ridges and deep valleys,in which there are waterfalls,streams,rocks and caverns,with historical sites scattering among pine trees and bamboo groves.Hence the reputation of“First Mountain in Southeast China”.,三广告翻译的原则：,1、对等 形式对等-信息对等-功能对等Life is
5、 a journey,Travel it well(联合航空)人生之旅，尽情游历Feel the new space.（三星电子）感受新境界Tides in,dirts out.（汰渍洗衣粉）汰渍到，污垢逃。,Ideas for life.（松下）我们为生活出主意。Come for price.Stay for service.（Lexus 汽车）购时价格公道，售后服务周到。,If you drive,dont drink;if you drink,dont drive.严谨酒后驾车。Just do it.跟着感觉走。（Nike）,2、简洁,言简意赅：吸引读者注意，便于识记“Keep it s
6、hort and sweet.”,Avoid debt and stay merry.（State Farm 保险公司）无债一身轻。牡丹香烟 醇味盖冠-牡丹香烟 Peony stands out for taste.不求今日拥有，但求天长地久。-青岛牌电视机 Choose once and choose for good.Cant beat the real thing.（Coca-Cola）挡不住的诱惑。,3、变通,品味更胜一筹（食品广告）Better than ever!Taking the lead in a Digital World.-三星 领先数码，超越永恒A diamond is
7、 forever 钻石恒久远，一颗永流传Intelligence everywhere.-摩托罗拉 智慧演绎，无处不在。,4、唯美,内涵：意境美、形象美、情感美、文化美语言美：修辞美、词汇美、构句美、声韵美,艾诗助您散发自然韵味。-艾诗芬香润肤露 Enchanteur Unfolds your natural magic.We try harder.（出租车公司广告）我们在努力。M&Ms melt in your mouth,not in your hands.（巧克力广告）只溶在口，不溶在手。,5、含蓄,出手不凡钻石表-钻石牌手表 Buy a Diamond brand watch,if e
8、very second counts for you.人带梅花，准时乐道。Give Plum to all,and to all a good time.(Timex)Connecting People-Nokia 科技以人为本Better late than the late.晚到总比完蛋好。,作业：,Give me Green World(晚霜品牌),Or give me yesterday.抹青春晚霜，去岁月沧桑杜康酒为中国历史名酒，由杜康最先酿制因此得名。Du Kang,a famous Chinese spirits with a long history,was named aft
9、er its first distiller,Du Kang.品质优良，书写润滑，美观大方。-中华铅笔 Smooth and beautiful,Zhonghua Pencils with high quality.物美价廉 High qualities and low prices.,实乃居家旅行之最佳食品。-话梅 It is a unique food for families or for travelers.Every time a good time.（麦当劳）分分秒秒欢聚欢笑Make peace with your body.（止泻药）止泻安宁Go for the sun and
10、fun.(旅游广告)沐浴阳光，畅享欢乐有目共赏（上海电视）Seeing is believing.,讨论：,Unlike me,my Rolex never needs a rest.和我不同，劳力士表不需要休息。永不疲惫，劳力士表。生命永恒，摆动不止。(生命永不停摆！)劳力士表，不停奔跑。We pay,You play.(Casino 赌场)我们付，你们玩。你们找乐子，我们付票子。,讨论：,Make the impossible possible.You make me love you.(Hoverround轮椅)She wants to put her tongue in your mouth.（语言学校广告）If you want to pay more,its your business.if you want to pay less,its our business.(Verizon 手机),
