商业广告的翻译.ppt

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1、商业广告的翻译,Lead-in Reading 阅读与欣赏,Lemon Tree by Fools GardenIm sitting here in the boring roomIts just another rainy Sunday afternoonIm wasting my timeI got nothing to doIm hanging aroundIm waiting for youBut nothing ever happens and I wonderIm driving around in my carIm driving too fastIm driving too f

2、arId like to change my point of viewI feel so lonelyIm waiting for youBut nothing ever happens and I wonderI wonder howI wonder why,Yesterday you told me bout the blue blue skyAnd all that I can see is just a yellow lemon-treeIm turning my head up and downIm turning turning turning turning turning a

3、roundAnd all that I can see is just another lemon-treeIm sitting hereI miss the powerId like to go out taking a showerBut theres a heavy cloud inside my headI feel so tiredPut myself into bedWell,nothing ever happens and I wonderIsolation is not good for meIsolation I dont want to sit on the lemon-t

4、reeIm steppin around in the desert of joyBaby anyhow Ill get another toyAnd everything will happen and you wonder,I wonder howI wonder whyYesterday you told me bout the blue blue skyAnd all that I can see is just another lemon-treeIm turning my head up and downIm turning turning turning turning turn

5、ing aroundAnd all that I can see is just a yellow lemon-treeAnd I wonder,wonderI wonder howI wonder whyYesterday you told me bout the blue blue skyAnd all that I can see.Is just a yellow lemon-tree,一个人无聊待在房间在下雨的周日午后我在虚度时光我无所事事我四处乱逛我在为你等候可是一无所获我很迷惑一个人开车闲逛我开得太快开得太远想要改变自己的观点我觉得好寂寞我在为你等候可是一无所获我很迷惑告诉我怎么了

6、告诉我原因昨天你跟我说蓝蓝的天而我看到的只有黄黄的柠檬树我抬头仰望我四周环顾看到的只有另一棵柠檬树,我坐在这里我想念那股力量我想出去淋雨可我脑袋里却阴云密布我感觉好累我要上床休息还是一无所获我很迷惑孤独 这对我不好孤独 我不想独自做在柠檬树上我在欢愉的荒野漫步宝贝 我还是会找到别的玩伴一切都会照常你会很迷惑告诉我怎么了告诉我原因昨天你跟我说蓝蓝的天而我看到的只有黄黄的柠檬树我抬头仰望我四周环顾看到的只有另一棵柠檬树,愚人花园”乐队当Peter Freudenthaler和Volker Hinkel1991年在弗茨海姆组建“愚人花园”(Fools Garden)的时候,他们怎能预料到,这棵音乐之

7、树Lemon Tree有一天会举 世闻名。Lemon Tree,这种生长在德国黑森林北部的柠檬树在全球遍地开花。歌曲被翻 译成40多种语言,唱片的销量超过六百万张,“愚人花园”的全球巡演也赢得了世界 的喝彩。当然,在这棵柠檬大树欣欣向荣地不息繁衍之时,乐队不断创作的其他歌曲也十 分出彩。在“愚人花园”的巡演The Best of Tour中他们将演绎这些多年创作的精 华:不只是乐队建成超过15年来在全球最火热的金曲柠檬树(Lemon Tree),历 年的电台榜首歌曲如苏西(Suzy),狂野岁月(Wild Days),或许(Probably),“一切皆有可能”(It can happen),“梦

8、想”(Dreaming)以及“献身之 人”(Man of Devotion)也在他们登台曲目之列。,WHAT IS ADVERTISEMENTS?,Slogan,WHAT IS ADVERTISEMENTS?,CATCH PHRASES,WHAT IS ADVERTISEMENTS?,Advertisement,PRACTICE SAMPLE,KFC We do chicken right,EDITIONS,We do chicken right 我们做鸡是对的 我们就是做鸡的 我们在肯德基做鸡 我们只做右边的鸡 More,MAYBE THIS WAY,We do chicken right文

9、化背景的差异翻译句子的两大着眼点:A:逻辑表达(信息内容,语句模式)B:情绪表达 A:we do chicken B:right 我的版本:炸鸡,我们在行!,Practice sample,NBA Be part of something big!,EDITIONS,Be part of something big!快成为大家伙的一部分吧!做个大家伙吧!和姚明一起做个大家伙吧!快做大家伙的朋友吧!,MAYBE IN THIS WAY,Be part of something big!快加入到篮球的宏大行列中来吧!和我们一起开创大场面!,THE FUNCTION OF ADVERTISEMENT

10、,INFORMATION 信息功能AESTHETIC JUDGEMENT 审美功能MOVE AND INSPIRATION 感召功能,BASICAL STANDARD OF TRANSLATION,Beauty of sound 声美Beauty of form 形美Beauty of meaning 意美,INCORRECT CASES,Land cruiser 路霸 ok?霸道 ok?“You have to respect it”“霸道,你不得不尊敬”我的版本:丰田“路风”“陆地舰”,声美.意美.形美,Better late than the late(高速公路安全行车标语)迟到总比丧命

11、好 晚了总比完了好,声美.意美.形美,来也匆匆,去也冲冲 Come in a hurry Go with a cleaning Easy come,Easy go,声美.意美.形美,我的版本:Come in a rush Go with a flush,声美.意美.形美,Where there is a road There is TOYOTA 哪里有路,哪里就有丰田车车到山前必有路,有路必有丰田车!,某香水广告:Her smile could heat up a nation.Her fragrance captured a country.迷魂牵魄笑貌,倾国倾城芳香。敦豪快递的广告:DHL

12、 worldwide express:the Pulse of Business.商业命脉,随我而动。Sony音响的广告Hi-fi,Hi-fun,Hi-fashion,only for Sony.索尼音响-高保真、高享受、高时尚。建行龙卡的广告:衣食住行,有龙则灵。Your everyday life is very busy,Our Long Card can make it easy.全球杂志的广告:一册在手,总揽全球。With a copy of The Globe in your hand,the world unfolds before you so grand.某口香糖广告:我的浪

13、漫是红色的,我的笑容是洁白的。Rosy romance only comes with pearl-white teeth.,第二节 公益广告和商业广告及其功能,公益广告(public service advertisement)是不以盈利为目的、而为公众利益服务的广告。它意在唤起人们对共同长远和重大利益的关注,强调人与人之间的互助行为,呼吁人们以实际行动来改善或解决各种社会问题。,商业广告(commercial advertisement),又称经济广告,是指以盈利为目的的广告,它是商品生产者、经营者向消费者提供商品、服务信息并说服消费者购买的手段,其最终的目的在于推销商品或服务以牟取利润T

14、he first ever,the last youll ever need.一朝拥有,别无所求A diamond lasts forever.钻石恒久远,一颗永流传。Dabao morning&night Makes your skin-care real delight.要想皮肤好,早晚用大宝,商业广告的功能和语言特点,广告的功能是提供信息,劝说人们行动。有些商业广告把宣传的重点放在广告的信息上,通过对产品特色的介绍,诉诸于人们的理智。有些广告则强调广告的移情作用,侧重唤起人们的美感、感动人们的情绪。前一类广告被成为“硬卖”(hard-sell)型广告,后一类则称为“软卖”(soft-se

15、ll)型广告。,硬卖型广告hard-sell采用的是“以理服人”的策略。这类广告突出广告的信息功能,通过逻辑说理的方法来强调商品信息的可信度,语气客观、冷静,以理性来激发人们的消费欲望;这类广告的语言一般具有准确、客观,稳重、朴实的问题特点。软卖型广告soft-sell采用的是“以情动人”的策略,这类广告的主要特点是广告通过丰富、多彩的文学语言被富裕了很多的艺术魅力,广告具有特殊的美学、移情功能,并以此来感染读者,激发人们对商品的好感和购买冲动,达到其预期的推销目的。软卖型广告的语言往往华丽典雅、文辞讲究,追求问题风格的形式美。(例见P180),广告英语的文体特点和翻译,广告英语的主要词语特点

16、 特意使用误拼词和创新词。创新的拼写方式,增强 吸引力.有时候故意拼错,有时候故意加上前后缀.Forget hot taste.Only Kool,with pure menthol has the taste of extra coolnees.Come up to cool.忘掉辛辣的确滋味,只有,包含纯粹的薄荷,带有特别的凉爽,来支香烟吧 We know eggsactly how to sell eggs Krazy Clearance Toy Sale Continues,大量使用评价性形容词以及形容词的最高级。大量使用 fine,great,wonderful 表称赞和推荐 cri

17、sp,delicious,fresh,rich在食品广告中常用;clean,fresh,soft 常用在牙刷,洗发水等产品广告中;super-常构成超级,超类的形容词中 supercalendered特别光洁的,supercooked熟烂,superfine过于精细的,supertaste超级品位Smirnoff(司木露伏加特酒)is the worlds smoothest,cleanest,tasting vodka.Smirnoff Vodka 80&100 Proof distilled from the finest grain.,较多地使用缩略语:Big Ops for OUR R

18、NS in the US.这是新西兰护理管理协会(Nursing Management)所作的招聘广告标题。充分利用了缩略语简练、引人注目、给人悬念的效果。RN 分别是Registered Nurse(注册护士)的首个字母,而Ops则是opportunities 的缩略语。,借用外来词,加强传播效果.Order it in bottles or in canes Perrier with added je ne sais quoi 我不知道的那个灵活运用复合词 mass-product成批生产的,light-blue浅蓝色的,first-class一等,home-made国产的,warm-he

19、ated热心的,money-saving省钱的,innocent-looking看起来天真的.,广告英语的主要句法特点,比较口语化,句式大多简单明了,采用多种句式。(1)使用简单句,一目了然。Lets make things better.飞利浦电器,没有最好,只有更好,It is for a lifetime 钟表,你的人生伴侣.,(2)使用疑问句,制造悬念,激发好奇心.Do you teach?If so,Please read on 你会教书吗?如果会,请看看招聘广告The Seiko Ladied Quartz,Pretty,isnt she?精工牌女士石英表,潇洒漂亮,不是吗?,(3

20、)使用祈使句,简单明快,鼓动性强.Take it now!别再犹豫了Red,remembered,rushed.读,记忆,行动(4)使用省略句,语言凝练,重点突出A contemporary classic,a timeless timepiece.当代的经典,永久的记忆Bright ties,ties for the cool,and certainly the confidence.生机勃勃的领带,献给那些沉静而有信心的人们.,(5)使用第一,二人称,增强亲和力和可信度.I trust the cure!I like the price!我相信它的疗效,我喜欢它的价格.,广告英语的修辞特征

21、,(1)明喻(similar)Mom depends on Kool-Aid,like kids depend on Moms.妈妈依赖果乐Kool-Aids,就像孩子依赖妈妈.Whats on your arm should be as beautiful as whos on it.戴在你手臂上的东西应该和你手臂上的人一样美丽,(2)暗喻(metaphor)To spread your wings in Asia share our vantage point.在亚洲展开您的翅膀,来分享我们的利益.Sophisticated,sweet-to drink pink Lady高级,可口的粉红

22、佳人.,(3)双关(pun)Mr Kipling(蛋糕牌子,又是对人的称呼)Mr Kipling makes exceedingly good cakes.Youll go nuts for the nuts you get in Nut.It fills you up and gives you lots of go.Mr Kipling烤制出绝好的蛋糕,您会因为所含的坚果而变得狂热,它会使你的精神振奋,精力充沛(Nut是产品的名称,第一个nuts是狂热的意思,第二个nuts是坚果的意思),(4)对偶(antithesis)The choice is yours,the honor is o

23、urs.选择在你们,荣耀在我们 Sea,sun,sand,seclusion and Spain!You can have all this when you visit the new Hotel Caliente.大海,阳光,沙滩,幽静-西班牙!,(5)压韵(头韵,尾韵)(rhyme)Health,Humor,and HappinessGifts wed love to give.健康,幽默,幸福这就是我们的赠礼.Hi-fi,Hi-fun,Hi-Fashion,Only from Sony.高保真,高乐趣,高时尚-只来自索尼Flash.Dash.Classic splash.闪光,炫耀,经

24、典的飞溅.,(6)反复(repeat)Designed with a computer;Silenced by a laser;Built by a robot电脑设计,激光消音,机器人制造.,(7)排比(parallelism)THE CORDIA,shaped by the wind,born for the road.CORDIA汽车,流线型设计,天生地实用与道路行驶We will tell you the odds before they are out.We will published what other publications dare not.We will give yo

25、u inside information you wont find elsewhere.我们要向您预示未来的结果;我们要发表别人不敢发表的东西;我们要给您在别的地方找不到的内部消息(杂志广告).,汉语广告的文体特点,汉语广告词汇特点:汉语广告用词非常讲究,明显特点是四字、六字等结构较多,特别是广告中的套语多为四字结构。他们有的是固定的成语,有的是随意组合的词语,节奏感较强,通过并列、重叠、排比等方式连接在一起,以增强语势,扩大广告的感染力。,汉语广告词汇特点,例:CTY 型游梁式抽油机结构简单,安全可靠,制造简易,维修方便。广泛应用于世界石油生产。Type CTY beam pumping

26、unit is simple in structure,dependable in operation,easy in manufacture and convenient in maintenance.Thus,it finds wide application in petroleum production all over the world.,例:浙江真丝印花绸采用精细手工印刷,花样新颖别致,色彩鲜艳夺目。实是各式名贵服装和礼服的高级用料。Elegant and up-to-date in designs,attractive and delightful in shades,the

27、Zhejiang printed pure silk fabrics are elaborately printed by hand,and are really an ideal high quality material for noble-looking garment and ceremonial dress in various styles.,曹州圣酒的广告:曹州城内有一隅首,名曰尤之女。据尤之女酿酒得一手好酒,偶被孔子一饮,赞曰圣贤至美!,故得圣酒。原译文为There is an intersection named Girl Youzhi in Caozhou City.The

28、 story goes that Girl Youzhi made a good kind of liquor which Confucius drank by accident.He praised this liquor to be a delicious one.So it got its name as liquor Shengjiu.在这段翻译中,由于 Confucius并不是外国人耳熟能详的人物,因此应增加解释性翻译:the great ancient Chinese educator。圣贤至美译成a delicious one也没有把其文化内涵表达出来。圣贤至美 指的是酒之上品,

29、可译为excellent。而至于圣酒有着特殊的含义,其音译Shengjiu完全无法表达出这种特殊内涵,因此应该译成Saint Liquor。,广告翻译的原则,考虑译文对接受者的效果,既要保留源语言的形式,风格,有要产生与之相同的效果,达到音,意,韵的和谐统一.简洁,优美,符合接受语的文化传统和语言表达习惯.,广告语句的翻译方法,直译所谓直译,就是在转达原文意思的时候,使译文达到神、形兼备。一般运用的场合是原文和目的语言之间具有文化共性,并能让人产生相同的联想。需要强调的是:直译并非词对词的翻译。直译不仅忠实于内容,而且与形式的风格也是一致的。直译在有效表达原文意义的同时,必须反映原文的风格。对

30、原文进行字面的翻译,既保留原文的内容,有保留原文的形式.(丁家宜化妆品)The secret for perfect skin.拥有完美肌肤的秘诀,意译意译是指通过对原文深层意思的理解和消化,将原文的结构打破重组,转化为译文自然流畅的结构。由于语言是文化的组成部分,受文化的影响和制约。在不同的文化里,相同的词语有不同的含义,不同的词语有相同的含义。因此,在翻译的过程中,译者对某段文字理解的正确与否,在很大程度上取决于他对文化的理解。广告翻译中,有不少实例涉及各自的语言特点和语言习惯或文化习俗,它们的语言形式和文化背景不为译文读者所熟悉,因此这时采用意译可以使用更为符合当地消费者的形象、生动、委

31、婉的语言来吸引读者。The unique spirit of Canada 酒类,品加拿大酒,体会加拿大人的精神.Good to the last drop麦氏咖啡,滴滴香浓,意犹未尽,增补翻译Start ahead飘柔洗发水,美丽从头开始Anytime 快递公司,随时随地,准时无误,缩减Wherever you are.Whatever you do.The Allianz Group is always on your side.安联集团,永远站在你身边The man who have achieved success are the man who have dared,who have

32、 had the courage to act upon their convictions(招商,敢想又敢干,成功机会多)成功永远属于敢于冒险的人,套用套用译入语中家喻户晓的习惯表达方式,例如:成语、谚语、诗句、名言等。如南方科技咨询服务公司的广告:“有南方,事竟成”。翻译为Where there is South,there is a way.套用了英语谚语Where there is a will,there is a way.恰到好处,韵味无穷。套用警句格言Not all cars are created equal.三菱汽车,不是所有的车生来的都是平等的,昔有千里马,今有三菱汽车。T

33、asting is believing 食品,百闻不如一尝,使用四字结构Safe,Easy,Quick,and with fun!使用安全,操作简单,高效快捷,乐在其中!,广告文本的翻译处理,广告文本应该在谋篇布局上应该本着功能相似的原则,不拘泥与原文的遣词造句,应该以文本为翻译单位,再现原文的功能.,The perfect companion for 2001 Since you depend on a diary every day of the year,Pick the one thats perfect for you.Bright,attraction,colorful,alway

34、s for a smile 日记本,既然你每天都离不开日记本,就请用您选用这种吧,它对您再适合不过了:印刷鲜明,装饰精美,让您称心如意,100%COTTONGENTLE AND SOFT enough for a babys skin.A NATURAL WAY to remove,makeup and cleaner,nail polish,lotion,cream,etc.PERFECT for any use where a soft absorbent applicator is needed本品采用100%天然棉精制而成,品质柔软贴切,适合化妆使用.经特殊化学高温杀菌脱脂处理,清洁,

35、卫生,可靠.棉质柔软细致,能彻底清除油垢残妆,让你的肌肤更具健康活力.最适合用于上妆,卸妆;试除面霜,唇膏,指甲油;清洁贵重物品.,Double Star Takes you Afar穿上双星,潇洒一生 It is the taste.味道好极了 Safe,Easy,Quick,and with fun!使用安全,操作简单,高效快捷,乐在其中!,Exercises and Keys,It is gives me hair a top-quality look.Just do itYou and northwest,business at its bestOld product.New Desi

36、gn,它带给我一流的头发想做就做吧您与西北同行,生意最佳水平老产品,新设计,Kodak is Olympic Color.A word to wealthyThe world smiles with Readers Digest.,柯达就是奥林匹克的色彩一言致富读者为世人带来欢笑,The Globe bring you the world in a single copyUnlike me,my ROLEX never needs a restChromatic exclusive sunglasses,一册在手,纵览全球和我不一样,我的劳力士从来不休息五光十色,独一无二的太阳镜,A Mars

37、 a day keeps you work,rest and play.Quality first,advanced technology,scientific management and best service.,每日一块Mars巧克力,使你工作满意,娱乐惬意.质量一流,技术先进,管理科学,服务上乘,Where there is South,there is a wayEverything is extraordinary;Everything tempts.,有南方,事竟成一切都不同一般,一切都是诱人的.,阅读与欣赏 Tune:Immortal at the Magpie Bridge

38、 Clouds float like works of art;Stars shoot with grief at heart.Across the Milky Way the Cowherd meets the Maid,When autumns Golden Wind embraces Dew of Jade,All the love scenes on earth,however many,fade.Their tender love flows like a stream;This happy date seems but a dream.Can they bear a separat

39、e homeward way?If love between both sides can last for aye,Why need they stay together night and day?,鹊桥仙 秦观纤云弄巧,飞星传恨,银汉迢迢暗度。金风玉露一相逢,便胜却人间无数。柔情似水,佳期如梦,忍顾鹊桥归路。两情若是久长时,又岂在朝朝暮暮!,The Declaration of Independence We hold these truths to be self-evident,that all men are created equal,that they are endowed

40、by their Creator with certain unalienable rights,that they are among these are life,liberty and the pursuit of happiness.That to secure these rights,governments are instituted among them,deriving their just power from the consent of the governed.That whenever any form of government becomes destructi

41、ve of these ends,it is the right of the people to alter or to abolish it,and to institute new government,laying its foundation on such principles and organizing its powers in such form,as to them shall seem most likely to effect their safety and happiness.独立宣言 我们认为下述真理是不言而喻的:人人生而平等,造物主赋予他们若干不可让与的权利,其中包括生存权、自由权和追求幸福的权利。为了保障这些权利,人们才在他们中间建立政府,而政府的正当权利,则是经被统治者同意授予的。任何形式的政府一旦对这些目标的实现起破坏作用时,人民便有权予以更换或废除,以建立一个新的政府。新政府所依据的原则和组织其权利的方式,务使人民认为唯有这样才最有可能使他们获得安全和幸福。,

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