语言学概论-跨文化背景下广告语翻译研讨.pptVIP

Advertisements in cross culture The Content Chapter One: A Brief Introduction of Advertisements. Chapter Two: Role of Culture in Advertising. Chapter Three: Approaching Culture Equivalence in the Translation of Advertisements. Chapter Four: Pragmatic Failure Chapter One: A Brief Introduction of Advertisements 1 Definition of Advertising 2 The Type of Advertisements 3 Components of Advertisement ①Headline ②Body Copy ③Slogan ④Illustration ⑤Brand Chapter Two: Role of Culture in Advertising 1 What is culture? 2 Cultural gaps ①customs ②norms ③beliefs 3 Cultures in Advertisements Chapter Three: Approaching Culture Equivalence in the Translation of Advertisements Example one: 接天下客，送万里情。（天津出租汽车公司广告） Your satisfaction is our final destination. Example two: 随身携带，有备无患。随身携带，有惊无险。（一种“救心丸”药品广告） A friend in need is a friend indeed. More examples are following: 1 Taste that beats the other Cold.(Pepsi-Cola ad.) 百事可乐，冷饮之王。 2 REMY MARTIN XO Exclusively Fine Champagne Cognac.(Remy Martin Xo ad.) 人头马一开，好事自然来。 3 A diamond is forever.(De Beers ad.) 钻石恒久远，一颗永流传。 4 Where there is a way for car, there is a Toyota.(Toyota ad.) 车到山前必有路，有路必有丰田车。 5“Golden Shine” shines your way. 穿上“金鞋”，足下生辉。 6 Where there is south, there is a way.(南方科技咨询服务公司的广告标题） 有了南方，就有了办法了。 7 Intelligence everywhere. （摩托罗拉手机） 智慧演绎，无处不在。 8 MMs melt in your mouth, not in your hand. （MM巧克力） 只溶在口，不溶在手。 9 Start ahead. （飘柔） 成功之路，从头开始。 10 Connecting People. （诺基亚） 科技以人为本。 11 To me , the past is black and white , but the future is always color． （轩尼诗酒） 对我而言，过去平淡无奇；而未来，却是绚烂缤纷。 12Take TOSHIBA, take the world. （东芝电子） 拥有东芝，拥有世界。 13No business too small, no problem too big. （IBM公司） 没有不做的小生意，没有解决不了的大问题。 14Make yourself heard. （爱立信） 理解就是沟通。 1、 pragmalinguistic failure Example one: 国氏全营养素，一种全新概念的科学减肥。 The Translation: Guo’s Totally Nutritious Slimming Extract. A Completely New Concept of Scientifically Reducing Fat. Example two: 即购即食。 The Translation：Opening and eating immediately. Chapter Four: Pragm