第六章广告文体的特点与翻译.docVIP

广告文体的特点与翻译 All you can eat rest stop.Special Poster for Oldtimer, a big Austrian chain for motorway rest stops.奥地利的连锁高速公路饭馆 ? 吸引力 (attractive --- catch the reader’s attention) 创造力 (creative --- project an image) 说服力 (persuasive --- urge the reader to act) 影响力 (impressive --- produce an impact) 一、??广告的词汇特点 1．??? 形容词及其比较级、最高级的使用 More Use of Adjectives Example 1: For the first time, there’s a remarkable gel that can give your hair any look you want --- sleeker, fuller, straighter, curlier, more natural, even wet --- without a drop of alcohol or oil. 一种前所未有、不同寻常的发乳问世了。它可以使您的头发随心所愿—更光滑，更丰茂，更平直，更卷曲，更自然，甚至保持湿度—却不含一滴酒精或油脂。 2. 创造新词、怪词以引起新奇感 Originality in Spelling Example 2: TWOGETHER The ultimate all inclusive one price sunkissed holiday. 两人共度一个阳光灿烂的假日，一切费用均包括在单人价格之内。 ? 3. 使用缩略词和复合词（以节省广告篇幅）Frequent Use of Abbreviations and Compounds Example 4: Where to leave your troubles when you fly JAL. 坐日航班机，一路无烦恼。 4． 雅俗兼具 使用mom,kids这些生活气息甚浓厚,使得该产品颇具亲切感 Example 5: Moms depend on Kool-Aid like kids depend on moms. 妈咪依赖果乐，就像宝宝依赖妈咪一样。(卡夫公司出品的 Kool-Aid(译:酷爱牌)饮料. 二、广告的句法特点1．? 多用简单句，目的是为了醒目、易懂、易记More Use of Simple Sentences Example 6: Fresh Up with seven-Up Example 7: Coca-cola is it. 请饮七喜，倍添精神。（饮七喜，添精神） 还是可口可乐好！（可口可乐，我的选择） 2.省略句多，语言凝练。 More Use of Shortened Sentences Example 9: You’ll enjoy relaxed sunny days. Warm, crystal clear lagoons( /l??ɡu?n.) Cool, green foliage [f?uliid?]. Waterfalls. Flowers. Exotic scents. Bright blue skies. Secluded beaches. Graceful palms. Breathtaking sunsets. Soft evening breezes. And food that simply outstanding. 您会享受这阳光明媚的轻松日子。温暖、清澄的环礁湖，清凉、碧绿的树叶，瀑布，花丛，一样的芬芳，明亮的蓝天，幽静的海滩，优美的棕榈，壮丽的日落，轻柔的晚风。还有那绝妙的食物。 3.祈使句多，具有强烈的鼓动色彩。imperative sentence Example 10: So come into McDonald’s and enjoy Big Sandwich. 走进买当劳。享用三明治。 Example 11: For more of America, look to us. 想更多了解美国，来找我们。 4．否定句少，即使使用否定句，也多是为了用其他商品来反衬，或从反面来突出产品的特性。 Example 12: We would never say the new Audi 100 is the best in its class, we dont have to.