3. 广告翻译.ppt

广告文体的简介与翻译 广告的文体特征 1. 用词特点 2. 句法特点 3. 修辞特点 用词特点 简明、通俗、易记 My goodness! My Guinness! (Guinness啤酒） Mosquito Bye Bye Bye.(Raid) 蚊子杀杀杀。 Life tastes good. (Coca-Cola) 生活有滋有味。 Everything is extraordinary. Everything tempts. (Cartier) 件件超凡脱俗，样样新颖诱人。 新奇与创意 We Know Eggsactly How to Tell Eggs. Drink a Pinta Milka Day. Welcome to the World Wide Wow. (AOL) Not all cars are created equal. (Mitsubishi Motors) 句法特点 单词、短语、简单句、省略句 Anytime. (TNT) A world of comfort. (Japan Airlines) Designed with taste. Todays Slims at a very slim price. Coke adds life. (Coca-Cola) 大量使用祈使句 Just do it. (Nike) 只管去做。 Catch that Pepsi spirit. Drink it in. (Pepsi) 喝百事饮料，感受百事精神。 Come to where the flavor is. Come to Marlboro Country. 光临风韵之境！万宝路世界。 使用各式疑问句 Are you going gray too early? Are you missing out on 64% of the world’s investment opportunities? (Merrill Lynch Investment Consulting Company) Who can tell that builds the best family wagon?--Put them to test. (Chrysler) 修辞特点 Flowers by Interflora speak from the heart. Im More satisfied! (摩尔香烟广告） A Mars a day keeps you work, rest and play. Fly smooth as silk. One tree can make 3,000,000 matches. One match can burn 3,000,000 trees. Coke refreshes you like no other can. Hi-fi, Hi-fun, Hi-fashion, only for Sony. 广告翻译的标准 促销力 创意 美感 文化适宜性 广告翻译的策略 直译 意译 再创型翻译/创译 增补型翻译 浓缩型翻译 不译 编译 直译 Challenge the Limits. (Samsung) 挑战极限。 Winning the hearts of the world. (French Airlines) 赢取天下心。 The relentless pursuit of perfection. (Lexus) 专注完美，近乎苛求。 Life is a journey. Travel it well. (United Airlines) 人生如旅程，应尽情游历。 Spoil yourself but not your figure. 译文一：放心的吃吧，别担心体重。 译文二：尽情享受，苗条如故。 译文三：有口福不发福。 Gold Lion for Men Only 金利来，男人的世界。 意译 Whatever makes you happy. (Credit Suisse) 为您设想周全，让您称心如意。 UPS. On time, every time. UPS--准时的典范。 We care to provide service above and beyond the call of duty. (UPS) 殷勤有加，风雨不改。 再创型翻译/创译 Connecting people. (Nokia) 科技以人为本。 Good to the last drop. (Maxwell) 滴滴香浓，意犹未尽。 A great way to fly (Singapore Airlines) 飞越