Course of Translation Week 12(笔译教程).pptxVIP

Advertisement Translation Purposes to Make Ads Characteristics of Ads Language/text Techniques Skills in Ads Translation Purposes to Make Ads What are the purposes to make ads? Main goals for advertisers: to capture people’s attention to convince the potential consumers of the merits of your product To lure the consumers to ACT (to Purchase) Characteristics of Ads Text 1. Concise Brief To impress the products upon people in a very short time e.g. 1.Just Do It. (Nike) 2. Ask for More. (Pepsi) Translated Version 1. 耐克，想做就做/ 耐克，只管去做！ 2. 渴望无限！ 2. Attractive To catch audience’s attention (visual audio) e.g. 1. Radar, Mosquito Bye Bye Bye. 2. Let‘s Shine. (LG Mobile phone) 译文 1. 雷达灭蚊杀、杀、杀。 2.来次闪耀吧。（LG手机） 3. Creative To project an image to consumers, to inspire them to interest the products. e.g. 1. Start Ahead. (P G Rejoice) 2. Focus on life (Olympus ) 译文 1. 一切从头开始。 2. 聚焦生活！/瞄准生活 4. Persuasive to urge the consumers to purchase. e.g. 1. Good to the last drop. (A Coffee Brand) 2. 要想皮肤好，早晚用大宝。 译文： 1. 滴滴香浓，意犹未尽。 2. A Fair Skin Now? DaBao Knows How. 5. Rhetoric in the Ads language to inspire and echo a feeling of happiness, joy, fun, relaxation, light mood, practice and use etc. The frequent employed rhetoric in the ads are pun (homophonic/homographic), Alliteration/rhyme, personification, Hyperbole, repetition, simile, metaphor etc. Technique Skills 1. To combine the Ads language and the product itself. Merely focus on the language without taking the usage or function of the product into consideration and it will be a poor translation. E.G. 1. Connecting People (Nokia) 2. 促进健康为全家(舒肤佳) 3. HSBC: the worlds local bank.    译文 1. 科技以人为本。 2. Safeguard, keep doctors afar.   3. 汇丰银行：环球理财，当地智慧。 2. Pay attention to cultural factors during translating. a word’s connotation could be very differ