英语翻译 Unit 8.ppt

Translation of Advertisements and Brand Names advertise vt. advertere (Latin) = to warn, call attention to Advertising is the structured and composed nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. 广告是有组织的、综合的、非个人的信息传播活动，通常是由身份明确的赞助商以付费方式通过各种媒体渠道传达关于产品、服务或观点的说服性的信息。 Ⅰ. Principles for Advertisements Ⅱ. Elements of advertisements Ⅲ. Characteristics of Advertisements 1. Lexical features 2. Syntactic features 3. Rhetorical features Ⅳ. Suggested Strategies for Advertising Translation 1. Literal Translation 2. Free Translation 3. Re-creation 4. Addition Ⅰ. Principles for Advertisements 1. attention 引起注意 2. Interest 发生兴趣 3. Desire 产生欲望 4. Action 促成行动 Ⅱ. Elements of advertisements 1. Headline 标题 2. Copy 正文 3. Slogan 口号 4. trademark 商标 5. contact 联系方式 6. illustration 插图 Haier and Higher. 1. 海尔，越来越高。 2. 海尔，永创新高。 Live and Let Live. 1. 自己活，也让他人活。 2. 相互关爱，共享生命。 中航为你竭诚服务。 1. We serve you heart and soul. 2. For you, we blossom every day. — Air China 岁月的小皱纹不知不觉地游走了。（“美加净”护肤霜） 1. The wrinkles of old ages are gone unconsciously. 2. Maxam erases years from your skin. (1) Born to shine. (LG手机) (2) The taste is great. (雀巢咖啡) (3) Fresh up with Seven-Up. (七喜饮料) (4) Impossible made possible (佳能打印机) (5) Time always follows me. (罗西尼表) (6) A work of art. --- Scotch Whisky (苏格兰威士忌酒) (7) Take time to indulge! (雀巢冰激凌) (8) Just do it. (耐克运动鞋) (9) Unlike me, my Rolex never needs a rest. (Rolex手表) (10) Start ahead. (飘柔洗发水) (11)“Connecting People” (诺基亚) (12)“Elegance is an attitude” (浪琴表) (13) Every time a good time. (麦当劳) (14) Tides in. Dirts Out. (汰渍洗衣粉) (15) “扬子, 我为你而自豪!” (扬子冰箱) (16)“要想皮肤好，早晚用大宝” (17) “牙齿好，身体好。” (高露洁牙膏) (18)“美的”家电，“美的”全面，美的彻底。 (“美的”牌家用电器) Ⅲ. Characteristics of Advertisements 1. Lexical features 2. Syntactic features 3. Rhetorical features 1. Lexical Features ⑴ Colloquialism 用词简单易懂 (1)