广告英语复习提纲.Convertor.docVIP

Rhetoric(修辞手法) 一、repetition（反复） 反复就是通过重复同一单词、词组或语句使人加深印象,重复部分往往含有强烈的情感或优美的旋律。 如: Give me a good cup of coffee and I will drink for a day. Teach me a good cup of coffee and I will drink for a year (Peet‘s Coffee) 如: Extra Taste. Not Extra Calories. Childhood isn’t childhood without it. When you’re sipping Lipton, you’re sipping something special. Extraordinary Cola, Extraordinary Choice. Softly, softly, softly you move to the crib to make certain that all is well with the most precious thing in your life, the most wonderful baby in the world. Softly, too, the smooth Ocean Brands welcome you when you return to your own bed. And softly these Ocean Brand Sheets meet your budget requirements. For these are the famous Ocean Brands Percales latest products of Ocean Brand craftsmanship. Give a Timex to all, to all a good time. When you make a great beer, you don’t have to make a great fuss.航空公司机上服务的广告 A touch of elegance.A touch of fragrance. We’ve been going up and up and up and up and up and up and up and up and up and up. The end of a decade is a good time to look back. A new decade is a good time to look forward too. Dish after dish after dish. People expect us to be better. 翻译对策 1、直译法(Literal Translation) 所谓直译,即指在不违背译文语言规范以及不引起错误联想的前提下,在译文中既保留原文内容又保留原文形式,特别要保持原文比喻、形象和民族地方色彩等。如: Shop at CARSON’S GROCERY Look what we’ve got! We’ve got the best cakes in town. We’ve got the cheapest prices and We’ve got the best quality goods. Sorry, We’ve not got any stale bread, dry cakes or bad eggs! Try us. If you want the best value for your money ,we’ve got it. 2、意译法(Meaning Implication)。意译法指由于英汉两种语言和文化的巨大差异,译文不能局限于字面意思,而应根据汉语的表达习惯以求译文通顺明畅。 Give me Green World, or give me yesterday. 3、增译法。有一些广告英语,直译后虽没文化冲突,却会造成误解,译语读者不能理解其含义。翻译时可直译其字面意义,再增译出其隐含意义,使译文形象生动,体现出原文的风格和韵味。例如: Every Time A Good Time. 卡地亚装饰品的广告词为: Everything is extraordinary, Everything attempts. 二、parallelism（排比） 排比(parallelism)是指在一个句群中同时把结构相同或相似,语气一致、意思密切关联的三个或三个以上句子或词语,排列起来的修辞手法。其特点是有三个或三个以上分句组成,而且开头几个字相同。在广告中恰当地使用排比