新编实用英汉翻译教程课件(主编蒋磊)翻译unit 8.pptVIP

Contents Unit 8 Translation of Advertisement and Trademark Layout of Advertisement Layout of Advertisement Language Features General language feature Cultural brand Attention value Memory value Language Features Verbal characteristics Use of simple and colloquial words More use of certain adjectives Frequent use of compounds More use of abbreviation Coinage of words Language Features Syntactic features of advertisement More use of simple and shortened sentences, less of complex sentences Frequent use of questions and imperative sentences More use of idioms Language Features Rhetoric Feature of English Advertising Simile ?Light as a breeze, soft as a cloud. 轻如拂面之微风，软如天上之浮云。 ? Breakfast without orange juice is like a day without sunshine. 没有橘汁的早餐犹如没有阳光的日子。 Rhetoric Feature of English Advertising Metaphor ? EBEL the architects of time. “依贝尔”手表———时间的缔造者（瑞士表）。 ? You’re better off under the umbrella. ——Traveler 购买保险，外出远行犹如置于一顶保护伞下，安全保险。 ——旅游保险公司 Rhetoric Feature of English Advertising Metonymy ? Pick an Ace from Toshiba. 买东芝公司的计算机质量上乘，保你满意放心. / 卓越源自东芝（Ace是扑克牌中的尖子A） ? Wash the big city right out of your hair. 洗去你头上的灰尘。 （Here “the big city” is instead of “the dirty”. Its real meaning is: “the dirty of the big city”）. Rhetoric Feature of English Advertising Repetition ? When you’re sipping Lipton, you’re sipping something special. 细细品尝立顿牌茶叶，才能品出其特有的味道。 ? Extra ordinary cola, Extra ordinary choice. 非常可乐，非常选择。 Rhetoric Feature of English Advertising Personification ? Flowers by Interflora speak from the heart. 英特弗拉花店的鲜花发自内心地向你倾诉衷肠。 ? Pierre sport quilted jacket, Well, who should know better than a duck how to keep warm? Pierre防寒运动夹克。 有谁能比鸭子更知道怎么保暖呢？ Rhetoric Feature of English Advertising Exaggeration ? At 60miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock. (在劳斯莱斯轿车以每小时60英里的速度行驶时，车里最大的声音不过是来自里面的电子钟。) ? This is Sear’s new self-sealing tire you could drive it with a dozen nail