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1、广告商务英语翻译课件1现在学习的是第1页，共22页I.Definition of advertising Advertising is the nonpersonal communication of Advertising is the nonpersonal communication of information usually paid for and usually persuasive in information usually paid for and usually persuasive in nature about products,services or ideas b
2、y identified nature about products,services or ideas by identified sponsors through the various media.sponsors through the various media.好的广告翻译能够给商品增辉，差的英译则有损商品好的广告翻译能够给商品增辉，差的英译则有损商品或企业形象。（或企业形象。（CIS,CIS,即即Corporation Identity System.）2现在学习的是第2页，共22页II.广告的功能广告的功能AIDA ModelAIDA ModelAttention:Attent
3、ion:比如1.Women can indeed go bald!谁说女子不秃头！（女子护发中心）谁说女子不秃头！（女子护发中心）2.I was in love with a girl named Cathy.I killed here.（酒后驾车）（酒后驾车）Interest:比如：比如：Every time we race,you win.每次我们竞赛，你总赢。（YamahaYamaha电子琴）DesireDesire:READ THIS AD STANDING UP.:READ THIS AD STANDING UP.（小儿麻痹症募捐广告，引起联想）（小儿麻痹症募捐广告，引起联想）Act
4、ionAction:Just do it!:Just do it!(Nike (Nike公司广告，简单明了)3现在学习的是第3页，共22页III.广告的词汇特点 1.1.大量使用形容词，包括形容词比较级和最高级。大量使用形容词，包括形容词比较级和最高级。形容词极尽修饰之能事，或生动形象地美化产品，增形容词极尽修饰之能事，或生动形象地美化产品，增添其吸引力，或股东消费者增强其购买信心。添其吸引力，或股东消费者增强其购买信心。【例1】戴尔电池：独创 最佳Dale Batteries:the original and still the bestDale Batteries:the original
5、 and still the best【例例2 2】让我们做得更好（飞利浦）LetLet s make things better.s make things better.4现在学习的是第4页，共22页【例例3 3】体验迅速、体验不同、体验清凉有效去除红眼的体验迅速、体验不同、体验清凉有效去除红眼的ROHTO VROHTO V滴眼液滴眼液Experience fast,experience different,experience cool effective Experience fast,experience different,experience cool effective red
6、ness relief for eyes redness relief for eyes ROHTO V Cooling lubricant/Redness ROHTO V Cooling lubricant/Redness Eye DropsEye Drops补充：大量使用积极、肯定和褒义的形容词已司空见惯、不胜补充：大量使用积极、肯定和褒义的形容词已司空见惯、不胜枚举。一下是一些使用频率高的形容词。枚举。一下是一些使用频率高的形容词。new free great favorite bignew free great favorite biggood better best more eas
7、ygood better best more easysuperior ideal rich safe freshsuperior ideal rich safe freshcomfortable top powerful ultimate amazingcomfortable top powerful ultimate amazingleading satisfying modern extra special leading satisfying modern extra special pure fashionable latestpure fashionable latest5现在学习
8、的是第5页，共22页【例例4 4】Romantic.Mysterious Italian.Romantic.Mysterious Italian.浪漫与神秘来自意大利浪漫与神秘来自意大利.【例例5 5】All you need is some good company,good coffee,and All you need is some good company,good coffee,and vivid imagination.Only Tastervivid imagination.Only Taster s choice is good enough.s choice is good
9、 enough.你所需要的无非是好的伴侣，好的咖啡和丰富的想象力。只有你所需要的无非是好的伴侣，好的咖啡和丰富的想象力。只有TasterTaster才是惟一正确的选择。才是惟一正确的选择。【例例6 6】Seriously smooth,mysteriously mellow,gloriously Seriously smooth,mysteriously mellow,gloriously golden.Who can resist the magic of Camus XO Cognac?golden.Who can resist the magic of Camus XO Cognac?诱
10、发美感的温和，神秘的醇芳，荣耀的金色。有谁能拒绝诱发美感的温和，神秘的醇芳，荣耀的金色。有谁能拒绝Camus XO CognacCamus XO Cognac的魅力呢？的魅力呢？【例例7 7】Tastes richerTastes richermellowermellowermore satisfying.more satisfying.品味更浓品味更浓更醇更醇更令人满意。更令人满意。6现在学习的是第6页，共22页2.创新拼写，增强吸引力，生动有趣创新拼写，增强吸引力，生动有趣创新拼写，增强吸引力，生动有趣创新拼写，增强吸引力，生动有趣故意故意misspellingmisspelling，或加
11、上prefixprefix或suffix以创造新词以创造新词（coining words），以突出商品的新、奇、特等。），以突出商品的新、奇、特等。【例8 8】二人结伴 共度阳光假日，享受单人价格 TWOGETHERThe Ultimate All Inclusive One Price Sunkissed holidayThe Ultimate All Inclusive One Price Sunkissed holiday【例9 9】福特为您省福特为您省5 4ord costs 5ive4ord costs 5ive le le【例10】The Orangemostest Drink i
12、n the world世界最高品质的橙汁7现在学习的是第7页，共22页【例例1111】Drinka pinta minlka day.Drinka pinta minlka day.每天一杯牛奶。每天一杯牛奶。【例例1212】最后还得靠最后还得靠BUSINESSWAREBUSINESSWARE 硬件、软件、专家意见，合力为您解决企业难题。硬件、软件、专家意见，合力为您解决企业难题。Finally,BUSINESSWAREFinally,BUSINESSWAREHardware,software,and business expertise combined to help Hardware,s
13、oftware,and business expertise combined to help you toughest problems.you toughest problems.英语广告中，英语广告中，“K K”这个字母在创新拼写上异常的活跃。发音这个字母在创新拼写上异常的活跃。发音同同”C C“，而且更容易引起人们的注意，所以在广告中常常，而且更容易引起人们的注意，所以在广告中常常出现出现K K代替代替C C的现象。的现象。如如KodakKodak（柯达）。又如：（柯达）。又如：“KrispyKrispy”即即“CrispyCrispy”，表示香脆，表示香脆可口之意。可口之意。【例例1
14、313】What could be delisher than fishes?What could be delisher than fishes?有什么比有什么比fishesfishes更美味的呢？更美味的呢？8现在学习的是第8页，共22页3.借用外来词【例14】只有Rmy是最好的白兰地香槟酒，也是世界上最受欢迎的高级白兰地。Fine Champagne Cognac Only Rmy.The worlds favorite VSOP.满足人们“崇洋”心理，或借助外来词的不同书写形式来吸引消费者的注意。Reference：商标翻译上的一些法国、意大利时装等的翻译。9现在学习的是第9页，共22
15、页4.复合词运用灵活【例14】免费免费24小时送货；小时送货；15天退款保证；上门维修天退款保证；上门维修Free 24-hour delivery.15-day money-back guarantee.On-Free 24-hour delivery.15-day money-back guarantee.On-site maintenance.site maintenance.【例例15】高保真，高趣味，高名流，来自索尼。Hi-fi,hi-fun,hi-fashion,only from Sony.Hi-fi,hi-fun,hi-fashion,only from Sony.【例16】E
16、vergreen.Round-the-world service.长青，环球服务。（Evergreen Marine Corp.Evergreen Marine Corp.广告）广告）【例例1717】Sophisticated sweet-to-drink Pink Lady.Sophisticated sweet-to-drink Pink Lady.高级，可口的红粉佳人。高级，可口的红粉佳人。10现在学习的是第10页，共22页5.选用简明易懂的常用词【例18】Take time.Any time.无论何时，享受生活。【例19】Lose ounces,save pounds.失去几盎司，省下
17、几英镑。（减肥产品）【例20】Once tasted,always loved.一旦品尝，爱之终生。【例21】My goodness!My Guinness!我的天啦！Guinness啤酒！11现在学习的是第11页，共22页 6.6.运用动感性动词。运用动感性动词。【例例2222】标题：标题：We do a lot of things to computer systems.We do a lot of things to computer systems.正文：正文：We finance.We lease them.We upgrade them.We finance.We lease th
18、em.We upgrade them.We configure them.We improve them.We customize them.We We configure them.We improve them.We customize them.We assert them.We package them.We store them.We deliver assert them.We package them.We store them.We deliver them.We protect them.We install them.We network them.We them.We p
19、rotect them.We install them.We network them.We integrate them.We support them.We serve them.integrate them.We support them.We serve them.运用了大量动词，构成一副服务动态图，吸引顾客运用了大量动词，构成一副服务动态图，吸引顾客购买。购买。补充：补充：LeechLeech在他的在他的English in AdvertisingEnglish in Advertising中指出如下单音节中指出如下单音节动词最常用：动词最常用：make,come,live,like
20、,get,go,use,give,know,make,come,live,like,get,go,use,give,know,fell,have,keep,take,see,look,start,buy,need,tastefell,have,keep,take,see,look,start,buy,need,taste12现在学习的是第12页，共22页IV.广告英语的句法特征1.多用简单句【例23】Oh,I see!(噢，我看见了！噢，我看见了！)“OIC”眼镜公司广告眼镜公司广告【例例2424】In our country we keep animals in the forest and
21、 In our country we keep animals in the forest and people in the cages.(Volvopeople in the cages.(Volvo汽车公司企业形象广告）意在说明：VolvoVolvo致力于生产更好的汽车。【例2525】Marlboro:Come to Marlboro countryMarlboro:Come to Marlboro country Come to where the flavor is.欢迎光临风韵之境欢迎光临风韵之境万宝路世界。【例例26】Sharp:From Sharp Minds.Come Sha
22、rp products.夏普产品来自敏捷的思维。夏普产品来自敏捷的思维。13现在学习的是第13页，共22页2.2.使用疑问句【例2727】Are you going grey too early?Are you going grey too early?你的乌发是否过早白了？你的乌发是否过早白了？【例2828】WouldnWouldn t you really rather have a Buick?难道你不愿意拥有一辆BuickBuick车吗？车吗？【例例2929】What good is a business on the move if your bank What good is a
23、business on the move if your bank stays at home?stays at home?生意在外而您的银行却留在家中，这有什么好处呢？（旨在宣传该银行分布在全世界的分支机构。）14现在学习的是第14页，共22页3.使用祈使句【例30】Take time to indulge.尽情享受尽情享受雀巢冰激凌。【例3131】Make yourself heard.Make yourself heard.理解就是沟通爱立信爱立信【例例32】Go for the sun and fun.追求阳光与欢乐。追求阳光与欢乐。【例33】Let New York Times fi
24、nd you.让让纽约时报去发现您。【例34】Obey your thirst 服从你的渴望。（雪碧）服从你的渴望。（雪碧）【例35】Ask for more.渴望无限。（百事流行鞋）渴望无限。（百事流行鞋）15现在学习的是第15页，共22页4.其他特点 句子结构上，常常运用省略、缩写等手段。很多句子结构上，常常运用省略、缩写等手段。很多情况下以词代句：情况下以词代句：Good to the last drop.(Good to the last drop.(滴滴香浓，滴滴香浓，意犹未尽意犹未尽 Maxwell咖啡）；A Kodak Moment(A Kodak Moment(就就在这一刻在这
25、一刻柯达）。缩写的频率也很高，多数如weve,youve,youre,it s,thats,theres,there s,名词所有格名词所有格s s也被频也被频繁使用，甚至许多该用繁使用，甚至许多该用ofof的地方也有的地方也有s。此外，广告英语通常使用一般现在时，以暗示商此外，广告英语通常使用一般现在时，以暗示商品属性、效应、信誉的持久性、长远性等。如：品属性、效应、信誉的持久性、长远性等。如：The taste is great.(味道好极了味道好极了雀巢咖啡）；雀巢咖啡）；To me,the past is black and white,but the future is always
26、 color.(对我而言，过去平淡无奇；而未来，却是绚烂对我而言，过去平淡无奇；而未来，却是绚烂缤纷缤纷轩尼诗酒）轩尼诗酒）16现在学习的是第16页，共22页V.广告的修辞特征 1.Repetition1.Repetition【例例3030】They feel right,work right and sell right.They feel right,work right and sell right.它们触感舒适、性能卓越、价格合理。它们触感舒适、性能卓越、价格合理。【例例3131】强生特效沐浴乳强生特效沐浴乳 特别的滋润给特别干燥的肌肤特别的滋润给特别干燥的肌肤JohnsonJohns
27、on s s ExtraExtra Care Body Wash&Lotion Care Body Wash&LotionExtraExtra relief for relief for extraextra dry skin.dry skin.【例例3232】全世界全世界1 1亿读者都认为亿读者都认为读者文摘读者文摘是他们是他们自己的自己的杂志，杂志，因为它用他们因为它用他们自己的自己的编辑、编辑、自己的自己的内容、内容、自己的自己的语言。语言。One hundred million readers all over the world consider ReaderOne hundred
28、million readers all over the world consider Reader s s Digest their Digest their locallocal magazine.For good reasons:magazine.For good reasons:locallocal editors,editors,locallocal content,content,locallocal language.language.17现在学习的是第17页，共22页2.Rhyme and Rhythm【例3333】节约劳力，节约开支。节约劳力，节约开支。Save on LAB
29、OUR,save on COST.【例例3434】有心，出力，有心，出力，“好”心来接力。（英国心脏健心来接力。（英国心脏健康基金会）康基金会）Have a heart.Play a part.A warm start to a healthy heart.(The British Fund for Cardiac Care)【例例3535】East or west,Hangtian is best.East or west,Hangtian is best.城乡路万千，路路有航天。城乡路万千，路路有航天。【例例3636】East or west,GuilinEast or west,Guil
30、ins scenery is best.s scenery is best.桂林山水甲天下18现在学习的是第18页，共22页 3.personification3.personification【例例3737】It Its for your lifetime.你人生的伴侣。（手表）【例例3838】Time will tell.Time will tell.时间是会来作证的。【例例3939】Flowers by Interflow speak from the heart.Flowers by Interflow speak from the heart.鲜花发自内心的表达。【例40】The w
31、orld smiles with Reader s Digest.s Digest.读者文摘给世人带来欢乐。给世人带来欢乐。19现在学习的是第19页，共22页4.Figure of speech【例41】The born leader.天生的领导者。【例42】All of New York is a stage.整个纽约是个大舞台。【例43】What its like to be small but good.麻雀虽小，肝胆俱全。（旅馆虽小，服务周到。）20现在学习的是第20页，共22页5.Pun【例44】FORCE will pass unimpeded.福驶牌汽车畅行无阻。【例45】期待着
32、及时的意外相逢。Expecting exceptional encounter in time.（手表广告）【例46】Spoil yourself but not your figure.尽兴而不增肥。（Weight-watcher冰激凌广告）21现在学习的是第21页，共22页6.contrast【例4747】老产品，新设计。Old product,New design.【例4848】产品小，名声大。产品小，名声大。Small product,Big name.Small product,Big name.【例例4949】没有不做的小生意，没有解决不了的大问题。没有不做的小生意，没有解决不了的大问题。（IBMIBM公司）No business too small,no problem too big.【例5050】我们领先，他人仿效。（理光复印机）我们领先，他人仿效。（理光复印机）We lead.Others copy.We lead.Others copy.【例例5151】穿得越少，越需要NairNair（一种脱毛产品）（一种脱毛产品）The less you wear,the more you need Nair.22现在学习的是第22页，共22页