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1、第五章 商业广告的翻译品牌的英译雪碧Sprite,乐百氏 Robust 金利来Goldlion,司舒肤佳 Safeguard 纳爱斯Nice,汰渍Tide雷达Raid,飘柔Rejoice 立士洁Luxury,苏泊尔Super 雅戈尔美登高Meadowgold,耐克Nike Language featureslexicalsyntacticFigure of speechlexical(1)adjectives:fine,great,wonderful 表称赞和推荐 crisp,delicious,fresh,rich在食品广告中常用;clean,fresh,soft 常用在牙刷,洗发水等产品广
2、告中;super-常构成超级,supercalendered特别光洁的,supercooked熟烂,superfine过于精细的,supertaste超级品位(2)coinages:Forget hot taste.Only Kool,with pure menthol has the taste of extra coolnees.Come up to cool.忘掉辛辣的确滋味,只有,包含纯粹的薄荷,带有特别的凉爽,来支香烟吧 We know eggsactly how to sell eggs(3)laowprds:Order it in bottles or in canes Perr
3、ier with added je ne sais quoi 我不知道的那个(4)compounds:mass-product,light-blue浅蓝色的,frist class,home-made国产的,warm-heated,money-saving,innocent-looking看起来天真的.syntactic(1)Simple sentences 飞利浦电器,没有最好,只有更好 Lets make things better.你的人生伴侣.It is for a lifetime 钟表(2)questionsDo you teach?If so,Please read on 你会教
4、书吗?如果会,请看看招聘广告The Seiko Ladied Quartz,Prettey,isnt she?精工牌女士石英表,潇洒漂亮,不是吗?(3)imperatives别再犹豫了Take it now!读,记忆,行动 Red,remembered,rushed.(4)ellipsis 生机勃勃的领带,献给那些沉静而有信心的人们.Bright ties,ties for the cool,and certainly the confidence.(5)First and second persons我相信它的疗效,我喜欢它的价格.I trust the cure!I like the pr
5、ice!Figure of speech(1)simile妈妈依赖果乐Kool-Aids,就像孩子依赖妈妈Mom depends on Kool-Aid,like kids depend on Moms.戴在你手臂上的东西应该和你手臂上的人一样美丽 Whats on your arm should be as beautiful as whos on it.(2)metaphorTo spread your wings in Asia,share our vantage point.在亚洲展开您的翅膀,来分享我们的利益.(3)punMr Kipling(蛋糕牌子，又是对人的称呼)烤制出绝好的蛋
6、糕Mr Kipling makes exceedingly good cakes.Youll go nuts for the nuts you get in Nut.It fills you up and gives you lots of go.您会因为所含的坚果而变得狂热,它会使你的精神振奋,精力充沛(Nut是产品的名称,第一个nuts是狂热的意思,第二个nuts是坚果的意思(4)antithesisThe choice is yours,the honor is ours.选择在你们,荣耀在我们(5)压韵(头韵,尾韵)健康,幽默,幸福这就是我们的赠礼.Health,Humor,and H
7、appinessGifts wed love to give.高保真,高乐趣,高时尚-只来自索尼Hi-fi,Hi-fun,Hi-Fashion,Only from Sony.闪光,炫耀,经典的飞溅.Flash.Dash.Classic splash.See,sun,sand,seclusion and Spain!You can have all this when you visit the new Hotel Caliente.大海,阳光,沙滩,幽静-西班牙!(6)repetition电脑设计,激光消音,机器人制造.Designed with a computer;Silenced by
8、a laser;Built by a robot(7)parallelTHE CORDIA,shaped by the wind,born for the road.CORDIA汽车,流线型设计,天生地实用与道路行驶We will tell you the odds before they are out.We will publishwhat other publications dare not.We will give you inside information you wont find elsewhere.我们要向您预示未来的结果;我们要发表别人不敢发表的东西;我们要给您在别的地方
9、找不到的内部消息(杂志广告).第二节 广告翻译的原 则和基本方法strategies 1.Literal translation(丁家宜化妆品)The secret for perfect skin.拥有完美肌肤的秘诀 2.Liberal translationThe unique spirit of Canada 酒类,品加拿大酒,体会加拿大人的精神.Good to the last drop麦氏咖啡,滴滴香浓,意尤未尽3.additionStart ahead飘柔洗发水,美丽从头开始Anytime 快递公司,随时随地,准时无误4.deletionWherever you are.Whate
10、ver you do.The Allianz Group is always on your side.安联集团,永远站在你身边The man who have achieved success are the man who have dared,who have had the courage to act upon their convictions感想又感干,成功机会多;成功永远属于敢于冒险的人 5.套译Not all cars are created equal.三菱汽车,不是所有的车生来的都是平等的,昔有千里马,今有三菱汽车Tasting is believing 食品,百闻不如一
11、尝III.Text translationThe perfect companion for 2001 Since you depend on a diary every day of the year,Pick the one thats perfect for you.Bright,attraction,colourful,always for a smile 日记本,既然你每天都离不开日记本,就请用您选用这种吧,它对您再适合不过了:印刷鲜明,装饰精美,让您称心如意 Double Star Takes you Afar穿上双星,潇洒一生 It is the taste.味道好极了Safe,
12、Easy,Quick,and with fun!使用安全,操作简单,高效快捷,乐在其中Exercises and Keys It is gives me hair a top-quality look.Just do itYou and northwest,business at its bestOld product.New Design它带给我一流的头发想做就做吧您与西北同行,生意最佳水平老产品,新设计Kodak is Olympic Colour.A word to wealthyThe world smiles with Readers Digest.柯达就是奥林匹克的色彩一言致富为世
13、人带来欢笑The Globe bring you the world in a single copyUnlike me,my ROLEX never needs a restChromatic exclusive sunglasses一册在手,纵览全球和我不一样,我的劳力士从来不休息五光十色,独一无二的太阳镜A Mars a day keeps you work,rest and play.Quality first,advanced technology,scientific management and best service.每日一块Mars巧克力,使你工作满意,娱乐惬意.质量一流,技术先进,管理科学,服务上乘Where there is South,there is a wayEverything is extraordinary;Everything tempts.有南方,事竟成一切都不同一般,一切都是诱人的.