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1、广告文体的翻译广告文体的翻译一、广告文体的词汇特点 广告的词汇丰富多彩，但每一个词的选择与使用都效劳于“推销商品”这一最终目的：1、形容词及其比较级、最高级的使用New,crisp,good,fine,big,fresh,great,delicious,real,full,sure,easy,bright,clean,safe,special,rich,natural,etc.例1 Famous world-wide gourmet cuisine.Excellent daily specials and mouthwatering desserts.世界有名的美食烹调。精美的每日特色饭菜和令
2、人垂涎的点心。例2 Tender tailoring,gentle on your budget.做工精巧细致；价格合理诱人/包您满意。为了使更多的消费者购置自己的商品，商品广告常通过比较来抬高自己。如：例3 Tastes richer mellower more satisfying.口味更浓 更醇 更令人满意。例4 It is smaller.It is lighter.(复印机)“更加小巧轻便”例5Have you ever wondered why our special teas are the best here and there?例6 For the first time,th
3、eres a remarkable gel that can give your hair any look you want sleeker,fuller,straighter,curlier,more natural,even wet without a drop of alcohol or oil.一种前所未有，不同寻常的发乳问世了。它可以使您的头发随心所愿-更光滑，更饱满，更直，更卷曲，更自然，更能保持润泽-绝不含一滴酒精或油脂。例7 And along the way,you will enjoy the warmest,most personal service.一路上您将享受最热
4、情、最周到的效劳。例8 Our philosophy is simple.To give you the most important things you want when you travel:the best location,the best standards and the special attention a businessman needs.我们的宗旨很简单。让您在旅行中得到企业家最想要的一切：最好的地点，最高的标准和特别的效劳。2、创造新词、怪词以引起新奇感例9：TWOGETHER The ultimate all inclusive one price sunkiss
5、ed holiday.两人共度一个阳光灿烂的假日，一切费用均包括在单人价格之内。例10 What could be delisher than fisher:还有什么比钓鱼更有味儿？还有一些商品名称通过加前后缀，合成新词，生动有趣，意味深长。如以-ex结尾的商标就有Kleenex,Windex,Rolex等。据说-ex来自excellent一词，加上此后缀能暗示产品的品质优良。又如根据法语boutique（妇女时装用品小商店）一词在广告中演绎出类似的新词，如footique,bootique表示专卖女鞋的商店。这些合成的新词既营造了新奇、独特的气氛，又给人一词多意的凝练感。3、使用缩略词和复合
6、词以节省广告篇幅例11 Where to leave your troubles？When you fly JAL.乘坐日航班机，一路无烦恼。例12 Even at just over$100 per person per day,our thrill-of-a-lifetime trips are cheap.即使每人每天一百多美元，我们那令人终生难忘的极富刺激的旅行仍然廉价。4、“雅”、“俗”平分天下，色彩缤纷 “雅”指优雅而正式的书面语，“俗”则指口语、俚语和非正式用语。“俗”语 常见于一般消费品广告中，如食品、饮料、日用小商品等。此类广告很符合一般群众的口味。优雅正式的书面语常用来描述
7、豪华汽车、高档化装品以及其它奢侈品,既能衬托商品的高贵品质，又满足了这类消费者讲究身份、追求上乘的心理。如：例13 The home of your dreams awaits you behind this door.Whether your taste be a country manor estate or a penthouse in the sky,you will find the following pages filled with the worlds most elegant residences.翻开门，等着您的就是梦寐以求的家。无论您想要一座乡间宅第，或者是一间摩天大楼
8、的顶屋，翻开下面几页就可以看到世界上最美的住宅，供您挑选。广告中await,be,manor,elegant,residence均是正式词汇，代替了口语体的wait,is,house,nice,place.例14 Moms depend on Kool-Aid like kids depend on moms.妈咪依赖“可爱得”果乐，就像宝宝依赖妈咪一样。用俗语moms,kids代替mothers和chidren，使广告读来更加亲切，缩略了距离，符合儿童的特点。二、广告的语法特点1、简单短句多，醒目易懂。例如：例1 Coca-Cola is it.还是可口可乐好！例2 Fresh Up wit
9、h Seven-Up 请饮七喜，倍添精神2、并列句多，简洁明了，易于理解；平行结构，加深印象。如：例3 Introducing FITNESS magazine.Its about health,its about exercise,its about your image,your energy,and your outlook.向您推举健康杂志：谈健康，谈锻炼，谈形象，谈精力，谈希望。例4 The Olympic challenge is ours,and so is the human challenge.Samsung is forging ahead in electronics,a
10、nd the race into a new age is about to begin.奥林匹克是对我们的挑战，也是对全人类的挑战。三星电子在前进，迈入 的比赛即将开始。3、省略句多，语言凝练。例5 Its a moment you planned for.Reached for.Struggled for.A long-awaited moment of success.Omega,for this and all your significant moments.这是您方案的时刻，期望的时刻，奋斗的时刻，长久等待的成功时刻。欧米笳，就在这一刻，在您所有重要的时刻。4、祈使句多，具有强烈的
11、煽动色彩。例6 So come into MacDonalds and enjoy Big Mac Sandwich.走进麦当劳，享用巨无霸。例7 Eat&Eat&Eat&Eat&Not Feel the least Bit Guilty吃了还想吃，心中无遗憾。三、广告的修辞特点 广告有“半文学体”之称，因此广告中常使用修辞手段。如：例1 Featherwater:light as a feather.法泽瓦特眼镜：轻如鸿毛。（simile)例2 To spread your wings in Asia.Share our vantage point.在亚洲展开您的双翅，同我们一起飞高望远。（
12、metaphor)例3 Im More satisfied!我更满意摩尔牌香烟。（pun)例4 Weve hidden a garden full of vegetables where youd never expect.我们在您想不到的地方藏着整个菜园。就在馅饼里。(exaggeration)例5 Flowers speak from the heart.鲜花诉衷肠。（personification)例6 My mother wanted me to have piano lessons.My father wanted me to go to Harvard.My teacher wan
13、ted me to become a lawyer.My wife wants me to stay at home.Arent your desires just as important?Cars that are created to impress only yourself.你自己的愿望不也一样重要吗？只有汽车为你而造，让你喜欢。（parallelism)例7 Hi-Fi,Hi-Fun,Hi-Fashion,only from Sony.高保真，高乐趣，高时尚，只有索尼。（alliteration)修辞手段在广告文体中的广泛运用，造成翻译上的困难。由于应于英汉语言的差异和文化背景的不
14、同，英语中用词微妙之处有时很难用汉语再现。翻译者应尽可能地采用相同或形似的修辞手段，但忌一成不变，因文害义，应根据汉语表达习惯和中国读者的审美情趣作相应的变化。英文广告的具体翻译方法1、transliterationKodakCasioLiptonParkerLincolnRolexHeinzMotorolaBack Saver?2.Literal translationLets make things better.(Philips)Explore your world.(Discovery Channel)Dont just get onto it,get into it.(Intel P
15、entium III Personal computer)Good teeth,good health.（Colgate）让我们做得更好。探索你的世界。不仅仅是登陆互联网，而且真正畅游其中。牙齿好，身体就好。3.Liberal translation1)using Chinese four-letter structure and seven-character structure：AIA(友邦保险):Trust for life.财政稳健，信守一生。Audi(奥迪轿车):Advancement through technology.突破科技，启迪未来。Patek Philippe(百达翡翠腕
16、表):Begin your own tradition.代代相传，由您开始。Motorola:Wings.摩托罗拉，飞跃无限。Toshiba(东芝电器):In touch with Tomorrow.尽显明日新境地。Panasonic(松下电器):Whats new by Panasonic.松下总有新点子。2）adaptation or interpretationAd.For Beer:My goodness!My Guiness!“此酒只应天上有！”Vandermint isnt good because its imported;its imported because its goo
17、d.“好酒不在进口，进口必是好酒。”Coca Cola:Cant beat the Real Thing.“挡不住的诱惑”Fresh Orange juice:We live up to your word.尝一尝，保证不让你失望。三、广告词/标语的翻译translation of claims and slogansE-C Translation1.助听器广告“Trust us.Over 5000 ears of experience.”2.冰淇淋“spoil yourself and not your figure.”3.巧克力“a Mars a day keeps you work,re
18、st and play.”4.交通公益广告“better late than the late”5.Mazda It just feels right.6.7-upFresh up with 7-up.7.TidesTide is in Dirt is out.8.Levies Quality never goes out of style.9.Maxwell Good to the last drop.Translate the following the following advertisement:谢谢4月-2320:43:1520:4320:434月-234月-2320:4320:4320:43:154月-234月-2320:43:152023/4/1920:43:15谢谢观看/欢送下载BY FAITH I MEAN A VISION OF GOOD ONE CHERISHES AND THE ENTHUSIASM THAT PUSHES ONE TO SEEK ITS FULFILLMENT REGARDLESS OF OBSTACLES.BY FAITH I BY FAITH