廣告翻譯 2講述

1、 Advertising Cultural Industry Creative Industry 廣告的定義 Definition 廣告的特點 Features 廣告英語的常用翻譯技巧Skills practice Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. 廣告是一種溝通的形式,通常試圖說服潛在客戶

2、購買或消 費更多的特定品牌的產(chǎn)品或服務。 英文中advertising指整體的廣告行動廣告行動。而為了達到廣告 目的所刊登的每一則廣告廣告則用advertisement這個字表示。 1.詞匯特點lexical features 2.句法特點syntactic features 3.修辭特點rhetorical features (1)通俗易懂，大眾化詞匯。例如， Just do it. 只管去做/隨性。（耐克運動 鞋） 渴望無限。 星巴克與您，不止于咖啡。 例如：The Orangemostest Drink in the world.（世界最高品質(zhì)的橙汁。） 例如：For twogether

3、, the ultimate all inclusive one price sunkissed holiday （兩人共度一個陽光燦爛的假日， 一切費用均包括在單人價格之內(nèi)。） 如，Tides in. Dirts out（汰漬放進去， 污垢洗出來） Mosquito Bye Bye ByeMosquito Bye Bye Bye 天生奔馳。（奔馳汽車） (1)簡潔短句，醒目突出。 例如：Fresh Up with Sevenup（君 飲七喜，提神醒腦）。 鉆石恒久遠，一顆永流傳。（第比爾斯） Things go better with Coca-Cola 雀巢咖啡：味道好極了。 你值得擁有!

4、 ( Loreal 歐萊雅) 例如:Turn it on! 穿上它! ( puma 彪馬) 愛立信:理解就是溝通 光臨風韻之境萬寶路世界。（萬寶路） Take time to indulge 安踏 Keep moving 永不止步. 例如：We lead. Others copy. 我們領先, 他人仿效。( 理光復印機) 又如：Always with you。與你同行。 （中國電信) Good to the last drop 例如：Youll enjoy relaxed sunny days Warm crystal clear lagoons Cool green foliage Wate

5、rfalls Flowers Exotic scents Bright blue skies Secluded beaches Graceful palms Breathtaking sunsets Soft evening breezes And food that simply outstanding （您會享受這陽光明媚的輕松日子。溫暖、清澈 的環(huán)礁湖，清涼、碧綠的樹葉，瀑布，花叢，異 樣的芬芳，明亮的藍天，幽靜的海灘，優(yōu)美的棕 櫚，壯麗的日落，輕柔的晚風。還有那絕妙的食 物。） it says what it does. it does what it says. 言行一致，說到做到。

6、（李斯德 林漱口水） 沒有不做的小生意， 沒有解決不了的大問 題。 （IBM公司） 例如：Introducing FITNESS magazine Its about health， its about exercise， its about your image， your energy and your outlook（向您推薦健康雜志：說健 康、說鍛煉、說形象、說精力、說展望。） 即使使用否定句，也是為了用其他商品來 反襯，或從反面突出產(chǎn)品特性。 例如：We would never say the new Audi A4 is the best in its class We dont

7、have to （我們根本不必說新型 奧迪A4同類車中最好的。沒有這個必要。） 擋不住的誘惑。 廣告撰寫者借習語原來的結構或含義誘發(fā) 讀者的聯(lián)想，詼諧成趣，耐人尋味，帶來 特殊效果。 A Mars a day keeps you work, rest and play. (巧克力糖廣告) 套用了“An apple a day keeps the doctor away.” 和“All work and no play makes Jack a dull boy.” Now You Can Have Your Cake and Diet Too. (減肥蛋糕廣告) 套用了“You cant ea

8、t your cake and have it.” 比喻、擬人、押韻、雙關等，各種修辭格 賦予廣告簡潔、生動、幽默等特點。 比喻（analogy）：Featherwater：light as a feather（法澤瓦特眼鏡：輕如鴻 毛。） Ask for More（摩爾牌香煙的廣告） Hifi Hifun Hifashion only from Sony（高保真，高樂趣，高時尚， 只來自索尼。）（索尼音響的廣告） Oh, I see! 哦! 我看見了! ( OIC 眼鏡公司) tides in, dirts out. 汰漬到，污垢逃。（汰漬洗衣粉） 比較：汰漬放進去，污垢洗出來 有汰漬，沒污

9、漬。 1.注重文化差異，如： “白象”牌干電池 white elephant 在英語中意為“無用而累贅的 東西”。 2.善用修辭手法 3.內(nèi)容傳達靈活化，翻譯形式多樣化 apple thinks different. 蘋果電腦，不同凡“想”。（蘋 果電腦） Intel Inside. (Intel Pentium) 給電腦一顆奔騰的“芯”。（英特爾 奔騰） More sun and air for your son and heir.（海濱浴場的宣傳廣告） 這里有充足的陽光，清新的空氣，一切為 了您的子孫后代。 Lets make things better. 讓我們做得更好。（飛利浦電子）

10、The choice of a new generation. 新一代的選擇。（百事可樂） Start Ahead.(Rejoice) 成功之路，從頭開始。（飄柔） 天生奔馳。（奔馳汽車） Youll go nuts for the nuts you get in Nurkse. 納克斯堅果讓你愛不釋口。 電報、電話公司：編織全球通訊之網(wǎng)。 bridging the distance. 快餐食品：求快感，吃快餐。 feel good. fast food. 通訊：全球通信，就近付款。 talk global, pay local. the Global brings you the world

11、 in a single copy. 一冊在手，縱覽全球。（環(huán)球雜志） Feast your eyes.（Ponds Cucumber Eye Treatment) 滋潤心靈的窗戶。（龐氏眼貼片） Mom depends on Kool-Aid like kids depend on Moms. （媽咪依賴Kool-Aid果樂，就像孩子依賴媽咪） 快餐食品：美味便捷，美味至極。 deliciously simple. simply delicious. Reliably Solid, Solidly Reliable. 安如磐石，磐石之安。 Good to the last drop 滴滴香濃

12、，意猶未盡。（麥斯威爾咖啡） Take TOSHIBA, take the world. 擁有東芝，擁有世界。（東芝電子） Join orldenglish ， Enjoy Englishworld. (新世界國際英語) 國際英語, 歡樂無限。 Taste that beats the other Colds. (Pepsi- Cola廣告) 百事可樂，冷飲之王。 Tastes too good for words (某食品廣告) 其味無窮，妙不可言。 The more you write the more you satisfy. (某自來水筆廣告) 一寫滿意，再寫難忘。 Ask for m

13、ore. 渴望無限。（百事） Time is what you make of it. (Swatch) 天長地久。（斯沃奇手表） the first ever, the last youll ever need. 一朝擁有，別無所求。（精工手表） “飛亞達”表，一旦擁有，別無所求。 FIYTA Watch, Once Possess, Nothing More Is Expected. 輪胎：誰跑得最長，誰笑得最好。 he laughs best, who runs longest. Vandermint isnt good because its imported; its importe

14、d because its good.(巧克力酒廣告) 好酒不在進口，進口必是好酒。 Ill do a lot for love, but Im not ready to die for it. (避孕套廣告) 情愛誠銷魂，生命價更高！ 食在廣州。 East or west, the Guangzhou cuisine is best./ Love food, love Guangzhou. to be the best rather than the largest. 不求最大，但求最好。（中國光 大銀行） It took a lot of intelligence for Richon t

15、o come up with a digital copier that could copy, fax and print. If Leonardo Da Vinci were around today, would he not be working for us? Thats why Richon is number one in digital copiers in Europe and in the U.S. When choosing a network print-copier, choose Richon Aficio. We lead. Others copy. 多種智慧匯集

16、的理光誕生了數(shù)碼復印機，可復印，可傳真， 也可打印。如果列奧那多達芬奇生活在現(xiàn)在，他會不為 我們畫畫嗎？這就是為什么理光數(shù)碼復印機在歐洲和美國 獨領風騷的原因。選擇網(wǎng)絡打印智能機時，就選理光。我 們領先，他人仿效。 Theres just no second guessing about taste. So, to keep everyone happy, we have a simple solution. two cuisines. one is Japanese. the other is Continental. No matter which one you choose- the

17、familiar or the adventurous one thing remains the same: the elegant, understated service that is ours alone. Its reflected in the smile of your JAL hostess as she offers you a steaming oshibori towel to refresh yourself. Her delicate grace as she pours your sake. The very special way she makes you f

18、eel like an honored guest at a family banquet. Unique service like this doesnt just happen at mealtime. From our first hello to our last sayonara, we do our best to prove theres as much difference between airlines as between airline menus. Were the one where East meets West. JAPAN AIRLINES 君之口味，非此即彼

19、。要想皆大歡喜，妙計在這里。 兩種菜肴：兩種菜肴： 一為日本式，一為日本式， 一為歐陸式。一為歐陸式。 無論您選擇哪一種吃慣了的，還是從未嘗過的唯一不變的是： 我們獨一無二、典雅、謙恭的服務。 日航服務，無微不至。它蕩漾在空姐那柔美親切的微笑里，當她奉 上一方熱氣騰騰的香巾，讓您提神醒腦時；它表現(xiàn)在空姐優(yōu)雅細膩的舉止 中，當她給您斟上一杯日本清酒時；它還滲透的空姐獨一無二的處事方式 中，當她待您如家宴中的上賓時。 這樣獨特的服務，并不限于用餐時間。從我們見面時的第一聲“哈 羅”，到我們送別時的“沙揚娜拉”，自始至終，我們都竭力向您證明： 不同的航空公司不但食譜迥異，其提供的服務也千差萬別。 東

20、西合璧，盡在日航公司！東西合璧，盡在日航公司！ 日本航空公司 Impossible is nothing. (Adidas) 沒有不可能！ Impossible made possible 使不可能變?yōu)榭赡?。（佳能?李寧: Anything is possible. 一切皆有可能 Anything is possible. 沒有不可能的事。（東芝電器） 1.桂林山水甲天下。 2.陽朔山水甲桂林。 3.上有天堂，下有蘇杭。 4.黃山歸來不看山，九寨歸來不看水。 5.不識廬山真面目，只緣身在此山中。 6.她工作，你休息。（洗衣機廣告） 7.要想皮膚好，早晚用大寶。（護膚霜廣 告） 1.Not a

21、ll cars are created equal. (日本三菱汽車廣告) 2.You know who you are.(法國Peugeot汽車廣告) 3.Now you can have your cake and diet too. (蛋糕 廣告) 4.A deal with us means a good deal to you.(百貨 公司廣告) 5.Give a SEIKO to all, and to all a good time.(日本 精工手表廣告) 6.The driver is safer when the road is dry; the road is safer

22、when the driver is dry.(交通廣告) 7.No Excuses, Guaranteed, Best for Quality, Always Available, Right Price, At Your Service. (ASDA超市廣告) 桂林山水甲天下。 1. Guilins landscape is second to none. 2. Guilins scenery tops under the sun. /on earth. 3. Guilin landscape tops those elsewhere. 4. East or west, Guilins l

23、andscape is best. 5. The scenery of Guilin is the only one best. 6. The scenery in Guilin ranks No.1 in the world. 陽朔山水甲桂林。 The most beautiful scenery in China is in Guilin, while the most fascinating part of a Guilin tour is in Yangshuo. Guilin landscape tops those elsewhere, Yangshuo landscape top

24、s those at Guilin. 上有天堂，下有蘇杭。 Eden and paradise in heaven; Suzhou and Hangzhou on earth. Up above (there) is heaven; down below (there) are Suhang./Suzhou and Hangzhou. Suhang is on the earth, as well as the heaven in the sky. In heaven there is the paradise, and on earth there are Suzhou and Hangzh

25、ou. Just as there is paradise in heaven, there are Suzhou and Hangzhou on earth. /Paradise in heaven; Suzhou and Hangzhou on earth. Heaven above; Suzhou and Hangzhou below. God has Eden while we have Su-Hang. or- we have Su- Hang while God has Eden. 黃山歸來不看山，九寨歸來不看水。 One who has travelled Mt. Huangsh

26、an has no interest in enjoying other mountains; one who has travelled Jiuzhai has no interest in enjoying other water. Only love the mountain of huangshan, the water in jiuzhaigou. One who has returned from Yellow Mountain thinks nothing of other mountain, and he who has been to Nine- village Vally

27、thinks nothing of other waters. No other mountain is worth a glance after seeing the Huang Mountain; No other water scenery is worth a glimpse after feeling Jiuzhaigou valley. 不識廬山真面目，只緣身在此山中。 Fail to see the truth of the matter, just because one is involved in it. Of Mt. Lu we cannot make out the t

28、rue face, /for we are lost in the heart of the very place. You will never know what is looks like, except you look from the outside of it. You cannot know the shape/beauty of the mountain, when you stand on it. The true face of Lushan is beyond the ken of one deep in the heart of the mountain. The t

29、ruth is incomprehensible to one too deeply involved to be objective. 她工作，你休息。（洗衣機廣告） She takes over the chores, so you can rest, of course. You have a rest while it works for you. she takes over the cloth, you take a rest. It goes with you lay off. Shes working, youre relaxing /watching 要想皮膚好，早晚用大寶。

30、（護膚霜廣告） Dabao day and night, Skin soft and bright! Dabao lets your skin always be fine. To make your skin soft and bright apply Dabao morning and night. Skin goes better with Dabao. The best choice for your skin.(Dabao) Make beautiful skin out of dream, use wonderful Dabao cream. Good skin comes fro

31、m Dabao. Wish your skin good, use Dabao day and night. A fair skin now? “Dabao” knows how! Applying “Dabao” morning and night, it makes your skincare a real delight. Not all cars are created equal. (日本三菱汽 車廣告) 車，“生”而不同。 三菱汽車，誰與爭鋒/生而不凡/與眾不同。 無與倫比，三菱制造。/獨一無二，三菱汽車。 我們領先，所以我們優(yōu)越。 車非生而平等，三菱！ 高貴出身，盡顯獨尊。 設計獨特, 三菱汽車. You know who you are. (法國Peugeot汽車) 懂自己，就選東風標致。 你只有自己知道。 一看不知道，駕馭才明了。 高品位，盡在標致。 堅持做自己。 你知道你是誰，標致！ 傾聽心聲，選擇標志. 體驗自我，天下在握。 開Peugeot,找到真我。 Now you can have your cake and diet too. (蛋糕 廣告) 甜在口中，享“瘦”輕松。 苗條身材，從減肥蛋糕中吃出來！ 減肥蛋糕，塑苗條身材。 蛋糕減肥，兩者兼得。 吃蛋糕不誤減肥。/ 蛋糕瘦身一起來。