35廣告翻譯技巧.ppt

1、3.5 Translation techniques,（一）直譯法,直譯:基本依照原文的語言形式，保持原文意義。 （3）上海絲綢內(nèi)衣系列與你共享完美。 Shanghai silk underwear shares perfection with you. （4）Breakfast without orange juice is like a day without sunshine. 沒有橘汁的早餐猶如沒有陽光的日子。,（9）Anything is possible. （李寧服飾） 一切皆有可能。 （10）Tides in, dirts out. （汰漬洗衣粉） 有汰漬，沒污漬。 4ord c

2、osts 5ive% le$ (Ford) 福特為您省5,中國絲綢，如微風(fēng)一樣輕盈，似彩云一般溫柔。 Chinese silk is light as a breeze and soft as cloud. 皮張之厚無以復(fù)加；利潤之薄無以復(fù)減。（上海鶴鳴皮鞋） The leather shoes made here are thick enough; the profit thats obtained is slight enough.,（一）直譯法,When can we translate literally? No cultural barrier; similar structures

3、 in Chinese and English; full conveyance of meaning.,（二）意譯法(free translation),（1）Ericsson: make yourself heard.愛立信 理解就是溝通。,（4）To me, the past is black and white, but the future is always colorful. （軒尼詩酒） 對我而言，過去平淡無奇；而未來，卻是絢爛繽紛。,（7）衣食住行，有龍則靈 Your everyday life is very busy, Our LongCard can make it e

4、asy.,For the Road Ahead. (Honda本田) 康莊大道。,For 25 years, weve been flying to only one destination-EXCELLENCE.(航空業(yè)廣告) 卓爾不群- 25年不變的追求To love, to laugh, to understand each other. 娛樂世界廣告 愛心，開心，相互交心。,They feel right, work right and sell right. 它們觸感舒適，性能卓越，價(jià)格合理。,（二）意譯法,When should we use free translation? d

5、ifference in sentence structures; difference in ad features;,（三）增譯法(addition),（1）Maxwell: good to the last drop 滴滴香濃，意猶未盡。 （2）溪口千層餅采用傳統(tǒng)工藝，制作精細(xì)，質(zhì)地松脆，清香可口。 Xikou Qianceng Cake, with numerous clear sheets in it, is finely made in a traditional way. It is tasty and crisp.,（3）Rejoice: start ahead（飄柔洗發(fā)水）

6、飄柔：成功之路，從頭開始。 （4）Elegance is an attitude. （浪琴表） 優(yōu)雅態(tài)度，真我性格。,Ad of Maotai: 茅臺一開，滿室生香； 國酒茅臺，淵源流長。 Maotai a vintage liquor A VIP treat which diffuses the finest aroma A national favor that won a 1915 diploma,青島啤酒： 不同的膚色，共同的選擇。 Peoples skin colors are different far and near， but their choice can be the s

7、ame for Qingdao Beer,Taking the lead in a Digital World (三星公司) 領(lǐng)先數(shù)碼，超越永恒,（三）增譯法,adding important information; conforming to the conventions of the target text.,（四）創(chuàng)譯法(creative translation),（1）國酒茅臺，相伴輝煌。 Good and vigorous spirit. （2）Intel Pentium: Intel Inside. 英特爾奔騰：給電腦一顆奔騰的“芯”。,It happens at the Hi

8、lton. (希爾頓酒店) 希爾頓酒店有求必應(yīng)。 Connecting People (諾基亞) 科技以人為本,泰晤士報(bào)的廣告語： We take no pride in prejudice 輿論的導(dǎo)向，公正的保障。,Come to where the flavor is. Come to Marlboro Country Marlboro 萬寶路香煙：追尋牛仔風(fēng)度 西部瀟灑走一回。,（四）創(chuàng)譯法,difference in culture; difference in conventions of ads; difference in language.,五）套譯法(loan transla

9、tion),套譯法: 套用中英文的固有表達(dá)模式、俗語、諺語、名句、詩詞及流行語，巧妙地使譯文符合消費(fèi)者的心理習(xí)慣，從而保持產(chǎn)品形象，達(dá)到宣傳效果。,五）套譯法,套譯法: 套用中英文的固有表達(dá)模式、俗語、諺語、名句、詩詞及流行語，巧妙地使譯文符合消費(fèi)者的心理習(xí)慣，從而保持產(chǎn)品形象，達(dá)到宣傳效果。 （1）Where there is a way for car, there is a Toyota. 車到山前必有路，有路必有豐田車。,五）套譯法,套譯法: 套用中英文的固有表達(dá)模式、俗語、諺語、名句、詩詞及流行語，巧妙地使譯文符合消費(fèi)者的心理習(xí)慣，從而保持產(chǎn)品形象，達(dá)到宣傳效果。 （3）Apple

10、thinks different. 蘋果電腦，不同凡“想”。 （4）百聞不如一嘗。 Tasting is Believing. （5）紅玫相機(jī)新奉獻(xiàn) My love is like a Red Red Rose!,“綠丹蘭” 愛你一輩子（綠丹蘭系列化妝品廣告） Ludanlan CosmeticsLove me tender, love me true. 桂林山水甲天下 East or West, Guilin Landscape is the best! By water, by mountains, most lovely, Guilin.,直譯法； 意譯法； 增譯法； 創(chuàng)譯法； 套譯法。

11、,Exercises,No all cars are created equal.Performance or economy? Thats the question every car buyer asks. Mitsubishi （三菱）said instead “Performance and Economy”; then set out to achieve it.(三菱汽車),No all cars are created equal.Performance or economy? Thats the question every car buyer asks. Mitsubishi

12、 （三菱）said instead “Performance and Economy”; then set out to achieve it.(三菱汽車) 不是所有的汽車都生而平等。要性能優(yōu)越還是要經(jīng)濟(jì)實(shí)惠？這是每個購車者都會問的問題。三菱則說“既要性能優(yōu)越又要經(jīng)濟(jì)實(shí)惠”，并為之而奮斗。,What can be imagined, can be realized. (香港電訊) 只要有夢想，萬事可成真,Complete home gym Reebok power bike Thinking of adopting a healthier lifestyle? Why not do it fr

13、om the comfort of your own home. Get started now-order on line and have it all delivered straight to your door for free if your order is over $150.銳步健騎機(jī) 您是否考慮過一種更健康的生活方式？為什么不從舒適的家中開始？馬上行動吧在線定購價(jià)值150美元以上的商品我們就為您免費(fèi)送貨上門。,My hair was dry, coarse and unmanageable. But from the time I began to use Pantene

14、（潘婷）Shampoo, it has become healthy and shiny. This is because Pantene Shampoo contains unique Pro VB5（維他命原B5）,which deeply penetrates your hair from root to tip. Its new improved formula gives your hair extra protection against damage, leaving it healthier and shiner. 以前我的頭發(fā)干枯，粗糙，難以梳理，自從用了潘婷洗發(fā)露，頭發(fā)變得

15、健康，亮澤。因?yàn)榕随孟窗l(fā)露含有獨(dú)特的維他命原，能由發(fā)根滲透到發(fā)尖，其全新改良配方，能加倍保護(hù)頭發(fā)，免受損害，令頭發(fā)分外健康，加倍亮澤。,Rolex手表: To the ends of the earth and to the top of the world. Only two of us have made it. . Its the only thing thats been on all the trips with me and its never once let me down 惟你伴我走過天涯海角，登上世界屋脊。 勞力士表，與我經(jīng)歷過所有旅程的唯一侶伴，從未讓我失望過,什么是新的歷史里程碑？購買了本公司的升級換代產(chǎn)品，您就明白了。 What is the new historical milestone? You will realize it if you purchase our new generation products.,集東方文化瑰寶，聚民族藝術(shù)精華。（工藝美術(shù)品公司廣告） It has a good collection of the oriental treasu