广告英语翻译
广告翻译
case study
I. Definition
Advertising is the non-personal communication usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media。
《辞海》：广告是传递信息的一种方式，其目的在于推销商品、劳务，影响舆论，博得政治支持，推进一种事业……
II. Functions and Classifications of Advertising
attractive (—catch the reader’s attention)吸引力
creative (—project an image)创造力
persuasive (—urge the reader to act)说服力
impressive (—produce an impact)影响力
Or
i. Information Function (信息功能)
ii. Demand Creation Function(唤起需要功能)
iii. Persuasive Function(说服功能)
iv. Get Action Function(促使行动功能)
v. Goodwill Establishment Function (扶植信用功能)
III Classifications of Advertising
?i. Commercial and Non-commercial Advertising (以是否营利为标准)
?ii. Newspaper Advertising, Magazine Advertising, Radio Advertising, Television Advertising, Direct Mail Advertising, Cinema Advertising, Package Advertising, Outside Advertising, Web Advertising.（以广告媒介为标准）
?iii. Consumer Advertising, Business Advertising, Service Advertising. （以广告对象为标准）
?iv. International / National / Regional Advertising. （以地理位置为标准）
IV. Characteristics of Advertising Language and Culture
1. Simple / colloquial （口语的）words
The only car in its class．（汽车广告）
Buy one pair．Get one free．（眼镜广告）
It gives me clear, plain paper faxes at a price I can afford．（Canon 复印机广告）
Taking the lead in a Digital W orld(三星电子)
Y our future is our future. （汇丰银行）
Just do it. (Nike)
2. Imperative （祈使的）or interrogative （疑问词）sentences Come To Life In Hawaii．（旅游广告）
Come into McDonald's and enjoy a Big Mac Sandwich．（三明治广告）
Who would know better how to welcome you to the U.S.？（旅游广告）
Are you worrying about the problem of management?（网络广告）Thinking of buying？Think again．Not much for colour TV, is it? V ision hire！（彩电广告）
Don‘t have much of a personality? Buy one. (Honda Motor)
3. Rhetorical devices （夸张或修辞）
Export fair set for foreign-funded firms．（博览会广告）
Bathing Beauty Discovered in Interior Decorator?s Bathroom．（瓷砖广告）
Good teeth, good health. (Colgate)—牙齿好，身体就好
Y ou can have the smoother, softer, sleeker skin you want now and forever(脱毛剂)
更光滑，更细腻，更亮泽，一旦使用，持久拥有。
Great time, Great taste, McDonald‘s 美好时光,共同分享
All is well that ends well. 烟蒂好，烟就好
A better stretch for the long stretch．（航空公司广告）
Try our sweet corn．Y ou'll smile from ear to ear．（甜玉米广告）你一尝就会吃一穗又一穗，高兴得合不拢嘴。
Not all cars are created equal．（三菱汽车广告）
Quality breeds success．（福特汽车广告）
4. Use of acronyms （首字母缩略词）
Take it to the net! ( net =Internet)
W e found‘em we got‘em. (?em=them)
?Tis the season for giving. (Tis=This)
Nice‘n Easy (?n=and)…
RE=real estate房地产(RE在商贸电传中=refer to)
apt= apartment公寓
appt= appointment约会
adm= admission允许、进入
admin= administration行政、管理
广告的语言特点
? 1.词汇特点
? 2.句法特点
? 3.修辞特点
1.词汇特点
(1)通俗易懂，大众化词汇。例如，
Just do it.
只管去做。（耐克运动鞋）
Generation Next
新的一代。（百事）
Ask for more.
渴望无限。
The ta s te is grea t.
雀巢咖啡：味道好极了。
born to run.
天生奔驰。（奔驰汽车）
(2)创新词汇，突出产品的新、奇、特。
?(1)简洁短句，醒目突出。
?例如：Fresh Up with Seven－up．（君饮七喜，提神醒脑）。
A diamond las ts forever.
(De Bierres)
钻石恒久远，一颗永流传。（第比尔斯）
可口可乐：饮可口可乐，万事如意Things go better with Coca-Cola
You're worth it!
你值得拥有!
(Lor eal欧莱雅)
雀巢冰激凌：尽情享受吧
Take time to indulge
(2)祈使句，增强感召力。
?例如:Turn it on! 穿上它! ( puma 彪马)
雪碧：服从你的渴望Obey your thirst
安踏
Keep moving
永不止步...
(3)省略句，短小有力。
?例如：W e lead. Others copy. 我们领先, 他人仿效。( 理光复印机)
?又如：Always with you。与你同行。（中国电信)
麦斯威尔咖啡：滴滴香浓，意犹未尽
Good to the last
drop
（4）并列句多，平行结构，加深印象。
?It says what it does. it does what it says.
言行一致，说到做到。（李斯德林漱口水）
No business too small,
no problem too big.
没有不做的小生意，
没有解决不了的大问
题。（IBM公司）
?例如：Introducing FITNESS magazine．It‘s about health，it‘s about exercise，it‘s about your image，your energy and your outlook．（向您推荐《健康》杂志：说健康、说锻炼、说形象、说精力、说展望。）
（5）否定句式
即使使用否定句，也是为了用其他商品来反衬，或从反面突出产品特性。
?例如：W e would never say the new Audi A4 is the best in its class．W e don‘t have to．（我们根本不必说新型奥迪A4同类车中最好的。没有这个必要。）
（6）套用习语
?广告撰写者借习语原来的结构或含义诱发读者的联想，诙谐成趣，耐人寻味，带来特殊效果。
? A Mars a day keeps you work, rest and play. (巧克力糖广告) ?套用了―An apple a day keeps the doctor away.‖ 和―All work and no play makes Jack a dull boy.‖
?Now Y ou Can Have Y our Cake and Diet Too. (减肥蛋糕广告) ?套用了―Y ou can‘t eat your cake and have it.‖
3.修辞特点
?比喻、拟人、押韵、双关等，各种修辞格赋予广告简洁、生动、幽默等特点。
?比喻（analogy）：Featherwater：light as a feather．（法泽瓦特眼镜：轻如鸿毛。）
双关（pun）
?Ask for More．（摩尔牌香烟的广告）
押韵（rhyming）
Hi－fi Hi－fun Hi－fashion only from Sony．（高保真，高乐趣，高时尚，只来自索尼。）（索尼音响的广告）
谐音
Oh, I see! 哦! 我看见了! ( OIC 眼镜公司)
广告英语的翻译技巧
? 1.注重文化差异，如：
?―白象‖牌干电池
?white elephant 在英语中意为―无用而累赘的东西‖。
? 2.善用修辞手法（比喻、拟人、押韵、双关等）
讨论练习
? 1.桂林山水甲天下。
?Guilin‘s landscape is second to none.
?Guilin‘s scenery tops under the sun. /on earth.
?Guilin landscape tops those elsewhere.
?East or west, Guilin‘s landscape is best.
?The scenery of Guilin is the only one best.
?The scenery in Guilin ranks No.1 in the world.
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? 2.上有天堂，下有苏杭。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 Hangzhou.
?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.
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? 3.黄山归来不看山，九寨归来不看水。One who has travelled Mt.
Huangshan 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 Y ellow Mountain thinks nothing of other mountain, and he who has been to Nine-village V ally 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.
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