《Lecture广告翻译》PPT课件.ppt

Lecture7,TranslationofAdvertisements,I.WhatisAdvertisement?II.StylisticFeatureofAdvertisementIII.TranslationofAdvertisementIV.FigureofSpeechinAdvertisement,I.WhatisAdvertisement,Paidmessagecommunicatedthroughthevariousmediabyindustry,businessfirms,nonprofitorganizations,orindividuals.Advertisingispersuasiveandinformationalandisdesignedtoinfluencethepurchasingbehaviorand/orthoughtpatternsoftheaudience.,PrincipleofAdvertisement-AIDA:AttentionInterestDesireAction引起注意激发兴趣刺激需求采取行动,ClassificationAccordingtoAdvertisingMedia:PressAdvertisingTelevisionandRadioAdvertisingOutdoorandTransportAdvertisingWindowandPoint-of-SaleAdvertisingExhibitionandTradeFairsDirectMailAdvertisingCinema,back,II.StylisticFeatureofAdvertisement,2.1Colloquialandcommonwords2.2Coinageofnewwords2.3Useofsimplesentences,imperativesentences,activesentences,omissionsentences2.4UseofFigureofSpeech,2.1Colloquialandcommonwordsuseofsimplewords,esp.somecolloquialverbsandadjectives:come,go,get,use,know,look,taste,feel,do,buy,take,love,have,good,fine,real,rich,great,etc.e.g.JustDoIt.(想做就做Nike)DontJustgetontoit,getintoit.(IntelPentiumIII)(不仅仅是登陆互联网，而是真正畅游其中)TooGoodToEatJustOne.（Lays乐事薯片)(吃了还想吃）,2.2Coinageofnewwordse.g.TheOrangemostestDrinkintheworld.Weknoweggsactlyhowtoselleggs.superexcellent/superfinecamcorderDrinkaPintaMilkaDay.(milk),2.3Useofsimple,imperativesentences,active,oromissionsentencese.g.Itsthetaste.（雀巢咖啡）味道好极了ThingsgobetterwithCoca-cola.畅饮可口可乐，保您万事如意喝可乐，万事乐ThinkDifferent.（Apple苹果电脑）不同凡“想”,2.4UseofFigureofSpeeche.g.OIC(glasses)(Oh,Isee.哦，我看见了)Hi-Fi,Hi-Fun,Hi-Fashion,onlyfromSony.高保真、高乐趣、高时尚，只来自索尼.(alliteration)Twogether.（海滨旅馆）双双对对一起来,Back,III.TranslationofAdvertisement,3.1DifferenceBetweenEnglishandChineseAdvertisements3.2TranslationofEnglishAdvertisements3.2TranslationofChineseAdvertisements,3.1DifferenceBetweenEnglishandChinese1)英语广告语言客观具体，突出信息功能(informativefunction)；汉语讲究以言感人，偏重呼唤功能(vocativefunction)；e.g.Ideasforlife.(Panasonic电视)实现您的梦想Intouchwithtomorrow.(Toshiba电器)沟通未来，超越时空绿色好心情Feelitnow.,2)英语广告强调用户至上，消费者利益高于一切，突出You-Attitude，因而形式上多用You-Form；汉语突出企业至上，以我为中心，但惯用第三人称表达，以树立其形象，博得用户的依赖；衣食住行，有龙则灵（建设银行龙卡）Youreverydaylifeisverybusy,OurLongcardcanmakeiteasy.一册在手，纵览全球。（全球杂志）WithacopyofTheGlobeinyourhand,theworldunfoldsbeforeyousogrand.,3)英语行文简洁通俗，便于记忆；汉语表达夸张，充满评述性话语；e.g.Itgivesmyhairsupershine,superbody,andleavesitsmellingfreshasameadow.（Shampoo）它令我秀发柔顺光滑，褶褶生辉，幽香飘逸，犹如绿茵草坪，清新芬芳。,3.2TranslationofEnglishAdvertisements,FlowersbyInterfloraspeaksfromtheheart.(Interflora花店)“茵特”之花，表达肺腑之言Alliswellthatendswell.(cigarette)烟蒂好，烟就好越抽越有味抽到最后，烟味十足,Thedriverissaferwhentheroadisdry;theroadissaferwhenthedriverisdry.(trafficnotice)路面干燥，司机安全；司机清醒，道路安全道路不沾水，司机更安全；司机不沾酒，道路更安全（dry：withoutwater;withoutalcohol）,ConnectingPeople.(Nokia)科技以人为本Advancementthroughtechnology(Audicar)突破科技，启迪未来,3.3TranslationofChineseAdvertisementsintoEnglish,你不理财，财不理你（理财杂志）YouleaveManagingMoneyalone,Moneywillmanagetoleaveyoualone.“美的”家电，美的全面，美的彻底（“美的”家用电器）Mediahomeappliancesarebeautiful-beautifulfromheadtotoe,beautifulinsideout.,优良的质量，优惠的价格，优质的服务（“三优”牌家具）Unrivalledquality.UnbeatablePrices.UnreservedService.,要想皮肤好，早晚用大宝。(1)GoodskincomesfromDabao.(2)Applying“Dabao”morningandnight,makesyourskincarearealdelight.译文（1）简洁，意思上虽然差的不是太多，但不像广告语言。原文中对仗押韵和琅琅上口的特点全然没有表现出来。译文（2）堪称精妙，但是“早晚”的双关意义并未体现出来。同时，大宝系列中有“日霜”“晚霜”，原译文只是用了小写“morningandnight”所以在某种程度上缺少了广告中推荐的功能。（3）ApplyingDabaoMORNINGandNIGHTmakesyourskinsoftandbright.Dabaoyouwillprefer,soonerorlater.有双关，也有押韵。双关体现在MORNINGandNIGHT上面，根据产品特点及对使用者的调查，消费者一般在早上、晚上使用。Dabaoyouwillprefer,soonerorlater又作了意义的补充。,Back,IV.FigureofSpeechinAdvertisement,Chineseadstendtousefour-characterphrases,withmodifiers(e.g.adj,adv).e.g.使用安全，操作简便，高效快捷，乐在其中。safe,easy,quick&withfunEnglishadstendtousefigureofspeechorhumorousexpressionstoimpressconsumers.,FigureofspeechinEnglishads.,4.1HomophonicPun(谐音双关)4.2HomographicPun(语义双关)4.3Contrast4.4Hyperbole4.5Repetition4.6Simile4.7Metaphor4.8Alliteration（头韵）4.9End-Rhyme/Consonance(尾韵)4.10Parody(仿拟),4.1HomophonicPun(谐音双关),Trustus,over5000earsofexperience.(助听器)相信我们吧，历经5000多只耳朵的检验，有着5000多年的经验。Notfairlywhite-fairywhite.(洗衣粉)不只是显白炫白,4.2HomographicPun(语义双关),Tryoursweetcorn.Youllsmilefromeartoear.(玉米)ear：耳朵；玉米穗品尝我们的甜玉米吧，穗穗令您欢乐开怀FromSharpminds,comeSharpproducts(Sharp)绝顶智慧造就尖端夏普。,4.3contrast,Othelloisagamethattakesonlyaminutetolearnbutalifetimeamaster.“奥赛罗”电子游戏，一学就会，越玩越精。Onestopshoppingforallyourpartyneeds.聚会所需种种，本店一站购成。,4.4Hyperbole(夸张),Hersmilecouldheatupanation.Herfragrancecapturedacountry.（perfume）迷魂牵魄笑貌，倾国倾城芳香Thebestamancanget.(Gillette)男士的最佳选择,4.5Repetition,Firstinairfreightwithairfreightfirst.(航空运输公司)第一货运，运货第一。WhenyouaresippingLipton,youresippingsomethingspecial.(Liptontea)啜饮立顿茶，品尝独特味。,4.6Simile,Lightasabreeze,softasacloud.(服装广告)轻如微风，柔若浮云轻柔绵软，呵护体贴Breakfastwithoutorangejuiceislikeadaywithoutsunshine.没有橘子汁的早餐就像没有阳光的日子,4.7Metaphor,EARFOODGivealistentoSanyosnewestCDplayer.Theyremoveablefeastsformusic-hungryears.耳朵的美餐可移动的新一代三洋CD机，饱您耳福的音乐美餐,4.8Alliteration（头韵）,Itsflavorwinsfavor.(tea)以我茗香，赢君品尝Greattime,greattaste,McDonalds.美好时光，美味共享麦当劳,4.9End-Rhyme/Consonance(尾韵),Pepsi-Colahitsthespot,Twelvefullounces,thatsalot,Twiceasmuchforanickel,too,Pepsi-colaisthedrinkforyour.百事可乐味道好，足足12盎量不少，五美分买二四盎，百事可乐供您享。默默无蚊的奉献（蚊香片）Mosquito-repellentincense,repellingmosquitoesinsilence,4.10Parody(仿拟),Wherethereisaway,thereisaToyota.丰田汽车，风行天下车到山前必有路，有路就有丰田车随身携带，有备无患随身携带，有惊无险（速效救心丸）Aheartrelieverinneedisaheartrelieverindeed.真诚到永远(Haier)Sincerityisforever.(Adiamondisforever.钻石恒久远，一颗永流传),Exe.,茅台一开，满室生香；国酒茅台，源远流长。要买房，找建行。药材好，药才好。她工作，你休息。（洗衣机）,茅台一开，满室生香；