广告英语的翻译

The translation of the advertisement,广告英语的翻译,HTC 视频 感受英语广告,stimulate the customers to buy them, Purpose of the advertisement,transfer information,change peoples attitude toward the goods, function of the advertisement,informative function（信息功能）,aesthetic function (美感功能）,expressive function (表情功能),vocative function (呼唤功能),观看两段广告视频，感受广告的功能。Skyworth 茅台,informative function（信息功能）,aesthetic function (美感功能）,expressive function (表情功能),vocative function (呼唤功能), Translation criteria of the advertisement,Faithful expressive elegant,functional equivalence,Eg: 蝙蝠（电风扇） bat,bat 在英语中是吸血鬼的化身,芳芳（化妆品） Fangfang,Fang 毒蛇的毒牙,（X）,（X）, constitution of the advertisement,audio and video,eg: Linwu Duck,brand,slogan,text,临武鸭广告视频, Compare Chinese advertisements with English advertisements,观看一段英语广告：Vodafone 广告 观看一段汉语广告：尼采手机广告 学生讨论对比,一,Chinese advertisement 突出物象，表现情理，喜欢托物寄情，所以好用华丽之词。English advertisement 重形式，重写实，重理性。句式结构严谨，用词强调简洁自然。,Example 1 酱香突出，幽雅细腻，酒体醇厚，回味悠长，空杯留香持久，历届国家名酒评比之冠，尊为国酒。（茅台酒广告）,Carefully BrewedPure and MellowWith a Long-Lasting Aroma,Example 2: 杭州西湖，水榭歌台，人工赋予它典雅美。蜀中仙山峨眉，漂浮于云涛雾海，呈秀色于烟雾漫漫的山林。誉满中华的广西桂林山水，水秀山奇，山水平分秋色。,West lake in Hangzhou with enchanting pavilions set in quiet surroundings, Mount Emei in Sichuan with peaks peeping through mist and clouds, Guilin in Guangxi with panoramic views of mountains and rivers.,In C-E translation, unnecessary words should be omitted.,故汉语广告英译时，须根据英语表达习惯，去掉那些不必要的部分。,二,Chinese advertisement Emphasize on physical needs (充斥着诸如延年益寿、滋阴壮阳、排毒养颜、减肥降脂、瘦身美容等等一类词语。）English advertisement Emphasize on spiritual needs,英语广告：奥迪A8广告 重精神需求,翻译时需打破汉语广告固定套路，尽量唤起国外读者兴趣。,Example 1 要想皮肤好，早晚用大宝.,Applying Dabao morning and night: It makes your skincare a real delight.,Example 2 八分钟内创造出锅里的艺术所以您晚饭就能尝到截然不同的美味佳肴，同时又即刻获得美味的满足。,Creat a work of art in 8 minutes so serve something deliciously different for dinner. And get the satisfaction of creating a masterpiece in minutes.,三,Chinese advertisement: 重群体倾向 (group)English advertisement: 重个体倾向(individual),Example：Chinese advertisement:,大家好才是真的好。,好迪,雅克糖果广告 （重群体）,English advertisement：（经常出现词汇）Individual，personal，independent，independence，private，privacy，special，different etc,吉利剃须刀广告飞利浦剃须刀广告,Gillette makes you a special man。,Philip： feel different,四,Chinese advertisement: Authority 重权威 经常出现词汇：国优、部优、省优、某某博览会金奖，昔日宫廷秘方，皇家独享English advertisement: fact 重事实 汉英翻译时可去掉这些词汇,临武鸭广告：重权威, the translation of the brand, Translation strategies,a. 直译 (Literal translation )：,皇冠,自由鸟,free Bird,natural beauty,good days,好日子,自然美,Royal Crown,b. 音译transliteration,红塔安踏李宁Adidas,Hongta,Anta,Lining,阿迪达斯,适当改变以符合英语发音规则，如：,康佳,konka,(*kangjia),格力,Gree,(*geli),美的,Midea,(*meidi),新科,Shinco,（*xinke）,c. 音意结合（Combination of Literal translation and transliteration）,既可保留原商标的大致发音，又能克服音译法缺乏具体意义的弱点，可谓形神兼备。）如：,海信,Hisense,乐凯,Lucky,乐百氏,Robust,白沙集团,Beshiny,Goodyear,固特异,家润多,Joindoor,d. 转译(Free translation)：,（舍弃原商标的意义和发音，重新设计一个在译语语言和文化中具有良好传播效果的商标。）如：,创维,Skyworth,飘柔,Rejoice,联想,Lenovo,洁婷,Ladycare,新一佳,A Best, Translation principles of brands,1.理解和尊重民族文化差异，挖掘译名联想意义。,金狮 金利来,Eg. Goldlion,2、 符合商品特性，反应商品信息,Eg. Procter & Gamble,宝碱 宝洁,Rejoice,瑞究伊斯 欢心飘柔,3.文字简洁明快，朗朗上口,Eg.,海伦仙度丝（In Taiwan） 海飞丝,Hewlett-Packard,休利特-帕卡德惠普,head and shoulders, Translate the following brands,舒肤佳瑞星（杀毒软件）佳洁士,Safeguard Rising Crest,帮宝适耐克柯达西门子,Pampers NikeKodak Simens,AvonTide colagate contac,雅芳汰渍 高露洁康泰克, The translation of the slogan,广告口号：简洁生动、富有美感。奇巧的构思、强烈的感召力。广为流传，甚至成为人们经常引用的警言隽语Eg.,LiNing：,Anything is possible,Adidas：,nothing is impossible,特步：,飞一般的感觉。,Nike:,Just do it,麦氏咖啡：,good to the last drop,戴比斯钻石公司：,A diamond is forever,Translation strategies of slogans,直译：,Give me a chance， and youll have a big surprise.,给我一个机会，还你一个惊喜。（嘉亨印务）,The secret for perfect skin,Of all TV brands we choose to buy Jinxing, To buy Jinxing means to buy satisfaction,买电视就要买金星，买金星就是买放心!(金星彩电),丁家宜：拥有完美肌肤的秘诀,转译：（摘取口号原文中最具表情功能和呼唤功能的部分，加以引申、发挥后用地道的英文表达出来。）,Good and vigorous spirit .,国酒茅台，相伴辉煌。（茅台酒）,鹤舞白沙，我心飞扬。,（白沙集团） Fly higher,仿译：（套用英语中与产品所宣扬的理念相近的名言警句、俗语、谚语。仿译法让西方消费者倍感亲切，具有独特的修辞美。）,Eg. 爱您一辈子（绿世界化妆品）,Love me tender，love me true。