广告翻译 2讲述

1、 Advertising Cultural Industry Creative Industry 广告的定义 Definition 广告的特点 Features 广告英语的常用翻译技巧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. 广告是一种沟通的形式,通常试图说服潜在客户

2、购买或消 费更多的特定品牌的产品或服务。 英文中advertising指整体的广告行动广告行动。而为了达到广告 目的所刊登的每一则广告广告则用advertisement这个字表示。 1.词汇特点lexical features 2.句法特点syntactic features 3.修辞特点rhetorical features (1)通俗易懂，大众化词汇。例如， Just do it. 只管去做/随性。（耐克运动 鞋） 渴望无限。 星巴克与您，不止于咖啡。 例如：The Orangemostest Drink in the world.（世界最高品质的橙汁。） 例如：For twogether

3、, the ultimate all inclusive one price sunkissed holiday （两人共度一个阳光灿烂的假日， 一切费用均包括在单人价格之内。） 如，Tides in. Dirts out（汰渍放进去， 污垢洗出来） Mosquito Bye Bye ByeMosquito Bye Bye Bye 天生奔驰。（奔驰汽车） (1)简洁短句，醒目突出。 例如：Fresh Up with Sevenup（君 饮七喜，提神醒脑）。 钻石恒久远，一颗永流传。（第比尔斯） Things go better with Coca-Cola 雀巢咖啡：味道好极了。 你值得拥有!

4、 ( Loreal 欧莱雅) 例如:Turn it on! 穿上它! ( puma 彪马) 爱立信:理解就是沟通 光临风韵之境万宝路世界。（万宝路） Take time to indulge 安踏 Keep moving 永不止步. 例如：We 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) 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 （您会享受这阳光明媚的轻松日子。温暖、清澈 的环礁湖，清凉、碧绿的树叶，瀑布，花丛，异 样的芬芳，明亮的蓝天，幽静的海滩，优美的棕 榈，壮丽的日落，轻柔的晚风。还有那绝妙的食 物。） it says what it does. it does what it says. 言行一致，说到做到。

6、（李斯德 林漱口水） 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 Its about health， its about exercise， its 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。） 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：We would never say the new Audi A4 is the best in its class We dont

7、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。） 挡不住的诱惑。 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 You Can Have Your Cake and Diet Too. (减肥蛋糕广告) 套用了“You cant ea

8、t your cake and have it.” 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。） Ask for More（摩尔牌香烟的广告） Hifi Hifun Hifashion only from Sony（高保真，高乐趣，高时尚， 只来自索尼。）（索尼音响的广告） Oh, I see! 哦! 我看见了! ( OIC 眼镜公司) tides in, dirts out. 汰渍到，污垢逃。（汰渍洗衣粉） 比较：汰渍放进去，污垢洗出来 有汰渍，没污

9、渍。 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 3.内容传达灵活化，翻译形式多样化 apple thinks different. 苹果电脑，不同凡“想”。（苹 果电脑） Intel Inside. (Intel Pentium) 给电脑一颗奔腾的“芯”。（英特尔 奔腾） More sun and air for your son and heir.（海滨浴场的宣传广告） 这里有充足的阳光，清新的空气，一切为 了您的子孙后代。 Lets make things better. 让我们做得更好。（飞利浦电子）

10、The choice of a new generation. 新一代的选择。（百事可乐） Start Ahead.(Rejoice) 成功之路，从头开始。（飘柔） 天生奔驰。（奔驰汽车） Youll go nuts for the nuts you get in Nurkse. 纳克斯坚果让你爱不释口。 电报、电话公司：编织全球通讯之网。 bridging the distance. 快餐食品：求快感，吃快餐。 feel good. fast food. 通讯：全球通信，就近付款。 talk global, pay local. the Global brings you the world

11、 in a single copy. 一册在手，纵览全球。（环球杂志） Feast your eyes.（Ponds Cucumber Eye Treatment) 滋润心灵的窗户。（庞氏眼贴片） Mom depends on Kool-Aid like kids depend on Moms. （妈咪依赖Kool-Aid果乐，就像孩子依赖妈咪） 快餐食品：美味便捷，美味至极。 deliciously simple. simply delicious. Reliably Solid, Solidly Reliable. 安如磐石，磐石之安。 Good to the last drop 滴滴香浓

12、，意犹未尽。（麦斯威尔咖啡） Take TOSHIBA, take the world. 拥有东芝，拥有世界。（东芝电子） Join orldenglish ， Enjoy Englishworld. (新世界国际英语) 国际英语, 欢乐无限。 Taste that beats the other Colds. (Pepsi- Cola广告) 百事可乐，冷饮之王。 Tastes too good for words (某食品广告) 其味无穷，妙不可言。 The more you write the more you satisfy. (某自来水笔广告) 一写满意，再写难忘。 Ask for m

13、ore. 渴望无限。（百事） Time is what you make of it. (Swatch) 天长地久。（斯沃奇手表） the first ever, the last youll ever need. 一朝拥有，别无所求。（精工手表） “飞亚达”表，一旦拥有，别无所求。 FIYTA Watch, Once Possess, Nothing More Is Expected. 轮胎：谁跑得最长，谁笑得最好。 he laughs best, who runs longest. Vandermint isnt good because its imported; its importe

14、d because its good.(巧克力酒广告) 好酒不在进口，进口必是好酒。 Ill do a lot for love, but Im not ready to die for it. (避孕套广告) 情爱诚销魂，生命价更高！ 食在广州。 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。（中国光 大银行） 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. 多种智慧汇集

16、的理光诞生了数码复印机，可复印，可传真， 也可打印。如果列奥那多达芬奇生活在现在，他会不为 我们画画吗？这就是为什么理光数码复印机在欧洲和美国 独领风骚的原因。选择网络打印智能机时，就选理光。我 们领先，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、。要想皆大欢喜，妙计在这里。 两种菜肴：两种菜肴： 一为日本式，一为日本式， 一为欧陆式。一为欧陆式。 无论您选择哪一种吃惯了的，还是从未尝过的唯一不变的是： 我们独一无二、典雅、谦恭的服务。 日航服务，无微不至。它荡漾在空姐那柔美亲切的微笑里，当她奉 上一方热气腾腾的香巾，让您提神醒脑时；它表现在空姐优雅细腻的举止 中，当她给您斟上一杯日本清酒时；它还渗透的空姐独一无二的处事方式 中，当她待您如家宴中的上宾时。 这样独特的服务，并不限于用餐时间。从我们见面时的第一声“哈 罗”，到我们送别时的“沙扬娜拉”，自始至终，我们都竭力向您证明： 不同的航空公司不但食谱迥异，其提供的服务也千差万别。 东

20、西合璧，尽在日航公司！东西合璧，尽在日航公司！ 日本航空公司 Impossible is nothing. (Adidas) 没有不可能！ Impossible made possible 使不可能变为可能。（佳能） 李宁: Anything is possible. 一切皆有可能 Anything is possible. 没有不可能的事。（东芝电器） 1.桂林山水甲天下。 2.阳朔山水甲桂林。 3.上有天堂，下有苏杭。 4.黄山归来不看山，九寨归来不看水。 5.不识庐山真面目，只缘身在此山中。 6.她工作，你休息。（洗衣机广告） 7.要想皮肤好，早晚用大宝。（护肤霜广 告） 1.Not a

21、ll cars are created equal. (日本三菱汽车广告) 2.You know who you are.(法国Peugeot汽车广告) 3.Now you can have your cake and diet too. (蛋糕 广告) 4.A deal with us means a good deal to you.(百货 公司广告) 5.Give a SEIKO to all, and to all a good time.(日本 精工手表广告) 6.The driver is safer when the road is dry; the road is safer

22、when the driver is dry.(交通广告) 7.No Excuses, Guaranteed, Best for Quality, Always Available, Right Price, At Your Service. (ASDA超市广告) 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. 阳朔山水甲桂林。 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 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. 黄山归来不看山，九寨归来不看水。 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. 不识庐山真面目，只缘身在此山中。 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。（洗衣机广告） 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 要想皮肤好，早晚用大宝。

30、（护肤霜广告） 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 车广告) 车，“生”而不同。 三菱汽车，谁与争锋/生而不凡/与众不同。 无与伦比，三菱制造。/独一无二，三菱汽车。 我们领先，所以我们优越。 车非生而平等，三菱！ 高贵出身，尽显独尊。 设计独特, 三菱汽车. You know who you are. (法国Peugeot汽车) 懂自己，就选东风标致。 你只有自己知道。 一看不知道，驾驭才明了。 高品位，尽在标致。 坚持做自己。 你知道你是谁，标致！ 倾听心声，选择标志. 体验自我，天下在握。 开Peugeot,找到真我。 Now you can have your cake and diet too. (蛋糕 广告) 甜在口中，享“瘦”轻松。 苗条身材，从减肥蛋糕中吃出来！ 减肥蛋糕，塑苗条身材。 蛋糕减肥，两者兼得。 吃蛋糕不误减肥。/ 蛋糕瘦身一起来。