广告文体的特点与翻译解析资料

1、广告文体的特点与翻译 iMAll you can eat rest stop.Sp ecial Po ster for "Oldtimer", a big Austria n cha in for motorway rest stops.奥地利的连锁高速公路饭馆在当今信息时代，广告几乎无处不有无所不在。事实上，广告已成为现代生活的重要信息来源， 成为人们生活的不可缺少的一部分。为了成功地实现广告功能，即传播信息功能，劝说功能， 塑造形象功能，刺激消费功能，广告作者总是特别注意修辞，总是狠下功夫巧妙地运用各种修 辞手段(rhetorical devices)，创造出精辟独到、

2、生动形象、效果非凡的广告词，尤其是广告标语。广告的功能与作用吸引力 创造力 说服力 影响力(attractive - catch the reader ' s attention) (creative - p roject an image)(p ersuasive - urge the reader to act)(imp ressive - p roduce an imp act)广告的词汇特点1.形容词及其比较级、最高级的使用 More Use of Adjectives Exa mp le 1: For the first time, there' s a remark

3、able gel that can give your hair any look you waateekerfuller, straighter, curlier, more natural, even wet - without a drop of alcohol or oil.一种前所未有、不同寻常的发乳问世了。它可以使您的头发随心所愿一更光滑，更丰茂，更平直，更卷曲，更自然，甚至保持湿度一却不含一滴酒精或油脂。Origi nality in Sp ell ing2. 创造新词、怪词以引起新奇感Exa mp le 2: TWOGETHERThe ultimate all in elusi

4、ve one price sun kissed 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。3. 使用缩略词和复合词(以节省广告篇幅) Exa mp le 4:* Where to leave your troubles when you fly JAL坐日航班机，一路无烦恼。Freque nt Use of Abbreviati ons and Compounds4.雅俗兼具使用mom, kids这些生活气息甚浓厚,使得该产品颇具亲切感 Exa mp le 5: Moms de pend on Kool-Aid like kids depend on moms.

5、妈咪依赖果乐，就像宝宝依赖妈咪一样。（卡夫公司出品的Kool-Aid（译:"酷爱”牌）饮料.）二、广告的句法特点1.多用简单句，目的是为了醒目、易懂、易记More Use of Simp le Se ntences Exa mp le 6: Fresh Up with seve n-Up Exam pie 7: Coca-cola is it.请饮七喜，倍添精神。（饮七喜，添精神）还是可口可乐好！（可口可乐，我的选择）More Use of Shorte ned Sentences2. 省略句多，语言凝练。 Exa mp le 9:You' llenjoy relaxed s

6、unny days. Warm, crystal clear lagoons（ /I? g u?n Cool, green foliage 'f?uliid ?. Waterfalls. Flowers. Exotic seents. Bright blue skies. Secluded beaches. Graceful palms. Breathtak ing sun sets. Soft evening breezes. And food that simply outsta nding.您会享受这阳光明媚的轻松日子。温暖、清澄的环礁湖，清凉、碧绿的树叶，瀑布，花丛， 一样的芬

7、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。豊3. 祈使句多，具有强烈的鼓动色彩。imp erative sentence Example 10: So come into McDonald' s and enjoy Big Sandwich.走进买当劳。享用三明治。 Exa mple 11: For more of America, look to us.想更多了解美国，来找我们。4. 否定句少，即使使用否定句，也多是为了用其他商品来反衬，或从反面来突出产品的特性。 Exa mple 12: We would n ever say the ne

8、w Audi 100 is the best in its class, we don't have to. Example 13: If you can t relax here, you can t relax.我们根本不必说新型奥迪100是同类车中最好的。没有这个必要。此地不能放松，无处能放松。Freque nt Use of5.常用主动语态和现在时，给人一种直接感，并暗示商品的持久性和永恒性。Prese nt Tense Exa mp le 13: Harm ony of style and p erforma nee set this new 626 apart. Quali

9、ties are at the heart of every Mazda.式样与性能的协调一致使新型626与众不同。质量是马自达的核心。 Exam pie 14: Un like me, my Rolex never needs a rest. （Rolex 手表广告语）Exam pie 15: She works while you rest.（洗衣机广告）6. Frequent Use of Quotations 常用引语现代广告通常采用家喻户晓的俗语，口语，谚语等以促进广告语的记忆和传播效果，并提高广告语的文化特色和品位。Exam pie 16: Paris Moscow Beijing

10、: Great Ex pectations.（汽车拉力赛广告）（狄更斯的小说远大前程Exam pie 17: SofaSo Good.（沙发广告）（so far so good）Example 18: Thirst come, thirst served.（可口可乐广告 ）“ FirsCome, first served杂志广告。（头韵）Exam pie 19: TIME IS MONEY, with a subscri ption you save both.经济学家三、广告的修辞特征 Featherwater: light as a feather法泽瓦特眼镜：轻如鸿毛（明喻）浅析：该广告

11、突出了该眼镜的质地，即用树脂做成，不但轻而且还经久耐用 Hi-fi, Hi-Fu n, Hi-Fashio n, only from Sony.高保真，高乐趣，高时尚，只能来自索尼。 My Paris in a perfume巴黎恰在香水中（暗喻）（对偶） A con te mp orary classic. A timeless time piece.当代的经典作；永久的记时器。1.拟人 Flowers by In terflora sp eak form the heart. 茵特"之花，表达肺腑之言。 Strong tractor strong farmer.拖拉机，农民好帮手

12、。2.双关 Ask for More.（谐音）再来一只，我还抽摩尔。,宣传效果很浅析：More ”一字既介绍了香烟品牌又把香烟颇受欢迎这一事实介绍给了顾客 明显。 More sun and air for your son and heir.充足的阳光，清新的空气，一切都为了您的子孙后代。 Spoil yourself and not your figure .（语义）尽情大吃，不增体重。（weight-watcher 冰淇淋广告）浅析：spoil可以理解为尽兴、破坏，既可以尽兴地吃，又不会破坏体形，可以使减肥者在轻 松幽默的语气中自然地接受该广告。 A deal with us means

13、a good deal to you.和我们做买卖意味着您做了一笔好买卖。 Coke refreshes you like no other can.（语法）没有什么能像可乐那样令您神清气爽。A Mars a day kee ps you work, rest and p lay.（成语或俗语双关） 一天一块玛斯巧克力，让您工作像工作，娱乐像娱乐。浅析：一看这个广告，大家很容易联想到两则英语谚语：An apple a day keeps the doctor away.一日一苹果，医生原离我。”和“ All work and no play makes Jack a dull boy.只工作不

14、玩耍，聪明小孩也变傻。”这则广告似乎告诉人们吃了这种巧克力既可以保持身体健康又可以聪明，激起了人们购买的欲望。You' II go nuts（发疯；失去理智）for the nuts you get in Nux.纳克斯坚果让你爱不释口。广告口号的翻译直译法转译法仿译法直译法一切皆有可能”（李宁服饰） Anything is possible.给我一个机会，还你一个惊喜 ” （嘉亨印务）Give me a chance, and you'll have a big surprise.拥有完美肌肤的秘诀 ” The secret for perfect skin.转译法 国酒茅台

15、，相伴辉煌。 Good and vigorous spirit.运动休闲，我行我速。 Go my own way.我有我的品质。 What we do, we do well.仿译法：指故意模仿某一著名诗歌、文章、段落、或某一名言、警局、谚语、格调等，改动其 中部分词语以达到一种新的思想内容，从而获得打动人心的艺术效果。 爱您一辈子（绿世界化妆品） Love me tender, love me true.一册在手，纵览全球 （全球杂志的广告语 ）With a copy of The Globe in your hand,the world unfolds before you so gran

16、d. 中原之行哪里去？郑州亚细亚。 （亚细亚商场） While in Zhengzhou, do as the Zhengzhounese do - Go shopping in the Asian Supermarket. 随身携带，有备无患；随身携带，有惊无险。 （速效救心丸）A friend in need is a friend indeed.理财杂志的广告语 你不理财，财不理你If you leave“ Managing Money ” alone, Money will manage to leave you alone.原文是个绕口令式的广告。译者采取直译法,保持了与原文在意义和

17、形式上的对等。用语地道精确,风趣幽默 ,容易被读者接受。实现了原文的信息、劝诱和美感功能。美的”牌家用电器的广告语 美的” 家电，美的全面、美的彻底Midea home appliances are beautiful-beautiful from head to toe, beautiful inside out. “三优”牌家具的广告语 优良的质量优惠的价格优质的服务Unrivalled quality Unbeatable prices Unreserved service “三包”承诺 我们实行“三包”：包修、包退、包换We offer 3-R guarantee, namely gu

18、aranteed repair, replacement and refund.非常可乐饮料非常可乐，非常选择 A special cola. A Special Choice.某皮鞋的广告语 皮张之厚无以复加，利润之薄无以复减 The leather we use is quite thick; the profit we make is fairly thin.一种皮鞋油的广告语 第一流产品，为足下增光Our shoe polish is surely of the first rate; It shines your shoes and you look great.大宝护肤霜的广告语“

19、要想皮肤好，早晚用大宝 ”Applying “ Dabao” morning and night Makes your skincare a real delight.广告词的翻译(1) 陈述体陈述体广告就是摆事实 ,讲道理 ,让事实说服人 ,开门见山地介绍商品用途性能等情况。语言 质朴精练 ,没有过多的修辞与描绘 ,翻译时应以朴实的英语，客观的语气组织译文。例如:(1) 陈述体 陈述体广告就是摆事实 ,讲道理 ,让事实说服人 ,开门见山地介绍商品用途性能等情况。语言 质朴精练 ,没有过多的修辞与描绘 ,翻译时应以朴实的英语，客观的语气组织译文。例如:“雪莲”牌羊绒衫 北京生产的”雪莲”牌羊绒

20、衫 ,系选用优质的山羊绒作原料制成.本品具有色泽鲜艳 ,手感柔滑,穿着舒适 ,轻,软,暖等特点 ,由于该产品品质优良 ,做工精细 ,花型 ,款式新颖 ,尺码齐全 ,受到过外 消费者的热烈欢迎 .“Snow Lotus ” Cashmere Sweaters“ SnowLotus ”Cashmere Sweaters from Beijing are made from superior Chinese Cashmere fibre. They are lustrous in colour, supple, light, warm and comfortable to wear. Owing t

21、o their fine quality, excellent workmanship, novel designs and styles, and complete size range, they have gained popularity from consumers abroad.保证原文的说服力。例如：(2) 证言体 这类广告像一分证明书，提供 “权威人士”或“著名人士”对商品的鉴定、赞扬、使用和见证， 读来亲切可信。翻译时应采用相同的方法，有实有据，自从用了潘婷营养洗发露，头发变得健康，能由发根渗透到发尖，其全新改良配方，以前我的头发干枯，粗糙，难以梳理，亮泽。因为潘婷营养洗发露

22、含有独特的维他命原B5,能加倍保护头发，免受损害，令头发分外健康，加倍亮泽。My hair was dry, coarse and unmanageable. But from the time I began to use Pantene Pro-V Treatment Shampoo, it has become healthy and shiny. This is because Pantene Pro-V treatment Shampoo contains unique Pro VB5,which deeply penetrates your hair from root to ti

23、p. Its new improved formula gives your hair extra protection against damage, leaving it healthier and shiner.(3) 描写体描写广告是以生动细腻的描绘刻画达到激发人们的基本情感和欲望，通常亲切感人，给人们一个鲜明的，深刻的印象。翻译时，应选用富有感情色彩的英语词句，保持原文的风格。请看 下面的广告：欢迎到青岛来这里有美丽的风景，激动人心的奇观，一流的设施，高效的服务.你可以在美丽的沙滩 上，金色的阳光里，恣情嬉戏，尽情享受.Welcome to Qin gdaoHere you will

24、 see beautiful seen es, breathtak ing won ders, First-class facilities and efficie nt services. You can bask, in dulge, and luxuriate on the beautiful beaches, and in the golde n sunshine.招聘、招标类广告此类广告记实性强，通常使用正式的书面语，招标类广告多用专业词汇和术语.翻译时，遣 词造句应庄重平实，行文严谨.例如：聘请钢琴教师现聘请一钢琴教师教一五岁女孩弹钢琴。每周两次，每次两小时.在家上课.有意者请 打

25、电话 0 298306814.Wan tedA piano teacher to teach a 5-year-old girl at home. 2 hours each time, twice a week. Call 0298306814.Make comments on the following translations of the advertising slogans:1）生意兴隆通四海，财源茂盛达三江Busin ess is thriv ing,Reachi ng out to the five continents of the world;Revenues are acc

26、r uing,flow ing in from the four corners of the earth.新译： Busin ess booms far and n ear, p rofits net there and here.2）散装集装，绝无野蛮装运， 车队船队，保证安全迅速。Bulk or container stow ing,absolutely free from rough throw ing;Marine or vehicular fleet,defi nitely guara nteed safety and sp eed.3）新北京，新奥运 New Beiji ng.

27、New Olym pics New Role for Beiji ng. New Stage for Olym pics New Beiji ng. Great Olym pics New Face to Beiji ng. New P hase to Olympics4）绿色奥运、人文奥运、科技奥运Green Olympics, People' s OlympicstecghOlympics Environmen t-frie ndly Oly mp ics,Culture-e nriched Olympics andTech no logy-e mpo wered Olympics

28、5）建设新北京，办好新奥运1. Let ' s give Beijing city a faceift straightto en sure a successful Olympics2. Build New Beiji ng, Hold Great Olym picsDiscussion上海中华铅笔：品质优良，书写润滑，美观大方1) S up erior in quality. Smooth in writ ing, Excelle nt in app eara nee.Zhon ghua Pen cils2) Smooth and beautiful, Zhon ghua Pen

29、cils.3) Zhon ghua Pen cils: fine quality, smooth writ ing and elega ntapp eara nee4) Beautiful han dwriti ng comes out of Zhon ghua pen cils.Zhon ghuathe first choice of pen cils.5) Zhon ghua pen cils: excelle nt quality, smooth writi ng andelega nt app eara nee.6) Zhon ghua pen cils: superb quality

30、, smooth writi ng and elega ntstyle.2.接天下客，送万里情-天津出租汽车公司1) Ready to meet guests from all over the world.Ready to sp eed you up on your way.Tianjin Tax Co.2) Our aim: give you a drive and p leasure.Tianji ng Taxi offers you more tha n a ride.3) We meet guests from all over the world.We give you comfo

31、rt all the way.Tianjin Taxi Company4) Welcome abroad: A home for you and all. Tianjin Taxi Company5) Your satisfact ion is our final desti nati on!Tianj in Taxi Company6) Various p asse ngers but equal hos pitality. Tianj in Taxi Company7) Your comfort and safety is our pro mise.Tianjin Taxi Company

32、8) Tianj ing Taxi Company is forever your company.3. 华天大酒店以其卓越的服务和完善的酒店设施，为您的长沙之行留下温馨的感受。 With our excellent service and perfect facilities, Huatian Hotel will make your stay in Changsha sweet and un forgettable.make your travel to Chan gsha Huatia n Hotel, with its excelle nt service and p erfect f

33、acilities, will comfortable and un forgettable. With its sup reme service and p erfect facilities, Huatia n Hotel will give you a sweet memory of your travel to Chan gsha. With our superb service and flawless facilities, Huatian Grand Hotel will make your trip to Chan gsha un forgettable. Enjoy firs

34、t-rate service and homely atmos phere.Huatian Hotel4即饮柠檬茶，喝一杯，令您怡神醒脑。译文（一）A glass of instant lemon tea makes you refresh.译文（二）For refreshment?A glass of In sta nt lem on tea!译文一的直译法虽与原文虽然意义对等，但语言平淡无味，很难感染读者。译文二改换原文句式采用广告英语常用的疑问和省略句，有强烈的感染力，符合英文读者期待。5茅台一开，满室生香；国酒茅台，渊源流长。Maotai-a vin tage liquorA VIP treat which diffuses the fin est aromaA n ati onal favor that won a 1915 dipIo ma.原文渊源流长指茅台产于公元前135年（汉武帝时期）,在1915年的巴拿马-万国博览会上荣获金,解释了 “渊源流,给原文增色奖,此后又多次获得国际大奖。这个信息点删去不译未免可惜。译者采用增译法 长”的含义。另外，译文避免了原文茅台重复两次的缺陷，还运用押韵、对偶的修辞不少。6有目共赏一一上海电视机Shan ghai TV-See ing is b