汽车广告翻译

TranslationofEnglishmotorvehicleadvertisementsandBrandName

I.DefinitionAdvertisingisthenon-personalcommunicationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia。《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.FunctionsandClassificationsofAdvertisingattractive(—catchthereader’sattention)吸引力NISSAN：Shiftthefuture

尼桑：改变未来ii.

creative(—projectanimage)创造力Thecartwillfindit'swayroundthehillwhenitgetthere,wherethereisaway,thereisToyota车到山前必有路，有路必有丰田车iii.persuasive(—urgethereadertoact)说服力newAudiA4：WewouldneversaythenewAudiA4isthebestinitsclass．Wedon’thaveto．奥迪A4：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。iv.impressive(—produceanimpact)影响力Notallcarsarecreatedequal.

三菱汽车:并非所有的汽车都有相同的品质。IIIClassificationsofAdvertisingi.CommercialandNon-commercialAdvertising(以是否营利为标准)ii.NewspaperAdvertising,MagazineAdvertising,RadioAdvertising,TelevisionAdvertising,DirectMailAdvertising,CinemaAdvertising,PackageAdvertising,OutsideAdvertising,WebAdvertising.（以广告媒介为标准）iii.ConsumerAdvertising,BusinessAdvertising,ServiceAdvertising.（以广告对象为标准）iv.International/National/RegionalAdvertising.（以地理位置为标准）IV.CharacteristicsofAdvertisingLanguageandCulture

1.Simple/colloquialwordsTheonlycarinitsclass．（某汽车广告）NISSAN:Lifeisajourney.Enjoytheride.

NISSAN汽车：生活就是一次旅行，祝您旅途愉快

2.Imperativeorinterrogativesentences

Don’thavemuchofapersonality?Buyone.(HondaMotor)

3.RhetoricaldevicesNotallcarsarecreatedequal．（三菱汽车广告）Qualitybreedssuccess．（福特汽车广告）

4.UseofemotivewordsNew,good/better/best,fresh,free,delicious,sure,full,clean,wonderful,special,crisp,real,

fine,great,safe,richetc.E.g.

Buick:Buick-yourkeytoabetterlifeandabetterworld.

别克轿车:别克--通往美好生活的秘诀.LEXUS:Therelentlesspursuitofperfection.

雷克萨斯:不懈追求完美。Mercedes-Benz:Engineeredtomovethehumanspirit.

梅塞德斯-奔驰：人类精神的动力。V.TranslationTechniques1.DifferencesinWordChoices

Chevrolet:Futureformyfuture.

雪弗兰:未来，为我而来。2．Withasolidfoundationoflanguagestandardsinthetargetlanguage

UsestandardlanguageandavoidlocaldialectsHonda:FortheRoadAhead.

本田：康庄大道。Buick:InSearchofExcellence.

别克轿车：志在千里!VI.TranslatingBrandNames

i.BasicTechniques:1.

音法译（transliteration）A）

按汉语拼音:

东风DONGFENG

B）按谐音:

Cadillac卡迪拉克

FORD福特

2．意译法(freetranslation)Volkswagen→大众汽车ii.