新編實(shí)用英漢翻譯教程CompanyLogoContents第一章翻譯基本知識與理論概述第二章英、漢之間的對比第三章英漢翻譯中的技巧與方法第四章英漢翻譯中的特殊句型翻譯第五章英漢翻譯中的從句翻譯第六章英漢翻譯中的長句翻譯第七章英漢翻譯中的習(xí)語翻譯第八章英漢翻譯中的廣告與商標(biāo)翻譯第九章商務(wù)翻譯第十章論文摘要的翻譯第十一章中國飲食翻譯CompanyLogo

Unit8

Translation

ofAdvertisementandTrademarkCompanyLogo

masterthetechniquesoftranslatingadvertisementandtrademark

knowaboutthebasiccomponentsofanadvertisementhaveageneralideaaboutadvertisingEnglishgrasptheprinciplesforadvertisementandtrademarktranslation

FocusLearning

Unit8CompanyLogoUnit8TranslationofAdvertisementandTrademark

Advertisement

TrademarkCompanyLogo

Unit8TranslationofAdvertisementandTrademark

LayoutofAdvertisement

LanguageFeatures

RhetoricFeatureofEnglishAdvertising

Pragmatic

Failures

MethodsofTranslation

SectionIAdvertisement

CompanyLogo

LayoutofAdvertisementThereisindeednospecialformulaforanadvertisement.Ifwehavetofollowsomething,wemayformatthemessageintotwoparts:verbalpartandnon-verbalpart.

CompanyLogo

LayoutofAdvertisementNon-verbalpart:Verbalpart:Headline(sub-headline)………………

…………..................……

(bodytext)……

(slogan)TrademarkIllustration:……………...................................................................................................................................................................................................................................................................CompanyLogoLanguageFeaturesGenerallanguagefeature

Culturalbrand

Attentionvalue

Memoryvalue

CompanyLogoLanguageFeaturesVerbalcharacteristics

UseofsimpleandcolloquialwordsMoreuseofcertainadjectivesFrequentuseofcompoundsMoreuseofabbreviationCoinageofwordsCompanyLogoLanguageFeaturesSyntacticfeaturesofadvertisement

Moreuseofsimpleandshortenedsentences,lessofcomplexsentencesFrequentuseofquestionsandimperativesentencesMoreuseofidioms

CompanyLogoLanguageFeaturesGenerallanguagefeatureCulturalbrandAttentionvalueMemoryvalue++VerbalcharacteristicsSyntacticfeaturesofad.UseofsimpleandcolloquialwordsMoreuseofcertainadjective+FrequentuseofcompoundsMoreuseofabbreviatedwordsandcoinage++UseofsimpleandshortenedsentencesUseofquestionsandimperativesentencesMoreuseofidioms++CompanyLogoRhetoricFeatureofEnglishAdvertising

SimileLightasabreeze,softasacloud.輕如拂面之微風(fēng)，軟如天上之浮云。

Breakfastwithoutorangejuiceislikeadaywithoutsunshine.沒有橘汁的早餐猶如沒有陽光的日子。CompanyLogoRhetoricFeatureofEnglishAdvertising

MetaphorEBELthearchitectsoftime.“依貝爾”手表———時(shí)間的締造者（瑞士表）。

You’rebetteroffundertheumbrella.——Traveler購買保險(xiǎn)，外出遠(yuǎn)行猶如置于一頂保護(hù)傘下，安全保險(xiǎn)。

——旅游保險(xiǎn)公司CompanyLogoRhetoricFeatureofEnglishAdvertising

MetonymyPickanAcefromToshiba.買東芝公司的計(jì)算機(jī)質(zhì)量上乘，保你滿意放心./卓越源自東芝（Ace是撲克牌中的尖子A）

Washthebigcityrightoutofyourhair.洗去你頭上的灰塵。（Here“thebigcity”isinsteadof“thedirty”.Itsrealmeaningis:“thedirtyofthebigcity”）.CompanyLogoRhetoricFeatureofEnglishAdvertising

RepetitionWhenyou’resippingLipton,you’resippingsomethingspecial.細(xì)細(xì)品嘗立頓牌茶葉，才能品出其特有的味道。

Extraordinarycola,Extraordinarychoice.非?？蓸?，非常選擇。CompanyLogoRhetoricFeatureofEnglishAdvertising

PersonificationFlowersbyInterfloraspeakfromtheheart.英特弗拉花店的鮮花發(fā)自內(nèi)心地向你傾訴衷腸。

Pierresportquiltedjacket,Well,whoshouldknowbetterthanaduckhowtokeepwarm?Pierre防寒運(yùn)動(dòng)夾克。有誰能比鴨子更知道怎么保暖呢？CompanyLogoRhetoricFeatureofEnglishAdvertising

ExaggerationAt60milesanhourtheloudestnoiseinthisnewRolls-Roycecomesfromtheelectricclock.(在勞斯萊斯轎車以每小時(shí)60英里的速度行駛時(shí)，車?yán)镒畲蟮穆曇舨贿^是來自里面的電子鐘。)ThisisSear’snewself-sealingtireyoucoulddriveitwithadozennailsinit.(新型西爾斯自行封口輪胎，戳上一打釘子也能照常行使。)CompanyLogoRhetoricFeatureofEnglishAdvertising

ContrastAbusinessinmillion,aprofitinpennies.(百萬買賣，毫厘利潤)。

Theolderyourfeetget,themoreyouhavetobabythem.(年齡愈大，愈要注意保護(hù)雙腳。)Tide’sin,dirt’sout.

汰漬到，污垢逃。CompanyLogoRhetoricFeatureofEnglishAdvertising

PunAsforpun,therearehomophonicpun（諧音雙關(guān)）andhomographicpun（諧義雙關(guān)）.HomographicpunTryoursweetcorn.You’llsmilefromeartoear品嘗我們的甜玉米，穗穗令你歡樂開懷。Hereearmean玉米穗and耳朵。CompanyLogoRhetoricFeatureofEnglishAdvertising

HomophonicpunMoresunandairforyoursonandheir.(海濱浴場)這里有充足的陽光，清新的空氣，一切為了你的子孫后代。

Trustus.Over5,000earsofexperience.（助聽器）相信我們吧。歷經(jīng)5000多只耳朵的檢驗(yàn)，有著5,000多年的經(jīng)驗(yàn)。CompanyLogoRhetoricFeatureofEnglishAdvertising

Parallelism

Noproblemtoolarge.Nobusinesstoosmall.（IBM公司）沒有解決不了的大問題，沒有不做的小生意。

YoucanbuyeverythingFromwatchestowalletsFromradiostowraps.從香水到珠寶，從手表到錢包，從收音機(jī)到包裝紙，應(yīng)有盡有。CompanyLogoRhetoricFeatureofEnglishAdvertising

Parody

AMarsadaykeepsyouwork，restandplay．每天一塊瑪爾絲巧克力，使你工作精神，娛樂愜意。Onlyyourtimeismorepreciousthanthiswatch．手表誠可貴，時(shí)間價(jià)更高。CompanyLogoRhetoricFeatureofEnglishAdvertising

Rhyme

Alliteration(頭韻)

Hi-fi，Hi—fun，Hi-fashion，onlyforSony．高保真，高樂趣，高時(shí)尚，只來自索尼。

Rhyme

Gowell,useshell

行萬里路，用殼牌油。CompanyLogoPragmaticFailures

Advertisinglanguagehasitsspecialculturecontextanditsownlanguagefeature.Itisalsoasocialphenomenon.Culturaldifferencesfrequentlymakemisinformationreceived,hindertheinterculturalcommunicationandleadtopragmaticfailures.CompanyLogoPragmaticFailures

廣州酒家—食在廣州第一家

GuangzhouRestaurant---EatinginGuangzhou,weareNumberone.（×）GuangzhouRestaurant——ifyouhadachancetoeatoutinGuangzhou,itwillbeyourfirstchoice.(√)CompanyLogoMethodsofTranslationLiteralTranslation

ChallengetheLimits．挑戰(zhàn)極限。(三星)Winningtheheartsoftheworld．贏取天下心(法國航空公司)We’reSiemens．Wecandothat．我們是西門子，我們能辦到(西門子)Whatcanbeimagined，canberealized．只要有夢想，萬事可成真(香港電訊)為你未來，做好現(xiàn)在Strivingtodayforallyourtomorrows．(中銀集團(tuán))CompanyLogoMethodsofTranslationFreeTranslation

Fornextgeneration．新一代的選擇。(百事可樂)TheCOLOROFSUCCESS！讓你的業(yè)務(wù)充滿色彩。(Minolta復(fù)印機(jī))Whatevermakesyouhappy．為您設(shè)想周全讓您稱心如意(CreditSuisse)UPS.ontime，everytime．UPS——準(zhǔn)時(shí)的典范(UPS快遞)Everytimeagoodtime．分分秒秒，歡聚歡笑(麥當(dāng)勞)CompanyLogoMethodsofTranslationRecreation

ConnectingPeople科技以人為本(諾基亞)MaBelleisDiamond只因?yàn)槟袃r(jià)值(MaBelle-jewelry)Goodtothelastdrop!滴滴香濃，意猶未盡!(雀巢咖啡)Agreatwaytofly飛越萬里，超越一切。(新加坡航空)IthappensattheHilton．希爾頓酒店有求必應(yīng)(希爾頓酒店)CompanyLogo

MethodsofTranslationLiteralTranslationFreeTranslationRecreationAgreatwaytofly.飛躍萬里，超越一切。（新加坡航空）Beginyourowntradition.代代相傳，由你開始。（百達(dá)翡麗表）ChallengetheLimits.挑戰(zhàn)極限。（三星）CompanyLogo

Unit8TranslationofAdvertisementandTrademark

PragmaticAssociationofTrademarksSampleofPragmaticTranslationPragmaticFailure

MethodsofTranslation

SectionIITrademarkCompanyLogoPragmaticAssociationofTrademarks

Pragmaticmeaningalwaysconnectswithpeople’spsychologicalandcognitiveclimate,especiallyinthetrademarkofaproduct.

“NipponPaint”

立邦漆

（√）

”O(jiān)pium”

鴉片

（×）CompanyLogoSampleofPragmaticTranslationBenz(奔馳)——MercedesBenz(trademark)

Nike(耐克)——akindofsportshoe

Shampoo(香波)——specialsoup,liquidpowderforawashingofthehairContac(康泰克)

——Continuousaction

Transformer(變形金剛)Pepsi-cola(百事可樂)Bowling保齡

Colgate高露潔CompanyLogoPragmaticFailureSpecialattentionshouldbepaidtothe

pragmaticfailureintranslation.

燕子飯莊——SwallowRestaurant輕身減肥片——Obesity-reducingtablesCompanyLogoMethodsofTranslationTransliterationLouisCard路易·卡迪

Giant捷安特

Audi奧迪

Minolta美能達(dá)Motorola摩托羅拉

Siemens西門子Ricoh理光

Parker派克Sharp夏普

Lincoln林肯

CompanyLogoMethodsofTranslationLiteralTranslation

Apollo太陽神（口服液）

Fairlady

貴夫人（女裝）

Crown皇冠（轎車）

Goodcompanion良友（香煙）

Microsoft微軟（公司）

Camel駱駝（香煙）CompanyLogoMethodsofTranslationFreeTranslation

Asverin

安咳定（藥品）

Legalon利肝片（藥品）Saturn殺草丹（農(nóng)藥）

Decis

敵殺死（農(nóng)藥）Ordram

禾大壯

PlayBoy花花公子Smart瀟灑（襯衫）

CityStreets市道（西服）CompanyLogoMethodsofTranslationHomophonicTranslation

Hismanal息斯敏（藥品）

Goldlion

金利來Johnson強(qiáng)生(兒童用品)

Warrier

回力(網(wǎng)球鞋)

Disneyland迪斯尼樂園

Tide汰漬（洗衣粉）

NipponPaint立邦漆

PierreCardin皮爾卡丹（皮革服裝）CompanyLogo

MethodsofTranslationLiteralTranslationFreeTranslationTransliteration

HomophonicTide汰漬（洗衣粉）PlayBoy花花公子Crown皇冠Motorola(摩托羅拉)CompanyLogo

Appreciatethefollowingtranslation!CompanyLogo美國化妝品品牌

雅芳Avon潘婷Penten

倩碧Clinique強(qiáng)生Johnson&Johnson玫琳凱MaryKey玉蘭油Olay&Ulan海飛絲Head&Shoulders高露潔Colgare

佳潔士Cret

尤特白UltraBrite

露華儂RevLon

美寶蓮Maybelline雅詩蘭黛Este’eLander伊麗莎白·雅頓EilzabethArden歐萊雅L’oreal

蘭蔻Lancome

夏奈爾Chanel歌雯琪Givenchy圣羅蘭YSL克里斯汀·迪奧ChristianDior英國化妝品品牌

旁氏Ponds凡士林Vasekine

克萊倫絲Chrins

德國化妝品品牌花牌Fa

威娜Wella

妮維雅Nivea法國化妝品品牌BrandsTranslationof

Cosmetics例1

Thecontroversyisoftenconvenientlyreferredtoas“naturevs.nurture”.

這個(gè)爭議常常被方便地稱為“天性”論與“環(huán)境因素”論之爭?

原譯

為方便起見,這種爭論通常被稱為“先天論”與“后天論”之爭?

改譯將oftenconvenientlyreferredto譯成“常常被方便地稱為……”,語言阻塞現(xiàn)象非常明顯,改譯將其抽出來置于句首,使翻譯的空間變得豁然開闊?同時(shí),需要指出的是,由于nature和nurture這兩個(gè)詞在英語詞形和讀音上有很大的相似之處,對于這兩個(gè)詞的翻譯也很有講究,將其譯成“先天論”?“后天論”是最佳的翻譯,保持了翻譯中常說的音美和形美;而原譯則無論如何也看不出這個(gè)風(fēng)格?譯文評析例2For40years,Chineseacrobatictroupeshavetouredtowarmapplauseinmorethan100countriesandregionsthroughouttheworld.

四十年來,中國雜技團(tuán)已經(jīng)在世界一百多個(gè)國家和地區(qū)進(jìn)行了熱烈歡迎般的旅游?

原譯

四十年來,中國雜技團(tuán)周游了世界上一百多個(gè)國家和地區(qū),受到當(dāng)?shù)厝嗣竦臒崃覛g迎?

改譯本句翻譯的難點(diǎn)是touredtowarmapplause?只有將其分成toured和towarmapplause兩部分,先譯toured,然后將towarmapplause置于句尾后譯才符合漢語的表達(dá)習(xí)慣?可見,即使在英語中是固定搭配的短語在翻譯中也可能采用分開翻譯的方法,以使句子通暢?譯文評析例3Stateexactlywhenyouwouldliketoreceivethedonationorimplyaneasilyunderstooddeadline.

信中要準(zhǔn)確說明你希望收到捐款的時(shí)間,或暗示一個(gè)容易被理解的截止時(shí)間?

原譯

信中要說明希望收到捐贈(zèng)的具體日期;也可以向?qū)Ψ酵褶D(zhuǎn)地說明希望收到捐贈(zèng)的截止日期,但語言要明白易懂?

改譯本句中的easilyunderstood若按照其原來的位置翻譯成修飾語,不僅意思平淡,而且意指不明?這個(gè)短語在原文中雖然是修飾語,但就信息本身而言,它表達(dá)的是強(qiáng)勢意思,即作者要特別強(qiáng)調(diào)的信息,從這個(gè)意義上講,采取句后分譯的方法,不僅使意思更加清晰,而且語勢更加突出,傳神達(dá)意?譯文評析例4Thatregionwasthemostidentifiabletroublespot.

那個(gè)地區(qū)是個(gè)最容易看得出來的麻煩地帶?

原譯

那個(gè)地區(qū)是個(gè)多事地帶,這是大家最容易看得出來的?

改譯因?yàn)橛⒄Z是形合語言,翻譯過程中常會遇到語流堵塞的現(xiàn)象(如此句中的identifiable)?這時(shí),如果將堵塞的那部分抽出來,采取部分分譯(此句采用了句后分譯,分譯應(yīng)該依據(jù)具體語境決定句前或是句后)的方式,不僅可以使語流通暢,而且還可以保留原文的結(jié)構(gòu)和框架,最大限度地保留原文的風(fēng)格?譯文評析例5Hehadsomecheerfulwineattheparty.

他聚會時(shí)喝了一些歡樂的紅酒?

原譯

聚會時(shí)他喝了點(diǎn)酒,于是便渾身來勁兒?

改譯其實(shí)本句中cheerful屬于修辭學(xué)上的“移就”,它實(shí)際上是說明主語He的特點(diǎn),因此直譯肯定造成意思不通,改譯根據(jù)該修辭特點(diǎn),采取句后分譯,準(zhǔn)確地譯出了“人”的特點(diǎn),而不是“酒”的特點(diǎn)?譯文評析Let’sHaveSomePractice!CompanyLogo

PhrasesInterpretingEnglishtoChinese

SwatchEricssonRejoiceSeven-upNokiaHondaPhilipsOlympusMarlboroLexus斯沃奇手表愛立信飄柔七喜諾基亞本田飛利浦奧林巴斯萬寶路香煙雷克薩斯CompanyLogo

PhrasesInterpretingEnglishtoChinese

marketsegmentmarkingbudgetnetworksforsalesandservicemarketdemandbrandrecognitionlistedcompaniesdistributionchannelsmergersandacquisitions marketingmix sellingline 分塊市場營銷預(yù)算售后服務(wù)網(wǎng)絡(luò)市場需求品牌認(rèn)可/認(rèn)同上市公司銷售渠道兼并與收購，并購銷售綜合方法，銷售策略銷路

CompanyLogo

PhrasesInterpretingB.

ChinesetoEnglish專營商店促銷預(yù)算優(yōu)質(zhì)品牌市場準(zhǔn)入售價(jià)，時(shí)價(jià)銷售季節(jié)銷售策略試銷暢銷貨

很有銷路

specialtyshoppromotionbudgetpremiumbrandsaccesstomarket sellingpricesellingseasonmarketingmixtrialsale,testsale,testmarketsalablegoodstohaveastrongfootinginamarketCompanyLogoTranslateadvertisingslogans

EnglishtoChinese1.Eleganceisanattitude．2.Beyondyourimagination．3.Begoodtoyourself.FlyEmirates．4.AnyshapeandsizetoEurope．CompanyLogoTranslateadvertisingslogansChinesetoEnglish1.吉列,男士的選擇。(剃須刀廣告)2.是朋友喝一口。(酒類廣告)3.不求最大,但求最好。(電腦廣告)4.一冊在手,縱覽全球。(《全球雜志》)CompanyLogoCorrectthefollowingtranslation

1.不準(zhǔn)拍照Don’ttakepicture2.當(dāng)心碰頭Becarefulhead3.黃金地段goldenarea4.看世界looktheworld5.外向型經(jīng)濟(jì)externaldirectedIndustries6.小商品博覽會smallgoods翻譯思考與實(shí)踐

一?請將下列段落翻譯成中文,注意恰當(dāng)使用已學(xué)的翻譯技巧?

OneofthemostcommonelementsofaCVBwebsiteisbookingameeting.Somesitesprovideinformationonlinebyfillingoutasaleslead,anRFPorotherform.Withinweeks,theywillresponddirectlytoyouwithproposalsthatdetailavailabilityandpricing.Thebestsiteshavebasicallyputtheirconventionplanner’smanualonline1) Contact,Namesofsalespeople,addresses,phonenumbersande-mailaddresses.2) Descriptionoffacility,Squaremeterofexhibit