1、Ads 定義,廣告( Advertising ) 一詞源于拉丁文 advertere, 意思是“使人注意、知曉”的意思，其目的是向公眾推介某種商品或者服務(wù)。廣告是指通過(guò)一定的媒體如廣播電視、報(bào)刊雜志、條板張貼、網(wǎng)絡(luò)等形式向公眾提供警示、商品推介等的一種宣傳方式。廣告按其內(nèi)容可以分為四大類，即：商品廣告（Product Advertisement）、勞務(wù)廣告（Service Advertisement）、企業(yè)形象廣告（Corporation Advertisement）和公益廣告（Public-Welfare Advertisement）。 一則成功的商務(wù)廣告應(yīng)當(dāng)能夠?qū)崿F(xiàn)以下幾種基本功能：傳播信

2、息功能、勸說(shuō)功能、美感功能、刺激消費(fèi)功能?；蛘呃斫鉃锳CCA要求，即認(rèn)知（Awareness）、理解（Comprehension）、說(shuō)服（Conviction）、行動(dòng)（Action）。其中最主要的是勸說(shuō)功能，起到最大的誘導(dǎo)說(shuō)服作用，來(lái)影響更大的消費(fèi)群體，其他功能起輔助作用。,分類,Classification by Medium: Newspaper Advertisement, Magazine Advertisement, Television Advertisement, Radio Advertisement, Direct Mail Advertisement, Outdoor Ad

3、vertisement and others. Classification by Target Audience: Consumer Advertisement, Business Advertisement, Service Advertisement,Classification by Scope: Product Advertisement, Enterprise Advertisement Classification by Life Span of Product: Introduction, Sales Advertisement Classification by Differ

4、ent Geographical Area: International, National and Regional Advertisement,廣告的目的和功能信息功能, 美化,表情功能, 呼喚功能功能的實(shí)現(xiàn): 說(shuō)理和移情 廣告的構(gòu)成標(biāo)題, 正文, 口號(hào), 商標(biāo), 插圖,商業(yè)廣告的翻譯,廣告語(yǔ)言的特點(diǎn),詞匯特征 1.大量使用形容詞 fine great, wonderful 表稱贊和推薦; crisp, delicious fresh rich在食品廣告中常用; clean, fresh, soft 常用在牙刷,洗發(fā)水等產(chǎn)品廣告中;super-常構(gòu)成超級(jí),超類的形容詞中 supercale

5、ndered特別光潔的, supercooked熟爛的,superminent超凡的, superfine過(guò)于精細(xì)的,supertaste超級(jí)品位 2.創(chuàng)新的拼寫方式,增強(qiáng)吸引力. 有時(shí)候故意拼錯(cuò), 有時(shí)候故意加上前后綴. Forget hot taste. Only Kool, with pure menthol has the taste of extra coolnees. Come up to cool.忘掉辛辣的確滋味, 只有,包含純粹的薄荷,帶有特別的涼爽,來(lái)支香煙吧 We know eggsactly how to sell eggs 3.借用外來(lái)詞, 加強(qiáng)傳播效果. Order

6、 it in bottles or in canes Perrier with added je ne sais quoi 我不知道的那個(gè) 4.靈活運(yùn)用復(fù)合詞 mass-product成批生產(chǎn)的, light-blue淺藍(lán)色的, frist class一等, home-made國(guó)產(chǎn)的, warm-heated熱心的, money-saving省錢的, innocent-looking看起來(lái)天真的.,句法特點(diǎn) 比較口語(yǔ)化, 句式大多簡(jiǎn)單明了, 采用多種句式. (1). 使用簡(jiǎn)單句, 一目了然 飛利浦電器, 沒(méi)有更好, 只有更好, Lets make things better. 你的人生伴侶.I

7、t is for a lifetime 鐘表 (2).使用疑問(wèn)句, 制造懸念, 激發(fā)好奇心. Do you teach? If so, Please read on The Seiko Ladied Quartz, Prettey, isnt she? 你會(huì)教書(shū)嗎? 如果會(huì), 請(qǐng)看看招聘廣告, 精工牌女士石英表,瀟灑漂亮, 不是嗎? (3). 使用祈使句, 簡(jiǎn)單明快,車鼓動(dòng)性強(qiáng). 別再猶豫了Take it now! , 讀, 記憶, 行動(dòng) Red, remembered, rushed. (4). 使用省略句, 語(yǔ)言凝練,重點(diǎn)突出 當(dāng)代的經(jīng)典, 永久的記時(shí) A contemporary cla

8、ssic, a timeless timepiece. 生機(jī)勃勃的領(lǐng)帶, 獻(xiàn)給那些沉靜而有信心的人們. Bright ties, ties for the cool, and certainly the confidence. (5). 使用第一,二人稱, 曾強(qiáng)親和力和可信度. 我相信它的療效, 我喜歡它的價(jià)格.I trust the cure! I like the price!,修辭特征 (1)明喻雙關(guān)語(yǔ)對(duì)偶, 押韻 Kool-Aids, Mom depends on Kool-Aid, like kids depend on Moms.(媽媽依賴果樂(lè)就像孩子依賴媽媽. ) 戴在你手臂上的

9、東西應(yīng)該和你手臂上的人一樣美麗 Whats on your arm should be as beautiful as whos on it. (2) 暗喻 To spread your wings in Asia share our vantage point.在亞洲展開(kāi)您的翅膀,來(lái)分享我們的利益. Sophisticated, sweet-to drink pink Lady高級(jí), 可口的粉紅佳人.,(3) 雙關(guān) Mr Kipling(蛋糕牌子，又是對(duì)人的稱呼)烤制出絕好的蛋糕Mr Kipling makes exceedingly good cakes. Youll go nuts fo

10、r the nuts you get in Nut. It fills you up and gives you lots of go.您會(huì)因?yàn)樗膱?jiān)果而變得狂熱, 它會(huì)使你的精神振奮,精力充沛(Nut是產(chǎn)品的名稱, 第一個(gè)nuts是狂熱的意思, 第二個(gè)nuts是堅(jiān)果的意思 (4). 對(duì)偶 The choice is yours, the honor is ours.選擇在你們, 榮耀在我們 Sea, sun, sand, seclusion and Spain! You can have all this when you visit the new Hotel Caliente.大海,陽(yáng)

11、光, 沙灘,幽靜-西班牙!,(5). 壓韻(頭韻,尾韻) 健康,幽默,幸福這就是我們的贈(zèng)禮. Health, Humor, and HappinessGifts wed love to give.高保真, 高樂(lè)趣, 高時(shí)尚-只來(lái)自索尼Hi-fi, Hi-fun, Hi-Fashion, Only from Sony. A Mars a day keeps you work, rest and play.每日一塊Mars巧克力, 使你工作滿意, 娛樂(lè)愜意. 閃光,炫耀,經(jīng)典的飛濺. Flash. Dash. Classic splash. (6). 反復(fù) 電腦設(shè)計(jì),激光消音,機(jī)器人制造. Des

12、igned with a computer; Silenced by a laser; Built by a robot一切都不同一般,一切都是誘人的. Everything is extraordinary; Everything tempts.,(7).排比 THE CORDIA, shaped by the wind, born for the road. CORDIA汽車,流線型設(shè)計(jì),天生地實(shí)用與道路行駛 We will tell you the odds before they are out. We will published what other publications da

13、re not. We will give you inside information you wont find elsewhere.我們要向您預(yù)示未來(lái)的結(jié)果;我們要發(fā)表別人不敢發(fā)表的東西; 我們要給您在別的地方找不到的內(nèi)部消息(雜志廣告).,廣告翻譯的原則,1.考慮譯文對(duì)接受著的效果,既要保留源語(yǔ)言的形式,風(fēng)格,有要產(chǎn)生與之相同的效果,達(dá)到音,意,韻的和諧統(tǒng)一. 2.簡(jiǎn)潔,優(yōu)美, 3.符合接受語(yǔ)的文化傳統(tǒng)和語(yǔ)言表達(dá)習(xí)慣,廣告語(yǔ)句的翻譯方法,直譯 對(duì)原文進(jìn)行字面的翻譯,既保留原文的內(nèi)容,有保留原文的形式. (丁家宜化妝品)The secret for perfect skin. 擁有完美肌膚

14、的秘訣 轉(zhuǎn)譯 翻譯人員提取原文中最具有表情功能和呼喚功能的部分來(lái)引申,發(fā)揮后用地道的語(yǔ)言表達(dá)出來(lái). 1.意譯 The unique spirit of Canada 酒類, 品加拿大酒, 體會(huì)加拿大人的精神. Good to the last drop麥?zhǔn)峡Х? 滴滴香濃, 意尤未盡,增補(bǔ)翻譯 Start ahead飄柔洗發(fā)水, 美麗從頭開(kāi)始 Anytime 快遞公司, 隨時(shí)隨地, 準(zhǔn)時(shí)無(wú)誤 縮減 Wherever you are. Whatever you do. The Allianz Group is always on your side.安聯(lián)集團(tuán),永遠(yuǎn)站在你身邊 The man wh

15、o have achieved success are the man who have dared, who have had the courage to act upon their convictions招商, 感想又感干, 成功機(jī)會(huì)多; 成功永遠(yuǎn)屬于敢于冒險(xiǎn)的人,套用警句格言 Not all cars are created equal. 三菱汽車, 不是所有的車生來(lái)的都是平等的, 昔有千里馬, 今有三菱汽車 Tasting is believing 食品, 百聞不如一嘗 Where there is South, there is a way有南方,事竟 成 使用四字結(jié)構(gòu) Fine

16、st food, most attractive surroundings, and friendly disposition.最好的食物, 最吸引人的環(huán)境, 最友好的接待 Quality first, advanced technology, scientific management and best service. 質(zhì)量一流, 技術(shù)先進(jìn), 管理科學(xué), 服務(wù)上乘,廣告文本的翻譯處理,廣告文本應(yīng)該在謀篇布局上應(yīng)該本著功能相似的原則, 不拘泥 與原文的遣詞造句, 因該以文本為翻譯單位, 再現(xiàn)原文的功能. 1.The perfect companion for 2001 Since you d

17、epend on a diary every day of the year, Pick the one thats perfect for you. Bright, attraction, colourful, always for a smile 日記本, 既然你每天都離不開(kāi)日記本, 就請(qǐng)用您選用這種吧, 它對(duì)您再適合不 過(guò)了:印刷鮮明, 裝飾精美, 讓您稱心如意,2. 100%COTTON GENTLE AND SOFT enough for a babys skin. A NATURAL WAY to remove, makeup and cleaner, nail polish, l

18、otion, cream, etc.PERFECT for any use where a soft absorbent applicator is needed 本品采用100%天然棉精制而成, 品質(zhì)柔軟貼切, 適合化妝使用.經(jīng)特殊化學(xué) 高溫殺菌脫脂處理, 清潔, 衛(wèi)生,可靠. 棉質(zhì)柔軟細(xì)致, 能徹底清除油垢殘妝, 讓你的肌膚更具健康活力.最適合用于上妝, 卸妝; 試除面霜, 唇膏,指甲 油; 清潔貴重物品.,主要問(wèn)題,準(zhǔn)確傳遞廣告中的信息 根據(jù)廣告性質(zhì)采用不同的翻譯方法. 對(duì)說(shuō)理類廣告多用直譯, 移情類廣告比較自由, 實(shí)現(xiàn)關(guān)高宣傳和勸購(gòu) 穿上雙星, 瀟灑一生 Double Star Tak

19、es you Afar 考慮社會(huì)文化因素, 注意讀者的審美需求. It is the taste. 味道好極了 譯文要符合譯入語(yǔ)的廣告文體. Safe, Easy, Quick, and with fun! 使用安全,操作簡(jiǎn)單, 高效快捷, 樂(lè)在其中!,口譯練習(xí),安心益氣 make one feel at ease and energetic 保健治病 promoting health and curing diseases 保暖防風(fēng) warm and windproof 保質(zhì)保量 quality and quantity assured 備有現(xiàn)貨 stocks are always avai

20、lable,便于保存 easy storage 操作簡(jiǎn)便 easy to operate 暢銷全球 selling well all over the world popular both at home and abroad 馳名中外 除煩止渴 clear out annoyance and quench thirst,典雅大方 elegant and graceful 冬暖夏涼 cool in summer and warm in winter,高效服務(wù) efficient services 工藝精良 sophisticated technologies 功效神奇 highly effec

21、tive 供應(yīng)及時(shí) prompt delivery 規(guī)格齊全 complete in specifications 花色繁多 A wide selection of colors and designs,花色新穎 fashionable styles 歡迎惠訂 orders are welcome 歡迎惠顧 inquiries and orders are warmly welcome 歡迎恰詢 inquiries are welcome 回味雋厚 pleasant in aftertaste,貨源充足 ample supply 技藝精湛 exquisite craftsmanship 價(jià)格公

22、道 reasonable price 價(jià)格適中 moderate price,jade white 潔白如玉 economical and durable 經(jīng)濟(jì)耐用 durable in use 經(jīng)久耐用 經(jīng)驗(yàn)豐富 rich experience,strong resistance to heat and hard wearing 抗熱耐磨 mild and mellow 口感和醇 a great variety of models 款式多樣 novel design 款式新穎 suitable both for old and young 老幼皆宜,attractive and durabl

23、e 美觀耐用 wholesale and retail 批發(fā)零售 numerous in variety 品種多樣 reduce weight and prolong life 輕身延壽 relieve inflammation and internal heat 清火祛熱,clear and distinctive 清晰突出 pleasant to the palate 清香爽口 meticulous dyeing process 染制精良 for your selection 任君選擇 soft and anti-slippery 柔軟防滑 moderate softness 軟硬適中 s

24、triking colors 色彩奪目 bright in color 色彩鮮艷,highly appreciated 深受青睞 prestige first 聲譽(yù)至上 poetic and pictorial splendor 詩(shī)情畫(huà)意,comfortable feel 手感舒適 comfortable and easy 舒適輕便 ideal gift for occasions 送禮佳品 agreeable sweetness 甜而不膩 elegant shape 外型大方 easy to repair 維修簡(jiǎn)易,pure and mild 香味純和 enjoy a long standi

25、ng reputation 享譽(yù)遠(yuǎn)久 modern and elegant in fashion 新穎大方 distributed all over the world 行銷世界 reliable performance 性能可靠,superior performance 性能優(yōu)越 with careful choice of materials 選料考究 effect refreshment 怡神醒腦 customers first 用戶第一,quality first 質(zhì)量第一 loved by all 眾之所愛(ài) round-the-clock business 晝夜?fàn)I業(yè) latest t

26、echnology 最新工藝 最新款式 with latest designs exquisite workmanship 作工考究,分譯法,一般說(shuō)來(lái)，英語(yǔ)中習(xí)慣于用長(zhǎng)句。英語(yǔ)的句子成分前后都可能跟各種各樣的修飾語(yǔ)，主句和從句之間常有確切的連接詞，從句套從句，形成多級(jí)從句，短語(yǔ)套短語(yǔ)，形成多級(jí)短語(yǔ)，加之并列成分或并列句又常常穿插其間，形成結(jié)構(gòu)復(fù)雜嚴(yán)謹(jǐn)?shù)拈L(zhǎng)句。而漢語(yǔ)的詞句大都用意義結(jié)合，習(xí)慣于短句。這就要求我們?cè)诜g過(guò)程中采用分譯法把英語(yǔ)長(zhǎng)句化整為零，譯成并列的漢語(yǔ)散句或分立的單句，只有這樣才能符合漢語(yǔ)的表達(dá)習(xí)慣，達(dá)到通順易懂的要求。分譯法就是將原文中的單詞、短語(yǔ)或者從句擴(kuò)展成若干漢語(yǔ)單句。,1

27、. 詞語(yǔ)的擴(kuò)展 翻譯時(shí)可將英語(yǔ)中單個(gè)做定語(yǔ)的形容詞、副詞、名詞等擴(kuò)展翻譯成的單句。例如： （1）They, not surprisingly, did not respond at all. 譯文：他們根本沒(méi)有回答，這是不足為奇的。（把副詞譯成句子） （2）That region was the most identifiable trouble spot. 譯文：那地區(qū)是個(gè)麻煩的地方，這是大家最容易看得出來(lái)的。（把形容詞譯成句子） （3）He shook his head and his eyes were wide, then narrowed in indignation. 譯文：他搖了

28、搖頭，兩目睜得圓圓的，接著又瞇成一條線，臉上露出了憤怒的神色。（把名詞譯成句子）,2. 短語(yǔ)的擴(kuò)展 為了使譯文符合漢語(yǔ)的語(yǔ)法規(guī)范，翻譯時(shí)可以將英語(yǔ)中作賓語(yǔ)、定語(yǔ)、狀語(yǔ)等的名詞短語(yǔ)、不定式短語(yǔ)、分詞短語(yǔ)、介詞短語(yǔ)等進(jìn)行擴(kuò)展，譯成單句。例如： （1）We are disappointed at the buyers disregard for proper international trading rules. 譯文：買方無(wú)視正當(dāng)?shù)膰?guó)際貿(mào)易法則，對(duì)此我們很失望。（把介詞短語(yǔ)譯成句子）,（2）We find both quality and prices of your products sati

29、sfactory and enclose our trial order for prompt supply. 譯文：我們對(duì)你方產(chǎn)品的質(zhì)量和價(jià)格均感滿意，現(xiàn)寄去試訂單，請(qǐng)供應(yīng)現(xiàn)貨。（把介詞短語(yǔ)譯成句子） （3）We hope you will favor with your orders, which shall have our best attention to give you entire satisfaction. 譯文：希望貴公司給予我們惠顧。對(duì)此，我們必盡最大的努力，務(wù)使貴公司滿意。（把非限制性定語(yǔ)從句譯句子）,3. 句子的擴(kuò)展 句子的擴(kuò)展是把原文的一個(gè)句子拆開(kāi)，譯成兩個(gè)或兩個(gè)以

30、上的句子。例如： （1）The process of cooperation began in the 1950s with the initiation of our commercial relations with Japan. 譯文：這種合作進(jìn)程始于50年代，最早是與日本建立貿(mào)易關(guān)系。 （2）We have forwarded the catalogs and drawings you sent us to some large manufacturers and now have an affirmative answer from a factory in Shanghai. 譯文

31、：我們已將寄來(lái)的目錄和圖紙轉(zhuǎn)交幾家大廠?，F(xiàn)已接到上海一家工廠愿承辦的答復(fù)。,（3）Owing to the large number of orders we are receiving, we would advise you to work fast and place an order with us as soon as possible. 譯文：由于本公司目前的訂單甚多，茲建議從速預(yù)定，盡早惠賜訂單。 （4）It is our constant endeavor to make our service as nearly perfect as possible, and no mis

32、take is too small to receive our closest attention. 譯文：使我們的服務(wù)盡可能完善是我們一貫的努力。任何錯(cuò)誤不管多么微小，我們都能密切注意。,合譯法,合譯法是指把原文中兩個(gè)或兩個(gè)以上的單句或主從復(fù)合句、并列復(fù)合句等翻譯成一個(gè)單句，或?qū)⒃牡囊粋€(gè)句子緊縮為一個(gè)短語(yǔ)或一個(gè)單詞的翻譯方法。例如： （1）We received your letter of June 3, 2008. In your letter you asked about purchasing software for use in your accounting departm

33、ent. 譯文：從貴公司2008年6月3日函獲悉，貴方擬購(gòu)會(huì)計(jì)部使用的電腦軟件。 （2）An offer is a promise to supply goods on the terms and conditions stated. It must be made and accepted before a contract can exist. 譯文：發(fā)盤就是按所述條件供貨的一種承諾，要在訂立合同前提出與接受。（把兩個(gè)簡(jiǎn)單句合譯為一個(gè)單句）,（3）When I negotiate, I get nervous. When I get nervous, I eat. 譯文：我在談判時(shí)總是有些

34、緊張。緊張時(shí)我就吃點(diǎn)東西。（把主從復(fù)合句翻譯為一個(gè)簡(jiǎn)單句） （4）If you require, we can provide first-class reference. 譯文：如有需要，我司可提供一流的資信證明。（把主從復(fù)合句譯為一個(gè)簡(jiǎn)單句） （5）We appreciate the good quality of your shoes, but unfortunately your prices appear to be on the high side even for shoes of this quality. 譯文：我們欣賞貴方鞋的質(zhì)量，但是美中不足的是貴方的價(jià)格，即便對(duì)這種質(zhì)量

35、的鞋來(lái)說(shuō)，也顯得偏高。（把并列句譯成一個(gè)簡(jiǎn)單句）,In-class translation exercises,Sec 4,Sec 3,Sec 2,Sec 1,Sec 8,Sec 6,返回, 以下是廣告中常出現(xiàn)的詞語(yǔ)，請(qǐng)把它們語(yǔ)翻譯成漢語(yǔ)。 （1）,（1）solicit your kind patronage （2）full 12 months unconditional service guarantee （3）novel design （4）top quality & cheap price （5）buy on wholesale （6）retail price （7） best sell

36、er,惠承光顧,_,保修一年,_,設(shè)計(jì)新穎,_,物美價(jià)廉,_,批發(fā)價(jià),_,零售價(jià),_,暢銷貨,_,Sec 4,Sec 3,Sec 2,Sec 1,Sec 8,Sec 6,返回, 以下是廣告中常出現(xiàn)的詞語(yǔ)，請(qǐng)把它們語(yǔ)翻譯成漢語(yǔ)。 （2）,（8） buy on cash （9） meeting delivery date （10） up to standard （11） bargain offer （12） installment （13） buy on credit （14） prompt delivery,現(xiàn)金購(gòu)買,_,準(zhǔn)時(shí)交貨,_,符合標(biāo)準(zhǔn),_,降價(jià)優(yōu)惠,_,分期付款,_,賒購(gòu),_,交貨迅速

37、,_,化妝底霜(foundations),Is her skin really this beautiful? Not without a little help, it isnt. Max Factor Foundations are too sheer, too light, to be seen. But the results cant be missed. Choose from: Velvet Balanced Make-up, a pH balanced, oil-free liquid to maintain your skins natural acid balance. V

38、elvet Touch. A gossamer light, basic foundation to give your skin a fresh radiant look. Ultra Moisturized foundation thats especially kind to drier skins. Use one of these foundations from Max Factor and they could be asking it of you. Is her skin really that beautiful! Dont you love being a woman?,

39、化妝底霜(foundations),Is her skin really this beautiful? Not without a little help, it isnt. Max Factor Foundations are too sheer, too light, to be seen. But the results cant be missed. Choose from: Velvet Balanced Make-up, a pH balanced, oil-free liquid to maintain your skins natural acid balance.,她的皮膚

40、是否真的如此麗質(zhì)？ 如果不借助我們小小的幫助，是不會(huì)的。 Max Factor系列底霜清純淡雅，無(wú)色透明。但其功效更值得稱道。柔中牌化裝霜為無(wú)油液體，pH值為中性，能保持皮膚自然酸含量的均衡。,Velvet Touch. A gossamer light, basic foundation to give your skin a fresh radiant look. Ultra Moisturized foundation thats especially kind to drier skins. Use one of these foundations from Max Factor an

41、d they could be asking it of you. Is her skin really that beautiful! Dont you love being a woman?,柔觸牌底霜淡薄明透，使您的面龐清靈俊秀。 超潤(rùn)牌底霜適于皮膚偏干的女性。 您若使用Max Factor 系列底霜之一，就會(huì)有人問(wèn)起：她的皮膚是否真的如此麗質(zhì)？ 做女人真好。,法國(guó)白蘭地酒(cognac),The Art of Precious Elements Earths rarest ore. Natures most exquisite nectar. Each brought to its u

42、ltimate refinement in Martell LOr: the quintessence of cognac in 24kt. gold.,法國(guó)白蘭地酒(cognac),The Art of Precious Elements Earths rarest ore. Natures most exquisite nectar. Each brought to its ultimate refinement in Martell LOr: the quintessence of cognac in 24kt. gold.,天華物寶，風(fēng)甘雨露 精釀其中 馬太勞爾 法國(guó)白蘭地之精髓 滴滴

43、是金,威士忌酒(whisky),Canada at Its Best Now and then, a fine spirit can evoke the very essence of the land that produced it. So it is with Canada Misty. Americas number one Canadian. Pleasingly mellow. Yet clean, honest, and true. Like Canada itself. When its at its best. Light, Smooth, Mellow Imported &

44、 bottled by Brown-Forman Beverage Co., Canadian Whisky. A Blend, 40% Alc. by volume.,Canada at Its Best Now and then, a fine spirit can evoke the very essence of the land that produced it. So it is with Canada Misty. Americas number one Canadian. Pleasingly mellow. Yet clean, honest, and true. Like Canada itself. When its at its best. Light, Smooth, Mellow Imported & bottled by Brown-Forman Beverage Co., Canadian Whisky. A Blend, 40% Alc. by volume.,加拿大之首釀 一款佳釀，代表一方水土之精