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1、Lecture 7,Translation of Advertisements,I. What is Advertisement? II. Stylistic Feature of Advertisement III. Translation of Advertisement IV. Figure of Speech in Advertisement,I. What is Advertisement,Paid message communicated through the various media by industry, business firms, nonprofit organiz
2、ations, or individuals. Advertising is persuasive and informational and is designed to influence the purchasing behavior and/or thought patterns of the audience.,Principle of Advertisement-AIDA: AttentionInterestDesireAction 引起注意 激发兴趣刺激需求采取行动,Classification According to Advertising Media: Press Adve
3、rtising Television and Radio Advertising Outdoor and Transport Advertising Window and Point-of-Sale Advertising Exhibition and Trade Fairs Direct Mail Advertising Cinema ,back,II. Stylistic Feature of Advertisement,2.1 Colloquial and common words 2.2 Coinage of new words 2.3 Use of simple sentences,
4、 imperative sentences, active sentences, omission sentences 2.4 Use of Figure of Speech,2.1 Colloquial and common words use of simple words, esp. some colloquial verbs and adjectives: come, go, get, use, know, look, taste, feel, do, buy, take, love, have, good, fine, real, rich, great, etc. e.g. Jus
5、t Do It. (想做就做 Nike) Dont Just get onto it, get into it.( Intel Pentium III) (不仅仅是登陆互联网，而是真正畅游其中) Too Good To Eat Just One. （Lays 乐事薯片) (吃了还想吃）,2.2 Coinage of new words e.g. The Orangemostest Drink in the world. We know eggsactly how to sell eggs. superexcellent / superfine camcorder Drinka Pinta Mi
6、lka Day. (milk),2.3 Use of simple, imperative sentences, active, or omission sentences e.g. Its the taste. （雀巢咖啡） 味道好极了 Things go better with Coca-cola. 畅饮可口可乐，保您万事如意 喝可乐，万事乐 Think Different. （Apple苹果电脑） 不同凡 “想”,2.4 Use of Figure of Speech e.g. OIC (glasses) (Oh, I see.哦，我看见了) Hi-Fi, Hi-Fun, Hi-Fash
7、ion, only from Sony. 高保真、高乐趣、高时尚，只来自索尼.(alliteration) Twogether. （海滨旅馆） 双双对对一起来,Back,III. Translation of Advertisement,3.1 Difference Between English and Chinese Advertisements 3.2 Translation of English Advertisements 3.2 Translation of Chinese Advertisements,3.1 Difference Between English and Chin
8、ese 1)英语广告语言客观具体，突出信息功能(informative function)；汉语讲究以言感人，偏重呼唤功能(vocative function)； e.g. Ideas for life. (Panasonic电视) 实现您的梦想 In touch with tomorrow. (Toshiba电器) 沟通未来，超越时空 绿色好心情 Feel it now.,2)英语广告强调用户至上，消费者利益高于一切，突出You-Attitude，因而形式上多用You-Form；汉语突出企业至上，以我为中心，但惯用第三人称表达，以树立其形象，博得用户的依赖； 衣食住行，有龙则灵 （建设银行龙
9、卡） Your everyday life is very busy, Our Long card can make it easy. 一册在手，纵览全球。（全球杂志） With a copy of The Globe in your hand, the world unfolds before you so grand.,3) 英语行文简洁通俗，便于记忆；汉语表达夸张，充满评述性话语； e.g. It gives my hair super shine, super body, and leaves it smelling fresh as a meadow.（Shampoo） 它令我秀发柔
10、顺光滑，褶褶生辉，幽香飘逸，犹如绿茵草坪，清新芬芳。,3.2 Translation of English Advertisements,Flowers by Interflora speaks from the heart. (Interflora花店) “茵特”之花，表达肺腑之言 All is well that ends well. (cigarette) 烟蒂好，烟就好 越抽越有味 抽到最后，烟味十足,The driver is safer when the road is dry; the road is safer when the driver is dry. (traffic
11、notice) 路面干燥，司机安全；司机清醒，道路安全 道路不沾水，司机更安全；司机不沾酒，道路更安全 （dry：without water; without alcohol）,Connecting People. (Nokia) 科技以人为本 Advancement through technology (Audi car) 突破科技，启迪未来,3.3 Translation of Chinese Advertisements into English,你不理财，财不理你 （理财杂志） You leave Managing Money alone, Money will manage to
12、leave you alone. “美的”家电，美的全面，美的彻底 （“美的”家用电器） Media home appliances are beautiful-beautiful from head to toe, beautiful inside out.,优良的质量，优惠的价格，优质的服务 （“三优”牌家具） Unrivalled quality. Unbeatable Prices. Unreserved Service.,要想皮肤好，早晚用大宝。 (1) Good skin comes from Dabao. (2) Applying “Dabao” morning and nigh
13、t, makes your skincare a real delight. 译文（1）简洁，意思上虽然差的不是太多，但不像广告语言。原文中对仗押韵和琅琅上口的特点全然没有表现出来。 译文（2） 堪称精妙，但是“早晚”的双关意义并未体现出来。同时，大宝系列中有“日霜”“晚霜”，原译文只是用了小写“morning and night”所以在某种程度上缺少了广告中推荐的功能。 （3） Applying “Dabao“ MORNING and NIGHT makes your skin soft and bright . Dabao you will prefer, sooner or later.
14、 有双关，也有押韵。双关体现在MORNING and NIGHT 上面，根据产品特点及对使用者的调查，消费者一般在早上、晚上使用。Dabao you will prefer, sooner or later 又作了意义的补充。,Back,IV. Figure of Speech in Advertisement,Chinese ads tend to use four-character phrases, with modifiers (e.g. adj, adv). e.g. 使用安全，操作简便，高效快捷，乐在其中。 safe, easy, quick & with fun English
15、ads tend to use figure of speech or humorous expressions to impress consumers.,Figure of speech in English ads.,4.1 Homophonic Pun (谐音双关) 4.2 Homographic Pun (语义双关) 4.3 Contrast 4.4 Hyperbole 4.5 Repetition 4.6 Simile 4.7 Metaphor 4.8 Alliteration （头韵） 4.9 End-Rhyme / Consonance (尾韵) 4.10 Parody (仿拟
16、),4.1 Homophonic Pun (谐音双关),Trust us, over 5000 ears of experience. (助听器) 相信我们吧，历经5000多只耳朵的检验，有着5000多年的经验。 Not fairly white -fairy white. (洗衣粉) 不只是显白炫白,4.2 Homographic Pun (语义双关),Try our sweet corn. Youll smile from ear to ear. (玉米) ear：耳朵；玉米穗 品尝我们的甜玉米吧，穗穗令您欢乐开怀 From Sharp minds, come Sharp products
17、 (Sharp) 绝顶智慧造就尖端夏普。,4.3 contrast,Othello is a game that takes only a minute to learn but a lifetime a master. “奥赛罗”电子游戏，一学就会，越玩越精。 One stop shopping for all your party needs. 聚会所需种种，本店一站购成。,4.4 Hyperbole(夸张),Her smile could heat up a nation. Her fragrance captured a country. （perfume） 迷魂牵魄笑貌，倾国倾城芳香
18、 The best a man can get. (Gillette) 男士的最佳选择,4.5 Repetition,First in airfreight with airfreight first. (航空运输公司) 第一货运，运货第一。 When you are sipping Lipton, youre sipping something special. (Lipton tea) 啜饮立顿茶，品尝独特味。,4.6 Simile,Light as a breeze, soft as a cloud. (服装广告) 轻如微风，柔若浮云 轻柔绵软，呵护体贴 Breakfast withou
19、t orange juice is like a day without sunshine. 没有橘子汁的早餐就像没有阳光的日子,4.7 Metaphor,EAR FOOD Give a listen to Sanyos newest CD player. Theyre moveable feasts for music-hungry ears. 耳朵的美餐 可移动的新一代三洋CD机，饱您耳福的音乐美餐,4.8 Alliteration （头韵）,Its flavor wins favor. (tea) 以我茗香，赢君品尝 Great time, great taste, McDonalds.
20、 美好时光，美味共享麦当劳,4.9 End-Rhyme / Consonance (尾韵),Pepsi-Cola hits the spot, Twelve full ounces, thats a lot, Twice as much for a nickel, too, Pepsi-cola is the drink for your. 百事可乐味道好， 足足12盎量不少， 五美分买二四盎， 百事可乐供您享。 默默无蚊的奉献 （蚊香片） Mosquito-repellent incense, repelling mosquitoes in silence,4.10 Parody (仿拟),
21、Where there is a way, there is a Toyota. 丰田汽车，风行天下 车到山前必有路，有路就有丰田车 随身携带，有备无患 随身携带，有惊无险 （速效救心丸） A heart reliever in need is a heart reliever indeed. 真诚到永远 (Haier) Sincerity is forever. (A diamond is forever. 钻石恒久远，一颗永流传),Exe.,茅台一开，满室生香； 国酒茅台，源远流长。 要买房，找建行。 药材好，药才好。 她工作，你休息。（洗衣机）,茅台一开，满室生香； 国酒茅台，源远流长。
22、 Moutai a vintage liquor A VIP treat which diffuses the finest aroma. A national favor that won a 1915 diploma. 要买房，找建行。 Want to buy a home but feel financially scant? Why dont you come to the Constructin Bank? 药材好，药才好。 Only fine medical herb will make fine herbal medicine. 她工作，你休息。（洗衣机） She takes over the chore, so you can rest more.,