5.商业广告汉英翻译汇总课件.ppt

1、Monday, April 25, 2022Chinese-English TranslationChinese-English TranslationFor International BusinessFor International BusinessEnglish CollegeMonday, April 25, 2022商业广告的汉英翻译English CollegeMonday, April 25, 2022广告手段 (Advertising Media)(Advertising Media)v 1. Press Advertising 1. Press Advertising 报刊

2、广告v 2. Television and radio Advertising 2. Television and radio Advertising 电视和无线电广告v 3. Outdoor and Transport Advertising 3. Outdoor and Transport Advertising 露天广告和交通广告v 4. Window and Point-of-Sale Display 4. Window and Point-of-Sale Display 橱窗和销售点陈列广告v 5. Exhibition and Trade Fairs 5. Exhibition a

3、nd Trade Fairs 展览会和商品交易会v 6. Direct Mail Advertising 6. Direct Mail Advertising 直接邮件广告v 7. Cinema 7. Cinema 电影广告English CollegeMonday, April 25, 2022报刊广告、电视广告English CollegeMonday, April 25, 2022露天广告和交通广告English CollegeMonday, April 25, 2022广告的功能v 广告具有v 信息功能 (informative function)(informative functi

4、on)v 美感功能(aesthetic function)(aesthetic function)v 表情功能(expressive function)(expressive function)v 祈使功能 (vocative function)(vocative function)v 英美现代广告学认为，广告的作用在于： 1. Information 1. Information （提供信息） 2. Persuasion 2. Persuasion （争取顾客） 3. Maintenance of Demand 3. Maintenance of Demand （保持需求） 4. Creat

5、ing Mass Markets 4. Creating Mass Markets （扩大市场） 5. Quality 5. Quality （确保质量）v 广告撰写的原则：v AIM=A(attention)+I(Interest)+M(memory)AIM=A(attention)+I(Interest)+M(memory)English CollegeMonday, April 25, 2022什么是广告语言？v 广告语言就是“广告中的语言”，它包括各种广告中所有的语言文字信息。在报纸、路牌、招贴、橱窗、霓虹灯、邮件等视觉媒体的广告中，广告语言是由文字、标点符号排列组合而成。在广播、电话

6、等听觉广告中，广告语言则由语言（语音、语速）和停顿来表示；在电视、电影等视听广告中，广告语言又是由上述各种因素综合构成的English CollegeMonday, April 25, 2022英汉广告语言的共同特点v词汇方面v句式方面v修辞方面English CollegeMonday, April 25, 2022词汇方面用词简单, 口语化较强, 便于理解、记忆v My Goodness! My Guinness! (Guinness牌啤酒广告)v 雀巢咖啡, 味道好极了!(雀巢咖啡广告)模拟、杜撰新词v We know eggsactly how to sell eggs.v 痰纸一挥间

7、, 风度逝矣。华东师大公益广告“ 痰纸” 为“ 弹指” 之谐音, 意即“ 随地吐痰, 乱扔废纸”。堆砌表示赞美的形容词和形容词最高级v finest food, most attractive surroundings and a friendly disposition (餐馆广告)v Things go better with Coca-cola.(可口可乐广告)v 让更多的人用上更好的电脑。（商务通广告）English CollegeMonday, April 25, 2022句式方面多用并列结构v No problem too large; no business too small

8、(IBM公司广告, 使用并列结构, 既表现了公司的实力“ 没有解决不了的大问题” ,也表现了公司事无巨细的服务态度“ 没有不做的小生意” 。)v 让沐浴精彩, 让肌肤光彩。(力士美容浴霸广告）多用祈使句v Go for the sun and fun. (All-American Vacation Tour旅游广告).v 胃炎, 胃溃疡, 请用斯达舒.（胃药斯达舒广告）多用省略句v Soft 100% cottonthe natural choice for comfort.(内衣广告)v 劲霸休闲男装, 自然的选择劲霸。(男装广告)English CollegeMonday, April 2

9、5, 2022v 多用一问一答的形式, , 别具一格, , 富有新意。v Q: Where in America can you find a betterQ: Where in America can you find a betterpair of mens Twills for $32?pair of mens Twills for $32? A: Nowhere that we know of. A: Nowhere that we know of.（男士斜纹衣服广告) )v 您穿那么少不冷吗? ?v 我都说一百遍了v 哦, , 南极人, , 不怕冷。( (南极人保暖内衣广告) )En

10、glish CollegeMonday, April 25, 2022修辞方面修辞方面v 广告商为了达到做广告的最终目的, , 让更多的人知道并购买他们的产品, , 在广告用语的修辞手法运用上比较下功夫一般说来, , 广告中常用以下修辞手法: :双关v Ask for More. (MoreAsk for More. (More牌香烟广告) )v 阿里山瓜子, , 一磕就“ 开心” 。( (阿里山瓜子广告) )明喻、暗喻v Light as a breeze, soft as a cloud.(Light as a breeze, soft as a cloud.(衣服广告) )v 像母亲的手

11、一样柔软。( (儿童鞋广告) )v 香港是一颗唯一可以将西方现代化色彩与中国传统历史融合的东方明珠。( (香港旅游广告) )English CollegeMonday, April 25, 2022重复v 北极绒, , 暖绒绒, , 怕冷就穿北极绒。拟人v Flowers by Interflora speak from the heart. (Flowers by Interflora speak from the heart. (鲜花广告) )v 高科技与您一起并肩开创未来的幸福生活。（三洋医疗广告）引用成语典故或俗语v To smoke or not to smoke, that is

12、a question. (To smoke or not to smoke, that is a question. (香烟广告) )v 千里之行, , 始于足下, , 运动鞋广告押韵v Spend a dime, Save you time.(Spend a dime, Save you time.(电器广告) )v 化妆精品啥最好, , 路霞蛇油膏。( (蛇油膏广告) )English CollegeMonday, April 25, 2022v 英语广告中运用两种特殊的修辞方法v 头韵v Read, remembered, rushed. (PanasonicRead, remember

13、ed, rushed. (Panasonic办公自动化系统广告）v Health, humor & happinessHealth, humor & happinessgifts wed lovgifts wed love to give.(e to give.(星期六晚报广告) )v 辅韵v Cleans your breath while it cleans your Cleans your breath while it cleans your teeth.teeth.牙膏广告English CollegeMonday, April 25, 2022广告的文体特点及英译v 广告按其体裁，

14、风格，手法及文字表达方式等不同，可将他们分为若干类型熟悉并掌握各种类型广告文体的特点对做好广告的翻译工作十分必要常见的广告文体特点及翻译要求如下：English CollegeMonday, April 25, 2022v (1)(1)陈述体v 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: :English CollegeMonday, April 25, 2022陈述体v “雪莲雪莲”牌羊绒衫牌羊绒衫 北京生产的北京生产的”雪莲雪莲”牌羊绒衫牌羊绒衫,系选

15、用优质的山羊绒作原料系选用优质的山羊绒作原料制成制成.本品具有色泽鲜艳本品具有色泽鲜艳,手感柔滑手感柔滑,穿着舒适穿着舒适,轻轻,软软,暖等特点暖等特点,由于该产品品质优良由于该产品品质优良,做工精细做工精细,花型花型,款式新颖款式新颖,尺码齐全尺码齐全,受受到过外消费者的热烈欢迎到过外消费者的热烈欢迎.v “Snow Lotus” Cashmere Sweaters “Snow Lotus” Cashmere Sweaters from Beijing are made from superior Chinese Cashmere fibre. They are lustrous in co

16、lour, supple, light, warm and comfortable to wear. Owing to their fine quality, excellent workmanship, novel designs and styles, and complete size range, they have gained pularity from consumers abroad. English CollegeMonday, April 25, 2022v (2) (2) 证言体v 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

17、切可信。翻译时应采用相同的方法，有实有据，保证原文的说服力。例如：English CollegeMonday, April 25, 2022证言体v 以前我的头发干枯，粗糙，难以梳理，自从用了潘婷营养洗发露，头发变得健康，亮泽。因为潘婷营养洗发露含有独特的维他命原，能由发根渗透到发尖，其全新改良配方，能加倍保护头发，免受损害，令头发分外健康，加倍亮泽。v My hair was My hair was dry, coarse and unmanageabledry, coarse and unmanageable. But from . But from the time I began to

18、 use Pantene Pro-V Treatment the time I began to use Pantene Pro-V Treatment Shampoo, it has become Shampoo, it has become healthy and shinyhealthy and shiny. This is . This is because Pantene Pro-V treatment Shampoo contains because Pantene Pro-V treatment Shampoo contains unique Pro VB5unique Pro

19、VB5, , which which deeply penetratesdeeply penetrates your hair your hair from root to tip. Its from root to tip. Its newnew improved formulaimproved formula gives your gives your hair hair extraextra protection against damage, leaving it protection against damage, leaving it healthier and shinerhea

20、lthier and shiner. .English CollegeMonday, April 25, 2022v (3) (3) 描写体v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：English CollegeMonday, April 25, 2022v 欢迎到青岛来v 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v Welcome to QingdaoWelcome to Qingdaov

21、Here you will see beautiful scenes, Here you will see beautiful scenes, breathtakingbreathtaking wonderswonders, , First-classFirst-class facilities facilities and and efficientefficient services. You can services. You can bask, bask, indulge, and luxuriateindulge, and luxuriate on the beautiful on

22、the beautiful beaches, and in the golden sunshine.beaches, and in the golden sunshine.English CollegeMonday, April 25, 2022v (4) (4) 招聘、招标类广告v 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：v 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电话v WantedWantedv A piano teacher to teach a 5-year-old

23、girl at A piano teacher to teach a 5-year-old girl at home. 2 hours each time, twice a week. Call home. 2 hours each time, twice a week. Call 0298306814.0298306814.English CollegeMonday, April 25, 2022广告语的特点v 包括广告口号(slogans)、广告语句(catch phrases) 等在内的广告语是一种非常特殊的语言。它们通常都有一些共同的特点，如语言上引人入胜、说服力强，修辞手段的运用也别

24、具一格，如语义双关、文字游戏等，使人感到幽默中见智慧，平淡中显新奇。广告语言在形式上也极具鲜明特色，或行文工整、对仗押韵，或节奏感强、琅琅上口，或一鸣惊人、耳目一新，可以收到耐人寻味，经久不忘的效果。English CollegeMonday, April 25, 2022v 广告口号（slogans)slogans)、广告语句(catch-phrases)(catch-phrases)的特点v 吸引力 (attractive - catch the readers (attractive - catch the readers attention) attention)v 创造力 (crea

25、tive - project an image)(creative - project an image)v 说服力 (persuasive - urge the reader to (persuasive - urge the reader to act)act)v 影响力 (impressive - produce an impact)(impressive - produce an impact)English CollegeMonday, April 25, 2022广告语的翻译策略v 广告的创作都是一门综合性艺术。它集社会学、美学、心理学、市场营销学、声电学、文学、语言学等于一身。这

26、门艺术中的文案写作比其它形式的写作都更需要技巧。它要利用推销原理写出雅俗共赏、生动有趣的文字，要具有特殊的感染力，能在瞬间引起读者注意，刺激其购买欲望，最终促成购买行为 , ,因此, ,翻译时要有策略. .v文字游戏文字游戏 (play on words) 找到“切入点: :把中文广告翻译成英文，很重要的一条就是要找准切入点或者叫突破口English CollegeMonday, April 25, 2022v 你不理财，财不理你If you leave “Managing Money” alone,Money will manage to leave you alone v 中药材广告：“药

27、材好，药才好。” Only fine medicinal herbs Make fine herbal medicines.English CollegeMonday, April 25, 2022v 茅台酒的广告语：茅台一开，满室生香；国酒茅台，渊源流长。v Mao-tai - a vintage liquorA VIP treat which diffuses the finest aroma；A national favor that won a 1915 diploma (Originated in 135 B.C.)v 茅台酒的另一条广告语：国酒茅台，酿造生活的品味。v Mao-ta

28、i: A liquor of national status that makes your life gracious. English CollegeMonday, April 25, 2022广告翻译策略v 直译法v 意译法v 增减译法v 转译法v 仿译法English CollegeMonday, April 25, 2022直译法v “一切皆有可能” （李宁服饰） Anything is possible. Anything is possible. v “ “给我一个机会，还你一个惊喜” （嘉亨印务） Give me a chance, and youll have a big G

29、ive me a chance, and youll have a big surprise. surprise. v “ “拥有完美肌肤的秘诀” The secret for perfect skin. The secret for perfect skin. v 中国河南功夫的摇篮。v Henan in ChinaHenan in Chinathe cradle of Chinese the cradle of Chinese martial arts.martial arts.English CollegeMonday, April 25, 2022意译法v 本品可即开即食。v Read

30、y to serve.Ready to serve.v （这则广告若直译为Opening and eating Opening and eating immediately,immediately,会让外国人误以为该品不易存放, , 所以采用意译法以便使国外消费者产生相同的联想。）English CollegeMonday, April 25, 2022增减译法v 位于上海九江路的金融广场, , 雄踞黄埔区商业中心的心脏地带, ,交通方便, , 商贸往来繁盛, ,地点理想适中。v In the heartIn the heart of Huangpu, Financial Square of

31、Huangpu, Financial Square on Jiujiang Road is a on Jiujiang Road is a well-situatedwell-situated Shanghai Shanghai office tower.office tower.v 英译中只用了well-situated well-situated 一个词代替了原句中所有加点部分的套语, , 言简意赅、干净利落、意思明了。English CollegeMonday, April 25, 2022转译法v科技以人为本。vConnecting People. Connecting People.

32、 v国酒茅台，相伴辉煌。vGood and vigorous spirit. Good and vigorous spirit. v运动休闲，我行我速。vGo my own way.Go my own way.v我有我的品质。vWhat we do, we do wellWhat we do, we do well. . English CollegeMonday, April 25, 2022仿译法v 爱您一辈子（绿世界化妆品） Love me tender, love me true. Love me tender, love me true. v 一册在手，纵览全球( (全球杂志的广告语

33、) ) With a copy of The Globe in your hand, With a copy of The Globe in your hand, the world unfolds before you so grand. the world unfolds before you so grand. v 条条大路通罗马, , 款款百羚进万家。 v All roads lead to Rome, All Bailing lead toAll roads lead to Rome, All Bailing lead tov home. home. v 随身携带，有备无患；随身携带

34、，有惊无险。 （速效救心丸） A friend in need is a friend indeed. A friend in need is a friend indeed. English CollegeMonday, April 25, 2022国际广告语翻译中应注意的问题v 国际广告的跨文化因素 ，表现在三个方面： 不同的文化价值观 不同的心理结构 不同的地域环境与人文环境注意国际广告的跨语言因素给广告翻译所带来的难度，这主要表现在 第一、语音差异，主要是指语言的发音引起心理上的不同听觉效果，在心理上激发不同的反应，或柔和、或清脆、或苍劲、或凝重。English CollegeMond

35、ay, April 25, 2022v 第二、语义差异 指语言是文化的一部分，又是文化的载体。它反映着一个民族的特征，不仅包含着该民族的历史和文化背景，而且蕴藏着该民族对人生的看法、生活方式和思维方式 . .v 第三、 文字形式差异 不同国家、民族和地区所用的文字是不同的，对某些文字的偏好和厌恶也大相径庭。据人调查日本人最喜欢的汉字为“诚”、“梦”、“爱”、“愁”、“美”等。中国人喜欢的汉字为“福”、“寿”、“喜”、“乐”等。根据美国作家Irving WallaceIrving Wallace选出的最美丽的英文字是：chichimeme一串铃、goldengolden金色的、lullabylu

36、llaby摇篮曲、melmelodyody旋律、murmuringmurmuring低语等。English CollegeMonday, April 25, 2022v 第四、修辞差异 广告语常用修辞手法，为了使表述内容形象化、具体化或使主要词语鲜明、突出，加强语言效果，引起公众注意并帮助公众记忆。但由于中西某些修辞传统的差异会给翻译带来一些困难，主要表现在比喻、象征、对偶、双关等修辞上。其中最难处理的是双关的翻译。双关分谐音双关和多义双关两种，如“黄河冰箱，领鲜一步”和“Ask fAsk for More. - More (cigarette)”or More. - More (cigare

37、tte)”，翻译这些含双关的广告语要做到两全其美确实很难 English CollegeMonday, April 25, 2022v 策略的适当选择和掌握首先应深入地了解所译广告及商品的特点。这包括：第一、掌握商品的特征 ，即品质和品位；第二、了解原广告策划的6M6M，即围绕具体的广告目标，在策划中应该考虑以下6 6个方面（简称6M6M）：MarketMarket市场、MessageMessage信息、MediaMedia媒体、MotionMotion活动、MeasurementMeasurement评估、MoneyMoney其次，了解该广告受众国的文化传统以及消费心理，了解在翻译时应注意的

38、禁忌。无论任何国家、民族都存在许多这样那样的忌讳，对于千百年来形成的民族风俗，我们应给予必要的尊重，这也同时会影响到出口商品的销路问题English CollegeMonday, April 25, 2022在国际广告翻译中要注重创新 。注意语言的规范化。主要表现在： 第一、使用受众国规范的标准语，包括使用规范的读音和字体。 第二、译者在翻译时要慎用方言。 第三、在翻译国际广告时，译者应尊重某些已深入广告受众心理的现有翻译，不应再创新词。English CollegeMonday, April 25, 2022v1.产品说明书instruction manual/description man

39、ual/operation manualv2.特征descriptionv3.注意事项cautionsv4.安全预防safety precautionv5.维修maintenancev6.故障排除troubleshootingv7.性能performancev8.功能functionv9.不出故障trouble-freev10.安装指南installation guidev11.新颖的novelv12.高级的advancedv13.名贵的noble-lookingv14.具有.特点be characterized/featured byv15.工艺精湛excellent craftsmansh

40、ipv16.设计独特unique in designv17.色彩雅致elegant colorv18.销售热线sales hotlinev19.售后服务after-sales servicev20.配料ingredients商务英语翻译第商务英语翻译第6单元整理出来的听写单词：单元整理出来的听写单词：HomeworkHomeworkfinish and improve the exercises on P66 anfinish and improve the exercises on P66 and one on P67(prepare presentation by PPT)d one on P67(prepare presentation by PPT)Thank You!Thank You!