大学英语翻译全教程(完美版)第16讲-推荐下载
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第十六讲
广告的翻译
广告的定位:独特性、诱导性、针对性、口语化
常见手段:
1. 巧设问句。每30句话就有一个是疑问句,容易引起注意。
例子:Only gas gives you
Tankful after tankful of hot water
3 times faster
Why gas gives you
tankful after tankful of hot water
3 times faster
Would you be more careful if it was
you that got pregnant?
Wouldn’t you protest
if shell ran a pipeline through this
beautiful countryside?
They already have!
You can be sure of Shell.
2. 使用省略句,诱发联想
例子:they laughed when I sat down
at the Piano
but when I started to play!
3.使用祈使句,发出召唤
例子:come to where the flavor is
come to Marlboro country!
4.突出利益
例子:HOW TO WIN FRIENDS
AND INFLUENCE PEOPLE
5.利用反论
例子:Ugly is only skin-deep.
6.活用成语、名句或谚语
例子:A Mars a day keeps you work, rest and play.
Now you can have your cake and diet too.
(以上内容和学生相同)
(以下内容学生没有中文翻译)
广告的翻译技巧
1.直译法。形式与内容统一。
例子:At 60 miles an hour
the loudest noise in this new Rolls-Royce
comes from the electric clock.
时速60英里的这种新式“劳斯莱斯”轿车最响的噪音是来自车内的电钟。
They laughed when I sat down at the Piano. But when I started to play! 当我坐到钢琴旁时,他们开始狂笑。但是当我开始演奏时!
2. 意译法。达到预期目的。
例子:Women Can Indeed Go Bald. 谁说女子不秃头?
A Mars a day keeps you work, rest and play. 每天一颗火星,让你万事称心。
Can’t Beat The Real Thing. 挡不住的诱惑!
3.四字结构法。朗朗上口,便于记忆。
例子:Taste that beats the other Colds. (pepsi-cola 广告) 百事可乐,冷饮之王
Good to the last drop. (Maxwell 咖啡广告) 滴滴香浓,意犹未尽
FIYTA Watch, Once Possessed, Nothing More is Expected. 飞亚达表,一旦拥有,别无所求
4.套译法。借用成语、谚语等耳熟能详的表达。
例子:I’ll do a lot for love, but
I’m not ready to die for it.
情爱诚销魂,生命价更高
新闻文体的翻译
新闻的类型:
狭义:新闻报道
广义:新闻报道+报刊杂志文章
一、新闻标题的特点与翻译
新闻报道一般由标题headline、导语lead和正文body组成。标题是新闻的眼睛,是文章内容的浓缩与概括,其通常具有简洁、醒目、清晰的特点,并在词汇、语法和修辞上独具特点。
1.词汇特点
①多用短小词
有限字数表达新闻内容。例如:
支持:back,少用support; 被捕:多用back,少用arrest; 解雇:多用axe,少用dismiss.
Exporters Back Resolution; Governor to Axe Aid?; Suspects Held
Tie=relation; top=exceed; step=process; check=examine; ease=lessen
②广泛使用缩略词
首字母缩略词:PC; WTO; IMF; PLO; UN; UNESCO;
缩短缩略词:mag=magazine; hi-tech=high-technology
③虚词的省略
省略虚词,节省篇幅,言简意赅,简洁明了。例子:
U.S Attacked;
Clinton Inauguration Most Expensive Ever;
Nuke Protesters Convicted;
2.语法特点:多用“新闻现在时”
动词的恰当使用给人以形象生动、跃然纸上的感觉。
新闻标题常用的新闻现在时主要包括三种:一般现在时、将来时和现在进行时
①现在时有新鲜感、现实感和直接感。例:
Comeback gives China a sensational Thomas Cup Win
Street Battle in Heavy Shelling as Peace Talks Proceed
②将来时多用不定式来表达
Japan to Help Elderly Jobless
China to Continue Fiscal Program to Aid Economy
③现在分词表进行
Deposits, Loans Rising in Shanghai
SK Car Sales Surging Up