Advertising Translaiton
AdvertisingPPT课件
知识链接 give place to 让位于…
in place 在原处; 合适的
in place of 取代
take the place of 取代
4) intend +sth+ as/for
be +intended +as/for 我们打算把这篇新闻报道作为新生教材。 We intend this news report as a teaching material for freshmen.
这本书是为初学者编写的。
The book is intended for beginners.
is used to make over 40% of the 3 Cotton ___________________ world's textiles. （用来做）
4 Used she (Did she use) to go to school by bike? Yes, she_____________________. used to/did
6. claim ① (vt.) (根据权利)要求,认领,声称 ② (n.)(根据权利提出)要求,索赔, 对事物的权利,主张． ①A wallet has been found and can be claimed at the manager’s office. ②He claimed to have seen the Mona Lisa.
பைடு நூலகம்.intend (vt.)打算;有…的意图;打算,为…设计 1) intend to do sth.
今天我打算读完这本书。 Today, I intend to finish reading this book. 2) intend sb. to do sth./be intended to do sth. 打算／计划要某人做某事
广告文本的英译基本知识
广告文本的英译基本知识Introducing the Basics of Translating an Advertisement TextTranslating an advertisement text requires careful consideration of cultural nuances, effective marketing techniques, and clear communication. Here are some basic knowledge and tips to successfully translate an advertisement text:1. Cultural Understanding:- Familiarize yourself with the target culture's values, beliefs, and preferences.- Adapt the message and tone to resonate with the target audience. - Avoid any cultural references that may be offensive or misunderstood.2. Direct Translation vs. Localization:- Decide whether a direct translation or localization is more suitable for the target audience.- Direct translation maintains the original text's meaning, while localization adapts it to match the local culture.3. Clear and Compelling Message:- Maintain the essence and intention of the original message.- Use concise and engaging language to grab the attention of the target audience.- Highlight the product or service's unique selling points in a persuasive manner.4. Adaptation for Marketing Techniques:- Understand the advertising tactics commonly used in the targetmarket.- Adjust the text to leverage techniques that are effective in the local market.- Consider using different formats, slogans, or visuals to resonate with the target audience.5. Grammar, Style, and Tone:- Ensure grammatical accuracy in the translation.- Reflect the original text's style, whether formal, informal, humorous, or serious.- Tailor the tone to match the desired emotional response from the target audience.6. Professional Translators:- Engage professional translators or agencies experienced in advertising translations.- Quality assurance measures should be in place to avoid any errors or inaccuracies.7. Testing and Feedback:- Conduct market research or user testing to gather feedback on the translated advertisement text.- Analyze the responses received, considering any necessary modifications or improvements.Remember, translating an advertisement requires more than just words; it requires a deep understanding of the target culture and effective marketing techniques. By following these basic principles, you can create enticing and persuasive advertisements that successfully communicate your message to the intended audience.当涉及到翻译广告文本时，需要仔细考虑文化细微差别、有效的营销技巧以及清晰的沟通。
广告翻译
广告口号（ 广告口号（slogans)、广告语 、 句(catch-phrases)的特点 的特点
吸引力 (attractive --- catch the reader’s attention) 创造力 (creative --- project an image) 说服力 (persuasive --- urge the reader to act) 影响力 (impressive --- produce an impact)
广告翻译 Advertising Translating
Advertising Media
1. Press Advertising 报刊广告 2. Television and radio Advertising 电视和无线 电广告 3. Outdoor and Transport Advertising 露天广告和交通广告 4. Window and Point-of-Sale Display 橱窗和销 售点陈列广告 5. Exhibition and Trade Fairs 展览会和商品交 易会 6. Direct Mail Advertising 直接邮件广告 7. Cinema 电影广告
ቤተ መጻሕፍቲ ባይዱ种皮鞋油的广告语
第一流产品， 第一流产品，为足下增光 Our shoe polish is surely of the first rate; It shines your shoes and you look great.
大宝护肤霜的广告语
“要想皮肤好，早晚用大宝” 要想皮肤好，早晚用大宝” 要想皮肤好 Applying “Dabao” morning and night Makes your skincare a real delight.
advertised翻译
advertised翻译基本解释●advertised：广告的，宣传的●/ˈædvərˌtaɪzd/●v. 宣传，做广告（advertise的过去式和过去分词）变化形式●v. 第三人称单数：advertises●过去式：advertised●过去分词：advertised●现在分词：advertising具体用法●v. 宣传，做广告o同义词：promoted, publicized, announced, broadcasted, marketedo反义词：concealed, hid, suppressed, obscured, coveredo例句：●The new product was heavily advertised on television, whichhelped boost its sales significantly. (新产品在电视上进行了大量广告宣传，这大大提高了其销量。
)●She advertised her car for sale in the local newspaper, hopingto find a buyer quickly. (她在当地报纸上刊登广告出售她的汽车，希望能很快找到买家。
)●The concert was advertised as the biggest event of the year,attracting thousands of music fans. (音乐会被宣传为年度最大活动，吸引了成千上万的音乐爱好者。
)●They advertised the job opening on several online platformsto reach a wider audience. (他们在几个在线平台上发布了招聘广告，以接触更广泛的受众。
)●The restaurant advertised its new menu with colorful flyersdistributed throughout the neighborhood. (餐厅通过在社区分发彩色传单宣传其新菜单。
应用文翻译总
The youngest of the Rocky Mountains, the Teton Ranges is a spectacular sight. Enhanced by glaciers, deep canyons, snowfields, and lakes, the range shoots up suddenly, with no foothills around it. -----Grand Teton National Park, National Geographic 落基山脉中最年轻的特顿山脉景色壮观。 落基山脉中最年轻的特顿山脉景色壮观。它 突兀挺拔，四壁陡峭，冰川，深谷，雪地， 突兀挺拔，四壁陡峭，冰川，深谷，雪地，湖泊 等为它增添了气势。 等为它增添了气势。 落基山脉中最年轻的特顿山脉气势恢宏。 落基山脉中最年轻的特顿山脉气势恢宏。它 拔地而起，绝壁凌空，冰川映雪地，高峡出平湖， 拔地而起，绝壁凌空，冰川映雪地，高峡出平湖， 风光绮丽，景色壮观！ 风光绮丽，景色壮观！
文学翻译的指导原则是对等理论 (equivalence in meaning and style). 应用文的翻译不同于文学翻译， 应用文的翻译不同于文学翻译，其指导理论 功能翻译学派的理论。 为：功能翻译学派的理论。 按照功能翻译学派的理论： 按照功能翻译学派的理论：翻译是一种有目 的的交际活动，在这一过程中， 的的交际活动，在这一过程中，译者应该根据客 户或委托人的要求， 户或委托人的要求，结合翻译的目的和译语读者 的具体情况，来决定原语文本信息的选择， 的具体情况，来决定原语文本信息的选择，翻译 策略的运用及译文的表现形式， 策略的运用及译文的表现形式，以满足不同文本 的功能。 的功能。
旅游翻译
旅游翻译指对一切旅游语言文字资料的翻译。 旅游翻译指对一切旅游语言文字资料的翻译。 它包括旅游景点介绍，旅游宣传广告， 它包括旅游景点介绍，旅游宣传广告，旅游告示 标牌，民俗风情画册等， 标牌，民俗风情画册等，而其中尤以景点介绍翻 译最具旅游文体特色， 译最具旅游文体特色，也是旅游翻译中的重点和 难点。 难点。
Translation of Advertising style
Translation of Advertising textI.Characteristics in language:1.D efinition of Advertising by American MarketingAssociation:Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products services or ideas by identified sponsors through the various media.2.P rinciples of its language:AIDMA_____ Attention, Interest, Desire, Memory, Action.3.L anguage features:Practical and artistic, a new form of art.Eye-catching, ear-catching, hand-catching.1)selling power.2)Memory value.3)Attention value.4)Readability.5)Persuasive power.6)Loaded language.4.F orms:Press advertising TV and Radio advertisingOutdoor and Transport AdvertisingWindow and Point-of-sale Display Direct Mail AdvertisingCinema Exhibition and Trade Fairs5.F unctions:Information, persuasion, maintenance of demand, creating mass market.II.Translation of brand-names. (Functional equivalence) 1.A successful translation of brand name is of greatimportance to the product.Coca Cola 可口可乐（饮料）Pepsi Cola百事可乐（饮料）Pentium奔腾（芯片）Sprite雪碧（饮料）Rejoice飘柔（洗发液）Safeguard舒肤佳（香皂）2.M ethods to translate.A. Liberal translation(Interpretation of meanings ) Camel Microsoft Volkswagen“象牙”香皂：Ivory “双喜”：Double Hapiness “联想”：Legend 佐尔美：Flatter you Importance of Cultural differences:“白翎”钢笔：white feather紫罗兰牌男式衬衫: Pansy船牌床单等：Junk“海燕”电视机：Petrel“蝙蝠”电扇：Bat“白象”电池：White Elephant“金鸡”牌闹钟：Golden CockB.TransliterationSignal洁诺（牙膏）Goodyear固特异（轮胎）Tide汰渍（洗衣粉）Ikea宜家（家具）Giga技嘉（主板）Canon佳能(打印机、复印机) Nike 耐克（鞋）Lactov 乐口福（饮料）Vermouth味美思（食品）Stone四通（打印机）Hewlett-Packward 惠普（打印机）Polaroid拍立得（一次成像照相机）Clear and Clean可伶可俐（化妆品）Poison 百爱神（洗发液）Diamond 戴梦得（首饰）Sheridon喜来登（大饭店）Function芬格欣（药）Contac 康泰克Bisquit 百事吉（法国白兰地）Ricoh 丽确（日本表）M cDonald’s麦当劳；麦当乐BMW宝马（轿车）Benz（大陆：奔驰；台：朋驰，宾士；港：平治）Vizi威弛（轿车）Citreon雪铁龙（轿车）海尔：Haier (higher)苏泊尔：Supor (super)新科：Shinco康佳; Konka格力：Gree美的：Midea雅戈尔:Youngorbination of the two methodsXerox 施乐（复印机商标）；港译：悉录，全录（静电复印机）Seven-up 七喜（非“七上”）Cleanin洁灵（牙膏）Goldlion金利来（领带）Nestle雀巢Function芬格欣（药）Sprite雪碧海信: Hisense方太：Fountain白沙：Beshiny乐百氏：Robust黛丝：DaisyD. Recreation:Rejoice飘柔Head & Shoulders海飞丝Craven香烟，原商标意思是“胆小鬼”，中文译名为“黑猫”就是根据其商标图案（图案为猫）而起的Remi Martin无论从音译还是意译都不能体现商品的特质和风味，但其人头马商标图案却让人印象深刻，于是用“人头马”，口香糖Wrigley′s原商标是其制造商的名字，译者也是因为它的外包装上是一个箭头图案，所以就取名为“箭牌”，此译名形象又好记，引起消费者的共鸣。
Advertising Translaiton
Advertisement Translaiton一、广告的结构广告的分类：按是否盈利为目的：商业广告和非商业广告按广告媒介：报纸广告、杂志广告、广播广告、电视广告、邮政广告（direct mail advertising）、电影广告、包装广告、户外广告按广告对象：消费者广告（Comsumer advertisement）、产业广告(Business advertising)、服务业广告(Service advertising)广告的构成：不同的广告媒体，其构成要素也不尽相同。
一般说来，一则完整的书面广告由五个部分组成：标题（Headline）包括副标题（Sub-headline），正文（Body copy），口号（Slogan）商标(Trademark)，插图标题（Headline）：广告标题是广告主体思想的浓缩，其主要作用是用来引起读者的注意，点出广告的主题。
I was in love with a girl named Cathy. I killed her.Grade A milk, $ 23 a Quart.READ THIS AD STANDING UP正文（Body copy）：正文是广告的中心，是标题的延伸。
在插图和标题引起了读者的好奇心后，正文就是用来满足读者这种好奇心的。
正文通常对商品的特点、使用方法及售后服务等方面提供详细的说明。
正文通常由三部分组成：引言、主体和结尾。
引言是标题与正文的衔接段，起承上启下的作用；主体是提供论据的主要部分，对商品的特点进行详细的介绍。
结尾的目的在于以最恰当的语言督促读者及时采取行动。
口号（Slogan）：口号具有宣传鼓动和加深印象的作用，它能维持一则广告的连续性。
口号多采用完整的短句形式，郎朗上口，便于记忆。
Tink again, Think Canon. (Canon)We treasure eacg encounter. (China Airlines)Show Your true colors. (Kodak Film)二广告的翻译原则顺应广告翻译的功能：广告的终极目的是向消费者推介产品并诱导其产生购买行为。
广告翻译
Characteristics of Advertising English
♦ Advertisement: persuasive & memorable ♦ Advertisement language: high commercial value
& practical use ♦ General features: ♦ Oralized in style ♦ Simplified vocabulary: positive,appreciatory words; abbreviations; n.+’s ♦ Simplified sentence structure: short, simple, with less complex sentences
Imperative Sentence
♦ To advise or persuade customers to take
actions immediately. ♦ Short, brief and of sprightly rhythm（节奏 明快的）
e.g.
♦ Here you are, Sir ♦ You’re in Beijing ♦ But the world is still within your reach. ♦ Talk to someone from the other side of the globe. ♦ Hold a successful conference with state-of-the-art
Interrogative Sentence
♦ Used to leave deep impression & cause
immediate active response ♦ The most common: wh- questions ♦ E.g. ♦ Q: Who can tell that builds the best family wagon? ♦ A: Put them to test.
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Lecture 6-7 Advertisement Translaiton一、广告的结构广告的分类：按是否盈利为目的：商业广告和非商业广告按广告媒介：报纸广告、杂志广告、广播广告、电视广告、邮政广告（direct mail advertising）、电影广告、包装广告、户外广告按广告对象：消费者广告（Comsumer advertisement）、产业广告(Business advertising)、服务业广告(Service advertising)广告的构成：不同的广告媒体，其构成要素也不尽相同。
一般说来，一则完整的书面广告由五个部分组成：标题（Headline）包括副标题（Sub-headline），正文（Body copy），口号（Slogan）商标(Trademark)，插图标题（Headline）：广告标题是广告主体思想的浓缩，其主要作用是用来引起读者的注意，点出广告的主题。
I was in love with a girl named Cathy. I killed her.Grade A milk, $ 23 a Quart.READ THIS AD STANDING UP正文（Body copy）：正文是广告的中心，是标题的延伸。
在插图和标题引起了读者的好奇心后，正文就是用来满足读者这种好奇心的。
正文通常对商品的特点、使用方法及售后服务等方面提供详细的说明。
正文通常由三部分组成：引言、主体和结尾。
引言是标题与正文的衔接段，起承上启下的作用；主体是提供论据的主要部分，对商品的特点进行详细的介绍。
结尾的目的在于以最恰当的语言督促读者及时采取行动。
口号（Slogan）：口号具有宣传鼓动和加深印象的作用，它能维持一则广告的连续性。
口号多采用完整的短句形式，郎朗上口，便于记忆。
Tink again, Think Canon. (Canon)We treasure eacg encounter. (China Airlines)Show Y our true colors. (Kodak Film)二广告的翻译原则顺应广告翻译的功能：广告的终极目的是向消费者推介产品并诱导其产生购买行为。
顺应目的语的语境：考虑目的语受众的反应；考虑目的语言的特点。
顺应广告语篇的特点：追求自然准确、简洁生动、易读易记三标题与口号的翻译句法与修辞特点1. 巧设问句Would you be more careful if it was you that got pregnant?2. 使用省略句，诱发联想They Laughed When I Sat Down At The Piano But When I Starded to Play!3. 使用祈使句，发出召唤Come to where the flavor is! Come to Marlboro Country!4. 利用反论(paradox) 客至心常热，人走茶不凉。
5. 活用成语、名词或谚语Now Y ou Can Have Y our Cake and Diet too.6. 巧用修辞A Deal With Us Means A Good Deal To Y ou.(双关)It’s good because it’s imported; it’s imported because it’s good.(重复)翻译方法1. 直译法天有不测风云但是如果你参加保险那么……（中国人民保险公司）Up in the sky th ere is unforeseen storm, but if you buy insurance, then……谁跑到最后，谁笑得最好。
（轮胎广告）He laughs best who runs longest.依照箭头所指的方向，您就会走在最前面。
（箭牌衬衫）Follow ARROW, and you will find all after.2. 意译法Women Can Indeed Go Bold. (护发中心) 谁说女子不秃头！A Mars a day Keeps you work, rest and play. （玛斯巧克力）(An apple a day keeps the doctor away.)一日一块玛斯巧克力，令你工作玩乐不知疲。
每天一颗―火星‖，让你万事称心。
汲取生物精华，焕发生命潜能。
（太阳神口服液）Essence of Living Beings, Energy for Life. 3. 套译法Ugly is only skin-deep.（V olkswagen）（Beauty is only skin-deep.）其貌不扬I’ll do a lot for love, but I’m not ready to die for it. (condom) 情爱诚销魂，生命价更高！有了南方，就有了办法。
(科技咨询公司) Where there is South, there is a way.百闻不如一尝。
（粮油食品进出口公司）Tasting is Believing.4. 创译法On Demand Business（IBM）随需应变的业务。
Fedx: We live to deliver.（联邦快递）联邦快递，诚信为本。
非常可乐，非常选择。
Futrue Cola, Special Choice.四、汉语广告文本的英译1. 语言特点词汇特点：广告用词的最大特点是运用四字结构，通过并列、重叠、排比的方式连接在一起来加强语义，增强语势，强化广告的感染力。
CTY型游梁式抽油烟机结构简单、安全可靠，制造简易，维修方便，广泛应用于世界石油生产。
2. 句法特点：以陈述句为主，祈使句为辅，简短紧凑。
3. 翻译方法：1）套译法形容词+名词结构新颖stylish / novel design 款式多样Great variety式样美观Attractive fashion 用料上乘Selected materials造型美观Beautiful shape/style 做工精细Fine workmanship手感舒适Comfortalbe feel 服务周到Courteous service收费合理Resonable prices 色泽悦目Smiling color形容词+and+形容词轻柔松软Soft and light 瑰丽多彩Pretty and colorful穿着大方Great and tasteful 典雅大方Elegant and graceful美观耐用Attractive and durable 安全可靠Safe and stable形容词+介词+名词设计华丽Luxurious in design 制作精巧Perfect in workmanship清香可口Pleasant to the palate 味美可口Agreeable to taste品质优良Superior in quality 结构简单Simple in structure维修方便Convenient in maintenance书写润滑Smooth in writing美观大方Excellent in appearance驰名中外Popular both at home and abroad连续并列的四字词组：分析之间的逻辑语义关系CTY型游梁式抽油烟机结构简单、安全可靠，制造简易，维修方便，广泛应用于世界石油生产。
Type CTY beam pumping unit is simple in structure, dependable in operation, easy in manufacture and convenient in maintenance. Thus, it finds wide application in petroleum production al over the world.溪口千层饼采用传统工艺，制作精细，质地酥松，清香可口。
Xikou Qianceng Cake, with numerous clear sheets in it, is finely made in traditional way. It is tasty and crisp.2）. 词性转换法我厂产品的主要特点是工艺精湛，经久耐用。
The product of our factory are characterized by their fine workmanship and durability.上海丝绸、纤维制品——一摸就知！Shanghai silk and other fiber knitwear –with the touch that’s just right.3). 句型转换法―熊宝‖营养液诚为您提供健康的佳节饮品。
Never Forget Health Drink, ―Bear Treasure‖, Y our Holiday Comfort.喝一杯即饮柠檬茶令你怡神醒脑！For Refreshment? A Glass of Instant Lemon Tea!中原之行哪里去？郑州亚细亚。
While in Zhengzhou, do as the Zhengzhouese do, — go shopping in the Asian Supermarket.4). 仿拟法―黑妹‖牙膏，强健牙龈，保护牙齿。
Don’t show me any other. But show me Black Sister.(Don’t say, ―Show me another.‖ Say ―Give me Brother.‖)红玫相机新奉献。
My love’s like a Red Rose!城乡路万千，路路有航天。
East, west, Hangtian is best.5). 段落层次法汉语广告通常将商品质量、种类、规格、用途、包装、服务等内容在一个段落中，这是汉语的行文习惯。
英译时应按一个段一个主题重新划分段落，以使英译广告层次清晰、主体鲜明。
抽纱产品是我省江南一带传统的工艺品，近年来又有新的发展。
我公司经销各种手绣、机绣、钩针床罩、被单套、台布、枕套、浴巾以及万屡丝织品。
手绣品主要采用我省特产苎麻与棉麻交织布，图案美观，工艺精湛，品种繁多，深受国外用户欢迎。
The traditional arts and crafts in the south areas of Changjiang River of our province have been developing in recent years.Our branch handles various kinds of hand-made, machine-made and crochet goods, such as bed covers, bed spread, table cloths, pollow cases, bath towels as well as V enetian embroidery.The hand-made embroidery works made of cotton and linen, beautiful in design, fine in craftsmanship, and rich in variety, are highly acclaimed in the oversears markets.五、英语广告文本的汉译1. 特点：1）.大量运用名词性或形容词性无动词小句A) Executive back chairB) Engineered for Customized orthopedic support to prevent and relieve back painC) Forward-tilt featureD) Adjustable neck restE) Built-in adjustable lumber supportF) New!G) To fit individuals from 5’22‖ –6’6‖H) Back saverThe service, to your standard A）本店服务，包君满意。