第六讲广告翻译

第六讲广告翻译(1)

广告的语言特征

简洁性

创新性

说服性

审美性

1. Unlike me, my Rolex never needs a rest. (Rolex)

2. She’s the nimblest girl around. Nimble is the way she goes. Nimble is the bread she eats. Light, Delicious, Nimb le. (Nimble Bread)

3. A contemporary classic. A timeless timepiece. (Watch Advertisement)

4. Sea, sun, sand, seclusion and Spain! (Spain Tourism Advertisement)

5. East is east and west is west. But Brown’s m eat is best. (Meat Advertisement)

6. We take no pride in prejudice. (The Times)

7. Born in Germany. Bred in Japan. Honored in France. Talk about an international upbringing. (MAZADA Motor Corporation)

8. It keeps going, and going, and going...（Energizer Batteries）

9. Where there is a mountain, there is a road. Where there is a road, there is a Toyota. (Toyota)

10. If people keep telling you to quit smoking cigarettes, don’t listen. They’re probably trying to trick you into longevity. (Public Welfare Advertisement)

11.We’ve hidden a garden full of vegetables where you’d never expect. In a pie. (Food Advertisement)

12. Make a date with 136,000 women every Wednesday．(Evening News Advertisement)

广告修辞格的翻译

1. 直译法（Literal Translation）

［例1］原文：像母亲的手一样柔软。（某童鞋广告）

［例2］原文：To take BA or not to take BA? What a silly question! （British Airways）

［例3］原文：We are proud of the birthplaces of our children, the grapes of Almaden. (Almaden Wine)

2. 意译法（Free Translation）

［例4］原文：岁月的小皱纹不知不觉地游走了。（美加净化妆品）

［例5］原文：You’re better off under the Umbrella. （保险公司广告）

［例6］原文：Health, Humour & Happiness, gifts we’d love to give. （《星期六晚报》广告）

3. 套译法（Loan Translation）

［例7］原文：有目共赏——上海牌电视。

［例8］原文：百闻不如一尝。（浙江省粮油食品进出口公司）

［例9］原文：东西南北中，好酒在张弓。（张弓酒）

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［例10］原文：要想体力好，常饮健力宝。（健力宝）

［例11］原文：随身携带，有备无患；随身携带，有惊无险。（速效救心丸）

4. 增译法（Amplification）

［例12］原文：The unique spirit of Canada （加拿大酒广告）

［例13］原文：A trust will take care of a family. (Trust Company Advertisement)

14.Intelligence everywhere. (Motorola)

15.Every time a good time. (McDonald’s)

16. A diamond lasts forever. (De Bierres)

17. Good to the last drop．(Maxwell)

5. 词类转换翻译

1. I Chocolate you. (LG Mobile Phone）

2. Poetry in motion, dancing close to me. (Toyota)

3. The relentless pursuit of perfection. (Lexus)

4. Intel Inside. (Intel Pentium)

5. Communication unlimited. (Motorola)

6. No business too small, no problem too big. (IBM）

Task I讨论下列广告所使用的修辞格，并将之翻译成汉语。

1. Asia Garden Hotel — A Home Away From Home!（Asia Garden Hotel）

2. For the modern Marco Polo.（Cathay Pacific Airlines)

3. Big thrills, small bills. (Budget Car Leasing Center)

4. A day without orange juice is like a day without sunshine. (FLORIDA CITRUS COMMISSION)

5. The driver is safer when the road is dry; The road is safer when the driver is dry.

6. It’s a matter of pride. Proud tradition. Proud heritage. Proud taste. (L&M cigarette)

Task II翻译下列广告语

1. Impossible made possible. (Cannon)

2. Give a Timex to all, and to all a good time. (Timex)

3. Leave “Managing Money” alone, and money manages to leave you alone.

4. For me, the past is black and white, but the future is always color．(Hennessy)

5. Poetry in motion, dancing close to me．（Toyota）

6. 沟通从心开始。（中国移动）

7. 药材好，药才好。（仲景六味地黄丸）

8. 汰渍到，污渍逃。（汰渍洗衣粉）

9.条条道路通罗马，款款百羚进万家。（百羚餐具）

10.一代“王朝酒”，三次获金牌。（“王朝”牌葡萄酒）

11.Not all cars are created equal. (Mitsubishi)

12. Where there is a way, there is a Toyota. (Toyota)

13.Can’t beat the real thing. (Coca-Cola）

14.For the Road Ahead. (Honda).