9-广告翻译(教案)

Lecture 9 Advertising Translation I. Advertising Media广告手段:

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

II. Advertising Function：信息功能(informative function)；美感功能(aesthetic function)

表情功能(expressive function)；祈使功能(vocative function)

英美现代广告学认为，广告的作用在于：1. Information（提供信息）2. Persuasion（争取顾客）

3. Maintenance of Demand（保持需求）

4. Creating Mass Markets（扩大市场）

5. Quality（确保质量）

III. Advertising Characteristic 广告的语言特点

1.玩弄辞藻Spend a dime, Save you time(电器广告) Never Late, on Father’s Day (礼品广告) 运用押韵法

finest food, most attractive surroundings and a friendly disposition (餐馆广告) 堆砌形容词和形容词最高级

Our Sunday Brunch Buffet Is A Legend In Its Time (餐馆广告) 夸大其辞, 以耸听闻

2.使用警策句，以发人思考，从而注意广告中的商品To smoke or not to smoke, that is a question. (香烟广告)

3.言简意赅，简洁易懂No dream is too big. (高级轿车广告)

If you think getting only one cavity a year is OK, By 1990 you’ll have 10 holes in that theory. (牙膏广告)

4.使用大众化口语体

“航空牌”人造皮革箱：用料上乘，做工精细，款式新颖，价格合理，规格齐全，欢迎选购。

“Aviation”Artificial Leather Suitcase: Selected materials, fine workmanship, modern designs, reasonable price, various specifications. Order welcome.

E:1.（描写类）欢迎到青岛来：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．

Welcome to Qingdao: Here you will see beautiful scenes, breathtaking wonders, First-class facilities and efficient services. You can bask, indulge, and luxuriate on the beautiful beaches, and in the golden sunshine.

2.（招聘类）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0298-306814。Wanted: A piano teacher to teach a 5-year-old girl at home. 2 hours each time, twice a week. Call 0298-306814. IV. Trademark Translation

1. Literal T: 皇冠（Crown)；自然美（Natural Beauty）

2. Sound T: ①汉语拼音: 海天(Haitian)；红塔(Hongta)；

②适当调整：新科(Shinco)；康佳(Konka)；格力(Gree)；美的(Midea)

3. Sound T+Free T:“黛丝”洗发水(Daisy); “方太”厨具(Fountain); 海信(High Sense); “乐百氏”饮品(Robust)

4. Creative T:联想：Legend (Lenova) “统一”食品: President

V.Advertising Slogans Tranlation

1.Characteristic: 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)

2. Translation Principle: 自然准确简洁生动易读易记

3.Translation Methods:

直译法：

1)一切皆有可能（李宁服饰）Anything is possible.

2)给我一个机会，还你一个惊喜（嘉亨印务）Give me a chance, and you’ll have a big surprise. A chance for me, a surprise for you.

3)非常可乐，非常选择A Special Cola. A Special Choice.

4)不同的肤色，共同的选择（青岛啤酒）

People’s skin colors are different--far and near, but their choice can be the same–for Qingdao Beer.

5)她工作，你休息（洗衣机）She takes over the chores, So you can rest, of course.

6)尽情大吃，不增体重。Spoil yourself and not your figure.

7)拥有完美肌肤的秘诀The secret for perfect skin.

8)要想皮肤好，早晚用大宝App lying “Dabao” morning and night, Makes your skincare a real delight.

9)“美的”家电，美的全面、美的彻底Midea home appliances are beautiful-beautiful from head to toe, beautiful inside out.

10)不求今日拥有，但求天长地久。Choose once and choose for good. Not for today, but for ever.