Advertising Translaiton

Advertising Translaiton
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。

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 You Can Have Your Cake and Diet too.

6. 巧用修辞 A Deal With Us Means A Good Deal To You.(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 there 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‖, Your 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 Venetian 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 chair

B) Engineered for Customized orthopedic support to prevent and relieve back pain

C) Forward-tilt feature

D) Adjustable neck rest

E) Built-in adjustable lumber support

F) New!

G) T o fit individuals from 5’22‖ –6’6‖

H) Back saver

The service, to your standard A)本店服务,包君满意。

When you are used to having it all…B)身处其间,轻松自在之余……

The sea, from your room. C)您不出房便可尽享大海风光。

The city, at your feet. D)观赏都市繁荣

The garden, in your midst…E)陶醉于花园美景……

2). 频繁使用祈使句和疑问句

Buy one pair, get one free. 买一赠一

Don’t just dream of a life of Luxury… Live it! 不要只渴望豪华的生活,享受一下吧!

Pierre sport quilted jacket, - well, who should know better than a duck how to keep warm?

Pierre牌羽绒运动夹克——有谁能比鸭子更知道如何保暖呢?

3). 大量使用省略句和并列结构

Finest food, most attractive surroundings and a friendly disposition.

环境上乘,环境优雅,服务一流。

One of the greatest pleasure in life is simply to be treated as an individual. To speak and be heard. To ask and be helped.

人生最大的快乐莫过于受人尊重:诉说时有人聆听,求助时得人帮忙。

4). 少用否定句,多用肯定句

There is never a better time. 再没有比这个更好的时光了。

If people keep telling you to quit somking cigarettes, don’t listen… They’re probably trying to trick you into living.

凡劝您戒烟的人,一概莫理——他们就想骗您多活几年!

2. 修辞格的翻译方法:1). 直译法

Breakfast without orange juice is like a day without sunshine.

没有橘汁的早餐犹如没有阳光的日子。

Once tasted, always loved.(anti-thesis) 一次品尝,永远喜欢。

Unlike me, my Rolex never needs a rest. 和我不一样的是,我的劳力士从来不需要休息。Ask for More.(pun) 摩尔香烟,多多益善。

2). 意译法

Let TUGU INSUR ANCE keep you afloat in the face of the worst of elements…

TUGU保险让您在面临最恶劣的灾祸之际也能免于损失……

Spoil yourself and not your figure. 尽兴而不增肥。

Take time. Any time 无论何时,享受生活。

3). 创译法

You can spread your wings with Open Studies.(metaphor) 开放大学让你展翅飞翔。Marlboro: Come to Marlboro country Come to where the flavor is.

光临风韵之境——万宝路世界

七、Assignments:

阴阳健身球一直作为礼物赠送给到中国访问的外国首脑。现在这种中国的宝贝可以是您的了。

健身球由手工精制而成,会发出声音,声高为―阴‖,声低为―阳‖。健身球的使用方法是将球握在手中用手指捻转。

它具有治疗的作用:运动肌肉,刺激神经和穴位。如果您打字,使用电脑,弹奏乐器或从事运用指力或腕力的运动,阴阳健身球可使您更加灵活,更加敏捷。

关于商务英语的情景对话

关于商务英语的情景对话 对代理请求的回应 401. As the volume of business concluded by you is not big enough, we won t consider the question of agency. 鉴于贵方去年成交的数额不大我方不会考虑代理的问题。 402. We think it premature for us to discuss the question of agency at present stage. 我方认为现阶段讨论代理的问题对我方来说还为时过早。 403. The time is not yet mature to discussion of agency. 讨论代理的时间还不成熟。 404. We would like to say that this initial stage contract between us, both side do not understand each other very well, so there seems to be no sufficient bases for us to negotiate agency. 我方想要说的是在我们履行合同的初期双方的相互了解还不够因此我们讨论代理的条件还不太具备。 405. I am afraid that this is not good time yet to push the sales of our product in your market. 恐怕现在还不是在贵方市场上推销我方产品的时机。

406. We do not think the time is right for the discussion of the question of e_clusive agency. 我们认为讨论独家代理问题的时机尚不成熟。 407. We regret to say that since there is so far no transaction concluded between us, we have to decline your quest for agency. 由于我们双方迄今未成达任何交易很遗憾我方不得不拒绝贵方申请代理的要求。 408. The question of agency is still under consideration and we hope you will continue your effort to push the sale of our product at present stage. 代理的问题还在考虑中我方希望在现阶段贵方还要继续努力推销我方的产品。 409. We shall not consider pointing you as our sole agent until your sales record justify our doing so. 待你们的销售成绩足以表明可以委托你方独家代理时我们才会考虑此事。 410. Shall we discuss the matter of agency when your market condition turns better 我们是否等到中方市场情况好转时再来谈代理的事情好吗 代理条件和要求

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商务英语情景对话 A: seller B: buyer A: Hello, welcome to XX company, I’m the (职位). These are my Colleague , Miss … and Miss …. B: Hi, nice to meet you. I’m the (职位),from XX company,(城市,国家) A: Nice to see you, too. Here is our catalogue for your reference. Is there anything particular you’re interested in? B: Well, I’m interested in your golden delicious apple. A: You have a good judgment. Golden delicious apple is famous as its first class quality, rich juice, and sweet sour taste. It’s also produced from Shandong province which has a good reputation of apples. B: well, I’m very impressed .May I have some idea of your price? A: Sure, USD 2000 per ton, CIF Newyork.(

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