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1、ADVERTISEMENTThe three parts of our projectThe linguistic featureof English ADThe culture difference of Chinese and English culture3,The use of acronyms and compound words to save spaceCao Yang4,There are more imperative sentencein advertisement5,The Character of English AdvertisementReligious diffe
2、rences between Chinese and WesternAdvertisement translating under diverse historical and cultural backgroundDifference of view in valueOPENING SPEAKER:LI HAO RAN李浩然Xie MengWang KunLi YueWang Zhong XueThe expression forms of politeDeng Wei Wei1,The Use of Positive adjectives and their Comparative and
3、 Superlative Degrees2,The Use of Anagrammatic SpellingWay of thinking differenceWang YuZhang Li HuaLi Hao RanWang Jun LingMAIN CONTENTThe Use of Positive adjectives and their Comparative and Superlative DegreesExample:A famous English advertising about loveNew love is brightest, Long love is greates
4、t, Compelled love is dirtiest, Short love is harmest, Revived is tenderest, True love is purest.(love) .新恋的爱情最兴高采烈， 长久的爱情最崇高伟大, 强迫的爱情最肮脏不堪, 短暂的爱情最刻骨铭心, 复苏的爱情最娇嫩鲜艳, 真正的爱情最纯洁无暇。（爱情 ） 分析：这则英文广告使用了形容词的最高级 (brightest, greatest, dirtiest, harmest, tenderest, purest),有利地表达了几类爱情的鲜明特点， 给读者留下了深刻印象。在翻译时将形容词 译为
5、四字短语，使译文简洁有力，语言优美。.The Use of Anagrammatic SpellingExample:An advertising of a webWWWhats newww? Atwww. landsend. com ,the answer is - a lot. . . . . . . www. landsend. com gives you even more ways to explore LandsEnd with even more ease, comfort, confidence and security. . . . . . .So, wwwhat are y
6、ou wwwaiting for? .新在哪儿?答案是 在www. landsend. com新事很多. Lands End网站， 更为轻松、舒适、 自信、安全。那 ，还等什么?这是一则网站的广告。大家都知道互联网网址大都以www开头，此则广告标题采 用拼写变异手段 ，“WWWhats newww?”。一方面Whats new?（新在哪儿） ，引起读者注意。另一方面三个w 提示读者此则广告内容与网络有关。广告最后 一句 “wwwhat are you wwwaiting for？”，也有类似功效。翻译时省略了连词and。 .Feature 3 Using of acronyms and com
7、pound words to save LOGOWe know that there are a lot of acronyms in English ， each field will be a variety of acronyms there, these acronyms can make the article look even more sententious.For example：VSversus K.O. Knock outPKplayer killing ASAPas soon as possible LOGOLOGOOf course, such form can be
8、 seen frequently in English advertisement.1:Where to leave your troubles when you fly JAL translation ： 乘坐日航班机， 一路无烦恼。 JAL is the acronyms of Japan Airlines Corporation. Comment： the literality is “当你乘坐日航班机的时候，你就会远离烦恼。” such translation is not clearly with the proper content.so we use ellipse, such
9、as where , when, you ,your and to 。 LOGOThe following is a very useful sentence.2.We offer 3一R guarantee,namely guaranteed repair,replacement and refund translation ：我们实行三包 包修、包退、包换。3一R is the acronyms of repair, replacement , refund .Comment: The literal translation is “我们提供3-R保证，保证为 包修，包退，包换”。Acco
10、rding to the meaning of the sentence ,we use the Domestication Translation (归化 )，the words“3-R” is translated into“三包”。 .Feature 4 There are more imperative sentence in LOGOThe imperative sentence is a mood that expresses an intention to influence the listeners behavior.bazinga！ It has the same mean
11、ing of ”Tease you for fun”Of course, such form can be seen frequently in English advertisement.eg： Come to where the flavor is. Marlboro Country。 translation : 万宝路香烟,追寻牛仔风-西部潇洒走一回。Comment： the literality is “光临风味独特的地方 万宝路世界”. This translation do not give the depth impression ,but according to the sp
12、ecific content of advertising, we will have such a picture in our mind a man with deeply looking, rough skin and a heroic spirit .so we can make the AD more attractive with using “foreignization translation ” such as “cow boy ” and “the western”. And domestication translation, Such as “潇洒走一回” LOGOTh
13、e Character of English Advertisement英文广告的特点 5.否定句少，即使使用否定句，也多是为了用其他商品来 反衬，或从反面突出产品特性 。 e.g.1 We would never say the new Audi A4 is the best in its class We dont have to译文： 我们根本不必说新型奥迪A4同类车中最好的。没有 这个必要。意译liberal translation：根本不必说 直译literal translation ：从不会说 省略ellipsis .e.g.2：If you cant relax here，yo
14、u cant relax （anywhere）译文：此地不能放松，无处能放松。省略增词尼格瑞尔有迷人 的白沙沙滩，宁 静而美丽的珊瑚 礁，海边有大量 的海葡萄、椰子 树。当地的建筑 都是清一色的低 腰设计,而这种风 格的建筑物看上 去或多或少地有 些扁平,但却形成 了尼格瑞尔海滩 独特的异国风情 。 .6.常用主动语态 和现在时，给人一种直接感，并暗示 商品的持久性和永恒性。 e.g.：A Mars a day keeps you work，rest and play. (Mascarpone)译文：一天一块马斯巧克力，令您精力充沛、生 活愉悦。四字短语four word idioms 该广告
15、套用了英语成语An apple a day keeps the doctor away和All work and no play makes Jack a dull boy广告中day和play押尾韵。 .7. 广告中常使用修辞手段e.g.1. We take no pride in prejudice.译文：以公正为荣，视偏见为耻。（双关double meaning）（泰晤士报为自己做广告时用的一句妙语，它源于奥斯汀的一 部传世名著“Pride and Prejudice”，以标榜自己不偏不倚，主持公道） 意译 省略 归化naturalizing translation：傲慢与偏见 是西方名著，译文有点“八荣八耻”的味道。 .e.g.2： We have hidden a garden full of vegetables where youd
