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1、Thursday, May 12, 2022Chinese-English TranslationChinese-English TranslationFor International BusinessFor International BusinessEnglish CollegeThursday, May 12, 2022商业广告的汉英翻译English CollegeThursday, May 12, 2022广告手段 (Advertising Media) (Advertising Media)v1. Press Advertising 1. Press Advertising 报刊
2、广告v2. Television and radio Advertising 2. Television and radio Advertising 电视和无线电广告v3. Outdoor and Transport Advertising 3. Outdoor and Transport Advertising 露天广告和交通广告v4. Window and Point-of-Sale Display 4. Window and Point-of-Sale Display 橱窗和销售点陈列广告v5. Exhibition and Trade Fairs 5. Exhibition and T
3、rade Fairs 展览会和商品交易会v6. Direct Mail Advertising 6. Direct Mail Advertising 直接邮件广告v7. Cinema 7. Cinema 电影广告English CollegeThursday, May 12, 2022报刊广告、电视广告English CollegeThursday, May 12, 2022露天广告和交通广告English CollegeThursday, May 12, 2022广告的功能v广告具有v信息功能 (informative function) (informative function)v美感功
4、能(aesthetic function)(aesthetic function)v表情功能(expressive function)(expressive function)v祈使功能 (vocative function) (vocative function)v英美现代广告学认为，广告的作用在于： 1. Information 1. Information （提供信息） 2. Persuasion 2. Persuasion （争取顾客） 3. Maintenance of Demand 3. Maintenance of Demand （保持需求） 4. Creating Mass M
5、arkets 4. Creating Mass Markets （扩大市场） 5. Quality 5. Quality （确保质量）v广告撰写的原则：vAIM=A(attention)+I(Interest)+M(memory)AIM=A(attention)+I(Interest)+M(memory)English CollegeThursday, May 12, 2022什么是广告语言？v广告语言就是“广告中的语言”，它包括各种广告中所有的语言文字信息。在报纸、路牌、招贴、橱窗、霓虹灯、邮件等视觉媒体的广告中，广告语言是由文字、标点符号排列组合而成。在广播、电话等听觉广告中，广告语言则由
6、语言（语音、语速）和停顿来表示；在电视、电影等视听广告中，广告语言又是由上述各种因素综合构成的English CollegeThursday, May 12, 2022英汉广告语言的共同特点v词汇方面v句式方面v修辞方面English CollegeThursday, May 12, 2022词汇方面用词简单, 口语化较强, 便于理解、记忆vMy Goodness! My Guinness! (Guinness牌啤酒广告)v雀巢咖啡, 味道好极了!(雀巢咖啡广告)模拟、杜撰新词vWe know eggsactly how to sell eggs.v痰纸一挥间, 风度逝矣。华东师大公益广告“
7、痰纸” 为“ 弹指” 之谐音, 意即“ 随地吐痰, 乱扔废纸”。堆砌表示赞美的形容词和形容词最高级vfinest food, most attractive surroundings and a friendly disposition (餐馆广告)vThings go better with Coca-cola.(可口可乐广告)v让更多的人用上更好的电脑。（商务通广告）English CollegeThursday, May 12, 2022句式方面多用并列结构vNo problem too large; no business too small (IBM公司广告, 使用并列结构, 既表现
8、了公司的实力“ 没有解决不了的大问题” ,也表现了公司事无巨细的服务态度“ 没有不做的小生意” 。)v让沐浴精彩, 让肌肤光彩。(力士美容浴霸广告）多用祈使句vGo for the sun and fun. (All-American Vacation Tour旅游广告).v胃炎, 胃溃疡, 请用斯达舒.（胃药斯达舒广告）多用省略句vSoft 100% cottonthe natural choice for comfort.(内衣广告)v劲霸休闲男装, 自然的选择劲霸。(男装广告)English CollegeThursday, May 12, 2022v多用一问一答的形式, , 别具一格,
9、 , 富有新意。vQ: Where in America can you find a betterQ: Where in America can you find a betterpair of mens Twills for $32?pair of mens Twills for $32? A: Nowhere that we know of. A: Nowhere that we know of.（男士斜纹衣服广告) )v您穿那么少不冷吗? ?v我都说一百遍了v哦, , 南极人, , 不怕冷。( (南极人保暖内衣广告) )English CollegeThursday, May 12,
10、2022修辞方面修辞方面v广告商为了达到做广告的最终目的, , 让更多的人知道并购买他们的产品, , 在广告用语的修辞手法运用上比较下功夫一般说来, , 广告中常用以下修辞手法: :双关vAsk for More. (MoreAsk for More. (More牌香烟广告) )v阿里山瓜子, , 一磕就“ “ 开心” ” 。( (阿里山瓜子广告) )明喻、暗喻vLight as a breeze, soft as a cloud.(Light as a breeze, soft as a cloud.(衣服广告) )v像母亲的手一样柔软。( (儿童鞋广告) )v香港是一颗唯一可以将西方现代化
11、色彩与中国传统历史融合的东方明珠。( (香港旅游广告) )English CollegeThursday, May 12, 2022重复v北极绒, , 暖绒绒, , 怕冷就穿北极绒。拟人vFlowers by Interflora speak from the heart. (Flowers by Interflora speak from the heart. (鲜花广告) )v高科技与您一起并肩开创未来的幸福生活。（三洋医疗广告）引用成语典故或俗语vTo smoke or not to smoke, that is a question. To smoke or not to smoke,
12、 that is a question. ( (香烟广告) )v千里之行, , 始于足下, , 运动鞋广告押韵vSpend a dime, Save you time.(Spend a dime, Save you time.(电器广告) )v化妆精品啥最好, , 路霞蛇油膏。( (蛇油膏广告) )English CollegeThursday, May 12, 2022v英语广告中运用两种特殊的修辞方法v头韵vRead, remembered, rushed. (PanasonicRead, remembered, rushed. (Panasonic办公自动化系统广告）vHealth, h
13、umor & happinessgifts wed Health, humor & happinessgifts wed love to give.(love to give.(星期六晚报广告) )v辅韵vCleans your breath while it cleans your Cleans your breath while it cleans your teeth.teeth.牙膏广告English CollegeThursday, May 12, 2022广告的文体特点及英译v广告按其体裁，风格，手法及文字表达方式等不同，可将他们分为若干类型熟悉并掌握各种类型广告文体的特点对做好广
14、告的翻译工作十分必要常见的广告文体特点及翻译要求如下：English CollegeThursday, May 12, 2022v(1)(1)陈述体v陈述体广告就是摆事实, ,讲道理, ,让事实说服人, ,开门见山地介绍商品用途性能等情况。语言质朴精练, ,没有过多的修辞与描绘, ,翻译时应以朴实的英语，客观的语气组织译文。例如: :English CollegeThursday, May 12, 2022陈述体v “雪莲雪莲”牌羊绒衫牌羊绒衫 北京生产的北京生产的”雪莲雪莲”牌羊绒衫牌羊绒衫,系选用优质的山羊绒作原料制系选用优质的山羊绒作原料制成成.本品具有色泽鲜艳本品具有色泽鲜艳,手感柔滑
15、手感柔滑,穿着舒适穿着舒适,轻轻,软软,暖等特点暖等特点,由于该产品品质优良由于该产品品质优良,做工精细做工精细,花型花型,款式新颖款式新颖,尺码齐全尺码齐全,受受到过外消费者的热烈欢迎到过外消费者的热烈欢迎.v “Snow Lotus” Cashmere Sweaters “Snow Lotus” Cashmere Sweaters from Beijing are made from superior Chinese Cashmere fibre. They are lustrous in colour, supple, light, warm and comfortable to wea
16、r. Owing to their fine quality, excellent workmanship, novel designs and styles, and complete size range, they have gained pularity from consumers abroad. English CollegeThursday, May 12, 2022v(2) (2) 证言体v这类广告像一分证明书，提供“ “权威人士” ”或“ “著名人士” ”对商品的鉴定、赞扬、使用和见证，读来亲切可信。翻译时应采用相同的方法，有实有据，保证原文的说服力。例如：English CollegeThursday, May 12, 2022证言体v以前我的头发干枯，粗糙，难以梳理，自从用了潘婷营养洗发露，头发变得健康，亮泽。因为潘婷营养洗发露含有独特的维他命原，能由发根渗透到发尖，其全新改良配方，能加倍保护头发，免受损害，令头发分外健康，加倍亮泽。vMy My hair hair was was dry, dry, coarse coarse and and unmanagea
