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1、The translation of the advertisement广告英语的翻译HTC 视频 感受英语广告 stimulate the customers to buy them Purpose of the advertisementtransfer informationchange peoples attitude toward the goods function of the advertisement informative function信息功能aesthetic function (美感功能expressive function (表情功能)vocative funct
2、ion (呼唤功能)观看两段广告视频，感受广告的功能。观看两段广告视频，感受广告的功能。Skyworth 茅台 informative function信息功能aesthetic function (美感功能expressive function (表情功能)vocative function (呼唤功能)A. Translation criteria of the advertisementFaithful expressive elegantfunctional equivalenceEg: 蝙蝠（电风扇） batbat 在英语中是吸血鬼的化身芳芳（化妆品） FangfangFang 毒蛇
3、的毒牙XX constitution of the advertisement audio and video eg: Linwu Duckbrandslogan text临武鸭广告视频 Compare Chinese advertisements with English advertisements 观看一段英语广告：Vodafone广告观看一段汉语广告：尼采广告学生讨论比照一一Chinese advertisement 突出物象，表现情理，喜欢托物寄情，所以好用华美之词。English advertisement 重形式，重写实，重理性。句式结构严谨，用词强调简洁自然。Example 1
4、 酱香突出，幽雅细腻，酒体醇厚，回味悠长，空杯留香持久，历届国家名酒评比之冠，尊为国酒。茅台酒广告Carefully BrewedPure and MellowWith a Long-Lasting AromaExample 2: 杭州西湖，水榭歌台，人工赋予它典雅美。杭州西湖，水榭歌台，人工赋予它典雅美。蜀中仙山峨眉，漂浮于云涛雾海，呈秀色蜀中仙山峨眉，漂浮于云涛雾海，呈秀色于烟雾漫漫的山林。誉满中华的广西桂林于烟雾漫漫的山林。誉满中华的广西桂林山水，水秀山奇，山水平分秋色。山水，水秀山奇，山水平分秋色。 West lake in Hangzhou with enchanting pavil
5、ions set in quiet surroundings, Mount Emei in Sichuan with peaks peeping through mist and clouds, Guilin in Guangxi with panoramic views of mountains and rivers.In C-E translation, unnecessary words should be omitted.故汉语广告英译时，须根据英语表故汉语广告英译时，须根据英语表达习惯，去掉那些不必要的局部。达习惯，去掉那些不必要的局部。二二Chinese advertisement
6、 Emphasize on physical needs (充满着诸如延年益寿、滋阴壮阳、排毒养颜、减肥降脂、瘦身美容等等一类词语。English advertisement Emphasize on spiritual needs英语广告：奥迪A8广告 重精神需求翻译时需打破汉语广告固定套路，翻译时需打破汉语广告固定套路，尽量唤起国外读者兴趣。尽量唤起国外读者兴趣。Example 1 要想皮肤好，早晚用大宝. Applying Dabao morning and night: It makes your skincare a real delight.Example 2 八分钟内创造出锅里的
7、艺术所以您晚饭就能尝到截然不同的美味佳肴，同时又即刻获得美味的满足。 Creat a work of art in 8 minutes so serve something deliciously different for dinner. And get the satisfaction of creating a masterpiece in minutes.三Chinese advertisement: 重群体倾向 (group)English advertisement: 重个体倾向(individual) Example：Chinese advertisement:大家好才是真的好。
8、好迪雅克糖果广告 重群体English advertisement：经常出现：经常出现词汇词汇Individual，personal，independent，independence，private，privacy，special，different etc吉利剃须刀广告吉利剃须刀广告飞利浦剃须刀广告飞利浦剃须刀广告Gillette makes you a special man。Philip： feel different四四Chinese advertisement: Authority 重权威重权威 经常出现词汇：国优、部优、省优、某某博览会金奖，昔日宫廷秘方，皇家独享English a
9、dvertisement: fact 重事实重事实 汉英翻译时可去掉这些词汇临武鸭广告：重权威 the translation of the brand Translation strategiesa. 直译 (Literal translation )：皇冠自由鸟free Birdnatural beauty good days好日子自然美Royal Crownb. 音译音译transliteration红塔红塔安踏安踏李宁李宁Adidas Hongta AntaLining阿迪达斯阿迪达斯适当改变以符合英语发音规那么，适当改变以符合英语发音规那么，如：如：康佳康佳konka (*kangj
10、ia) 格力格力Gree(*geli)美的美的Midea(*meidi) 新科新科 Shinco*xinkec. 音意结合音意结合Combination of Literal translation and transliteration既可保存原商标的大致发音，又能克服音既可保存原商标的大致发音，又能克服音译法缺乏具体意义的弱点，可谓形神兼备。译法缺乏具体意义的弱点，可谓形神兼备。如：如：海信海信Hisense乐凯乐凯Lucky乐百氏乐百氏Robust白沙集团白沙集团BeshinyGoodyear固特异固特异家润多家润多Joindoord. 转译转译(Free translation)：舍弃
11、原商标的意义和发音，重新设舍弃原商标的意义和发音，重新设计一个在译语语言和文化中具有良好计一个在译语语言和文化中具有良好传播效果的商标。如：传播效果的商标。如：创维创维Skyworth飘柔飘柔Rejoice联想联想Lenovo洁婷洁婷Ladycare新一佳新一佳A Best Translation principles of brands1.理解和尊重民族文化差异，挖掘理解和尊重民族文化差异，挖掘译名联想意义。译名联想意义。金狮金狮 金利来金利来 Eg. Goldlion2、 符合商品特性，反响商品信息符合商品特性，反响商品信息Eg. Procter & Gamble宝碱宝碱 宝洁宝洁Rejo
12、ice 瑞究伊斯瑞究伊斯 欢心欢心飘柔飘柔3.文字简洁明快，朗朗上口文字简洁明快，朗朗上口Eg.海伦仙度丝海伦仙度丝In Taiwan 海飞丝海飞丝Hewlett-Packard休利特休利特-帕卡德帕卡德惠普惠普head and shoulders Translate the following brands舒肤佳瑞星杀毒软件佳洁士Safeguard Rising Crest帮宝适帮宝适耐克耐克柯达柯达西门子西门子Pampers NikeKodak SimensAvonTide colagate contac雅芳雅芳汰渍汰渍 高露洁高露洁康泰克康泰克 The translation of th
13、e slogan 广告口号：简洁生动、富有美感。奇巧的广告口号：简洁生动、富有美感。奇巧的构思、强烈的感召力。广为流传，甚至成构思、强烈的感召力。广为流传，甚至成为人们经常引用的警言隽语为人们经常引用的警言隽语Eg. LiNing：Anything is possibleAdidas：nothing is impossible 特步：飞一般的感觉。Nike:Just do it麦氏咖啡：good to the last drop戴比斯钻石公司：A diamond is foreverTranslation strategies of slogans 直译： Give me a chance，
14、and youll have a big surprise.给我一个时机，还你一个惊喜。嘉亨印务The secret for perfect skin Of all TV brands we choose to buy Jinxing, To buy Jinxing means to buy satisfaction买电视就要买金星，买金星就是买放心!(金星彩电)丁家宜：拥有完美肌肤的秘诀丁家宜：拥有完美肌肤的秘诀转译：摘取口号原文中最具表情功能和呼唤功能的局部，加以引申、发挥后用地道的英文表达出来。Good and vigorous spirit .国酒茅台，相伴辉煌。茅台酒 鹤舞白沙，我心
15、飞扬。白沙集团 Fly higher仿译：套用英语中与产品所宣扬的理念相近的名言警句、俗语、谚语。仿译法让西方消费者倍感亲切，具有独特的修辞美。Eg. 爱您一辈子绿世界化装品 Love me tender，love me true。(仿：While in Rome, do as the romans do.) 中原之行哪里去？郑州亚细亚。亚细亚商场While in Zhenzhou, do as the Zhengzhounese doGo shopping in the Asian Supermarket.随身携带，有备无患，随身携带，有惊无随身携带，有备无患，随身携带，有惊无险。速效救心丸
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