专题讲座6-商务广告的翻译.pptx

L o g oCompany LogoCompany Logo1 1商务广告的功能商务广告的功能v提供信息功能v美感功能v表情功能v诱导争取功能（最主要的功能）L o g oCompany LogoCompany Logo2 2广告的诱导争取功能广告的诱导争取功能 My mother wanted me to have piano lessons.My father wanted me to go to Harvard.My teacher wanted me to become a lawyer.My wife wants me to stay at home.Arent your desires just as important?Cars that are created to impress only yourself.这则广告以简洁优美的语言、亲近的口气、动情诱人的关心和单纯明确的目标，迎合人们求新、求美、求异的心理，激起人们的购买欲。L o g oCompany LogoCompany Logo3 3成功的广告的要求成功的广告的要求(ACCA)v认知(awareness)v理解(comprehension)v说服(conviction)v行动(action)L o g oCompany LogoCompany Logo4 4商务广告的篇章结构商务广告的篇章结构v语言(verbal)部分（广告问案）1.标题(headline,including sub-heading)2.正文(body text)3.口号(slogan)v非语言(non-verbal)部分1.商标(trade mark)2.插图(illustration)、照片3.版面编排及字体的选择L o g oCompany LogoCompany Logo5 5广告语言的篇章结构实例广告语言的篇章结构实例CUTTY SARK SCOTS WHISKY Some people wear trendy clothes to attract attention.Others drive flashy cars.A glass of Cutty Sark wont turn any heads.But if you insist on creating a stir,you can always ask the bartender for one of them.Scots Whisky Uncommonly smoothL o g oCompany LogoCompany Logo6 6商务广告英语的文体特点商务广告英语的文体特点v用词特点v句法特点v修辞特点L o g oCompany LogoCompany Logo7 7商务广告英语的用词特点商务广告英语的用词特点v简明、通俗、易记v新奇与创意v强烈的针对性L o g oCompany LogoCompany Logo8 8简明、通俗、易记简明、通俗、易记v广告英语注重运用使用频率较高的词语，多用大众化的口语词汇、简单动词、常用形容词和俚熟语，并使之带上时代感和引申义。L o g oCompany LogoCompany Logo9 9Case 1v-Is your microwave cooking fast?-You bet!v 析：You bet 在日常口语中是sure或of course的意思。L o g oCompany LogoCompany Logo1010Case 2vMosquito Bye Bye Bye.蚊虫杀杀杀。v析：Bye是个非常口语化的词语，这里对蚊子连续道三次再见，俏皮诙谐，让人听过难忘，可以达到非常好的广告效果。L o g oCompany LogoCompany Logo1111Case 3vStart Ahead.vWe bring high technology home.NECvEverything is extraordinary,Everything tempts.Cartierv成功之路，从头开始。（飘柔洗发液）v我们把高科技带回家。（日本NEC电气）v件件超凡脱俗，样样新颖诱人。（卡地亚饰品）L o g oCompany LogoCompany Logo1212Case 4v形容词富于感情色彩和渲染力，商务广告中大量使用含有褒义色彩的评价性形容词，为广告语增添了极大的魅力。例如：vTheres never been a better Time.从未有过的好时代。（时代周刊）vMinolta,finest to put you finest.第一流的美能达，第一流的你。L o g oCompany LogoCompany Logo1313Case 5vBig time bargain on sizable cotton shirts.v析：big time 为美国俚语，意为“最高级的，一流的”。L o g oCompany LogoCompany Logo1414新奇与创意新奇与创意v商务广告文字要有创新性。首先要使文字富有个性和新意，因为独具个性的广告词是使消费者“倾心”的秘诀。广告语言新奇感的创造注重词语的选择和锤炼，还要善于创新，创造新词新字新表达法，并予以巧妙地运用。L o g oCompany LogoCompany Logo1515Case 1vGive a Timex to all,and to all a good time.v拥有一块天美时表，拥有一段美好时光。v析：这是“天美时”表的广告标题。Timex 由Time+Excellent构成，由此充分强调了此表的计时准确等特点。L o g oCompany LogoCompany Logo1616Case 2vWe know eggsactly How to Tell Eggs.v析：Eggsactly 即exactly 之谐音拼法变体，与后面的Eggs相呼应。用这种谐音错拼方式构成了一个引人注目的新词、怪词。L o g oCompany LogoCompany Logo1717强烈的针对性强烈的针对性v商务广告理想的效果是让目标客户群尽可能多地了解该产品或服务。抓住产品的最主要特点，根据特定的消费者和消费者的特殊心理，有的放矢，打动听众。L o g oCompany LogoCompany Logo1818Case 1vTides in.Dirts out.v太渍放进去，污垢洗出来。v析：该广告抓住了洗衣粉的最大特点和消费者的心理，然后用最形象、生动的对称性语言表达出来，针对性极强。L o g oCompany LogoCompany Logo1919Case 2vNot all cars are created equal.v并非所有的车都生来平等。v析：这是一家日本汽车公司在北美市场所做的促销广告。该广告词受美国独立宣言的启示(that all men are created equal.),将其稍作变动后成功移植，给美国消费者以亲切感，成功地起到了“广而告之”的效应。L o g oCompany LogoCompany Logo2020商务广告英语的句法特点商务广告英语的句法特点v使用单词或短语代替整句v大量使用简短的简单句、不完整句和省略句v大量使用祈使句v使用各式疑问句L o g oCompany LogoCompany Logo2121使用单词或短语代替整句使用单词或短语代替整句vA world of comfort.Japan Airlines vA work of art.Scotch Whisky vHand in Hand,Future in Your Hand.v充满舒适与温馨的世界。（日本航空公司）v艺术精品。（苏格兰威士忌酒）v伴您同行，齐握未来。（太平人寿）L o g oCompany LogoCompany Logo2222大量使用简短的简单句、大量使用简短的简单句、不完整句和省略句不完整句和省略句vGoing East,Staying Westin.v析：这是一则设计极为精巧的宾馆广告，两个单句，无主谓结构，选词对称，紧凑明快。Westin是宾馆名称，又使人联想到与East对应的West。vWere not in the computer business.Were in me results business.IBM 唯我电脑，成效更高。(IBM电脑）vCoke adds life.(可口可乐广告）L o g oCompany LogoCompany Logo2323大量使用祈使句大量使用祈使句vCatch that Pepsi spirit.Drink it in.vCome to where the flavor is.Come to Marlboro Country.Marlborov喝百事饮料，感受百事精神！（百事可乐饮料）v光临风韵之境！万宝路世界。（万宝路香烟）L o g oCompany LogoCompany Logo2424使用各式疑问句使用各式疑问句vAre you going gray too early?who can tell that builds the best family wagon?Put them to test.（美国克莱斯乐汽车公司）L o g oCompany LogoCompany Logo2525商务广告英语的修辞特点商务广告英语的修辞特点v拟人(personification)v双关(pun)v仿拟(parody)v明喻(simile)v隐喻(metaphor)v转喻(metonymy)v重复(repetition)v押韵(rhyme)v夸张(hyperbole)v对比(contrast)L o g oCompany LogoCompany Logo2626拟人（拟人（1）vWe are proud of the birthplaces of our children,the grapes of Alameda.On our classic variety wines,you will find the birthplaces of our children.v析：将葡萄酒比拟为自己小孩，给人以美好感觉，令人向往、陶醉。L o g oCompany LogoCompany Logo2727拟人（拟人（2）vFlowers by Interflora speak from the heart.v析：这是花卉店使用的广告用语。这里使用的拟人手法不仅把鲜花人格化，使它能象人一样倾诉衷情，而且也衬托出鲜花的勃勃生机。L o g oCompany LogoCompany Logo2828双关双关vAsk for MORE.v析：这里MORE既是Ask for 的宾语，同时又指称MORE香烟。而这句话是由狄更斯小说雾都孤儿中奥利弗乞讨食物时的名句演化而来的。MORE香烟充分利用其商标名称的特点做文章，如下例：Im MORE satisfied!L o g oCompany LogoCompany Logo2929仿拟仿拟v仿拟是指故意模仿某一著名的诗歌、文章、段落或某一名言、警句、谚语、格调等，改动其中部分词语以表达一种新的思想内容，从而获得打动人心的效果。L o g oCompany LogoCompany Logo3030Case 1vTo smoke or not,thats a question.v析：套用莎士比亚名句To be or not to be,thats a question,吸引人们的注意力。仿拟的作用在此表现得淋漓尽致。L o g oCompany LogoCompany Logo3131Case 2vA Mars a day keeps you work,rest and play.v析：这句广告词在句式和尾韵上模仿了几乎人尽皆知的成语An apple a day keeps the doctor away；而work 和play 两词的并列又使人想起另一个成语All work no play makes Jack a dull boy。L o g oCompany LogoCompany Logo3232明喻明喻vLight as a breeze,soft as a cloud.v这是一则服装广告标题，运用了明喻(simile)的修辞手法，形容其服装用料“轻如拂面之微风，软如天上之浮云。”消费者看了这一标题，自然可以想象到用这种面料所做的服装的轻松感和舒适感。L o g oCompany LogoCompany Logo3333隐喻隐喻vYouare better off under the Umbrella.v析：这是一家旅行保险公司的广告，运用了隐喻(metaphor)的修辞手法。外出旅行，安全最重要，这家保险公司利用了游客的这种普遍心理，运用umbrella（保护伞）这一喻体，让旅客感到购买这种保险其旅行生活更安全，更有保障。L o g oCompany LogoCompany Logo3434转喻（转喻（1）vPick an Ace from Toshiba.v这是日本东芝公司为其生产的计算机所制作的广告标题，运用了转喻(metonymy)的修辞方法。转喻是指指称对象的名称由语义上与其相关（因果、工具、来源）的另一个实体名称所取代（参见胡壮麟、刘世生主编的西方文体学词典，清华大学出版社，2004，P207)。Ace 是扑克牌同一花色中最大的一张牌，打扑克时，人人都希望能抓到Ace。这里以Ace喻指其产品卓越的性能和质量。L o g oCompany LogoCompany Logo3535转喻（转喻（2）vSingapore girls-youre a great way to fly.v析：用小姐来替代航空公司（小姐们为公司服务）。L o g oCompany LogoCompany Logo3636重复（重复（1)vFree hotel!Free meals!Free transfers!For free“stay-on theway”in Amsterdam,you can rely in KIM.v析：连用四个free，十分醒目，给人强烈刺激，增强广告诱导人们旅游的效果。L o g oCompany LogoCompany Logo3737重复（重复（2）vWhen youre sipping Lipton,youre sipping something special.v析：这是“Lipton（立顿牌）”茶叶的广告标题。此处并未使用英语中常用的动词“drink”，而在广告中重复用的却是“sip”。按朗文现代英汉双解词典(Longman Contemporary English-Chinese Dictionary)的释义为“to drink,taking only a little at a time into the front of the mouth”，即汉语中的“啜饮”。通过重复“youre sipping”这个不起眼的结构，引起消费者对饮茶方法的注意，从而达到促销茶叶，开拓市场的目的。L o g oCompany LogoCompany Logo3838押韵押韵 vHi-fi,Hi-fun,Hi-fashion,only for Sony.v析：Hi-fi即high fine(equality),hi-fun 即high fun,hi-fashion即high fashion。三个复合生造词，无论是读音和词形，都给人以耐人寻味的启示。L o g oCompany LogoCompany Logo3939夸张（夸张（1）vEvery time we race,you win.v析：这是雅马哈电子琴的广告标题。“每场比赛，场场获胜”的广告词渲染该品牌电子琴非同凡响、无与伦比的性能，激发消费者的购买欲望。L o g oCompany LogoCompany Logo4040夸张（夸张（2）vA word to wealthy.v析：这是美国Citibank的一则广告标题。能否广泛有效地吸收储蓄是银行赖以生存和发展的成败关键之一。Citibank推出这一广告，明确地告诉你，该行的银行人员将为你推荐一种最适宜的储蓄种类，是你个人的利益最大化。广大储户看到这则“一言致富”既合乎情理又明显夸张的广告，怎么不会产生一种”跃跃欲试“的欲望呢？L o g oCompany LogoCompany Logo4141对比对比vCancer is often curable.The fear of cancer is often fatal.v析：这是美国癌症协会的一则公益广告，通过curable（可治疗的）和fatal（致命的）这两个形容词词义的对比，告诫人们，癌症本身并非都是不治之症，而对癌症的恐惧，却往往是最可怕的。L o g oCompany LogoCompany Logo4242商务广告翻译的标准商务广告翻译的标准v促销力v创意v美感v文化适应性L o g oCompany LogoCompany Logo4343商务广告翻译的策略商务广告翻译的策略v直译v意译v创译v扩译v缩译v不译v编译L o g oCompany LogoCompany Logo4444直译直译(Literal Translation)vChallenge the limits.vWinning the hearts of the world.vWere Siemens.We can do that.vLife is a journey.Travel it well.v挑战极限（三星）v赢取天下心（法国航空公司）v我们是西门子，我们能办到。v人生如旅程，应尽情游历。（联合航空）L o g oCompany LogoCompany Logo4545意译意译vFor next generation.vEvery time a good time.vThe COLOR OF SUCCESS!v新一代的选择。（百事可乐）v分分秒秒欢聚欢笑（麦当劳）v让你的业务充满色彩。(Minolta复印机)L o g oCompany LogoCompany Logo4646创译创译vConnecting peoplevGood to the last drop!vIt happens at the Hilton.vIts all within your reach.vA great way to flyv科技以人为本（诺基亚）v滴滴香浓，意犹未尽！（雀巢咖啡）v希尔顿酒店有求必应（希尔顿酒店）v联络世界 触及未来(AT&T电讯)v飞越万里，超越一切。（新加坡航空）L o g oCompany LogoCompany Logo4747扩译（扩译（1）vElegance is an attitude.vAny shape and size to Europe.vYoure at 35,000 feet.Your head is in New York.Your heart is in Paris.Your Rolex can be in both places at once.v优雅态度 真我性格（浪琴表）v不同大小各种形状，火速直飞欧洲。（联邦快递）v身在3万5千英尺的纽约上空，巴黎的浪漫仍系心中唯你的劳力士可两地相容。（劳力士表）L o g oCompany LogoCompany Logo4848扩译（扩译（2）vYour future is Our FuturevTaking the lead in a Digital WorldvWe race,you win.vLife with focusvFocus on LifevPrepare to want onev与您并肩 迈向明天（香港汇丰银行）v领先数码，超越永恒。（三星公司）v以实战经验，令你一路领先。（福特汽车）v生活有“焦点”，才是真正享受!（福特focus汽车）v人生难忘片断，永留印记。（奥林巴斯相机）v众望所归，翘首以待。（现代汽车）L o g oCompany LogoCompany Logo4949缩译缩译vWherever you are.Whatever you do.The Allianz Group is always on your side.v安联集团，永远站在你身边（安联集团）L o g oCompany LogoCompany Logo5050不译不译vMy way,this is what I create.(Slogan:)for lifevNEC Multimedia welcomes you home.(Slogan:)just imaginevOpen your eyes to the world(Slogan:)The worlds news leaderv路，由我闯出来。（口号）for lifev这里变成你家！（口号:）just imagine(NEC Multimedia)vCNN国际新闻网让您放眼看世界（口号：)The worlds news leader(CNN International)L o g oCompany LogoCompany Logo5151不译的原则不译的原则v当广告口号的原文特别短小精悍（如上文出现的for life,just imagine)，而译员一时无法译出同样惟妙惟肖的对应句时，让部分英文广告词原封不动地进入目标语文案，从整体的广告视觉效果来看会更加引人注目，或许还能产生出奇制胜的效果。