广告商务英语翻译.pptx

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,#,1,I.Definition of advertising,Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products,services or ideas by identified sponsors through the various media.,好的广告翻译能够给商品增辉，差的英译则有损商品或企业形象。（,CIS,即,Corporation Identity System.,）,2,II.,广告的功能,AIDA Model,Attention:,比如,1.Women can indeed go bald!,谁说女子不秃头！（女子护发中心）,2.I was in love with a girl named Cathy.I killed here.,（酒后驾车）,Interest,:,比如：,Every time we race,you win.,每次我们竞赛，你总赢。（,Yamaha,电子琴）,Desire,:READ THIS AD STANDING UP.,（小儿麻痹症募捐广告，引起联想）,Action,:Just do it!,(Nike,公司广告，简单明了,),3,III.,广告的词汇特点,1.,大量使用形容词，包括形容词比较级和最高级。,形容词极尽修饰之能事，或生动形象地美化产品，增添其吸引力，或股东消费者增强其购买信心。,【,例,1】,戴尔电池：独创 最佳,Dale Batteries:the original and still the best,【,例,2】,让我们做得更好（飞利浦）,Let,s make things better.,4,【,例,3】,体验迅速、体验不同、体验清凉有效去除红眼的,ROHTO V,滴眼液,Experience fast,experience different,experience cool effective redness relief for eyes,ROHTO V Cooling lubricant/Redness Eye Drops,补充：大量使用积极、肯定和褒义的形容词已司空见惯、不胜枚举。一下是一些使用频率高的形容词。,new free great favorite big,good better best more easy,superior ideal rich safe fresh,comfortable top powerful ultimate amazing,leading satisfying modern extra special,pure fashionable latest,5,【,例,4】Romantic.Mysterious Italian.,浪漫与神秘来自意大利,.,【,例,5】All you need is some good company,good coffee,and vivid imagination.Only Taster,s choice is good enough.,你所需要的无非是好的伴侣，好的咖啡和丰富的想象力。只有,Taster,才是惟一正确的选择。,【,例,6】Seriously smooth,mysteriously mellow,gloriously golden.Who can resist the magic of Camus XO Cognac?,诱发美感的温和，神秘的醇芳，荣耀的金色。有谁能拒绝,Camus XO Cognac,的魅力呢？,【,例,7】Tastes richer,mellower,more satisfying.,品味更浓,更醇,更令人满意。,6,2.,创新拼写，增强吸引力，生动有趣,故意,misspelling,，或加上,prefix,或,suffix,以创造新词（,coining words,），以突出商品的新、奇、特等。,【,例,8】,二人结伴,共度阳光假日，享受单人价格,TWOGETHER,The Ultimate All Inclusive One Price Sunkissed holiday,【,例,9】,福特为您省,5,4ord costs 5ive,le,【,例,10】The Orangemostest Drink in the world,世界最高品质的橙汁,7,【,例,11】Drinka pinta minlka day.,每天一杯牛奶。,【,例,12】,最后还得靠,BUSINESSWARE,硬件、软件、专家意见，合力为您解决企业难题。,Finally,BUSINESSWARE,Hardware,software,and business expertise combined to help you toughest problems.,英语广告中，,“,K,”,这个字母在创新拼写上异常的活跃。发音同,”,C,“,，而且更容易引起人们的注意，所以在广告中常常出现,K,代替,C,的现象。,如,Kodak,（柯达）。又如：,“,Krispy,”,即,“,Crispy,”,，表示香脆可口之意。,【,例,13】What could be delisher than fishes?,有什么比,fishes,更美味的呢？,8,3.,借用外来词,【,例,14】,只有,Rmy,是最好的白兰地香槟酒，也是世界上最受欢迎的高级白兰地。,Fine Champagne Cognac Only Rmy.,The worlds favorite VSOP.,满足人们“崇洋”心理，或借助外来词的不同书写形式来吸引消费者的注意。,Reference,：,商标翻译上的一些法国、意大利时装等的翻译。,9,4.,复合词运用灵活,【,例,14】,免费,24,小时送货；,15,天退款保证；上门维修,Free 24-hour delivery.15-day money-back guarantee.On-site maintenance.,【,例,15】,高保真，高趣味，高名流，来自索尼。,Hi-fi,hi-fun,hi-fashion,only from Sony.,【,例,16】Evergreen.Round-the-world service.,长青，环球服务。（,Evergreen Marine Corp.,广告）,【,例,17】Sophisticated sweet-to-drink Pink Lady.,高级，可口的红粉佳人。,10,5.,选用简明易懂的常用词,【,例,18】Take time.Any time.,无论何时，享受生活。,【,例,19】Lose ounces,save pounds.,失去几盎司，省下几英镑。（减肥产品）,【,例,20】Once tasted,always loved.,一旦品尝，爱之终生。,【,例,21】My goodness!My Guinness!,我的天啦！,Guinness,啤酒！,11,6.,运用动感性动词。,【,例,22】,标题：,We do a lot of things to computer systems.,正文：,We finance.We lease them.We upgrade them.We configure them.We improve them.We customize them.We assert them.We package them.We store them.We deliver them.We protect them.We install them.We network them.We integrate them.We support them.We serve them.,运用了大量动词，构成一副服务动态图，吸引顾客购买。,补充：,Leech,在他的,English in Advertising,中指出如下单音节动词最常用：,make,come,live,like,get,go,use,give,know,fell,have,keep,take,see,look,start,buy,need,taste,12,IV.,广告英语的句法特征,1.,多用简单句,【,例,23】Oh,I see!(,噢，我看见了！,),“,OIC,”,眼镜公司广告,【,例,24】In our country we keep animals in the forest and people in the cages.(Volvo,汽车公司企业形象广告）,意在说明：,Volvo,致力于生产更好的汽车。,【,例,25】Marlboro:Come to Marlboro country,Come to where the flavor is.,欢迎光临风韵之境,万宝路世界。,【,例,26】Sharp:From Sharp Minds.Come Sharp products.,夏普产品来自敏捷的思维。,13,2.,使用疑问句,【,例,27】Are you going grey too early?,你的乌发是否过早白了？,【,例,28】Wouldn,t you really rather have a Buick?,难道你不愿意拥有一辆,Buick,车吗？,【,例,29】What good is a business on the move if your bank stays at home?,生意在外而您的银行却留在家中，这有什么好处呢？,（旨在宣传该银行分布在全世界的分支机构。）,14,3.,使用祈使句,【,例,30】Take time to indulge.,尽情享受,雀巢冰激凌。,【,例,31】Make yourself heard.,理解就是沟通,爱立信,【,例,32】Go for the sun and fun.,追求阳光与欢乐。,【,例,33】Let New York Times find you.,让,纽约时报,去发现您。,【,例,34】Obey your thirst,服从你的渴望。（雪碧）,【,例,35】Ask for more.,渴望无限。（百事流行鞋）,15,4.,其他特点,句子结构上，常常运用省略、缩写等手段。很多情况下以词代句：,Good to the last drop.(,滴滴香浓，意犹未尽,Maxwell,咖啡）；,A Kodak Moment(,就在这一刻,柯达）。缩写的频率也很高，多数如,we,ve,you,re,it,s,that,s,there,s,名词所有格,s,也被频繁使用，甚至许多该用,of,的地方也有,s,。,此外，广告英语通常使用一般现在时，以暗示商品属性、效应、信誉的持久性、长远性等。如：,The taste is great.(,味道好极了,雀巢咖啡）；,To me,the past is black and white,but the future is always color.(,对我而言，过去平淡无奇；而未来，却是绚烂缤纷,轩尼诗酒）,16,V.,广告的修辞特征,1.Repetition,【,例,30】They feel right,work right and sell right.,它们触感舒适、性能卓越、价格合理。,【,例,31】,强生特效沐浴乳,特别的滋润给特别干燥的肌肤,Johnson,s,Extra,Care Body Wash&Lotion,Extra,relief for,extra,dry skin.,【,例,32】,全世界,1,亿读者都认为,读者文摘,是他们,自己的,杂志，因为它用他们,自己的,编辑、,自己的,内容、,自己的,语言。,One hundred million readers all over the world consider Reader,s Digest their,local,magazine.For good reasons:,local,editors,local,content,local,language.,17,2.Rhyme and Rhythm,【,例,33】,节约劳力，节约开支。,Save on LABOUR,save on COST.,【,例,34】,有心，出力，,“,好,”,心来接力。（英国心脏健康基金会）,Have a heart.Play a part.A warm start to a healthy heart.(The British Fund for Cardiac Care),【,例,35】East or west,Hangtian is best.,城乡路万千，路路有航天。,【,例,36】East or west,Guilin,s scenery is best.,桂林山水甲天下,18,3.personification,【,例,37】It,s for your lifetime.,你人生的伴侣。（手表）,【,例,38】Time will tell.,时间是会来作证的。,【,例,39】Flowers by Interflow speak from the heart.,鲜花发自内心的表达。,【,例,40】The world smiles with Reader,s Digest.,读者文摘,给世人带来欢乐。,19,4.Figure of speech,【,例,41】The born leader.,天生的领导者。,【,例,42】All of New York is a stage.,整个纽约是个大舞台。,【,例,43】What it,s like to be small but good.,麻雀虽小，肝胆俱全。（旅馆虽小，服务周到。）,20,5.Pun,【,例,44】FORCE will pass unimpeded.,福驶牌汽车畅行无阻。,【,例,45】,期待着及时的意外相逢。,Expecting exceptional encounter,in time,.,（手表广告）,【,例,46】Spoil yourself but not your figure.,尽兴而不增肥。（,Weight-watcher,冰激凌广告）,21,6.contrast,【,例,47】,老产品，新设计。,Old product,New design.,【,例,48】,产品小，名声大。,Small product,Big name.,【,例,49】,没有不做的小生意，没有解决不了的大问题。（,IBM,公司）,No business too small,no problem too big.,【,例,50】,我们领先，他人仿效。（理光复印机）,We lead.Others copy.,【,例,51】,穿得越少，越需要,Nair,（一种脱毛产品）,The less you wear,the more you need Nair.,