广告翻译unit1市公开课一等奖省赛课微课金奖课件.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,*,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,*,Ads Translation,1/96,Mild,香烟,Smooth,rich,rewarding.,细腻,醇香,享受,2/96,摩尔香烟,Im More satisfied.,摩尔香烟,令我更爱。,Ask for More.,再来一支,还要摩尔。,3/96,苹果电脑,Think different.,不一样凡“想”,4/96,Intel,Intel inside,给电脑一颗飞跃“芯”,5/96,全球杂志,With a single copy of The Globe in hand,you can enjoy a wide view of the world.,一册在手,纵览全球,6/96,麦斯威尔咖啡,Good to the last drop.,滴滴香浓，意犹未尽,7/96,高露洁牙膏广告,Cleans,your brea,th,cleans,your tee,th,.,洁齿清气,8/96,Calvin Klein 牛仔裤,Know what comes between me and my Calvins?Nothing!,（BrookShields）,“,我和Calvin亲密无间,”(波姬小丝),9/96,IBM企业,No business too small,no problem too big.,没有不做小生意，没有处理不了大问题。,10/96,加拿大旅游局,The World Next Door,别有洞天在近邻,11/96,皮瑞尔矿泉水,The offspring of Spring.,掬自春泉,12/96,蔬果馅饼,Weve hidden a garden full of vegetables where youd never expect.In a pie.,在您小小馅饼里,我们为您准备了,满园蔬果。,小小馅饼，蔬果充盈,别看馅饼小，内藏蔬果园,13/96,MitsubishiNot all cars are created equal.,人人生而平等,车有优劣之分。,14/96,法国航空企业,We Are Aiming Even Higher.,志向更高远,志存更高远,15/96,中华航空企业,We treasure each encounter.,相逢自是有缘,华航以客为尊。,相逢有缘,以您为尊。,16/96,Catch the Spirit,精神追求(美国精神航空企业),17/96,Philips,（-present）,Sense and Simplicity,简练灵动,18/96,eBay,Buy it.Sell it.Love it.,买卖随意，享受其中买卖其中，享乐无穷,19/96,Dell电脑,Easy as Dell,拥有戴尔，万事不愁,20/96,Clean&Clear,洁净，清透，没问题,Clean,Clear and under control,21/96,VISA,The future takes VISA,VISA在手，未来不愁,22/96,Hyundai,Drive your way,开拓你路,23/96,柯达胶卷,Shoot it or lose it.,抓住精彩瞬间,24/96,Heathrow 机场免税商店,Have a nice trip,buy-buy.,祝购物者一路顺风!,25/96,丰田汽车,Poetry in motion，dancing close to me,动态诗，向我舞近。,26/96,广告翻译（1）,27/96,I,广告基本知识及翻译标准,1广告基本知识,2广告翻译标准,28/96,1,广告基本知识,1）广告功效,2）广告分类,3）广告结构,29/96,1,）广告功效,广告主要有5种功效：,（1）,报道,功效,（2）,唤起需要,功效,（3）,说服,功效,（4）,促使行动,功效,（5）,扶植信用,功效,30/96,2,）广告分类,几个常见广告分类方法：,（1）以广告客户是否为赢利组织为标准,商业广告,和,非商业广告,（2）以广告媒介为标准,报纸广告、杂志广告、广播广告、电视广告等,（3）以广告对象为标准,消费者广告、产业广告和服务业广告等,31/96,3,）广告结构,完整广告包含5个部分：,插图,标题,正文,口号,商标,32/96,（,1,）标题（包含副标题）,1）Every time we race,you win.,（雅马哈电子琴广告标题）,意思：每次我们竞赛，你总赢。,33/96,2）I was in love with a girl named Cathy.I killed her.,（劝说不要酒后开车公益广告标题）,意思：我爱上了一位名叫Cathy姑娘，可我却把她杀了。,34/96,3)Youoncesaid“Ido”,nowyoucansay“ImgladIdidDeBeers钻戒广告）,意思：你曾说：“我买。”现在你会说：“我庆幸买了它。”,35/96,（,2,）正文,正文分为三部分：,引言,主体（可分为三类：说明体正文、对话体正文和描述体正文）,结尾,36/96,Something for menthol smokers to think about,There are menthol cigarettes and there are non-menthol cigarettes.And if youre a menthol smoker you certainly know by now which one you really enjoy smoking.,So what makes us think well ever get a crack at switching you?,Well,were going to try./,Because if youre like a lot of cigarette smokers these days,youre probably concerned about the“tar”and nicotine stories youve been hearing.,Frankly,if a cigarette is going to bring you flavor,its also going to bring you smoke.And where theres smoke,there has to be“tar”.In most cigarettes,the more flavor,the more“tar”,except for,Vantage,./,37/96,You must know that Vantage cigarettes have a special filter which reduces“tar”and nicotine without destroying flavor.,What you may not know is that Vantage is also available in menthol.,Not surprisingly,that separates Vantage Menthol from ordinary menthols is that Vantage Menthol gives you all the flavor you want,with a lot less of the“tar”and the nicotine that you probably dont want.,Now Vantage Menthol is not the lowest“tar”and nicotine menthol youll find.Its simply the lowest one youll enjoy smoking.,Since youre the best judge of what you like about menthol cigarettes,dont just take our word for it./,Try a packet of Vantage Menthol and then youll know for sure.,38/96,（,3,）口号,4)Think again,Think Canon.,（CANON广告口号）,译文：再想一下，想到佳能,39/96,5)We treasure each encounter.,（China Airlines广告口号）,译文：我们珍视每一次见面。,40/96,6)Show your true colors.,（KODAK FILM广告口号）,译文：秀出你真彩,41/96,7)You cant beat the feeling.,（COCA-COLA广告口号）,译文：挡不住感觉,42/96,（,4,）商标,Goldlion 金利来,Coca Cola 可口可乐,Nike 耐克,Colgate 高露洁,Canon 佳能,Safeguard 舒肤佳,Giant 捷安特,Polaroid 拍立得/宝丽莱,43/96,Jell-O 洁乐Paloma 百乐满,Lactov 乐口福,Bisquit 百事吉,乐凯 Lucky,乔士(衬衫)Choose(shirts),四通,(,电脑,)Stone(computers),44/96,2,广告翻译标准,广告翻译应遵照以下标准：,自然准确；简练生动；易读易记。,45/96,II,广告标题与口号翻译,1句法与修辞特点,2翻译方法,46/96,1,句法与修辞特点,8）Things go better with Coca-Cola.,（Coca-Cola口号）,译文1：饮用可口可乐，万事可乐。,译文2：可口可乐开，好运自然来。,译文3：可口可乐让一切更精彩。,译文4：可口可乐一杯子，好运喜气一辈子。,译文5：可口可乐，生活常乐。,47/96,9）Taste that beats the other Cola.,（Pepsi-Cola口号）,译文：百事可乐，冷饮之王,48/96,2,翻译方法,广告标题和口号几个基本译法：,1,）直译法；,2,）意译法；,3,）套译法；,4,）四字结构法（只针对英译汉）,49/96,1,）直译法,10）At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.,（劳斯莱斯轿车广告）,译文：时速60英里新款“劳斯莱斯”轿车，最大噪音来自它电子钟。,50/96,11）You are better off under the Umbrella.,译文：置身保护伞下 何惧不测风云。,51/96,12）天有不测风云 不过 假如你参加保险 那么,（中国人民保险企业一幅广告）,译文：Up in the sky there is unforeseen storm,but if you buy insurance,then.,52/96,13：谁跑到最终，谁笑得最好。,（轮胎广告）,译文：He laughs best who runs longest.,53/96,14）依照箭头所指方向，您就会走在最前面。,（箭牌衬衫广告）,译文1Go along the direction of ARROW,and you will surely be the pacesetter.,译文2,：Follow ARROW,and you will find all after.,54/96,2,）意译法,15）Women Can Indeed Go Bold.,（某护发中心广告）,译文：谁说女子不秃头！,55/96,16）A Mars a day keeps you work,rest and play.,（“玛斯”巧克力广告）,译文：一天一块“玛斯”巧克力，让你工作玩乐不知疲！,56/96,17）Essence of Living Beings,Energy for Life.,（“太阳神”口服液广告）,译文：汲取生物精华，焕发生命潜能。,57/96,18）“上宝交通”驰名世界，让世界遍布“声佳”电器。,（上宝交通“声佳”电器广告）,译文：Our aim:Mark a global hit Shengjia Auto Electric.,58/96,3,）套译法,19）Ugly is only skin-deep.,（大众汽车Volkswagen一则广告标题）,译文1：其貌不扬。,译文2：车不可貌相。,译文3：其貌不扬，品质超众（群）/优良。,译文4：我很丑，但我很出众。,译文5：大众汽车，品质出众。,译文6：海水不可斗量，汽车不可貌相。,译文7：大众外表，出众品质。,译文8：丑一点没关系，品质好才是真好。,59/96,20）Ill do a lot for love,but Im not ready to die for it.,译文：情爱诚销魂，生命价更高。,60/96,21)有了南方，就有了方法。（一家“南方”科技咨询服务企业广告标题）,译文：,Where there is South,there is a way.,61/96,22）百闻不如一尝。,（浙江省粮油食品进出口股份有限企业广告标题）,译文：Tasting is Believing.,62/96,4,）四字结构法,23）The Globe brings you the world in a single copy.,（环球杂志）,译文：一册在手，纵览全球。,63/96,24）FIYTA Watch,Once Possessed,Nothing More Is Expected.,译文：“飞亚达”表，一旦拥有，别无所求。,64/96,25）One Warrior in the Pass and ten thousand lose heart.,（保险门广告）,译文：一夫当关，万夫莫开。,65/96,26)The carpets made in our factory are well known for their novel designs,elegant colors,beautiful looks,and magnificent air.,译文：我厂生产地毯图案新奇，色调雅致，漂亮大方，富丽堂皇。,66/96,试译以下广告口号,1Ask for more,（百事流行鞋广告）,渴望无限。,2Obey your thirst.,（Sprite雪碧广告）,服从你渴望。,3Good to the last drop.（,Maxwell麦斯威尔咖啡广告）,滴滴香浓，意犹未尽/回味无穷。,4The choice of a new generation.,（Pepsi-Cola百事可乐广告）,新一代选择。,5Take time to indulge.,（雀巢冰淇淋广告）,尽情享受吧！,67/96,6The taste is great.,（雀巢咖啡广告）,味道好极了。,7Fresh-up with Seven-up.,（Seven-up七喜广告）,译文1：提神醒脑，喝七喜。,译文2：拥有七喜，拥有活力。,译文3：七喜，让您精神焕发，青春飞扬/活力四射。,译文4：无限激情/活力，尽在七喜。,68/96,8Good time,Great taste,McDonalds.,（McDonald）,美好时光，美味共享，尽在麦当劳。,9Im loving it.,（McDonald麦当劳）,我就喜欢。,10Things go better with Coca-cola.,（Coca-cola可口可乐）,饮可口可乐，万事如意。,69/96,11To me,the past is black and white,but the future is always color（轩尼诗酒）,译文1：对我而言，过去平淡无奇；而未来，却是绚烂缤纷。,译文2：过去，我在黑白世界里沉沦；,未来，我在色彩缤纷中绽放。,译文3：我过去，黑白无味；,我未来，色彩缤纷。,译文4：我过去是黑白，未来却是多彩。,70/96,12Exclusively Fine Champagne Cognac.,(Remy Martin XO),译文1：人头马一开，好事自然来。,译文2：人头马酒，天下好酒。,71/96,13We lead.Others copy.,（理光复印机）,我们领先，他人仿效。,14Feel the new space.,（三星电子）,感受新境界。,15Lets make things better.,（飞利浦电子）,让我们做得更加好。,72/96,16Take Toshiba,take the world.（东芝电子）,拥有东芝，拥有世界。,73/96,17We integrate,you communicate.（三菱电子）,我们集大成，您超越自我。,74/96,18Come to where the flavor isMarlboro Country.,（万宝路香烟）,译文1：光临风韵之境万宝路世界。,译文2：美味享受，尽在万宝路。,译文3：风韵之至，万宝路世界。,译文4：芳香之源，万宝路家园。,译文5：无限浓情生活，尽在万宝路世界。,75/96,19Intelligence everywhere.,（摩托罗拉手机）,智慧演绎，无处不在。,76/96,20Poetry in motion,dancing close to me.,（丰田汽车）,译文1：动态诗，向我舞近。,译文2：诗意盈盈，款款舞近。,译文3：诗意纵横，舞近我心。,译文4：诗情盈溢，灵感舞动。,77/96,21No business too small,no problem too big.（IBM）,没有不做小生意，没有处理不了大问题。,78/96,22Quality never goes out of style,（Levis列维斯牛仔服装）,质量与格调共存。,79/96,23Mosquito bye bye bye.,（Radar雷达牌驱虫剂）,蚊子杀杀杀。,80/96,24The sign of excellence.,（OMEGA欧米茄）,凝聚典雅,81/96,25A Kodak moment.,（Kodak柯达胶卷）,译文1：就在柯达一刻。,译文2：精彩一刻，尽在柯达。,译文3：柯达一刻，高兴/开心时刻。,译文4：柯达胶卷，留住美妙瞬间。,82/96,26Focus on life.,（Olympus奥林巴斯）,瞄准生活。,83/96,27Impossible made possible.（佳能打印机）,使不可能变为可能。,84/96,28Make yourself heard.,（Ericsson爱立信）,了解就是沟通。,85/96,29Kids cant wait.,（Apple/Macintosh苹果企业）,不尝不知道，苹果真奇妙。,86/96,30Never Stop Thinking!（英飞凌科技企业）,探索未来，永无止境,!,87/96,31For the road ahead,（Honda本田）,康庄大道。,88/96,32Where there is a way for car there is a Toyota.(Toyota),车到山前必有路，有路必有丰田车。,89/96,33The relentless pursuit of perfection,（Lexus凌志汽车）,追求完美永无止境。,90/96,34We cant forge ahead by sticking to existing roads.,（Audi奥迪汽车）,开拓进取，起源于勇于创新。,91/96,35Familiarity breeds contempt.（Ford）,亲不敬，熟生厌。,92/96,36Start ahead（Rejoice飘柔）,成功之路，从头开始。,93/96,37A diamond lasts forever.,(De Bierres第比尔斯珠宝企业),钻石恒久远，一颗永流传。,94/96,38Just do it.,（耐克运动鞋）,只管去做。,39Look elegant with the utmost of ease.,（服装广告）,看起来优雅，穿起来舒适。,95/96,Thank you,96/96,