实用文体翻译(11)商标翻译.ppt

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,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Lecture Fourteen,Practical Writings,(11),Advertisements Translation,Contents,I.Review and comments on the assignments,II.General introduction to brands,III.,Principles of brands translation,IV.,Skills of brands translation,V.Discussion about brands name,VI.Summary,VII.References for further reading,VIII.Assignments,I.Review and comments on the assignments,A.,英语广告简介：,1.,广告的分类,2.,广告的功能和作用,3.,广告的词语特点,4.,广告的结构句法特点,5.,广告的修辞特点,6.,广告的文体特点,B.,广告的翻译,II.General Introduction to Brands,1,商标名的文化属性,2,商标名的民族属性,3,商标名的综合属性,4,商标名的国际属性,Du Pont,Avon,Safeguard,Apple,BLUEBIRD,PEPSI,Country Club,“芳芳”,IBM,III.The Principle of brand translation,1,从主原则,“,Coca-cola”,2,关联原则,3,简明原则,跃进（地板蜡）,Great Leap Forward,红梅（味精）,Red Plum Blossom,报春花（轻工产品）,Calling Spring Flower,云山（茶产品）,Cloud and Mountain,Audi(,汽车,),奥迪,Pentium,（计算机）,奔腾,新科（电器）,Shinco,爱侬（化妆品）,Annon,1),语音相关,2),语义相关,3),语符相关,Good Companion,（香烟）,FairLady,英雄（钢笔）,7-up,（饮料）,“,Craven”,“,Quaker”,，“,Kieldsens,”,，,IV.Sills of Brands Advertisements,1.,音译法,Chanel Versace “here be”,顺美,2.,意译法,Crocodile Plover,杉杉 异乡人,3.,音义结合法,Wonderful,Goldlion,4.,命名义对等法,龙,5.,命名义补偿法,“变形金刚”,Theragran,Junior,6.,谐音寓意法,7.,转移译法,Craven Rejoice,Doublemine,1),谐音转义法,Safeguard Mans,Kissme,Zenith,2),谐音绎义法,BMW,Lactov,Good Year Tell-o,Pesicola,Holsten,西冷 雅戈尔,3),谐音拌义法,乐凯,Deidro Deluxe,Nippon Paint,昂力一号,立冠 百乐美 盘王,Silverlion,Truly,1.Johnson,2Hewelette,Packare,3.,Head&Shoulders,Olay,5.,V.Discussion about the brands names,大宝,舒蕾,方太,娃哈哈,健力宝,康威,V.Discussion about the brands names,简洁、形象、注重内涵。趋向于具体化，即把商品与某一具体的人、物、概念结合起来。接受者能通过广告设计的画面或形象，接受具体的清晰的信息。,V.Discussion about the brands names,雪碧,春兰,白雪,海魄,抽象化，即模糊商品的概念，使接受者在给定的意境中，充分调动视觉、听觉、味觉、甚至嗅觉器官，展开,联想，从而达到接受信息的目的,Pentax,McDonalds,Sprite,Aquafresh,V.Discussion about the brands names,宾得,麦当劳,雪碧,家护,音译减字,Rock,Power,Golgate,V.Discussion about the brands names,滚石,波尔肤,高露洁,音译加字,V.Discussion about the brands names,字眼的选择可在一定程度上脱离原名的音节，寻找切合商品的字词，而不要拘泥于在音色上的相似和模仿,Ricon,Seiko,Comfort,Dove,肤美灵,百乐美,理光,精工（钟表金纺,多芬；德芙,Skinice,Belmerry,V.Discussion about the brands names,Can you give a translation?,Pizza Hut,Sportsman,Unlsports,必胜客 比萨饼？,斯波斯曼 健将？,纽伦斯堡 优跑？,VI.Summary,商标的属性,翻译商标的原则,商标翻译的技巧,郭建中，,翻译中的文化因素,：异化与归化,J.,外国语，,1998,，（,2,）,罗新璋，,钱钟书的译艺谈,A.,中国当代翻译百论,C.,重庆大学出版社，,1994,谭载喜，,新编奈达论翻译,M.,北京：中国对外翻译出版公司，,1999,VII.,References for further reading,Do further reading about,brands translation,2.Do exercises in your handouts,VIII.,Assignments,Thanks for Your Attnetion,The End,