英语翻译-广告的翻译市公开课一等奖百校联赛优质课金奖名师赛课获奖课件.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,*,本资料仅供参考，不能作为科学依据。谢谢。本资料仅供参考，不能作为科学依据。本资料仅供参考，不能作为科学依据。谢谢。本资料仅供参考，不能作为科学依据。,ADVERTISEMENT,1/57,The three parts of our project,No.1 Opening,No.2 Main content,No.3 Conclusion,The linguistic feature,of English AD,The culture difference of Chinese and English culture,3,The use of acronyms and compound words to save space,Cao Yang,4,There are more imperative sentence,in advertisement,5,The Character of English Advertisement,Religious differences between Chinese and Western,Advertisement translating under diverse historical and cultural background,Difference of view in value,OPENING,SPEAKER:LI HAO RAN,李浩然,Xie Meng,Wang Kun,Li Yue,Wang Zhong Xue,The expression forms of polite,Deng Wei Wei,1,The Use of Positive adjectives and their Comparative and Superlative Degrees,2,The Use of Anagrammatic Spelling,Way of thinking difference,Wang Yu,Zhang Li Hua,No.1 Opening,Li Hao Ran,NO.3 CONCLUSION,Wang Jun Ling,2/57,MAIN CONTENT,3/57,The Linguistic Features Of English Advertising,2009207456,The Linguistic Features Of English Advertising,The Linguistic Features Of English Advertising,4/57,The Use of Positive adjectives and their Comparative and Superlative Degrees,Example:,A famous English advertising about love,New love is,brightest,Long love is,greatest,Compelled love is,dirtiest,Short love is,harmest,Revived is,tenderest,True love is,purest,.(love),.,5/57,新恋爱情最,兴高采烈,，,长久爱情最,高尚伟大,强迫爱情最,肮脏不堪,短暂爱情最,刻骨铭心,复苏爱情最,娇嫩鲜艳,真正爱情最,纯洁无暇,。（爱情）,translation,分析：这则英文广告使用了形容词最高级,(,brightest,greatest,dirtiest,harmest,tenderest,purest),有利地表示了几类爱情鲜明特点，给读者留下了深刻印象。在翻译时将形容词译为四字短语，使译文简练有力，语言优美。,.,6/57,The Use of Anagrammatic Spelling,Example:,An advertising of a web,google,WWWhats,newww?,At,the answer is-a lot.,.,,gives you even more ways,to explore,LandsEnd,with even more ease,comfort,confidence,and,security.,.,So,wwwhat,are you,wwwaiting,for?,.,7/57,translation,新在哪儿,?,答案是,在,,新事很多,.Lands End,网站，更为轻松、舒适、自信、安全。那，还等什么,?,这是一则网站广告。大家都知道互联网网址大都以,www,开头，此则广告标题采取拼写变异伎俩，,“,WWWhats newww,?,”,。首先,Whats new,?,（新在哪儿），引发读者注意。另首先三个,w,提醒读者此则广告内容与网络相关。广告最终一句,“,wwwhat are you wwwaiting for,？,”,，也有类似功效。翻译时省略了连词,and,。,.,8/57,Feature 3,Using of acronyms and compound words to save space,9/57,LOGO,We know that there are a lot of acronyms in English,，,each field will be a variety of acronyms there,these acronyms can make the article look even more sententious.,For example,：,VS,versus,K.O.,Knock out,10/57,PK,player killing,ASAP,as soon as possible,LOGO,11/57,LOGO,Of course,such form can be seen frequently in English,advertisement.,1:,Where,to,leave,your,troubles,when,you,fly JAL,translation,：乘坐日航班机，一路无烦恼。,JAL is the,acronyms of,J,apan Airlines Corporation,.,Comment,：,the l,iterality is,“,当你乘坐日航班机时候，你就会远离烦恼。”,such translation is not clearly with the proper content.so we use ellipse,such as,where,when,you,your,and,to,。,.,12/57,LOGO,The following is a very useful sentence.,2.We offer,3,一,R,guarantee,namely guaranteed,repair,replacement and refund,translation,：我们实施三包 包修、包退、包换。,3,一,R is the acronyms of repair,replacement,refund.,Comment:,The l,iteral translation is,“,我们提供,3-R,确保，确保为 包修，包退，包换”。,According to the meaning of the sentence,we use the Domestication Translation(,归化,),，,the words“3-R”is translated into“,三包”。,.,13/57,Feature 4,There are more imperative sentence in advertisement,14/57,LOGO,The,imperative sentence is,a mood that expresses an intention to influence the listeners behavior.,bazinga,！,It has the same meaning of”Tease you for fun”,15/57,Of course,such form can be seen frequently in English,advertisement.,eg,：,Come to where the flavor is.Marlboro Country,。,translation,:,万宝路香烟,追寻牛仔风,-,西部潇洒走一回。,Comment,：,the,l,iterality is,“,光临风味独特地方,万宝路世界,”,.,This translation do not give the depth impression,but according to the,specific content of advertising,we will have such a picture in our,mind a man with deeply looking,rough skin and a heroic spirit.so we,can make the AD more attractive with using“foreignization translation,”such as“cow boy”and“the western”.And domestication translation,Such as“,潇洒走一回,”,.,LOGO,16/57,The Character of English Advertisement,17/57,英文广告特点,5.,否定句少，即使使用否定句，也多是为了用其它商品来反衬，或从反面突出产品特征,。,e.g.1 We,would never say,the new Audi A4 is the best in its class,We,dont have to,译文：我们,根本无须说,新型奥迪,A4,同类车中最好。没有这个必要。,意译,liberal translation,：根本无须说 直译,literal translation,：从不会说,省略,ellipsis,.,18/57,e.g.2,：,If you,cant relax here,，,you,cant relax,（,anywhere,）,译文：此地不能放松，无,处,能放松。省略 增词,尼格瑞尔有迷人白沙沙滩，宁静而漂亮珊瑚礁，海边有大量海葡萄、椰子树。当地建筑都是清一色低腰设计,而这种格调建筑物看上去或多或少地有些扁平,但却形成了尼格瑞尔海滩独特异国风情,。,.,19/57,6.,惯用主动语态和现在时，给人一个直接感，并暗示商品持久性和永恒性。,e.g.,：,A Mars a day keeps you work,，,rest and play.(Mascarpone),译文：一天一块马斯巧克力，令您,精力充沛,、,生活愉悦,。,四字短语,four word idioms ,该广告套用了英语成语,An apple a day keeps the doctor away,和,All work and no play makes Jack a dull boy,广告中,day,和,play,押尾韵。,.,20/57,7.,广告中常使用修辞伎俩,e.g.1.,We,take no pride in prejudice.,译文：以公正为荣，视偏见为耻。（双关,double meaning,）,（,泰晤士报,为自己做广告时用一句妙语，它源于奥斯汀一部传世名著“,Pride and Prejudice”,，以标榜自己不偏不倚，主持公道,）,意译省略归化,naturalizing translation,：,高傲与偏见,是西方名著，译文有点“八荣八耻”味道。,.,21/57,e.g.2,：,We have hidden a garden full of vegetables,where,youd never expect.In,the,pie.,译文：我们在您,意想不到,地方藏着整个菜园，就在馅饼里。,(,夸大,hyperbole),定语从句前置,四字短语,冠词,article,省略,.,22/57,Religious differences between Chinese and Western,23/57,1,.the diversity of the religious,the influence to the language,2,.religious differences to the,translation of the advertising,伴随人类历程发展，各个国,家都形成了自己宗教信仰，,而这些信仰对他们语言形成,和发展都起着不可估量作用,当我们在做广告翻译候，应该注意结合该国宗教文化形式以期使我们翻译到达最正确效果,Religious differences between Chinese and Western,24/57,“Enjoy Quaker Oats.Good for your heart and soul”.,译文：享受贵格麦片，净化您心灵,分析：（美国贵格麦片广告）,Quaker,是基督教“贵格教派”。该商标词用“贵格教派”一些教义，如纯洁、忠诚、坚强、果断等来强调该麦片选料纯净、重视信誉等,.,25/57,一则旅游广告,原文在四川西部，有一美,妙去处，它背依岷山主峰雪,宝顶，树木苍翠，花香袭人,，鸟声婉转，流水潺潺，它,就是松潘县黄龙。,.,26/57,译文：,One of Sichuans,finest spots is Yellow long,，,which lies in Song pan,county just beneath,Xue bao,，,the main peak,of the Minshan Mountain,A travel advertising,It has lush green forests filled with fragrant flowers,，,bubbling streams and singing birds,.,27/57,1,：,音译,（,transliterating,）,One of SichuanS finest spots is,Yellow long,long,Chinese dragon,Western dragon,Translation skills,Yellow dragon,2,：,增译,（主语，冠词，连词，介词）,(,amplification-,Subject,Articles,Conjunction,prepositions,),.,长久,久远,代表吉祥,皇权,邪恶事物,泼妇,28/57,A travel advertising译文：,One of SichuanS finest spots is Yellow long,，,which,lies in Songpan county just beneath Xuebao,，,the main peak,of the Minshan Mountain,It has lush green forests filled,with fragrant flowers,，,bubbling streams and singing birds,29/57,3,：,化句为词,在四川西部，有一美妙去处,One of SichuanS finest spots,4,：,四词短语,（,four character idioms,）,It has lush green forests filled,with fragrant flowers,，,bubbling streams and singing birds,树木苍翠，花香袭人，鸟声婉转，流水潺潺,.,30/57,历史文化差异下广告翻译,Advertisement translating under diverse historical and cultural background,31/57,历史文化差异下广告翻译,Advertisement translating under diverse historical and cultural background,在英汉广告中，我们会发觉一些作为历史沉淀典故和一些习语引申、发展文化轨迹。这些与历史文化相关背景知识往往带来翻译上困难。,广告翻译，重点在于吸引用户，有时在翻译中难免会失去原文中文化内涵，比如：,“,何以解忧，唯有杜康”（杜康牌酒广告）,“,万事俱备，只欠东风”（东风牌汽车广告）,即使能够用解释性翻译（,Explanatory Translation,）来进行补充说明，不过广告原有语言魅力会在翻译过程中丢失,.,32/57,1.Wearing is believing.,（,lovable,内衣广告）,这则广告来自英文谚语“,Seeing is believing”.,直译为“穿了就相信,/,穿着即信仰”，译文中并没有表达出套用谚语。,Seeing is believing.,百闻不如一见,Seeing is believing,意思是“眼见为实”或“百闻不如一见”,翻译为“百闻不如一穿”在形式上更靠近广告本意,.,33/57,2.Better late than the late.,这是美国高速公路上惯用广告语，模仿成语“,Better late than never,”,（晚来总比不来好），其中第一个,late,含义为迟到，第二个使用了,late,双关含义，在此意思为“,the dead”,。,翻译过程中，因为英语中双关修辞特点极难翻译出来，“舍其形，求其意”，直译为“迟到总比送命好”。,同时为了表达警示语言特色，能够改译为：宁晚三分不争一秒，晚了总比完了好。,.,Better late than never.,34/57,3.Ask for,More,.,摩尔香烟，多而不厌,再来一根，还抽摩尔,More,是美国一个长形香烟品牌，此处不但一语双关，现有再来一支含义，同时也有渴望着,More,意思。而且，这句话是狄更斯小说,雾都孤儿,里,Oliver,乞讨时名句，因为历史文化差异，在翻译中无法体会。,.,35/57,中英思维方式差异,Way of thinking difference,36/57,The implicit way versus The direct way,37/57,翻译技巧：四字短语,Four-character phrases,.,1,、原文：,(Travelling advertisement,)Tiny islands are strung around the edge of the peninsula like a pearl necklace.Hunks of coral reef,coconut palms and fine white sand.,译文：座座岛屿玲珑小巧，紧密相连，像一串珍珠缀成项链，围绕着半岛边缘。岛上珊瑚礁红，椰树成片，沙滩如银，景色如诗如画。,38/57,2,、原文：,境内西湖如明镜，千峰凝翠，洞壑幽深，风光绮丽。,（旅游广告）译文：,The West Lake is like a mirror,embellished all around with green hills and deep caves of enchanting beauty.,翻译技巧：,Paratactic vs.Hypotactic,汉字以意统形，英文以形统意。,汉字喜长句，英文喜短句。,.,39/57,翻译技巧：,Literal translation,Liberal translation,Explanatory translation,.,3,、原文：雨后春笋译文,：,Like bamboo shoots after a spring rain.,译文,：,Like mushrooms after the rain.,译文,：,Develops or emerges quickly.,40/57,41/57,Collectivism versus individualism,Individualism,Collectivism,Chinese culture,Western country,“,集体主义”与“个人主义”是表达中西文化差异对价值观念影响两个基本概念，又称“我们文化”,(We-culture),和“我文化”,(I-culture),。42/57,Differences in value,selfless dedication,personal freedom,ego development,personal spirit of enterprise,中国文化崇敬无私贡献。个人价值在于贡献。对中国人来说，个人幸福是和集体利益相一致。所以,中国人们更多地关注国事、家事以及与此相关一切事情,并给他人以非常周到关心。,不过在西方社会文化中,人们强调个人自由、自我发展和个人进取心。个人利益胜过集体利益。西方人崇敬财富，重视奋斗，追求成功和实现个人价值。,43/57,妈妈,我又,梦见了,村边小溪,梦见了,奶奶,梦见了,您。妈妈,我给您捎去一样好东西,。威力洗衣机,献给,妈妈,爱。,-,威力牌洗衣机,译文：,Mom,I have dreamed of the creek nearby the village,，,my grandma and you again.“Wei li”washing machine,a good gift I take you,is for,your,love.,Translation skills,省略（,ellipsis,）与指代：,汉字喜重复，英文喜指代。,为了防止重复，翻译中省略了“,梦见了,”而且用“,your,”,指代前面“,Mom,”,。,中插与合并（,combination,）：,采取“,a good gift I take you,”,作中插结构，把最终两句话合并成一句话,。,44/57,不一样肤色，共同选择。,-,青岛啤酒,如译成,The same choice for different colors,意思是,大家都选不一样颜色,，令人感到莫名其妙。,应译为：,Peoples skin colors are different,，,but their choice are the samefor Tsing Tao Beer,解析：译文,2,比译文,1,更忠实、通顺。,.,Faithfulness and smooth,45/57,Only your time is,more,precious,than,this watch.-Watch,译文,:,手表诚可贵，时间价更高,。,逻辑性增词,（,Amplification,）,加词“,不做,”和“,处理不了,”使译文,愈加,忠实流畅。,.,No business too small,no problem too big.,-IBM,译文：没有,不做,小生意，没有,处理不了,大问题。,比较结构,套用（,citing,）,谚语（,Proverbs,）成语（,idiom,）,等使得译文愈加符合译入语表示习惯,46/57,The difference of culture between China and the west in Ads-the expression forms of polite,47/57,The difference of culture in Ads,the expression forms,of polite,Disgracing oneself to honour others is one of the major characteristics of Chinese culture.As a result,a large number of honorific words appear in Chinese Ads,such as“,您”，“君”，,and so onThese words not only make people feel warm and natrual but also create temptations and call to action.,Compared with Ads in chinese,there is almost no honorific words in Ads of the west.Instead,they express their polite through the interrogative(,疑问句,)or intonation(,语气,).,48/57,汉字广告用了您来表示礼貌,49/57,增译,(amplification),：什么是，它是,省略,(ellipsis),：,in the world,经过上边两则中英文广告，我们不难发觉中西文化在礼貌表示方式上差异。从心理学角度看，疑问句把广告传递信息过程分成提问和回答两部分，使观众对广告信息由被动接收变为主动了解；从语言学角度看，使用疑问句能降低句子阅读难度，便于了解和记忆。,.,Medical Insurance Cover?The most competitive premiums in the world,The most comprehensive cover,in the world,.,什么是,医疗保险？,它是,世界上最具竞争力，最全方面保险。,50/57,Is This,A Great Time Or What,?MCI Communications,这是一段美好时光，,不然，那是什么,？,Skills:a great time,原意为一个伟大时刻，在这里引申为一段美好时光，,or what,在这里能够划词成句，译为：不然，那是什么？用到了我们上课所讲,划词为句,技巧。,.,51/57,“Is it,live,or is it Memorex?,（,Memorex video cassettes,）,这是,生活,还是梅莫雷克斯？,Skills,：广告中把生活和,梅莫雷克斯电子产品相对比，表面看起来没有什么相同地方，但仔细一看，就会发觉广告用生活把梅莫雷克斯产品效果表现淋漓尽致。所以在翻译时候，,live,原来是形容词表示活着、有生命，我们能够把它,转化,为名词“,生活,”，这么就和后面梅莫雷克斯形成了对比，增加了广告效果。,.,52/57,CONCLUSION,53/57,Conclusion,：,English Advertisement Translation and Cultural Differences,The Characteristic of English Advertisement,English advertisements,reflected the major,cultural differences .,54/57,The advertisement is the carrier of culture,Language translation must be accurate and authentic,We translator should deeply understand the essence of culture,.,55/57,Learn lots of techniques of translation,Come to understand the different culture of advertisements,Know different friends,Enhance our ability,Thank Miss Liu,Thank my teammates .,56/57,Thank you!,The End,57/57,