第六章广告文体的特点与翻译解析(共9页).doc

精选优质文档-倾情为你奉上广告文体的特点与翻译All you can eat rest stop.Special Poster for "Oldtimer", a big Austrian chain for motorway rest stops.奥地利的连锁高速公路饭馆在当今信息时代，广告几乎无处不有无所不在。事实上，广告已成为现代生活的重要信息来源，成为人们生活的不可缺少的一部分。为了成功地实现广告功能，即传播信息功能，劝说功能，塑造形象功能，刺激消费功能，广告作者总是特别注意修辞，总是狠下功夫巧妙地运用各种修辞手段（rhetorical devices），创造出精辟独到、生动形象、效果非凡的广告词， 尤其是广告标语。广告的功能与作用 w 吸引力 (attractive - catch the readers attention)w 创造力 (creative - project an image)w 说服力 (persuasive - urge the reader to act)w 影响力 (impressive - produce an impact)一、  广告的词汇特点1    形容词及其比较级、最高级的使用 More Use of Adjectives ¨ Example 1: ¨ For the first time, theres a remarkable gel that can give your hair any look you want - sleeker, fuller, straighter, curlier, more natural, even wet - without a drop of alcohol or oil.¨ 一种前所未有、不同寻常的发乳问世了。它可以使您的头发随心所愿更光滑，更丰茂，更平直，更卷曲，更自然，甚至保持湿度却不含一滴酒精或油脂。2. 创造新词、怪词以引起新奇感 Originality in Spelling Example 2:¨ TWOGETHERThe ultimate all inclusive one price sunkissed holiday. 两人共度一个阳光灿烂的假日，一切费用均包括在单人价格之内。  3. 使用缩略词和复合词（以节省广告篇幅）Frequent Use of Abbreviations and Compounds ¨ Example 4: ¨ Where to leave your troubles when you fly JAL. 坐日航班机，一路无烦恼。 4 雅俗兼具 使用mom,kids这些生活气息甚浓厚,使得该产品颇具亲切感¨ Example 5: ¨ Moms depend on Kool-Aid like kids depend on moms. ¨ 妈咪依赖果乐，就像宝宝依赖妈咪一样。(卡夫公司出品的 Kool-Aid(译:"酷爱"牌)饮料.)二、广告的句法特点1  多用简单句，目的是为了醒目、易懂、易记More Use of Simple Sentences ¨ Example 6: Fresh Up with seven-Up ¨ Example 7: Coca-cola is it. ¨ 请饮七喜，倍添精神。（饮七喜，添精神） ¨ 还是可口可乐好！（可口可乐，我的选择） 2.省略句多，语言凝练。 More Use of Shortened Sentences ¨ Example 9: ¨ Youll enjoy relaxed sunny days. Warm, crystal clear lagoons( /lun.) Cool, green foliage 'fuliid. Waterfalls. Flowers. Exotic scents. Bright blue skies. Secluded beaches. Graceful palms. Breathtaking sunsets. Soft evening breezes. And food that simply outstanding.¨ 您会享受这阳光明媚的轻松日子。温暖、清澄的环礁湖，清凉、碧绿的树叶，瀑布，花丛，一样的芬芳，明亮的蓝天，幽静的海滩，优美的棕榈，壮丽的日落，轻柔的晚风。还有那绝妙的食物。 ¨3.祈使句多，具有强烈的鼓动色彩。imperative sentence¨ Example 10: So come into McDonalds and enjoy Big Sandwich.走进买当劳。享用三明治。¨ Example 11: For more of America, look to us.¨ 想更多了解美国，来找我们。4否定句少，即使使用否定句，也多是为了用其他商品来反衬，或从反面来突出产品的特性。¨ Example 12: We would never say the new Audi 100 is the best in its class, we don't have to.¨ Example 13: If you cant relax here, you cant relax.¨ 我们根本不必说新型奥迪100是同类车中最好的。没有这个必要。¨ 此地不能放松，无处能放松。5常用主动语态和现在时，给人一种直接感，并暗示商品的持久性和永恒性。Frequent Use of Present Tense ¨ Example 13: ¨ Harmony of style and performance set this new 626 apart. Qualities are at the heart of every Mazda. ¨ 式样与性能的协调一致使新型626与众不同。质量是马自达的核心。 ¨ Example 14: Unlike me, my Rolex never needs a rest. (Rolex手表广告语)v Example 15: She works while you rest. (洗衣机广告)6. Frequent Use of Quotations 常用引语v 现代广告通常采用家喻户晓的俗语，口语，谚语等以促进广告语的记忆和传播效果，并提高广告语的文化特色和品位。v Example 16: ParisMoscowBeijing: Great Expectations.(汽车拉力赛广告)(狄更斯的小说远大前程v Example 17: SofaSoGood.（沙发广告）(so far so good)v Example 18: Thirst come, thirst served. (可口可乐广告) “First come, first served”.v Example 19: TIME IS MONEY, with a subscription you save both. 经济学家杂志广告。三、广告的修辞特征 ¨ Featherwater: light as a feather法泽瓦特眼镜：轻如鸿毛 （明喻）¨ 浅析： 该广告突出了该眼镜的质地，即用树脂做成，不但轻而且还经久耐用¨ Hi-fi, Hi-Fun, Hi-Fashion, only from Sony. 高保真，高乐趣，高时尚，只能来自索尼。（头韵）¨ My Paris in a perfume巴黎恰在香水中（暗喻）¨ A contemporary classic. A timeless timepiece. 当代的经典作；永久的记时器。（对偶)1. 拟人¨ Flowers by Interflora speak form the heart. “茵特”之花， 表达肺腑之言。¨ Strong tractor strong farmer. 拖拉机，农民好帮手。2. 双关¨ Ask for More. （谐音）再来一只，我还抽摩尔。¨ 浅析：“More”一字既介绍了香烟品牌又把香烟颇受欢迎这一事实介绍给了顾客, 宣传效果很明显。¨ More sun and air for your son and heir. 充足的阳光，清新的空气，一切都为了您的子孙后代。¨ Spoil yourself and not your figure .（语义）尽情大吃，不增体重。(weight-watcher 冰淇淋广告)¨ 浅析：spoil可以理解为尽兴、破坏，既可以尽兴地吃，又不会破坏体形，可以使减肥者在轻松幽默的语气中自然地接受该广告。¨ A deal with us means a good deal to you. 和我们做买卖意味着您做了一笔好买卖。¨ Coke refreshes you like no other can. （语法）没有什么能像可乐那样令您神清气爽。A Mars a day keeps you work, rest and play. （成语或俗语双关 ）¨ 一天一块玛斯巧克力，让您工作像工作，娱乐像娱乐。 ¨ 浅析：一看这个广告，大家很容易联想到两则英语谚语：“An apple a day keeps the doctor away. 一日一苹果，医生原离我。” 和“ All work and no play makes Jack a dull boy. 只工作不玩耍，聪明小孩也变傻。” 这则广告似乎告诉人们吃了这种巧克力既可以保持身体健康又可以聪明，激起了人们购买的欲望。¨ Youll go nuts（发疯；失去理智）for the nuts you get in Nux. 纳克斯坚果让你爱不释口。广告口号的翻译v 直译法v 转译法v 仿译法直译法v “一切皆有可能” （李宁服饰）Anything is possible.v “给我一个机会，还你一个惊喜” （嘉亨印务） Give me a chance, and youll have a big surprise. v “拥有完美肌肤的秘诀” The secret for perfect skin. 转译法国酒茅台，相伴辉煌。Good and vigorous spirit. v 运动休闲，我行我速。Go my own way.v 我有我的品质。What we do, we do well. 仿译法：指故意模仿某一著名诗歌、文章、段落、或某一名言、警局、谚语、格调等，改动其中部分词语以达到一种新的思想内容，从而获得打动人心的艺术效果。爱您一辈子（绿世界化妆品）Love me tender, love me true.v 一册在手，纵览全球(全球杂志的广告语) With a copy of The Globe in your hand, the world unfolds before you so grand. v 中原之行哪里去？郑州亚细亚。（亚细亚商场） While in Zhengzhou, do as the Zhengzhounese do - Go shopping in the Asian Supermarket. v 随身携带，有备无患；随身携带，有惊无险。 （速效救心丸） A friend in need is a friend indeed. 理财杂志的广告语你不理财，财不理你If you leave “Managing Money” alone, Money will manage to leave you alone. 原文是个绕口令式的广告。译者采取直译法,保持了与原文在意义和形式上的对等。用语地道精确,风趣幽默,容易被读者接受。实现了原文的信息、劝诱和美感功能。 “美的”牌家用电器的广告语“美的” 家电， 美的全面、美的彻底v Midea home appliances are beautiful-beautiful from head to toe, beautiful inside out.“三优”牌家具的广告语优良的质量优惠的价格优质的服务Unrivalled quality Unbeatable prices Unreserved service“三包”承诺我们实行“三包”：包修、包退、包换We offer 3-R guarantee, namely guaranteed repair, replacement and refund. 非常可乐饮料v 非常可乐，非常选择A special cola. A Special Choice.某皮鞋的广告语v 皮张之厚无以复加，利润之薄无以复减v The leather we use is quite thick; the profit we make is fairly thin. 一种皮鞋油的广告语v 第一流产品，为足下增光v Our shoe polish is surely of the first rate; It shines your shoes and you look great.大宝护肤霜的广告语v “要想皮肤好，早晚用大宝”v Applying “Dabao” morning and night Makes your skincare a real delight. 广告词的翻译(1) 陈述体 陈述体广告就是摆事实,讲道理,让事实说服人,开门见山地介绍商品用途性能等情况。语言质朴精练,没有过多的修辞与描绘,翻译时应以朴实的英语，客观的语气组织译文。例如: (1) 陈述体 陈述体广告就是摆事实,讲道理,让事实说服人,开门见山地介绍商品用途性能等情况。语言质朴精练,没有过多的修辞与描绘,翻译时应以朴实的英语，客观的语气组织译文。例如: “雪莲”牌羊绒衫 北京生产的”雪莲”牌羊绒衫,系选用优质的山羊绒作原料制成.本品具有色泽鲜艳,手感柔滑,穿着舒适,轻,软,暖等特点,由于该产品品质优良,做工精细,花型,款式新颖,尺码齐全,受到过外消费者的热烈欢迎. “Snow Lotus” Cashmere Sweaters “Snow Lotus” Cashmere Sweaters from Beijing are made from superior Chinese Cashmere fibre. They are lustrous in colour, supple, light, warm and comfortable to wear. Owing to their fine quality, excellent workmanship, novel designs and styles, and complete size range, they have gained popularity from consumers abroad. (2) 证言体这类广告像一分证明书，提供“权威人士”或“著名人士”对商品的鉴定、赞扬、使用和见证，读来亲切可信。翻译时应采用相同的方法，有实有据，保证原文的说服力。例如： 以前我的头发干枯，粗糙，难以梳理，自从用了潘婷营养洗发露，头发变得健康，亮泽。因为潘婷营养洗发露含有独特的维他命原，能由发根渗透到发尖，其全新改良配方，能加倍保护头发，免受损害，令头发分外健康，加倍亮泽。My hair was dry, coarse and unmanageable. But from the time I began to use Pantene Pro-V Treatment Shampoo, it has become healthy and shiny. This is because Pantene Pro-V treatment Shampoo contains unique Pro VB5,which deeply penetrates your hair from root to tip. Its new improved formula gives your hair extra protection against damage, leaving it healthier and shiner. (3) 描写体v 描写广告是以生动细腻的描绘刻画达到激发人们的基本情感和欲望，通常亲切感人，给人们一个鲜明的，深刻的印象。翻译时，应选用富有感情色彩的英语词句，保持原文的风格。请看下面的广告：欢迎到青岛来 这里有美丽的风景，激动人心的奇观，一流的设施，高效的服务你可以在美丽的沙滩上，金色的阳光里，恣情嬉戏，尽情享受Welcome to Qingdao Here you will see beautiful scenes, breathtaking wonders, First-class facilities and efficient services. You can bask, indulge, and luxuriate on the beautiful beaches, and in the golden sunshine.(4) 招聘、招标类广告v 此类广告记实性强，通常使用正式的书面语，招标类广告多用专业词汇和术语翻译时，遣词造句应庄重平实，行文严谨例如： 聘请钢琴教师 现聘请一钢琴教师教一五岁女孩弹钢琴。每周两次，每次两小时在家上课有意者请打电话 WantedA piano teacher to teach a 5-year-old girl at home. 2 hours each time, twice a week. Call .Make comments on the following translations of the advertising slogans:1) 生意兴隆通四海，财源茂盛达三江Business is thriving, Reaching out to the five continents of the world;Revenues are accruing, flowing in from the four corners of the earth.新译：Business booms far and near, profits net there and here.2) 散装集装，绝无野蛮装运， 车队船队，保证安全迅速。 Bulk or container stowing, absolutely free from rough throwing;Marine or vehicular fleet, definitely guaranteed safety and speed.3) 新北京，新奥运¨ New Beijing, New Olympics¨ New Role for Beijing, New Stage for Olympics¨ New Beijing, Great Olympics¨ New Face to Beijing, New Phase to Olympics4) 绿色奥运、人文奥运、科技奥运¨ Green Olympics, Peoples Olympics, High-tech Olympics¨ Environment-friendly Olympics, Culture-enriched Olympics and Technology-empowered Olympics5）建设新北京，办好新奥运 1. Lets give Beijing city a face-lift straight to ensure a successful Olympics 2. Build New Beijing, Hold Great OlympicsDiscussion¨ 上海中华铅笔：品质优良，书写润滑，美观大方1)Superior in quality, Smooth in writing, Excellent in appearance. -Zhonghua Pencils2) Smooth and beautiful, Zhonghua Pencils.3) Zhonghua Pencils: fine quality, smooth writing and elegant appearance4) Beautiful handwriting comes out of Zhonghua pencils. Zhonghua -the first choice of pencils.5) Zhonghua pencils: excellent quality, smooth writing and elegant appearance.6) Zhonghua pencils: superb quality, smooth writing and elegant style.2. 接天下客，送万里情-天津出租汽车公司1) Ready to meet guests from all over the world. Ready to speed you up on your way. -Tianjin Tax Co.2) Our aim: give you a drive and pleasure. Tianjing Taxi offers you more than a ride.3) We meet guests from all over the world. We give you comfort all the way. -Tianjin Taxi Company4) Welcome abroad: A home for you and all. -Tianjin Taxi Company5) Your satisfaction is our final destination! -Tianjin Taxi Company6) Various passengers but equal hospitality. -Tianjin Taxi Company7) Your comfort and safety is our promise. -Tianjin Taxi Company8) Tianjing Taxi Company is forever your company.3. 华天大酒店以其卓越的服务和完善的酒店设施，为您的长沙之行留下温馨的感受。¨ With our excellent service and perfect facilities, Huatian Hotel will make your stay in Changsha sweet and unforgettable.¨ Huatian Hotel, with its excellent service and perfect facilities, will make your travel to Changsha comfortable and unforgettable.¨ With its supreme service and perfect facilities, Huatian Hotel will give you a sweet memory of your travel to Changsha.¨ With our superb service and flawless facilities, Huatian Grand Hotel will make your trip to Changsha unforgettable.¨ Enjoy first-rate service and homely atmosphere. - Huatian Hotel4即饮柠檬茶,喝一杯,令您怡神醒脑。译文(一)A glass of instant lemon tea makes you refresh.译文(二)For refreshment?A glass of Instant lemon tea!译文一的直译法虽与原文虽然意义对等,但语言平淡无味,很难感染读者。译文二改换原文句式,采用广告英语常用的疑问和省略句,有强烈的感染力,符合英文读者期待。5 茅台一开,满室生香;国酒茅台,渊源流长。Maotai-a vintage liquor A VIP treat which diffuses the finest aromaA national favor that won a 1915 diploma.原文渊源流长指茅台产于公元前135年(汉武帝时期),在1915年的巴拿马-万国博览会上荣获金奖,此后又多次获得国际大奖。这个信息点删去不译未免可惜。译者采用增译法,解释了“渊源流长”的含义。另外,译文避免了原文茅台重复两次的缺陷,还运用押韵、对偶的修辞,给原文增色不少。6有目共赏上海电视机Shanghai TV-Seeing is believing.译文套用了英文谚语“seeing is believing”(眼见为实)。符合广告英语的口语化语气,容易引起译文读者的认可和共鸣。7. 团结湖北京烤鸭店为全聚德挂炉烤鸭。为保证宾客品尝精美风味,全部现吃现烤。精选北京白鸭,以果木挂炉烧烤,只需40分钟就能品尝到为您特别烤制的色泽枣红,香酥嫩脆,浓香四溢德正宗烤鸭。Tuanjiehu Beijing Roast Duck Restaurant uses only the finest Beijing Ducks which are only roasted after you place your order. Preparation takes 40 minutes after which we will serve you with a delicious, golden red Beijing Duck with crunchy skin.这是一则成功采用删减法的归化译文。原文的“全聚德”对中国读者有很大的吸引力,但对不熟悉中国饮食文化的外国读者没有“劝诱”功能。一些专业说法如“挂炉烤鸭”、“以果木挂炉烧烤”更会令外国读者迷惑不解。译文对原文进行重组,删去冗余信息,文字简洁明快,有利于达到原文的预期目的。总结：广告翻译中应该注意的事项： ¨ 1首先最重要的是要表达清楚原文的意义，译文要根据广告的所宣传的产品特性遣词造句。要始终考虑广告的功能，使其在译文中得以再现。¨ 2其次要注意广告的文体特征，要尽可能地在译文中保留这些特殊的语体风格，包括词汇特征、句法特征和修辞特征等，但是这绝不以为着死套原文句式，一成不变，而要根据汉语的表达习惯，适当变通，做到语义明确，语言流畅，读来朗朗上口，便于深入人心，达到促销的目的。¨ *广告翻译中译者尤其要注意美学要素的再现，兼顾音、形、意几个重要方面，做到音美、意美和形美。 作业: 广告词的翻译要求：1. 本次翻译作业每人必做, 提交纸制稿。 2. 每个小组讨论汇聚译文一份，周四上课时抽查几个小组进行展示。 太子精品 送礼佳品身体健康是无价之宝，太子精品礼盒是有价佳品。花旗参（西洋参）自古以来被人们公认为最佳天然健康补品，营养价值极高，老少皆宜，四季适用，且食法多样。太子精品礼盒充分体现了食法的多姿多彩，适合不同人士不同时候之需要。无论当茶喝、当药服、当糖吃，任由尊便- 因为盒内搜集了美国销量第一的太子牌原枝花旗参、太子牌强力洋参丸及随时随地都吃得的花旗参糖。鱼翅之养颜滋补，众所周知，更是高级之佳肴。太子精品礼盒是精品之组合，是礼品市场之需求，是对各界人士一份诚意的贡献。在提倡天然补品的今日，太子精品礼盒无论馈赠亲友、孝敬长辈，或者自用，诚为一最佳选择！专心-专注-专业