第一讲广告翻译优秀课件.ppt

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1、第一讲广告翻译第一讲广告翻译第1页，本讲稿共18页一、广告的目的和特点一、广告的目的和特点lAdvertising is a way of bringing information to the public for the purpose of selling a product,a service,an idea,or an event.l1.informationl2.eye-catchingl3.raise the desire to purchase.第2页，本讲稿共18页l不求今日拥有，但求天长地久。-青岛牌电视机l国内首创护革佳品，配方科学，质优价廉，芬芳清香，荣获新产品一等奖。

2、-鞋油lYou press the button,we do the rest.-KodaklSmall bottle,mighty clean.-Easy-off第3页，本讲稿共18页二汉语广告与英语广告的比较二汉语广告与英语广告的比较 l汉语广告往往用修饰语来加强语气，说明产品的特征；英语广告用词简单，以口语为主。l汉语广告中有数量庞大的四字结构，造成排比、重叠，以加强语气。l汉语句子松散、信息量大。英语句子简洁、紧凑，逻辑性强。l汉语广告有不少套语，英语句子考虑整体修辞，不堆砌辞藻。第4页，本讲稿共18页l九华山群山众壑，溪流飞瀑，怪石古洞，苍松翠竹。奇丽清幽，相映成趣；名胜古迹，错落期

3、间，素有“东南第一山”的美称。l译文一：There are multiple ranges of hill in Mount Jiuhua,which have marvelous ridges and peaks,exotic-shaped stones,slender bamboo,curled pine tree,flying waterfall and clear stream.The natural beautiful sceneries form a delightful contrast.The scenic spots are scattered in the mountain

4、,therefore it enjoys the fame of“First Mountain in Southeast China.”l译文二：Mount Jiuhua is an enchanting and secluded place,full of high ridges and deep valleys,in which there are waterfalls,streams,rocks and caverns,with historical sites scattering among pine trees and bamboo groves.Hence the reputat

5、ion of“First Mountain in Southeast China”.第5页，本讲稿共18页三广告翻译的原则：三广告翻译的原则：1、对等 形式对等-信息对等-功能对等lLife is a journey,Travel it well(联合航空)人生之旅，尽情游历lFeel the new space.（三星电子）感受新境界lTides in,dirts out.（汰渍洗衣粉）汰渍到，污垢逃。第6页，本讲稿共18页lIdeas for life.（松下）我们为生活出主意。lCome for price.Stay for service.（Lexus 汽车）购时价格公道，售后服务周到

6、。第7页，本讲稿共18页lIf you drive,dont drink;if you drink,dont drive.严谨酒后驾车。lJust do it.跟着感觉走。（Nike）第8页，本讲稿共18页2、简洁、简洁l言简意赅：吸引读者注意，便于识记l“Keep it short and sweet.”第9页，本讲稿共18页lAvoid debt and stay merry.（State Farm 保险公司）无债一身轻。l牡丹香烟 醇味盖冠 -牡丹香烟 Peony stands out for taste.l不求今日拥有，但求天长地久。-青岛牌电视机 Choose once and ch

7、oose for good.lCant beat the real thing.（Coca-Cola）挡不住的诱惑。第10页，本讲稿共18页3、变通、变通l品味更胜一筹（食品广告）Better than ever!lTaking the lead in a Digital World.-三星 领先数码，超越永恒lA diamond is forever 钻石恒久远，一颗永流传lIntelligence everywhere.-摩托罗拉 智慧演绎，无处不在。第11页，本讲稿共18页4、唯美、唯美l内涵：意境美、形象美、情感美、文化美l语言美：修辞美、词汇美、构句美、声韵美第12页，本讲稿共18页

8、l艾诗助您散发自然韵味。-艾诗芬香润肤露 Enchanteur Unfolds your natural magic.lWe try harder.（出租车公司广告）我们在努力。lM&Ms melt in your mouth,not in your hands.（巧克力广告）只溶在口，不溶在手。第13页，本讲稿共18页5、含蓄、含蓄l出手不凡钻石表-钻石牌手表 Buy a Diamond brand watch,if every second counts for you.l人带梅花，准时乐道。Give Plum to all,and to all a good time.(Timex)lC

9、onnecting People-Nokia 科技以人为本lBetter late than the late.晚到总比完蛋好。第14页，本讲稿共18页作业：作业：lGive me Green World(晚霜品牌),Or give me yesterday.抹青春晚霜，去岁月沧桑l杜康酒为中国历史名酒，由杜康最先酿制因此得名。Du Kang,a famous Chinese spirits with a long history,was named after its first distiller,Du Kang.l品质优良，书写润滑，美观大方。-中华铅笔 Smooth and beaut

10、iful,Zhonghua Pencils with high quality.物美价廉 High qualities and low prices.第15页，本讲稿共18页l实乃居家旅行之最佳食品。-话梅 It is a unique food for families or for travelers.lEvery time a good time.（麦当劳）分分秒秒欢聚欢笑lMake peace with your body.（止泻药）止泻安宁lGo for the sun and fun.(旅游广告)沐浴阳光，畅享欢乐l有目共赏（上海电视）Seeing is believing.第16

11、页，本讲稿共18页讨论：讨论：Unlike me,my Rolex never needs a rest.和我不同，劳力士表不需要休息。永不疲惫，劳力士表。生命永恒，摆动不止。(生命永不停摆！)劳力士表，不停奔跑。We pay,You play.(Casino 赌场)我们付，你们玩。你们找乐子，我们付票子。第17页，本讲稿共18页讨论：讨论：lMake the impossible possible.You make me love you.(Hoverround轮椅)lShe wants to put her tongue in your mouth.（语言学校广告）lIf you want to pay more,its your business.if you want to pay less,its our business.(Verizon 手机)第18页，本讲稿共18页