商务广告的翻译

第七讲广告的翻译定义Advertisingisthenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.“广告是由特定的广告主通常以付费的方式通过各种传播媒体对产品、劳务或观念等信息的非人员介绍及推广。”广告的功能InformationfunctionDemandcreationfunctionPersuasionfunctionActionfunctionestablishmentfunction广告的分类目标群体：消费者广告consumeradvertising企业广告businessadvertising广告的分类目标区域：地方广告localadvertising全国广告nationaladvertising国际广告internationaladvertising广告的分类传播媒体：印刷广告printadvertising电子广告electronicadvertising户外广告out-of-dooradvertising广告的分类宣传目的：商业广告commercialadvertising非商业广告non-commercialadvertising标题headline正文bodytext口号slogan商标trademark插图illustration英语广告的构成Goodtaste.Kentstyle.（美国健牌香烟）MyRolexismorethanJustawatch,itmakesmefeeldressed.（瑞士劳力士手表。）Wemakeothervegetablesgreenwithenvy.（美国马铃薯协会马铃薯的广告）DATSUNsavesaboutagallonofgasolineaday.（DATSUN牌汽车）Softshoesforhardworld.（Ultrasoft女鞋）标题IwasinlovewithagirlnameCathy.Ikilledher.200Years.SixGenerations.OneFamily.PURINAKITTENCHOWBRANDKITTENFOOD–BecauseKittensneedmorenutritionthanadultcats.标题直接性标题(directheadline)间接性标题(indirectheadline)综合性标题(combinationheadline)标题GradeAMilk,23￡aQuart直接性标题Bed&Breakfastserviceoffers200apartmentsRates$75-300p/nREADTHISADSTANDINGUP间接性标题ThefastestwaytogetupandrunningiswithournewHPVectraPCS.综合性标题叙述式对话式传播知识式发言人式故事式类比式解题式……正文ThingsgobetterwithCoca-Cola.(可口可乐)TastethatbeatstheotherCold.(百事可乐)Aboveallinrefreshment.(雪乐门香烟)FreshupwithSeven-up.(七喜汽水)Don’tLeaveHomewithoutit.(美国运通)TheSmarterPlacetoBe.(美国证券交易所)AT&T,YourTrueChoice.(美国电话电报公司)TheUltimateDrivingMachine.(德国宝马)You’llLovetheWayWeFly.(Delta航空公司)TheBestTiresintheWorldHaveGoodyearWrittenAlloverThem.(固特异轮胎橡胶公司）口号语言特点–词汇特点用词简单，具有口语化倾向Icouldn’tbelieveit,untilItriedit!I’mimpressed!I’mreallyimpressed!You’vegottatryit!Iloveit!-Ismicrowavecookingfast?-Youbet!语言特点–词汇特点模拟生造新词WeknoweggsactlyHowtoSellEggs.DRINKAPINTAMILKADAY.Kash’n’KarrySupermarketTheOrangemostestDrinkintheworld.语言特点–词汇特点模拟生造新词Firstofall,becausenowYoplaitisthicker.Secondofall,becauseit’screamier.Thirdofall,becauseit’sstill100%naturalandreallyverygoodforyou.Fourthofall,becausetomeYoplaittastesbetterthantheotherYogurts.Andfifthofall,because…well,justbecause…语言特点–词汇特点模拟生造新词’sne–alot.…’Endwithevenmoreease,comfort,confidenceandsecurity.Guaranteed.Period.So,语言特点–词汇特点使用缩略语TOLETORFORSALEFurnishedEdinburghCourt,426ArgyleSt,2ndfloor,1,630sq.ft.4bedroomswithdiningandlivingroom,privegarage.Saleat$130,000.Rent1,400.Tel138954officetimeor823784.语言特点–词汇特点使用形容词及其比较级和最高级1.new2.crisp3.good4.fine5.free6.big7.fresh8.great9.delicious10.real11.full,sure12.easy,bright13.clean14.extra,safe15.special16.rich语言特点–词汇特点使用形容词及其比较级和最高级WhataGoodtimeforaGoodtasteofaKent?Injustafewdrops,thisman’sskinisgoingtofeelBetter.MorepeoplechooseKenmoremicrowavesthananyotherbrand!Ifyouwantareallymildcigarette…there’snothingmilderthanRansom.OnemoreCartierforyourfingertips.Thehottestnewshits,yourfavoriteartists.Yourskinwilltellyou…100%combedcottontowel…thesoftest,plushestterry.Wesell,you’llreallyfeelthedifferent!语言特点–词汇特点使用动词讲究且数量有限常见的表示“buy”的含义的动词：make,get,take,try,come,go,have,need,see,use,give,discover,introduce,remember,serve,choose,lookfor,let/sendfor,call,comeon,hurry等。常见表达方式如：Make…yourtoothpaste.Givehim/heran…Introduceyoufamilyto…Try…Let…solveyourproblems.语言特点–词汇特点使用动词讲究且数量有限动词使用广泛，但经常出现的动并不多，出现频率特别高的动词有：bring,choose,come,cook,feel,get,give,go,have,help,keep,know,last,like,love,make,meet,need,save,see,serve,start,take,taste,use语言特点–词汇特点复合形容词的使用形+名：top-quality,highfashiontop-fashion名+形：feather-light,sugar-crisp,farm-fresh,brand-newVing+形：shinning-clean,sparkling-clean名+ved:honey-coated,chocolate-flavored,copper-coated,home-made语言特点–词汇特点复合形容词的使用副+ved:perfectly-textured,well-served名+ving:hand-fitting,record-breaking形+ving:best-looking,fresh-tasting副+ving:best-selling,hard-working形+不定式：easy-to-dress,hard-to-reach句法特点–结构特点多用简单句，少用复合句，口语性强多用并列结构，较少使用主从结构尽量避免使用被动结构，多用主动结构句法特点–句子类型少用否定句多用祈使句多用疑问句省略句出现频繁分离句使用频繁句法特点–句子类型多用祈使句Buyonepair.Getonefree.Stopinastorenearyou.Takealook.Goahead,compare.Seeforyourself.Sostepinandtakealook.VisitanauthorizedIBMPersonalComputerdealer.CometowheretheflavorisCometoMarlboroCountry句法特点–句子类型多用疑问句What’ssospecialaboutLurpakDanishbutter?Well,canyourememberwhatbutterusedtotastelike–realfarm-freshbutter?Doyourememberhowyouusedtoenjoyitwhenyouwereyoung?Today–thetasteofLurparkbringitallbacktoyou–that’swhyit’ssospecial.句法特点–句子类型省略句出现频繁MakeitamildsmokeMildSevenSmooth,rich,rewarding.（MildSeven牌香烟）Specialpurchasetoogoodtomiss.（珠宝首饰）Soft100%cotton–thenaturalchoiceforcomfort!（内衣）句法特点–句子类型分离句出现频繁Paintexgivesyouasmoothandshiningfinishthatlasts.Andlasts.句法特点–句子类型分离句出现频繁Inafewshortyears,FunFruitssnackshaveawholesomepartofgrowingup.Awayofhavingfun.Andsharingfun.ButthebestthingaboutFunFruitsisthatthey’remadewithrealfruit.Soeverychewyoneisrealfruityfun.Funtoeat.Andfuntoshare.Weturnrealfruitintorealfunforkids.句法特点–句子类型少用否定句Nocigarettegive