经典广告与英文翻译..

广告翻译广告的定义“广告是将各种高度精炼的信息，采用艺术手法，通过各种媒介传播给大众，以加强或改变人们的观念，最终导致人们行为的事物和活动。”广告的定义广告手段(AdvertisingMedia)1.PressAdvertising报刊广告2.TelevisionandradioAdvertising电视和无线电广告3.OutdoorandTransportAdvertising露天广告和交通广告4.WindowandPoint-of-SaleDisplay橱窗和销售点陈列广告5.ExhibitionandTradeFairs展览会和商品交易会6.DirectMailAdvertising直接邮件广告7.Cinema电影广告广告的功能广告具有信息功能(informativefunction)美感功能(aestheticfunction)表情功能(expressivefunction)祈使功能(vocativefunction)英美现代广告学认为，广告的作用在于：1.Information（提供信息）2.Persuasion（争取顾客）3.MaintenanceofDemand（保持需求）4.CreatingMassMarkets（扩大市场）5.Quality（确保质量）广告的作用可见一斑ThecodfishlaysamillioneggsThehelpfulhenlaysoneThecodfishmakesnofussofitsachievementThehenboastswhatshehasdoneWeforgetthegentlecodfishThehenweeulogizeWhichteachesusthislessonThatitpaystoadvertise什么是广告语？广告语是指广告中的语言，它就应该包括各种广告中所有的语言文字信息，即广告中的语音、词语、句子（包括歌词）、文字（包括拼音字母）、标点符号和文字图形（由文字构成的图形或文字和实物及其图形的结合）---曹志耘《广告语言艺术》1.广告的语言特点及英译:玩弄辞藻使用警策句，以发人思考，从而注意广告中的商品言简意赅,简洁易懂使用大众化口语体玩弄辞藻堆砌形容词和形容词最高级finestfood,mostattractivesurroundingsandafriendlydisposition(餐馆广告)Incrediblesale:beautiful,beautiful,beautifullynxandmink,topquality,lateststylesfurgarments(服装广告)夸大其辞,以耸听闻OurSundayBrunchBuffetIsALegendInItsTime(餐馆广告)运用押韵法BETABuildsitBetter(家具广告)Spendadime,Saveyoutime(电器广告)NeverLate,onFather’sDay(礼品广告)使用警策句或套用名句Nodreamistoobig.(高级轿车广告)IfyouthinkgettingonlyonecavityayearisOK,By1990you’llhave10holesinthattheory.(牙膏广告)Tosmokeornottosmoke,thatisaquestion.(香烟广告)使用大众化口语体例如：”航空牌“人造皮革箱用料上乘，做工精细，款式新颖，价格合理，规格齐全，欢迎选购。“Aviation”ArtificialLeatherSuitcaseSelectedmaterials,fineworkmanship,moderndesigns,reasonableprice,variousspecifications.Orderwelcome.“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.“SnowLotus”CashmereSweaters“SnowLotus”CashmereSweatersfromBeijingaremadefromsuperiorChineseCashmerefibre.Theyarelustrousincolour,supple,light,warmandcomfortabletowear.Owingtotheirfinequality,excellentworkmanship,noveldesignsandstyles,andcompletesizerange,theyhavegainedpopularityfromconsumersabroad.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Ｂ５，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。Myhairwasdry,coarseandunmanageable.ButfromthetimeIbegantousePantenePro-VTreatmentShampoo,ithasbecomehealthyandshiny.ThisisbecausePantenePro-VtreatmentShampoocontainsuniqueProVB5,whichdeeplypenetratesyourhairfromroottotip.Itsnewimprovedformulagivesyourhairextraprotectionagainstdamage,leavingithealthierandshiner.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．WelcometoQingdaoHereyouwillseebeautifulscenes,breathtakingwonders,First-classfacilitiesandefficientservices.Youcanbask,indulge,andluxuriateonthebeautifulbeaches,andinthegoldensunshine.招聘、招标类广告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[phone]．WantedApianoteachertoteacha5-year-oldgirlathome.2hourseachtime,twiceaweek.Call0298306814.商标的英译1.直译法:“皇冠”（Crown)；“自然美”（NaturalBeauty）2.音译法：①汉语拼音:“海天”(Haitian)；“红塔”(Hongta)；“太极”(Tanji)②适当调整：“新科”(Shinco)；“康佳”(Konka)；“格力(Gree)”；“美的(Midea)”3.音意结合法：“黛丝”洗发水(Daisy);“方太”厨具(Fountain);“海信”(HighSense);“乐百氏”饮品(Robust)4.转译法：“联想”：Legend(Lenova)“统一”食品:President“正广和”纯净水:Acquarius大众审美心理与商标翻译“芳芳”牙膏:FangFang“白象”电池:WhiteElephant“金鸡”鞋油:GoldenCock“玉兔”:JadeRabbit(WhiteRabbit)藕粉:LotusRootStarch“船”牌床：Junk“蝙蝠”牌电扇：Bat广告口号（slogans)、广告语句(catch-phrases)的特点吸引力(attractive---catchthereader’sattention)创造力(creative---projectanimage)说服力(persuasive---urgethereadertoact)影响力(impressive---produceanimpact)你不理财，财不理你Ifyouleave“ManagingMoney”alone,Moneywillmanagetoleaveyoualone中药材广告：“药材好，药才好。”OnlyfinemedicinalherbsMakefineherbalmedicines.茅台酒的广告语：茅台一开，满室生香；国酒茅台，渊源流长。Mao-tai-avintageliquorAVIPtreatwhichdiffusesthefinestaroma；Anationalfavorthatwona1915diplomaOriginatedin135B.C.)茅台酒的另一条广告语：国酒茅台，酿造生活的品味。Mao-tai:Aliquorofnationalstatusthatmakesyourlifegracious.Butlin’s–therightchoice.Don’tlabourthepoint,orbeconservativeinyourchoice,orliberalwithyourmoney.CometoButlin’sfortherealparty.GreatPartyAhead.“布特林旅游公司——您的正确选择。不要劳烦讲个没完，不要保守，也别犹豫，不要放任自由地乱花钱。到布特林旅游公司，参加实实在在的聚会吧。盛大的聚会正等着你！”直译法“一切皆有可能”（李宁服饰）Anythingispossible.“给我一个机会，还你一个惊喜”（嘉亨印务）Givemeachance,andyou’llhaveabigsurprise.“拥有完美肌肤的秘诀”Thesecretforperfectskin.转译法国酒茅台，相伴辉煌。Goodandvigorousspirit.运动休闲，我行我速。Gomyownway.我有我的品质。Whatwedo,wedowell.仿译法爱您一辈子（绿世界化妆品）Lovemetender,lovemetrue.一册在手，纵览全球(《全球》杂志的广告语)WithacopyofTheGlobeinyourhand,theworldunfoldsbeforeyousogrand.中原之行哪里去？郑州亚细亚。（亚细亚商场）WhileinZhengzhou,doastheZhengzhounesedo---GoshoppingintheAsianSupermarket.随身携带，有备无患；随身携带，有惊无险。（速效救心丸）Afriendinneedisafriendindeed.“美的”牌家用电器的广告语“美的”家电，美的全面、美的彻底Mideahomeappliancesarebeautiful-beautifulfromheadtotoe,beautifulinsideout.“三优”牌家具的广告语优良的质量优惠的价格优质的服务UnrivalledqualityUnbeatablepricesUnreservedservice“三包”承诺我们实行“三包”：包修、包退、包换Weoffer3-Rguarantee,namelyguaranteedrepair,replacementandrefund.集邮杂志的广告语方寸之间，深情无限OnthesetinypostagestampsPhilatelists’friendship“franks”《全球》杂志的广告语一册在手，纵览全球WithacopyofTheGlobeinyourhand,theworldunfoldsbeforeyousogrand.《故事会》杂志为您提供美，为您提供乐，为您提供爱，为您提供趣。Itgivesyoujoy.Itgivesyoufun.I