商务英语翻译 第5章 商务广告翻译

第5章商业广告的汉英翻译理论探讨译例举隅及翻译点评翻译比较与欣赏广告欣赏广告的界定及其功用理论探讨广义：非经济广告和经济广告狭义：主要指商务广告PressAdvertising报刊广告TelevisionandRadioAdvertising电视和无线电广告DirectMailAdvertising直接邮件广告WindowandPoint-of-SaleDisply橱窗和销售点陈列广告OutdoorandTransportAdvertising露天广告和交通广告•传播商业信息，诱发公众需求•塑造企业形象，提高企业知名度•展示商情，为公众咨询提供方便AIM原则：Attention·注意Interest兴趣Memory记忆商务广告功能•生产资料广告•消费品广告•服务娱乐类广告•招聘类广告•企业、事业形象类广告ToyoOctopus商务广告类型商务广告语言的表现要求•鲜明突出WewouldneversaythenewAudi100isthebestinitsclass，wedon’thaveto．译：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。Hi—Fi，Hi—Fun，Hi—Fashion，onlyfromSony．译：高保真、高享受、高时尚，只来自索尼。•简明通俗Aworldofcomfort.(JapanAirlines)译：日本航空：舒适与温馨撒满世界家有三洋，冬暖夏凉（三洋空调广告）译：WithSanyangathome,warmthinwinterandcoolnessinsummerwillbewithyou.口服心服（台湾矿泉水广告）译：Bydrinkingit,youwillmarvelatit.IfonlyeverythinginlifewasasreliableasaVolkswagen.译：假如生活中的一切都有大众汽车那么可靠，世界该有多妙！（Volkswagen汽车广告）•新颖别致聪明不必绝顶（生发灵广告）译：Wisenessdoesnotcomefrombaldness.WeknowEggsactlyhowtosellEggs.译：我们肆无忌惮地知道如何卖鸡蛋。AsoundWaytoLearnEnglish.(英语教学磁带广告）译：有声地学习英语，优胜的学习方式。•生动形象你会像阳光一样明媚。（阳光衬衫广告）译：YouwillbeascharmingastheSunshine.DesignedwithtasteToday’sSlimsAtaveryslimPrice(Slim牌香烟广告）译：设计体现品味，“使你美”体现潮流，“使你美”价廉物美。Strongtractor,strongfarmer.(拖拉机广告）译：勇猛的拖拉机，勇猛的耕田夫。优秀广告的五条标准•独特，有新意Progress•列出商品或者服务的真正优点Problem•明确的承诺Promise•给消费公众愉快的体验Pleasure•有一种潜在的推动力量Potential高露洁：人人都刷牙Brushingfor2minuteswillbehealthyforeveryone.Colgate.刷牙两分钟，健康每个人。高露洁。“效果优先”原则出手不凡钻石表*OurDiamodbrandmeansexcellentwristwatchesoutofyourhand.AskforaDiamondbrandwatch,ifeverysecondcountsforyou.Pepsi-colahitsthespotTwelvefullounces,that’salotTwiceasmuchforanickel,tooPepsi-colaisthedrinkforyou(百事可乐广告）商务广告的翻译原则百事可乐顶呱呱，十二盎司毫不差，五个美元买两打，百事可乐饮料佳。*百事可乐顶顶呱呱，十二盎司丝毫不差，五个美元可买两打，百事可乐饮料最佳。“符合译语文化”的原则“白象”电池：SilverElephant“金鸡”闹钟：GoldenRooster藕粉：LotusRootStarch玉兔：JadeRabbit（WhiteRabbit）“符合译语广告规范和特色”的原则“不同的肤色，共同的选择”(青岛啤酒）People’sskincolorsaredifferent—farandnear,buttheirchoicecanbethesame-forQingdaoBeer.为中国西部的腾飞加油！(CCTV西部频道口号）Shoulderstothewheelanddoourbest—fortheeconomictake-offinChina’swest!一册在手，纵览全球（《全球》杂志）WithacopyofTheGlobeinyourhand,theworldunfoldsbeforeyousogrand.例1【原文】金杯牌气床垫工艺先进，结构新颖，造型美观，款式繁多，舒适大方，携带方便。【译文】The“GoldenCup”brandair-filledbedcushionsaredesignedwithadvancedtechnologyinnovelstructure,beautifulshapeandvariousspecifications.Theyarecomfortableandconvenienttocarry.译例举隅及翻译点评例2【原文】一夜之中，每时每刻，玉兰油晚霜使您的皮肤始终保持湿润，增加皮肤的自然再生能力，舒展细微皱纹，让您的皮肤显得更柔软更年轻。Allthroughthenight,NightofOlayenhancesthenaturalregenerationofyourskinbykeepingitconstantlymoist,easingtinywrinklesandmakingyourskinsofterandmoredelicate.例3【原文】把握天时地利，开拓源源商机参展良机就在眼前，请即报名参加创新科技及设计博览！Businesssuccessoftenmeansbeinginrightplaceattherighttime.Beatthecenterofopportunities.RegisterasanexhibitoratINNOVATION&DESIGNEXPO!例4【原文】“上宝交通”驰名世界，让世界遍布“声佳”电器。【译文】Ouraim:Markaglobalhit-ShengjiaAutoElectric.例5【原文】“土星”汽车选择了低价位政策，主要利用了电视广告和露天大广告牌促销并通过独家经销商销售。【译文】Saturnhaschosentopricetheircarinexpensively,haspromotedthecarmainlythroughtelevisionadvertisementsandbillboards,anddistributesthecarexclusivelythroughSaturndealerships.例6【原文】本公司的产品远销英国、美国、意大利和东南亚，深受消费者欢迎和好评。【译文】OurproductsaresoldinBritain,Japan,ItalyandSoutheastAsiaandwellappreciatedbytheirpurchasers.例7【原文】谁跑到最后，谁笑的最好（某一轮胎广告）【译文】Hewholastslastlaughsbest.例8【原文】肝炎患者急惶惶，求医觅药走四方；借问良药何处有，侨光药厂出“肝安”。（侨光药厂“肝安”广告）【译文】Suffersofhepatitisareveryanxious.Theylookformedicineseverywherewithgreatdifficulty.Whereoneartharethegoodonesyouneed?Gan’anfromQiaoguangwilldothedeed.例9【原文】美酒酿出世界的爱。【译文】Goodliquorhelpsyoutogetloveeverywhere.例10【原文】不同凡响的宜兴大理石的奇迹。【译文】MarvelsofthemarvelousmarbleofYixing.•例1【原文】“老城隍庙五香豆”流传至今颇受东南亚华侨之宠爱，生意兴隆，口碑载道，尝者百吃不厌，齿颊留香。【译文一】“OldTownGod’sTempleFive-FlavoredBeans”havelongbeenafavoritesnackamongmanyoverseasChineseinSoutheastAsia.Theyhavebeensellingwellwithagoodreputation.Youwillneverbefedupwiththissnack.Onceyouhavesomeofthem,theirgoodflavorwilllingeralongtimeinyourmouth.（刘法公译；有改动）翻译比较与欣赏【译文二】“OldTownGod’sTempleFive-FlavoredBeans”havelongbeenafavoriteofoverseasChineseinSoutheastAsia.Theyhavebeensellingwellandhavewonalotofpublicpraise.Theirtastewillmakeyoufavorthemandtheirflavorwilllingeralongtimeinyourmouth.（李明译）例2【原文】实为创业之本，达则善兼天下（实达电脑广告）【译文一】Honestyisthekeytosuccess.Agreatbusinesswinstheworldbymerits.(陈小慰用例）【译文二】Honestyisthekeytosuccess.Qualitypavesthewaytotheworld.(李明译）例3【原文】食在广州【译文一】Guangzhouistheplacetoeat.【译文二】Ifyoulikegreatcuisine,cometoGuangzhou.【译文三】Guangzhou,theidealofplaceforgourmets.【译文四】Guangzhou,aparadiseforeating.【译文五】Eastorwest,Guangzhoucuisineisthebest.例4【原文】要想皮肤好，早晚用大宝【译文一】Applying“Dabao”morningandnightmakesskincarearealdelight.【译文二】“Dabao”morningandnightmakesskincarearealdelight.【译文三】Wanttogainanidealcomplexion?Use“Dabao”withnohesitation.【译文四】Tochangeyourskinfromgoodtobetter,youhavetowear“Dabao”soonerorlater.【译文五】Dabao,today’smakeupfortomorrow’sskin.【译文六】Fairskinnow?Dabaoknowshow.【译文七】With“Dabao”morningandnight,soonerorlateryourskinwillbebright.广告欣赏诺基亚E7乔丹香奈儿5号例3【原文】“土星”汽车选择了低价位政策，主要利用了电视广告和露天大广告牌促销并通过独家经销商销售。【译文】Saturnhaschosentopricetheircarinexpensively,haspromotedthecarmainlythroughtelevisionadvertisementsandbillboards,anddistributesthecarexclusivelythroughSaturnde