3.-广告翻译

广告文体的简介与翻译广告的文体特征•1.用词特点•2.句法特点•3.修辞特点用词特点•简明、通俗、易记•Mygoodness!MyGuinness!(Guinness啤酒）•MosquitoByeByeBye.(Raid)•蚊子杀杀杀。•Lifetastesgood.(Coca-Cola)•生活有滋有味。•Everythingisextraordinary.Everythingtempts.(Cartier)•件件超凡脱俗，样样新颖诱人。•新奇与创意•WeKnowEggsactlyHowtoTellEggs.•DrinkaPintaMilkaDay.•WelcometotheWorldWideWow.(AOL)•Notallcarsarecreatedequal.(MitsubishiMotors)BACK句法特点•单词、短语、简单句、省略句•Anytime.(TNT)•Aworldofcomfort.(JapanAirlines)•Designedwithtaste.Today'sSlimsataveryslimprice.•Cokeaddslife.(Coca-Cola)•大量使用祈使句•Justdoit.(Nike)•只管去做。•CatchthatPepsispirit.Drinkitin.(Pepsi)•喝百事饮料，感受百事精神。•Cometowheretheflavoris.CometoMarlboroCountry.•光临风韵之境！万宝路世界。•使用各式疑问句•Areyougoinggraytooearly?•Areyoumissingouton64%oftheworld’sinvestmentopportunities?(MerrillLynchInvestmentConsultingCompany)•Whocantellthatbuildsthebestfamilywagon?--Putthemtotest.(Chrysler)BACK修辞特点•FlowersbyInterfloraspeakfromtheheart.•I'mMoresatisfied!(摩尔香烟广告）•AMarsadaykeepsyouwork,restandplay.•Flysmoothassilk.•Onetreecanmake3,000,000matches.Onematchcanburn3,000,000trees.•Cokerefreshesyoulikenoothercan.•Hi-fi,Hi-fun,Hi-fashion,onlyforSony.广告翻译的标准•促销力•创意•美感•文化适宜性广告翻译的策略•直译•意译•再创型翻译/创译•增补型翻译•浓缩型翻译•不译•编译直译•ChallengetheLimits.(Samsung)•挑战极限。•Winningtheheartsoftheworld.(FrenchAirlines)•赢取天下心。•Therelentlesspursuitofperfection.(Lexus)•专注完美，近乎苛求。•Lifeisajourney.Travelitwell.(UnitedAirlines)•人生如旅程，应尽情游历。•Spoilyourselfbutnotyourfigure.•译文一：放心的吃吧，别担心体重。•译文二：尽情享受，苗条如故。•译文三：有口福不发福。•GoldLionforMenOnly•金利来，男人的世界。意译•Whatevermakesyouhappy.(CreditSuisse)•为您设想周全，让您称心如意。•UPS.Ontime,everytime.•UPS--准时的典范。•Wecaretoprovideserviceaboveandbeyondthecallofduty.(UPS)•殷勤有加，风雨不改。再创型翻译/创译•Connectingpeople.(Nokia)•科技以人为本。•Goodtothelastdrop.(Maxwell)•滴滴香浓，意犹未尽。•Agreatwaytofly(SingaporeAirlines)•飞越万里，超越一切。•IthappensattheHilton.•希尔顿酒店有求必应。•Applethinksdifferent.(AppleComputer)•苹果电脑，不同凡“想”。增补型翻译•Eleganceisanattitude.(Longines)•优雅态度，真我性格。•Begoodtoyourself.FlyEmirates.•纵爱自己，纵横万里。•Trustusforlife.•财务稳健，信守一生。•Takingtheleadinadigitalworld.(Samsung)•领先数码，超越永恒。浓缩型翻译•Whereveryouare.Whateveryoudo.TheAllianzGroupisalwaysonyourside.•安联集团，永远站在你身边。Exercise•Yourfutureisourfuture.(HSBC)•Thechoiceisyours.Thehonorisours.(Ford)•Anytime.(TNT)•It'sallwithinyourreach.(AT&T)•Everytimeagoodtime.(McDonald's)•Yourfutureisourfuture.(HSBC)•与您并肩迈向明天。•Thechoiceisyours.Thehonorisours.(Ford)•你的选择，我的荣耀。•Anytime.(TNT)•随时随地，准时无误。•It'sallwithinyourreach.(AT&T)•联络世界，触及未来。•Everytimeagoodtime.(McDonald's)•分分秒秒相聚欢笑。What’sinaname?•Itsoundsordinaryonpaper.Awhiteshirtwithabluecheck.Infact,ifyouaskedmostmeniftheyhadawhiteshirtwithabluecheck,they’dsayyes.•Buttheshirtillustratedontheoppositepageisanadventurouswhiteandblueshirt.Yetitwouldfitbeautifullyintoyourwardrobe.Andnoonewouldacuseyouoflookinglessthanagentleman.Predictably,thedifferentwhiteandbluecheckshirthasadifferentname.ViyellaHouse.It’stailoredincrispcoolcottonandperfectlycutoutforcitylife.Rememberournamenexttimeyouarehuntingforashirttogiveyoumorethanjustabackgroundforyourtie.•Onwomenandchildren’swearaswellasonmen’sshirts,ourlabelsays—quietlybutpersuasively—allthereistosayaboutourgoodqualityandyourgoodtaste.•Ourlabelisourpromise.名牌推荐•英国人以其衬衫的风度闻名世界。其知名品牌就是维耶拉衬衫，它以精纺棉布为面料，由英国维耶拉品牌精心裁制，质量上乘，畅销世界。维耶拉特此郑重的承诺:蓝格白底，是白马王子的首选，风度翩翩，惹来窈窕淑女的青睐。穿上维耶拉，男人闯天下。穿上维耶拉，生活真潇洒。维耶拉还请您关注我们推出的妇女和儿童服装，百分之一百的一流品味，百分之百的质量保证。直译•家有三洋，冬暖夏凉（三洋空调）•WithSanyangathome,warmthinwinterandcoolnessinsummerwillbewithyou.•聪明不必绝顶（生发灵）•Wisenessdoesnotcomefrombaldness.•一册在手，纵观全球（《环球》杂志）•TheGlobebringstheworldtoyouinasinglecopy.•WithacopyofTheGlobeinyourhand,theworldunfoldsbeforeyousogrand.•优良的质量，优惠的价格，优质的服务•Unrivalledquality,unbeatableprices,unreservedservice意译•口服心服（台湾矿泉水）•Bydrinkingit,youwillmarvelatit.•出手不凡钻石表。•Ourdiamondbrandmeansexcellentwristwatchesoutofyourhand.•Askforadiamondwatch,ifeverysecondcountsforyou.•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！•Businesssuccessoftenmeansbeingintherightplaceattherighttime.•Beatthecenterofopportunities.Registerasanexhibitorat•INNOVATION&DESIGNEXPO!创译•实为创业之本，达则善兼天下。（实达电脑）•Honestyisthekeytosuccess.Agreatbusinesswinstheworldbymerits.•Honestyisthekeytosuccess.Qualitypavesthewaytotheworld.•人戴“梅花”，准时乐道。（手表）•Givethewatchtoallandtoallagoodtime.浓缩型翻译•上宝交通”驰名世界，让世界遍布“声佳”电器。•Ouraim:Markaglobalhit--ShengjiaElectric.•穿上”双星”鞋，潇洒走世界。•DoubleStartakesyouafar.修辞•谁跑到最后，谁笑的最好。（某轮胎）•Hewholastslastlaughsbest.•不同反响的宜兴大理石的奇迹。•MarvelsofthemarvelousmarbleofYixing.•骑上“金狮”，潇洒轻快。•SmartandswiftridingonGoldenLion.•随身携带，有备无患。随身携带，有惊无险。（速效救心丸）•Aheartrelieverinneedisaheartrelieverindeed.Exercise•仁者近山，智者近水。（房地产公司）•人生得一《知音》足矣。（《知音》杂志）•波导——手机中的战斗机•食在广州•要想皮肤好，早晚用大宝。•仁者近山，智者近水。•TheGoodareclosetothemountain,thewiseareclosetothewater.•Goodmenprefertolivenearmountains,wisemennearwater.•人生得一《知音》足矣。•WhatpleasureitistoowntheBosomFriendinone'slifetime!•波导——手机中的战斗机•Bird--aspowerfulasfighters.•食在广州•Guangzhouistheplacetoeat.•Ifyoulikegreatcuisine,cometoGuangzhou.•Guangzhou,theidealplaceforgourmets.•Guangzhou,aparadiseforeating.•Eastorwest,Guangzhoucuisineisthebest.•要想皮肤好，早晚用大宝。•Dabaomorningandnightmakesskincarearealdelight.•Wanttogainanidealcomp