英漢翻譯廣告英語的翻譯.ppt

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Lecture 14,Translation of English Advertisement （廣告英語的翻譯）,1. Lexical features of English advertisement,1) Frequent use of adjectives and their superlative and comparative degrees Famous world-wide gourmet cuisine. Excellent daily specials and mouth watering desserts. 世界有名的美食烹調(diào)。精美的每日特色飯菜和令人垂涎的點(diǎn)心。 Tender tailoring. Feminine but far from frilly… gentle on your budget, too. 做工，精巧細(xì)致；式樣，嬌媚自然；價格，低廉宜人。 For the first time, there’s a remarkable gel that can give your hair any look you want—sleeker, fuller, straighter, curlier, more natural, even wet—without a drop of alcohol or oil. 一種前所未有，不同尋常的發(fā)乳問世了。它可以使您的頭發(fā)隨心所愿——更光滑、更豐茂，更平直、更卷曲、更自然、甚至保持濕度——卻不含一滴酒精或油脂。,,Our philosophy is simple. To give you the most important things you want when you travel: the best location, the best standards and the special attention a businessman needs. 我們的宗旨很簡單。讓您在旅行中得到企業(yè)家最想要的一切：最好的地點(diǎn)，最高的標(biāo)準(zhǔn)和特殊的服務(wù)。,2）Creating new words and odd words to cause novelty,TWOGETHER The ultimate all inclusive one price sunkissed holiday. 兩人共度一個陽光燦爛的假日，一切費(fèi)用均包括在單人價格之內(nèi)。 What could be delisher than fisher? 還有什么比釣魚更有味？,3）Abbreviations and compound words in order to save space,Where to leave your troubles when you fly JAL. 乘坐日航班機(jī)，全無一路煩惱。 Even at just over $100 per person per day, our thrill-of-a-lifetime trips are cheap. 即使每人一百多美圓，我們那令人終生難忘的極富刺激的旅行仍然便宜。,4）Both elegant words and colloquialisms are used,The home of your dreams awaits you behind this door. Whether your taste be a country manor estate or a penthouse in the sky, you will find the following pages filled with the world’s most elegant residences. 打開門，等著您的就是夢寐以求的家。無論您想要一座鄉(xiāng)間宅地，或是一間摩天大樓的頂屋，翻開下面幾頁就可以看到世界上最美的住宅，供您挑選。 Moms depend on Kool-Aid like kids depend on moms. 媽咪依賴果樂，就像寶寶依賴媽咪一樣。,2. Grammatical features,1) More simple sentences to be eye-catching and easy to understand. Coca-Cola is it! 可口可樂就是棒！ Fresh Up with Seventh-Up 暢飲七喜，精神倍增。,2）More compound sentences with parallel structures, brief and clear,Introducing FITNESS magazine. It’s about health, it’s about exercise, it’s about your image, your energy, and your outlook. 向您推薦《健康》雜志，說健康，說鍛煉，說形象，說精力，說展望。 The Olympic challenge is ours, and so is the human challenge. Samsung is forging ahead in electronics, and the race into a new age is about to begin. 奧林匹克是對我們的挑戰(zhàn)，也是對全人類的挑戰(zhàn)。三星電子乘風(fēng)前進(jìn)，邁入新時代的比賽即將開始。,3）More ellipsis with condensed language,You’ll enjoy relaxed sunny days. Warm, crystal clear lagoons. Cool, green foliage. Waterfalls. Flowers. Exotic scents. Bright blue skies, Secluded beaches, Graceful palms. Breathtaking sunsets. Soft evening breezes. And food that simply outstanding. 您會享受這陽光明媚的輕松日子。溫暖、清澈的環(huán)礁湖。清涼、碧綠的樹葉。瀑布、花叢，異樣的芬芳，明亮的藍(lán)天，幽靜的海灘，優(yōu)美的棕櫚，壯麗的日落，輕柔的晚風(fēng)。還有那絕妙的食物。 It’s a moment you planned for. Reached for. Struggled for. A long-awaited moment of success. Omega, for this and all your significant moments. 這是您計劃的時刻，期望的時刻，爭取的時刻，長久等待的成功時刻。歐米茄，記下此刻，和所有重要時刻。,4）More imperative sentences with strong sense of encouragement,So come into McDonald’s and enjoy Big Mac Sandwich. 走進(jìn)麥當(dāng)勞，享用大三明治。 For more of America, look to us. 想更多了解美國，來找我們。,5）Using negative sentences to describe other things to set off by contrast,We would never say the new Audi 100 is the best in its class. We don’t have to. 我們根本不必說新型奧迪100是同類車中最好的。沒有這個必要。 Q: Where in America can you find a better pair of Men’s Twills for $32.50? A: Nowhere that we know of. 問：你能在美國其他地方花32.50美圓買到一條更好的斜紋布男褲嗎？ 答：據(jù)我們所知，不能。 If you can’t relax here, you can’t relax. 次地不能放松，無處能放松。,6）Frequent use of active voice and simple present tense,Harmony of style and performance set this new 626 apart. Qualities are at the heart of every Mazda. 式樣與性能的協(xié)調(diào)一致使新型626與眾不同。質(zhì)量是馬士達(dá)的核心。 The Charisma of the Filipina. It comes from somewhere within. And it shines on every flight. 菲律賓航空公司的魅力，來自內(nèi)在的本質(zhì)，在每一次飛行中閃耀生輝。,3. Rhetorical Features,Featherwater: light as a feather. 法澤瓦特眼鏡：輕入鴻毛。(simile) To spread your wings in Asia. Share our vantage point. 在亞洲展開您的雙翼，同我們一起飛高望遠(yuǎn)。(metaphor),My Paris in a perfume. 巴黎在我的香水中。(metonymy) I’m More satisfied! 我更滿意摩爾牌香煙。(pun) We take no pride in prejudice. 我們不以偏見為榮。(expression from classics) We’ve hidden a garden full of vegetables where you’d never expect. In a pie. 我們在您想不到的地方藏著整個菜園。就在餡餅里。,Flowers by Interflora speak from the heart. 植物園培育的鮮花傾訴衷腸。（擬人） Dish after dish after dish. People expect us to be better. 一盤一盤又一盤。人們盼望我們更好。（重復(fù)） A contemporary classic. A timeless timepiece. 當(dāng)代的經(jīng)典作，永久的記時器。(antithesis) Hi-Fi, Hi_Fun, Hi-Fashion, only from Sony. 高保真，高樂趣，高時尚，只來自索尼。（alliteration）,Translation Practice,Tomorrow will be a reflection of tonight Nightime is a special time, a time of rest and renewal. Your body begins to relax to unwind from the activity of the day and slip into softer rhythm of the night. It is when your body turn the energy needed for the smiles and laughter of the day into the magical replenishment of the night. This is the time your skin needs special care. Night of Olay is special night care cream, created to make the most of the magic of the night. It is greaseless and remarkably light to touch, a sheer pleasure on your skin, allowing it to breathe naturally while it absorbs this special nighttime nourishment. Hour after quiet hour all through the night, Night of Olay enhances your skin’s own natural renewal by bathing it in continuous moisture, easing tiny dry wrinkle lines and encouraging the regeneration of softer younger looking skin. Night of Olay tonight will be reflected in your youthful radiance tomorrow.,明天是今天的映像 夜晚是一段特別的時間——休息和更新的時間。您的身體開始放松，由白天的緊張活動松弛下來，轉(zhuǎn)入輕柔的韻律。白天您的笑容和笑聲所消耗掉的精力要由夜晚魔術(shù)般地來補(bǔ)充。這時，您的皮膚需要特別的護(hù)理。 奧萊夜霜是一種夜晚使用的特別護(hù)膚霜，能充分發(fā)揮夜晚的魔力。無油脂，輕柔，舒適，讓皮膚一面自然呼吸，一面吸收奧萊夜霜的特殊營養(yǎng)。 一夜之中，每時每刻，奧萊夜霜使您的皮膚始終保持濕潤，增強(qiáng)皮膚的自然再生能力，舒展細(xì)微的皺紋，讓您的皮膚顯得更柔軟更年輕。 今夜檫的奧萊夜霜明天變成您青春的明艷。,Homework,Berried Treasure It’s the shortcake you have been longing for. Ruby red strawberry in a light syrup over fluffy yellow cake. The crowning touch? A pearly puff of whipped topping. And while you’re treasuring every morsel, imagine this: German Chocolate Cake, richly wrapped in a chunky coconut walnut icing and strawberry cheesecake---smooth, silky, sensational. Sweet dreamers. Weight Watchers make desserts that’ll make your day. And berried or not, you’ll treasure them all. Weight Watchers Weight Watchers International Inc.1986R,The End of the Lecture Thank you!,