经典广告英文翻译

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(slogans)、广告 语句(catch-
phrases)的特点
吸引力 (attractive --catch the reader’s attention)
创造力 (creative --project an image)
说服力 (persuasive --urge the reader to act)
7. Cinema 电影广告
广告的功能
广告具有信息功能
(informative
function)
美感功
能(aesthetic
function)
表情功
能(expressive
function)
祈使功
能 (vocative
function)
英美现代广告学认 为,广告的作用在 于:
1. Information (提供 信息)
the world unfolds before you so grand.
中原之行哪里去?郑州亚细亚。 (亚细亚商场)
While in Zhengzhou, do as the Zhengzhounese do --- Go shopping in the Asian Supermarket.
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 - a vintage liquor A VIP treat which diffuses the finest aroma; A national favor that won a 1915 diploma Originated in 135 B.C.)
“给我一个机会,还你一 个惊喜” (嘉亨印务) Give me a chance, and you’ll have a big surprise.
“拥有完美肌肤的秘诀” The secret for perfect skin.
转译法
国酒茅台,相伴 辉煌。
Good and vigorous spirit.
The codfish makes no fuss of its achievement
The hen boasts what she has done
We forget the gentle codfish
The hen we eulogize
Which teaches us this lesson
使用警策句或套用名句
No dream is too big. (高级轿车广告) If you think getting only one cavity a year
is OK, By 1990 you’ll have 10 holes in that theory. (牙膏广告) To smoke or not to smoke, that is a
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.
Welcome to Qingdao
Here you will see beautiful scenes, breathtaking wonders, First-class facilities and efficient services. You can bask, indulge, and luxuriate on the beautiful beaches, and in the golden sunshine.
Great Party Ahead. “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) Anything is possible.
2. Persuasion (争取 顾客)
3. Maintenance of Demand (保持需 求)
4. Creating Mass Markets (扩大市 场)
5. Quality (确保质 量)
广告的作用
ຫໍສະໝຸດ Baidu可见一斑
The codfish lays a million eggs
The helpful hen lays one
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。
My hair was dry, coarse and unmanageable. But from the time I began to use Pantene Pro-V Treatment Shampoo, it has become healthy and shiny. This is because Pantene Pro-V treatment Shampoo contains unique Pro VB5,which deeply penetrates your hair from root to tip. Its new improved formula gives your hair extra protection against damage, leaving it healthier and shiner.
3. Outdoor and Transport Advertising 露天广告和交通广告
4. Window and Point-ofSale Display 橱窗和 销售点陈列广告
5. Exhibition and Trade Fairs 展览会和商品 交易会
6. Direct Mail Advertising 直接邮 件广告
影响力 (impressive --produce an impact)
你不理财,财不理你 If you leave “Managing Money” alone, Money will manage to leave you alone
中药材广告:“药材好, 药才好。” Only fine medicinal herbs Make fine herbal medicines.
“芳芳” 牙膏: Fang Fang
“白象”电池 : White Elephant
“金鸡”鞋油 : Golden Cock
“玉兔” : Jade Rabbit ( White Rabbit)
藕粉: Lotus Root Starch
“船”牌床:Junk
“蝙蝠”牌电扇: Bat
广告口号
夸大其辞, 以耸听闻 Our Sunday Brunch Buffet Is A Legend In Its Time (餐馆广告)
运用押韵法 BETA Builds it Better (家具广告) Spend a dime, Save you time(电器广告) Never Late, on Father’s Day (礼品广告)
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 finest food, most attractive surroundings and a friendly disposition (餐馆广告) Incredible sale: beautiful, beautiful, beautiful lynx and mink, top quality, latest styles fur garments (服装广告)
广告翻译
广告的定义
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。 ”
广告手段
(Advertisin
g Media)
1. Press Advertising 报 刊广告
2. Television and radio Advertising 电视和无 线电广告
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0 298306814.
Wanted
A piano teacher to teach a 5-year-old girl at home. 2 hours each time, twice a week. Call 0298306814.
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” Artificial Leather Suitcase
Selected materials, fine workmanship, modern designs, reasonable price, various specifications. Order welcome.
茅台酒的另一条广告语:国 酒茅台,酿造生活的品味。 Mao-tai: A liquor of national status that makes your life gracious.
Butlin’s –the right choice.
Don’t labour the point, or be conservative in your choice, or liberal with your money. Come to Butlin’s for the real party.
“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.
“Snow Lotus” Cashmere Sweaters “Snow Lotus” Cashmere Sweaters from Beijing are made from superior Chinese Cashmere fibre. They are lustrous in colour, supple, light, warm and comfortable to wear. Owing to their fine quality, excellent workmanship, novel designs and styles, and complete size range, they have gained popularity from consumers abroad.
(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
大众审美心理
与商标翻译
运动休闲,我行 我速。
Go my own way. 我有我的品质。
What we do, we do well.
仿译法
爱您一辈子(绿世界化妆品)
Love me tender, love me true. 一册在手,纵览全球(《全球》
杂志的广告语)
With a copy of The Globe in your hand,
That it pays to advertise
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》
商标的英译
1. 直译法: “皇冠” (Crown);“自然美” (Natural Beauty)
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
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