广告翻译课后练习

Passage 1：

1. Flowers by Interflora speaks from the heart. （Interflora花店）

2. A deal with us means a good deal to you. （某贸易公司）

3. Spoil yourself and not your figure. （Weight-Watcher牌冰淇淋）

4. A Mars a day keeps you work, rest and play. （Mars牌巧克力）

5. The driver is safer when the road is dry; The road is safer when the driver is dry. （交通宣传广告语）

6. Hi-fi, Hi-fun, Hi-fashion, only for Sony. （索尼音响）

7. FedEx: We live to deliver. （联邦快递）

8. Empowered by Innovation. （NEC公司）

9. We take no pride in prejudice. （《泰晤士报》广告语）

10. Wherever you are. Whatever you do. The Allianz Group is always on your side. （安联集团）

提示：

1．Interflora是一家花店的名字。广告语中使用了拟人的手法，突出鲜花代表的甜蜜和温馨。这种感情必须在译文中体现出来。

2．这里的a good deal有双重意思，即“一笔好买卖”和“许多”。翻译时要想办法把这两层意思都体现出来。

3．这条广告除了简短和口语化之外，还突出了spoil这个词的语义双关的特点：You can spoil yourself by eating a lot of our ice cream, but you don’t have to worry about spoiling your body figure. 怎样译才能把spoil的两层意思译出来呢？

4．很显然，这条广告的特点是day和play之间的押韵，它是模仿An apple a day keeps the doctor away写的，这种手法叫做仿拟。

5．这两个句子除了整齐对称之外，还有一个特点就是突出了road, driver, safer, dry这四个词，而且dry这个词是语义双关。前半句的dry是指没水，后半句的dry是指不饮酒。翻译时应考虑这些因素。6．Hi-fi是high fidelity的缩写形式。这条广告的特点是：Hi重复了三次，并且fi, fun, fashion三个词的首字母都是f。但在翻译时，这第二个特点恐怕是很难表现出来的，只有将它舍弃。

7．动词deliver有两层意思：一是字面上的递送之意，二是暗含的承诺（commitment）之意；live to 是身体力行的意思。

8．有人把它翻译成“创新科技，随你而动”，你觉得准确吗？广告翻译时也必须要准确地理解原文的意思，不能随心所欲。Empowered by Innovation是用创新推动技术进步和企业前进的意思。怎么译更合适呢？9．看到这条广告我们自然会想到名著《傲慢与偏见》，实际上它也正是使用了仿拟的手法。那么对于一个报社来说pride和prejudice会指什么呢？

10．这里我们是否需要把每个字都译出来呢？适当的省略可以吗？

Passage 2：

Ugly Is Only Skin-deep

It may not be much to look at. But beneath that humble exterior beats an air-cooled engine. It won't boil over and ruin your piston rings. It won't freeze over and ruin your life. It's in the back of the car for better traction in snow and sand. And it will give you about 29 miles to a gallon of gas.

After a while you get to like so much about the VW, you even get to like what it looks like.

You find that there's enough legroom for almost anybody's legs. Enough headroom for almost anybody's head. With a hat on it. Sungfitting bucket seats. Doors that close so well you can hardly close them. They're so airtight, it's better to open the window a crack first. Those plain, unglamorous wheels are each suspended independently. So when a bump makes one wheel bounce, the bounce doesn't make the other wheel bump. It's things like that you pay the $1 585 for, when you buy a VW. The ugliness doesn't add a thing to the cost of the car.

That's the beauty of it.

提示：

这是大众汽车(Volkswagen)的一则广告。首先，它的标题套用了"Beauty is on1y skin-deep．"这句谚语，运用反语(paradox)将"beauty"一词改为ugly，意在引起读者的好奇和激发读者进一步阅读正文的兴趣。"Beauty is only skin-deep．"原指漂亮的外表是富于欺骗性的，在漂亮外表之下可能有与其不相称的不好的品质。而"Ugly is only skin-deep．"不就成了"丑陋的外表之下有十分可贵的品质"吗?这则标题之妙，令人叫绝。

其实广告并不是说大众汽车"外表丑陋"，其真意在于突出汽车的"内在美"。进一步阅读该广告正文，我们可以了解大众汽车之所以外表"奇特"，是因为它具有许多其他汽车所不具有的功能和优点，而正是这些特殊功能和优点，要求大众的造型与众不同。一旦你真正了解了大众，你也就不会在乎其"丑陋"的外表甚至还会喜欢它现在这个样子，因为它会给你带来那么多的"实惠"。

此外，在翻译时也应注意一些术语的翻译。注意把握原文的语气。