3.5广告翻译技巧

They feel right, work right and sell right. 它们触感舒适，性能卓越，价格合理。
（二）意译法
When should we use free translation? difference in sentence structures; difference in ad features;
（9）Anything is possible. （李宁服饰） 一切皆有可能。 （10）Tide’s in, dirt’s out. （汰渍洗衣粉） 有汰渍，没污渍。 4ord costs 5ive% le$$ (Ford) 福特为您省5％
中国丝绸，如微风一样轻盈，似彩云一般 温柔。 Chinese silk is light as a breeze and soft as cloud. 皮张之厚无以复加；利润之薄无以复减。 （上海鹤鸣皮鞋） The leather shoes made here are thick enough; the profit that’s obtained is slight enough.
青岛啤酒： 不同的肤色，共同的选择。 People’s skin colors are different — far and near， but their choice can be the same — for Qingdao Beer．
Taking the lead in a Digital World (三星公 司) 领先数码，超越永恒
It happens at the Hilton. (希尔顿酒店) 希尔顿酒店有求必应。 Connecting People (诺基亚) 科技以人为本
《泰晤士报》的广告语： We take no pride in prejudice． 舆论的导向，公正的保障。
Come to where the flavor is. Come to Marlboro Country．— Marlboro 万宝路香烟：追寻牛仔风度 —— 西部潇洒走 一回。
什么是新的历史里程碑？购买了本公司的 升级换代产品，您就明白了。 What is the new historical milestone? You will realize it if you purchase our new generation products.
集东方文化瑰宝，聚民族艺术精华。（工 艺美术品公司广告） It has a good collection of the oriental treasures and Chinese exquisite works of arts. 搭乘中国民航您将享受到安全、舒适、愉 快的旅程！（CAAC公司广告） Fly CAAC, you’ll have a safe, comfortable and pleasant journey! 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.
五）套译法
套译法: 套用中英文的固有表达模式、俗语、谚语、 名句、诗词及流行语，巧妙地使译文符合 消费者的心理习惯，从而保持产品形象， 达到宣传效果。 （1）Where there is a way for car, there is a Toyota. 车到山前必有路，有路必有丰田车。
My hair was dry, coarse and unmanageable. But from the time I began to use Pantene （潘婷） Shampoo, it has become healthy and shiny. This is because Pantene Shampoo contains unique Pro VB5（维他命原B5）,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. 以前我的头发干枯，粗糙，难以梳理，自从用 了潘婷洗发露，头发变得健康，亮泽。因为潘婷洗 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。
直译法； 意译法； 增译法； 创译法； 套译法。
Exercises
No all cars are created equal. Performance or economy? That’s the question every car buyer asks. Mitsubishi （三菱）said instead “Performance and Economy”; then set out to achieve it.(三菱 汽车)
（1）Ericsson: make yourself heard.爱立信 理解就是沟通。
（4）To me, the past is black and white, but the future is always colorful. （轩尼诗 酒） 对我而言，过去平淡无奇；而未来，却 是绚烂缤纷。
（三）增译法(addition)
（1）Maxwell: good to the last drop 滴滴香浓，意犹未尽。 （2）溪口千层饼采用传统工艺，制作精细， 质地松脆，清香可口。 Xikou Qianceng Cake, with numerous clear sheets in it, is finely made in a traditional way. It is tasty and crisp.
（3）Rejoice: start ahead（飘柔洗发水） 飘柔：成功之路，从头开始。 （4）Elegance is an attitude. （浪琴表） 优雅态度，真我性格。
Ad of Maotai: 茅台一开，满室生香； 国酒茅台，渊源流长。 Maotai — a vintage liquor A VIP treat which diffuses the finest aroma A national favor that won a 1915 diploma
（一）直译法
When can we translate literally? No cultural barrier; similar structures in Chinese and English; full conveyance of meaning.
（二）意译法 (free translation)
What can be imagined, can be realized. (香港电 讯) 只要有梦想，万事可成真
Complete home gym Reebok power bike Thinking of adopting a healthier lifestyle? Why not do it from the comfort of your own home. Get started now---order on line and have it all delivered straight to your door for free if your order is over $150.锐步健骑机 您是否考虑过一种更健康的生活方式？为什么 不从舒适的家中开始？马上行动吧——在线定 购价值150美元以上的商品我们就为您免费送 货上门。
“绿丹兰” —爱你一辈子（绿丹兰系列化妆 品广告） Ludanlan Cosmetics—Love me tender, love me true. 桂林山水甲天下 East or West, Guilin Landscape is the best! By water, by mountains, most lovely, Guilin.
No all cars are created equal. Performance or economy? That’s the question every car buyer asks. Mitsubishi （三菱）said instead “Performance and Economy”; then set out to achieve it.(三菱汽车) 不是所有的汽车都生而平等。要性能优越还是要 经济实惠？这是每个购车者都会问的问题。三菱 则说“既要性能优越又要经济实惠”，并为之而 奋斗。
（三）增译法
adding important information; conforming to the conventions of the target text.
（四）创译法 (creative translation)
（1）国酒茅台，相伴辉煌。 Good and vigorous spirit. （2）Intel Pentium: Intel Inside. 英特尔奔腾：给电脑一颗奔腾的“芯”。
（7）衣食住行，有龙则灵 Your everyday life is very busy, Our LongCard can make it easy.
For the Road Ahead. (Honda本田) 康庄大道。
For 25 years, we've been flying to only one destination-EXCELLENCE.(航空业广告) 卓尔不群- 25年不变的追求 To love, to laugh, to understand each other. 《娱乐世界》广告 爱心，开心，相互交心。
Rolex手表: To the ends of the earth and to the top of the world. Only two of us have made it. …. It’s the only thing that’s been on all the trips with me and it’s never once let me down 惟你伴我走过天涯海角，登上世界屋脊。 ……劳力士表，与我经历过所有旅程的唯一侣伴， 从未让我失望过……
（四）创译法
difference in culture; difference in conventions of ads; difference in language.
五）套译法(loan translation)
套译法: 套用中英文的固有表达模式、俗语、谚语、 名句、诗词及流行语，巧妙地使译文符合 消费者的心理习惯，从而保持产品形象， 达到宣传效果。
来自百度文库
五）套译法
套译法: 套用中英文的固有表达模式、俗语、谚语、 名句、诗词及流行语，巧妙地使译文符合 消费者的心理习惯，从而保持产品形象， 达到宣传效果。 （3）Apple thinks different. 苹果电脑，不同凡“想”。 （4）百闻不如一尝。 Tasting is Believing. （5）红玫相机新奉献 My love is like a Red Red Rose!
3.5 Translation techniques
（一）直译法
直译:基本依照原文的语言形式，保持原文 意义。 （3）上海丝绸内衣系列与你共享完美。 Shanghai silk underwear shares perfection with you. （4）Breakfast without orange juice is like a day without sunshine. 没有橘汁的早餐犹如没有阳光的日子。