Lesson 11 广告的翻译
Unit 11 Advertising
Teaching Objectives: In this unit students are required to: 1. Practice listening skills; 2. Get to know some useful information concerning the topic of this unit; 3. Do some preparation activities such as discussion, group work to enhance their spoken English and communicative skills; 4. Learn new words and phrases to further broaden students’ scope of vocabulary; 5. Read the in-class reading passage within limited time for a general idea of the passage and then do detailed reading for a command of useful expressions; 6. Do post-reading exercises and some after-class reading to test how far they have gone in grasping reading skills and language points; 7. Translate some key sentences in the unit to upgrade students’ translation abilities; Teaching Methodology Communicative approach; Multi-media teaching; Teaching process: Pre-task------Task cycle------Post-task Time Distribution Listening & Speaking: 2 periods; In-class Reading :2 periods; Exercise & After-class Reading :2 periods; Further Development &Writing :2 periods.
新概念英语第二册课文及翻译11到20
新概念英语第二册课文及翻译11到20###新概念频道为大家整理的新概念英语第二册课文及翻译11到20 ，供大家参考。
更多阅读请查看本站频道。
Lesson 11 One good turn deserves another 礼尚往来I was having dinner at a restaurant when Harry Steele came in. Harry worked in a lawyer's office years ago, but he is now working at a bank. He gets a good salary, but he always borrows money from his friends and never pays it back. Harry saw me and came and sat at the same table. He has never borrowed money from me. While he was eating, I asked him to lend me twenty pounds. To my surprise, he gave me the money immediately. 'I have never borrowed any money from you,' Harry said, 'so now you can pay for my dinner!'我正在一家饭馆吃饭，托尼.斯蒂尔走了进来。
托尼曾在一家律师事务所工作，而现在正在一家银行上班。
他的薪水很高，但他却总是向朋友借钱，并且从来不还。
托尼看见了我，就走过来和我坐到一张桌子前。
他从未向我借过钱。
当他吃饭时，我提出向他借20英镑。
令我惊奇的是，他立刻把钱给了我。
“我还从未向你借过钱，”托尼说道，“所以现在你能够替我付饭钱了！”Lesson 12 Goodbye and good luck 再见，一路顺风Our neighbor, Captain Charles Alison, will sail from Portsmouth tomorrow. We shall meet him at the harbour earlyin the morning. He will be in his small boat; Topsail.Tapsail is a famous little boat. It has sailed across the Atlantic many times. Captain Alison will set out at eight o'clock so we shall have plenty of time. We shall see his boat and then we shall say good-bye to him. He will be away for two months.We are very proud of him. He will take part in an important race across the Atlantic.我们的邻居查尔斯.艾利森船长明天就要从朴次茅斯启航了。
Unit11AdvertisingMedia经典广告学英语课件合集
Good media planning is both an art
and a science.
• Effective reach describes the quality of the exposure, measuring the number or percentage of the audience who receive enough exposures to truly receive the message. Some researchers maintain three OTSs (opportunities-to-see) over a four-week period are necessary.☺
Exposure frequency
• Frequency refers to the number of times the same person or household is exposed to a message in a specified time span. It measures the intensity of a media schedule, based on repeated exposures to the message.
• 5. Increasing competition. ⊙
The Media-Planning Framework
• Media planning is done early because media are how the customers make contact with the product.
Combines sight, sound, and motion; appealing to the senses; high attention; high reach
新概念英语第二册笔记新版：第11课
Lesson 11 One good turn deserves another【New words and expressions】（6）turn n. ⾏为，举⽌deserve v. 应得到，值得lawyer n. 律师bank n. 银⾏salary n. ⼯资immediately adv. ⽴刻★turn n. ⾏为, 举⽌turn n.（帮助或损害他⼈的）举动、⾏为Yesterday George did me a good/an ill turn. 乔治昨天做了⼀件对我有利/不利的事。
He is always ready to do a turn for others. 他总是乐于为他⼈做好事。
behavior n. ⾏为, 举⽌Pay attention to your behavior.★deserve v. 应得到, 值得① deserve + n. 应该得到……，值得……，应得（奖赏、惩罚等）He deserves praise. 他应该得到表扬Yor deserve the best. 你应该得到的He deserved a promotion. （promotion n. 提升）② deserve sth./to do sth. 应该……She deserved to be punished.Good work deserves good pay. 多劳多得His words deserve attention. 他的话值得注意。
★lawyer n. 律师lawyer's office 律师事务所★bank n. 银⾏rob the bank 抢银⾏★salary n. ⼯资pay n. ⼯资(salary+wage，通⽤)salary n. 薪⾦，薪⽔(⽉薪, 年薪，通常指职员、脑⼒劳动者（如律师、教师、医⽣等）有固定⼯作或管理阶层的收⼊，数额⽐较固定，⼀般按⽉⽀付)My salary is paid on the 28th of the month.wage n. ⼯资，⼯钱(按⼩时, 周计算的，通常指技⼯或⼀般体⼒劳动者，不稳定的⼯作⼈的收⼊，按周或天⽀付。
新概念英语朗文第一册lesson11
Lesson 11: Let’s go!Introduction新概念英语（New Concept English）是由英国语言学家、作家Louis Alexander于1967年所编写的一套英语教材，旨在帮助学习者从入门级别起步，逐步提高英语水平。
这一教材以其简洁明了的语言表达和严谨的语法训练而备受推崇。
本文将从Lesson 11的主题内容、语法点、词汇和句型结构等方面逐一展开分析，使读者能够充分吸收并理解这一课程的精髓。
Main Content1. 主题内容Lesson 11的主题是“Let’s go!”，旨在教授日常生活中常用的交通工具名称及其使用方式。
通过学习该课程，学生可以学会表达自己乘坐什么交通工具以及如何去往某处的基本交际技能。
2. 语法点Lesson 11中涉及的语法点主要包括动词的进行时态（Present Continuous Tense）和情态动词（Modal Verbs）的用法。
例如：“What are you doing? I’m just standing here.” “What’s he doing? He’s walking to work.”以及“Can I help you? Yes, you can.”3. 词汇Lesson 11中出现的词汇主要与交通工具和交通方式有关，如bus、taxi、bike、walk等。
学生通过学习这些词汇，可以在日常生活中更自如地进行交流。
4. 句型结构Lesson 11中的句型结构主要围绕着询问和回答交通工具的使用情况展开，例如：“What’s he doing?” “He’s walking to work.” “Can I help you?” “Yes, you can.”这些句型结构简单直接，易于理解和运用。
Conclusion通过对Lesson 11的主题内容、语法点、词汇和句型结构的分析，可以看出这一课程设计紧扣日常生活实用英语，注重培养学生的交际能力和语言运用能力。
新概念英语第二册Lesson11
13
3、He gets a good salary, but he always borrows money from his friends and never pays it back.
▪ borrow sth. from sb. 从……借来……
▪ Never “从来不”, 前面不需要加助动词,放在实 义动词前
Lesson 11 One good turn deserves another
2021/5/4
1
【New words and expressions】
▪ turn n. 行为,举止
▪ deserve v. 应得到,值得
▪ lawyer
n. 律师
▪ bank n. 银行
▪ salary n. 工资
▪ 1 ）pay“偿还（债务等）”,
▪ pay back 还钱
▪ 2）Vt. & Vi. “付,支付（价款、账单）”。
▪ Pay for sth. / sb. 为某人或某物付款。
▪ Pay+ 价钱 / 账单 支付钱/账单。
▪ I paid 100 Yuan for the dress.
▪ I paid the bill.
▪ (3)spend money for sth. 花钱买…….例:
▪202H1/5i/s4 money was spent for books. 他的钱用来买 25
▪ cost的主语是物或某种活动, 还可以表示“值”, 常见用 法如下:
▪ (1)sth. costs (sb.) ＋金钱,某物花了（某人）多少钱.例:
乔治昨天做了一件对我有利/不利的事。 ▪ He is always ready to do a turn for others.
新概念英语第一册课文Lesson11
★新概念英语频道为⼤家整理的新概念英语第⼀册课⽂Lesson11，供⼤家参考。
更多阅读请查看本站频道。
Lesson 11 Is this your shirt?这是你的衬衫吗？Listen to the tape then answer this question. Whose shirt is white?听录⾳，然后回答问题。
谁的衬⾐是⽩⾊的？TEACHER：Whose shirt is that?TEACHER：Is this your shirt, Dave?DAVE: No. Sir.It's not my shirt.DAVE: This is my shirt.My shirt's blue.TEACHER: Is this shirt Tim's?DAVE: Perhaps it is, sir.Tim's shirt's white.TEACHER：Tim!TIM: Yes, sir?TEACHER：Is this your shirt?TIM: Yes, sir.TEACHER：Here you are.Catch!TIM: Thank you, sir.New Word and expressions ⽣词与短语whosepron.谁的blueadj. 蓝⾊的perhapsadv. ⼤概whiteadj. ⽩⾊的catchv. 抓住本⽂参考译⽂⽼师：那是谁的衬衫？⽼师：戴夫，这是你的衬衫吗？戴夫：不，先⽣。
这不是我的衬衫。
戴夫：这是我的衬衫。
我的衬衫是蓝⾊的。
⽼师：这件衬衫是蒂姆的吗？戴夫：也许是，先⽣。
蒂姆的衬衫是⽩⾊的。
⽼师：蒂姆！蒂姆: 什么事，先⽣。
⽼师：这是你的衬衫吗？蒂姆：是的，先⽣。
⽼师：给你。
接着！蒂姆：谢谢您，先⽣。
高中英语Unit11TheMediaPeriodThree课堂讲义北师大版
Period Three Lesson 3 The Advertising GameⅠ.单词检测1．advertise vt.为……做广告，登广告advertising n．广告活动，广告业advertiser n．广告人2．classic adj.传统的；经典的3．sew vt.缝，缝制sewing vt.缝纫，缝制品4．corporation n．公司5．brand n．商标，牌子6．suitable adj.合适的suit vt.& vi.适合，使适应7．budget n．预算8．visually adv.外表上；视觉地visual adj.视觉的，视力的vision n．视力，美景9．concept n．概念；观念10．approach n．方法，方式11．humour n．幽默12．contemporary adj.当代的13．contribution n．贡献，捐助contribute vt.贡献；捐助；投稿14．citizen n．公民；市民Ⅱ.短语检测1．consist of由．..组成2．stand out突出，显眼1．However，not all advertising is about selling products and services for a profit. 然而，并非所有的广告都是为了赢利而推销产品和进行服务。
2．Modern advertisements must stand out in a world full of competition by combining the highest standards of design with ideas linked to the products to make them more attractive.现代的广告必须把最高水平的设计和产品理念相结合，以增强吸引力，这样才能在激烈的竞争中胜出。
《高级英语》课文逐句翻译(11)
《高级英语》课文逐句翻译（11）lesson11谈睡眠Lesson Eleven On Getting off to Sleep人真是充满矛盾啊！毫无疑问，幽默是惟一帮助我们摆脱矛盾的办法，要是没有它，我们就会死于烦恼。
What a bundle of contradictions is a man！Surety，humour is the saving grace of us，for without it we should die of vexation.在我看来，没有什么比睡眠更能说明事物间的矛盾。
With me，nothing illustrates the contrariness of things better than the matter of sleep.比如，我打算写一篇文章，面前放好了笔、墨和几张白纸，准保没写几个字我就会困得要命，无论当时是几点都会那样。
If，for example，my intention is to write an essay，and 1 have before me ink and pens and several sheets of virgin paper，you may depend upon it that before I have gone very far I feel an overpowering desire for sleep，no matter what time of the day it is.我瞪着那似乎在谴责我的白纸，直到眼前一片模糊，声音也难以辨清，只有靠意志力才能勉强坚持。
I stare at the reproachfully blank paper until sights and sounds become dim and confused，and it is only by an effort of will that I can continue at all.即使这时，我也会迷迷糊糊地像在做梦一样继续坚持工作。
新概念英语第三册lesson11Notguilty课文原文翻译重点句子语法讲义
Lesson11 Not guiltyGoing through the Customs is a tiresome business. The strangest thing about it is that really honest people are often made to feel guilty. The hardened professional smuggler, on the other hand, is never troubled by such feelings, even if he has five hundred gold watches hidden in his suitcase. When I returned from abroad recently, a particularly officious young Customs Officer clearly regarded me as a smuggler.'Have you anything to declare?' he asked, looking me in the eye. 'No,' I answered confidently.'Would you mind unlocking this suitcase please ?''Not at all,' I answered.The Officer went through the case with great care. All the things I had packed so carefully were soon in a dreadful mess. I felt sure I would never be able to close the case again. Suddenly, I saw the Officer's face light up. He had spotted a tiny bottle at the bottom of my case and he pounced on it with delight.'Perfume, eh?' he asked sarcastically. 'You should have declared that.' Perfume is not exempt from import duty.''But it isn't perfume,' I said.' It's hairoil.' Then I added with a smile,' It's a strange mixture I make myself.' As I expected, he did not believe me.'Try it!' I said encouragingly.The Officer unscrewed the cap and put the bottle to his nostrils. He was greeted by an unpleasant smell which convinced him that I was telling the truth. A few minutes later, I was able to hurry away with precious chalkmarks on my baggage.现在的海关官员往往相当宽容。
高一英语 Unit11 The Media Lesson3 The Advertising Game
Unit11 The Media(5)Lesson3 The Advertising GameA tip: A man of words and not of deeds is like a garden full of weeds.光说空话不做事，犹如花园光长刺。
Learning aims:1.理解并熟读课文。
(A)2.掌握前三自然段重点单词、短语、句型用法。
(B)Learning important points：词汇及语言点的运用。
(C)Learning steps:Step1重点单词（A级）1.vt.为什么做广告 7.2.adj.传统的，经典的 8.3.adj.某种，某些 9.4.n.啤酒 10.n.概念，原则5.n.公司 11.n.方法，方式6.adj.合适的 12.n.捐助，贡献Step2重点词组（B级）1.由……组成，由……构成2.应用于……3. 习惯于……4.突出，显眼5. link…with/to6.as well as7. make contributions to 8. participate inStep 3阅读文章，找出每段大意，并连线（B级）Paragraph 1 Ads are made visually attractive to hold the attention of thepublic.Paragraph 2Products are sometimes linked with different concepts or ideas Paragraph 3New and unusual ideas often appear in today’s top advertisements. Paragraph 4Public ads have helped to increase public knowledge.Paragraph 5An ad may give direct information like names or locations.Step4 再次阅读课文，回答P26第三题的问题。
Lesson11课文原文翻译及重点冀教版七年级英语下册
冀教版英语七班级下册课文原文及翻译Lesson 11Lesson 11 Food in China第11课中国菜Jenny goes online to tell others about the food in China.詹妮上网告知其他人关于中国的食物。
Hello, everyone!大家好！I just got back from a trip to the Silk Road in China.我刚从中国的丝绸之路旅行回来。
Everything was great especially the food!全部的食物都棒极了——尤其是中国的食物！My favourite dishes were Beijing Duck and Lanzhou noodles.我最喜爱的食物是北京烤鸭和兰州拉面。
What's so special about these two dishes?这两种食物有什么特殊的吗？Well, they have a lot of history behind them.嗯，它们背后有许多历史。
Beijing Duck is really a Chinese treasure.北京烤鸭真的是中国的珍品。
It takes a lot of work,它做起来很费事，but the end product is worth it.但是最终产品是值得的。
Lanzhou noodles are long handmade noodles.兰州拉面是手工的长面条。
They look good and taste great!他们看起来不错而且尝起来很棒！Do you want to taste these wonderful foods from China?你想尝尝来自中国的这些美味的食物吗？Your story is very interesting.你的故事真好玩I saw a show about Lanzhou noodles on TV.我在电视节目上看过一个有关兰州拉面的。
(全)新概念英语第一册(Lesson 11)学习笔记
新概念英语第一册（Lesson 11）学习笔记【课文内容及译文】Lesson 11 Is this your shirt?这是你的衬衫吗？HEACHER：Whose shirt is that?HEACHER：Is this your shirt, Dave?DAVE: No. Sir. It's not my shirt.DAVE: This is my shirt. My shirt's blue.TEACHER: Is this shirt Tim's?DAVE: Perhaps it is, sir. Tim's shirt's white.HEACHER：Tim!TIM: Yes, sir?HEACHER：Is this your shirt?TIM: Yes, sir.HEACHER：Here you are. Catch!TIM: Thank you, sir.【参考译文】老师：那是谁的衬衫？老师：戴夫，这是你的衬衫吗？戴夫：不，先生。
这不是我的衬衫。
戴夫：这是我的衬衫。
我的衬衫是蓝色的。
老师：这件衬衫是蒂姆的吗？戴夫：也许是，先生。
蒂姆的衬衫是白色的。
老师：蒂姆！蒂姆: 什么事，先生。
老师：这是你的衬衫吗？蒂姆：是的，先生。
老师：给你。
接着！蒂姆：谢谢您，先生。
【单词及短语】whose pron. 谁的blue adj. 蓝色的perhaps adv. 大概white adj. 白色的catch v. 抓住【课文解析】1.Whose shirt is that?这是特殊疑问句。
读时用降调。
也可以表达为：whose is that shirt?whose is it?2.It's not my shirt.非省略和省略形式之间的关系：It's not=it is not,it's not=it isn't3.Is this shirt Tim's?一般疑问句：be动词+this+名词+人名's？这是某某的什么（物品）吗？例如：Is this car Tim's?Is this house Tim's?Tim's是Tim的所有格形式，若人名末尾是s，只要在s后加上一个'即可。
Lesson 11 The Future of the English.
urban: connected with a town or city 城市的；都市的；城镇的
e.g: urban areas 城市生活/urban life 城市生活
Paraphrase：
Now the contemporary English ,who have the same experience as me , can get bored easily .This explains why the English gamble and drink so much and enjoy dramatic changes in public life , any news that cause warm discussion. I think the urban English always get excited over a little thing.
why they gamble and booze so much and enjoy any dramatic
change in public life , any news that encourages excited talk: the urban English have always seemed to me a dramatic people.
Paraphrase：
The danger will always in front of us if we don’t get rid of boredom.
2019/6/1
6.Teenagers,who have not been able to use up enough energy during the day, turn at night to idiot vandalism.
新概念英语第四册Lesson 11课文音标版讲义
11Some old people are oppressed by the fear ofdeath.sʌm əʊld ˈpiːplɑːrəˈprest baɪðəfɪərɒv deθ.有些老年人因为怕死而感到烦恼。
有些老年人因为怕死而感到烦恼。
In the young there is a justification for this feeling. ɪn ðə jʌŋ ðeər ɪz əˌʤʌstɪfɪˈkeɪʃᵊn fɔː ðɪs ˈfiːlɪŋ.青年人有这种感觉是情有可原的。
青年人有这种感觉是情有可原的。
Young men who have reason to fear that they will be killed in battle may justifiably feel bitter in the thought that they have been cheated of the best things that life has to offer. jʌŋ men huː hæv ˈriːzn tuː fɪə ðæt ðeɪ wɪl biːkɪld ɪn ˈbætl meɪˈʤʌstɪfaɪəbᵊli fiːlˈbɪtər ɪn ðəθɔːt ðæt ðeɪ hæv biːnˈʧiːtɪd ɒv ðə best θɪŋz ðæt laɪf hæz tuːˈɒfə.有理由害怕自己会死在战场上的年轻人，想到自己被剥夺了生活所能给予的最美好的东西时，感到痛苦，这是可以理解的。
有理由害怕自己会死在战场上的年轻人，想到自己被剥夺了生活所能给予的最美好的东西时，感到痛苦，这是可以理解的。
But in an old man who has known human joys and sorrows, and has achieved whatever work it was in him to do, bʌt ɪn ən əʊld mæn huː hæz nəʊn ˈhjuːmən ʤɔɪz ænd ˈsɒrəʊz, ænd hæz əˈʧiːvd wɒtˈevəwɜːkɪt wɒz ɪn hɪm tuːduː,可是老年人已经饱尝了人间的甘苦，一切能做的都做了，可是老年人已经饱尝了人间的甘苦，一切能做的都做了，the fear of death is somewhat abject and ignoble. ðə fɪər ɒv deθɪz ˈsʌmwɒt ˈæbʤekt ænd ɪɡˈnəʊbᵊl.如果怕死，就有点儿可怜又可鄙。
新概念第二册第11课
★salary
n. 工资
salary n. 薪金，薪水(月薪, 年薪，通常指职员、 脑力劳动者（如律师、教师、医生等）有固定工作 或管理阶层的收入，数额比较固定，一般按月支付) My salary is paid on the 28th of the month. wage n. 工资，工钱(按小时, 周计算的，通常指技 工或一般体力劳动者，不稳定的工作人的收入，按 周或天支付。一般用复数形式wages)。
★lawyer
n. 律师
Law法律 +er(表人的后缀) =律师【似】worker lawyer‘s office 律师事务所
teach+er=teacher 教师
★bank
n. 银行;河岸
中国农业银行 Agricultural Bank of China (ABC) 中国银行 Bank of China (BC) 中国建设银行 Construction Bank of China (CBC) 中国工商银行 Industrial and Commercial Bankony worked in a lawyer's office years ago, but he is now working at a bank.
work
for… 强调工作 work in/at… 强调in后面的地点 working at a bank (some/several) years ago 名词-s,前面省略 了some
turn
★turn
n. 行为, 举止
turn n.（帮助或损害他人的）举动、行为 do sb. a good / an ill turn做对某人有利/不利的事。 Yesterday George did me a good/an ill turn. 乔 治昨天做了一件对我有利/不利的事。 He is always ready to do a turn for others. 他总 是乐于为他人做好事。 behavior n. 行为, 举止 Pay attention to your behavior.
新概念英语第一册(Lesson 11)学习笔记
This is my money.
Whose money is this?
3.Whose特殊疑问句的提问方式：
（1）提问的对象是主语：把“某人的”（即：my your her his 等等 ）换成Whose 即可。后面照抄。
例句：
△His head is on the desk.
Whose head is on the desk?
老师：蒂姆！
蒂姆:什么事，先生。
老师：这是你的衬衫吗？
蒂姆：是的，先生。
老师：给你。接着！
蒂姆：谢谢您，先生。
【单词及短语】
whose pron. 谁的
blue adj. 蓝色的
perhaps adv. 大概
white adj. 白色的
catch v. 抓住
【课文解析】
1.Whose shirt is that?
DAVE:This is my shirt. My shirt's blue.
TEACHER:Is this shirt Tim's?
DAVE:Perhaps it is, sir. Tim's shirt's white.
HEACHER：Tim!
TIM:Yes, sir?
HEACHER：Is this your shirt?
这是特殊疑问句。读时用降调。也可以表达为：whose is that shirt?whose is it?
2.It's not my shirt.
非省略和省略形式之间的关系：It's not=it is not,it's not=it isn't
3.Is this shirt Tim's?
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茅台酒的广告语：茅台一开，满室 生香；国酒茅台，渊源流长。 Moutai - a vintage liquor A VIP treat which diffuses the finest aroma; A national favor that won a 1915 diploma (Originated in 135 B.C.)
“里 仁为 美， 择邻 而居” 而居”
Your neighbors‘ beauty is from their Goodness, Dwelling among them sure is your Good choice.
第六 类比 手法 及转 换
“要想皮肤好，早晚用大宝”。 （1） Good skin comes from Dabao.
建设银行龙卡的广告语： 衣食住行，有龙则灵。 Your everyday life is very busy, Our Long Card can make it easy. LongCard 不能写成long card。 更不能翻译成为“DragonCard” 同时把“龙” Long 变成斜体，以 便与英语中的 long 一词相区别。
“里仁 为美， 择邻而 居”
译文： （1） Inside kindness is beauty, and you choose your neighbors to live with.
（2） Inside Goodness is beauty, and choose neighbors to live with your family.
第四： 第四： 侧重 译法
广告中别具匠心的双关表现手法有 时“难以表述于译文中，结果只好 牺牲形式意义、谐音寓义及暗含情 态”，尤其是有些广告含有多组双 关和一语多关，只好采取侧重译法， 守住概念意义。 例如： The driver is safer when the road is dry; The road is safer when the driver is dry. 路面干燥，司机安全；司机清 醒，道路安全。
(2) Applying "Dabao" morning and night makes your skin a real delight .
“要 想皮 肤好， 早晚 用大 宝”
（1） Applying "Dabao" MORNING and NIGHT makes your skin soft and bright . — Dabao —you will prefer, sooner or later. （2） To make your skin soft 2 and bright apply "Dabao" MORNING and NIGHT. — Dabao —you will prefer, sooner or later.
劣译
Hale Waihona Puke Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: "Nothing Sucks like an Electrolux." “sucks”有两个意思，一是吸， sucks 二是糟糕的
成 语 或 俗 语 双 关
广告语言特别善于引用一些人们耳熟 能详的成语或俗语。 能详的成语或俗语。这些广告以人们原 有的社会、文化知识为基础，以鲜明、 有的社会、文化知识为基础，以鲜明、 独特的语言形式形成双关， 独特的语言形式形成双关，既增强了广 告的吸引力， 告的吸引力，又体现了广告语言的艺术 更使广告具有令人回味的弦外之音。 性，更使广告具有令人回味的弦外之音。 例如： 例如： You’ll go nuts for the nuts you ’ get in Nux. 译文：纳克斯坚果让你爱不释口。 译文：纳克斯坚果让你爱不释口。 A Mars a day keeps you work, rest and play. 译文：一天一块玛斯巧克力， 译文：一天一块玛斯巧克力，让您工作 像工作，娱乐像娱乐。 像工作，娱乐像娱乐。
巧 重 译 法
侧 译 法 、 分 和 补 偿 译 法 等 套 具 体 技 、 法 译 、 法 义 表 别
告 语 体 风 格 关 的 基 础 上 重 ， 有 义 契 合 及 广 含 双 语 的 双 虑 考
在 成 语 、 俗
语 法 义 双 关 语 ； 双 关 。 ； 关 双
语 音 双 关 ；
语
运 用 双 关 语
脱了吧（get naked）[注释： Naked是一种果汁，get naked 是广告语，意思是说“得到地 道的果汁”（剥开果皮，不用 添加剂）
Lesson 11 Translation of Advertisements
声音语言、 音乐语言、 平面设计语言、 图像语言、 色彩语言 文字语言
仁者近山，智者近水。 The wise man delights in water, the Good man delights in mountains. （1） The Good are close to the ） mountain, the wise are close to the water. ( 2） Gentlemen prefer the mountain, 2） wise men the fountain. （3） Good men prefer the mount'n ， ） wise men the fount'n. (4)Wise men prefer to live near water, Good men near mountains.
第 二 分别 表义 法
指采取变通手法，将双关语义 采取变通手法， 剥开， 剥开，拆成两层来表达 The Unique Spirit of Canada. 译为“别具风味的加拿大酒， 独特的加拿大精神” I’m More satisfied. “摩尔香 烟，我更满意”； Ask for More. “再来一支， 还吸摩尔”
谐音 双关
谐音双关是用拼写相似，发音相同或相 近的词构成的” 具有风趣、幽默、俏皮、滑稽的语言风 格，能增强广告的说服力和感染力，从 而给消费者留下深刻的印象。 More sun and air for your son and heir. 译文：这里有充足的阳光，清新的空气， 一切为了您的子孙后代 。 Trust us. Over 5000 ears of experience. 译文：相信我们吧。历经5000多只耳朵 的检验，有着5000多年的经验。
文字游戏 (play on words)
找到“切入点:把中文广告翻译成英文， 很重要的一条就是要找准切入点或者叫 突破口。 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.
“当寒风刺骨而您又想吃点儿什 么的时候，请嚼嚼全营养坚果”。 When the wind has a bite…and you feel like a bite…then bite on a whole Nut.
第五： 第五： 补偿 译法
大多数的广告双关语都能通过 侧重译法译出。但是有时双关 语的一层意义译出后，另外一 层意义也很重要，但却无法同 时译出，这时，可采用一些补 偿手段加以弥补。对于广告来 说，这些补偿手段主要指承载 广告的媒体，如电视的图像、 广播的声音及报纸的版式设计 等。 OIC----“哇！我看见了”（oh, I see）
语法双关是指由于语法方面的问题产 生的双关，如省略结构、某词或词组 具有两种以上语法功能等。
语 法 双 关
-----Which lager can claim to be truly German? ------This can.（旁边画有一罐啤 酒） 译文：---哪种大罐啤酒可称得上 是地道的德国货？ ----这罐。 Coke refreshes you like no other can. 译文：没有什么能像可乐那样令 您神清气爽。
广告 语的 特点
广告口号(slogans)、广告语 句(catch phrases) 等是一种非 常特殊的语言。它们通常都有一 些共同的特点，如语言上引人入 胜、说服力强，修辞手段的运用 也别具一格，如语意双关、文字 游戏等，使人感到幽默中见智慧， 平淡中显新奇。广告语言在形式 上也极具鲜明特色，或行文工整、 对仗押韵，或节奏感强、琅琅上 口，或一鸣惊人、耳目一新，可 以收到耐人寻味，经久不忘的效 果。
WEAR-EVER introduces a new concept in glass oven ware: CLEANABILITY. 译文：“恒久”玻璃炉具带给你 一个全新的概念：洁净。
语 义 双 关
“语义双关是利用词语或句子的 多义性在特定环境下形成的双关” 多义性在特定环境下形成的双关” 。 例子： 例子： Wine is the label of achievements. Black Label commands more respects. 译文：酒是功成名就的标志。 译文：酒是功成名就的标志。黑标 使您更显尊贵。 使您更显尊贵。 Spoil yourself and not your figure. 译文：尽情大吃，不增体重。 A deal with us means a good deal to you. 译文：和我们做买卖意味着您做了 一笔好买卖。
广告 中双 关语 的翻 译方 法
第一： 契合译法 第一： 一般认为，双关语由音、形、义 等手段构成了可译性障碍，存在不 可译性。契合译法在双语偶合的基 础上，兼顾了广告双关语的形式和 内容，是广告双关语翻译的最高境 界。 Easier dusting by a stre-e-etch! 译文：拉拉拉长， 译文：拉拉拉长，除尘力强 。