Lecture 9 广告文本的翻译(二)

“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.
广告英语的文体特点及翻译
描写体广告 descriptive advertising
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.
Consolidation
以下是广告中常出现的词语，请把它们语翻译成汉语。 Sec 1 （1）solicit your kind patronage 惠承光顾 ______________ 保修一年 ______________
Βιβλιοθήκη Baidu
Sec 2 （2）full 12 months unconditional service guarantee Sec 3 （3）novel design Se （4）top quality & cheap price c4 Sec 6 （5）buy on wholesale Sec 8 （6）retail price
Practice “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.
pun
– No business too small, no problem too big. （IBM） – Come to Marlboro country. Come to where the flavor is. （ Marlboro） parallelism – 你不理财，财不理你。 – Take Toshiba, take the world. （ Toshiba）
不尝不知道，苹果真奇妙。
广告英语的文体特点及翻译 标语体广告 slogan c. 仿译 • 爱您一辈子（绿世界化妆品）
Love me tender, love me true.
• 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.
Advertising Language---- Rhetoric
– More sun and air for your son and heir. – Trust us. Over 5000 ears of experience. – From sharp minds, come Sharp products. – A deal with us means a good deal to you. – 药材好，药才好。
• 随身携带，有备无患；随身携带，有惊无险。（速 效救心丸）
A friend in need is a friend indeed.
广告英语的文体特点及翻译
陈述体广告 narrative
“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。
注意事项
• • • • • • • • • • • 严禁酒后驾车。 If you drive, don’t drink; If you drink, don’t drive. Thieves love crowds; watch your wallet, bag, and camera. 桂林山水甲天下。 谨防扒手。 East or west, Guilin landscape is best. ① The scenery of Guilin is world-renowned. ② By water, by mountains, most lovely, Guilin ! ③ By water, by mountains, earth’s fairest, Guilin ! ④ Guilin’s water and mountains captivate the world。⑤ Guilin's scenery is best among all under heaven. ⑥ 食在广州。 Finest food, most attractive surroundings, and friendly disposition. East or west, the Guangzhou cuisine is best. 风味独特，环境幽雅，服务周到。
广告英语的文体特点及翻译 招聘、求职、招标类广告
求职启事
工程师，大学毕业，男，34岁，擅长机械和电气工程。 需在本市寻求职务。回信请寄本市第365号信箱。。
Seeking Position Engineer, university graduate, male, age 34, specialized in mechanical and electrical, requires position in this city. Local P.O. Box 365.
广告英语的文体特点及翻译
证言体广告 testimony advertising
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.
Advertising Language---- Syntax
simple and short sentence Impossible is nothing! – Adidas elliptical sentence A diamond lasts forever. – De Bierres Think small. - W At the heart of image. – Nikon Beauty outside, Beast inside. – Mac Imagination at work. –GE Don’t be evil. – Google imperative sentence Save money. Live better- Walmart Let your fingers do the walking.-Yellow Pages Have you met life today? - Metropolitan Life Insurance Does she …or doesn’t she? – Clairol interrogative sentence
牛奶香浓，丝般感受。
– Poetry in motion, dancing close to me. - Toyota
– Give me Green World, or give me yesterday.
– Not all cars are created equal. parody
广告英语的文体特点及翻译
滴滴香浓，意犹未尽。
• The taste is great. 味道好极了。
(Nestle)
广告英语的文体特点及翻译
标语体广告 slogan b. 意译
• 国酒茅台，相伴辉煌。 Good and vigorous spirit.
• 运动休闲，我行我速。 （CBA运动休闲）Go my own way. • 鹤舞白沙，我心飞扬（白沙集团） Fly higher. • 我有我品质（龙的牌真空吸尘器） What we do, we do well. • Intel Inside. – Intel Pentium 英特尔奔腾给电脑一颗奔腾的“芯”。 • Kids can't wait. Apple/Macintosh:
标语体广告 slogan a. 直译
• 一切皆有可能。（李宁服饰） Anything is possible. • 拥有完美肌肤的秘诀。（丁家宜） The secret for perfect skin. • Good to the last drop. – Maxwell House Coffee
广告英语的文体特点及翻译 招聘、求职、招标类广告
聘请秘书 要求女性，两年相关经验，打字准确，英语口语流利，熟悉下列 计算机语言：WordStar, Lotus, dBASE, Multimedia。我们将为录 用者提供优厚的薪水、五天工作及医疗保险。有意者请将申请连 同个人简历、工资要求、联系电话及近照一张寄至广州8152信箱。 Wanted A female secretary. 2 years relevant experience. Accurate typing. Good command of spoken English. Good knowledge of computer: WordStar, Lotus, dBASE and Multimedia. We offer attractive salary, 5 days work, and medical insurance for the right candidates. Interested parties please apply with full resume, expected salary, contact tel. No. and recent photo to Box 8152 Guangzhou.
– Spend a dime, Save you time. rhyme – We integrate, you communicate. - Mitsubishi Electric – Grace, space, pace. - Jaguar – 要想皮肤好，早晚用大宝。
– Featherwater, light as a feather. simile personification
Owing to their fine quality, excellent workmanship, novel designs and styles, and complete size range, they have gained popularity from consumers abroad.