第三讲 广告翻译策略 handout

第十一讲广告翻译的策略
A组﹕
Challenge the Limits. (SAMSUNG)
Winning the hearts of the world (Air France法国航空公司)
Hand in Hand, Future in Your Hand （The Tai Ping Life Insurance Co. Ltd. 太平人寿）
The Relentless Pursuit of Perfection. （Lexus--automobile）
为你未来，做好现在（中银集团）
培育新一代，携手创未来.（香港小童群益会）
B组﹕
What can be imagined, can be realized.（香港电讯）
We're Siemens. We can do that.（Siemens西门子）
Life is a journey. Travel it well. (United Airlines联合航空)
来是他乡客去时故人心 When you come, you are a guest of ours, when you leave, we are the friends of yours. (Central Hotel中心大酒店)
2.2意译（Paraphrase）
Ask for more! (Pepsi-cola--百事可乐)
For next generation.（Pepsi-cola--百事可乐）
The COLOR OF SUCCESS!（Minolta--copier machine)
Whatever makes you happy. (Credit Suisse)
UPS. On time, every time. UPS--快递）
Every time a good time（McDonald's--麦当劳）
We care to provide service above and beyond the call of duty.（UPS--快递）
Begin your own tradition. (Patek Philippe Geneve百达翡丽--Watch)
2.3再创型翻译/创译 (Creative Translation)
Connecting People (Nokia)
The Way Ahead（KCRC九广铁路）
Music makes us （2000/01乐季--康乐及文化事务署）
Quality Services for Quality Life（康乐及文化事务署）
Ma Belle is Diamond（Ma Belle-jewelry）
Good to the last drop！（雀巢咖啡）
A great way to fly (Singapore Airlines--新加坡航空)
It happens at the Hilton (Hilton)
It's all within your reach.（AT&T 电讯）
2.4增补型翻译(Supplementary Translation/Over Translation)
Elegance is an attitude（Longines--浪琴表）
Beyond your imagination（Korean Air--大韩航空）
Be good to yourself. Fly emirates.（Emirates--阿联酋航空）
Any shape and size to Europe（Federal Express--联邦快递）
You're at 35,000 feet. Your head is in New York. Your heart is in Paris. Your Rolex can be in both places at once.（Rolex--劳力士）
Trust us for life（American International Assurance）
straight talk smart deals （East Asia Heller Ltd.--东亚兴业有限公司）
Your Future Is Our Future（Hongkong Bank--汇丰银行）
Taking the lead in a Digital World（SAMSUNG）
Prepare to want one（Hyundai汽车）
We race, you win.（Ford）
Anytime（Global Express, Logistics & Mail TNT 快递服务）
Live with focus （ford focus汽车）
Focus on Life（Olympus相机）
Continuing study is the key to reaching new heights（The Open University of Hong Kong 香港公开大学）
2.5 浓缩型翻译（Condensed Translation）
Overseas. Time set free Overseas.（Vacheron Constantin--江诗丹顿）
Wherever you are. Whatever you do. The Allianz Group is always on your side.（Allianz Group安联集团）
2.6 不译
Volvos have always forced other cars to be safer. This one will force them to be better. (Slogan:) for life Volvo 安全可靠，早已闻名天下。

崭新S80一登场，再度成为典范！(口号﹕) for life (Volvo S80--automobile)
My way, this is what I create. (Slogan:) for life 路，由我闯出来 (口号﹕) for life (Volvo Cross Country)
Because ENERGY is essential and LIFE is precious. (Slogan) Doing what others dare not能源虽是必须的，但我们更要尊重大自然的生命 (口号﹕) Doing what others dare not. (Environmental Protection)
Use the American Express Card to reflect your classic style. (Slogan:) do more 使用美国运通卡，配衬经典型格 (口号﹕) do more （American Express美国运通）Currently taking on all projects. Large. Small. IMPOSSIBLE. (Slogan:) Never stop thinking. 无论任务大小，即使是不可能，我们必都全力以赴。

(口号﹕) Never stop thinking.
（Infineon Technologies）
NEC Multimedia welcomes you home. (Slogan:) just imagine 这里变成你家！(口号﹕) just imagine (NEC Multimedia）
Open your eyes to the world (Slogan:) The world’s news leader CNN国际新闻网让您放眼看世界 (口号﹕) The world’s news leader CNN International （CNN International）
2.7 编译
虽然这一策略在香港当地的广告翻译实践中比较少见，但编译作为一种普通翻译策略源远流长，中外翻译理论著作中都曾对这一翻译策略作过界定、并探讨过其适用范围。

为了使读者对广告翻译策略有较全面的了解，我们这里恰好有一段现成广告编译实例：17
What’s in a name?
It sounds ordinary on paper. A white shirt with a blue check. In fact, if you asked most men if they had a white shirt wit h a blue check, they’d say yes.
But the shirt illustrated on the opposite page is an adventurous white and blue shirt. Yet it would fit beautifully into your wardrobe. And no one would accuse you of looking less than a gentleman. Predictably, the different white and blue check shirt has a different name. Viyella House. It’s tailored in crisp cool cotton and perfectly cut out for city life. Remember our name next time you are hunting for a shirt to give you more than just a background for your tie.
On women and children’s wear as well as on men’s shirts, our label says—quietly but persuasively—all there is to say about our good quality and your good taste.
Our label is our promise.
原汁原味的翻译是这样的：
名字算什么？
写在纸上它听起来平平常常。

带蓝格的白衬衫。

事实上，如果你问大多数男人他们是否有带蓝格的白衬衫，他们都会说有。

但是，下页展示的衬衫是色调大胆的蓝格白衬衫。

它会为你的衣柜横添风采，穿上它没有人会责怪你缺少绅士派头。

可以预想，这种不同的蓝格白衬衫会有一个不同凡响的名字：维耶拉。

它为都市生活选用凉爽的棉布精裁细制。

下一次你寻购衬衫时请记住我们的名字，它给你的不仅是作为领带的背景。

对妇女和儿童的服装正如我们对男人衬衫的承诺，我们的品牌悄悄地动人地说, 这里展示的是我们的上乘质量和你们的一流品位。

我们的品牌是我们的承诺。

经过编译处理后的同一则广告则风格迥异，面目全非：
名牌推荐
英国人以其衬衫的风度闻名世界。

其知名品牌就是维耶拉衬衫，它以精纺棉布为面料，由英国维耶拉品牌精心裁制，质量上乘，畅销世界。

维耶拉特此郑重地承诺：蓝格白底，是白马王子的首选，风度翩翩，惹来窈窕淑女的青睐。

穿上维耶拉，男人闯天下。

穿上维耶拉，生活真潇洒。

维耶拉还请您关注我们出品的妇女和儿童服装，百分之百的一流品位，百分之百的质量保证。

Translate the following advertisements:
1.Healthy Choice gives me more flavor with less fat. (Healthy Choice牌肉制品广告，Life,
July, 1993)
2.If only everything in life was as reliable as a V olkswagen. (V olkswagen汽车广告，Time,
January 29, 1996)
e to our fruice (fruit + juice) (饮料广告)
4.We know Eggsactly How to sell Eggs.
5. A world of comfort. (Japan Airlines)
6.Designed with taste
Today’s Slims
At a very slim price (Slim牌香烟广告)
Wherever you are, we are just around the corner. (Siemens telecommunications 广告，Time, April 14, 1997)
7.We’ve hidden a garden of vegetables where you’d never expect. In a pie. (蔬菜馅饼广告)
8.A Sound Way to Learn English. (英语教学磁带广告，sound：声音/完美的) “口服心服”----心脏病口服液广告词
If people keep telling you to quit smoking cigarettes, don’t listen…they’re probably trying to tricking you into living.
Take nothing but pictures,
leave nothing but footprints.
Get slower, we’re too busy.
Coffin maker
——底特律（detroit）机场至安娜堡（Ann Arbor）高速公路警示牌。

Ugly is Only Skin-deep
It may not be much to look at. But beneath that humble exterior boasts an air-cooled engine. It won’t boil over and ruin your piston rings. It won’t freeze over and ruin your life. Its 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. Snug-fitting 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 $ 1585 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.
How to Fly Japanese Style
One’s Man’s Sushi Is Another Man’s Steak
There’s just no second guessing about taste. So, to keep everyone happy, we have a simple solution.
Two suisines.
One is Japanese.
The other is Contenental.
No matter which one you choose—the familiar or the adventurous—one thing remains the same: the elegant, understated service that is ours alone.
It’s reflected in the smile of your JAL hostess as she offers you a steaming os hibori towel to refresh yourself. Here delicate grace as she pours your sake. The very special way she makes you feel like an honored guest at a family banquet.
Unique service like this doesn’t just happen at mealtime. From our first hello to our last sayo nara we do our best to prove there’s as much difference between airlines as between airline menus.
We’re the one where East meets West.
Japan Air Lines
Night of OLAY
TOMORROW WILL BE A REFLECTION OF TONIGHT
Nighttime is a special time, a time of rest and renewal. Your body begins to relax to unwind from the activity of the day and slip into the softer rhythm of the night. It is when your body turns the energy needed for the smiles and laughter of the day into the magical replenishment of the night. This is the time your skin needs special care.
Night of Olay is a special night cream, created to make the most of the magic of the night. It is greaseless and remarkably light to touch, a sheer pleasure on your skin, allowing it to breathe naturally while it absorbs this special nighttime nourishment.
Hour after quiet hour all through the night. Night of Olay enhances your skin’s own natural renewal by bathing it in continuous moisture, easing tiny dry wrinkle lines and encouraging the regeneration of softer your looking skin.
Night of Olay tonight will be reflected in your youthful radiance tomorrow.。