1、Translation of Practical Styles- Advertisement and Brand Name,I. DefinitionAdvertising is the non-personal communication usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media。 辞海：广告是传递信息的一种方式，其目的在于推销商品、劳务，影响舆论，博得政治支持，推进一种
2、事业,II. Functions and Classifications of Advertising attractive (catch the readers attention)吸引力 creative (project an image)创造力 persuasive (urge the reader to act)说服力 impressive (produce an impact)影响力 Or i. Information Function (信息功能) ii. Demand Creation Function(唤起需要功能) iii. Persuasive Function(说服功能
3、) iv. Get Action Function(促使行动功能) v. Goodwill Establishment Function (扶植信用功能),III Classifications of Advertising i. Commercial and Non-commercial Advertising (以是否营利为标准) ii. Newspaper Advertising, Magazine Advertising, Radio Advertising, Television Advertising, Direct Mail Advertising, Cinema Adverti
4、sing, Package Advertising, Outside Advertising, Web Advertising.（以广告媒介为标准） iii. Consumer Advertising, Business Advertising, Service Advertising. （以广告对象为标准） iv. International / National / Regional Advertising. （以地理位置为标准）,IV. Characteristics of Advertising Language and Culture 1. Simple / colloquial w
5、ords The only car in its class（汽车广告） Buy one pairGet one free（眼镜广告） It gives me clear, plain paper faxes at a price I can afford（Canon复印机广告） Taking the lead in a Digital World(三星电子) Your future is our future. （汇丰银行） Just do it. (Nike),2. Imperative or interrogative sentences Come To Life In Hawaii（旅
6、游广告） Come into McDonalds and enjoy a Big Mac Sandwich（三明治广告） Who would know better how to welcome you to the U.S.？（旅游广告） Are you worrying about the problem of management?（网络广告） Thinking of buying？Think againNot much for colour TV, is it? Vision hire！（彩电广告）Dont have much of a personality? Buy one. (H
7、onda Motor),3. Rhetorical devices Export fair set for foreign-funded firms（博览会广告） Bathing Beauty Discovered in Interior Decorators Bathroom（瓷砖广告） Good teeth, good health. (Colgate)牙齿好，身体就好 You can have the smoother, softer, sleeker skin you want now and forever(脱毛剂) 更光滑，更细腻，更亮泽，一旦使用，持久拥有。 Great time
8、, Great taste, McDonalds 美好时光,共同分享 All is well that ends well. 烟蒂好，烟就好,A better stretch for the long stretch（航空公司广告） Try our sweet cornYoull smile from ear to ear（甜玉米广告） 你一尝就会吃一穗又一穗，高兴得合不拢嘴。 Not all cars are created equal（三菱汽车广告） Quality breeds success（福特汽车广告）,4. Use of acronyms Take it to the net!
9、( net =Internet) We foundem we gotem. (em=them) Tis the season for giving. (Tis=This) Nicen Easy (n=and) RE=real estate房地产(RE在商贸电传中=refer to) apt= apartment公寓 appt= appointment约会 adm= admission允许、进入 admin= administration行政、管理,5. Use of emotive words New, good/better/best, fresh, free, delicious, sur
10、e, full, clean, wonderful, special, crisp, real, fine, great, safe, rich etc. E.g. Nothing comes closer to home. (Chicken Pasta Bake) Think Lysol is the best disinfecting spray. (Disinfecting Spray) The worlds coolest CDs arent made in New York, London or L.A. They are made in my apartment. (Philips
11、 CD Recorder),V. Translation Barriers and Techniques 1. Cultural Differences in Comprehension 2. Phonetic Differences 国酒茅台，酿造生活的品味。(茅台酒广告),V. Translation Barriers and Techniques 1. Cultural Differences in Comprehension 2. Phonetic Differences 国酒茅台，酿造生活的品味。(茅台酒广告) Moutai: A liquor of national status
12、that makes your life gracious. 眉笔像花瓣一样柔和 Our eyebrow pencils are as soft as petals Apple think different 不同凡 “想” Intel Inside 给电脑一颗奔腾的 “芯” Good to the last drop (雀巢咖啡) 滴滴香浓，意犹未尽！,Moutai: A liquor of national status that makes your life gracious. 眉笔像花瓣一样柔和,眉笔像花瓣一样柔和 Our eyebrow pencils are as soft as
13、 petals Apple think different 不同凡 “想” Intel Inside 给电脑一颗奔腾的 “芯” Good to the last drop (雀巢咖啡) 滴滴香浓，意犹未尽！,3. Semantic Differences 第一流产品，为足下生光。（红鸟鞋油广告）,第一流产品，为足下生光。（红鸟鞋油广告） 译1. The first-rate shoe polish adds luster to your shoes and honour to you, our friends. 译2. Fine shoe polish polishes your shoe s
14、hine. 衣食住行，有龙则灵。（建行龙卡广告）,译1. Your everyday life is busy, Our LongCard can make it easy. 译2. LongCard makes your busy life easy. 一册在手，纵览全球（全球杂志广告语）,译1. With a single copy of The Globe in hand, You can enjoy a wide view of the world. 译2. The Globe brings you the world in a single copy! 译3. Globe widen
15、s your view of the world.4. Differences in Word Form 顾主满意的服务 客观合理的价格 至为可靠的质量 上乘效率的交货,Customer satisfaction Affordable prices Reliable quality Efficient delivery 药材好，药才好。,译1：Only good medicinal materials can make good medicine译2： Only fine medicinal herbs Make fine herbal medicines. 你不理财，财不理你。 （理财杂志
16、）,译1： without personal finance, you will be a person without finance 译2： If you leave “Managing Money” alone,Money will manage to leave you alone.（“三优”牌家具）优良的质量 优惠的价格 优质的服务,3-U Brand： Unrivalled quality Unbeatable prices Unreserved service “美的”牌家用电器：“美的”家电，“美的”全面，美的彻底,Midea products are beautiful-be
17、autiful from top to toe, beautiful inside out. 三联运输公司：海陆空联运,Sanlian Shipping Service SSS : Sea-borne, Air-borne and Land-surface Transportation (SALT) “三包”：包修、包退、包换,译1：We offer 3-R guarantees: guaranteed repair, replacement and refund. 译2： the three guaranteed Rs: repair, replacement and refund. 5.
18、Rhetorical Differences 要买房，到建行,译1： Want to buy a home but feel financially scant? / Why dont you come to the Construction Bank? 译2：“ Wanna a house of your own? Buy one with our loan. (Construction Bank) 穿上“双星”鞋，潇洒走世界,Double Star Takes You Afar.Double Star Shines Your Way. 要想皮肤好，早晚用大宝,译1：Applying “Da
19、bao“ morning and night: It makes your skincare a real delight. 译2：“Dabao” morning and night makes your skincare a real delight. 译3： With “Dabao“ morning and night, sooner or later your skin will highlight. 绿色奥运、人文奥运、科技奥运,译1： Our education is oriented to the modernization program, to the global persp
20、ective and to our nations future goals. 译2： orient/gear educational work to the needs of modernization, the world, and the future / education should face up to the demands of the modernization, the world and the future 生意兴隆通四海，财源茂盛达三江,译1： Business is thriving, reaching out to the five continents of
21、the world; Revenues are accruing, flowing in from the four corners of the earth. 译2： Business booms far and near, profits net there and here. 中华铅笔，品质优良，书写润滑，美观大方,Smooth and beautiful, Zhonghua high quality pencil! Ask for More. - Moore (cigarette) 飘柔广告: “成功之路，从头开始。” Start ahead.,V. More Things Need
22、the Translators Attention 1. Be skilled in advertisement writing and well informed of the product 2品: quality and status6M: Market, Message, Media, Motion, Measurement, Money,2Be well acquainted with the culture of the target language Englishmen elephants, pandas; Indian, Spaniard roses Chrysanthemu
23、ms Japanese lotus and fox, tortoise and duck Belgian Blue peacock Japanese green Indian green,3. Be creative in translation and imitating“Together, we cover the world.”(航空公司广告),“维系你和我，世上乐事多”。We take no pride in prejudice. (泰晤士报广告),1: 对于你的偏见，我们没有傲慢。 2: 对于有失偏颇的报道，我们并不引以为自豪。 3：正义的力量，舆论的导向饭后百步走，活到九十九,译1
24、：An after-dinner walk a day keeps the doctor away. 译2：A walk after dinner, you will live longer. 译3： A walk after meal improves your fitness a good deal.4With a solid foundation of language standards in the target language Use standard language and avoid local dialects,VI. Translating Brand Names i.
25、 Basic Techniques: 1. 音法译 （transliteration） A） 按汉语拼音: 茅台 MAOTAI 东风DONG FENG上菱 SHANG LING 中意 ZHONG YI B） 按谐音: KODAK 柯达 Hilton希尔顿 Cannon佳能 Motorola 摩托罗拉 Adidas 阿迪达斯 Cadillac卡迪拉克 Konica 柯尼卡 Jeanswest 真维斯 Shangri-la 香格里拉 Rossini 罗西尼乐凯 LUCK 方正 Founder 四通 STONE,2意译法 (free translation) Shell壳(牌)石油公司 Nestle
26、雀巢 Apple苹果 Green Giant绿巨人 皇朝 DYNASTY 永久 FOREVER 飞鸽 FLYING PIGEON,3专有名词英译法(proper names ) ROLEX 劳力士 FORD 福特 李宁 LINING 上海 SHANG HAI 长城 CHANG CHENG,4数字与文字组合法 (numbers ) 7-UP 七喜 五星 FIVE STARS 5 STARS THREE NINES / 3 NINES / NINE，NINE，NINE / 999 Belmerry 百乐美 昂立一号 Only One Pepsi Cola 百事可乐,ii. Principles f
27、or Translating Brand Names 婴儿日化用品 Johnsons 强生， 日化企业名称Johnson 庄臣； 巧克力品牌 Dove 德芙 ， 香皂品牌 Dove 多芬 ；多福、德福 内衣泳装品牌 Triumph 黛安芬 照相机品牌 Minolta 美能达vs.饮料品牌 Mirinda 美年达 小家电品牌 Bose 博士 vs. 隐形眼镜品牌 Bush & Lomb 博士伦,P&G (Procter & Gamble) 宝碱 vs. 宝洁 Energizer 劲量 Head & shoulders 海飞丝 Revlon 露华浓 Simmons 席梦思 Clean-clear可
28、伶可俐 金华火腿 Jinhua Ham 贵州茅台 Guizhou Mao Tai,“孔雀”彩色电视机 Peacock Color TV “五羊”自行车 Five Rams “蝴蝶”牌电子灶 Butterfly Electric Cooker “白翎”钢笔White Feather“白象”电池 White Elephant“蜜蜂”牌香皂 Bees “荷花”洗衣机 Lotus “熊猫”电器 Panda“仙鹤” Crane “三枪”内衣 3 GUNS “鹅”牌羽绒服 Goose,3. “大鹏”(帆布鞋) ROC 长城电扇，电扇长城。（电扇）Chinese Wall；Great Wall, Great
29、 Electric Fan马戏牌扑克 Maxipuke“芳芳”(口红) Fangfang藕粉 Lotus Root Starch 轻身减肥片 Obesity-reducing Tablets 白熊 Polar Bear vs. White Bear.Goldlion金狮Marlboro万宝路 Wonderful 万德福Tide 汰渍 Safeguard 舒肤佳,Polaroid 宝丽莱伊德 vs. 宝丽莱 McDonalds 麦当劳 vs. 麦克唐纳德 Budweiser 百德威瑟 vs. 百威 Arche 雅倩，Pantene-潘婷 Estee Lander 雅丝兰黛 Hazeline 夏士
30、莲 Channel 香奈儿 Guerliane 娇兰 Ikea= Ingvar Kamprad Elmtaryd Agunnaryd 宜家 Maxwell 麦斯威尔 ; Dumex 多美滋 CocaCola 古柯vs.可口可乐; Nokia 诺基亚,MercedesBenz 马赛地 、宾士、奔茨 vs. 奔驰 Volkswagen 福士伟根 vs. 大众汽车 BMW= Bayerische MotorenWerke 拜耶里奇飞机引擎生产厂 vs. 宝马 Minnesota Mining and Manufacturing Company 明尼苏达矿业及制造公司 vs. 3M公司 Poison
31、百爱神 Giant-捷安特 Ericssion 爱立信 Pizza Hut 必胜客 Buy Now 百脑汇,蓝天牌牙膏 Blue Sky vs. Bright Sky 美加净 Maxam “红星”牌电风扇 “Red star” Electric Fan vs. “Bright star” /“Shining Star” Electric Fan 飞鸽 “Flying Pigeon” vs. （Flying）Eagle / Hawk 南京一宾馆“古南都” Grand Hotel,心相映 Mind Act Upon Mind vs. Heartex 海信 HiSense 彩虹 Rainbow vs. Irico 瑞星 Rising “王朝” 葡萄酒 Dynasty “格力” 空调 Gree 海尔 Haier,
