1、Translation of Advertising,（一）Introduction,Advertising is from the Latin word “advertere”, meaning the initial attention and induced attractive. Later evolved into “get attention” or “let people know something”.,（二）Advertising features,1.Differentiate products from other Understand the premise of go
2、od is to buy the product that only deepened the understand of the product, be possible to arouse the customers purchase interest and desire to buy.,2.Communicate information,Business advertising is intended to products or services. It is bound to focus on advertising their products or services disti
3、nguishes expand or implied in the high-Tech components, or the operating performance of its security and stability, or the exquisite and meticulous process, or ornate style is unique, or is the enhanced level of service, too numerous to mention. At the same time ,businesses will be through advertisi
4、ng, so that consumers know where to purchase this product or to enjoy this service.,3.Induce new customers,Businesses with the most exciting consumer advertising to the hearts of the collision, their products or service to consumers fascinated, it seems that once purchased, the body and mind can sud
5、denly relaxed times, which is advertising the charm.,4.Gain repeated customers,Businessman through advertising, to refresh the memory of customers, constant innovation, and they frequently carry out the most intimate contact.,5.Build brand preference and loyalty,Advertising, as always, honest and cr
6、edible in the minds of customers leaving the brand. Continue to be emphasized that contrast the advantages of the product or service from the unbreakable bonds of friendship forged. This is the dream of every business, and it is also anther big advertising reflects the charm.,lexical characteristics
7、 Syntactic characteristics rhetoric characteristics,Characteristics,lexical characteristics,(1) Verbs Verbs often contained in the Ad. are the single syllable verbs. (2) Adjectives Use adjectives and comparative and superlative (3) Pronouns Personal pronouns in the Ad. are widely used to close the r
8、elationships between the reader and Advertiser, especially “you“, “your“, “we“.,lexical characteristics(4):Coinage造词,创作者基于通常的构词法或读音规律巧造新词，或利用谐音对大众熟悉的单词进行拼写变体，或使用产品名称、常见单词、前缀、后缀进行拼接和组合。 Sainsburys (超市) Brrrrrrilliant。 把Brilliant(美妙的)标准拼写中的一个“r”写成了6个，念起来声音大大地拖长，传达出一种强调、惊叹的语气。 Sony(索尼公司)： Hi-fi, Hi-fun
9、, Hi-fashion, only from Sony。 Hi-fi，即指High fidelity, 表示高保真；而Hi-fun，即是一个自创的新词，但非常好理解，读者马上明白这是指High fun；同样，Hi-fashion则是High Fashion的意思。,Guinness(健力士黑啤): Guinnless isnt good for you.一则饮料广告: The Orangemostest Drink in the World. Bull Market: We know eggsactly how to sell eggs.,Syntactic characteristics,
10、(1) Simple Sentences Its easy to remember and effectively control the advertising expenses. (2) Interrogative Sentences疑问句 (3) Imperative Sentences 祈使句,rhetoric characteristics:Personification,Doral Cigarettes(香烟)： Taste Me! Taste Me! Come on and Taste Me!(尝尝我！尝尝我！快点来尝尝我！) American Express Credit Ca
11、rd (美国运通信用卡)： Do you know me?你了解我吗？Unlike me, my Rolex never needs a rest. 和我不一样，我的劳力士从不需要休息。, Simile & Metaphor,Light as a breeze, soft as a cloud. (轻如微风，柔若浮云。) Feather water:Light as a feather. 法泽瓦特眼镜：轻如鸿毛。 Youd better off under the Umbrella. Umbrella旅行保险公司让你无忧无虑尽享旅程乐趣。 Bounty (糖果)： A taste of par
12、adise.(天堂的味道。), Pun双关,Tic Tac Candy(糖果)： Tic Tac. Surely the best tactic.“tactic”原意是战术或策略，但“tactic”一词又可认为是“Tic Tac”颠倒组合而成的。 Start Ahead. (成功之路，从头开始。) “Ahead”原意是指向前；而“ahead”又是由“a(一个)”和“head(头)”组成。飘柔主营头发护理产品，所以，广告语字面的意思“向前出发”又可理解为“从头开始”。,Olympus Camera(奥林巴斯相机)： Focus on life.(瞄准生活。) Kenco Really Rich
13、Coffee (特浓咖啡)： Get rich quick! From sharp minds, come Sharp products. 绝顶智慧造就尖端夏普。,Just do it.只管去做!,Enjoy Coca-Cola. 畅想可口可乐。Think different。不同凡“想”！,Clean, Clear and under controll.(干净，光洁，尽在掌握！)The happiest place on Earth.(地球上最快乐的地方！) New. Fast. Efficient。 (最新、最快、最高效。),Do you Yahoo!? 你Yahoo了吗？We do ch
14、icken right. 我们的鸡肉做得是最棒的!,You deserve a break today. (今天你该休息了。) Between love and madness lies obsession. (爱与疯狂之间是迷恋！),Budweiser (百威啤酒)： Why ask why? Try Bud Dry. 为什么问为什么？尝尝百威干啤。Come to where the flavor is. (万宝路香烟广告),How to translate advertising?,Translation Methods,Literal translation Free translati
15、on Transliteration Equivalent translation,1、Literal Translation,This method mainly used to deal with these advertisings which have clear meanings and simple and integral syntactical structures that the useful information people can get. That is to say, in this way, both the outside and inside meanin
16、gs that the translation is send are very clear.,Winning the heart of the word. 赢得天下心。 We are Siemens. We can do it. 德国西门子广告） 我们是西门子，我们能办到。 Sea, Sun, Sand, Seclusion and Spain.（一则带有西班牙风味的旅游广告） 海边，阳光，沙滩，幽静 Gifts wed love to give.（可口可乐广告） 这是我们愿意给的礼物。 Mosquito Bye Bye Bye . (RADAR雷达驱虫剂)蚊子杀杀杀。,2、Free Tra
17、nslation,Free Translation is liberal and flexible, in its procedure; we usually consider that the audiences from different cultures will have trouble in reading and understanding. So the translations will be readable if we are in the position of consumers.,Ask for more. （摩尔香烟）摩尔香烟，多而不厌。 （百事可乐）渴望无极限。
18、 Asian times, your Asian insider.(亚洲时报广告) 亚洲时报，令你亚洲万事通。 A diamond lasts forever. (De Bierres 第比尔斯)钻石恒久远，一颗永流传。,3、Transliteration 音译法,在商品品名的翻译时,我们经常会遇到不少品名在目的语里找不到对应的词汇来表示，通常采用音译法来处理。 Pierre Cardin(皮尔卡丹) Kodak (柯达彩色胶卷) Philips (飞利浦电器) 青岛啤酒 Tsingdao beer,丁家宜 “Dingjiayi” ？,Tjoy”不仅在语音上是“丁家宜”的谐音,而且其含义还可以
19、引发人们产生愉快的联想,给人留下深刻的印象。其中的T可以令人想起服装展示中的T型舞台和模特儿的靓丽身影,而且joy本身就是一个令人愉悦的词汇。,4、Equivalent translation套译法,套用中英的固有模式,在不破坏广告原文效果的基础上对广告进行翻译, 使译语符合消费者的心理, 保持产品的形象。翻译时可套用或模仿英汉成功的广告体例、英汉诗句、谚语等。 Where there is a way for car there is a Toyota. 车到山前必有路，有路就有丰田车。,桂林山水甲天下。 直译：Guilin scenery tops the best in the world. 套译：East or west, Guilin scenery is best. 轮胎广告： He laughs best ,who runs longest. (与其他轮胎最大的区别是质量。) 百闻不如一尝。(浙江粮油食品进出口公司) Tasting is believing. 婴儿爽身粉： Like daughter , like mother.,Thank you!,http:/ http:/
