英文广告特点和翻译技巧

Features of English Advertisement and Principles and Strategies of Its Translation

Author: Yang Dechun

Tutor: Sun Qinghai

Shandong Jiaotong University

May, 2012

Content

I.Abstract (1)

II.Introduction (1)

III.Chapter 1 Features of Commercial Advertisement (2)

1.1Features of advertising words (2)

1.2Structure of advertising sentences (5)

1.3Rhetorical features in advertisements (7)

IV.Chapter2 Principles and strategies of Advertisement Translation (9)

2.1 General principles of advertisement translation (9)

2.2 Typical translation techni ques of English advertisement (11)

V.Conclusion (12)

VI.Reference (13)

I.Abstract

Nowadays with the development of social economy, especially China has entered the WTO, advertisement has become an important part of our life. Because of the differences of language and culture, the advertisement translation has to play an important role on understanding the meaning of advertisements. The main point of advertisement translation lies in the embodimen t of cultural factors because culture inevitably affect people’s thought and their attitude towards everything, That how well the translation is accepted depends on how much it domesticates the cultural factors. Therefore translators should observe the three principles of smoothness, preciseness and conciseness when doing advertisement translation. As to the strategies, literal and free translation can be chosen according to different text, on condition that it can reach a desire effect. II.Introduction

In chapter one the thesis analyses in the characteristics of commercial English from three points of views .Then in chapter two some principles and basic skills of advertisement translation are put forward against the problems existing in the current translation of advertisements.

Though the analysis of advertisement and their translation are successful, a natural conclusion can be drawn that cultural factors play a very important part in advertisement translation. There it is necessary for a translator to have a good knowledge of the cultural differences.

Key words: advertisement translation; principles; strategies; abbreviation

III.Chapter 1 Features of Commercial Advertisement

1.1. Features of advertising words

1.1.1. Briefness, especially for spoken language.

For example:

·My Goodness! My Guinness!

·“Is microwave cooking fast?” “You bet.”

In order to understanding the meaning better, advertisements are often based on the spoken language, so it is easy and convenient for people to comprehend and remember.

1.1.

2. Innovative spelling and to enhance the attractiveness. Sometimes people misspell deliberately, sometimes they create the words which are not previously one. For example:

·When you taste grows up, Wiston out-tastes them all

The “out-taste” is a new word which means “unusual” “outstanding”·Forget hot taste

Only Kool, with pure menthol has the taste of extra coolness

Come up to Kool

In this advertisement, the Kool and Cool are homonym, so it very special and impressive.

1.1.3. The use of abbreviations to save time, cost and materials.

Nowadays, the charge of advertisement is very expensive, in order to reduce costs, Ads must use as few words as possible to express all the information. So the abbreviation is popular used in the advertising campaign. For example:

·Furnished Edinburgh Court, 426 Argyle St, 2nd floor, 1550sq, ft.4 bdrm with dining and living room, private garage. Sale at $130000. Rent $1400. Tel: 338954 office time or 823784

At this advertisement there are some abbreviations: st=street, sq=square, ft=feet, bdrm=bedroom, tel=telephone

·Wanted for physical therapy practice. Collection exp a plus. Exc bnfts, salary nego. Elizabeth, 968-355-0886

Abbreviations: exp=experience, exc=excellent, bnfts=benefits, nego=negotiable

1.1.4. The use of the foreign words to enhance the effect.

The advertisements often appear foreign words, which convey the exotic characters and high-quality of the goods. All are intended to attract the attention of consumers. For example:

·“Order it in bottles or in cans”

“Perrier…with added je ne sais quoi”

It is about an advertisement of soft drink in France, the “Je ne sais quio” means “The one I don’t know”

On the one hand, the aim of using the foreign words is to enhance the

effect. On the other hand, this approach may play a role that deceives the consumers.

1.1.5. The use of the finite verb, especially monosyllables.

For example:

·Things go better with Coca-Cola

·Fresh up with Seven-up

·Think small (German energy-saving car ads)

In addition, people are cautious to use BUY in English advertisements, because BUY means to obtain sth. by giving money. As a result they often use the following words instead of BUY (X represents the product). Make X your toothpaste; give him an X; discover the smoothness of X; introduce your family to X; serve X; let X solve your problems etc.

1.1.6. The use of the finite adjectives and some adjectives with the prefix and suffix.

For example:

·Communication unlimited

·Center the true self

·Invisible umbrella keeps off rust

·Send today for free sample, and try the new flavor

1.1.7. The use of the compound words in advertisements.

For example:

·First-class; beer-drinker; shipbuilding; sleeping pill; brand-new;

light-blue; money-saving; fresh-tasting; best-selling; quick-frozen; far-advanced; black-out; easy-to-paint; long-distance; wine-and-brand; one-legged; unbooklearned; sun-beamy; open-heartedly; black-market; blue-print; air-condition; mass-produce etc.

1.2 Structure of advertising sentences.

1.2.1. The use of more simple sentences.

In order to attract consumers, one of the best choices is briefness. For example:

·I trust the facts

·It’s for a lifetime

1.2.2. The use of less negative sentence.

But sometimes the use of negative sentence is by comparison to emphasize the characteristics of the commodity. For example: ·Results, Not miracles

·You won’t find a quicker, easier, neater way to enhance your beauty

1.2.3. The use of more parallel structure, less master-slave structure. For example:

·Polaroid, instant movies

·Easy to make, Easy to show, Hard to believe

·Look again, and you will never look back

·Spare, shapely and sensational, One-stop dressing, at it’s very best

1.2.4. The use of the imperative sentence.

The imperative sentence can be good to reach the advertising guide function. For example:

·Taste that beats the other cold

·Go for the sun and fun

·Buy one pair, Get one free

1.2.5. The use of active voice and passive voice.

For example:

·In the field of telecommunications, Cable & Wireless is unique

·Good times were meant for Kent

·The seats have been specially tailored to offer remarkable support

1.2.6. The use of interrogative sentence.

The interrogative sentence can easily arouse people’s reaction, and cause people to reflect. For example:

·The Seiko Ladies Quartz

Pretty, isn’t she?

·Is two months` salary too much to spend for something that lasts forever?

1.2.7. The use of present tense.

It can express the product’s attributes of lasting and eternal. For example:·We treasure each encounter

·What words can’t express

·It fits your personality like a favorite pair of jeans

1.2.8. The use of elliptical sentences.

People often use refined language of advertisement to make consumers understand at once, so the elliptical sentence is worked. For example: ·Can’t beat the read thing

·Always Coca-Cola

·Cheerful life of coke

·The pause that refreshes

1.3 Rhetorical features in advertisements

1.3.1. Simile.

Simile is one thing compared with another thing, the comparison of the two mus t be very different. “like” or “as” often be used in English advertisements. For example:

·Today, Sakura Bank is like a thriving sakura

·Light as a breeze, soft as a cloud

1.3.

2. Metaphor.

The use of metaphor can play a rich imagination, and enhance the beauty of the language. For example:

·EBEL the architects of time

·Go for the Gold—Gold star. The brightest star in electronics

1.3.3. Personification.

The use of personification makes the items much more vivid, then leaving a good impression to consume rs, what’s more, stimulating their desires to

buy the products. For example:

·Where it hurts, we’ll heal it (Ads of repairing bag)

·Flowers by Interflora speak from the heart. Interflora

1.3.4. Pun.

Pun is implicative and imaginable, so it is often used in English advertisements. For example:

·I’m More satisfied (More is also a brand of cigarette)

·Make Time for Time (Time means a magazine and time)

1.3.5. Repetition.

Repetition is often used to enhance tone and highlight the information. For example:

·Mosquito Bye Bye Bye

·Live well, Snack well

1.3.6. Parallelism.

The purpose is to enhance the tone, emphasis the goods and cause the consumer's attention. For example:

·M & M’s melt in your mouth, not in your hands

·You can buy everything

From perfume to pearls

From watches to wallets

From radios to wraps

1.3.7. Alliteration.

The use of alliteration is very popular in English advertisement. For example:

·Cut, Color, Clarity and Carat Weight

·Health, Humor & Happiness…Gifts we’d love to give

·Sweet, Smart & Sassy (an orange ads in America)

·Parents, Present, Potentates (Social public service ads)

IV.Chapter2 Principles and strategies of Advertisement Translation 2.1 General principles of advertisement translation

2.1.1. Inducing principle.

The final goal is to induce consumers' purchasing behavior, so advertising translation can make a reference to the “AIDA” principle.

A: Attention I: Interest D: Desire A: Action

For example:

·A visit to Hainan would not be completed without visiting Sanya

不到三亚，枉来海南。

·The colorful world doesn’t stop when it’s nighttime

夜晚时分，这里的世界依然五彩缤纷。

2.1.2. Flexibility principle.

Lacking of flexibility can sometimes affect the effect, and may even undermine its principle. So it is necessary to make a reference to “10C” principle.

Conciseness Clearness Correctness Courtesy Concreteness Character

Concinnity Completeness Considerateness Conscientiousness

2.1.

3. Localization principle

Among peoples of different languages, the thinking is often different. So the translation should be localization as far as possible. If the language makes people feel familiar and friendly, the advertisement can impress the consumers. For example:

·Just for yourself

表现自己，美丽到底。

2.1.4. Accuracy principle.

The main function of the business of advertising is to disseminate product information to guide consumer behaviours, and inspire the desire to buy and promote product sales. Therefore, the accurate translation is particularly important. For example:

·To me, the past is black and white, but the future is always color.

对我而言，过去平淡无奇；而未来，却是绚烂缤纷。

If the “black and white” and “color” are translated into TV, it will be a big mistake.

·We lead, others copy

我们领先，他人效仿。

2.1.5. Easy to read and remember principle.

Translation should contain the factors as far as possible, such as: briefness, understandability, kindness, vividness and imagination. For

example:

·Eat fresh

吃的新鲜

·Get the feeling

身临其境

·Where the magic never ends

魅力无限

2.2 Typical translation techniques of English advertisement

2.2.1 Using positive words as much as possible.

For example:

·Minolta, finest to put you finest

·Cheerful life of Coca-Cola

2.2.2. Introducing the new information into the advertisement as far as possible.

For example:

·Multi-function printer

Fax Machine & Copier

—The all-in-one printing device

2.2.

3. Using the attractive words can achieve a good result.

For example:

·The fastest way to get up and running is with our new HP Vectra PCs ·Reach a new high

·Come talk to the animals (an ads of World Sea Park)

2.2.4. The information should relate to the things that people concern. For example:

·Now you can have your cake and diet too (an ads about loosing weight) ·A word to wealthy (an ads of Citibank)

·Using Dove, I do feel 20 years younger

V.Conclusion

If the advertisement were a kind of art, the language would be the core of the art. The advertising language creates an artistic conception and beauty by the special characteristics of words, sentences and rhetoric devices in the advertisements. In addition, English advertisements are colorful, innovative and lively, with rich flavor of life and a powerful fascination. With the development of the society, the English ads are constantly updated, novel words after another, only by keeping up with the pace of language development, carefully study and mastery of the language features of English and translation skills, is it possible to achieve the best results of the commodity promotion. Therefore, when translating the English advertisements, the characteristics of the advertising must be understood firstly, asking whether the same publicity as the original standard and paying attention to the differences in cultural background, choosing the appropriate translation skills, making sure that the language is natural, accurate, concise and easy to understand, and

catering to different audiences’ psychology, thus the purpose of advertising would be achieved.

VI.Reference

Wang Zhanbin, Commercial English Translation, Beijing: China Commerce and Trade Press, 2003.

Yu Fulin, English Abbreviations, Beijing: The CFLAC Press, 1999.

Cui Gang, Advertising English, Beijing: Beijing Institute of Technology Press, 1993.

Zhao Jing, Advertising English, Beijing: Foreign Language Teaching and Research Press, 1992.

Li Zhongxing, Advertising English, Beijing:Hunan Education Press.1986.

经典广告词中英文翻译

经典广告词中英文翻译 2． Obey your thirst．服从你的渴望。（雪碧） 3． The new digital era．数码新时代。（索尼影碟机） 4． We lead． Others copy．我们领先，他人仿效。（理光复印机） 5． Impossible made possible．使不可能变为可能。（佳能打印机） 6． Take time to indulge．尽情享受吧！（雀巢冰激凌） 7． The relentless pursuit of perfection．不懈追求完美。（凌志轿车） 8． Poetry in motion， dancing close to me．动态的诗，向我舞近。（丰田汽车）9． Come to where the flavor is． Marlboro Country． 光临风韵之境——万宝路世界。（万宝路香烟） 10．To me， the past is black and white， but the future is always color．对我而言，过去平淡无奇；而未来，却是绚烂缤纷。（轩尼诗酒） 11. Just do it. 只管去做。（耐克运动鞋） 12. Ask for more. 渴望无限。（百事流行鞋） 13. The taste is great. 味道好极了。（雀巢咖啡） 14. Feel the new space. 感受新境界。（三星电子） 15. Intelligence everywhere. 智慧演绎，无处不在。（摩托罗拉手机） 16. The choice of a new generation. 新一代的选择。（百事可乐） 17. We integrate, you communicate. 我们集大成，您超越自我。（三菱电工） 18. Take TOSHIBA, take the world. 拥有东芝，拥有世界。（东芝电子） 19. Let’s make things better. 让我们做得更好。（飞利浦电子） 20. No business too small, no problem too big. 没有不做的小生意，没有解决不了的大问题。（IBM公司） 1 Good to the last drop? ?滴滴香浓，意犹未尽??麦式咖啡Maxwell 2 Time is what you make of it? ?天长地久? ?斯沃奇手表Swatch 3Make yourself heard? ?理解就是沟通? ???爱立信Ericsson 4Start ahead? ? 成功之路从头开始? ? 飘柔rejoice 5Diamond lasts forever 钻石恒久远，一颗永流传第比尔斯De Bieeres 6Things go better with Coca-cola? ? 饮可口可乐万事如意 7Connecting people Nokia? ? 科技以人为本? ?诺基亚Nokia 9A Kodak moment? ?? ?就在柯达一刻? ?? ?柯达Kodak 10Mosquito Bye Bye Bye，蚊子杀杀杀雷达牌驱蚊虫剂RADAR

英文知名品牌与广告语翻译

DELL戴尔IBM HP惠普TCL LENOVO联想ASUS华硕BENQ明基LG （不用翻译） UNIS （清华紫光） sony（索尼）海尔HAIER 可口可乐（Coca-cola）、索尼（Sony）、金利来（Goldlion）、奔驰（Benz）、耐克（Nike）“翻得好（Findhow）”Vitasoy ( 维他奶 ) Johnson 婴儿护肤用品由原译名“庄臣”到现在译名“强生”；Reebok 运动鞋由“雷宝”更名为“锐步”；Hewelette Packare 电脑公司由冗长的“休利特一一帕卡德公司”简化为如今的惠普公司Head & Shoulders 译为“海飞丝”。 Panten 译为“潘婷”。 Safeguard 译为“舒肤佳”。 Olay 译为“玉兰油”。优雅动听、惟妙惟肖、回味无穷。日本Suntory 公司品牌的中文译名为三得利，不但发音贴切，且蕴涵中华人文精神。Kiss Me ( 化装品品牌 ) 奇士美。日本丰田公司的 LEXUS 汽车，其中文译名“凌志”取自“久有凌云志，重上井冈山”壮丽诗句。 锐步-Reebok彪马-Puma吉旺希-givenchy慕诗-MOISELLE欧时力-OCHIRLY阿勒锦-A.LerGin阿桑娜-azona瓦伦蒂诺-ntino卡西欧CASIO背靠背-Kappa欧莱雅-L"Oreal兰蔻-Lancome香奈儿-Chanel资生堂-Shiseido高丝-KOSE倩碧-Clinique玉兰油-OLAY兰芝-LANEIGE水之奥-H2O。za姬芮。娇兰-guerlain。POND'S 旁氏，迪奥-Dior， head-shoulders 海飞丝 head-shoulders舒蕾 slek曼秀雷敦 mentholatum宝洁pg爱家家居aika 飘柔纳爱斯屈臣氏 watsons联合利华 unilever高露洁 colgate欧尚 auchan丝宝集团 .c-bons.家乐福 carrefour沙宣佳洁士同仁堂安利 amway沃尔玛wal-mart特百惠 tupperware易初莲花 lotus* 吉列 Gilleffe 博朗 braun 护舒宝佳洁士 crest 欧乐-B oral--b帮宝适 pampers 汰渍 tide 兰诺lenor 金霸王 duraceli OLAY SK-II 伊奈美 illume 潘婷 pantene 飘柔海飞丝沙宣 vs 伊卡璐威娜 wella “福士伟根”“Volkswagen”， Bayerische MotorenWerke(拜耶里奇飞机引擎生产厂)，简称为BMW，“宝马”名牌手机"诺基亚"，芬兰文原名"Nokia"，。 世界著名的十大化妆品有那些.主流产品是什么？ Guerlain （娇兰）二：Lancome （兰蔻）三：Clarins（娇韵诗）四：Elizabetharden （伊丽莎白雅顿）五：Erno Laszlo （奥伦纳素）六：Estee Lauder （雅诗兰黛）七：Clinique （倩碧）八：Shiseido （资生堂）九：Christan Dior（迪奥）十：Chanel （香奈儿） Nike 耐克 H&M 瑞典 Levis 李维斯 GAP 盖普 Gucci 古琦 Prada 普拉达Hermes 爱玛仕 Versace 范思哲 Calvin Klein 卡尔文克莱恩 Dunhill 登喜路Lacoste 鳄鱼 MUJT 无印良品 Valentino 瓦伦蒂诺 Yves Saint Laurent伊夫·圣·洛朗 Dunhill 登喜路 112 美国，Lacoste 鳄鱼 72 法国，MUJT 无印良品 116 日本，Puma 彪马 56 德国，Lee 李 116 美国， Reebok 锐步 110 美国 Puma 彪马 Lee 李 Reebok 锐步 Giordano 佐丹奴 Mizuno 美津浓 Giorgio Armani 乔治·阿玛尼雪碧(饮料)Sprite小妖精，调皮鬼乐百氏(饮料)Robust健壮的金利来(领带)Goldlion金狮子司麦脱(衬衫)Smart潇洒的舒肤佳(香皂)Safeguard保护者纳爱斯(香皂)Nice美好的英克莱(自行车)Incline喜爱四通(打字机)Stone石头汰渍(洗衣粉)Tide潮流雷达(电蚊香)Raid袭击，搜捕飘柔(洗发水)Rejoice欣喜立士洁(卫生纸)Luxury奢侈品富绅(衬衫)Virtue美德神浪(服装)Sunland太阳地苏泊尔(压力锅)Super特级品天能(领带)Talent

英语广告的特点和翻译策略毕业设计-开题报告

英语广告的翻译特点及策略分析 姓名：xxx 学号：xxxxxxxxx 专业：xxxx 学校：xxxxxxxxxxxxxxxxxxx 摘要：随着经济全球化的进一步加快，英语广告越来越多的融入到我们的生活，与我们的日常生活有着越来越密切的联系。英语广告用词简洁，隽永，却有着丰富的含义，让人意味深刻。随着人们紧跟时代潮流，英文广告已经越来越普遍的应用到各类广告中。如何使英语广告更易被普通大众所接受所理解，这正是本文提出的研究重点，了解英语广告翻译特点，以及对翻译策略的分析。 一、研究目的：（背景与意义、国内外研究现状与发展趋势） 在经济日益全球化的今天，国际经济的进一步发展带动了广告业的腾飞，英语广告翻译日益成为翻译学研究的重要组成部分，广告翻译的发展对国际贸易的发展不言而喻。广告是商战中的有力的武器，广告英语是一种专门用途的英语，他与普通英语有着较大的差别，本文结合大量的实例，从广告英语的语法特点、句法特点和修辞特点三方面分析了广告英语的特点，并浅析了其翻译策略。英语广告翻译作为翻译学的一个新的领域，引起了众多的翻译工作者和研究人员的注意，发展仍然不够成熟和完善，这篇论文正是针对这一系列的问题提出了英语广告的特点和英语广告的翻译策略等重要意义的课题。从而为英语广告的翻译

提供了有效的途径，为众多的翻译工作人员提供了重要的借鉴，同时也推动广告业及广告翻译事业的长足发展。 二、国内外研究现状与发展趋势： 在国际商品贸易发达的今天，广告也日益具有国际性。从一种语言到另一种语言，广告的翻译既要保留原文的精华，又要符合消费者的心理。与其他翻译不同的是，上述目的要在对一个广告语的翻译中实现，这就需要运用语言，营销以及美学方面的综合知识。在翻译的过程中应根据广告的特点，选用适当的表达方法，使译文在表达出原文全部信息的基础上，充分体现原文风格和表现形式，再现原文风貌。 三、动机及意义： 目前，英语广告的翻译比英语文学的翻译起步晚，发展不成熟，随着国际品牌打入国内，英语广告的翻译成为翻译领域的重要课题。目前国内外的学者已经对英语广告的翻译有了广泛的研究，《文学及语言巨献》杂志中多次刊登了中国的诸多学者关于广告英语翻译策略的文章，并且通过大量的鲜活的例子对具体的翻译方法做出了说明，虽然英语广告翻译的研究已经在国内外取得了显著的成绩，但在国内市场上，有的商家谋利心切且翻译人员也只是粗制滥造，使的众多品牌广告的翻译不够准确有的甚至偏离产品原本别具匠心的宣传口号，实际上是不利于商业和广告翻译事业的发展。因此了解英语广告的特点，提出并发展英语广告的翻译策略是迫在眉睫。 四、主要内容：（要解决的问题，主要思路）

经典中文英文翻译

经典中文的英译 但愿人长久，千里共婵娟。 We wish each other a long life so as to share the beauty of this graceful moonlight, even though miles apart. 独在异乡为异客，每逢佳节倍思亲。 A lonely stranger in a strange land I am cast, I miss my family all the more on every festive day. 大江东去，浪淘尽，千古风流人物。 The endless river eastward flows; with its huge waves are gone all those gallant heroes of bygone years. 二人同心，其利断金。 If two people are of the same mind, their sharpness can cut through metal. 富贵不能淫，贫贱不能移，威武不能曲，此之谓大丈夫。 It is a true great man whom no money and rank can confuse, no poverty and hardship can shake, and no power and force can suffocate. 海内存知己，天涯若比邻。 A bosom friend afar brings distance near.

合抱之木，生于毫末，九层之台，起于累土；千里之行始于足下。 A huge tree that fills one’s arms grows f rom a tiny seedling; a nine-storied tower rises from a heap of earth; a thousand li journey starts with the first step. 祸兮，福之所依；福兮，祸之所伏。 Misfortune, that is where happiness depends; happiness, that is where misfortune underlies. 见贤思齐焉，见不贤而内自省也。 On seeing a man of virtue, try to become his equal; on seeing a man without virtue, examine yourself not to have the same defects. 江山如此多娇，引无数英雄尽折腰。 This land so rich in beauty has made countless heroes bow in homage. 举头望明月，低头思故乡。 Raising my head, I see the moon so bright; withdrawing my eyes, my nostalgia comes around. 俱往矣，数风流人物，还看今朝。 All are past and gone; we look to this age for truly great men.

经典广告词中英文翻译

经典广告词中英文翻译2．Obey your thirst．服从你的渴望。（雪碧） 3．The new digital era．数码新时代。（索尼影碟机） 4．We lead．Others copy．我们领先，他人仿效。（理光复印机）5．Impossible made possible．使不可能变为可能。（佳能打印机） 6．Take time to indulge．尽情享受吧！（雀巢冰激凌） 7．The relentless pursuit of perfection．不懈追求完美。（凌志轿车）8．Poetry in motion，dancing close to me．动态的诗，向我舞近。（丰田汽车）9．Come to where the flavor is．Marlboro Country． 光临风韵之境——万宝路世界。（万宝路香烟） 10．To me，the past is black and white，but the future is always color．对我而言，过去平淡无奇；而未来，却是绚烂缤纷。（轩尼诗酒） 11. Just do it.只管去做。（耐克运动鞋） 12. Ask for more.渴望无限。（百事流行鞋） 13. The taste is great.味道好极了。（雀巢咖啡） 14. Feel the new space.感受新境界。（三星电子） 15. Intelligence everywhere.智慧演绎，无处不在。（摩托罗拉手机） 16. The choice of a new generation. 新一代的选择。（百事可乐） 17. We integrate, you communicate. 我们集大成，您超越自我。（三菱电工） 18. Take TOSHIBA, take the world. 拥有东芝，拥有世界。（东芝电子） 19. Let’s make things better.让我们做得更好。（飞利浦电子） 20. No business too small, no problem too big. 没有不做的小生意，没有解决不了的大问题。（IBM公司） 1 Good to the last drop 滴滴香浓，意犹未尽麦式咖啡Maxwell 2 Time is what you make of it 天长地久斯沃奇手表Swatch 3Make yourself heard 理解就是沟通爱立信Ericsson 4Start ahead 成功之路从头开始飘柔rejoice 5Diamond lasts forever 钻石恒久远，一颗永流传第比尔斯De Bieeres 6Things go better with Coca-cola 饮可口可乐万事如意 7Connecting people Nokia 科技以人为本诺基亚Nokia 9A Kodak moment 就在柯达一刻柯达Kodak 10Mosquito Bye Bye Bye，蚊子杀杀杀雷达牌驱蚊虫剂RADAR

广告英语的特点及翻译策略

广告英语的特点及其翻译策略 一、我们来看一下什么是广告，它有哪些作用，又是由几个部分组成的。所谓广告就是一种面向公众介绍商品，服务内容或文体娱乐节目等内容的宣传方式。一般通过报纸、电视、招贴等方式传播，现在也出现在网络上。按照它的用途，我们可以把它分为商品广告，公益广告，服务广告等类型。广告本身是由几个部分构成的，包括标题，正文，口号，商标，附文这五个部分。而我们在对广告进行翻译时，要强调译文的效果，不仅要提供充分而且易懂的商品信息，还要具有原文的“切肤之感”。广告翻译最重要的标准就是译文的效果与读者的感受，同时在进行翻译时还要考虑到语言文化的差异，因为广告除了有帮助消费者认识商品的作用外，还有诱发消费者感情，引起购买欲望，促进消费心理的功能，所以从某种意义上来说，能实现广告主要目的的译文就是好译文，要达到预期的商业效果。 二、那么下面我们来看看广告有哪些特点。由于商品市场竞争激烈为了保证商品的广告可以最大限度的吸引人的眼球，广告商总是选择新颖别致的词汇，简洁的语句和生动的修辞为商品加分，以赢取消费者的享受，广告通常有以下几个特点：lexical, grammatical, rhetoric. 今天我们也从经典英文广告的语言特点，词、句、形来进行简要的分析。 1、经典英文广告的用词特点， ①造词新颖，颇具创意。经典英文广告能给消费者留下深刻的印象。一部分原因在于它们的词汇别出心裁。“造词”就是创意之处和魅力所在。造词有很多的手法，包括添加词缀，拼凑词汇，模仿词汇等。 WWWhat’s new? 这是一个网站的广告，我们都知道，互联网网址都以“WWW”开头，这则广告利用添加WW前缀的方法进行造词，一方面WWW暗示读者这则广告是介绍网站的，另一方面结合“What’s new?”“What are you waiting for?”来吸引读者的注意，是一个非常好的例子。 “The Orangemostest Drink in the world”在这个广告橙汁广告中，用most和est两个表示最高级的词与orange拼凑在一起，形成了Orangemostest, 暗示这个品牌的橙汁特点就是高浓度、高质量。这个创造词成为最大的亮点。 ②同音词替换，别有风味 一些英文广告巧妙的用同音词来达到宣传、促销的目的，十分有趣，颇具风味。 Pay-le＄＄, 这个是美国连锁商店佩莱斯的广告，非常巧妙的将less 中的ss 改为美元符号，形象的表现出“本店商品价格优惠”，当然能吸引广大消费者。 下面这个例子是英国某个机场商店的广告“have a nice trip, buy buy”乍一看，好像礼貌用语，“祝你旅途愉快，再见”。但是仔细一看才发现“bye bye”变成了“buy buy”.这个同音词替换使得机场商店向旅客道别时，也提醒大家购买些商品作为礼物。 ③还有一些其他的形式。比如，韩国LG手机的经典广告，不管是英文广告，还是汉语广告都十分完美，创意独特。“I chocolate you”句式打破常规，chocolate 名词做动词用，不但点出手机的独特巧克力外表，而且在视觉上和听觉上都给人强烈的印象。容易引起消费者的兴趣和注意力，而下面的“born to shine”，句式简单却不失大气。善于玩文字游戏的广告商们，会故意把人们所熟悉的字或者词拼错，形成新词，新词不失原意，更添新意，赋予了广告更大的魅力。

经典英文广告语20条

经典英文广告语20条 经典英文广告语20条 1． Good to the last drop． 滴滴香浓，意犹未尽。（麦斯威尔咖啡) 2． Obey your thirst． 服从你的渴望。（雪碧） 3． The new digital era． 数码新时代。（索尼影碟机） 4． We lead． Others copy． 我们领先，他人仿效。（理光复印机） 5． Impossible made possible． 使不可能变为可能。（佳能打印机） 6． Take time to indulge． 尽情享受吧！（雀巢冰激凌） 7． The relentless pursuit of perfection． 不懈追求完美。（凌志轿车） 8． Poetry in motion， dancing close to me． 动态的诗，向我舞近。（丰田汽车） 9． Come to where the flavor is． Marlboro Country． 光临风韵之境——万宝路世界。（万宝路香烟） 10．To me， the past is black and white， but the future is always color．对我而言，过去平淡无奇；而未来，却是绚烂缤纷。（轩尼诗酒） 11. Just do it. 只管去做。（耐克运动鞋） 12. Ask for more. 渴望无限。（百事流行鞋） 13. The taste is great. 味道好极了。（雀巢咖啡） 14. Feel the new space. 感受新境界。（三星电子） 15. Intelligence everywhere. 智慧演绎，无处不在。（摩托罗拉手机） 16. The choice of a new generation. 新一代的选择。（百事可乐） 17. We integrate, you communicate. 我们集大成，您超越自我。（三菱电工） 18. Take TOSHIBA, take the world. 拥有东芝，拥有世界。（东芝电子） 19. Let’s make things better. 让我们做得更好。（飞利浦电子） 20. No business too small, no problem too big.

经典古文英文翻译

经典古文英文翻译CLASSIC LITERATURE IN ENGLISH TRANSLATION -- EXTREMELY USEFUL AND HELPFUL 但愿人长久，千里共婵娟。 We wish each other a long life so as to share the beauty of this graceful moonlight, even though miles apart. 独在异乡为异客，每逢佳节倍思亲。 A lonely stranger in a strange land I am cast, I miss my family all the more on every festive day. 大江东去，浪淘尽，千古风流人物。 The endless river eastward flows; with its huge waves are gone all those gallant heroes of bygone years. 二人同心，其利断金。 If two people are of the same mind, their sharpness can cut through metal. 富贵不能淫，贫贱不能移，威武不能曲，此之谓大丈夫。 It is a true great man whom no money and rank can confuse, no poverty and hardship can shake, and no power and force can suffocate. 海内存知己，天涯若比邻。 A bosom friend afar brings distance near. 合抱之木，生于毫末，九层之台，起于累土；千里之行始于足下。 A huge tree that fills one’s arms grows from a tiny seedling; a nine-storied tower rises from a heap of earth; a thousand li journey starts with the first step. 祸兮，福之所依；福兮，祸之所伏。 Misfortune, that is where happiness depends; happiness, that is where misfortune underlies. 见贤思齐焉，见不贤而内自省也。 On seeing a man of virtue, try to become his equal; on seeing a man without virtue, examine yourself not to have the same defects. 江山如此多娇，引无数英雄尽折腰。 This land so rich in beauty has made countless heroes bow in homage. 举头望明月，低头思故乡。 Raising my head, I see the moon so bright; withdrawing my eyes, my nostalgia comes around. 俱往矣，数风流人物，还看今朝。 All are past and gone; we look to this age for truly great men. 君子成人之美，不成人之恶。 The gentleman helps others to achieve their moral perfection but not their evil conduct. 君子独立不惭于影，独寝不愧于魂。 A righteous man never feels ashamed to face his shadow when standing alone and to face his soul when sleeping alone. 君子之交淡如水，小人之交甘如醴。君子淡以亲，小人甘以绝。 The friendship between men of virtue is light like water, yet affectionate; the friendship between men without virtue is sweet like wine, yet easily broken. 老吾老以及人之老，幼吾幼以及人之幼。 Expend the respect of the aged in one’s family to that of other families; expend the love of the young ones in one’s fa mily to that of other families. 礼尚往来。往而不来，非礼也；来而不往，亦非礼也。 Propriety suggests reciprocity. It is not propriety not to give out but to receive, or vice versa.

浅论广告英语语言特点及其翻译策略_开题报告

浅论广告英语语言特点及其翻译策略 _开题报告XX大学 毕业设计(论文)开题报告 课题名称浅论广告英语语言特点及其翻译策略 使用专业商务英语 开题教师 XXXXX 职称 XXXXX 2010年月日 XXXXXXXXXXXXX大学 2010 届毕业设计(论文)开题报告 浅论广告英语语言特点及翻译策略毕业设计(论文)题目 XXXXX 学生姓名专业班级 XXX 指导教师姓名职称 XXXX XXXX 一、课题背景 当今广告已成为我们生活不可或缺的一部分。我们对于中文广告词或许很了解，但用英文说出广告词却有些难度，同样让你看着英文广告词说中文广告词也是有难度的。本文针对这些问题，从词汇、句法、修辞三方面介绍了广告英语的语言特点，使读者对英语广告的中文含义有更好的、更深的了解;并通过实例分析介绍了广告英语翻译的方法和策略，使读者在了解广告词的同时，能够自己翻译广告词的意思。 二、毕业设计方案或毕业论文研究方案 本文以英语广告语为对象，从而总结出广告语的创新与否对人们的影响以及广告的重要性。在这个研究目标的指向下，本文采取了理论与文本分析相结合的方

法，在进行文献分析总结代写硕士论文前人研究经验的基础上，对各类创意广告语的使用技巧进行详细的文本分析。 目前我已收集了大量的相关信息，以及查阅了很多关于广告英语的资料，所以论文的大致思路已定，提纲如下: 浅论广告英语语言特点及翻译策略 1英语广告的语言特点 1.1 英语广告的词汇特点 1.1.1使用形容词的比较级和最高级 1.1.2 使用简单动词和口语词汇 1.1.3 使用错别字和杜撰新词 1.2英语的句法特征 1.2.1使用短语代替整句 1.2.2使用简单句和省略句 1.2.3使用祈使句 1.2.4使用第一、第二人称 1.3英语广告的修辞特征 1.3.1比喻 1.3.2排比 1.3.3拟人 1.3.4对比 1.3.5仿拟 1.3.6押韵 2英语广告的翻译策略 2.1英语广告的翻译方法

经典英语翻译

课本翻译的答案（整理）： Unit1 英译汉A 1.The college schedule is very different than the traditional high school schedule. Generally, there is a lot more flexibility with your college classes. 大学的日程安排跟传统高中差别很大，通常大学课程有更多的灵活性。 2.The other cool thing about the college schedule is that you usually have more opportunities to explore your interests and passions. 大学日程安排还有一件事很酷，你通常有更多的机会发展自己的兴趣爱好。 3.There will always be some courses that are only offered on certain days at certain times, but for the most part, there are a lot of options to think about! 总有些课程是只在固定日子的固定时段开的，但是对于大多数课程，你有很多选择！ 4.However, college is like high school in that you will have the opportunity to get involved by joining different clubs, organizations, and maybe even by getting a part-time job. 然而，在大学像在高中一样你有机会参加各种活动，加入不同的俱乐部和组织，甚至可能找到一份兼职。 5.Of course, the best way to see what a true day in the life of a college student is like is to actually get the schedules of some college students! 当然，要看一个大学生一天的真实生活是什么样的，最好的方式其实是拿到一些大学生的日程表。 B 1.caught a glimpse of him sitting in the car 2.in search of new opportunities 3.without my being aware of it 4.are involved in different extracurricular activities 5.but ignore others' feeling 汉译英 如今，中国共有大约2500万名大学生，是十年前的五倍，并且这个数字有望持续增长。中国设立的学位制度包括学士、硕士和博士三个学位等级(Bachelors, Masters and Doctoral degrees)。中国的大学通常依据学生的高考(the National Higher Education Entrance Examination)成绩招生。公立大学对学生择优录取，被看做国家经济的主力。踌躇满志的学子们急切地等待考试结果，因为成绩能决定他们是否能进入著名的公立大学。 Today, there are about 25 million university students in China—five times the number a decade ago—and that number is expected to keep growing. China has set up a degree system, including Bachelors, Masters and Doctoral degrees. Universities in China generally select their students based on students’performances in the National Higher Education Entrance Examination. Publicly run schools get their pick of the best students and are viewed as engines of the economy. Ambitious students eagerly await their exam results, which determine whether they can get into a prestigious public school.

餐厅广告语,英文

餐厅广告语,英文 篇一：经典英文广告语20条 经典英文广告语20条 经典英文广告语20条1．Goodtothelastdrop． 滴滴香浓，意犹未尽。（麦斯威尔咖啡) 2．obeyyourthirst． 服从你的渴望。（雪碧）3．Thenewdigitalera． 数码新时代。（索尼影碟机）4．welead．otherscopy． 我们领先，他人仿效。（理光复印机）5．impossiblemadepossible． 使不可能变为可能。（佳能打印机）6．Taketimetoindulge． 尽情享受吧！（雀巢冰激凌）7．Therelentlesspursuitofperfection． 不懈追求完美。（凌志轿车）8．Poetryinmotion，dancingclosetome． 动态的诗，向我舞近。（丰田汽车）

9．cometowheretheflavoris．marlborocountry． 光临风韵之境——万宝路世界。（万宝路香烟） 10．Tome，thepastisblackandwhite，butthefutureisalwayscolor．对我而言，过去平淡无奇；而未来，却是绚烂缤纷。（轩尼诗酒） 11.Justdoit. 只管去做。（耐克运动鞋） 12.askformore. 渴望无限。（百事流行鞋） 13.Thetasteisgreat. 味道好极了。（雀巢咖啡） 14.Feelthenewspace. 感受新境界。（三星电子） 15.intelligenceeverywhere. 智慧演绎，无处不在。（摩托罗拉手机） 16.Thechoiceofanewgeneration. 新一代的选择。（百事可乐） 17.weintegrate,youcommunicate. 我们集大成，您超越自我。（三菱电工） 18.TakeToSHiBa,taketheworld. 拥有东芝，拥有世界。（东芝电子） 19.Let’smakethingsbetter. 让我们做得更好。（飞利浦电子）

英语广告语赏析

英语广告语赏析 篇一：英语广告词欣赏 洛基()提醒：英语学习已经进入互联网时代 英语广告词欣赏 1．Goodtothelastdrop．滴滴香浓，意犹未尽。（麦斯威尔咖啡）2．obeyyourthirst．服从你的渴望。（雪碧）3．Thenewdigitalera．数码新时代。（索尼影碟机）4．welead．otherscopy．我们领先，他人仿效。（理光复印机）5．impossiblemadepossible．使不可能变为可能。（佳能打印机）6．Taketimetoindulge．尽情享受吧！（雀巢冰激凌）7．Therelentlesspursuitofperfection．不懈追求完美。（凌志轿车）8．Poetryinmotion，dancingclosetome．动态的诗，向我舞近。（丰田汽车） 9．cometowheretheflavouris．marlborocountry．光临风韵之境——万宝路世界。（万宝路香烟） 10．Tome，thepastisblackandwhite，butthefutureisalwayscolor．....对我而言，过去平淡无奇；而未来，却一直是彩色的（轩尼诗酒） 11.Justdoit.只管去做。（耐克运动鞋） 12.askformore.渴望无限。（百事流行鞋） 13.Thetasteisgreat.味道好极了。（雀巢咖啡）

14.Feelthenewspace.感受新境界。（三星电子） 15.iintelligenceeverywhere.智慧演绎，无处不在。（摩托罗拉手机） 16.Thechoiceofanewgeneration.新一代的选择。（百事可乐） 17.weintegrate,youcommunicate.我们集大成，您超越自我。（三菱电工） 18.TakeToshiba,taketheworld.拥有东芝，拥有世界。（东芝电子） 19.Let'smakethingsbetter.让我们做得更好。（飞利浦电子） 20.nobusinesstoosmall,noproblemtoobig. ....没有不做的小生意，没有解决不了的大问题。（ibm公司）--------------------------------------------------------------------------------广告用语woRdSandPHRaSESinadVERTiSEmEnT包君健康keepyoufitallthetime包装新颖美观fashionableandattractivepackages保证质量qualityandquantityassured产销历史悠久havealonghistoryinproductionandmarketing驰名中外popularbothathomeandabroad穿着舒适轻便comfortableandeasytowear 工艺精良sophisticatedtechnologies规格齐全acompleterangeofspecifications;completeinspecifications赶超世界先进水平catchupwithandsurpassadvancedworldlevel花色繁多awideselectionofcoloursanddesigns花色新颖品种多样fashionablestyles,richvarieties货源充足sufficientsupplies;amplesupply 久负盛名withalongstandingreputation交货及时timelydeliveryguaranteed价格公道reasonableprice 技艺精湛finecraftsmanship经济耐用economyanddurability具有中国风

经典英语翻译汇总

In short,we must study happiness scientifically 总之，必须科学地研究这个问题。 This conclusion is grounded in scores of studies around the word 这一结论是从世界范围内的几十个调查研究中得出的。 And what we also are doing is showing off 我们同样也在卖弄 And (although we have been taught that it's bad to boast, that it's trashy to toot our own horn),that nice people don't strut their stuff，seek attention or name-drop，there are times when showing off maybe forgivable and maybe even acceptable 尽管有人教导我们说，自我吹嘘不好，自吹自擂没用，好人从不炫耀自己，从不出风头或借名人来抬高自己。然而，有些时候卖弄可以得到原谅，甚至是可以接受的。 “Oh，I don't know，”he replied，“but all of a sudden the talk started getting so superficial.” “哦，没什么，”他回答说，“不过，我感到话题一下子变得那么肤浅了。” Sometimes showoffs ask for cheers to which they're not entitled 有的时候，卖弄者们企求他们没资格得到的喝彩 For we know very well—I certainly know— that( if we'd been that lucky lady，we'd have worked our triumph into the conversation) 我们很清楚，假如我们是那位幸运的女士的话，我们就会想方设法把自己的胜利纳入话题，这一点我当然明白。 As a matter of fact，I'll lay my cards right on the table and confess that the first time some poems of mine were published,I not only worked my triumph into every conversation for months and months),but I also called almost every human being I'd ever known to proclaim the glad tidings both local and long distance. 其实，我可以坦白交代：当我诗歌首次发表时，我不仅成年累月地谈及此事，还不厌其烦地打电话给本地的和外地的几乎所有认识的人，宣告喜讯。 "Enough about me.Let's talk about you.So what do you think