广告翻译.ppt

* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * Wildfire New Zealand 踏進野火酒吧，肯定會野火焚身！因為有一曲曲西班牙火辣辣的音樂、有一對對拉丁美洲情侶火熱的擁吻、還有一道道烈火烹調的地中海美食，但是，您儘管放輕松，在野火酒吧的冷藏庫裡，冰冰涼涼的 Heineken 總是堆積如山。 Chinatown Hong Kong try~ Deep in the city that wears capitalism like a badge lies a haven for those with a different cultural bent. Harking back to the colorful days of Mao, China town represents the new centre for today’s party faithful. And though there’s now more than one item on the menu, most comrades still choose just one – The culturally correct Heineken. Chinatown Hong Kong 資本主義大張旗鼓的城市角落，有一處收容文化另類的庇護所。在高舉資本主義大旗的城市深處，暗藏一個反動份子的大本營。回味毛主席領導的火紅歲月，唐人街成為今日共玩黨 / 派對黨效忠的新中央，在此憶苦思甜，樂不思蜀。雖然酒牌不再獨沽一味，管他姓資姓社，革命同志總愛選擇根正苗紅、造反有理的 Heineken。 大海航行靠舵手，憶苦思甜飲喜力 See you next week~ * * * * * * * * * * * * * * * * * * * * * * * * * * * * 2 Strategy for Translating Advertisements 2.3 Straight translations usually fails to adjust to the cultural demands of the new market. least frequent and least preferred. 2 Strategy for Translating Advertisements 2.4 Adaptation keep visuals, change text slightly or significantly. makes necessary adjustments in terms of addressee needs and expectations, cultural norms, frames of reference. dominant strategy used by international advertisers. 2 Strategy for Translating Advertisements 2.5 Revision keep visuals, write new text. the message cannot deviate substantially from the original concept. Advertisements could be angled to different marketing objectives. Patek Philippe Who will you be in the next 24 hours? 分秒間… 誰可千變萬能 * try~ 浪淘盡，千古風流 Patek Philippe You never actually own a Patek Philippe. You merely look after it for the next generation. Begin your own tradition Patek Philippe 百達翡麗腕表，原創典範，高雅不凡，不但長伴身旁，還是傳家風範。 代代相傳，由您開始 MTV try~ Guess where his (eye) Balls are? 他的眼球在哪裡？* 什麼吸引他的眼球？* 他看甚麼？ 視野遠大，目光不凡。* 他有多屌？* 佢有乜咁把炮？* Qantas The best 5 star restaurant between here and Melbourne. Qantas The Spirit of Australia Qantas 香港與墨爾本之間 最頂級餐廳在此 try~ 你的飛行餐