广告翻译.pptVIP

知识目标： 1. 了解广告文体的语言特点、行文方 式和格式。 2. 掌握广告的常用翻译技巧。 3. 掌握英汉互译中的各种翻译方法 能力目标： 1. 能够正确翻译广告的常用词汇和句 型。 2. 能够熟练地翻译各类广告。 3. 能够正确运用各种翻译方法进行 翻译活动。 Section 1 Introduction  “雪莲”牌羊绒衫 北京生产的”雪莲”牌羊绒衫,系选用优质的山羊绒作原料制成.本品具有色泽鲜艳,手感柔滑,穿着舒适,轻,软,暖等特点,由于该产品品质优良,做工精细,花型,款式新颖,尺码齐全,受到过外消费者的热烈欢迎. “Snow Lotus” Cashmere Sweaters “Snow Lotus” Cashmere Sweaters from Beijing are made from superior Chinese Cashmere fibre. They are lustrous in colour, supple, light, warm and comfortable to wear. Owing to their fine quality, excellent workmanship, novel designs and styles, and complete size range, they have gained popularity from consumers abroad. 词汇特征 (1) 大量使用形容词 fine, great, wonderful 表称赞和推荐; crisp, delicious, fresh, rich在食品广告中常用; clean, fresh, soft 常用在牙刷,洗发水等产品广告中; super-常构成超级, 超类的形容词中 supercalendered 特别光洁的, supercooked熟烂, superfine过于精细的,supertaste超级品位 (1)．??? 形容词及其比较级、最高级的使用 Example 1: For the first time, there’s a remarkable gel that can give your hair any look you want --- sleeker, fuller, straighter, curlier, more natural, even wet --- without a drop of alcohol or oil. 一种前所未有、不同寻常的发乳问世了。它可以使您的头发随心所愿—更光滑，更丰茂，更平直，更卷曲，更自然，甚至保持湿度—却不含一滴酒精或油脂。 词汇特征 (2)创新的拼写方式, 增强吸引力. 有时候故意拼错, 有时候故意加上前后缀. Forget hot taste. Only Kool, with pure menthol has the taste of extra coolnees. Come up to cool. We know eggsactly how to sell eggs (3)借用外来词, 加强传播效果. Order it in bottles or in canes Perrier… with added je ne sais quoi (4)灵活运用复合词 mass-product, light-blue, frist class, home-made, warm-heated, money-saving, innocent-looking 句法特点 比较口语化, 句式大多简单明了, 采用多种句式。 (1)使用简单句, 一目了然 Let’s make things better. It is for a lifetime 钟表 (2)使用疑问句, 制造悬念, 激发好奇心. Do you teach? If so, Please read on… The Seiko Ladied Quartz, Prettey, isn’t she? (2)使用疑问句, 制造悬念, 激发好奇心. Do you teach? If so, Please read on… 你会教书吗? 如果会, 请看看…招聘广告 The Seiko Ladied Qua