广告商务英语翻译课件.ppt

商务英语翻译 By Nigel Ye I. Definition of advertising Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. 好的广告翻译能够给商品增辉，差的英译则有损商品或企业形象。（CIS, 即Corporation Identity System.） II.广告的功能 AIDA Model Attention: 比如1. Women can indeed go bald! 谁说女子不秃头！（女子护发中心） 2. I was in love with a girl named Cathy. I killed here. （酒后驾车） Interest: 比如：Every time we race, you win. 每次我们竞赛，你总赢。（Yamaha电子琴） Desire: READ THIS AD STANDING UP. （小儿麻痹症募捐广告，引起联想） Action: Just do it! (Nike公司广告，简单明了) III.广告的词汇特点 1.大量使用形容词，包括形容词比较级和最高级。 形容词极尽修饰之能事，或生动形象地美化产品，增添其吸引力，或股东消费者增强其购买信心。 【例1】戴尔电池：独创 最佳 Dale Batteries: the original and still the best 【例2】让我们做得更好（飞利浦） Let’s make things better. 【例3】体验迅速、体验不同、体验清凉有效去除红眼的ROHTO V滴眼液 Experience fast, experience different, experience cool effective redness relief for eyes –ROHTO V Cooling lubricant/Redness Eye Drops 补充：大量使用积极、肯定和褒义的形容词已司空见惯、不胜枚举。一下是一些使用频率高的形容词。 new free great favorite big good better best more easy superior ideal rich safe fresh comfortable top powerful ultimate amazing leading satisfying modern extra special pure fashionable latest 【例4】Romantic. Mysterious Italian. 浪漫与神秘来自意大利. 【例5】All you need is some good company, good coffee, and vivid imagination. Only Taster’s choice is good enough. 你所需要的无非是好的伴侣，好的咖啡和丰富的想象力。只有Taster才是惟一正确的选择。 【例6】Seriously smooth, mysteriously mellow, gloriously golden. Who can resist the magic of Camus XO Cognac? 诱发美感的温和，神秘的醇芳，荣耀的金色。有谁能拒绝Camus XO Cognac的魅力呢？ 【例7】Tastes richer…mellower…more satisfying. 品味更浓···更醇···更令人满意。 2.创新拼写，增强吸引力，生动有趣 故意misspelling，或加上prefix或suffix以创造新词（coining words），以突出商品的新、奇、特等。 【例8】二人结伴