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Chapter5商业广告翻译.ppt

发布:2017-04-15约字共37页下载文档
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第五章 商业广告的翻译;品牌的英译;商业广告的功能和语言特点 ;广告的目的, 功能和构成;广告语言的特点;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.忘掉辛辣的确滋味, 只有,包含纯粹的薄荷,带有特别的凉爽,来支香烟吧 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 我不知道的那个 (4)灵活运用复合词 mass-product成批生产的, light-blue浅蓝色的, frist class一等, home-made国产的, warm-heated热心的, money-saving省钱的, innocent-looking看起来天真的.;句法特点;(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 Quartz, Prettey, isn’t she? 精工牌女士石???表,潇洒漂亮, 不是吗?;(3)使用祈使句, 简单明快,车鼓动性强. 别再犹豫了Take it now! 读, 记忆, 行动 Red, remembered, rushed. (4)使用省略句, 语言凝练,重点突出 当代的经典, 永久的记时 A contemporary classic, a timeless timepiece. 生机勃勃的领带, 献给那些沉静而有信心的人们. Bright ties, ties for the cool, and certainly the confidence.;(5)使用第一,二人称, 曾强亲和力和可信度. 我相信它的疗效, 我喜欢它的价格.I trust the cure! I like the price!;修辞特征;(2) 暗喻 To spread your wings in Asia share our vantage point.在亚洲展开您的翅膀,来分享我们的利益. Sophisticated, sweet-to drink pink Lady高级, 可口的粉红佳人.;(3) 双关 Mr Kipling(蛋糕牌子,又是对人的称呼)烤制出绝好的蛋糕Mr Kipling makes exceedingly good cakes. You’ll go nuts for the nuts you get in Nut. It fills you up and gives you lots of go.您会因为所含的坚果而变得狂热, 它会使你的精神振奋,精力充沛(Nut是产品的名称, 第一个nuts是狂热的意思, 第二个nuts是坚果的意思;(4) 对偶 The choice is yours, the honor is ours.选择在你们, 荣耀在我们 See, sun, sand, seclusion and Spain! You can have all this when you visit the new Hotel Caliente.大海,阳光, 沙滩,幽静-西班牙!;(5)压韵(头韵,尾韵) 健康,幽默,幸福……这就是我们的赠礼. Health, Humor, and Happiness…Gifts we’d love to give.高保真, 高乐趣, 高时尚-只来自索尼Hi-fi, Hi-fun, Hi-Fashion, Only from Sony. 闪光,炫耀,经典的飞溅. Flash. Dash. Classic splash.;(6)反复 电脑设计,激光消音,机器人制造. Designed with a computer; Silenced by a laser; Built by a robot;(7)排比 THE CORDIA, shaped by the wind, born for the road. CORDIA汽车,流线型设计,天生地实用与道路行驶 We will tell you the odds before they are out. We will published what other publications dare not. We will give you ins
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