3.5广告翻译技巧

3.5Translationtechniques（一）直译法直译:基本依照原文的语言形式，保持原文意义。（3）上海丝绸内衣系列与你共享完美。Shanghaisilkunderwearsharesperfectionwithyou.（4）Breakfastwithoutorangejuiceislikeadaywithoutsunshine.没有橘汁的早餐犹如没有阳光的日子。（9）Anythingispossible.（李宁服饰）一切皆有可能。（10）Tide’sin,dirt’sout.（汰渍洗衣粉）有汰渍，没污渍。4ordcosts5ive%le$$(Ford)福特为您省5％中国丝绸，如微风一样轻盈，似彩云一般温柔。Chinesesilkislightasabreezeandsoftascloud.皮张之厚无以复加；利润之薄无以复减。（上海鹤鸣皮鞋）Theleathershoesmadeherearethickenough;theprofitthat’sobtainedisslightenough.（一）直译法Whencanwetranslateliterally?Noculturalbarrier;similarstructuresinChineseandEnglish;fullconveyanceofmeaning.（二）意译法(freetranslation)（1）Ericsson:makeyourselfheard.爱立信理解就是沟通。（4）Tome,thepastisblackandwhite,butthefutureisalwayscolorful.（轩尼诗酒）对我而言，过去平淡无奇；而未来，却是绚烂缤纷。（7）衣食住行，有龙则灵Youreverydaylifeisverybusy,OurLongCardcanmakeiteasy.FortheRoadAhead.(Honda本田)康庄大道。For25years,we'vebeenflyingtoonlyonedestination-EXCELLENCE.(航空业广告)卓尔不群-25年不变的追求Tolove,tolaugh,tounderstandeachother.《娱乐世界》广告爱心，开心，相互交心。Theyfeelright,workrightandsellright.它们触感舒适，性能卓越，价格合理。（二）意译法Whenshouldweusefreetranslation?differenceinsentencestructures;differenceinadfeatures;（三）增译法(addition)（1）Maxwell:goodtothelastdrop滴滴香浓，意犹未尽。（2）溪口千层饼采用传统工艺，制作精细，质地松脆，清香可口。XikouQiancengCake,withnumerousclearsheetsinit,isfinelymadeinatraditionalway.Itistastyandcrisp.（3）Rejoice:startahead（飘柔洗发水）飘柔：成功之路，从头开始。（4）Eleganceisanattitude.（浪琴表）优雅态度，真我性格。AdofMaotai:茅台一开，满室生香；国酒茅台，渊源流长。Maotai—avintageliquorAVIPtreatwhichdiffusesthefinestaromaAnationalfavorthatwona1915diploma青岛啤酒：不同的肤色，共同的选择。People’sskincolorsaredifferent—farandnear，buttheirchoicecanbethesame—forQingdaoBeer．TakingtheleadinaDigitalWorld(三星公司)领先数码，超越永恒（三）增译法addingimportantinformation;conformingtotheconventionsofthetargettext.（四）创译法(creativetranslation)（1）国酒茅台，相伴辉煌。Goodandvigorousspirit.（2）IntelPentium:IntelInside.英特尔奔腾：给电脑一颗奔腾的“芯”。IthappensattheHilton.(希尔顿酒店)希尔顿酒店有求必应。ConnectingPeople(诺基亚)科技以人为本《泰晤士报》的广告语：Wetakenoprideinprejudice．舆论的导向，公正的保障。Cometowheretheflavoris.CometoMarlboroCountry．—Marlboro万宝路香烟：追寻牛仔风度——西部潇洒走一回。（四）创译法differenceinculture;differenceinconventionsofads;differenceinlanguage.五）套译法(loantranslation)套译法:套用中英文的固有表达模式、俗语、谚语、名句、诗词及流行语，巧妙地使译文符合消费者的心理习惯，从而保持产品形象，达到宣传效果。五）套译法套译法:套用中英文的固有表达模式、俗语、谚语、名句、诗词及流行语，巧妙地使译文符合消费者的心理习惯，从而保持产品形象，达到宣传效果。（1）Wherethereisawayforcar,thereisaToyota.车到山前必有路，有路必有丰田车。五）套译法套译法:套用中英文的固有表达模式、俗语、谚语、名句、诗词及流行语，巧妙地使译文符合消费者的心理习惯，从而保持产品形象，达到宣传效果。（3）Applethinksdifferent.苹果电脑，不同凡“想”。（4）百闻不如一尝。TastingisBelieving.（5）红玫相机新奉献MyloveislikeaRedRedRose!“绿丹兰”—爱你一辈子（绿丹兰系列化妆品广告）LudanlanCosmetics—Lovemetender,lovemetrue.桂林山水甲天下EastorWest,GuilinLandscapeisthebest!Bywater,bymountains,mostlovely,Guilin.直译法；意译法；增译法；创译法；套译法。ExercisesNoallcarsarecreatedequal.Performanceoreconomy?That’sthequestioneverycarbuyerasks.Mitsubishi（三菱）saidinstead“PerformanceandEconomy”;thensetouttoachieveit.(三菱汽车)Noallcarsarecreatedequal.Performanceoreconomy?That’sthequestioneverycarbuyerasks.Mitsubishi（三菱）saidinstead“PerformanceandEconomy”;thensetouttoachieveit.(三菱汽车)不是所有的汽车都生而平等。要性能优越还是要经济实惠？这是每个购车者都会问的问题。三菱则说“既要性能优越又要经济实惠”，并为之而奋斗。Whatcanbeimagined,canberealized.(香港电讯)只要有梦想，万事可成真CompletehomegymReebokpowerbikeThinkingofadoptingahealthierlifestyle?Whynotdoitfromthecomfortofyourownhome.Getstartednow---orderonlineandhaveitalldeliveredstraighttoyourdoorforfreeifyourorderisover$150.锐步健骑机您是否考虑过一种更健康的生活方式？为什么不从舒适的家中开始？马上行动吧——在线定购价值150美元以上的商品我们就为您免费送货上门。Myhairwasdry,coarseandunmanageable.ButfromthetimeIbegantousePantene（潘婷）Shampoo,ithasbecomehealthyandshiny.ThisisbecausePanteneShampoocontainsuniqueProVB5（维他命原B5）,whichdeeplypenetratesyourhairfromroottotip.Itsnewimprovedformulagivesyourhairextraprotectionagainstdamage,leavingithealthierandshiner.以前我的头发干枯，粗糙，难以梳理，自从用了潘婷洗发露，头发变得健康，亮泽。因为潘婷洗发露含有独特的维他命原Ｂ５，能由发根渗透到发尖，其全新改良配方，能加倍保护头发，免受损害，令头发分外健康，加倍亮泽。Rolex手表:Totheendsoftheearthandtothetopoftheworld.Onlytwoofushavemadeit.….It’stheonlythingthat’sbeenonallthetripswithmeandit’sneveronceletmedown惟你伴我走过天涯海角，登上世界屋脊。……劳力士表，与我经历过所有旅程的唯一侣伴，从未让我失望过……什么是新的历史里程碑？购买了本公司的升级换代产品，您就明白了。Whatisthenewhistoricalmilestone?Youwillrealizeitifyoupurchaseournewgenerationproducts.集东方文化瑰宝，聚民族艺术精华。（工艺美术品公司广告）IthasagoodcollectionoftheorientaltreasuresandChineseexquisiteworksofarts.搭乘中国民航您将享受到安全、舒适、愉快的旅程！（CAAC公司广告）FlyCAAC,you’llhaveasafe,comfortableandpleasantjourney!中原之行哪里去？郑州亚细亚。（亚细亚商场）WhileinZhengzhou,doastheZhengzhounesedo---GoshoppingintheAsianSupermarket.