5adstranslation.pptVIP

5. Advertising translation (2) Aims of this lecture To discuss rhetorical features of ads To summarize views about advertising translation To supplement with more examples Quotations The illiterate in the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn and relearn. —— Alvin Toffler (American writer and futurist) The mediocre teacher tells.?The good teacher explains.?The superior teacher demonstrates.?The great teacher inspires.? —— William Arthur Ward (American writer) A good teacher is a master of simplification and an enemy of simplism.? —— Louis A. Berman (American writer) What the teacher is, is more important than what he teaches.? —— Karl Menninger (American psychiatrist) Review of previous lesson Lexical Features of ads Frequent use of monosyllabic verbs Positive adjectives Coined words Deliberately-mistaken words Syntactical features of ads Simple and elliptical sentences Imperatives, questions or negatives Balanced compound phrases Imitation of idioms or proverbs [P10 Ex.1] Rhetorical devices in ads 1) Simile and metaphor: comparing A to B Tenor --- comparative word --- vehicle My love is like a red red rose Living without an aim is like sailing without a compass. My wife is a tigress. Comparative words: like, as, what I am as tall as Sam. (no tenor and vehicle, not a metaphor) I am as tall as a pole. (metaphor) Reading is to the mind what exercise is to the body. What sculpture is to a block of marble, education is to the soul. 2) Hypobole: to overstate in a boasting manner. 今年二十，明年十八。（白丽美容肥皂） Making a big world small. (德国汉莎航空) Take Toshiba, take the world.(Toshiba) 3) Pun: a clever use of one word or expression may be understood in two ways in the context. 趁早下“斑”，不要“痘”留（XX化妆品） From sharp mind, come sharp products. (夏普) 人类没有联想，世界将会怎样？（联想） 4) Personification: to add the human nature to animals or objects. 我家的盘子会唱歌。（雕牌) Why?your?skin?drinks?it?down?so?quickly??(玉兰油) 5) Parallelism: repeate