Condensed Translation (缩译) Wherever you are Whatever - 陈雅龄.PPT

Advertisement Translation 陳雅齡 2015-10 Advertisement Translation 1. Principles: Creative (創造性) Functional with a certain purpose (目的功能性) 2. Strategies (1) Literal translation 直譯 (2) Communicative translation 意譯 (3) 創譯 (4)擴譯 (5) 縮譯 3. Rhetoric Skills 4. Sentence Patterns 5. Larger Exercise Principle : 目的功能性  The Relentless Pursuit of Perfection. (Lexus) 專注完美 近乎苛求 A diamond is forever. (De Beers Diamond) 鑽石恆永遠，一顆永留傳 She’s not finished yet. (Ｒolex) 　卓越成就，無法丈量　 Principle : 目的功能性 (Continue)  My promise to you. (Ma Belle) 鍾愛一生 We care to provide service above and beyond the call of duty. (UPS) 殷勤有加，風雨不改。 Traveling to the end of the earth? (United Airlines) 環遊世界，安坐家中。 Principle : 目的功能性 (Continue)  Quit Smoking. (World No Tobacco Day/世界戒菸日) 非戒不可日。 Every Drop Counts. (香港水物署) 珍惜點滴 凝聚未來。  2. Strategies (1) Literal translation 直譯 (2) Communicative translation 意譯 Adidas: Impossible is nothing 沒有什麼是不可能的 SAMSUNG: Challenge the Limits. 挑戰極限 Sony: Ho-fi, Hi-fun, Hi-fashion, only from Sony. 高保真，高情趣，高時尚，只來自Sony. Central Hotel: When you come, you are a guest of ours, when you leave, we are the friends of yours. 來時他鄉客，去時故人心。 (1) Literal translation 直譯 (2) Communicative translation 意譯 Adidas: Impossible is nothing 沒有什麼是不可能的 SAMSUNG: Challenge the Limits. 挑戰極限 Sony: Ho-fi, Hi-fun, Hi-fashion, only from Sony. 高保真，高情趣，高時尚，只來自Sony. Central Hotel: When you come, you are a guest of ours, when you leave, we are the friends of yours. 來時他鄉客，去時故人心。 (1) Literal translation 直譯 (2) Communicative translation 意譯 Pepsi: For next generation. 新一代的選擇。 Minolta—copier machine: The COLOR　OF　SUCCESS! 讓你的商務充滿色彩。 UPS: We care to provide service above and beyond the call of duty. 殷勤有加，風雨不改! (3) Creative Translation (創譯) 脫離基本範疇 重新創造意境 在意譯外使用一種以上的修辭手段 1. We are at the heart of Asia. 亞洲脈博亞洲心（國泰航空） 2. Now you’re really flying. 飛躍人生，非凡感受（國泰