广告的定义教材教学稿件.pptVIP

使用大众化口语体 现代广告多采用家喻户晓的俗语，口语，读来亲切感人。翻译时，应注意选用切适的英语口语词，力求使译文在语气上与原文保持一致。例如： 　　　　　　　”航空牌“人造皮革箱 　　 用料上乘，做工精细，款式新颖，价格合理，规格齐全，欢迎选购。 　 “Aviation” Artificial Leather Suitcase Selected materials, fine workmanship, modern designs, reasonable price, various specifications. Order welcome. ２．广告的文体特点及英译 广告按其体裁，风格，手法及文字表达方式等不同，可将他们分为若干类型．熟悉并掌握各种类型广告文体的特点对做好广告的翻译工作十分必要．常见的广告文体特点及翻译要求如下： (1) 陈述体 陈述体广告就是摆事实,讲道理,让事实说服人,开门见山地介绍商品用途性能等情况。语言质朴精练,没有过多的修辞与描绘,翻译时应以朴实的英语，客观的语气组织译文。例如: “雪莲”牌羊绒衫 北京生产的”雪莲”牌羊绒衫,系选用优质的山羊绒作原料制成.本品具有色泽鲜艳,手感柔滑,穿着舒适,轻,软,暖等特点,由于该产品品质优良,做工精细,花型,款式新颖,尺码齐全,受到国外消费者的热烈欢迎. “Snow Lotus” Cashmere Sweaters “Snow Lotus” Cashmere Sweaters from Beijing are made from superior Chinese Cashmere fibre. They are lustrous in colour, supple, light, warm and comfortable to wear. Owing to their fine quality, excellent workmanship, novel designs and styles, and complete size range, they have gained popularity from consumers abroad. (2) 证言体 　这类广告像一分证明书，提供“权威人士”或“著名人士”对商品的鉴定、赞扬、使用和见证，读来亲切可信。翻译时应采用相同的方法，有实有据，保证原文的说服力。例如： 　 以前我的头发干枯，粗糙，难以梳理，自从用了潘婷营养洗发露，头发变得健康，亮泽。因为潘婷营养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。 　　My hair was dry, coarse and unmanageable. But from the time I began to use Pantene Pro-V Treatment Shampoo, it has become healthy and shiny. This is because Pantene Pro-V treatment Shampoo contains unique Pro VB5,which deeply penetrates your hair from root to tip. Its new improved formula gives your hair extra protection against damage, leaving it healthier and shiner. (3) 描写体 描写广告是以生动细腻的描绘刻画达到激发人们的基本情感和欲望，通常亲切感人，给人们一个鲜明的，深刻的印象。翻译时，应选用富有感情色彩的英语词句，保持原文的风格。请看下面的广告： 　　　 欢迎到青岛来 　　 这里有美丽的风景，激动人心的奇观，一流的设施，高效的服务．你可以在美丽的沙滩上，金色的阳光里，恣情嬉戏，尽情享受． 　　　　　Welcome to Qingdao Here you will see beautiful scenes, breathtaking wonders, First-class facilities and efficient services. You can bask, indulge, and luxuriate on the beautiful beaches, and in the golde