英語廣告類閱讀及翻譯

① 英語廣告語的雙關語翻譯。求幾個具體的英文廣告雙關語的實例！！！

事實上，雙關語的廣告正在成為主流，央視和地方台都在瘋狂播出此類廣告。
許多的廣告公司和廣告主正已能產生雙關語的廣告為榮。
難聽一點地說，新一輪的語言污染正在蔓延中。
正在熱播的幾個電視廣告，可以給你一些參考：

1、一滴珍視明，兩眼真是明（珍視明滴眼液）；
2、葯材好，葯才好（仲景地黃軟膠囊）；
3、不過是好酒（寶豐酒）；
4、好久（酒）不見（軒尼詩XO）；
5、喜（洗）歡做女人（膚陰潔）；
6、連通（聯通）世界，贏在中國（中國聯通）；
7、中國平安，平安中國（平安保險）；
8、買保險，就是買平安（平安保險）；
9、要投（籃）就投中國人壽（中國人壽保險）；
10、兩面真（針）好（兩面針牙膏）；

(1) More sun and air for your son and heir.
譯文：這里有充足的陽光，清新的空氣，一切為了您的子孫後代。

(2) Trust us. Over 5000 ears of experience.
譯文：相信我們吧。歷經5000多隻耳朵的檢驗，有著5000多年的經驗。

許多廣告都在商品品牌的名稱上做文章。品牌名稱中的雙關語不僅能增加廣告的趣味性和幽默感，更重要的是使品牌名稱更能吸引人們的注意力，便於記憶，增加宣傳攻勢力度，以此達到宣傳產品的目的。品牌名稱中的雙關語大多採用諧音的方法。

(3) WEAR-EVER introces a new concept in glass oven ware: CLEANABILITY.
譯文：「恆久」玻璃爐具帶給你一個全新的概念：潔凈。

該廣告從多角度推銷其產品，能夠激起顧客的購買慾望，具有一定的勸說作用。

語義雙關-這種雙關在廣告中運用得也非常廣泛，它與諧音雙關有異曲同工之妙。

② 英語廣告的翻譯

都是「不能食用」的意思。第一句是英語，第四句是德語。其它兩句我不懂啊，不過應該也是歐洲那邊語言吧~估計那包是防潮劑~

③ 廣告英語翻譯

The stucture of a slogan of an advertisement is very similar to its title. However, the purposes are different. The slogan of and advertisement keeps the promotion effect throughout the whole ads. The slogan makes impression of the proct and image of the company to the cosumer.

The wording of the slogan should be simple, easy to read as well as easy to memorised. Study shows that a good slogan always derived from a sucessful title of the advertisement

④ 廣告英語翻譯

Advertising is a concentrated, comprehensive, commercial art and advertising of English as a language, with its special effects, has been graally from the ordinary English in the development of a separate non-standardized language, and language syntax ordinary English also have many differences, and with the development of advertising, and the progress of the times, the progress in technology and changes in society. Based on the characteristics of advertising English, classification were analyzed.

⑤ 翻譯廣告類英語文章 （非常著急！！！！）

廣告writing
已出版廣告, 鑰匙格式原理是可視化的, 大字標題, 副標題, 身體復制, 口號, 封鉛, 理念, 和簽名.
同樣地廣告文編寫人或藝術董事, 你的任務是到紙的轉動極佳地空白的片到某事幾乎不可思議的.
如果你』re藝術董事, 你』ll是所有思考關於什麼大字標題說也如何它看和什麼伴隨的可視化的將是.
如果你』re廣告文編寫人, 你』ll是思想關於如何全部的廣告將注視一樣時間你』re筆跡粗糙的觀念為了大字標題.
你閣下』t通常掘地雜志或報紙和說, 「I能』t等待到看ads.」 事實上, 你大概ju7st撇去ads除非某事突出從混亂和捕獲你的注意. 它』s廣告文編寫人的工作和藝術董事到創造大字標題那轉動撇乳器到讀者.
大字標題包含字在領導的位置在廣告-字那將是讀首先和是規定到拉最多的注意. 那』s為什麼大字標題通常出現在大的類型比廣告的其他的部分.
有效的大字標題吸引注意, 使忙碌聽眾, 解釋可視化的領導聽眾到廣告的身體, 和贈品販賣消息.
大字標題的另外的目的是到使忙碌reader-fast-and彈性理由到讀其餘者廣告的. 如果大字標題缺乏直接, 讀者轉動他們的注意到另外的題目和經過廣告』s消息在.
理想地, 大字標題贈品完成販賣想法. 研究表示那, 平均起來, 三到五時期一樣多人讀大字標題同樣地讀身體復制. 因而如果廣告doesn』t出售在大字標題, 登廣告者是浪費的貨幣.
問題補充：大字標題幫助引發贊譽回答, 哪個增援商標贊譽和商標首選項
大字標題應該出價利益那是顯然的到讀者和容易的到抓住. 例如: 「 就在那個時候它完全地, positively到是他們的前晚」.
大字標題應該贈品產品新聞. 消費者尋找新的產品, 新的使用為了年老的產品, 或改進在年老的產品.
最多的人是廣告要求的可疑的. 因此, 你必須製造你的消息可信的. Avis won班點在人』s心有線「我們』re # w. 我們嘗試硬的.」 這是更加令人信服的比自誇, 「 我們』re國家的一個』s領導的汽車租金公司.」
你』re筆跡到人誰查看廣告同樣地闖入. 因此, 你』ve開始是有趣的.

⑥ 關於廣告的英語論文及中文翻譯

Cultural Differences and Advertisement Translation
Abstract

At present, with the rapid pace of economy』s development, advertising tends to be a main way to, so it is natural that international Ads translation becomes decisive for the procts』 successful launching to the world market.
Advertisements』 translation is a cross-cultural communication. Cultural differences determine that it would be far from easy for Ad to reach its function for the world market. The cultural connotation reflected in translation must win receptors』 acceptance. Just like the idiom says 「when in Rome do as Romans do」. Advertising language should be kept in corresponding with cultural background of the target language, whenever this is done, it becomes possible for advertisements to exert its function to attract the receptors.
Combining with translation practices this paper will analyze how the cultural differences influence Ad function in six aspects, including cultural habits, social political constitution, courteous principle, reasoning, aesthetic thought and language structure, Ad translation will not reach its function if such cultural differences are neglected, and how much importance should be attached to the cultural identity, which plays a positive role in Ad translation

Key Words: Ad Translation, Cultural Differences, Cultural Connotation, Cultural Identity
摘要: 廣告語言作為一種特殊的實用文體,有其獨有的特點,並蘊含一定的文化內涵。廣告語言的翻譯,是跨文化的交流活動,它不僅僅是將一種語言文字轉換成另一種語言文字,而且使讀者自然而然地認同廣告的深層文化內涵,通過被吸引而產生廣告的效應。
廣告翻譯必須注重目的語的文化背景,高質量的翻譯不僅可以准確傳達信息,還能引發讀者的文化聯想和審美想像,產生良好的廣告效應,同時也宣傳了本民族的文化,起到了對外交流的作用。為能靈活、有效和得體地表達出原語中的文化內涵以及廣告信息,這就要求譯者必須了解原語言和譯語言的文化,確保信息准確傳遞。
本文結合廣告翻譯成功和失敗的案例,從風俗習慣、社會政治制度、禮貌原則、推理模式、審美思想、語言結構六個方面文化差異對廣告翻譯的影響，忽視文化的差異，必將一定程度上影響廣告信息的傳遞，產生誤解，使廣告翻譯難以實現信息的等效交流，而進一步探討應如何注重文化認同,分析其對廣告功能、目的產生的影響。

關鍵詞：廣告翻譯、文化差異、文化內涵、文化認同
Contents
Introction
Chapter 1:Introction of Cultural Differences
Chapter 2: Misunderstandings Caused by Cultural Differences
2.1 Different Cultural Habits Cause Misunderstanding
2.2 Different Social Political Constitution May Hinder the Convey of Information
2.3 Different Courteous Principle May Lead to Communication Failure
2.4 Different Reasoning May Cause Misunderstanding
2.5 Different Aesthetic Thought Result in Different Appreciation View
2.6 Different Language Structure May Make Information Depart from the Original Meaning
Chapter 3: Role of Cultural Identity
Conclusion
References
Introction
Advertisement should express a certain expectation. It is a special pragmatic type of writing with a unique feature, and it also contains a certain cultural connotation. It should not as easy as a word-to-word exchange, but much of a flexible work.
Cultural background of the target language is significant to Ad translation; much impotence should be attached. A good translated version will not only convey the information in accuracy, reaching a good advertising effect, but also stimulate receptor』s cultural and appreciating association, which will be of much help to the cultrural communication, thus it also is a impulse in cultural diffusion.
Cultural differences as the main factor give much hindrance to the translation work. Misunderstandings will come about if it is ignored, the advertisement may consequently fail to meet its goal.
How the cultural differences influence the advertisement』s function and target and how to make the cultural differences optimized when translating? What kind of role does culture identity play in this course? All these questions are the main discussions in this paper.
Chapter 1 Cultural Differences

As the proct of culture, advertisement can show the close relationship between language and culture.
Advertisement is a comprehensive art with commercial identity, which persuades people for a certain publicity goal. On some extent, it is a special pragmatic type of writing with unique feature, which contains a certain cultural connotation; only when put into the same or a similar social culture can its function and efficiency be completely explored. However, Ad translation is an across-cultural communication, which determines that it is not as easy as word-to-word exchange. It must win the receptor』s acceptance on the cultural connotation reflected in the Ads, then receptors are attracted and be willing to follow the Ad』s guide.
Thus only by knowing the grammar, lexical and relating capabilities of listening, writing and speaking about the two languages is far from enough to ensure cultural connotation of the source language is properly and effectively expressed. The translator is required to know both cultures of the source language and target language to guarantee the best convey of the original information. For instance, 「延年益壽」, 「宮廷秘方」, 「百年陳釀」,etc. These advertising language always turn up in domestic Ads, which are difficult to be translated, even though translated, target receptors would not understand the original cultural connotation, and a doubt to the quality of the proct may arises in their minds.
Different culture leads to different cultural identity. Domestic receptors are deeply influenced by the traditional culture. They like following the public, showing great awe to the authoritative people, this psychological phenomenon results in the existence of much advertising language with Chinese specialty, like 「……,用了都說好」, 「我們都喝……,今天你喝了沒有」, 「……時尚內衣」, 「部優」, 「省優」, 「中國消費者協會推薦產品」, etc. While in western countries, people pursue independence. Everyone tends to be independent. Everyone is unique (why should I do the same as others? They always think in this way). So Advertisements there never advocate people to follow the public, rather to arise admiration to the so-called authoritative people. What reflects in the advertisement are 「indiviality」, 「independence」 and 「privacy」.
Different cultures determine that the proct』s promotion will turn out failure if the Ad succeed inland is translated literally. Severe research must be done on the cultural differences, or a bad impression of irresponsible or muddling through might arise, a certain doubt about the quality might strike the consumer. Ad』s natural ty will end up with a failure. Thus, when concting international propagation it is very important to study the differences between Chinese culture and western culture, and make sure not too much exaggeration is contained in the Ad.
Cultural differences make their existence in many aspects, political, language, religion, custom, habits, etc. They have much importance to Ad translation. Once they were neglected, misunderstandings must turns up.

Chapter 2 Misunderstandings Caused by Cultural Differences

Advertising language is a special art form, which has profound cultural background and can be influenced by the tendency of the day. Ad translation is a motion of cultural communication. To avoid misunderstanding, comprehensibility of different cultural background should be strengthened in the translation.
When translating, not only the exact meaning of the advertisement should be clear, but also the extended meaning namely the cultural connotation involved should be agreed on. Due to the differences in language, culture, politic, and custom, different understanding and cognition will form; the translation must go in line with the target cultural habits by which the communication shall reach an ideal effect. Mr. Wang zuoliang have said, 「what translators deal with are some particular words, but what they face are two completely different cultures.」 Another famous translation theorist Eugene A. Nida (1993) said, 「Translating means communicating, what important is the extent to which receptors correctly understand and appreciate the translated text.」

2.1 Different Cultural Habits Cause Misunderstanding

Cultural differences and conflicts make their existence wherever and whenever, they influence people』s perspectives and their ways of generalization. Although people of different cultural backgrounds may have different tastes, their psychological inclination has much in common, that is to say, all human should pursue elegance and luck, but avoiding cynic and ominous, thereby translator should respect the cultural customs and be cautious in choosing words to avoid misunderstanding.
For example, a pen proct of Shanghai named 「白翎」, the trade mark is translated as white feather. Unfortunately there is a saying in English, to show the white feather, which means escaping from the forefront. White feather is the symbol of cowardness in English. As a result, this pen got a bad selling in western countries. Another example, 「金雞鞋油，顏色有黑、棕、白、紅、黃、藍等.」 It is translated into Golden Cock shoe-polish comes in black, brown, white, red, yellow and blue. In China, Golden has a meaning of valuable and of high quality, as well as 「Cock」 always leads to a positive association, then the translation of 「金雞」 naturally comes to Golden Cock, which seriously mislead receptor』s association, because in English cock is a usual indication of male genital.
Some words containing good cultural connotation in Chinese would mean the opposite in western world. Take Fang Fang a lip-stick as an example , 「芳芳」 in Chinese is a very nice word , usually it is used to describe beautiful things with flowerlike smell. It might make people imagine a pretty girl with fragrant smell. There is no doubt it is an excellent originality for Chinese consumers, but in English Fang Fang may arise a horror feeling because fang in English means poison fang that causing danger. Another instance Bees scented soap is literal translated from 「蜜蜂」, Bee in China history is a very lovely insect as a symbol of diligence, its cultural association should be a flowerlike smell that appealing to bees, certainly this soap may attract a large number of Chinese consumers. On the contrary, westerners would not follow suit, the association of bee gives them an uncomfortable feeling caused by the thinking of fuzz on bee』s body.

2.2 Different Social and Political Constitution May Hinder the Convey of Information

Due to the differences on social politics, words reflecting social specialties may hinder people know little about the reality from understanding. For instance, 「某公司自1981年成立以來,在改革開放,加快企業轉換機制方針指引下,以強烈的競爭意識,勇於開拓,積極進取,出口額逐年上升與世界80多個國家和地區的120多家廠商建立了良好的業務關系。」 「ABC Corporation has built up excellent business relations with more than 120 companies and manufacturers in over 80 countries and regions since it was founded in 1981. We make progress actively with a strong sense of competition. Our exports have been increasing year after year.」 Compare the two versions, 「在改革開放,加快企業轉換機制方針指引下」was neglected, since it will be difficult for foreigners to know about Chinese enterprise』s historical and moral background of management mechanisms shifting, it is not necessary to add some information that should not be helpful to foreigners understanding. In some circumstances, the information about political or that cause difficulty to understanding can be omitted, this omission is reasonable and it makes no influence for the company promotion.
Another example, a pencil sharpener with 「大鵬」 as its trade mark, and it is translated as 「ROC hardeners」. Hardener is the biggest bird in Han』s national myth, having a positive meaning of ambitious and prosperous. While in westerners』 minds, 「ROC」 stands for 「Republic of China」, certainly this will lead to a misunderstanding and unnecessary association, consequently this trademark will be neither helpful to create good impression of the procts nor to defend national dignity.

2.3 Different Courteous Principle May Lead to Communication Failure

Courtesy is the common concting norm followed by people when they get to communicate. A mild tone is publicly welcome. Improper wording or harsh tone might result in failure for communication.
Here is an example, in china, public good Ads always get 「禁止……」, public take this natural, no one think it is amiss, but as you weigh about its commanding tone, a slight domineering must be felt. 「禁止」 in English should be 「Do not」, which is not mild but a word of harsh, e.g. 「Do not pick the flower!」 「Do not make noise!」……, since such a stiff tone will unavoidably raise a sense of distance, it won』t help to create a happy and sweet public atmosphere, foreign friends might feel uncomfortable; they think their personalities are not fully respected. Changing into a much milder tone the translation should be 「keep away from the flower!」 「Take care of the flower, please!」 which will certainly inspire people love flowers and take care of flowers.
2.4 Different Reasoning May Cause Misunderstanding

People speaking different languages may have different ways of thinking or reasoning. The way of using language must be restricted by people』s different cultural backgrounds. In the aspect of Ad』s translation, it may turn out difficult for people to gain the original meaning of the information, or even misunderstandings come up. There is an advertisement for cereal crust, 「本品可即購即食，食用方便」 describing the convenience of the food, the translation is opening and eating immediately, to westerners, immediately may lead to a negative association food will go bad if not be eaten immediately, this may surely damage proct』s image. To keep accordance with English speaking habits, translation should be Always ready to serve, which manages to convey the original meaning.
So Ad translation should not only keep literal coincidence with the original, but also reach the accurate closeness with the connotation of information and language. Only when the actual connotation received by the receptors can this translation be called a equivalent one.

2.5 Different Aesthetic Thought Result in Different Appreciation View

To reach elegance in sound, appearance and meaning, Chinese Ad language tends to use lots of couplet, parallel structure or four-character structure. This has much to do with Chinese special aesthetic thought. Look at the following advertisement.
A marriage broker advertises like this 「尋尋覓覓，韶華轉眼飛逝；猶猶豫豫，知音再度難逢。」 「尋尋」 and 「覓覓」, 「猶猶」 and 「豫豫」 although these words get the same meaning, they sound good in rhyme. Instead of rendant, it sounds so natural and harmonious. While In English, 「synonyms repetition」 is always avoided, thus considering their appreciating view, the translation should erase the unnecessary words.
Next a successful translation practice will take you to the further notice about the different aesthetic thought.
I came back
I came back to softness and comfort
I came back to Dr. White』s
And I wonder why I ever went away.
Because only Dr. White』s gives me two kinds of comfort
The super comfort of their cotton-wool content have makes them so much softer.
And the comfort of a safer, more absorbent towel, with a flush-away design, too, for even more convenience.
I tried the rest, but I came back.
Isn』t it time you came back to Dr. White』s? Dr. White』s two kinds of comfort.- -(Woman, April 1997)
Following is the Chinese version , 「我歸來了，那綿綿的柔情，那縷縷的溫馨，喚我歸。我歸來了，白仕！我不解，那時為何離去？唯有那白仕，讓我擁有雙重舒適。那松軟潔白的棉襯，使我倍感柔軟適意，那良好的滲透性能 ，使我倍覺舒爽稱意，還有那易沖易消融的特點，讓我使用更加方便隨意。我曾徘徊躊躇，情有他鍾，可我還是歸來了。難道您——不想也擁有白仕的那份柔情，那份溫馨？」
Above is the Ad for 「Dr. White」 feminine napkin, in which the metaphor rhetoric transfers the affection for home onto the proct to make it impressive and stimulate consumers purchasing desire. From the view of cultural connotation, the association for home is the same, whether English speaking country or Chinese has the same affection for home. Where the difference lies is on the taste for language using. The first paragraph of the English version ,which is a English verse with simple words, expresses a nice image, however, Chinese verse always take efforts to make a fine figure to concretize the image. So if translated directly, it cannot keep in line with Chinese aesthetic habit, damage must arise to the text』s infection. To take closer to Chinese taste, this translated version put the image externalized and turn the simple style to luxury, whereby this Ad makes a good performence。

2.6 Different Language Structure May Depart the Information from the Original Meaning

Ad is to convey information. When Ad receptors from different cultures encounter the same Ad, what do they read from the same content about the proct, the Chinese-English translation shall be easy to understand for Chinese consumers, but it cannot raise the same idea to western receptors what so ever. For instance, in an airline waiting room there is a public Ad as follows, 「為了您和大家的健康，吸煙請到吸煙區。」 For your and others health, the passengers who smoke, please go to the smoking area. What the Ad wants to indicate is that the waiting room is not allowed to smoke, if someone needs smoking he has to go to the smoking area. Chinese-English translation』s meaning is very clear to Chinese readers, but westerners understanding to it tends to be odd, To consider your health you are welcomed to smoke in the smoking area. Another one, on many main roads, there are Ad slogan propagating safe communication, reading like this, 「高高興興上班去，平平安安回家來」 which means to the driver to remind them driving carefully and back home safely. The translation follow Chinese language structure, that is, Go to work happily and come back safely, which is definitely out of line with English expressing way. It fails to convey the ideal information. Westerners may certainly feel puzzled.

未完~~~~~~~http://tieba..com/f?kz=19883297

⑦ 英文廣告，，（帶翻譯）越多越好。。

1. Just do it. 跟著感覺走。(耐克運動鞋)

2. Ask for more. 渴望無限。(百事流行鞋)

3. Obey your thirst. 服從你的渴望。(雪碧)

4. Feel the new space. 感受新境界。(三星電子)

5. Focus on life. 瞄準生活。(奧林巴斯相機)

6. Good to the last drop. 滴滴香濃，意猶未盡。(麥氏咖啡)

7. A Kodak moment. 就在柯達一刻。(柯達膠卷)

Share moments. Share life. (柯達膠卷)

8. Started Ahead. 成功之路，從頭開始。(飄柔洗發水)

9. Make yourself heard. 理解就是溝通。(愛立信手機)

10. Intelligence everywhere. 智慧演繹，無處不在。(摩托羅拉手機)

11. The choice of a new generation. 新一代的選擇。(百事可樂)

12. We integrate, you communicate. 我們集大成，您超越自我。(三菱電工)

13. The relentless pursuit of perfection. 不懈追求完美。(凌志轎車)

14. Poetry in motion, dancing close to me. 動態的詩，向我舞近。(豐田汽車)

Where there is a way, there is a Toyota。有路就有豐田車.(豐田汽車)

15. Let's make things better. 讓我們做得更好。(飛利浦電器)

16. Good teeth, good health. 牙齒好，身體就好。(高露潔牙膏)

17. Can't beat the real thing. 擋不住的誘惑。(可口可樂)

Things go better with Coco-Cola.(Coco-Cola)飲可口可樂，萬事如意。(可口可樂)

18. Tide's in, dirt's out. 汰漬到，污垢逃。(汰漬洗衣粉)

19. Apple thinks different. 蘋果電腦，不同凡「想」。(蘋果電腦)

20. Not all cars are created equal. 並非所有的汽車都有相同的品質。(三菱汽車)

21. Anything is possible. 沒有不可能的事。(東芝電子)

Take TOSHIBA, take the world. 擁有東芝，擁有世界。（東芝電子）

22. Our wheels are always turning. 我們的車輪常轉不停。(五十鈴汽車)

23. The world smiles with Reader's Digest. 《讀者文摘》給全世界帶來歡笑

24. Nobody is perfect. 沒有一個人的身材是十全十美的。(苗條健身器材)

25. The Globe brings you the world in a single 。

一冊在手，縱覽全球。(《環球》雜志)

26. Live well, snack well. 美好生活離不開香脆的餅干。(斯耐克威爾士餅干)

27. We're the dot. in. com. 我們就是網路。(太陽微系統公司)

28. No business too small, no problem too big。

沒有不做的小生意，沒有解決不了的大問題。(IBM公司)

29.The new digital era. 數碼新時代。(索尼影碟機)

30.We lead. Others . 我們領先，他人仿效。（理光復印機)

31.Impossible made possible. 使不可能變為可能。（佳能列印機）

32. Take time to inlge. 盡情享受吧！（雀巢冰激凌）

33. Come to where the flavor is. Marlboro Country。

光臨風韻之境——萬寶路世界。（萬寶路香煙）

34.To me， the past is black and white， but the future is always color。

對我而言，過去平淡無奇；而未來，卻是絢爛繽紛。（軒尼詩酒）

35. The taste is great. 味道好極了。（雀巢咖啡）

36.From Sharp minds, come sharp procts。來自智慧的結晶 。（夏普產品）

37.Mosquifo bye bye bye.(RADAR) 蚊子殺、殺、殺。(雷達牌驅蟲劑)

38.Connecting People.(Nokia) 科技以人為本。(諾基亞)

39.Ideas for life. 為生活著想。（松下電子）

40.Time is what you make of it.(Swatch) 天長地久(斯沃奇手錶)

⑧ 廣告英語翻譯近5年相關著作

近5年相關著作
Nearly 5 years of related work

⑨ 英語廣告的翻譯策略

摘要:成功翻譯的商業廣告對企業開拓國際市場、創造財富發揮著不可忽視的作用。從語音、措詞、句型與修辭等方面分析中英廣告的語言風格差異,並從了解西方國家的禁忌,文化因素的變通和處理,注重創新翻譯等3個角度探討了相關的翻譯策略。隨著世界經濟的迅速發展,全球經濟一體化的趨勢日益明顯,國際間的貿易愈加頻繁,跨國公司的數量與日俱增。為了開拓國際市場,各跨國企業競相推銷自己的產品。作為跨國企業與目標市場的直接對話橋梁———廣告,則被大量廣泛地使用。廣告的質量優劣,直接關繫到企業的國際化形象。成功的商業廣告能幫助企業銷售產品,而成功的廣告翻譯更有利於企業沖出國門、聞名世界。廣告翻譯的目的是將一國的產品推銷給生長在另一種文化中的消費者,使後者接受前者[1]。既然廣告的目的是推銷,其本質就是商業性。廣告所體現的語言風格深深紮根於本土文化之中,是一定社會文化的產物。廣告翻譯並非簡單地把句子翻譯出來,它涉及了豐富的語言文化知識。一個翻譯得體的廣告既要保留原文的精華,又要把句子中所承載的企業思想與產品概念傳遞給目標消費者。但是,由於世界各國在地理位置、宗教信仰、價值取向以及經濟發展水平等方面不盡相同,人們的思維方式、價值觀、審美情趣和消費觀念也必然存在著一定差異,並直接體現在語言表達方式的差異上。1中英廣告語言風格的差異廣告語言是廣告的核心內容,它作為一種功能性語言,其主要目的是刺激消費。因此「廣告語言通常具有注目價值(attention value),記憶價值(memory value),表達功能(expressive function),引導功能(directive function)和美學功能(aesthetic function)。」[2]廣告語言不只是單純的商業性,而是匯集文學、美學、心理學、市場營銷學和消費行為學等學科為一體的鼓動性藝術語言(loaded artistic language)[3]。為了取得最佳的訴求效果,廣告語言必須具有較強的藝術美感。為適應當代文化語境,廣告語言成為產品的包裝手段,塑造了具有極大附加值的產品形象。它通過製造審美幻像,不僅給人帶來精神上的愉悅,「消除」受眾的困頓勞累,獲得現實矛盾的象徵性解決,而且刺激了受眾的消費興趣,引導著受眾的消費時尚,連其自身也成為受眾語言消費的對象。中英廣告語言風格的差異主要體現在以下4個方面。
1.1語音差異。中英語言的發音極不相同,同樣的一句話能引起不同的聽覺效果,激起不同的心理反應。一句念起來朗朗上口的英文廣告詞在直譯成中文後不一定能帶給中國消費者同樣的效果。而一句平平仄仄的中文廣告語在翻譯成英文後也常變了味道。「可口可樂」商標的翻譯就是一個典範。1920年,「Cocacola」開始進入中國市場,被譯為「蝌蚪啃蠟」。可想而知,起這樣一個怪名字的飲料吸引不了多少消費者。直到1979年,「Cocacola」再次重返中國內地市場時,中文譯名改為「可口可樂」,才從此打開了中國市場。「可口可樂」既保持了原詞的音節和響亮,又使人一聽便知是飲料商標。這就把原本沒有什麼含義的商標翻譯得有聲有色,令人回味無窮,譯名的效果遠遠超過了原名。又如「海爾」公司的英文商標「Haier」與「海爾」的中文拼音寫法一樣,而且「Haier」的發音還與英文單詞「higher」(更高)的發音相同,意在表達「海爾」的產品將會在歐洲等海外市場取得越來越好的成績。這也為海爾在海外的發展邁出成功的第一步。許多公司在剛開展海外市場時傾向於盡量使用這種保留原文發音的音意相結合翻譯法。
1.2措詞差異。「中國廣告語幅較長(high context),注重解說詞等聲音造型,表意性強,往往通過營造一種美好的氣氛使觀眾對其產品產生某種直覺或好感,講究的是以情動人,比較側重感性認識。」[4]我國大多廣告語的特點是注重以傳統美德為基礎並結合時代精神,樹立正面的形象。在表現形式上,國內廣告語遣詞用句大都嚴謹、工整,且喜歡用詩句。詞語是語言的基本單位,中式廣告語言中詞語的運用主要表現在詞語的意義上。常見的一詞多義現象為詞語的巧妙運用提供了基礎條件。常用義與非常用義,字面義與原義的混合使用,巧妙搭配,使廣告出語驚人,妙趣橫生,給人新穎奇特之感。心理學認為新奇感會吸引人的注意力,從而激發興趣,增強記憶。漢語廣告常用的措詞方法有[5]:①一詞多義。廣告創作常常使一個詞語表現出兩個以上的意義,以人們對詞語常用義的熟悉為前提,利用人們的心理定勢,一開始只理解詞語的常用義,同時又出人意料地表現出另一層意義,從而使廣告語出語驚人,幽默風趣,增強了廣告的感染力,便於人們記憶。例如:「阿里山瓜子,一嗑就開心。」(阿里山瓜子廣告)———「開心」既表示瓜子很容易嗑開,又表示心情愉快;「40年風塵歲月,中華在我心中。」(中華牙膏廣告)———把中華這個品牌與中華民族巧妙地聯系起來,既宣傳了產品,又使人們從內心深處產生一種強烈的愛國之情,蘊含了豐富深刻的文化內涵。②曲解詞義。有些詞語的字面形式與產品的特點有著密切的聯系,因此某些中式廣告利用其字面義,有意曲解詞義產生新義。這種方法一方面把產品特點一目瞭然地表達出來,另一方面由字面義曲解出新義,推陳出新,給人在心理上造成新奇之感,進而加深印象[6]。例如:「人人愛戴」(首飾廣告)———「愛戴」作為一個詞指敬愛並且擁護,但在該廣告中被故意分割成兩部分,意為喜歡佩戴。英語廣告通常比較客觀,廣告語精短,強調語言的精準、概括以及畫面造型語言的推理和聯想,因而理性的成分居多,整個廣告多以一段有所寓意的畫面作鋪墊,最後給出畫龍點睛般的廣告語。英國廣告語的特點則注重直接宣傳企業與產品。在用詞方面,英語廣告可以說是兼收並蓄,不拘一格,絢麗多姿。在許多情況下,廣告為產生一種幽默與詼諧的效果,故意使用一些不正式的語言。許多廣告使用了大量的俚語和非正式詞彙,使廣告顯得通俗活潑,給人留下深刻的印象。例如:「Keep the frog out of your throat.」這是一篇咽喉片廣告中的最後一句話,廣告策劃者故意用這樣一個非正式的短語取得一種幽默的效果。在某外衣的廣告「Pitythe pickpocket.」(可憐那些三隻手吧)中,突出了服裝的特色,衣袋設計的不同凡響,甚至可以防盜。其中「pickpocket」就屬於口語體,相當於漢語中的「三隻手」或「扒手」。如將其換成「thief」(賊),效果就不如「pickpocket」生動有趣。1.3句型差異。漢語廣告簡短,採用精練句式,便於記憶。心理學研究成果表明,減少記憶性材料的數量可以增加記憶的深度,因此簡明的廣告內容會比復雜的記憶效果好[6]。漢語廣告常用的句型有:①廣泛採用短句,復句多為一重復句。例如:「味道好極了!」(雀巢咖啡廣告);「東方,東方的風格,東方的情調。」(上海東方傢具廠廣告)②多用省略句。例如:「任勞任怨,只要還剩一口氣。」(輪胎廣告);「少一份雜訊,多一份寧靜。」(雙鹿冰箱廣告)③多用整句,整句即結構相同或相似的一組句子。例如:「來自深山,穿過密林,帶著涼爽,飄來幽香,送來愉快。」(盛夏礦泉水廣告);「是獻給妻子的一份體貼,是回報母親的一顆孝心,是贈送朋友的一種禮物,是帶給家庭的一片溫馨。」(洗衣粉廣告)英語廣告在表現形式上多趨向不拘一格的自由體。英語廣告的句型也多種多樣,最常用的句型有以下幾類:①祈使句。祈使句在廣告中的出現頻率也較大。廣告的最終目的就是鼓動、勸說人們去購買特定的商品。祈使句的恰當使用可以很好地達到廣告的引導功能。例如:「Askany one who owns one.」———詢問一下有這種車的人吧。(汽車廣告) ;「Lay down your arms.」———放下您的胳膊吧。(桌子廣告)②一般疑問句。英語廣告中平均30句話便有一個疑問句,疑問句的使用縮短了廣告與讀者的距離,因為疑問句通常需要對方作出反應,似乎甲乙雙方在交流。有的疑問句不是真正發出疑問,不需要回答。這種疑問句增加了渲染力度,加強語勢,啟發讀者思考,突出主題,吸引讀者的注意力。這些也正是廣告的初衷所在。例如:「Canyou tell cheese from real cheese?」———您能把普通乳酪與真正的乳酪分開嗎?「Why smoke if you don』t enjoy it?」———如果您不喜歡,又為什麼要抽呢?「The Seiko Ladies QuartzPretty, isn』t she?」———精工牌女士石英錶,瀟灑漂亮,不是嗎?③比較級。由於英語廣告中有大量的形容詞和副詞做修飾語,比較級在廣告中廣為運用。例如:「These dayssucceeding in business means getting more competitive and makingtougher decisions」;「In short, the stronger your character, thebrighter your future.」④直接引語。英語廣告中直接引語出現得很多,因為直接引語能使廣告顯得形式活潑、新穎,從心理學的角度看可以增強說服力。例如:「It』s like we』re allin the same office. The office just happens to spread across 7000miles of ocean.」———Tom Hughes MIS Director, Construction.這是IBM公司一則廣告的開頭語,通過該公司經理的原話,使廣告顯得生動具體。1.4修辭差異。漢語廣告習慣使用大量的修飾語,偏好華麗的詞彙,並有意識地重復使用某些語句加深受眾印象,增強表達效果的修辭手段。常用的修辭手法有:①連續反復。廣告語中的連續反復多是商品品牌名稱的重復,這是由廣告的目的和人們的記憶特點所決定。廣告的目的就是刺激消費者去消費廣告中的那種商品,而廣告刻意突出反復商品的品牌名稱,可以增強人們對這種商品的印象,達到宣傳目的。[7]例如:「豐華豐華,筆中精華。」(豐華筆廣告);「盾牌,盾牌,可靠的盾牌。」(盾牌頭盔廣告)②間隔反復。最常見的是同一個語言單位的重復。既有反復,又有變化,在重復中增添新的信息,消除人的厭煩情緒和抗拒心理,發揮記憶功能[7]。例如:「中國人的生活,中國人的美菱。」(美菱冰箱廣告);「留下山留下水,留下青春留下美。」(照相機廣告);「在特別的日子,把特別的愛,給特別的您。」(輕騎摩托車公司廣告)③引用。中國五千多年的悠久文化造就了無數優秀的成語、俗語和詩文名句,而這些是中國人在日常生活學習中所熟知的。廣告語中使用這些熟語使人們直接跨越記憶過程中的識記階段,喚起頭腦中已存在的對於成語、俗語的記憶,並把此記憶的印跡作為表象在腦海中重新呈現出來,這樣對加深人們的記憶,增強廣告語的感染力起著很大的作用[9]。例如:出自魏曹操《短歌行》的詩文名句———「慨當以慷,憂思難忘。何以解憂,唯有杜康。」(杜康酒廣告);成語———「一毛不拔」(牙刷廣告);俗語———「天有不測風雲,人有旦夕禍福。」(中國人民保險公司廣告)英語廣告則忌濫用修飾語,由於其語言本論文由無憂論文網www.51lunwen.com整理提供本身的特性,同一個片語或句式,過度重復會適得其反。如果將漢語廣告中過多的修飾詞直譯成英語,會給人一種虛假的感覺,導致情感傳遞的障礙,不能達到原有廣告的功效。所以翻譯時不能機械地直接對應,而應從英語的文化習慣和可接受性出發,或改譯,或省略,以保持譯文地道自然、平實無華的風格。例如:「Selected materials, fine workmanship, mod-ern designs, reasonable price, various specifications. Orders wel-come.」———用料上乘,做工精細,款式新穎,價格合理,規格齊全,歡迎選購[1]。上述譯文既保留了原義,又簡潔流暢有節奏,符合中國人的審美習慣。為了使廣告語言具有強烈的說服力給人們留下深刻的印象,使之能刺激受眾的消費慾望,打動受眾去購買和使用產品,許多英語廣告並不單純是靠大量使用修飾語,而是靠運用各種修辭手法,以為數不多但精練獨到的語言給人們留下深刻的印象。常用的修辭手法有[10]:①排比(parallelism)。「The Milk Chocolate melts in yourmouth, not in your hand.」(牛奶巧克力:只溶在口,不溶在手。)②重復(repetition)。「Extra Taste. Not Extra Calories.」暗示該產品有額外的口味,卻無額外的熱量,不會使人發胖。通過重復「extra」,使該食品更具誘惑力,從而使消費者不再猶豫。③仿擬(parody)。「A Mars a day keeps you work, restand play.」(火星巧克力,生活原動力。)巧妙仿擬「An apple aday keeps the doctor away.」(一天一蘋果,醫生遠離我。),在消費者心中產生強烈的共鳴和奇妙的聯想,激起他們購買的慾望。④明喻(simile)。「Light as a breeze, soft as acloud.」用明喻的形式描述了衣服質地的輕柔以及穿上之後舒適飄逸的感覺,讓人躍躍欲試!⑤暗喻(metaphor)。「Soft, enchanting, smiling color, that』s the gift of Focus to yourhair.」把使用發油後發質柔軟、顏色可人的效果說成是發油贈送的禮物,使該產品更具魅力和人情味。⑥擬人(per-sonification)。「Unlike me, my Rolex never needs a rest.」用擬人的手法把Rolex表人格化,從其不需休息這一點暗指該表走時准確,勁力十足,其質量值得消費者信賴。⑦誇張(hyperbole)。「We have hidden a garden full of vegetables whereyou』d never expect in a pie.」(在您意想不到的一個地方,我們珍藏了滿園的蔬菜,那是在一個小小的餡餅里。)⑧反襯(contrast)。「Othello is a game that takes only a minute to learnbut a lifetime to master.」(奧賽羅電子游戲:一分鍾入門,一輩子玩味。)原文通過「a minute」和「a lifetime」的反襯,突出該電子游戲容易上手又經得起琢磨的特性。2中英廣告互譯策略通過對中英廣告語言風格差異的分析,我們發現廣告翻譯不僅是簡單的語言翻譯,也是一種文化翻譯。成功的廣告翻譯需要譯者認真研究相關的翻譯策略。2.1了解西方國家的禁忌。任何國家、民族都存在許多這樣那樣的忌諱,如英國人不喜歡大象,信奉伊斯蘭教的國家忌用豬、狗作廣告,西方人多喜愛白色,厭惡紅色等等。各種禁忌無奇不有,這在民俗學中是一種專門的學問。對於千百年來形成的文化風俗和傳統習慣,我們應給予必要的尊重。例如:「白翎」不能直譯成「white feather」,因為英語習語「to show the white feather」表示臨陣脫逃、軟弱無能;「白象」不能直譯成「white elephant」,該詞在英語中意味著「clumsy」或「awkward」。在語義上,由於中西方在風俗習慣、文化傳統、禮儀等方面的不同,導致許多詞語在中西兩種文化中有著不同的文化內涵。缺乏對這些詞語所傳遞的文化含義的理解而進行誤用或濫用,會造成交際和翻譯中的失誤。在廣告翻譯中,一定要注意避開容易產生歧義和不愉快的聯想意義的詞語,以免引起負面的情感反映。例如:「黑人」牙膏,曾被譯為「Darkie」,而「Darkie」在英文中是對黑人的蔑稱,正好涉及種族歧視這一敏感問題。「藕粉」不能直譯成「lotus root starch」,「starch」(澱粉)會讓外國人擔心產品會導致肥胖,改譯為「lotus root powder」更容易讓人接受。因此,譯者應對譯入語國家的歷史、政治有一定了解,避免使用有特殊含義、容易引起負面聯想的詞語。
2.2文化因素的變通和處理。由於原有的語言在新的環境中失效,翻譯並不是一味追求與原文意義最高程度的吻合。在中英廣告翻譯中,譯者面對著兩種截然不同的表達方式,譯文只要符合受眾國消費者的語言文化和習俗,就是合適的翻譯。原文的文字可以捨去不用,但應盡量產生對應的形象效果,達到同樣的銷售目的。實際上,廣告翻譯的靈活性很強,留給譯者發揮的空間很大。譯者只要熟知譯入語國家的文化習俗,充分挖掘產品的特徵並盡可能地去尋找最貼近當地文化的表達法即可。例如,中國人認為紅色代表喜慶,常在商標或廣告語中使用「紅色」,而西方人大多不喜歡紅色,因為「red」是危險、暴力和流血的標志。因此,「紅星」牌電風扇就可被巧妙地譯為「Bright StarElectric Fan」或「Shining Star Electric Fan」,效果自然比從原文直譯的「Red Star Electric Fan」要好。又如,中國人熟悉的「蚊子殺!殺!殺!」廣告語中的「殺」字,若直譯成英文「kill」很不文雅,而譯文「Mosquito bye bye bye!」顯得更地道、更符合英語的表達習慣。再如,「芳芳」牌口紅若直譯成「Fangfang」讓英語讀者聯想到毒蛇的牙齒並興致全無,用「Aroma」或「Fragrance」進行變通則可以避免尷尬。
2.3注重創新翻譯。廣告本身就極具豐富的想像力和極大的創造力,翻譯也絕非只是一一對應的文字轉換,而是在保持原文含義的基礎上進行的二次改造。「實達」電腦與「瑞星」殺毒軟體分別被巧妙地通過音意相結合譯為「Star」與「Rising」,既保留了原文的發音,譯名又新穎生動,表示該產品將成為同行業中的一顆新星。如果採用原音直譯,或諧音取義,都無法傳神地體現出商品的特色和與眾不同。在這種情況下,譯者就應該果斷地放棄原來的廣告詞,另闢蹊徑,融合受眾國的文化,大膽創新,賦予商品美好的聯想意義,才能讓商品迅速進駐另一個市場,吸引更多的消費者。又如,「昂立一號」在英譯時就拋開原來的發音,經過再創造變為「Only one」這個商標,一進入國際市場,就取得良好的銷售業績,其品牌知名度大大提升。創新,是使新產品快速深入人心的必勝法寶。商品是國際化的,而廣告是本土化的。由於英漢語言的差異,原文為達到新奇獨特目的而採用的修辭手法可能在翻譯過程中無法保留,譯者只能進行合理的變通甚至運用其他修辭手法加以轉譯,尤其是雙關語,大多隻能通過其他手法來別具一格地翻譯。例如,某家海濱旅館為吸引前來度假的年輕情侶的「Twogether」廣告,取「together」的諧音,譯為「雙宿雙棲」可重點突出「two」,套用韓劇片名譯為「浪漫滿屋」則更具時代氣息,別有風味。又如,某服裝店的「We have coats for every wear, every-where.」運用「every wear」與「everywhere」的諧音進行重復強調加深讀者印象,漢譯成四字結構「天下衣倉」、「衣行天下」或「隨心所欲,隨時隨地」顯得朗朗上口,通俗易記。其他修辭手法則比較容易在譯文中得以再現,例如,某啤酒廣告語「too good to forget」看似平淡而又極為誇張地給人以「永難忘懷」的印象,可以再用誇張的手法譯為「一口鍾情」、「一醉千年」或「欲罷不能」,也可套用雪津啤酒的廣告詞「真情的味道」。某女裝品牌「XS」的漢語拼音讀法接近「西施」,其廣告語「穿上XS,西施就是你!」也可運用隱喻譯為「You are a beauty in XS!」。學生街某餐館的押韻廣告語「有酒有菜,紅顏自己帶」也可運用再現押韻的手法譯成「come for dinner, with your lover」。3結束語
作為企業首選的營銷策略,廣告在中西文化巨大差異的背景下,經常面臨著文化沖突的問題。中英廣告的互譯中有許多不理想的實例,有的甚至導致了銷售挫折。追溯廣告翻譯誤差的根源,主要是由於譯者沒有足夠的語言文化駕馭能力,一味拘泥於原文表面意義。文化之間的差異反映到承載文化的語言上,若未經過適當的處理,就會造成跨文化交際中的障礙。本論文由無憂論文網www.51lunwen.com整理提供中國的經濟不斷騰飛,已有不少企業在國際中享有盛名。這些中國品牌能夠擁有國際知名度,得到海外消費者的認可,和企業在當地進行的一系列本土化營銷策略有關,其中廣告翻譯必定起著關鍵的因素。廣告是民族文化與語言文字的統一體,廣告翻譯是語言翻譯和文化翻譯的結合體。准確的廣告翻譯除了遵循語言的翻譯原則和規律外,還必須注重研究與兩種語言相關的文化。只有跨越了語言文化障礙得體地處理跨文化交際中的語言文化因素,運用恰當的翻譯策略與技巧,才能譯出符合消費者審美情趣和心理需求的廣告語,才能使企業品牌從多個方面拉近與外國消費者的距離,潛移默化地加深當地人對品牌的認可,從而取得成功。參考文獻:
[1]徐莉林.從中英文廣告的差異看廣告翻譯[J].內蒙古社會科學,2005(4):84.
[2]趙靜.廣告英語[M].北京:外語教學與研究出版社,1992:159.
[3]譚衛國.中西文化與廣告語言[J].上海師范大學學報:社會科學版,2003(2):108-109.
[4]王紫娟.廣告語言與大眾心理[J].上海外國語大學學報:社會科學版,1995(4):74.
[5]林樂滕.廣告語言[M].濟南:山東教育出版社,1992:42.
[6]朱清陽.廣告金句[M].長春:吉林科技出版社,1993:49.
[8]劉雪春.反復在廣告語中的創新[J].漢語學習,1998(4):26.
[9]倪寶元.修辭手法與廣告語言[M].杭州:浙江教育出版社,2001:105.
[10]吳希平.英語廣告修辭種種[J].中國翻譯,1997(5):27.
本論文由無憂論文網www.51lunwen.com整理提供

⑩ 有關廣告英語翻譯論文的書籍（最好是英語的）

是文學翻譯吧！

1 羅新璋所編《翻譯論集》

2 孟昭毅、李載道主編《中國翻版譯文學史》

3 辜鴻銘《辜權鴻銘文集》（海南出版社出版）

4 錢鍾書《七綴集》（三聯出版社出版）

5 許淵沖 《翻譯的藝術》（五洲傳播出版社出版）

6 Introcing Translation Studies Theories and applications by Jeremy Munday