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Translation of Advertisements. Advertisements & Commercials Linguistic features & Translation Principles At lexical level At syntactic level Rhetorical Devices Faithful in both ideas or thoughts and styles to the original texts. Grammatical Features. Simple Sentence Structure

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translation of advertisements
Translation of Advertisements
  • Advertisements & Commercials
  • Linguistic features & Translation Principles
  • At lexical level
  • At syntactic level
  • Rhetorical Devices

Faithful in both ideas or thoughts and styles to the original texts

grammatical features
Grammatical Features
  • Simple Sentence Structure

Abbreviations, short,simple verbs, incomplete, imperative sentences and even one-word sentences

• Colloquial Language

Slang and personal pronouns(second person) for the sake of readability and sense of closeness

• Words with Complimentary Intentions

examples
Examples

Roommates Wanted

Grad/Prof share very nice 2 bdrm house nr St Paul cmpus. U bus. Nsmkr $275

Call John 4-6239 ev

合租启事

欲寻一位不抽烟的研究生或教授共租一套两卧室住房,月租275美元。位置在校园附近,交通方便,可乘校车。有意者,请与…联系。

联系电话:…… (晚间)

slide4
Wonder Soap

Remove hand odors such as onions, fish and garlic very easily by simply washing under cold running water for about 40 seconds. Totally effective, environmentally friendly and virtually everlasting--- and all that without chemical and cleaning materials.

The soap is supplied with a shape-matching plastic draining tray.

slide5
神奇洗手香皂

无论是洋葱味、大蒜味还是鱼腥味,只需用神奇洗手香皂在水龙头冷水下冲洗40分钟,就能轻松除去异味。高效环保,经久耐用—不含化学物质和清洁剂。

随香皂赠送配套滴水塑料皂合一个。

slide6
New York Institute of Technology

Invites You to Your Future

And that future is now. we’re in the count-down to a new and exciting century. Let NYIT respond to all your needs for a college education that culminates in the career of your choice. With affordable tuition plus generous financial aid/scholarship packages, sports programs, and over 50 majors, NYIT can put you on the road to success.

slide7
纽约理工学院造就你的未来

未来就在眼前。我们即将步入一个令人神往的崭新世纪。让纽约理工学院满足你们对大学教育的一切需求!大学教育最终会使你们在自己选择的事业上出人头地。该院的学费一般人都可以承受,此外还有慷慨的经济资助或奖学金,再加上各种体育培训方案和50多个专业,定会使你们走上成功之路。

rhetorical features
Rhetorical Features
  • Coined words & misspelling

Give a Timex to all, and to all a good time.

人戴“天美时”表,准时乐道。

When your taste grows up, Winston out-tastes them all.

当你的鉴赏力提高以后,你会发现温斯顿味道最佳。

TWOGETHER: the ultimate all inclusive one price sun-kissed holiday.

阳光假期,尽享二人世界,一切费用均包括在单人价格之内。

Going East, staying Westin.

游览东方,下榻西宾。

rhetorical features1
Rhetorical Features
  • Incomplete, imperative sentences
  • Think different.
  • 不同凡“想”。(苹果电脑)
  • Haier and Higher.
  • 海尔,用创新高。(海尔产品)
  • Let us make things better.
  • 让我们做得更好。(飞利浦)
  • Intelligence Everywhere. (Motorola)
  • 智慧演绎,无处不在。
  • For Next Generation. (Pepsi Cola)
  • 新一代的选择。(百事可乐)
rhetorical features2
Rhetorical Features
  • Addition:
  • Start ahead. (Rejoice)

成功之路,从头开始。(飘柔)

  • Taking the lead in a Digital World.(Sumsung)

领先数码,超越永恒。(三星)

• Antithesis:

  • What’s on your arm should be as beautiful as who’s on it.

好马配好鞍,靓表衬俊男。

  • Small deposit, Big return.

小额存款,巨额收益。(银行广告)

rhetorical features3
Rhetorical Features

3. Moisture,

It keeps a flower fresh and beautiful all day.

Moisture Wear Powder,

It keeps your skin fresh and beautiful all day.

雨露保持鲜花艳美;

雨露护肤粉,保持肌肤艳美.

• Contrast:

  • No business too small, no problem too big.

没有不做的小生意,没有解决不了的大问题。

  • Once tasted, always loved.

一旦品尝,爱之终生。(钟爱一生)

rhetorical features4
Rhetorical Features

• Pun

  • The Unique Spirit of Canada.

别具风味的加拿大酒,独特的加拿大精神。

2. We take a load off your mind.

本公司货运质量可靠,客户无须担心。

slide13
• Parallelism:

If your walls are in bad shape, if the idea of a careless, durable wall covering tempts you, if you want to up-to-date a room fast, Plywood paneling is for you.

如果你的墙壁样式不佳,如果您想一劳永逸地装饰您的墙壁,如果您想在较短的时间内把墙壁装饰得时髦, 请使用墙壁装饰板.

rhetorical features5
Rhetorical Features
  • Parody
  • Better late than the late.

迟到总比丧命好。

  • Not all cars are created equal.

人生而平等,汽车却有优劣之分。(三菱)

  • Where there is a way for car there is a Toyota.

车到山前必有路,有路必有丰田车。

• Rhyme:

You and Northwest, business at its best.

您与西北同行,生意最佳水平。(美国西北航空)

stylistic features of advertisements
Stylistic Features of Advertisements
  • Statement (Narrating)Style: with plain language and objective and serious tone when rendering

“ Lucky” Brand Chocolates are made of choice materials by up-to-date scientific method. The product is allowed to leave the factory only after strict examination of its quality. Owing to the influence of tropical climate on raw materials used, white spots may occasionally appear on the surface of the product, but the quality remains unchanged in that event. Please send particulars to our distributors concerned.

slide16
“幸运”牌巧克力系用上等原料以最新科学方法配制而成。其质量经过严格检查,方能出厂。由于热带气候对原料的影响,巧克力表面会偶尔出现白色斑点,但品质不会变。如有发现,请将详情告知有关经销商。“幸运”牌巧克力系用上等原料以最新科学方法配制而成。其质量经过严格检查,方能出厂。由于热带气候对原料的影响,巧克力表面会偶尔出现白色斑点,但品质不会变。如有发现,请将详情告知有关经销商。
slide17
Executive Backchair

Engineered for customized orthopedic support to prevent and relieve back pain.

Forward-tilt feature

Adjustable neck rest

Built-in adjustable lumbar support

New!

To fit individuals from 5’2”– 6’6”

Backsaver

slide18
保健办公椅

专为防止和缓解背疼而设计定制,具有矫形功能

可调整靠背斜度

可调节靠枕

带有自动调节腰垫

全新设计

身高1.58—1.98米均宜

背舒尔

slide19
2. Descriptive Style: (Emotion Appealing)

Bask in the Warmth of the Philippines

Bask…indulge…luxuriate… in beautiful white-sand beaches…

Breathtaking scenic wonders…world-class facilities and efficient service.

But, best of all, bask in the special warmth and comfort that is uniquely, wonderfully Filipino.

slide20
沐浴在菲律宾群岛的阳光里

美丽的白色沙滩上,沐浴在金色的阳光里,恣情嬉戏, 尽情享受……; 美妙的风景,激动人心的奇观……;世界一流的设施,高效的服务。

不仅这些,最令人神往的是,你可以享受到菲律宾群岛带给你的独有的温暖、热情与舒适。

3. Monologues:

4. Letters:

assignments
Assignments:
  • A diamond lasts forever.
  • If people keep telling you to quit smoking cigarettes, don’t listen. They are probably trying to trick you into living.
  • Communication unlimited. (Motorola)
  • It cleans your breath while it cleans your teeth. (Colgate)
  • Come to where the flavor is, come to Marlboro Country. (Marlboro)
  • Hi-fi, Hi-fun, Hi-fashion, only for Sony.
  • Mosquito Bye Bye Bye. (Radar)
  • From Sharp minds, come Sharp products.(Sharp)
  • Every time we race, you win. (Yamaha)
slide22
钻石恒久远,一颗永流传。
  • 如果有人苦口婆心的劝你戒烟,不要理睬,他们可能是想骗你活得长久些。
  • 沟通无极限。
  • 既洁齿,又生香。
  • 光临风韵之境,万宝路世界。
  • 索尼印象—高保真、高享受、高时尚。
  • 蚊子杀!杀!杀!
  • 绝顶智慧造就尖端夏普。
  • 我们的每场比赛,你都胜券在握。