廣告英語(yǔ)的翻譯

1、廣告英語(yǔ)的翻譯英語(yǔ)廣告的語(yǔ)言特點(diǎn)及漢譯 一、用詞和語(yǔ)法特點(diǎn)及漢譯處理 1 言簡(jiǎn)意賅，句式簡(jiǎn)潔 為了節(jié)省篇幅，降低費(fèi)用，英語(yǔ)廣告中大量使用縮略語(yǔ)和簡(jiǎn)短通俗的各式動(dòng)詞，多用省略句、祈使句、破折句和獨(dú)詞句，不用或少用冗長(zhǎng)的復(fù)合句。 Roommates Wanted Grad/ Prof share very nice 2 bdroom house nr St. Paul cmpus. U bus. Nsmkr $ 275. Call John 4-6239 or 639-4549 ev 翻譯此類廣告，應(yīng)弄清文中的縮略語(yǔ)、獨(dú)詞句和省略句的實(shí)際含義，應(yīng)了解有關(guān)地區(qū)的習(xí)俗與背景，并參照漢語(yǔ)同類廣告的表達(dá)習(xí)

2、慣。 根據(jù)上下文的意思，可識(shí)別該廣告中的縮略語(yǔ)： Grad=Graduate Prof=Professor 2bdrm=two-bedroomnr=near Cmpus=campusU=University Nsmkr=Nonsmokerev=evening 合租啟事 欲尋一位不抽煙的研究生或教授共租一套兩臥室住房，月租275美元。位置在圣保羅校園附近。交通便利，可乘校車。有意者，請(qǐng)與約翰聯(lián)系。 聯(lián)系電話：4-6239 或636-4549 （晚間） 2 使用大眾化口語(yǔ)體 現(xiàn)代英語(yǔ)廣告通常使用“大眾化口語(yǔ)體”撰寫(xiě)，語(yǔ)句通順、流暢。這主要表現(xiàn)在大量使用口語(yǔ)詞、俚語(yǔ)和人稱代詞，尤其是第二人稱代詞，以

3、增加語(yǔ)言的可讀性和親切感。翻譯時(shí)，應(yīng)注意選用節(jié)湊性強(qiáng)、條理切適的漢語(yǔ)詞句組織譯文，力求使其在語(yǔ)氣上與原文保持一致。 New York Institute of Technology Invites You to Your Future And that future is now. Were 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.

4、 With affordable tuition plus generous financial aid/scholarship packages, sports programs, and over 50 majors, NYIT can put you on the road to success. 紐約理工學(xué)院造就你的未來(lái) 未來(lái)就在眼前。我們即將步入一個(gè)令人神往的嶄新世紀(jì)。讓紐約理工學(xué)院滿足你們對(duì)大學(xué)教育的一切需求！大學(xué)教育最終會(huì)使你們?cè)谧约哼x擇的事業(yè)上出人頭地。該院的學(xué)費(fèi)一般人都可以承受，此外還有慷慨的經(jīng)濟(jì)資助或獎(jiǎng)學(xué)金，再加上各種體育培訓(xùn)方案和50多個(gè)專業(yè)，定會(huì)使你們走上成功之路。 3

5、 大量使用褒揚(yáng)溢美之詞 廣告，特別是情感訴求廣告，都大量使用表示“獨(dú)一無(wú)二”、“完美無(wú)缺”等概念的詞語(yǔ)，堆砌描繪性形容詞及形容詞、副詞的比較級(jí)和最高級(jí)。此類廣告語(yǔ)語(yǔ)言生動(dòng)，文筆從容，具有很強(qiáng)的感召力。 THE SING SING RESTAURANT Finest French Food Cozy Atmosphere & Soft Music If you were looking for the more delicious French Cuisine in town, why not rendezvous at this delightful spot where appeti

6、zing dishes are always served? 1104-1108, Kings Road, Hong Kong 星星大酒店 精美法國(guó)菜系 音樂(lè)柔和，氣氛舒暢 你想品嘗精制法式大菜嗎？請(qǐng)到星星大酒店來(lái)，此處美味佳肴常備。 香港英皇道1104號(hào)至1108號(hào) 二、修辭特點(diǎn)及翻譯要求 廣告英語(yǔ)在辭格的運(yùn)用方面頗為講究和大膽，常用對(duì)句、對(duì)偶、比喻、雙關(guān)和排比等修辭手法。翻譯時(shí)，應(yīng)該根據(jù)廣告的內(nèi)容和漢語(yǔ)的修辭特點(diǎn)，選用適當(dāng)?shù)臐h語(yǔ)表達(dá)方法，使譯文在傳出原文全部信息的基礎(chǔ)上，充分體現(xiàn)原文風(fēng)格和表現(xiàn)形式，再現(xiàn)原文風(fēng)貌。 When your taste grows up, Winston out-

7、tastes them all. 當(dāng)你的鑒賞能力提高以后，你會(huì)發(fā)現(xiàn)溫斯頓牌香煙味道最佳。 模擬生造詞語(yǔ) Small deposit, Big return. (銀行廣告) 小額存款， 巨額收益。 Street smart, Country casual (汽車廣告) 城市大街上行駛瀟灑， 鄉(xiāng)間小道上奔馳自如。 對(duì)句 Moisture It keeps a flower fresh and beautiful all day. Moisture Wear Powder, It keeps your skin fresh and beautiful all day 雨露-保持鮮花艷美， 雨露護(hù)膚粉

8、-保持肌膚艷美。 對(duì)偶 We take a load off your mind.(航空公司廣告) 本公司貨運(yùn)質(zhì)量可靠，客戶無(wú)須煩惱。 雙關(guān)語(yǔ) 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. 如果您的墻壁式樣不佳，如果您想一勞永逸地裝飾您的墻壁，如果您想在較短時(shí)間內(nèi)把墻壁裝飾得時(shí)髦，請(qǐng)使用墻壁裝飾板。 排比 Where th

9、ere is a way for car there is a Toyota. 車到山前必有車，有路必有豐田車。 (仿照where there is a way there is a will.) 借用諺語(yǔ) 此外，現(xiàn)代英語(yǔ)廣告采用押韻、重復(fù)等其他修辭手法。下面是一則文字處理機(jī)廣告，注意修辭手法，將其譯成漢語(yǔ)。 The Arrival of the AES Word ProcessorTo all those lucky people who work for you, it means the usual pile-up of typing will now be eaten up by th

10、e AES.Letters or documents can be amended when necessary without complete re-typing or re-checking. This cuts out a lot of donkey-work.And, without the risk of braying, does it cost effectively?The AES prints, edits, files and even calculates. Its so advanced that new programs can simply be added to

11、 existing machines making them even more useful.The uncomplicated bit is the way it works. Like a typewriter, with some extra function keys. It doesnt take us very long to train your existing staff to use it. And AES after-sales staff see your people get the most out of their machine once its instal

12、led.Its only human for your staff to make the odd mistake, or create a backlog. The AES correct typing errors before your very eyes, retrieves and updates documents, and gives you as many word-perfect originals as you need.Brilliant but uncomplicated, inhuman but positively human. AES文字處理機(jī)問(wèn)世對(duì)于那些為您工作

13、的幸運(yùn)人來(lái)說(shuō)，AES文字處理機(jī)的問(wèn)世則意味著，以前通常積壓的打字材料，現(xiàn)在可由AES處理機(jī)全部處理完畢。需要修改信函和文件時(shí)，無(wú)需重打、重校，省去大量的單調(diào)勞動(dòng)。AES處理機(jī)使您免受機(jī)器噪音之苦。AES處理機(jī)可用來(lái)打印、編輯、存儲(chǔ)、甚至可用來(lái)進(jìn)行計(jì)算。該機(jī)先進(jìn)，新編制的程序可直接與現(xiàn)機(jī)配套使用，使其用途更廣泛。該機(jī)采用簡(jiǎn)便的二進(jìn)制工作系統(tǒng)。宛如一臺(tái)打字機(jī)多了幾個(gè)功能鍵。我們可以在很短的時(shí)間內(nèi)教會(huì)您現(xiàn)有的工作人員操作該機(jī)。待您安裝AES處理機(jī)后，我們的售后服務(wù)人員將對(duì)您的工作人員進(jìn)行指導(dǎo)，使他們盡快掌握該機(jī)的操作方法。人難免出差錯(cuò)或造成積壓，而AES處理機(jī)可當(dāng)著您的面糾正打字錯(cuò)誤，對(duì)文件進(jìn)行檢索

14、、修訂，如數(shù)提供您所需的完美原件。AES處理機(jī)，簡(jiǎn)單卻精明，無(wú)七情六欲，卻頗通人性。把下列廣告譯成漢語(yǔ) TO LET OR FOR SALE Furnished-Edinburgh Court, 426 Argyle St., 2nd floor, 1,650 sq.ft. 4bdrms with dining and living room, private garage. Sale at $130,000. Rent $1.400. Tel. 389540 (office time) or 821948. 房屋租售 亞皆街426號(hào)愛(ài)丁堡花園三樓，面積1650平方英尺，四居室，餐廳和客廳各一

15、間，備有家具，配有車庫(kù)。售價(jià)13萬(wàn)美元；月租1400美元。請(qǐng)撥電話389540（辦公時(shí)間）或821948接洽。 TRANSLATION SERVICE CENTER A working team of well-experienced and professional translators together with a unique advisory board formed by noted professors and experts ensures the superb quality of our service. We provide the following services

16、: Multilingual translation of technical and non-technical literature. Publishing, printing and advertising. Chief Characteristics: Superb quality Accurate proofreading Prompt delivery High confidentiality Reasonable prices Address:_ Tel:_ 翻譯服務(wù)社 本社由經(jīng)驗(yàn)豐富的專業(yè)翻譯人員組成，聘有著名教授和專家擔(dān)任顧問(wèn)，保證譯品質(zhì)量。 服務(wù)項(xiàng)目： （1）科技及其他方面

17、的多種文字的翻譯。 （2）出版、印刷、廣告。 主要特點(diǎn)：質(zhì)量?jī)?yōu)良，校對(duì)準(zhǔn)確，交件迅速，高度保密，收費(fèi)合理。 地址： 電話： Man cook wanted. Must be thoroughly experienced and English-speaking, Apply to Box 425, China Mail, Hong Kong. 誠(chéng)聘男廚師一名，經(jīng)驗(yàn)豐富，能說(shuō)英語(yǔ)為佳。函寄香港中國(guó)郵政信箱425號(hào)。 Office-boy Wanted in an engineering office; middle school boy preferred; state age, educati

18、on, and experience. 某工程公司聘男勤雜員一名，中學(xué)畢業(yè)優(yōu)先，請(qǐng)?jiān)敻婺挲g、學(xué)歷及經(jīng)歷。將下列廣告詞譯成英語(yǔ)一切皆有可能。（李寧服飾） Anything is possible.海爾，真誠(chéng)到永遠(yuǎn) Haier is sincere forever.要想皮膚好，早晚用大寶。 Keep your fine skin, use Dabao Face Cream then!康師傅方便面，好吃看得見(jiàn)。 Eating is believing.英語(yǔ)廣告的文體特點(diǎn)及翻譯要求 一、普通廣告文體 普通廣告按其激發(fā)消費(fèi)者購(gòu)物的手段可分為理性訴求（即說(shuō)明類）和感情訴求兩大類：按其文字表達(dá)方式可分為陳述

19、體、獨(dú)白體、書(shū)信體、幽默體及問(wèn)答體和詩(shī)歌體等。 1 陳述體 陳述體廣告講求用事實(shí)說(shuō)話，開(kāi)門(mén)見(jiàn)山地介紹商品名稱、用途、功效等情況，語(yǔ)言質(zhì)樸、行文端莊。翻譯時(shí)應(yīng)選用平實(shí)的漢語(yǔ)，以嚴(yán)肅客觀的語(yǔ)氣組織譯文。 “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

20、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. “幸運(yùn)”牌朱古力系用上等原料以最新科學(xué)方法配置而成。其質(zhì)量經(jīng)過(guò)嚴(yán)格檢查，始行出廠。由于熱帶氣候?qū)υ系挠绊?，朱古力表面?huì)偶爾出現(xiàn)白色斑點(diǎn)，但品質(zhì)未變。若有發(fā)現(xiàn)，請(qǐng)將詳情告知

21、有關(guān)經(jīng)銷商。 2 獨(dú)白體 獨(dú)白體廣告采用戲劇、電影中個(gè)人獨(dú)白的方式微妙地把商品介紹給顧客。翻譯這類廣告，要吃透原文，把握原文語(yǔ)氣。 “The perfect pie,” I murmured. It was a melt-in-your-mouth Chocolate chiffon and I had to have the recipe. But my sister-in-law shook her head. “We all have our little secrets,” she cooed. So I helped with the dishes and the recipe ac

22、cidentally fell out of her pile. I spied her secret right away Carnation Evaporated Milk. She is still miffed, but now I can make the perfect pie. And I know the reason why. “味美可口的餡餅”我自言自語(yǔ)地說(shuō)。那是一種到口即化的巧克力博餅，可我不知道制作的方法。我嫂嫂搖搖了頭?！拔覀兠總€(gè)人都有自己的小秘密，”她壓低聲音說(shuō)。在我?guī)椭喜藭r(shí)，那張制作餡餅的配料單碰巧從她的文件夾中滑落下來(lái)。我不失時(shí)機(jī)地窺探了她的秘密-“康乃馨”牌

23、煉乳。她至今仍然有些懊惱，可我已經(jīng)會(huì)做這種味美可口的餡餅了。我知道這其中的奧秘了。 3 書(shū)信體 書(shū)信體廣告是以用戶的口氣，以向親友寫(xiě)推薦信或向廠家寫(xiě)感謝信的形式，向顧客介紹商品的廣告。翻譯這類廣告時(shí)應(yīng)注意書(shū)信的程式。 Dear Sir, I have suffered from cramp since childhood, and was always told it was growing pains. When I was 33, I finally began using Paroven capsules. In the eight years since then I have bee

24、n able to do a mile run every day, and I just want to say that without the Paroven capsules that could have been impossible. They have saved me from having cramped legs, so it is nice to be able to let you know that I really appreciate Paroven. Its made my life a lot easier and less painful. Thank y

25、ou! 尊敬的先生： 從還提時(shí)代起，我的兩腿就經(jīng)受著痛性痙攣的折磨，而且有人常告誡我，我的病痛會(huì)逐漸加重。 在我33歲那年，我開(kāi)始服用Paroven膠囊。8年過(guò)去了，現(xiàn)在我每天可以跑1英里。我現(xiàn)在只想說(shuō)一句：如果沒(méi)有Paroven膠囊，這是根本不可能的事。 Paroven膠囊使我的兩腿擺脫了痛性痙攣的折磨。因此我高興地告訴你們，我非常感謝Paroven膠囊。是Paroven膠囊減輕了我生活中的痛苦，使我的生活變得輕松自如。 諾拉.哈彭 4 幽默體 這種體式活潑、詼諧、充滿幽默感。翻譯此類廣告，應(yīng)選用輕松詼諧的漢語(yǔ)詞句組織譯文。 Why Some Kids Cant Stand the Smal

26、l Wonder? Bad News for camera-shy kids, the New Small Wonder VHS Camcorder is so small, so simple, so fully automatic, it follows kids everywhere. Captures everything. Turns their life into an open book. The key is RCAs technology. It puts the features of larger camcorders into a compact, light weig

27、ht unit that fits easily into one hand. 有的孩子為什么不喜歡小型“奇跡”攝像機(jī)？ 對(duì)不喜歡上鏡頭的孩子來(lái)說(shuō)，這真是一條壞消息。新式小型“奇跡”牌VHS全自動(dòng)攝像機(jī)小巧玲瓏，結(jié)構(gòu)簡(jiǎn)單。哪里有孩子，哪里就有小型“奇跡”牌攝像機(jī)，小型“奇跡”牌攝像機(jī)可拍攝任何東西，它使孩子們的生活變得豐富多彩，RCA技術(shù)是生產(chǎn)該攝像機(jī)的關(guān)鍵。小型“奇跡”牌攝像機(jī)具有大型攝像機(jī)的優(yōu)點(diǎn)，而且體積小，重量輕，完全可以放在手掌里。 二、招聘、招標(biāo)類廣告的特點(diǎn)及漢譯處理 招聘、招標(biāo)類廣告紀(jì)實(shí)性強(qiáng)，通常使用正式的書(shū)面英語(yǔ)，其文體近似公文體。招標(biāo)類廣告通常多用專業(yè)詞匯和術(shù)語(yǔ)（包括標(biāo)準(zhǔn)代號(hào)等

28、），語(yǔ)言頗似科技英語(yǔ)。翻譯此類廣告，應(yīng)選用莊重平實(shí)的漢語(yǔ)詞句，嚴(yán)謹(jǐn)?shù)男形姆绞?WANTED Someone to look after a small group of children (1.5 to 2years), in my flat, approximately 5 days a week, from 9 to 12 a.m. ,_Street 1-2-22. Tel: 523924 聘請(qǐng)保姆 我處有幾個(gè)孩子（一歲半至兩歲）需人照顧。每周約工作5天，每天上午9點(diǎn)至12點(diǎn)。如有愿者，請(qǐng)與_大街1號(hào)樓2單元22號(hào)聯(lián)系。電話： 523924. SMITH INTERNALTIOANL CO

29、MPANY, LTD. Call For BidTenders are hereby invited by the Chairman, Tender Board, Smith International Company, Ltd., from builders of all the eligible source countries or well reputable and experienced manufactures or trading companies organized and registered in and controlled by the eligible sourc

30、e countries to participate in the Bid for the supply of the two Nos. Deep Hold Cargo Ships (DHCS) to the Smith International Co., Ltd.All those who are interested in participating in the Bid for supply of the above mentioned DHCS are subject to a Prequalification Document upon presentation of an off

31、icial letter of reference from January 15 to February 15, 1992. Each set of the said Documents costs USD 100.Upon receipt of the Invitation Letter the qualified manufactures or trading companies are requested to buy the Bidding Documents as per the time and the address indicated therein.Tender Forms

32、 will be available up to 4 p. M. On 15 February. 1992.Specifications of the DHCS required are indicated in the Tender Forms. Liaison Office:_Telex: Ns 22215Telephone: 5-23567Cable Address: S. I. C. -115Zip Code:110012 史史密斯國(guó)際有限公司招標(biāo)通知密斯國(guó)際有限公司招標(biāo)通知 史密斯國(guó)際有限公司招標(biāo)委員會(huì)主席決定采用國(guó)際公開(kāi)招標(biāo)方式采購(gòu)兩艘深艙貨輪，并邀請(qǐng)各合格貨源國(guó)的造船者或在合格貨

33、源國(guó)組成和注冊(cè)并受該國(guó)控制的有良好聲譽(yù)和豐富經(jīng)驗(yàn)的造船廠或貿(mào)易公司參加投標(biāo)。 凡參加兩艘深艙貨輪的投標(biāo)者，務(wù)必于1992年1月15日至2月15日期間持公函向史密斯國(guó)際有限公司購(gòu)買(mǎi)“投標(biāo)資格預(yù)審”文件，每份100美元。 預(yù)審合格的制造商或貿(mào)易公司，在收到邀請(qǐng)函信后，按邀請(qǐng)信上所規(guī)定的時(shí)間、地點(diǎn)前來(lái)購(gòu)買(mǎi)投標(biāo)文件。 投標(biāo)書(shū)的發(fā)放日期于1992年15日至16日截止。 深艙貨輪的性能規(guī)格附于投標(biāo)書(shū)。 聯(lián)系單位：XXXX 電傳：NS 22215電話：523567 電掛：SIC-115郵政編碼：110012把下列廣告譯成漢語(yǔ) CONVERSATIONAL ENGLISH Conversational Eng

34、lish is chiefly meant for intermediate level students. It aims at cultivating the students ability to hear and speak English. The book consists of two volumes, each of which is made up of 16 lessons. Your orders are welcome. HK $ 80 per copy For further information and other services, please contact

35、: _ Press. Address: _ Tel:_ 回話英語(yǔ)回話英語(yǔ) 本書(shū)主要適合中等水平的學(xué)生，目的在于培養(yǎng)學(xué)生的聽(tīng)說(shuō)能力。全書(shū)分兩冊(cè)，每?jī)?cè)16課。歡迎訂購(gòu)。 每?jī)?cè)80港元。 欲知詳情或需其他服務(wù)，請(qǐng)與XXX出版社聯(lián)系。 地址： 電話： China National Technical Import Corporation Invitation to Bid No. TCB 827008In accordance with Loan Agreement concluded between the Foreign Investment Commission of China and the

36、 Overseas Economic Cooperation Fund of Japan for three construction projects of Yan-Shi Railway, Jing-Qin Railway and Qinhuangdao Port and Shijiusuo Port Expansion, China National Technical Import Corporation (hereinafter referred to as “CNTIC”) is authorized to purchase equipment and materials (det

37、ails as per attached lists) needed by the above-mentioned projects by way of international competition.We hereby invite manufacturers and/or trading companies organized and registered in and controlled by the eligible source countries to participate in the supply of the above-mentioned equipment and

38、 materials. Interested manufacturers and/or trading companies are requested to inform us by letter of the items they are to supply and submit us relevant documents for prequalification not later than June 30, 1982. The contents of documents shall be made in English Language in triplicate.After compl

39、etion of evaluation of the Prequalification Documents, CNTIC will dispatch inquiries to the qualified manufacturers and/or trading companies. The 7th DepartmentChina National Technical Import CorporationAddress: _, Beijing, ChinaTelex: 222244 CNTIC CNCable Address: TECHIMPORT BEIJINGTelephone: 89093

40、1-242 中國(guó)技術(shù)進(jìn)口公司招標(biāo)通知中國(guó)技術(shù)進(jìn)口公司招標(biāo)通知 編號(hào)：編號(hào)：TCB827008 中國(guó)技術(shù)進(jìn)口總公司（以下簡(jiǎn)稱“中技”）根據(jù)原中國(guó)外資管理委員會(huì)與日本海外經(jīng)濟(jì)協(xié)力基金會(huì)簽訂的兗石鐵路、京秦鐵路和秦皇島港三項(xiàng)建設(shè)工程以及石臼所港擴(kuò)建貸款協(xié)議，授權(quán)采用國(guó)際競(jìng)爭(zhēng)方式對(duì)上述項(xiàng)目所需的設(shè)備和材料進(jìn)行采購(gòu)（詳見(jiàn)附錄）。 歡迎在合格貨源國(guó)組成或注冊(cè)并受該國(guó)控制的有豐富經(jīng)驗(yàn)和良好信譽(yù)的制造廠或貿(mào)易公司參加供貨。請(qǐng)于今年6月30日以前函告擬供貨項(xiàng)目并向我公司提交資格預(yù)審材料。全部材料請(qǐng)以英文書(shū)寫(xiě)，一式三份。 我公司將于資格預(yù)審?fù)戤吅笙蚝细裰圃鞆S家或貿(mào)易公司發(fā)出詢價(jià)。 中國(guó)技術(shù)進(jìn)口總公司第七業(yè)務(wù)部 地

41、址：中國(guó)北京XXX 電傳：22244 CNTIC CN 電報(bào)掛號(hào)：TECHIMPORT BEIJING 電話：890931242The road to becoming a Volkswagen is a rough one. The obstacles are many.Some make it.Some crack.Those who make it are scrutinized by 8,397 inspectors. (807 of whom are finicky women)Theyre subjected to 16,000 different inspections.They

42、re driven the equivalent of 3 miles on a special test stand.Every engine to be tested.Every transmission.Many bugs are then plucked from the production lines. Their sole function in life is to be tested and not to be sold.We put them through water to make sure they dont leak.We put them through mud and salt to make sure they wont rust.They climb hills to test handbrakes and clutches.Then comes the dre