汽車廣告翻譯

TranslationofEnglishmotorvehicleadvertisementsandBrandName

I.DefinitionAdvertisingisthenon-personalcommunicationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia。《辭?！罚簭V告是傳遞信息的一種方式，其目的在于推銷商品、勞務(wù)，影響輿論，博得政治支持，推進(jìn)一種事業(yè)……II.FunctionsandClassificationsofAdvertisingattractive(—catchthereader’sattention)吸引力NISSAN：Shiftthefuture

尼桑：改變未來ii.

creative(—projectanimage)創(chuàng)造力Thecartwillfindit'swayroundthehillwhenitgetthere,wherethereisaway,thereisToyota車到山前必有路，有路必有豐田車iii.persuasive(—urgethereadertoact)說服力newAudiA4：WewouldneversaythenewAudiA4isthebestinitsclass．Wedon’thaveto．奧迪A4：我們根本不必說新型奧迪A4同類車中最好的。沒有這個必要。iv.impressive(—produceanimpact)影響力Notallcarsarecreatedequal.

三菱汽車:并非所有的汽車都有相同的品質(zhì)。IIIClassificationsofAdvertisingi.CommercialandNon-commercialAdvertising(以是否營利為標(biāo)準(zhǔn))ii.NewspaperAdvertising,MagazineAdvertising,RadioAdvertising,TelevisionAdvertising,DirectMailAdvertising,CinemaAdvertising,PackageAdvertising,OutsideAdvertising,WebAdvertising.（以廣告媒介為標(biāo)準(zhǔn)）iii.ConsumerAdvertising,BusinessAdvertising,ServiceAdvertising.（以廣告對象為標(biāo)準(zhǔn)）iv.International/National/RegionalAdvertising.（以地理位置為標(biāo)準(zhǔn)）IV.CharacteristicsofAdvertisingLanguageandCulture

1.Simple/colloquialwordsTheonlycarinitsclass．（某汽車廣告）NISSAN:Lifeisajourney.Enjoytheride.

NISSAN汽車：生活就是一次旅行，祝您旅途愉快

2.Imperativeorinterrogativesentences

Don’thavemuchofapersonality?Buyone.(HondaMotor)

3.RhetoricaldevicesNotallcarsarecreatedequal．（三菱汽車廣告）Qualitybreedssuccess．（福特汽車廣告）

4.UseofemotivewordsNew,good/better/best,fresh,free,delicious,sure,full,clean,wonderful,special,crisp,real,

fine,great,safe,richetc.E.g.

Buick:Buick-yourkeytoabetterlifeandabetterworld.

別克轎車:別克--通往美好生活的秘訣.LEXUS:Therelentlesspursuitofperfection.

雷克薩斯:不懈追求完美。Mercedes-Benz:Engineeredtomovethehumanspirit.

梅塞德斯-奔馳：人類精神的動力。V.TranslationTechniques1.DifferencesinWordChoices

Chevrolet:Futureformyfuture.

雪弗蘭:未來，為我而來。2．Withasolidfoundationoflanguagestandardsinthetargetlanguage

UsestandardlanguageandavoidlocaldialectsHonda:FortheRoadAhead.

本田：康莊大道。Buick:InSearchofExcellence.

別克轎車：志在千里!VI.TranslatingBrandNames

i.BasicTechniques:1.

音法譯（transliteration）A）

按漢語拼音:

東風(fēng)DONGFENG

B）按諧音:

Cadillac卡迪拉克

FORD福特

2．意譯法(freetranslation)Volkswagen→大眾汽車ii.