Translation of AdsTranslation of Ads

广告的翻译广告的翻译

ⅠⅠ.Basic Knowledge.Basic Knowledge

• The word “advertise” originates from Latin “advertere” means to cause the attention or known ， a means to arouse the public attention and persuade them of a specific inclination. （“唤起大众对某种事物的注意力并诱导于一定的方向所使用的手段”。）

• We have its short form “ads” or synonym “commercials”.

ⅡⅡ..The Genres of AdsThe Genres of Ads

• According to their contents, ads can be divided into four categories: product (consumer) ads, service ads, corporation ads, and public-welfare ads.

• The basic functions of ads:• First, it is informative, it can offer specific

information; • Second, it is persuasive, it can persuade the public of

a specific inclination ;

Third, it is aesthetic, it can bring the public a kind of aesthetic affection, a sense of beauty;

Fourth, it is emotive, that’s to say it can express a kind of emotion and can arouse the people’s tender feelings in the heart.

To motivate the interest of the potential consumers to buy the products is the ultimate goal of an advertisement. Persuasion is the top function of an ad.

ExampleExample• My mother wanted me to have piano lessons.• My father wanted me to go to Harvard.• My teacher wanted me to become a lawyer.• My wife wants me to stay at home.• Aren’t your desires just as important?• Cars that are created to impress only yourself.• （ What ad is it ?How do you translate “want” ?Wh

at are the features of the words used in it ? ）

• Don’t you think this piece of ad motivates the public in pursuit of a car with its simple words, a friendly tone and a moving care? The purpose is clearly expressed: Others have desires on you, but don’t you have a desire of your own-------to “want” a car that is impressive that can impress only yourself?

ⅢⅢ..The Structure of an Ad.The Structure of an Ad.

A complete advertisement consists of two parts: a verbal( 语言 ) and non-verbal （非语言） part. The verbal part is composed of headline (including sub-headline), body text, slogan; nonverbal part the trade mark, illustration and picture, edition of the verbal part and the typeface, which are supplementary elements of an advertisement.

PracticePractice

• CUTTY SARK SCOTS WHISKY • • Some people wear trendy clothes to attract at

tention. Others drive flashycars. A glass of Cutty Sark won’t turn any heads. But if you insist on creating a stir, you can always ask the bartender for one of them.

•

• Scots Whisky Uncommonly smooth

参考译文参考译文

• 卡地沙克 苏格兰威士忌

• 有些人穿时髦服装以引人注目；有些人驾驶亮闪闪的车招摇过市，但一杯卡地沙克酒绝不会叫你忘乎所以。你也想潇洒风流吗？ 自己到酒吧来尝尝吧。

• 苏格兰威士忌 口感滋润 非同凡响

King’s Garden VillaKing’s Garden Villa

• Located in the Liangmahe Area In Beijing

• Where foreign business people gather

• Only one road away from Kunlun Hotel and Lufthansa Centre, surrounded by old and new embassy area

• Close to East 3rd Ring Road, only a 10 minute drive to Tian’an Men or the Capital Airport

• Complete service utilities make King’s a super-luxury five-star villa that enjoys a large area, prime location, city club, and recreational facilities

• Water, Electricity, Gas, Heat and other municipal facilities that the home owners are concerned about are available; purchase this year and occupy this year

• The imposing building designed by world renowned architects,20 year’s experience in property management, international standard quality, 24-hour security guarantee, all these ensure you a comfortable and prestigious life

• Capital gain in 2.2 years • A45% investment return

• Hotlines:(8610) 64660890, 64628175• Fax: 8610 64662674• Developer: Beijing King Resources Real Estate Co.,

Ltd.• Sales Office: No 18-22 Xiaoyun Road, Chaoyang Di

strict, Beijing

ⅣⅣ..Can you conclude the language Can you conclude the language features of an ad?features of an ad?

• The English words used in commercial ads are usually very simple and precise, vivid and figurative, affectionate and inspiring, which are easy to remember.

• Lexical features:

1.The use of oral words

• Mosquito Bye Bye Bye. • 蚊虫杀杀杀。

2.The use of simple verbs ， especially the single syllable verbs such as make, come, get, go, know, have, keep, look, see, need, buy, love, use, take, feel, like, start, taste, save, choose, etc.( 石莉美， 1997, 《商务英语翻译》 P220)

• Start Ahead. • 成功之路，从头开始。（飘柔洗发液）• We bring high technology home.-----NEC

• 我们把高科技带回家。（日本 NEC 电气）• Everything is extraordinary, Everything tempt

s.-------Cartier

件件超凡脱俗，样样新颖诱人。（卡地亚饰品）

3.The use of adjectives

The following adjectives are the top 20 of the adjectives:

new good/better/best, free, fresh, delicious, full, sure, clean, wonderful, special, crisp, fine, big, great, real, easy, bright, extra, safe, rich according to a survey made by G. N. Leech (1965)

4.The use of slang, idioms

Big time bargain on sizable cotton shirts.• “big time” is American slang means “the best, the f

irst”( 最高级的，一流的 )

5.The use of coinage, which is full of creativity• Give a Timex to all, and to all a good time.• 拥有一块天美时表，拥有一段美好时光。• Timex: Time + Excellent, which emphasizes the ac

curacy of the watch• The Orange mostest Drink in the world.• 译文： ?• Orange moistest: Orange+most+est, which emphas

izes the top quality and purity of the original juice• 奥林饮，饮中极品。

• Ezyrub “ 易擦”鞋油• easy + rub• We know eggsactly How to Tell Eggs.• Eggsactly: exactly ,which is in concord with Eggs.• • Drink a Pinta Milka Day.• Drink a pint of Milk a Day.• Of is often read as / /

6.The frequent use of compounds• Piping-hot coffee 滚热的咖啡• The-up-to-the-minute fashion 最新款式的服装7.Strongly purposeful• Tide’s in. Dirt’s Out. • 太渍放进去，污垢洗出来。

Simple and elliptical sentence, imperative sentence and question sentence patterns are used . Rhetorical MeansA: lexical rhetoric means: pun 双关 , syllepsis 轭式搭配 , parody 仿拟 , oxymoron 矛盾修辞法 , hyperbole 夸张 ,etcB: structural rhetorical means: rhetorical questions 设问 , repetition 重复 , Parallelism 排比 , antithesis 对照C: sound rhetorical means: alliteration 头韵 , assonance 叠韵 , onomatopoeia 拟声 , interjection 感叹词

Syntactic FeaturesSyntactic Features

ⅤⅤ.Assignment .Assignment

• What are the methods and criteria of translation of ads?

• You are to conclude from the examples and give a presentation of it.

Thank you !