1、ADVERTISEMENT1/57The three parts of our project No.1 Opening No.2 Main contentNo.3 Conclusion The linguistic featureof English ADThe culture difference of Chinese and English culture3,The use of acronyms and compound words to save spaceCao Yang4,There are more imperative sentence in advertisement5,T
2、he Character of English AdvertisementReligious differences between Chinese and WesternAdvertisement translating under diverse historical and cultural backgroundDifference of view in valueOPENING SPEAKER:LI HAO RAN李浩然Xie MengWang KunLi YueWang Zhong XueThe expression forms of politeDeng Wei Wei1,The
3、Use of Positive adjectives and their Comparative and Superlative Degrees2,The Use of Anagrammatic SpellingWay of thinking differenceWang YuZhang Li Hua No.1 Opening Li Hao RanNO.3 CONCLUSIONWang Jun Ling2/57MAIN CONTENT3/57The Linguistic Features Of English Advertising20092074562009207456The Linguis
4、tic Features Of English AdvertisingThe Linguistic Features Of English Advertising4/57The Use of Positive adjectives and their Comparative and Superlative DegreesExample:A famous English advertising about loveNew love is brightest,Long love is greatest,Compelled love is dirtiest,Short love is harmest
5、,Revived is tenderest,True love is purest.(love).5/57新恋爱情最兴高采烈，长久爱情最高尚伟大,强迫爱情最肮脏不堪,短暂爱情最刻骨铭心,复苏爱情最娇嫩鲜艳,真正爱情最纯洁无暇。（爱情）translation分析：这则英文广告使用了形容词最高级(brightest,greatest,dirtiest,harmest,tenderest,purest),有利地表示了几类爱情鲜明特点，给读者留下了深刻印象。在翻译时将形容词译为四字短语，使译文简练有力，语言优美。.6/57The Use of Anagrammatic SpellingExample:
6、An advertising of a webgoogleWWWhats newww?A,the answer is-a gives you even more ways to exploreLandsEnd with even more ease,comfort,confidence and security.So,wwwhat are you wwwaiting for?.7/57translation新在哪儿?答案是在新事很多.Lands End网站，更为轻松、舒适、自信、安全。那，还等什么?这是一则网站广告。大家都知道互联网网址大都以www开头，此则广告标题采取拼写变异伎俩，“WWWh
7、ats newww?”。首先Whats new?（新在哪儿），引发读者注意。另首先三个w 提醒读者此则广告内容与网络相关。广告最终一句“wwwhat are you wwwaiting for？”，也有类似功效。翻译时省略了连词and。.8/57Feature 3 Using of acronyms and compound words to save space9/LOGO We know that there are a lot of acronyms in English，each field will be a variety of acronyms there,these acron
8、yms can make the article look even more sententious.For example：VS versus K.O.Knock out10/57 PK player killing ASAP as soon as possible LOGO11/LOGOOf course,such form can be seen frequently in English advertisement.1:Where to leave your troubles when you fly JAL translation：乘坐日航班机，乘坐日航班机，一路无烦恼。一路无烦恼
9、。JAL is the acronyms of Japan Airlines Corporation.Comment：the literality is“当你乘坐日航班机时候，你就当你乘坐日航班机时候，你就会远离烦恼。会远离烦恼。”such translation is not clearly with the proper content.so we use ellipse,such as where,when,you,your and to。.12/LOGOThe following is a very useful sentence.2.We offer 3一R guarantee,na
10、mely guaranteed repair,replacement and refund translation：我们实施三包 包修、包退、包换。3一R is the acronyms of repair,replacement,refund.Comment:The literal translation is“我们提供3-R确保，确保为 包修，包退，包换”。According to the meaning of the sentence,we use the Domestication Translation(归化)，the words“3-R”is translated into“三包”
11、。.13/57Feature 4There are more imperative sentence in advertisement14/LOGO The imperative sentence is a mood that expresses an intention to influence the listeners behavior.bazinga！It has the same meaning of”Tease you for fun”15/57 Of course,such form can be seen frequently in English advertisement.
12、eg：Come to where the flavor is.Marlboro Country。translation:万宝路香烟万宝路香烟,追寻牛仔风追寻牛仔风-西部潇洒走一回。西部潇洒走一回。Comment：the literality is“光临风味独特地方光临风味独特地方万宝路世界万宝路世界”.This translation do not give the depth impression,but according to the specific content of advertising,we will have such a picture in our mind a man
13、 with deeply looking,rough skin and a heroic spirit.so we can make the AD more attractive with using“foreignization translation”such as“cow boy”and“the western”.And domestication translation,Such as“潇洒走一回潇洒走一回”LOGO16/57The Character of English Advertisement17/57英文广告特点5.否定句少，即使使用否定句，也多是为了用其它商品来否定句少，即
14、使使用否定句，也多是为了用其它商品来反衬，或从反面突出产品特征反衬，或从反面突出产品特征。e.g.1 We would never say the new Audi A4 is the best in its class We dont have to 译文：我们根本无须说根本无须说新型奥迪A4同类车中最好。没有这个必要。意译liberal translation：根本无须说 直译literal translation：从不会说 省略ellipsis .18/57e.g.2：If you cant relax here，you cant relax（anywhere）译文：此地不能放松，无处能
15、放松。省略 增词 尼格瑞尔有迷人尼格瑞尔有迷人白沙沙滩，宁静白沙沙滩，宁静而漂亮珊瑚礁，而漂亮珊瑚礁，海边有大量海葡海边有大量海葡萄、椰子树。当萄、椰子树。当地建筑都是清一地建筑都是清一色低腰设计色低腰设计,而这而这种格调建筑物看种格调建筑物看上去或多或少地上去或多或少地有些扁平有些扁平,但却形但却形成了尼格瑞尔海成了尼格瑞尔海滩独特异国风情滩独特异国风情。.19/576.惯用主动语态和现在时，给人一个直接感，并暗示商品持久性和永恒性。e.g.：A Mars a day keeps you work，rest and play.(Mascarpone)译文：一天一块马斯巧克力，令您精力充沛精力
16、充沛、生生活愉悦活愉悦。四字短语four word idioms 该广告套用了英语成语An apple a day keeps the doctor away和All work and no play makes Jack a dull boy广告中day和play押尾韵。.20/577.广告中常使用修辞伎俩 e.g.1.We take no pride in prejudice.译文：以公正为荣，视偏见为耻。（双关double meaning）（泰晤士报泰晤士报为自己做广告时用一句妙语，它源于奥斯汀一部传为自己做广告时用一句妙语，它源于奥斯汀一部传世名著世名著“Pride and Preju
17、dice”，以标榜自己不偏不倚，主持公道，以标榜自己不偏不倚，主持公道）意译省略归化naturalizing translation：高傲与偏见是西方名著，译文有点“八荣八耻”味道。.21/57e.g.2：We have hidden a garden full of vegetables where youd never expect.In the pie.译文：我们在您意想不到地方藏着整个菜园，就在馅饼里。(夸大hyperbole)定语从句前置 四字短语 冠词article省略 .22/57Religious differences between Chinese and Western2
18、3/57 1 1.the diversity of the religious.the diversity of the religious the influence to the languagethe influence to the language2 2.religious differences to the.religious differences to thetranslation of the advertisingtranslation of the advertising伴随人类历程发展，各个国伴随人类历程发展，各个国家都形成了自己宗教信仰，家都形成了自己宗教信仰，而这
19、些信仰对他们语言形成而这些信仰对他们语言形成和发展都起着不可估量作用和发展都起着不可估量作用当我们在做广告翻译候，应当我们在做广告翻译候，应该注意结合该国宗教文化形该注意结合该国宗教文化形式以期使我们翻译到达最正式以期使我们翻译到达最正确效果确效果Religious differences between Chinese and Western24/57“Enjoy Quaker Oats.Good for your heart and soul”.译文：享受贵格麦片，净化您心灵分析：（美国贵格麦片广告）Quaker是基督教“贵格教派”。该商标词用“贵格教派”一些教义，如纯洁、忠诚、坚强、果断
20、等来强调该麦片选料纯净、重视信誉等 .25/57一则旅游广告原文：在四川西部，有一美妙去处，它背依岷山主峰雪宝顶，树木苍翠，花香袭人，鸟声婉转，流水潺潺，它就是松潘县黄龙。.26/57 译文：One of Sichuans finest spots is Yellow long，which lies in Song pan county just beneath Xue bao，the main peak of the Minshan MountainA travel advertisingA travel advertisingIt has lush green forests filled
21、 with fragrant flowersIt has lush green forests filled with fragrant flowers，bubbling streams and singing birdsbubbling streams and singing birds .27/57 1：音译音译（transliterating）One of SichuanS finest spots is Yellow long long Chinese dragon Western dragonTranslation skillsYellow dragon2：增译增译（主语，冠词，连词
22、，介词）(amplification-Subject,Articles,Conjunction,prepositions).长久久远代表吉祥 皇权邪恶事物泼妇28/57 A travel advertisingA travel advertising译文：One of SichuanS finest spots is Yellow long，which lies in Songpan county just beneath Xuebao，the main peak of the Minshan MountainIt has lush green forests filled with frag
23、rant flowers，bubbling streams and singing birds29/57 3：化句为词化句为词 在四川西部，有一美妙去处 One of SichuanS finest spots4：四词短语四词短语（four character idioms）It has lush green forests filled with fragrant flowers，bubbling streams and singing birds 树木苍翠，花香袭人，鸟声婉转，流水潺潺 .30/57历史文化差异下广告翻译Advertisement translating under div
24、erse historical and cultural background31/57历史文化差异下广告翻译Advertisement translating under diverse historical and cultural background在英汉广告中，我们会发觉一些作为历史沉淀典故和一些习语引申、发展文化轨迹。这些与历史文化相关背景知识往往带来翻译上困难。广告翻译，重点在于吸引用户，有时在翻译中难免会失去原文中文化内涵，比如：“何以解忧，唯有杜康”（杜康牌酒广告）“万事俱备，只欠东风”（东风牌汽车广告）即使能够用解释性翻译（Explanatory Translation）来
25、进行补充说明，不过广告原有语言魅力会在翻译过程中丢失 .32/571.Wearing is believing.（lovable内衣广告）这则广告来自英文谚语“Seeing is believing”.直译为“穿了就相信/穿着即信仰”，译文中并没有表达出套用谚语。Seeing is believing.百闻不如一见百闻不如一见Seeing is believing 意思是“眼见为实”或“百闻不如一见”,翻译为“百闻不如一穿”在形式上更靠近广告本意 .33/572.Better late than the late.这是美国高速公路上惯用广告语，模仿成语“Better late than nev
26、er”（晚来总比不来好），其中第一个late 含义为迟到，第二个使用了late双关含义，在此意思为“the dead”。翻译过程中，因为英语中双关修辞特点极难翻译出来，“舍其形，求其意”，直译为“迟到总比送命好”。同时为了表达警示语言特色，能够改译为：宁晚三分不争一秒，晚了总比完了好。.Better late than never.34/573.Ask for More.摩尔香烟，多而不厌 再来一根，还抽摩尔More是美国一个长形香烟品牌，此处不但一语双关，现有再来一支含义，同时也有渴望着More 意思。而且，这句话是狄更斯小说雾都孤儿里Oliver 乞讨时名句，因为历史文化差异，在翻译中无法
27、体会。.35/57中英思维方式差异Way of thinking difference36/57The implicit way versus The direct way 37/57翻译技巧：四字短语Four-character phrases .1、原文：(Travelling advertisement)Tiny islands are strung around the edge of the peninsula like a pearl necklace.Hunks of coral reef,coconut palms and fine white sand.译文：座座岛屿玲珑小巧
28、，紧密相连，像一串珍珠缀成项链，围绕着半岛边缘。岛上珊瑚礁红，椰树成片，沙滩如银，景色如诗如画。38/572、原文：境内西湖如明镜，千峰凝翠，洞壑幽深，风光绮丽。（旅游广告）译文：The West Lake is like a mirror,embellished all around with green hills and deep caves of enchanting beauty.翻译技巧：Paratactic vs.Hypotactic 汉字以意统形，英文以形统意。汉字喜长句，英文喜短句。.39/57翻译技巧：Literal translation Liberal translat
29、ion Explanatory translation .3、原文：雨后春笋译文：Like bamboo shoots after a spring rain.译文：Like mushrooms after the rain.译文：Develops or emerges quickly.40/5741/57Collectivism versus individualismIndividualismCollectivismChinese cultureWestern country“集体主义集体主义”与与“个人主义个人主义”是表达中西文化差异对价是表达中西文化差异对价值观念影响两个基本概念，又称
30、值观念影响两个基本概念，又称“我们文化我们文化”(We-(We-culture)culture)和和“我文化我文化”(I-culture)(I-culture)。42/57 selfless dedicationpersonal freedom ego development personal spirit of enterprise 中国文化崇敬无私贡献。个人价值在于贡献。对中国人来说，个人幸福是和集体利益相一致。所以,中国人们更多地关注国事、家事以及与此相关一切事情,并给他人以非常周到关心。不过在西方社会文化中,人们强调个人自由、自我发展和个人进取心。个人利益胜过集体利益。西方人崇敬财富，
31、重视奋斗，追求成功和实现个人价值。43/57妈妈,我又梦见了村边小溪,梦见了奶奶,梦见了您。妈妈,我给您捎去一样好东西。威力洗衣机,献给妈妈爱。-威力牌洗衣机译文：Mom,I have dreamed of the creek nearby the village，my grandma and you again.“Wei li”washing machine,a good gift I take you,is for your love.省略（ellipsisellipsis）与指代：）与指代：汉字喜重复，英文喜指代。汉字喜重复，英文喜指代。为了防止重复，翻译中省略了为了防止重复，翻译中省略
32、了“梦见了梦见了”而且用而且用“youryour”指代前面指代前面“MomMom”。中插与合并（中插与合并（combinationcombination）：）：采取采取“a good gift I a good gift I take youtake you”作中插结构，把最终两句话合并成一句话作中插结构，把最终两句话合并成一句话。44/57不一样肤色，共同选择。-青岛啤酒如译成 The same choice for different colors 意思是意思是大家都选不一样颜色大家都选不一样颜色，令人感到莫名，令人感到莫名其妙。其妙。应译为：Peoples skin colors are
33、 different，but their choice are the samefor Tsing Tao Beer解析：译文解析：译文2比译文比译文1更忠实、通顺。更忠实、通顺。.45/57Only your time is more precious than this watch.-Watch译文:手表诚可贵，时间价更高。逻辑性增词逻辑性增词（AmplificationAmplification）加词加词“不做不做”和和“处理不了处理不了”使译文使译文愈加愈加 忠实流畅。忠实流畅。.No business too small,no problem too big.-IBM译文：没有译文：
34、没有不做不做小生意，没有小生意，没有处理不了处理不了大问题。大问题。比较结构比较结构套用（套用（citingciting）谚语（谚语（ProverbsProverbs）成语（）成语（idiomidiom）等使得译文愈加符合译入语表示习惯等使得译文愈加符合译入语表示习惯46/57The difference of culture between China and the west in Ads-the expression forms of polite47/57The difference of culture in Adsthe expression forms the expressio
35、n forms of politeof politeDisgracing oneself to honour others is one of the major characteristics of Chinese culture.As a result,a large number of honorific words appear in Chinese Ads,such as“您”，“君”，and so on.These words not only make people feel warm and natrual but also create temptations and cal
36、l to action.Compared with Ads in chinese,there is almost no honorific words in Ads of the west.Instead,they express their polite through the interrogative(疑问句)or intonation(语气).48/57汉字广告用了您来表示礼貌49/57增译(amplification)：什么是，它是 省略(ellipsis)：in the world经过上边两则中英文广告，我们不难发觉中西文化在礼貌表示方式上差异。从心理学角度看，疑问句把广告传递信息
37、过程分成提问和回答两部分，使观众对广告信息由被动接收变为主动了解；从语言学角度看，使用疑问句能降低句子阅读难度，便于了解和记忆。.Medical Insurance Cover?The most competitive premiums in the world,The most comprehensive cover in the world.什么是医疗保险？它是世界上最具竞争力，最全方面保险。50/57Is This A Great Time Or What?MCI Communications这是一段美好时光，不然，那是什么？Skills:a great time原意为一个伟大时刻，在这
38、里引申为一段美好时光，or what 在这里能够划词成句，译为：不然，那是什么？用到了我们上课所讲划词为句技巧。.51/57“Is it live,or is it Memorex?（Memorex video cassettes）这是生活还是梅莫雷克斯？Skills：广告中把生活和梅莫雷克斯电子产品相对比，表面看梅莫雷克斯电子产品相对比，表面看起来没有什么相同地方，但仔细一看，就会发觉广告用生活起来没有什么相同地方，但仔细一看，就会发觉广告用生活把梅莫雷克斯产品效果表现淋漓尽致。所以在翻译时候，把梅莫雷克斯产品效果表现淋漓尽致。所以在翻译时候，livelive原来是形容词表示活着、有生命，我
39、们能够把它原来是形容词表示活着、有生命，我们能够把它转化转化为为名词名词“生活生活”，这么就和后面梅莫雷克斯形成了对比，增加，这么就和后面梅莫雷克斯形成了对比，增加了广告效果。了广告效果。.52/57CONCLUSION53/57Conclusion：English Advertisement Translation and Cultural DifferencesThe Characteristic of English AdvertisementEnglish advertisements reflected the major cultural differences .54/57The
40、 advertisement is the carrier of cultureLanguage translation must be accurate and authenticWe translator should deeply understand the essence of culture .55/57Learn lots of techniques of translationCome to understand the different culture of advertisementsKnow different friendsEnhance our ability Thank Miss Liu Thank my teammates .56/57 Thank you!The End57/57
