-
.
广告翻译的策略
Prescriptive vs. descriptive
Birds of a feather flock together.
同毛鸟,飞一道;
///
物以类聚,鸟以群分
///
Laugh off one
’
s
head.
笑掉脑袋;
////
笑掉大牙
/
捧腹大笑
///
To kill two birds with one stone.
一石二鸟;
///
一箭双雕
////
1)
Featherwater: Light as a feather.
法泽瓦特眼镜:轻如鸿毛。
///
Adidas
:
Impossible
is nothing!
阿迪达斯:没有什么是不可能的。
///
Ricoh: We lead Others copy!
理光复印机:我们领先,他人仿效。
////
为你未来,做好现在
Striving today for all your tomorrow.
////
培育新一代,携手创未来
Nurture the Young. Create the future.
/////
.
.
2)
IBM: 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。
////
Sony: Hi
—
fi,
Hi
—
fun,
Hi
—
fashion, only from Sony.
高保真,高乐趣,高时尚,只来自索尼。
(索尼音响)
////
Life is a journey. Travel
it well.
人生如旅程,应尽情游历。
///
来是他乡客,去时故人心。
When
you come, you are a guest of ours.
When you leave, we are the friends of
yours. /////
原意较为明确、句法结构简单
、完整,按字面意思便可直接表达原文的表层意思和
深层意思。
一、
直译(
literal translation
)
,或语义翻译
(semantic
translation)
、异化
翻译
(foreignisation translation)
Ask for
more!
渴望无限(百事可乐)
////
Rossini watch: Time always follows me.
罗西尼表:时间因我存在。
///
雷达牌驱虫剂:蚊子杀、杀、杀。
RADAR: Mosquito bye bye bye. ///
.
.
UPS: On time,
every time.
准时的典范。
////
Every time a good time.
秒秒钟欢聚欢笑。
(麦当劳)
////
We care to provide service above
and beyond the call of duty.
殷勤有加
风雨不改
(
UPS
)
///
翻译手法较为自由、灵活,翻译过程中通常考虑到了
译文目标读者因文化差异而产
生的阅读和理解上的差异,产出的译文从读者角度看比较道
地,可读性强,但对原
文的忠实程度比“直译”稍差。现存广告翻译中,此类量最大。<
/p>
二、
意译
(
free
translation
)
,
或<
/p>
“灵活对等”
、
“
动态对等”
、
“
功能对等”
(
flexible,
dynamic,
functional equivalence
)
,或“交际
/
传意翻译”
(
communicative
translation
)<
/p>
、
“归化翻译”
(domesticat
ion translation)
We are at the heart of
Asia.
亚洲脉搏亚洲心
(国泰航空)
///
Now
you are really flying.
飞跃人生,非凡感受
(国泰航空)
////
Connecting People
科技以人为本
(
Nokia
)
///
Apple
:
Think
Different
苹果:不同凡想
(苹果电脑)
///
.
.
Music makes us.
生有趣·乐无穷
(
< br>2000/01
乐季——康乐及文化事务署)
////
Lenovo: Without Lenovo, Without
life
失去联想,人类将会怎样?(联想电脑)
/////
It happens at the Hilton.
希尔顿酒店有求必应。
(希尔顿酒店)
////
三、
创译(
creative
translation
)
翻译
p>
vs.
创作?
四、扩译或增补型翻译(
supplementary
translation / over
translation
)
一)
URGENT
< br>!
(
DHL
快递)
无论几急,
DHL
准时送
及!
///
Be good to yourself.
Fly emirates. (Emirates
–阿联酋航空
)
纵爱自己
纵横万里
////
Elegance is an attitude. (Longqines
–浪琴手表
)
优雅态度
真我性格
////
Nobody is perfect.
(
健身器材
)
没有一个人的身材是十全十美的。
////
Intel Pentium: Intel Inside.
英特尔奔腾:给电脑一颗奔腾的“芯”
。
////
.
.
The Power of
Partnership. (
瑞士银行集团
)
力量凝聚,实力尽显。
////
结语:对原文某关键词的词义进行挖掘、引申或扩充,将原文的深层意思进行发挥,
使其
隐含意思凸显。
////
二)
Begin your own tradition. (Patek
Philippe Geneve
百达翡丽——
watch)
不但长伴身旁,还是传家风范。
//
Trust us for life. (American
International Assurance)
财务稳健
信守一生
////
We
race, you win. (Ford
汽车
)
以实战经验,令你一路领前。
////
Live with focus. (Ford Focus)
生活有
“焦点”
,才是真享受!
///
Continuing study is the key to reaching
new heights. (The Open University
of
Hong Kong)
上进源于不断进修,进修完全握在你手。
////
结语:主要出于中文表达习惯上的考虑。四字句,对偶、押韵等修辞特点
////
五、缩译(
condensed
translation
)
Overseas. Time set free Overseas.
(Vacheron Constantin
——江诗丹顿男表
纵
横四海
)
自由真义
/////
.
.
Wherever
you
are.
Whatever
you do.
The
Allianz
Group
is
always
on
your
side.
(Allianz Group
——安联集团
)
安联集团,永远站在你身边。
/////
Buick
—
your key to
a better life and a better world.
(
别克汽车
)
别克——通往美好生活的秘诀。
///
当今社会人才济济,不是一马当先独领风骚,就是人仰马翻莫名一文。
(人才市场广
告)
In
today
’
s rat race, either you
stay ahead or bail out. ////
结语:在广告翻译中
占比很小,但仍不失为一种必选策略。再就是语言的独特风格,
如有的需要重复,或修饰
语累赘。
////
六、不译
一)新企业、新品牌、新产
品系列的名称以及
/
或老企业之新产品系列的名称往往不
需要翻译,只需照搬外文名称即可。
二)广告中的某些句子
Volvo
have always forced others to be safer. This one
will force them to be
better. (S) for
life.
Volvo
安全可靠,
早
已闻名天下。
崭新
S80
一登场,
p>
再度成为典范!
(口号:
)
for
life.
////
Because ENERGY is essential and LIFE is
precious. (S) Doing what other dare
not. (Environmental Protection)
能源虽是必须的,
但我们更需要尊重大自然的生命。
(
口号:
)
Doing
what
others
dare
.
.
not. ////
Use
the American Express Card to reflect your classic
style. (S) do more.
(American
Express
——美国运通
)
使用美国运通卡,配衬型格
(口号:
)
do more.
////
How
would
you
know
which
one
handles
better?
(S)
The
Ultimate
Driving
Machine.
(BMW)
好与不好?自己掌握
(口号:
)登峰造极
////
缩译:
Inspiration is the number one cause of
greatness. (Heading)
If
information
is
power,
then
inspiration
must
be
the
power
of
our
potential.
The power that moves us from the
systematic to the spontaneous. From ideas
to results. At Compaq we believe
technology is no longer simply a tool for
information. It
’
s
a tool for inspiration. Redefining access. From
set time
to
any
time.
From
one
place
to
millions
of
places.
With
the
touch
of
a
button,
we
no
longer
fire-up
just
our
computers,
but
our
imaginations.
We
’
re
moving
beyond
the
limitations
of
Information
Technology
to
a
new
technology.
Welcome
to the new IT. Inspiration Technology
from Compaq.
灵感——伟大成就之源
如果资讯是力量,灵感便是一股使我们从按部就班到挥洒自如、从平淡无奇但不可
思议、从构思意念到取得成果的潜能。康柏相信,科技不再只是简单的资讯工具,
而是启发灵感的魔力。科技把“联系”一词重新定义:不再有时空的界限。科技提
.
.
供了新的工作方法,新的合作模式。触动按钮,我们启动的
不再是电脑,还有无穷
的想象力。现在,我们终于超越了资讯科技的限制,迈入全新科技
境界。激发灵感
的科技——康柏
Inspiration
Technology,
欢迎进入新的
IT
< br>世界。
What
’
s in a name?
It sounds ordinary on paper. A white
shirt with a blue check. In fact,
if
you asked most men if they had a white shirt with
a blue check, they
’
d
say yes.
But the shirt
illustrated on the opposite page is an adventurous
white
and blue shirt. Yet it would fit
beautifully into your wardrobe. And no one
would
accuse
you
of
looking
less
than
a
gentleman.
Predictably,
the
different
white
and
blue
check
shirt
has
a
different
name.
Viyella
House.
It
’
s
tailored
in crisp cool
cotton and perfectly cut out for city life.
Remember our name
next
time
you
are
hunting
for
a
shirt
to
give
you
more
than
just
a
background
for
your tie.
On
women
and
children
’
s
wear
as
well
as
on
men
’
s
shirts,
our
label
says
–
quietly
but persuasively
–
all there
is to say about or good quality and
your good taste.
Our label
is our promise.
直译:
名字算什么?
写在纸上它听起来平平
常常。来蓝格的白衬衫。事实上,如果你问大多数男人
.
.
他们是否有带蓝格的白衬衫,他们都会说有。
但是,下页展示的衬衫是色调大胆的蓝格白衬衫。它会为你的衣柜增添风采,
穿
上它没人会责怪你缺少绅士派头。可以预想,这种不同的蓝格白衬衫会有一个不
同凡响的
名字:维耶拉。它为都市生活选用凉爽的棉布精裁细制。下一次你寻购衬
衫时请记住我们
的名字,它给你的不仅是作为领带的背景。
对妇女和儿童的服
装正如我们对男人衬衫的承诺,我们的品牌悄悄地动人地说,
这里展示的是我们的上乘质
量和你们的一流品味。
我们的品牌是我们承诺。
编译:
名牌推荐
< br>英国人以其衬衫的风度闻名世界。其知名品牌就是维耶拉衬衫,它以精纺棉布
为面
料,由英国维耶拉品牌精心裁制,质量上乘,畅销世界。维耶拉特此郑重地承
诺:蓝格白
底,是白马王子的首选,风度翩翩,惹来窈窕淑女的青睐。穿上维耶拉,
男人闯天下。穿
上维耶拉,生活真潇洒。维耶拉还请您关注我们出品的妇女和儿童
服装,百分之百的一流
品味,百分之百的质量保证。
.
.
广告翻译的指导原则
一、对等:
1. Because
of bad management, the company was in the red.
2. A thousand mustaches can live
together, but not four breasts.
1
)
一千个男人可以住在一起,两个女人却不行。
//
2
)
千条汉子能共处,两个婆娘难相容。
///
Compact disc
密纹唱片
激光唱片
/
镭射影碟
////
Biological parent
生物父母
亲生父母
/////
You
can
’
t be too careful.
不能太小心
应特别小心
///
Gold
Lion
金狮
金利来
////
红茶
red tea
black tea /////
要注意策略
Pay attention to the
strategy. ////
Be diplomatic. ////
REMY
MARTIN XO Exclusively Fine Champagne Cognac.
人头马一开,好事自然来。
(黄沾翻译公司)
////
I have read your articles. I
expected to meet an older man.
True to
type he told his parents the whole story.
一五一十
///
If
you are doing business in Hong Kong, it pays to
get the pick of the crop.
保管发财
///
百事可乐击中要害,
.
分量十二盎司实实在在,
花上五分镍币能喝上两份,
百事可乐对你竭诚相待。
Pepsi-Cola hits the spot,
Twelve full ounces,
that
’
s a lot,
Twice as much for a nickel, too
Pepsi-Cola is the drink for you. ////
二、传意
/
交际翻译?
三、归化
/
异化?
巧妇难为无米之炊
Even a
clever housewife can
’
t make
bread without flour.
Even a clever
housewife can
’
t cook a meal
without rice. /////
Rome was not
built in a day.
罗马不是一天建成的。
<
/p>
冰冻三尺非一日之寒
/
修炼成仙非一日之
功。
/////
.
.