-
中英企业和产品介绍
一、差异
（一）在内容上：
（二）在语言表现形式和行文结构上：
以上特点在英汉文化中由其成员在不断实践和实际运用中形成
并相沿成习，对本族读
者具有可识别性，读者可以从中推断作者的动机，在熟悉的文化氛
围和语言结构中受其感
染和影响。而一旦语境因素改变，同样的特点可能就起不到宣传促
销的预期功能，甚至会
引起相反效果。正如一位外国友人所言“
In China
，
much of the
documentation
，
brochures
and suchlike created by producers or
providers
，
is written in a
very polite way with long and
flowery
descriptions
．
In the West the
same is brief and to the
point
．
The western audience
simply will not read long glowing
descriptions of your
product
，
and are not
impressed by
elaborate
descr
iptions
，
extravagant
claims
，
or
of
the
awards
that
have
been
won
from
agencies
that
are
unknown
outside
China
．
It
is
useless
to
simply
translate
promotion
material
prepared
for
the
Chinese
market
．
Quite
often
the
material
will
have
to
be
rewritten
，
and
brochures and websites reformatted so that they
fit in with the culture of that
target
market
．
They must learn how
to make use of highly qualified translators and
media to
seize the business
opportunity
，
to effectively
attract customers and to create and maintain
the competitive advantage in the
international
market
．
”
二、
翻译要点
（一）
套用英语习惯结构
这一技
巧主要用于汉语企业广告标题和口号的翻译处理。以上英语广告句法特点举例
如下：
陈述句：
Things go
better
。
with Coca
—
Cola
．
If you can dream
it
，
we can make it happen
祈使句：
Just do it!
(Nike
鞋
)
Take a better
car
．
Go with the
flow
．
Don’t miss
the largest Internet and
World
—
Wide Web
conference and exhibition
Explore your
world
．
(Discovery
Channel
探索频道
)
Take
your data network to the next level with STEP
Don
’
t just get
onto it
，
get into it
．
(
英特尔奔腾
III)
疑问句：
Is your data
piling up?(
电脑数据库广告
)
Have you driven a Ford
lately?(
新型福特车广告
)
Are you going grey too early
．
(
乌发乳广告
)
How can something so small be so smart?
名词短语：
Ideas for
life (Panasonic
日本松下电视
)
World Money
(
美国银行旅行支票
)
Human
Technology (Nokia
诺基亚移动通信
)
Advancement through
technology(Audi
奥迪汽车
)
1
The timeless
fibre that
’
s more modern
than ever
．
形容词短语：
Easy In
and Easy Out
—
swivel
cushion(
汽车驾驶员坐垫
)
Too Good To Eat Just One(LAY
’
S
乐事薯片
)
Fresh
，
clean
，
crisp
，
never too
sweet
．
介词短语：
In Touch
with Tomorrow(Toshiba
东芝电器
)
针对以上差异，翻译企业宣传广告时有意识地套用英语习惯结构，将有利于实现吸引
译语消费者的预期功能。如：
绿色好心情
一生相伴
因材施教，助你迈向美好明天。
购买
500
元以上奖
100
元
印刷服务，一步到位
肌肤姣好，年年岁岁
没有最好，只有更好
绝对质量保证，
12
年独家享有
追求美的真谛，创造美的事业，奉献美的至诚，共建美的世界
(
丝宝集团
)
。
另外，英语广告正文中也常用省略表达方式，即利用名词短语
和形容词短语表达一个
完整的概念。如：
Country
house
in
London,
overlooking
golf
course.
Close
to
Richmond
Park,
good
schools, easy access to city, 5
bedrooms
，
2 receptions, 2
bathrooms, study,
work
／
playroom.
翻译
类似汉语广告文字时，有时也可考虑英语的这一特点，将汉语原文用完整句子充
分拓展的
表达内容套用英语习惯结构做相应调整。如：
使用安全，操作简便，高效快捷，乐在其中。
该句可套用英语习惯结构，译为：
三、
运用修辞手段
（一）
修辞手段在英文广告中的应用
·双关
Twogether
I
’
m More
satisfied
．
OIC
Golden Seal
The coats for
every wear, everywhere
．
·夸张
There
’
s no place
1ike Spiegel
．
There's no
place like home to shop
．
The
best a man can get
．
Arthritis pains? All you need is Bayer
Aspirin
．
Enjoy the flavour of the
world
’
s
NO
．
1
Too good to forget
·隐喻
EAR FOOD
2