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1、AdvertisingTranslationby:月尔比叶,左维伟,王玉娇,刘彦"Advertising"isawordcomingfromLatin,whichmeans"yelling".Itissaidthat,intheancienttime,theRomanbusinessmencompetewitheachotherandhiresomepeopletoshoutinthecitystreets,inordertoattractcustomerstobuytheirgoods.Sowhatisadvertisingtranslation?Itisatranslationofadv
2、ertisinginordertosellastandardizedproducttolocalandnotlocalconsumerswithdifferentlanguagesandcultures.Role?Whenanewproductentersamarket,asalespromotionoradvertisementcaneffectivelyhelpconsumerslearnmoreabouttheproduct.DifferencesbeweenChinaandWestInChina,muchofthedocumentation,brochuresandsuchlikec
3、reatedbyproducersorproviders,iswritteninaverypolitewaywithlongandflowerydescriptions.IntheWestthesameisbriefandtothepoint.Thewesternaudiencesimplywillnotreadlongglowingdescriptionsofyourproduct,andarenotimpressedbyelaboratedescriptions,extravagantclaims,oroftheawardsthathavebeenwonfromagenciesthata
4、reunknownoutsideChina.ThestructuralcharacteristicsandrhetoricinadvertisiengSentencesshouldbeshort,simplepowerful,impressive.UseappropriatelySimile,metaphor,personification,pun,alliteration,etc,Allsortsoffigurewithconciseandvividhumorous.例如:Coca—Colaisit.还是可口可乐好!(使用简短句)IntroducingFITNESSmagazine.It’
5、sabouthealth,it’saboutexercise,it’saboutyourimage,yourenergy,andyouroutlook.向你推荐《健康》杂志:说健康,说锻炼,说形象,说精力,说展望。(使用并列句)It’samomentyouplannedfor.Reachedfor.Struggledfor.Along-awaitedmomentofsuccess.Omega,forthisandallyoursignificantmoments.这是你计划的时刻,期望的时刻,争取的时刻,长久等待的成功时刻。欧米茄,记下此刻,和所有重要时刻。(使用省略句)CatchthatP
6、epsispirit.Drinkitin.喝百事饮料,感受百事精神!(使用祈使句)Characteristicofrhetoric英语广告中,广告撰稿人为了生动有趣地宣传商品的特征,形象逼真地描述消费者使用商品后的感受,常常运用多种修辞手段,以增强语言的表达效果,加强消费者对商品的印象,最终达到商品宣传、推销的目的。下面主要阐述英语广告中常用的修辞手段及翻译。常用修辞手法有:明喻(simile)、隐喻(metaphor)、拟人(personification)、双关(pun)、押韵(rhyme)设问(rhetoricalquestion)等。隐喻(metaphor)瑞士EBEL的手表广告“E
7、BEL,thearchitectsoftime.”EBEL手表,时间的缔造者推销酒的广告“Sophisticated,sweet-to-drinkPinkLady.”高级、可口的粉红佳人比喻(analogy):Featherwater:lightasafeather.(法泽瓦特眼镜:轻如鸿毛。)拟人(personification)花卉公司的广告“FlowersbyInterfloraspeakfromthe
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