商务英语翻译(第4讲)

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1、商务英语翻译教程BusinessEnglishTranslationCourse-book4李晓亮Charlie商标翻译策略中的适宜性Adequacy译文的预期功能(supposition)直接音译法V.S.直接义译法译文的预期读者(targetaddresses)直接义译法音义兼译谐音译法SONYCANONAdidasChristianDiorMotorolaOmegaCasinoGOODCOMPANIONPLOYBOYCROWNPhilipsKodakKonicaBestRich-onDOVEParkerCitizenNescaf

2、eHolidayInnTimesShellBlueRibbonBeerpandaBlackSwirlWindGreatWallApolloPhoenixDiamondCoca–colaXeroxB&QPepsiGoldlionWhiteElephantBlueBirdCrownBlueCat7–upTrulyUnilevelArchePanteneBrandy英汉广告中隐喻翻译策略StrategiestoMetaphorAdsTranslationfromEnglishintoChinese隐喻-隐喻(metaphortometaph

3、or)隐喻-明喻(metaphortosimile)隐喻-非隐喻(metaphortonon-metaphor)隐喻-隐喻(metaphortometaphor)复制源语隐喻:InAsia'sbustlingcities，anoasisawaitsthetraderandtraveler．在亚洲喧闹的城市里,一座绿洲等待着商人和游客。Breadislife．面包就是生活。(BICE面包)隐喻-隐喻(metaphortometaphor)目标语隐喻替代法:OnWallStreet，ifyouareouttolunch，youarelun

4、ch．在华尔街。你出去吃顿午餐，你就是别人的盘中餐。隐喻-明喻(metaphortosimile)Waterford，LightaCrystalFire.瓦特副水晶玻璃器皿，像一团透明的火焰。隐喻-非隐喻(metaphortonon-metaphor)转换源语隐喻:Uglyisonlyskin—deep．其貌不扬,精彩内涵。(Volkswagen)隐喻-非隐喻(metaphortonon-metaphor)删除源语隐喻:Itgivesmyhairatop–qualitylook.它(洗发水)给我一流的秀发。汉语广告英译中修辞手法的应用

5、ApplicationofRhetoricC—ETranslationofAds重复(Repetition)头、尾韵(Alliteration)隐喻(Metaphor)拟人(Personification)对比(Contrast)排比、对偶(ParallelConstruction)双关(Pun)套用或篡改惯用词句式重复(Repetition)洁齿清气。Cleansyourbreathwhilecleansyourteeth.随意挑选，保君满意。Chooseonceandchoosewell.“黑妹”牙膏，强健牙龈，保护牙齿。Don’

6、tsay:“Showmeanyother”say:“”ShowmeBlackSister”.带“梅花”，准时乐道(手表)。Givethewatchtoall,andtoallagoodtime.头、尾韵(Alliteration)爽口顺喉、和醇耐味、名贵高尚。Ssensuouslysmooth,mysteriouslymellow,gloriouslygolden.骑上“金狮”，潇洒轻快。SmartandSwiftRidingonGoldenLion.体积虽小，颇具功效。Compact,impact.“茉莉”香糖，越嚼越香。Murry

7、mints,too–good–to–hurrymints.百年老店，领先20年。Ahundredyearsoldbutstill20yearsold.隐喻(Metaphor)柔软迷人，色泽悦目。Softenchanting,similecoloring.幸福可乐，冷饮之王。Tastethatbeatstheothercolds.拟人(Personification)“美人”鲜花，倾诉衷肠。Flowerbybeautyspeaksfromtheheart.“涤纶”商标，信誉卓著。“Terylene”keepsitspromises.“牡

8、丹”香烟，醇味盖冠。“Peony”standsoutfortaste.对比(Contrast)历史悠久的宜兴陶瓷工业推出崭新的种种产品。Theage–oldYixingceramicsturnsoutthenewestp