《翻译理论与实践》课程授课教案（汉英翻译）第八章 应用文的翻译（2/2）

Name of the Course: E-C TranslationWeek:SeventeenLecture: FifteenAbstractTitle/topicUnit EightTextandAdvertisement Translation【Contents】■第一节语篇和广告翻译（TextandAdvertisementTranslation）■第二节广告的词汇特点（LexicalFeaturesofAdvertisement）■第三节广告的语法特点（GrammaticalFeaturesofAdvertisement）■第四节广告的修辞特点（RhetoricalFeaturesofAdvertisement）[Important and Difficult Points】■第二节广告的词汇特点（LexicalFeaturesofAdvertisement）第三节广告的语法特点（GrammaticalFeaturesofAdvertisement）Details【SectionOne】广告翻译原则■1.首先最重要的是要表达清楚原文的意义，译文要根据广告的所宣传的产品特性遣词造句。要始终考虑广告的功能，使其在译文中得以再现。■2.其次要注意广告的文体特征，要尽可能地在译文中保留这些特殊的语体风格，包括词汇特征、句法特征和修辞特征等，■但是这绝不以为死套原文句式，一成不变，而要根据汉语的表达习惯，适当变通，做到语义明确，语言流畅，读来朗朗上口，便于深入人心，达到促销的目的。·*广告翻译中译者尤其要注意美学要素的再现，兼顾音、形、意几个重要方面，做到音美、意美和形美。语篇翻译和广告翻译■语篇翻译的特点：■语篇翻译跳出原文字词的限制，从更加广阔的视角审视翻译现象。，译者进行翻译实践时，若要做到忠实于巧妙地传达原文的意义，必须具备语篇视角·语篇翻译和广告翻译■广告翻译是一种特殊的实用文体翻译。广告翻译须做到脍炙人口，给读者、听众和观众留下深刻的印象。·进行广告翻译时，译者须具备语篇视角，以便更有效地传达广告的含义。【SectionTwo】广告的词汇特点■英语广告的结构：11)Headline2) Subhead3) Text4)logotypeand signature5)brandname6) slogan7) box

Name of the Course: E-C Translation Week: Seventeen Lecture: Fifteen Abstract Title/topic Unit Eight Text and Advertisement Translation 【Contents】 ▪ 第一节 语篇和广告翻译（Text and Advertisement Translation） ▪ 第二节 广告的词汇特点（Lexical Features of Advertisement） ▪ 第三节 广告的语法特点（Grammatical Features of Advertisement） ▪ 第四节 广告的修辞特点（Rhetorical Features of Advertisement） 【Important and Difficult Points】 ▪ 第二节 广告的词汇特点（Lexical Features of Advertisement） ▪ 第三节 广告的语法特点（Grammatical Features of Advertisement） Details 【Section One】 广告翻译原则 ▪ 1．首先最重要的是要表达清楚原文的意义，译文要根据广告的所宣传的产品 特性遣词造句。要始终考虑广告的功能，使其在译文中得以再现。 ▪ 2．其次要注意广告的文体特征，要尽可能地在译文中保留这些特殊的语体风 格，包括词汇特征、句法特征和修辞特征等， ▪ 但是这绝不以为死套原文句式，一成不变，而要根据汉语的表达习惯，适当 变通，做到语义明确，语言流畅，读来朗朗上口，便于深入人心，达到促销 的目的。 ▪ *广告翻译中译者尤其要注意美学要素的再现，兼顾音、形、意几个重要方面， 做到音美、意美和形美。 语篇翻译和广告翻译 ▪ 语篇翻译的特点： ▪ 语篇翻译跳出原文字词的限制，从更加广阔的视角审视翻译现象。 ▪ 译者进行翻译实践时，若要做到忠实于巧妙地传达原文的意义，必须具备语 篇视角 ▪ 语篇翻译和广告翻译 ▪ 广告翻译是一种特殊的实用文体翻译。广告翻译须做到脍炙人口，给读者、 听众和观众留下深刻的印象。 ▪ 进行广告翻译时，译者须具备语篇视角，以便更有效地传达广告的含义。 【Section Two】 广告的词汇特点 ▪ 英语广告的结构： ▪ 1) Headline 2) Subhead ▪ 3) Text 4) logotype and signature ▪ 5) brand name 6) slogan ▪ 7) box

广告的词汇特点2广告英语的文体需要：ReadabilitySimple Words:assisthelpautomobilecarcontainerbottle,jar,packagedata baseinformationdiminutivesmalleliminategetridofemployuse广告的词汇特点3Concreteand SpecificWordsVague CopySpecific CopyThe roof won't leakAdverse weather conditionwill not result in structuralifrains.degradationGood Housekeeping is oneEach month,morethanfivemillionofthebest-readpublicationsinAmerica.readerspickupthelatestissueof Good广告的词汇特点4Avoid Technical Jargon.Rule 1: Don't use a technical term unless 95 per centformoreof yourreaderswill understand it. If your client insists you use jargon that is unfamiliar to yourreaders,be sure to explain these terms in your copy.Rule 2:Don't use a technical term unless it precisely communicates yourmeaning.For example, we would use software because there is no simpler and shorterwayto say it.Butinstead of usingdeplane,get off theplaneisbetter.广告的词汇特点5-Creativeness --Affixed words:verb + ing and ver + eda streamlinedwordprocessingprogram(theprogram is streamlinedand itis usedtoprocess word)*aface-lift surgicallyremovessagging skin( sagging skin: the skin that is sagging)*handsomelyfurnished room(theroom which is handsomelyfurnished.)广告的词汇特点6.compoundwords.time-saving method.wood-framed chair.home-made, honey-coated sugar puffs-a relief-giving liquid.chocolate-flavored cream.mouth-watering Nebraska Filet Mignon.double-nappedcotton

广告的词汇特点 2 广告英语的文体需要： Readability Simple Words: assist help automobile car container bottle, jar, package data base information diminutive small eliminate get rid of employ use 广告的词汇特点 3 Concrete and Specific Words Vague Copy Specific Copy Adverse weather condition The roof won’t leak will not result in structural if rains. degradation Good Housekeeping is one Each month, more of the best-read publications than five million in America. readers pick up the latest issue of Good 广告的词汇特点 4 Avoid Technical Jargon. Rule 1: Don’t use a technical term unless 95 per cent or more of your readers will understand it. If your client insists you use jargon that is unfamiliar to your readers, be sure to explain these terms in your copy. Rule 2: Don’t use a technical term unless it precisely communicates your meaning. For example, we would use software because there is no simpler and shorter way to say it. But instead of using ‘ deplane ’, ‘ get off the plane ’ is better. 广告的词汇特点 5 ▪ Creativeness - Affixed words: verb + ing and ver + ed a streamlined word processing program ( the program is streamlined and it is used to process word ) * a face-lift surgically removes sagging skin ( sagging skin: the skin that is sagging ) * handsomely furnished room ( the room which is handsomely furnished. ) 广告的词汇特点 6 ▪ compound words • time-saving method • wood-framed chair • home-made, honey-coated sugar puffs • a relief-giving liquid • chocolate-flavored cream • mouth-watering Nebraska Filet Mignon • double-napped cotton

广告的词汇特点7-the state-of-the-art carpet styles-top-of-the-line equipment.acid-and-alkali-resistant gloves-soft-as-buttercashmereblendtopcoats-direct-to-you savings.better-than-leather-miracle-coveringface-the oh-so-good-to-be-alive feeling.the pop-down-for-the-weekend cottage-the down-to-the-second-precision watch广告的词汇特点8.Coined Words. blendingcompucessories=computer+accessoriesstimulotion=stimulating+lotioncamcorder=camera+recordercanonvation =Canon + innovation(2)affixes广告的词汇特点9The Orangemostest Drink in the World*tomatoful*temptational*cookability*out-doorbitable*teenfresh*flavoursome*peelability广告的词汇特点10+TWOGETHER-TheUltimateAllInclusiveOneBriceSunkissed-Give Your Feet a Scholliday.Weknoweggsactly howto sell eggs Stop S-s-tam-m-m-merAvery Motor, Stree-ee-eets Ahead广告的词汇特点11-ForeignWords(Loan-words)-Order it in bottles or in cans.Perrier ... with added je ne sais quoi-*ForThoseVeryRareFew:OX.COGNAC:Otard.Au Chateau De Cognac[Section Three】广告的句法特点1 If you want to put the neon in the shade, the Panda 100s is the car to slip into. Youare sitting in the lap of luxuryThe front seats recline.They're fitted with head restrains. And they're covered in aluxury cloth

广告的词汇特点 7 ▪ the state-of-the-art carpet styles ▪ top-of-the-line equipment ▪ acid-and-alkali-resistant gloves ▪ soft-as-butter cashmere blend topcoats ▪ direct-to-you savings ▪ better-than-leather-miracle-covering face ▪ the oh-so-good-to-be-alive feeling ▪ the pop-down-for-the-weekend cottage ▪ the down-to-the-second-precision watch 广告的词汇特点 8 ▪ Coined Words  blending compucessories = computer + accessories stimulotion = stimulating + lotion camcorder = camera + recorder canonvation = Canon + innovation (2) affixes 广告的词汇特点 9 The Orangemostest Drink in the World * tomatoful * temptational * cookability * out-doorbitable * teenfresh * flavoursome * peelability 广告的词汇特点 10 ▪ TWOGETHER ▪ The Ultimate All Inclusive One Brice Sunkissed. ▪ Give Your Feet a Scholliday. • We know eggsactly how to sell eggs ▪ Stop S-s-tam-m-m-mer. ▪ Avery Motor, Stree-ee-eets Ahead. 广告的词汇特点 11 ▪ Foreign Words ( Loan-words ) ▪ Order it in bottles or in cans ▪ Perrier . with added je ne sais quoi. ▪ * For Those Very Rare Few ▪ OX ▪ COGNAC ▪ Otard ▪ Au Chateau De Cognac 【Section Three】 广告的句法特点 1 ▪ If you want to put the neon in the shade, the Panda 1000s is the car to slip into. You are sitting in the lap of luxury. The front seats recline. They’re fitted with head restrains. And they’re covered in a luxury cloth

Take a peek in your mirror. You'll notice back seats that fold down. So there's bagsofspaceforbags.Andarearwash/wipe.Andaheatedrearwindow-Start the engine.You won't hear a roar (the car's been sound-proofed)广告的句法特点2 Winston cigarette tastes exceedingly fine, the way every cigarette manufacturerwish his cigarette would taste-.Winston tastes good likea cigarette should广告的句法特点3:Has a stereo/mono switch that helps you.pull in weak or distant stations.--*Stereo/mono switch helps youtopullinweakordistant stations.-*Stereo/mono switch helps you pull.inweakordistantstations-*Stereo/mono switch gets weak/distant-stations.广告的句法特点4.Sentence FragmentsFragment:...colors that look lastingly tempting. LongerCompletion. colors that look lastingly tempting longer.广告的句法特点5Elliptical: Today, more and more discriminating corporate buyers are choosing the ParkerInsignia.And you should too.-Completion:-Today, more and more discriminating corporate buyers are choosing the ParkerInsignia.And you should choose Parker Insignia too.【SectionFour】广告的修辞特点1Short Paragraph and Clear Selling MessageScratchproofThe RadoDiaStar has that extraordinaryquality* Its sapphire crystal is so hard, only a diamond can possible mar its mirror-likesurfaceDiaStar's slim case is soincredibly durable,its brilliant luster willremain unblemished forever.广告的修辞特点2-*Rado DiaStar is water-sealed with aquartz movement that is state-of-the-art..*The Rado DiaStar Collection for men andwomen ispriced from $850at fine jewelry and department stores..Forcolorbrochure,write:RadoWatchCompany,Inc-1140, Avenue of the Americas, New York, New York 10036.广告的修辞特点3■Semanticcreation（语意创意）When it is difficult to communicate clearly with words, speak Polaroid....Whenyou talk about life, speak Polaroid.（NewsweekDecember9,1985）-Fly the Difference.-(ad for KLM, royal Dutch Airline)

▪ Take a peek in your mirror. You’ll notice back seats that fold down. So there’s bags of space for bags. And a rear wash/wipe. And a heated rear window. ▪ Start the engine. You won’t hear a roar ( the car’s been sound-proofed). 广告的句法特点 2 ▪ Winston cigarette tastes exceedingly fine, the way every cigarette manufacturer wish his cigarette would taste. ▪ ▪ Winston tastes good like a cigarette should. 广告的句法特点 3 • Has a stereo/mono switch that helps you • pull in weak or distant stations. ▪ * Stereo/mono switch helps you to pull ▪ in weak or distant stations. ▪ * Stereo/mono switch helps you pull ▪ in weak or distant stations. ▪ * Stereo/mono switch gets weak/distant ▪ stations. 广告的句法特点 4 ▪ Sentence Fragments Fragment: .colors that look lastingly tempting. Longer. Completion: .colors that look lastingly tempting longer. 广告的句法特点 5 ▪ Elliptical: ▪ Today, more and more discriminating corporate buyers are choosing the Parker Insignia. And you should too. ▪ Completion: ▪ Today, more and more discriminating corporate buyers are choosing the Parker Insignia. And you should choose Parker Insignia too. 【Section Four】 广告的修辞特点 1 ▪ Short Paragraph and Clear Selling Message Scratchproof The Rado DiaStar has that extraordinary quality. * Its sapphire crystal is so hard, only a diamond can possible mar its mirror-like surface. * DiaStar’s slim case is so incredibly durable, its brilliant luster will remain unblemished forever. 广告的修辞特点 2 ▪ * Rado DiaStar is water-sealed with a quartz movement that is state-of-the-art. ▪ * The Rado DiaStar Collection for men and women is priced from $850 at fine jewelry and department stores. ▪ For color brochure, write: Rado Watch Company, Inc ▪ 1140, Avenue of the Americas, New York, New York 10036. 广告的修辞特点 3 ▪ Semantic creation (语意创意） ▪ When it is difficult to communicate clearly with words, speak Polaroid. . When you talk about life, speak Polaroid. ▪ ( Newsweek December 9, 1985 ) ▪ Fly the Difference. ▪ ( ad for KLM, royal Dutch Airline )

告的修辞特点4-We are driving excitement.-(ad foracar)-*Our inflight service takes off hours before.theflight.(adfor an airline)?Deliciously Simple. Simply delicious+*Sculpt your physique on high-tech.equipment-*Only two clicks away.广告的修辞特点5* Jazz will endure as long as people hear itthrough their feet* Goose down robe, surround yourself in warm, lightweight elegance...-TheInternational SmileofTheGulf·（GulfAirline）.*US Tareyton smokers would rather light·than fight!（fromNewsweek）广告的修辞特点6-Grammar:1a) use noun in single form.b)writeinpresenttense-c) write in active voice-d) Think positively and write positively[Additional Material]广告文体翻译欣赏1 For the first time, there's a remarkable gel that can give your hair any look youwant --- sleeker.fuller. straighter.curlier.more natural. even wet ---without a dropof alcohol or oil.一种前所未有、不同寻常的发乳问世了。它可以使您的头发随心所愿一更光滑，更丰茂，更平直，更卷曲，更自然，甚至保持湿度一却不含一滴酒精或油脂。广告文体翻译欣赏2-TWOGETHERThe ultimate all inclusive one price sunkissed holiday.■两人共度一个阳光灿烂的假日，一切费用均包括在单人价格之内。:Example4:Where to leave your troubles when youfly JAL■坐日航班机，一路无烦恼。【SummaryoftheLecture】Today we have mainly studied text and advertisement translation.Weshould pay our attention to lexical and rhetorical features of advertisementin E-Ctranslation[Homework after the Lecture】Review the content we have studied, prepare an oral report on the1.important and difficult points of the lecture.2.Select an English scientific essay and translate the part of about 100words that you like the best into Chinese

广告的修辞特点 4 ▪ We are driving excitement. ▪ ( ad for a car ) ▪ * Our inflight service takes off hours before ▪ the flight. ( ad for an airline ) ▪ * Deliciously Simple. Simply delicious. ▪ * Sculpt your physique on high-tech ▪ equipment. ▪ * Only two clicks away. 广告的修辞特点 5 ▪ * Jazz will endure as long as people hear it through their feet. • * Goose down robe, surround yourself in warm, lightweight elegance. • * The International Smile of The Gulf. • ( Gulf Airline ) • * US Tareyton smokers would rather light • than fight ! • ( from Newsweek ) 广告的修辞特点 6 ▪ Grammar: ▪ a) use noun in single form. ▪ b) write in present tense. ▪ c) write in active voice ▪ d) Think positively and write positively. 【Additional Material】 广告文体翻译欣赏 1 ▪ For the first time, there’s a remarkable gel that can give your hair any look you want - sleeker, fuller, straighter, curlier, more natural, even wet - without a drop of alcohol or oil. ▪ 一种前所未有、不同寻常的发乳问世了。它可以使您的头发随心所愿—更光 滑，更丰茂，更平直，更卷曲，更自然，甚至保持湿度—却不含一滴酒精或 油脂。 广告文体翻译欣赏 2 ▪ TWOGETHER ▪ The ultimate all inclusive one price sunkissed holiday. ▪ 两人共度一个阳光灿烂的假日，一切费用均包括在单人价格之内。 ▪ Example 4: ▪ Where to leave your troubles when you fly JAL. ▪ 坐日航班机，一路无烦恼。 【Summary of the Lecture】 Today we have mainly studied text and advertisement translation. We should pay our attention to lexical and rhetorical features of advertisement in E-C translation. 【Homework after the Lecture】 1. Review the content we have studied, prepare an oral report on the important and difficult points of the lecture. 2. Select an English scientific essay and translate the part of about 100 wordsthat you like the best into Chinese