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Unit 7

Unit 7. TRANSLATION OF VERTISEMENTS. CONTENT. What is advertisements? Various translation methods in practice Preparation The function of advertisements Basical standard of translation Conclusion. WHAT IS ADVERTISEMENTS?. Slogan. WHAT IS ADVERTISEMENTS?. CATCH PHRASES.

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Unit 7

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  1. Unit 7 TRANSLATION OF VERTISEMENTS

  2. CONTENT • What is advertisements? • Various translation methods in practice • Preparation • The function of advertisements • Basical standard of translation • Conclusion

  3. WHAT IS ADVERTISEMENTS? • Slogan

  4. WHAT IS ADVERTISEMENTS? • CATCH PHRASES

  5. WHAT IS ADVERTISEMENTS? • Advertisement

  6. VARIOUS TRANSLATION METHODS IN PRACTICE • 直译法? • 意译法? • 翻译的 “加减”法? (增译或减译) • 其他翻译技术?

  7. PREPARATION Get to know the basic elements of advertisements • Motive 动机 • More background information 背景信息 • Motion 活动 • Media 媒体 • Message accepter 受众 • Measurement 评估

  8. PRACTICE SAMPLE • KFC We do chicken right

  9. EDITIONS • We do chicken right 我们做鸡是对的 我们就是做鸡的 我们在肯德基做鸡 我们只做右边的鸡 More…

  10. MAYBE THIS WAY…… • We do chicken right • 文化背景的差异 • 翻译句子的两大着眼点: A:逻辑表达 (信息内容,语句模式) B:情绪表达 A: we do chicken B: right 我的版本: 炸鸡,我们在行!

  11. Practice sample NBA Be part of something big!

  12. EDITIONS • Be part of something big ! 快成为大家伙的一部分吧! 做个大家伙吧! 和姚明一起做个大家伙吧! 快做大家伙的朋友吧!

  13. MAYBE IN THIS WAY…… • Be part of something big ! 快加入到篮球的宏大行列中来吧! 和我们一起开创大场面!

  14. Practice Sample • Good to last drop • A: 逻辑表达: “It’s good” B: 情绪表达: “Last drop”--- enjoy & cherish it! 滴滴香浓 意犹未尽

  15. THE FUNCTION OF ADVERTISEMENT • INFORMATION 信息功能 • AESTHETIC JUDGEMENT 审美功能 • MOVE AND INSPIRATION 感召功能

  16. Practice Sample • The first ever, the last you’ll ever need. 一朝拥有,别无所求 A diamond lasts forever. (……) 要想皮肤好,早晚用大宝 Dabao morning & night Makes your skin-care real delight.

  17. PRACTICE SAMPLE • COCACOLA 可口可乐 • Simmons 席梦思 • Benz 奔驰 这些翻译为什么大家觉得好?

  18. BASICAL STANDARD OF TRANSLATION • Beauty of sound 声美 • Beauty of form 形美 • Beauty of meaning 意美

  19. PRACTICE SAMPLE • BENZ (港台) 平治 (大陆) 奔驰 • CITIZEN (日本)西铁城 (港台)星辰表 • BMW Bavaria Mobile Work-line 巴伐利亚汽车生产线 ? 宝马 !

  20. PRACTICE SAMPLE • SPRITE 女妖 OR 雪碧? • P&G 保洁 OR 宝洁? • GOLDONLION 金狮 OR 金利来? • POLYKING 垄断王 OR 宝利金?

  21. INCORRECT CASES • Land cruiser 路霸 ok? 霸道 ok? “You have to respect it…” “霸道,你不得不尊敬…” 我的版本: 丰田 “路风” “陆地舰”

  22. 声美.意美.形美 • Better late than the late (高速公路安全行车标语) 迟到总比丧命好 晚了总比完了好

  23. 声美.意美.形美 • 来也匆匆,去也冲冲 Come in a hurry Go with a cleaning Easy come , Easy go

  24. 声美.意美.形美 我的版本: Come in a rush Go with a flush

  25. 声美.意美.形美 • Where there is a road There is TOYOTA 哪里有路,哪里就有丰田车 车到山前必有路,有路必有丰田车!

  26. CONCLUSION总结 • 等效作为原则 浅化到等化到深化的过程 • 翻译的境界 音美、意美、形美 简言之: 信、达、雅

  27. 大美不言 Find yourself, be yourself ! Popularity will come with you for who you are!

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