廣告翻譯

1. 廣告翻譯

2. 1 Anatomy of an Advertisement • 1.1 Functions of Advertising • 1.1.1 Informative • 1.1.2 Persuasive • 1.1.3 Demand creation • 1.1.4 Goodwill establishment

3. 1 Anatomy of an Advertisement • 1.2 Structure of an Advertisement • 1.2.1 Headline • a) straight-forward headline • Fastest To Northern Europe (Finnair) • 往北歐最快航班 • b) news headlines • Introducing a Million Ways to Get Your Message Across. (Nokia) • 信息傳達，方法千萬

4. 1.2 Structure of an Advertisement • 1.2.1 Headline • c) information headlines

5. 1.2 Structure of an Advertisement • 1.2.1 Headline • d) emotional headlines • No road unconquerable, No challenge unmet (Hyundai) • e) curiosity headlines • Why do CEOs love golf? • It’s that feeling of perfect timing. (UPS)

6. 1.2 Structure of an Advertisement • 1.2.2 Sub-headline • ONE AIM – We’re here to meet the F1 challenge. (Toyota) • 力圖上進 / 奪標 / 戰車 ─ 迎戰 F1

7. Headlines • Because life is too short to waste time. • LG Digitally yours • 人生苦短 不得浪費** • 生命點滴 彌足珍貴 • LG 數碼產品 留住您生活寶貴時刻 • Allianz. Financial solutions from A – Z • Allianz 為您提供全套理財服務 • 足本理財 Allianz 辦到

8. Headlines • try~ • Mild Seven ─ The Moment You’ve Waited For • Go on. Be a Tiger.(Accenture) • There’s never been a better TIME • The art of writing your life(Montblanc) • The Great Leap Forward(Saudi Arabian Airlines)

9. Headlines • try~ • Beautiful in its Simplicity. Inspiring in its Reliability.(Rolex) • I plant the Trees so My Children Get the Shade. • Wealth. What’s it to you? (Barclays Wealth) • The Best of Us (olympic.org)

10. Headlines • try~ • Wisdom and vision for earlier diagnosis. • OLYMPUS Your Vision, Our Future • Create, share and think as one.(Ricoh) • The world is in our hands(CLP)

11. TAG Heuer • try~ • What are You Made of? • 豪雅表

12. 1.2.3 Body / Text • a) reason-why copy • Canon PowerShot S90 • PowerShot S90 is slim, lightweight and compact with the metallic black camera body. The f/2.0 bright lens is equipped to provide a unique shooting effect. The new Lens Control Ring increases the flexibility of adjusting the settings such as ISO, exposure compensation, etc. Marrying modern technologies with a compact design, PowerShot S90 delivers an unprecedented shooting experience for users. Featuring the new 10 megapixel High Sensitivity CCD image sensor, Dual Anti-Noise System can be achieved in co-operation with the stunning computing speed of DIGIC 4 Digital Image Processor, Noise can be reduced dramatically even shooting at night or dark environment. The new Low Light shooting mode supports the maximum ISO speed of 12800* which enables users to capture the precious moment at night.

13. 1.2.3 Body / Text • a) reason-why copy • Canon PowerShot S90 • 採用黑色金屬外殼的PowerShot S90機身纖巧，配備特大f/2.0光圈高質素鏡頭，為用家提供更獨特的拍攝效果。新增的鏡頭快速控制環設計，能夠靈活地調校各項常用拍攝設定，例如 ISO 感光度 、曝光補償等等，纖巧機身配搭完美的拍攝功能，為用家帶來全新的拍攝體驗。配備最新的1,000萬像素高感光度 CCD 影像感應器 ，結合DIGIC 4數碼影像處理器的極速運算能力 ，達致雙重雜訊抑制系統 ，能夠大幅度抑制雜訊，於夜間拍攝相片時同樣展現高質素影像效果，捕捉完美影像。新增支援最高ISO 12800* 低光拍攝模式，即使在昏暗環境下亦能記錄完美一刻，攝盡每個日與夜。

14. 1.2.3 Body / Textb) emotional copy / suggestive copy • Rolex • Yo-yo Ma favors Italian Instruments made in the early eighteen century. • Occasionally, however, he makes an exception. • Yo-yo Ma says the 1712 Stradivariushe plays is “like a great Bordeaux,” while the 1733 Montagnanais “earthier, like a Burgundy.” • About a third instrument, his Rolex, he says, “I just love it. You can use it for any occasion.”

15. 1.2.3 Body / Textb) emotional copy / suggestive copy • Rolex • 馬友友偏愛十八世紀早期製造的意大利樂器。 • 但有時候他也會青眼另加。 • 馬友友說他拉的那把 1712 年製史特拉第瓦里銘琴「像波爾多佳釀」，而 1733 年製的蒙塔尼亞那名琴則「像勃艮地醇醲，充滿泥土芬芳」。 • 至於他第三件愛器，他的勞力士手錶，他如此說：「我就是愛我的勞力士，甚麼場合它都能派上用場。」

16. 1.2 Structure of an Advertisement • 1.2.4 Slogan • Let’s Make Things Better (Philips) • 讓我們做得更好 (飛利浦) • Trust us for life (AIA) • 財政穩健，信守一生 (友邦保險) • InTouchwithTomorrow(Toshiba) • 盡顯明日新境界 (東芝電器)

17. 1.2.4 Slogans • Using Illegal Pay TV Decoders Can Bring Legal Consequences • 盜看收費電視 難逃法律責任 • 未來空氣    今日靠你 • Clean Air - Clear Choices • 全城投入為藍天打氣 • Clean Air for a Cool Hong Kong

18. 1.2.4 Slogans • E-PAYMENT FAST ANDCONVENIENT • 電子繳款 快捷方便 • Internet Banking Convenient & Safe • 網上銀行 方便又安全 • Your Health Your Life We need your help to reform our healthcare system • 掌握健康 掌握人生共同改革我們的醫療制度

19. 1.2.4 Slogans • Insure Properly Live Happily- Public Liability Insurance • 公眾責任保險私人大廈要投保 業主安心無煩惱 • Get InsuredRest Assured • 法團購買第三保 業主安心無煩惱 • Save Water Save Dollar • 識慳水 即慳水

20. 1.2.4 Slogans • try~ • Check your windows, keep them safe • Save Water for the Future Every Drop Counts

21. 1.2.4 Slogans • EatSmart Restaurant Yummy! • 有營食肆 好有「營」呀！ • Good Driving Habits Reduce Road Traffic Noise • 駕駛有妙法 噪音自然減 • Be bright. Do it right. Obey traffic lights! • 遵守交通燈號 精明使用道路

22. When days cannot be added to life, add Life to Days (SPHC) • 天為生命定壽元 人為生命賦意義 (善寧會) • Hike for Hospice • 登山善行 紓己寧人

23. Election • 我會做好呢份工！ • I’ll Get the Job Done! • 有得揀，你至係老闆 • It’s a Matter of Choice • 向普選進發 全賴有你 • Every Effort You Made Counts • 一個有前景的政黨 (民建聯) • A Party with a Future (DAB) • The Civic Spirit, the HK Spirit • 為公為民 香港精神

24. CLP 中電 • More than a Century of Light • to be a Leader in Asia Pacific • Create a Better World to Live • A Leading Light for the Future • 發放世紀光芒 • 昂然邁向亞洲 • 締造美好生活 • 開創光輝前景

25. Canon • Natural selection at work • 辦公室的自然首選

26. ORBIS 奧比斯 • Orbis – Merrill Lynch Walk 2008 • Take a Step To Give the Gift of Sight • The gift of sight starts with a single step • 奧比斯 ─ 美林「步步獻光明」 • 復明之路，奧比斯與您攜手開拓！ • 復明之行 始於足下

27. ORBIS 奧比斯 • saving sight worldwide • 燃點光明新希望 • ORBIS Hong Kong —Saving Sight, Rebuilding Lives • 香港奧比斯 —燃點光明新希望

28. 翻譯的自由度 • 直譯 vs 意譯 • 不同的自由度 • 1) 逐字對譯 (word for word translation) • 2) 字面翻譯 (literal translation) • 3) 語意翻譯 (semantic translation) • 4) 傳意翻譯 (communicative translation) • 5) 編譯 (free translation) • 6) 改寫 (adaptation)

29. 2 Strategy for Translating Advertisements • 2.1 Keep the advertisement untouched • retains both graphics and text • applicable to products needing little verbal support • perfumes, cigarettes, alcohol, wines, fashions, CDs…

30. 2 Strategy for Translating Advertisements • 2.2 Export advertisements • play on positive stereotypes of the originating culture, retaining logo, slogan etc. in the original. • If necessary, have additional copy in target language. • the cultural origin of the product needs to be stressed if felt to be an asset. • additional appeal is addressed in the target market language copy.

31. 2 Strategy for Translating Advertisements • 2.3 Straight translations • usually fails to adjust to the cultural demands of the new market. • least frequent and least preferred.

32. 2 Strategy for Translating Advertisements • 2.4 Adaptation • keep visuals, change text slightly or significantly. • makes necessary adjustments in terms of addressee needs and expectations, cultural norms, frames of reference. • dominant strategy used by international advertisers.

33. 2 Strategy for Translating Advertisements • 2.5 Revision • keep visuals, write new text. • the message cannot deviate substantially from the original concept. • Advertisements could be angled to different marketing objectives.

34. Patek Philippe • Who will you be in the next 24 hours? • 分秒間… 誰可千變萬能 * • try~

35. Patek Philippe • You never actually own a Patek Philippe. • You merely look after it for the next generation. • Begin your own tradition

36. Patek Philippe • 百達翡麗腕表，原創典範，高雅不凡，不但長伴身旁，還是傳家風範。 • 代代相傳，由您開始

37. MTV • try~ • Guess where his (eye) Balls are?

38. Qantas • The best • 5 star restaurant • between here and Melbourne. • Qantas • The Spirit of Australia

39. Qantas • 香港與墨爾本之間 • 最頂級餐廳在此 • try~

40. Olympus – Focus on Life • Enjoy the moment while it’s still the moment. • Camedia • High-Grade Digital Camera & Digital Color Printer • 人生難忘片段，永留印記 • 愉快片段，一刻永留 • Camedia • 高級數碼相機及數碼彩色印相機

41. Olympus – Focus on Life • The Digital Camera That’s As Creative As Your Vision • Creative license to bring your visions to life • Camedia • High-Grade Digital Camera & Digital Color Printer

42. Olympus – Focus on Life • Camedia 數碼相機與您創意共融匯 • 為您開啟創意的大門 • 靈感不絕、創意無窮 • Camedia • 高級數碼相機及數碼彩色印相機

43. Mitsuaki Iwago.Racing Towards The Digital Future. • Mistuaki Iwago and his Olympus CAMEDIA were up at dawn on a recent trip to Vietnam. • Everywhere you looked, bikes loaded with animals were racing off to the market as buffaloes plowed rice fields. • “In this country, people and animals coexist in harmony. I felt as if I were stepping back in time.” • Thanks to digital technology, it’s a time he can preserve forever.

44. 岩合光昭航向數碼未來 • 破曉時分，岩合光昭和他的奧林巴斯 CAMEDIA 起個大早，踏上他們的越南攝影之旅。 • 觸目所見，各式動物滿滿擠在摩托車上，由人們載著趕往市集。水牛也不悠閒，犁著片片稻田。 • 「在這個國度，人和動物和諧相處。我有點時光倒流的感覺。」 • 得感謝數碼科技，他可把這刻永留心田。

45. Where is sundowna productive time for business? • try~ • Where endless nightlife choices make extending your business hours a pleasure. • SINGAPORE Where Great Things Happen

46. Louis Vuitton • Is there any greater journey than love? • Room 27. Late June, New York. • Steffi Graf, Andre Agassi and Louis Vuitton are proud to support The Climate Project.

47. Louis Vuitton • 愛‧相隨 • 愛‧伴‧侶 • 27 號房。六月。紐約初夏。 • 嘉芙、阿加斯和 Louis Vuitton 支持 「氣候計畫」。

48. Louis Vuitton • try~ • A journey brings us face to face with ourselves. • Berlin Wall. Returning from a conference. • Mikhaïl Gorbachev and Louis Vuitton are proud to support Green Cross International.

49. Zingaro 星躍馬術奇藝坊 • Once in a Life Time • An Extravaganza of Horses • 超近距離接觸 • 一生難得一次 • 適合一家大小共歡的奇幻演出 • try your own~

50. “Brand Hong Kong” • 香港品牌形象 • Asia World City – 亞洲國際都市 • communicating Hong Kong • 展現優勢 弘揚國際