文档介绍：广告文体的简介与翻译
广告的文体特征
1. 用词特点
2. 句法特点
3. 修辞特点
用词特点
简明、通俗、易记
My goodness! My Guinness! (Guinness啤酒)
Mosquito Bye Bye Bye.(Raid)
蚊子杀杀杀。
Everything is extraordinary. Everything tempts. (Cartier)
件件超凡脱俗,样样新颖诱人。
新奇与创意
We Know Eggsactly How to Tell Eggs.
Drink a Pinta Milka Day.
Not all cars are created equal. (Mitsubishi Motors)
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句法特点
单词、短语、简单句、省略句
Anytime. (TNT)
A world fort. (Japan Airlines)
Designed with taste. Today's Slims at a very slim price.
Coke adds life. (Coca-Cola)
大量使用祈使句
Just do it. (Nike)
只管去做。
Catch that Pepsi spirit. Drink it in. (Pepsi)
喝百事饮料,感受百事精神。
Come to where the flavor is. Come to Marlboro Country.
光临风韵之境!万宝路世界。
使用各式疑问句
Are you going gray too early?
Are you missing out on 64% of the world’s investment opportunities? (Merrill Lynch Investment pany)
Who can tell that builds the best family wagon?--Put them to test. (Chrysler)
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修辞特点
Flowers by Interflora speak from the heart.
I'm More satisfied! (摩尔香烟广告)
A Mars a day keeps you work, rest and play.
Fly smooth as silk.
One tree can make 3,000,000 matches. One match can burn 3,000,000 trees.
Hi-fi, Hi-fun, Hi-fashion, only for Sony.
广告翻译的标准
促销力
创意
美感
文化适宜性
广告翻译的策略
直译
意译
再创型翻译/创译
增补型翻译
浓缩型翻译
不译
编译