第一篇：書名和標題(廣告口號)的翻譯教案

書名和標題（廣告口號）的翻譯

教學目標：學生通過本章的學習，能夠使用正確的翻譯方法，翻譯一些常見的書名，各類標

題及廣告口號和一些組織的名稱等.教學時間：2課時

重點難點：書名標題廣告的內涵意義的正常掌握及理解.教學方法：講授及討論

教學內容：書名，標題及廣告口號和一些組織的名稱是日常翻譯中經常碰到的＂難題＂，在處理這些難題的過程中，可采用音譯，直譯和音譯等方法.一.直譯法 是指在不違背目標文化傳統的前提下，在翻譯時保留原方的指稱意義，求得內

容與形式相符的方法.書名，標題名：

<<中國教育改革和發展綱要>>The Outline for Reform and Development of Education in China <<婦女權益保護法>>Law on the Protection of the Rights and interests of Women

工程制圖能力的剖析和訓練 Analyzing and Training of Ability for Engineering Cartography 全國人大制定領海法 The National People’s Congress Enacts Law on Territorial Waters 非典型肺炎的詛咒 The Curse of the Fearful SARS

高科技競爭的負面影響 Negative effects of Competition in the Hi-Tech Industry

期待中華文化黃金時代的重現 Chinese Culture---Awaiting A New Golden Age

報刊電視欄目名：

人與自然People and Nature音樂橋 Music Bridge

國際影院International Cinema體育欄 Sports Section

Going Along with you與你同行Around the Globe in 45 Minutes 環球45分鐘

電視劇名：

<<上海大風暴>>The Big Storm over Shanghai

<<北京人在紐約>>A Native of Beijing in New York

<<戲劇人生>>Dramatic Life

<<大潮汐>>On the Tidal Wave

<<女人不是月亮>>Women Are Not the Moon

<<>Growing Pains>成長的煩惱

商標名：

＂鉆石＂牌手表“Diamond” Brand Wrist Watches

＂小天鵝＂洗衣機“Little Swan” Washer

＂飛鴿＂牌自行車“Flying Pigeon” Bicycles

＂飛輪＂牌罐頭“Flying Wheel” Brand Tins

＂冰露＂純凈水“Ice Dew” Purified Water

廣告口號：

一切皆有可能Anything is possible

給我一個機會，還你一個驚喜（嘉享印務）Give me a chance, and you’ll have a big surprise 擁有完美肌膚的秘訣(丁家宜)The secret for perfect skin

二.意譯法 意譯法是指譯者愛到譯語社會文化差異的局限時，不得不舍棄原文的字面意

義，以求譯文與原文的內容相符和主要語言功能相似的方法.<<計劃生育工作綱要>>The Program for Family Planning

<<儒商>>Intellectuals go In for Business

<<過把癮>>Eat, Drink, and Be Merry

<<旅游天地>>Traveling Scope

<<人民畫報>>China Pictorial

<<大視野>>Global Vision

關于在我國沿海地區興建櫻花退休花園的設想 An Envisagement of Building “Cherry Holiday Resorts for the Retired” in the Coastal Area

婦女---一個永恒的話題Woman: The Debate Goes on

銀幕覓蹤Movies and Stars

天涯共此時 Sharing the Moment

隨筆欄gossip column

話說中國China Discovery

<<走下神壇的毛澤東>>Mao Zedong----Man, not God(who walked down the shrine???)領導班子年輕化，知識化，專業化a younger, better-educated and more professional leadership

廣告口號：

國酒茅臺，相伴輝煌Good and vigorous spirit

鶴舞白沙，我心飛揚Fly higher

運動休閑，我行我速Go my own way’

三.音譯法 用音位為單位在譯文中保留原文的發音.＂一枝春” 牌襯衣“Yizhichun” Brand Shirt

“增產”牌洗衣皂“Zengchan” Brand Washing Soap

上海新江機械廠Shanghai Xinjinang Machinery Plant

秦皇島耀華玻璃廠Qinhuangdao Yaohua Glass Works

新聞標題 特點：

1.廣泛使用“新聞現在時”用現在時敘述過去發生的事件，體現新聞的新鮮感和現場感。劉翔打破男子110米欄世界紀錄

Liu Xiang Breaks 100M Hurdle World Record

向非典型肺炎開戰

China Spares No efforts to combat Sars(新聞小詞，就是短小音節不多而意義又比較廣泛的詞，如bar=prevent, curb=control or restrict, ease=lessen, dip=decline or decrease, head=direct,pact=agreement, set=ready, step=progress, ties=diplomatic relations, bid=attempt)韓國汽車銷量猛漲

SK car sales surging up

教皇擬于二月訪日

Pope to visit Japan in february

中國將繼續支持經濟發展的財政政策

China to continue fiscal program to aid economy

2.使用省略法

惜別之情難以擋，游客蜂擁至三峽

Three Gorges Flooded by “Farewell” Tourists

中國與葡萄牙就澳門回歸達成共識

China, Portugal Agree on Return of Macao

青海湖將在200年度內變成鹽湖

Qinghai Lake to Become Salty within 200 years

淅江大學等高校提醒大學新生勿帶電腦入學

Freshmen Told to Leave Laptops Behind

“蒲公英”漸行漸遠，防大旱當務之急

“Mindulle” Goes and Drought Stays

中國：買房成了中國人的痛

China: Buying Home Aches

“后悔上大學”傳遞出的信號

College studnets Regret Uni decision

內地高考狀元熱衷入港讀書

Top Mainland students wish to study in Hong Kong

中國從今天起提升電價

China Increase Power Prices

中國代表團就是申辦2010年世博會進行陳述

Chinese delgeation presents Shanghai’s Bid for 2010 World Expo

第二篇：廣告口號翻譯 論文

華北科技學院畢業論文

1.Introduction

The translation of advertisements is a case in point.Multinational companies advertise their products at home and abroad.When certain product or service is advertised in a foreign market, the translation of the target consumers is indispensable in order to cater to the needs of the target consumers.As a result, the translated slogan will not possibly produce the desired effect to inform the consumers and arouse their desire to make purchase.As a matter of fact, there is an undeniable fact that some translated advertising slogans still leave much to be desired.In my thesis, I will give a brief account of the features of advertising slogans and the basic rules to follow when translating them.Then, I will put the basic theories of translation into the advertising slogan, so the business can find an easy way to make a good relationship with the customers.The General Remarks on Advertising Slogan

2.1 Definition of Advertising Slogan

The word “slogan” originally came from the Gaelic phrase, “slugh gairm”.It means “battle cry”.The slogan is different from the other kinds of writing because it is designed to be remembered and repeated word for word, to impress its brand and its message on the customers.2.2 Function of Advertising Slogan

The ultimate purpose of an advertising slogan is to arouse the consumer’s desire to make purchase.It influences not only the consumer’s economic decisions but also hisher social values and personal life.Therefore, an advertising slogan has two main functions: providing information and persuading the consumers to make purchase.2.3 The Lexical Feature in Advertising Slogan

The advertising slogans use the highly frequent expressions and words which are often used in the daily communication.Other adjectives are used for particular advertising products.Such as: crisp, fresh, delicious, rich for “food”, easy, safe and1of5

On Translation in Advertising Slogan

can be used for all types of machinery and appliances, kitchen products, extra, free, special are often used to attract specific clients.Example: let’s make things better.(Philips)

The taste is great.(Nestle)

Feel the new space.(Samsung)

2.4 Rhetoric Features in the Advertising Slogan

Trope is a rhetorical figure of speech that consists of a play on words, i.e.using a word in a way other what is considered its literal or normal form.A trope is a way of turning a word away from its normal meaning, or turning it into something else.That is making an analogy.Describe a thing by another thing which has different nature but similarities.It is usually divided into simile and metaphor.In order to emphasize or highlight a certain thing it is need to exert rich imagination to exaggerated the facts deliberately and enhance the influence and persuasion of advertising works.Give prominence to the theme and touch hearts of readers and win their good opinion of the commodities.The Advertising Slogans Translation

3.1 Theoretical Basis of Advertising Slogan Translation

As to the criterion for translation, there are different views existing in domestic and abroad translation studies.Guinn(1998)raises the idea that advertising translation is a commercial activity with predetermined purposes.In china, the authoritative theory is Yan Fu’s principle of “faithfulness, expressiveness and elegance”.3.2 Translation Strategies Based on the Nida Theory

The globalization of economies and trade intensification leads companies to communicate with consumers of different languages and cultures.Within the framework of international marketing strategies, advertising plays a key role.Therefore, translating advertising means to produce a new text in a target language

華北科技學院畢業論文

setting for a target promoting purpose in order to appeal to the target consumers in the target cultural circumstances.3.3 The Different Culture in the Translation

Culture differences greatly affect the advertising slogan translation.The process of advertising translation is not only a transfer of language, but also a transfer of culture.However, differences are the most common parts and they will bring many challenges to translators.Just because of this, a good translator must have a better command of the differences between the two cultures.Different value view has been the obstacle of cross-cultural communication.Traditional Chinese culture sets the priority of collective or national benefits over individual interest.In western cultures, the opposite is true.Most western cultures are characterized by paramount of individual interest.Such a cultural difference usually leads to the difference in the eastern and the western advertisements.For example, as the Chinese have a tendency of following suit, the Chinese consumers always believe that the more people buy a product, the better qualityit will have.Therefore, when they choose commodities, they usually buy what is favored by most people.Such kind of psychology is thus taken advantage by the Chinese advertisers.In our daily life, we can find many examples which stress group behavior.Examples:為你，為他，胃健康。（斯達舒膠囊）

21金維他健康我全家。（21金維他）

These words are often seen in Chinese ads:“今天你吃了沒有？”“男女老少皆宜” “大家都喜歡用”。

But in the west , individualism is valued, and what prevail in their advertisements are such word as independence, uniqueness, and privacy.Examples: man should have his own voice.(Aleate mobile phone)男人應有自己的聲音

I choose it , I like it.(Anta sports shoes)我選擇，我喜歡。

Different thought patterns in the west and china are summarized as the following

On Translation in Advertising Slogan

aspects: a.unification concept: stress on authority rather than fact;b.smallholder concept: stress on interest rather than ideology: c.human relationship concept: stress on morale rather than effect;d.egalitarianism concept: stress on cooperation rather than competition.Different mental structure also leads to differences in ad in the west and china.Most Chinese ads words tend to be abstract, subjective, exaggerative, and empty.The westerners tend to be more objective.Therefore, what fill in our ears are often such word as “獲得?金獎”，“國有企業”，“中國消費者協會推薦”，etc.The obvious implication behind these words is that the quality of their products is proved by authorities, which leaves no room for you to doubt.Conclusion

In summary, advertisements have their own unique language characteristics.It is necessary to have thorough understanding of their special and flexible characteristics and exercise them smartly in translation if the authors want to translate the essence of the advertisement.Therefore, it is necessary to master skills of translation.Hence, one should keep abreast of commercial developments and the general consumers’ psychology, firmly grasp the features of fashion, modern and trendy, and select the best way to express the original meaning of advertisements to meet challenges of commodity economy by better advertisements and translations.It is believed that with further development of commodity economy it will show a brighter, colorful language world.華北科技學院畢業論文

Bibliography

[1] Baker and Mona.Routledge Encyclopaedia of Translation Studies [Z].London.Routledge, 1998

[2] Charles Mitchell.International Business Culture[M].Shanghai: Shanghai Foreign

Language Education Press, 2000.[3] Catford, J.C.1965.A Linguistic Theory of Translation [M].London: Oxford

University Press.[4] Newmark, P.1988.Approaches to Translation [M].Shanghai: Shanghai Foreign

Language Education Press.[5] Bell, T Roger.2001.Translation and Translating: Theory and Practice [M].Beijing: Foreign Language Teaching and Research Press.[6] Vestergaard, Torben and Schroder, Kim.The Language of Advertising [Z]..Oxford: Basil Blaclcwell, 1989.[7] Nita, A.Eugene.Language, Culture, and Translating [M].Shanghai: shanghai

Foreign Language Education Press, 1993

[8] Bovee, Courtland L.and arens, William F.Contemporary Advertising Forth

edition[Z].Homewood, IL: Irwin,1992.[9] 林承璋 劉世平英語詞匯學引論[M] 武漢：武漢大學出版社，2005

[10] 譚衛國。中西文化與廣告語言[J].上海師范大學學報,2003,(2)

[11] 王紫娟.廣告語言與大眾心理[J].外國語，1995，(4).[12] 徐曉娟.廣告英語[M].背景：首都經濟貿易大學出版社，2004.[13] 鐘馥蘭.廣告英語中的修辭格與翻譯[J].黎明職業大學學報，2003，（1）.[14] 劉榮征.淺談廣告英語中雙關語，杜撰詞，仿擬，明喻和暗喻的翻譯[J].中國地質大學學報（社會科學版），2004，（2）.[15] 廖七一，2000，《當代翻譯理論》 [M]。南京：譯林出版社。

[16] 徐莉林，2005，從中英文廣告的差異看廣告翻譯[J]，《內蒙古社會科學》

（漢文報）第四期。

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[18] 胡曙中.英漢修辭比較研究[M].上海：上海外語教育出版社，1993

第三篇：廣告標題

廣告標題

一、定義及特點： 標題是廣告的題目，它標明廣告的主旨，又是區分不同廣告內容的標志。具有吸引注意力、傳遞廣告信息、誘導繼續閱讀廣告正文的作用

二、分類：

1、陳述型：

讀者只看標題就能了解廣告的主要信息。這類標題往往以商品、商標或企業名稱來命名。

例如：

維維豆奶，歡樂開懷。——維維豆奶廣告

白貓洗衣粉，洗衫好干凈。——白貓洗衣粉廣告

芬必得止頭疼，一天都輕松。——芬必得鎮痛藥

2、新聞性標題

新聞性標題要為消費者提供一些新的信息，這類信息既可以是新發生的情況，也可以是新的知識。如“華夏大地教育網網上課程公開測試擂臺大會”

3、疑問式標題

這類標題用直接性或間接性問句，向讀者提出問題，以此吸引讀者的注意。如推銷化妝品的廣告：“女人．你追求什么?” 英語學校廣告標題是：“你的英文有錯誤嗎?”

4、勸導建議式

在標題中提出企業的主張、建議以及號召人們從速購買。如日本三得利的廣告標題：“星期五——買葡萄酒的日子”；“存貨有限，欲購從速”。

5、頌揚式

以正面贊揚、宣傳產品優點，給人以良好印象。如可口可樂：“讓我們一起創造更好的世界，同享和平、歡樂、潔凈的家園。”

6、參與、測試式

讓大家參與到游戲或者測試的方式引起注意。

7、訴求式標題

用勸勉、希望、呼吁的口氣，催促人們采取購買行動，如“請使用白蘭牌洗衣機來簡化您的家務勞動”

8、懸念式標題

在標題中布下懸念，使讀者首先產生驚奇、疑惑之感，然后為了尋根求源不得不把整個廣告作品讀完，并加以思考，從而對廣告留下深刻的印象。

如以色列航空公司曾經做過的一則廣告，標題是：“從12月23日起，大西洋將縮短20%。”廣告用了一張大西洋地圖做圖片，一邊被撕下20%。

三、原則：

1、引起注意

2、主題突出

3、簡單具體

4、對象突出

第四篇：廣告標題

1.表示產品性能的標題。

日立牌冰箱耗電最省凝冰最快

——日立牌電冰箱廣告

2.表示商品質量的標題。

三菱汽車路遙知馬力

——三菱汽車廣告

3.表示商品特點的標題。

象母親的手一樣柔軟

——兒童鞋廣告

4.表示商品用途的標題。

夏日炎炎何須愁蝙蝠電扇可排憂

——蝙蝠牌電風扇廣告

5.表示商品效果的標題。

人參蜂皇漿提神開胃見效快

——北京人參蜂皇漿廣告

6.表示商品牌名標題。

盾牌盾牌可靠的盾牌

——盾牌頭盔廣告

7.表示商品聲譽的標題。

鉆石牌手表獲第一名最多

——鉆石牌手表廣告

8.表示提示性的標題。

成功在于運用時間的精確

——太陽牌電子表廣告

9.表示親切感的標題。

孩子孝爸爸笑

——推銷刀片的廣告

10.表示幽默感的標題。

除了鈔票承印一切

——法國某印刷公司的廣告

11.表示誠懇態度的標題。

求人不如求己

——銀行儲蓄廣告

12.表示比較式的標題。

不怕貨比貨就怕不識貨

——照相機廣告

13.表示借名式的標題。

總統用的是派克

——美國派克鋼筆廣告

14.表示含蓄式的標題。

平步青云步步高升

——推銷鞋的廣告

15.表示夸張式的標題。

現在從頭發上洗刷掉歲月的痕跡了

——洗發精廣告

16.表示關懷式的標題。

名言中聽入神

——百科全書廣告

17.表示情誼的標題。

正需要您的照顧

——治療小兒驚風藥品的廣告

18.表示層遞式的標題。

它好它真好它就是雀巢

——瑞士雀巢咖啡廣告

19.表示襯托式的標題。

我只愛一個男人，我只用這種香水

——法國一香水廣告

20.表示反效果式的標題。

禁止抽煙連皇冠牌也不例外

——推銷香煙的廣告選自陳培愛：《廣告寫作藝術》，中國對外經濟貿易 出版社1990年4月版，第171頁—173頁。

21.詩歌式標題。

思緒隨著云兒飄，飄進月界廣寒宮

——少女寢具廣告

仿佛夢中醒來，雙眸帶著迷人的琥珀色

——白蘭地廣告

舉杯邀明月，對飲(影)成三人

——某家灑廠廣告

欲窮千里目，更上一層樓

——售樓廣告

第五篇：英文廣告標題

1.They Laughed When I Sat Down At The Pianobut Never Discover It!

眾人皆擁有無價寶---但還從沒發現它.Do You Do Any Of These Embarrassing Things?

您會做這些尷尬事嗎?Six Types of Investorsbut Can't Get Started

給那些想寫---但又不知從何下手的人The Crimes We Commit Against Our Stomachs

我們對我們的胃所犯下的過錯How to Do Wonders with a Little Land!

怎樣在小土地上創奇跡?“Here's an Extra $50, Grace”

給您額外的50元,戈蕾絲.A Wonderful Two Years Trip at Full Payif You Follow This Simple Plan

你可對發錢愁的人一笑置之---只要你按此簡易步驟行事Five Familiar Skin TroublesEasier to Manage

新的洗發水讓您的頭發更柔軟---更易打理

Thousands Now Play Who Never Thought They Could

從未想過會玩的人現在會玩了

Great New Discovery Kills Kitchen Odors Quick!

偉大的新發明幫助快速除去廚房味道

For The Woman Who Looks Younger than She Is

針對那些看起來比她還顯年輕的女士

Check the Kind of Body You Want

看看您希望擁有什么樣的身材?

“At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock”

以一小時60英里的速度行駛,這臺勞斯萊斯最大的噪音是來自一個電表.43 Why Wall Street Journal readers Live Better

為什么華爾街郵報的讀者生活美滿?

“Dear American Tourister: You Saved My Life”

親愛的美國游客:您是我的恩人'

Girls!Want Quick Curls?

姑娘們,想即刻變卷發嗎?

You May Be Eating More Salt Than You Should

你可能多吃了你不該吃的鹽.47 Get Rid of That Humidity!

消除濕氣.48 How You can Get a Quick Loan of $1,000

怎么樣快速貸款1000元

Become a Well Paid Hotel/Motel Executive

成為高薪的酒店管理人員

How To Get More Energy From The Food You Eat

吃什么樣的食物能讓您精力充沛