广告翻译ppt

null Approach to Translation Translation and Culture Translation of Brands and Slogans (Textbook: pp.215-221) Approach to Translation Translation and Culture Translation of Brands and Slogans (Textbook: pp.215-221) Chen Dezhang School of English and International Studies Beijing Foreign Studies UniversityPrelude Prelude ConceptsScientificness Artistry Accuracy Acceptability Iconicity Literal Translation Cultural TranslationObjectives of the lecture: Objectives of the lecture: Review the principle of translation in general Identify the stylistic features of ads and slogans Their translation Case studies Think and discuss Translation Practice transl Standard for General TranslationStandard for General TranslationGuiding principle for translation: domestication vs. foreignization liberal translation vs. literal translation Ideal condition: Combination of the two Find proper requirements for the translation of Trademarks and brand names Advertisements (commercials) 许渊忡：知之，好之，乐之 For your reference Sun Zhili (孙致礼) For your reference Sun Zhili (孙致礼) 国内外的翻译界，一向存在着“科学派”和“艺术派”的分野，我国建国后17 年间，情况也不例外。董秋斯认为翻译是科学，主张从语言学的角度研究翻译。茅盾则注重翻译的艺术性，提出了“艺术创造性的翻译”的理论；不过他同时又指出：艺术创造性的翻译要建立在“严格的科学研究”的基础上。茅盾的这一观点揭示了翻译的双重特性：一方面，它是艺术，另一方面，它又带有科学性。 Preface to “An Introduction to Translation of British and American Literature in China: 1949-1966”Gideon Toury (Israel Tel Aviv Univ.) Gideon Toury (Israel Tel Aviv Univ.) Norms: Following established rules Accuracy: Faithful reproduction of the original discourse. Focusing on ST Acceptability: Social appropriateness of a linguistic action in the TT culture. Focusing on TTnullRequirements for translationRequirements for translationLanguage competence Cultural awareness Artistic talents, mastermind, and creativity Consumer psychologyTranslation MethodsTranslation MethodsTranslation of the meaning; Transliteration; Acculturated transliteration; Liberal translation; Iconicity---象似性Iconicity---象似性Iconicity: the direct/non-arbitrary relation between Form and Meaning 1. Structure 2. Sound Retaining and Imitation of sound (effect) of the source languageLiteral TranslationLiteral TranslationVerbal translation: 1. Transliteration (according to the sounds) 2. Translation of the Meaning 3. Combination of the two 4. Creative rewritingCultural TranslationCultural TranslationLiberal translation emphasizes the cultural aspects, aesthetic standard of the TT, such as images, associated meaning, while retaining as much as possible the cultural characteristics of the original (ST culture) and gives some hints about the specialty of the commodity or service to be offered.Definition of ADVERTISINGDefinition of ADVERTISINGTo describe or draw attention to (a product, service, or event) in a public medium in order to promote sales or attendance ---The New Oxford Dictionary of English To make public announcement, of esp. to proclaim the qualities or advantages of ( a product or business) so as to increase sales ---American Heritage College Dictionary Characters of ADVERTISEMENTSCharacters of ADVERTISEMENTS Attention value (attracting people’s attention) Memory value (easy to remember) Readability （interesting) Loaded persuasion (arousing people’s desire to buy) Standard of advertisements: brevity, novelty, sonority, elegance, relevanceTranslate Brand NamesTranslate Brand NamesThe most important feature of trademarks does not lie in their clear, specific meaning but in their uniqueness, which make them easy to remember while providing some aesthetic enjoyment. Therefore, the translation of trademarks usually lays much importance in seeking phonetic iconicity, so that people can easily identify the same trademark expressed in different languages. That is why a large number of trademarks are transliterated.LogosLogosnullnullTransliterationTransliterationDifferent from the transliteration of names of persons and places, there are different ways and superiority in transliterating trademarks. To help win the highly competitive market, the translation of a trade mark should: 1. Give some hints about the product or service represented, emphasizing its advantage over similar ones so as to arouse people’s desire to buy; Give aesthetic enjoyment in accordance with the target culture; and 2. Create warm feeling in potential customers and avoid possible derogatory associations.Case studies of trademarksCase studies of trademarksCoke Cola：可口可乐 (c.f. with “口柯口腊” and give your comment) 7 Up 七喜 Pizza Hut 必胜客 Crest 佳洁士 Head and Shoulder 海飞丝 Xerox 喜乐 Poison 百爱神 HP (Hewlett Pachard) 惠普 Sportsman 斯波兹曼 Sheraton 喜来登 Typhoon 泰福 Revlon 露华浓 Arche 雅倩 Housewife 好伺我夫 Opium 鸦片 美加净 Maxam 青鸟 Blue Bird 帆船 Junk 方圆 Square-Circle 顺美　Smart 玉泉　Jade Spring 五羊 Five Rams 蜜蜂牌香皂 Bee Toilet Soap 三色堇 Pansy 紫罗兰 Violet SportswearSportswearNike, Puma, Reebok, Umbro： 耐克 彪马 锐步 茵宝 How do these translated trade marks impress people?Sound EffectsSound EffectsMercedes Benz Compare the following transliteration： 梅赛德斯·本茨 平治房车、宾士房车（Hong Kong） 奔驰 Translation of the meaning：优雅 (its meaning in Spanish)More ExamplesMore ExamplesBudweiser：百威—This beer makes you powerful in every way。 BMW：宝马—Sure everybody would like to ride a “treasure horse” Mazda：马自达—You just enjoy riding the horse without worries as it knows its way and will see you get to your destination Marlboro：万宝路—There is treasure in every way Ericsson：爱立信—You send your love with confidence Christina：姬丝蒂娜—A very feminish product Triumph：黛安芬, Audrey：奥黛莉, Melauiels：媚若诗, Elina依瑶 What about the following: Beedn：吡嘟, Little Bobdog：巴布豆, Hasbro：孩之宝Examples of MaltranslationsExamples of Maltranslations 蓝天(牙膏)--Blue Sky (uncoerable bonds) 白象(电池)--White Elephant (something big but useless) 金鸡(鞋油)--Golden Cock (slang for male sex organ) 小白羊(超市)--White Goatling Supermarket (“Goat” stands for sexholic in English) DescriptionDescriptionIdeal condition: Combination of the two Reality：Contradiction between and Restriction caused by the two Countermeasures：Find proper requirements for the translation of different genres： Legal documents Economic papers and business letters Trademarks and brand names Advertisements (commercials) Improvement of trade mark translation Improvement of trade mark translationGoldlion:金狮－－金利来 Johnson:　庄臣－－强身 五星: Five Star---Winstar 报春花: Calling Spring Flower—Spring Announcing Flower—Primrose 联想: Legend--Lenova Translation of Advertisement SlogansTranslation of Advertisement SlogansCan we use transliteration in the translation of advertisement slogans? Does the translator have more or less freedom in translating advertisement slogans, or does it require more or less creativeness? What are the special effect the translation of advertisement slogans should achieve?Attention！Attention！ Major rhetorical means used in English advertisements include rhyme and alliteration, reversion, personification, metaphors, puns, nonce words, and repetition. However, Chinese advertisements may pay more attention to verbal parallelism and antithesis such as couplets suited to traditional Chinese culture. And not much persuasive language should used lest appearing too aggressive, thus reducing the effect.ExamplesExamplesThe theme sentence for Nike is: ”Just do it.” what do you think of a literal translation like就去做吧。? Some times English advertisements adopts some epigrams to arouse people’s attention, for example “To smoke or not to smoke, that is a question”（cigarette） (derived from Shakespeare’s famous sentence: “To be or not to be, that is a question.” Will a literal translation like 抽还是不抽，这是个问 题 快递公司问题件快递公司问题件货款处理关于圆的周长面积重点题型关于解方程组的题及答案关于南海问题 do? Can you offer a better translation?Some commentary remarks: Example 1Some commentary remarks: Example 1Maxwell (coffee): 麦氏 Good to the last drop 滴滴香浓，意犹未尽。 Comment：The form of a couplet with two four-character phrases offers much aesthetic flavor.Example 2Example 2Tides (detergent): 太渍 Tide is in … Dirt is out 太渍进门，清除灰尘。 真真正正，干干净净。 Comment：Describes the commodity in a rhymed verse. Example 3Example 3Reebok (sports wear) : 锐步 Reeboks Let U.B.U. 锐步迈出你的新一步。 Comment: “U.B.U.” and “You be you” are homophonic but the translation fails to retain that. However, 锐步 contains the first consonant and creates some lucky implication for the user of the commodity. Example 4 Example 4 Kodak (film): 柯达 A Kodak Moment 就在柯达一刻。 Comment：Fully showing the instant function of the film, and verbalization adds to the effect while in conformity to the Chinese language. How would you translate them?How would you translate them? Sea, Sun, Sand, Seclusion—and Spain Hifi, Hi-fun, only from Sony A Mars a day helps you work, rest and play From sharp minds come Sharp products Put some PEOPLE into your life Posher lipstick, music on your lips Give your commentGive your commentThe choice is yours. The honor is ours. 任君选择，深感荣幸。 今日的风采，昨夜的绿世界。（绿世界系列晚霜） Give me Green World Or give me yesterday. More examples for your referenceMore examples for your referenceGentlemen, start your snails. (Oracle 7 software) 先生们，同蜗牛的赛跑现在开始！ They’re competitive, Innovative. They’ve invested wisely. They’ve even got Xerox. Xerox, the most potent reflection of your company’s attitude. 他们富有竞争力，富有创新力， 他们选择了明智的投资，他们甚至选择了施乐！ 施乐最有力地表明了贵公司的姿态。 More examples for your referenceMore examples for your referenceHostile seas, threatening skies, and hundreds of miles from the nearest runway This Is No Place to Start Worrying about Engine Reliability。(Allied Signal Aerospace) 汹涌的海浪，阴沉的天空 这可不是担心引擎是否可靠的地方。 (What does this slogan advertise for?)More examples for your referenceMore examples for your referenceCan you burn 1344 tons of coal every day and still be friends with your neighbors? Yes, you can. 你每天要烧1344吨煤，你还能和邻居们成为好朋友吗？你当然能。 (What does this slogan advertise for?) More examples for your referenceMore examples for your referenceGive up my Pepsi? Don’t’ even think about it. BE YOUNG HAVE FUN DRINK PEPSI 让我不再喝百事可乐？ 没门！ 要想青春永驻，乐趣长存， 喝百事可乐More examples for your referenceMore examples for your referenceIf kids would just stop being kids, you wouldn’t need OLIN chemicals. If nature were only more cooperative, you wouldn’t need OLIN chemicals. 假如孩子不再是孩子，你将不会需要奥林化学品。 假如大自然能更好地合作，你将不会需要奥林化学品。 (What does this slogan advertise for?) More examples for your referenceMore examples for your referencePulling weeds can be REPETITIVE and REDUNDANT not to mention REPETITIVE and REDUNDANT Or you can kill the roots with ROUNDUP and those weeds won’t be back. No root. No weed. No Problem. 清除杂草，除了重复单调还是重复单调。 你使用了朗德除草剂， 杂草就会一去不复返。 除了草，除了根，也除了烦恼。Study the linguistic features of the following advertisement slogans and determine your translation strategy Study the linguistic features of the following advertisement slogans and determine your translation strategy Give your hair a tough of spring. More sun and air for your son and heir. Flash, Dash, Classic splash (wine) Your perfume turns him on. Will your breath turn him off? (toothpaste) Lose ounces. Save pounds. (food) 万紫千红谁裁出，飞燕剪得春光来。（飞燕派剪刀） 梨花院落溶溶月，园庭池塘淡淡风 （梨园别墅） For your enjoyment:For your enjoyment:nullnullnullnullnullnullnullnullAfter Class Work:After Class Work:Collect examples of trademark translation and discuss the merits and demerits of the method used in their translation. Collect at least ten examples of well translated (or poorly translated) advertisements. Study their language features and the translation techiniques used.