1、I（20_届）本科毕业设计英语广告英语的修辞与翻译技巧II内容摘要当今社会，广告渗透在我们生活的每一个角落。无论它的内容是什么，也不管它的传播方式是什么，语言是最有力的手段。广告英语经过长期的发展，使它有了自己独特的方式和特点。为了艺术地实现商业目的，广告英语成为了语言艺术和商业促销的结合体。因此有大量的修辞在广告英语中灵活的运用，它能最有效的实现广告的目的。广告又是一种特殊的交际形式。从语用学角度讲,广告宣传是一种语用行为。其目的在于说服交际对象消费者接受其产品,服务等。具体地说,是一种说服性言语行为,这种行为带有明显的功利性,因而往往得通过策略去获取。这一战略的关键点就是如何把握广告的翻译
2、。广告语言的翻译不仅仅是一种语言转换，更是一种文化交流。因此应尽可能实现译文广告语与原文广告语的效果等值。在翻译过程中处理广告英语的用词特点时，译者可以根据实际情况，选择恰当的翻译技巧。在翻译过程中，在充分了解其问题特征的同时，还要考虑到文化语言上的差异，修辞手法及语言变异等现象。关键词广告；商业目的；翻译技巧；修辞手法IIIABSTRACTINMODERNSOCIETY,ADVERTISEMENTINFILTRATESVARIOUSASPECTSOFOURLIFENOMATTERWHATTHECONTENTSOFADVERTISEMENTSARE,ANDWHATTHEMODESOFTRANS
3、MISSIONARE,THELANGUAGEISTHEMOSTPOWERFULMEANSENGLISHLANGUAGEOFADVERTISEMENTTHROUGHALONGTERMDEVELOPMENTHASALSOFORMEDITSUNIQUESTYLEANDCHARACTERISTICSINORDERTOREALIZECOMMERCIALPURPOSEARTISTICALLY,ADVERTISINGENGLISHBECOMESTHECOMBINATIONOFLANGUAGEARTSANDBUSINESSSELLINGHENCE，ALLSORTSOFRHETORICAREAPPLIEDFLE
4、XIBLYINADVERTISINGENGLISH,WHICHMOSTEFFECTIVELYREALIZEITSADVERTISINGPURPOSESADVERTISEMENTISALSOAFORMOFSPECIALCOMMUNICATIONFROMTHEPRAGMATICPERSPECTIVE,ADVERTISINGISAPRAGMATICBEHAVIOR,WHOSEPURPOSEISTOPERSUADECONSUMERTOACCEPTITSPRODUCTS,SERVICES,ETCSPECIFICALLYSPEAKING,ITISAPERSUASIVESPEECHACTSWITHTHEBE
5、HAVIOROFOBVIOUSUTILITY,SOITOFTENHASTOTAKETHESTRATEGYTHEKEYOFTHISSTRATEGYISHOWTOGRASPADVERTISINGTRANSLATIONADVERTISINGTRANSLATIONISNOTONLYALANGUAGETRANSFORMATION,BUTALSOAKINDOFCULTURALEXCHANGESOWESHOULDHAVETHETRANSLATIONVERSIONANDORIGINALADVERTISEMENTWITHTHEEQUIVALENTEFFECTASFARASPOSSIBLEACCORDINGTOT
6、HEACTUALCONDITION,THETRANSLATORCANCHOOSETHEAPPROPRIATETRANSLATINGSKILLSWHENHANDLINGTHEWORDSINTHEPROCESSOFTRANSLATINGTRANSLATORSHOULDFULLYUNDERSTANDITSSTYLISTICFEATURESWHENTHEYTRANSLATETHEADVERTISINGENGLISHMEANWHILE,THEYSHOULDCONSIDERTHEDIFFERENCESINCULTURE,RHETORICALDEVICESANDVARIATIONOFLANGUAGEKEYW
7、ORDSADVERTISEMENTCOMMERCIALPURPOSETRANSLATINGSKILLSRHETORICALDEVICESIVCONTENTS中文摘要IABSTRACTII1INTRODUCTION12THERHETORICALFEATURESOFADVERTISINGENGLISH221THEUSEOFANALOGY2211SIMILE2212METAPHOR322THEUSEOFPUN423THEUSEOFRHYME624THEUSEOFPERSONIFICATION825THEUSEOFEXAGGERATION926THEUSEOFREPETITION103TRANSLAT
8、INGSKILLSOFADVERTISINGENGLISH1131LITERALTRANSLATION1132FREETRANSLATION1233TRANSLITERATION134CONCLUSION15BIBLIOGRAPHY16ACKNOWLEDGEMENTS1711INTRODUCTIONTODAY,FROMOPENNEWSPAPERS,MAGAZINESTOTHETV,RADIO,YOUWILLSEEORHEARALLKINDSOFADVERTISEMENTSATANYTIMEINRECENTYEARS,ADVERTISEMENTBECOMESMOREANDMOREINFLUENT
9、IALINMASSMEDIAOWNINGTOCHINASENTRYINTOWTO,THEREISNODOUBTTHATTHECHINESEMARKETINGHASAFURTHEROPENINGTOTHEOUTSIDEWORLDSOMANYDOMESTICANDFOREIGNENTERPRISESTAKEEFFORTSTOSELLTHEIRPRODUCTSWELLWITHTHENOVELANDCREATIVEADVERTISEMENTRHETORICALDEVICESAREMASSIVELYEMPLOYEDINADVERTISEMENT,WHOSEFUNCTIONISENHANCINGTHECO
10、NCRETEIMAGESOFTHELANGUAGEITWILLHELPTHECUSTOMERSTOBUILDTHEFAVORANDRELATIONSHIPWITHTHEPRODUCTSDUETOADVERTISEMENTSPURPOSEISTOAPPEALTOMORECUSTOMERS,THEINFORMATIONOFTHEADVERTISINGLANGUAGESOMETIMESISTRUE,WHILESOMETIMESISFUZZYANDTEMPTINGINORDERTOHAVEAUNIQUESTYLEANDCATCHCUSTOMERSEYES,ITMUSTENHANCETHEARTISTI
11、CQUALITYOFLANGUAGE,WHICHWILLMAKETHECONTENTBECOMEMOREVISUALANDIDIOGRAPHICINGENERAL,THEADVERTISERSSHOULDUSESOMERHETORICTOSTRENGTHENTHEEFFECTOFTHEADVERTISINGLANGUAGEINADDITION,BECAUSEOFTHEDIFFERENCESBETWEENCHINESEANDWESTERNCULTURE,THETRANSLATORSSHOULDMAKESOMEIMPROVEMENTINTHEPROCESSOFTRANSLATINGNOWADAYS
12、,THEENTERPRISESINCHINAAREFACINGANURGENTTASK,WHICHISHOWTOINTRODUCETHEIRPRODUCTSTOTHECONSUMERSBYADVERTISINGTIMELYANDACCURATELYTHATNEEDSOURATTENTIONTOTRANSLATIONTHEQUALITYOFADVERTISINGTRANSLATIONNOTONLYAFFECTSTHEINFORMATIONDISSEMINATIONDIRECTLY,BUTALSOPLAYSASIGNIFICANTROLEINTHEINTERNATIONALMARKETTHEREF
13、ORE,ITISNECESSARYTOFURTHERDISCUSSTHESTRATEGIESOFADVERTISINGTRANSLATIONTHISPAPERCANBEDIVIDEDINTOFOURPARTSCHAPTERONESEVERSASANINTRODUCTION,WHICHSTATESTHEMAINIDEAOFTHISPAPERCHAPTERTWOFOCUSESONTHERHETORICALFEATURESOFTHEADVERTISINGENGLISH,SUCHASSIMILE,METAPHOR,PUN,RHYME,PERSONIFICATION,EXAGGERATIONANDREP
14、ETITIONCHAPTERTHREEFOCUSESONTHETRANSLATINGSKILLSOFADVERTISINGENGLISHINTHISPART,EFFECTIVESKILLSLIKELITERALTRANSLATION,FREETRANSLATIONANDTRANSLITERATIONWILLBEDISCUSSEDWITHPARTICULAREXAMPLESINDETAILTHELASTCHAPTERSEVERSASTHECONCLUSION2THERHETORICALFEATURESOFADVERTISINGENGLISH21THEUSEOFANALOGYACCORDINGTO
15、THESIMILARITIESBETWEENTWODIFFERENTTHINGS,ANALOGYISAWAYTHATWITHASORTOFTHINGSDESCRIBESTHEOTHERTHINGSONCEALINGUISTSAIDTHAT,“PEOPLEUSETHEANALOGYMOMENTLY,ANDWECANNOTSAYTHREECOHERENTWORDSWITHOUTANALOGY“CAOMINGLUN，2006THISEXPLAINSTHATTHEANALOGYPLAYSANIMPORTANTROLEINEXPRESSIONANDWIDELYUSEDINADVERTISEMENTSLA
16、NGUAGEISTHECARRIEROFCULTURAL,WHILEANALOGYALWAYSBURDENEDWITH2NATIONALCULTURECOLORFOREXAMPLE,OURCHINESEALWAYSSAY,“说曹操曹操就到“,WHICHISTHEOUTCOMEOFHANNATIONALHISTORYANDCULTUREWHILEINENGLISHTHECORRESPONDINGADAGEWITHSTRONGWESTERNRELIGIOUSISTHAT“TALKOFTHEDEVIL,ANDHEISSURETOAPPEAR“OR“SPEAKOFANGLES,ANDYOUWILLHE
17、ARTHEIRWINGS“THEPURPOSEOFEMPLOYINGANALOGYINENGLISHADVERTISEMENTSISTOMAKETHEPROMOTIONPRODUCTSMOREVIVIDANDVISUALTHEREFORE,THEYWILLBEEASILYACCEPTEDBYTHEPROSPECTIVECUSTOMERSANDINFLUENCEANDINDUCETHEMTOTAKEACTIONANALOGYISACOMMONFIGUREINADVERTISINGENGLISH,ITCANBEDIVIDEDINTOSOMESUBGROUPS,SUCHASSIMILE,METAPH
18、OR,METONYMYANDSOON211SIMILEASIMILEISAFIGUREOFSPEECHWHICHMAKESACOMPARISONBETWEENTWOUNLIKEELEMENTSHAVINGATLEASTONEQUALITYORCHARACTERISTICINCOMMONZHAOBAOBIN,1994INRHETORICALDEVICE,SIMILEISUSEDACTIVELY,ANDFREQUENTLYITCANEXPRESSTHECONCEPTSWHICHISABSTRACTANDFITFULMORELIFESOMEANDPELLUCIDINORDERTOOFFERAMORE
19、SPECIFICIMPRESSIONOFTHEPRODUCTS,ADVERTISERSLIKETOUSETHESIMILETOACQUIRETHEASSOCIATIONANDVIVIFYTHEDESCRIPTIONOFADVERTISINGINAWORD,THEFUNCTIONOFSIMILEISTOCREATEACLEAR,UNDERSTANDABLEANDDISTINCTIMAGEOFTHEADVERTISEDPRODUCT,SOASTOACHIEVEREADERSPHYSICALANDMENTALRESONANCEACOMPLETESIMILESHOULDCONSISTOFTHESETH
20、REEPARTS,NAMELYTHETENORORTHESUBJECTTHETHINGDESCRIBEDTHEVEHICLEORTHEREFERENCETHETHINGTOBECOMPAREDTOTHECOMPARATIVEWORDORTHEINDICATOROFRESEMBLANCESUCHAS“AS“,“LIKE“INGENERAL,THEBASISSTRUCTUREOFSIMILEISAISLIKEBINTHEFOLLOWINGEXAMPLESWHICHUSETHEFIGUREOFSIMILECANBEMOREDISTINCTASILLUSTRATES,FOREXAMPLE,1LIKEA
21、GOODNEIGHBORSTATEFARMISTHEREHERE,THEADVERTISERCOMPARESTHESUBJECTSTATEFARMINSURANCETOAGOODNEIGHBORTHEREISONESAYINGINBIBLE“LOVETHYNEIGHBORASTHYSELF“,WHICHISKNOWNTOALLCHRISTIANSSUCHASAMERICAN,SOTHEYWILLFEELCLOSEANDBEMOVEDBYTHEADVERTISEMENTSTATEFARMINSURANCECANPROVIDESERVICEINTIMEJUSTLIKEANINTIMATENEIGH
22、BOR,SOTHISADVERTISEMENTISFULLOFTHEWESTERNCULTURE2LOOKSLIKEAPUMP,FEELSLIKEASNEAKERTHISISANINSTANCEOFSIMILEINTRODUCEDBYTHECONNECTIVEWORDLIKETHEADVERTISEDSHOESARECOMPAREDTOAPUMPWHICHISVERYSOFT,LIGHT,ANDTOASNEAKERWHICHISVERYCOMFORTABLEANDELASTIC3FLYSMOOTHASSILKTHISISANADVERTISEMENTOFANAIRPORTCOMPANYINOU
23、RCUSTOMERSEYES,SILKISVERYSOFTINTHISADVERTISEMENT,THEDESIGNERCOMPARESTHEFLIGHTTOTHESILKSUCHEFFECTWILLGIVEPEOPLE3GOODFEELINGSWITHSAFE,SMOOTHANDCOMFORTABLEATTHESAMETIME,ITALSOMAKESREADERSDEEPIMPRESSIONOFTHEQUALITYSERVICEOFTHEAIRPORTCOMPANY212METAPHORMETAPHOR,PERHAPSTHEMOSTIMPORTANTFIGUREOFSPEECH,UNLIKE
24、SIMILE,DOESNOTUSELIKEORASTOINDICATETHECOMPARISON,ITEMPLOYSWORDSTOEXPRESSSOMETHINGDISTINCTFROMTHEIRLITERALMEANING,NAMELY,ITSETSUPARELATIONOFSIMILARITYBETWEENTWOREFERENTS,ASIFTHEYWERETHESAMETHINGITMEANSTHEUSEOFAWORDORPHRASEINDICATESSOMETHINGDIFFERENTFROMTHELITERALMEANINGITTELLSREADERS“XXXISYYY”ORJUSTO
25、MITS“IS”ANDLEAVESREADERSTHEMSELVESTOTHINKOFTHERELATIONSHIPBETWEENTWOTHINGSMETAPHORISPERVASIVENOTJUSTINLANGUAGEBUTALSOINTHOUGHTANDACTION“OURORDINARYCONCEPTUALSYSTEM,INTERMSOFWHICHWEBOTHTHINKANDACT,ISFUNDAMENTALLYMETAPHORICALINNATURE”LAKOFFANOTHERMEANINGIS“精神”INCHINESE,THEMEANINGOFTHEFULLSENTENCEIS“加拿
26、大独特的国民精神”WHETHER“烈酒”OR“精神”,THEREADERSCANNOTEXCLUDEANYOFTHEMBECAUSEITISUNIQUE13LESSBREAD，NOJAMITISTHESUBWAYADVERTISEMENTATTHEFIRSTOFTHISADVERTISEMENT,PEOPLEWILLASSOCIATEITWITHBREAKFAST“面包不多，没有果酱”BUTTHISISIRRELEVANTTOTHESUBWAY,SOTHEYAGAINASSOCIATEDITWITHTHEIMPLIEDMEANINGSOFBREADANDJAMBREADALSOMEANSLIV
27、ELIHOOD,SUCHAS“EARNONESBREAD”ISMAKINGALIVINGWHILEJAMCANBETRANSLATEDINTO“CROWD”,SUCHAS“TRAFFICJAM”ATTHISTIMEREADERSWILLUNDERSTANDTHEREALMEANINGOFTHISADVERTISEMENT“LESSMONEY,NOTRAFFICJAM”623THEUSEOFRHYMERHYMEISTHEREPETITIONOFTHEIDENTICALORSIMILARSOUNDINTWOORMOREDIFFERENTWORDSRHYMEISTHEMOSTIMPORTANTAND
28、WIDELYUSEDMETHODINENGLISHADVERTISINGITMAKESADVERTISINGSOUNDGOODANDEASYTOREMEMBERCUSTOMERSCANREMEMBERITATAGLANCEANDHAVETHEDESIRETOPURCHASEITRHYMEMAKESADVERTISINGPERFECTINFORMANDCONNOTATION,SEEINGANDHEARINGACCORDINGTOTHELOCATION,THEREEXISTTWOBASICSTRUCTURE,ALLITERATIONANDENDRHYMEALLITERATIONMEANS“THER
29、EPETITIONOFINITIALIDENTICALORCONSONANTSOUNDSORANYVOWELSOUNDSINSUCCESSIVEORCLOSELYASSOCIATEDWORDSORSYLLABLES“MILLARPERSONIFICATIONISSYMBOLIZEDBY“SKIN“WITHTHEVERB“DRINK“SKINCANDRINK”HIGHLIGHTSAKINDOFAESTHETICFEELINGBECAUSEOLAYCANBEFULLYABSORBEDBYTHESKIN25ITSFORYOURLIFETIMETHISISAWATCHADVERTISEMENTTHEA
30、DVERTISERCOMPARESWATCHTOTHEHUMANBEINGWHOISJUSTYOURLOVERACCOMPANYWITHYOUEVERYDAYITNOTONLYEXPLAINSTHEIMPORTANCEOFTHEPRODUCT,BUTALSOSTRESSESTHEIRQUALITYWHICHISDURABLE25THEUSEOFEXAGGERATIONHYPERBOLEISARHETORICALDEVICETHAT“PRODUCESAVIVIDIMPRESSIONBYEXTRAVAGANTANDOBVIOUSEXAGGERATIONFOREMPHASIS“CHENSHUHUA，
31、1990ONSURFACE,ITSEEMSTOBEIVORYTOWERED,BUTACTUALLYITDISCOVERSCLEARABOUTTHEQUALITYOFTHEOBJECTSITISSAIDTHATHYPERBOLEISTHETRUTHTHATISFROMBUTBEYONDTHEREALITYHUANGHANSHENG，1983ITISONEOFTHEMOSTCOMMONLYUSEDRHETORICALDEVICESINADVERTISINGENGLISH“THEFINEST“,“THEBEST“,“THEGREATEST“,“THEMOSTECONOMICAL“ANDSOON,AR
32、EHURLEDATTHEPUBLICEVERYWHEREEVERYOFUSKNOWSITWELLTHATNOTALLPRODUCTSOFTHESAMECLASSCANBE“THEBEST“ORTHE“FINEST“DESIGNERSALWAYSUSEHYPERBOLETOSTRETCHTHEMERITOFTHEPRODUCTMEANWHILE,EXAGGERATIONMAYALSOSERVETOFOCUSREADERSATTENTIONANDCALLONACTIONTHEREARESOMECASESINFOLLOWING26WEHAVEHIDDENAGARDENOFVEGETABLESWHER
33、EYOUDNEVEREXPECTINAPIETHEADVERTISEMENTINEXAGGERATIONHASHIGHLIGHTEDTHATINTHISSMALLPIE,THEREAREALLKINDSOFVEGETABLE,WHICHAREDELICIOUSANDNUTRITIOUSCANASMALLPIEHIDEAGARDENFULLOFVEGETABLESITSCERTAINLYIMPOSSIBLETHEPURPOSEOFTHEHYPERBOLEISTOTELLTHEREADERSTHEPIEHASMANYVARIETIES,ASWELLASAVEGETABLEGARDENITWILLS
34、ELLTHEPRODUCTSUCCESSFULLY27STILLSWINGINGAFTER650YEARSTHISISARECORDADVERTISEMENTAFTER650YEARSYOUSTILLCANHEARTHEECHOOFMUSICWHATABEAUTIFULMELODYITISTHISADVERTISEMENTMAKESTHEPUBLICSOONUNDERSTANDITSIMPLICITMESSAGETHISPIECEOFMUSICHASTHEMOSTDURABLEANDETERNALENJOYMENT28YKKTHREELETTERSTHATBRINGTHEWORLDTOGETH
35、ERTHISISTHEADVERTISEMENTTITLEOFYOSHIDAZIPPERCOMPANYINJAPANBASEDONTHECHARACTERISTICSOFYOSHIDAPRODUCTS,THEADVERTISEMENTUSESTHEHYPERBOLESUCCESSFULLY,WHICHTELLSCUSTOMERSTHAT“YKK”ACTUALLYREFERSTOYOSHIDAZIPPERCOMPANYCANCONNECTTHE9WHOLEWORLDTHEFUNCTIONOFUSEAPPROPRIATEHYPERBOLECANMAKEADVERTISEMENTMORECONVIN
36、CINGANDAPPEALING29THEA340HASBROUGHTDELHICLOSERTOWASHINGTONDCTHISISANADVERTISEMENTOFTHEAIRBUSOFAIRCRAFTMANUFACTURINGCOMPANYITISASUCCESSFULUSEOFNARROWHYPERBOLEITISPOSSIBLEFORNEWDELHIANDWASHINGTONTOGETSOCLOSER,WHICHINDICATESTHEDISTANCEOFA340AIRPLANEFLIGHTTHISADVERTISEMENTISVIVIDANDLOGICAL,LEAVINGCONSUM
37、ERSADEEPIMPRESSIONWITHADIFFERENTPSYCHOLOGICALFEELING26THEUSEOFREPETITIONREPETITIONSMEANINGISTHATTOSAYORTODOTHESAMETHINGAGAINANDAGAINITALWAYSEMPHASIZESSOMEIMPORTANTPARTSOFTHEADVERTISEDPRODUCTORSERVICEINFORMATIONTHEREEXISTTHREETYPESINRHETORIC,WHICHISTHEREPETITIONOFBOTHTHEKEYWORDSANDKEYPHRASESANDTHESAM
38、ESTRUCTURESREPETITIONWILLSTIMULATECONSUMERSANDADVERTSHAVEBECOMEUSEDTOREPETITIVETECHNIQUESINTELEVISIONANDINSTREETMARKETSREPETITIONWILLSTRENGTHENEXPRESSIVEFORCEOFLANGUAGE,MEANWHILE,ITWILLENHANCEPURCHASERSBUYDESIREANDTHEIRMEMORY,ANDTHEYPOSSIBLYREMEMBERTHEPRODUCTSORSERVICEFORQUITEALONGPERIODBUTITSHOULDB
39、ENOTEDTHATWEUSEREPETITIONPROPERLYANDSHOULDNOTABUSEIT,OTHERWISEITWILLAROUSESENTENCEENCUMBRANCEANDJUSTTHEOPPOSITETOWHATITWISHES30WHERELIPTON，YOURESIPPINGSOMETHINGSPECIALTHISISTHEADVERTISEMENTOFLIPTONTEAINADVERTISEMENTTHEDESIGNERREPEATEDLYUSESTHISSTRUCTURE“YOURESIPPING”,ITNOTONLYTELLSCONSUMERSTHEWAYOFD
40、RINKINGTHISTEA,BUTALSOTELLTHEMTHATONLYINTHISTHEYCANTASTETHELIPTONTEASAROMASANDUNIQUEFROMTIMETOTIMEFOR“SIP”,MANYPEOPLEBECOMELIPTONSFAITHFULCONSUMER3TRANSLATINGSKILLSOFADVERTISINGENGLISH31LITERALTRANSLATIONLITERALTRANSLATIONALSOCANBECALLEDDIRECTTRANSLATION,MEANSTHEVERBALANDNONVERBALELEMENTSOFTHEORIGIN
41、ALTEXTAREDIRECTLYTRANSFERREDTOTHETARGETTEXTWITHOUTADJUSTMENTORADAPTATIONCAOSHUNFA,2002ITISSOURCETEXTCENTERED,SOITCANBECALLEDSTRAIGHTTRANSLATIONTHEFEATURESOFTHESOURCETEXTINTERMSOFMEANINGANDSTYLEARECAREFULLYPRESERVEDTHEBASICPRINCIPLEISTHATTHEORIGINALTEXTISTHEONLYSOURCEOFMATERIALTHATATRANSLATORCANWORKO
42、NANDNOADDITIONANDABRIDGEMENTOFTHECONTENTISPERMITTED10LITERALTRANSLATIONISUSUALLYAPPLIEDTOPROMOTEPRODUCTSSUCHASTECHNICALGOODSANDOFFICEEQUIPMENTINTHESECASES,THETEXTSTENDTOBE“UNIVERSAL”THEFACTUALSTATEMENTS,STATISTICS,ANDEVIDENCEUSEDINTHESEADVERTISEMENTSAREOFTENWRITTENINORDINARYLANGUAGEWITHCOMMONWORDS,N
43、ORMALCOLLATIONS,ANDSTANDARDTECHNICALTERMSNOCULTURALWORDSAREFOUNDINTHEMORTHECULTURALDIFFERENCESAREVERYSMALLANDJUSTFACTUALINFORMATIONABOUTTHEPRODUCTNEEDSTOBEACKNOWLEDGEDFOREXAMPLES,31AT60MILESANHOURTHELOUDESTNOISEINTHENEWROLLSROYCECOMESFROMTHEELECTRICCLOCK新式的“劳斯莱斯”轿车时速60英里，最响的噪音来自车内的电钟。劳斯莱斯THISISAGOOD
44、EXAMPLEOFLITERALTRANSLATION,WHICHISVERYSIMPLEBUTISDESIGNEDCAREFULLYACCORDINGTOTHEORIGINALTEXT,OURREADERSCANUNDERSTANDTHECONTENTEASILYITWILLLEAVEAGOODIMPRESSIONTOTHECUSTOMERSANDACHIEVETHEREALEFFECT32WINNINGTHEHEARTSOFTHEWORLD赢取天下心法国航空公司THISADVERTISEMENTUSESTHEPERSONIFICATION,WHICHISSYMBOLIZEDBY“WINNI
45、NG”ACCORDINGTOTHEWORD“WINNING”,WECANSEETHATTHEADVERTISERCOMPARESAIRFRANCETOAPERSONMEANWHILE,THEWORD“HEARTS”ISEMPLOYINGMETONYMY,WHICHSTANDSFORPEOPLESFEELINGS33WERESIEMENS,WECANDOTHAT我们是西门子,我们能办到（西门子）34ALLSINHAND一切尽在掌握爱立信35WHATWILLHAPPENTOMORROW明天将发生什么联想集团LITERALTRANSLATIONISNOTONLYAPPLIEDTOTHETRANSFE
46、RRINGOFTEXTBODYOFSOMEPRODUCTSORTHECOMPANY,ITALSOCANBEUSEDINTRANSLATINGADVERTISINGSLOGANSWHENEVERTHEREAREFEWLANGUAGEANDCULTUREBOUNDCHARACTERISTICSALLTHESETRANSLATIONSARESTRAIGHTTRANSLATIONANDTHEFUNCTIONISTHESAMEASTHEORIGINALTEXTTHEREAREMANYCASESLIKETHISBUTMOSTADVERTISEMENTSARENOTJUSTTHELINGUISTICOPER
47、ATION,THEYINCLUDETHECULTURALELEMENTSDIRECTSTRATEGYCANNOTEXPRESSTHEPURPOSEOFTHEADVERTISINGENTIRELYTHEN,FREETRANSLATIONISNEEDED32FREETRANSLATIONFREETRANSLATION,ALSOMEANSADAPTIVETRANSLATION,ASSUSHUHUI1996PUTFORTH“DUETOTHECULTURALANDLINGUISTICDIFFERENCESBETWEENLANGUAGES,ASUCCESSFULADVERTISEMENTINONENATI
48、ONDOESNTGUARANTEEITSSUCCESSINANOTHERNATIONIFTRANSLATEDWORDBYWORDWITHOUTANYADJUSTMENT,THETRANSLATIONISVERYLIKELYTOFAILTOPERFORMITSFUNCTIONADJUSTMENTSAREPERMITTED”FREETRANSLATIONMEANSADAPTATIONSORADJUSTMENTSOFTHESOURCETEXTAREMADETOCONFORMTOTHETARGETLINGUISTICANDCULTURALNORMSANDCONVENTIONSTHISMETHODISV
49、ERYFLEXIBLYUSEDINADVERTISEMENTWHERETHELITERALTRANSLATIONISNOTAPPROPRIATEITISONEOFTHEEFFECTIVE11STRATEGIESTOMAKETHETRANSLATINGADVERTISEMENTMOREACCEPTABLEANDIDIOMATIC,WHICHCANCOMMUNICATETHEINFORMATIONOFTHEPRODUCTSCLEARLYANDVIVIDLYITTAKESTHEAUDIENCEORIENTATIONSANDCULTURALNORMSANDCONVENTIONSINTOCONSIDERATIONANDLEAVESASTRONGIMPRESSION36ADIAMONDLASTSFOREVER钻石恒久远，一颗永流传第比尔斯钻石。THISISANADVERTISEMENTOFDEBEERSDIAMONDTHEREEXISTDIFFERENTVERSIONSOFTRANSITIONWITHTHESAMEMEANINGS,WHICHIS“ADIAMONDISFOREVER”NOMATTERTHEENGLISHADVERTISEMENTORTHECHINESEVERSION,THEYBOTHASSOCIATETHEDIAMONDWI
