第十六讲
广告的翻译
广告的定位：独特性、诱导性、针对性、口语化 常见手段：
1. 巧设问句。每30句话就有一个是疑问句，容易引起注意。
例子：Only gas gives you Tankful after tankful of hot water
3 times faster
Why gas gives you
tankful after tankful of hot water
3 times faster???
Would you be more careful if it was
you that got pregnant?
Wouldn’t you protest
if shell ran a pipeline through this
beautiful countryside? They already have! You can be sure of Shell.
2. 使用省略句，诱发联想
例子：they laughed when I sat down
at the Piano
but when I started to play!
3.使用祈使句，发出召唤
例子：come to where the flavor is
come to Marlboro country!
4.突出利益
例子：HOW TO WIN FRIENDS AND INFLUENCE PEOPLE
5.利用反论
例子：Ugly is only skin-deep.
6.活用成语、名句或谚语
例子：A Mars a day keeps you work, rest and play.
Now you can have your cake and diet too.
（以上内容和学生相同）
（以下内容学生没有中文翻译） 广告的翻译技巧
1.直译法。形式与内容统一。
例子：At 60 miles an hour
the loudest noise in this new Rolls-Royce
comes from the electric clock.
时速60英里的这种新式“劳斯莱斯”轿车最响的噪音是来自车内的电钟。
They laughed when I sat down at the Piano. But when I started to play! 当我坐到钢琴旁时，他们开始狂笑。但是当我开始演奏时！
2. 意译法。达到预期目的。
例子：Women Can Indeed Go Bald. 谁说女子不秃头？
A Mars a day keeps you work, rest and play. 每天一颗火星，让你万事称心。 Can’t Beat The Real Thing. 挡不住的诱惑！
3.四字结构法。朗朗上口，便于记忆。
例子：Taste that beats the other Colds. (pepsi-cola 广告) 百事可乐，冷饮之王 Good to the last drop. (Maxwell 咖啡广告) 滴滴香浓，意犹未尽
FIYTA Watch, Once Possessed, Nothing More is Expected. 飞亚达表，一旦拥有，别无所求
4.套译法。借用成语、谚语等耳熟能详的表达。
例子：I’ll do a lot for love, but I’m not ready to die for it. 情爱诚销魂，生命价更高
新闻文体的翻译
新闻的类型：
狭义：新闻报道
广义：新闻报道+报刊杂志文章
一、 新闻标题的特点与翻译
新闻报道一般由标题headline、导语lead和正文body组成。标题是新闻的眼睛，是文章内容的浓缩与概括，其通常具有简洁、醒目、清晰的特点，并在词汇、语法和修辞上独具特点。
1. 词汇特点 ① 多用短小词
有限字数表达新闻内容。例如：
支持：back,少用support; 被捕：多用back,少用arrest; 解雇：多用axe,少用dismiss. Exporters Back Resolution; Governor to Axe Aid?; Suspects Held Tie=relation; top=exceed; step=process; check=examine; ease=lessen
② 广泛使用缩略词
首字母缩略词：PC; WTO; IMF; PLO; UN; UNESCO; 缩短缩略词：mag=magazine; hi-tech=high-technology
③ 虚词的省略
省略虚词，节省篇幅，言简意赅，简洁明了。例子： U.S Attacked;
Clinton Inauguration Most Expensive Ever; Nuke Protesters Convicted;
2. 语法特点：多用“新闻现在时”
动词的恰当使用给人以形象生动、跃然纸上的感觉。
新闻标题常用的新闻现在时主要包括三种：一般现在时、将来时和现在进行时
①现在时有新鲜感、现实感和直接感。例：
Comeback gives China a sensational Thomas Cup Win Street Battle in Heavy Shelling as Peace Talks Proceed
②将来时多用不定式来表达 Japan to Help Elderly Jobless
China to Continue Fiscal Program to Aid Economy
③现在分词表进行
Deposits, Loans Rising in Shanghai SK Car Sales Surging Up
大学英语翻译全教程(完美版)第16讲
