Unit 13 Translation of different texts (II)
I. Bills & Notices (公共告示)
Characteristics: posted in public aiming at catching attention,
including labels, bulletins, notices, warnings, shop front signs, etc. short, concise, brief, simplified structure
How to translate?
“While in Rome, do as Roman does”. Following the way things are expressed in English usually. Try to make use of the existing similar expressions of the target language. Try tomake the version achieve the function and effect equivalent to the original. e.g.
1. 请止步
No Admittance! 2. 非公莫入
No admittance except on business. 3. 仓库重地闲人免进
Warehouse: Authorized Persons Only. 4. 谢绝参观
Inspection/Visit/Visitors Declined. 5. 切勿倒置 Keep Upright.
6. 自备零钞，不找零钱 (公共汽车） Exact Fare Only 7. 头手不要伸出窗外
Please Keep Arms and Heads Inside the Bus. 8. 谨防扒手！
Beware of Pickpockets. 9. 老弱病残孕专座
Courtesy Seats; Courtesy Seating 10. 请勿乱丢烟头
Thank You for Using the Ash-tray.
com.: Please don’t litter the floor with cigarette ends. ex.
1、快餐外卖 2、开业大吉 3、买一送一
4、大酬宾，大减价 5、厂家直销 6、厂家建议价 7、陈列品不出售 8、请勿乱动
9、损坏后果自负（易碎品柜台）
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10、降价20%/打八折 11、床上用品大减价 12、清仓大拍卖 13、疯狂大杀价 14、特价，优惠价 15、全城最便宜
16、莫失良机（机不可失） 17、货物售出，盖不退换
Version for reference: 1. Fast Food To Go. 2. Grand Opening.
3. Two for the price of one; Buy one and get one free. 4. Sale; Sale Price; Big Sale. 5. Factory Outlet
6. Manufacturer’s Suggested Retail Price 7. For Display Only; Not for Sale 8. Hands Off.
9. Handle at Your Own Risk. 10. 20 percents off 11. White Sale. 12. Clearance Price. 13. Crazy Price.
14. Terrific Value; Special Buy. 15. Best Value In Town. 16. It’s Now or Never. 17. All sales are final.
II. Advertisement Characteristics
1. Selling power (推销能力）
2. Memory power（记忆价值）“fresh” “creative” 3. Attention value（注意价值） 4. Readability（可读性）
5. Persuasive power（说服力）
6. Loaded , figurative language（鼓动性、修辞性语言）
Examples of English headlines, slogans and trade names( 英语广告标题、口号、商标举例) 1. pun
Twogether. (海滨旅馆广告，针对年轻度假伴侣） 双双对对一起来。
OIC （眼睛厂商标，与 Oh, I see! 谐音，酷似眼镜） 哦，我看见了！
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The coats for every wear, everywhere.
(every wear 与everywhere谐音，重复强调） 任何场合都能穿的外衣。 2. hyperbole
Too good to forget. (啤酒广告，看似平淡，实则夸张） 口味一流，永难忘怀。
There’s no place like Speigel. There’s no place like home to shop. (Speigel 为美国芝加哥的一家超市）
斯匹克天下无双！到斯匹克购物宾至如归！ 3. metaphor EAR FOOD
Give a listen to Sanyo’s newest CD players. They’re moveable feasts for music-hungry ears. 耳朵的美餐
可移动的新一代三洋CD机，饱您耳福的音乐美餐。 4. parallelism
The CORDIA: Shaped by the wind; born for the road. 戈迪亚牌汽车：应路而生，风雨造就。 5. alliteration
Choosy mother choose Jif.
挑剔的母亲专爱挑吉弗牌花生酱。 6. rhyme 尾韵 Compact impact. 体积虽小，颇具功效 7. parody 仿拟
A Mars a day keeps you work, rest and play.
一天一块“金星”巧克力，令你精力充沛、生活愉悦。 （模拟An apple a day keeps the doctor away.
All work and no play makes Jack a dull boy.) 8. repetition
Any bar that serves Remy Martin XO is not just any bar. 任何供应人头马XO的酒吧都是非同寻常的酒吧。
C-E advertising translation
1. Following the way things are usually expressed in English. 2. Making full use of rhetorical devices Eg.
（1）、牡丹香烟，醇味盖冠 （牡丹牌香烟） Peony stands out for taste.
Parody: Camel stands out for taste. (Camel Cigarette) （2）、值得信赖， 惟有兄弟 （台湾兄弟牌运动用品） Only Brother Your Very Own Brother. (repetition) （3）、不求今日拥有，但求天长地久。（青岛电视） Choose once and choose for good. (pun)
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Unit 13 Translation of different texts不同文本的翻译
