❶ 廣告學畢業論文摘要英文翻譯，萬謝！
Influence of Chinese Traditional Cultural elements to Modern Advertisement
Abstract: Advertisement is a special phenomenon in human social life, and is a cultural phenomenon as well. Thus, it will be necessarily restricted and influenced by the national culture it belongs to. China has a long and influential tranditional cultural history. Modern advertisement instry under Chinese cultural environment imperceptibly inherits and utilizes Chinese tranditional culture. Meanwhile, if advertisement will efficiently affect customer's consuming idear with cultural characteristics, it needs to benefit from Chinese long tranditianal culture. Therefore, it is important to study the influence of Chinese traditional culture to modern advertisement, and thus to accurately understand psychological features and behaviors of Chinese customers. It is of crucial significance for improving the level of composing advertisement and realizing the target of globalizing Chinese advertisement.
Key words: Culture of Advertisement, Traditional Culture, Modern Advertisement
❷ 關於廣告的英語論文及中文翻譯
Cultural Differences and Advertisement Translation
Abstract
At present, with the rapid pace of economy』s development, advertising tends to be a main way to, so it is natural that international Ads translation becomes decisive for the procts』 successful launching to the world market.
Advertisements』 translation is a cross-cultural communication. Cultural differences determine that it would be far from easy for Ad to reach its function for the world market. The cultural connotation reflected in translation must win receptors』 acceptance. Just like the idiom says 「when in Rome do as Romans do」. Advertising language should be kept in corresponding with cultural background of the target language, whenever this is done, it becomes possible for advertisements to exert its function to attract the receptors.
Combining with translation practices this paper will analyze how the cultural differences influence Ad function in six aspects, including cultural habits, social political constitution, courteous principle, reasoning, aesthetic thought and language structure, Ad translation will not reach its function if such cultural differences are neglected, and how much importance should be attached to the cultural identity, which plays a positive role in Ad translation
Key Words: Ad Translation, Cultural Differences, Cultural Connotation, Cultural Identity
摘要: 廣告語言作為一種特殊的實用文體,有其獨有的特點,並蘊含一定的文化內涵。廣告語言的翻譯,是跨文化的交流活動,它不僅僅是將一種語言文字轉換成另一種語言文字,而且使讀者自然而然地認同廣告的深層文化內涵,通過被吸引而產生廣告的效應。
廣告翻譯必須注重目的語的文化背景,高質量的翻譯不僅可以准確傳達信息,還能引發讀者的文化聯想和審美想像,產生良好的廣告效應,同時也宣傳了本民族的文化,起到了對外交流的作用。為能靈活、有效和得體地表達出原語中的文化內涵以及廣告信息,這就要求譯者必須了解原語言和譯語言的文化,確保信息准確傳遞。
本文結合廣告翻譯成功和失敗的案例,從風俗習慣、社會政治制度、禮貌原則、推理模式、審美思想、語言結構六個方面文化差異對廣告翻譯的影響，忽視文化的差異，必將一定程度上影響廣告信息的傳遞，產生誤解，使廣告翻譯難以實現信息的等效交流，而進一步探討應如何注重文化認同,分析其對廣告功能、目的產生的影響。
關鍵詞：廣告翻譯、文化差異、文化內涵、文化認同
Contents
Introction
Chapter 1:Introction of Cultural Differences
Chapter 2: Misunderstandings Caused by Cultural Differences
2.1 Different Cultural Habits Cause Misunderstanding
2.2 Different Social Political Constitution May Hinder the Convey of Information
2.3 Different Courteous Principle May Lead to Communication Failure
2.4 Different Reasoning May Cause Misunderstanding
2.5 Different Aesthetic Thought Result in Different Appreciation View
2.6 Different Language Structure May Make Information Depart from the Original Meaning
Chapter 3: Role of Cultural Identity
Conclusion
References
Introction
Advertisement should express a certain expectation. It is a special pragmatic type of writing with a unique feature, and it also contains a certain cultural connotation. It should not as easy as a word-to-word exchange, but much of a flexible work.
Cultural background of the target language is significant to Ad translation; much impotence should be attached. A good translated version will not only convey the information in accuracy, reaching a good advertising effect, but also stimulate receptor』s cultural and appreciating association, which will be of much help to the cultrural communication, thus it also is a impulse in cultural diffusion.
Cultural differences as the main factor give much hindrance to the translation work. Misunderstandings will come about if it is ignored, the advertisement may consequently fail to meet its goal.
How the cultural differences influence the advertisement』s function and target and how to make the cultural differences optimized when translating? What kind of role does culture identity play in this course? All these questions are the main discussions in this paper.
Chapter 1 Cultural Differences
As the proct of culture, advertisement can show the close relationship between language and culture.
Advertisement is a comprehensive art with commercial identity, which persuades people for a certain publicity goal. On some extent, it is a special pragmatic type of writing with unique feature, which contains a certain cultural connotation; only when put into the same or a similar social culture can its function and efficiency be completely explored. However, Ad translation is an across-cultural communication, which determines that it is not as easy as word-to-word exchange. It must win the receptor』s acceptance on the cultural connotation reflected in the Ads, then receptors are attracted and be willing to follow the Ad』s guide.
Thus only by knowing the grammar, lexical and relating capabilities of listening, writing and speaking about the two languages is far from enough to ensure cultural connotation of the source language is properly and effectively expressed. The translator is required to know both cultures of the source language and target language to guarantee the best convey of the original information. For instance, 「延年益壽」, 「宮廷秘方」, 「百年陳釀」,etc. These advertising language always turn up in domestic Ads, which are difficult to be translated, even though translated, target receptors would not understand the original cultural connotation, and a doubt to the quality of the proct may arises in their minds.
Different culture leads to different cultural identity. Domestic receptors are deeply influenced by the traditional culture. They like following the public, showing great awe to the authoritative people, this psychological phenomenon results in the existence of much advertising language with Chinese specialty, like 「……,用了都說好」, 「我們都喝……,今天你喝了沒有」, 「……時尚內衣」, 「部優」, 「省優」, 「中國消費者協會推薦產品」, etc. While in western countries, people pursue independence. Everyone tends to be independent. Everyone is unique (why should I do the same as others? They always think in this way). So Advertisements there never advocate people to follow the public, rather to arise admiration to the so-called authoritative people. What reflects in the advertisement are 「indiviality」, 「independence」 and 「privacy」.
Different cultures determine that the proct』s promotion will turn out failure if the Ad succeed inland is translated literally. Severe research must be done on the cultural differences, or a bad impression of irresponsible or muddling through might arise, a certain doubt about the quality might strike the consumer. Ad』s natural ty will end up with a failure. Thus, when concting international propagation it is very important to study the differences between Chinese culture and western culture, and make sure not too much exaggeration is contained in the Ad.
Cultural differences make their existence in many aspects, political, language, religion, custom, habits, etc. They have much importance to Ad translation. Once they were neglected, misunderstandings must turns up.
Chapter 2 Misunderstandings Caused by Cultural Differences
Advertising language is a special art form, which has profound cultural background and can be influenced by the tendency of the day. Ad translation is a motion of cultural communication. To avoid misunderstanding, comprehensibility of different cultural background should be strengthened in the translation.
When translating, not only the exact meaning of the advertisement should be clear, but also the extended meaning namely the cultural connotation involved should be agreed on. Due to the differences in language, culture, politic, and custom, different understanding and cognition will form; the translation must go in line with the target cultural habits by which the communication shall reach an ideal effect. Mr. Wang zuoliang have said, 「what translators deal with are some particular words, but what they face are two completely different cultures.」 Another famous translation theorist Eugene A. Nida (1993) said, 「Translating means communicating, what important is the extent to which receptors correctly understand and appreciate the translated text.」
2.1 Different Cultural Habits Cause Misunderstanding
Cultural differences and conflicts make their existence wherever and whenever, they influence people』s perspectives and their ways of generalization. Although people of different cultural backgrounds may have different tastes, their psychological inclination has much in common, that is to say, all human should pursue elegance and luck, but avoiding cynic and ominous, thereby translator should respect the cultural customs and be cautious in choosing words to avoid misunderstanding.
For example, a pen proct of Shanghai named 「白翎」, the trade mark is translated as white feather. Unfortunately there is a saying in English, to show the white feather, which means escaping from the forefront. White feather is the symbol of cowardness in English. As a result, this pen got a bad selling in western countries. Another example, 「金雞鞋油，顏色有黑、棕、白、紅、黃、藍等.」 It is translated into Golden Cock shoe-polish comes in black, brown, white, red, yellow and blue. In China, Golden has a meaning of valuable and of high quality, as well as 「Cock」 always leads to a positive association, then the translation of 「金雞」 naturally comes to Golden Cock, which seriously mislead receptor』s association, because in English cock is a usual indication of male genital.
Some words containing good cultural connotation in Chinese would mean the opposite in western world. Take Fang Fang a lip-stick as an example , 「芳芳」 in Chinese is a very nice word , usually it is used to describe beautiful things with flowerlike smell. It might make people imagine a pretty girl with fragrant smell. There is no doubt it is an excellent originality for Chinese consumers, but in English Fang Fang may arise a horror feeling because fang in English means poison fang that causing danger. Another instance Bees scented soap is literal translated from 「蜜蜂」, Bee in China history is a very lovely insect as a symbol of diligence, its cultural association should be a flowerlike smell that appealing to bees, certainly this soap may attract a large number of Chinese consumers. On the contrary, westerners would not follow suit, the association of bee gives them an uncomfortable feeling caused by the thinking of fuzz on bee』s body.
2.2 Different Social and Political Constitution May Hinder the Convey of Information
Due to the differences on social politics, words reflecting social specialties may hinder people know little about the reality from understanding. For instance, 「某公司自1981年成立以來,在改革開放,加快企業轉換機制方針指引下,以強烈的競爭意識,勇於開拓,積極進取,出口額逐年上升與世界80多個國家和地區的120多家廠商建立了良好的業務關系。」 「ABC Corporation has built up excellent business relations with more than 120 companies and manufacturers in over 80 countries and regions since it was founded in 1981. We make progress actively with a strong sense of competition. Our exports have been increasing year after year.」 Compare the two versions, 「在改革開放,加快企業轉換機制方針指引下」was neglected, since it will be difficult for foreigners to know about Chinese enterprise』s historical and moral background of management mechanisms shifting, it is not necessary to add some information that should not be helpful to foreigners understanding. In some circumstances, the information about political or that cause difficulty to understanding can be omitted, this omission is reasonable and it makes no influence for the company promotion.
Another example, a pencil sharpener with 「大鵬」 as its trade mark, and it is translated as 「ROC hardeners」. Hardener is the biggest bird in Han』s national myth, having a positive meaning of ambitious and prosperous. While in westerners』 minds, 「ROC」 stands for 「Republic of China」, certainly this will lead to a misunderstanding and unnecessary association, consequently this trademark will be neither helpful to create good impression of the procts nor to defend national dignity.
2.3 Different Courteous Principle May Lead to Communication Failure
Courtesy is the common concting norm followed by people when they get to communicate. A mild tone is publicly welcome. Improper wording or harsh tone might result in failure for communication.
Here is an example, in china, public good Ads always get 「禁止……」, public take this natural, no one think it is amiss, but as you weigh about its commanding tone, a slight domineering must be felt. 「禁止」 in English should be 「Do not」, which is not mild but a word of harsh, e.g. 「Do not pick the flower!」 「Do not make noise!」……, since such a stiff tone will unavoidably raise a sense of distance, it won』t help to create a happy and sweet public atmosphere, foreign friends might feel uncomfortable; they think their personalities are not fully respected. Changing into a much milder tone the translation should be 「keep away from the flower!」 「Take care of the flower, please!」 which will certainly inspire people love flowers and take care of flowers.
2.4 Different Reasoning May Cause Misunderstanding
People speaking different languages may have different ways of thinking or reasoning. The way of using language must be restricted by people』s different cultural backgrounds. In the aspect of Ad』s translation, it may turn out difficult for people to gain the original meaning of the information, or even misunderstandings come up. There is an advertisement for cereal crust, 「本品可即購即食，食用方便」 describing the convenience of the food, the translation is opening and eating immediately, to westerners, immediately may lead to a negative association food will go bad if not be eaten immediately, this may surely damage proct』s image. To keep accordance with English speaking habits, translation should be Always ready to serve, which manages to convey the original meaning.
So Ad translation should not only keep literal coincidence with the original, but also reach the accurate closeness with the connotation of information and language. Only when the actual connotation received by the receptors can this translation be called a equivalent one.
2.5 Different Aesthetic Thought Result in Different Appreciation View
To reach elegance in sound, appearance and meaning, Chinese Ad language tends to use lots of couplet, parallel structure or four-character structure. This has much to do with Chinese special aesthetic thought. Look at the following advertisement.
A marriage broker advertises like this 「尋尋覓覓，韶華轉眼飛逝；猶猶豫豫，知音再度難逢。」 「尋尋」 and 「覓覓」, 「猶猶」 and 「豫豫」 although these words get the same meaning, they sound good in rhyme. Instead of rendant, it sounds so natural and harmonious. While In English, 「synonyms repetition」 is always avoided, thus considering their appreciating view, the translation should erase the unnecessary words.
Next a successful translation practice will take you to the further notice about the different aesthetic thought.
I came back
I came back to softness and comfort
I came back to Dr. White』s
And I wonder why I ever went away.
Because only Dr. White』s gives me two kinds of comfort
The super comfort of their cotton-wool content have makes them so much softer.
And the comfort of a safer, more absorbent towel, with a flush-away design, too, for even more convenience.
I tried the rest, but I came back.
Isn』t it time you came back to Dr. White』s? Dr. White』s two kinds of comfort.- -(Woman, April 1997)
Following is the Chinese version , 「我歸來了，那綿綿的柔情，那縷縷的溫馨，喚我歸。我歸來了，白仕！我不解，那時為何離去？唯有那白仕，讓我擁有雙重舒適。那松軟潔白的棉襯，使我倍感柔軟適意，那良好的滲透性能 ，使我倍覺舒爽稱意，還有那易沖易消融的特點，讓我使用更加方便隨意。我曾徘徊躊躇，情有他鍾，可我還是歸來了。難道您——不想也擁有白仕的那份柔情，那份溫馨？」
Above is the Ad for 「Dr. White」 feminine napkin, in which the metaphor rhetoric transfers the affection for home onto the proct to make it impressive and stimulate consumers purchasing desire. From the view of cultural connotation, the association for home is the same, whether English speaking country or Chinese has the same affection for home. Where the difference lies is on the taste for language using. The first paragraph of the English version ,which is a English verse with simple words, expresses a nice image, however, Chinese verse always take efforts to make a fine figure to concretize the image. So if translated directly, it cannot keep in line with Chinese aesthetic habit, damage must arise to the text』s infection. To take closer to Chinese taste, this translated version put the image externalized and turn the simple style to luxury, whereby this Ad makes a good performence。
2.6 Different Language Structure May Depart the Information from the Original Meaning
Ad is to convey information. When Ad receptors from different cultures encounter the same Ad, what do they read from the same content about the proct, the Chinese-English translation shall be easy to understand for Chinese consumers, but it cannot raise the same idea to western receptors what so ever. For instance, in an airline waiting room there is a public Ad as follows, 「為了您和大家的健康，吸煙請到吸煙區。」 For your and others health, the passengers who smoke, please go to the smoking area. What the Ad wants to indicate is that the waiting room is not allowed to smoke, if someone needs smoking he has to go to the smoking area. Chinese-English translation』s meaning is very clear to Chinese readers, but westerners understanding to it tends to be odd, To consider your health you are welcomed to smoke in the smoking area. Another one, on many main roads, there are Ad slogan propagating safe communication, reading like this, 「高高興興上班去，平平安安回家來」 which means to the driver to remind them driving carefully and back home safely. The translation follow Chinese language structure, that is, Go to work happily and come back safely, which is definitely out of line with English expressing way. It fails to convey the ideal information. Westerners may certainly feel puzzled.
未完~~~~~~~http://tieba..com/f?kz=19883297
❸ 求廣告專業的全英文畢業論文
orientation and innovation in outdoor advertising design(戶外廣告設計的創新理念) Abstract: With the pace of China's market economy continues to accelerate, there is bound to affect the enterprise's survival and development. In addition to improving its own internal business management system and proct quality, and often would resort to outdoor advertising in the mass media for proct promotion, corporate image promotion, because advertisers, especially in outdoor advertising design, targeted, targeted, consumers appear places, outdoor advertising is also arise where a corresponding, to enable enterprises to increase even greater benefits. Outdoor advertising design and placement should fully take into account the different geographical groups of aesthetic and consumer preferences, in large and medium cities and rural areas should also be targeted advertising is different, and even between the city and neighboring cities are different, in the Advertising location choice, advertisers and advertising companies should avoid over-concentration of outdoor advertising of lots released, where too much visual interference factors, often can not be accurate and clear transmission of advertising messages, but should choose advertising patchwork of lots, ambient lighting at night to avoid interfering with an accurate flow of advertising content, while the ad is released, Ad-designed social environmental factors can not be ignored in order to target advertising design as a starting point; For example: proct concentration in the electronic business point of sale with the food content and form completely different food advertising, in the content, it can be from a cultural Folk connotation dig, while electronic procts to reflect the role of technology and knowledge, there must be a certain degree of cultural taste, because the consumer groups in the present is the relative concentration of highly ecated groups. Only in-depth investigation and analysis, to understand their aesthetic preferences, targeted to develop accurate and targeted advertising creative and marketing tools, it Be able to achieve the desired results. To Beijing and Guangzhou as an example, Guangzhou, outdoor advertising design like the straight to the point, given away, which is Guangzhou's fast-paced lifestyle and preferences related to outdoor advertising in Beijing is seeking a taste and mood, only the scientific and precise positioning, will receive good results, kind of "a world of paper line" strategy will not work. Japan's Toyota Motor in China, a long period of research, playing a "must have car to the Piedmont Road, there are roads there must be Toyota," a very Chinese advertising language, click on China's Ai Chezu impressed. A place where there is consumer groups, outdoor advertising will accordingly appear where it is. In the countryside, our outdoor advertising design for the performance of township consumer groups content, and thus the performance of our content and form of outdoor advertising design and urban differences should be so adapted to local people's aesthetic form of expression, can be a more appropriate and easier to impress people. Conversely, Right one from the content and form of outdoor advertising are better designed to reflect the degree of feedback can be a reflection of a regional consumer base level of the cultural heritage and style. Third, the quality of positioning People's lives can not do without advertising, but advertising will not be able to leave the consumer, China's current need to have entertainment, humor, and viewing of advertising works, so that the audience in a relaxed, pleasant atmosphere, to accept the transmission of messages; Therefore, the understanding of consumer psychology, with high-quality advertising works impress people. Creative design is the positioning of outdoor advertising from the concept expressed by the form of a special theme of the performance of ads, with the design of practical and emotional connotation graphics, outdoor advertising design creativity without trend, without borders. Creative design is constantly on the ideological and cultural innovation, rather than the technical design. Creativity to reflect the human spirit, reflecting cultural. How to do creative, is advertisers and advertising planning, writers, designers are commonly faced challenges. The creative design of outdoor advertising signs must have a clear form of language into the sales of graphic language, and have the aesthetic connotation and denotation. Gestalt psychology, on the form of aesthetic vision, perception analysis, stressed the importance of the form to provide the demands of outdoor advertising targeted content, in content and form, how the performance more effective. Outdoor advertising is characterized by transient visual effects, visual instinctive curiosity of the people, always irritating things interesting, with eye-catching title, simple graphics, bright colors the content of outdoor advertising design, is undoubtedly a good advertising design. The success of outdoor advertising creative design is a bright spot in people's lives inadvertently excavation, sorting, and know how to discover life has a strong emotional factor in the lives of fragments (such as the Spring Festival, Lunar New Year ring the release of various type of advertisements), so that outdoor advertising through the graphical allow people to to strengthen communication and understanding that evoke nostalgia. Economic conditions in the Chinese market, which demands a human into a form of advertising design is the inevitable proct of the future of advertising content. It reflects the market trends and cultural trends, it is bound to impact consumer psychology and consumer behavior, the more a human and cultural taste of outdoor advertising works, In the future will increasingly have an impact and penetration. Outdoor advertising design elements of human emotion as a starting point, in this very rich material and spiritual conditions, the use of information means of communication, the conditions for an unprecedented expansion, together make the greatest designers of the advertising creative degree of play, with people's traditional cultural understanding and insights on a new life, outdoor advertising is bound to face a new and rich services to the public. Can be said that accurate positioning is half the success of outdoor advertising. Reference to translate and annotate: 1. "Advertisement graphic creativity" zguilma a / Hubei Fine Arts Press in January 2003 2. "Visual thinking" in the United States Rudolph Arne Hui el a / knee Shouyao translation, Guangming Daily Publishing House / 1986 3. "Graphics and significance," Yin Dingbang forward / Hunan Science and Technology Press / November 2001 4. "Graphics Creative" into Zhaohui forward / China Academy of Fine Arts Publishing House / February 2003 5. "Poster Design" Lu Shao-Wen / Zhejiang People's Fine Arts Publishing House / April 1994
❹ 廣告英語翻譯的論文提綱怎麼寫呢
編寫畢業論文提綱的方法：1、先擬標題；
2、寫出總論點；
3、考慮全篇總的安排：回從幾個方面，以什麼答順序來論述總論點，這是論文結構的骨架； 4、大的項目安排妥當之後，再逐個考慮每個項目的下位論點，直到段一級，寫出段的論點句(即段旨)；
5、依次考慮各個段的安排，把准備使用的材料按順序編碼，以便寫作時使用；
6、全面檢查，作必要的增刪。
提綱寫好後，還有一項很重要的工作不可疏忽，這就是提綱的推敲和修改，這種推敲和修改要把握如下幾點。一是推敲題目是否恰當，是否合適；二是推敲提綱的結構。先圍繞所要闡述的中心論點或者說明的主要議題，檢查劃分的部分、層次和段落是否可以充分說明問題，是否合乎道理；各層次、段落之間的聯系是否緊密，過渡是否自然。然後再進行客觀總體布局的檢查，再對每一層次中的論述秩序進行「微調」。
論文翻譯推薦國際科學編輯，在國際學術出版領域，能夠使用高水平的書面英語具有巨大優勢。國際科學編輯公司所有的科學編輯都具有博士學歷，擁有豐富的科學研究經驗及優秀的英語語言技能。
❺ 廣告英語及其翻譯的英文論文
我的畢業論文也是廣告英語 不過不是翻譯這邊的 是語言學方面的...
❻ 廣告英語畢業論文範文在哪裡找
來廣告英語畢業論文範文很多自的，不過論文要原創哦。之前也是費了半天勁搞不出來，還是學長給的莫文網，靠譜的說
廣告英語語篇的人際意義及其體現的勸說功能
廣告英語中人際意義研究
主位推進模式與廣告英語的語篇分析
「廣告英語」還是「英語廣告」?
論商業廣告英語的語言特色及翻譯技巧
廣告英語的語言特點
廣告英語中的修辭格與翻譯
廣告英語的詞語特色
淺談廣告英語中雙關語、杜撰詞、仿擬、明喻和暗喻的翻譯
語境理論在廣告英語中的應用研究
從系統功能語言學角度看廣告英語
試論廣告英語的語言特點
詞彙歧義在廣告英語中的應用及其翻譯
試論廣告英語的句法特點
廣告英語中詞彙歧義的語用價值及其翻譯方法
廣告英語語言特色的分析與研究
論廣告英語中的修辭
企業廣告英語中模糊語言的語用功能及翻譯
論廣告英語的詞法和句法特徵
跨文化背景中的廣告英語翻譯
廣告英語的詞彙特點探討
廣告英語的句法特點
廣告英語的語言特點及翻譯技巧
修辭在廣告英語中的藝術魅力
廣告英語的功能分析
現代廣告英語委婉現象初探
淺析廣告英語的基本語言特點及翻譯
試論廣告英語的修辭藝術
廣告英語的修辭格及翻譯的基本原則
從言語行為理論分析廣告英語
試論廣告英語的語言特點
❼ 急！誰能幫忙給一篇關於廣告的英文論文翻譯（原文+譯文），謝謝
廣告的本質是傳播，廣告的靈魂是創意。
廣告一詞，據考證是一外來語。它首先源於拉丁文advertere，其意為注意,誘導,傳播。中古英語時代（約公元1300—1475年），演變為Advertise，其含義衍化為「使某人注意到某件事」，或「通知別人某件事，以引起他人的注意」。直到17世紀末，英國開始進行大規模的商業活動。這時，廣告一詞便廣泛地流行並被使用。此時的「廣告」，已不單指一則廣告，而指一系列的廣告活動。靜止的物的概念的名詞Advertise，被賦予現代意義，轉化成為「Advertising」。漢字的廣告一詞源於日本。
《韋伯斯特詞典》對廣告的定義是：廣告是指在通過直接或間接的方式強化銷售商品、傳播某種主義或信息、召集參加各種聚會和集會等意圖下開展的所有告之性活動的形式（韋伯斯特辭典1977年版）。
在現代，廣告被認為是運用媒體而非口頭形式傳遞的具有目的性信息的一種形式，它旨在喚起人們對商品的需求並對生產或銷售這些商品的企業產生了解和好感，告之提供某種非營利目的的服務以及闡述某種意義和見解等（韋伯斯特辭典1988版）。
《簡明大不列顛網路全書》（15版）對廣告的定義是：廣告是傳播信息的一種方式，其目的在於推銷商品、勞務服務、取得政治支持、推近一種事業或引起刊登廣告者所希望的其他的反映。廣告信息通過各種宣傳工具，傳遞給它所想要吸引的觀眾或聽眾。廣告不同於其他傳遞信息的形式，它必須由登廣告者付給傳播的媒介以一定的報酬。
社會學家、評論家艾君在1994年由現代出版社出版的《當代生意經》對於廣告概念問題這樣闡述，讀完一些廣告定義，不難發現有的還可以說是個較為完整的定義，有的則只是對廣告的簡單地判斷。更值得商榷的是有的定義還沒有解釋清楚廣告是怎麼回事，解釋中又重復出現了「廣告」之詞。或將廣告當成修飾詞語出現，如廣告語，廣告客戶、廣告者、廣告信息……這好比張三問李四：「什麼叫藝術？」李四答：「由藝術家創作或表演的作品……」。人們便會問：沒有講明藝術的定義，不知道什麼叫藝術，怎麼會出現藝術家？
艾君認為，在弄清廣告定義之前，首先要看看生活中的廣告活動是怎樣運轉的。他解讀為，組織或個體（廣告主）為了目的（樹立形象、推銷產品、求購、聲明、招生、求職等）依靠（付出費用）確定媒體，按規定時間、要求，真實地傳播信息的活動。
從廣告運轉的規律、程序，艾君為廣告下這樣一個定義：
廣告，即確定的組織或個人為了一定的目的，依靠付出費用，在規定的時間內，按照要求，由指定的媒體，將真實信息傳播出去的一種交流活動。他認為，這個定義從實踐中來，必然能反映廣告的本質屬性，也能夠解釋通除商業廣告之外的一些廣告現象。如「徵婚啟事」、「政府通告」、「聚會通知」等一些與經濟無關的公益廣告。
在中國，商業廣告還沒有到達顛峰，已存在著極大的泡沫成分和非理性行為；隨著消費者的成熟、行業的規范，企業也會走向理性，自然會回落，啟用普通模特將成為主流；同時，廣告將異軍突起並逐漸走向成熟，避免不了挑戰。企業啟用形象代言人，可能有各種目的，尤其當「子弦效應」和炒作之風盛行的年代。筆者在對形象代言人按照「准確營銷」的觀點進行理論總結，發現了現代市場形象代言人基本特性，用廣告方式傳達品牌獨特、鮮明的個性主張，使產品得以與目標消費群建立某種聯系，順利進入消費者的生活和視野，達到與之心靈的深層溝通，並在其心中樹立某種印象和地位，使品牌變成一個有意義的帶有附加價值的符碼。他通過一定的媒介或載體傳播訴諸目標受眾，從而在品牌如雲的市場中樹立和打造個性化的品牌形象。他或者通過品牌創立人獨具人格魅力的形象代言，給目標受眾以鮮明的品牌個性和信心；或者通過影視明星、社會名人極具親和力的廣告代言，令品牌產品迅速對目標消費群的購買施加影響；或者通過虛構人物演繹品牌敘事，傳達品牌理念與價值取向，贏得目標受眾的認同；或者通過漫畫式卡通動物的形象代言，塑造活潑可愛、耳目一新的品牌形象，讓人在相視一笑中對品牌產生美好的聯想和印象。他的形象代言並不完全等於企業的形象，所以，他的走紅並不意味著產品就能夠走紅。企業的監督與他們的配合就顯得相當重要。而他們也應有自我約束的責任意識，真正融入這個企業文化，真正用心去演繹產品宣傳理念，才會凸現廣而告之的意思。
英文
The advertisement nature is propagation , the advertisement soul is an innovative idea. That word , evidence once research textually advertisement is one word of foreign origin. It originates from Latin advertere first , it's intention is guidance , propagation pay attention to. Middle English times (makes an appointment with A.D. 1300 develops into Advertise in 1475), that it's import spreads out Hua Wei "makes a certain person pay attention to arriving at some matter " , "informs others of or some matter, to arouse others's paying attention to ". Until 17 ends of the century , United Kingdom begin to carry out large-scale commerce use personal influence. At this time, advertisement one word convenience is popular for and is put into use broadly. But "advertisement" now , already not only finger one items of advertisement, point to the advertisement activity a train of. Conceptual motionless thing noun Advertise , quilt give modern significance to , conversion becomes "Advertising". The word once originates from the Chinese character advertisement Japan. "Webster is lexicographic ", checking the advertisement definition is: Advertisement is that the finger is growing doctrine or information by the fact that direct or indirect way strengthening the marketing commodity , spreading some , open-minded possessions tells that sex flexible form (Webster under the intention calling together for participating in various party and rally etc. Thesaurus 1977 printing plate). One kind of form being regarded as the information wielding a medium but being not that the verbal form is hereditary having teleonomy in modern times , advertisement, it aims at calling up people procing the acquaintance and favorable impression to the commodity need and to the enterprise procing or selling these commodities's , some grow (Webster dictionaries such as significance and view as well as expounding the service suing that provides some nonprofit species purpose 1988 printing plate). That "concise Great Britain encyclopaedias " (15 printing plate) check the advertisement definition is: Advertisement is to spread one kind of way of information , with a view to, whose promotes sales of commodity , labour service service , gets politics support , pushes close one kind of cause or arouses to advertise be what person hopes other report. Advertisement information passes the various instrument of propaganda , transfers to audience or audience wanted to attract by it. Advertisement is unlike the form transferring information other , it must be paid to the intermediary spreading with certain reward by advertiser. The sociologist , critic Ai your "the present age business expertise " being come out by modern press in 1994 expound like this to advertisement concept problem , finish reading some advertisement definition , no difficult to find that some so to speak be comparatively entire definition, some simple however pair of advertisement field judges. Being worth deliberating more is that some definition does not make an explanation understand advertisement what's all this about, word of making an explanation middle repetition has appeared "advertisement". Or advertisement should become polishing terms appearing, if advertisement speaks, advertising client , advertisement person , advertisement information, ... This is just like three ask about Li four: "What calls art "? Four reply Li: Work "creating or performing by artist, ,'' . People just is able to ask about: Without the definition explaining art, do not know what calls art, why artist appears on meeting? The Ai monarch thinks, before making advertisement definition clear , that the primo asks advertisement in taking a look at life to use personal influence is how to move round. (, the demand setting up an image , promoting the sale of procts for purpose buy the he is understood and explained in order, organizing or particular (advertisement host) , the declaration, enrolls new students , job wanted waits for support (pay cost) to ascertain a medium) , pushes down set time , the request, activity spreading information's truly. From advertisement travel law , procere,the Ai monarch defines in order advertisement goes down such one: Advertisement, be that organization or indivial ascertaining that pays cost for certain purpose , support, medium being appointed as within the fixed time, according to the request , the reason, that true information propagation goes out one kind exchange is exercised. He thinks that this comes in secondary practice of definition, can reflect the advertisement nature attribute inevitably , also is able to make an explanation exchange some advertisement phenomenon except commercial advertisement. If "the lonely-hearts ad " ", government public notice ", "get together inform equal few of " the public good advertisement having nothing to do with economy. Before China , commercial advertisement return back to a peak not getting to jolt, already existence is burning the immense foam constitutive and is not reason behavior; With consumer's maturity , the instry norm, enterprise also meeting trend reason , natural meeting make fall after rise , start using the average model will become main current; At the same time, advertisement will appear all of a sudden and the trend is graally mature, avoid challenge without end. Enterprise starts using the image spokesman , possibility has various purpose, age thinking that "subchord wind of effect " and speculation is in vogue especially. The author has been in the summary carrying out theory on the viewpoint that the image spokesman "sells according to accurate camp" , has discovered the modern marketplace image spokesman basic characteristic property, unique , distinct indiviality advocates through advertisement way janitor brand, make a proct manage to build some species connection with target consumption group , enter consumer's life and ken smoothly , reach with that intelligent deep communicate with, in and the person sets up some species impression and position at heart, using a brand becomes a meaningful with additional value magic figure code. He accepts the masses by the fact that the certain intermediary or carrier propagation appeals to a target , thereby, sets up and makes the brand image indiviation in the brand if the marketplace saying is middle. His image having personality charm alone possibly by the fact that the brand founds person replaces a word, distinct brand indiviality and confidence are used by the masses by target; The affinity advertisement replaces a word or by the fact that the movie and TV star , the society celebrity pole have , the purchase making brand proct prompt to target consumption group exerts one's influence on sb; Or narrate by the fact that the fiction personage deces a brand, idea and value take the janitor brand face, win a target accept numerous acception; Or by the fact that image of dyadic cartoon cartoon animal replaces a word, mold lively the brand image lovable , finding everything fresh and new, lets person proce fine association and impression in looking at one each other laughing at to the brand. His image is equal to enterprise image , reason why not completely on behalf of a word , his walking makes red being going to being able to be in favour not implying a proct. The enterprise supervision and their composition appear pretty important right away. They also should have but the self-control responsibility mental consciousness , melt really to enter this corporate culture, real intention goes to dece a proct propagating idea, only meaning that can bulge cash publicizing
❽ 求英語商業廣告翻譯論文一篇供參考，字數3000~5000（不含標點字元)，重賞！
英語 廣告英語的欣賞及翻譯
在廣告英語翻譯的過程中,為了確保廣告語言藝術和廣告語篇風格的再現,譯者必須透徹地了解廣告產品和廣告語篇的內容及其藝術形式,遵循英漢兩種不同語言的特點和表達習慣, 通過忠實和准確的翻譯來再現原文的音韻美、形象美、簡約美等語言藝術美。本文對列舉的許多實例進行對比分析,演示美學觀照下廣告英語的翻譯實踐。
廣告作為一種應用語言,是當今社會廣泛使用的交流媒介。為了使廣告具有特殊的感染力,能在瞬間引起讀者注意,刺激其購買慾望,最終促成購買行為,許多廣告都是經多番推敲而成,用詞優美獨到,句法洗練而內涵豐富,具有強烈的藝術感染力和語言藝術美。優秀的廣告,不僅具有很高的商業價值,同時具有一定的語言研究價值和審美價值。隨著我國對外經濟貿易交往的迅速加深和擴大,國外廣告的大量湧入使之成為我國企業和消費者獲取商品經濟信息的重要來源。廣告英語的翻譯涉及到市場學、廣告學、顧客心理學、美學及跨文化交際學等多科知識,本文主要從美學的角度來探討。
傅仲選認為:「翻譯是審美主體(譯者) 通過審美中介(譯者的審美意識) 將審美客體(原文) 轉換為另一審美客體(譯文) 的一種審美活動。」[1 ] (P28～29) 而翻譯美的標准就是要求譯者忠實地再現原文的內容及其審美品質,要求譯文具有與原文等同的內容和審美品質。由於各個民族,各個國家的歷史發展各不相同,因而形成了各自不同的審美心理和審美標准。
在翻譯過程中,譯者一般都會對原文進行審美加工處理,盡可能地讓譯文具備與原文等效的審美效果。
當美學與廣告英語的翻譯「聯姻」,譯者筆下的譯文將發生哪些具體的變化呢?
一、 音韻美
1.Big thrills , small bills. (計程車廣告)
a) . 大刺激,小花費。
b) . 莫大的激動,微小的費用。
音韻美是指廣告詞發音響亮、節奏分明、富有樂感,給人以聽覺上美的享受。廣告英語常利用各種語音表現手段,諸如與聲音強度有關的音節、音步、停頓,與聲音一致的押韻以及與語音關系密切的修辭手法如擬聲、諧音等,取得廣告的美音效果。[2 ]在翻譯英語廣告時,應盡量注意原文的音韻美,盡量運用漢語雙韻母和復合韻母的特點,再加上音節長短變化的漢語特色,使廣告語讀起來鏗鏘有力、流暢自如。上例中,原文與譯文b 都押尾韻,使得譯句與原句同樣精彩,朗朗上口,易於傳誦。
2. Red hot fashion at Ravel . Sizzling styles.
All these and many , many more. In a riot of colors ,
plain or what you fancy. You want it . We』ve got it .
Revel . Who else ? (鞋子廣告)
a) . 拉維爾火爆時尚,款式新穎,所有這些以及更多,花哨的,樸素的,或您所喜歡的,您想得到它,我們擁有它,除了拉維爾,還會有誰?
b) . 拉維爾火爆時尚,噝噝發燙的新潮款式,所有這些以及許許多多,色彩繽紛的,簡簡單單的,應有盡有,包您滿意。您想得到它,我們擁有它,除了拉維爾,還會有誰?
如果說英語中的alliteration (頭韻) 是英語的驕傲,是英語獲得音韻美的台柱,那麼漢語的疊音詞則是另一道更加絢麗的音韻風景。[3 ]上例中,譯文a 與譯文b 相比,不難發現譯文b 因使用了漢語表達的疊音詞而朗朗上口,其音韻美又為意境的營造推波助瀾,有聲有色、有動感地描述了鞋子的式樣、顏色與款式,使商品形象活靈活現地再現於受眾眼前。
而譯文a 並非誤譯,但讀來遜色。
3. Pepsi - Cola hits the spot , Twelve fullounces , that』s a lot , Twice as much for a nickel ,
too , Pepsi - Cola is the drink for you. (百事可樂廣告)
a) . 百事可樂滿足需要,12 盎司, 就是全部,五元錢買24 盎———百事可樂是您的飲料。
b) . 百事可樂味道好,足足12 盎量不少,五元鈔票買24 盎,百事可樂供您享。
兩譯相比,區別凸現。譯文a 僅達意而已,原文為廣告詩,譯文b 與原文同樣精彩,形式一致,押韻方式一致,均為a ,a ,b ,b ,和諧勻稱,韻律優美。
二、 形象美
4. Easier sting by stre - e - etch. (除塵布廣告)
a) . 拉長牌除塵布除塵力強。
b) . 拉拉拉長,除塵力強。
形象思維是人類思維特點之一,人們喜歡具體、形象、直觀的語言,反映在廣告語言中,中西方廣告措辭十分講究生動形象。例3 中, stretch 一詞除了作為除塵布的品牌名稱「拉長」外,其拼寫還被別出心裁地拉長,傳達出該詞的本意「延伸」,使人很容易感到除塵布能延長人手臂的功能。譯文b 中「拉」字的重復再現了原文中stretch 一詞被拉長的效果,形成感覺上的延伸,真切而形象地渲染了產品的功效,
令人怦然心動。而譯文a 卻輕易地抹去了原文的形象美。
5.Apple Thinks Different . (蘋果電腦)
a) 蘋果電腦,與眾不同。
b) 蘋果電腦,不同凡「想」。
這條廣告標語Thinks Different ,言簡意賅地說明了要宣傳的內容。譯文b 中把「不同凡響」稍作改動,諧音置換變成「不同凡『想』」,符合語境,融形會神,較之譯文a ,形象更為風趣幽默,給人耳目一新之感。
6.Memories bright as a tropical bloom , fresh asa cool seabreeze , deep as the unhurried sea. This isthe Sheraton Bal Harbour Resort . Time steps to adifferent measure here , just for the two of you. Palmbordered beaches gently kiss the water』s edge. Sunset dance , nightlife sings under a star - filled sky ;
moonlight drips soft silver to tuck you in.
This is the Sheraton Bal Harbour Resort .
Where the days hesitate to end , and the memorieslinger forever. (旅館廣告)
a) . 記憶明麗有如熱帶的花卉,清新有如涼爽的海風,深刻有如起伏的大海。為了你倆,時間在這里放慢了腳步。棕櫚樹環繞的海灘親吻著海水,夕陽在跳舞,夜之生靈在繁星下歌唱;
銀色的月光照耀著你倆。這便是喜來登旅館,
在這里時光戀戀不舍,記憶永存。
b) . 記憶明麗有如熱帶的花卉,清新有如涼爽的海風,深刻有如起伏的大海。為了你倆,時間在這里放慢了腳步。棕櫚樹環繞的海灘輕吻浪尖,夕陽在波濤間翩翩起舞, 夜之生靈在繁星密綴的天宇下歌唱;月華輕柔,流銀瀉玉,把你倆籠罩其中。這便是喜來登旅館,在這里幸福時光戀戀不舍,美好記憶長縈心中。
原文廣告大量地使用比喻、擬人等修辭手法來創造鮮明的意境和生動的形象,使人產生豐富的聯想,使人們聯系廣告產品的品質特性與情境的相似或相關之處而產生瞬間的頓悟,激起人們對美好事物的嚮往和追求。兩篇譯文相比,前者僅達意而已,
後者四字結構的迭現(輕吻浪尖,翩翩起舞,繁星密綴,月華輕柔,流銀瀉玉等等) 情景交融,不僅全然沒有堆砌湊泊之感,而且措語天然,充滿詩情畫意,所營造的意境成功地烘托出了原文生動鮮明的景象。
三、 簡約美
7.When you』re sipping Lipton , you』re sippingsomething special . (紅茶廣告)
a) . 當您在品嘗立頓紅茶時,即在品味其獨特性。
b) . 飲立頓紅茶,品獨到風味。
8. Fresh up with Seven - up. (飲料廣告)
a) .「七喜」飲料會使您提神醒腦。
b) . 君飲「七喜」,醒腦提神。
言以潔為「美」,尤其是在廣告英語中。生活在快節奏的現代社會中的廣告受眾對廣告多有戒備心理,冗長的廣告更易於招致他們的厭惡心理,因此,
英語廣告語言十分注意行文簡練。譯文a 與譯文b相比,美感甚少,原因在於它缺乏廣告語簡短、有力的特點;而譯文b 則構型短小,文字醒目,很好地表現了廣告語言的風格。
四、 創造美
9.What it』s like to be small but good. (旅店廣告)
a) 它雖小,卻很好。
b) 麻雀雖小,五臟俱全。
審美心理不同於人的一般心理,而是一種富於創造性的心理。它在感知審美對象、獲得審美情感的同時,會根據一定的審美理想,通過聯想、想像、幻想等形式,進行創造或再創造,從而創造出具有特色的、傳情達意的審美對象。美的本質是創造,是創新。[4 ]兩譯相比,譯文a 僅達意而已,譯文b 中,譯者從原文的意義出發,尋覓到了一個新的形象,創造了原句所無的美。看了該廣告,注重舒適完備,想省錢又想得到周全服務的旅客都想去親身一試。
10.All is well that ends well . (香煙廣告)
a) . 結局好,全都好。
b) . 煙蒂好,煙就好。
這則廣告實際上是一條英語成語,譯文a 是該成語的意義,置於廣告中,讀者一時難解原句之妙,
而譯文b 則是靈感思維的絕妙產物,在香煙廣告中,
ends 就具有了雙重意義: 動詞「結束」和名詞「香煙蒂」,能尋到這樣一詞兩義的妙趣,譯者一定能享受到創造的樂趣。
11. Fresh food and fresh air. The perfectrecipe for a healthy life.
I』ve chosen. It』s candy. (Candy 冰箱廣告標題)
a) . 新鮮食物和新鮮空氣。健康生活的最佳處方。
我已作出了選擇,它就是Candy 冰箱b) . 新鮮食物+ 新鮮空氣。健康生活的絕妙處方。
我選定了Candy 冰箱譯文a 的翻譯已經無懈可擊,但是,當我們把目光移到譯文b ,譯者將原文第一個句子片段中的「and」譯為引人注目的加號「 + 」,把「perfect recipe」譯為「絕妙處方」,將「I』ve chosen. It』s candy. 」採用綜合法處理。整個譯文譯得簡練、傳神,既活又「信」,
較之譯文a ,譯文b 則更為精彩。
12. There are several ways to explore the crystalclear waters of Greece. Whether from the deck of aluxury cruise ship which can carry you to many ofGreece』s 2 ,500 beautiful islands , from the high -prowed bowof a traditional fishing vessel , or on yourown private charted yacht . Whatever your choice ,
you will never forget Greece. (希臘旅遊廣告)
a) . 有好幾種辦法去探究希臘清澈透明的海水:或在豪華遊船的甲板上,任遊船帶你去游覽希臘那星雲密布的美麗小島;或在傳統垂釣小舟那高昂的船頭上,或是您自己租的小艇上。
但無論您選擇了哪種方式,希臘都令您難忘。
b) . 要探究希臘清澈透明的海水,有好幾種辦法:您可以站在豪華遊船的甲板上眺望海水,
任遊船帶你去游覽希臘那些星雲密布的美麗小島;或登上傳統垂釣小舟那高昂的船頭欣賞海水,或者坐在您自己租的小艇上徜徉於海水中。
但無論您選擇了哪種方式,希臘都令您刻骨銘心。
翻譯的過程常常是思維方式轉換的過程。由於中西方的思維差異,英漢語中動詞、名詞和介詞的使用頻率不同。英語大量使用抽象名詞和介詞,因而顯得虛、靜和抽象;漢語多用動詞,所以顯得實、動和具體,因而英譯漢的過程通常是在譯文中強化原文的動態色彩的過程。此外,英語多用長句及復合句,而漢語則與之相反,多用短句及簡單句。因此翻譯時宜將英語的復合句式破譯為簡單句式。譯文b恰到好處地順應了這些特點。其譯文通過增加「登上」「眺望」、「徜徉」等動詞,把原文處理成帶有動態意義的小句,行文流暢,語言生動,讀來抑揚頓挫,氣勢連貫,字里行間流溢出強烈的動態美。
翻譯的過程是譯者將兩種語言符號所承載的語義內容進行轉換的過程,但翻譯的最終目的卻在於譯者能讓其讀者最大限度地得到近似於原文那樣的審美心理感受。由於審美體驗的不同,同樣一句原文可能會有各種不同的譯法,其中不乏見仁見智的餘地。但無論哪種譯法都必須遵循不同語言的特點、規律和習慣用法。為了確保廣告語言藝術和廣告語篇風格的再現,譯者必須透徹地了解廣告產品和廣告語篇的內容及其藝術形式,從目的語中精選詞語和句式來傳達源語的顯義和含義,[6 ]通過忠實和准確的翻譯來再現原文的音韻美、形象美、簡約美。如果譯者的創造美在譯文中活靈活現地跳躍著,就一定會打動讀者的心,引起美的共鳴。這樣的廣告譯文才能給消費者以美的享受,使其在告的訴求目的輕松愉快中接受商品信息,從而達到廣
❾ 廣告英語翻譯的論文怎麼寫
英語廣告中雙關語的運用技巧及翻譯
李祥
摘 要：雙關語是英語廣告中一種較為常見的修辭手段。雙關語的翻譯本身就是一個難點，而廣告中雙關語的翻譯則更加復雜。本文從語音雙關、語義雙關、語法雙關和成語、俗語雙關等幾方面對雙關語的運用技巧作了闡述。並在考慮雙關語的雙重含義及廣告語體風格的基礎上，從契合譯法、分別表義法、套譯法、側重譯法和補償譯法等方面對英語廣告雙關語的翻譯作了初步的探討。
關鍵詞：廣告語言；雙關語；翻譯
Punning and the Translation of Puns in English Advertisements
MENG Lin & ZHAN Jing-hui
(Foreign Languages Dept., Harbin Institute of Technology, Harbin 150090, China)
Abstract: Punning is one of the most common rhetorical devices used in advertisement. This paper is about the techniques of punning and the translation of puns in English advertisements. There are various ways to form puns in advertisements. The translation of puns is difficult because of the double meanings, and the translation of puns in advertisements is even more difficult because one must keep both the double meanings of a pun and the style of the advertisement in mind.
Key words: advertising language; pun; translation
引 言
不論是商品廣告，還是公益廣告，廣告的創作都是一門綜合性藝術。它集社會學、美學、心理學、市場營銷學、聲電學、文學、語言學等於一身。這門藝術中的文案寫作比其它形式的寫作都更需要技巧。它要利用推銷原理寫出雅俗共賞、生動有趣的文字，要具有特殊的感染力，能在瞬間引起讀者注意，刺激其購買慾望，最終促成購買行為。因此廣告文案中文學語言運用精當會使得廣告語言的內涵與影響遠遠超出廣告本身。雙關語這一修辭手段是廣告創作常用的技巧。雙關，顧名思義，就是在特定的語言環境中用一種語言文字形式表達出一明一暗雙重意義，既引人注意，又能引起聯想。雙關語具有簡潔凝練，風趣幽默，新穎別致等修辭效果，能夠突出廣告的特點，因而在廣告中得到大量應用。
1. 雙關語在廣告中的運用
作為一種修辭手段，雙關語在廣告中比較常用，它存在於語音、詞彙、句法等各個語言層面。在廣告中，廣告製作者為了增加廣告的吸引力，挖空心思地追求新的創意，使得雙關語在廣告中的運用技巧更加紛繁復雜。巧妙的雙關能使語言含蓄、幽默、生動、給人以回味和想像的餘地。較為常見的有以下幾個方面。
1.1. 諧音雙關
「諧音雙關是用拼寫相似，發音相同或相近的詞構成的」 1 。廣告製作者非常樂於使用諧音雙關，因為此類雙關具有風趣、幽默、俏皮、滑稽的語言風格，能增強廣告的說服力和感染力，從而給消費者留下深刻的印象。
(1) More sun and air for your son and heir. 2
譯文：這里有充足的陽光，清新的空氣，一切為了您的子孫後代。
在這則海濱浴場的宣傳廣告中，製作者巧妙地運用了sun-son, air-heir這兩對諧音字，使廣告語言不僅和諧悅耳，讀來朗朗上口，而且頗風趣、幽默，具有感召力。
(2)Trust us. Over 5000 ears of experience. 3
譯文：相信我們吧。歷經5000多隻耳朵的檢驗，有著5000多年的經驗。
這是一則助聽器推銷廣告。從字面看，它說明了該產品已經接受了眾多消費者的考驗，但字里行間巧妙地嵌入一對諧音字ears-years，充分暗示了該產品悠久的歷史，久經考驗的上乘質量。
許多廣告都在商品品牌的名稱上做文章。品牌名稱中的雙關語不僅能增加廣告的趣味性和幽默感，更重要的是使品牌名稱更能吸引人們的注意力，便於記憶，增加宣傳攻勢力度，以此達到宣傳產品的目的。品牌名稱中的雙關語大多採用諧音的方法。
(3) WEAR-EVER introces a new concept in glass oven ware: CLEANABILITY. 4
譯文：「恆久」玻璃爐具帶給你一個全新的概念：潔凈。
這里生產商利用其商標WEAR-EVER一詞多義的特點，大力推銷其產品：一方面WEAR-EVER為其品牌名稱，另一方面該詞又另有含義：既為wear forever（體現產品結實耐用），又為wherever（說明到處受人歡迎）。該廣告從多角度推銷其產品，能夠激起顧客的購買慾望，具有一定的勸說作用。
1.2. 語義雙關
「語義雙關是利用詞語或句子的多義性在特定環境下形成的雙關」 5 。這種雙關在廣告中運用得也非常廣泛，它與諧音雙關有異曲同工之妙。
(4) The label of achievements.
Black Label commands more respects. 6
譯文：酒是功成名就的標志。黑色標志使您更顯尊貴。
語義雙關也多見於品牌名稱中。這是一則威士忌酒的廣告，Label有兩層含義，一為「標志」，一為酒的牌子—Black Label。該廣告通過雙關手段的運用，使人聯想到功成名就時就要飲用該酒；同時，用品牌名稱形成雙關，又便於消費者對品牌的記憶，從而對商品發生興趣。
(5) Spoil yourself and not your figure. 7
譯文：盡情大吃，不增體重。
這是Weight-Watcher冰淇淋的廣告標題，這種冰淇淋是專為節食者生產的。雙關不僅存在於商品商標名稱中，標題中的spoil也是雙關所在。spoil oneself意為「盡興」；而spoil one』s figure則意為「破壞了體形」。這則廣告通過一語雙關，使減肥者在輕松幽默的語氣中很自然地接受該廣告，並能使其產生購買慾望。
(6) A deal with us means a good deal to you. 8
譯文：和我們做買賣意味著您做了一筆好買賣。
該句的妙處在於很好地利用了句中deal的三種含義，「做買賣」、「一筆好買賣」和「許多」。a good deal構成一個絕妙的雙關。
1.3. 語法雙關
語法雙關是指由於語法方面的問題產生的雙關，如省略結構、某詞或片語具有兩種以上語法功能等。
(7) Which lager can claim to be truly German?
This can.（旁邊畫有一罐啤酒） 9
譯文：哪種大罐啤酒可稱得上是地道的德國貨？這罐。
這是一則Lager牌淡啤酒的廣告。句中的can既可作情態動詞，又可作名詞（飲料罐）。由於can一語雙關，加上Lager的品牌名稱雙關，以及旁邊插圖的妙用，使廣告產生了一定的幽默效果，給讀者以深刻的印象。
無獨有偶，可口可樂公司也在這個can字上做文章。
(8)Coke refreshes you like no other can. 10
譯文：沒有什麼能像可樂那樣令您神清氣爽。
句中can既可理解為名詞「罐，聽」，又可看成是情態動詞「能」，全句可理解為Coke refreshes you like no other (can: tin, drink) can (refresh you)。 11 這則廣告詼諧機智，富於文字情趣，能使商品連同這一廣告詞一起久久印在讀者記憶里。
1.4. 成語或俗語雙關
廣告語言特別善於引用一些人們耳熟能詳的成語或俗語。這些廣告以人們原有的社會、文化知識為基礎，以鮮明、獨特的語言形式形成雙關，既增強了廣告的吸引力，又體現了廣告語言的藝術性，更使廣告具有令人回味的弦外之音。
(9) You』ll go nuts for the nuts you get in Nux. 12
譯文：納克斯堅果讓你愛不釋口。
從廣告的字面意義看，to go nuts是「去買堅果」，但它同時還是一句成語，意為「瘋狂、發瘋」。雙關語的運用表明了納克斯牌堅果對人們的吸引力是無以抗拒的。
(10) A Mars a day keeps you work, rest and play. 13
譯文：一天一塊瑪斯巧克力，讓您工作像工作，娛樂像娛樂。
這則廣告讓人們聯想起兩條非常熟悉的成語：An apple a day keeps the doctors away和All work and no play makes Jack a ll boy。該廣告不僅在語言形式上借用了成語的模式，同時還引用了兩條成語的內容，讓人們從久已熟知的成語中得出一個新的判斷：瑪斯牌巧克力不僅能使人們健康，而且讓人們工作時精力充沛，休息時放鬆自如。
2. 廣告雙關語的翻譯
廣告語言是一種精煉、含蓄、富有表現力和鼓動性的語言，而雙關又是雙重意義的表達，在語言結構和表達上存在著難以逾越的可譯性障礙。因此，英語廣告雙關的翻譯應根據廣告的內容和特點，選用適當的漢語表達方式，既要充分照顧到原文的語體風格，又要盡量傳達出原文的信息。採用辯證的翻譯方法，盡可能減少雙關語在翻譯中信息量的流失，增強廣告語體特徵，英語廣告雙關語的翻譯還是可能的。
2.1 契合譯法
一般認為，雙關語由音、形、義等手段構成了可譯性障礙，存在不可譯性。但「有些雙關語也不是絕對不可譯。雙語偶合，是可能的」 14 。契合譯法在雙語偶合的基礎上，兼顧了廣告雙關語的形式和內容，是廣告雙關語翻譯的最高境界。
(11) Easier sting by a stre-e-etch! 15
stretch一詞除了作為除塵布的品牌名稱「拉長」外，其拼寫還被別出心裁地拉長，傳達出該詞的本意「延伸」。讓人很容易感到除塵布能延長人手臂的功能，真切而形象地渲染了「拉拉拉長，除塵力強」的功效。譯文中「拉」字的重復再現了原文中stretch一詞被拉長的效果，形成感覺上的延伸。四字短語及押韻的使用都符合漢語廣告的語體特徵。
2.2 分別表義法
如果要把雙關語的雙層意義完整地表述於譯文中，除了在雙語偶合的情況下，採用契合譯法外，「也可以採取變通手法，將雙關語義剝開，拆成兩層來表達」。 16
(12) The Unique Spirit of Canada. 17
在這則加拿大酒廣告中，spirit一詞是傳神之作，它既可作「烈性酒」解，又可作「精神」解。為了保留雙重意義，可將雙重語義拆開，譯為「別具風味的加拿大酒，獨特的加拿大精神」。 18
(13) I』m More satisfied. 19
(14) Ask for More. 20
這是摩爾香煙在廣告語中樹立的兩個雙關典範。它們巧妙地使用more一詞的雙重意義：more是一個副詞，表示「更加，更多」；大寫之後，變成了品牌名稱。這兩則廣告使人們輕松記住了商品的品牌，同時又給人留下了一個印象：該產品優於同類產品，能更使消費者滿意。譯文分別為：「摩爾香煙，我更滿意」；「再來一支，還吸摩爾」。雙關語義被拆成兩層，在譯文中分別表述，而且四字結構，讀來朗朗上口。
值得指出的是，這種翻譯方法雖然保留了雙關語的雙重含義，但原文那種凝煉，詼諧的韻味和一詞兩義的妙趣卻喪失了。
2.3 套譯法
有些廣告雙關語的產生是建立在一定的文化背景之上的。英語語言、文化在漢語中的傳播形成了雙語翻譯之間的橋梁。套譯法就是套用英語在漢語中已經沉積下來的固有模式，對英語廣告進行翻譯。
(15) All is well that ends well. 21
這則廣告實際是一條英語成語，意思是「結局好，全都好」。但廣告製作者把它用於香煙廣告中，ends就具有了雙重意義：動詞「結束」和名詞「香煙蒂」。這句香煙廣告詞可以套用原來成語的翻譯模式，譯成「煙蒂好，煙就好」。
(16) Better late than the late. 22
這一妙句出自成語「Better late than never」（晚來總比不來好）。它妙就妙在不僅引用了成語的結構，還利用了late的雙關意義，the late這里指the dead。雙關的運用使這則交通公益廣告產生了強大的震撼力。其譯文可套譯為「遲到總比喪命好」。 23
(17) We take no pride in prejudice. 24
這是《泰晤士報》為自己做廣告時用的一句妙語，它源於奧斯汀的一部傳世名著「Pride and Prejudice」，報社援引該書名作廣告，以標榜自己不偏不倚，主持公道。這則廣告可譯為：「對於您的偏見，我們沒有傲慢」。對於知道《傲慢與偏見》這部作品的人來說，這種譯法的雙關內含便不言自明了。
套譯法的長處在於它能傳遞廣告原文的文化內涵，同時又基本能保證原文簡潔、凝煉的語言特徵，但雙關的內涵往往不能得到充分展示，所以譯文也就失去了原文風趣、機智、幽默的色彩。
2.4 側重譯法
廣告中別具匠心的雙關表現手法有時「難以表述於譯文中，結果只好犧牲形式意義、諧音寓義及暗含情態」， 25 尤其是有些廣告含有多組雙關和一語多關，只好採取側重譯法，守住概念意義。
(18) The driver is safer when the road is dry;
The road is safer when the driver is dry. 26
這則宣傳交通安全的廣告運用了dry一詞的兩重詞義（乾燥的；沒飲酒的）構成雙關，對司機很有警示作用。翻譯時，dry一詞的兩重意義在上、下句中只能各取一意：路面乾燥，司機安全；司機清醒，道路安全。
(19) When the wind has a bite…and you feel like a bite…then bite on a whole Nut. 27
bite一詞在這里有多層意思：刺痛；食物；咬。它的多層含義使全營養堅果給飢寒交迫的人們帶來的感受躍然而出。這句廣告詞的翻譯可分別把bite一詞表達的多重意義表述出來：「當寒風刺骨而您又想吃點兒什麼的時候，請嚼嚼全營養堅果」。
(20) Butlin』s –the right choice.
Don』t labour the point, or be conservative in your choice, or liberal with your money. Come to Butlin』s for the real party.
Great Party Ahead. 29
這是旅遊公司利用各政黨之間的競爭為自己做的廣告。廣告中labour，conservative, liberal是三個政黨的名字，同時labour the point作「詳盡說明」解，be conservative in your choice意為「在做選擇時保守」，be liberal with money指「大手大腳地花錢」。Party也是一個雙關詞，既指「政黨」，又指「聚會」。廣告中幾組雙關詞的運用給人們留下了該旅遊公司可以信賴的印象，可以說廣告作到了絕妙的地步。但遺憾的是像這樣的多重雙關譯起來難以多全其美，只好採取保留概念意義，犧牲雙關的譯法：
「布特林旅遊公司——您的正確選擇。
不要勞煩講個沒完，
不要保守，也別猶豫，
不要放任自由地亂花錢。
到布特林旅遊公司，參加實實在在的聚會吧。
盛大的聚會正等著你！」
側重譯法是對廣告雙關的雙重乃至多重意義的一種無可奈何的取捨。經過這種取捨後，雙關的雙重意義在譯文中只剩下一層，所以也就沒有雙關可言了。大多數的廣告雙關語都適合這種翻譯方法，事實上，這種側重譯法正是雙關語具有可譯性障礙的例證。
2.5 補償譯法
大多數的廣告雙關語都能通過側重譯法譯出。但是有時雙關語的一層意義譯出後，另外一層意義也很重要，但卻無法同時譯出，這時，可採用一些補償手段加以彌補。對於廣告來說，這些補償手段主要指承載廣告的媒體，如電視的圖像、廣播的聲音及報紙的版式設計等。
(21) OIC
這是一則眼鏡廣告，三個簡潔的大寫字母形狀像眼鏡，讀音為「oh, I see」。該廣告既利用視覺語言來吸引人們的注意力，又利用聽覺語言表現此眼鏡給視力不佳的顧客帶來的欣喜之情。然而，該廣告的翻譯很難同時兼顧到視覺和聽覺，只能從聽覺上譯為：「哇！我看見了」。視覺上三個字母形成的眼鏡形狀卻可以通過承載廣告的媒體，利用圖形這一視覺語言要素來彌補。對於依靠媒體而存在的廣告來說，這不失為一種重要的補償手段。
3. 結 語
總之，雙關語是廣告文體中十分常用的一種修辭手法，它不僅能使廣告語言簡煉、豐富、詼諧，而且能使廣告引人注意，便於記憶。但廣告雙關語的翻譯問題值得進一步研究。以上我們只是討論了廣告雙關語翻譯的幾種模式，在實際翻譯中，要真正做到譯文和原文最大限度等值，我們不可能在任何時候都只使用某一兩種手段，而須從具體情況出發，辯證地選擇最合適的手段來傳達原文的意義。
注 釋
1, 4, 6, 7, 9, 10, 13, 17, 18, 26, 28 項成東，試談廣告英語中的復義[J]，山東外語教學，1996。
2 胡一，廣告英語的修辭魅力[J]，英語學習，1999，（8）。
3 單祝堂，英語雙關語探討[J]，江蘇外語教學研究，1999，（1）。
5 丁柏銓、夏文蓉、周斌，當代廣告文案寫作[M]，陝西：陝西師范大學出版社，1998。
8, 11, 20, 22, 23, 24 候維瑞，英語語體[M]，上海：上海外語教育出版社，1988。
12 , 19, 21, 27 崔剛，廣告英語300句[M]，北京：北京理工大學出版社，1993。
14, 16, 25 劉宓慶，當代翻譯理論[M]，北京：中國對外翻譯出版公司，1999。
15 蔣磊，談商業廣告的翻譯[J]，中國翻譯，1994，（5）。
29 徐仲炳，英語雙關的類型和翻譯[J]，外國語，1988，（6）。
參考文獻
[1] 陳文伯，一詞兩義的翻譯[J]，中國翻譯，1994，（4）。
[2] 崔 剛，廣告英語300句[M]，北京：北京理工大學出版社，1993。
[3] 丁柏銓、夏文蓉、周斌，當代廣告文案寫作[M]，陝西：陝西師范大學出版社，1998。
[4] 候維瑞，英語語體[M]，上海：上海外語教育出版社，1988。
[5] 胡一，廣告英語的修辭魅力[J]，英語學習，1999，（8）。
[6] 蔣磊，談商業廣告的翻譯[J]，中國翻譯，1994，（5）。
[7] 劉宓慶，當代翻譯理論[M]，北京：中國對外翻譯出版公司，1999。
[8] 單祝堂，英語雙關語探討[J]，江蘇外語教學研究，1999，（1）。
[9] 項成東，試談廣告英語中的復義[J]，山東外語教學，1996，（2）。
[10] 徐仲炳，英語雙關的類型和翻譯[J]，外國語，1988，（6）。
[作者簡介] Dr Richard Lee 李祥
❿ 求一篇英語專業：「電子產品廣告的翻譯技巧」的本科畢業論文
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