廣告翻譯 - hello this is www4.lt.cityu.edu.hk!

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廣告翻譯
1 Anatomy of an Advertisement
1.1 Functions of Advertising
1.1.1 Informative
1.1.2 Persuasive
1.1.3 Demand creation
1.1.4 Goodwill establishment
1 Anatomy of an Advertisement
 1.2 Structure of an Advertisement
1.2.1
Headline
a) straight-forward headline
• Fastest To Northern Europe (Finnair)
 往北歐最快航班
b) news headlines
• Introducing a Million Ways to Get Your
Message Across. (Nokia)
 信息傳達,方法千萬
1.2 Structure of an Advertisement
 1.2.1
Headline
c) information headlines
1.2 Structure of an
Advertisement
 1.2.1 Headline
d) emotional headlines
No road unconquerable, No challenge unmet
(Hyundai)
e) curiosity headlines
Why do CEOs love golf?
• It’s that feeling of perfect timing. (UPS)
1.2 Structure of an
Advertisement
 1.2.2 Sub-headline
ONE AIM – We’re here to meet the F1 challenge.
(Toyota)
力圖上進 / 奪標 / 戰車 ─ 迎戰 F1
Headlines
 Because life is too short to waste time.
LG
Digitally yours
 人生苦短 不得浪費**
 生命點滴 彌足珍貴
LG 數碼產品 留住您生活寶貴時刻
 Allianz. Financial solutions from A – Z
Allianz 為您提供全套理財服務
足本理財 Allianz 辦到
Headlines
 try~
 Mild Seven ─ The Moment You’ve Waited For
 Go on. Be a Tiger. (Accenture)
 There’s never been a better TIME
 The art of writing your life (Montblanc)
 The Great Leap Forward (Saudi Arabian Airlines)
Headlines
 try~
 Beautiful in its Simplicity. Inspiring in its Reliability. (Rolex)
 I plant the Trees so My Children Get the Shade.
 Wealth. What’s it to you? (Barclays Wealth)
 The Best of Us (olympic.org)
Headlines
 try~
 Wisdom and vision for earlier diagnosis.
OLYMPUS Your Vision, Our Future
 Create, share and think as one. (Ricoh)
 The world is in our hands (CLP)
TAG Heuer

try~
 What are You
Made of?
 豪雅表
1.2.3 Body / Text
 a) reason-why copy
Canon PowerShot S90
 PowerShot S90 is slim, lightweight and compact with the metallic
black camera body. The f/2.0 bright lens is equipped to provide a
unique shooting effect. The new Lens Control Ring increases the
flexibility of adjusting the settings such as ISO, exposure
compensation, etc. Marrying modern technologies with a compact
design, PowerShot S90 delivers an unprecedented shooting
experience for users. Featuring the new 10 megapixel High
Sensitivity CCD image sensor, Dual Anti-Noise System can be
achieved in co-operation with the stunning computing speed of
DIGIC 4 Digital Image Processor, Noise can be reduced
dramatically even shooting at night or dark environment. The
new Low Light shooting mode supports the maximum ISO speed
of 12800* which enables users to capture the precious moment at
night.
1.2.3 Body / Text
 a) reason-why copy
Canon PowerShot S90
採用黑色金屬外殼的PowerShot S90機身纖巧,配備特
大f/2.0光圈高質素鏡頭,為用家提供更獨特的拍攝效果。
新增的鏡頭快速控制環設計,能夠靈活地調校各項常用
拍攝設定,例如 ISO 感光度 、曝光補償等等,纖巧機身
配搭完美的拍攝功能,為用家帶來全新的拍攝體驗。配
備最新的1,000萬像素高感光度 CCD 影像感應器 ,結合
DIGIC 4數碼影像處理器的極速運算能力 ,達致雙重雜
訊抑制系統 ,能夠大幅度抑制雜訊,於夜間拍攝相片時
同樣展現高質素影像效果,捕捉完美影像。新增支援最
高ISO 12800* 低光拍攝模式,即使在昏暗環境下亦能記
錄完美一刻,攝盡每個日與夜。
1.2.3 Body / Text
b) emotional copy / suggestive copy
 Rolex
 Yo-yo Ma favors Italian
Instruments made in the early
eighteen century.
 Occasionally, however, he makes
an exception.
 Yo-yo Ma says the 1712
Stradivarius he plays is “like a
great Bordeaux,” while the 1733
Montagnana is “earthier, like a
Burgundy.”
 About a third instrument, his
Rolex, he says, “I just love it. You
can use it for any occasion.”
1.2.3 Body / Text
b) emotional copy / suggestive copy
 Rolex
 馬友友偏愛十八世紀早期製造的意
大利樂器。
 但有時候他也會青眼另加。
 馬友友說他拉的那把 1712 年製史特
拉第瓦里銘琴「像波爾多佳釀」,
而 1733 年製的蒙塔尼亞那名琴則
「像勃艮地醇醲,充滿泥土芬芳」。
 至於他第三件愛器,他的勞力士手
錶,他如此說:「我就是愛我的勞
力士,甚麼場合它都能派上用場。」
1.2 Structure of an
Advertisement
 1.2.4 Slogan
Let’s Make Things Better (Philips)
讓我們做得更好 (飛利浦)
Trust us for life (AIA)
財政穩健,信守一生 (友邦保險)
In Touch with Tomorrow (Toshiba)
盡顯明日新境界 (東芝電器)
1.2.4 Slogans
 Using Illegal Pay TV Decoders Can Bring Legal
Consequences
盜看收費電視 難逃法律責任
 未來空氣 今日靠你
Clean Air - Clear Choices
 全城投入為藍天打氣
Clean Air for a Cool Hong Kong
1.2.4 Slogans
 E-PAYMENT
FAST AND CONVENIENT
 電子繳款
快捷方便
 Internet Banking
Convenient & Safe
 網上銀行
方便又安全
 Your Health
Your Life
We need your help to reform our healthcare system
 掌握健康
掌握人生
共同改革我們的醫療制度
1.2.4 Slogans
 Insure Properly
Live Happily
- Public Liability Insurance
 公眾責任保險
私人大廈要投保
業主安心無煩惱
 Get Insured
Rest Assured
 法團購買第三保
業主安心無煩惱
 Save Water
Save Dollar
 識慳水
即慳水
1.2.4 Slogans
 try~
Check your windows,
keep them safe
Save Water for the Future
Every Drop Counts
1.2.4 Slogans
 EatSmart Restaurant
Yummy!
有營食肆
好有「營」呀!
 Good Driving Habits Reduce Road Traffic Noise
駕駛有妙法
噪音自然減
 Be bright. Do it right. Obey traffic lights!
遵守交通燈號
精明使用道路
 When days cannot be added to life, add Life to Days
(SPHC)
 天為生命定壽元
人為生命賦意義 (善寧會)
 Hike for Hospice
 登山善行
紓己寧人
Election


我會做好呢份工!
I’ll Get the Job Done!


有得揀,你至係老闆
It’s a Matter of Choice

向普選進發
全賴有你
Every Effort You Made
Counts

 一個有前景的政黨 (民建聯)
 A Party with a Future (DAB)
 The Civic Spirit, the HK
Spirit
 為公為民
香港精神
 CLP 中電
More than a Century of Light
to be a Leader in Asia Pacific
Create a Better World to Live
A Leading Light for the Future
發放世紀光芒
昂然邁向亞洲
締造美好生活
開創光輝前景
Canon
 Natural selection at work
 辦公室的自然首選
ORBIS 奧比斯
 Orbis – Merrill Lynch
Walk 2008
 Take a Step To Give the
Gift of Sight
 The gift of sight starts
with a single step
 奧比斯 ─ 美林「步步獻光
明」
 復明之路,奧比斯與您攜
手開拓!
 復明之行 始於足下
ORBIS 奧比斯
 saving sight worldwide
燃點光明新希望
 ORBIS Hong Kong —
Saving Sight, Rebuilding Lives
香港奧比斯 —
燃點光明新希望
翻譯的自由度
直譯 vs 意譯
不同的自由度
1) 逐字對譯 (word for word translation)
2) 字面翻譯 (literal translation)
3) 語意翻譯 (semantic translation)
4) 傳意翻譯 (communicative translation)
5) 編譯 (free translation)
6) 改寫 (adaptation)
2 Strategy for Translating
Advertisements
2.1 Keep the advertisement untouched
retains both graphics and text
applicable to products needing little verbal
support
perfumes, cigarettes, alcohol, wines, fashions,
CDs…
2 Strategy for Translating
Advertisements
 2.2 Export advertisements
play on positive stereotypes of the originating culture,
retaining logo, slogan etc. in the original.
If necessary, have additional copy in target language.
the cultural origin of the product needs to be stressed
if felt to be an asset.
additional appeal is addressed in the target market
language copy.
2 Strategy for Translating
Advertisements
2.3 Straight translations
usually fails to adjust to the cultural demands of
the new market.
least frequent and least preferred.
2 Strategy for Translating
Advertisements
2.4 Adaptation
keep visuals, change text slightly or significantly.
makes necessary adjustments in terms of
addressee needs and expectations, cultural
norms, frames of reference.
dominant strategy used by international
advertisers.
2 Strategy for Translating
Advertisements
2.5 Revision
keep visuals, write new text.
the message cannot deviate substantially from
the original concept.
Advertisements could be angled to different
marketing objectives.
Patek Philippe
 Who will you be in the next
24 hours?
 分秒間… 誰可千變萬能 *
 try~
Patek Philippe
 You never actually own a
Patek Philippe.
 You merely look after it for
the next generation.
 Begin your own tradition
Patek Philippe
百達翡麗腕表,原創典
範,高雅不凡,不但長
伴身旁,還是傳家風範。
代代相傳,由您開始
MTV
 try~
 Guess where his (eye) Balls
are?
Qantas
The best
5 star restaurant
between here and
Melbourne.
Qantas
The Spirit of Australia
Qantas
 香港與墨爾本之間
 最頂級餐廳在此
 try~
Olympus – Focus on Life
 Enjoy the moment while it’s still
the moment.
 Camedia
 High-Grade Digital Camera &
Digital Color Printer
 人生難忘片段,永留印記
 愉快片段,一刻永留
 Camedia
 高級數碼相機及數碼彩色印相機
Olympus – Focus on Life
 The Digital Camera That’s As
Creative As Your Vision
 Creative license to bring your
visions to life
 Camedia
High-Grade Digital Camera
& Digital Color Printer
Olympus – Focus on Life
 Camedia 數碼相機與您創意
共融匯
 為您開啟創意的大門
 靈感不絕、創意無窮
 Camedia
高級數碼相機及數碼彩色印
相機
Mitsuaki Iwago.
Racing Towards The Digital Future.
 Mistuaki Iwago and his Olympus
CAMEDIA were up at dawn on a
recent trip to Vietnam.
 Everywhere you looked, bikes
loaded with animals were racing
off to the market as buffaloes
plowed rice fields.
 “In this country, people and
animals coexist in harmony. I felt
as if I were stepping back in time.”
 Thanks to digital technology, it’s a
time he can preserve forever.
岩合光昭
航向數碼未來
 破曉時分,岩合光昭和他的奧林
巴斯 CAMEDIA 起個大早,踏
上他們的越南攝影之旅。
 觸目所見,各式動物滿滿擠在摩
托車上,由人們載著趕往市集。
水牛也不悠閒,犁著片片稻田。
 「在這個國度,人和動物和諧相
處。我有點時光倒流的感覺。」
 得感謝數碼科技,他可把這刻永
留心田。
Where is sundown
a productive time for business?


try~
Where endless nightlife
choices make extending
your business hours a
pleasure.

SINGAPORE Where
Great Things Happen
Louis Vuitton

Is there any greater
journey than love?

Room 27. Late June,
New York.

Steffi Graf, Andre
Agassi and Louis
Vuitton are proud to
support The Climate
Project.
Louis Vuitton


愛‧相隨
愛‧伴‧侶

27 號房。六月。紐約
初夏。

嘉芙、阿加斯和 Louis
Vuitton 支持 「氣候計
畫」。
Louis Vuitton


try~
A journey brings us
face to face with
ourselves.

Berlin Wall. Returning
from a conference.

Mikhaïl Gorbachev and
Louis Vuitton are proud
to support Green Cross
International.
Zingaro 星躍馬術奇藝坊
 Once in a Life Time
 An Extravaganza of Horses
超近距離接觸
一生難得一次
適合一家大小共歡的奇幻演出
try your own~
“Brand Hong Kong”
香港品牌形象
Asia World City – 亞洲國際都市
 communicating Hong Kong
 展現優勢 弘揚國際
“Brand Hong Kong”
Harbour Days
The stunning skyline of Asia’s world city.
海港風光
亞洲國際都會聳峙海天之間,令人怦然心動。
“Brand Hong Kong”
 try~
Asia’s Hub, China’s Gateway.
Ready for takeoff at Hong Kong International
Airport, Chek Lap Kok.
“Brand Hong Kong”
 Street Life
 Peak hour, MTR station;
 life imitates art, or vice versa;
 morning read on the morning train;
 on the way out for the night.
 街頭風貌
 高峰時間,地鐵站以特有的節奏運轉;
 生活與藝術,交融難分;
 早晨的火車上,乘客不失時機,了解最新資訊;
 夜生活,向人們投送 (著) 迷人幻彩。
“Brand Hong Kong”
 Trade and Commerce
The graceful ‘wings’ of
the Hong Kong
Convention and
Exhibition Centre
Extension.
 商業貿易
香港會議展覽中心,在
維港畔振翅欲飛。
“Brand Hong Kong”
 try~
 Trade and Commerce
Neon signs and the
lights of traffic
embody the frenetic
activity of a city on the
move.
“Brand Hong Kong”
 Retail
dim sum lunch on a land-locked ship;
eyeing new eyeware;
The symmetry of escalators, Festival Walk, Kowloon
Tong.
 零售蓬勃
一家船型中式酒樓裡,沒有海風吹拂,
只有香氣四溢;
一場考眼光的挑選;
九龍塘又一城商場的電梯,在時空中穿梭。
“Brand Hong Kong”
 Culture and the arts
Chi Lin Nunnery, Diamond Hill — a peaceful
retreat amidst high-density housing.
 文化藝術
鑽石山的志蓮靜苑,是繁華都市裡的一方靜土。
“Brand Hong Kong”
 Contrasts in curves: Tai chi is
frozen in bronze at The Forum
in Exchange Square, home to
Asia's largest stock market
outside Tokyo, while at a Hong
Kong temple an incense coil
forms beauty as it burns away
in perfumed smoke.
 曲線美:飾以太極銅雕的中區
交易廣場,開設有亞洲區內僅
次於東京的最大證券交易市場。
一所廟宇內燃點的螺旋塔香,
外型獨特,芬芳撲人。
Wildfire New Zealand
 Step into Wildfire and you could
easily find yourself caught up in
the heat of the moment. Perhaps
it’s the seductive Spanish music,
the Latin lovers in the corner, or
the platter of flame-cooked
Mediterranean food sitting on your
table. Whatever the reason, you
can relax, knowing that the
Wildfire cool room is always
stocked to the ceiling with icechilled Heineken.
Wildfire New Zealand
 踏進野火酒吧,肯定會野火
焚身!因為有一曲曲西班牙
火辣辣的音樂、有一對對拉
丁美洲情侶火熱的擁吻、還
有一道道烈火烹調的地中海
美食,但是,您儘管放輕松,
在野火酒吧的冷藏庫裡,冰
冰涼涼的 Heineken 總是堆
積如山。
Chinatown Hong Kong
 try~
 Deep in the city that wears
capitalism like a badge lies a
haven for those with a
different cultural bent.
Harking back to the colorful
days of Mao, China town
represents the new centre
for today’s party faithful.
And though there’s now
more than one item on the
menu, most comrades still
choose just one – The
culturally correct Heineken.
See you next week~
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