广告口号(slogans)、广告语句(catch phrases) 等是一种非常特殊的语言。它们通常都有一些共同的特点,如语言上引人入胜、说服力强,修辞手段的运用也别具一格,如语意双关、文字游戏等,使人感到幽默中见智慧,平淡中显新奇。广告语言在形式上也极具鲜明特色,或行文工整、对仗押韵,或节奏感强、琅琅上口,或一鸣惊人、耳目一新,可以收到耐人寻味,经久不忘的效果。广告语言的特点可以归纳为以下四个方面,即吸引力(attractive—catch the reader’s attention)、创造力(creative—project an image)、说服力(persuasive—urge the reader to act) 和影响力(impressive—produce an impact)。广告通过图案和语言树立各自的独特形象,用标新立异、独树一帜的手法来体现其个性特点,其手法的运用既超出常人的想象之外,又在常人的情理之中,一则好的广告图文并茂、双管齐下,用有针对性的感情化的画图和语言来吸引人和打动人.。
在【译文】If you leave “Managing Money” alone,
Money will manage to leave you alone. 广告语“你不理财,财不理你” 中所使用的手法,实际上是一种常见的玩弄文字游戏 (play on words) 手法,其效果有点像绕口令。这种玩弄文字游戏的手法在英语广告中也是屡见不鲜。下面的三个例子都属这一类,一个是在“美”字上做文章,一个是在“优”字上搞名堂,另一个是在“包”字上耍手腕。这类Only fine medicinal herbs
Make fine herbal medicines.
【例二】茅台酒的广告语:茅台一开,满室生香;国酒茅台,渊源流长。
【评论】说茅台酒渊源流长是指在公元前 135 年,茅台镇就酿出了使汉武帝“甘美之”的酒,盛名于世。在公元1915 年,茅台酒荣获在美国旧金山举行的巴拿马—太平洋万国博览会的金奖,并先后十四次荣获国际金奖,同Scotch Whiskey 和French Cognac一起成为世界三大名酒之一。这条广告语在【译文】 Moutai - a vintage liquor
A VIP treat which diffuses the finest aroma
A national favor that won a 1915 diploma
(Originated in 135 B.C.) 【例三】茅台酒的另一条广告语:国酒茅台,酿造生活的品味。
【评论】在上面的例子中,为什么不像 state visit A liquor of national status that makes your life gracious. 【评论】【译文】Your everyday life is very busy,
Our LongCard can make it easy. 顺便指出,上面这些广告语的英译并不是应有关企业的要求而
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