廣告翻譯

廣告翻譯廣告翻譯

1 Anatomy of an 1 Anatomy of an AdvertisementAdvertisement

1.1 Functions of Advertising1.1.1 Informative1.1.2 Persuasive1.1.3 Demand creation1.1.4 Goodwill establishment

1 Anatomy of an 1 Anatomy of an AdvertisementAdvertisement1.2 Structure of an Advertisement

1.2.1 Headlinea) 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 1.2 Structure of an AdvertisementAdvertisement1.2.1Headline

c) information headlines

1.2 Structure of an 1.2 Structure of an AdvertisementAdvertisement

1.2.1 Headlined) emotional headlines

No road unconquerable, No challenge unmet (Hyundai)

e) curiosity headlinesWhy do CEOs love golf?

• It’s that feeling of perfect timing. (UPS)


1.2.2 Sub-headlineONE AIM – We’re here to meet the F1

challenge. (Toyota)力圖上進 / 奪標 / 戰車 ─ 迎戰 F1

HeadlinesHeadlines

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 – ZAllianz 為您提供全套理財服務足本理財 Allianz 辦到

HeadlinesHeadlines

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)

HeadlinesHeadlines

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)

HeadlinesHeadlines

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 HeuerTAG Heuer

try~ What are You

Made of?

豪雅表

1.2.3 Body / Text1.2.3 Body / Text

a) reason-why copyCanon PowerShot S90Canon 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 / Text1.2.3 Body / Text

a) reason-why copyCanon PowerShot S90Canon 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 / Text1.2.3 Body / Text b) emotional copy / suggestive copy

RolexRolex 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 / Text1.2.3 Body / Text b) emotional copy / suggestive copy

RolexRolex 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。」


1.2.4 SloganLet’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 Slogans1.2.4 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


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


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


try~Check your windows,

keep them safe

Save Water for the Future Every Drop Counts


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

ElectionElection

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 CLP 中電中電More than a Century of Lightto be a Leader in Asia PacificCreate a Better World to LiveA 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

CanonCanon

Natural selection at work

辦公室的自然首選

ORBIS ORBIS 奧比斯奧比斯Orbis – Merrill Lynch

Walk 2008Take a Step To Give

the Gift of SightThe 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 ORBIS 奧比斯奧比斯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 2 Strategy for Translating AdvertisementsAdvertisements

2.1 Keep the advertisement untouchedretains both graphics and textapplicable to products needing little

verbal supportperfumes, cigarettes, alcohol, wines,

fashions, CDs…


2.2 Export advertisementsplay 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.


2.3 Straight translationsusually fails to adjust to the cultural

demands of the new market.least frequent and least preferred.


2.4 Adaptationkeep 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.


2.5 Revisionkeep visuals, write new text.the message cannot deviate substantially

from the original concept.Advertisements could be angled to

different marketing objectives.

Patek PhilippePatek Philippe

Who will you be in the next 24 hours?

分秒間… 誰可千變萬能 *

try~


You never actually own a Patek Philippe.

You merely look after it for the next generation.

Begin your own tradition


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

MTVMTV

try~Guess where his (eye)

Balls are?

QantasQantas

The best5 star restaurantbetween here and

Melbourne.

QantasThe Spirit of Australia

QantasQantas

香港與墨爾本之間最頂級餐廳在此

try~

Olympus – Focus on LifeOlympus – Focus on Life

Enjoy the moment while it’s still the moment.

CamediaHigh-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


The Digital Camera That’s As Creative As Your Vision

Creative license to bring your visions to life

CamediaHigh-Grade Digital

Camera & Digital Color Printer


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.Mitsuaki Iwago.Racing Towards The Digital Future.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.

岩合光昭岩合光昭航向數碼未來航向數碼未來

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 sundownWhere is sundowna productive time for business?a productive time for business? try~ Where endless

nightlife choices make extending your business hours a pleasure.

SINGAPORE Where Great Things Happen

Louis VuittonLouis 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.


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」。


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 TimeAn 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”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


Harbour DaysThe 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。


try~Asia’s Hub, China’s Gateway.

Ready for takeoff at Hong Kong International Airport, Chek Lap Kok.


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。


Trade and CommerceThe 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。


try~Trade and

CommerceNeon signs and the

lights of traffic embody the frenetic activity of a city on the move.


Retaildim 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。


Culture and the artsChi 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。


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 ZealandWildfire 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 ice-chilled Heineken.

Wildfire New ZealandWildfire 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 KongChinatown 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~

廣告翻譯

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