第一篇:英文商品广告口号的翻译技巧
英文商品广告口号的翻译技巧
摘 要: 本文提出广告口号英汉翻译应注意的问题, 通过对大量的广告口号英汉翻译 实例进行分析, 从中探求可供广告口号英汉翻译参考、借鉴的方法。关键词: 广告口号,翻译,技巧
广告有五个组成要素:标题、正文、口号、附加材料(如公司名称、地址、电话号码、价格、印章等)和商标。口号是其中最引人注目的部分。它位于广告正文之后,由一个或多个短小精悍、琅琅上口、音韵铿锵、简单明了又便于记忆的句子组成, 它或形象精炼地总结产品的优点特色, 或言简意赅地点明公司或企业的形象、精神, 或是干净利索地号召消费者行动。某种产品的广告口号一旦确定, 则在相当长的一段时间内不会变动。好的 广告口号浓缩广告正文的精华, 在整个广告中起画龙点睛的作用,使人过目不忘。
进口物品的英文广告口号一般都短小精悍, 颇具魅力。如何使汉译的英文广告口号既能传达原文信息, 又易于为中国消费者接受并喜欢呢? 本文将就这个问题进行探讨。
广告口号翻译虽然和其他文体和翻译一样, 要注意原文信息的传达, 但广告口号翻译也有其特殊性, 译文主要功能是宣传商品, 促使人们的购买行为, 因此, 翻译不应该仅仅拘泥于追求语言文字和信息量的完全对等, 让汉语就范于英语的概念和意向, 而应该注意汉语读者的接受能力和汉语表达习惯, 以汉语读者为主体, 侧重目的语即汉语译文的功能, 根据中西文化差异作必要调整, 或再创作, 使汉译的广告口号最终能在功能上尽量与原文相符。在此前提下, 再考虑文字和信息尽可能的对等, 充分发挥广告口号的作用。
在具体的翻译过程中, 应当考虑使用如下技巧:
一、增补法的利用
增补法是在译文中增加相关词语、标点符号或其他成分以帮助读者的理解或强调广告的某种功能的一种翻译手法。
1)Kodak is Olympic Color.译: 柯达胶卷, 天国的色彩。2)New , Glamourwear Catalogue.译: 全新的, 魅力十足的内衣系列。
这两则广告口号汉译的共同之处是译者在商品品牌后加上说明商品具体内容的词语(“胶卷”、“内衣”), 使广告主体更加明确, 否则, 尽管也许有一些中国读者会知道柯达是胶卷, 但又有多少人知道 “魅力”是什么物品名称呢?
3)Improve the means of communication.译: 改善你的通讯手段。
作为消费者, 谁都希望得到特别的关注和服务。“你的”两字很具体, 让人感到亲切, 会使消费者感到自己是对方注意的中心, 由此产生满足感;而照顾消费者接受心理正是广告口号追求的目标, 因此,“你的”两字加得很好。
有时, 增加小小的标点符号会使广告口号产生意想不到的效果。我们来看看下面一个例子: 4)Wonder where the yellow went。.译: 奇怪, 黄板牙到哪里去了?
原句没有主语, 翻译起来颇为费神, 一个小小的逗号的增加, 使原句无主语的问题迎刃而解;一个问号,又使广告口号要体现的惊讶神情跃然纸上, 提起读者的好奇心, 引起读者的注意力, 广告口号的作用也因此实现。
二、删减法的利用
删减法是指翻译时有意删掉原文某些成分, 使广告口号更加紧凑、完善的翻译手法。5)Making life a little sweeter.译: 让生活更加甜蜜。“让生活更加甜蜜”足以说明商品的优越性能及商品的追求, 句子结构完整,内容清楚, 没有必要画蛇添足地把句子译为“让生活更完善一点”, 故省去“a little”的翻译。
6)If people seem to work faster ,it’s not coffee.译: 有人工作效率真高, 那可不是咖啡的缘故。这 是一则办公用品的广告, 如果逐词直译, 原句将被译为:“如果有人的工作效率看起来更高一些, 那不是咖啡的缘故”。这个翻译冗长拖沓, 语气上也没有那么肯定。一般而言, 广告口号比较喜欢用肯定的语气, 让消费者对产品的功能感到信服, 从而对产品产生信任的感觉, 所以, 可以利用删减法, 将“If..”结构和“seems”删去不译, 使译文变为更简洁、语气更肯定的句子。
三、选择简单、准确、恰当的词汇、表达法和句型
广告口号的语言特点之一就是词汇简单, 单音节词、短词和生造词较多, 句子简单, 因 此, 广告口号的汉语译文也应该尽量保持这种语言特征。
7)In just a few drops , this man’s skin is going to feel better.译: 滴上几滴, 这位男士的皮肤即臻舒适。
译文中第一个“滴”字用得较好, 解决了“in”引导的短句不太好译的问题, 但“即臻”这个词虽然从语言的角度上来说比较优雅, 用得很准确, 但考虑到广告面对的是普通的消费者,消费者的文化层次不同, 理解能力也有所不同, 所以从广告口号的最终功效来说, 不如将“即 臻”改为浅显易懂的“立感”合适, 让原句变为“皮肤立感舒适”。
当然, 选择简单的词汇并非完全不顾原文信息的传达, 既简单又准确的译文才是翻译的最终追求。
8)Only One Sensible Way to Make Connection.译: 唯一实用的联系方法。
Sensible 可指“实用”, 但不仅指“实用”, Sensible 是一个褒义形容词, 它对商品的性能、对人们对商品作出的选择态度含有一种十分赞赏的态度, 不如改译为“明智”。
对于生造词, 可以考虑用一些时髦的词汇来翻译, 或者采取灵活的译法使之变通。9)The Orangemostest Drink in the world..“Orangemostest”是杜撰出来的词汇, 它实际上是“Orange + most + est”, 由表示形容词最高级两种形式与orange 连用, 以显示这种橙汁饮料的质量上乘, 让消费者去想象, 暗示产品的独特。
译: 世界上最最优秀的橙汁。
“优秀”译得较自由, 是意译, 两个“最”字是由两种最高级形式演绎过来的, 把原文的最高级形式体现得活灵活现。
使原文简洁, 除了对个别字眼进行推敲以外, 还可以考虑套用汉语的成语、四字词组、俗语、谚语等, 这几种表达法言简意赅, 归纳性强, 简单易记, 为大众所熟悉, 用来翻译广告口号, 十分得体。如:
10)What a good time for good taste of Kent.译: 健牌香烟其味无穷, 其乐无穷。11)Winstons box makes a different.译: 云斯顿盒装烟与众不同。
以上几个口号的翻译充分展示出成语、四字词组等表达法的优越性。
四、使品牌名称与广告口号内容相呼应
在广告口号中有时会出现商品品牌。商品品牌的翻译除了要遵循品牌翻译自身一套规律(如易读、易记、褒义、联想丰富、紧凑、引人注目等)以外, 还应使物品品牌内容与广告内容紧密结合, 使广告口号在整体上更为完整, 从而产生美感。
12)Christy Towels revive the dry art.原译: Christy 毛巾再现干燥艺术。
13)Soft Sports.Really comfortable shoes.原译: Soft Sports 品牌,真正舒服的鞋。
这两则译文的通病是商品品牌名都未被译出, 这极大地影响了口号的完整性。两个品牌名并非独立于口号内容之外的, 它们和口号是有机的整体, 翻译时不应该被忽视。例12突出的是毛巾干爽的特点, 品牌名Christy 的字形有点象Christ , 有圣洁之意, 而它在发音上有点像Crispy(干脆的、干净利落的), 如把品名译为“洁爽”, 把口号汉语中的形容词“干燥”改为:“干爽”, 广告口号就焕然一新。改译: 洁爽毛巾再现干爽艺术。同样, 强调“舒服”特点的Soft Sport 鞋, 也可以改译为: 舒服特运动鞋,真正舒服的鞋!这样品牌名和口号前后呼应, 效果更佳。
五、利用重复的手法
心理学表明, 重复可以加深印象,而且重复的句型可以使阅读节省时间, 因此, 翻译时重复某些词语、特殊成分或句型, 可以增强广告口号的效果。
14)Go for sun and fun.原句只有一个动词, 如直译则为“寻找阳光和快乐”—一个平庸的译文, 但如果采用重复法, 效果则大不一样。
译: 寻求阳光, 寻求快乐。
译句中动词“寻求”重复, 四个字组成的动宾结构也重复, 译文不仅念起来顺口, 而且易记。
六、修辞手法的翻译
英语广告口号除了前面第三点中提到的语言特征以外, 还具有另外一个语言特征, 较多地利用修辞手法。由于英语汉语存在语言差异, 中西方文化也存在差异, 而这种差异在修辞上体现较突出, 所以修辞的翻译比较困难, 在翻译中, 我们可以尝试这样的方法: 1. 直译, 使译文保持原来的修辞手法。
15)Deliciously simple , Simply delicious.(回环)
译: 美味地道, 地道美味。(回环)16)Light as a breeze , soft as a cloud.(明喻)译: 轻飘飘如微风, 软绵绵如彩云。(明喻)17)Get a taste of the Rich Lif e.(双关)这个例句中, Rich Life 既是商品(一种食品)的品牌名, 也可以做普通意义上的“丰富多 彩的生活”之意解, 是个双关语, 这个句子与其译成“请品尝Rich Life , 那是你富有情趣的生 活”, 不如译为保住原句双关意义的汉语句子:
译: 请体验“多彩生活”的滋味。(双关)2.将原来的修辞手法以汉语另一种修辞手法或别的形式表现出来。18)The Spirits of America.(双关)这是一则美国烈酒广告。Spirits 可作“烈酒”, 也可作“精神”, 是双关语, 这样的双关语很难在汉语中找到意义完全对等的词汇, 故可用重复的手法将之译为: “美国烈酒, 美国精神。”这样, 双关语的双层意思就被两个重复的四字结构体现出来了。
19)Easier dusting by a stre2e2etch.(拟声仿形)
译: 拉拉会长, 除尘力强。
这里,“stretch”(延伸)是除尘布的牌子, 原文使用别出心裁的拟声和仿形的拼写方法, 而汉语改用“拉拉会长”代替原文直观视角感到的伸长之意。
20)Seven days without 72up will make one weak.这则七喜广告口号是从广为人知的俏皮语Seven days without water makes one weak 演变 而来的, 这个口号既利用谐音双关weak 和week , 又利用语义双关, one 可作代词“一个人” 解, 又可作数词“一个”解, 因此这则口号即可译为“七天为一个星期”, 又可译为“七天不喝七喜会使人软弱无力”, 这样双关佳句诙谐机智, 具有令人回味之妙处。译: 七天不喝七喜, 一周软弱无力。
21)Thirst come , thirst served.同样, 这则百事可乐口号套用了“First come , First served”(先来先有)这一谚语, 目的在于鼓动消费者快快行动, 否则“来迟就没有了”;同时, 被“篡改”的谚语还有“渴了就喝百事可乐”之意, 汉语的译文是“渴望无限”。汉语中的“渴望”一词同样是个双关语。这个翻译的精确和巧妙, 真是令人叫绝。
广告口号的英汉翻译没有固定模式, 应采取较为灵活的翻译方法, 尽量使汉语译文与原 文功效对等, 在这个前提下再考虑信息和文字的尽量对等。在广大翻译工作者的共同努力 下, 商品口号汉译出现了很多佳句, 如钻戒广告“钻石恒久远, 一颗永流传”(A diamond is for2 ever), 牛奶巧克力广告“只融在口, 不融在手”(Melts in your mouth , not in your hand), 肯德基炸鸡广告“吮指回味, 其乐无穷”(It’s finger licking good), 麦氏咖啡广告“滴滴香浓, 意犹未尽”(good to the last drop)等。把所有的广告口号译好, 使之皆成为佳句, 使之真正具有广告口号应有的AIDMA 功能(即Attention 吸引注意、Interest 引起兴趣、Desire 刺击欲望、Mem2ory 增强记忆、Action 促使行动), 这项翻译工作任重而道远。
参考文献: [1 ] [2 ] [3 ] [4 ] [5 ] 仲良, 冯善萍.实用英文手册[ Z].上海: 同济大学出版社, 1999.1.宁建新, 陈观亚.实用广告英语[M].郑州: 河南人民出版社, 1997.9.吴伟雄, 方凡泉.实用英语翻译技巧[M].昆明: 云南人民出版社, 1997.3.冯翠华.英语修辞大全[ Z].北京: 外语与教学研究出版社, 1995.12.刘法公.商贸汉英翻译专论[C].重庆: 重庆出版社, 1999.4.
第二篇:广告口号翻译 论文
华北科技学院毕业论文
1.Introduction
The translation of advertisements is a case in point.Multinational companies advertise their products at home and abroad.When certain product or service is advertised in a foreign market, the translation of the target consumers is indispensable in order to cater to the needs of the target consumers.As a result, the translated slogan will not possibly produce the desired effect to inform the consumers and arouse their desire to make purchase.As a matter of fact, there is an undeniable fact that some translated advertising slogans still leave much to be desired.In my thesis, I will give a brief account of the features of advertising slogans and the basic rules to follow when translating them.Then, I will put the basic theories of translation into the advertising slogan, so the business can find an easy way to make a good relationship with the customers.The General Remarks on Advertising Slogan
2.1 Definition of Advertising Slogan
The word “slogan” originally came from the Gaelic phrase, “slugh gairm”.It means “battle cry”.The slogan is different from the other kinds of writing because it is designed to be remembered and repeated word for word, to impress its brand and its message on the customers.2.2 Function of Advertising Slogan
The ultimate purpose of an advertising slogan is to arouse the consumer’s desire to make purchase.It influences not only the consumer’s economic decisions but also hisher social values and personal life.Therefore, an advertising slogan has two main functions: providing information and persuading the consumers to make purchase.2.3 The Lexical Feature in Advertising Slogan
The advertising slogans use the highly frequent expressions and words which are often used in the daily communication.Other adjectives are used for particular advertising products.Such as: crisp, fresh, delicious, rich for “food”, easy, safe and1of5
On Translation in Advertising Slogan
can be used for all types of machinery and appliances, kitchen products, extra, free, special are often used to attract specific clients.Example: let’s make things better.(Philips)
The taste is great.(Nestle)
Feel the new space.(Samsung)
2.4 Rhetoric Features in the Advertising Slogan
Trope is a rhetorical figure of speech that consists of a play on words, i.e.using a word in a way other what is considered its literal or normal form.A trope is a way of turning a word away from its normal meaning, or turning it into something else.That is making an analogy.Describe a thing by another thing which has different nature but similarities.It is usually divided into simile and metaphor.In order to emphasize or highlight a certain thing it is need to exert rich imagination to exaggerated the facts deliberately and enhance the influence and persuasion of advertising works.Give prominence to the theme and touch hearts of readers and win their good opinion of the commodities.The Advertising Slogans Translation
3.1 Theoretical Basis of Advertising Slogan Translation
As to the criterion for translation, there are different views existing in domestic and abroad translation studies.Guinn(1998)raises the idea that advertising translation is a commercial activity with predetermined purposes.In china, the authoritative theory is Yan Fu’s principle of “faithfulness, expressiveness and elegance”.3.2 Translation Strategies Based on the Nida Theory
The globalization of economies and trade intensification leads companies to communicate with consumers of different languages and cultures.Within the framework of international marketing strategies, advertising plays a key role.Therefore, translating advertising means to produce a new text in a target language
华北科技学院毕业论文
setting for a target promoting purpose in order to appeal to the target consumers in the target cultural circumstances.3.3 The Different Culture in the Translation
Culture differences greatly affect the advertising slogan translation.The process of advertising translation is not only a transfer of language, but also a transfer of culture.However, differences are the most common parts and they will bring many challenges to translators.Just because of this, a good translator must have a better command of the differences between the two cultures.Different value view has been the obstacle of cross-cultural communication.Traditional Chinese culture sets the priority of collective or national benefits over individual interest.In western cultures, the opposite is true.Most western cultures are characterized by paramount of individual interest.Such a cultural difference usually leads to the difference in the eastern and the western advertisements.For example, as the Chinese have a tendency of following suit, the Chinese consumers always believe that the more people buy a product, the better qualityit will have.Therefore, when they choose commodities, they usually buy what is favored by most people.Such kind of psychology is thus taken advantage by the Chinese advertisers.In our daily life, we can find many examples which stress group behavior.Examples:为你,为他,胃健康。(斯达舒胶囊)
21金维他健康我全家。(21金维他)
These words are often seen in Chinese ads:“今天你吃了没有?”“男女老少皆宜” “大家都喜欢用”。
But in the west , individualism is valued, and what prevail in their advertisements are such word as independence, uniqueness, and privacy.Examples: man should have his own voice.(Aleate mobile phone)男人应有自己的声音
I choose it , I like it.(Anta sports shoes)我选择,我喜欢。
Different thought patterns in the west and china are summarized as the following
On Translation in Advertising Slogan
aspects: a.unification concept: stress on authority rather than fact;b.smallholder concept: stress on interest rather than ideology: c.human relationship concept: stress on morale rather than effect;d.egalitarianism concept: stress on cooperation rather than competition.Different mental structure also leads to differences in ad in the west and china.Most Chinese ads words tend to be abstract, subjective, exaggerative, and empty.The westerners tend to be more objective.Therefore, what fill in our ears are often such word as “获得„金奖”,“国有企业”,“中国消费者协会推荐”,etc.The obvious implication behind these words is that the quality of their products is proved by authorities, which leaves no room for you to doubt.Conclusion
In summary, advertisements have their own unique language characteristics.It is necessary to have thorough understanding of their special and flexible characteristics and exercise them smartly in translation if the authors want to translate the essence of the advertisement.Therefore, it is necessary to master skills of translation.Hence, one should keep abreast of commercial developments and the general consumers’ psychology, firmly grasp the features of fashion, modern and trendy, and select the best way to express the original meaning of advertisements to meet challenges of commodity economy by better advertisements and translations.It is believed that with further development of commodity economy it will show a brighter, colorful language world.华北科技学院毕业论文
Bibliography
[1] Baker and Mona.Routledge Encyclopaedia of Translation Studies [Z].London.Routledge, 1998
[2] Charles Mitchell.International Business Culture[M].Shanghai: Shanghai Foreign
Language Education Press, 2000.[3] Catford, J.C.1965.A Linguistic Theory of Translation [M].London: Oxford
University Press.[4] Newmark, P.1988.Approaches to Translation [M].Shanghai: Shanghai Foreign
Language Education Press.[5] Bell, T Roger.2001.Translation and Translating: Theory and Practice [M].Beijing: Foreign Language Teaching and Research Press.[6] Vestergaard, Torben and Schroder, Kim.The Language of Advertising [Z]..Oxford: Basil Blaclcwell, 1989.[7] Nita, A.Eugene.Language, Culture, and Translating [M].Shanghai: shanghai
Foreign Language Education Press, 1993
[8] Bovee, Courtland L.and arens, William F.Contemporary Advertising Forth
edition[Z].Homewood, IL: Irwin,1992.[9] 林承璋 刘世平英语词汇学引论[M] 武汉:武汉大学出版社,2005
[10] 谭卫国。中西文化与广告语言[J].上海师范大学学报,2003,(2)
[11] 王紫娟.广告语言与大众心理[J].外国语,1995,(4).[12] 徐晓娟.广告英语[M].背景:首都经济贸易大学出版社,2004.[13] 钟馥兰.广告英语中的修辞格与翻译[J].黎明职业大学学报,2003,(1).[14] 刘荣征.浅谈广告英语中双关语,杜撰词,仿拟,明喻和暗喻的翻译[J].中国地质大学学报(社会科学版),2004,(2).[15] 廖七一,2000,《当代翻译理论》 [M]。南京:译林出版社。
[16] 徐莉林,2005,从中英文广告的差异看广告翻译[J],《内蒙古社会科学》
(汉文报)第四期。
[17] 李克兴,2004,论广告翻译的策略[J]。中国翻译(6):64-69
[18] 胡曙中.英汉修辞比较研究[M].上海:上海外语教育出版社,1993
第三篇:商务英语 广告翻译处理技巧
商务英语 广告翻译处理技巧
来源:ibs作者:ibs发布日期:2010-05-19浏览次数:208
广告翻译方法、技巧是译者在不断的实践中总结、归纳出来的。不管采用什么方法,广告翻译者首先要牢记的是广告语言的特殊风格和广告的功能与目的。此外,广告翻译者还必须考虑广告的接受者——广大的消费者。任何翻译都不能抛开译作的接受者,翻译作品离开了读者,就失去了翻译的意义。而广告的目标有好些种,根据美国广告协会(.AssociatiorI of National.Advertising),广告的目标是ACCA,即:Awareness,Comprehension,Conviction,and Action(认知、理解、说服:行动)。用通俗一点的话说,就是要通过各种途径去打动读者以使他们采取行动——掏钱购买广告中的商品或去接受广告中提供的服务。
一、四字结构翻译
汉语中的四字结构使用比较普遍,汉语中的成语多为四字结构,非成语中我们也常使用四字结构,日常口语中有时也会用到四字结构以增加话语的效果。可以说,四字结构是汉语的一大特色。四字结构言简意赅,节奏鲜明,铿锵有力,琅琅上口,便于记忆。汉语广告多用四字结构,所以在英汉广告翻译中可以经常使用四字结构。
1.英译汉
英语和汉语广告有个共同点,就是用词简练。从功能对等翻译理论的角度来看,四字结构有助于广告语言风格的对等。例如:
The perfect companion for 2001
Since you depend on a diary every day for the year
Pick the one that’s perfect for you.
Bright,attractive,colourful,always good for a smile„
2001年的最佳伴侣
既然您一年中每一天都离不开记事本,就请您选这种吧,它对您再合适不过了:
印刷鲜明、装帧精美、彩色套印、令您笑口常开„„
该例子原文“Bright,attractive,colorful,always good for a smile„几个形容词并列使用,言简意赅,译文的四字结构将原文的这种简洁的意味表达出来了。再例如:
Sharp Z-20 Smallest Plain Paper Copier.It’S more than just new.It’S smaller,it’s lighter.And it fits almost anywhere.It starts automatical.1y.“Goes to sleep”
automatically.Even sets exposure automatically.And it’s not only affordable to buy.Economical to run.It’S also simple to maintain.It。uses replaceable cartridges.For copies in red,blue,or black.And it has copy quality that’s truly unsurpassed In fact,it’S the plain paper copier that’S anything but plain.It’s the new Sharp Z一20.So incredibly smail,it’s the only plain paper copier that makes any place your workplace.
1-800-BE SHARP
From sharp minds come sharp products.
译文:
最小的复印机—夏普Z一20型:
机器更新,且更小巧轻便,可随处摆放。
它可自动启动,自动关机,自动曝光。
物美价廉,经济实惠,保养简便。
使用可替换色带,可复制出红、蓝、黑三色。
复印质量无与伦比。
事实上,它就是普通白纸复印机,这就是夏普新型Z一20。它小到不可思议,却是惟一的可以随处工作的普通白纸复印机。
1—800一BE一夏普头脑敏锐,精心打造一流产品。
2.汉译英
为了让我国产品为外国商家所了解并扩大这些产品的销售量,有必要将有关的汉语产品广告翻译成英语。另外,商品的出口也需用英语做广告。很多情况下,对外宣传的广告是将原有的汉语广告翻译成英语或其他语种。如.前所述,汉语广告中有不少四字结构,甚至七字结构。汉语的这种特殊结构在英语中很难在形式上达到对等,因为英语和汉语毕竟属于两种完全不同语系的语言。在这种情况下,翻译广告时,译者就必须采取灵活对等的方法,决不能拘泥于语言的形式。译者需在理解了原文的基础上,使用英语广告中常用的词汇、短语、句型来表达汉语广告的原意。所谓灵活对等,笔者的意思是,英语译文几乎不可能也用四个单词来表达汉语的四字结构的意思,译者可以通过直译的方法翻译,若无法直译,便采用意译。例如以下一则餐馆的中文广告都是四字结构:
人无我有,人有我优
电话订餐,送货上门
备有快餐,欢迎品尝
该广告的格律和韵味要在英语中再现几乎是不可能的事。我们只好抛开原文的语言形式,按照其实际内容把原文翻译成以下英语:
The restaurant offers varleties of food 0f better quality.The services include telepllone reservation and free delivery.Fast food is aIso available.We are always at your service.
有些商品广告中四字结构比起上述例子更复杂、更难译,类似这样的广告只能按其意思进行阐释性的翻译了。
二、套译
套译是借用译人语中某些固定结构框架来传达原文的意思,多用于广告的标题和口号的翻译。例如: 有了南方,就有办法了。
译文:
Where there is a South,there is a way.
这是“南方科技咨询服务公司”的广告。英语译文套用谚语
Where there is a will,there is a way”(有志者,事竞成)。又如:
百闻不如一尝。
译文:
Tasting is believing.
该例子是某粮油食品进出口股份有限公司的广告词。中文广告套用了“百闻不如一见",英语译文套用英语谚语“Seeing is believing”。
以上是中译英例子。英译中也可用套译的方法。例如以下推销安全套的广告:
I’ll do a 1ot for love,but I’m not ready t0 die for it.
将这种广告翻译成汉语比较棘手。太直的翻译会不太雅,太含蓄的翻译可能令人读不懂。有人套用匈牙利著名诗人的名句翻译成汉语,可谓是绝妙透顶的佳译:
情爱诚销魂,生命价更高。
第四篇:英文合同的翻译技巧
引子:鉴于现在对外交流事例逐渐增多,英文合同特别是经济合同的翻译愈显重要,若译文不准确或不严谨,势必会引起不必要的经济纠纷.故今以一英文(经济)合同写作书籍为蓝本,录入一些有益文字,希望大家共同提高英文(经济)合同的翻译和写作。
合同文件是合同双方签订并必须遵守的法律文件,因此合同中的语言应体现其权威性.英文合同用语的特点之一就表现在用词上,即选择那些法律用词,以及正式用词,使合同表达的意思准确无误,达到双方对合同中使用的词无可争议的程度。
一.hereby
英文释义:by means of , by reason of this
中文译词:特此,因此,兹
用法:常用于法律文件、合同、协议书等正式文件的开头语;在条款中需要强调时也可用。语法:一般置于主语后,紧邻主语.例1:
The Employer hereby covenants to pay the Contractor in consideration of the execution and completion of the Works and the remedying of defects therein the Contract Price or such other sum as may become payable under the provisions of the Contract at the time and in the manner prescribed by the Contract.参考译文:
业主特此立约保证在合同规定的期限内,按合同规定的方式向承包人支付合同价,或合同规定的其它应支付的款项,以作为本工程施工、竣工及修补工程中缺陷的报酬。
注释:
(1)hereby: by reason of this 特此
(2)covenant: v.make a formal agreement 立约,签订合同、条约;n.legal agreement具有法律约束的正式合同
(3)completion of the Works: 工程的竣工
(4)therein: in the Works在本工程中
(5)the Contract Price: 合同总价,指工程的总造价
(6)such...as: 关系代词,相当于that, which
(7)under: in accordance with 根据,按照
(8)the provisions of the Contract: terms and conditions of the Contract合同条款 例2:
We hereby certify to the best of our knowledge that the foregoing statement is true and correct and all available information and data have been supplied herein, and that we agree to provide documentary proof upon your request.注释:
(1)hereby:特此
(2)to the best of our knowledge:as far as we know据我们所知
(3)foregoing statement:above-mentioned statement上述声明
(4)herein:in this, in the statement在声明中
(5)documentary proof:证明文件
参考译文:
特此证明,据我们所知,上述声明内容真实,正确无误,并提供了全部现有的资料和数据,我们同意,应贵方要求出具证明文件。
例3:
This Contract is hereby made and concluded by and betweenCo.(hereinafter referred to as Party A)andCo.(hereinafter referred to as Party
B)on(Date), in(Place), China, on the principle of equality and mutual benefit and through amicable consultation.注释:
(1)hereby:特此
(2)hereinafter referred to as Party A:以下称甲方
(3)on the principle of equality and mutual benefit:在平等互利基础上
(4)through amicable consultation:通过友好协商
参考译文:
本合同双方,公司(以下称甲方)与公司(以下称乙方),在平等互利基础上,通过友好协商,于年月日在中国(地点),特签订本合同。
例4:
This agreement is hereby made and entered into on(Date), by and betweenCo.China(hereinafter referred to as Party A)andCo.(hereinafter referred to as Party B).注释:
(1)this agreement is hereby made and entered into:特此订立本协议
在法律文件中表示“订立本协议”可用以下4个动词:sign(make, conclude or enter into)this agreement, 按照同义词连用的写作特点,可用上述4个动词中的两个来表示)。
(2)hereinafter referred to as Party B:以下简称乙方
参考译文:
本协议特由中国公司(以下简称甲方)与公司(以下简称乙方)于年月日订立。
第五篇:英文合同翻译有哪些技巧
英文合同翻译有哪些技巧
如今,对外交流的事例越来越多。英文合同,特别是经济合同的翻译也显得越来越重要,若译文不够准确或是不严谨,肯定会引起不必要的经济纠纷。合同文件是合同双方签订并必须遵守的法律文件,因此合同中的语言应该体现他的权威性。英文合同用语的特点之一就是表现在用词上的。就是选择那些法律上的用词,以及正式的用词,使合同所表达的意思准确无误,达到双方对合同中所使用的词的翻译无可争议的程度。合同资料怎么翻译呢?下面就来给大家讲解一下技巧。
一.hereby 英文释义:by means of , by reason of this 中文译词:特此,因此,兹
用法:常用于法律文件、合同、协议书等正式文件的开头用语;在条款中需要强调时也可以使用。
语法:一般置于主语后,紧邻主语.例1:
The Employer hereby covenants to pay the Contractor in consideration of the execution and completion of the Works and the remedying of defects therein the Contract Price or such other sum as may become payable under the provisions of the Contract at the time and in the manner prescribed by the Contract.参考译文: 业主特此立约保证在合同规定的期限内,按合同规定的方式向承包人支付合同价,或合同规定的其它应支付的款项,以作为本工程施工、竣工及修补工程中缺陷的报酬。
注释:(1)hereby: by reason of this 特此
(2)covenant: v.make a formal agreement 立约,签订合同、条约;n.legal agreement具有法律约束的正式合同
(3)completion of the Works: 工程的竣工(4)therein: in the Works在本工程中
(5)the Contract Price: 合同总价,指工程的总造价(6)such...as: 关系代词,相当于that, which(7)under: in accordance with 根据,按照
(8)the provisions of the Contract: terms and conditions of the Contract合同条款
例2:
We hereby certify to the best of our knowledge that the foregoing statement is true and correct and all available information and data have been supplied herein, and that we agree to provide documentary proof upon your request.参考译文:
特此证明,据我们所知,上述声明内容真实,正确无误,并提供了全部现有的资料和数据,我们同意,应贵方要求出具证明文件。
注释:
(1)hereby:特此
(2)to the best of our knowledge:as far as we know据我们所知(3)foregoing statement:above-mentioned statement上述声明(4)herein:in this, in the statement在声明中(5)documentary proof:证明文件
例3:
This agreement is hereby made and entered into on(Date), by and between Co.China(hereinafter referred to as Party A)and Co.(hereinafter referred to as Party B).参考译文:
本协议特由中国公司(以下简称甲方)与公司(以下简称乙方)于年月日订立。注释:
(1)this agreement is hereby made and entered into:特此订立本协议
在法律文件中表示“订立本协议”可用以下4个动词:sign(make, conclude or enter into)this agreement, 按照同义词连用的写作特点,可用上述4个动词中的两个来表示)。
(2)hereinafter referred to as Party B:以下简称乙方
二 hereof 英文释义: of this 中文译词:关于此点;在本文件中
用法:在表示上文已提及的“本合同的、本文件的„„”时,使用该词。例如表示本合同条件、条款时,可以说“the terms, conditions and provisions hereof”,这里hereof表示“of this Contract”;又如表示本工程的任何部分,可用“any parts hereof”,这里hereof表示“of this Works”。
语法:一般置于要修饰的名词的后面,与之紧邻。
hereof和thereof的区别:hereof强调“of this”。例如,上面的“the terms, conditions and provisions thereof”中的thereof表示of the Contract;“any parts thereof”中的thereof表示of the Works。
例1 Whether the custom of the Port is contrary to this Clause or not, the owner of the goods shall, without interruption, by day and night, including Sundays and holidays(if required by the carrier), supply and take delivery of the goods.Provided that the owner of the goods shall be liable for all losses or damages including demurrage incurred in default on the provisions hereof.参考译文:
不论港口习惯是否与本款规定相反,货方都应昼夜地,包括星期日和假日(如承运人需要),无间断地提供和提取货物。货方对违反本款规定所引起的所有损失或损坏,包括滞期应负担赔偿责任。
注释:
(1)Whether the custom of the Port is contrary to this Clause or not:不论港口习惯是否与本款规定相反,whether„ or not:不论„„是否
(2)the owner of the goods:货方(3)without interruption:无间断地(4)carrier:承运人
(5)in default on the provisions hereof:违反本款规定 hereof:of this Clause 例2 Foreign trade dealers as mentioned in this Law shall, in accordance with the provisions hereof, cover such legal entities and other organization as are engaged in foreign trade dealings.参考译文:
本法所称对外贸易经营者,是指依照本法规定从事对外贸易经营活动的法人和其他组织。注释:
(1)foreign trade dealers:对外贸易经营者(2)as mentioned in this Law:本法所称
(3)the provisions hereof:the provisions of this Law 本法规定(4)legal entity:法人
(5)be engaged in foreign trade dealings:从事对外贸易经营活动
三 hereto 英文释义: to this 中文译词:至此,在此上。
用法:在表示上文已提及的“本合同的„„本文件的„„”时,使用该词。例如表示“本合同双方”,可以说“the Parties hereto”,这里hereto表示“to this Contract”;表示“本协议附件4”,可用“Appendix 4 hereto”,这里hereto表示“to this Agreement”。
语法:一般置于要修饰的名词的后面,与之紧邻。
hereto和thereto的区别:同前面所言hereof和thereof的区别类似,hereto强调的是“to this”。
例1 All disputes arising from the performance of this Contract shall, through amicable negotiations, be settled by the Parties hereto.Should, through negotiations, no settlement be reached, the case in question shall then be submitted for arbitration to the China International Economic and Trade Arbitration Commission, Beijing and the arbitration rules of this Commission shall be applied.The award of the arbitration shall be final and binding upon the Parties hereto.The Arbitration fee shall be borne by the losing party unless otherwise awarded by the Arbitration Commission.参考译文:
对于因履行本合同所发生的一切争议,本合同双方应友好协商解决,如协商无法解决争议,则应将争议提交中国国际经济贸易仲裁委员会(北京),依据其仲裁规则进行仲裁。仲裁裁决是终局性的,对双方都有约束力。仲裁费用应由败诉方承担,但仲裁委员会另有裁定的除外。
注释:
(1)the performance of this Contract:履行本合同(2)through amicable negotiations:友好协商
(3)the Parties hereto:the Parties to this Contract本合同双方(4)shall then be submitted for arbitration:提交进行仲裁
(5)the China International Economic and Trade Arbitration Commission, Beijing:中国国际经济贸易仲裁委员会(北京)
(6)the arbitration rules of this Commission:其仲裁规则(7)the award of the arbitration:仲裁裁决
(8)unless otherwise awarded by the Arbitration Commission:仲裁委员会另有裁定的除外
例2 “Patented Technology” means such patent, and such applications for the patent as are presently owned or will hereafter be acquired in the future by Party B, or as Party B has or may have the right to control, or as are permitted to be transferred during the effective period of this Contract in any or all countries of the world, and as are applicable to or may be used in the manufacture of Contract Products specified by the Parties hereto.参考译文:
“专利技术”,系指乙方目前拥有的或未来获得的,或乙方有权或可能有权控制的,或在本合同有效期间在世界任何国家许可转让的,适用于或可能适用制造本合同双方规定的本合同产品的专利和专利申请。
注释:
(1)patented technology:专利技术(2)patent:专利
(3)application for the patent:专利申请
(4)may have the right to control:可能有权控制的(5)permitted to be transferred in any or all countries of the world:在世界任何国家许可转让
(6)Contract Products specified by the Parties hereto:本合同双方规定的本合同产品 hereto: to this Contract 以上就是合同资料翻译的几种技巧,希望大家通过学习可以很巧妙的运用在翻译当中。一定会让你翻译的合同资料更加完美。