第一篇：书名和标题(广告口号)的翻译教案
书名和标题（广告口号）的翻译
教学目标：学生通过本章的学习，能够使用正确的翻译方法，翻译一些常见的书名，各类标
题及广告口号和一些组织的名称等.教学时间：2课时
重点难点：书名标题广告的内涵意义的正常掌握及理解.教学方法：讲授及讨论
教学内容：书名，标题及广告口号和一些组织的名称是日常翻译中经常碰到的＂难题＂，在处理这些难题的过程中，可采用音译，直译和音译等方法.一.直译法 是指在不违背目标文化传统的前提下，在翻译时保留原方的指称意义，求得内
容与形式相符的方法.书名，标题名：
<<中国教育改革和发展纲要>>The Outline for Reform and Development of Education in China <<妇女权益保护法>>Law on the Protection of the Rights and interests of Women
工程制图能力的剖析和训练 Analyzing and Training of Ability for Engineering Cartography 全国人大制定领海法 The National People’s Congress Enacts Law on Territorial Waters 非典型肺炎的诅咒 The Curse of the Fearful SARS
高科技竞争的负面影响 Negative effects of Competition in the Hi-Tech Industry
期待中华文化黄金时代的重现 Chinese Culture---Awaiting A New Golden Age
报刊电视栏目名：
人与自然People and Nature音乐桥 Music Bridge
国际影院International Cinema体育栏 Sports Section
Going Along with you与你同行Around the Globe in 45 Minutes 环球45分钟
电视剧名：
<<上海大风暴>>The Big Storm over Shanghai
<<北京人在纽约>>A Native of Beijing in New York
<<戏剧人生>>Dramatic Life
<<大潮汐>>On the Tidal Wave
<<女人不是月亮>>Women Are Not the Moon
<<>Growing Pains>成长的烦恼
商标名：
＂钻石＂牌手表“Diamond” Brand Wrist Watches
＂小天鹅＂洗衣机“Little Swan” Washer
＂飞鸽＂牌自行车“Flying Pigeon” Bicycles
＂飞轮＂牌罐头“Flying Wheel” Brand Tins
＂冰露＂纯净水“Ice Dew” Purified Water
广告口号：
一切皆有可能Anything is possible
给我一个机会，还你一个惊喜（嘉享印务）Give me a chance, and you’ll have a big surprise 拥有完美肌肤的秘诀(丁家宜)The secret for perfect skin
二.意译法 意译法是指译者爱到译语社会文化差异的局限时，不得不舍弃原文的字面意
义，以求译文与原文的内容相符和主要语言功能相似的方法.<<计划生育工作纲要>>The Program for Family Planning
<<儒商>>Intellectuals go In for Business
<<过把瘾>>Eat, Drink, and Be Merry
<<旅游天地>>Traveling Scope
<<人民画报>>China Pictorial
<<大视野>>Global Vision
关于在我国沿海地区兴建樱花退休花园的设想 An Envisagement of Building “Cherry Holiday Resorts for the Retired” in the Coastal Area
妇女---一个永恒的话题Woman: The Debate Goes on
银幕觅踪Movies and Stars
天涯共此时 Sharing the Moment
随笔栏gossip column
话说中国China Discovery
<<走下神坛的毛泽东>>Mao Zedong----Man, not God(who walked down the shrine???)领导班子年轻化，知识化，专业化a younger, better-educated and more professional leadership
广告口号：
国酒茅台，相伴辉煌Good and vigorous spirit
鹤舞白沙，我心飞扬Fly higher
运动休闲，我行我速Go my own way’
三.音译法 用音位为单位在译文中保留原文的发音.＂一枝春” 牌衬衣“Yizhichun” Brand Shirt
“增产”牌洗衣皂“Zengchan” Brand Washing Soap
上海新江机械厂Shanghai Xinjinang Machinery Plant
秦皇岛耀华玻璃厂Qinhuangdao Yaohua Glass Works
新闻标题 特点：
1.广泛使用“新闻现在时”用现在时叙述过去发生的事件，体现新闻的新鲜感和现场感。刘翔打破男子110米栏世界纪录
Liu Xiang Breaks 100M Hurdle World Record
向非典型肺炎开战
China Spares No efforts to combat Sars(新闻小词，就是短小音节不多而意义又比较广泛的词，如bar=prevent, curb=control or restrict, ease=lessen, dip=decline or decrease, head=direct,pact=agreement, set=ready, step=progress, ties=diplomatic relations, bid=attempt)韩国汽车销量猛涨
SK car sales surging up
教皇拟于二月访日
Pope to visit Japan in february
中国将继续支持经济发展的财政政策
China to continue fiscal program to aid economy
2.使用省略法
惜别之情难以挡，游客蜂拥至三峡
Three Gorges Flooded by “Farewell” Tourists
中国与葡萄牙就澳门回归达成共识
China, Portugal Agree on Return of Macao
青海湖将在200年度内变成盐湖
Qinghai Lake to Become Salty within 200 years
淅江大学等高校提醒大学新生勿带电脑入学
Freshmen Told to Leave Laptops Behind
“蒲公英”渐行渐远，防大旱当务之急
“Mindulle” Goes and Drought Stays
中国：买房成了中国人的痛
China: Buying Home Aches
“后悔上大学”传递出的信号
College studnets Regret Uni decision
内地高考状元热衷入港读书
Top Mainland students wish to study in Hong Kong
中国从今天起提升电价
China Increase Power Prices
中国代表团就是申办2010年世博会进行陈述
Chinese delgeation presents Shanghai’s Bid for 2010 World Expo
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。
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第三篇：广告标题
广告标题
一、定义及特点： 标题是广告的题目，它标明广告的主旨，又是区分不同广告内容的标志。具有吸引注意力、传递广告信息、诱导继续阅读广告正文的作用
二、分类：
1、陈述型：
读者只看标题就能了解广告的主要信息。这类标题往往以商品、商标或企业名称来命名。
例如：
维维豆奶，欢乐开怀。——维维豆奶广告
白猫洗衣粉，洗衫好干净。——白猫洗衣粉广告
芬必得止头疼，一天都轻松。——芬必得镇痛药
2、新闻性标题
新闻性标题要为消费者提供一些新的信息，这类信息既可以是新发生的情况，也可以是新的知识。如“华夏大地教育网网上课程公开测试擂台大会”
3、疑问式标题
这类标题用直接性或间接性问句，向读者提出问题，以此吸引读者的注意。如推销化妆品的广告：“女人．你追求什么?” 英语学校广告标题是：“你的英文有错误吗?”
4、劝导建议式
在标题中提出企业的主张、建议以及号召人们从速购买。如日本三得利的广告标题：“星期五——买葡萄酒的日子”；“存货有限，欲购从速”。
5、颂扬式
以正面赞扬、宣传产品优点，给人以良好印象。如可口可乐：“让我们一起创造更好的世界，同享和平、欢乐、洁净的家园。”
6、参与、测试式
让大家参与到游戏或者测试的方式引起注意。
7、诉求式标题
用劝勉、希望、呼吁的口气，催促人们采取购买行动，如“请使用白兰牌洗衣机来简化您的家务劳动”
8、悬念式标题
在标题中布下悬念，使读者首先产生惊奇、疑惑之感，然后为了寻根求源不得不把整个广告作品读完，并加以思考，从而对广告留下深刻的印象。
如以色列航空公司曾经做过的一则广告，标题是：“从12月23日起，大西洋将缩短20%。”广告用了一张大西洋地图做图片，一边被撕下20%。
三、原则：
1、引起注意
2、主题突出
3、简单具体
4、对象突出
第四篇：广告标题
1.表示产品性能的标题。
日立牌冰箱耗电最省凝冰最快
——日立牌电冰箱广告
2.表示商品质量的标题。
三菱汽车路遥知马力
——三菱汽车广告
3.表示商品特点的标题。
象母亲的手一样柔软
——儿童鞋广告
4.表示商品用途的标题。
夏日炎炎何须愁蝙蝠电扇可排忧
——蝙蝠牌电风扇广告
5.表示商品效果的标题。
人参蜂皇浆提神开胃见效快
——北京人参蜂皇浆广告
6.表示商品牌名标题。
盾牌盾牌可靠的盾牌
——盾牌头盔广告
7.表示商品声誉的标题。
钻石牌手表获第一名最多
——钻石牌手表广告
8.表示提示性的标题。
成功在于运用时间的精确
——太阳牌电子表广告
9.表示亲切感的标题。
孩子孝爸爸笑
——推销刀片的广告
10.表示幽默感的标题。
除了钞票承印一切
——法国某印刷公司的广告
11.表示诚恳态度的标题。
求人不如求己
——银行储蓄广告
12.表示比较式的标题。
不怕货比货就怕不识货
——照相机广告
13.表示借名式的标题。
总统用的是派克
——美国派克钢笔广告
14.表示含蓄式的标题。
平步青云步步高升
——推销鞋的广告
15.表示夸张式的标题。
现在从头发上洗刷掉岁月的痕迹了
——洗发精广告
16.表示关怀式的标题。
名言中听入神
——百科全书广告
17.表示情谊的标题。
正需要您的照顾
——治疗小儿惊风药品的广告
18.表示层递式的标题。
它好它真好它就是雀巢
——瑞士雀巢咖啡广告
19.表示衬托式的标题。
我只爱一个男人，我只用这种香水
——法国一香水广告
20.表示反效果式的标题。
禁止抽烟连皇冠牌也不例外
——推销香烟的广告选自陈培爱：《广告写作艺术》，中国对外经济贸易 出版社1990年4月版，第171页—173页。
21.诗歌式标题。
思绪随着云儿飘，飘进月界广寒宫
——少女寝具广告
仿佛梦中醒来，双眸带着迷人的琥珀色
——白兰地广告
举杯邀明月，对饮(影)成三人
——某家洒厂广告
欲穷千里目，更上一层楼
——售楼广告
第五篇：英文广告标题
1.They Laughed When I Sat Down At The Pianobut Never Discover It!
众人皆拥有无价宝---但还从没发现它.Do You Do Any Of These Embarrassing Things?
您会做这些尴尬事吗?Six Types of Investorsbut Can't Get Started
给那些想写---但又不知从何下手的人The Crimes We Commit Against Our Stomachs
我们对我们的胃所犯下的过错How to Do Wonders with a Little Land!
怎样在小土地上创奇迹?“Here's an Extra $50, Grace”
给您额外的50元,戈蕾丝.A Wonderful Two Years Trip at Full Payif You Follow This Simple Plan
你可对发钱愁的人一笑置之---只要你按此简易步骤行事Five Familiar Skin TroublesEasier to Manage
新的洗发水让您的头发更柔软---更易打理
Thousands Now Play Who Never Thought They Could
从未想过会玩的人现在会玩了
Great New Discovery Kills Kitchen Odors Quick!
伟大的新发明帮助快速除去厨房味道
For The Woman Who Looks Younger than She Is
针对那些看起来比她还显年轻的女士
Check the Kind of Body You Want
看看您希望拥有什么样的身材?
“At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock”
以一小时60英里的速度行驶,这台劳斯莱斯最大的噪音是来自一个电表.43 Why Wall Street Journal readers Live Better
为什么华尔街邮报的读者生活美满?
“Dear American Tourister: You Saved My Life”
亲爱的美国游客:您是我的恩人'
Girls!Want Quick Curls?
姑娘们,想即刻变卷发吗?
You May Be Eating More Salt Than You Should
你可能多吃了你不该吃的盐.47 Get Rid of That Humidity!
消除湿气.48 How You can Get a Quick Loan of $1,000
怎么样快速贷款1000元
Become a Well Paid Hotel/Motel Executive
成为高薪的酒店管理人员
How To Get More Energy From The Food You Eat
吃什么样的食物能让您精力充沛
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