广告翻译论文万能模板

我的毕业论文也是广告英语 不过不是翻译这边的 是语言学方面的...

广告的本质是传播，广告的灵魂是创意。 广告一词，据考证是一外来语。它首先源于拉丁文advertere，其意为注意,诱导,传播。中古英语时代（约公元1300—1475年），演变为Advertise，其含义衍化为“使某人注意到某件事”，或“通知别人某件事，以引起他人的注意”。直到17世纪末，英国开始进行大规模的商业活动。这时，广告一词便广泛地流行并被使用。此时的“广告”，已不单指一则广告，而指一系列的广告活动。静止的物的概念的名词Advertise，被赋予现代意义，转化成为“Advertising”。汉字的广告一词源于日本。 《韦伯斯特词典》对广告的定义是：广告是指在通过直接或间接的方式强化销售商品、传播某种主义或信息、召集参加各种聚会和集会等意图下开展的所有告之性活动的形式（韦伯斯特辞典1977年版）。 在现代，广告被认为是运用媒体而非口头形式传递的具有目的性信息的一种形式，它旨在唤起人们对商品的需求并对生产或销售这些商品的企业产生了解和好感，告之提供某种非营利目的的服务以及阐述某种意义和见解等（韦伯斯特辞典1988版）。 《简明大不列颠百科全书》（15版）对广告的定义是：广告是传播信息的一种方式，其目的在于推销商品、劳务服务、取得政治支持、推近一种事业或引起刊登广告者所希望的其他的反映。广告信息通过各种宣传工具，传递给它所想要吸引的观众或听众。广告不同于其他传递信息的形式，它必须由登广告者付给传播的媒介以一定的报酬。 社会学家、评论家艾君在1994年由现代出版社出版的《当代生意经》对于广告概念问题这样阐述，读完一些广告定义，不难发现有的还可以说是个较为完整的定义，有的则只是对广告的简单地判断。更值得商榷的是有的定义还没有解释清楚广告是怎么回事，解释中又重复出现了“广告”之词。或将广告当成修饰词语出现，如广告语，广告客户、广告者、广告信息……这好比张三问李四：“什么叫艺术？”李四答：“由艺术家创作或表演的作品……”。人们便会问：没有讲明艺术的定义，不知道什么叫艺术，怎么会出现艺术家？ 艾君认为，在弄清广告定义之前，首先要看看生活中的广告活动是怎样运转的。他解读为，组织或个体（广告主）为了目的（树立形象、推销产品、求购、声明、招生、求职等）依靠（付出费用）确定媒体，按规定时间、要求，真实地传播信息的活动。 从广告运转的规律、程序，艾君为广告下这样一个定义： 广告，即确定的组织或个人为了一定的目的，依靠付出费用，在规定的时间内，按照要求，由指定的媒体，将真实信息传播出去的一种交流活动。他认为，这个定义从实践中来，必然能反映广告的本质属性，也能够解释通除商业广告之外的一些广告现象。如“征婚启事”、“政府通告”、“聚会通知”等一些与经济无关的公益广告。 在中国，商业广告还没有到达颠峰，已存在着极大的泡沫成分和非理性行为；随着消费者的成熟、行业的规范，企业也会走向理性，自然会回落，启用普通模特将成为主流；同时，广告将异军突起并逐渐走向成熟，避免不了挑战。企业启用形象代言人，可能有各种目的，尤其当“子弦效应”和炒作之风盛行的年代。笔者在对形象代言人按照“准确营销”的观点进行理论总结，发现了现代市场形象代言人基本特性，用广告方式传达品牌独特、鲜明的个性主张，使产品得以与目标消费群建立某种联系，顺利进入消费者的生活和视野，达到与之心灵的深层沟通，并在其心中树立某种印象和地位，使品牌变成一个有意义的带有附加价值的符码。他通过一定的媒介或载体传播诉诸目标受众，从而在品牌如云的市场中树立和打造个性化的品牌形象。他或者通过品牌创立人独具人格魅力的形象代言，给目标受众以鲜明的品牌个性和信心；或者通过影视明星、社会名人极具亲和力的广告代言，令品牌产品迅速对目标消费群的购买施加影响；或者通过虚构人物演绎品牌叙事，传达品牌理念与价值取向，赢得目标受众的认同；或者通过漫画式卡通动物的形象代言，塑造活泼可爱、耳目一新的品牌形象，让人在相视一笑中对品牌产生美好的联想和印象。他的形象代言并不完全等于企业的形象，所以，他的走红并不意味着产品就能够走红。企业的监督与他们的配合就显得相当重要。而他们也应有自我约束的责任意识，真正融入这个企业文化，真正用心去演绎产品宣传理念，才会凸现广而告之的意思。英文The advertisement nature is propagation , the advertisement soul is an innovative idea. That word , evidence once research textually advertisement is one word of foreign origin. It originates from Latin advertere first , it's intention is guidance , propagation pay attention to. Middle English times (makes an appointment with . 1300 develops into Advertise in 1475), that it's import spreads out Hua Wei "makes a certain person pay attention to arriving at some matter " , "informs others of or some matter, to arouse others's paying attention to ". Until 17 ends of the century , United Kingdom begin to carry out large-scale commerce use personal influence. At this time, advertisement one word convenience is popular for and is put into use broadly. But "advertisement" now , already not only finger one items of advertisement, point to the advertisement activity a train of. Conceptual motionless thing noun Advertise , quilt give modern significance to , conversion becomes "Advertising". The word once originates from the Chinese character advertisement Japan. "Webster is lexicographic ", checking the advertisement definition is: Advertisement is that the finger is growing doctrine or information by the fact that direct or indirect way strengthening the marketing commodity , spreading some , open-minded possessions tells that sex flexible form (Webster under the intention calling together for participating in various party and rally etc. Thesaurus 1977 printing plate). One kind of form being regarded as the information wielding a medium but being not that the verbal form is hereditary having teleonomy in modern times , advertisement, it aims at calling up people producing the acquaintance and favorable impression to the commodity need and to the enterprise producing or selling these commodities's , some grow (Webster dictionaries such as significance and view as well as expounding the service suing that provides some nonprofit species purpose 1988 printing plate). That "concise Great Britain encyclopaedias " (15 printing plate) check the advertisement definition is: Advertisement is to spread one kind of way of information , with a view to, whose promotes sales of commodity , labour service service , gets politics support , pushes close one kind of cause or arouses to advertise be what person hopes other report. Advertisement information passes the various instrument of propaganda , transfers to audience or audience wanted to attract by it. Advertisement is unlike the form transferring information other , it must be paid to the intermediary spreading with certain reward by advertiser. The sociologist , critic Ai your "the present age business expertise " being come out by modern press in 1994 expound like this to advertisement concept problem , finish reading some advertisement definition , no difficult to find that some so to speak be comparatively entire definition, some simple however pair of advertisement field judges. Being worth deliberating more is that some definition does not make an explanation understand advertisement what's all this about, word of making an explanation middle repetition has appeared "advertisement". Or advertisement should become polishing terms appearing, if advertisement speaks, advertising client , advertisement person , advertisement information, ... This is just like three ask about Li four: "What calls art "? Four reply Li: Work "creating or performing by artist, ,'' . People just is able to ask about: Without the definition explaining art, do not know what calls art, why artist appears on meeting? The Ai monarch thinks, before making advertisement definition clear , that the primo asks advertisement in taking a look at life to use personal influence is how to move round. (, the demand setting up an image , promoting the sale of products for purpose buy the he is understood and explained in order, organizing or particular (advertisement host) , the declaration, enrolls new students , job wanted waits for support (pay cost) to ascertain a medium) , pushes down set time , the request, activity spreading information's truly. From advertisement travel law , procedure,the Ai monarch defines in order advertisement goes down such one: Advertisement, be that organization or individual ascertaining that pays cost for certain purpose , support, medium being appointed as within the fixed time, according to the request , the reason, that true information propagation goes out one kind exchange is exercised. He thinks that this comes in secondary practice of definition, can reflect the advertisement nature attribute inevitably , also is able to make an explanation exchange some advertisement phenomenon except commercial advertisement. If "the lonely-hearts ad " ", government public notice ", "get together inform equal few of " the public good advertisement having nothing to do with economy. Before China , commercial advertisement return back to a peak not getting to jolt, already existence is burning the immense foam constitutive and is not reason behavior; With consumer's maturity , the industry norm, enterprise also meeting trend reason , natural meeting make fall after rise , start using the average model will become main current; At the same time, advertisement will appear all of a sudden and the trend is gradually mature, avoid challenge without end. Enterprise starts using the image spokesman , possibility has various purpose, age thinking that "subchord wind of effect " and speculation is in vogue especially. The author has been in the summary carrying out theory on the viewpoint that the image spokesman "sells according to accurate camp" , has discovered the modern marketplace image spokesman basic characteristic property, unique , distinct individuality advocates through advertisement way janitor brand, make a product manage to build some species connection with target consumption group , enter consumer's life and ken smoothly , reach with that intelligent deep communicate with, in and the person sets up some species impression and position at heart, using a brand becomes a meaningful with additional value magic figure code. He accepts the masses by the fact that the certain intermediary or carrier propagation appeals to a target , thereby, sets up and makes the brand image individuation in the brand if the marketplace saying is middle. His image having personality charm alone possibly by the fact that the brand founds person replaces a word, distinct brand individuality and confidence are used by the masses by target; The affinity advertisement replaces a word or by the fact that the movie and TV star , the society celebrity pole have , the purchase making brand product prompt to target consumption group exerts one's influence on sb; Or narrate by the fact that the fiction personage deduces a brand, idea and value take the janitor brand face, win a target accept numerous acception; Or by the fact that image of dyadic cartoon cartoon animal replaces a word, mold lively the brand image lovable , finding everything fresh and new, lets person produce fine association and impression in looking at one each other laughing at to the brand. His image is equal to enterprise image , reason why not completely on behalf of a word , his walking makes red being going to being able to be in favour not implying a product. The enterprise supervision and their composition appear pretty important right away. They also should have but the self-control responsibility mental consciousness , melt really to enter this corporate culture, real intention goes to deduce a product propagating idea, only meaning that can bulge cash publicizing

原文太长，我给你的是节选，你需要全文的话，文后我给你附上网址。 Abstract At present, with the rapid pace of economy’s development, advertising tends to be a main way to, so it is natural that international Ads translation becomes decisive for the products’ successful launching to the world market. Advertisements’ translation is a cross-cultural communication. Cultural differences determine that it would be far from easy for Ad to reach its function for the world market. The cultural connotation reflected in translation must win receptors’ acceptance. Just like the idiom says “when in Rome do as Romans do”. Advertising language should be kept in corresponding with cultural background of the target language, whenever this is done, it becomes possible for advertisements to exert its function to attract the receptors. Combining with translation practices this paper will analyze how the cultural differences influence Ad function in six aspects, including cultural habits, social political constitution, courteous principle, reasoning, aesthetic thought and language structure, Ad translation will not reach its function if such cultural differences are neglected, and how much importance should be attached to the cultural identity, which plays a positive role in Ad translation Key Words: Ad Translation, Cultural Differences,摘要: 广告语言作为一种特殊的实用文体,有其独有的特点,并蕴含一定的文化内涵。广告语言的翻译,是跨文化的交流活动,它不仅仅是将一种语言文字转换成另一种语言文字,而且使读者自然而然地认同广告的深层文化内涵,通过被吸引而产生广告的效应。 广告翻译必须注重目的语的文化背景,高质量的翻译不仅可以准确传达信息,还能引发读者的文化联想和审美想象,产生良好的广告效应,同时也宣传了本民族的文化,起到了对外交流的作用。为能灵活、有效和得体地表达出原语中的文化内涵以及广告信息,这就要求译者必须了解原语言和译语言的文化,确保信息准确传递。 本文结合广告翻译成功和失败的案例,从风俗习惯、社会政治制度、礼貌原则、推理模式、审美思想、语言结构六个方面文化差异对广告翻译的影响，忽视文化的差异，必将一定程度上影响广告信息的传递，产生误解，使广告翻译难以实现信息的等效交流，而进一步探讨应如何注重文化认同,分析其对广告功能、目的产生的影响。 关键词：广告翻译、文化差异Contents Introduction Chapter 1:Introduction of Cultural Differences Chapter 2: Misunderstandings Caused by Cultural Differences Different Cultural Habits Cause Misunderstanding Different Social Political Constitution May Hinder the Convey of Information Different Courteous Principle May Lead to Communication Failure Different Reasoning May Cause Misunderstanding Different Aesthetic Thought Result in Different Appreciation View Different Language Structure May Make Information Depart from the Original Meaning Chapter 3: Role of Cultural Identity Conclusion References Introduction Advertisement should express a certain expectation. It is a special pragmatic type of writing with a unique feature, and it also contains a certain cultural connotation. It should not as easy as a word-to-word exchange, but much of a flexible work. Cultural background of the target language is significant to Ad translation; much impotence should be attached. A good translated version will not only convey the information in accuracy, reaching a good advertising effect, but also stimulate receptor’s cultural and appreciating association, which will be of much help to the cultrural communication, thus it also is a impulse in cultural diffusion. Cultural differences as the main factor give much hindrance to the translation work. Misunderstandings will come about if it is ignored, the advertisement may consequently fail to meet its goal. How the cultural differences influence the advertisement’s function and target and how to make the cultural differences optimized when translating? What kind of role does culture identity play in this course? All these questions are the main discussions in this paper. Chapter 1 Cultural Differences As the product of culture, advertisement can show the close relationship between language and culture. Advertisement is a comprehensive art with commercial identity, which persuades people for a certain publicity goal. On some extent, it is a special pragmatic type of writing with unique feature, which contains a certain cultural connotation; only when put into the same or a similar social culture can its function and efficiency be completely explored. However, Ad translation is an across-cultural communication, which determines that it is not as easy as word-to-word exchange. It must win the receptor’s acceptance on the cultural connotation reflected in the Ads, then receptors are attracted and be willing to follow the Ad’s guide. Thus only by knowing the grammar, lexical and relating capabilities of listening, writing and speaking about the two languages is far from enough to ensure cultural connotation of the source language is properly and effectively expressed. The translator is required to know both cultures of the source language and target language to guarantee the best convey of the original information. For instance, “延年益寿”, “宫廷秘方”, “百年陈酿”,etc. These advertising language always turn up in domestic Ads, which are difficult to be translated, even though translated, target receptors would not understand the original cultural connotation, and a doubt to the quality of the product may arises in their minds. Different culture leads to different cultural identity. Domestic receptors are deeply influenced by the traditional culture. They like following the public, showing great awe to the authoritative people, this psychological phenomenon results in the existence of much advertising language with Chinese specialty, like “……,用了都说好”, “我们都喝……,今天你喝了没有”, “……时尚内衣”, “部优”, “省优”, “中国消费者协会推荐产品”, etc. While in western countries, people pursue independence. Everyone tends to be independent. Everyone is unique (why should I do the same as others? They always think in this way). So Advertisements there never advocate people to follow the public, rather to arise admiration to the so-called authoritative people. What reflects in the advertisement are “individuality”, “independence” and “privacy”. Different cultures determine that the product’s promotion will turn out failure if the Ad succeed inland is translated literally. Severe research must be done on the cultural differences, or a bad impression of irresponsible or muddling through might arise, a certain doubt about the quality might strike the consumer. Ad’s natural duty will end up with a failure. Thus, when conducting international propagation it is very important to study the differences between Chinese culture and western culture, and make sure not too much exaggeration is contained in the Ad. Cultural differences make their existence in many aspects, political, language, religion, custom, habits, etc. They have much importance to Ad translation. Once they were neglected, misunderstandings must turns up. Chapter 2 Misunderstandings Caused by Cultural Differences Advertising language is a special art form, which has profound cultural background and can be influenced by the tendency of the day. Ad translation is a motion of cultural communication. To avoid misunderstanding, comprehensibility of different cultural background should be strengthened in the translation. When translating, not only the exact meaning of the advertisement should be clear, but also the extended meaning namely the cultural connotation involved should be agreed on. Due to the differences in language, culture, politic, and custom, different understanding and cognition will form; the translation must go in line with the target cultural habits by which the communication shall reach an ideal effect. Mr. Wang zuoliang have said, “what translators deal with are some particular words, but what they face are two completely different cultures.” Another famous translation theorist Eugene A. Nida (1993) said, “Translating means communicating, what important is the extent to which receptors correctly understand and appreciate the translated text.” Different Cultural Habits Cause Misunderstanding Cultural differences and conflicts make their existence wherever and whenever, they influence people’s perspectives and their ways of generalization. Although people of different cultural backgrounds may have different tastes, their psychological inclination has much in common, that is to say, all human should pursue elegance and luck, but avoiding cynic and ominous, thereby translator should respect the cultural customs and be cautious in choosing words to avoid misunderstanding. For example, a pen product of Shanghai named “白翎”, the trade mark is translated as white feather. Unfortunately there is a saying in English, to show the white feather, which means escaping from the forefront. White feather is the symbol of cowardness in English. As a result, this pen got a bad selling in western countries. Another example, “金鸡鞋油，颜色有黑、棕、白、红、黄、蓝等.” It is translated into Golden Cock shoe-polish comes in black, brown, white, red, yellow and blue. In China, Golden has a meaning of valuable and of high quality, as well as “Cock” always leads to a positive association, then the translation of “金鸡” naturally comes to Golden Cock, which seriously mislead receptor’s association, because in English cock is a usual indication of male genital. Some words containing good cultural connotation in Chinese would mean the opposite in western world. Take Fang Fang a lip-stick as an example , “芳芳” in Chinese is a very nice word , usually it is used to describe beautiful things with flowerlike smell. It might make people imagine a pretty girl with fragrant smell. There is no doubt it is an excellent originality for Chinese consumers, but in English Fang Fang may arise a horror feeling because fang in English means poison fang that causing danger. Another instance Bees scented soap is literal translated from “蜜蜂”, Bee in China history is a very lovely insect as a symbol of diligence, its cultural association should be a flowerlike smell that appealing to bees, certainly this soap may attract a large number of Chinese consumers. On the contrary, westerners would not follow suit, the association of bee gives them an uncomfortable feeling caused by the thinking of fuzz on bee’s body. Different Social and Political Constitution May Hinder the Convey of Information Due to the differences on social politics, words reflecting social specialties may hinder people know little about the reality from understanding. For instance, “某公司自1981年成立以来,在改革开放,加快企业转换机制方针指引下,以强烈的竞争意识,勇于开拓,积极进取,出口额逐年上升与世界80多个国家和地区的120多家厂商建立了良好的业务关系。” “ABC Corporation has built up excellent business relations with more than 120 companies and manufacturers in over 80 countries and regions since it was founded in 1981. We make progress actively with a strong sense of competition. Our exports have been increasing year after year.” Compare the two versions, “在改革开放,加快企业转换机制方针指引下”was neglected, since it will be difficult for foreigners to know about Chinese enterprise’s historical and moral background of management mechanisms shifting, it is not necessary to add some information that should not be helpful to foreigners understanding. In some circumstances, the information about political or that cause difficulty to understanding can be omitted, this omission is reasonable and it makes no influence for the company promotion. Another example, a pencil sharpener with “大鹏” as its trade mark, and it is translated as “ROC hardeners”. Hardener is the biggest bird in Han’s national myth, having a positive meaning of ambitious and prosperous. While in westerners’ minds, “ROC” stands for “Republic of China”, certainly this will lead to a misunderstanding and unnecessary association, consequently this trademark will be neither helpful to create good impression of the products nor to defend national dignity. Different Courteous Principle May Lead to Communication Failure Courtesy is the common conducting norm followed by people when they get to communicate. A mild tone is publicly welcome. Improper wording or harsh tone might result in failure for communication. Here is an example, in china, public good Ads always get “禁止……”, public take this natural, no one think it is amiss, but as you weigh about its commanding tone, a slight domineering must be felt. “禁止” in English should be “Do not”, which is not mild but a word of harsh, . “Do not pick the flower!” “Do not make noise!”……, since such a stiff tone will unavoidably raise a sense of distance, it won’t help to create a happy and sweet public atmosphere, foreign friends might feel uncomfortable; they think their personalities are not fully respected. Changing into a much milder tone the translation should be “keep away from the flower!” “Take care of the flower, please!” which will certainly inspire people love flowers and take care of flowers. 怎样？满足你的要求吗？

我的论文题目是《广告用于中合作原则的遵守与违反》是英文论文，也不知道你需不需要，要的话给我发邮件，

英语广告中双关语的运用技巧及翻译 李祥 摘 要：双关语是英语广告中一种较为常见的修辞手段。双关语的翻译本身就是一个难点，而广告中双关语的翻译则更加复杂。本文从语音双关、语义双关、语法双关和成语、俗语双关等几方面对双关语的运用技巧作了阐述。并在考虑双关语的双重含义及广告语体风格的基础上，从契合译法、分别表义法、套译法、侧重译法和补偿译法等方面对英语广告双关语的翻译作了初步的探讨。 关键词：广告语言；双关语；翻译 Punning and the Translation of Puns in English Advertisements MENG Lin & ZHAN Jing-hui (Foreign Languages Dept., Harbin Institute of Technology, Harbin 150090, China) Abstract: Punning is one of the most common rhetorical devices used in advertisement. This paper is about the techniques of punning and the translation of puns in English advertisements. There are various ways to form puns in advertisements. The translation of puns is difficult because of the double meanings, and the translation of puns in advertisements is even more difficult because one must keep both the double meanings of a pun and the style of the advertisement in mind. Key words: advertising language; pun; translation 引 言 不论是商品广告，还是公益广告，广告的创作都是一门综合性艺术。它集社会学、美学、心理学、市场营销学、声电学、文学、语言学等于一身。这门艺术中的文案写作比其它形式的写作都更需要技巧。它要利用推销原理写出雅俗共赏、生动有趣的文字，要具有特殊的感染力，能在瞬间引起读者注意，刺激其购买欲望，最终促成购买行为。因此广告文案中文学语言运用精当会使得广告语言的内涵与影响远远超出广告本身。双关语这一修辞手段是广告创作常用的技巧。双关，顾名思义，就是在特定的语言环境中用一种语言文字形式表达出一明一暗双重意义，既引人注意，又能引起联想。双关语具有简洁凝练，风趣幽默，新颖别致等修辞效果，能够突出广告的特点，因而在广告中得到大量应用。 1. 双关语在广告中的运用 作为一种修辞手段，双关语在广告中比较常用，它存在于语音、词汇、句法等各个语言层面。在广告中，广告制作者为了增加广告的吸引力，挖空心思地追求新的创意，使得双关语在广告中的运用技巧更加纷繁复杂。巧妙的双关能使语言含蓄、幽默、生动、给人以回味和想象的余地。较为常见的有以下几个方面。 . 谐音双关 “谐音双关是用拼写相似，发音相同或相近的词构成的” 1 。广告制作者非常乐于使用谐音双关，因为此类双关具有风趣、幽默、俏皮、滑稽的语言风格，能增强广告的说服力和感染力，从而给消费者留下深刻的印象。 (1) More sun and air for your son and heir. 2 译文：这里有充足的阳光，清新的空气，一切为了您的子孙后代。 在这则海滨浴场的宣传广告中，制作者巧妙地运用了sun-son, air-heir这两对谐音字，使广告语言不仅和谐悦耳，读来朗朗上口，而且颇风趣、幽默，具有感召力。 (2)Trust us. Over 5000 ears of experience. 3 译文：相信我们吧。历经5000多只耳朵的检验，有着5000多年的经验。 这是一则助听器推销广告。从字面看，它说明了该产品已经接受了众多消费者的考验，但字里行间巧妙地嵌入一对谐音字ears-years，充分暗示了该产品悠久的历史，久经考验的上乘质量。 许多广告都在商品品牌的名称上做文章。品牌名称中的双关语不仅能增加广告的趣味性和幽默感，更重要的是使品牌名称更能吸引人们的注意力，便于记忆，增加宣传攻势力度，以此达到宣传产品的目的。品牌名称中的双关语大多采用谐音的方法。 (3) WEAR-EVER introduces a new concept in glass oven ware: CLEANABILITY. 4 译文：“恒久”玻璃炉具带给你一个全新的概念：洁净。 这里生产商利用其商标WEAR-EVER一词多义的特点，大力推销其产品：一方面WEAR-EVER为其品牌名称，另一方面该词又另有含义：既为wear forever（体现产品结实耐用），又为wherever（说明到处受人欢迎）。该广告从多角度推销其产品，能够激起顾客的购买欲望，具有一定的劝说作用。 . 语义双关 “语义双关是利用词语或句子的多义性在特定环境下形成的双关” 5 。这种双关在广告中运用得也非常广泛，它与谐音双关有异曲同工之妙。 (4) The label of achievements. Black Label commands more respects. 6 译文：酒是功成名就的标志。黑色标志使您更显尊贵。 语义双关也多见于品牌名称中。这是一则威士忌酒的广告，Label有两层含义，一为“标志”，一为酒的牌子—Black Label。该广告通过双关手段的运用，使人联想到功成名就时就要饮用该酒；同时，用品牌名称形成双关，又便于消费者对品牌的记忆，从而对商品发生兴趣。 (5) Spoil yourself and not your figure. 7 译文：尽情大吃，不增体重。 这是Weight-Watcher冰淇淋的广告标题，这种冰淇淋是专为节食者生产的。双关不仅存在于商品商标名称中，标题中的spoil也是双关所在。spoil oneself意为“尽兴”；而spoil one’s figure则意为“破坏了体形”。这则广告通过一语双关，使减肥者在轻松幽默的语气中很自然地接受该广告，并能使其产生购买欲望。 (6) A deal with us means a good deal to you. 8 译文：和我们做买卖意味着您做了一笔好买卖。 该句的妙处在于很好地利用了句中deal的三种含义，“做买卖”、“一笔好买卖”和“许多”。a good deal构成一个绝妙的双关。 . 语法双关 语法双关是指由于语法方面的问题产生的双关，如省略结构、某词或词组具有两种以上语法功能等。 (7) Which lager can claim to be truly German? This can.（旁边画有一罐啤酒） 9 译文：哪种大罐啤酒可称得上是地道的德国货？这罐。 这是一则Lager牌淡啤酒的广告。句中的can既可作情态动词，又可作名词（饮料罐）。由于can一语双关，加上Lager的品牌名称双关，以及旁边插图的妙用，使广告产生了一定的幽默效果，给读者以深刻的印象。 无独有偶，可口可乐公司也在这个can字上做文章。 (8)Coke refreshes you like no other can. 10 译文：没有什么能像可乐那样令您神清气爽。 句中can既可理解为名词“罐，听”，又可看成是情态动词“能”，全句可理解为Coke refreshes you like no other (can: tin, drink) can (refresh you)。 11 这则广告诙谐机智，富于文字情趣，能使商品连同这一广告词一起久久印在读者记忆里。 . 成语或俗语双关 广告语言特别善于引用一些人们耳熟能详的成语或俗语。这些广告以人们原有的社会、文化知识为基础，以鲜明、独特的语言形式形成双关，既增强了广告的吸引力，又体现了广告语言的艺术性，更使广告具有令人回味的弦外之音。 (9) You’ll go nuts for the nuts you get in Nux. 12 译文：纳克斯坚果让你爱不释口。 从广告的字面意义看，to go nuts是“去买坚果”，但它同时还是一句成语，意为“疯狂、发疯”。双关语的运用表明了纳克斯牌坚果对人们的吸引力是无以抗拒的。 (10) A Mars a day keeps you work, rest and play. 13 译文：一天一块玛斯巧克力，让您工作像工作，娱乐像娱乐。 这则广告让人们联想起两条非常熟悉的成语：An apple a day keeps the doctors away和All work and no play makes Jack a dull boy。该广告不仅在语言形式上借用了成语的模式，同时还引用了两条成语的内容，让人们从久已熟知的成语中得出一个新的判断：玛斯牌巧克力不仅能使人们健康，而且让人们工作时精力充沛，休息时放松自如。 2. 广告双关语的翻译 广告语言是一种精炼、含蓄、富有表现力和鼓动性的语言，而双关又是双重意义的表达，在语言结构和表达上存在着难以逾越的可译性障碍。因此，英语广告双关的翻译应根据广告的内容和特点，选用适当的汉语表达方式，既要充分照顾到原文的语体风格，又要尽量传达出原文的信息。采用辩证的翻译方法，尽可能减少双关语在翻译中信息量的流失，增强广告语体特征，英语广告双关语的翻译还是可能的。 契合译法 一般认为，双关语由音、形、义等手段构成了可译性障碍，存在不可译性。但“有些双关语也不是绝对不可译。双语偶合，是可能的” 14 。契合译法在双语偶合的基础上，兼顾了广告双关语的形式和内容，是广告双关语翻译的最高境界。 (11) Easier dusting by a stre-e-etch! 15 stretch一词除了作为除尘布的品牌名称“拉长”外，其拼写还被别出心裁地拉长，传达出该词的本意“延伸”。让人很容易感到除尘布能延长人手臂的功能，真切而形象地渲染了“拉拉拉长，除尘力强”的功效。译文中“拉”字的重复再现了原文中stretch一词被拉长的效果，形成感觉上的延伸。四字短语及押韵的使用都符合汉语广告的语体特征。 分别表义法 如果要把双关语的双层意义完整地表述于译文中，除了在双语偶合的情况下，采用契合译法外，“也可以采取变通手法，将双关语义剥开，拆成两层来表达”。 16 (12) The Unique Spirit of Canada. 17 在这则加拿大酒广告中，spirit一词是传神之作，它既可作“烈性酒”解，又可作“精神”解。为了保留双重意义，可将双重语义拆开，译为“别具风味的加拿大酒，独特的加拿大精神”。 18 (13) I’m More satisfied. 19 (14) Ask for More. 20 这是摩尔香烟在广告语中树立的两个双关典范。它们巧妙地使用more一词的双重意义：more是一个副词，表示“更加，更多”；大写之后，变成了品牌名称。这两则广告使人们轻松记住了商品的品牌，同时又给人留下了一个印象：该产品优于同类产品，能更使消费者满意。译文分别为：“摩尔香烟，我更满意”；“再来一支，还吸摩尔”。双关语义被拆成两层，在译文中分别表述，而且四字结构，读来朗朗上口。 值得指出的是，这种翻译方法虽然保留了双关语的双重含义，但原文那种凝炼，诙谐的韵味和一词两义的妙趣却丧失了。 套译法 有些广告双关语的产生是建立在一定的文化背景之上的。英语语言、文化在汉语中的传播形成了双语翻译之间的桥梁。套译法就是套用英语在汉语中已经沉积下来的固有模式，对英语广告进行翻译。 (15) All is well that ends well. 21 这则广告实际是一条英语成语，意思是“结局好，全都好”。但广告制作者把它用于香烟广告中，ends就具有了双重意义：动词“结束”和名词“香烟蒂”。这句香烟广告词可以套用原来成语的翻译模式，译成“烟蒂好，烟就好”。 (16) Better late than the late. 22 这一妙句出自成语“Better late than never”（晚来总比不来好）。它妙就妙在不仅引用了成语的结构，还利用了late的双关意义，the late这里指the dead。双关的运用使这则交通公益广告产生了强大的震撼力。其译文可套译为“迟到总比丧命好”。 23 (17) We take no pride in prejudice. 24 这是《泰晤士报》为自己做广告时用的一句妙语，它源于奥斯汀的一部传世名著“Pride and Prejudice”，报社援引该书名作广告，以标榜自己不偏不倚，主持公道。这则广告可译为：“对于您的偏见，我们没有傲慢”。对于知道《傲慢与偏见》这部作品的人来说，这种译法的双关内含便不言自明了。 套译法的长处在于它能传递广告原文的文化内涵，同时又基本能保证原文简洁、凝炼的语言特征，但双关的内涵往往不能得到充分展示，所以译文也就失去了原文风趣、机智、幽默的色彩。 侧重译法 广告中别具匠心的双关表现手法有时“难以表述于译文中，结果只好牺牲形式意义、谐音寓义及暗含情态”， 25 尤其是有些广告含有多组双关和一语多关，只好采取侧重译法，守住概念意义。 (18) The driver is safer when the road is dry; The road is safer when the driver is dry. 26 这则宣传交通安全的广告运用了dry一词的两重词义（干燥的；没饮酒的）构成双关，对司机很有警示作用。翻译时，dry一词的两重意义在上、下句中只能各取一意：路面干燥，司机安全；司机清醒，道路安全。 (19) When the wind has a bite…and you feel like a bite…then bite on a whole Nut. 27 bite一词在这里有多层意思：刺痛；食物；咬。它的多层含义使全营养坚果给饥寒交迫的人们带来的感受跃然而出。这句广告词的翻译可分别把bite一词表达的多重意义表述出来：“当寒风刺骨而您又想吃点儿什么的时候，请嚼嚼全营养坚果”。 (20) Butlin’s –the right choice. Don’t labour the point, or be conservative in your choice, or liberal with your money. Come to Butlin’s for the real party. Great Party Ahead. 29 这是旅游公司利用各政党之间的竞争为自己做的广告。广告中labour，conservative, liberal是三个政党的名字，同时labour the point作“详尽说明”解，be conservative in your choice意为“在做选择时保守”，be liberal with money指“大手大脚地花钱”。Party也是一个双关词，既指“政党”，又指“聚会”。广告中几组双关词的运用给人们留下了该旅游公司可以信赖的印象，可以说广告作到了绝妙的地步。但遗憾的是像这样的多重双关译起来难以多全其美，只好采取保留概念意义，牺牲双关的译法： “布特林旅游公司——您的正确选择。 不要劳烦讲个没完， 不要保守，也别犹豫， 不要放任自由地乱花钱。 到布特林旅游公司，参加实实在在的聚会吧。 盛大的聚会正等着你！” 侧重译法是对广告双关的双重乃至多重意义的一种无可奈何的取舍。经过这种取舍后，双关的双重意义在译文中只剩下一层，所以也就没有双关可言了。大多数的广告双关语都适合这种翻译方法，事实上，这种侧重译法正是双关语具有可译性障碍的例证。 补偿译法 大多数的广告双关语都能通过侧重译法译出。但是有时双关语的一层意义译出后，另外一层意义也很重要，但却无法同时译出，这时，可采用一些补偿手段加以弥补。对于广告来说，这些补偿手段主要指承载广告的媒体，如电视的图像、广播的声音及报纸的版式设计等。 (21) OIC 这是一则眼镜广告，三个简洁的大写字母形状像眼镜，读音为“oh, I see”。该广告既利用视觉语言来吸引人们的注意力，又利用听觉语言表现此眼镜给视力不佳的顾客带来的欣喜之情。然而，该广告的翻译很难同时兼顾到视觉和听觉，只能从听觉上译为：“哇！我看见了”。视觉上三个字母形成的眼镜形状却可以通过承载广告的媒体，利用图形这一视觉语言要素来弥补。对于依靠媒体而存在的广告来说，这不失为一种重要的补偿手段。 3. 结 语 总之，双关语是广告文体中十分常用的一种修辞手法，它不仅能使广告语言简炼、丰富、诙谐，而且能使广告引人注意，便于记忆。但广告双关语的翻译问题值得进一步研究。以上我们只是讨论了广告双关语翻译的几种模式，在实际翻译中，要真正做到译文和原文最大限度等值，我们不可能在任何时候都只使用某一两种手段，而须从具体情况出发，辩证地选择最合适的手段来传达原文的意义。 注 释 1, 4, 6, 7, 9, 10, 13, 17, 18, 26, 28 项成东，试谈广告英语中的复义[J]，山东外语教学，1996。2 胡一，广告英语的修辞魅力[J]，英语学习，1999，（8）。3 单祝堂，英语双关语探讨[J]，江苏外语教学研究，1999，（1）。5 丁柏铨、夏文蓉、周斌，当代广告文案写作[M]，陕西：陕西师范大学出版社，1998。8, 11, 20, 22, 23, 24 候维瑞，英语语体[M]，上海：上海外语教育出版社，1988。12 , 19, 21, 27 崔刚，广告英语300句[M]，北京：北京理工大学出版社，1993。14, 16, 25 刘宓庆，当代翻译理论[M]，北京：中国对外翻译出版公司，1999。15 蒋磊，谈商业广告的翻译[J]，中国翻译，1994，（5）。29 徐仲炳，英语双关的类型和翻译[J]，外国语，1988，（6）。 参考文献 [1] 陈文伯，一词两义的翻译[J]，中国翻译，1994，（4）。[2] 崔 刚，广告英语300句[M]，北京：北京理工大学出版社，1993。[3] 丁柏铨、夏文蓉、周斌，当代广告文案写作[M]，陕西：陕西师范大学出版社，1998。[4] 候维瑞，英语语体[M]，上海：上海外语教育出版社，1988。[5] 胡一，广告英语的修辞魅力[J]，英语学习，1999，（8）。[6] 蒋磊，谈商业广告的翻译[J]，中国翻译，1994，（5）。[7] 刘宓庆，当代翻译理论[M]，北京：中国对外翻译出版公司，1999。[8] 单祝堂，英语双关语探讨[J]，江苏外语教学研究，1999，（1）。[9] 项成东，试谈广告英语中的复义[J]，山东外语教学，1996，（2）。[10] 徐仲炳，英语双关的类型和翻译[J]，外国语，1988，（6）。[作者简介] Dr Richard Lee 李祥

1, New Year gifts

The main development Tieguanyin, Dahongpao, black tea, white tea and refreshments, a total of 11 models gifts Category 5, namely:

Tieguanyin series "Wang Yun m1050" (suggested retail price of 1380 yuan + box).

"Soothing m900" (suggested retail price of 720 yuan + box);

"Jiuxiangxintongshu" m850 "(suggested retail price of 560 yuan + box);

"Beautiful drink t25" (suggested retail price of 350 yuan + box);

Dahongpao series "blessing respect" (suggested retail price of 1200 yuan + box);

"Drunk Red" (suggested retail price of 800 yuan + box).

"On magenta" tea Series (suggested retail price of 700 yuan + box);

"Roman style" (suggested retail price of 460 yuan + box).

White tea series "White Rose" (suggested retail price of 600 yuan + box);

"Crescent white" (suggested retail price of 300 yuan + box).

FUGUI spree "(with refreshments mainly suggested retail price 180 yuan)

2, promotion of new products

Promotion of new products to existing stocks tea and refreshments, according to price-based re-group with a total development (3), respectively:

"Five Tigers send blessing" (suggested retail price of between 300-500 yuan)

"Five Blessings" (suggested retail price of between 100-300 yuan)

"Fu Joy" (suggested retail price of $ 100 or below)

I walked all the way to see, buy a lot of merchandise.

翻译：

1,新年礼物

主要开发铁观音、大红袍、红茶、白茶、茶点，共11种模型礼品5种，即:

铁观音系列“王云m1050”(建议零售价1380元+ box)。

“安抚m900”(建议零售价720元+盒);

“九翔通”m850(建议零售价560元+箱);

“美丽饮品t25”(建议零售价350元+盒);

大红袍系列“祈福”(建议零售价1200元+盒);

“醉红”(建议零售价为800元+盒)。

“品红”茶系列(建议零售价700元+盒);

“罗马风格”(建议零售价为460元+盒)。

白茶系列“白玫瑰”(建议零售价600元+盒);

“新月白”(建议零售价300元+盒)。

FUGUI狂欢(点心主要建议零售价为180元)

2、新产品推广

根据以价格为基础的重新组合，将新产品推广到现有的库存茶叶和茶点上，分别为:

“五只老虎送祝福”(建议零售价在300 - 500元之间)

“五福”(建议零售价在100 - 300元之间)

“福乐”(建议零售价为100美元或以下)

我一路走着去看，买了很多商品。

美可以天生,但气质却是后天的修炼! 简单说,我认为一个人的气质是指一个人内在涵养或修养的外在体现.气质是内在的不...自己在性格和外表方面,对别人具有更大的吸引力.那么,怎样才能修炼出良好的气质呢?懂得如何去发挥自己的优点及克服...

我的论文就是这个题目，和你的是一样的 先给个目录吧，内容太多。 有兴趣就留个emailContents摘要 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iAbstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iiContents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iiiI. Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1II. The Overview of Advertising and Advertisement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . The Development of Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Definition of Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Functions of Advertisements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . The Types of Advertisements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4III. Language Features of English and Chinese Advertisement . . . . . . . . . . . . . . . . . . . . . . . Lexical Features. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Simple and Concise Vocabulary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Frequent Use of Adjectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Exact Use of Nouns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Syntactical Features . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Short Sentences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Affirmative Sentences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Imperatives. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Interrogatives. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Ellipsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Popularized and Colloquial Language . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Rhetorical Features . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Simile and Metaphor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Personification . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pun . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Hyperbole . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Repetition. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13IV. Translation Techniques of Advertisement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Literal Translation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Free Translation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Creative Translation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Abridgement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Supplementary Translation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Imitation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19V. Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22Acknowledgements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23