广告的翻译
广告的定位：独特性、诱导性、针对性、口语化 常见手段：
1. 巧设问句。每30句话就有一个是疑问句，容易引起注意。
例子：Only gas gives you Tankful after tankful of hot water
3 times faster
Why gas gives you
tankful after tankful of hot water
3 times faster???
Would you be more careful if it was
you that got pregnant?
Wouldn’t you protest
if shell ran a pipeline through this
beautiful countryside? They already have! You can be sure of Shell.
2. 使用省略句，诱发联想
例子：they laughed when I sat down
at the Piano
but when I started to play!
3.使用祈使句，发出召唤
例子：come to where the flavor is
come to Marlboro country!
4.突出利益
例子：HOW TO WIN FRIENDS AND INFLUENCE PEOPLE
5.利用反论
例子：Ugly is only skin-deep.
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6.活用成语、名句或谚语
例子：A Mars a day keeps you work, rest and play.
Now you can have your cake and diet too.
（以上内容和学生相同）
（以下内容学生没有中文翻译） 广告的翻译技巧
1.直译法。形式与内容统一。
例子：At 60 miles an hour
the loudest noise in this new Rolls-Royce
comes from the electric clock.
时速60英里的这种新式“劳斯莱斯”轿车最响的噪音是来自车内的电钟。
They laughed when I sat down at the Piano. But when I started to play! 当我坐到钢琴旁时，他们开始狂笑。但是当我开始演奏时！
2. 意译法。达到预期目的。
例子：Women Can Indeed Go Bald. 谁说女子不秃头？
A Mars a day keeps you work, rest and play. 每天一颗火星，让你万事称心。 Can’t Beat The Real Thing. 挡不住的诱惑！
3.四字结构法。朗朗上口，便于记忆。
例子：Taste that beats the other Colds. (pepsi-cola 广告) 百事可乐，冷饮之王 Good to the last drop. (Maxwell 咖啡广告) 滴滴香浓，意犹未尽
FIYTA Watch, Once Possessed, Nothing More is Expected. 飞亚达表，一旦拥有，别无所求
4.套译法。借用成语、谚语等耳熟能详的表达。
例子：I’ll do a lot for love, but I’m not ready to die for it. 情爱诚销魂，生命价更高
新闻文体的翻译
新闻的类型： 狭义：新闻报道
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广义：新闻报道+报刊杂志文章
一、 新闻标题的特点与翻译
新闻报道一般由标题headline、导语lead和正文body组成。标题是新闻的眼睛，是文章内容的浓缩与概括，其通常具有简洁、醒目、清晰的特点，并在词汇、语法和修辞上独具特点。
1. 词汇特点 ① 多用短小词
有限字数表达新闻内容。例如：
支持：back,少用support; 被捕：多用back,少用arrest; 解雇：多用axe,少用dismiss. Exporters Back Resolution; Governor to Axe Aid?; Suspects Held Tie=relation; top=exceed; step=process; check=examine; ease=lessen
② 广泛使用缩略词
首字母缩略词：PC; WTO; IMF; PLO; UN; UNESCO; 缩短缩略词：mag=magazine; hi-tech=high-technology
③ 虚词的省略
省略虚词，节省篇幅，言简意赅，简洁明了。例子： U.S Attacked;
Clinton Inauguration Most Expensive Ever; Nuke Protesters Convicted;
2. 语法特点：多用“新闻现在时”
动词的恰当使用给人以形象生动、跃然纸上的感觉。
新闻标题常用的新闻现在时主要包括三种：一般现在时、将来时和现在进行时
①现在时有新鲜感、现实感和直接感。例：
Comeback gives China a sensational Thomas Cup Win Street Battle in Heavy Shelling as Peace Talks Proceed
②将来时多用不定式来表达 Japan to Help Elderly Jobless
China to Continue Fiscal Program to Aid Economy
③现在分词表进行
Deposits, Loans Rising in Shanghai SK Car Sales Surging Up
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3. 修辞特点
修辞使标题生动、形象、幽默、风趣。
① 头韵和准押韵 Million Mission Screen Violence----
How Much is Too Much?
② 比喻
Remembering Hell
A Frosty Summit in Moscow
③ 双关
Soccer Kicks Off with Violence The Sun Sets for the Last Time
④ 套用典故和习语 Crying Over Unsold Milk
Liberty is the True Mother of Invention
⑤ 成语
Refuges in Dire Straits
Union Calls to Strike Falls on Deaf Ears
二、 新闻文体的语言特点与翻译 1. 新颖别致的词汇 ① 新词层出不穷
新词新意：cyber chatting; hacker; iphone; ipad;
旧词新意：sources 代替人士或官员，如authoritative sources, diplomatic sources; Diplomatic sources in Beijing say the Chinese are upset with the restrictions banning transfer of the U.S. technology to other countries. Think tank 代替consultant, 如：
China has got up a think tank to study strategic and national defence questions concerning both china and foreign countries, the government announced yesterday.
② 借用词
外来词的借用：PRETORIA (Agencies via Xinhua)---- Nelson Mandela took the oath of
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office yesterday to become South Africa’s first president in a glorious celebration ending the agony of apartheid and marking the country’s return to the world community.
人名、地名、建筑物的借用：white house, white hall, pentagon, Beijing; Washington, Kremlin
③ 短词和缩略词:略
④ 各种表达“说”的词汇
Chinese Ambassador on Sino-US Tie
The new Chinese ambassador to the united states has urged Americans to consider the british agreement to return Hong Kong to China as an example for Taiwan, warning that US-Taiwan ties could lead to serious friction with Beijing.
In an interview with a news agency, Han Xu, the third Chinese ambassador to US since china-US ties were restored in 1979, noted other problems in relations, including the deadlock over nuclear cooperation caused largely by Beijing’s refusal to accept US controls. He also mentioned points of discord on trade. But he emphasized the Taiwan question, which he called a crucial issue. Mr. Han warned that the United States must carry out its pledge to stop supplying weapons to Taiwan, and voiced regret at the slowness with which the sales were being reduced.
2. 复杂多样的句式 3. 灵活运用的时态 4. 频繁出现被动语态 5. 丰富多彩的修辞
练习：请翻译下列标题与句子 新闻标题：
1. BMW stresses Rover support
2. strike shuts VW’s factory in South Africa 3. Thailand, Malaysia ink sea treaty
1. 宝马高调宣布获得了路虎支持 2. 罢工导致南非大众工厂关门 3. 马泰签署海洋公约
新闻内容：
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4. MANILA: Former Philippine first lady Imelda Marcos may return home one day earlier
than expected, according to records of the state-run Philippine Airlines(PLA).
5. Leaders of demonstrators accused the government of trying to hinder the teach-in by
hastily organizing pop concerts and commandeering the city’s mobile toilets. 6. Bank Robbers make first Portuguese euro heist: report
LISBON, Dec 29(ASP)---- three armed men wearing wigs held up a Portuguese bank and made off with an undisclosed sum in escudos and euros, the country’s first such robbery, the daily 24 Horas(hours) said on Saturday.
公共标牌翻译
1. 语篇类型、功能与翻译目的
公共标牌属信息+鼓动类语篇，具有发散性、公众性、空间有限、瞬间阅读等特点，语篇特点是浅白、简洁、明了、生动、短小精悍、一目了然。语篇功能有警示、告知和宣传等。
1. 汉英公共标牌的差异：汉语喜欢四字成语、套语、铺张夸大的形容词，讲究并列和对
仗； 英语常用通俗易懂、富于表现力的日常口语等。
2. 翻译原则：信息性、规范性、得体性。
3. 翻译要点
套用现成说法。即，译者首先要尽可能做到入乡随俗，即套用译入语在同样情形下的习惯说法。
例子：
免费入场 admission free 开放 open 休息 closed 茶楼 tea bar 入口、出口 不准拍照 对号入座 女士优先 游客止步 空调开放
提供正确信息，简洁明了。翻译中首先注意传达具体、准确的信息，方便实用。路名
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标牌就体现了信息实用性，按照我国规定，使用拼音，但是对于外国人来说会造成理解和沟通困难，而使用英语以为则不利于外国人日常出行，不懂英语的人也是爱莫能助，建议使用折中的做法。
例子： 学苑路 大沽南路 滨江道 天津大道 大胡同
景区告示牌也是重信息、重简洁的特点。 例子： 禁止停步 请勿入内 注意安全 请勿践踏
注意规范表达。规范性表现在译文应符合译语语言使用和表达规范。
例子：
路名拼写：以词为拼写单位，同时不可把专有名词和普通名词混写。 滨江道 Binjiang Lu Binjiang Road
中山路 Zhong Shan Lu Zhongshan Road
出口 Exit Way Out 上车门 up in 下车门 down out
公共场所的店名和公司招牌翻译：
汉语的表达方法：具体名称+连锁店、超市、店、公司
英语的表达方法：具体名称 麦当劳、肯德基、戴尔公司、微软公司
机关、学校中办公场所的标牌翻译： 汉语的表达特点：具体名称+室 英语的表达特点：conference room, reading room, 其它都省略room，如Dean, Vice Dean, General Secretary, Library, etc. 例子： 行政办公室 打印室 健身室
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讲求语用得体。 不同民族不同接受习惯。 汉语标识牌用语中，直接明晰地禁止某种做法的使用非常广泛，“不许、禁止、不准、请勿”随处可见。但是英语中直截了当、带有强制口吻的禁止用语很少使用。
例子：
闲人莫入、游人止步：no admittance to outsiders, stop; staff only, authorized personnel only.
禁止吸烟，违者罚款50美元：
课后练习：
1. 小草微微笑，请您走便道 2. 爱护绿色，珍惜生命 3. 禁止通行 4. 请节约用水
5. 请随身携带你的行李 6. 十八街麻花总店 7. 猫耳朵炸糕
8. 同在一方热土，共建美好家园
作业十：无固定答案。
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