廣告翻譯.

Presentation on theme: "廣告翻譯."— Presentation transcript:

1 廣告翻譯

2 1 Anatomy of an Advertisement
1.1 Functions of Advertising 1.1.1 Informative 1.1.2 Persuasive 1.1.3 Demand creation 1.1.4 Goodwill establishment

3 1 Anatomy of an Advertisement
1.2 Structure of an Advertisement 1.2.1 Headline a) 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

4 1.2 Structure of an Advertisement
1.2.1 Headline c) information headlines

5 1.2 Structure of an Advertisement
1.2.1 Headline d) emotional headlines No road unconquerable, No challenge unmet (Hyundai) e) curiosity headlines Why do CEOs love golf? It’s that feeling of perfect timing. (UPS)

6 1.2 Structure of an Advertisement
1.2.2 Sub-headline ONE AIM – We’re here to meet the F1 challenge. (Toyota) 力圖上進 / 奪標 / 戰車 ─ 迎戰 F1

7 Headlines 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 – Z Allianz 為您提供全套理財服務 足本理財 Allianz 辦到

8 Headlines 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)

9 Headlines 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)

10 Headlines 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)

11 TAG Heuer try~ What are You Made of? 豪雅表

12 1.2.3 Body / Text a) reason-why copy Canon 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.

13 1.2.3 Body / Text a) reason-why copy Canon 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。

14 1.2.3 Body / Text b) emotional copy / suggestive copy
Rolex 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.”

15 1.2.3 Body / Text b) emotional copy / suggestive copy
Rolex 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。」

16 1.2 Structure of an Advertisement
1.2.4 Slogan Let’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)

17 1.2.4 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

18 1.2.4 Slogans E-PAYMENT FAST AND CONVENIENT 電子繳款 快捷方便
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

19 1.2.4 Slogans 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

20 1.2.4 Slogans try~ Check your windows, keep them safe
Save Water for the Future Every Drop Counts

21 1.2.4 Slogans EatSmart Restaurant Yummy! 有營食肆 好有「營」呀！
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

22 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

23 Election 我會做好呢份工！ I’ll Get the Job Done! 一個有前景的政黨 (民建聯)
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

24 CLP 中電 More than a Century of Light to be a Leader in Asia Pacific Create a Better World to Live A 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

25 Canon Natural selection at work 辦公室的自然首選

26 ORBIS 奧比斯 Orbis – Merrill Lynch Walk 2008
Take a Step To Give the Gift of Sight The 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

27 ORBIS 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

28 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)

29 2 Strategy for Translating Advertisements
2.1 Keep the advertisement untouched retains both graphics and text applicable to products needing little verbal support perfumes, cigarettes, alcohol, wines, fashions, CDs…

30 2 Strategy for Translating Advertisements
2.2 Export advertisements play 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.

31 2 Strategy for Translating Advertisements
2.3 Straight translations usually fails to adjust to the cultural demands of the new market. least frequent and least preferred.

32 2 Strategy for Translating Advertisements
2.4 Adaptation keep 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.

33 2 Strategy for Translating Advertisements
2.5 Revision keep visuals, write new text. the message cannot deviate substantially from the original concept. Advertisements could be angled to different marketing objectives.

34 Patek Philippe Who will you be in the next 24 hours? 分秒間… 誰可千變萬能 *
try~

35 Patek Philippe You never actually own a Patek Philippe.
You merely look after it for the next generation. Begin your own tradition

36 Patek Philippe 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

37 MTV try~ Guess where his (eye) Balls are?

38 Qantas The best 5 star restaurant between here and Melbourne. Qantas
The Spirit of Australia

39 Qantas 香港與墨爾本之間 最頂級餐廳在此 try~

40 Olympus – Focus on Life Enjoy the moment while it’s still the moment.
Camedia High-Grade Digital Camera & Digital Color Printer 人生難忘片段，永留印記 愉快片段，一刻永留 高級數碼相機及數碼彩色印相機

41 Olympus – Focus on Life The Digital Camera That’s As Creative As Your Vision Creative license to bring your visions to life Camedia High-Grade Digital Camera & Digital Color Printer

42 Olympus – Focus on Life 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
高級數碼相機及數碼彩色印相機

43 Mitsuaki Iwago. 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.

44 岩合光昭 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。

45 Where is sundown a productive time for business?
try~ Where endless nightlife choices make extending your business hours a pleasure. SINGAPORE Where Great Things Happen

46 Louis 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.

47 Louis Vuitton 愛‧相隨 愛‧伴‧侶 27 號房。六月。紐約初夏。

48 Louis Vuitton 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.

49 Zingaro 星躍馬術奇藝坊 Once in a Life Time An 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~

50 “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

51 “Brand Hong Kong” Harbour Days 海港風光
The 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。

52 “Brand Hong Kong” try~ Asia’s Hub, China’s Gateway.
Ready for takeoff at Hong Kong International Airport, Chek Lap Kok.

53 “Brand Hong Kong” Street Life 街頭風貌 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。

54 “Brand Hong Kong” Trade and Commerce
The 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。

55 “Brand Hong Kong” try~ Trade and Commerce
Neon signs and the lights of traffic embody the frenetic activity of a city on the move.

56 “Brand Hong Kong” Retail 零售蓬勃 dim 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。

57 “Brand Hong Kong” Culture and the arts
Chi 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。

58 “Brand Hong Kong” 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。

59 Wildfire 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.

60 Wildfire 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。

61 Chinatown 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.

62 See you next week~