2020翻译考试笔译干货：广告英语翻译技巧
广告是大家日常生活中常见的形式，商务广告也是向公众介绍商品、报道服务内容或文娱节目等的一种宣传方式。下面小编就和大家分享翻译考试笔译干货：广告英语翻译技巧，希望能够帮助到大家，来欣赏一下吧。
翻译考试笔译干货：广告英语翻译技巧
首先，我们一起来分析一下商务广告文体特点，主要有三个方面：
1. 用词特点
商务广告用词多具有通俗语体色彩，且词语多含有积极意义，英文广告词中多使用单音节词和合成词，使广告显得通俗活泼，给人留下深刻的印象。
如have, see, buy, come, get, make, give, keep, great, rich, fresh, new, crisp, top-quality, brand-new, home-made, fresh-tasting, first-class等，以及使用一些表示赞美的形容词，如well，clean，white，real，fresh，natural，big，great，bright，slim，soft， wholesome，improved等，
另外，广告为了产生一种幽默和诙谐的效果，有时故意使用一些非正式的语言，有的甚至使用了大量的俚语和非正式的词汇或创新词等。为了让读者对所宣传的产品有一个良好的印象，形容词和副词的比较级、最高级也常常在广告语篇中出现,如best, better, milder, 等。
iPhone6
[ Bigger than bigger ]
岂止于大
2. 句式特点
商务广告中句子长度一般都很短，结构简单，复合句少，并且大量使用省略句、祈使句、分离句和并列结构。
为了使广告更简洁明快，广告中使用最多的是祈使句和省略句。
广告的分离句是利用句号、破折号等将句子分隔成更短的结构。并列结构短促有力，易于理解，因而商务广告中并列结构使用频繁。
此外，商务广告还常借用谚语、成语和名言警句，这些都是日常生活中流传的一些固定佳句。
IBM
[No business too small, no problem too big.]
没有不做的小生意，没有解决不了的大问题。
3. 语法特点
商务广告中动词词组非常简单，过去时出现的频率极低，基本上采用一般现在时，而且被动语态运用较少。
使用一般现在时，商品的特征在人们的眼中成为和一般自然规律一样的永久特征，这是其他各种时态所做不到的。
商务广告还使用大量的修辞手段，明喻、暗喻、拟人、双关、夸张等修辞手段在英汉广告语体中都被大量使用。
飘柔
Rejoice
[Start Ahead.]
成功之路，从头开始。
商务广告的翻译原则
1. 广告译文要充分体现广告的信息功能和劝说功能。
2. 要有美感。注意英汉语音、语义差异。
3. 广告翻译应遵循忠实、统一的原则。
4. 要考虑到文化差异，把握英汉广告翻译中的跨文化、跨语言因素，注意不同顾客群文化价值观、心理接受程度的差异。
商务广告的翻译方法
在翻译广告时，应根据具体广告的不同特点，结合目的语语言和文化的特点，准确、创造性地译成符合目的语读者理解、接受和喜爱的广告，以促进产品的销售。主要的商务广告翻译方法有：
1. 直译法
例如：
EBEL the architects of time.
“依贝尔”手表——时间的缔造者
2. 意译法
例如：
Ask for more
渴望无限(百事可乐)
3. 创译法
例如：
Bridging the distance
沟通无限 (电信公司)
4. 增补法
例如：
Everything you’ve heard is true.
真材料，真感受，真服务。 (汽车广告)
5. 浓缩法
例如：
Overseas. Time set free Overseas.
自由真意 (Vacheron Constantin手表)
6. 四字法
例如：
Prepare to want one
众望所归，翘首以待(现代汽车)
7. 不译法
例如：
My way, this is what I create. (Slogan) for life
我路，由我闯出来。
商务广告中主要修辞的翻译技巧
1. 双关(Pun)
如：
(1)More sun and air for your son and heir. (谐音双关)
(本浴场)阳光充足，空气清新，适宜您的孩子——未来的继承人。
(2)“She's the nimblest girl around. Nimble is the way she goes. Nimble is the bread she eats. Light, Delicious, Nimble! (语义双关) 译文：她是周围最轻捷聪慧的女子。轻捷是她的举止特点。Nimble是她食用的面包。松软味美，Nimble。
2. 明喻和暗喻(Simile and Metaphor)
明喻是指出本体和喻体两种不同事物之间的相似关系，英语一般用like或者as来连接，汉语中则常用“如”、“像”等词。暗喻也叫隐喻，用一种事物暗喻另一种事物，通常不出现比喻词。
3. 拟人(Personification)
广告中的拟人手法是把物品或生物当作人来描写，赋予其人的情感或言行，使其形象更例如：
Wherever it hurts, we'll heal it.
不管它哪里疼痛，我们都会使它愈合。
4. 反复(Repetition)
英语广告经常使用反复的修辞手法，重复广告词中的词、词组或者句子来加强语气，加深
5. 押韵(Rhyme)
广告中的押韵常用的是头韵(alliteration)和尾韵(end rhyme)。
Always listening. Always understanding. (Prudential: 英国宝诚保险)
译文：用心聆听，更知你心。
6. 排比(Parallelism)
You learn, the more you know, The more you know, the more you forget. The more you forget, the less you know. So why bother to learn.
译文：学的越多，知道的越多， 知道的越多;忘记的越多， 忘记的越多;知道的越少，为什么学来着?
运用了排比句式，增强气势，the more，the more的句式重复使用，强调突出，最后与 the less形成对照。
7. 对偶/对仗(Antithesis)
对偶/对仗的手法也是英语广告中常用的修辞手段。对偶/对仗是把一对字数相等、词性相近。
例如：
Your Future Our Promise
坚守诺言 携手向前(保留对偶形式)
2020年翻译资格考试笔译二级测试题：西游记
一只老猴进言：“大王可到东海龙宫向龙王讨件兵器。”悟空瞬间便到龙宫，向东海龙王说明来意。龙王心中不爽却也不好推辞，只得命人取来一把大刀。
不想悟空竟瞧不上眼，叫龙王另取一件。龙王取出三千六百斤重的九股叉。悟空试后还嫌太轻，要更重些的。七千二百斤重的方天戟便被抬出来。悟空耍弄片刻仍嫌太轻。
终于，龙王是又气又怕，将他带到海底。那里立有两丈多长， 水桶粗的铁柱子，两端各有一个金箍，上刻“如意金箍棒， 重一万三千五百斤”。“重是够重，只是太长太粗。” 悟空话音刚落，那金箍棒便短了些，细了些。他愣了片刻， 又说：“再细些更妙!”金箍棒果然又细了些。
An old monkey suggested: “Majesty, you can go to East Sea Dragon Palace and request a weapon.” With magic Wukong arrived there in no time and explained to East Sea Dragon King why he came. Dragon King was reluctant but hated to say no so he had to have a big knife fetched.
Unexpectedly, Wukong disliked it and asked for another weapon. Dragon King fetched a nine-side rake weighing 3600 jin . Wukong tried it and asked for something heavier. Then a Fang Tian Ji weighing 7200 jin, was carried out. Wukong tried it and complained that it was still too light.
Finally, angry and afraid, Dragon King took him to the sea’s bottom and there stood an iron pole. The pole was about seven meters tall and as thick as a bucket. At each end there was a gold band on which there were characters saying “As-you-wish gold-band pole, weighing 13500 jin”.
“It’s heavy enough but too long and too thick.” hardly had Wukong finished these words when the pole became somewhat shorter and thinner. He puzzled for a little while and murmured: “It would be better if it was thinner.” As you can guess, the pole became even thinner.
原来，它可以随意伸缩。极长时可以上抵苍天下入地狱，极短时可以变成绣花针藏入耳中。悟空甚爱此宝。悟空虽然欢喜，却不满足，又索要披挂。
龙王说皇宫里没有，悟空却不听。龙王只好叫来他的弟弟们— 西海、南海、北海三龙王，由他们分别送了战靴，黄金甲和紫金冠，这才把悟空欢欢喜喜打发走。
It fact, it can expand or contract as you wish it to. At the greatest length it could reach the heaven and the hell; at the shortest it could be as small as a needle to be hidden in the ear. Wukong had an enormous fancy for it. Happy as he was, Wukong was not contented and demanded a warring cloak.
East Sea Dragon King said there was no cloak but Wukong wouldn’t listen. East Sea Dragon King had to send for his brothers, another three Dragon Kings and asked each of them to give a gi to Wukong. The three gis were respectively: boots, a golden armor, and a purple gold crest. At last, Wukong was turned away, contented.
2020年翻译资格考试笔译二级测试题：西游记
一日祖师说到：“你已学有所成，下山去吧。” 他千恩万谢， 依依不舍地离开了。当年，他千辛万苦，历经多年才到此处。这次回花果山只消一个筋斗，眨眼即到。
猴子们见大王回来，纷纷上前报告：近日有妖魔作怪，常来捉猴。悟空闻此大怒，问清妖魔所在便乘云飞去，很快到达魔洞口，向魔王挑战。
魔王接到小怪通报便提刀出来，见是一只猴子便面露不屑， 举刀便砍。悟空没有武器便拔了一撮毛，将其变成几百只小猴子。这些小猴子将魔王团团围住， 拽其四肢，捏其耳鼻，将他弄的晕头转向。猴王趁机夺刀杀死了魔王，然后带猴子杀掉所有妖怪，救出被掳猴儿一起回到水帘洞。有猴王坐镇，魔怪不敢再犯。为了自卫，猴王开始教猴子们练武。猴子们拿棍棒作武器，努力训练。
One day, Master said: “ You have learned everything and can leave now. ” He thanked Master and le山 with reluctance. It had taken him great pains and many years to arrive here but at this time with no more than a somersault he returned to Hua Guo Shan in a blink.
Seeing King’s return the monkeys ran to him and reported: a monster has o山en come and captured many monkeys. Monkey King raged at this. A山er he was told the monster’s lair he rode a cloud,flew there and issued a challenge.
The king monster came out with a knife a山er he got a report. Seeing that the challenger was a monkey the king monster showed disdain and chopped at him. Without a weapon, Wukong pulled a pinch of hairs and turned them into hundreds of little monkeys.
These little monkeys surrounded the monster, pulling his limbs and pinching his nose and ears and dizzied him. Now Monkey King grabbed the knife and killed him. Then he with his followers killed all the monsters, released the captured monkeys and flew back. Thanks to Monkey King, nobody dared come any more. For defense, Monkey King began to train them in wushu. The monkeys trained hard, using sticks as weapons.
只可惜，若有战事，棍棒恐不敌刀枪。悟空为此烦恼之时一年长猴将对他讲：“在东方有座城，乃傲来国的国都，那里定存有许多武器。”悟空大喜， 立刻驾筋斗云赶去。
他稍念咒语，便狂风大作，好不吓人。城里的人都连忙躲起来，街道霎时空无一人。悟空找到兵器库，变出几百只小猴子，令他们将武器搬回水帘洞。这样除了悟空每人都有自己的武器了。
Pitifully they wouldn’t qualify as decent weapons in a real war. When he was upset about this an old monkey general told him : “In the east there is the capital city of Aolai country. A lot of weapons must be stored there.” Glad at that, he immediately rode the Somersault Cloud to the city.
He murmured a spell and a gust started blowing terribly. All the people took cover and the streets became empty in a flash. Wukong found the arms storehouse, conjured up hundreds of monkeys and ordered them to take the weapons back to Water Curtain Cave. Thus, everyone except Wukong had a weapon of his own.
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2020翻译考试笔译干货：广告英语翻译技巧
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