Translation of Advertisement Slogans Contents 1 The Characteristics

广告口号的翻译 Translation of Advertisement Slogans

Contents 1. The Characteristics of Ads slogans 2. The Rhetorical Devices in Ads Slogans 3. The Translation of Ads Slogans

1. The Characteristics of Ads slogans Some examples: A diamond is forever (戴比尔斯钻石公司） Just do it! (Nike) Good to the last drop!(麦氏咖啡） Let’s make things better (菲利浦电器） 国酒茅台，相伴辉煌 大红鹰，胜利之鹰

2. The Rhetorical Devices in Ads Slogans

Puns 语音双关(Homophonic Puns )； 语义双关(Homographic Puns)； 语法双关(Grammatical Puns)； 成语、俗语双关(Idiom Puns) 。

Parody

Definition According to A Dictionary of Literary Term Parody: The imitative use of the words style , attitude , tone and ideas of an author in such a way as to make them ridiculous. This is usually achieved by exaggerating certain traits , using more or less the same technique as the cartoon caricaturist. In fact , it’s kind of satirical mimicry. As a branch of satire , its purpose maybe corrective as well as derisive.

Classification Word parody(仿词) Proverbs parody(仿语) Passage parody (仿篇)

Catch the Raincheetahs and cheat the rain. (有了Raincheetah 牌雨衣, 你就可以 与雨嬉戏) 这则广告登在加拿大《多伦多 每日星报》( Tonronto Daily Star) 上, Raincheetah 是雨衣的牌子, 它与 Raincheater同音。Raincheater 仿拟 windcheater (防风夹克衣) 。

Hush - byebaby , up in the sky You’re in Air - India - do you know why , ’Cos it’s the comfiest , scrumptiousest way To travel to Sydney , Bankok - Bombay. 乖乖睡, 小宝贝, 升上蓝 天你尽情睡, 你可知道为何身在印航 不觉累, 因为它能让你旅途最为 舒适最愉快。 直送你到悉尼、曼谷和 孟买。

Conclusion There abundant advertisements in the commodity society and parody is one of the most common rhetorical devices used in both English and Chinese advertisements. Generally speaking, parody in advertising English is deemed to embody such rhetorical features as eye-catching, flexible, vivid and short-lived.

Translating advertisement with parody into another language requires that a translator rep roduces to the maximum the source message, flavor and style in the target language. Therefore, knowing the characteristics of parody and how to effectively render them in the target language will be of great help in the publicity of the products advertised.

拥有完美肌肤的秘诀 （丁家宜化妆品） The secret for perfect skin 让世界遍布“声佳”电器 Our Aim: Make a global hit—Shengjia Auto Electric.

1) 穿上“双星”鞋，潇洒走世界 Double Star Takes you Afar.

爱您一辈子（绿世界化妆品） Love me tender, love me true. 一册在手 纵览全球（《环球》杂志） The Globe brings you the world in a single copy. 中原之行哪里去？郑州亚西亚。 While in Zhengzhou, do as the Zhengzhounese do----Go shopping in the Asian Supermarket.

百衣百顺 Hundreds of suits, hundreds of fans (郭鑫） Every suit is a honey (郭鑫） Your style, your charm. (赵亮） It gives you any figure you want. (刘志欢） East or west, __fits you best. The clothes is everything. (周瑜） Enjoy the wear, enjoy the life. (胡玮莉）

Whatever you choose, it’s suitable. (田敏） I like, I choose. (李宁） Super suit, suitable suit. (刘尧） Every piece is just fit for you. (钟声）

烧胜一筹 If you want to catch a man’s heart, you must catch his stomach first. Please buy it immediately, it will help you become the best cook as soon as you want. (王婷） Better fire, better life. (夏青） Happiness lies, first of all, in kitchen. (许泽华） Best cook use the best cooker. (杨琴）

Better burning, less time-consuming. (钟 声） Better burning, less haste. The first step of good cooking is using … (王静）

码到成功 Owning the computer, get your success. (赵亮） Digital is coming, success will not be beyond us! (范珊珊） If digital is coming, can success be far away? Your achievements need the advanced computer. (田敏）

Keys to success. (李博） The digital leads to success. (肖维） Success results from digital. (唐薇） Once access, you’ll never be worried. (刘嫣） Where there is. . , there is success. (杨琴） All types lead to success. (钟声） No. . , no success. (王静）

闲妻良母 If you love your wife, please take it to her. (王婷） The washing machine can work as a good wife and a good mother. (刘薇） Busy woman need it. (刘志欢） Enjoy it, wife is plus? (范珊珊） No wife without life. (周瑜）

Gentle wife and loving mother---you key to better life and better world(田晶晶） Good mother, virtuous wife, let her hand free. (易芳） Clever wife gets her hand free. Good washing machine, good wife. (许泽华） A suitable machine for dutiful wife. (余昊）

Let your wife free. (刘嫣） It can make you a graceful lady and loving mother. ( 冯晶） Free wife makes a good home. (彭峻峰） A never washing mother, still a good mother. (杨琴） Best wife in your life. (倪晓宇）

Good wife, good mother. (王执玉） Free wife but loving mother. (仇晓丹） Dutiful wife and loving mother(任俊璇） Care wife’s hand, the washingmachine instead. (骆丽丹） Better washing and better wife. (钟声） A good machine makes the wife leisure. (刘娟）

骑乐无穷 Catch me, if you can! (王婷） Just enjoy it. (周瑜） Ride motorbike like a cowboy enjoys the life. (林晨） Riding means happiness. (彭峻峰） Ride it, enjoy it. (杨琴） Where there is. . , there is happiness. (张 敏）

Ride once, enjoy forever. (钟声） Happy riding, happy life. (刘娟）

快治人口 Kill, cure, cheer!(夏青） You will say “yeah” if you take it as quickly as possible. (范珊珊） A bit. . a day, keeps cough away. Enjoy great popularity. (周瑜） Quick cure. (唐薇） Use it, you can eat everything. (吴尘）

When the virus are away, the mouth will play. (钟声）

咳不容缓 Health is not valued till sickness comes. (周瑜） Let the cough take a hike. (胡玮莉） Don’t hesitate. (刘嫣） Cough waits for no man. (彭峻峰） Quicker you use, quicker you cure. (杨琴） Cough? Find “Coco”(熊利婷）

Stop it at once! (张思施） Eating can delay, but cough can’t delay. (徐莹）