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Johnson’s baby powder: the softsmel.l将触觉与嗅觉联系在一块了:“强生婴儿爽身粉:既柔软,又芬芳。”

4.修辞美。

修辞美相伴于韵律美而有更广泛的运用。在英语广告词中,经常采用头韵(alliteration)、元韵(assonance)、押韵(rhyme)、假韵(consonance)等韵类增加广告的美学效应:Good teeth, good health.头韵与尾韵同时出现,让人易懂易记。

Look young in only two weeks.夸张乃广告的天性:两周内还您一个年轻。让人想起中国化妆品的一句广告词:“今年20,明年18。”You manage a business, stocks, bonds andpeople. And now you canmanage yourhair.这则洗发膏的广告,manage一词乃属一种轭式搭配(Zugema),让人回味。I amMore satisfied.语音双关:“我更满意摩尔香烟。”让人很容易就记住了香烟的品牌,而且留下更深的印象。英国Lloyd银行有一则户外广告[1]137:Money doesn’tgrow on trees. But itblossomsatourbranches.—Lloyd Bank.该广告利用branch一语双关,意味无穷:只要顾客把钱存到劳埃德银行,他们的钱就会不断增加。

5.创意美。

创意(Big Idea)是表现广告主题的新颖构思或主意,即广告主题表现的闪光点。商品信息的传递必须通过行之有效的创意来实现。在翻译过程中,译者必须弄懂其创意之所在,通过各种翻译手段将其翻译出来,让消费者共享其广告创意,体会其美感。

让我们来看看世界软件巨头微软公司当时为其Excel及其Word软件打的广告。其创意通过完整的结构(副标题-标题-正文-口号),围绕“更容易”这一主题,宣称公司的Excel和Word forW indows软件是人们的最佳选择。[1]69

Princeton economist calculates that anybodywho uses a computer earns15% more than an e-qually skilled co-worker who does not.For-tune Magazine August 24,1992

We make it easier to get a15% raise.You have an important job to do.Maybe youwrite letters,memos or proposals.Maybe you ana-lyze complicated data or track budgets.Maybe youcompile reports combining some or all of the a-bove.Whateverkind ofwork you tacklewith a per-sonal computer,MicrosoftExcel andWord forW in-dows canmake it easier to accomplish.

After al,l theywere designed towork togetherperfectly.They look and feel verymuch alike, sha-ring tex,t graphics and data.Once you become fa-miliarwith one program, you’ll intuitively under-stand the basics of the other.

For details, along with some case studies ofpeople who have actually started using MicrosoftExcel andWord forW indows, call (800) 426-9400.Ask forDepartmentHZ3.

We can show you how to raise yourprospects, if not your actual paycheck.

M icrosoft

M aking it easier

整个广告我们试译如下:普林斯顿的经济学家认为:使用电脑的人要比不使用电脑的人多挣百分之十五。———《财富杂志》微软———让您轻轻松松多挣15%您正面临一份重要的工作:或许要写大堆的信件、撰写大量的备忘录或提本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。