【正文】 產(chǎn)品質(zhì)量再好，西方人也不愿購(gòu)買。這里采用的直譯方法產(chǎn)生的實(shí)際效果與預(yù)期效果背道而馳，當(dāng)西方人看到這些詞語(yǔ)的時(shí)候就讓他們產(chǎn)生不好的聯(lián)想，他們還會(huì)對(duì)廣告感興趣嗎？由此可以看出，在做廣告翻譯時(shí)，要忠實(shí)的不是原文字面上的意義，而是原文所具備的功能。因此在一些時(shí)候允許譯者做一定限度的創(chuàng)造。對(duì)于廣告的翻譯來(lái)說(shuō)通俗易懂顯得更為重要，因?yàn)閺V告的讀者具有更多的選擇空間和更大的選擇的權(quán)利，即使一個(gè)讀者是帶著真的想購(gòu)買產(chǎn)品的目的來(lái)讀廣告的，那么一旦他發(fā)現(xiàn)該廣告深?yuàn)W難懂，讀起來(lái)不知所云的話他不會(huì)付出太大的心力去體會(huì)廣告的內(nèi)涵，他一定會(huì)轉(zhuǎn)向其他的廣告，更何況大多數(shù)的讀者并沒(méi)有購(gòu)買產(chǎn)品的意愿，所以我們?cè)诜g廣告作品的時(shí)候一定要讓自己翻譯出來(lái)的英文句子符合英文的語(yǔ)法，顯得地道，4 這樣不僅會(huì)讓西方讀者容易懂，還會(huì)讓他們產(chǎn)生一種親切感。除了要注意到英語(yǔ)的語(yǔ)法規(guī)則，盡量使翻譯出來(lái)的句子顯得流暢易懂外，還有一個(gè)比較容易操作的捷徑就是仿寫(xiě)，可以仿照本身就已經(jīng)存在的英語(yǔ)廣告，例如：紅枚相機(jī)新奉獻(xiàn)。My love’s like a Red Rose!這則廣告的翻譯就來(lái)源于 Robert Burns 那首著名的詩(shī) My love’s like a red ,red rose，通過(guò)改寫(xiě)，使讀者讀了感到親切自然，更能接受廣告所宣傳的產(chǎn)品。廣告的翻譯是一門藝術(shù)，譯者往往要絞盡腦汁地使他們的翻譯，也就是一條新的廣告做到新穎、醒目、有說(shuō)服力、并能展現(xiàn)出一種美來(lái)。一則表現(xiàn)了美的廣告則更容易得到讀者的認(rèn)同，因此很多情況下廣告翻譯需要靈活處理。例如：例一：Good to the last ，意猶未盡。這是某咖啡品牌的廣告及翻譯。漢語(yǔ)多使用四字短語(yǔ)使表達(dá)朗朗上口，具有美感，因此譯文既契合了原著的意境，又兼顧到譯文語(yǔ)言的表達(dá)習(xí)慣，讓人聽(tīng)起來(lái)就感受到該咖啡給人帶來(lái)的舒適享受，激發(fā)購(gòu)買欲望。此條廣告譯文就在忠實(shí)于原著的同時(shí)又加入了新的創(chuàng)作，使廣告充滿美感，不失為一則上乘的翻譯。例二： 質(zhì)量第一，顧客第一，信譽(yù)第一。Quality first，Customers first，and Prestige first!這則廣告的原文采用中國(guó)人所喜愛(ài)的四字詞語(yǔ)，同時(shí)重復(fù)了三次“第一”，采用排比句，具有很強(qiáng)的氣勢(shì)，給人一種感覺(jué)就是該公司很有氣魄，一定會(huì)說(shuō)到做到。而英文翻譯也使用了排比句，也同樣重復(fù)了三次first，不僅保留了原文的氣勢(shì)，也保留了原文的“形美”，便于讀者記憶，甚至能讓讀者“過(guò)目不忘”。結(jié)論由于廣告本身是宣傳的一種手段，已經(jīng)形成了一種獨(dú)特的文體，具有自己的語(yǔ)言特征及翻譯準(zhǔn)則，所以在進(jìn)行翻譯的時(shí)候也必須考慮到譯文的宣傳效果以及譯文語(yǔ)言的特點(diǎn)，并遵從廣告翻譯的原則，需要根據(jù)不同的文化背景，從具體情況出發(fā)，靈活地傳達(dá)出原文的意義，譯出雅俗共賞、簡(jiǎn)潔凝練、生動(dòng)有趣的中英文廣告，以達(dá)到商品宣傳和促使消費(fèi)者購(gòu)買的目的。參考文獻(xiàn)：［M］.北京：北京理工大學(xué)出版社, , ［M］.北京: 外語(yǔ)教學(xué)與研究出版社, ［M］.上海：上海外語(yǔ)教育出版社，［J］.西安外國(guó)語(yǔ)大學(xué)學(xué)報(bào), 2007(6).［J］.中國(guó)翻譯，2003,(3).［M］.上海: 上海外語(yǔ)教育出版社，1993.第四篇：翻譯Unit One Complete the sentences by translating the Chinese in brackets into argues that while accepting all the glory and money that es with being famous, an athlete should be a role model for teenagers to look up to 他認(rèn)為，在接受名人所帶來(lái)的一切榮譽(yù)和金錢的同時(shí)，運(yùn)動(dòng)員應(yīng)該成為青少年的榜樣。 nutrition experts have pointed out that a balanced diet is critical to health1大多數(shù)營(yíng)養(yǎng)專家指出均衡的飲食對(duì)健康是至關(guān)重要的。 involving his students in different forms of debate, he intendsto develop their critical thinking ability通過(guò)讓學(xué)生參與不同形式的辯論，培養(yǎng)學(xué)生的批判性思維能力。 to our expectation, Jane did not make a fuss over her son’s intention 意圖to pursue an academic career出乎我們意料的是，簡(jiǎn)并沒(méi)有為兒子打算從事學(xué)術(shù)事業(yè)而大驚小怪。 he applied for the job as a doortodoor salesman, I advised him to ponder whether he was physically fit for walking many miles a day在他申請(qǐng)一個(gè)挨家挨戶推銷的推銷員之前，我建議他考慮一下他是否適合每天步行幾英里。 his sister who takes everything seriously, Mike rarely exert himself in courses that he is not interested in不像他姐姐認(rèn)真對(duì)待每一件事，邁克很少在他不感興趣的課程中發(fā)揮自己的作用。 key point made in this article is that students can benefit a lot from after activities本文的重點(diǎn)是學(xué)生可以從課外活動(dòng)中受益匪淺。 after he joined the new pany, he found himself confronted with the most challenging task in his career他剛加入新公司不久，就發(fā)現(xiàn)自己面臨著最具挑戰(zhàn)性的工作。 the following sentences into Chinese: college you will move from being teachertaught to masterinspired, after which you must bee a selfdirected ，你將從聆聽(tīng)老師授課轉(zhuǎn)向受大師啟迪，之后你會(huì)變成一個(gè)自我管理的學(xué)習(xí)者。 take each subject seriously, for even if what you learn isn’t critical for your life, the skills of learning will be something you cherish ，也要認(rèn)真對(duì)待大學(xué)里的每一門功課，學(xué)習(xí)的能力將會(huì)讓你受用終身。 friends will be the best in your life because they are not only physically closer than your family but the bonds will be strong as you gain independence and enter adulthood ，因?yàn)樵诖髮W(xué)你和朋友能夠比跟家人更近距離地交往，而且你們一塊成長(zhǎng)，一起獨(dú)立，這種關(guān)系就會(huì)很牢固。 your high school friends and stay connected to them, but do not use them as substitutes for college ，但不要用他們來(lái)代替大學(xué)的友誼。 decisions that confront you, you must take control of your ，你都必須把握自己的人生。Exercises of Unit 2 Translate the following sentences into )If you learn English in a part of the world where British influence is historically predominant, you will end up speaking a variety of English which has a distinctively British ，那你最后講的英語(yǔ)將帶明顯的英國(guó)特征。2)The most noticeable differences, thanks to Noah Webster, are in the spelling, but even there we are talking about only a few mon alternatives, such as color vs colour, and only a few hundred in 。然而，在拼寫(xiě)上，指的也是一些常見(jiàn)的可替換詞，比如color 和colour。而且這些可替換詞加起來(lái)總共也就幾百個(gè)。3)Far more difficult is when we don’t, as in the alien lexical world(to British ears)of baseball and the corresponding alien world(to American ears)of ，就更難理解了。就像（在英國(guó)人聽(tīng)來(lái)）棒球的詞匯很陌生，（在美國(guó)人聽(tīng)來(lái)）板球的詞匯也同樣陌生。4)Quite plainly the only reason there were rules in the English language was to bend and break them, to maximum ，英語(yǔ)語(yǔ)言里存在規(guī)則的唯一原因就是可以改變和打破這些規(guī)則，以最大程度的達(dá)到效果。Complete the sentences by translating the Chinese given in brackets into )She saw a dress in the shop window and it tookher fancy immediately她在商店櫥窗里看到一件衣服，立刻看中了它。2)Being fully prepared, she rattled off all the names in one breath她準(zhǔn)備充分，一口氣一口氣說(shuō)出了所有的名字。3)Illegally imported reptiles such as snakes and crocodiles often ended up as shoes, belts and handbags非法進(jìn)口的爬行動(dòng)物如蛇和鱷魚(yú)經(jīng)常以鞋子、皮帶和手提包而告終。4）Although the play was staged in a small theatre, it was packed with enthusiastic audiences雖然這出戲在一個(gè)小劇場(chǎng)上演，但卻充滿了熱情的觀眾。5）The movie succeededthanks to the fine acting by all cast由于演員們的出色表演，這部電影獲得了成功。6）In the middle of the night he was woken up by a sudden bang andsat up in alarm午夜時(shí)分，他突然被一聲巨響驚醒了，驚慌的坐了起來(lái) 7）Thankfully, he wasn’t hurt, but heshould never have been there in the first place謝天謝地，他沒(méi)有受傷，但他一開(kāi)始就不應(yīng)該到那里去。8）The tourists are suggested to take a cable car to the top of the mountain andtake in the magnificent views there游客們建議乘纜車到山頂，欣賞那里壯麗的景色。Unit 3 Exercises the following sentences into )If pressed, the average American might point to the early twentieth century and Sam’s frequent appearance on army recruitment ，他們可能會(huì)說(shuō)起20世紀(jì)早期，在征兵海報(bào)上頻頻亮相的山姆形象。2)The War of 1812 sparked a renewed interest in national identity which had faded since the revolutionary ，而這種熱情自獨(dú)立戰(zhàn)爭(zhēng)以后便已消失殆盡。3)The Civil War saw a major transition in the development of Uncle Sam as his image was associated with that of Abraham 。4)The famous “I Want You” recruiting poster by James Montgomery Flagg set the image of Uncle Sam firmly into American “我需要你加入美國(guó)軍隊(duì)”的著名海報(bào)把山姆大叔的形象深深植根在了美國(guó)人民的意識(shí)之中。 the sentences by transltating the Chinese given in brackets into )As early as 1830,there were inquiries into the origin of the term “Uncle Sam ”早在1830年初，就有人對(duì)“Uncle Sam”這個(gè)詞的起源進(jìn)行了調(diào)查。3)The final version of Uncle Sam that we are most familiar