广告翻译的策略（二）
四、扩译或增补型翻译（supplementary translation / over translation）
一）URGENT！（DHL快递）无论几急，DHL准时送及！ ///
Be good to yourlf. Fly emirates. (Emirates –阿联酋航空)纵爱自己 纵横万里 ////angelic
Elegance is an attitude. (Longqines –浪琴手表)优雅态度 真我性格 ////
幸福就在身边Nobody is perfect. (健身器材)没有一个人的身材是十全十美的。 ////
Intel Pentium: Intel Inside. 英特尔奔腾：给电脑一颗奔腾的“芯”。 ////
The Power of Partnership. (瑞士银行集团)力量凝聚，实力尽显。 ////
结语：对原文某关键词的词义进行挖掘、引申或扩充，将原文的深层意思进行发挥，使其隐含意思凸显。 ////
二）Begin your own tradition. (Patek Philippe Geneve 百达翡丽——watch)不但长伴身
旁，还是传家风范。 //
guess是什么意思
Trust us for life. (American International Assurance)财务稳健imperative 信守一生 ////
We race, you win. (Ford汽车)以实战经验，令你一路领前。 ////
Live with focus. (Ford Focus)生活有 英语新闻网“焦点”，才是真享受！ ///
mondeContinuing study is the key to reaching new heights. (The Open University of Hong Kong)上进源于不断进修，进修完全握在你手。 ////
结语：主要出于中文表达习惯上的考虑。四字句，对偶、押韵等修辞特点 ////
五、缩译（condend translation）
Overas. Time t free Overas. (Vacheron Constantin ——江诗丹顿男表 纵横四海)自由真义 /////
Wherever you are. Whatever you do. The Allianz Group is always on your side. (Allianz Group ——安联集团)
安联集团，永远站在你身边。 /////
Buick—your key to a better life and a better world. (别克汽车)别克——通往美好生活的秘诀。 ///
当今社会人才济济，不是一马当先独领风骚，就是人仰马翻莫名一文。（人才市场广告）
In today’s rat race, either you stay ahead or bail out. ////
结语：在广告翻译中占比很小，但仍不失为一种必选策略。再就是语言的独特风格，如有的需要重复，或修饰语累赘。 ////
六、不译
asian games
一）新企业、新品牌、新产品系列的名称以及/或老企业之新产品系列的名称往往不需要翻译，只需照搬外文名称即可。
二）广告中的某些句子
Volvo have always forced others to be safer. This one will force them to be better. (S) for life.
Volvo安全可靠，早已闻名天下。崭新S80amend一登场，再度成为典范！（口号：）for life. ////
Becau ENERGY is esntial and LIFE is precious. (S) Doing what other dare not. (Environmental Protection)
能源虽是必须的，但我们更需要尊重大自然的生命。（口号：）Doing what others dare not. ////
U the American Express Card to reflect your classic style. (S) do more. (American Express——美国运通)
使用美国运通卡，配衬型格 （口号：）do more. ////
How would you know which one handles better? (S) The Ultimate Driving Machine. (BMW)
vul好与不好？自己掌握 （口号：）登峰造极 ////
缩译：
Inspiration is the number one cau of greatness. (Heading)
If information is power, then inspiration must be the power of our potential. The power that moves us from the systematic to the spontaneous. From ideas to results. At Compaq we believe technology is no longer simply a tool for information. It’s a tool for inspiration. Redefining access. From t time to any time. From one place to millions of places. With the touch of a button, we no longer fire-up just our computers, but our imaginations. We’re moving beyond the limitations of Information Technology to a new technology. Welcome to the new IT. Inspiration Technology from Compaq.
灵感——伟大成就之源
2015英语四级如果资讯是力量，灵感便是一股使我们从按部就班到挥洒自如、从平淡无奇但不可思议、
从构思意念到取得成果的潜能。康柏相信，科技不再只是简单的资讯工具，而是启发灵感的魔力。科技把“联系”一词重新定义：不再有时空的界限。科技提供了新的工作方法，新的合作模式。触动按钮，我们启动的不再是电脑，还有无穷的想象力。现在，我们终于超越了资讯科技的限制，迈入全新科技境界。激发灵感的科技——康柏Inspiration Technology, 欢迎进入新的IT世界。
What’s in a name(?)?
It (?) sounds ordinary on paper. A white shirt with a blue check. In fact, if you asked most men if they had a white shirt with a blue check, they’d say yes.
But the shirt illustrated on the opposite page is an adventurous white and blue shirt. Yet it would fit beautifully into your wardrobe. And no one would accu you of looking less than a gentleman. Predictably, the different white and blue check shirt has a different name. Viyella Hou. It’s tailored in crisp cool cotton and perfectly cut out for city life. Remember our name next time you are hunting for a shirt to give you more than just a background for your tie.
On women and children’s wear as well as on men’s shirts, our label says – quietly but persuasively – all there is to say about good quality and your good taste.
Our label is our promi.
直译：
名字算什么？
写在纸上它听起来平平常常。蓝格的白衬衫。事实上，如果你问大多数男人他们是否有带蓝格的白衬衫，他们都会说有。
但是，下页展示的衬衫是色调大胆的蓝格白衬衫。它会为你的衣柜增添风采，穿上它没人会责怪你缺少绅士派头。可以预想，这种不同的蓝格白衬衫会有一个不同凡响的名字：维耶拉。它为都市生活选用凉爽的棉布精裁细制。下一次你寻购衬衫时请记住我们的名字，它给你的不仅是作为领带的背景。
对妇女和儿童的服装正如我们对男人衬衫的承诺，我们的品牌悄悄地动人地说，这里展示的是我们的上乘质量和你们的一流品味。
我们的品牌是我们承诺。
编译：
名牌推荐
英国人以其衬衫的风度闻名世界。其知名品牌就是维耶拉衬衫，它以精纺棉布为面料，由英国维耶拉品牌精心裁制，质量上乘，畅销世界。维耶拉特此郑重地承诺：蓝格白底，是白马王子的首选，风度翩翩，惹来窈窕淑女的青睐。穿上维耶拉，男人闯天下。穿上维耶拉，生活真潇洒。维耶拉还请您关注我们出品的妇女和儿童服装，百分之百的一流品味，百分之百的质量保证。
