200605231811翻譯寫作 (96):廣告的魅力

1. 雖然廣告被認為是最偉大的騙術,但是各種精心構思的廣告仍然以各處轟炸我們的方式影響著我們生活的每個層面。
Even though recognized as the greatest art of deception, various elaborately-conceived advertisements affect every aspect of our lives by bombarding us everywhere.
【注意】(i) even though recognized = even though advertisements are recognized
因這個子句和後面的子句主詞相同,因而省略,be 動詞改為 being 再省略。
(ii) recognize A as B = treat / see / take / view / regard A as B (視A為B)
(iii) deception = de- (向下) + cept (拿、取) ==> (n.C)騙局、欺騙
(iv) elaborate = e- (向外) + labor (勞力) + -ate (動詞、形容詞字尾) ==> (adj.)費力的 (vt.)仔細解釋
注意:因為廣告是「被構思」,因此 conceived 為過去分詞形。
(v) 此句動詞是「影響」,而「轟炸」只是影響的方式而已,小心翻譯的詞序。
(vi) bombard (vt.)轟炸(本句為比喻用法) --> bomb (n.C)炸彈
(vii) 先以事實點出主題的重要性,然後以例證、現象補充說明,最後提供個人觀點為結論。

2. 廣告設計的理念就是要引發觀眾的好奇心、使得他們記住這訊息、進而說服他們掏腰包購買,因此聳動的口號、好記的曲調、難忘的畫面都是必須的構成要素。
The principle of advertising is designed to arouse the viewers' curiosity, enable them to bear in mind the message, and further persuade them to put their hands in their pockets. Accordingly, sensational slogans, catchy tunes, and memorable pictures are essential components.
【注意】(i) principle = prin (第一) + cip (抓拿) + -ile (形容詞轉名詞字尾) ==> (n.C)原則、方針
(ii) be designed / meant to Vr. 設計要...
例:Advertising is meant to cheat the viewers out of their money.
(iii) arouse / excite / pique / whet one's curiosity 引發...的好奇心
(iv) 「看電視的人」是 viewer,不是 audience;「看比賽的觀眾」為 spectator。
(v) 第一個句子有三個動詞,寫為「A, B, and C」的串連形式,如同第二個句子有三個名詞,因此用相同句法。
(vi) bear N. in mind = remember N. 記得...
注意:本句因受詞略長,因此將受詞搬移至 mind 的後面。
(vii) further 為副詞,表示「更進一步」,是 far 的比較級,注意和 farther 的區分。
(viii) persuade = per- (完全) + suade (說服) ==> (vt.)說服
(ix) put one's hand in one's pocket = dip into one's pocket 把手放進口袋中(掏錢購買)
(x) memorable = unforgettable 難忘的
(xi) essential = necessary = indispensable 必須的、不可或缺的
(xii) component 來自於 compose,而 -ent 表示「動作者」。
類似構字:exponent (expose)、proponent (propose)、opponent (oppose)。

3. 當然,受歡迎的藝人以及名人也經常被邀請來代言或促銷某些商品,誤導人們去相信:用了產品就會有和明星一樣的效果。
Of course, popular entertainers and celebrities are frequently invited to endorse or promote certain products, misleading people to believe that those who use the products will have the same effects as the stars do.
【注意】(i) entertain = amuse = please = delight 使...開心 --> entertainer 是慣用語。
(ii) celebrity (n.C)名人 --> celebrated (adj.)有名的
(iii) endorse (vt.)為...代言、給...背書、贊成支持
(iv) promote = pro- (向前) + mot (移動) ==> (vt.)促銷、推進(= boost)
(v) 「誤導」與前面的「代言促銷」同時發生,因此採用 V-ing 模式。
(vi) those who = people who = one who 凡...的人
(vii) 注意:比較句中要「同質物」才能比較,those 要跟 stars 比,不能拿「人」跟「效果」比。
例:He uses the product and gets the stars' effects. (X)
例:He uses the product and gets the same effects as the stars' effects. (不佳)
修改:He uses the product and gets the same effects as the stars (do).
(viii) 此句末的 do 代替前面的 have。

4. 結果很多人就買了一大堆自己用不到或者沒有效果的商品。這不止浪費錢,而且更糟的是,廣告的承諾如果沒有兌現而導致健康受到商品危害。
A great many people end up purchasing a great deal of unnecessary or ineffective merchandise. Not only is it money-squandering, but also, even worse, because the promises of advertisements are not delivered, their health is endangered by the goods.
【注意】(i) end up + adj. / 分詞 (結果卻...)
例:Helen ended up sick. 海倫結果生病了。
例:Don ended up marrying Helen. 唐最後娶了海倫。
(ii) purchase 通常用於比 buy 更大量的購買。
(iii) a great deal of 不可數名詞 = a large amount of 不可數名詞 (大量的...)
(iv) 注意 merchandise 是不可數名詞,而 goods 恆為複數名詞。
(v) squander = waste 浪費
(vi) even worse = what's worse 更糟的是 --> 在此為插入。
(vii) because the promises of advertisements are not delivered 整個子句亦插入,不影響後面的句構。
注意:deliver / fulfill the promise 實現諾言
(viii) endanger N. = put N. in danger 使..受到危及

5. 在接受到電視上美化的廣告訊息時,我們都必須試著去理性地思考:不管他們看來有多麼地令人信服,思考我們是否需要這商品或跟其他商品比較這商品才是克制自己購買慾望的最好方法。
On receiving beautified commercial messages on TV, we are all bound to think rationally: however convincing they look, thinking whether we need this product or comparing it to others is the best way to curb our urge to make purchases.
【注意】(i) on V-ing 一...就...
例:On seeing me, Mary poured me a drink. 瑪麗一見到我就倒飲料給我。
(ii) beautify = embellish 把...美化
(iii) commercial 為「電視、收音機等媒體廣告」,advertisement 為「平面的或泛指所有廣告」,而 advertising 為不可數名詞指「登廣告的行為」。
注意:commercial 可作為形容詞或名詞。
(iv) be bound to Vr. = cannot but Vr. = must Vr. 必須要...
(v) think rationally = think critically 理性、批判地思考
(vi) however convincing they look = no matter how convincing they look 無論看起來有多說服力
注意:convince = con- (完全) + vince (勝利、征服) ==> (vt.)使...深信
(vii) 兩個動名詞片語作為主詞,但中間用 or 連接,因此還是接單數動詞 is。
(viii) curb / control / stifle / repress an urge to Vr. 抑制要去...的衝動
例:I couldn't stifle an urge to kiss her. 我無法壓抑想吻她的衝動。
(ix) make purchases = do a lot shopping 購買許多東西

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