商务英语翻译ppt课件

the advertising messages with canny scheduling and placement, so that the messages are seen by, and will have an effect on, the people the advertisers face a basic choice: they can have their message seen or heard by many people fewer times, or by fewer people many times. This and other strategic decisions are made in light of tests of the effectiveness of advertising campaigns.
producing the ad message itself, including copy and
artwork, and by the 1920s agencies had come into
being that could plan and execute complete advertising
促销：promotional technique
显著的：pronounced
说服力：persuasive power
推销能力：selling power
被宣传的商品：targeted goods
完整的：integrated
插图：illustration
Advertising genius David Ogilvy, in his book Ogilvy on Advertising, says that on average, five times as
many people read the headline as the body copy. “Unless your headline sells your product, you have wasted 90 percent of your money,” he suggests. You want the ones who do re精a选d课件the whole ad to be your3
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• 词汇：
medieval 中世纪的
flourishing 盛行的 budget
expansion 扩大，扩张 primarily 主要的
broker 经纪人
execute 执行，实施
campaign 活动
embed 嵌入
battery-powered 靠电池供电的 implant 植入
The great expansion of business in the 19th century was
accompanied by the growth of an advertising industry;
it was that century, primarily in the US, that saw the
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• 汉译英Passage 1:
The Headline of an Advertisement
The headline of an advertisement is thereto attract attention and transmit a hint of the key concept, so that your prospect will be provoked to stop and read more of the ad. If they don’t read on, they will at least get some of the idea to be left with a positive perception. The headline may work with the overall ad layout and any illustration to accomplish this.
chemical technology 化学技术 information technology (IT) 信息技术
agricultural technology 农业技 multimedia technology 多媒体技术
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• 英译汉passage 1:
随着商品经济的迅猛发展，广告作为一种促销手段，其重 要性越来越显著。广告必须引人注目，具有“注意价值” 和“可读性”。同时，广告还需具有巨大的“说服力” 或“推销能力”，使人产生购买被宣传的商品的欲望， 从而达到商家做广告的目的。一则完整的广告通常由五 个部分组成，即：商标，标题，正文，口号，插图。其 中商标和标题句常常是在玩“文字游戏”。这些特点决 定了广告语言总体上是一种鼓动性语言，与其他类型的 预压在风格，作用诸方面都存在或大或小的差异。
prospects and not just passers-by.
According to Starch, the advertising research company, consumers are exposed to 623 advertising impressions everyday, of which they only remember nine favorably one day later. That means 69 out of 70 messages are wasted. And it means you have quite a challenge in writing an effective headline.
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• Vocabulary:
transmit 传递，传达 hint 暗示，提示
concept 思想 prospect 可能成为主顾的人
provoke 诱导
perception 观念，看法
layout 布局
illustration 插图
accomplish 实现，达到 genius 天才
exposed 暴露于
In the ancient and medieval world such advertising
as existed was conducted by word of mouth. The first step toward modern advertising came with the development of printing in the 15th and 16th centuries. In the 17th century weekly newspapers in London began to carry ads, and by the 18th century such advertising was flouring.
ideally 理想地
词汇扩展：平面广告的组成
print ads 平面广告
component 组成
headline 标题
subhead 副标题
text
正文
slogan 口号
logo
标志 advertising illustration 广告随文
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• Passage 2
History of Advertising
• 翻译原则：除了在语言规律上寻找与原文对等的
契合点外，还必须处理文化差异带来的理解上的
困难。同时还要考虑原文的词汇及修辞特点。译
者必须了解广告英语的特征，了解译文接受者对
译文的反应和原文接受者对原文的反应的差异，
根据不同的反应改变或调整信息形式，顺利地完
成信息的传递。达到译文与原文的音，形，意的
统一
My personal test of a good headline is to read it and say “so what?” If the answer is “Who cares?” or “so, nothing” the headline doesn’t work. Ideally, a headline should promise the reader a benefit or deliver some news, or both.
商品品牌与广告主题句是企业形象战略中的主要组成部分， 是商品进入市场的桥梁。一种商品在进入他国市场时， 在以质量取胜的同时，还应当重视产品的包装，使商品 品牌，商标以及广告标题句符合新市场的异国文化，语 言习俗，从而得到新市场中潜在客户的认可和欢迎。
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• 词汇提示：
商品：commodity
establishment of ad agencies. The first agencies were,
in essence, brokers for space in newspapers. But by the
early 20th century agencies became involved in
via
通过
orchestrate 精心安排
demographic 人口统计学的 canny 精明的慎重的
预算
词汇扩展：技术
digital technology 数字技术 printing technology 印刷技术
biotechnology 生物技术 chip technology
芯片技术
technology of electronics 电子技术 materials technology 材 料技术
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campaigns, from initial research to copy preparation to placement in various media.
In the 21st century, with an intensely competitive consumer market, advertisers increasingly used digital technology to call greater attention to products. In 2009, for example, the world’s first video advertisements to be embedded in a print publication
appeared in Entertainment Weekly magazine. The thin
battery-powered screen implanted in the page could store up to 40 minutes of video via chip technology and automatically began to play when the reader opened the page. For an ad to be effective, its production and placement must be based on a knowledge of the public and a skilled use of the media. Advertising agencies serve to orchestrate complex campaigns whose strategies of media use are based on research into consumer behavior and demographic analysis of the market area. A strategy will combine c精r选e课a件tivity in the production 7of
商务英语翻译
Unit One Advertising
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1
• 广告作为传播信息的一种方式，已成为人们生活
中不可缺少的一部分。它作为一门集社会学，美
学，心理学，市场营销学ຫໍສະໝຸດ 语用学等学科于一身的综合艺术，越来越受到人们的关注。
• 目的：说服或提醒人们购买某种产品或采取某种
行动。
• 功能：推销能力，记忆价值，注意价值，可读性