中英文广告语翻译论文[1]
广告语翻译集五篇范文
广告语翻译集五篇范文第一篇:广告语翻译集创译原则在商务英语广告翻译中的应用我们先看几则成功的广告翻译实例:1)Every time a good time1分分秒秒欢聚欢笑(麦当劳)。
2)Good to the last drop1滴滴香浓,意犹未尽(Maxwell咖啡)。
3)Elegance is an attitude1优雅态度,真我性格(浪琴表)。
曾经作为“麦当劳”公司招牌广告的例1),其原文“Every time a good time”使用了押尾韵“time”的修辞技巧,但在译文中并未以相同的形式再现,而是通过“叠词(分分秒秒)”和“对仗(欢聚欢笑)”的手法将原文的意境渲染得淋漓尽致,堪称是妙译的典范。
再看例2)和3),这两则广告中译文的共同特点是:都是以“对偶的四字结构”的句式再现原文的思想内容。
汉语里的四字结构可以说取之不尽,且常常因其“言简意赅”、“寓意深长”而被一些广告文化人用于广告写作和翻译上。
然而,像这样的四字结构在英语里鲜见少有,为达到简短精练的表达效果,英文广告经常使用短语代替整句,或大量使用简单句、不完整句、无动词句、省略句等。
例2)是深受Maxwell咖啡爱好者喜爱的一则广告,原文“Good to the last drop!”以省略主语和主要动词的句式来抓住受众的注意力,达到了促人思索、令人玩味的效果。
令人叫绝的是,其译文“滴滴香浓,意犹未尽”不但体现了原文的思想精髓,“意犹未尽”四个字所引发的遐思更是胜出原文“to the last drop(直至最后一滴)”一畴。
例3)是一则“Longines表”的广告,“Elegance is an attitude”这个简单的陈述句表达了无尽的思想和意蕴,若将其对等地译为“优雅是一种态度”,则广告味尽失,而一个对偶的四字结构句式———“优雅态度真我性格”无形中便提升了该广告的品位,使之与推销的产品“Longines表”的品位不谋而合。
广告语英语作文
广告语英语作文In the realm of marketing, the creation of an impactful and memorable slogan is paramount. A well-crafted advertising slogan can elevate a brand's image and leave a lasting impression on consumers. This essay will explore the significance of catchy slogans in advertising and how they contribute to a brand's success.Firstly, a compelling slogan serves as a succinct representation of a brand's identity. It encapsulates the essence of what the company stands for, its values, and the unique selling proposition of its products or services. For instance, Nike's "Just Do It" slogan is more than just a phrase; it embodies the brand's philosophy of encouraging people to push their limits and achieve their potential.Secondly, the use of rhyme, alliteration, and rhythm in slogans makes them more memorable. The human brain is wired to remember patterns and rhythms, which is why slogans like McDonald's "I'm lovin' it" or Apple's "Think Different" are so effective. They are easy to recall and often stick in the consumer's mind long after the advertisement has ended.Thirdly, a good slogan can create an emotional connection with the audience. It can evoke feelings of excitement, nostalgia, or even urgency. For example, Coca-Cola's "Open Happiness" slogan is designed to associate their beverages with positive emotions and memorable moments, makingconsumers more likely to choose their products for a feel-good experience.Moreover, a catchy slogan can differentiate a brand in a crowded market. With numerous competitors vying for consumer attention, a unique and creative slogan can help a brand stand out. It can also reinforce brand loyalty, as loyal customers often identify with and repeat the slogans they resonate with.However, it is important to note that a slogan alone cannot guarantee advertising success. It must be part of a comprehensive marketing strategy that includes consistent messaging across all channels, high-quality products or services, and effective customer engagement.In conclusion, the role of catchy slogans in advertising cannot be overstated. They are a powerful tool for brands to communicate their message, create an emotional bond with consumers, and distinguish themselves from competitors. As the marketing landscape continues to evolve, the art of crafting the perfect slogan remains a critical skill for advertisers to master.。
英文广告词范文(精选15篇)
英文广告词范文(精选15篇)英文范文篇1Nba for us to explain what is the overall basketball, what is tactical literacy, what will never give up ... 0.8 seconds! 1 second!3 seconds! This time can do? I did not know how to answer, nowI know . It can change the fate of a team! In the nba not to give up the last second! This is the insistence that this is the nba! Apply the ad is Li Ning, everything is possible! Jordan said, I have failed again and again , Which is why I can be successful. Every failure and shooting is not, let Jordan go further. Jordan has been able to have a successful career, and become the king of the league, his ability is from every failure and missed shots after the positive efforts, of course, mistakes are not terrible, but it is important to learn to make mistakes The lesson, let oneself grow. Basketball is not a person's basketball, he is by the common efforts of five people, unity is very important.Basketball is a collective movement, only with all the players together, in order to play very good results. Only in teammates on the basis of help, individuals can play wonderful, individual and group complement each other, inseparable. In nba, now more and more attention to the cooperation of the players. Although, in the nba to advocate individuality publicity, to promote individual heroism, but with their unity and cooperation is not contradictory. A player can become a star, they are very clear, the performance of individual ability and team members are inseparable from the close. They are often borrowed teammates to fully demonstrate the power of their own personal ability. Basketball is a pay attention to, no close cooperation with the players, is unable to strike the ball, it is impossible to win thegame. In any one team, we should also have to nba players as a strong team spirit. Teamwork can not only overcome many problems that individuals can not solve, but also enhance our individual ability to make the most of their potential in teamwork.The spirit of solidarity and cooperation is the foundation of all business success. US state activist Webster, once said a famous words:People together can make a single person can not make the cause; wisdom, hands, strength together, almost universal.英文广告词范文篇2People are the purpose of animals, not always belong to their own more desirable. We are lovers or friends in my life experience, I have always been asked the question, because, for me, how could this be a problem? Is you do not know or he does not know? Maybe you have not reachedConsensus, but to be honest, each other must be clearly clear it.Do a simple quiz Well, like a best friend of yours, buddies and the like, something nothing will play with the killing time of the man, and now imagine kissing him, not for emergency Oh, if you can accept , And even full of expectations, then you are actually a lover, or have developed into a lover possible. Well, think of a person you like, you often think of him, but also like more than like, something nothing you will play with him to kill time, and now imagine you forever, this life, in any case not The opportunity to kiss him, and this time, if you do not feel a trace of pity, then rest assured, you really just friends. People are the purpose of the animals, not always belong to their own more desirable, people are particularly heavy curiosity of animals, do not understand the situation is always excessive fantasy, people are educated animals, so for packaging There is always morerespect, but after all, people are not animals, from friends to lover that step can be Armstrong's small step, it can be a big step for mankind , Because love and care are two different things, we always can not measure, in the end the relationship between the generation, is not better than the current situation, but also because we want to monopolize another person's life, but more afraid of their lives completely Was occupied, so we are still friends. Undeniably, the relationship between men and women, really good.Friends can be a step, if not further, let us become friends from the old knowledge, and then met but in the past have known people; friends can be a bumper to maintain the safety of each other in the absence of the car before you Collision damage and loss of money are reduced to a minimum; friends can be a network of contacts, even if not with the friend Xiuchengguo, you still have the opportunity to fall in love with friends; friends can be a family, you can get help to accompany, but not immediately Friends can be an excuse to hide their disloyal nature; friends are spare tire, in the absence of quasi-lovers in the chat comfort loneliness; do not forget, friends can be a source of income, but also often have to pay,Of course, the most important thing is a friend is a springboard to steal his trust, to run his habits, to capture his heart against, naturally, from friends cleverly turned into a lover.No matter how men and women in the world define the difference between friends and lovers, I always feel that you can return to the structure of the body surface, the design of each organ as well as the senses of the message, is to strengthen your heart for these two roles different cognitive,Boundary is sex. The nature of the switch a start, the object becomes a lover of thepossibility of gradually increased, Brokeback Mountain two good friends is not the beginning of it, but for two in the mountains alone, but for a cold night, the most important , But for them to start to see the right eye, I believe that even if the battlefield has a life and death with the robe of friendship, if there is no intention of sex, or will not let the two men hold together to see the World Cup.In the twinkling of an eye, Valentine's Day has come, this is a courageous confession day, so that we can finally out of ambiguous, from a friend into a lover, called the other opponents of the world died of this heart; People, this is also a fear of the days to avoid, because love is a big hat, it will cover your eyes, and even hinder your breathing, let us continue to maintain a good friend relationship, not More healthy.Perhaps, like the Wizard of Oz in the revelation, we racked our brains to pursue wisdom, heart and courage, the pursuit of life is not satisfied, in the end we are lovers or friends, in fact, the real answer has long been worn on our feet.英文广告词范文篇3People are the purpose of animals, not always belong to their own more desirable. We are lovers or friends in my life experience, I have always been asked the question, because, for me, how could this be a problem? Is you do not know or he does not know? Maybe you have not reachedConsensus, but to be honest, each other must be clearly clear it.Do a simple quiz Well, like a best friend of yours, buddies and the like, something nothing will play with the killing time of the man, and now imagine kissing him, not for emergency Oh, if you can accept , And even full of expectations, then you are actually a lover, or have developed into a lover possible. Well, think of aperson you like, you often think of him, but also like more than like, something nothing you will play with him to kill time, and now imagine you forever, this life, in any case not The opportunity to kiss him, and this time, if you do not feel a trace of pity, then rest assured, you really just friends. People are the purpose of the animals, not always belong to their own more desirable, people are particularly heavy curiosity of animals, do not understand the situation is always excessive fantasy, people are educated animals, so for packaging There is always more respect, but after all, people are not animals, from friends to lover that step can be Armstrong's small step, it can be a big step for mankind , Because love and care are two different things, we always can not measure, in the end the relationship between the generation, is not better than the current situation, but also because we want to monopolize another person's life, but more afraid of their lives completely Was occupied, so we are still friends. Undeniably, the relationship between men and women, really good.Friends can be a step, if not further, let us become friends from the old knowledge, and then met but in the past have known people; friends can be a bumper to maintain the safety of each other in the absence of the car before you Collision damage and loss of money are reduced to a minimum; friends can be a network of contacts, even if not with the friend Xiuchengguo, you still have the opportunity to fall in love with friends; friends can be a family, you can get help to accompany, but not immediately Friends can be an excuse to hide their disloyal nature; friends are spare tire, in the absence of quasi-lovers in the chat comfort loneliness; do not forget, friends can be a source of income, but also often have to pay,Of course, the most important thing is afriend is a springboard to steal his trust, to run his habits, to capture his heart against, naturally, from friends cleverly turned into a lover.No matter how men and women in the world define the difference between friends and lovers, I always feel that you can return to the structure of the body surface, the design of each organ as well as the senses of the message, is to strengthen your heart for these two roles different cognitive,Boundary is sex. The nature of the switch a start, the object becomes a lover of the possibility of gradually increased, Brokeback Mountain two good friends is not the beginning of it, but for two in the mountains alone, but for a cold night, the most important , But for them to start to see the right eye, I believe that even if the battlefield has a life and death with the robe of friendship, if there is no intention of sex, or will not let the two men hold together to see the World Cup.In the twinkling of an eye, Valentine's Day has come, this is a courageous confession day, so that we can finally out of ambiguous, from a friend into a lover, called the other opponents of the world died of this heart; People, this is also a fear of the days to avoid, because love is a big hat, it will cover your eyes, and even hinder your breathing, let us continue to maintain a good friend relationship, not More healthy.Perhaps, like the Wizard of Oz in the revelation, we racked our brains to pursue wisdom, heart and courage, the pursuit of life is not satisfied, in the end we are lovers or friends, in fact, the real answer has long been worn on our feet.英文广告词范文篇4"Come on, brother, put your hand up I know this time is not easyThere is only "we", there is no "I" you in the presence of everyoneAll from here to get enough confidence to remember these, brotherYou will be used on!Now I most want to say isCome with you and your brothers!No adolescents, no brothers, no basketball "This is my first ad in the cct5 to see, advertising by the nba star, McGee. Garnett. Duncan. Arenas.Billups Dwight Howard. China Central Television broadcast from the beginning of 1986 nba, but also since then, China's watch nba's number is rising year after year, because, too exciting, and field are exciting game, field areIs the world's highest level of the contest.In such a world of the best players and the best coach of the world, the fight is not just technology and tactics, and more is the psychological and positional response capabilities. So, when we watch the game can often see their sweat profusely, fist clenched, eyes stare big, rapid heartbeat.This is the charm of nba games, the vast majority of games are difficult to distinguish between the outcome, so when the game will see people keep up with the pace of the game, so as to make people feel the charm of basketball. So nba game is very attractive.英文广告词范文篇5Iamtheimpossible.我是不可能的Iamtheideatooboldtobechained,toopowerfultobetamed.我的种想法太大胆而被束缚,太强大而难以驾驭Iamthebigbang.我像是宇宙大爆炸一样I’mchangingthegame-forallyouworriers,doubters,preventers.我改变着游戏规则-对于你们所有的担心的人,犹豫的人,以及阻止的人Iamtheideathathastobeborn,therevolutionthathastobewon,t hestorythathasjustbegun.我的想法已经出生,必须赢得革命,故事才刚刚开始。
广告英语的翻译论文
广告英语的翻译论文商业广告在现实生活中比比皆是,广告作为一种应用语言,是当今社会广泛使用的交流媒介。
下文是店铺为大家整理的关于广告英语的翻译论文的范文,欢迎大家阅读参考!广告英语的翻译论文篇1英语广告中双关语的翻译摘要:双关语是英语广告中较为常见并且非常受欢迎的修辞手段。
由于语言、文化及表达习惯的差异,双关语在翻译的过程中较为艰难,并也在翻译界存在一定的争议。
本文通过对英语广告和双关语的特点、功能及其对其两者之间的关系分析了解,从翻译学的角度,利用翻译学理论,对双关语在英语广告中的翻译做出初步的探讨。
关键词;英语广告;双关语;翻译一、英语广告在经济高速发展的今天,广告已然成为商业活动中的最重要因素。
在我们的生活中,每天、每处都可以看到很多不用类型的广告。
(一)广告的定义广告,即确定的组织或个人为了一定的目的,依靠付出费用,在规定的时间内,按照要求,由指定的媒体,将真实信息传播出去的一种交流活动。
(二)英语广告的特点作为一种特殊的方式让商家通过广告来促销自己的产品,因此英语广告具有其自身独特的特点。
其特点大致可以分为三个方面,即词汇、语法及修辞。
1.词汇特点。
(1)形容词。
根据语言学家G.H Leech统计的数据表示,有20个形容词经常被使用在英语广告中。
例如,good/better/best, free, fresh, wonderful, full, great等等。
(2)简单词。
为了广大消费者,广告商通常会选择一些简单的词语使来自不同层次、不同年龄的消费者看到广告时能明白广告的内容。
例如,“I Like It!” “I couldn’t believe it!”这两句广告语中,“like”和“believe”都是简单词语,但却能让消费者马上明白其含义,也不会产生异义。
(3)新创词汇。
为了使消费者对广告能够印象深刻,广告商也会创造出“新词”,例如故意拼错一些大家都非常熟悉的英文单词。
例如,”The Orangmostest Drink in the world.”中的”orangmostest”就是作为故意拼错的新词汇出现在广告中的。
广告英语翻译论文
广告英语翻译论文广告英语作为一种应用语言,因其所具有的特殊效用,已逐渐从普通英语中独立出来而发展成为非规范化的专用语言。
下文是店铺为大家整理的关于广告英语翻译论文的范文,欢迎大家阅读参考!广告英语翻译论文篇1浅议广告英语翻译摘要:广告的翻译有别于其他文本,其最主要的翻译原则是实现功能的对等,从而实现其商业价值。
本文通过对广告英语的特点、翻译原则及方法的简要分析,旨在为广告翻译提供一点参考。
关键词:广告英语语言特点翻译原则翻译方法广告作为一种特殊的信息传播方式,除了本身所具有的商业价值,由于高度的艺术性特点已经日益演变成了一种文化,与人们的日常生活密不可分。
随着全球化的发展,各国之间的交流日益增加,商品的流通也是必然结果,广告的翻译因此也应运而生。
作为一种特殊的应用文体,广告的翻译有其自身的原则及特点。
在翻译英语广告文字时,译者要最大程度上实现翻译对等,也能最大限度的实现其商业价值。
一、广告英语的特点广告词的词汇及结构一般都比较简单,但形式灵活多样,内涵丰富,有其鲜明独特的风格,说服力强,能够迎合广告受众的心理,激发他们的购买欲望和行为。
1.广告英语词汇特点广告用词十分讲究,比较注重美感,常常选用形象生动富有新意的词语。
例如LG手机的广告“I chocolate you(爱巧克力哟!)”巧妙地运用了“chocolate”这个词,并对名词进行了词类转化,把这部手机比作巧克力。
由于巧克力对大部分人,尤其是青年人有着极大的吸引力,同时也是一种浪漫时尚的象征,很多人都亲切地称这款手机为“巧克力”,足见广告用词的魅力所在。
2.广告英语句式特点在句式上,广告用语也有自身的特点。
广告都一般多用简单句、祈使句、省略句。
例如安踏的广告“We are the champion.(我们就是冠军。
)”这一个陈述句虽简单,却体现出安踏产品的质量及产品的品牌影响力,带有几分体育运动的积极向上的精神和霸气。
雪碧的一则广告:“Obey your thirst.”(服从你的渴望)。
中英文广告词范文
中英文广告词范文随着全球化的不断深入,国际交流与合作也越来越频繁,中英文广告的重要性也逐渐凸显。
中英文广告是商品或服务推销的主要手段之一,其表现形式也各不相同:有的是口号,有的是标语,有的是海报,有的是视频等。
要想制作出一则成功的中英文广告,需要达到以下几点:简洁明了,深入人心,富有感染力,符合文化习惯等。
下面我们将介绍几个成功的中英文广告范例。
1. Coca-Cola可口可乐中文广告词:一秒“让生活更圆满”,口感醇正,留香无限,幸福永远。
英文广告词:Taste the Feeling.这则广告用了短短的四个词,调动了人们的感官,让人沉浸在可口可乐的美味中。
同时,也暗示着喝可乐可以让生活更加圆满,并反映了品牌一贯秉持的理念。
2. Nike耐克中文广告词:只要你动,一切皆有可能。
英文广告词:Just do it.不管你是冠军或者普通人,只要你拥有梦想,只要你尝试,就会有机会成功。
这则广告让人感到鼓舞和自信,让人愿意去积极追求自己的梦想。
3. McDonald's麦当劳中文广告词:尝尝正宗美味,快快乐乐享受。
英文广告词:I'm lovin' it.这则广告通过简短、朗朗上口的口号,表达出品牌美食的美味,让人充满享受和快乐感。
同时,在口号中使用了个人化的表达方式,让人感受到品牌和消费者之间的亲密关系。
4. Apple苹果中文广告词:简单,就是美。
英文广告词:Think Different.这则广告的翻译并非一字一句的翻译,而是更精准地传递了品牌的理念:苹果产品融入了一种简单、美观、易用的设计哲学。
同时,以“思考不同”的英文广告词,传达了品牌颠覆、创新、独特的精神。
5. Nike耐克中文广告词:我没有选择,我只负责去做。
英文广告词:There is no finish line.这则广告通过“做就是选择”的呼吁,鼓励人们要解放自己内心的力量,去追求自己的目标。
广告的信息简洁有力,让人心驰神往。
英语广告语论文六篇
英语广告语论文六篇英语广告语论文范文1广告美是实现广告目的的一种主要手段、主要功能。
要弄清美在广告功能中的定位,就必需先弄清广告有哪些主要功能。
广告主要有三大功能:信息功能、审美功能、劝说功能,信息功能是实现其他两大功能的基础,审美功能是供应信息、实现劝说功能的途径,劝说功能是信息与审美相结合所要达到的目的[6]。
通过对例1的广告翻译进行分析,我们了解广告审美在翻译中的定位。
假如广告没有供应信息,或者供应毫无意义的审美素材,就无法达到劝说别人的目的。
因此,在广告翻译中,信息的转换仍旧是基础,不行忽视。
翻译广告的时候也要尽量忠实地把原广告的信息翻译过去。
如上面的翻译事实所示,原广告是推销玉米的广告“Tryoursweetcorn”,翻译成中文广告以后,还是推销玉米“请尝甜玉米”。
广告内容的实质不能转变,所以在翻译的过程中还是体现了忠实性。
其次,由于广告是一种单向的公众宣扬活动,没有强制性,带有很大的随便性,因而必需注意所表达的内容与形式的审美效果,否则难以引起公众的留意,实现其目的。
广告审美不仅要注意广告的内容,而且要注意表达的形式。
在广告翻译的过程中尤其要留意原广告形式美的传递。
在上面这则广告翻译的实例中,fromeartoear就体现了多重美感,在翻译成汉语以后也基本上保持了这种美感。
在翻译广告的过程中,假如原广告之美有所丢失,译者必需通过其制造进行审美补偿。
例2:Wherethereisawill,thereisaway.Wherethereisaway,thereisToyota(车到山前必有路,有路必有丰田车)原广告通过仿拟(Parody)家喻户晓的习语,在广告中产生一种大家都很熟识的声韵美、意韵美,进而拉近广告与受众的心理距离。
假如把这则广告直译为“有意志,就有出路;既有出路,就有丰田车”,原广告的美就会丢失,广告也就不能带来应有的效应。
为了达到广告原来应当达到的效果,必需对广告的美进行补偿。
广告英语及其翻译范文
广告Advertisement英语作文Advertisements give latest information about products. If there were no advertising, consumers could not know about goods in their local shops. Advertising helps sell to a bigger market. Therefore, as more goods are sold they are cheapper. Advertisements also provide money for newspapers, magazines, radios and TV stations, etc.. 广告给我们带来关于产品的最新信息,如果没有广告,消费者对当地商店所卖的货物会一无所知。
广告可以帮助扩大市场,结果货物卖得越多,价格也就越便宜。
广告还可以为报纸,杂志,无线电台以及电视台提供资金。
But there are also some opinions against advertising. Some people think that advertisements do not give much information but only try to persuade you to buy. They create a demand for goods that are not really needed. Besides, advertising adds to the cost of goods. Further more, they are ugly to look at and spoilthe environments. 不过也有一些反对广告的意见。
有些人认为广告不但不能提供多少信息,而只是一门心思劝你买东西。
广告语翻译论文
广告语翻译论文篇一:中英文广告语翻译论文中英文广告语的翻译摘要众所周知,在市场竞争日趋激烈的今天,想让自己的商品在众多同类竞争者中脱颖而出,吸引消费者,除了产品本身的品质外,广告必不可少,而在市场环境国际化的大背景下,恰当的广告语言,尤其是面向不同国家,不同语言,不同文化的消费者时如何准确,贴切的宣传自己的商品,更是重中之重。
随着全球经济一体化趋势的日益显著,国际间的商品流通日渐频繁,为了开拓国际市场,各个国家竞相推销自己的产品,其中一个重要的促销手段就是利用广告将本国的商品和厂商的声誉向国际推广。
由于国内不少企业没有充分认识到英文广告应当如何创作,将广告随便找个懂外语的人来翻译,而不是交给专业人士进行策划,因此译文质量难免不高。
部分广告主对外文一知半解,外行指导外行,使译文质量更加难以保证。
因此有的译员在处理广告翻译时机械对译,死扣字眼,削足适履,造成各种各样的错误本文从中西方文化差异及广告语言的特殊性方面入手,集中阐述中英文广告语言使用的异同以及产生这种差异的原因和避免这种差异的方法。
[关键词]英汉广告语翻译跨文化差异aBSTRacTnowadaysasweknow,therearemoreandmoreacutemarketingcompetition,un derthiscondition,agoodqualitywillbenecessaryifyouwanttomakeyourcom moditybloomingandattractivetotheconsumeramongmillionsofothercompet itors,besides,asuccessfuladvertisementisalsoaveryimportantpart.inthisinter nationalmarketingenvironment,aproperadvertise,especiallywhenfacingvar iousconsumerswithdifferentnationalities,differentlanguagesanddifferentcu stombackground,howtoadvertiseyourmerchandiseinaproperandefficientw ayisthemostimportantthingfromotherimportances. withtheinfluenceofglobaleconomycombination,therehasbeenmoreandmor ebusinesscommunicationsamongdifferentnations,everyoneaimatdevelopin gthemarketabroadbypromotingthesaleoftheirproductions,oneoftheextreme lyimportanceistomaketheirownproductionandmanufacturersfamousallover theworldbyadvertising. wecannotdenythatmanyofthecivilenterpriseshaven’trealizedhowtocreateanEnglishadvertisement,andsearchforhelpfromanine xperttranslatorinsteadofprofessionalagency,thatleadstoapoorqualityofthea dvertisementtranslation.SomeofthetranslationconsignorknowslittleaboutE nglish,inexperthelpsinexpert,thequalityofthetranslatedadvertisementwilln otbeassured,andsothat,manyofthetranslatordidapoorworkwithvariousintol erablemistakes.Thisthesisstartwiththedifferencesandthespecialtyoftheadvertiselanguage,c oncerningaboutthediversitiesbetweenchineseandEnglishadvertiselanguage use,thereasonofthediversitiesandthewayofsolvetheproblem. [keywords]English-chineseadvertiselanguagetranslationtwoculturesdivers ity目录一、关于广告 (4)1、广告的定义 (4)2、广告的起源 (4)3、广告文化二、广告语言 (5)1、中西方文化差异 (5)2、中西方语言差异 (6)3、文化差异对广告语言的影响 (6)三、中英文广告语互译 (7)1、背景及其现状 (7)2、翻译案例与技巧分析 (7)四、心得体会与结论...................................................................................................(10)参考文献.................................................................................................................(11)致谢.. (11)中英文广告语的翻译一、关于广告1、广告的定义广告是一种经济行为,有明确的商业目的,它最重要的功能是促销功能,同时广告也是一种文化交流。
关于英语标语的英语作文范文
关于英语标语的英语作文范文
English: A catchy and impactful slogan in English can effectively convey a message, promote a product, or rally support for a cause. A well-crafted English slogan is memorable, succinct, and resonates with the audience. It can create a strong brand identity and leave a lasting impression on the target market. Whether it’s a commercial slogan for a business, a rallying cry for a social movement, or a memorable tagline for a product, the power of the English language to inspire and persuade through slogans is undeniable.
中文翻译: 一个引人注目和有影响力的英语标语可以有效地传达信息,推广
产品,或者为某项事业集结支持。
精心设计的英语标语应该令人难忘、简洁,并能与受众产生共鸣。
它可以塑造强大的品牌形象,并在目标市场上留下深刻的印象。
无论是商业标语、社会运动的呐喊口号,还是产品的令人难忘的口号,用标语通过英语语言启发和说服人们的力量是不可否认的。
英语广告作文带翻译
英语广告作文带翻译Do you ever feel like you're missing out on the global conversation? With over a billion people speaking English worldwide, learning the language can open doors to new cultures, job opportunities, and friendships. Here's how you can embark on this exciting journey with our comprehensive English language courses.Why Learn English?1. Global Communication: English is the language of international business, diplomacy, and the internet. By learning English, you're equipping yourself with the ability to communicate with people from all corners of the globe.2. Educational Opportunities: Many of the world's top universities and educational resources are in English. Enhance your academic prospects by being proficient in English.3. Cultural Exchange: Dive into the rich world of English literature, films, and music. Understanding the language will deepen your appreciation and enjoyment of these cultural treasures.Our English Course Offerings1. Beginner's Course: Start from the basics and build astrong foundation with our beginner's course. We focus on essential vocabulary, grammar, and pronunciation.2. Intermediate Course: For those who have some English knowledge, our intermediate course will help you improve your fluency and comprehension skills.3. Advanced Course: Master the nuances of the English language with our advanced course, designed for those who want to excel in professional or academic settings.4. Business English: Tailored for professionals, this course focuses on language skills needed in a business environment.5. Online Classes: Learn at your own pace with our flexible online classes. Access course materials anytime, anywhere.Benefits of Our Courses- Qualified Instructors: Our teachers are native speakers with extensive teaching experience.- Small Class Sizes: Enjoy personalized attention in small, interactive classes.- Cultural Immersion: Engage with native speakers and immerse yourself in the language through real-life scenarios.- Certification: Receive a certificate upon completion, a testament to your language proficiency.Don't Wait, Enroll Today!The world is waiting for you. Take the first step towardsglobal connectivity by signing up for our English courses. Spaces are limited, so act now to secure your place.你是否感觉自己错过了全球对话?全球有超过十亿人讲英语,学习这门语言可以为你打开通往新文化、工作机会和友谊的大门。
英文广告作文加翻译
英文广告作文加翻译英文:As a marketer, I believe that advertising is all about connecting with your audience and creating a strong emotional response. When crafting an ad, it's important to think about the message you want to convey and the tone you want to set. Are you trying to be funny, serious, or inspiring? Once you have a clear idea of your message and tone, you can start thinking about the visuals and copythat will bring your ad to life.One of my favorite ads of all time is the Nike "Just Do It" campaign. The message is simple and powerful, and the visuals of athletes pushing themselves to the limit are incredibly inspiring. This ad connects with me on a personal level because I'm a runner and I know how hard it can be to stay motivated. Whenever I see this ad, it reminds me to push myself harder and never give up.Another key element of successful advertising is knowing your target audience. You need to understand their needs, desires, and pain points in order to create an ad that resonates with them. For example, if you're selling a luxury car, you might focus on the feeling of prestige and status that comes with owning it. On the other hand, if you're selling a budget-friendly car, you might focus on the practical benefits like gas mileage and affordability.Overall, the key to effective advertising is to create a message that connects with your audience on an emotional level. Whether you're trying to make them laugh, cry, or feel inspired, your ad should leave a lasting impression.中文:作为一名营销人员,我相信广告的关键在于与受众建立联系并引发强烈的情感反应。
世界经典中英文翻译广告词
世界经典中英文翻译广告词如今大街小巷都会看到广告,英语是是国际通用语言,很多广告采用中英文形式,店铺为大家提供世界经典中英文翻译的广告词,欢迎阅读。
The taste is great 味道好极了。
(雀巢咖啡)Feel the new space 感受新境界。
(三星电子)Intelligence everywhere智慧演绎,无处不在。
(摩托罗拉手机) The choice of a new generation新一代的选择。
(百事可乐)We integrate, you communicate我们集大成,您超越自我。
(三菱电工)Take TOSHIBA, take the world拥有东芝,拥有世界。
(东芝电子) Let’s make thing btter让我们做得更好。
(飞利浦电子)No business too small, no problem too big没有不做的小生意,没有解决不了的大问题。
(IBM公司)M&Ms melt in your mouth, not in your hand(M&Ms) 只溶在口,不溶在手。
(M&M巧克力)Good to the last drop (Maxwell) 滴滴香浓,意犹未尽。
(麦氏咖啡)Impos*le made pos*le使不可能变为可能。
(佳能打印机)Take time to indulge 尽情享受吧!(雀巢冰激凌)The relentless pursuit of perfection不懈追求完美。
(凌志轿车) Poetry in motion, dancing close to me动态的诗,向我舞近。
(丰田汽车)Come to where the flavor is Marlboro Country光临风韵之境——万宝路世界。
(万宝路香烟)To me, the past black and white, but the future is always color 对我而言,过去平淡无奇;而未来,却是绚烂缤纷。
英文广告范文6篇
英文广告范文1:Title: Discover the Allure of Italy with Our Luxury ToursA journey through Italy is more than a vacation; it's an experience that transforms the traveler's perspective. With our luxury tour packages, you'll explore the Eternal City of Rome, the enchanting Amalfi Coast, and the captivating scenery of Tuscany. Indulge in the rich history, culture, and cuisine that Italy has to offer, all while staying at the finest accommodations and being escorted by experienced guides. Soak in the ambiance of this magnificent country and create memories that last a lifetime. Book your luxury tour now and embark on an unforgettable adventure.英文广告范文2:Title: The Ultimate Gaming Experience - PlayStation 5Introducing the PlayStation 5, the next generation of gaming has arrived. Withcutting-edge technology and groundbreaking features, the PS5 delivers the most immersive gaming experience ever. Enjoy 4K visuals with ray tracing, ultra-smooth frame rates, and cinematic sound quality that will transport you straight into the game. Access a library of the latest blockbuster titles, exclusive games, and classic hits. With a storage capacity that can hold hundreds of games, the PS5 is your new gaming hub. Step into a whole new world of gaming with the PlayStation 5.英文广告范文3:Title: Transform Your Smile with a Cosmetic Dentistry MakeoverDo you want to feel your best when you smile? We can help! At our cosmetic dentistry practice, we provide comprehensive smile makeover services. Using advanced techniques and leading-edge technology, we can achieve remarkable results that will leave you feeling your absolute best. From teeth whitening and straightening to gum contouring and implants, our dentists can create a personalized treatment plan designed to achieve your desired outcome. So why wait? Call us today to schedule your consultation and transform your smile!英文广告范文4:Title: Unleash Your Creativity with Our Complete Line of Art SuppliesInspire your inner artist with our comprehensive selection of art supplies. We offer a vast range of materials for every conceivable medium, whether you prefer painting, drawing, or sculpting. From traditional oil paints and pastels to cutting-edge digital tools, we have everything you need to bring your vision to life. Our art supplies are top-quality and designed to meet the needs of both beginners and seasoned artists alike. Whether you'rejust starting out or have been creating for years, we have what you need to unleash your creativity. Discover a world of inspiration and expression today!英文广告范文5:Title: The Future of Fitness - Try Our Virtual Reality Workout ClassesAre you ready to take your workout to the next level? Try our cutting-edge virtual reality workout classes! With state-of-the-art equipment and interactive simulations, you'll enjoy an intense and immersive full-body workout that challenges every muscle. Our classes are designed by certified fitness instructors to provide a fun and effective way to achieve your fitness goals. From strength training to cardio exercises, there's something for everyone. So why wait? Step into the future of fitness today!英文广告范文6:Title: Experience the Thrill of Motorsports with Our Racing SimulatorsIf you've ever dreamed of feeling the thrill of professional motorsports, now's your chance! Our racing simulators offer an unparalleled driving experience that will have you feeling like a pro behind the wheel. With ultra-realistic graphics and precision steering, you'll race on iconic tracks from around the world in a variety of high-performance cars. Whether you're a casual driver or a serious racer, our simulators are the perfect way to indulge your need for speed. So what are you waiting for? Grab your racing helmet and get ready to experience the exhilaration of motorsports like never before!。
中文广告语翻译
中文广告语翻译篇一:中英文广告语翻译论文中英文广告语的翻译摘要众所周知,在市场竞争日趋激烈的今天,想让自己的商品在众多同类竞争者中脱颖而出,吸引消费者,除了产品本身的品质外,广告必不可少,而在市场环境国际化的大背景下,恰当的广告语言,尤其是面向不同国家,不同语言,不同文化的消费者时如何准确,贴切的宣传自己的商品,更是重中之重。
随着全球经济一体化趋势的日益显著,国际间的商品流通日渐频繁,为了开拓国际市场,各个国家竞相推销自己的产品,其中一个重要的促销手段就是利用广告将本国的商品和厂商的声誉向国际推广。
由于国内不少企业没有充分认识到英文广告应当如何创作,将广告随便找个懂外语的人来翻译,而不是交给专业人士进行策划,因此译文质量难免不高。
部分广告主对外文一知半解,外行指导外行,使译文质量更加难以保证。
因此有的译员在处理广告翻译时机械对译,死扣字眼,削足适履,造成各种各样的错误本文从中西方文化差异及广告语言的特殊性方面入手,集中阐述中英文广告语言使用的异同以及产生这种差异的原因和避免这种差异的方法。
[关键词]英汉广告语翻译跨文化差异aBSTRacTnowadaysasweknow,therearemoreandmoreacutemarketingcompetition,un derthiscondition,agoodqualitywillbenecessaryifyouwanttomakeyourcom moditybloomingandattractivetotheconsumeramongmillionsofothercompet itors,besides,asuccessfuladvertisementisalsoaveryimportantpart.inthisinter nationalmarketingenvironment,aproperadvertise,especiallywhenfacingvar iousconsumerswithdifferentnationalities,differentlanguagesanddifferentcu stombackground,howtoadvertiseyourmerchandiseinaproperandefficientw ayisthemostimportantthingfromotherimportances. withtheinfluenceofglobaleconomycombination,therehasbeenmoreandmor ebusinesscommunicationsamongdifferentnations,everyoneaimatdevelopin gthemarketabroadbypromotingthesaleoftheirproductions,oneoftheextreme lyimportanceistomaketheirownproductionandmanufacturersfamousallover theworldbyadvertising. wecannotdenythatmanyofthecivilenterpriseshaven’trealizedhowtocreateanEnglishadvertisement,andsearchforhelpfromanine xperttranslatorinsteadofprofessionalagency,thatleadstoapoorqualityofthea dvertisementtranslation.SomeofthetranslationconsignorknowslittleaboutE nglish,inexperthelpsinexpert,thequalityofthetranslatedadvertisementwilln otbeassured,andsothat,manyofthetranslatordidapoorworkwithvariousintol erablemistakes.Thisthesisstartwiththedifferencesandthespecialtyoftheadvertiselanguage,c oncerningaboutthediversitiesbetweenchineseandEnglishadvertiselanguage use,thereasonofthediversitiesandthewayofsolvetheproblem. [keywords]English-chineseadvertiselanguagetranslationtwoculturesdivers ity目录一、关于广告 (4)1、广告的定义 (4)2、广告的起源 (4)3、广告文化二、广告语言 (5)1、中西方文化差异 (5)2、中西方语言差异 (6)3、文化差异对广告语言的影响 (6)三、中英文广告语互译 (7)1、背景及其现状 (7)2、翻译案例与技巧分析 (7)四、心得体会与结论...................................................................................................(10)参考文献.................................................................................................................(11)致谢.. (11)中英文广告语的翻译一、关于广告1、广告的定义广告是一种经济行为,有明确的商业目的,它最重要的功能是促销功能,同时广告也是一种文化交流。
浅析中英文广告语的翻译
浅析中英文广告语的翻译引言广告语作为商品宣传的重要手段之一,具有强烈的表现力和感染力。
在全球化的时代背景下,中英文广告语的翻译问题愈发突显。
本文旨在针对中英文广告语的翻译进行浅析,探讨其中的挑战与策略。
中英文广告语翻译的挑战语言差异挑战中英文广告语在语言层面上存在差异,造成了翻译的挑战。
首先,中英文语法结构不同,句法表达方式差异明显。
其次,中英文词汇的搭配及词义的表示方式也存在差异,需要找到合适的对等词翻译。
此外,文化背景的不同也带来了语言差异的挑战,翻译时需要综合考虑文化因素。
文化差异挑战广告是文化的体现,文化差异是中英文广告语翻译中的另一个挑战。
中英文的文化背景、价值观念、习俗习惯等多样性,对广告的理解和传达产生了影响。
因此,翻译时必须将文化差异纳入考虑,找到合适的本地化表达方式。
中英文广告语翻译的策略直译策略直译策略是常见的翻译策略之一,将中文广告语直接翻译成英文。
直译能够较好地保持原文的形式和句法结构,但由于语言差异,直译可能导致翻译不准确或难以理解的问题。
因此,在使用直译策略时需要注意避免死板的直译,适当调整词序和用词,使翻译更自然流畅。
本地化策略本地化策略是指在翻译中充分考虑目标文化的特点,对广告语进行适应性翻译。
这种策略可以更好地融入目标文化,产生更大的影响力和感染力。
本地化翻译需要充分了解目标文化的背景和习惯,选择与目标文化相符合的表达方式,使广告更贴近目标受众。
创意翻译策略创意翻译策略是对广告语进行一定程度的改编,通过增加造句或修饰来使广告语更加生动有趣。
这种策略强调在翻译中注入创造性,使广告在目标语言中产生更大的吸引力。
创意翻译需要充分理解原文的意图和表达方式,同时考虑目标受众的喜好和文化背景。
结论中英文广告语的翻译是一个充满挑战和策略的过程。
语言差异和文化差异是中英文广告语翻译的主要挑战,而直译、本地化和创意翻译则是常用的翻译策略。
在实际翻译中,翻译者需要全面把握广告语的特点和背景,灵活运用不同的翻译策略,以达到传达广告信息、引发目标受众共鸣的效果。
汉英广告口号翻译举例
8、《全球杂志》的广告语 原文:一册在手,纵览全球 译文:With a copy of The Globe in your hand, the world unfold before you so grand.
9、《故事会》杂志的广告语: 原文: 为您提供美,为您提供乐 为您提供爱,为您提供趣。 译文:It gives you joy. It gives you fun. It gives you beauty. It gives you love.
12、某种洗衣机的广告语 原文:她工作,你休息 译文:She takes over the chores, so you can rest, of course.
13、 某皮鞋厂的广告语 原文:皮张之厚无以复加,利润之薄无以复 减 译文:The leather we use is quite thick; the profit we make is fairly thin.
16、青岛啤酒的广告语 原文:“不同的肤色,共同的选择” 译文:People’s skin colors are different—— far and near, but their choice can be the same—— for Qingdao Beer.
17、四通文字处理机的广告语 原文:输入千言万语,奏出一片深情 译文:When you key in long strings of meanings, they’ll churn up a whirlpool of feelings.
3、“三优”牌家具的广告语 原文:优良的质量优惠的价格优质的服务 “三优”牌家具的标识是三个英文字母U,在 翻译成英语时,必须考虑到把英文字母U与 汉语的“优”字相对应,做到意音形三者兼 顾: 译文:Unrivalled quality Unbeatable prices Unreserved service
广告语翻译赏析的英文作文
广告语翻译赏析的英文作文英文:When it comes to translating and appreciating advertising slogans, it's important to consider thecultural and linguistic nuances of both the source language and the target language. A good advertisement slogan should not only be catchy and memorable, but also culturally relevant and linguistically appropriate for the target audience.For example, the famous Nike slogan "Just Do It" is a simple and powerful statement that has resonated with consumers around the world. When translating this slogan into Chinese, it's important to capture the essence of the message while also considering the linguistic and cultural differences. A literal translation of "Just Do It" into Chinese would not have the same impact, so the slogan was adapted to "只管去做" (zhǐ guǎn qù zuò), which conveys a similar sense of determination and action.Another example is Coca-Cola's slogan "Open Happiness." When translating this slogan into Spanish, it was adaptedto "Destapa la Felicidad," which literally means "uncork happiness." This adaptation not only captures the essenceof the original slogan, but also incorporates a cultural reference to the act of opening a bottle, which is a common way to enjoy a Coca-Cola in many Spanish-speaking countries.In the process of translating and appreciating advertising slogans, it's also important to consider theuse of language play, such as puns and wordplay, which may not always be directly translatable. For example, the McDonald's slogan "I'm lovin' it" relies on the contraction "lovin'" to create a catchy and informal tone. When translating this slogan into other languages, it'simportant to find an equivalent expression that conveys the same sense of informality and enthusiasm.In conclusion, translating and appreciating advertising slogans requires a deep understanding of both the sourceand target languages, as well as the cultural nuances thatshape the effectiveness of a slogan. A successful translation not only captures the essence of the original slogan, but also resonates with the target audience in a culturally and linguistically appropriate way.中文:谈到翻译和欣赏广告语,重要的是要考虑源语言和目标语言的文化和语言细微差别。
广告英文作文带翻译
广告英文作文带翻译英文:As a consumer, I am exposed to advertisements on adaily basis. Whether it's through social media, television, or billboards, advertisements are everywhere. Some people find them annoying, while others find them helpful in discovering new products or services.Personally, I fall somewhere in between. I don't mind advertisements as long as they are not intrusive or misleading. For example, I appreciate when an advertisement clearly states the price of a product or service, rather than hiding it in fine print. I also appreciate when advertisements are creative and engaging, rather than just a boring list of features.However, there are some advertisements that I find annoying. For example, I don't like when an advertisement pops up on my screen while I am trying to watch a video. Ialso don't like when advertisements make false claims or exaggerate the benefits of a product or service.Overall, I think advertisements can be a useful toolfor consumers to discover new products and services. However, it's important for advertisers to be honest and transparent in their messaging.中文:作为一个消费者,我每天都会接触到广告。
英文宣传广告范文带翻译
Translation:
标题:“在我们的餐厅发现终极用餐体验!”
你是否渴望一顿美味的餐点,让你的味蕾得到挑逗,并让你渴望更多呢?那就来[餐厅名称]吧!我们的餐厅以供应最精致的美食而闻名,这将使您的用餐体验达到一个全新的水平。无论是多汁的牛排还是垂涎的海鲜,我们都有适合每个口味的食物。
我们才华横溢的厨师只使用最新鲜的食材来创造令人印象深刻的烹饪杰作。无论您是在庆祝特殊场合,还是简简单单地渴望一顿美好的餐点,我们的餐厅都是挑剔食客的完美目的地。加入我们,度过一个令人难忘的用餐体验,让您念念不忘!
English Advertisement Sample with Translation
Title: English Advertisement Sample with Translation
Do you want to attract more English-speaking customers for your business? Are you looking for effective ways to create compelling English advertisements that resonate with your target audience? Look no further! In this article, we will provide you with a comprehensive English advertisement sample and its corresponding translation, so you can better understand how to craft engaging advertisements in English.
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本科生毕业论文(设计)论文(设计)题目:中英文广告语的翻译系别:外语系专业 (方向):英语(国际商务)年级、班:学生姓名:指导教师:年月日中英文广告语的翻译众所周知,在市场竞争日趋激烈的今天,想让自己的商品在众多同类竞争者中脱颖而出,吸引消费者,除了产品本身的品质外,广告必不可少,而在市场环境国际化的大背景下,恰当的广告语言,尤其是面向不同国家,不同语言,不同文化的消费者时如何准确,贴切的宣传自己的商品,更是重中之重。
随着全球经济一体化趋势的日益显著,国际间的商品流通日渐频繁,为了开拓国际市场,各个国家竞相推销自己的产品,其中一个重要的促销手段就是利用广告将本国的商品和厂商的声誉向国际推广。
由于国内不少企业没有充分认识到英文广告应当如何创作,将广告随便找个懂外语的人来翻译,而不是交给专业人士进行策划,因此译文质量难免不高。
部分广告主对外文一知半解,外行指导外行,使译文质量更加难以保证。
因此有的译员在处理广告翻译时机械对译,死扣字眼,削足适履,造成各种各样的错误本文从中西方文化差异及广告语言的特殊性方面入手,集中阐述中英文广告语言使用的异同以及产生这种差异的原因和避免这种差异的方法。
[关键词] 英汉广告语翻译跨文化差异ABSTRACTNowadays as we know, there are more and more acute marketing competition, under this condition, a good quality will be necessary if you want to make your commodity blooming and attractive to the consumer among millions of other competitors, besides ,a successful advertisement is also a very important part. In this international marketing environment, a proper advertise, especially when facing various consumers with different nationalities, different languages and different custom background, how to advertise your merchandise in a proper and efficient way is the most important thing from other importances.With the influence of global economy combination, there has been more and more business communications among different nations, everyone aim at developing the market abroad by promoting the sale of their productions, one of the extremely importance is to make their own production and manufacturers famous all over the world by advertising.We cannot deny that many of the civil enterprises haven’t realized how to create an English advertisement, and search for help from an inexpert translator instead of professional agency, that leads to a poor quality of the advertisement translation. Some of the translation consignor knows little about English, inexpert helps inexpert, the quality of the translated advertisement will not be assured, and so that, many of the translator did a poor work with various intolerable mistakes.This thesis start with the differences and the specialty of the advertise language, concerning about the diversities between Chinese and English advertise language use, the reason of the diversities and the way of solve the problem.[key Words] English-Chinese advertise language translation two cultures diversity一、关于广告 (4)1、广告的定义 (4)2、广告的起源 (4)3、广告文化二、广告语言 (5)1、中西方文化差异 (5)2、中西方语言差异 (6)3、文化差异对广告语言的影响 (6)三、中英文广告语互译 (7)1、背景及其现状 (7)2、翻译案例与技巧分析 (7)四、心得体会与结论 (10)参考文献 (11)致谢 (11)中英文广告语的翻译一、关于广告1、广告的定义广告是一种经济行为,有明确的商业目的,它最重要的功能是促销功能,同时广告也是一种文化交流。
根据美国广告主协会给广告所下的定义,广告是“付费的大众传播,其最终目的是为了传递情报,改变人们对于广告商品的态度并诱发其行动而使广告主得到利益”。
根据这一定义,广告应当具备引起受众的注意,引发其兴趣,使之产生欲望,从而采取行动的功能,即AIDA(Attention, Interesting, Desire, Action)原则。
2、广告的起源广告一词,据考证是一外来语。
它首先源于拉丁文“AdA verture”,其意思是吸引人注意。
中古英语时代(约公元1300—1475年),演变为“Advertise”,其含义衍化为“使某人注意到某件事”,或“通知别人某件事,以引起他人的注意”。
广告是人类有目的的信息交流和传播活动的产物。
“商品广告”产生于原始社会末期和奴隶社会初期,“社会广告”大约出现于母系氏族公社的初期。
而广告主要就分为社会广告和商业广告。
我们最常见的就是商业广告,而社会广告有政治广告、公益广告等等。
直到17世纪末,英国开始进行大规模的商业活动。
这时,广告一词便广泛地流行并被使用。
此时的广告,已不单指一则广告,而指一系列的广告活动。
3、广告文化广告文化是从属于商业文化的亚文化,同时包含商品文化及营销文化。
商品本身就是一种文化载体,文化通过商品传播,商品通过文化而增殖。
在中国,通过商品传播文化早在丝绸之路时代,丝绸之路带给西域的不仅仅是丝绸,它还以丝绸为载体,向西方世界传播了古老的东方文化。
商品文化的实质是商品设计、生产、包装、装潢及其发展过程中所显示出来的文化附加值,是时代精神、民族精神和科学精神的辨证统一,是商品使用功能与商品审美功能的辨证统一。
它是广告文化的核心内容。
营销文化是指以文化观念为前提,以切近人的心理需要、精神气质、审美趣味为原则的营销艺术和哲理,它是广告文化的集中表现形式,商品文化要通过营销文化的实现而最终实现。
广告文化具有明显的大众性、商业性、民族性和时代性的特点。
一定的文化传统、信仰和价值观在很大程度上左右着商业经营者以及消费者的心理、行为从而影响各国广告活动。
国际广告是跨国界、跨文化的商品营销的宣传形式,它面临的不单是语言的转换问题。
如果只简单地把国内成功的广告翻译成进口国文字直接搬出去,后果往往是不好的。
因为国际广告与国内广告相比要面临语言、传统习惯、法规、教育、自然环境、宗教、经济状况等差异问题。
二、广告语言1、中西方文化差异中国自古以来就是传统的农业大国,即所谓“靠天吃饭”。
农业、土地与民生息息相关,所以就形成了“天人合一”这一中国文化的精髓。
即把人与自然视为和谐统一的整体,人类文化与天命自然统一。
这种中国文化的最高境界使中国人习惯于崇尚自然、行于自然;不违天命、顺其自然的处世哲学和宿命论,即Let things remain as they are.而在人与天地万物协调共存的世界中,则存在着循环往复、生生不息的发展变化。
美国人说这是moving in endless circles and repeating it over and over again。
中国的儒家与道家哲学就深深体现了这种观点。
如“道生一、一生二、二生三、三生万物,万物归于道”等,这就是汉民族的循回式思维方式,比如在语言表现法中有回环式:“人不犯我,我不犯人”,及递进式表达:“道高一尺,魔高一丈”。
所以,中国人表达事物总是按时间和事理发展顺序由因到果、由先到后、由大到小进行阐述,这种思维模式可称为具体一般型表达(Particular -General Pattern)。
习惯于问题解决型模式(Problem-solution Pattern),它们不仅在语言上如此,在文化艺术、经济活动中也都占有统治地位。
也就是说中国人擅长具象思维。
西方人恰恰相反,他们一向将人与自然分隔开来,认为思维是独立于自然之外的客观事物,讲究“人物分立”,人能够通过斗争征服自然、改造自然。
从美国前总统里根(Ronald Reagan)说过的一句话之中我们就可见一斑:I do not believe in fate that falls on us no matter what we do,but,1 do believe in fate that will fall on us if we do nothing.(我不相信,无论我们做什么,我们的命运都一样;但是我相信,如果我们什么都不做,我们的命运是一样的)。
也就是说,He wants us to believe in the struggle,not in the fate.诸多此类象美国人热衷于job-hopping(跳槽),美国人的梦想便是being a self-made man from rags to riches。