广告翻译课后练习
广告翻译练习
广告翻译练习1.N ike, just do it.心动不如行动。
2.K odak is Olympic Color.柯达为奥运“添彩”。
3.T hings go better with Coca-Cola.可口可乐，让生活变得更美好。
4.M osquito Bye Bye Bye.一切蚊虫全消灭。
5.S tart Ahead.华丽变身，从“头”开始。
6.E verything is extraordinary, Everything Tempts. —Cartier一切尽显您的美丽，一切尽享您的魅力。
7.M inolta, finest to put you finest.美能达，为您留住生活的美好瞬间。
8.G ive a Timex to all, and to all a good time. 属于您的“天美时”，属于您的美好时光。
9.T ide’s In. Dirt’s Out.有汰渍，没污渍。
10. A world of comfort. —Japan Airlines为您开创一片自由舒适的天空。
11. A work of art. —Scotch Whisky给您带来艺术般的享受。
12.Taking the lead in a Digital World引领“数码世界”的潮流。
13.Prepare to want one随时恭候您的惠顾，总有一款适合您。
14.We race, you win成功之路，伴您同行。
15.Live with focus“福克斯”让您拥有更多关注的目光。
/doc/6a14074032.html,e the American Express Card to reflect your classic style. (Slogan:) do more使用美国运通卡，尽显您的尊贵“作”风。
(口号：)您可以“坐”的更多。
17.Currently taking on all projects. Large. Small. IMPOSSIBLE. (Slogan:) Never stop thinking.从现在开始，实施一切计划吧。
广告文体翻译实践及参考答案
英译汉：It’s a moment you planned for．Reached for．Strugg1ed for．A long-awaited moment of success．Omega，for this and all your significant moments．Upwardly mobileAt united，we feel everyone deserves the same shot at success．Regardless of their sex or ethnic background，the most valued qualities that we look for are character and motivation．That’s what gets you to the top．And，at this airline，the sky’s the limit．UNITED AIRLINES汉译英：我厂生产的天津地毯图案新颖，色调雅致，美丽大方，富丽堂皇。
“威威至激之旅”超动感影院让观众透过摇摆座椅及特大银幕，由海洋公园吉祥物家族带领，以游泳、飞行及漂浮等不同形式穿梭海洋公园各设施，体验一段新奇刺激的历险旅程。
译文：这是您计划的时刻，期望的时刻，争取的时刻，长久等待的成功时刻。
欧米茄，记下此刻和所有重要时刻。
译文：向上的运动在联航，我们认为每个人都有同样的机遇去争取成功。
无论人们的种族与性别是什么，我们所寻找的最宝贵的素质是品格优良和要求上进，因为它们能使人向上。
在本航空公司，天空才是边际。
联合航空公司译文：The carpets made in our factory are well—known for their novel designs，elegant colors，beautiful looks and magnificent air．译文：“Whiskers’Wild Ride”is a new digital simulation ride．Through the motion seats and giant screen，audiences will follow the Ocean Park mascot family to swim，fly and flutter to truly experience the different attractions in a whole new perspective．。
广告宣传翻译方法及练习
1、The home of your dreams awaits you behind this door. Whether your taste be a country manor estate or a penthouse in the sky, you will find the following pages filled with the world’s most elegant residences.2、“长城号”游船设施豪华舒适，除观景塔、露天观景塔、游泳池、酒吧间、日光浴室外，佳肴美点，中西皆备，并有宽敞的游步甲板，游客饱览沿途风光，华丽而舒适的客房均有空调设备，令您有宾至如归的感受。
3、本品采用100%天然棉层精梳制成，品质柔软贴切，适合化妆使用。
经特殊化学高温杀菌、脱脂处理，品质清洁，卫生可靠。
棉质柔软细致，能彻底清除油垢残妆，让你的肌肤更具健康活力。
最适用于上妆、卸妆；拭除面霜、唇膏、指甲油；清洁贵重物品。
4、Queen Elizabeth 2The fastest way to Europe is not the necessarily the best way. Sailing on Queen Elizabeth 2 is a vacation in itself, you do not arrive in a frazzle, more tired than when you left. You arrive as you should: refreshed, with new friends and new experiences.There are more things to see and do aboard Queen Elizabeth 2 than there are in most European towns. She’s 65000 tons, 13 stories high, and longer than three football fields. Queen Elizabeth 2 is one of the great sights of Europe.An airplane provides a seat, Queen Elizabeth 2 provides a stateroom nicer than most hotels in Europe. Room for room, she has the largeststateroom, wardrobes, dressing rooms, and bathrooms of any ships afloat.Queen Elizabeth 2 has a staff of over 900. This means at least one crew member for every two passengers. When you ring for your steward or stewardess, the call is answered with dispatch. Like a good English butler or maid, they are there when you want them and not there when you don’t want them.Queen Elizabeth 2 carries so many passengers, you are bound to meet a host of people you like, or love. (Is there time to fall in love on an airplain?) And if you should happen to meet someone you don’t like, a game of hide-and-seek aboard Queen Elizabeth 2 can last until Saouthampton.Airplanes have a baggage limit of 44 pounds. Queen Elizabeth 2 has a baggage limit of 275 pounds, you may buy a car in Europe and bring it home in our garage. It will hold 80 cars. Our hold holds countless antiques.$46 a day includes your stateroom, food and entertainment. Or you can spend $193 a day. The price depends on the size and location of your stateroom or suite and the time of year you sail. $46 per day in total is $321. This is $5 more than one-way economy air fare.Imperial Iranian Beluga Caviar in First Class. As much as you want, whenever you want. At no extra charge. In the finest New York restaurants, it can cost $12.50 a serving.After a few days at sea, look in the mirror, you will like the person you see. So will your spouse.They may never build another one like her.。
广告翻译练习
HSBC: the world's local bank. 汇丰银行：环球理财，当地智慧Philips: Sense and simplicity 飞利浦:精于心简于形Haier: To be true forever. 海尔集团: 真诚到永远。
Good to the last drop．滴滴香浓，意犹未尽。
（麦斯威尔咖啡）We lead, others copy．我们领先，他人仿效。
（理光复印机Rossini Watch: Time always follows me. 罗西尼表: 时间因我存在。
Sony：Hi－fi Hi－fun Hi－fashion only from Sony．索尼音响：高保真，高乐趣，高时尚，只来自索尼。
Ericsson: Taking you forward. 爱立信：以爱立信，以信致远Where there is a way, there is a Toyota. 车到山前必有路，有路必有丰田车。
中国联通广告语：情系中国结，联通四海心Tie loves to Chinese knot to connect the heart all over the worldThe Chinese knots , the united hearts.Chinese knot, united hearts.康师傅广告语：好吃看得见Taste with your eyes. Delicious food is visable . Visible delicious张裕广告语：传奇品质，百年张裕Hold quality, long history. Legend of quality, century of Zhangyu Hundred years history of Zhangyu writes a legendary story of quality新飞冰箱广告语：新飞广告做的好，不如新飞冰箱好Xinfei’s refrigerator’s far better than the advertisement. Xinfei advertisement is good. Xinfei refrigerator is better.孔府家酒广告语：孔府家酒，叫人想家Kongfujia Wine, a feeling of home. Kongfu home’s wine, makes you home-sick. Kongfu Homely Wime takes you home. Kongfujiajiu , mark you homesick衣食住行，有龙则灵。
商务广告翻译练习
1.You’re at 35,000 feet. Your head is in New York. Your heart is in Paris. Your Rolex can be inboth places at once. (Rolex watch)2.Only your time is more precious than this watch.3.Once tasted, always loved.4.Cleans your breath while it cleans your teeth.5.V olvos have always forced other cars to be safer. This one will force them to be better.6.On women and children’s wear as well as on men’s shirts, our label says --- quietly butpersuasively --- all there is to say about our good quality and your good taste.7.No dream is too big.8.No more sore feet, no more crowded stores, no more endless shopping lists. With just one call,you can wrap up all your holiday shopping by giving News-week as a gift to your family and friends.9.She’s the nimblest girl around. Nimble is the way she goes. Nimble is the bread she eats.Light, Delicious, Nimble.10.城乡路万千，陆路有航天。
广告商务翻译练习1
3) Come it with me a while.
4) I’m More satisfied!
5) The unique spirit of Canada: We bottle it.
6) Extra Taste. Not Extra Calories. 7) Childhood isn’t childhood without it.
我厂生产的檀香皂不仅 具有檀香皂的独特优点， 而且对皮肤无害，君请试 之，方知言而有信。
广告商务翻译练习
4、使用省略句
Fresh up with seven-up. 饮七喜，提精神。
广告商务翻译练习
5、修辞手法丰富多彩
隐喻： Life is a Journey, Travel it Well ——United Airlines 生命是一次旅行，一路走好 ——美国合航空公司
Give a Timex to all, to all a good Time.
给您一块“天美时”，您可把握好时光。
广告商务翻译练习
2、广告用语：多用并列句，少用主从结构
Polaroid instant movies Easy to make. Easy to show. Hard to believe. More service. More data. More speed. More revenue. Less cost. Less time. Less space. Less complex
Where there is a way, there is a Toyota. 丰田汽车，风行天下。
广告商务翻译练习
课堂练习（1）
1. 翻译下列广告语，并说出所用的修辞手法。
1) Looks like a pump, feels like a sneaker.
广告翻译练习
翻译练习1天津工艺品进出口公司建于1965年7月，是中国北方经营工艺品最大的专业公司之一。
……凭借地处沿海、交通便利、工商业发达、城市繁荣等天时地利之优，本着多年来遵循的平等互利、广交朋友、优质服务、信誉至上的宗旨，竭诚同世界各国发展贸易关系。
Tianjin Arts &Grafts Imp.&Exp. Corporation, built in July 1965,is one of the biggest companies which are specialized in marketing crafts in the north of China. It is located in a prosperous city along the coast, with convenient transportation and well-developed industry and commerce. Over years, i nsisting on the tenet of “enjoying equality and mutual benefits, making friends widely, providing excellent service and credit and reputation first", we sincerely develop trade relations with other countries.翻译练习2山海关啤酒厂坐落在风景优美的避暑胜地、历史名城——山海关。
素有“龙头”之称的万里长城的东部起端，由此伸向大海。
该厂始建于1982年，后经二次扩建和技术改造，如今已形成了具有年产8万吨啤酒和9千吨麦芽的生产能力，是我国啤酒行业的重点骨干企业之一。
Shanhaiguan Brewery is located in Shanhaiguan, a magnificent summer resort and a renowned historical city, which is cherished the title of “the Head of the Dragon” as the beginning of the Great Wall in the east, and extend to the sea. It was founded in 1982, and now is capable of producing 80000 tons of beer and 9000 tons of ale annually through the second expansion and technical transformation, making it one of key leading enterprises in China’s beer industry.。
广告翻译练习1
广告翻译练习1Translate the following into Chinese:1.Our big bird can be fed even at night.为您托运，我们随时待命。
2.Kodak is Olympic color.柯达，为奥运添彩。
3.Light as a breeze, soft as a cloud.轻飘飘如微风，软绵绵似彩云。
4.Breakfast without orange juice is like a day without sunshine.没有桔汁的早餐犹如没有阳光的日子5.Flowers speak from the heart.花说心里话。
6.Walk in Britain Style.Enjoy a relaxed, escorted walking tour through idyllic village and countryside.Stay at character, country hotels.See the real Britain close-up.行走在英国，穿越田园乡村，享受安全轻松的旅行，；住在特色乡村旅馆；目睹真正的英国田园风光7.Think again. Think Canon.梦寐以求是佳能。
8.All is well that ends well.烟蒂好，烟就好。
9.Good To The last Drop.滴滴香浓，意犹未尽。
10.Apple Thinks Different.苹果电脑，不同凡“响”11.Hide from risk and your hide from its rewards.不入虎穴，焉得虎子。
12.This is the Sheraton Bal Harbour Resort. Where the days hesitate to end and the memorieslinger forever.13.Whatever makes you happy. (Credit Suisse)为您设想周全，让您称心如意。
广告翻译练习
广告翻译练习HSBC: the world's local bank. 汇丰银行：环球理财，当地智慧Philips: Sense and simplicity 飞利浦:精于心简于形Haier: To be true forever. 海尔集团: 真诚到永远。
Good to the last drop．滴滴香浓，意犹未尽。
（麦斯威尔咖啡）We lead, others copy．我们领先，他人仿效。
（理光复印机Rossini Watch: Time always follows me. 罗西尼表: 时间因我存在。
Sony：Hi－fi Hi－fun Hi－fashion only from Sony．索尼音响：高保真，高乐趣，高时尚，只来自索尼。
Ericsson: Taking you forward. 爱立信：以爱立信，以信致远Where there is a way, there is a Toyota. 车到山前必有路，有路必有丰田车。
中国联通广告语：情系中国结，联通四海心Tie loves to Chinese knot to connect the heart all over the worldThe Chinese knots , the united hearts.Chinese knot, united hearts.康师傅广告语：好吃看得见Taste with your eyes. Delicious food is visable . Visible delicious张裕广告语：传奇品质，百年张裕Hold quality, long history. Legend of quality, century of Zhangyu Hundred years history of Zhangyu writes a legendary story of quality新飞冰箱广告语：新飞广告做的好，不如新飞冰箱好Xinfei’s refrigerator’s far better than the advertisement. Xinfei advertisement is good. Xinfei refrigerator is better.孔府家酒广告语：孔府家酒，叫人想家Kongfujia Wine, afeeling of home. Kongfu home’s wine, makes you home-sick. Kongfu Homely Wime takes you home. Kongfujiajiu , mark you homesick衣食住行，有龙则灵。
广告翻译练习含答案
广告翻译练习1. “三包”承诺：我们实行“三包”：包修、包退、包换We offer 3-R guarantee, namely guaranteed repair, replacement and refund.2. 皮张之厚无以复加，利润之薄无以复减(皮鞋广告)The leather we use is quite thick; the profit we make is fairly thin.3.为中国西部的腾飞加油！CCTV 西部频道口号Shoulders to the wheel and do our best --- for the economic take-off in China’s west!4. KFC: WE DO CHICKEN RIGHT. (烹鸡专家)5. 蚊虫杀杀杀！Mosquito bye bye bye!6. “雪莲”牌羊绒衫:：北京生产的”雪莲”牌羊绒衫，系选用优质的山羊绒作原料制成。
本品具有色泽鲜艳，手感柔滑，穿着舒适，轻，软，暖等特点，由于该产品品质优良，做工精细，花型、款式新颖，尺码齐全，受到过外消费者的热烈欢迎.。
“Snow Lotus” Cashmere Sweaters: “Snow Lotus” Cashmere Sweaters from Beijing are made from superior Chinese Cashmere fibre. They are lustrous in colour, supple, light, warm and comfortable to wear. Owing to their fine quality, excellent workmanship, novel designs and styles, and complete size range, they have gained popularity from consumers abroad.7. 以前我的头发干枯，粗糙，难以梳理，自从用了潘婷营养洗发露，头发变得健康，亮泽。
广告翻译练习
1.翻译下列四字格款式繁多做工精细手感舒适及时交货服务周到手续简便色调雅致色泽悦目甜而不腻美观耐用安全可靠结构简单制造简易维修方便驰名中外操作方便备有零件欢迎选购增强体质延年益寿大补元气Varieties of types, fine craftsmanship, feel comfortable (comfortable handle), timely delivery, good services, convenient procedure, elegant color, bold color, agreeable sweetness, attractive and durable, high reliability, simple structure, easy to manufacture , convenient maintenance, renowned at home and abroad, easy to operate, equipped with parts, welcome to take your choice, improve health, prolong one’s life, good for health.2.翻译下列句子1）CTY 型游梁式抽油烟机结构简单，安全可靠，制造简易，维修方便，广泛应用于世界石油生产。
2）溪口千层饼采用传统工艺，制作精细，质地松脆，清香可口。
3）燕京地毯商店举办地毯展销，提供各种精美华丽的手织地毯，欢迎来参观选购。
4）“航空牌”人造革衣箱，用料上乘，做工精细，款式新颖，价格合理，规格齐全，欢迎选购。
5）世界首例，中国一绝。
天然椰子汁。
1)Beam pumping unit with CTY design is widely used for global oil production,because it has simple structure, high reliability, easy manufacture and convenient maintenance.2)Xikkou Qianceng Cake, with fine craftsmanship as well as crisp and sweet taste,adopts traditional crafts.3)Yanjing Carpet Store will have a carpet exhibition offering varieties ofhand-knitted carpets. Welcome to take your choice.4)The “Aviation” artificial leather suitcase, with high quality and fine craftsmanshipas well as new design, is affordable to everyone. Welcome to take your choice. 5)Natural coconut juice, with an enjoyment beyond what you can describe, is thebest drinks in the world.。
最新广告翻译练习含答案
广告翻译练习1. “三包”承诺：我们实行“三包”：包修、包退、包换We offer 3-R guarantee, namely guaranteed repair, replacement and refund.2. 皮张之厚无以复加，利润之薄无以复减(皮鞋广告)The leather we use is quite thick; the profit we make is fairly thin.3.4.为中国西部的腾飞加油！CCTV 西部频道口号♦♦Shoulders to the wheel and do our best --- for the economic take-off in China’s west!4. KFC: WE DO CHICKEN RIGHT. (烹鸡专家)5. 蚊虫杀杀杀！Mosquito bye bye bye!6. “雪莲”牌羊绒衫:：北京生产的”雪莲”牌羊绒衫，系选用优质的山羊绒作原料制成。
本品具有色泽鲜艳，手感柔滑，穿着舒适，轻，软，暖等特点，由于该产品品质优良，做工精细，花型、款式新颖，尺码齐全，受到过外消费者的热烈欢迎.。
“Snow Lotus” Cashmere Sweaters: “Snow Lotus” Cashme re Sweaters from Beijing are made from superior Chinese Cashmere fibre. They are lustrous in colour, supple, light, warm and comfortable to wear. Owing to their fine quality, excellent workmanship, novel designs and styles, and complete size range, they have gained popularity from consumers abroad.7. 以前我的头发干枯，粗糙，难以梳理，自从用了潘婷营养洗发露，头发变得健康，亮泽。
广告商务翻译练习(全
然曲线。所以，你的身材比例若有变化，
你所穿的“轻松骑士”牛仔裤的比例也
会随之而变。
•
如果你因为牛仔裤不合身而正觉得
有什么不对劲时，试试我们的“轻松骑
士”吧！你会发现，你所需要的并非更
好的身材，而是更好的牛仔裤。
• 译文 2
• 你身材美妙 • 但不合体的牛仔裤 • 会使美的身材黯然失色 • 李氏休闲牛仔裤 • 剪裁得体，自然流畅 • 随心所欲，调整体型 • 好牛仔裤赛过好身材
8) Give a Timex to all, and to all a good time.
9) Not all mobile phones are created. 10) Practice really does make perfect.
11) Do more. Work less. 12) Once an imperial palace. Now a luxury hotel.
癌症可以治，癌恐慌症不可治。
4） 夸张（hyperbole）
日本雅马哈（YAMAHA） 电子琴的广告标题为：
•
Every time we race, you win.
•
我们的每场比赛，你都胜券在握。
• 某香水的广告语：
• Her smile could heat up a nation. Her fragrance captured a country. • 迷魂牵魄笑貌，倾国倾城芳香。
夸张： Hi-Fi, Hi-Fun, Hi-Fashion, Only from Sony 高保真，高乐趣，高时尚——只来自索尼
广告商务翻译练习
5、广告翻译的技巧（1）
• 原文： • Your body is beautiful. • It’s your jeans that are out of proportion. • Even the most beautiful body can get lost under the wrong pair of
广告翻译练习
• 6. 最适合家庭居住，就读方便。
• Best for family use, close to schools.
• 7.随意挑选，包君满意。 • ห้องสมุดไป่ตู้hoose once and choose well.
• 9.远离毒品，关爱生命。（禁毒广告）
• Say yes to life, no to drugs. • 10. 培育新一代，携手创未来。
广告翻译练习
讲评
• 1.百闻不如一尝 • Tasting is believing.
• • • • • •
一穿钟情 一穿钟情 you are hooked at first wearing Hook n.钩, 吊钩 v.钩住, 沉迷, 上瘾 a sales hook. 吸引购买的手段 `hook-nose n 鹰钩鼻
• 2.衣食住行，有龙则灵（建设银行 龙卡）
• With a Long Card, Your life will not be so hard.
• 4. 福天福地福建游 • 译文1 A Happy Tour to a Happy Land
• -----Fujian Province • 译文2 A Happy Tour to a Happy Land • Welcome to Fujian!
• 15.品牌服务，一站式购物。 One stop shopping for all name brands. • 16.携手世纪，共创辉煌。 Hand in hand for greater success in the new century.
• Nurture the young, Create the future.
• 11. 人生如旅途，劝君好把握。 • Life is a journey, Travel it well. • 12.美好时光，美味共享。 • Good time, great taste.
广告专业英语课后题及答案
Chapter 1 Fundamentals of AdvertisingDefinition of Advertising1) What’s the definition about “advertising”?American Heritage Dictionary: The activity of attracting public attention to a product or business, as by paid announcements in print or on the air.Another one: Advertising is a non-personal communication of information, usually paid for and usually persuasive in nature, about products, services or ideas through various media.Five components: non-personalcommunication of informationpaid forpersuasivevarious media2) How can you categorize advertising in academy?Criteria: target audience: consumer advertising (direct user, end user)Business advertising (professional journal, direct mailing)Target area: local advertisingNational advertisingInternational advertisingMedia: print advertisingElectronic advertisingOut-of-home advertising (Transit advertising)Purpose: commercial advertisingNoncommercial advertising( public interests advertising)2. Common Expressions:Advertising 广告，广告业，广告活动Advertisement 广告Advertising audience 广告的受众consumer advertising 消费者广告Business advertising 企业广告local advertising 地方广告National advertising 全国广告International advertising 全球广告print advertising 印刷广告Electronic advertising 电子广告Out-of-home advertising 户外广告Transit advertising 交通广告，移动广告commercial advertising 商业广告，盈利广告Noncommercial advertising 非盈利广告3. 英汉互译练习：We may define advertising as a communication process, a marketing process, a public relations process, or a persuasion process.我们可以把广告定义为沟通过程、营销过程、公关过程、劝说过程。
广告翻译练习参考答案
一、标题翻译
1.安如磐石，坚实牢靠。
2.其味无穷，妙不可言。
3.请你随身携带柯达。
4.一写满意，再写难忘。
5.好酒因而进口，进口必是好酒。
6.Lilai gives you a sense of our time, a true self and a pretty girl.
7.Camel Green Tea—The oasis in desert.
8.Lvdanlan cosmetics—Love me tender, love me true.
9.Give the plum to all, and to all a good time.
10.Choose once and choose for good.
二、语篇翻译
其貌不扬
“大众”或许不中看，但在简陋的外表下跳动的却是一台心脏部件——气冷式发动机。
它不会因沸溢而毁坏活塞，也不会因结冰而误了您的事。
它位于车的后部，以增大大雪地沙土上行驶的牵引力。
约摸29公里仅耗汽油一加仑。
稍待你喜爱上“大众”，你甚至对其丑貌也情有独钟。
你会发现其足够的伸腿空间，再长的腿也得以舒展；绰绰有余的头部空间，再高的个子戴上帽子也可昂首挺胸；凹背单人座椅，舒适贴身；关闭得再好不过的车门是如此密不透风，你最好先把车窗留条缝。
其朴实无华、不显魅力的车轮各自独立悬挂。
当颠簸使一轮跳起时，弹跳不会涉及其他车轮。
只要支付1585美元，那样的尤物就归您了。
其丑陋的外表丝毫不增添你购车的费用。
这就是“大众”之美！。
广告翻译练习一
第三讲广告翻译练习一I.1. Tide’s in, dirt’s out.2. To your success. （美运通信用卡）3. We can’t forge ahead by sticking to existing roads. （奥迪汽车）4. The Relentless Pursuit of Perfection. (Lexus-automobile)5. Fine in quality, fare in price, novel in design, prompt in delivery. （曼莎服装）6. UPS. On time, every time. (UPS 快递)7. Where there is a way, there is a Toyota. （丰田汽车）8. You can have your cake and diet too. （减肥蛋糕）9. This word processor plays a tune of deep feeling whenever you are typing. （文字处理软件）10. workout without wearout. （运动鞋）II.1.Holiday Resort3BR modern home with fab views of ocea, D/wash, TV, microwave, avail. Mid Dec. to end Jan. Phone 498-5441 or (043) 82-3978.2.Around the corner, around the worldwe’re around to helpThe time zone may change. The currency may change. The language may change. But one thing remains constant as you travel: the help of American Express at more than 1200 Travel Service Offices in over 130 countries. Even if you never need us, it’s nice to know we’re there to help.Don’t leave home without us.3.Relaxed RidersYour Body is Beautiful.It’s your jeans that are out of proportion.Even the most beautiful body can get lost under the wrong pair of jeans.That’s why it’s important to wear jeans that let you look your best. Jeans that make the most of what you’ve got. Like our Relaxed Riders. When we make Relaxed Riders, we cut our material on a curve to conform to the natural contours of your body. So where your proportions change, Relaxed Rider jeans change too.If you’ve been thinking that something is wrong with you just because your jeans don’t fit. Try Relaxed Riders. You’ll see it’s not a better body you need. It’s better jeans.4.The older your feet get, the more you have to baby them.Everyone is born with fat feet; and extra padding of fatty tissue that cushions footstep. But as we grow older, we lose that tissue. Until there’s little left to absorb the bumps and jolts.That’s why your feet get tired and sore.Dr. Scholl’s Air Insoles help take the place of that fatty tissue. They’re soft, so you’ll feel the comfortable difference with every step. They’re thin, so slip into your shoes without bunching and binding. And they help keep feet cooler and drier.Because the older your feet get, the more you have to baby them.Dr. Scholl’sAir InsolesBaby your feet.5.Rolls-Royce“At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock”What makes Rolls-Royce the best car in the world? “There is really no magic about it – it is merely patient attention to detail,” says an eminent Rolls-Royce engineer.(1) “At 60 miles an hour the loudest noise comes from the electric clock,”reports the technical Editor of THE MOTER. Three mufflers tune out sound frequencies – acoustically.(2) Every Rolls-Royce engine is run for seven hours at full throttle before installation, and each car is test-driven for hundreds of miles over varying road surfaces.(3) The Rolls-Royce is designed as an owner-driven car. It is eighteen(4) The car has power steering, power brakes and automatic gearshift. It is very easy to drive and to park. No chauffeur required.(5) The finished car spends a week in the final test shop, being fine-tuned. Here it is subjected to 98 separate ordeals. For example, the engineers use a stethoscope to listen for axle whine.(6) The Rolls-Royce is guaranteed for three years. With a new network of dealers and parts-depots from coast to coast, service is no problem.(7) The Rolls-Royce radiator has never changed, except that when Sir Henry Royce died in 1933 the monogram RR was changed rom red to black.(8) The coachwork is given five coats of primer paint, and hand rubbed between each coat, before nine coats of finishing paint go on.(9) By moving a switch on the steering column, you can adjust the shock-absorbers to suit road conditions.(10) There are three separate systems of power brakes – two hydraulic and one mechanical. Damage to one will not affect the others. The Rolls-Royce is a very safe car, and also a very lively car. It cruises serenely at eighty-five. Top speed is in excess of 100 m.p.h.6.Feel the Power of the World’s Turbo CopierIntroducting the new Toshiba 2230 Turbo. The first turbocharged copier in history.Beneath its sleek exterior is a copying system. So remarkable its actually patented.With it, you can produce 22 copies a minute. Or hit the turbo button and turn out 30 copies a minute. So now you have the power to work 40% more efficiently. While using 33% less toner. And what’s even more revolutionary, we’ve managed to do it all without turbo charging the price.To arrange for a free demonstration, just call 1-800-Go-TOSHIBA.7.Sometimes nothing but pure indulgence will do. The nights are longer, the evening is your own …, and the perfect accompaniment to make you feel special is the delicious Terry’s Chocolate Orange Bar.And we really do mean indulgence. It’s the unique blend of rich chocolate and deliciously orangey flavours, together with that melt-in-the-mouth quality, that gives the Terry’s Chocolate Orange Bar its delectably decadent feel. And its convenient size makes it just right for you to eat alone. …So, picture the scene. It’s your first evening in for weeks. You’ve kicked off your shoes, turned the lights down low and put on some slow music, perhaps a little soft soul or gentle jazz. The whole evening is a “me-time”, a special time just for you to relax. Make it complete with a Terry’s Chocolate Orange Bar … it’s sumptuous, luxurious and delectable. Go on … indulge. You deserve it.。
广告专业英语课后题及答案
Chapter 3 Advertising Planning3.1 Advertising Strategy1. Questions:1. What is the advertising strategy?The way how the advertising objective is to be attainedAn integration of the elements of the creative mix2. What elements does the marketing mix include?4Ps: product, price, place, promotionPromotional mix:personal selling, advertising, public relations, sales promotion3. What is the advertising creative mix?Advertising message ( copy, art, production), target audience, the product concept, the communication media4. Who are the target audience?End-users, persons influencing the purchasing decision5. What is the media strategy?It refers to the determination of the best advertising media or media mix.6. What is the strategy for the product concept?A product values mix, bundle of value presented to the target audience by the ad.7. How to classify the involvement degree?Rational involvement, emotional involvement；high involvement, low involvement3.2 Advertising StrategyQuestions:1. What should be considered in the determination of the advertising objective?The strategic objective of the company development, the company’s marketing objective2. What is the advertising pyramid?Bottom: awarenessComprehensionConvictionDesireUp: actionCommon expressions（英译汉）:Advertising strategy 广告战略Repurchase 再购Marketing mix 营销组合Promotional mix 促销组合Creative mix 创意组合Prioritization 划分优先顺序Involvement degree 参与度Rational involvement 理智参与Emotional involvement 感情参与Advertising message 广告创作Bundle of value 价值包4Ps: product, price, place, promotionBottom- up marketing 自下而上的营销Benefit segmentation 利益细分Consumer decision-making process 消费者决策过程Co-op advertising 合作广告Current customer 现实消费者Decline stage 产品的衰退期Direct distribution 直销Distribution channel 分销渠道Exclusive distribution 独家分销Franchising 特许专卖Growth stage 产品的成长期Hidden difference 隐性差异Perceptible difference 显性差异Individual brand 单一品牌Intensive distribution 密集分销Introductory phase 产品的引入期Maturity stage 产品的成熟期Personal selling 人际传播Evoked set 参考组Translation:1. All advertisers face a perennial challenge: how to present their products, services and ideas effectively through the media to buyers.所有广告主都会面临长期的挑战：如何通过媒体向买主有效地推出他们的产品、服务及观念。
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Passage 1：
1. Flowers by Interflora speaks from the heart. （Interflora花店）
2. A deal with us means a good deal to you. （某贸易公司）
3. Spoil yourself and not your figure. （Weight-Watcher牌冰淇淋）
4. A Mars a day keeps you work, rest and play. （Mars牌巧克力）
5. The driver is safer when the road is dry; The road is safer when the driver is dry. （交通宣传广告语）
6. Hi-fi, Hi-fun, Hi-fashion, only for Sony. （索尼音响）
7. FedEx: We live to deliver. （联邦快递）
8. Empowered by Innovation. （NEC公司）
9. We take no pride in prejudice. （《泰晤士报》广告语）
10. Wherever you are. Whatever you do. The Allianz Group is always on your side. （安联集团）
提示：
1．Interflora是一家花店的名字。
广告语中使用了拟人的手法，突出鲜花代表的甜蜜和温馨。
这种感情必须在译文中体现出来。
2．这里的a good deal有双重意思，即“一笔好买卖”和“许多”。
翻译时要想办法把这两层意思都体现出来。
3．这条广告除了简短和口语化之外，还突出了spoil这个词的语义双关的特点：You can spoil yourself by eating a lot of our ice cream, but you don’t have to worry about spoiling your body figure. 怎样译才能把spoil的两层意思译出来呢？
4．很显然，这条广告的特点是day和play之间的押韵，它是模仿An apple a day keeps the doctor away写的，这种手法叫做仿拟。
5．这两个句子除了整齐对称之外，还有一个特点就是突出了road, driver, safer, dry这四个词，而且dry这个词是语义双关。
前半句的dry是指没水，后半句的dry是指不饮酒。
翻译时应考虑这些因素。
6．Hi-fi是high fidelity的缩写形式。
这条广告的特点是：Hi重复了三次，并且fi, fun, fashion三个词的首字母都是f。
但在翻译时，这第二个特点恐怕是很难表现出来的，只有将它舍弃。
7．动词deliver有两层意思：一是字面上的递送之意，二是暗含的承诺（commitment）之意；live to 是身体力行的意思。
8．有人把它翻译成“创新科技，随你而动”，你觉得准确吗？广告翻译时也必须要准确地理解原文的意思，不能随心所欲。
Empowered by Innovation是用创新推动技术进步和企业前进的意思。
怎么译更合适呢？9．看到这条广告我们自然会想到名著《傲慢与偏见》，实际上它也正是使用了仿拟的手法。
那么对于一个报社来说pride和prejudice会指什么呢？
10．这里我们是否需要把每个字都译出来呢？适当的省略可以吗？
Passage 2：
Ugly Is Only Skin-deep
It may not be much to look at. But beneath that humble exterior beats an air-cooled engine. It won't boil over and ruin your piston rings. It won't freeze over and ruin your life. It's in the back of the car for better traction in snow and sand. And it will give you about 29 miles to a gallon of gas.
After a while you get to like so much about the VW, you even get to like what it looks like.
You find that there's enough legroom for almost anybody's legs. Enough headroom for almost anybody's head. With a hat on it. Sungfitting bucket seats. Doors that close so well you can hardly close them. They're so airtight, it's better to open the window a crack first. Those plain, unglamorous wheels are each suspended independently. So when a bump makes one wheel bounce, the bounce doesn't make the other wheel bump. It's things like that you pay the $1 585 for, when you buy a VW. The ugliness doesn't add a thing to the cost of the car.
That's the beauty of it.
提示：
这是大众汽车(Volkswagen)的一则广告。
首先，它的标题套用了"Beauty is on1y skin-deep．"这句谚语，运用反语(paradox)将"beauty"一词改为ugly，意在引起读者的好奇和激发读者进一步阅读正文的兴趣。
"Beauty is only skin-deep．"原指漂亮的外表是富于欺骗性的，在漂亮外表之下可能有与其不相称的不好的品质。
而"Ugly is only skin-deep．"不就成了"丑陋的外表之下有十分可贵的品质"吗?这则标题之妙，令人叫绝。
其实广告并不是说大众汽车"外表丑陋"，其真意在于突出汽车的"内在美"。
进一步阅读该广告正文，我们可以了解大众汽车之所以外表"奇特"，是因为它具有许多其他汽车所不具有的功能和优点，而正是这些特殊功能和优点，要求大众的造型与众不同。
一旦你真正了解了大众，你也就不会在乎其"丑陋"的外表甚至还会喜欢它现在这个样子，因为它会给你带来那么多的"实惠"。
此外，在翻译时也应注意一些术语的翻译。
注意把握原文的语气。