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advertisement(牛津版M4,U1)实践报告.pptx

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实践报告
实践设计思路： 1.教育部 2003 年颁布的《普通高中英语课程标准》所描述的高中要达到的七级的总体要求中希望高中生能读懂供高中学生阅读的英文原著简写本及英语报刊。具有初步的实用写作能力，说明文作为一种实用文体是高中生必须掌握的。 2. 以 advertisements 这一全文关键词和 reading strategy 为贯穿课堂教学的两条线索。力争做
---Yes. “We must not fall for this kind of tricks.” 4. According to the above three parts, explain to the Ss the structure of expository writing:
(1) Even if an ad does not lie, it does not mean it tells you the complete truth--Subject/topic
Let’s come back to the whole passage to see whether the whole passage follows the structure or not.
Topic --- Advertisements Supporting details---- (1) What is an advertisement?
Step 7 Discussion 1.Enjoy two ads(video). Ask the Ss to tell what type they belong to and ask them to express their own opinion about the ads. 2.It seems that you can clearly express your own opinion about ads. So what do you think makes a good advertisements?(If time is limited, teacher can make a conclusion here. If time permits, ask the Ss to discuss and make a conclusion.)

广告英语

is the world’s
Diet Pills(减肥药)： Give me taste, not waist.
Guiness(啤酒)： My goodness, my Guiness!
1. Phonological Features
2.Vocabulary Features
3.Syntactic Features
Let your fingers do the walking.
站长站素材让你的手指替你跑腿儿。
Analyse
用手指去翻号码簿，查到对方的电话，然后进行电话联系，真的是帮你少走了好多路！
Personification 拟人
4.Rhetorical Features
Verb
2.Vocabulary Features
Adjectives Pronouns Coinage
The 20 most frequent adjectives in Advertisement English
Adjectives Adjectives
new good free delicious full sure clean wonderful special crisp fine big great real easy bright extra safe rich fresh
Analyse
香烟自己以调皮、催促的语气让你快来尝尝“他/她”，香烟从而具有了人的个性。
Personification 拟人
4.Rhetorical Features
Simile & Metaphor 明喻和暗喻
Pun 双关语
48
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4.2 Simile & Metaphor 明喻和暗喻

Advertisements广告英语

• such as simile(明喻), metaphor（暗喻）， personification（拟人）, pun （双关）, hyperbole（夸张）, parallelism(排比）, rhetorical question (反问)，irony(反语)， rhyme(押韵)
• Taste its strong atmosphere of milk， just like silk fly around you.
即使每人每天一百多美元，我们那令人终生难忘的极富刺激的旅行仍然便宜。
ห้องสมุดไป่ตู้
4. Simple Sentences
Eg1. Coca-Cola is it．还是可口可乐好！ Eg2. Fresh Up With Seven-Up. 饮七喜，添精神。 Eg3. Introducing FITNESS magazine. It’s about health，it’s about exercise，it’s about your image，your energy，and your outlook．向您推荐《健康》杂志：关注健康，锻炼，形象，精力，展望。
Visual Attraction
视觉吸引篇
Poster Advertisement 海报广告
Alphonse Mucha(慕夏/ 穆夏) （1860-1939）was a Czech [tʃek](捷克）Art Nouveau painter,known best for his distinct（独特的） style. He produced many paintings, illustrations（插画）, advertisements, postcards, and designs.

Figure of Speech in English Advertisement

Figure of Speech in English AdvertisementAbstractWith the development of economy, the improvement of people’s material and culture level, and the appearance of new media, there comes a great demand of advertisement. Advertisement successfully helps advertisers gain attention on their commodity from consumers and thus promote its sales volume. And figure of speech used in advertisement plays a vital role in catching attention and making customer remember the goods. I will talk about the characteristics and significance of adverting English and give fifteen examples to analysis the figure of speech in car advertisement.Commercial advertisement aims at grabbing customers’ heart and stimulating customers’ desire to buy their goods, so it carries characteristics of conciseness, vividness, appeal and emotionality. The enchantment of advertising English mainly lies in glossary, syntax, structures and rhetoric devices. Among them, rhetoric devices contribute a lot to the promotion of sales of commodity. Using figure of speech gains people’s attention, gives people an enjoyment of beauty, and finally achieves business objectives. Therefore, it is important to researching advertising English. And the most significant thing is researching the figure of speech used in English advertisement.I will focus my analysis on car advertising by figuring out what figure of speeches are used, what effect does they achieve and why use it here.Here are some examples:1. Not all cars are created equal. (Mitsubishi Motors)It uses parody. It simulates a sentence from Declaration of Independence-- “All men are created equal.” The use of parody makes the slogan not only innovative but also easy to catch people’s attention. Besides, it trips easily off the tongue and is easy to remember. It refers that Mitsubishi Motors cars are better than others and they use better material and fittings.2. Finish the job in less time, with less fuel and less noise.It uses repetition. It emphasizes the word “less”three times, which is very catchy. People will remember that this car can finish the same thing in less time, with less fuel and less noise. It is quicker, quieter and more economical.3. They will stay on the job longer than most employees. (V olvo)It uses personification. It assimilates the car to a man. It suggests that V olvo car is durable. How can people turn down a loyal and serviceable car?4. It handles the road as easily as it handles Mother Nature. (Ford)It uses personification. It assimilates the car to a man. It implies that the Ford car can handle the road very neatly. Y ou can trust Ford car that it can bring you sense of security as well as enjoyment of speed.5. Don’t dream it. Drive it! (Jaguar cars)It uses imperative and antithesis. Imperative make it inflammatory. Action is better than excitement. Why don’t you just drive it? The two sentences are same structurally; but they are contrary in mood, one is negative while another is affirmative. Using antithesis makes a slogan memorable.6. Grace.... space... pace. (Jaguar cars)It uses end rhyme.Advertising language emphasizes the coordination of rhyme and tone. End rhyme makes the slogan full of sense of tone beauty. It is catchy and memorable.7. Today Tomorrow Toyota. (Toyota)It uses alliteration and climax. All words begin with same syllable. It is tuneful and memorable. It is simple but impressive. Tomorrow is higher than today. There seems to be no relevance between tomorrow and Toyota, but this is point. It refers that Toyota can make tomorrow better.8. Eye it - try it - buy it! (Chevrolet)It uses parallelism and imperative. Parallelism makes the slogan powerful and persuasive. Imperative makes you are full of impulse to buy Chevrolet.9. Think. Feel. Drive. (Saturn)It uses climax and imperative. It is brief, only three words, but powerful. Just think about the magnificence of Saturn, feel the wonderfulness of Saturn, then you want to drive it.10. Designed for living. Engineered to last. (Ford)It uses comparison. The two sentences are similar structurally, which makes the slogan memorable and trip easily off the tongue. Ford is designed for joy of life and Ford is durable.11. Everyone dreams of an Audi. (Audi automobiles)It uses hyperbole. It is not everyone’s dream to have an Audi actually. But using hyperbole can be effective to propagandize a commodity. Everyone includes you, includes every customer. Since you dream of an Audi why not buy one?12. Driving is believing. (Hyundai Motor's cars)It uses parody .it simulate a proverb—seeing is believing. It is refreshing and also easy to catch people’s attention.Besides, it trips easily off the tongue and is easy to remember. It refers that once you drive a Hyundai Motor's car you will believe in it and love it.13. Isn't it time for a real car? (Buick car)It uses rhetorical question. The function of the rhetorical question is to emphasize ideas, render the atmosphere, and enhance the language power. The answer is clear that it is time for a real Buick car.14. The Car that Cares. (Kia Motors)It uses alliteration and personification. Car and Cares begin with same syllable. It is tuneful and memorable, simple but impressive. Giving a caring character to a car, this is sweet and smart. People will love caring Kia Motors.15. Like always. Like never before. (Saturn)It uses antithesis. The two sentences seem to be contrast, but on the second thought the arrangement is amazing. Using antithesis can focus people’s attention and make them doubtful and want to figure it out. In addition, it is easy to remember. It refers that the Saturn car is as marvelous as always before and there are some innovative differences from before.English advertisement usually uses varieties of figure of speeches to catch customers’attention, express the traits the commodity, and lead people to buy it. English advertisement won’t be so colorful without figure of speech.。

An Analysis of Translating Strategies of Advertisement English

广告英语的翻译策略分析摘要：在当今经济全球化的21 世纪里，广告宣传的国际化趋势将会越来越明显。

无论是中国企业还是外国企业都在对自身产品和服务的广告增加竞争筹码，不可避免地，广告的翻译是广告国际化中主要问题。

广告最主要的目的就是吸引顾客来购买商品以及服务，广告翻译的质量直接决定了在经济全球化中该企业的所能争取的经济市场。

本文就研究广告英语及广告英语的翻译策略。

广告英语作为一种应用语言，因其所具有的特殊效用，已逐渐从普遍英语中独立出来而发展成独具特色的语言。

因此，本文将会分析广告英语语言特点，从词汇，句法以及修饰三个方面出发；重点分析广告英语的翻译策略，这部分将会推荐三种翻译原则和四种翻译技巧。

关键词:广告；翻译；策略An Analysis of Translating Strategies of AdvertisementEnglishAbstract: In modern 21st century of economic globalization, the trend of internationalization of advertisement promotion has increasingly taken up an indispensable role in the fight of global market. Both Chinese and foreign market has flexed their nerve to better the advertisement of their product and services. While there is no denial that advertisement translation is one of the inevitably issues which should be handled in the internationalization of advertisement promotion. Admittedly, the basic purpose of advertisement is to attract potential consumers to buy the product or service advertised in the advertisement, so the quality of advertisement translation directly wields comprehensive impact on the fight of global market for the enterprise. This paper will lay stress on advertisement English as well as the translating strategies of advertisement English. And advertisement English is an assorted of applied language which is distinct from some general English due to its unique function. Therefore, the language of advertisement English will be discussed from three aspects: the lexical, syntactic as well as rhetorical aspect. While emphasis will be paid on the analysis of the translating strategies of advertisement English, and three translation principles alongside four translation techniques will be introduced according to the unique language features of advertisement English.Key words：Advertisement; translation; strategiesContents1. Introduction of Advertisement (1)2. Features of Advertisement English (1)2.1 Lexical Features (1)2.1.1 Adjectives (1)2.1.2 Personal Pronoun (2)2.1.2 Novel Words (2)2.2 Syntactic Features (3)2.2.1 Simple Sentence (3)2.2.2 Imperative Sentence (4)2.2.3 Interrogative Sentence (4)2.2.4 Elliptical Sentence (5)2.3 Rhetorical Features (5)2.3.1 Simile and Metaphor (5)2.3.2 Parallelism (6)2.3.3 Personification (6)2.3.4 Pun (6)3 Translating Strategies of Advertisement English (7)3.1 Translation Principles (7)3.1.1 Faithfulness (7)3.1.2 Attractiveness (7)3.1.3 Acceptability (8)3.2 Translation Techniques (9)3.2.1 Transliteration (9)3.2.2 Free Translation (11)3.2.3 Addition (11)3.2.4 Loan Translation (12)4 Conclusion (12)References (13)Acknowledgement (14)1. Introduction of AdvertisementIt is universally acknowledged that advertisement has undergone a long history in various forms. In previous centuries in England, for instance, companies would seek to become the purveyor of the king or the queen. In so doing, they could obtain a special mark or seal that gave their product added prestige and visibility. In North America, at the opposite end of the social scale, men would often travel with circuses to promote various healing substances often just …snake oil‟ but nevertheless a fortune to those with the gift of promotion. Newspapers in the nineteenth century contained all sorts of ads. In fact, advertising gradually became an important source of income for newspapers. A similar phenomenon happened with radio and then later, with Television. Currently, advertising has been extremely prevailing as the marketing communication tool and now more than ever before it is vital that correct translation accompanies advertisements when they cross cultural and linguistic borders.2. Features of Advertisement EnglishThe language of Advertisement English has been endowed with its own unique feature. The following part will lay emphasis on the analysis of the features of Advertisement English from the aspects of lexical features, syntactic features as well as from the rhetorical features.2.1 Lexical FeaturesThere is no doubt that every word takes up an indispensable role in the composition of a sentence, especially, in advertisement language, every word will assume great impact on the potential information that advertisement would convey. Just as Lu Xiucheng said “As there is no unnecessary words in an advertisement, every one counts.” (卢秀成,2000:4) The following part will take adjectives, personal pronoun as well as novel word as the discussed examples.2.1.1 AdjectivesAs advertising English needs to be vivid and image establishing, some adjectives become frequently used in advertisements. As they belong to an open class, the use of adjectives is flexible. To be specific, they can be used as subject complements or object complements freely. G.N. Leech (Leech,1966) listed the following frequently used adjectives: new, crisp, good, fine, free, big, fresh, great, delicious, real, sure, bright, clean, extra, special and rich. If we analyze them, we can find that most of these adjectives are evaluative ones. In the following advertisement, adjectives count one third of its total number of words: An unrivaled international connection ofexceptional natural fiber bedding, clothing, intimate apparel and personal accessories, for discerning adults and some very fortunate children.Besides that, the comparative degree and the superlative degree of adjectives also appear frequently in advertisements. This is because a product‟s advantages become more prominent when compared with its counterparts while the superlative degree of adjectives could assure the fine quality of that product.For instance: The 760 GLE automobileOn the highway, it can go 799 miles between gas stations.The world’s most comfortable car.In this example, the adjective “comfortable” accentuates the advantage of 760GLE automobile, which could procures some good expression to the potential customers. Therefore, choosing the appropriate adjectives is very essential. On the contrary, the abuse of them will only make the advertisement affected and therefore, unbelievable.2.1.2 Personal PronounIn order to accentuate the intimacy between potential customers and the product or the services, advertisers will reflect that they have taken consumers‟ feeling and interests into consideration, so it is commonly to see that the second personal pronoun more frequently appears in advertisement instead of the first personal pronoun so as to evoke the consumers‟ response. It turns the focus from “we” to “you‟, that is, from advertisers to customers, to cater for the psychological response of customers.For instance:You can rely on a dry-cleaning firm that has been in business in your town for the past 25 years.In common English, the above may be written as “We have been in the dry-c leaning business here for 25 years”. By comparison, it can be clearly seen that the advertisement version is much more intimate to consumers than the common one and can be easier to be trusted and accepted by them.2.1.2 Novel WordsSometimes, advertisers will create some novel words in advertisement in order to attract enough attention so as to better convey their promotion. There are two major method to create a novel word. One is misspelling, the other one is blending or adding prefixes or suffixes. The novel word created by these two methods is eye-catching and message bringing.For instance：It’s time to arm yourself with NVSKIN. (Vaseline Intensive Care Ltd.)In this example “NVSKIN” is an intentionally misspelling of “new skin”, which is not only ab le to raise customer‟s attention at once, but also is able to indicate that your kin will become clean and smooth after using this lotion.A novel word created by blending or adding prefixes or suffixes is a commonly used in advertisement.For instance:1METTOY, let our kids live in dreams.(Toy Company)The word “Mettoy” ensues from “metal” and “toy”;2 Come to our FRUICE(Drink Corporation) The word “FRUICE” is blended by “fruit” and “juice”.In advertisement, some prefixes and suffixes that are frequently used to create novel words. Mario Pei pointed out that “super-” is the most often used prefix while “-ex” frequently appears in brand names (Mario Pei,1970). It is said that “-ex” comes from the word “excellent”, thus indicating the fair quality of produc ts. I can set many brand names as its examples: Kleenexs(paper), Purex(rinse), Rolex(watch), Playtex(bra), Cutex(nail polish), and Latex(mattress). In addition, many brand names are created out of the French word “boutique”, that is, they are composed of t he suffix “-ique”, such as“Footique” and “Bootique”(brand name of shoes).2.2 Syntactic FeaturesAdvertisement language also has been bestowed on its special charms. It is not hard to find that some advertisement is very short, but it is rather expressive, for instance: Anything is possible. (Li Ning) This kind of inspiring advertisement is the typical simple sentence. Aside from simple sentence, imperative sentence, interrogative sentence, Elliptical sentence are also the common syntactic features of advertisement language.2.2.1 Simple SentenceWith a view to making English advertising easy to read, hear, and understand, advertising copywriters usually take great care to the employment of simple sentences, not bore the consumers but to interest them.GO FOR ITLOOK GOOD. FEEL GOOD. BE YOUR BEST.Introducing FITNESS magazine. It’s about health, it’s about exercise, it’ s about your image, your energy, and your outlook. It’s a new way of life for women with a passion to be their best.Your subscription includes 6 issues for only $9.97, a 24 page workout workbook in every issue, free home delivery, and a money-back guarantee.Send the coupon below to start your subscription today, and you’ll save almost 15% off the cover price. Go for it!At the beginning of this advertisement, parallel structures are formed with imperative sentences - simple and neat to read and remember, making the advertising persuasive and inspiring. The following text is a long coordinate sentence containing three simple sentences wi th the same subject, linking verb “is” and the preposition “about”, easily telling the consumers the contents of Fitness magazine.2.2.2 Imperative SentenceAs one function of advertising is to persuade, advertising composers usually turn to imperative sentences. These direct exhortations are to advise or request readers to try their products or services. Leech, the famous linguist, believed that advertising composers naturally believe that the public have the habit of accepting the beneficial advice that are expressed by imperative sentences (Leech,1966:80). For this reason, imperative sentences are brought into full play. Following are some examples: Buy your new suit direct from the UK’s premier manufacturer and save literally hundreds of pounds. (The Times, 15th Dec.1995)And in the evening, dress up for some superb nighttime entertainment, dance to our resident band and enjoy the great Warner hospitality. (Paris Travel Service, 1995) Have quality and luxury at sensible prices.Make your choice and be a winner with Olympic.2.2.3 Interrogative SentenceThe use of interrogative sentences is to obtain affirmative and positive answers from readers. Greg Myers has pointed out that interrogative sentences have a function of talking with readers directly(Greg Myers, 1994:49). Before the question is set, an answer has been presumed, in other words, an interrogative sentence contains a presupposition in itself. In some others, it just puts forward a question which calls for an answer from readers.Following are some examples:See those little words beneath our badge? The ones that say Volkswagen Group?They are testing to our partnerships with VW… We’ve changed the car; we’ve changed the company. The question is, are you open enough to change your mind? W e’ve changed the car. Can you change your mind? (The Times Magazine, Nov.18,1995)2.2.4 Elliptical SentenceIt is no hard to find that Ellipse is the most widely used sentence structure in advertisements. According to Greg Myers said “The omission doesn‟t just let you feel what you want. It makes you active in interpreting the sentence” (Greg Myers,1994:57). This kind of structure can not only make advertisements concise but also help readers think actively to find the omitted information. Meanwhile, to save space and reduce costs, to render advertised products more tempting, and to stimulate consumers to take action, copywriters tend to properly employ elliptical sentences.For instance:Italy, perhaps the most beautiful country in Europe. The towering ALPs. The Florentine hills. And the ancient ruins of Pompeii. The great cities… In fact, when you fly Alitalia, the Italian experience starts the moment you take off…This is a service Advertisement which is actually part of consumer advertising and business advertising, since consumer goods and industrial goods both include relevant service. The advertising above wants to attract the tourists to Italy, using many phrases with descriptive adjectives and even elliptical sentences to arouse the people‟s imagina tion---a beautiful and mysterious place for travel.2.3 Rhetorical FeaturesApart from lexical feature together with syntactic feature, it is also necessary to lay stress on the rhetorical features of advertisement features. The following part will carry out from four rhetorical figures of speech in advertisement.2.3.1 Simile and MetaphorSimile is a figure of speech in which two essentially unlike things are compared, often in a phrase introduced by like or as.Featherwater, light as a feather.Featherwater, a kind of glasses, in comparison with a feather here which is a very light object that consumers can sense, is easily accepted for its lightness while wearing it.Distinct from simile, metaphor is a figure of speech in which a word or phrase that ordinarily designates one thing is used to designate another, thus making an implicit comparison.Kodak is Olympic colour.It is universally acknowledged that the soul of Olympic is faster, higher and stronger. In this Advertisement, Kodak, a film product, can capture every moment of strength and beauty in the competition scenes, its confidence and boldness having astrong inspiration.2.3.2 ParallelismThere is no denial that parallelism could show the meaning or purpose of a sentence by the use of identical or similar words, phrases or sentences. Advertisers are very conscious of its importance, an importance which makes the advertising easy to read and beautiful to listen to, thus tempting the consumers to buy their products. Very often it appears in the headline of an advertisement.For instance:A promise to respect your sense of style, most of the time.A promise to provide for you, no matter what.This is the headline of the advertising offered by MassMutual life-insurance company. In this headline, the consecutive words …promise‟ represent honesty of the company, which is easily trusted.2.3.3 PersonificationPersonification is a figure of speech in which inanimate objects or abstractions are endowed with human qualities or are represented as possessing human form. The use of personification in advertising will endow the product with human emotion, and will make it amicable to consumers.Flowers by Interflora speak from the heart---InterfloraIn this Advertisement, flowers by Interflora (shop name) symbolize happiness and warmth, bearing affectionate feelings by …speaking‟ to consumers as heart specialist. Here the action …speak‟ is borrowed to flowers.2.3.4 PunA pun is a humorous play on words, sometimes on different senses of the same word and sometimes on the similar sense or sound of different words.Ask for More---More cigaretteI’m more satisfied!It’s more you.Both advertisements for the same product remind us of the double meanings of the word …more‟: the first …more‟ is comparative form of the word …much or many‟ while the second is in fact a proper noun---the cigarette brand, and we can easily find More cigarette is good, for when you smoke, you demand more. In some cases it is advantageous to purposely choose a brand with a name that can be utilized in thisfashion, especially if essentially the product being advertised is difficult to distinguish from competitor products, much like the cigarettes in the example, this point should be kept in mind by the translator when tackling advertisement.3 Translating Strategies of Advertisement English3.1 Translation PrinciplesThe following part will introduce three kinds of translation principles, there are faithfulness, attractiveness as well as acceptability, which are the beneficial references for advertisement English translation.3.1.1 FaithfulnessThere is no denial that one of the main functions of advertising is to successfully provide and transmit product information to audiences. When there is a divergence between the advertised product and its counterparts, how to transform its unique features into the selling point becomes a vital issue. The first translating principle should be faithfulness which is one of the translating principle of our Chinese famous figure Yu Fu, is also useful to advertising content. According to the lexical feature of the advertisement text, the translated copy should transmit as much necessary information as possible to audiences of every world in the original copy. A translator cannot delete or omit any messages at his will but should be based on the information in the original copy without any addition of any information freely of the original copy. If the original copy contains no such message, the translated one should be just the same with it. In short, faithfulness is the life of a translation.For instance:The mark of a great dancer is creative flexibility: the ability to sway to the subtle nuances of any great style. Like a masterful dancer, Pai Knitting Machinery offers fabric manufacturers complete creative versatility, allowing fabrics to dance to the niche tunes of different market segments…(Textile Asia; Oct.1998)伟大舞蹈家的优秀之处在于有创造力的柔韧性：那种能弯曲到任何风格的细微之处的能力。

ADVERTISEMENT_英语广告介绍ppt课件

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Some advertisement for gardens
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Advertisement for Coca Cola
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Some famous English ads
Good to the last drop.
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The new digital era.
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We lead. Others copy.
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Impossible made possible. .
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Poetry in motion, dancing close to me.
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To me, the past is black and white,
but the future is always color.
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Ask for more.
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Feel the new space.
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No business too small, no problem too big.
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Thanks!
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By deng xiyao
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With the development of material prosperity, advertisements have become more and more important in our daily life. 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 TVstations.

Advertisement English Terms

Week 1Advertisingn.广告业;登广告adj. 广告的;广告业的Advertisement 广告;宣传P9-11 different types of advertising Consumer advertising 消费者广告Business advertising 企业广告Trade advertising 贸易广告Professional advertising 媒介性广告Agriculture advertising 农业广告Local advertising 地方性广告Retail advertising 零售广告Regional advertising 区域性广告National advertising 国内广告International advertising 国际广告Print advertising 纸质广告Broadcast advertising 广播广告Out-of-home advertisingProduct advertising 产品广告Non-product advertising 非产品广告Commercial advertising 商业性广告Noncommercial advertising 非商业性广告Non-action advertising 非行动广告Action advertising 行动广告Awareness advertising 知晓广告Direct-response advertising 直接反应广告Image advertising 形象广告Regular price-line advertising 常规价格广告Public relations advertising 公关广告Industrial advertising 产业广告Institutional advertising 机构广告Direct-mail advertisingImplied consumer 预定消费者/默认消费者Actual consumer 实际消费者Sponsorial consumer 资助性消费者Week 2Informative advertising 信息式广告Persuasive advertising 劝导性广告Marketing 市场营销Classified advertisement 分类广告Editorial 社论的Advertorial 社论式广告/软文Week 3Brand 品牌Branding 品牌术Brand recognition 品牌识别Brand recall 品牌回想Brand loyalty 品牌忠诚度Brand extensionViral marketing 病毒式营销Viral advertising 病毒式广告Week 4Competitive advantage 竞争优势The Basic Model of CommunicationSource / sender 来源Encoding 编码Message 信息Channel 渠道ReceiverDecoding 解码;解读信息Feedback 回馈;反馈Noise 干扰因素Advertising Communication Model Advertising Client 广告客户Creator of adSpokesperson 代言人Autobiographical messageNarrative message 叙述式DramaPropaganda 宣传“reason-why” & “atmosphere” advertisingHard sell ad 硬性销售广告Soft sell ad 软性销售广告Brand Equity 品牌资产Subliminal advertising 潜意识广告Week 6consumer market 消费者市场business marketbuying pattern / Shopping pattern /Consumption Patterns 消费模式Trade Market 贸易市场Industrial Market 产业市场/生产者市场Professional Market 专业服务市场endorsementInstitutional Market 机构市场End-customer Advertising 终端消费者广告Week 74p theory 4p理论Product 产品Consumer goodsConvenience goodsStaple goods 稳定性商品impulse goods 冲动性产品Emergency goodsShopping goodsSpecialty goodsUnsought goodsindustrial goods 工业产品psychological pricing / odd price 心理价格Price 价格Place / Distribution 分销Promotion 宣传;推广;促销Competitive advantage 竞争优势Week 8“Megamarketing” Mix theo ryMarComMarCom MixMarCom ManagerMarketing plan 市场营销计划Week 9Personal communicationNon-personal communicationDirect Marketingmail-order houseCoupons 优惠券Cents-off coupons 减价优惠券InsertsTelemarketingonline marketingtelevision infomercials /direct-response TV marketingPersonal SellingPublic Relations 公共关系News release 新闻发布Feature story 人物故事Sponsorshipspin doctorSales Promotion 促销;减价促销Samples 样品Bonus packsSales kitsDifferentiated product / Undifferentiated product Product differentiationProspective customersWeek 10 IMC 整合营销传播Top-down Marketing 至上而下式营销Bottom-up Marketing 自下而上式营销Synergy 协力;协同Shopping pattern 购物模式Interactive media 交互式媒体;互动式媒体Tactic 战术Strategy 策略Marketing research 营销调查Advertising research 广告调查Database marketing 数据库营销Advertising agency 广告公司Qualitative studies 定性研究Quantitative Studies 定量研究Pre-testing 事前测试Post-testing 事后测试Week 11SWOT Analysis:strength, weakness, opportunity, threat franchiseAdvertising CampaignSurvey researchExperimental researchDirect observationContent analysisIn-depth interview 深度访谈Focus group 小组(焦点)讨论Primary-data 原始数据Secondary data 二手数据;二手资料Headline 广告标题Slogan广告口号;广告标语Layout 版面设计Logo 标示;标志Consumer behaviour 消费者行为Decision-making processNeed recognition: need v.s. wantInformation searchAlternatives evaluationPurchase decisionPost-purchase evaluation:Cognitive DissonanceWeek 12Culture & sub-culture 文化&亚文化Reference groupsOpinion leaders 意见领袖Attitude & opinion & beliefMotivationMasl ow’s Hierarchy of NeedsPhysiological needs 生理需求Safety needs 安全感需求Belongingness and love needs 归属感和爱需求Esteem needs 自尊需求Self-actualization needs 自我价值实现需求Week 13Advertising Strategy 广告策略Advertising Plan 广告计划Pareto principle/ 80-20 rule /law of the vital few 80-20规律Unique Selling Proposition / Point (USP)独特的销售主张Top of the mind brandTop choice brandWeek 14Creative strategy 创意策略Creative strategy statementCreative platform 创意平台Creative brief 创意纲要Creatives 创意人员Creative director 创意总监Copy 文案Copywriting“left-brain” ad“right-brain” adConstraintAdvertising appeal 广告诉求Emotional / rational appeal 情感/理性诉求Hard-sell advertising 硬性(兜售式)广告Soft-sell advertising 软性(促销式)广告Personal /social appeal 个人/社会诉求High-Involvement Products 高介入产品Celebrity endorsement 名人代言Snob appealPlay on Words 玩弄文字Plain appealBandwagon AppealScarcity appealWeek 15Advertising execution 广告执行Big idea 大创意Visuals 视觉效果Illustrator 插图画家Structure of an ad⏹The headline 广告标题⏹The subheadline 广告副标题⏹Amplification⏹Proof of the claim⏹Action to takeExecutional framework:●Animation 动画●Slice-of-life 生活片段式广告●Dramatization●Testimonial 证言式广告●Authoritative●Demonstration●Fantasy●InformativeWeek 16spokesperson = persona / source 代言人Dead-person endorsementsSyntax 文法;表述方式Format 格式TaglineClutter 广告群;广告扎堆。

Rhetoric in English Advertisement

• 试试冷饮之王 • 用beats形象的表示“幸福可乐”的成绩
是拼出来的 • 喻体是colds代指其他可乐
Wash the big city out of the hair.
• 洗去头上大城市的污垢。 • Metonymy • 一个事物被另一个与之紧密联系的事物
替换
• The big city代指the dirty of the hair
Ask for more. No cigarette give me More tast.I’m more satisfied.
• Pun
• More 是一种香烟品牌
• 再来点摩尔牌香烟吧，它给予我独特的品味我，更满意摩尔牌香烟。
Ask for more. No cigarette give me More tast.I’m more satisfied.
Rhetoric in English Advertisement
组员：戴文慧，洪海涛，张玲，程良珍，屈亭亭
• End thyme
• Mom dep on moms.
Test that beats the other colds.
• More既是一种香烟品牌，又可作形容词
• Taste既有口味口感之意又有鉴赏能力之意

广告英语的翻译

Translation of product descriptions
06
The Development Trends of Advertising English Translation
要点三
Cultural differences
In advertising English translation, cultural differences are increasingly emphasized to adapt to the cultural backgrounds of different countries and regions.
Preservation of cultural elements
The translation should preserve the cultural elements of the source text, ensuring that they are accurately conveyed to the target audience
Misunderstandings caused by cultural differences
Summary: Misunderstandings caused by cultural differences are a major challenge in advertising English translation, as advertising language often contains rich cultural connotations and symbolic meanings.
Summary: The translation of product descriptions needs to be accurate, vivid, and able to clearly convey the characteristics and advantages of the product.

职场英语-PPT课件

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Read job ads
Write and submit Prepare for
cv
interview
3. Discussion
II
Imagine that you will apply for a job as a fresh graduate,
write down your career plan by following the guidelines
Add more details in the list …
2.Discussion
I
➢ What are the recruitment procedures like?
discuss

Section 22 广告制作Advertisement 商务英语教学课件(共52张PPT)

第十三页，共52页。
• 4. 要弄清楚不同广告媒体和方法的差异、传媒方案的形成、控制广告本钱(běn qián) 的方法。只要仔细规划，就可以使自己的广告投入不但值得也更有效。
第十四页，共52页。
• 4. 要弄清楚不同广告媒体和方法的差异、传媒方案的形成、控制广告本钱(běn qián)的方法。只要仔细规划，就可以使自己的广告投入不但值得也更有效。
第八页，共52页。
• 1. 要让自己的广告看起来较为专业，采用专业的写法，使用(shǐyòng)专业的图表。你的读者，特别是第一次看到你们产品的人，都会根据广告的质量得出有关你们公司品质的一个印象。
• You have to make your ad look professional and use professional-grade writing and professionallooking graphics. Your readers, especially those who will encounter your business for the first time, develop an impression of the quality of your company based on the quality of the advertisements.
The communication media is the means by which the advertising message is transmitted to the consumer. In addition to marketing objectives and budgetary restraints, the characteristics of the target consumers need to be considered when an advertiser decides what media to use. The types of media categories from which advertisers can choose include the following: a) Print—primarily newspapers and magazines; b) Audio—FM, AM and SW radio; c) Video—promotional videos; d) World Wide Web; e) Direct mail; f) Outdoor advertising— billboards, advertisements on public transportation.

英语：Unit1《Advertising》课件(译林牛津版必修4)

share sth with sb. 与某人分享某物 (+with/among/between) share a room Sam and I_________________. 山姆和我合住一间房间。山姆和我合住一间房间。 to share their toys Children should be taught________________. 应该教育孩子们分享玩具。应该教育孩子们分享玩具。 share the joys and sorrows We should____________________________. 我们应当同甘共苦。我们应当同甘共苦。 n. 1.一份 a share in/of sth. 一份一份… 一份 Here is your share of the cake. 2.股份股票股份;股票股份
share with
An advertisement provides information and uses persuasivelanguage and exciting images to encourage people buy a product or service or believe in an idea. A commercial advertisement is one which someone has paid for to promote a product or service. PSAs are often placed for free, and are intended to educate people about health, safety, or any other issue which affects public welfare .

advertisement 英语广告

One certain advertisement can not be considered as a successful one unless it gets the audience’s immediate attention and interests and sends them into reading it along. We can conclude the characteristics with the well-known “KISS” principle, namely: “keep it short and sweet”.
• Some of the typical syntactic features are the frequent use of imperative sentences, interrogative sentences, and conditional sentences, as well as simple and elliptical sentences, which give the advertisement concerned power, energy and belief.
• Generally speaking, the language of advertising , mainly of so-called loaded languages, must be a language of immediate impact and rapid persuasion. It must bring the advertised products into attention, stress their qualities in the most attractive way, clearly outline the reasons for buying them, and preferably leave a memorable echo of what has been said about the products ringing in the reader’s mind

语文版中职英语(基础模块下册)Unit 9《Advertisement》ppt课件3

20. in fact: 实际上 In fact, I forgot what had happened. 实际上，我忘记发生了什么。 21. What they want is just to make us pay more money. 主语从句 22. …｛that we make sure what is real and what is false in the ads. ｝ →主语从句 ↓
英语广告语欣赏
1.Start Ahead.( Rejoice) 成功之路，从头开始。（飘柔） 2.Fresh-up with Seven-up. (Seven-up) 提神醒脑，喝七喜。（七喜） 3.Focus on life. (Olympus) 瞄准生活。（奥林巴斯） 4.We lead． Others copy．我们领先，他人仿效。（理光复印机） 5.The taste is great. 味道好极了。（雀巢咖啡） 6.Take Toshiba, take the world. 拥有东芝，拥有世界。（东芝电子）
宾语从句 I don’t know what to do next. 我不知道接下来做什么。
23. make sure: 确保；确定 He made sure that the door was locked before leaving. 他确保离开前把门锁好。
Exercises on Textbook on Page 81
7. mean: 意味着；意思是 What do you mean? 你什么意思？ Do you mean me? 你指的是我吗？ 8. bring… to the attention of: “使…引起…的注意，使…成为…” The news brings the matter to the attention of old people. 这条新闻引起了老人的注意。

牛津译林版高中英语必修四Unit 1《Advertising》(Period Ⅱ)课件[

▪ 他跑得非常快，以至于没人能追上他。
▪ He had so little education that he was unfit for this job.
▪ 他所受教育很少，不适合做这个工作。
引导结果状语从句常用的句式有：
①so＋形容词
so＋形容词＋a/an＋单数可数名词
so＋副词
＋that
so＋many/few＋复数名词
●教学流程设计
演示结束
▪ 1．advertisement n．广告；启事；广告宣传(可简写为：ad)
▪ Advertisements are a good way to sell products or services.(P1)广告是一个卖产品或出售服务的好办法。
▪ He answered the advertisement in the paper and got a job.他应征报纸上的广告因而找到一份工作。
▪ 本句是一个完全倒装句。使用完全倒装的情况有以下几种情况：
▪ (1)以 here，there，in，up，down，away 等副词开头且主语是名词时。
▪ There stands a temple on the top of the mountain.
▪ 在山顶上有一座庙。
【提示】主语是代词时，主谓要用正常语序。 (2)以 then，now，thus，such 开头，主语又是名词时。 Now comes your turn.现在该你了。 Such was Albert Einstein，a simple but great scientist. 阿尔伯特·爱因斯坦就是这样一个简朴而伟大的科学家。
▪ ____________________________________ _____

ADVERTISEMENT英语广告介绍PPT学习教案

In short, advertising language is not a simple word games. As the spread of brand or enterprise slogan.
It undertakes the important function of brand interests appeal. The creation of slogan is an art. It not only lies in the language arts, but also performs in the marketing think-tank.
goodadvertisementshouldfirstgoodadvertisementshouldsuititsbrandsuititsbrandpositioningspreadinstanceheadshoulderadvertisementscurfgowithoutcastingbeautifulhairmoreoutstanding头屑去无踪秀发更出众goscurfletyourelymorenear去头屑让你靠的更近
ADVERTISEMENT英语广告介绍
会计学
1
Intel Inside.(Intel Pentium) 给电脑一颗奔腾的“芯”。（英特尔奔腾）
Every time a good time . 更多选择，更多欢乐
第1页/共14页
These popular ADs always catch your eyes and make you never forget them. More important , it is these excellent Ads that impress you most and let its products in the intense market competition occupies a place.