经典广告英文翻译(PPT格式)
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广告词的英译(PPT30页)精品文档
• 玩弄辞藻
运用押韵法：Spend a dime, Save you time.(电器广告) 夸大其辞：Our Sunday Brunch Buffet Is A Legend In
Its Time.(餐馆广告)
• 使用警策句
To smoke or not to smoke, that is a question. (香烟广 告)
提神醒脑，喝七喜。（Seven-up 七喜广告） Fresh-up with Seven-up.
接天下客，送万里情。（出租车公司） Your satisfaction is our final destination.
--------拜拜
（来源于‘ When in Roman, do as the Romans do.’）
• 随身携带，有备无患；随身携带，有惊无 险。（速效救心丸） “ A friend in need is a friend indeed”
仿译法
• 爱您一辈子（绿世界化妆品） “Love me tender, love me true.”
直译法
“滴滴香浓，意犹未尽”（麦斯威尔咖啡） Good to the last drop．
直译法
“品质与品味同在” (Levi’s 李维斯) Quality never goes out of style.
转译法
• 仿译法是指提取广告词中最具表情功能和 呼唤功能的部分，加以发挥并以地道的英 语表达出来。
广告词的英译
广告词的英译
在信息社会中，广告词能否给人们留 下深刻的印是衡量广告词成功与否的关键。 因此，广告词应该易于理解、简洁生动、 便于记忆还应力求新颖独特，具有较高的 审美价值。
广告词 常见
运用押韵法：Spend a dime, Save you time.(电器广告) 夸大其辞：Our Sunday Brunch Buffet Is A Legend In
Its Time.(餐馆广告)
• 使用警策句
To smoke or not to smoke, that is a question. (香烟广 告)
提神醒脑，喝七喜。（Seven-up 七喜广告） Fresh-up with Seven-up.
接天下客，送万里情。（出租车公司） Your satisfaction is our final destination.
--------拜拜
（来源于‘ When in Roman, do as the Romans do.’）
• 随身携带，有备无患；随身携带，有惊无 险。（速效救心丸） “ A friend in need is a friend indeed”
仿译法
• 爱您一辈子（绿世界化妆品） “Love me tender, love me true.”
直译法
“滴滴香浓，意犹未尽”（麦斯威尔咖啡） Good to the last drop．
直译法
“品质与品味同在” (Levi’s 李维斯) Quality never goes out of style.
转译法
• 仿译法是指提取广告词中最具表情功能和 呼唤功能的部分，加以发挥并以地道的英 语表达出来。
广告词的英译
广告词的英译
在信息社会中，广告词能否给人们留 下深刻的印是衡量广告词成功与否的关键。 因此，广告词应该易于理解、简洁生动、 便于记忆还应力求新颖独特，具有较高的 审美价值。
广告词 常见
广告翻译(PPT格式)
ANEW CLINICAL Eye Lift At-home eye lift cream and gel. price: $28.00 The first-ever dual eye treatment, give yourself an instant lift! Upper Eye Gel: with Dimensional-Lift Technology is formulated to strengthen from the inside out by boosting collagen and elasting production. Skin is lifted and tightened to help visibly diminish sagging and drooping. Under Eye Cream: with Derma-Refine Technology is formulated to accelerate cellular metabolism. Puffiness, dark circles and creepiness are visibly reduced. Instantly, the Upper Eye Gel delivers lift and the Under Eye Cream visibly reduces under eye shadowing. After 1 week: 91% of women said the eyelid area looked and felt firmer with the Upper Eye Gel*; 87% of women saw less puffiness with the Under Eye Cream*. After 4 weeks: the Upper Eye Gel helps reduce sagging and drooping**. The Under Eye Cream visibly reduces dark circles and creepiness**.
经典广告英文翻译(PPT格式)
Anything is possible. “一切皆有可能” （李宁服饰） Give me a chance, and you’ll have a big surprise. “给我一个机会，还你一个惊喜” （嘉 亨印务） Only fine medicinal herbs Make fine herbal medicines. 中药材广告：“药材好，药才好。” Your everyday life is very busy, Our Long Card can make it easy. 建设银行龙卡的广告：“衣食住行，有 龙则灵。”
Fቤተ መጻሕፍቲ ባይዱNCTION(广告的功能)
1. Information （提供信息） 2. Persuasion （争取顾客） 3. Maintenance of Demand （保持需求） 4. Creating Mass Markets （扩大市场） 5. Quality （确保质量）
Features of slogans（广告口 号）and catch-phrases (广告语句)
ADVERTISEMENT
Advertising Media (广告手段)
1. Press Advertising 报刊广告 2. Television and radio Advertising 电视和无线电 广告 3. Outdoor and Transport Advertising 露天广告和交通广告 4. Window and Point-of-Sale Display 橱窗和销售 点陈列广告 5. Exhibition and Trade Fairs 展览会和商品交易 会 6. Direct Mail Advertising 直接邮件广告 7. Cinema 电影广告
经典广告英文翻译(PPT格式)
广告商标（Trade Mark）的翻译
把握英汉两种语言的文化背景，巧译广告商标
Dragon 龙
在中国，“龙”曾是封建君主和皇帝的象征。龙在中国人心目 中是吉祥和富贵的象征，“望子成龙”“龙凤吉祥”“龙马精 神”等吉祥词语随处可见，因此汉语里有不少以此命名的商品， 例如：香烟“龙凤吉祥”，“华龙”方便面等。
1. information 2. eye-catching 3. raise the desire to purchase.
广告的定义
“广告是将各种高度精炼的信息，采用艺 术手法，通过各种媒介传播给大众，以 加强或改变人们的观念，最终导致人们 行为的事物和活动。 ”
广告手段 (Advertising Media)
西子香皂—原译文：“Shitze” Toilet Soap (shits 泻肚 子)。译成：West Lake Toilet Soap,可以让人联想到美 丽的西湖，可以带来商业效益。
嘉龙牌食用油—Imperial Dragon, “dragon” 用了 “Imperial” 衬托，可让人联想到遥远的皇宫，神秘的 古国，同样具有异国情调。
我国《辞海》对广告的定义是：广告是向公众介绍商 品，报道服务内容和文娱节目的一种宣传方式。
一、广告的目的和特点
Advertising is a way of bringing information to the public for the purpose of selling a product, a service, an idea, or an event.
up? 想过吗？为什么西装裤广告里的男人总是站着？ Let the New York Times find you. Go for the sun and fun.
经典广告英文翻译PPT格式共80页
Identify target audience
Objectives setting Budget decisions Message decisions Media decisions
Agency selection Advertising evaluation
Source: Hollensen, Global marketing, 4e, 2019.
1. informative 2. eye-catching 3. raise the desire to purchase.
In other words, a good ad should be
attractive --- catch the reader’s attention (吸引力 )
Media conditions
• Media infrastructure • Media habits • Media costs
Gillette For Women Venus
Why use an identical global message for Greece, Germany, and the U.S.?
Price • Positioned in middle to upper income markets – sufficient money available
Place • Target markets provide the same highly developed distribution infrastructure
Media decisions
Momentum
Reach
Frequency
Gross Media mix rating points
Objectives setting Budget decisions Message decisions Media decisions
Agency selection Advertising evaluation
Source: Hollensen, Global marketing, 4e, 2019.
1. informative 2. eye-catching 3. raise the desire to purchase.
In other words, a good ad should be
attractive --- catch the reader’s attention (吸引力 )
Media conditions
• Media infrastructure • Media habits • Media costs
Gillette For Women Venus
Why use an identical global message for Greece, Germany, and the U.S.?
Price • Positioned in middle to upper income markets – sufficient money available
Place • Target markets provide the same highly developed distribution infrastructure
Media decisions
Momentum
Reach
Frequency
Gross Media mix rating points
经典广告英文翻译PPT格式-PPT精选文档
Google logo…
Slovenia Turkey
Sweden
China
Apple
Standardized products all over the world
Standardized promotion all over the world
Apple: Reasons for standardization
Main media types
Television Radio Newspapers Magazines Cinema Outdoor
Source: Hollensen, Global marketing, 4e, 2019.
The major international advertising decisions
Advertising is a way of bringing information to the public for the purpose of selling a product, a service, an idea, and an ad should be 1. informative 2. eye-catching 3. raise the desire to purchase.
• Restrictions (object, arrangement)
Media conditions
• Media infrastructure
• Media habits
• Media costs
Gillette For Women Venus
Why use an identical global message for Greece, Germany, and the U.S.?
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(2) 证言体 这类广告像一分证明书，提供“权威 人士”或“著名人士”对商品的鉴定、 赞扬、使用和见证，读来亲切可信。 翻译时应采用相同的方法，有实有据， 保证原文的说服力。例如：
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。因为潘婷营养洗发露含有独特的维他 命原Ｂ５，能由发根渗透到发尖，其全新改 良配方，能加倍保护头发，免受损害，令头 发分外健康，加倍亮泽。 My hair was dry, coarse and unmanageable. But from the time I began to use Pantene Pro-V Treatment Shampoo, it has become healthy and shiny. This is because Pantene Pro-V treatment Shampoo contains unique Pro VB5,which deeply penetrates your hair from root to tip. Its new improved formula gives your hair extra protection against damage, leaving it healthier and shiner.
1.广告的语言特点及英译:
玩弄辞藻 使用警策句，以发人思考，从而注 意广告中的商品 言简意赅,简洁易懂 使用大众化口语体
玩弄辞藻
堆砌形容词和形容词最高级 finest food, most attractive surroundings and a friendly disposition (餐馆广告) Incredible sale: beautiful, beautiful, beautiful lynx and mink, top quality, latest styles fur garments (服装广告) 夸大其辞, 以耸听闻 Our Sunday Brunch Buffet Is A Legend In Its Time (餐馆 广告) 运用押韵法 BETA Builds it Better (家具广告) Spend a dime, Save you time(电器广告) Never Late, on Father’s Day (礼品广告)
(3) 描写体
描写广告是以生动细腻的描绘刻画 达到激发人们的基本情感和欲望， 通常亲切感人，给人们一个鲜明的， 深刻的印象。翻译时，应选用富有 感情色彩的英语词句，保持原文的 风格。请看下面的广告：
欢迎到青岛来 这里有美丽的风景，激动人心的奇 观，一流的设施，高效的服务．你可以 在美丽的沙滩上，金色的阳光里，恣情 嬉戏，尽情享受． Welcome to Qingdao Here you will see beautiful scenes, breathtaking wonders, First-class facilities and efficient services. You can bask, indulge, and luxuriate on the beautiful beaches, and in the golden sunshine.
广告的功能
广告具有信息功能 (informative function) 美感功能(aesthetic function) 表情功能(expressive function) 祈使功能 (vocative function) 英美现代广告学认为，广告的作用在于： 1. Information （提供信息） 2. Persuasion （争取顾客） 3. Maintenance of Demand （保持需求） 4. Creating Mass Markets （扩大市场） 5. Quality （确保质量）
使用大众化口语体
现代广告多采用家喻户晓的俗语，口语，读来亲切感人。翻译 时，应注意选用切适的英语口语词，力求使疑问在语气上与原 文保持一致。例如：
”航空牌“人造皮革箱 用料上乘，做工精细，款式新颖，价格合 理，规格齐全，欢迎选购。 “Aviation‖ Artificial Leather Suitcase Selected materials, fine workmanship, modern designs, reasonable price, various specifications. Order welcome.
―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.
言简意赅,简洁易懂 为能迅速引起注意,使人们一目了然,同时也 为了节省篇幅,降低费用,广告语言大都简单, 明了,便于看懂,便于记忆.例如: ―春花”牌吸尘器,清洁地毯.窗帘，还可 以吸净象木制和乙烯基一样坚硬的地板，甚 至水泥地。摩擦力小，噪音低。请试试吧！ 你的地板会更加光亮无比。 The Chun-hua Vacuum Cleaner cleans rugs and drapes. It cleans hard surfaces like wood and vinyl floors. Even cement! It is sooth and quiet. Try it and your will sparkle with new cleanliness
使用警策句或套用名句
No dream is too big. (高级轿车广告) If you think getting only one cavity a year is OK, By 1990 you’ll have 10 holes in that theory. (牙膏广告) To smoke or not to smoke, that is a question. (香烟广告)
ANEW CLINICAL Eye Lift At-home eye lift cream and gel. price: $28.00 The first-ever dual eye treatment, give yourself an instant lift! Upper Eye Gel: with Dimensional-Lift Technology is formulated to strengthen from the inside out by boosting collagen and elasting production. Skin is lifted and tightened to help visibly diminish sagging and drooping. Under Eye Cream: with Derma-Refine Technology is formulated to accelerate cellular metabolism. Puffiness, dark circles and creepiness are visibly reduced. Instantly, the Upper Eye Gel delivers lift and the Under Eye Cream visibly reduces under eye shadowing. After 1 week: 91% of women said the eyelid area looked and felt firmer with the Upper Eye Gel*; 87% of women saw less puffiness with the Under Eye Cream*. After 4 weeks: the Upper Eye Gel helps reduce sagging and drooping**. The Under Eye Cream visibly reduces dark circles and creepiness**.
广告的作用可见一斑
The codfish lays a million eggs The helpful hen lays one The codfish makes no fuss of its achievement The hen boasts what she has done We forget the gentle codfish The hen we eulogize Which teaches us this lesson That it pays to advertise
什么是广告语？
广告语是指广告中的语言，它就应该包 括各种广告中所有的语言文字信息，即 广告中的语音、词语、句子（包括歌 词）、文字（包括拼音字母）、标点符 号和文字图形（由文字构成的图形或文 字和实物及其图形的结合） ---曹志耘《广告语言艺术》
广告语言有广义和狭义之分。广义的广 告语言是指广告中所使用的一切手段与 方法。其中既包括声音语言、音乐语言、 平面设计语言、图像语言、色彩语言， 也包括文字语言等。狭义的广告语言是 专指广告作品中的文字语言，即指广告 作品中所使用的语言文字。它具体包括 商标、广告标题（包括引题、正题、副 题）、广告标语（口号）、广告警示语、 广告正文和广告附文等 ---于根元《广告语言教程》