商务英语翻译ppt课件

2
• 汉译英Passage 1:
The Headline of an Advertisement
The headline of an advertisement is thereto attract attention and transmit a hint of the key concept, so that your prospect will be provoked to stop and read more of the ad. If they don’t read on, they will at least get some of the idea to be left with a positive perception. The headline may work with the overall ad layout and any illustration to accomplish this.
• 翻译原则：除了在语言规律上寻找与原文对等的
契合点外，还必须处理文化差异带来的理解上的
困难。同时还要考虑原文的词汇及修辞特点。译
者必须了解广告英语的特征，了解译文接受者对
译文的反应和原文接受者对原文的反应的差异，
根据不同的反应改变或调整信息形式，顺利地完
成信息的传递。达到译文与原文的音，形，意的
统一
4
• Vocabulary:
transmit 传递，传达 hint 暗示，提示
concept 思想 prospect 可能成为主顾的人
provoke 诱导
perception 观念，看法
layout 布局
illustration 插图
accomplish 实现，达到 genius 天才
exposed 暴露于
Advertising genius David Ogilvy, in his book Ogilvy on Advertising, says that on average, five times as
many people read the headline as the body copy. “Unless your headline sells your product, you have wasted 90 percent of your money,” he suggests. You want the ones who do read the whole ad to be your3
prospects and not just passers-by.
According to Starch, the advertising research company, consumers are exposed to 623 advertising impressions everyday, of which they only remember nine favorably one day later. That means 69 out of 70 messages are wasted. And it means you have quite a challenge in writing an effective headline.
My personal test of a good headline is to read it and say “so what?” If the answer is “Who cares?” or “so, nothingBiblioteka Baidu the headline doesn’t work. Ideally, a headline should promise the reader a benefit or deliver some news, or both.
ideally 理想地
词汇扩展：平面广告的组成
print ads 平面广告
component 组成
headline 标题
subhead 副标题
text
正文
slogan 口号
logo
标志 advertising illustration 广告随文
5
• Passage 2
History of Advertising In the ancient and medieval world such advertising as existed was conducted by word of mouth. The first
商务英语翻译
Unit One Advertising
1
• 广告作为传播信息的一种方式，已成为人们生活
中不可缺少的一部分。它作为一门集社会学，美
学，心理学，市场营销学，语用学等学科于一身 的综合艺术，越来越受到人们的关注。
• 目的：说服或提醒人们购买某种产品或采取某种
行动。
• 功能：推销能力，记忆价值，注意价值，可读性
step toward modern advertising came with the development of printing in the 15th and 16th centuries. In the 17th century weekly newspapers in London began to carry ads, and by the 18th century such advertising was flouring. The great expansion of business in the 19th century was accompanied by the growth of an advertising industry; it was that century, primarily in the US, that saw the establishment of ad agencies. The first agencies were, in essence, brokers for space in newspapers. But by the early 20th century agencies became involved in producing the ad message itself, including copy and artwork, and by the 1920s agencies had come into being that could plan and execute complete advertising