商务英语翻译Unit 1 商标广告
商务英语写作经典英语广告词
商务英语写作经典英语广告词Classic English Advertising Slogans in Business English WritingIntroduction:In the world of business, effective communication is crucial to promoting products or services. One powerful tool for reaching and capturing the attention of a target audience is through the use of advertising slogans. This article will delve into the realm of business English writing, exploring classic English advertising slogans and their impact on marketing campaigns.Section 1: The Importance of Advertising SlogansEffective advertising slogans are essential to grab the attention of potential customers and leave a lasting impression. They are concise, memorable, and often evoke emotions or appeal to specific needs and desires. The power of a well-crafted slogan lies in its ability to communicate the essence of a brand or product in just a few words.Section 2: Impactful Examples of Classic English Advertising Slogans1. Nike - "Just Do It"Nike's iconic slogan, "Just Do It," is a prime example of an advertising slogan that has stood the test of time. It is simple, memorable, and inspires action. By associating their brand with determination and success, Nike has successfully positioned themselves as a leader in athletic apparel and footwear.2. McDonald's - "I'm Lovin' It"McDonald's slogan, "I'm Lovin' It," has become ingrained in popular culture. With its catchy tune and positive message, this slogan appeals to customers of all ages, amplifying the brand's image as a provider of fast, enjoyable food. McDonald's has effectively used this slogan to create a sense of familiarity and comfort.3. Apple - "Think Different"Apple's slogan, "Think Different," encapsulates the brand's philosophy of innovation and uniqueness. By challenging conventional thinking, Apple positions itself as a company that pushes boundaries, inspiring customers to embrace creativity and individuality. This slogan has greatly contributed to Apple's success in the competitive technology market.Section 3: Elements of a Successful Advertising Slogan1. Conciseness: As attention spans shorten, it is crucial for advertising slogans to be concise and impactful. A short phrase or sentence that captures the essence of the brand or product can make a significant impact on potential customers.2. Emotional Appeal: Emotional resonance is a powerful tool in advertising. Slogans that evoke positive emotions or address consumers' needs and desires are more likely to resonate and be remembered.3. Uniqueness: A successful slogan sets a brand apart from its competitors. It should reflect the brand's personality and create a distinct image in the minds of consumers.Section 4: Creating Effective Advertising Slogans in Business English Writing1. Understand the target audience: To create an effective advertising slogan, it is essential to have a deep understanding of the target audience. Research their preferences, aspirations, and pain points to craft a slogan that speaks directly to their needs.2. Simplicity is key: Keep the slogan concise and simple. Avoid jargon or complex language that may confuse or alienate potential customers.3. Evoke emotions: Tap into the emotions of the target audience. Whether it is happiness, nostalgia, or a sense of adventure, a slogan that resonates emotionally will be more impactful.4. Test and refine: Before launching a slogan, it is important to gather feedback and conduct market research. Refine and revise the slogan based on the responses received, ensuring it aligns with the desired message and target audience.Conclusion:Effective advertising slogans have the power to captivate audiences and leave a lasting impression. Through concise, memorable language, these slogans communicate the essence of a brand or product, attracting customers and setting the business apart from its competitors. By understanding the importance of advertising slogans and the elements that make them successful, businesses can effectively leverage the power of business English writing to create impactful marketing campaigns.。
商务英语：常用产品广告语中英翻译(1)
商务英语：常用产品广告语中英翻译(1)Our products are sold in Britain, America, Japan, Italy and South East Asia and well a reciatedby their purchasers.2.畅销全球 selling well all over the world3.典雅大方 elegant and graceful4.定型耐久 durable modeling5.方便顾客 making things convenient for customer6.方便群众 making things convenient for the people ; to suit the people's convenience7.方便商品 convenience good8.方便生活 bringing more convenience to the people in their daily life ; providing amenities for the people ; making life easier for the populatio9.各式俱全 wide selectio large a ortment10.顾客第一 Customers first11.顾客是我们的上帝 We take customers as our Gods.12.规格齐全 a complete range of ecificatio complete in ecificatio13.花样繁多 a wide selection of colours and desig14.货色齐全 goods of every description are available.15.客商第一，信誉第一 clients first, reputation first16.款式多样 a great variety of model17.款式活泼端庄 vivid and great in style18.款式齐全 various style19.款式新颖 attractive desig fashionable(in) style ; novel (in) desig up-to-date styling20.款式新颖众多 diversified latest desig21.美观大方 elegant a earance22.美观耐用 attractive and durable23.品质优良，疗效显著，誉满全球，欢迎选购 excellent quality, evident effect, good reputation over the world, orders are wel come.24.品种多样 numerous in variety25.品种繁多 great varietie。
商务英语综合教程(上册)Unit 1 Advertising
attracting customers. In practically every such program some form of advertising is used. The type of advertising selected and the amount of money devoted to it depend on the nature of each individual business.
Text
Unit 1 Advertising
9 A department store in a large city has a more
complicated problem. It has to draw its customers from areas far beyond walking distance of its location. A much more aggressive advertising program is therefore necessary. Department stores use a combination of advertising methods. They run advertisements in newspapers and other periodicals, mail brochures and catalogues to potential customers, and insert special advertisements in monthly statements to charge-account customers. Many department stores also advertise on the radio and television.
潘惠霞英译汉unit1
LOGO
Unit 1 Sony’s Hard Time
《商务英语翻译》 （英译汉）
【Translation】
Things have not been going well for Sony lately. Last month senior executives at the Japanese electronics giant issued an unprecedented apology after discovering that 9.6m laptop batteries, supplied to other computermakers, were faulty and would have to be recalled at a cost of $436m. Sony’s Blue-ray high-definition technology, launched this summer, has suffered from delays and component shortages, and is embroiled in a standards war with the rival HD-DVD format. American regulators began investigating the company last month as part of an inquiry into allegations of price-fixing in the memory-chip market. And having long been the world’s most valuable electronics firm by stock market value, Sony’s market capitalizations has fallen to less than half that of Samsung, its Korean rival.
商务英语翻译Unit 1 商标广告
（4） Let’s make things better. 让我们做得更好。（飞利浦电器）
（5） Good to the last drop． 滴滴香浓，意犹未尽。（麦斯威尔咖啡）
2020/12/12
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欣赏下列商标广告翻译并注意其修辞手法
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广告的修辞文体特点
修辞可以增强语言的表达效果，达到吸引眼球、说服等目的。广告这 一文体通常为了吸引顾客的注意而大量使用修辞文体来描绘其产品，
达到推销目的。良好的修辞手段往往能决定广告的创意，更与广告预 期效果息息相关。
比喻（figure of speech）
拟人（personification）
（1）Think once. Think twice. Think bike. 左想想，右想想，还是自行车 最理想。
（2）A Mars a day helps you work, rest and play. 一天一颗金星巧克力， 保你工作、休息、娱乐随心意。
（3）It’s the taste. 雀巢咖啡，是你期望的味道。
3
Translation Skills
4
Words and Expressions
5
Exercises
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• 小试牛刀：翻译下列常见广告语
（1） Make yourself heard. 理解就是沟通。（爱立信）
（2） Start ahead. 成功之路，从头开始。（飘柔洗发水）
商务英语翻译Unit 1 商标广告
Teaching Aims
• 课程目标
★ 掌握商标广告文体基础知识 ★ 掌握广告的语言特点及其常用翻译技巧 ★ 能够正确地翻译广告的常用词汇和句型 ★ 能够运用所学翻译技巧熟练地翻译各类商标广告
商务英语广告词大全（完整版）
商务英语广告词大全商务英语广告词大全商务英语广告词大全1. 产品远销英国、美国、日本、意大利和东南亚，深受消费者欢迎和好评2. ur prduts are sld in Britain, Aeria, Japan, Italy and Suth East Asia and ell a reeived by their purhasers3. 畅销全球 selling ell all ver the rld4. 典雅大方 elegant and graeful5. 定型耐久 durable deling6. 方便顾客 aking things nvenient fr usters7. 方便群众 aking things nvenient fr the peple; t suit peple s nveniene8. 方便商品 nveniene gd9. 方便生活 bringing re nveniene t the peple in their daily life; Prviding aenities fr the peple; aking life easier fr the ppulatin10. 各式俱全 ide seletin; Large assrtent11. 顾客第一 usters first12. 顾客是我们的上帝 e take usters as ur Gds13. 规格齐全 a plete range f speifiatin, plete in speifiatin14. 花样繁多 a ide seletin f lurs and design15. 货色齐全 gds f every desriptin are available16. 客商第一，信誉第一 lients first, reputatin first17. 款式多样 a great variety f del18. 款式活泼端庄 vivid and great in style19. 款式齐全 varius style. 款式新颖 attrative design fashinable style, nvel in design up-t-date styling. 款式新颖众多 diversified latest design22. 美观大方 elegant appearane23. 美观耐用 attrative and durable24. 品质优良疗效显著誉满全球欢迎选购 exellent quality, evident effet, gd reputatin ver the rld, rders are ele. 品种多样 nuerus in variety great varieties ide varieties26. 品种齐全 plete range f artile, a great variety f gds27. 让我们的商品走向世界 let ur dities g t the rld28. 色彩鲜艳 bright in lr29. 色泽光鲜 bright luster30. 色泽艳丽 beautiful lr31. 深受顾客欢迎 e have n praise fr uster t in ar praise fr usters32. 深受国内外客户的信赖和称誉 t in a high adiratin and is idely trusted at he and abrad33. 深受消费者的欢迎和好评 t be highly praised and a reited by the nsuing publi. 式样美观 aestheti appearane, attrative fashin. 式样新颖大方 dern and elegant in fashin36. 式样雅致 elegant in style37. 式样众多 in any styles38. 适合男女老幼四季穿着 suitable fr en and en f all ages in all seasn39. 外形大方 elegant shape. 享有盛誉 t in a high adiratin41. 新品迭出 ne varieties are intrdued ne after anther42. 行销世界 t be distributed all ver the rld. 以工艺精细、针法灵巧多样、图案典雅大方而闻名中外. T be renned bth at he and abrad fr exquisite rkanship, skillful knitting and elegant design45. 以用料讲究、图案新颖、色泽秀丽、工艺精湛而著称46. Faus fr seleted aterials, nvel design, delightful lrs and exquisite rkanship. 以质优原料，尺寸齐全，品种花样繁多而著称48. Faus fr high quality ra aterials, full range f eifiatin, and sizes, and great variety f design and lr49. 在国际市场上享有盛誉 t enjy high reputatin in the internatinal arket. 誉满中外 t enjy high reputatin at he and abrad51. 造型美观 attrative appearane, handse appearane. 质量第一，用户至上 quality first, usters first. 货源充足供应及时 aple supply and prpt delivery54. 甜而不腻 agreeable seetness55. 味鲜适口 agreeable t taste56. 香味浓郁 arati flavrs57. 外观光泽透明 bright and transluent in appearane58. 其功若神 as effetively as a fairy dse59. 科学研制 by sientifi press60. 能多次翻新 an be repeatedly relded61. 选料考究 hie aterials62. 清晰突出 lear and distintive63. 条纹清晰 lear ut texture64. 色彩夺目，迥然不俗 lrs are striking, yet nt vulgar65. 穿着舒适轻便 frtable and easy t ear66. 手感舒适 frtable feel67. 冬暖夏凉 l in suer and ar in inter68. 防皱 rease resistane69. 性能可靠 dependable perfrane70. 包装多样 diversified in paking nvenient t k71. 烹制简便 urteus servie72. 服务周到 deliius lved by all73. 众所喜爱品尝之佳品 deliius in taste74. 口味鲜美 pleasant t the palate75. 清香爽口 gd taste76. 味道纯正 distintive fr its traditinal prperties77. 具有传统风味特色 diversified praties and effiient servie78. 方式灵活快捷方便 durable in use79. 经久耐用 easy ntats and flexible trading ethds80. 易于业务，联系方便，贸易做法灵活 easy t lubriate81. easy t repair 维修简易82. easy t use 使用方便83. elegant and graeful 典雅大方84. elegant and sturdy pakage 包装美观牢固85. elegant appearane 美观大方86. elegant in saell 香气高雅87. elegant style 式样雅致88. elegant shape 外形大方89. Enquiries are rdially ele.欢迎洽购90. exellent in ushin effet 抗冲强度高91. exellent in quality 品质优良92. fine quality 质地优良93. exquisite raftsanship 技艺精湛94. fine raftsanship exquisite traditinal ebridery art 传统绣工精湛95. exquisite in rkanship 做工精湛96. fine in rkanship extreely effiient in preserving heat 耐热性强97. fashinable and attrative pakages 包装新颖美观98. fashinable patterns 花色入时99. fashinable in style 款式新颖100. fast lr 不退色101. fir in struture 结构坚固102. fragrant ara 香气馥郁103. fragrant in flavur 香味浓郁104. gd heat preservatin 保温性强105. handse appearane 选型美观1. harnius lrs 颜色调和107. highly plished 光洁度高108. high quality aterials 选料考究109. high resiliene 富有弹性110. high standard in quality and hygiene 质量高，卫生严111. ideal gift fr asins 节日送礼之佳品112. Please rder n请君速订。
商务翻译 I Week 4---- Unit 1 商标翻译
解析
1. 商标词读音必须朗朗上口，易于记忆。第一组三个词都 是拟声词，Kodak缘于照相是按下快门“咔嚓”一声，形象 生动，记忆永恒。KitKat描述了享用巧克力时“香脆可口” 的声音，与其广告词“Have a break-Have a Kit Kat（轻松 一刻，奇巧時刻）”是绝佳搭配。Pitpaf是农药品牌，是喷 洒农药的拟声词，翻译成“必扑”，取“必定扑杀”之意， 恰好与农药的功效紧密相连。第二组、第三组商标的谐音与 产品特征相互吻合，如蜜蜂（缝纫机）与密缝，穗宝（床垫） 与睡宝，娃哈哈（饮料）与“哇，哈哈”。第三组商标U2， LUX，OIC的谐音分别是You too（你也想穿），Lucks（幸 运）和Oh, I See（哦，看见了），都与其相应产品衣服、 香皂和眼镜的特征或功能密不可分。由此可见，商标命名必 须考虑其读音或者谐音是否跟产品或者产品特征紧密相连。
Amy H. STS, JNU
请试译以下商标品牌名
稻花香 Bouquet ? 五叶神 Pantalea (试译） 红苹果家具Red apple furniture 蒂花之秀 Difaso 田七牙膏 Panax notoginseng toothpaste 五谷道场速食面MG Instant Noodles MG: Mixed Grains / Cera-Health 春兰 Orchid
Task I 阅读下列广告并思考：商标是什么； 品牌是什么？由什么构成？有什么特点？
Amy H. STS, JNU
商标与品牌的关系
―品牌包括商标以及一系列传递产品特性、利益、 顾客所接受的价值观、文化特征、顾客所喜欢 的个性殳计和活动的总和。”（李波阳P78）
商务英语课文翻译
Unit1 Made in Europe 欧洲制造Almost every fashion label outside the top super-luxury brands is either already manufacturing in Asia or 5 thinking of it. Coach, the US leather goods maker, is a classic example. Over the past five years, it has lifted all its gross margins by manufacturing solely in low-cost markets. In March 2002 it closed its factory in Lares, Puerto Rico, its last company-owned plant, and outsources all its products. 除了顶级奢侈品牌外几乎所有的时尚品牌都已经在亚洲生产，或者正在考虑这么做。
美国的皮革商品制造商蔻驰（Coach）就是一个经典的例子。
在过去的五年中，它通过仅在低成本市场生产来提升毛利率。
在2002 年的3 月，它关闭了在波多黎各拉雷斯的最后一间公司所属工厂，将所有产品全部外包。
Burberry has many Asian licensing arrangements. In 2000 it decided to renew Sanyo's Japanese licence for ten years. This means that almost half of Burberry's sales at retail value will continue to be produced under license in Asia. At the same time however, Japanese consumers prefer the group's European-made products. 巴宝莉（Burberry）在亚洲持有许多许可授权安排。
第一单元 商务广告翻译
Focus on Life
Prepare to want one
缩译
Wherever you are. Whatever you do. The Allianz Group is always on your side. 安联集团，永远站在你身边（安联集团）
不译
My way, this is what I create. (Slogan:)for life NEC Multimedia welcomes you home. (Slogan:) just imagine Open your eyes to the world (Slogan:) The world’s news leader 路，由我闯出来。 （口号）for life 这里变成你家！（口 号:）just imagine (NEC Multimedia) CNN国际新闻网让您 放眼看世界 （口号：) The world’s news leader (CNN International)
Sec 4
渴望无限。（百事流行鞋） （8） The choice of a new generation.
Sec 6
新一代的选择。（百事可乐） （9） 要买房，到建行。
Wanna a house of your own? Buy one with our loan.
Sec 7
Sec 8
（10）没有最好，只有更好。 Good better best, never let it rest.
Sec 2
Sec 4
Sec 6
Sec 7
（3）Flowers by Interflora speak from the heart. 因特花店花说 心里话。（拟人）。
商务英语翻译Unit 1 商标广告
2020/6/26
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• 广告 • （Advertising）
♥ 广告( Advertising ) 一词源于拉丁文 advertere, 意思是一定的媒体如广播电视、报刊 杂志、条板张贴、网络等形式向公众提供警 示、商品推介等的一种宣传方式。广告按其
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押韵
广告英语中押韵是重要修辞手法之一。它能使英语广告有 节奏感、音调和谐、朗朗上口，便于记忆。
请看以下实例： Hi-Fi, Hi-Fun, Hi-Fashion, only from Sony. 高保真，高乐趣，高时尚，只来自索尼。
A Mars a day keeps you work, rest and play. 每日一块Mars巧克力，工作满意，娱乐惬意。
（3） Make Time For Time. 阅读《时代》能为您赢得时间。（双关）
（4） Live well, Snack well. 美好生活，离不开香脆的饼干。（反复）
（5） M & Ms melt in your mouth, not in your hands. 只溶在口，不溶在手。 （押韵） （6） Making a big world smaller. 我们把世界变小了。（夸张）
2020/6/26
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• 小试牛刀：翻译下列常见广告语
（1） Make yourself heard. 理解就是沟通。（爱立信）
（2） Start ahead. 成功之路，从头开始。（飘柔洗发水）
（3） Connecting People. 科技以人为本。（诺基亚手机）
（4） Let’s make things better. 让我们做得更好。（飞利浦电器）
再比如：To spread your wings in Asia share our vantage point. 此处使用了暗喻的手法。
第一单元商务广告翻译PPT课件
Sec 7
（ 反复 ）
（5） M & Ms melt in your mouth, not in your hands. 只溶在口，不溶在手。
（ 押韵 ） Sec 8 （6） Making a big world smaller. 我们把世界变小了。
（ 夸张 ）
返回
.
7
商务广告语言特点
▪ （1） 用词简单、创新拼写 ▪ （2） 经常使用缩略语、外来词语 ▪ （3） 经常使用有限的动词、形容词以及复合词 ▪ （4） 句法上多用简单句、少用否定句 ▪ （5） 多用并列句、祈使句 ▪ （6） 多用主动语态、疑问句 ▪ （7） 多用现在时态 ▪ （8） 经常巧妙地使用各种修辞手段
（7） Ask for more.
Sec 4
渴望无限。（百事流行鞋）
（8） The choice of a new generation.
Sec 6
新一代的选择。（百事可乐）
Sec 7 （9） 要买房，到建行。 Wanna a house of your own? Buy one with our loan.
杜撰新词或者错乱搭配等方式来增强广告的魅力，以引起顾客的关注。
Sec 4 例如：
（1）It’s Coca-Cola. (可口可乐广告)
Sec 6
（2）Just do it.（运动鞋广告）
（3）TWOGETHER: the ultimate all inclusive one price Sec 7 sunkissed holiday.（供夫妻两人旅游度假的广告） TWOGETHER 实
（2） Diet cares more than the doctor. 药补不如食补。（ 食品广告 ） Sec 3 （3） Compact and Impact. 体积虽小，颇具功效。 （ 旅行箱的广告 ）
商务翻译 I Week 3 Unit 1 广告翻译
英国语言学家G. N．Leech ( Leech，1966)将英 语广告中经常出现的形容词按其出现频率高低依 次排列，前二十个是：
(l) new (4)fresh (7)sure (10)special (13)big (16)easy (19)safe
(2)good/better/be (5)delicious (8)wonderful (11)crisp (14)great (17)bright (20)rich
（段云礼，《实用商务英语翻译》2009:142）
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11. Just do it. 原：只管去做。（耐克运动鞋） 改1：想做就做。 改2：随心而行。 改3：无需多说，只管去做。 改4：动起来！
12. Ask for more. 原：渴望无限。（百事流行鞋） 改1：永不止步。 改2：运动无极限。
13. The taste is great. 原：味道好极了。（雀巢咖啡） 改1：美味无穷，齿颊留香。 改2：美味咖啡，雀巢出品。
-------Amy H.改译
请欣赏并改译以下广告词 P.10-11
1. Good to the last drop. 原：滴滴香浓，意犹未尽。（麦斯威尔咖啡） 改：滴滴香浓，回味无穷
2. Obey your thirst. 原：随时满足你的渴望。 （雪碧） 改1：随心畅饮。 改2：雪碧解渴，想喝就喝。
商务英语翻译
the advertising messages with canny scheduling and placement, so that the messages are seen by, and will have an effect on, the people the advertisers face a basic choice: they can have their message seen or heard by many people fewer times, or by fewer people many times. This and other strategic decisions are made in light of tests of the effectiveness of advertising campaigns.
• 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 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
• Passage 2
History of Advertising In the ancient and medieval world such advertising as existed was conducted by word of mouth. The first 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
商务英语翻译实务(第二版)课件：品牌及广告语翻译欣赏
目录
01 品牌翻译欣赏 02 广告语翻译欣赏
01：品牌翻译欣赏
品牌翻译欣赏
Coca Cola (可口可乐)
Nike (耐克)
Johnson (强生)
音意兼备
Cadillac (凯迪拉克)
Rolls Royce (劳斯莱斯)
Nokia (诺基亚)
音译
Microsoft (微软)
Apple (苹果)
意译
02：广告语翻译欣赏
Obey your thirst. （雪碧）
译文：服从你的渴望。
1 简短动词
2 祈使句
3 直译
We lead. Others copy. （理光复印机）
译文：我们领先，他人效仿。
1 对比
2 双关
3 直译
Hale Waihona Puke 4 四字格Where there is a way, there is a Toyota. （丰田）
译文：车到山前必有路，有路必有丰田车。
Where there is a will, there is a way.
1 仿拟
2 套译
3 顶针
车到山前必有路，船到桥头自然直
Intel inside. （英特尔奔腾处理器）
译文：给电脑一颗奔腾的“芯”。
1 简洁
2 押头韵
3 创译
赏析
BOBBI BROWN 广告
商务英语翻译答案版
一.广告翻译1.Wearing is believing.百看不如一穿。
2.Different countries. Different languages. Different customs. One level of comfort worldwide.国度不同。
语言不同。
风俗不同。
舒适却全球相同。
3.We've hidden a garden full of vegetables where you'd never expect. In a pie.在您永远意想不到的地方，我们珍藏着满园的蔬菜-----于一个馅饼之中.4.The choice is yours. The honour is ours.选择由你们作出。
荣耀归我们所有。
5.Get the card that gets you the car.拿到信用卡，汽车开回家。
6.Choose a pot like you choose a husband.选择一款锅，有如选丈夫。
7.Everything is extraordinary. Everything tempts.件件超凡脱俗，样样新颖诱人。
8.What can be imagined,can be realized.只要有梦想，万事可成真。
9.We care to provide service above and beyond the call of duty.殷勤有加，风雨无阻。
10.We take no pride and prejudice.傲慢与偏见，均与我们无缘。
11.I'm more satisfied.摩尔香烟，满意无限12.Innovation is Gillette.创新就是吉列。
13.We know eggsactly how to sell eggs.我们肆无忌惮地知道如何卖鸡蛋。
14.Make yourself at home.让您温馨，让您自在。
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（4） Live well, Snack well. 美好生活，离不开香脆的饼干。（反复）
（5） M & Ms melt in your mouth, not in your hands. 只溶在口，不溶在手。 （押韵） （6） Making a big world smaller. 我们把世界变小了。（夸张）
Advertisement）、企业形象广告（Corporation Advertisement）和公益
广告（Public-Welfare Advertisement）。
2
广告的功能 （Four Functions of Advertising）
一则成功的商务广告应当能够实现以下几种基本功能：传播信息功 能、劝说功能、美感功能、刺激消费功能。或者理解为ACCA要求， 即认知（Awareness）、理解（Comprehension）、说服 （Conviction）、行动（Action）。其中最主要的是劝说功能，起到 最大的诱导说服作用，来影响更大的消费群体，其他功能起辅助作 用。
2
广告 （Advertising）
♥ 广告( Advertising ) 一词源于拉丁文 advertere, 意思是“使人注意、知
晓”的意思，其目的是向公众推介某种商品或者服务。广告是指通过 一定的媒体如广播电视、报刊杂志、条板张贴、网络等形式向公众提 供警示、商品推介等的一种宣传方式。广告按其内容可以分为四大类， 即：商品广告（Product Advertisement）、劳务广告（Service
（4） Let’s make things better. 让我们做得更好。（飞利浦电器）
（5） Good to the last drop． 滴滴香浓，意犹未尽。（麦斯威尔咖啡）
1
欣赏下列商标广告翻译并注意其修辞手法
（1） EBEL, the architects of time. EBEL手表，时间的设计师。（比喻） （2） Wherever it hurts, we’ll heal it. 不管它哪里疼痛，我们都会使它愈合。 （拟人） （3） Make Time For Time. 阅读《时代》能为您赢得时间。（双关）
2
拟人
拟人的修辞手法使得物体具有人的生命力、情感和个性。在实际广 告中随处可见。如：
The world smiles with Reader's Digest.
《读者文摘》给世人带来欢乐。
Arthritis discriminates against women. 关节炎歧视女性。
2 对偶
2
广告的修辞文体特点
修辞可以增强语言的表达效果，达到吸引眼球、说服等目的。广告这 一文体通常为了吸引顾客的注意而大量使用修辞文体来描绘其产品， 达到推销目的。良好的修辞手段往往能决定广告的创意，更与广告预 期效果息息相关。
比喻（figure of speech）
拟人（personification）
Unit 1
商标广告
Teaching Aims
课程目标
★ 掌握商标广告文体基础知识
★ 掌握广告的语言特点及其常用翻译技巧
★ 能够正确地翻译广告的常用词汇和句型 ★ 能够运用所学翻译技巧熟练地翻译各类商标广告
Contents
1
Lead-in
2
3 4 5
Introduction
Translation Skills
2 双关
It's for your lifetime. 你人生的伴侣。
这是一则手表广告。英文中的lifetime既有陪伴顾客“一生” 的意思，说明手表寿命之长，又与手表的功能：显示时间 （time）不谋而合。
再如一则摩尔牌香烟的广告：
I'm More satisfied.
2 押韵
对偶（antithesis） 排比（parallelism） 双关（pun） 押韵 （rhyme）
8
2 比喻
比喻又分明喻和暗喻两种，但不论哪种比喻，其目的都是 为了增强读者的现象思维，从而使读者留下深刻印象。 例如一则眼镜广告：Featherwater: light as a feather. 翻译为 “法泽瓦特眼镜：轻如鸿毛”以鸿毛比喻眼镜之轻，起到 很好的宣传效果。 再比如：To spread your wings in Asia share our vantage point. 此处使用了暗喻的手法。
把结构相同、意义相关、语气一致的两组词语或句子并列 使用称为对偶。使用这一修辞手法，能够增强语言气势， 往往能突出所强调内容。 如：
Once tasted, always loved. 一旦品尝，爱之终生。 Double delicious, double your pleasure. 双重美味，双重愉悦。
再如一则杂志广告：
We'll tell you the odds before they are out. We'll publish what other publications dare not. We'll give you inside information you won't find anywhere else. 我们要向您预示未来的结果；我们要发表别人不敢发表的声音；我 们要给您在别的地方找不到的内部消息。
广告英语中押韵是重要修辞手法之一。它能使英语广告有 节奏感、音调和谐、朗朗上口，便于记忆。 请看以下实例：
Words and Expressions
Exercises
1
小试牛刀：翻译下列常见广告语
（1） Make yourself heard. 理解就是沟通。（爱立信） （2） Start ahead. 成功之路，从头开始。（飘柔洗发水） （3） Connecting People. 科技以人为本。（诺基亚手机）
2
排比
把结构相同、意义相关、语气一致的两个或几个词组或句子并列使 用称为排比。排比句能层层递进，加强语言的气势。如:
Designed with a computer. Silenced by a laser. Built by a robot.
计算机设计，激光消音，机器人制造。