广告语的翻译(课堂PPT)
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10
The information function Advertisements are to communicate information about the product, its attributes, and its location of sale.
11
The persuasion function Advertisements are to induce consumers to try new products and to suggest reuse of the product as well as new uses.
5
平面广告
6
电视广告
7
公益广告
8
III. Functions of Advertisements 1. The identification function 2. The information function 3. The persuasion function
9
The identification function
15
V. Features of Advertising English
1、Vocabulary Brief Colloquial coined
16
动词（Verb）：广告英语大量使用动词， 特别是单音节动词，如get, make, live, love, buy, need, use
Take TOSHIBA, take the world. 拥有东芝，拥有世界。（东芝电子）
复合词(Compound): 用来描绘产品的特性 和优点；广告英语撰稿者可以大胆创新、虚 构 错拼(Misspelling) “Hi - Fi , Hi - Fun , Hi - Fashion ,only from Sony . ” 在这里Hi - 这个前缀是high的谐音, 表示 “高”的意思。在翻译时也采用直译法,译 成“高保真、高乐趣、高时尚———只来自 索尼。”
4
II. Categories of Advertisements
According to Target Audience： Consumer Advertising (消费者广告) Business Advertising (企业广告)
According to Target Area： Local Advertising (地方广告) National Advertising (全国广告) International Advertising (国际广告)
Advertisements are to identify a product and differentiate it from others; this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products.
1
Part
英汉语言对比 广告及其语言特点
2
Fra Baidu bibliotek
形合和意合 综合性语与分析性语
英
紧凑与松散
汉
物称与人称
语
言
被动与主动
对
静态与动态
比
替换与重复
抽象与具体
间接与直接 繁复与简单
3
I. Definition of Advertisement
• American Marketing Association (AMA) defines advertising as “the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.” • 广告是个人或组织通过有偿取得的媒 介，向一定的社会群体宣传其产品、服务 或观念，并劝说他们购买或采取相应行为 的活动。
According to Media： Print Advertising (印刷广告) Electronic Advertising (电子广告) Out-of-home Advertising (户外广告)
According to Purpose： Commercial Advertising (商业广告) Non-commercial Advertising (非商业广告) Public Interests Advertising (公益广告)
12
明星效应
13
Component of advertisements (Verbal, 即语言文字部分)
广告标题 (Headline) 广告正文 (Body) 识别标记 (Identification Marks) （口号、商标及品牌）
14
IV. Types of writing ➢Dialogic (对话体) ➢Poetic (诗歌体) ➢Argumentative (纪实体) ➢Descriptive/Sense-appeal (描述体) ➢Narrative/Story-style (叙述体)
形容词（Adjective）：形容词可以使语 言形象、生动，出现频率较高的形容词 如new, good, better, best, fine, fresh, great, easy, extra, special
Let's make things better. 让我们做得更好。（飞利浦电子）
17
新词(Coinage)
词语搭配反常(Collocation)
外来词(Loanwords)
18
No business too small, no problem too big.
没有不做的小生意，没有解决不了的大问题。 （IBM公司）
To me，the past is black and white， but the future is always color． 对我而言，过去平淡无奇； 而未来，却是绚烂缤纷。 （轩尼诗酒）
The information function Advertisements are to communicate information about the product, its attributes, and its location of sale.
11
The persuasion function Advertisements are to induce consumers to try new products and to suggest reuse of the product as well as new uses.
5
平面广告
6
电视广告
7
公益广告
8
III. Functions of Advertisements 1. The identification function 2. The information function 3. The persuasion function
9
The identification function
15
V. Features of Advertising English
1、Vocabulary Brief Colloquial coined
16
动词（Verb）：广告英语大量使用动词， 特别是单音节动词，如get, make, live, love, buy, need, use
Take TOSHIBA, take the world. 拥有东芝，拥有世界。（东芝电子）
复合词(Compound): 用来描绘产品的特性 和优点；广告英语撰稿者可以大胆创新、虚 构 错拼(Misspelling) “Hi - Fi , Hi - Fun , Hi - Fashion ,only from Sony . ” 在这里Hi - 这个前缀是high的谐音, 表示 “高”的意思。在翻译时也采用直译法,译 成“高保真、高乐趣、高时尚———只来自 索尼。”
4
II. Categories of Advertisements
According to Target Audience： Consumer Advertising (消费者广告) Business Advertising (企业广告)
According to Target Area： Local Advertising (地方广告) National Advertising (全国广告) International Advertising (国际广告)
Advertisements are to identify a product and differentiate it from others; this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products.
1
Part
英汉语言对比 广告及其语言特点
2
Fra Baidu bibliotek
形合和意合 综合性语与分析性语
英
紧凑与松散
汉
物称与人称
语
言
被动与主动
对
静态与动态
比
替换与重复
抽象与具体
间接与直接 繁复与简单
3
I. Definition of Advertisement
• American Marketing Association (AMA) defines advertising as “the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.” • 广告是个人或组织通过有偿取得的媒 介，向一定的社会群体宣传其产品、服务 或观念，并劝说他们购买或采取相应行为 的活动。
According to Media： Print Advertising (印刷广告) Electronic Advertising (电子广告) Out-of-home Advertising (户外广告)
According to Purpose： Commercial Advertising (商业广告) Non-commercial Advertising (非商业广告) Public Interests Advertising (公益广告)
12
明星效应
13
Component of advertisements (Verbal, 即语言文字部分)
广告标题 (Headline) 广告正文 (Body) 识别标记 (Identification Marks) （口号、商标及品牌）
14
IV. Types of writing ➢Dialogic (对话体) ➢Poetic (诗歌体) ➢Argumentative (纪实体) ➢Descriptive/Sense-appeal (描述体) ➢Narrative/Story-style (叙述体)
形容词（Adjective）：形容词可以使语 言形象、生动，出现频率较高的形容词 如new, good, better, best, fine, fresh, great, easy, extra, special
Let's make things better. 让我们做得更好。（飞利浦电子）
17
新词(Coinage)
词语搭配反常(Collocation)
外来词(Loanwords)
18
No business too small, no problem too big.
没有不做的小生意，没有解决不了的大问题。 （IBM公司）
To me，the past is black and white， but the future is always color． 对我而言，过去平淡无奇； 而未来，却是绚烂缤纷。 （轩尼诗酒）