广告翻译ppt课堂

1、What is advertisement? To describe or draw attention to fa product, service, or event) in a public medium in order to promote sales or attendance To make public announcement, of esp. to proclaim the qualities or advantages of ( a product or business) so as to increase sales一则成功的商务广告应当能够实现以下几 种基本功能：传

2、播信息功能、功说功熊、 Erg能二或者理解为一ACCA要求，即：认矢口(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。Characters ofADVERTISEMENTS Attention value (attracting people's attention) Memory value (easy to remember) Readability (interesting) Loaded persuasion (arous

3、ing people's desire to buy) 语言(verbal)部分1 .商标(trade mark)2 . 口号(slogan)3 .正文(body text) 非语言(non-verbal)部分1 .插图(illustration)、照片2 .版面编排及字体的选择 Translation of ads Transliteration Literal translation Liberal translation Creative translation Rules: 1. avoid cultural pitfalls 2. vocative + informative

4、trademarksMercedes Benz梅赛德斯本茨平治房车、宾士房车(Hong Kong)奔驰Do you think these are good translations?Johnson-庄臣 Johnson & Johnson 强/匕Pizza Hut -必胜客蓝天C于膏）-Blue Sky白象（电?也）White Elephant金鸡（鞋油）-Golden Cock小白羊（超市）一White Goatling Supermarket报春花一Calling Spring FlowerSpring Announcing Flower一 Primrose（段草花）联想一Leg

5、end帆船一junk天涯海角（：亚）the end of the world轻身减月已升Obesity-Reducing Tablets天涯海角 the ends of the world ultima Thule （borders of the known world） Slimming Pillstrademarks 7 Up Head and Shoulder Poison Triumph Sheraton Revlon Arche湖飞尔戈凯西新海雅乐 口 trademarks 7 Up 七喜 Head and Shoulder 海飞丝 Poison百爱神 Triumph黛安芬 Sher

6、aton 喜来登 Revlon 露华浓 Arche 雅倩 西湖藕粉 Lotus Root Powder 新飞 Frestech 海尔 Haier 雅戈尔Youngor 乐凯 LuckyTranslation ofAdvertisement Slogans What are the special effect the translation of advertisement slogans should achieve?广告的词语特点 广告英语用词与普通英语有着较大的区别。广告英语的创作遵循AIDA原则，即 ATTENTION引起注意一INTEREST激发 兴趣 f DESIRE束I激需求一A

7、CTION采取 行动。要说动对方，你首先要引起对方的注 意(ATTENTION),令他产生兴趣(INTEREST) oexamples 1. Not all cars are created equal.（三菱汽车） 并非所有的车都生来平等。 人人生而平等，车有优劣之分。2,衣食住行，有龙则灵。（建设银行广告）Inconvenient for you to carry much cash, Loongcard settles your payments in a flash.Your everyday life is very busy , our LongCard will make it

8、easy.With a Long Card, your life will not be so hard.Slogan translation1. Think once. Think twice. Think bike.2. Good time, Great taste, McDonald s. （ McDonald） 3. No business too small, no problem too big. （IBM） 4. A Mars a day keeps you work, rest and play. （Mars 巧克力）5 . One drop makes beauty;two

9、drops make lovers;three drops make a love affair. 法国“弗劳里克”男士香水广告6 . Kids can t wait. （Apple/Macintosh 审果公司）7 .红攻相机新奉献！8 .城乡路万千，路路灯航天。（航天汽车）9 .有了南方，就有办法了。（南方科技资讯公司）10 .条条大路通罗丐，款款百羚进万家。（百羚餐具）11你不理财，财不理你。（理财杂志的广告再）1左想想,右想想,还是自行车最理想。2.美好时光,美味共享,尽在麦当劳。4.一日一块玛斯巧克力，令你精力充沛，生活愉悦。每天一块“火星”，让您万事称心。 5法国名牌香水，力士至爱的香水。 6.不尝不知道，苹果真奇妙。 7.红玫相机新奉献！ My love's like a Red Rose!8 .城乡路万，路路有航天。（航天汽车）East, West, Hangtian is the best.9 .有了南方，就有办法了。（南方科技资讯公司）Where there is South, t