广告英语翻译

Translationof

AdvertisementsPart1:BriefIntroductionaboutAdvertisingPart2:PresentationandAnalysisofDifferentTypesofAdvertisingPart3:SummaryofAdvertisingTranslation3BriefIntroductionWhatisadvertisingDefinitionPresentationandAnalysisSummaryBriefIntroductionAmericanMarketingAssociation(AMA)definesadvertisingas“thenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.”WhatisadvertisingPresentationandAnalysisSummaryBriefIntroduction1.PressAdvertising2.TelevisionandradioAdvertising3.OutdoorandTransportAdvertising4.WindowandPoint-of-SaleDisplay5.ExhibitionandTradeFairs6.DirectMailAdvertising7.CinemaAdvertisingMediaThreefunctions:1.Informativefunction2.Aestheticfunction(美学功能)3.PersuasivefunctionFunctionsPresentationandAnalysisSummaryBriefIntroductionPassinformationtoconsumers——whattheproductorserviceisandwhethertheproductmeetstheirneeds.Thecontentofadvertisingshouldbetrueandspecificandtheexpressionshouldbeeasytounderstand.

FunctionsInformativefunctionPresentationandAnalysisSummaryBriefIntroductionAdiamondlastsforever.(DeBierres)钻石恒久远，一颗永留传。（第比尔斯）

FunctionsInformativefunctionCoca-colaisit.可口可乐，我的选择PresentationandAnalysisSummaryBriefIntroductionAdvertisersshouldpayattentiontoaestheticelementsinslogansandthetranslationofadvertisements.Takeintoaccountthepronunciation,meaningandsentencestructure.

Functions

AestheticfunctionPresentationandAnalysisSummaryBriefIntroductionTo

me,

the

past

is

black

and

white,

butthe

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）

Functions

AestheticfunctionPresentationandAnalysisSummaryBriefIntroduction

FunctionsPersuasivefunctionGuideconsumerstoaccessavarietyofcommodities,stimulatetheirinterestandencouragethemtopurchaseproducts

AchievethegradualtransitionoftheAttention-Interest-Desire-Action.PresentationandAnalysisSummaryBriefIntroduction12PresentationandAnalysisTranslationofIT

AdvertisementPresentationandAnalysisSummaryBriefIntroductionContentsPresentationandAnalysisSummaryBriefIntroduction2.MethodsofITAdvertisingTranslation21.FeaturesofITAdvertisement311.FeaturesofITAdvertisement①Simplicity

Thinkdifferent

不同凡“想”Whilesomemayseethemasthecrazyones,weseegenius.Becausethepeoplewhoarecrazyenoughtothinktheycanchangetheworld,aretheoneswhodo.或许他们是别人眼里的疯子，但他们却是我们眼中的天才。因为只有那些疯狂到以为自己能够改变世界的人，才能真正地改变世界。

-------《AppleThinkDifferent》电视广告TheValuesofApplePresentationandAnalysisSummaryBriefIntroduction1.FeaturesofITAdvertisement②UsageofParallelismNobusinesstoosmall,noproblemtoobig.

没有不做的小生意，没有解决不了的大问题。（IBM公司)ComparisonManagement

IdeaandSelfConfidence

IBM

aimsatturningitselfintoaleadingcompetitivetechnologicalserviceandsolutionprovider.PresentationandAnalysisSummaryBriefIntroduction1.FeaturesofITAdvertisement③UsageofWeandYouWeintegrate,youcommunicate.

我们集大成，您超越自我。（三菱电工）Cordial

FeelingDesiretoPurchasePresentationandAnalysisSummaryBriefIntroduction1.FeaturesofITAdvertisement④UsageofParonomasiaWelead,otherscopy.我们领先，他人仿效。（理光复印机）CopyPaper复印纸张FollowtheTechnology复制，效仿PresentationandAnalysisSummaryBriefIntroduction2.MethodsofAdvertisingTranslation②FreeTranslation（意译）①LiteralTranslation（直译）Literaltranslation,

or

word-for-wordtranslation,

istherenderingoftextfromonelanguagetoanother,withoutconveyingthe

senseoftheoriginalwholly.Freetranslationisonthebasisofextensiveknowledgeandexcellentliteraturetraining.Translatorsshouldfirstcomprehendtheoriginalthoroughly.PresentationandAnalysisSummaryBriefIntroduction2.MethodsofAdvertisingTranslation①LiteralTranslationBiggerthanbigger.

大陆官网:比更大还大2rd‘bigger’:size1st‘bigger’:otheroutstandingperformancePresentationandAnalysisSummaryBriefIntroduction2.MethodsofAdvertisingTranslation②FreeTranslationSmallWonder:小有乾坤Localization:与成语“内有乾坤”形成契合(本土化)

PresentationandAnalysisSummaryBriefIntroductionTranslationofTheFoodAdvertisementPresentationandAnalysisSummaryBriefIntroduction1CulturalDifferences2FeaturesandExamples3ConclusionPresentationandAnalysisSummaryBriefIntroductionTranslationofTheFoodAdvertisement(1)Preference:①

Goodtothelastdrop．(MaxwellHouse)②上海的意大利人喜欢在这儿用餐。(上海达·芬奇餐厅)(2)

Characteristic:①

I'mlovinit!(Mcdonald)②我们不生产水，我们是大自然的搬运工。（农夫山泉）PresentationandAnalysisSummaryBriefIntroductionCulturalDifferences(3)Language:①Fresh-upwithSeven-up.(Seven-up)②华龙面，天天见。(华龙方便面)PresentationandAnalysisSummaryBriefIntroductionCulturalDifferences1)

Concision2)Highlightfeatures3)

Begoodatusingemotionalwords4)LotsofspokenlanguagePresentationandAnalysisSummaryBriefIntroductionFeaturesandExamplesPresentationandAnalysisSummaryBriefIntroductionExamplesI'mlovin'it.我就喜欢AtKFC,wedochickenright.我们是鸡肉烹饪专家PresentationandAnalysisSummaryBriefIntroductionExamplesCan'tbeattherealthing.挡不住的诱惑Thechoiceofanewgeneration.新一代的选择PresentationandAnalysisSummaryBriefIntroductionExamplesThetasteisgreat.味道好极了Goodtothelastdrop.滴滴香浓，意犹未尽PresentationandAnalysisSummaryBriefIntroductionFoodadvertisingisusuallydirectandconcise,withthefastestspeedtoattractcustomers.Foodadvertisingusuallyfocusesonthefeatureofthecommodity,andisaccustomedtousingsomeemotionalwordstodrawthepeople’sattention.ConclusionTranslationoftheAutoAdvertisementPresentationandAnalysisSummaryBriefIntroduction

Name:乐兵ID:20142021111FeaturesofAutoAdvertising2CulturalDifferencesbetweenEnglishandChineseAutoAdvertising3ExamplesofTranslationofAutoAdvertising4ConclusionofTranslationofAutoAdvertising1)Autoadisrelativelylongerthanothers;2)Admustbeshortbutsmartandspecial,transmittingthemostimportantandparticularinformation;3)Autoadhassomelinguisticfeaturesasothers.PresentationandAnalysisSummaryBriefIntroduction1.FeaturesofAutoAdvertising(1)IndividualOrientationvs.GroupOrientation①What’smineismine.(Volkswagen)②昌河汽车----2006中国顾客最满意微型车。（ChangheAutomobile）(2)FactEmphasisvs.AuthorityEmphasis①Agilityisthebestdefense.(BMW)

②北京2008年奥运会合作伙伴。（FawVolkswagen）(3)DirectThinkingPatternvs.IndirectThinkingPattenPresentationandAnalysisSummaryBriefIntroduction2.CulturalDifferencesinAutoAdPresentationandAnalysisSummaryBriefIntroduction2.CulturalDifferencesinAutoAdSimplyput,theMAZDASPEED6isthefastest,besthandlingsedanwehaveeverbuilt.EverythingthatmakestheMAZDA6sedansouniqueandsoexcitinghasbeenenhancedformorepowerandmoreperformance,fromthe274-hp+enginetotheAWDdrivetrain.Andinthemidstofdeliveringthisunparalleledperformance,itkeepsyoucomfortableandrelaxedlike

onlyaMAZDA6can.Excited?Soarewe.(Mazda6)当琴声从琴弦悠扬滑落时，暖色光线洒满街面……不经意间，方才驰骋时的飞扬心绪，被另外一种悠然心情取代。无所谓动静，整座世界皆我拥有。爱丽舍，精致生活，精彩演绎。(DongfengCitroen)

PresentationandAnalysisSummaryBriefIntroduction3.ExamplesSourcetext:FortheRoadAhead.(Honda)Version1:为了前面的道路。(Literaltranslation)Version2:祝一路平安。(Freetranslation)Version3:康庄大道。(Culturalcompensation)Sourcetext:Uglyisonlyskin-deep.(Volkswagen)Version1:只不过是外表丑点。Version2:其貌不扬。Version3:车不可貌相。Version4:不能以貌取车。Version5:中用不中看。Version6:内在美才是真正的美。Version7:金玉其内，败絮其外。Version8:有实力，才有魅力。Version9:酒香不怕巷子深，好车以质量取胜。Version10:外观诚可贵，质量价更高。PresentationandAnalysisSummaryBriefIntroduction4.ConclusioninAutoAdAutoadvertisingisakindofpracticalwritingwiththesolegoalofpublicizingtheproducts,promotingsalesandbringingprofits.Autoadvertisingtranslationhassomecriteriaandstrategies,andourtranslationshouldaimmoreatthepurposeofthead.Foranautoadtranslator,heshouldnotonlyhaveagoodcommandofthesourceandtargetlanguagesbutalsohaveasolidknowledgeonmarketingandthetwoculturesinvolved.PresentationandAnalysisSummaryBriefIntroductionThePublicServiceAdvertisement

PresentationandAnalysisSummaryBriefIntroductionPublic

serviceadvertisementcantakemanyforms,butitmustbedesignedtoreachouttoatargetaudience.Publicorganizations,nonprofitsandprivatesponsorsmightworktogether,oralone,toeducatethepublicaboutimportantIssuesthroughprint,billboards,internetradiobroadcast,vehicleandmobile.mobile.Unlikethecommercialadvertisement,theroleofpublicAdistospreadanideatoeveryonewithnonprofits.ThePublicServiceAdvertisement

PresentationandAnalysisSummaryBriefIntroductionFeatureofPublicServiceAdvertisement

1Simplewords

Theearthisheatingup

气候变暖2UseVerbsDoingtherightthingmakesyouasuperstar!

成为自己的明星UseofPersonalPronounsWefighteverydayforourextinction！

与动物灭绝作斗争！PresentationandAnalysisSummaryBriefIntroductionAgainstracialdiscrimination,thedifferentcolors’humanfingerusedaspianokeys.AccordingtothePicture,wecangetaveryclearthemeThatlivinginharmonyThePublicServiceAdvertisement

PresentationandAnalysisSummaryBriefIntroductionTrafficsafetyposter.ThecarcollidedAreprintedonaface.Byfistandfacialexpressions,wegetastrongvisualimpact.WecanalsorememberthedamageoftheTrafficaccidentclearly.BesidesthispictureCancatchthepeople’seyesimmediatelySotheauthorgetthepurposethateducatePeople。ThePublicServiceAdvertisement

PresentationandAnalysisSummaryBriefIntroductionAgainstarmtrade,weaponsjustastheTsunamidestroyingcities.Theproliferationofthearmstradeisthesameasthetsunami.WeaponsthatdestroyinghousesshowtheharmfultohumansocietyThePublicServiceAdvertisement

PresentationandAnalysisSummaryBriefIntroductionPostersagainstglobalwarming.PuttingThemeltingof

glaciersandthecityonthe

hourglass.cityisbeing

floodedbysaltwater.ByhourglasssymbolizesthelapseoftimeandtheseverityofclimatewarmingThePublicServiceAdvertisement

PresentationandAnalysisSummaryBriefIntroductionparentsshouldshowmore

concern

fortheir

children.Lonelychildsitting

onthegrass，TracesonthegroundJustasthetears.ThroughsimplepicturesothatthepublicunderstandtheintentofadvertisementsThePublicServiceAdvertisement

PresentationandAnalysisSummaryBriefIntroductionForsafety,pleasewearahelmetCyclingpeoplefelltotheground.The

helmetare

comparedtoparachutetoprotectthepeople.Byanalogy(比喻)rhetorical,WeclearlyunderstandtheimportanceofthehelmetThePublicServiceAdvertisement

46SummaryOutlineOfSummaryPresentationandAnalysisSummaryBriefIntroductionPreviousreview:BriefintroductionPresentationLinguisticcharacteristic VocabularySyntaxRhetoricTranslation