TranslationofAdvertisementsI广告的翻译.ppt

Lecture Thirteen Translation of Advertisements I 裸机 China Unicom has been given permission to start selling the iPhone 4S on the mainland, the Beijing Morning Post reports. The Ministry of Industry and Information Technology has issued a network permit to the carrier to sell the *gadget from this month. Neither Apple nor China Unicom has declared when the phone will be put on sale. But some insiders predict that the phone is likely to be available before Christmas and a contract-free 16GB model may cost 4,999 yuan. The iPhone 4S has been on sale globally since October 2011. “裸机”原指没有安装操作系 统的机子，现在多指没有绑定 任何运营商，也没有绑定任何 套餐的手机，是与“合约机” 相对的，因此称为contract-free model。 1. Definition 2. Text Types 3. Features a. Discourse features b. Lexical features c. The use of rhetorical devices d. Syntactical features Definition According to the Definition Committee of American Marketing Association, advertising is defined as follows: Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. Features of English Advertisements a. Discourse features In general, a written advertisement consists of five parts: headline, body text, slogan, illustration and trade mark among which headline, body text and slogan are the main parts. Cable Ski Come and get wet while having the time of your life, or just sit back and have a relaxing drink at our fully licensed bar. Cable Ski Cairns has something for everyone! Jumps and sliders for confident riders, a beach for spectators and all equipment is provided. Anyone can do it! Everyone is doing it! b. Lexical features In order to make the information accessible to audience effectively, the choice of words in advertising is very cautious and skillful. a) Using monosyllabic verbs Start Ahead. (Rejoice) All you need is a taste for adventure. (Millstone Coffee) Dont have much of a personality? Buy one. (Honda Motor) G. N. Leech, English linguist, lists 20 most used verbs in his English In Advertising: Linguistic study of Advertising In Great Britain .They are: make, get, give, have, see, buy, come, go, know, keep, look, need, love, use, feel, like, choose, take, start, taste. 2) Using emotive words A close scrutiny of recent advertisements suggests that the soft- sell technique is now popular. By soft- sell technique we mean the one that favors a more emotive and less directive approach to promote a product, mainly focusing on the building of brand image. As a result, emotive words, most of which are pleasant adjectives, are greatly encouraged to use. Theres never been a better Time. 从未有过的好时代。 Minolta, finest to put you finest. 第一流的美能达，第一流的你。 The most frequently used adjectives are as follows: new, good/better/best, fresh, free, delicious, sure, full, clean, wonderful, special, crisp, real, fine, great, safe, and rich. c. The use of rhetorical devices 1. Pun Im More satisfied! “摩尔”香烟，我更满意。 OIC By using pun, advertisements will be easily remembered by the readers. In addition, filled with wit and humor, puns help the advertised product win favor from readers. 2. Hyperbole The best a man can get. (Gillette) 男士的最佳选择 Arthritis pains? All you need is Bayer Aspirin. 您正受关节炎之苦吗？“贝尔”阿司匹林 药到痛除。 3. Alliteration Alliteration is the use of words that begin with the same sound in order to make a special communicative effect. Choosy mothers choose Jiff. , and vitamin E to leave skin soft and smooth. Usually they are pleasing to ears because of the clever choice of the word by the advertiser. In addition, the repetition of the beginning sound emphasizes the meaning the advertisement wants to express. 4. Parody A piece of writing or music that copies a particular well-known style in an amusing way. To smoke or not, thats the question. A Mars a day keeps you work, rest and play. One mans disaster is another mans delight. The sale is now on. 5. Metaphor EAR FOOD Give a listen to Sanyos newest CD players. Theyre moveable feasts for music- hungry ears. 6. Simile Fly smooth like silk. Today, Sakura Bank is like a thriving sakura. 7. Repetition Whatever youre eating, drink Maeus Rose. Always light, always fresh, always chilled, always right. Home away from home. Mosquito bye bye bye. 8. Parallelism Born in Germany. Bred in Japan. Honored in France. One tree can make 3000000 matches. One match can burn 3000000 trees. The CORDIA: Shaped by the wind; born for the road. 戈迪亚汽车：应路而生，风雨造就 I WANT THE BODY OF A GREEK GOD I want to work out in a huge fitness center. I want to stay in the heart of the Central Business District. I want a room with a view of three countries EVERYTHING I WANT IS AT THE WORLDS TALLEST HOTEL THE WESTIN STAMFORD in technical equipment ads, 11.8 words; in service ads, 12.3 words. Compared with complex sentences, simple sentences are more understandable and forceful. b) Elliptical sentences Elliptical sentences are actually incomplete in structure but complete in meaning. The adoption of elliptical sentences can spare more print space, and take less time for readers to finish reading. In addition, a group of sentence fragments may gain special advertising effectiveness. No caffeine. Virtually no calories. Just a unique, sparkling citrus taste. Fresca a. Baked. Drenched. Tested to the extreme. A Motorola cellular phone b. The Motorola cellular phone are baked and drenched to extreme. c) Phrases A world of comfort. Japan Airlines A work of Art. Scots Whisky In touch with tomorrow. (Toshiba) Fresh, clean, crisp, never too sweet. Country house in London, overlooking golf course. Close to Richmond park, good schools, easy access to city, 5 bedrooms, 2 receptions, 2 bathrooms, study, work/playroom. d) interrogative sentences Linguist G.N. Leech discusses two main functions of interrogative sentences. Viewing from the angle of psychology, interrogative sentences divided the process of information receiving into two phases by first raising a question and then answering it. Thus it turns the passive receiving into active understanding. From the linguistic angle, interrogative sentences decrease the grammatical difficulty, because they are usually short in advertisements. Whats in Womans Realm this week? A wonderful beauty offer for you. Theres a wonderful beauty offer for you in Womens Realm this week. How can something so small be so smart? Are you going gray too early? DERWENT Scientific and Patent Information Fluent in English? An excellent communicator? A good organizer? Then develop your career within this sales support role. e) imperative sentences Imperative sen