Ads 广告英语.doc

Ads1.1 The concept of ads Advertisement is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. Structure of advertisement: title: functioning of guidance content: including features, functions, main ingredients, installation, operational approach,precaution, main performance index and specification 1.2 Classification of ads Generally:Product Advertisement商品广告, Service Advertisement劳务广告Corporation Advertisement企业形象, Public-Welfare Advertisement公益广告 Classification by Medium: Newspaper Advertisement, Magazine Advertisement, Television Advertisement, Radio Advertisement, Direct Mail Advertisement, Outdoor Advertisement and others. Classification by Target Audience: Consumer Advertisement, Business Advertisement, Service Advertisement, Classification by Scope: Product Advertisement, Enterprise AdvertisementClassification by Life Span of Product: Introduction, Sales AdvertisementClassification by Different Geographical Area: International, National and Regional Advertisement1.3 function of advertisement ACCA requirements: 认知（Awareness）理解（Comprehension）说服（Conviction）行动（Action）1.4 Features of AdsAttractivecatch the readers attentionCreativeproject an imagePersuasiveurge the reader to actImpressiveproduce an impact1.5 structure of Ad it involves 2 parts: verbal 语言部分和non-verbal非语言部分 verbalad copy/ copywriting广告文案，including headline or sub-headline, body text and slogan标题或副标题、正文以及口号 nonverbal-including trademark, illustration, page layout, photos etc商标、插图、照片、版面编排等标题： CUTTY SARK SCOTS WHISKY 正文：Some people wear trendy clothes to attract attention. Others drive flashy cars. a glass of Cutty Sark wont turn any heads. But if you insist on creating a stir, you can always ask the bartender for one of them. 口号：Scots Whisky Uncommonly smooth2.1 lexical features词汇特征2.1.1 English: concise, common and easy to remember 简明、通俗、易记 eg. Mosquito Bye, Bye, Bye. 蚊虫杀、杀、杀！（1）monosyllable verb commonly used单音节动词语义灵活、准确，常见于广告口号中Start Ahead. 成功之路，从头开始。（飘柔洗发液） Everything is extraordinary, everything temps.-Cartier 件件超凡脱俗，样样新颖诱人。（卡地亚）常用动词有：make, come, get, go , know, have, keep, look, see, need, by, love, use, take, feel, like, start, taste, save, choose etc. （2）commendatory adj commonly used 形容词富于感情色彩和渲染力，褒义形容词为广告用语增添了极大魅力Theres never been a better Time. 从未有过的好时代。（时代周刊） Minolta, finest to put you finest 。第一流的美能达，第一流的你。常用形容词有： new, good/better/best, free/fresh , delicious , full, sure, clean, wonderful, special, crisp, fine, big , great, teal, easy bright, real, safe, rich, extra etc.2.1.2 innovation and originality新奇与创意 Unique ads appealing most独具个性的广告词是使消费者“倾心”的秘诀Easier dusting by a stre-e-etch! 译文：拉拉拉长，除尘力强 。.Give a Timex to all, and to all a good time.人带“TimeX”表,准时乐道。 Mis-spelling错拼Ezyrub! 易擦鞋油。言简意明4ord costs 5ive% le$.(Ford) 福特为您省5%。（福特汽车） Creating new words (compound or adding affix) 创造新词(复合词或加前缀和后缀词)Hi-fi, Hi-fun, Hi-fashion, only for Sony. 高度保真，高级趣味，高尚名流，只有来自索尼。Hi-Fi 即High fidelity高保真。由此推断， Hi-fun和Hi-fashion即High fun和High fashion. 显然，后两者是访照前者的复合词。 2.1.3 intensely targeted强烈的针对性 抓住产品最主要的特征，打动消费者的心理。 Tides in. Dirts Out. 汰渍放进去，污垢洗出来。（汰渍洗衣粉） Not all cars are created equal. 日本人突出其产品的卓越品质，套用 all men are created equal.2.1.4. Chinese: four/ six character words commonly used四字，六字结构多我厂生产的地毯图案新颖，色调雅致，美丽大方，富丽堂皇。The carpets made in our factory are well known for its novel designs, elegant colors, beautiful looks and magnificent air. 百衣百顺。（蒸汽熨斗广告）Whatever clothes are always well pressed. 2.2 syntactic features: English: short sentence, simple sentence, incomplete sentence and elliptical sentence commonly usedPurpose: to keep the ads concise and appealing不打不相识。（打字机公司广告）Typing is knowing.发动，心动，飘柔。（飘柔洗发水）Rejoice your hair and your heart. (Rejoice Shampoo)（1）use word or phrase rather than whole sentence No caffeine. Virtually no calories. Just a unique, sparkling citrus taste. 不含咖啡因，不含卡路里。独特的柠檬味碳酸饮料。（ Fresca 饮料广告） A world of comfort. -Japan Airlines 充满舒适与温馨的世界。（日本航空公司） A work of art-Scotch Whisky 艺术精品。（苏格兰威士忌酒） (2) Imperative sentence commonly used Just do it. (Nike)想做就做。（耐克广告）Catch that Pepsi spirit. Drink it in. 喝百事可乐，感受百事精神！（百事可乐饮料）止咳妙药，快服川贝精。Take Chuanbeijing to stop the cough.(3) Question application 难道就没有不是油炸的面吗？Isnt there any noodle not fried?How to get on a diet without telling your stomach? 如何既节食又保胃（4）application of active voice and present tense Were not in the computer business. Were in me results business. 唯我电脑，成效更高。（IBM电脑）2.3 rhetoric features of ads修辞特点 2.3.1 拟人 （personification ）白猫喜入寻常百姓家。试译：White Cat, a regular visitor of common families. / White Cat, a family companion.2.3.2 双关 （Pun） Make Time for Time.阅读时代 ，赢得时间。（双关，包含时代和时间双层意思， 时代广告)Theres never been a better Time.从未有过的好时代 。 Every Kid Should Have An Apple After School. (Apple PC) 每个孩子放学回家都该有个苹果。（苹果个人电脑） 2.3.3仿拟 （parody） it refers to the imitation of some famous poem, article, passage, proverbs etc so as to achieve kind of artistic effect. To smoke or not, thats a question. (To be or not to be, thats a question) . A Mars a day keeps you work, rest and play. (An apple a day keeps the doctor away.)2.3.4明喻simile Light as a breeze, soft as a cloud. （某服装广告）轻如微风，柔似彩云。2.3.5 暗喻（ metaphor ）推销酒的广告“Sophisticated, sweet-to-drink Pink Lady.”（高级、可口的粉红佳人） 2.3.6夸张（hyperbole）美国 Citybank银行广告：A word to wealthy. 一言致富 2.3.7 对偶（antithesis）Budget出租车中心广告：Big thrills. Small bills.（大刺激，小花费） 2.3.8 反语（irony）If people keep telling you to quit smoking cigarettes, dont listen! Theyre probably trying to trick you into longevity. 如果有人一直在劝你戒烟，不要理他!-他们大概是想骗你活得久一点2.3.9重复 repetitionNo problem too large. No business too small.没有解决不了的大问题;没有不做的小生意。 2.3.10 押韵rhyme索尼产品的广告：Hi-Fi，Hi-Fun，Hi-Fashion，only from Sony高保真，高乐趣，高时尚，只来自索尼)。Hi-Fi，Hi-Fun，Hi-Fashion分别押头韵Hi和f，富有节奏，赏心悦目，印象深刻。 3. Translation Principles of advertisement3.1 understanding the culture of the original ad Ludamlan cosmetics-Love me tender，love me true这则广告源于美国的一首民歌：Love Me Tender, Love Me True绿丹兰爱您一辈子3.2 Effect-prior principle 效果优先原则When it is difficult to find equivalence in form or content, we need to make sure that the same effect would be achieved hink once. Think twice. Think bike.左想想，右想想，还是自行车最理想。3.3 respecting the culture of target language(1) 轻身减肥片Obesity-Reducing Tablets。在美国人看来该药是专为obese people（肥胖者）服用的，有违购物者的消费心理改译为 Slimming Pills 后打开了市场。（2）Finest food, most attractive surroundings, and friendly disposition.最好的食物，最吸引人的环境，友好的接待。改译为：风味独特，环境幽雅，服务周到。 4. Translation Methods of advertisement4.1 transliteration音译法most common Used for the concept in English that has no counterpart in Chinese Coca cola (可口可乐)Dove (德芙)Audi(奥迪)Contac(康泰克)这样将品牌的发音完整地融入译语中,既保持了原汁原味,又具有异国情调。4.2 直译法(Literal Translation)Try to convey both the form and the content. 雪碧广告Obey your thirst.(服从你的渴望。)三星电子的广告Feel the new space.(感受新境界)雀巢咖啡的广告The taste is great.(味道好极了)4.3 意译法liberal translationConvey the content in the form that differs with the original麦斯威尔咖啡的广告Good to the last drop.(滴滴香浓,意犹未尽。)名牌香水，香飘百年。（香水广告）Famous-brand perfume spreads fragrance for as long as a century.4.4 套译法 replacement translation Kids cant wait. -Apple不尝不知道，苹果真奇妙。-苹果公司Where there is a way for car there is a Toyota.车到山前必有路，有路必有丰田车。-丰田食在广州 East or west, the Guangzhou cuisine is best. 4.5 创译法(Creative Translation) convey no form or content, but create a new name. Your Future is Our Future.与您并肩，迈向明天。 4.6 Amplification and omission 添减词法 钻石广告语a diamond is forever （钻石恒久远，一颗永流传）Thieves love crowds; watch your wallet, bag, and camera.谨防扒手5. Terminologies of ads A.A.A.A.（American Association of Advertising Agencies）美国广告公司协会A.A.F.（American Advertising Federation） 美国广告联合会 （由广告商、媒介和销售商组成）A.M.A.（American Marketing Association） 美国营销协会action advertising 行为广告ad. license 广告许可证，执照advertising agency 广告公司advertising contract 广告合同billboard 广告牌body copy 广告正文brand image 品牌形象caption （图片）解说词，广告标题C.D. （creative director） 创意总监classified advertising 分类广告copyright版权film commercial 电影广告Gallup and Robinson 盖洛普和罗宾逊广告效果测试法prime time 黄金时段heading /headline 广告标题hitchhike 免费广告In-and-out promotion 促销incentive 刺激销售institutional advertising 建立永久声誉的广告logotype 品牌名，出版物名out of stock 脱销 （尤指零售商） push money 推销回扣roadside poster 路边广告牌zoned campaigns 某地区的广告攻势a complete range of specifications 规格齐全a great variety of models 款式多样attractive an