Ads 广告英语

精品文档 1欢迎下载 Ads 1 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 Advertisement Classification by Life Span of Product Introduction Sales Advertisement Classification by Different Geographical Area International National and Regional Advertisement 1 3 function of advertisement ACCA requirements 认知 Awareness 理解 Comprehension 说服 Conviction 行动 Action 1 4 Features of Ads Attractive catch the reader s attention Creative project an image Persuasive urge the reader to act Impressive produce an impact 1 5 structure of Ad it involves 2 parts verbal 语言部分和 non verbal 非语言部分 精品文档 2欢迎下载 verbal ad 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 won t 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 smooth 2 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 There s 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 精品文档 3欢迎下载 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 Tide s in Dirt s 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 used Purpose 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 Isn t 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 We re not in the computer business We re 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 精品文档 4欢迎下载 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 There s 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 that s a question To be or not to be that s 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 don t listen They re 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 repetition No 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 精品文档 5欢迎下载 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 advertisement 3 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 advertisement 4 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 translation Convey 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 精品文档 6欢迎下载 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 can t 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 精品文档 7欢迎下载 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 and durable 美观耐用 at moderate cost price 价格合理 choice material 选料考究 complete range of articles 品种齐全 courteou