商务广告的翻译ppt课件

第七讲广告的翻译,1,定义,Advertisingisthenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.,“广告是由特定的广告主通常以付费的方式通过各种传播媒体对产品、劳务或观念等信息的非人员介绍及推广。”,2,广告的功能,InformationfunctionDemandcreationfunctionPersuasionfunctionActionfunctionestablishmentfunction,3,广告的分类,目标群体：消费者广告consumeradvertising企业广告businessadvertising,4,广告的分类,目标区域：地方广告localadvertising全国广告nationaladvertising国际广告internationaladvertising,5,广告的分类,传播媒体：印刷广告printadvertising电子广告electronicadvertising户外广告out-of-dooradvertising,6,广告的分类,宣传目的：商业广告commercialadvertising非商业广告non-commercialadvertising,7,标题headline正文bodytext口号slogan商标trademark插图illustration,英语广告的构成,8,Goodtaste.Kentstyle.（美国健牌香烟）MyRolexismorethanJustawatch,itmakesmefeeldressed.（瑞士劳力士手表。）Wemakeothervegetablesgreenwithenvy.（美国马铃薯协会马铃薯的广告）DATSUNsavesaboutagallonofgasolineaday.（DATSUN牌汽车）Softshoesforhardworld.（Ultrasoft女鞋）,标题,9,IwasinlovewithagirlnameCathy.Ikilledher.200Years.SixGenerations.OneFamily.PURINAKITTENCHOWBRANDKITTENFOODBecauseKittensneedmorenutritionthanadultcats.,标题,10,直接性标题(directheadline)间接性标题(indirectheadline)综合性标题(combinationheadline),标题,11,GradeAMilk,23aQuart,直接性标题,BedItsimportedbecauseitsgood.,ReliablySolid,SolidlyReliable.,45,修辞特点,押韵,Asmoothsilkyskin.,Health,humorandhappinessGiftswedlovetogive.,Wonderwheretheyellowwent.,Getthecardthatgetsyouthecar.,46,修辞特点,押韵,KLMarealwayslookingfornewdestinations.Toimprovetheirbusinessconnections.,ThinkInk!Makeitclear.MakeitCanon.,MyGoodness!MyGuinness!,47,修辞特点,对比,SomethinggoodiscomingupwhenyougettheBisquickdown.(Bisquick食品）,AllnewMitsubishihasmorepowerandeconomy,lessweightandnoise.（三菱汽车）,DoMore.WorkLess.（电脑）,Bigthrills.Smallbills.（出租车）,48,修辞特点,仿拟,WheretheresThermasilk,thereshealthyhair.(Thermasilk香波）,Wearingisbelieving.（LOVABLE内衣）,Wetakenoprideandprejudice.(Time杂志）,49,常见翻译方法,直译法,At60milesanhourtheloudestnoiseinthisnewRolls-Roycecomesfromtheelectricclock.,这种新式“劳斯来斯”时速60英里时轿车最响的噪音来自车内的电钟。,50,常见翻译方法,直译法,Wouldyoubemorecarefulifitwasyouthatgotpregnant?,如果怀孕的是你，你也会满不在乎吗？,51,常见翻译方法,直译法,天有不测风云但是如果你参加保险那么,UpintheskythereisunforeseenstormButIfyoubuyinsuranceThen,52,常见翻译方法,意译法,AMarsadaykeepsyouwork,restandplay.,每天一颗“火星”，让你万事称心。,CantBeatTheRealThing.,挡不住的诱惑！,53,常见翻译方法,意译法,汲取生物精华，焕发生命潜能。,EssenceofLivingBeings.Energyforlife.,让声佳驰名世界，让世界遍布“声佳”电器。,Ouraim:MakeaglobalhitShengjiaAutoElectric,54,常见翻译方法,套译法,食在广州,Eastorwest,theGuangzhoucuisineisbest.,Vandermintisntgoodbecauseitsimported;Itsimportedbecauseitsgood.,好酒不在进口，进口必是好酒！,百闻不如一尝。,TastingisBelieving.,有了南方，就有办法了,WherethereisSouth,thereisaway.,55,常见翻译方法,四字结构法,Cleansyourbreathwhilecleansyourteeth.,洁齿清气。,Tastestoogoodforwords,其味无穷，妙不可言,Illdoalotforlove,butImnotreadytodieforit.,情爱诚销魂，生命价更高,56,常见翻译方法,四字结构法,TheGlobebringsyoutheworldinasinglecopy.,一册在手，纵览全球。,AbusinessinmillionsAprofitinpennies,百万生意，毫厘利润,57,常见翻译方法,增减法,Goodtothelastdrop!,滴滴香浓，意犹未尽。,Takingtheleadinadigitalworld.,领先数码，超越永恒。,Elegan