商务广告的翻译.ppt

1、a,1,第七讲 广 告 的 翻 译,a,2,定义,Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.,“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。”,a,3,广告的功能,Information functio

2、n Demand creation function Persuasion function Action function establishment function,a,4,广告的分类,目标群体： 消费者广告 consumer advertising 企业广告 business advertising,a,5,广告的分类,目标区域： 地方广告 local advertising 全国广告 national advertising 国际广告 international advertising,a,6,广告的分类,传播媒体： 印刷广告 print advertising 电子广告 elect

3、ronic advertising 户外广告 out-of-door advertising,a,7,广告的分类,宣传目的： 商业广告 commercial advertising 非商业广告 non-commercial advertising,a,8,标题 headline 正文 body text 口号 slogan 商标 trademark 插图 illustration,英语广告的构成,a,9,Good taste. Kent style. （美国健牌香烟） My Rolex is more than Just a watch, it makes me feel dressed. （

4、瑞士劳力士手表。） We make other vegetables green with envy. （美国马铃薯协会马铃薯的广告） DATSUN saves about a gallon of gasoline a day. （DATSUN牌汽车） Soft shoes for hard world. （Ultrasoft 女鞋）,标题,a,10,I was in love with a girl name Cathy. I killed her. 200 Years. Six Generations. One Family. PURINA KITTEN CHOW BRAND KITTEN

5、 FOOD Because Kittens need more nutrition than adult cats.,标题,a,11,直接性标题 (direct headline) 间接性标题 ( indirect headline) 综合性标题 ( combination headline),标题,a,12,Grade A Milk, 23 a Quart,直接性标题,Bed Its imported because its good.,Reliably Solid, Solidly Reliable.,a,46,修辞特点,押韵,A smooth silky skin.,Health, hu

6、mor and happiness Gifts wed love to give.,Wonder where the yellow went.,Get the card that gets you the car.,a,47,修辞特点,押韵,KLM are always looking for new destinations. To improve their business connections.,Think Ink! Make it clear. Make it Canon.,My Goodness! My Guinness!,a,48,修辞特点,对比,Something good

7、is coming up when you get the Bisquick down. (Bisquick 食品）,All new Mitsubishi has more power and economy, less weight and noise. （三菱汽车）,Do More. Work Less. （电脑）,Big thrills. Small bills. （出租车）,a,49,修辞特点,仿拟,Where theres Thermasilk, theres healthy hair. (Thermasilk 香波）,Wearing is believing. （LOVABLE内衣

8、）,We take no pride and prejudice. ( Time 杂志）,a,50,常见翻译方法,直译法,At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.,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。,a,51,常见翻译方法,直译法,Would you be more careful if it was you that got pregnant?,如果怀孕的是你，你也会满不在乎吗？,a,52,常见翻译方法,直译法,天有不测

9、风云 但是 如果你参加保险 那么,Up in the sky there is unforeseen storm But If you buy insurance Then ,a,53,常见翻译方法,意译法,A Mars a day keeps you work, rest and play.,每天一颗“火星”，让你万事称心。,Cant Beat The Real Thing.,挡不住的诱惑！,a,54,常见翻译方法,意译法,汲取生物精华，焕发生命潜能。,Essence of Living Beings. Energy for life.,让声佳驰名世界，让世界遍布“声佳”电器。,Our ai

10、m: Make a global hit Shengjia Auto Electric,a,55,常见翻译方法,套译法,食在广州,East or west, the Guangzhou cuisine is best.,Vandermint isnt good because its imported; Its imported because its good.,好酒不在进口，进口必是好酒！,百闻不如一尝。,Tasting is Believing.,有了南方，就有办法了,Where there is South, there is a way.,a,56,常见翻译方法,四字结构法,Clea

11、ns your breath while cleans your teeth.,洁齿清气。,Tastes too good for words,其味无穷，妙不可言,Ill do a lot for love, but Im not ready to die for it.,情爱诚销魂，生命价更高,a,57,常见翻译方法,四字结构法,The Globe brings you the world in a single copy.,一册在手，纵览全球。,A business in millions A profit in pennies,百万生意，毫厘利润,a,58,常见翻译方法,增减法,Good to the last drop!,滴滴香浓，意犹未尽。,Taking the lead in a digital world.,领先数码，超越永恒。,