-
广告翻译
case
study
I. Definition
Advertising
is
the
non-
personal
communication
usually
paid
for
and usually persuasive in nature about products,
services or
ideas by identified
sponsors through the various
media
。
《辞海》
：广告是传递信息的一种方式，其目的在于推销商品、
劳务，影响舆论，博得
政治支持，推进一种事业
……
II. Functions and
Classifications of Advertising
attractive (
—catch the
reader’s attention)
吸引力
creative
(
—
project an
image)
创造力
persuasive (
—
urge
the reader to act)
说服力
impressive
(
—
produce an
impact)
影响力
Or
i. Information Function
(
信息功能
)
ii. Demand
Creation Function(
唤起需要功能
)
iii. Persuasive
Function(
说服功能
)
iv.
Get Action Function(
促使行动功能
)
v. Goodwill Establishment Function
(
扶植信用功能
)
III Classifications of Advertising
?
i. Commercial
and Non-commercial Advertising
(
以是否营
利为标准
)
?
ii.
Newspaper
Advertising,
Magazine
Advertising,
Radio
Advertising,
Television
Advertising,
Direct
Mail
Advertising,
Cinema
Advertising,
Package
Advertising,
Outside
Advertising,
Web
Advertising.
（以广告媒介为标
准）
?
iii.
Consumer
Advertising,
Business
Advertising,
Service
Advertising.
（以广告对象为标准）
?
iv.
International / National /
Regional Advertising.
（以地
理位置为标准）
IV
.
Characteristics of Advertising Language and
Culture
1. Simple /
colloquial
（
口语的）
words
The only car in its
class
．
（汽车广告）
Buy one
pair
．
Get one
free
．
（眼镜广告）
It gives me clear, plain
paper faxes at a price I can afford
．
（
Canon
复印机广告）
< br>
Taking the lead in a Digital
W
orld(
三星电子
)
Y
our future is
our future.
（汇丰银行）
Just do it.
(Nike)
2. Imperative
（
祈使的）
or
interrogative
（
疑问词）
sentences
Come To Life In
Hawaii
．
（旅游广告）
Come into McDonald's and
enjoy a Big Mac Sandwich
．
（三明
治广
告）
Who would know better how to welcome
you to the U.S.
？
（旅游广
< br>告）
Are you
worrying about the problem of
management?
（网络广告）
Thinking of
buying
？
Think
again
．
Not
much
for colour TV
, is it?
V
ision
hire
！
（彩电广告）
Don‘t have much
of
a personality? Buy one. (Honda
Motor)
3. Rhetorical devices
（
夸张或修辞）
Export fair set for foreign-funded
firms
．
（博览会广告）
Bathing Beauty Discovered in Interior
Decorator
?
s Bathroom
< br>．
（瓷砖
广告）
Good teeth, good health. (C
olgate)
—
牙齿好，身体就好
Y
ou can
have
the smoother, softer, sleeker skin
you want
now and
forever(
脱毛剂
)
更光滑，更细腻，更亮泽，一旦使用，持久拥有。
Great time, Great taste, McDonald‘s
美好时光
,
共同分享
All is well
that ends well.
烟蒂好，烟就好
A better stretch for the long
stretch
．
（航空公司广告）
Try our sweet
corn
．
Y
ou'll smile
from ear to
ear
．
（甜玉米广告）
你一尝就会吃一穗又一穗，高兴得合不拢嘴。
Not all cars are created
equal
．
（三菱汽车广告）
Quality breeds
success
．
（福特汽车广告）
4.
Use of acronyms
（
首字母缩略词）
Take it to the net! ( net =Internet)
W
e found‘em we got‘em.
(?em=them)
?Tis the season
for giving. (Tis=This)
Nice‘n Easy (?n=and)…
RE=real estate
房地产
(RE
在商贸电传中
=refer
to)
?
apt=
apartment
公寓?
appt=
appointment
约会
adm=
admission
允许、进入
admin=
administration
行政、管理
广告的语言特点
?
1.
词汇特点
?
2.
句法特点
?
3.
修辞特点
1.
词汇特点
(1)
通俗易懂，大众化词汇。例如，
Just
do
it.
只管去做。（耐克运动鞋）
Generation
Next
新的一代。（百事）
Ask for
more.
渴望无限。
The
ta
s
te is
grea
t.
雀巢咖啡：味道好极了。
born to
run.
天生奔驰。（奔驰汽车）
(
2)
创新词汇，突出产品的新、奇、特。
?
(1)
简洁短句，醒目突出。
?
例如：
Fresh Up with Seven
－
up
．
（君饮七喜，提神
醒脑）
。
A diamond
las
ts
forever.
(De
Bierres
)
钻石恒久远，一颗永流传。（第比尔斯）
可
口可乐
：
饮可口
可乐，万事如意
Things go better with Coca-
Cola