广告文本英译21页PPT
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经典广告英文翻译ppt课件
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1.广告的语言特点及英译:
玩弄辞藻 使用警策句，以发人思考，从而注
意广告中的商品 言简意赅,简洁易懂 使用大众化口语体
9
玩弄辞藻
堆砌形容词和形容词最高级 finest food, most attractive surroundings and a friendly disposition (餐馆广告) Incredible sale: beautiful, beautiful, beautiful lynx and mink, top quality, latest styles fur garments (服装广告)
广告翻译
1
广告的定义
“广告是将各种高度精炼的信息，采用艺 术手法，通过各种媒介传播给大众，以 加强或改变人们的观念，最终导致人们 行为的事物和活动。 ”
2
广告手段 (Advertising Media)
1. Press Advertising 报刊广告 2. Television and radio Advertising 电视和无线电
15
“雪莲”牌羊绒衫 北京生产的”雪莲”牌羊绒衫,系选用优质的山羊绒 作原料制成.本品具有色泽鲜艳,手感柔滑,穿着舒适,轻, 软,暖等特点,由于该产品品质优良,做工精细,花型,款式 新颖,尺码齐全,受到过外消费者的热烈欢迎.
“Snow Lotus” Cashmere Sweaters “Snow Lotus” Cashmere Sweaters from Beijing are made from superior Chinese Cashmere fibre. They are lustrous in colour, supple, light, warm and comfortable to wear. Owing to their fine quality, excellent workmanship, novel designs and styles, and complete size range, they have gained popularity from consumers abroad.
1.广告的语言特点及英译:
玩弄辞藻 使用警策句，以发人思考，从而注
意广告中的商品 言简意赅,简洁易懂 使用大众化口语体
9
玩弄辞藻
堆砌形容词和形容词最高级 finest food, most attractive surroundings and a friendly disposition (餐馆广告) Incredible sale: beautiful, beautiful, beautiful lynx and mink, top quality, latest styles fur garments (服装广告)
广告翻译
1
广告的定义
“广告是将各种高度精炼的信息，采用艺 术手法，通过各种媒介传播给大众，以 加强或改变人们的观念，最终导致人们 行为的事物和活动。 ”
2
广告手段 (Advertising Media)
1. Press Advertising 报刊广告 2. Television and radio Advertising 电视和无线电
15
“雪莲”牌羊绒衫 北京生产的”雪莲”牌羊绒衫,系选用优质的山羊绒 作原料制成.本品具有色泽鲜艳,手感柔滑,穿着舒适,轻, 软,暖等特点,由于该产品品质优良,做工精细,花型,款式 新颖,尺码齐全,受到过外消费者的热烈欢迎.
“Snow Lotus” Cashmere Sweaters “Snow Lotus” Cashmere Sweaters from Beijing are made from superior Chinese Cashmere fibre. They are lustrous in colour, supple, light, warm and comfortable to wear. Owing to their fine quality, excellent workmanship, novel designs and styles, and complete size range, they have gained popularity from consumers abroad.
经典广告英文翻译(PPT格式)
Anything is possible. “一切皆有可能” （李宁服饰） Give me a chance, and you’ll have a big surprise. “给我一个机会，还你一个惊喜” （嘉 亨印务） Only fine medicinal herbs Make fine herbal medicines. 中药材广告：“药材好，药才好。” Your everyday life is very busy, Our Long Card can make it easy. 建设银行龙卡的广告：“衣食住行，有 龙则灵。”
Fቤተ መጻሕፍቲ ባይዱNCTION(广告的功能)
1. Information （提供信息） 2. Persuasion （争取顾客） 3. Maintenance of Demand （保持需求） 4. Creating Mass Markets （扩大市场） 5. Quality （确保质量）
Features of slogans（广告口 号）and catch-phrases (广告语句)
ADVERTISEMENT
Advertising Media (广告手段)
1. Press Advertising 报刊广告 2. Television and radio Advertising 电视和无线电 广告 3. Outdoor and Transport Advertising 露天广告和交通广告 4. Window and Point-of-Sale Display 橱窗和销售 点陈列广告 5. Exhibition and Trade Fairs 展览会和商品交易 会 6. Direct Mail Advertising 直接邮件广告 7. Cinema 电影广告
广告商务英语翻译课件
让《纽约时报》去发现您。
【例34】Obey your thirst． 服从你的渴望。（雪碧） 【例35】 Ask for more. 渴望无限。（百事流行鞋）
1155
第十五页，共22页
• 4.其他特点
句子结构上，常常运用省略、缩写等手段。很
多情况下以词代句：Good to the last drop.(滴滴香浓 ，意犹未尽—— Maxwell咖啡）；A Kodak Moment(就在这一刻——柯达）。缩写的频率也 很高，多数如we’ve, you’re, it’s, that’s, there’s,名词 所有格’s也被频繁使用，甚至许多该用of的地方也 有’s。
广告商务英语翻译课件
1
第一页，共22页
I. Definition of advertising
• Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.
Drops
补充：大量使用积极、肯定和褒义的形容词已司空见惯、不胜枚 举。一下是一些使用频率高的形容词。
new
free
great
favorite
big
good
better best
more
easy
superior ideal rich
safe
fresh
comfortable top
powerful
【例34】Obey your thirst． 服从你的渴望。（雪碧） 【例35】 Ask for more. 渴望无限。（百事流行鞋）
1155
第十五页，共22页
• 4.其他特点
句子结构上，常常运用省略、缩写等手段。很
多情况下以词代句：Good to the last drop.(滴滴香浓 ，意犹未尽—— Maxwell咖啡）；A Kodak Moment(就在这一刻——柯达）。缩写的频率也 很高，多数如we’ve, you’re, it’s, that’s, there’s,名词 所有格’s也被频繁使用，甚至许多该用of的地方也 有’s。
广告商务英语翻译课件
1
第一页，共22页
I. Definition of advertising
• Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.
Drops
补充：大量使用积极、肯定和褒义的形容词已司空见惯、不胜枚 举。一下是一些使用频率高的形容词。
new
free
great
favorite
big
good
better best
more
easy
superior ideal rich
safe
fresh
comfortable top
powerful
经典广告英文翻译PPT格式共80页
Identify target audience
Objectives setting Budget decisions Message decisions Media decisions
Agency selection Advertising evaluation
Source: Hollensen, Global marketing, 4e, 2019.
1. informative 2. eye-catching 3. raise the desire to purchase.
In other words, a good ad should be
attractive --- catch the reader’s attention (吸引力 )
Media conditions
• Media infrastructure • Media habits • Media costs
Gillette For Women Venus
Why use an identical global message for Greece, Germany, and the U.S.?
Price • Positioned in middle to upper income markets – sufficient money available
Place • Target markets provide the same highly developed distribution infrastructure
Media decisions
Momentum
Reach
Frequency
Gross Media mix rating points
Objectives setting Budget decisions Message decisions Media decisions
Agency selection Advertising evaluation
Source: Hollensen, Global marketing, 4e, 2019.
1. informative 2. eye-catching 3. raise the desire to purchase.
In other words, a good ad should be
attractive --- catch the reader’s attention (吸引力 )
Media conditions
• Media infrastructure • Media habits • Media costs
Gillette For Women Venus
Why use an identical global message for Greece, Germany, and the U.S.?
Price • Positioned in middle to upper income markets – sufficient money available
Place • Target markets provide the same highly developed distribution infrastructure
Media decisions
Momentum
Reach
Frequency
Gross Media mix rating points
经典广告英文翻译PPT格式-PPT精选文档
Google logo…
Slovenia Turkey
Sweden
China
Apple
Standardized products all over the world
Standardized promotion all over the world
Apple: Reasons for standardization
Main media types
Television Radio Newspapers Magazines Cinema Outdoor
Source: Hollensen, Global marketing, 4e, 2019.
The major international advertising decisions
Advertising is a way of bringing information to the public for the purpose of selling a product, a service, an idea, and an ad should be 1. informative 2. eye-catching 3. raise the desire to purchase.
• Restrictions (object, arrangement)
Media conditions
• Media infrastructure
• Media habits
• Media costs
Gillette For Women Venus
Why use an identical global message for Greece, Germany, and the U.S.?
商业广告汉英翻译课件
• Health, humor & happiness…gifts we’d love to give.(《星期六晚报》广告)
• 辅韵
• Cleans your breath while it cleans your
teeth.牙膏广告
PPT学习交流
15
广告的文体特点及英译
• 广告按其体裁，风格，手法及文字表达方式等不 同，可将他们分为若干类型．熟悉并掌握各种类 型广告文体的特点对做好广告的翻译工作十分必 要．常见的广告文体特点及翻译要求如下：
• 千里之行, 始于足下, 运动鞋广告
押韵
• Spend a dime, Save you time.(电器广告)
• 化妆精品啥最好, 路霞蛇PP油T学习膏交流。(蛇油膏广告)
14
• 英语广告中运用两种特殊的修辞方法
• 头韵
• Read, remembered, rushed. (Panasonic办公自动 化系统广告）
•
Wanted
• A piano teacher to teach a 5-year-old girl at home. 2 hours each time, twice a week. Call 0298306814.
PPT学习交流
23
广告语的特点
• 包括广告口号(slogans)、广告语句(catch phrases) 等在内的广告语是一种非常特殊的语 言。它们通常都有一些共同的特点，如语言上引 人入胜、说服力强，修辞手段的运用也别具一格 ，如语义双关、文字游戏等，使人感到幽默中见 智慧，平淡中显新奇。广告语言在形式上也极具 鲜明特色，或行文工整、对仗押韵，或节奏感强 、琅琅上口，或一鸣惊人、耳目一新，可以收到 耐人寻味，经久不忘的效果。
• 辅韵
• Cleans your breath while it cleans your
teeth.牙膏广告
PPT学习交流
15
广告的文体特点及英译
• 广告按其体裁，风格，手法及文字表达方式等不 同，可将他们分为若干类型．熟悉并掌握各种类 型广告文体的特点对做好广告的翻译工作十分必 要．常见的广告文体特点及翻译要求如下：
• 千里之行, 始于足下, 运动鞋广告
押韵
• Spend a dime, Save you time.(电器广告)
• 化妆精品啥最好, 路霞蛇PP油T学习膏交流。(蛇油膏广告)
14
• 英语广告中运用两种特殊的修辞方法
• 头韵
• Read, remembered, rushed. (Panasonic办公自动 化系统广告）
•
Wanted
• A piano teacher to teach a 5-year-old girl at home. 2 hours each time, twice a week. Call 0298306814.
PPT学习交流
23
广告语的特点
• 包括广告口号(slogans)、广告语句(catch phrases) 等在内的广告语是一种非常特殊的语 言。它们通常都有一些共同的特点，如语言上引 人入胜、说服力强，修辞手段的运用也别具一格 ，如语义双关、文字游戏等，使人感到幽默中见 智慧，平淡中显新奇。广告语言在形式上也极具 鲜明特色，或行文工整、对仗押韵，或节奏感强 、琅琅上口，或一鸣惊人、耳目一新，可以收到 耐人寻味，经久不忘的效果。