第三章广告翻译3.pptVIP

Chapter 3 Translation of Advertisements 广告翻译 Contents 简介 广告 “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。” 广告手段 Press Advertising Television and radio Advertising Outdoor and Transport Advertising Window and Point-of-Sale Display Exhibition and Trade Fairs Direct Mail Advertising Cinema 广告的功能 可口可乐虽然不能让我跳得更高跑的更快，但我就是爱它，有谁不喜欢呢？ FedEx: We live to deliver. Try our sweet corn. You’ll smile from ear to ear. 广告功能 广告语 英汉广告语异同 语音 词汇 句法 修辞 文化 卖汤圆，卖汤圆，小二哥的汤圆圆又圆，一碗汤圆满又满，三块钱呀买一碗。汤圆一样可以当茶饭，吃了汤圆好团圆。（浙江宁波汤圆） 静静地吸，吸得净净。（飞利浦吸尘器） 大石化小，小石化了。（胆舒胶囊） DRINKA PINTA MILKA DAY Fresh-up with Seven-up （七喜饮料） 词汇 AIDA原则 Attention Interest Desire Action 农夫山泉有点甜。 好吃看得见。（康师傅方便面） The taste is great. (雀巢咖啡) Just do it. (耐克公司) Buy it. Sell it. Love it. （eBay） Oral words verbs adjectives These twenty top-quality bulbs Perfectly-textured cakes The chocolate-flavored cereal The best-looking small car in the world Look at the oh-so-good-comfortable size compounds The Orangemostest Drink in the world. We Know Eggsactly How to Sell Egges. Coke refreshes you like no other can. 玉环牌沐浴热水器让你随心所浴。 一箭如故。（箭牌口香糖） coinage 句法 I’m lovin it. Enjoy Coca-Cola. Time is what you make of it.（斯沃奇手表） A work of art.— Scotch Whisky Hand in Hand, Future in Your Hand. Going East, Staying Westin. Polaroid instant movies. Easy to make. Easy to show. Hard to believe. 海尔，中国造。 一旦拥有，别无选择。（飞亚达手表） 传奇品质，百年张裕。 飞利浦电器, 没有最好, 只有更好。 眼睛是心灵的窗户，为了保护您的心 灵，请为您的窗户安上玻璃。 Simple sentences, ellipsis sentences, imperative sentences 修辞 押韵 比喻 双关 仿拟 对比 反复 回环 对偶 押韵 Safety, Security and Simplicity. Mobile Phone Wonder where the yellow went. Toothpaste Could anything ever replace the taste of good old grape? How about raspberry? My goodness! My Guinness! （健力士黑啤） 头屑去无踪，秀发更出众。（海飞丝洗发水） 钻石恒久远，一颗永留传 。 alliteration, assonance, end rhyme 比喻 牛奶香浓，丝般感受。（德芙巧克力） 善饮者为仙，善酿者为神。（小酒神） 人头马一开，好事自然来。(人头马) Light as a breeze, soft as a