广告文本翻.ppt

广告文本翻译 Introduction Definition of advertising 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. --American Marketing Association Function of advertisements It would be more accurate to argue in favor of an advertisement that is attractive, seductive, and expressed in terms that respect the average level of taste and culture. (O.J. Firestone, The Economic Implications of Advertising) 更准确地说，广告应有吸引力和诱惑力，使其表达符合大众品味和大众文化心理。 AIDMA attention (消费者对商品的注意)--interest(对商品发生兴趣)—desire(产生愿望)—memory(形成良好印象)—action(激发购买行为) Classification of advertisement In terms of customer Customer advertising Business advertising In terms of area International advertising National advertising Regional advertising Local advertising In terms of media Print advertising newspaper advertising magazine advertising Electronic advertising TV advertising radio advertising online advertising Outdoor advertising Direct mail advertising Advertising components（要素） Non-personal Identified sponsors Charge Information media Elements of an advertisement Visual elements headline body slogan or tag lines supplementary items illustration trademark brand name decorate border white space Audio elements advertising commentary advertising music advertising sounds Advertising principles Truth Advertising shall tell the truth, and shall reveal significant facts, the omission of which would mislead the public. 广告必须揭示实情，并揭示重要事实，对此隐瞒则将误导大众。 Substantiation Advertising claims shall be substantiated by evidence in possession of the advertiser and advertising agency, prior to making such claims. 在未作出广告声明之前，广告主和广告公司应该对广告声明有充分的把握和证据。 Comparisons Advertising shall refrain from making false, misleading, or unsubstantiated statements or claims about a competitor or his/her products or services. 广告应避免对竞争对手及其产品或服务作虚假的、误导性的或未经证明的声明。 No-bait advertising Ad