BE Translation 13 广告的翻译.pptVIP

广告的翻译 Translation of Ads Ⅰ.Basic Knowledge of Ads The word “advertise” originates from Latin “advertere” means to cause the attention or known， a means to arouse the public attention and persuade them of a specific inclination. （“唤起大众对某种事物的注意力并诱导于一定的方向所使用的手段”。） We have its short form “ads” or synonym “commercials”. Ⅱ. The Genres of Ads According to their contents, ads can be divided into four categories: product (consumer) ads, service ads, corporation ads, and public-welfare ads. The basic functions of ads: First, it is informative, it can offer specific information; Second, it is persuasive, it can persuade the public of a specific inclination ; Ⅱ. The Genres of Ads Third, it is aesthetic, it can bring the public a kind of aesthetic affection, a sense of beauty; Fourth, it is emotive, that’s to say it can express a kind of emotion and can arouse the people’s tender feelings in the heart. To motivate the interest of the potential consumers to buy the products is the ultimate goal of an advertisement. Persuasion is the top function of an ad. Example My mother wanted me to have piano lessons. My father wanted me to go to Harvard. My teacher wanted me to become a lawyer. My wife wants me to stay at home. Aren’t your desires just as important? Cars that are created to impress only yourself. （What ad is it ?How do you translate “want” ?What are the features of the words used in it ?） Example Don’t you think this piece of ad motivates the public in pursuit of a car with its simple words, a friendly tone and a moving care? The purpose is clearly expressed: Others have desires on you, but don’t you have a desire of your own-------to “want” a car that is impressive that can impress only yourself? Ⅲ.The Structure of an Ad. A complete advertisement consists of two parts: a verbal(语言) and non-verbal（非语言） part. The verbal part is composed of headline (including sub-headline), body text, slogan; nonverbal part