translation of ads培训教程文件.pptVIP

Observe the following ads; think about these questions: What are the linguistic features of an ad? --sentence structure --word choice Why do ads use figurative language? What are the functions of an ad? --phatic（交际）? --directive（指示）? --informative（告知）? --interrogative（询问）? --expressive（表情）? --evocative（召唤）? --performative（执行）? We know eggsactly how to sell eggs. The U1 timate All Inclusive One Price Sunkissed Holiday. Wisk puts its strength where the dirt is. Hunts. To be taken in the right spirit. Better late than the late. Give a Timex to all, to all a good time. 默默无蚊。 咳不容缓。 有痔不在年高。 linguistic features of an ad --sentence structure simple sentence imperative sentence sentence in active voice sentence fragments --word choice simple words colloquial words short words --to shorten the distance between customers and products --to impresspersuade customers --to save money Ads and figures of speech Sea, sun, sand, seclusion and Spain! A deal with us means a good deal to you. Light as a breeze, soft as a cloud. Cleans your breath while it cleans your teeth. 让世界一起来联想！ 中国电信，千里音缘一线牵。 忙碌，不盲目；放松，不放纵！ 三利贴心，妈妈放心。 --to make ads more catchy and memorable --to highlight the quality of the product functions of an ad --phatic? (used to set up a certain atmosphere or maintain social contacts) --directive? (used to get the hearer to do something) --informative? (used to tell something) --interrogative? (used to obtain information) --expressive? (used to reveal something about the feelings or attitudes of the speaker) --evocative? (used to create certain feelings in the hearer) --performative? (used to do things or perform actions) Now read the following ads; try to tell the differences between Chinese ads and English ads 酱香突出，幽雅细 腻，酒体醇厚，回味 悠长，空杯留香持 久，历届国家名酒评 比之冠，尊为国酒。 Chinese ads: English ads: Principle of ad translation: --faithfulness; expressiveness; elegance （严复） --similarity in spirit; （傅雷） --sublimation; （钱钟书） --functional equivalence t