Translation of Advertising style【DOC精选】.docVIP

Translation of Advertising text Characteristics in language: Definition of Advertising by American Marketing Association: Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products services or ideas by identified sponsors through the various media. Principles of its language: AIDMA_____ Attention, Interest, Desire, Memory, Action. Language features: Practical and artistic, a new form of art. Eye-catching, ear-catching, hand-catching. selling power. Memory value. Attention value. Readability. Persuasive power. Loaded language. Forms: Press advertising TV and Radio advertising Outdoor and Transport Advertising Window and Point-of-sale Display Direct Mail Advertising Cinema Exhibition and Trade Fairs Functions: Information, persuasion, maintenance of demand, creating mass market. Translation of brand-names. (Functional equivalence) A successful translation of brand name is of great importance to the product. Coca Cola 可口可乐（饮料） Pepsi Cola百事可乐（饮料） Pentium奔腾（芯片） Sprite雪碧（饮料） Rejoice飘柔（洗发液） Safeguard舒肤佳（香皂） Methods to translate. A. Liberal translation(Interpretation of meanings ) Camel Microsoft Volkswagen “象牙”香皂：Ivory “双喜”：Double Hapiness “联想”：Legend 佐尔美：Flatter you Importance of Cultural differences:　 “白翎”钢笔：white feather 紫罗兰牌男式衬衫: ansy 船牌床单等：Junk “海燕”电视机： Petrel “蝙蝠”电扇：Bat “白象”电池：White Elephant “金鸡”牌闹钟：Golden Cock Transliteration Signal洁诺（牙膏）Goodyear固特异（轮胎） Tide汰渍（洗衣粉）Ikea宜家（家具） Giga技嘉（主板） Canon佳能(打印机、复印机) Nike 耐克（鞋） Lactov 乐口福（饮料） Vermouth味美思（食品） Stone四通（打印机）Hewlett-Packward 惠普（打印机） Polaroid拍立得（一次成像照相机）Clear and Clean可伶可俐（化妆品）Poison 百爱神（洗发液） Diamond 戴梦得（首饰） Sheridon喜来登（大饭店） Function芬格欣（药） Contac康泰克 Bisquit 百事吉（法国白兰地） Ricoh 丽确（日本表） McDonald’s 麦当劳；麦当乐 BMW宝马（轿车） Benz（大陆：奔驰；台：朋驰，宾士；港：平治） Viz