经典广告英文翻译PPT格式.pptVIP

International marketing promotions and ads ------Practicing lesson;Promotion tools;The codfish lays a million eggs The helpful hen lays one The codfish makes no fuss of its achievement The hen boasts what she has done We forget the gentle codfish The hen we eulogize Which teaches us this lesson That it pays to advertise;Main media types ;The major international advertising decisions;Media decisions;Advertising effects pyramid;What is this? ;What is this? ;GRP and TRP;Standardization vs. adaptation; ;;;Apple: Reasons for standardization;;;;Factors influencing the communication situation;Bye Helmets;Yoga training ads;Hubba Bubba;芝加哥地下走廊天花板贴纸;Battery;Planted ads;;Concept and feature;In other words, a good ad should be attractive --- catch the reader’s attention (吸引力 ) creative --- project an image (创造力 ) persuasive --- urge the reader to act (说服力 ) impressive --- produce an impact (影响力 );Functions and roles;Kinds of Media;Linguistic Limitations;Verbal Characteristics of English advertising Sentence features of English Advertising;verbal;finest food, most attractive surroundings and a friendly disposition（餐馆广告） Incredible sale: beautiful, beautiful, beautiful, top quality, latest styles for garments.（服装广告）;在英语广告中，有些大家所熟悉的字或词故意被拼错或加上前缀、后缀以引人注目，可有效地传播商品信息。 twogether— “together”的变异形式，用“two”代替“to” eggsactly—“exactly” 的变形，是为了与所宣传的“egg”相对应。;句法特点;sentence;英语广告常用疑问句，以引起顾客的好奇心或给顾客以启发。祈使句有极大的号召力、说服力，都易于激起人们的购买力。 Is microwave cooking fast? —You bet! 微波炉煮饭炒菜很快吗？—那还用说！ Ever wonder why most guys in pants ads are standing up? 想过吗？为什么西装裤广告里的男人总是站着？ Let the New York Times find you. Go for the sun and fun. ;Paris—Moscow—Beijing: Great Expectations.(汽车拉力赛广告) Sofa—So—Good.（沙发广告） Thirst come, thirst served. (可口可乐广告) TIME IS MONEY, with a subscription you save both. 《经济学家》杂志广告;Where there is a mountain, there is a road; where there is a road, there is Toyota. 浅析： 该广告巧妙地仿用了英语中“Where there is a will, there is a way.”这句家喻???晓的谚语，顾客很容易地就把丰田车记住了，其劝说功能显而易见。 译文可直译为：有山必有路，有路必有丰田车。 A Mars a day