广告翻译修辞方法举例.pptVIP

Advertising Translation by: 月尔比叶，左维伟，王玉姣，刘彦 ;Advertising is a word comes from Latin,meaningyelling.It is said that,in the ancient time ,the Rome businissman competing with each others and hire some people shouting in the city streets,in order to attract customers to buy their goods.;So what is advertising translation?;It is a translation of advertising in order to sell a standardized product to local and not local consumers with different languages and cultures. ;Role? When a new product enters a market,a sales promotion or advertisement can effectively help consumers learn more about the product.; Differences beween China and West In China, much of the documentation, brochures and suchlike created by producers or providers, is written in a very polite way with long and flowery descriptions. In the West the same is brief and to the point. The western audience simply will not read long glowing descriptions of your product, and are not impressed by elaborate descriptions, extravagant claims, or of the awards that have been won from agencies that are unknown outside China. ;The structural characteristics and rhetoric in advertisieng; 例如： Coca—Cola is it. 还是可口可乐好！（使用简短句） Introducing FITNESS magazine. It’s about health, it’s about exercise, it’s about your image, your energy, and your outlook. 向你推荐《健康》杂志：说健康，说锻炼，说形象，说精力，说展望。（使用并列句） It’s a moment you planned for. Reached for. Struggled??for. A??long-awaited moment of success. Omega, for this and all your significant moments. 这是你计划的时刻，期望的时刻，争取的时刻，长久等待的成功时刻。欧米茄，记下此刻，和所有重要时刻。（使用省略句）  Catch that Pepsi spirit. Drink it in. 喝百事饮料，感受百事精神！（使用祈使句）; Characteristic of rhetoric; 隐喻（metaphor） 瑞士EBEL的手表广告“EBEL, the architects of time.” EBEL手表，时间的缔造者 推销酒的广告 “Sophisticated, sweet-to-drink Pink Lady.” 高级、可口的粉红佳人 比喻（analogy）：Featherwater：light as a feather．（法泽瓦特眼镜：轻如鸿毛。） ;拟人（personification） 花卉公司的广告 “Flowers by Interflora speak