广告英语的特点ppt.pptVIP

广告英语的特点 一、词汇 1、频用某些动词、形容词，增强语言的表现力 1）常使用单音节动词，使广告语言生动，内容一目了 然，有很强的劝诱功能。 ask, be, bring, buy, choose, come, come on, cut, do, drive, feel, fill, get, give, go, have, hear, help, hurry, keep, know, like, listen, look for, love, make, meet, need, post, remember, save, see, serve, start, take, taste, use. Just do it. (耐克运动鞋广告) Ask for more. (百事可乐广告) Wheat Thins – Tastes Good. Feels Good. (某麦片广告) 2）常使用单音节形容词及部分带前后缀的形容词 good, new, great, fine 几乎可修饰产品的任何一个方面 fine, great, wonderful 表示称赞与推荐 crisp, delicious, fresh, good, rich 在食品广告中常用 clean, fresh, soft 牙刷、香皂、洗发精、洗衣粉广告 Super- “超级”类的形容词： supereminent 超凡的 superexcellent 极卓越的 supernormal 超常规的 Tangy. Zesty. Spicy. Crispy Baked. / It’s also delicious. (某脆焙鸡块广告) Sensuously smooth. Mysteriously mellow. Gloriously golden. Who can resist the magic of Camus XO Congnac? (Camus 干邑XO广告) The quicker picker upper. (某纸巾广告) You can be heartburn free with the new Pepcid AC. The strongest, longest acid controller. (某药品广告) The biggest little resort on the Chesapeake is the best-kept secret in Virginia. (某宾馆广告) 汉译这些广告文字时，要注意保持原文简洁有力，富于节奏感的特点。 上海旁氏有限公司生产的“芦荟及羊脂配方特效润肤 露”产品的英文广告为： Vaseline Intensive Care ‘Aloe ＆ Lanolin’ combines natural aloe with skin softening lanolin and a fresh herbal scent to soothe and condition rough, dry skin. Absorbs fast with no greasy after-feel. Helps restore your skins natural softness. In just seconds, youll see and feel the difference. Great year-round skin care for the whole family. 芦荟及羊脂配方凡士林特效润肤露，蕴含丰富的滋 润成份，不油不腻，补充肌肤因干燥而失去的水分，快 速渗透，发挥滋润效果，全年适用。 译文不仅简练准确，而且在文字处理上充分体现了中文的词汇丰富优美的优势，忠于原文且胜于原文。 3）褒义词的大量使用 语言学家G. H. Leech将英语广告中经常出现的形容 词按其频率高低依次排列，前二十个是： new (2) good/better/best (3) free (4) fresh (5) delicious (6) full (7) sure (8) wonderful (9) clean (10) special (1l) crisp (12) fine (13) big (14) great (15) real (16) easy (17) bright (18) extra (19) safe (20) rich 在这些常用形容词中，评价性的形容词(evaluative adjectiv