6.1广告翻译-1.pptVIP

三、广告手段 (Advertising Media) 1. Press Advertising 报刊广告 2. Television and radio Advertising 电视和无线电广告 3. Outdoor and Transport Advertising 露天广告和交通广告 4. Window and Point-of-Sale Display 橱窗和销售点陈列广告 5. Exhibition and Trade Fairs 展览会和商品交易会 6. Direct Mail Advertising 直接邮件广告 7. Cinema 电影广告 标题： CUTTY SARK SCOTS WHISKY 正文：Some people wear trendy clothes to attract attention. Others drive flashy cars a glass of Cutty Sark wont turn any heads. But if you insist on creating a stir, you can always ask the bartender for one of them. 本广告文案的口号： Scot’s Whisky Uncommonly smooth (3)广告英语繁用复合词 如Kodak Single-use-cameras take pictures where you would not normally take your camera. （柯达一次性相机在你通常不带相机的场合拍出不平凡的照片） mass-product-成批生产的, light-blue-浅蓝色的, frist class-一等, home-made-国产的, warm-heated-热心的, money-saving-省钱的, Innocent-looking-看起来天真的. (2）惯用祈使句 祈使句本身含有请求、号召人们做某事的意思，简单明快,鼓动性强。 如Catch that Pepsi spirit. Drink it in.（喝百事饮料，振百事精神—百事饮料广告）。 Come to where the flavor is. Come to Marlboro Country---- Marlboro 光临风韵之境！万宝路世界。（万宝路香烟） （3）常用疑问句 疑问句在商业广告中也是常见的，制造悬念, 激发好奇心。如 How to save on food cost？(怎样在食物的价格上省钱？)； Have you talked to Rahco lately？ (你知道等会怎么和Rahco交谈吗？)。 （4）使用省略句, 语言凝练,重点突出 当代的经典, 永久的记时 A contemporary classic, a timeless timepiece. 生机勃勃的领带, 献给那些沉静而有信心的人们. Bright ties, ties for the cool, and certainly the confidence. （1）明喻 Mom depends on Kool-Aid, like kids depend on Moms. 妈妈依赖果乐Kool-Aids, 就像孩子依赖妈妈. What’s on your arm should be as beautiful as who’s on it. 戴在你手臂上的东西应该和你手臂上的人一样美丽 （2） 暗喻 To spread your wings in Asia share our vantage point. 在亚洲展开您的翅膀,来分享我们的利益. Sophisticated, sweet-to drink pink Lady 高级, 可口的粉红佳人. （3） 双关 Mr Kipling makes exceedingly good cakes. Mr Kipling (蛋糕牌子，又是对人的称呼)烤制出绝好的蛋糕 （4） 对偶 The choice is yours,the honor is ours. (商场广告) 任君选择,深感荣幸  (5)押韵(头韵,尾韵) Health, Humor, and Happiness…Gifts we’d love to give. 健康,幽默,幸福……这就是我们的赠礼. Hi-fi, Hi-fun, Hi-Fashion, Only from Sony. 高保真, 高乐趣, 高时尚-只来自索尼 Fl