商务英语翻译Unit8-商务广告.pptxVIP

商务英语翻译Unit 8商务广告对外经济贸易大学出版社Unit8 Learning ObjectivesBy studying this chapter, you will be able to: become familiar with different types of advertising; know the stylistic features of advertisement;understand rhetorical features of advertising language;master the translation skills of advertisement. Unit8Contents三英语广告的翻译方法任务三任务二任务四任务一实践操练二词汇拓展商务广告的翻译商务广告的文体特征知识链接一商务广告的构成Unit8任务一 知 识 链 接1. 这张图片是什么广告？答：这张图片是银行房贷广告。Unit82. 你知道下列广告是什么品牌的广告语吗？（1）Just do it.（2）Start Ahead.（3）Let us make things better.（4）Generation Next. （5）Poetry in motion, dancing close to me. （6）All your imaginations can be created.耐克运动鞋 飘柔洗发水飞利浦电器百事可乐丰田汽车戴尔电脑Unit8任务二 商 务 广 告 的 翻 译 一、商务广告的构成一则完整的书面商务广告，通常由五个部分构成：标题（headline）、包括副标题（subheadline）、正文（body copy）、口号（slogan）、商标（trademark) 和插图（illustration），其中前3项属语言文字（verbal) 部分，后两项为非语言文字（non-verbal) 部分。在实际的商务广告创作中，由于每则广告的诉求点、创意不同，英语商务广告方案并非都采取这种完整的形式，其它表现形式主要有：标题+正文+口号；正文+口号；标题+口号；标题+口号+商标/插图。Unit8总之，商务广告的结构比较灵活，随着广告商的营销策略、广告目标、广告对象的不同而有所调整。下面是全球最大的电脑软件提供商微软公司为其Excel和Word软件打的广告，通过这则完整结构（副标题+标题+正文+商标+口号）的广告，广告受众可以充分地认识到Excel和Word软件的优越性。Unit8例1：副标题 Princeton economist calculates that anybody who uses a computer earns 15% more than an equally skilled co-worker who does not.—Fortune Magazine August 24, 1992标题 We make it easier to get a 15% raise.正文 You have an important job to do. Maybe you write letters, memos or proposals. Maybe you analyze complicated data or track budgets. Maybe you compile reports combining some or all of the above.Whatever kind of work you tackle with a personal computer, Microsoft Excel and Word for Windows can make it easier to accomplish.Unit8After all, they were designed to work together perfectly. They look and feel very much alike, sharing text, graphics and data. Once you become familiar with one program, youll intuitively understand the basis of the other.For details, along with some case studies of people who have actually started using Microsoft Excel and Word for Windows, call（800）426-9400. Ask for Department HZ3.We ca