广告语的翻译培训课件.ppt

 广告语的翻译;一、认识广告; 2. 广告语的魅力; 3. 广告类别（Categories of Ads）; 4. 广告策划的6M原则（6M Principles） ; 5.广告的功能：AIDMA法则 （Functions of Advertisements）; 6. The linguistic features of English Advertisements;6) Take time to indulge． 7) The relentless pursuit of perfection. 8) Poetry in motion， dancing close to me． 9) Come to where the flavour is—— Marlboro Country． 10) To me，the past is black and white, but the future is always color． ; ;1. Lexical features: common and simple words. 1) I love this game. 2) Just do it. 只管去做。（耐克运动鞋） 3) I’m lov’in it. (我就喜欢。) 4) I chocolate you. （爱巧克力哟！） ;5) Born to shine. 我本闪耀！ （LG手机） 6) 非常可乐，非常选择。 （非常可乐） A special cola, a special choice.;2. Syntactic features:use different types of sentences. Statements: 1）Everything you’ve heard is true. 真材料，真感受，真服务。 2）He who hesitates is lost. 机不可失，时不再来。 3）In touch with tomorrow. 与明天共进。（东芝）;4) Life is discovery. And we have directions to get you there. (Wondemess) 生活就是发现，让我们去发现吧。 5）你不理财，财不理你。(电视“理财”栏目广告词) Leave “Managing Money” alone, and money manages to leave you alone.;Imperative sentences: Turn it on! 穿上它！ （ Puma 彪马） Just do it. 只管去做。（ 耐克运动鞋） Ask for more. 渴望无限。 （ 百事流行鞋）;;Questions: Where do you want to go today? (Microsoft) 你今天想去哪里？ What are luxury cars should be? 豪华汽车是怎样的？（林肯汽车） Have you driven a Ford recently? (Ford Automobile) 你喝过山泉水吗？（农夫山泉） Which lager can claim to be truly German? This can. 啤酒; Figures of speech ;暗喻Metaphor: A is B Eg. Life is a glorious banquet, a limitless and delicious buffet. (Hallmark 公司广告);象征Symbolism： 用具体的事物来代表某种特殊的含义。如 Across five continents, Impression of Singapore girls. 航空公司的广告，用人代表公司的宗旨，无论飞到哪里，享受的都是新加坡空姐的微笑服务。;拟人Personification： 将无灵物或想法赋予生命，使其在文中表现得更加有活力、更生动具体。如： Why your skin drinks it down so quickly? He was born in 1639, and he’s still flying with us today. He指的是一种酒，在句中被赋予了飞翔的能力。;转喻Metonymy 也称换喻或借喻，是用一种事物代替另一种相关的事物并与和后者相搭配的词配合使用的一种修辞手法。如： Wash the big city right out of your hair. 洗发水广告，the big city代替了 the dirt of the big city. He is too fond of th