经典广告英文翻译.ppt

The codfish lays a million eggs The helpful hen lays one The codfish makes no fuss of its achievement The hen boasts what she has done We forget the gentle codfish The hen we eulogize Which teaches us this lesson That it pays to advertise Bye Helmets Yoga training ads Hubba Bubba 芝加哥地下走廊天花板贴纸 “Our?potatoes?are?grown?closer?than?you?may?think.” Battery Planted ads Concept and feature Advertising is a way of bringing information to the public for the purpose of selling a product, a service, an idea, and an ad should be 1. informative 2. eye-catching 3. raise the desire to purchase. In other words, a good ad should be attractive --- catch the reader’s attention (吸引力 ) creative --- project an image (创造力 ) persuasive --- urge the reader to act (说服力 ) impressive --- produce an impact (影响力 ) Functions and roles 广告具有 信息功能 (informative function) 美感功能(aesthetic function) 表情功能(expressive function) 祈使功能 (vocative function) 广告的功能在于： 1. Information （提供信息） 2. Persuasion （争取顾客） 3. Maintenance of Demand （保持需求） 4. Creating Mass Markets （扩大市场） 5. Quality （确保质量） Kinds of Media Press Advertising 报刊广告 Television and radio Advertising 电视和无线电广告 Outdoor and Transport Advertising 露天广告和交通广告 Window and Point-of-Sale Display 橱窗和销售点陈列广告 Exhibition and Trade Fairs 展览会和商品交易会 Direct Mail Advertising 直接邮件广告 Cinema 电影广告 Linguistic Limitations Language is one of the major barriers to effective communication through advertising Translation challenges Low literacy in many countries Multiple languages within a country In-country testing with the target consumer group avoids problems caused by linguistic differences Feature of English ads Translation Verbal Characteristics of English advertising Sentence features of English Advertising verbal Frequent Use of Compounds 复合词多 satin-soft, good-buy, high-quality, up-to-the-minute, undreamed-of, lemon-fragrant. More Use of Adjectives finest food, most attractive surroundings and a friendly disposition（餐馆广告） Incredi