商务广告的翻译.PPT

Start ahead. 成功之路，从头开始。 Obey your thirst． 服从你的渴望。 A diamond lasts forever. 钻石恒久远，一颗永流传。 Next is now. 让未来，现在就来。 Bigger than bigger. 岂止于大。 Torben Vestergaard Kim Schroder 在著作 The Language of Advertising 中，将广告分为两大类： commercial advertising（商业广告） non-commercial advertising （非商业广告） 文字性（Verbal） 非文字性 （Nonverbal） 一、广告的分类 语言文字(Verbal)部分包括：标题（Headline）、正文（Body Text）和口号（Slogan）； 非语言文字(Nonverbal)部分包括：商标（Trade Mark）、插图（Illustration）、色彩（Color）、版面编排（Layout）等。 标题，正文，落款，标语 二、广告的构成 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 We make it easier to get a 15% raise. 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. After 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, you’ll 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 can show you how to raise your prospects, if not your actual paycheck. Microsoft Making it easier. 副标题 标题 正文 落款 标语 信息功能(informative function) 祈使功能(vocative function) AUCA awareness（认知） understanding（理解） conviction（说服） action（行动） 三、广告的功能 国际广告协会 Progress ：广告必须独特有新意； Problem：广告必须列出商品或服务的真正优点； Promise：广告必须有明确的承诺； Please：广告必须给消费公众愉快的体验； Potential：广告必须有潜在