学习资料商务英语翻译.pptVIP

优选 Unit One Advertising 优选 * 广告作为传播信息的一种方式，已成为人们生活中不可缺少的一部分。它作为一门集社会学，美学，心理学，市场营销学，语用学等学科于一身的综合艺术，越来越受到人们的关注。 目的：说服或提醒人们购买某种产品或采取某种行动。 功能：推销能力，记忆价值，注意价值，可读性 翻译原则：除了在语言规律上寻找与原文对等的契合点外，还必须处理文化差异带来的理解上的困难。同时还要考虑原文的词汇及修辞特点。译者必须了解广告英语的特征，了解译文接受者对译文的反应和原文接受者对原文的反应的差异，根据不同的反应改变或调整信息形式，顺利地完成信息的传递。达到译文与原文的音，形，意的统一 优选 * 汉译英Passage 1: The Headline of an Advertisement The headline of an advertisement is thereto attract attention and transmit a hint of the key concept, so that your prospect will be provoked to stop and read more of the ad. If they don’t read on, they will at least get some of the idea to be left with a positive perception. The headline may work with the overall ad layout and any illustration to accomplish this. Advertising genius David Ogilvy, in his book Ogilvy on Advertising, says that on average, five times as many people read the headline as the body copy. “Unless your headline sells your product, you have wasted 90 percent of your money,” he suggests. You want the ones who do read the whole ad to be your 优选 * prospects and not just passers-by. According to Starch, the advertising research company, consumers are exposed to 623 advertising impressions everyday, of which they only remember nine favorably one day later. That means 69 out of 70 messages are wasted. And it means you have quite a challenge in writing an effective headline. My personal test of a good headline is to read it and say “so what?” If the answer is “Who cares?” or “so, nothing” the headline doesn’t work. Ideally, a headline should promise the reader a benefit or deliver some news, or both. 优选 * Vocabulary: transmit 传递，传达 hint 暗示，提示 concept 思想 prospect 可能成为主顾的人 provoke 诱导 perception 观念，看法 layout 布局 illustration 插图 accomplish 实现，达到 genius 天才 exposed 暴露于 ideally 理想地 词汇扩展：平面广告的组成 print ads 平面广告 component 组成 headline 标题 subhead 副标题 text 正文