广告语的翻译（PPT62页).pptxVIP

Module 8 Translate Advertisements;;;Definition of Advertisement American Marketing Association (AMA) defines advertising as “the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.” 广告是个人或组织通过有偿取得的媒介，向一定的社会群体宣传其产品、服务或观念，并劝说他们购买或采取相应行为的活动。;II. Categories of Advertisements According to Target Audience： Consumer Advertising (消费者广告) Business Advertising (企业广告) According to Target Area： Local Advertising (地方广告) National Advertising (全国广告) International Advertising (国际广告) According to Media： Print Advertising (印刷广告) Electronic Advertising (电子广告) Out-of-home Advertising (户外广告) According to Purpose： Commercial Advertising (商业广告) Non-commercial Advertising (非商业广告) Public Interests Advertising (公益广告);平面广告;电视广告;公益广告; The identification function The information function The persuasion function;The identification function Advertisements are to identify a product and differentiate it from others; this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products. ;The information function Advertisements are to communicate information about the product, its attributes, and its location of sale.;The persuasion function Advertisements are to induce consumers to try new products and to suggest reuse of the product as well as new uses.;明星效应;识别标记 (Identification Marks) （口号、商标及品牌）;IV. Types of writing Dialogic (对话体) Poetic (诗歌体) Argumentative (纪实体) Descriptive/Sense-appeal (描述体) Narrative/Story-style (叙述体);V. Features of Advertising English 1、Vocabulary Brief Colloquial coined;动词（Verb）：广告英语大量使用动词，特别是单音节动词，如get, make, live, love, buy, need, use Take TOSHIBA, take the world. 拥有东芝，拥有世界。（东芝电子） 形容词（Adjective）：形容词可以使语言形象、生动，出现频率较高的形容词如new, good, better, best, fine, fresh, great, easy, extra, special Lets make things better. 让我们做得更好。（飞利浦电子） ;复合词(Co