广告翻译PowerPointPresentation学习课件.pptxVIP

Module8TranslateAdvertisements;;;DefinitionofAdvertisement

AmericanMarketingAssociation(AMA)definesadvertisingas“thenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.”

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.CategoriesofAdvertisements

AccordingtoTargetAudience：

ConsumerAdvertising(消费者广告)

BusinessAdvertising(企业广告)

AccordingtoTargetArea：

LocalAdvertising(地方广告)

NationalAdvertising(全国广告)

InternationalAdvertising(国际广告)

AccordingtoMedia：

PrintAdvertising(印刷广告)

ElectronicAdvertising(电子广告)

Out-of-homeAdvertising(户外广告)

AccordingtoPurpose：

CommercialAdvertising(商业广告)

Non-commercialAdvertising(非商业广告)

PublicInterestsAdvertising(公益广告);平面广告;电视广告;公益广告;

Theidentificationfunction

Theinformationfunction

Thepersuasionfunction;Theidentificationfunction

Advertisementsaretoidentifyaproductanddifferentiateitfromothers;thiscreatesanawarenessoftheproductandprovidesabasisforconsumerstochoosetheadvertisedproductoverotherproducts.;Theinformationfunction

Advertisementsaretocommunicateinformationabouttheproduct,itsattributes,anditslocationofsale.;Thepersuasionfunction

Advertisementsaretoinduceconsumerstotrynewproductsandtosuggestreuseoftheproductaswellasnewuses.;明星效应;识别标记(IdentificationMarks)

（口号、商标及品牌）;IV.Typesofwriting

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.FeaturesofAdvertisingEnglish

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

TakeTOSHIBA,taketheworld.

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

Letsmakethingsbetter.

让我们做得更好。（飞利浦电子）

;复合词(Co