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1、ChapterThreeAdvertisement3.1IntroductionTheadvertisementplaysanincreasinglyimportantroleinourlife.Thischapterintroducesthedefinitions,thefeaturesandthefunctionsoftheadvertisement.這些研究對本論文的幫助巨大，通過分析前人的研究，我們對廣告語的翻譯有了一個大致的了解，相信在前人的指引下本論文會得出更好的結(jié)論.Thesestudieshelpofthisgreatpaper,thro
2、ughtheanalysisofpreviousstudies,ourslogantranslationshaveageneralunderstanding,Ibelievethatundertheguidanceofthepredecessorsofthisthesiswillcometoabetterconclusion.3.2Advertisement3.2.1DefinitionsofAdvertisementThewordadvertisementoriginatedfromtheLatinword"advertere"whichmeansat
3、oolusedtoattracttheattentionofthepubliconsomethingandinducethemtoactinsomeway-Thevariousdefinitionsareasfollow：TheAmericanMarketingAssociation(AMA)definesadvertisementas^thenonpersonalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesoridea
4、sbyidentifiedsponsorsthroughthevariousmedia”?InCollinsCobuildStudentsDictionary(2005),"advertisement^isdefinedas^anannouncementinanewspaper,ntelevision^onaposterthattellspeopleaboutaproduct,event,orjobvacancy.AdvertisementisdefinedinCihai(辭海)as“aformusedtopublicizetheinformationo
5、fthegoods,services,enterprisesandthelike,throughmedia,normallyreferringtocommercialadvertising-Inbroadsense,thosewhichcommunicatesocialpersonnel,entertainment,ideasfallintothecategoryofadvertising."(通過媒體向公眾介紹商品，勞務和企業(yè)信息等的一種宣傳方式。從廣義來說，凡是向公眾傳播社會人事動態(tài)，人文娛樂，宣傳觀念的都屬于廣告范疇o)(WangJunyuan,2
6、005：2209)Fromthedefinitionsquotedabove,wecanconcludethatadvertisementisakindofcommunication,inwhichadvertiserCanpassinformation,ideasorfeelingstoconsumers.Andthepurposeistopersuadeconsumerstobuythatproductinpreferencetoanother.AccordingtoCaiJiaqing,"it，Sfundamentalgoalispromotion
7、,transmittingrelevantmessageofgoodsbymeansofmassmedia,theembodimentofcomprehensiveart.n(CaiJiaqing,2004：2-3)Accordingtothedefinitionofadvertisement,mostoftheadsshouldhavethefollowingcomponents：1).Advertiser：Advertisersaretheownerofadvertisinginformationandalltheadvertisingactivit
8、iesshouldbeinconsistentwiththeadvertiser
