《Lecture廣告翻譯》PPT課件

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1、Lecture7TranslationofAdvertisementsI.WhatisAdvertisement?II.StylisticFeatureofAdvertisementIII.TranslationofAdvertisementIV.FigureofSpeechinAdvertisementI.WhatisAdvertisementPaidmessagecommunicatedthroughthevariousmediabyindustry,businessfirms,nonprofitorgani

2、zations,orindividuals.Advertisingispersuasiveandinformationalandisdesignedtoinfluencethepurchasingbehaviorand/orthoughtpatternsoftheaudience.PrincipleofAdvertisement---AIDA:Attention—Interest—Desire—Action引起注意—激發(fā)興趣—刺激需求—采取行動(dòng)ClassificationAccordingtoAdvertisin

3、gMedia:PressAdvertisingTelevisionandRadioAdvertisingOutdoorandTransportAdvertisingWindowandPoint-of-SaleAdvertisingExhibitionandTradeFairsDirectMailAdvertisingCinema…backII.StylisticFeatureofAdvertisement2.1Colloquialandcommonwords2.2Coinageofnewwords2.3Useof

4、simplesentences,imperativesentences,activesentences,omissionsentences2.4UseofFigureofSpeech2.1Colloquialandcommonwordsuseofsimplewords,esp.somecolloquialverbsandadjectives:come,go,get,use,know,look,taste,feel,do,buy,take,love,have,good,fine,real,rich,great,et

5、c.e.g.JustDoIt.(想做就做——Nike)Don’tJustgetontoit,getintoit.(IntelPentiumIII)(不僅僅是登陸互聯(lián)網(wǎng)，而是真正暢游其中)TooGoodToEatJustOne.（Lays樂(lè)事薯片)(吃了還想吃）2.2Coinageofnewwordse.g.TheOrangemostestDrinkintheworld.Weknoweggsactlyhowtoselleggs.superexcellent/superfinecamcorderDrinkaPinta

6、MilkaDay.(milk)2.3Useofsimple,imperativesentences,active,oromissionsentencese.g.It’sthetaste.（雀巢咖啡）味道好極了ThingsgobetterwithCoca-cola.暢飲可口可樂(lè)，保您萬(wàn)事如意喝可樂(lè)，萬(wàn)事樂(lè)ThinkDifferent.（Apple蘋(píng)果電腦）不同凡“想”2.4UseofFigureofSpeeche.g.OIC(glasses)(Oh,Isee.哦，我看見(jiàn)了)Hi-Fi,Hi-Fun,Hi-Fashi

7、on,onlyfromSony.高保真、高樂(lè)趣、高時(shí)尚，只來(lái)自索尼.(alliteration)Twogether.（海濱旅館）雙雙對(duì)對(duì)一起來(lái)BackIII.TranslationofAdvertisement3.1DifferenceBetweenEnglishandChineseAdvertisements3.2TranslationofEnglishAdvertisements3.2TranslationofChineseAdvertisements3.1DifferenceBetweenEnglishan

8、dChinese1)英語(yǔ)廣告語(yǔ)言客觀具體，突出信息功能(informativefunction)；漢語(yǔ)講究以言感人，偏重呼喚功能(vocativefunction)；e.g.Ideasforlife.(Panasonic電視)實(shí)現(xiàn)您的夢(mèng)想Intouchwithtomorrow.(Toshiba電器)溝通未來(lái)，超越時(shí)空綠色好心情Feelitnow.2)英語(yǔ)廣告強(qiáng)調(diào)用戶至上，