廣告英語(yǔ)翻譯

Translationof

AdvertisementsPart1:BriefIntroductionaboutAdvertisingPart2:PresentationandAnalysisofDifferentTypesofAdvertisingPart3:SummaryofAdvertisingTranslation3BriefIntroductionWhatisadvertisingDefinitionPresentationandAnalysisSummaryBriefIntroductionAmericanMarketingAssociation(AMA)definesadvertisingas“thenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.”WhatisadvertisingPresentationandAnalysisSummaryBriefIntroduction1.PressAdvertising2.TelevisionandradioAdvertising3.OutdoorandTransportAdvertising4.WindowandPoint-of-SaleDisplay5.ExhibitionandTradeFairs6.DirectMailAdvertising7.CinemaAdvertisingMediaThreefunctions:1.Informativefunction2.Aestheticfunction(美學(xué)功能)3.PersuasivefunctionFunctionsPresentationandAnalysisSummaryBriefIntroductionPassinformationtoconsumers——whattheproductorserviceisandwhethertheproductmeetstheirneeds.Thecontentofadvertisingshouldbetrueandspecificandtheexpressionshouldbeeasytounderstand.

FunctionsInformativefunctionPresentationandAnalysisSummaryBriefIntroductionAdiamondlastsforever.(DeBierres)鉆石恒久遠(yuǎn)，一顆永留傳。（第比爾斯）

FunctionsInformativefunctionCoca-colaisit.可口可樂(lè)，我的選擇PresentationandAnalysisSummaryBriefIntroductionAdvertisersshouldpayattentiontoaestheticelementsinslogansandthetranslationofadvertisements.Takeintoaccountthepronunciation,meaningandsentencestructure.

Functions

AestheticfunctionPresentationandAnalysisSummaryBriefIntroductionTo

me,

the

past

is

black

and

white,

butthe

future

is

always

color.

對(duì)我而言，過(guò)去平淡無(wú)奇；而未來(lái)，卻是絢爛繽紛。（軒尼詩(shī)酒）

Functions

AestheticfunctionPresentationandAnalysisSummaryBriefIntroduction

FunctionsPersuasivefunctionGuideconsumerstoaccessavarietyofcommodities,stimulatetheirinterestandencouragethemtopurchaseproducts

AchievethegradualtransitionoftheAttention-Interest-Desire-Action.PresentationandAnalysisSummaryBriefIntroduction12PresentationandAnalysisTranslationofIT

AdvertisementPresentationandAnalysisSummaryBriefIntroductionContentsPresentationandAnalysisSummaryBriefIntroduction2.MethodsofITAdvertisingTranslation21.FeaturesofITAdvertisement311.FeaturesofITAdvertisement①Simplicity

Thinkdifferent

不同凡“想”Whilesomemayseethemasthecrazyones,weseegenius.Becausethepeoplewhoarecrazyenoughtothinktheycanchangetheworld,aretheoneswhodo.或許他們是別人眼里的瘋子，但他們卻是我們眼中的天才。因?yàn)橹挥心切┋偪竦揭詾樽约耗軌蚋淖兪澜绲娜?，才能真正地改變世界?/p>

-------《AppleThinkDifferent》電視廣告TheValuesofApplePresentationandAnalysisSummaryBriefIntroduction1.FeaturesofITAdvertisement②UsageofParallelismNobusinesstoosmall,noproblemtoobig.

沒(méi)有不做的小生意，沒(méi)有解決不了的大問(wèn)題。（IBM公司)ComparisonManagement

IdeaandSelfConfidence

IBM

aimsatturningitselfintoaleadingcompetitivetechnologicalserviceandsolutionprovider.PresentationandAnalysisSummaryBriefIntroduction1.FeaturesofITAdvertisement③UsageofWeandYouWeintegrate,youcommunicate.

我們集大成，您超越自我。（三菱電工）Cordial

FeelingDesiretoPurchasePresentationandAnalysisSummaryBriefIntroduction1.FeaturesofITAdvertisement④UsageofParonomasiaWelead,otherscopy.我們領(lǐng)先，他人仿效。（理光復(fù)印機(jī)）CopyPaper復(fù)印紙張F(tuán)ollowtheTechnology復(fù)制，效仿PresentationandAnalysisSummaryBriefIntroduction2.MethodsofAdvertisingTranslation②FreeTranslation（意譯）①LiteralTranslation（直譯）Literaltranslation,

or

word-for-wordtranslation,

istherenderingoftextfromonelanguagetoanother,withoutconveyingthe

senseoftheoriginalwholly.Freetranslationisonthebasisofextensiveknowledgeandexcellentliteraturetraining.Translatorsshouldfirstcomprehendtheoriginalthoroughly.PresentationandAnalysisSummaryBriefIntroduction2.MethodsofAdvertisingTranslation①LiteralTranslationBiggerthanbigger.

大陸官網(wǎng):比更大還大2rd‘bigger’:size1st‘bigger’:otheroutstandingperformancePresentationandAnalysisSummaryBriefIntroduction2.MethodsofAdvertisingTranslation②FreeTranslationSmallWonder:小有乾坤Localization:與成語(yǔ)“內(nèi)有乾坤”形成契合(本土化)

PresentationandAnalysisSummaryBriefIntroductionTranslationofTheFoodAdvertisementPresentationandAnalysisSummaryBriefIntroduction1CulturalDifferences2FeaturesandExamples3ConclusionPresentationandAnalysisSummaryBriefIntroductionTranslationofTheFoodAdvertisement(1)Preference:①

Goodtothelastdrop．(MaxwellHouse)②上海的意大利人喜歡在這兒用餐。(上海達(dá)·芬奇餐廳)(2)

Characteristic:①

I'mlovinit!(Mcdonald)②我們不生產(chǎn)水，我們是大自然的搬運(yùn)工。（農(nóng)夫山泉）PresentationandAnalysisSummaryBriefIntroductionCulturalDifferences(3)Language:①Fresh-upwithSeven-up.(Seven-up)②華龍面，天天見(jiàn)。(華龍方便面)PresentationandAnalysisSummaryBriefIntroductionCulturalDifferences1)

Concision2)Highlightfeatures3)

Begoodatusingemotionalwords4)LotsofspokenlanguagePresentationandAnalysisSummaryBriefIntroductionFeaturesandExamplesPresentationandAnalysisSummaryBriefIntroductionExamplesI'mlovin'it.我就喜歡AtKFC,wedochickenright.我們是雞肉烹飪專(zhuān)家PresentationandAnalysisSummaryBriefIntroductionExamplesCan'tbeattherealthing.擋不住的誘惑Thechoiceofanewgeneration.新一代的選擇PresentationandAnalysisSummaryBriefIntroductionExamplesThetasteisgreat.味道好極了Goodtothelastdrop.滴滴香濃，意猶未盡PresentationandAnalysisSummaryBriefIntroductionFoodadvertisingisusuallydirectandconcise,withthefastestspeedtoattractcustomers.Foodadvertisingusuallyfocusesonthefeatureofthecommodity,andisaccustomedtousingsomeemotionalwordstodrawthepeople’sattention.ConclusionTranslationoftheAutoAdvertisementPresentationandAnalysisSummaryBriefIntroduction

Name:樂(lè)兵ID:20142021111FeaturesofAutoAdvertising2CulturalDifferencesbetweenEnglishandChineseAutoAdvertising3ExamplesofTranslationofAutoAdvertising4ConclusionofTranslationofAutoAdvertising1)Autoadisrelativelylongerthanothers;2)Admustbeshortbutsmartandspecial,transmittingthemostimportantandparticularinformation;3)Autoadhassomelinguisticfeaturesasothers.PresentationandAnalysisSummaryBriefIntroduction1.FeaturesofAutoAdvertising(1)IndividualOrientationvs.GroupOrientation①What’smineismine.(Volkswagen)②昌河汽車(chē)----2006中國(guó)顧客最滿(mǎn)意微型車(chē)。（ChangheAutomobile）(2)FactEmphasisvs.AuthorityEmphasis①Agilityisthebestdefense.(BMW)

②北京2008年奧運(yùn)會(huì)合作伙伴。（FawVolkswagen）(3)DirectThinkingPatternvs.IndirectThinkingPattenPresentationandAnalysisSummaryBriefIntroduction2.CulturalDifferencesinAutoAdPresentationandAnalysisSummaryBriefIntroduction2.CulturalDifferencesinAutoAdSimplyput,theMAZDASPEED6isthefastest,besthandlingsedanwehaveeverbuilt.EverythingthatmakestheMAZDA6sedansouniqueandsoexcitinghasbeenenhancedformorepowerandmoreperformance,fromthe274-hp+enginetotheAWDdrivetrain.Andinthemidstofdeliveringthisunparalleledperformance,itkeepsyoucomfortableandrelaxedlike

onlyaMAZDA6can.Excited?Soarewe.(Mazda6)當(dāng)琴聲從琴弦悠揚(yáng)滑落時(shí)，暖色光線灑滿(mǎn)街面……不經(jīng)意間，方才馳騁時(shí)的飛揚(yáng)心緒，被另外一種悠然心情取代。無(wú)所謂動(dòng)靜，整座世界皆我擁有。愛(ài)麗舍，精致生活，精彩演繹。(DongfengCitroen)

PresentationandAnalysisSummaryBriefIntroduction3.ExamplesSourcetext:FortheRoadAhead.(Honda)Version1:為了前面的道路。(Literaltranslation)Version2:祝一路平安。(Freetranslation)Version3:康莊大道。(Culturalcompensation)Sourcetext:Uglyisonlyskin-deep.(Volkswagen)Version1:只不過(guò)是外表丑點(diǎn)。Version2:其貌不揚(yáng)。Version3:車(chē)不可貌相。Version4:不能以貌取車(chē)。Version5:中用不中看。Version6:內(nèi)在美才是真正的美。Version7:金玉其內(nèi)，敗絮其外。Version8:有實(shí)力，才有魅力。Version9:酒香不怕巷子深，好車(chē)以質(zhì)量取勝。Version10:外觀誠(chéng)可貴，質(zhì)量?jī)r(jià)更高。PresentationandAnalysisSummaryBriefIntroduction4.ConclusioninAutoAdAutoadvertisingisakindofpracticalwritingwiththesolegoalofpublicizingtheproducts,promotingsalesandbringingprofits.Autoadvertisingtranslationhassomecriteriaandstrategies,andourtranslationshouldaimmoreatthepurposeofthead.Foranautoadtranslator,heshouldnotonlyhaveagoodcommandofthesourceandtargetlanguagesbutalsohaveasolidknowledgeonmarketingandthetwoculturesinvolved.PresentationandAnalysisSummaryBriefIntroductionThePublicServiceAdvertisement

PresentationandAnalysisSummaryBriefIntroductionPublic

serviceadvertisementcantakemanyforms,butitmustbedesignedtoreachouttoatargetaudience.Publicorganizations,nonprofitsandprivatesponsorsmightworktogether,oralone,toeducatethepublicaboutimportantIssuesthroughprint,billboards,internetradiobroadcast,vehicleandmobile.mobile.Unlikethecommercialadvertisement,theroleofpublicAdistospreadanideatoeveryonewithnonprofits.ThePublicServiceAdvertisement

PresentationandAnalysisSummaryBriefIntroductionFeatureofPublicServiceAdvertisement

1Simplewords

Theearthisheatingup

氣候變暖2UseVerbsDoingtherightthingmakesyouasuperstar!

成為自己的明星UseofPersonalPronounsWefighteverydayforourextinction！

與動(dòng)物滅絕作斗爭(zhēng)！PresentationandAnalysisSummaryBriefIntroductionAgainstracialdiscrimination,thedifferentcolors’humanfingerusedaspianokeys.AccordingtothePicture,wecangetaveryclearthemeThatlivinginharmonyThePublicServiceAdvertisement

PresentationandAnalysisSummaryBriefIntroductionTrafficsafetyposter.ThecarcollidedAreprintedonaface.Byfistandfacialexpressions,wegetastrongvisualimpact.WecanalsorememberthedamageoftheTrafficaccidentclearly.BesidesthispictureCancatchthepeople’seyesimmediatelySotheauthorgetthepurposethateducatePeople。ThePublicServiceAdvertisement

PresentationandAnalysisSummaryBriefIntroductionAgainstarmtrade,weaponsjustastheTsunamidestroyingcities.Theproliferationofthearmstradeisthesameasthetsunami.WeaponsthatdestroyinghousesshowtheharmfultohumansocietyThePublicServiceAdvertisement

PresentationandAnalysisSummaryBriefIntroductionPostersagainstglobalwarming.PuttingThemeltingof

glaciersandthecityonthe

hourglass.cityisbeing

floodedbysaltwater.ByhourglasssymbolizesthelapseoftimeandtheseverityofclimatewarmingThePublicServiceAdvertisement

PresentationandAnalysisSummaryBriefIntroductionparentsshouldshowmore

concern

fortheir

children.Lonelychildsitting

onthegrass，TracesonthegroundJustasthetears.ThroughsimplepicturesothatthepublicunderstandtheintentofadvertisementsThePublicServiceAdvertisement

PresentationandAnalysisSummaryBriefIntroductionForsafety,pleasewearahelmetCyclingpeoplefelltotheground.The

helmetare

comparedtoparachutetoprotectthepeople.Byanalogy(比喻)rhetorical,WeclearlyunderstandtheimportanceofthehelmetThePublicServiceAdvertisement

46SummaryOutlineOfSummaryPresentationandAnalysisSummaryBriefIntroductionPreviousreview:BriefintroductionPresentationLinguisticcharacteristic VocabularySyntaxRhetoricTranslation