Translationof

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

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

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

Functions

AestheticfunctionPresentationandAnalysisSummaryBriefIntroductionTo

me,

the

past

is

black

and

white,

butthe

future

is

always

color.

對我而言，過去平淡無奇；而未來，卻是絢爛繽紛。（軒尼詩酒）

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。因為只有那些瘋狂到以為自己能夠改變世界的人，才能真正地改變世界。

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

沒有不做的小生意，沒有解決不了的大問題。（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.我們領先，他人仿效。（理光復印機）CopyPaper復印紙張FollowtheTechnology復制，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“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·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工。（農(nóng)夫山泉）PresentationandAnalysisSummaryBriefIntroductionCulturalDifferences(3)Language:①Fresh-upwithSeven-up.(Seven-up)②華龍面，天天見。(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:樂兵ID:20142021111FeaturesofAutoAdvertising2CulturalDifferencesbetweenEnglishandChineseAutoAdvertising3ExamplesofTranslationofAutoAdvertising4ConclusionofTranslationofAutoAdvertising1)Autoadisrelativelylongerthanothers;2)Admustbeshortbutsmartandspecial,transmittingthemostimportantandparticularinformation;3)Autoadhassomelinguisticfeaturesasothers.PresentationandAnalysisSummaryBriefIntroduction1.FeaturesofAutoAdvertising(1)IndividualOrientationvs.GroupOrientation①What’smineismine.(Volkswagen)②昌河汽車----2006中國顧客最滿意微型車。（ChangheAutomobile）(2)FactEmphasisvs.AuthorityEmphasis①Agilityisthebestdefense.(BMW)

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

onlyaMAZDA6can.Excited?Soarewe.(Mazda6)當琴聲從琴弦悠揚滑落時，暖色光線灑滿街面……不經(jīng)意間，方才馳騁時的飛揚心緒，被另外一種悠然心情取代。無所謂動靜，整座世界皆我擁有。愛麗舍，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:只不過是外表丑點。Version2:其貌不揚。Version3:車不可貌相。Version4:不能以貌取車。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:有實力，才有魅力。Version9:酒香不怕巷子深，好車以質(zhì)量取勝。Version10:外觀誠可貴，質(zhì)量價更高。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！

與動物滅絕作斗爭！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