05 广告的翻译1.pptVIP

广告的翻译（1） I．广告的基本知识及翻译原则 II．广告标题与口号的翻译 I．广告的基本知识及翻译原则 1．广告的基本知识 2．广告翻译的原则 1．广告的基本知识 1）广告的功能 2）广告的分类 3）广告的结构 1）广告的功能 广告主要有5种功能： （1）报道功能 （2）唤起需要的功能 （3）说服功能 （4）促使行动的功能 （5）扶植信用的功能 2）广告的分类 几种常见的广告分类方法： （1）以广告客户是否为赢利组织为标准 商业广告和非商业广告 （2）以广告媒介为标准 报纸广告、杂志广告、广播广告、电视广告等 （3）以广告对象为标准 消费者广告、产业广告和服务业广告等 3）广告的结构 完整的广告包括5个部分： 插图 标题 正文 口号 商标 （1）标题（包括副标题） 1）Every time we race, you win.（雅马哈电子琴的广告标题） 意思：每次我们竞赛，你总赢。 2）I was in love with a girl named Cathy. I killed her.（劝告不要酒后开车的公益广告标题） 意思：我爱上了一位名叫Cathy的姑娘，可我却把她杀了。 You?once?said? “I?do”,?now?you?can?say? “I’m?glad?I?did.” （DeBeers的钻戒广告） 意思：你曾说：“我买。”现在你会说：“我庆幸买了它。” We’ll?give?you?a?permanent?without?making?waves?in?your budget.（Prime?Cuts发廊广告） 意思：不用破费太多，就可使发型永久。 （2）正文 正文分为三部分： 引言 主体（可分为三类：说明体正文、对话体正文和描述体正文） 结尾 Something for menthol smokers to think about There are menthol cigarettes and there are non-menthol cigarettes. And if you’re a menthol smoker you certainly know by now which one you really enjoy smoking. So what makes us think we’ll ever get a crack at switching you? Well, we’re going to try. // Because if you’re like a lot of cigarette smokers these days, you’re probably concerned about the “tar” and nicotine stories you’ve been hearing. Frankly, if a cigarette is going to bring you flavor, it’s also going to bring you smoke. And where there’s smoke, there has to be “tar”. In most cigarettes, the more flavor, the more “tar”, except for Vantage.// You must know that Vantage cigarettes have a special filter which reduces “tar” and nicotine without destroying flavor. What you may not know is that Vantage is also available in menthol. Not surprisingly, that separates Vantage Menthol from ordinary menthols is that Vantage Menthol gives you all the flavor you want, with a lot less of the “tar” and the nicotine that you probably don’t want. Now Vantage Menthol is not the lowest “tar” and nicotine menthol you’ll find. It’s simply the lowest one you’ll enjoy smoking. Since you’re t