单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Translation of Advertisement,Characteristics of Advertisements,Translation of Advertisements,Translation of AdvertisementCh,1,广告是一种信息传播活动，即由特定的广告主通常以付费的方式通过各种传播媒体对产品、服务或观念等信息的非个人推介行为。,广告包括产品广告、企业广告、服务广告、公益广告、购买/销售现场（POP）广告、路牌广告、电子广告等。,广告是一种信息传播活动，即由特定的广告主通常以付费的方式通过,2,广告的目的、功能和构成,1.广告的目的和功能,通过传递情报，改变人们对广告商品的态度，达到推介商品或者服务，诱发人们采取购买行动的目的。,A：信息功能；,B：美化功能和表情功能；,C：,呼唤功能,广告的目的、功能和构成1.广告的目的和功能,3,说理和移情,说理类广告,：,硬销,通过客观的，令人信服的产品介绍来促成消费者的理性购买行为；,高科技产品、医疗产品,；,移情类广告：,软卖,以优美的图文来吸引消费者，给受众以美的感觉，从而促使其产生购买的欲望；化妆品，汽车；,说理和移情说理类广告：硬销 通过客观的，令人信服的产品介,4,构成,标题,正文,口号,商标,插图,形式新颖，构思奇特，语言通俗,构成标题形式新颖，构思奇特，语言通俗,5,广告的文体特点,词汇特点,句法特点,体裁特点,修辞特点,广告的文体特点词汇特点,6,广告的词汇特点,1.简洁明了,Just do it.,Ask for more.,Wheat Thins-Tastes Good.Feels Good.,一股浓香，一缕温暖。,精诚所至，顽石为开。,广告的词汇特点1.简洁明了Just do it.,7,广告的词汇特点,2.口语化,Hello,Tosh,gotta,Toshiba?,“Im,lovin,it”,Youll,go nuts,for the nuts you get in Nux.,Pepsi-Cola,hits the spot,.,纳克斯坚果让你爱不释口。,广告的词汇特点2.口语化Hello,Tosh,gott,8,广告的词汇特点,3.创新求异,1）使用词缀,Timex,(=time+excellent),purex,(=pure+excellent),(=memory+excellent),Memorex,Its jack-a-licious!,Jack-in-the-Box,广告的词汇特点3.创新求异1）使用词缀Timex (=t,9,广告的词汇特点,3.创新求异,2）利用谐音,TWOGETHER,The ultimate all inclusive,one price sunkissed holiday.,广告的词汇特点3.创新求异2）利用谐音TWOGETHERT,10,广告的词汇特点,3.创新求异,3)合成,The,Orangemostest,Drink in the world.,广告的词汇特点3.创新求异3)合成The Orangem,11,广告的词汇特点,3.创新求异,4)误拼,Easier dusting by a,stre-e-etch,!,XXXXXXXL,Taste.,广告的词汇特点3.创新求异4)误拼Easier dust,12,广告的词汇特点,3.创新求异,4)套用固定搭配,First of all,because now Yoplait is thicker.,Second of all,because its creamier.,Third of all,because its still 100%natural and really good for you.,Fourth of all,because to me Yoplait tastes well.,Fifth of all,becausewell,just because,广告的词汇特点3.创新求异4)套用固定搭配First o,13,广告的词汇特点,3.创新求异,4)套用固定搭配,“,芯,”,静,，自然爽。,家有飞鹿，,随心所浴,。,广告的词汇特点3.创新求异4)套用固定搭配“芯”静，自然,14,广告的词汇特点,4.形容词、副词使用频率高,Decorative adjective,Evaluative adjective,new,crisp,good,/better/best,fine,free,big,fresh,great,delicious,real,full,sure,easy,bright,clean,extra,safe,special,rich,广告的词汇特点4.形容词、副词使用频率高Decorativ,15,广告的词汇特点,4.形容词、副词使用频率高,Tangy.Zesty.Spicy.Crispy Baked./Its also delicious.,Sensuously smooth.Mysteriously mellow.Gloriously golden.Who can resist the magic of Camus XO Congnac?,广告的词汇特点4.形容词、副词使用频率高Tangy.Ze,16,广告的词汇特点,4.形容词、副词使用频率高,The quicker picker upper.,You can be heartburn free with new Pepcid AC.The,strongest,longest,acid controller.,The,biggest,little resort on the Chesapeake is the,best,-kept secret in Virginia.,广告的词汇特点4.形容词、副词使用频率高The quick,17,广告的词汇特点,5.动词使用频率高,bring,choose,come,cook,feel,get,give,go,have,help,keep,know,last,like,love,make,meet,need,save,see,serve,start,take,taste,use.,广告的词汇特点5.动词使用频率高bring,choose,18,广告的词汇特点,5.You-form人称代词的使用,Multimedia You Can Use.,If you like a lot of chocolate on your biscuit join our Club.,For all you do,this Buds for you.,如果您不满意，请告诉我们，如果您满意，请告诉您朋友。,“七百”知君心，虹彩迎嘉宾！,广告的词汇特点5.You-form人称代词的使用Multi,19,广告的句法特点,1.多短句、简单句、省略句,Johns losing his hair.,His mission:get it back.,ASAP!,But how?,Weaving?,Not him.,Transplant?,Never.,广告的句法特点1.多短句、简单句、省略句Johns lo,20,广告的句法特点,1.多短句、简单句、省略句,海龙洗衣机：贤妻良母,好空调，格力造！,广告的句法特点1.多短句、简单句、省略句海龙洗衣机：贤妻良,21,广告的句法特点,2.多祈使句、反问句,DOES YOUR KID HAVE HUNDRED DOLLAR FEET AND A TEN DOLLAR HEAD?,“Does she?Or doesnt she?”,广告的句法特点2.多祈使句、反问句DOES YOUR KI,22,广告的句法特点,2.多祈使句、反问句,Share the fantasy!,Use double-sure Body Mist,the perfumed deodorant.,You know that emerald bracelet you were going to pass down to your daughter?,Use it for her college education.,(And buy her the navel ring she really wants.),广告的句法特点2.多祈使句、反问句Share the fa,23,广告的句法特点,3.多现在时、主动语态,The best relationships are complementary.We work together to bring you more than a piecemeal approach to network challenges.At Sprint North Supply,we have the resources to manage your supply-chain needs-from inventory management to turnkey network construction.,广告的句法特点3.多现在时、主动语态The best re,24,广告的句法特点,4.多肯定句，少否定句,No smoking,please!,Extra Taste!Not Extra Calories.,广告的句法特点4.多肯定句，少否定句No smoking,25,广告的体裁特点,1.对话体,2.故事体,3.书信体,广告的体裁特点1.对话体2.故事体3.书信体,26,广告的修辞特点,1.比喻,THAI-Smooth As Silk.,绿色盾牌，全家安心。,广告的修辞特点1.比喻THAI-Smooth As Sil,27,广告的修辞特点,2.拟人(personification),Let your fingers do the walking.,我饿了，喂喂我吧！,广告的修辞特点2.拟人(personification)L,28,广告的修辞特点,3.对比(antithesis),It takes a,tough,man to make,tender,chicken.,岁月留,苍老,，黑马葆,青春,。,广告的修辞特点3.对比(antithesis)It tak,29,广告的修辞特点,4.排比(parallelism),A new year,a new career.,真真一片情，诚诚一片意。,广告的修辞特点4.排比(parallelism)A new,30,广告的修辞特点,5.重复(repetition),Theyre tasty,tasty,very very tasty./Theyre very tasty.,白鹭，白鹭，迈进千家万户！,广告的修辞特点5.重复(repetition)Theyr,31,广告的修辞特点,6.夸张(hyperbole),So quiet you can hear your blood pressure drop.,今年二十，明年十八。,广告的修辞特点6.夸张(hyperbole)So quie,32,广告的修辞特点,7.双关(pun),带你回“加”，非我莫选。(加航),Im more satisfied.(摩尔牌香烟),广告的修辞特点7.双关(pun)带你回“加”，非我莫选。(,33,广告的修辞特点,8.押韵(rhyme),If its too loud,you are too old.,天上彩虹，人间长虹；家有长虹，其乐无穷！,广告的修辞特点8.押韵(rhyme)If its too,34,广告的修辞特点,9.头韵(alliteration),F,ast,F,lavorful and,F,abulous!,How can,s,omething,s,o,s,mall be,s,o,s,mart?,广告的修辞特点9.头韵(alliteration)Fast,35,广告的修辞特点,10.