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The Functions of Advertisement Stylistic Features of Advertisement
Lexical Features词汇特色 Grammatical Features Rhetorical Features修辞特点

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The Functions of Advertisement
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英国语言学家Torben
Transmit information Persuasion Establish an Image Stimulate Consumption

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Stylistic Features of Advertisement
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Lexical Features
形容词及其比较级、最高级的使用
daily specials and mouthwatering desserts。

Eg1. Famous world-wide gourmet cuisine. Excellent
世界有名的美食烹调。精美的每日特色饭菜和令人垂涎的点心。

Eg2. Tender tailoring, Feminine but far from frilly… gentle on your budget, too. 做工,精巧细致;式样,娇美自然;价格,低廉宜人。 Eg3. Tasters richer…mellower… more satisfying. 口味更浓…更醇…更令人满意。 Eg4. And along the way,you will enjoy the warmest, most personal service. 一路上您将享受最热情、最周到的服务。

Stylistic Features of Advertisement
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Lexical Features

2.创造新词、怪词以引起新奇感 Eg1. TWOGETHER--The ultimate all inclusive one price sun-kissed holiday. 两人共享一个阳光灿烂的假日,一切费用均包括在单人 价格之内。 Eg2. What could be delisher than fisher? 还有什么比钓鱼更有味? Eg3: Come to OUR fruice. (fruit + juice) Eg4. Timeless Seasonless Everywear Dress.

Stylistic Features of Advertisement
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Lexical Features

3.缩略词和复合词以节省广告篇幅 Eg1. Where to leave your troubles when you fly JAI. 乘坐日航班机,一路无烦恼。JAI是Japan Airlines的 缩略形式。 Eg2. Even at just over $100 per person per day, our thrill-of-a-life-time trips are cheap. 即使每人每天一百多美元,我们那令人终生难忘的极富 刺激的旅行仍然便宜。

Stylistic Features of Advertisement
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Lexical Features

4.“雅”语、“俗”语平分天下,色彩缤纷

Eg1. The home of your dreams awaits you behind this door.Whether your taste be a country manor estate or a penthouse in the sky,you will find the following pages filled with the world’s most elegant residences. 打开门,等着您的就是梦寐以求的家。无论您想要一座 乡间宅第,或者是一间摩天大楼的顶屋,翻开下面 几页就可以看到世界上最美的住宅,供您挑选。 Eg2. Moms depend on Kool-Aid like kids depend on moms. 妈咪依赖果乐,就像宝宝依赖妈咪一样。

Stylistic Features of Advertisement
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Grammatical Features

1.简单短句多,醒目易懂。
① Coca-Cola is it. 还是可口可乐好! ② Fresh Up With Seven-Up. 饮七喜,添精神。 2. 并列句多,简洁明了,易于理解平行结构,加深印象 ① Introducing FITNESS magazine. It’s about health,it’s about exercise,it’s about your image,your energy,and your outlook. 向您推荐《健康》杂志:(谈、关注)说健康,说锻炼,说形象,说精 力,说展望。 ② The Olympic challenge is ours and so is the human challenge. Samsung is forging ahead in electronics,and the race into a new age is about to begin. 奥林匹克是对我们的挑战,也是对全人类的挑战。三星电子在前进, 迈入新时代的比赛即将开始。

Stylistic Features of Advertisement
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Grammatical Features

3.省略句多,语言凝炼。
① You’ll enjoy relaxed sunny days.Warm,crystal clear lagoons. Cool,green foliage.Waterfalls.Flowers.Exotic scents.Bright blue skies.Secluded beaches.Graceful Palms.Breathtaking sunsets.Soft evening breezes.And food that simply outstanding. 您会享受这阳光明媚的轻松日子。温暖、清澄的环礁湖,清凉、碧绿 的树叶,瀑布,花丛,异样的芬芳,明亮的蓝天,幽静的海滩, 优美的棕榈,壮丽的日落,轻柔的晚风。还有那绝妙的食物。 从“温暖、清澄的环礁湖”到“轻柔的晚风”一连串名词短语代替 了You will enjoy的句子,既简洁紧凑,又鲜明有力。 ② It’s a moment you planned for.Reached for.Struggled for. A long-awaited moment of success.Omega,for this and all your significant moments. 这是您计划的时刻,期望的时刻,争取的时刻,长久等待的成功时刻。 欧米茄,记下此刻,和所有重要时刻。

Stylistic Features of Advertisement
? Grammatical Features 4.祈使句多,具有强烈的鼓动色彩。 ①So come into McDonald’s and enjoy Big Mac Sandwich 走进麦当劳,享用大三明治。 ② For more of America, look to us 想更多了解美国,来找我下了。 5.否定句少,即便使用否定句式,也多为了用其他商 品来反衬,或从反面突出产品特性 ① We would never say the new Audi100 is the best in its class,We don’t have to. 我们根本不必说新型奥迪100是同类车中最好的。我们 无须自夸。 ③ If you can’t relax here,you can’t relax. 此地不能放松,无处能放松。

Stylistic Features of Advertisement
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Grammatical Features
商品的组持久性和永恒性。

6.常用主动语态和现在时,给人一种直接感,并暗示
① Harmony of style and performance set this new 626 apart. Qualities are at the heart of every Mazda. 式样与性能的协调一致使新型626与众不同。质量是马自达的 核心。 ② The Charisma of the Filipina. It comes from somewhere within. And it shines on every flight. 菲律宾航空公司的魅力,来自内在本质,在每一次飞行中熠熠 生辉。

Stylistic Features of Advertisement
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Rhetorical Features

① Featherwater:light as a feather 法泽瓦特眼镜:轻如鸿毛。(明喻, metaphor) ② To spread your wings in Asia. Share our vantage point. 在亚洲展开您的双翅,同我们一起高飞远望。(暗喻, simile). ③ My Paris in a Perfume。 香水一瓶,浸满巴黎芬芳。我的香水,我心中的巴黎。 (借喻metonymy) ④ I’m More satisfied! 我更满意摩尔牌香烟。(pun) ⑤ We take no pride in prejudice. 我们不以偏见为荣。(典故,allusion源于简· 奥斯汀的名著 Pride and Prejudice)

Stylistic Features of Advertisement
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Rhetorical Features

⑥ We’ve hidden a garden full of vegetables where you’d never expect.In a Pie. 我们在您想不到的地方藏着整个菜园。就在馅饼里。 (hyperbole) ⑦ Flowers by Interflora speak from the heart. 植物园培育的鲜花倾诉衷肠。(personification) ⑧ Dish after dish after dish. People expect us to be better. 一盘一盘又一盘。人们盼望我们更好。(重复, repetition)

Stylistic Features of Advertisement
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Rhetorical Features

⑨ My mother wanted me to have piano lessons. My father wanted me to go to Harvard. My teacher wanted me to become a lawyer. My wife wants me to stay at home. Aren’t your desires just as important? …… Cars that are created to impress only yourself. 母亲要我学钢琴, 父亲要我进哈佛, 老师要我当律师, 妻子要我留家中。 你自己的愿望不也一样重要吗? …… 只有汽车为你而造,让你喜欢。(排比, parallel)

Stylistic Features of Advertisement
? Rhetorical Features ⑩ A contemporary classic. A timeless timepiece. 当代的经典作;永久的计时器。(对偶, antithesis) ⑾ Hi-Fi, Hi-Fun, Hi-Fashion, only from Sony. 高保真,高乐趣,高时尚,只来自索尼。(头韵, alliteration) ⑿ Small deposit, Big return. 小额存款,巨额收益。(对偶, antithesis) ⒀ We take a load off your mind. 本公司货运质量可靠,客户无须烦恼。(双关语pun) ⒁ Where there is a way for car there is a Toyota. (仿照,imitation) 车到山前比有路,有路就有丰田车。

Stylistic Features of Advertisement
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Rhetorical Features

15 Spend a dime, save you time. (尾 韵 rhyme, ) 16 Never late, on Mother’s Day. (assonance 准韵) 17 No dream is too big. (仿照, imitation) 18 To smoke or not to smoke, that is a question. (仿照,imitation)

Translation Strategies
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Hard Sale
以传递信息为侧重点,主要通过介 绍有关商品的优点特性,以理服人, 促进消费。 语言准确清晰、朴实客观,语气平 稳冷静,循循善诱。 在文体风格上接近于具有信息功能 的新闻体和科技体

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Translation Strategies
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Hard Sale

Alcohol SD-40: sometimes listed as SD Alcohol 40 and synonymous with alcohol SDA-40, it is a high grade purified cosmetic alcohol. Evaporates instantly, so it is used as a vehicle to transport important ingredients to the skin’s surface and then leave them there; gentler to the skin than ethyl (rubbing) alcohol. May help kill bacteria.

Translation Strategies
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Soft Sale
以情动人,在商品与消费者之间建 立感情联系,激发购买的冲动。 语言较华丽雅致,色彩丰富,形象 生动,语气夸张,诱惑力强。 文体风格接近于文学体裁

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Translation Strategies
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Soft Sale
Tomorrow will be a reflection of tonight
Nighttime is a special time, a time of rest and renewal. Your body begins to relax to unwind from the activity of the day and slip into the softer rhythm of the night.It is when your body turn the energy needed for the smiles and laughter of the day into the magical replenishment of the night.This is the time your skin needs special care. Night of Olay is special night care cream,created to make the most of the magic of the night.It is greaseless and remarkably light to touch, a sheer pleasure on your skin,allowing it to breathe naturally while it absorbs this special nighttime nourishment.

Translation Strategies
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Soft Sale
Hour after quiet hour all through the night. Night of Olay enhances your skin’s own natural renewal by bathing it in continuous moisture,easing tiny dry wrinkle lines and encouraging the regeneration of softer younger looking skin. Night of Olay tonight will be reflected in your youthful radiance tomorrow. Night of Olay.

Translation Strategies
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Soft Sale
明天是今夜的映象 (今夜的魔力,明日的艳(美)丽) 夜晚是一段特别的时间——休息和更新的时间。您的 身体开始从白天的紧张活动松驰下来,转入夜晚轻柔的韵 律之中。白天您的笑容和笑声所消耗掉的精力要由夜晚的 魔力来补充。这时您的皮肤需要特别护理。 玉兰油晚霜是一种夜晚使用的特别护肤霜,能充分发 挥夜晚的魔力。它不含油脂,轻柔,舒适,让皮肤一面呼 吸,一面吸收奥莱夜霜的特殊营养。 一夜之中,每时每刻,玉兰油晚霜使您的皮肤始终保 持湿润,增强皮肤的自然再生能力,舒展细微的皱纹,让 您的皮肤显得更柔软更年轻。 今夜的玉兰油晚霜明天变成您青春的明艳。 玉兰油晚霜

Translation Strategies
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Soft Sale
Instead of soap, try a whole new way to wash your face. Pond’s Facial Cleaning Foam. It’s a light, refreshing foam that cleans thoroughly, cleans gently, but doesn’t dry your skin like soap. New Pond’s leaves your skin feeling soft and smooth every time you wsh your face. Try it and see. No one knows more about beautiful skin than Pond’s. 放下肥皂,试用一种全新的洗脸方式,这就是使用 旁氏洗面奶。本洗面奶清洗彻底而柔和,不象肥皂 那样使皮肤干燥。 每次使用旁氏洗面都会使你感到皮肤柔滑光洁。试 试看吧!只有旁氏洗面奶了解美丽的皮肤。

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Translation Strategies
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Trade Name

1.拼音化和音译
ERICSSON(爱立信)、PHILIP(飞利浦)、SONY (索尼)、KODAK(柯达)、FIAT(飞亚特)、 COMPAQ(康柏)、SIEMEN(西门子)、 McDanold(麦当劳)、NOKIA(诺基亚)

2.意译
NESTLE(雀巢)、 RED BULL(红牛)、 BLUE BIRD(蓝鸟)、 CAMEL(骆驼)。EVENING IN PARIS(夜巴黎)、WEST HOUSE(西屋)

Translation Strategies
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Trade Name

3.音译与意译的结合 REEBOK(锐步)、NIKE(耐克)、CANON (佳能)、SAFEGUARD(舒联佳)、 SPRITE(雪碧)。COLGATE(高露洁)、 JETTA(捷达)、PEUGEOT(标致)、 TIDES(汰渍),百氏(ROBUST)、乐凯 (LUCKY)、方正(FOUNDER)、联想 (LEGEND)、昂立 1号(ONLY 1)。四 通(STONE)、金利来(GOLDLION)、 海信(HISENSE)

Translation Strategies
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Trade Name

4.原音、原意、原文照搬
SHE LL、NIKE、ADIDAS、MOTOROLA

5.因循传统,约定俗成
TOYOTA(丰田)、TOSHIBA(东芝)、 MITSUBISHI(三菱)、HONDA(本田)、 HYUNDAI(现代)Goodyear固特异(轮 胎),Rejoice飘柔(洗发水),Cannon 佳能(打印机),Ericsson爱立信(手 机),Goldlion金利来(男装),Jobnson 强生(婴儿用品)

Homework
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Smooth trip,Smooth arrival.(旅行箱包广告) Tides in,dirts out. Not all cars are created equal.(Mitsubishi) Trust us.Over 5000 ears of experience.(助听器) Spoil yourself and not your figure.(冰淇淋广告) All cotton underwear brings you every comfort.(内 衣) Italian ice-cream,put in the mouth but feel cool in the heart. Only your time is more precious than this watch. (手表) He never fails to be on time,ask him why. (手表) Easier dusting by a stre-e-etch! (除尘器广告)



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