第九章广告翻译解读.ppt

广告翻译 一、概述 1.1广告的定义 美国广告协会（American Association of Advertising Agency）对广告的定义是：广告是可贵的大众传播，其最终目的是传递情报，改变人们对于广告商品的态度，诱发其行动而使广告主得到利益。 《简明不列颠百科全书》对广告的定义是：广告是传递信息的一种方式，其目的在于推销商品、劳务，影响舆论，博得政治支持，推进一种事业，或引起刊登读者广告所希望的其他反映。 我国《辞海》对广告的定义是：广告是向公众介绍商品，报道服务内容和文娱节目的一种宣传方式。 1.2 广告的功能 报道功能：传递信息 唤起需要，灌输消费理念 说服功能 促使行动 扶植信用 1.3 广告的分类 1.是否营利：商业广告和非商业广告 2.以广告媒介为标准： Press Advertising 报刊广告 Television and radio Advertising 电视和无线电广告 Outdoor and Transport Advertising 露天广告和交通广告 Window and Point-of-Sale Display 橱窗和销售点陈列广告 Exhibition and Trade Fairs 展览会和商品交易会 Direct Mail Advertising 邮政广告 Cinema 电影广告 3.以广告对象为标准： Consumer Advertising 消费者广告 Business Advertising 产业广告 Service Advertising 服务业广告 1.4 广告的构成 1.标题headline 广告主题思想的浓缩——诱导性、独特性、简洁性、针对性 例如： 1）Every time we race, you win. 每次我们竞赛，你总赢。 2）I was in love with a girl named Cathy. I killed her. 我爱上了一个叫卡西的女孩，但我却杀了她。 3）READ THIS AD STANDING UP 2.正文 body copy 引言+主体+结尾 Something for menthol smokers to think about There are menthol cigarettes and there are non-menthol cigarettes. And if youre a menthol smoker you certainly know by now which one you really enjoy smoking. So what makes us think well ever get a crack at switching you? Well, were going to try. Because if youre like a lot of cigarette smokers these days, youre probably concerned about the tar and nicotine stories youve been hearing. Frankly, if a cigarette is going to bring you flavor, its also going to bring you smoke. And where theres 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, what 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 dont want. Now Vantage Mentho