ADs Translation Advertising Media 1 Press Advertising 2

ADs Translation

广告手段 (Advertising Media) 1. Press Advertising 报刊广告 2. Television and radio Advertising 电视和无线电 广告 3. Outdoor and Transport Advertising 露天广告和交通广告 4. Window and Point-of-Sale Display 橱窗和销售 点陈列广告 5. Exhibition and Trade Fairs 展览会和商品交易 会 6. Direct Mail Advertising 直接邮件广告 7. Cinema 电影广告

广告的功能 w w 广告具有信息功能 (informative function) 美感功能(aesthetic function) 表情功能(expressive function) 祈使功能 (vocative function) w 英美现代广告学认为，广告的作用在于： 1. Information （提供信息） 2. Persuasion （争取顾客） 3. Maintenance of Demand （保持需求） 4. Creating Mass Markets （扩大市场） 5. Quality （确保质量）

玩弄辞藻 w 堆砌形容词和形容词最高级 finest food, most attractive surroundings and a friendly disposition (餐馆广告) Incredible sale: beautiful, beautiful lynx（猞猁） and mink（水貂）, top quality, latest styles fur garments (服装广告) w 夸大其辞, 以耸听闻 Our Sunday Brunch Buffet Is A Legend In Its Time (餐馆 广告) w 运用押韵法 BETA Builds it Better (家具广告) Spend a dime, Save you time(电器广告) Never Late, on Father’s Day (礼品广告)

使用警策句或套用名句 w To smoke or not to smoke, that is a question. (香烟广告)

“雪莲”牌羊绒衫 北京生产的”雪莲”牌羊绒衫, 系选用优质的山羊绒作 原料制成. 本品具有色泽鲜艳, 手感柔滑, 穿着舒适, 轻, 软, 暖等特点, 由于该产品品质优良, 做 精细, 花型, 款式 新颖, 尺码齐全, 受到过外消费者的热烈欢迎. “Snow Lotus” Cashmere Sweaters from Beijing are made from superior Chinese Cashmere fibre. They are lustrous in colour, supple, light, warm and comfortable to wear. Owing to their fine quality, excellent workmanship, novel designs and styles, and complete size range, they have gained popularity from consumers abroad.

以前我的头发干枯，粗糙，难以梳理， 自从用了潘婷营养洗发露，头发变得健康， 亮泽。因为潘婷营养洗发露含有独特的维他 命原Ｂ５，能由发根渗透到发尖，其全新改 良配方，能加倍保护头发，免受损害，令头 发分外健康，加倍亮泽。 　　My hair was dry, coarse and unmanageable. But from the time I began to use Pantene Pro-V Treatment Shampoo, it has become healthy and shiny. This is because Pantene Pro-V treatment Shampoo contains unique Pro VB 5, which deeply penetrates your hair from root to tip. Its new improved formula gives your hair extra protection against damage, leaving it healthier and shiner.

欢迎到青岛来 　　 这里有美丽的风景，激动人心的奇 观，一流的设施，高效的服务．你可以 在美丽的沙滩上，金色的阳光里，恣情 嬉戏，尽情享受． 　　　　　Welcome to Qingdao Here you will see beautiful scenes, breathtaking wonders, First-class facilities and efficient services. You can bask, indulge, and luxuriate on the beautiful beaches, and in the golden sunshine.

2. 创造新词、怪词以引起新奇感 Example 2: w TWOGETHER The ultimate all inclusive one price sunkissed holiday. w 两人共度一个阳光灿烂 的假日，一切费用均包 括在单人价格之内。

4． 雅俗兼具 w Example 5: w Moms depend on Kool-Aid like kids depend on moms. w 妈咪依赖果乐，就像 宝宝依赖妈咪一样。

2. 省略句多，语言凝练。 w Example 9: w 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. w 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，一样的芬芳， 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。

3. 祈使句多，具有强烈的鼓动色彩。 w Example 10: w So come into Mc. Donald’s and enjoy Big Sandwich. w w Example 11: w For more of America, look to us. w 走进买当劳。享用 三明治。 w w 想更多了解美国，来 找我们。

广告口号（slogans)、广告语 句(catch-phrases)的特点 w 吸引力 (attractive --- catch the reader’s attention) w 创造力 (creative --- project an image) w 说服力 (persuasive --- urge the reader to act) w 影响力 (impressive --- produce an impact)

w 你不理财，财不理你 w If you leave “Managing Money” alone, Money will manage to leave you alone w 中药材广告：“药材好，药才好。” w Only fine medicinal herbs Make fine herbal medicines.

w 茅台酒广告语：国酒茅台，酿造生活的 品味。 w Mao-tai: A liquor of national status that makes your life gracious.

w Butlin’s –the right choice. w Don’t labour the point, or be conservative in your choice, or liberal with your money. Come to Butlin’s for the real party. w Great Party Ahead. w “布特林旅游公司——您的正确选择。 w 不要劳烦讲个没完， w 不要保守，也别犹豫， w 不要放任自由地乱花钱。 w 到布特林旅游公司，参加实实在在的聚会吧。 w 盛大的聚会正等着你！”

w “当寒风刺骨而您又想吃点儿什么的时 候，请嚼嚼全营养坚果”。 w When the wind has a bite…and you feel like a bite…then bite on a whole Nut.

仿译法 w 爱您一辈子（绿世界化妆品） Love me tender, love me true. w 一册在手，纵览全球(《全球》杂志的广告语) With a copy of The Globe in your hand, the world unfolds before you so grand. w 中原之行哪里去？郑州亚细亚。（亚细亚商 场） While in Zhengzhou, do as the Zhengzhounese do --- Go shopping in the Asian Supermarket. w 随身携带，有备无患；随身携带，有惊无险。 （速效救心丸） A friend in need is a friend indeed.

《理财》杂志的广告语 w你不理财，财不理你 w. If you leave “Managing Money” alone, Money will manage to leave you alone.

“美的”牌家用电器的广告语 w “美的” 家电， 美的全面、美的 彻底 w Midea home appliances are beautiful-beautiful from head to toe, beautiful inside out.

“三优”牌家具的广告语 w 优良的质量优惠的价格优质的服 务 w Unrivalled quality Unbeatable prices Unreserved service

“三包”承诺 w 我们实行“三包”：包修、包退、 包换 w We offer 3 -R guarantee, namely guaranteed repair, replacement and refund.

集邮杂志的广告语 w 方寸之间，深情无限 w On these tiny postage stamps Philatelists’ friendship “franks”

《全球》杂志的广告语 w 一册在手，纵览全球 w With a copy of The Globe in your hand, the world unfolds before you so grand.

《故事会》杂志 w 为您提供美，为您提供乐， 为您提供爱，为您提供趣。 It gives you joy. It gives you fun. It gives you beauty. It gives you love.

非常可乐饮料 w 非常可乐，非常选择 w A special cola. A Special Choice.

CCTV 西部频道口号 w 为中国西部的腾飞加油！ w Shoulders to the wheel and do our best -- for the economic take-off in China’s west!

某种洗衣机的广告语 w 她 作，你休息 w She takes over the chores, So you can rest, of course.

某皮鞋的广告语 w 皮张之厚无以复加，利润之薄无以复减 w The leather we use is quite thick; the profit we make is fairly thin.

一种皮鞋油的广告语 w 第一流产品，为足下增光 w Our shoe polish is surely of the first rate; It shines your shoes and you look great.

大宝护肤霜的广告语 w “要想皮肤好，早晚用大宝” w Applying “Dabao” morning and night Makes your skincare a real delight.

青岛啤酒的广告语 w “不同的肤色，共同的选择” w People’s skin colors are different -- far and near, but their choice can be the same – for Qingdao Beer.

Practice on Ads Translation w P 69

Beijing Friendship Store Spring Fashion Sales Fair 93 w Time: March 20 --- April 18, 2004 w Place: Beijing Friendship Store w Articles on display: Traditional garments, fur coats, top quality sweaters, woolen sweaters and all kinds of top quality fashions, down garments, children’s clothes, cowboy suits, etc.

w Participants of the fair: United Colors of Benetton Beijing Adler Comco Co. Ltd. Beijing Shunmei Garments Co. Ltd. Beijing Moniza Co. Ltd. Nei Mongol Yih Ju League Cashmere Knitwear Factory Huanan Changsha County Embroidery Factory Nei Mongol No 3 Woolen Mill Zhejiang Haining Baofuda Leather Garment Factory Youlian Brother Leather Co. Ltd. ACA Guangshunli Global Co. Ltd. Beijing Jinggang Leather Co. Ltd. Jinlong Weaving and Dyeing Garments Co. Ltd. Baiwei Garments (Beijing) Co. Ltd. Beijing Huafu Fashion Corporation

Fashion show will be given by professional models and models from Beijing Friendship Commercial Group at 10 --- 11 am, 3 --- 4 pm on every Saturday and Sunday. Paintings and calligraphy articles will be on display. Carving and painting performances will be given by famous artists. Prized sale activities will be held. A galaxy of spring fashions in the Beijing Friendship Stores. All are welcome. Address: 17 Jiangguomenwai Dajie, Beijing