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1、Lecture7TranslationofAdvertisementsI.WhatisAdvertisement?II.StylisticFeatureofAdvertisementIII.TranslationofAdvertisementIV.FigureofSpeechinAdvertisementI.WhatisAdvertisementPaidmessagecommunicatedthroughthevariousmediabyindustry,businessfirms,nonprofitorganizations,orindividuals.Advertis
2、ingispersuasiveandinformationalandisdesignedtoinfluencethepurchasingbehaviorand/orthoughtpatternsoftheaudience.PrincipleofAdvertisement---AIDA:Attention—Interest—Desire—Action引起注意—激发兴趣—刺激需求—采取行动ClassificationAccordingtoAdvertisingMedia:PressAdvertisingTelevisionandRadioAdvertisingOutdoora
3、ndTransportAdvertisingWindowandPoint-of-SaleAdvertisingExhibitionandTradeFairsDirectMailAdvertisingCinema…backII.StylisticFeatureofAdvertisement2.1Colloquialandcommonwords2.2Coinageofnewwords2.3Useofsimplesentences,imperativesentences,activesentences,omissionsentences2.4UseofFigureofSpeec
4、h2.1Colloquialandcommonwordsuseofsimplewords,esp.somecolloquialverbsandadjectives:come,go,get,use,know,look,taste,feel,do,buy,take,love,have,good,fine,real,rich,great,etc.e.g.JustDoIt.(想做就做——Nike)Don’tJustgetontoit,getintoit.(IntelPentiumIII)(不仅仅是登陆互联网，而是真正畅游其中)TooGoodToEatJustOne.（Lays乐事
5、薯片)(吃了还想吃）2.2Coinageofnewwordse.g.TheOrangemostestDrinkintheworld.Weknoweggsactlyhowtoselleggs.superexcellent/superfinecamcorderDrinkaPintaMilkaDay.(milk)2.3Useofsimple,imperativesentences,active,oromissionsentencese.g.It’sthetaste.（雀巢咖啡）味道好极了ThingsgobetterwithCoca-cola.畅饮可口可乐，保您万事如意喝可乐，万
6、事乐ThinkDifferent.（Apple苹果电脑）不同凡“想”2.4UseofFigureofSpeeche.g.OIC(glasses)(Oh,Isee.哦，我看见了)Hi-Fi,Hi-Fun,Hi-Fashion,onlyfromSony.高保真、高乐趣、高时尚，只来自索尼.(alliteration)Twogether.（海滨旅馆）双双对对一起来BackIII.TranslationofAdvertisement3.1DifferenceBetweenEnglishandChineseAdvertisements3.2TranslationofEnglishA
7、dvertisements3.2TranslationofChineseAdvertisements3.1DifferenceBetweenEnglishandChinese1)英语广告语言客观具体，突出信息功能(informativefunction)；汉语讲究以言感人，偏重呼唤功能(vocativefunction)；e.g.Ideasforlife.(Panasonic电视)实现您的梦想Intouchwithtomorrow.(Toshiba电器)沟通未来，超越时空绿色好心情Feelitnow.2)英语广告强调用户至上，
