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1、Module8TranslateAdvertisementsPart英汉语言对比广告及其语言特点英汉语言对比形合和意合综合性语与分析性语紧凑与松散物称与人称被动与主动静态与动态替换与重复抽象与具体间接与直接繁复与简单DefinitionofAdvertisementAmericanMarketingAssociation(AMA)definesadvertisingas“thenon-personalcommunicationofinformationusuallypaidforandusuallypersuasivei
2、nnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.”广告是个人或组织通过有偿取得的媒介，向一定的社会群体宣传其产品、服务或观念，并劝说他们购买或采取相应行为的活动。II.CategoriesofAdvertisementsAccordingtoTargetAudience：ConsumerAdvertising(消费者广告)BusinessAdvertising(企业广告)AccordingtoTargetArea
3、：LocalAdvertising(地方广告)NationalAdvertising(全国广告)InternationalAdvertising(国际广告)AccordingtoMedia：PrintAdvertising(印刷广告)ElectronicAdvertising(电子广告)Out-of-homeAdvertising(户外广告)AccordingtoPurpose：CommercialAdvertising(商业广告)Non-commercialAdvertising(非商业广告)PublicInteres
4、tsAdvertising(公益广告)平面广告电视广告公益广告TheidentificationfunctionTheinformationfunctionThepersuasionfunctionIII.FunctionsofAdvertisementsTheidentificationfunctionAdvertisementsaretoidentifyaproductanddifferentiateitfromothers;thiscreatesanawarenessoftheproductandprovidesa
5、basisforconsumerstochoosetheadvertisedproductoverotherproducts.TheinformationfunctionAdvertisementsaretocommunicateinformationabouttheproduct,itsattributes,anditslocationofsale.ThepersuasionfunctionAdvertisementsaretoinduceconsumerstotrynewproductsandtosuggestreu
6、seoftheproductaswellasnewuses.明星效应识别标记(IdentificationMarks)（口号、商标及品牌）广告标题(Headline)广告正文(Body)Componentofadvertisements(Verbal,即语言文字部分)IV.TypesofwritingDialogic(对话体)Poetic(诗歌体)Argumentative(纪实体)Descriptive/Sense-appeal(描述体)Narrative/Story-style(叙述体)V.FeaturesofAdv
7、ertisingEnglish1、VocabularyBriefColloquialcoined动词（Verb）：广告英语大量使用动词，特别是单音节动词，如get,make,live,love,buy,need,useTakeTOSHIBA,taketheworld.拥有东芝，拥有世界。（东芝电子）形容词（Adjective）：形容词可以使语言形象、生动，出现频率较高的形容词如new,good,better,best,fine,fresh,great,easy,extra,specialLet'smakethingsbe
8、tter.让我们做得更好。（飞利浦电子）复合词(Compound):用来描绘产品的特性和优点；广告英语撰稿者可以大胆创新、虚构错拼(Misspelling)“Hi-Fi,Hi-Fun,Hi-Fashion,onlyfromSony.”在这里Hi-这个前缀是high的谐音,表示“高”的意思。在翻译时也采用直译法,译成“
