2022年广告手段与广告功能.pptx

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,11/7/2009,#,单击此处编辑母版标题样式,*,*,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,ADs Translation,Part One,广告的定义,“广告是将各种高度精炼的信息，采用艺术手法，通过各种媒介传播给大众，以加强或改变人们的观念，最终导致人们行为的事物和活动。”,广告的组成部分,标题,：点名主题，引人注目；要求文字,简短、新颖给人深刻印象。,正文,：承载广告的中心信息，其介绍商,品，建立印象和促进销售的作用。,标语,：又叫广告口号，往往出现在广告的,末尾，以简短易记的形式，加深人们,对广告的印象。,随文,：是广告的必要说明，一般提供厂址、厂名、经销部门、电话、电传等信息，以利读者（顾客）购买。,2004北京友谊商店春季时装大荟萃,展销时间：2004年3月20日-4月18日,展销地点：北京友谊商店,联展品种：传统服装、裘皮大衣、羊绒、羊毛衫、各类高档名牌时装、羽绒服、童装、牛仔系列等。,参展单位：北京贝那通服装有限公司,北京爱得康时装有限公司,北京顺美服装有限公司,北京蒙妮莎时装有限公司,内蒙伊克昭盟羊绒衫厂,湖南长沙县湘绣厂,内蒙第三毛纺厂,浙江海宁宝富达皮革服装厂,友联兄弟皮革有限公司,广顺利环球有限公司,北京京港皮革有限公司,锦龙织染制衣有限公司,百威服装（北京）有限公司,北京华孚时装公司,届时每周六上午10：00-11：00 下午3：00-4：00 将有职业模特队和北京友谊商业集团模特队为您表演，商店还将举办书画展、艺术家现场雕刻绘画有奖购物等活动。,任您大展风采的春季时装荟萃在友谊，友谊商店欢迎您的光临。,地址：建国门外大街17号,Beijing Friendship StoreSpring Fashion Sales Fair 93,Time,:March 20-April 18,2004,Place,:Beijing Friendship Store,Articles on display,:Traditional garments,fur coats,top quality sweaters,woolen sweaters and all kinds of top quality fashions,down garments,childrens clothes,cowboy suits,etc.,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,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,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),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）,什么是广告语？,广告语,是指广告中的语言，它就应该包括各种广告中所有的语言文字信息，即广告中的语音、词语、句子（包括歌词）、文字（包括拼音字母）、标点符号和文字图形（由文字构成的图形或文字和实物及其图形的结合）,-曹志耘广告语言艺术,广告语言有广义和狭义之分,。广义的广告语言是指广告中所使用的一切手段与方法,。其中既包括声音语言、音乐语言、平面设计语言、图像语言、色彩语言，也包括文字语言等,。狭义的广告语言是专指广告作品中的文字语言，即指广告作品中所使用的语言文字,。它具体包括商标、广告标题（包括引题、正题、副题）、广告标语（口号）、广告警示语、广告正文和广告附文等,-于根元广告语言教程,1.广告的语言特点及英译:,玩弄辞藻,使用警策句,言简意赅,简洁易懂,使用大众化口语体,玩弄辞藻,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,beautiful,lynx（猞猁）and mink（水貂）,top,quality,latest,styles fur garments(服装广告),夸大其辞,以耸听闻,Our Sunday Brunch Buffet Is A,Legend,In Its Time(餐馆广告),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 Fathers Day(礼品广告),For the first time,theres a remarkable gel that can give your hair any look you want-sleeker,fuller,straighter,curlier,more natural,even wet-without a drop of alcohol or oil.,Example 6:,请饮七喜，倍添精神。,To smoke or not to smoke,that is a question.,Beijing Huafu Fashion Corporation,Coca-cola is it.,Paintings and calligraphy articles will be on display.,6常用主动语态和现在时，给人一种直接感，并暗示商品的持久性和永恒性。,Welcome to Qingdao,Example 14:,独特的设计，独特的品味。,描写广告是以生动细腻的描绘刻画达到激发人们的基本情感和欲望，通常亲切感人，给人们一个鲜明的，深刻的印象。,请饮七喜，倍添精神。,使用警策句或套用名句,To smoke or not to smoke,that is a question.(香烟广告),言简意赅,简洁易懂,为能迅速引起注意,使人们一目了然,同时也为了节省篇幅,降低费用,广告语言大都简单,明了,便于看懂,便于记忆.例如:春花”牌吸尘器,清洁地毯.窗帘，还可以吸净象木制和乙烯基一样坚硬的地板，甚至水泥地。摩擦力小，噪音低。请试试吧！你的地板会更加光亮无比。,The Chun-hua Vacuum Cleaner cleans rugs and drapes.It cleans hard surfaces like wood and vinyl floors.Even cement!It is sooth and quiet.Try it and your will sparkle with new cleanliness,使用大众化口语体,现代广告多采用家喻户晓的俗语，口语，读来亲切感人。翻译时，应注意选用切适的英语口语词，力求使疑问在语气上与原文保持一致。例如：,”航空牌“人造皮革箱,用料上乘，做工精细，款式新颖，价格合理，规格齐全，欢迎选购。,“Aviation”Artificial Leather Suitcase,Selected materials,fine workmanship,modern designs,reasonable price,various specifications.Order welcome.,广告的文体特点及英译,广告按其体裁，风格，手法及文字表达方式等不同，可将他们分为若干类型熟悉并掌握各种类型广告文体的特点对做好广告的翻译工作十分必要常见的广告文体特点及翻译要求如下：,Soft evening breezes.,To smoke or not to smoke,that is a question.,Huanan Changsha County Embroidery Factory,This convenient,modern container is light and squaresided.,聘请钢琴教师,其中既包括声音语言、音乐语言、平面设计语言、图像语言、色彩语言，也包括文字语言等。,“红塔”(Hongta)；,“太极”(Tanji),想更多了解美国，来找我们。,At present,the domestic price for cashmere is 20yuan per gram.,The fine wool starts shedding in spring.,In the plateaus of Northwest China,goats grow fine wool underneath coarse wool to ward off freezing winds of winter.,Information（提供信息）,想更多了解美国，来找我们。,Example 4:,(1)陈述体,陈述体广告就是摆事实,讲道理,让事实说服人,开门见山地介绍商品用途性能等情况。语言质朴精练,没有过多的修辞与描绘,翻译时应以朴实的英语，客观的语气组织译文。例如:,“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,做工精细,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,“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.,(2)证言体,这类广告像一分证明书，提供“权威人士”或“著名人士”对商品的鉴定、赞扬、使用和见证，读来亲切可信。翻译时应采用相同的方法，有实有据，保证原文的说服力。例如：,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，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 VB5,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.,(3)描写体,描写广告是以生动细腻的描绘刻画达到激发人们的基本情感和欲望，通常亲切感人，给人们一个鲜明的，深刻的印象。翻译时，应选用富有感情色彩的英语词句，保持原文的风格。请看下面的广告：,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.,(4)招聘、招标类广告,此类广告记实性强，通常使用正式的书面语，招标类广告多用专业词汇和术语翻译时，遣词造句应庄重平实，行文严谨例如：,聘请钢琴教师,现聘请一钢琴教师教一五岁女孩弹钢琴。每周两次，每次两小时在家上课有意者请打电话,Wanted,A piano teacher to teach a 5-year-old girl at home.2 hours each time,twice a week.Call 0298306814.,商标的英译,1.直译法,:,“皇冠”（Crown)；“自然美”（Natural Beauty）,2.音译法,：,汉语拼音,:“海天”(Haitian)；“红塔”(Hongta)；“太极”(Tanji),适当调整,：“新科”(Shinco)；“康佳”(Konka)；“格力(Gree)”；“美的(Midea)”,3.音意结合法：,“黛丝”洗发水(Daisy);“方太”厨具(Fountain);“海信”(HighSense);“乐百氏”饮品(Robust),4.转译法：,“联想”：Legend(Lenova),“统一”食品:President,“正广和”纯净水:Acquarius,一、广告的词汇特点,1 形容词及其比较级、最高级的使用,Example 1:,For the first time,theres a remarkable gel that can give your hair any look you want-,sleeker,fuller,straighter,curlier,more natural,even wet-without a drop of alcohol or oil.,一种前所未有、不同寻常的发乳问世了。它可以使您的头发随心所愿更光滑，更蓬松，更平直，更卷曲，更自然，甚至保持湿度不含任何酒精或油脂。,2.创造新词、怪词以引起新奇感,Example 2:,TWOGETHER,The ultimate all inclusive one price sunkissed holiday.,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。,3.使用缩略词和复合词（以节省广告篇幅）,Example 4:,Where to leave your troubles when you fly,JAL,.,坐日航班机，一路无烦恼。,4,雅俗兼具,Example 5:,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。,二、广告的句法特点,1,多用简单句，目的是为了醒目、易懂、易记,Example 6:,Fresh Up with seven-Up,Example 7:,Coca-cola is it.,请饮七喜，倍添精神。（饮七喜，添精神）,还是可口可乐好！（可口可乐，我的选择）,独特的设计，独特的品味。如今的“苗条”牌香烟，连价格也很“苗条”。,各种口味，不含任何脂肪和胆固醇。,2.,省略句多，语言凝练。,Example 9:,Youll 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，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。,Example 10:,So come into McDonalds and enjoy Big Sandwich.,Example 11:,For more of America,look to us.,走进买当劳。享用三明治。,想更多了解美国，来找我们。,5否定句少，即使使用否定句，也多是为了用其他商品来反衬，或从反面来突出产品的特性。,Example 12:,We would never say the new Audi 100 is the best in its class,we dont have to.,Example 13:If you cant relax here,you cant relax.,我们根本不必说新型奥迪100是同类车中最好的。没有这个必要。,此地不能放松，无处能放松。,6常用主动语态和现在时，给人一种直接感，并暗示商品的持久性和永恒性。,Example 14:,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。,Practice,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.,描写广告是以生动细腻的描绘刻画达到激发人们的基本情感和欲望，通常亲切感人，给人们一个鲜明的，深刻的印象。,“Snow Lotus”Cashmere Sweaters,Wanted,Information（提供信息）,Where to leave your troubles when you fly JAL.,请饮七喜，倍添精神。,Welcome to Qingdao,Nei Mongol Yih Ju League Cashmere,聘请钢琴教师,英美现代广告学认为，广告的作用在于：,Traffic Cop,A traffic cop on a busy corner couldnt feel more rushed than the mother who has to get children fed and off to school,and a husband off to work,all in the same short half-hour.Thats when the convenience of the Canco disposable milk container means the most to you.,This convenient,modern container is light and squaresided.It pours like a pitcher.Its easy for even small children to help themselves without spilling.,Its easy to open,too.Just a flip of the finger recluses it tightly,keeping out odor from other foods that sometimes give milk and unappetizing flavor.,No just a breakfast time,but all through the day,the Conco disposable milk container saves your work.Its compact shape makes it easy to storeactually increases storage space in crowded refrigerators.Its used once,and then discorded,there is no washing chore.,Cashmere Known As“Soft Gold”,Cashmere has long been referred to as“soft gold”and the“king of all fabric materials”.China is the worlds Number One cashmere producer with Inner Mongolia,Xinjiang and Gansu as the main suppliers.,In the plateaus of Northwest China,goats grow fine wool underneath coarse wool to ward off freezing winds of winter.The fine wool starts shedding in spring.The finest cashmere produced in Northwest China is three to seven centimeters long and of white,grey and purple shades.White cashmere is the most precious.Compared with sheep wool,cashmere is more moisture absorbent and elastic.It is as soft and lustrous as silk.,But cashmere production is very low because each goat can yield only 150 grams of fine wool.At present,the domestic price for cashmere is 20yuan per gram.The peculiar climate of Northwest China makes it impossible to breed goats in other countries for cashmere.All these plus the superb craftsmanship of Mans Leader make the exclusive cashmere shirts a prized collection for men of taste.,Mans Leader leads Chinese men into the 21st Century in style.,