文档介绍：广告翻译
Advertising-translation
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Contents
广告翻译的重要性
广告类型
广告文字的组成部分
广告英语的文体特点
英语广告的翻译方法
文化差异与广告翻译
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广告一词源于拉丁文advetere,意为“注意、诱导”等。
The globalization of economies and trade intensification panies municate with consumers of different languages and cultures.
Within the framework of international marketing strategies, advertising plays a key role. It has to resolve a dilemma which can be summarized in the following question: How can we sell a standardized product to local and different consumers?
广告翻译的重要性
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广告类型
公益广告public service ads.
mercial ads .
硬卖型hard-sell——以理服人
软卖型soft-sell——以情动人
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英汉广告差异
英语广告以通俗易懂、富于表现力的日常口语为基础,使用鼓动性语言,常有用词新异、奇特,善用修辞手法等特点,大量使用陈述句、祈使句、疑问句,以及名词、形容词、不定式和介词短语等。
汉语广告喜用四字成语和并列结构,讲究工整对仗。
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In China, much of the documentation, brochures and suchlike created by producers or providers, is written in a very polite way with long and flowery descriptions. In the West the same is brief and to the point. The western audience simply will not read long glowing descriptions of your product, and are not impressed by elaborate descriptions, extravagant claims, or of the awards that have been won from agencies that are unknown outside China.
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It is useless to simply translate promotion material prepared for the Chinese market. Quite often the material will have to be rewritten, and brochures and websites reformatted so that they fit in with the culture of that target market. They must learn how to make use of highly qualified translators and media to seize the business opportunity, to effectively attract customers and to create and maintain petitive advantage in the international market.
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广告文字的组成部分(verbal)
1. 标题——headline
2. 正文——body co