经典广告英文翻译(PPT格式)

• 玩弄辞藻
运用押韵法：Spend a dime, Save you time.(电器广告) 夸大其辞：Our Sunday Brunch Buffet Is A Legend In
Its Time.(餐馆广告)
• 使用警策句
To smoke or not to smoke, that is a question. (香烟广 告)
提神醒脑，喝七喜。（Seven-up 七喜广告） Fresh-up with Seven-up.
接天下客，送万里情。（出租车公司） Your satisfaction is our final destination.
--------拜拜
（来源于‘ When in Roman, do as the Romans do.’）
• 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”
仿译法
• 爱您一辈子（绿世界化妆品） “Love me tender, love me true.”
直译法
“滴滴香浓，意犹未尽”（麦斯威尔咖啡） Good to the last drop．
直译法
“品质与品味同在” (Levi’s 李维斯) Quality never goes out of style.
转译法
• 仿译法是指提取广告词中最具表情功能和 呼唤功能的部分，加以发挥并以地道的英 语表达出来。
广告词的英译
广告词的英译
在信息社会中，广告词能否给人们留 下深刻的印是衡量广告词成功与否的关键。 因此，广告词应该易于理解、简洁生动、 便于记忆还应力求新颖独特，具有较高的 审美价值。
广告词 常见

Anything is possible. “一切皆有可能” （李宁服饰） Give me a chance, and you’ll have a big surprise. “给我一个机会，还你一个惊喜” （嘉 亨印务） Only fine medicinal herbs Make fine herbal medicines. 中药材广告：“药材好，药才好。” Your everyday life is very busy, Our Long Card can make it easy. 建设银行龙卡的广告：“衣食住行，有 龙则灵。”
Fቤተ መጻሕፍቲ ባይዱNCTION(广告的功能)
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）
Features of slogans（广告口 号）and catch-phrases (广告语句)
ADVERTISEMENT
Advertising Media (广告手段)
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

(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 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.
1.广告的语言特点及英译:
玩弄辞藻 使用警策句，以发人思考，从而注 意广告中的商品 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 and mink, 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 Father’s Day (礼品广告)

Identify target audience
Objectives setting Budget decisions Message decisions Media decisions
Agency selection Advertising evaluation
Source: Hollensen, Global marketing, 4e, 2019.
1. informative 2. eye-catching 3. raise the desire to purchase.
In other words, a good ad should be
attractive --- catch the reader’s attention (吸引力 )
Media conditions
• Media infrastructure • Media habits • Media costs
Gillette For Women Venus
Why use an identical global message for Greece, Germany, and the U.S.?
Price • Positioned in middle to upper income markets – sufficient money available
Place • Target markets provide the same highly developed distribution infrastructure
Media decisions
Momentum
Reach
Frequency
Gross Media mix rating points

天长地久。（斯沃奇手表）
Classic advertisment（经典广告）
• Love me tender, love me true. • 爱您一辈子（绿世界化妆品） • With a copy of The Globe in your hand, the wo，纵览全球(《全球》杂志的广告 语) • A friend in need is a friend indeed. • 随身携带，有备无患；随身携带，有惊无 险。 （速效救心丸）
电话亭 Telephone booth
平衡木 单杠 灭火器 邮政信筒 高低杠 双杠 公告栏 Balance bar 消火栓 Horizontal beam Fire extinguisher 垃圾桶 mailbox Postal Parallel bars Asymmetrical bars Bulletin board Fire hydrant can Trash
Advertising
Partners：刘晓博 王海林
To study English translation from advertisement translation
₢ Literal translation (直译） ₢ Domestication translation（归化译） ₢ Classic advertisment（经典广告）
Literal translation (直译）
“ 一切皆有可能”（李宁服饰） Anything is possible
Obey your thirst
“服从你的渴望” 服从你的渴望”
The taste is great
“味道好极了”
born to run.
天生奔驰。（奔驰汽车）

Google logo…
Slovenia Turkey
Sweden
China
Apple
Standardized products all over the world
Standardized promotion all over the world
Apple: Reasons for standardization
Main media types
Television Radio Newspapers Magazines Cinema Outdoor
Source: Hollensen, Global marketing, 4e, 2019.
The major international advertising decisions
Advertising is a way of bringing information to the public for the purpose of selling a product, a service, an idea, and an ad should be 1. informative 2. eye-catching 3. raise the desire to purchase.
• Restrictions (object, arrangement)
Media conditions
• Media infrastructure
• Media habits
• Media costs
Gillette For Women Venus
Why use an identical global message for Greece, Germany, and the U.S.?

• Not all cars are created equal. ● 人人生而平等,车有优劣之分。
最新
14
法国航空公司
• We Are Aiming Even Higher.
• 志向更高远
● 志存更高远
最新
15
中华航空公司
• We treasure each encounter.
• 相逢自是有缘,华航以客为尊。 • 相逢有缘,以您为尊。
最新
4
• Intel inside
Intel
• 给电脑一颗奔腾的“芯”
最新
5
全球杂志
• With a single copy of The Globe in hand , you can enjoy a wide view of the world.
• 一册在手,纵览全球
最新
6
麦斯威尔咖啡
• Good to the last drop. • 滴滴香浓，意犹未尽
最新
32
（1）标题（包括副标题）
• 1）Every time we race, you win.（雅马哈电子琴
的广告标题）
• 意思：每次我们竞赛，你总赢。
最新
33
• 2）I was in love with a girl named Cathy. I killed her.（劝告不要酒后开车的公益广告标题）
Hyundai 2005
• Drive your way
• 开拓你的路
最新
23
柯达胶卷
• Shoot it or lose it.
• 抓住精彩瞬间
最新
24
Heathrow 机场免税商店
• Have a nice trip , buy - buy.