Functions of advertisement

On Comparison of the Chinese and English Advertisement Characteristics中英广告语言特征比较Abstract 摘要Introduction前言1.Overview of Advertisement广告概述1.1Definition of Advertisement广告定义1.2Functions of Advertisement广告功能1.2.1Educational Effect教育功能1.2.2Encouragement of Competition鼓励竞争功能1.2.3Guidance of Consumption 指导消费功能1.2.4Promotion of Sales促进销售功能1.2.5Transmission of Information 传播信息功能1.3Features of Advertisement广告特点1.3.1graphological features of advertising slogan and headline广告标语及标题语言的图解特征1.3.2phonological features of advertising slogans headlines广告标题的音韵特征1.3.3lexical features of advertising headlines or slogans广告标题或标语的词汇特征1.3.4rhetorical features of advertising headlines or slogans广告标题或标语的修辞特征2.Analysis on Problems similarities of the Chinese and English Advertisement Characteristics英汉广告语言特点的相似性2.1Pragmatic T ranslation Errors实用翻译错误2.1.1Harsh Tones口吻过于苛刻2.1.2Interference of Mother Tongue受母语影响严重2.2Cultural Translation Errors文化翻译错误2.3Linguistic Translation Errors语言翻译错误2.3.1Spelling Errors拼写错误2.3.2Grammar Errors语法错误2.3.3Wrong Dictions措辞错误3.C-E Translation of Public Signs公共标牌的汉英翻译3.1Skopostheorie目的论3.2Principles and Strategies of C-E Translation of Public Signs公共标牌汉英翻译的原则和策略3.2.1Principles of C-E Translation of Public Signs公共标牌汉英翻译的原则3.2.1.1Skopos Rule目的原则3.2.1.2Coherence Rule连贯原则3.2.1.3Fidelity Rule忠实原则3.2.2Strategies of C-E Translation of Public Signs公共标牌汉英翻译的策略3.2.2.1Strategies for Pragmatic Translation Errors对于实用翻译错误的策略3.2.2.2Strategies for Cultural Translation Errors对于文化翻译错误的策略3.2.2.3Strategies for Linguistic Translation Errors对于语言翻译错误的策略Conclusion结论Acknowledgements致谢Endnotes尾注References参考资料。

1.??Albert Einstein had a great effect on science and history, greater than what only a few other men have achieved. An American university president once commented that Einstein had created a new outlook, a new view of the universe. It may be some time before the average mind understands fully the identity of time and space and so on---but even ordinary men understand now that the universe is something larger than ever before.By 1994 the young Einstein had gained world fame. He accepted the offer to become a professor at the Prussian Academy of Science in Berlin. He had few duties, little teaching and unlimited opportunities for study, but soon his peace and quiet were broken by the First World War. Einstein hated violence. The misery of war affected him deeply, and he sat unhappily in his office doing little. He lost interest in his research. Only when peace came in 1918 was he able to get back to work.In the years following World War I honors were increasingly heaped on him. He became the head of the Kaiser Whihem Institute of Theoretical Physics. In 1921he won the Nobel Prize, and he was honored in Germany until the rise of Nazism when he was driven from Germany because he was a Jew.1).?The main idea of Paragraph 1 is ______.A.the time when people know EinsteinB.the feeling of an American college presidentC.the change in human thought produced by EinsteinD.the difficulty facing teachers in understanding Einstein’s thought正确答案：C??????满分：2??分2).?According to the American university president, ______.A.everyone understands Einstein’s theory todayB.Einstein achieved more than any other scientists in historyC.the theory of relativity can be quickly learned by everyoneD.our ideas about the universe are different today because of Einstein 正确答案：D??????满分：2??分3).?According to Paragraph 2, Albert Einstein _______ .A.was a famous chemistB.headed a research instituteC.was famous in the worldD.enjoyed reading about war正确答案：C??????满分：2??分4).?According to the passage, Einstein did his greatest work _______ .A.during World War IB.when he was youngC.when Nazism roseD.between 1906 and 1915正确答案：B??????满分：2??分5).?It may be concluded that ______.A. Albert Einstein was forced to serve in the German armyB.Albert Einstein had no other interests besides scienceC.Germans usually have a high respect for scienceD.his reputation was ruined because of his work during World War I正确答案：C??????满分：2??分2.??    Brazil has become one of the developing world’s greatest successes at reducing population growth-but more by accident than design. While countries such as India have made joint efforts to reduce birth rates, Brazil has had better result without really trying, says George Martine at Harvard.    Brazil’s population growth rate has dropped from 2.99% a year between 1951 and 1960 to 1.93% a year between 1981 and 1990, and Brazilian women now have only 2.7 children on average. Martine says this figure may have fallen still further since 1990, an achievement that makes it the envy of many other Third World countries.    Martine puts it down to, among other things, soap operas（通俗电视连续剧）and installment（分期付款）plans introduced in the 1970s. Both played an important, although indirect, role in lowering the birth rate. Brazil is one of the world’s biggest producers of soap operas. Globo, Brazil’s most popular television network, shows three hours of soaps six nights a week, while three others show at least one hour a night. Most soaps are based on wealthy characters living the high life in big cities.“Although they have never really tried to work in a message towards the problems of reproduction, they describe middle and upper class values-not many children, different attitudes towards sex, women working,” says Martine. “They sent this image to all parts of Brazil and made people conscious of other patterns of behavior and other values, which were put into a very attractive package.”    Meanwhile, the installment plans tried to encourage the poor to become consumers. “This led to an enormous change in consumption patterns and consumption was incompatible（不相容的）with unlimited reproduction,” says Martine.1).?According to the passage, Brazil has cut back its population growth _________.A.by educating its citizensB. by careful family planningC. by developing TV programmersD. by chance正确答案：D??????满分：2??分2).?According to the passage, many Third World countries _________.A.haven’t attached much importance to birth controlB. would soon join Brazil in controlling their birth rateC. haven’t yet found an effective measure to control their populationD. neglected the role of TV plays in family planning正确答案：C??????满分：2??分3).?The phrase “puts it down to” (Line 1, Pars.3) is closest in meaning to “_________”.A.attributes it toB. finds it a reason forC. sums it up asD. compares it to正确答案：C??????满分：2??分4).?Soap operas have helped in lowering Brazil’s birth rate because _________.A.they keep people sitting long hours watching TVB. they have gradually changed people’s way of lifeC. people are drawn to their attractive packageD. they popularize birth control measures正确答案：B??????满分：2??分5).?What is Martine’s conclusion about Brazil’s population growth?A.The increase in birth rate will promote consumption.B. The desire for consumption helps to reduce birth rate.C. Consumption patterns and reproduction patterns are contradictoryD. A country’s production is limited by its population growth.正确答案：B??????满分：2??分3.??The appeal of advertising to buying motives can have both negative and positive effects. Consumers may be convinced to buy a product of poor quality or high price because of an advertisement. For example, some advertisers have appealed to people’s desire for better fuel economy for their cars by advertising automotive products that improve gasoline mileage. Some of the products work. Others are worthless and a waste of consumers’ money. Sometimes advertising is intentionally misleading. A few years ago a brand of bread was offered to dieters（节食者）with the message that there were fewer calories（热量单位，大卡）in every slice. It turned out that the bread was not dietetic（适合于节食的）, but just regular bread. There were fewer calories because it was sliced very thin, but there were the same number of calories in every loaf.On the positive side, emotional appeals may respond to a consumer’s real concerns. Consider fire insurance. Fire security of knowing that property is protected by insurance makes the purchase of fire insurance a worthwhile investment for most people. If consumers consider the quality of the insurance plans as well as the message in the ads, they will benefit from the advertising.Each consumer must evaluate her or his own situation. Are the benefits of the product important enough to justify buying it? Advertising is intended to appeal to consumers, but it does not force them to buy the product. Consumers still control the final buying decision.1).?Advertising can persuade the consumer to buy worthless products by _________.A. keeping a balance between quality and priceB.convincing him of their low priceC. appealing to his buying motivesD. stressing their high quality正确答案：C??????满分：2??分2).?The reason why the bread advertisement is misleading is that ________.A. the total number of calories in the loaf remained the sameB. thin slices of bread could contain more caloriesC.the loaf was cut into regular slicesD. the bread was not real bread正确答案：A??????满分：2??分3).?The passage tells us that _______.A. advertisements occasionally force consumers into buying things they don’t needB. the buying motives of consumers are controlled by advertisementsC. sometimes advertisements really sell what the consumer needsD.fire insurance is seldom a worthwhile investment正确答案：C??????满分：2??分4).?It can be inferred from the passage that a smart consumer should _________.A. be familiar with various advertising strategiesB.think carefully about the benefits described in the advertisementsC. guard against the deceiving nature of advertisementsD. avoid buying products that have strong emotional appeal正确答案：B??????满分：2??分5).?The passage is mainly about ________.A. ways to protect the interests of the consumerB. how to make a wise buying decisionC.the function of advertisements in promoting salesD. the positive and negative aspects of advertising正确答案：D??????满分：2??分4.??Although the United States covers so much land and the land produces far more food than the present population needs, its people are by now almost entirely and urban society. Less than a tenth of the people are engaged in agriculture and forestry (林业) , and most of the rest live in or around towns, small and large. Here the traditional picture is changing: every small town may still be very like other small towns, and the typical small town may represent a widely accepted view of the country, but most Americans do not live in small towns any more. Half the population now lives in some thirty metropolitan areas (large cities with their suburbs) of more than a million people each ---- a larger proportion than in Germany or England, let alone France. The statistics (统计) of urban and rural population should be treated with caution because so many people who live in areas classified as rural travel by car to work in a nearby town each day. As the rush to live out of town continues, rural areas within reach of towns are gradually filled with houses, so that it is hard to say at what moment a piece of country becomes a suburb. But most and more the typical American lives in a metropolitan rather than a small town environment.1).?If now America has 250 million people, how many of them are engaged in agriculture and forestry?A.About 25 million.B. More than 25 million.C. Less than 25 million.D. Less than 225 million.正确答案：C??????满分：2??分2).?Which of the following four countries has the smallest proportion of people living in metropolitan areas?A.United States.B. Germany.  C. France.D. England.正确答案：C??????满分：2??分3).?What’s the meaning of the word “metropolitan” in the middle of the passage?A.Of a large city with its suburbs.B. Of small and large towns.C. Of urban areas.D. Of rural areas.正确答案：A??????满分：2??分4).?According to the passage, what can we learn about small towns in the United States?A.Most small towns become gradually crowded.B. Small towns are still similar to each other.C.  As the traditional picture is changing, towns are different.D. Small towns are turning into large cities.正确答案：B??????满分：2??分5).?Why is it hard to say when a piece of country becomes a suburb?A.Because they are the same.B. Because the rush takes place too quickly.C. Because the process is gradual.D.  Because more and more Americans live in metropolitan areas.正确答案：C??????满分：2??分1.??Many factories ______ during the economic recession.A. closed downB. put downC. went downD. knocked down正确答案：A??????满分：3??分2.??— Can I help you with the bag?— ____________________ .A.No, no. I can take it myselfB.Thank youC.Sorry, you can'tD.No, I'm all right正确答案：B??????满分：3??分3.??We need a huge _____ of money to build a new high school for the children in this area.A. number B. amountC. pieceD. kind正确答案：B??????满分：3??分4.??You can hear the clock ______ it is striking.A. the momentB. the hourC. the moment whenD.  the hour when正确答案：A??????满分：3??分5.??---- Hello, may I talk to the headmaster now?    ---- ____________________.A.sorry, he is busy at the momentB.No, you can’tC.Sorry, you can’t I don’t know正确答案：A??????满分：3??分6.??---- Could I use your dictionary for a moment?   ---- _________________.A.It’s wellB.It doesn’t matterC. By all meansD.I have no idea正确答案：C??????满分：3??分7.??Not until I began to work _______ how much time I had wasted.A. have I realized   B. did I realizeC. I have realizedD.  I realized正确答案：B??????满分：3??分8.??---- We are going to have a dancing party tonight. Would you like to join us?   ---- __________________.A. I’m afraid not. Because I have an appointment with my dentist tonightB.Of course not. I have no ideaC.No, I can’tD.That’s all set正确答案：A??????满分：3??分9.??This terrible accident happened _______ the cold evening of Oct. 5. 1989.A. in  B. toC. at D. on正确答案：D??????满分：3??分10.??Even after I washed the coat, it still had some _________ marks on it.A. weak  B. familiar C. faint D. regular正确答案：C??????满分：3??分11.??The bank manager asked his assistant if it was possible for him to   ______ the investment plan within a week.A. work outB. put out  C. make out   D. set out正确答案：A??????满分：3??分12.??________ is well-known to all, too much stress can cause disease.A. WhichB. It C. That  D. As正确答案：D??????满分：3??分13.??---- Do you think I could borrow your dictionary?   ---- ____________________.A.Yes, you may borrowB.Yes, go onC.Yes, help yourselfD.It doesn’t matter正确答案：C??????满分：3??分14.??________ , he had asked three persons before he got there.A. Not knowing where was the bookstoreB. Knowing not where the bookstore wasC. Not knowing where the bookstore wasD. Not to know where the bookstore was正确答案：C??????满分：3??分15.??It is believed that music will help us ______.A. relaxedB. worriedC. relaxD. worry正确答案：C??????满分：3??分1.??Dentists always ask questions when it is impossible for you to answer. My dentist had just pulled out one of my teeth and told me to rest for a __1__. I tried to say something, but my mouth was full of cotton wool. He knew I __2__ match boxes and asked me whether my collection was growing. In __3__to his questions I either __4__ or made strange noises. Meanwhile, my tongue was busy __5__ out the hole. I suddenly realized he had pulled out the wrong tooth.1).?A.answerB. nodded C. searchingD. whileE. collected正确答案：D??????满分：3??分2).?A.answerB. nodded C. searchingD. whileE. collected正确答案：E??????满分：3??分3).?A.answerB. nodded C. searchingD. whileE. collected正确答案：A??????满分：3??分4).?A.answerB. noddedC. searchingD. whileE. collected正确答案：B??????满分：3??分5).?A.answerB. nodded C. searchingD. whileE. collected正确答案：C??????满分：3??分。

Chapter 1 Fundamentals of AdvertisingDefinition of Advertising1) What’s the definition about “advertising”?American Heritage Dictionary: The activity of attracting public attention to a product or business, as by paid announcements in print or on the air.Another one: Advertising is a non-personal communication of information, usually paid for and usually persuasive in nature, about products, services or ideas through various media.Five components: non-personalcommunication of informationpaid forpersuasivevarious media2) How can you categorize advertising in academy?Criteria: target audience: consumer advertising (direct user, end user)Business advertising (professional journal, direct mailing)Target area: local advertisingNational advertisingInternational advertisingMedia: print advertisingElectronic advertisingOut-of-home advertising (Transit advertising)Purpose: commercial advertisingNoncommercial advertising( public interests advertising)2. Common Expressions:Advertising 广告，广告业，广告活动Advertisement 广告Advertising audience 广告的受众consumer advertising 消费者广告Business advertising 企业广告local advertising 地方广告National advertising 全国广告International advertising 全球广告print advertising 印刷广告Electronic advertising 电子广告Out-of-home advertising 户外广告Transit advertising 交通广告，移动广告commercial advertising 商业广告，盈利广告Noncommercial advertising 非盈利广告3. 英汉互译练习：We may define advertising as a communication process, a marketing process, a public relations process, or a persuasion process.我们可以把广告定义为沟通过程、营销过程、公关过程、劝说过程。