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广告语言就是“广告中的语言”，它包 括各种广告中所有的语言文字信息。在 报纸、路牌、招贴、橱窗、霓虹灯、邮 件等视觉媒体的广告中，广告语言是由 文字、标点符号排列组合而成。在广播、 电话等听觉广告中，广告语言则由语言 （语音、语速）和停顿来表示；在电视、 电影等视听广告中，广告语言又是由上 述各种因素综合构成的（《实用广告写 作》）
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
使用警策句或套用名句
No dream is too big. (高级轿车广告) If you think getting only one cavity a year is OK, By 1990 you’ll have 10 holes in that theory. (牙膏广告) To smoke or not to smoke, that is a question. (香烟广告)
广告的作用可见一斑
The codfish lays a million eggs The helpful hen lays one The codfish makes no fuss of its achievement The hen boasts what she has done We forget the gentle codfish The hen we eulogize Which teaches us this lesson That it pays to advertise
广告翻译
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
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)
(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.
ANEW CLINICAL Eye Lift At-home eye lift cream and gel. price: $28.00 The first-ever dual eye treatment, give yourself an instant lift! Upper Eye Gel: with Dimensional-Lift Technology is formulated to strengthen from the inside out by boosting collagen and elasting production. Skin is lifted and tightened to help visibly diminish sagging and drooping. Under Eye Cream: with Derma-Refine Technology is formulated to accelerate cellular metabolism. Puffiness, dark circles and creepiness are visibly reduced. Instantly, the Upper Eye Gel delivers lift and the Under Eye Cream visibly reduces under eye shadowing. After 1 week: 91% of women said the eyelid area looked and felt firmer with the Upper Eye Gel*; 87% of women saw less puffiness with the Under Eye Cream*. After 4 weeks: the Upper Eye Gel helps reduce sagging and drooping**. The Under Eye Cream visibly reduces dark circles and creepiness**.
(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.
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.
２．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：
(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.
