经典广告英文翻译(PPT格式)_图文.ppt

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**.

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

广告商标（Trade Mark）的翻译
把握英汉两种语言的文化背景，巧译广告商标
Dragon 龙
在中国，“龙”曾是封建君主和皇帝的象征。龙在中国人心目 中是吉祥和富贵的象征，“望子成龙”“龙凤吉祥”“龙马精 神”等吉祥词语随处可见，因此汉语里有不少以此命名的商品， 例如：香烟“龙凤吉祥”，“华龙”方便面等。
1. information 2. eye-catching 3. raise the desire to purchase.
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)
西子香皂—原译文：“Shitze” Toilet Soap (shits 泻肚 子)。译成：West Lake Toilet Soap,可以让人联想到美 丽的西湖，可以带来商业效益。
嘉龙牌食用油—Imperial Dragon, “dragon” 用了 “Imperial” 衬托，可让人联想到遥远的皇宫，神秘的 古国，同样具有异国情调。
我国《辞海》对广告的定义是：广告是向公众介绍商 品，报道服务内容和文娱节目的一种宣传方式。
一、广告的目的和特点
Advertising is a way of bringing information to the public for the purpose of selling a product, a service, an idea, or an event.
up? 想过吗？为什么西装裤广告里的男人总是站着？ Let the New York Times find you. Go for the sun and fun.

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

经典广告与英文翻译
21、静念园林好，人间良可辞。 22、步步寻往迹，有处特依依。 23、望云惭高鸟，临木愧游鱼。 24、结庐在人境，而无车马喧；问君 何能尔 ？心远 地自偏 。 25、人生归有道，衣食固其端。
ห้องสมุดไป่ตู้
61、奢侈是舒适的，否则就不是奢侈 。——CocoCha nel 62、少而好学，如日出之阳；壮而好学 ，如日 中之光 ；志而 好学， 如炳烛 之光。 ——刘 向 63、三军可夺帅也，匹夫不可夺志也。 ——孔 丘 64、人生就是学校。在那里，与其说好 的教师 是幸福 ，不如 说好的 教师是 不幸。 ——海 贝尔 65、接受挑战，就可以享受胜利的喜悦 。——杰纳勒 尔·乔治·S·巴顿
谢谢！

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.?