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1、广告的翻译Translation of Ads.Basic Knowledge of AdsThe word “advertise” originates from Latin “advertere” means to cause the attention or known， a means to arouse the public attention and persuade them of a specific inclination. （“唤起大众对某种事物的注 意力并诱导于一定的方向所使用的手段”。）We have its short form “ads” or synonym “c
2、ommercials”. . The Genres of AdsAccording to their contents, ads can be divided into four categories: product (consumer) ads, service ads, corporation ads, and public-welfare ads. The basic functions of ads:First, it is informative, it can offer specific information; Second, it is persuasive, it can
3、 persuade the public of a specific inclination ;. The Genres of AdsThird, it is aesthetic, it can bring the public a kind of aesthetic affection, a sense of beauty; Fourth, it is emotive, thats to say it can express a kind of emotion and can arouse the peoples tender feelings in the heart. To motiva
4、te the interest of the potential consumers to buy the products is the ultimate goal of an advertisement. Persuasion is the top function of an ad.ExampleMy mother wanted me to have piano lessons.My father wanted me to go to Harvard.My teacher wanted me to become a lawyer.My wife wants me to stay at h
5、ome.Arent your desires just as important?Cars that are created to impress only yourself.（What ad is it ?How do you translate “want” ?What are the features of the words used in it ?）ExampleDont you think this piece of ad motivates the public in pursuit of a car with its simple words, a friendly tone
6、and a moving care? The purpose is clearly expressed: Others have desires on you, but dont you have a desire of your own-to “want” a car that is impressive that can impress only yourself?.The Structure of an Ad.A complete advertisement consists of two parts: a verbal(语言) and non-verbal（非语言） part. The
7、 verbal part is composed of headline (including sub- headline), body text, slogan; nonverbal part the trade mark, illustration and picture, edition of the verbal part and the typeface, which are supplementary elements of an advertisement. Example cUtty sARk scots Whisky Some people wear trendy cloth
8、es to attract attention. Others drive flashycars. A glass of Cutty Sark wont turn any heads. But if you insist on creating a stir, you can always ask the bartender for one of them. scots Whisky Uncommonly smooth参考译文 卡地沙克 苏格兰威士忌 有些人穿时髦服装以引人注目；有些人驾驶亮闪 闪的车招摇过市，但一杯卡地沙克酒绝不会叫你 忘乎所以。你也想潇洒风流吗？ 自己到酒吧来尝 尝吧。 苏
9、格兰威士忌 口感滋润 非同凡响 Kings Garden Villa Located in the Liangmahe Area In Beijing Where foreign business people gather Only one road away from Kunlun Hotel and Lufthansa Centre, surrounded by old and new embassy area Close to East 3rd Ring Road, only a 10 minute drive to Tianan Men or the Capital Airport
10、Complete service utilities make Kings a super-luxury five-star villa that enjoys a large area, prime location, city club, and recreational facilitiesKings Garden Villa Water, Electricity, Gas, Heat and other municipal facilities that the home owners are concerned about are available; purchase this y
11、ear and occupy this yearThe imposing building designed by world renowned architects,20 years experience in property management, international standard quality, 24-hour security guarantee, all these ensure you a comfortable and prestigious lifeCapital gain in 2.2 years A45% investment return Kings Ga
12、rden Villa Hotlines:(8610) 64660890, 64628175Fax: 8610 64662674Developer: Beijing King Resources Real Estate Co.,Ltd.Sales Office: No 18-22 Xiaoyun Road, Chaoyang District, Beijing. Language FeaturesThe English words used in commercial ads are usually very simple and precise, vivid and figurative, a
13、ffectionate and inspiring, which are easy to remember.Lexical features: 1.The use of oral wordsMosquito Bye Bye Bye. 蚊虫杀杀杀。. Language Features2.The use of simple verbs，especially the single syllable verbs such as make, come, get, go, know, have, keep, look, see, need, buy, love, use, take, feel, lik
14、e, start, taste, save, choose, etc.(石莉美，1997,商务英 语翻译P220) Start Ahead. 成功之路，从头开始。（飘柔洗发液） We bring high technology home.-NEC我们把高科技带回家。（日本NEC电气）Everything is extraordinary, Everything tempts.- Cartier件件超凡脱俗，样样新颖诱人。（卡地亚饰品）. Language Features3.The use of adjectivesThe following adjectives are the top 20
15、 of the adjectives:new good/better/best, free, fresh, delicious, full, sure, clean, wonderful, special, crisp, fine, big, great, real, easy, bright, extra, safe, rich according to a survey made by G. N. Leech (1965) 4.The use of slang, idiomsBig time bargain on sizable cotton shirts.“big time” is American slang means “the best, the first”(最高级的，一流的). Language Features5.The use of coinage, which is full of creativityGive a Timex to all, and to all a good time.拥有一块天美时表，拥有一段美好时光。Timex: Time + Excellent, which empha
