广告的语言特点课件.ppt

1、Translation of Advertisement Characteristics of Advertisements Translation of Advertisements 广告是一种信息传播活动，即由特定的广告主通常以付费的方式通过各种传播媒体对产品、服务或观念等信息的非个人推介行为。广告包括产品广告、企业广告、服务广告、公益广告、购买/销售现场（POP）广告、路牌广告、电子广告等。广告的目的、功能和构成 1.广告的目的和功能 通过传递情报，改变人们对广告商品的态度，达到推介商品或者服务，诱发人们采取购买行动的目的。A：信息功能；B：美化功能和表情功能；C：呼唤功能呼唤功能说理和

2、移情 说理类广告说理类广告：硬销硬销 通过客观的，令人信服的产品介绍来促成消费者的理性购买行为；高科技产品、医疗产品；移情类广告：移情类广告：软卖软卖 以优美的图文来吸引消费者，给受众以美的感觉，从而促使其产生购买的欲望；化妆品，汽车；构成 标题 正文 口号口号 商标商标 插图形式新颖，构思奇特，语言通俗广告的文体特点 词汇特点 句法特点 体裁特点 修辞特点广告的词汇特点1.简洁明了简洁明了Just do it.Ask for more.Wheat Thins-Tastes Good.Feels Good.一股浓香，一缕温暖。精诚所至，顽石为开。广告的词汇特点2.口语化口语化Hello,Tos

3、h,gotta Toshiba?“Im lovin it”Youll go nuts for the nuts you get in Nux.Pepsi-Cola hits the spot.纳克斯坚果让你爱不释口。纳克斯坚果让你爱不释口。广告的词汇特点3.创新求异创新求异1）使用词缀Timex (=time+excellent)purex (=pure+excellent)(=memory+excellent)Memorex Its jack-a-licious!Jack-in-the-Box广告的词汇特点3.创新求异创新求异2）利用谐音TWOGETHERThe ultimate all i

4、nclusive one price sunkissed holiday.广告的词汇特点3.创新求异创新求异3)合成The Orangemostest Drink in the world.广告的词汇特点3.创新求异创新求异4)误拼Easier dusting by a stre-e-etch!XXXXXXXL Taste.广告的词汇特点3.创新求异创新求异4)套用固定搭配First of all,because now Yoplait is thicker.Second of all,because its creamier.Third of all,because its still 10

5、0%natural and really good for you.Fourth of all,because to me Yoplait tastes well.Fifth of all,becausewell,just because广告的词汇特点3.创新求异创新求异4)套用固定搭配“芯”静，自然爽。家有飞鹿，随心所浴。广告的词汇特点4.形容词、副词使用频率高形容词、副词使用频率高Decorative adjectiveEvaluative adjectivenew,crisp,good/better/best,fine,free,big,fresh,great,delicious,rea

6、l,full,sure,easy,bright,clean,extra,safe,special,rich 广告的词汇特点4.形容词、副词使用频率高形容词、副词使用频率高Tangy.Zesty.Spicy.Crispy Baked./Its also delicious.Sensuously smooth.Mysteriously mellow.Gloriously golden.Who can resist the magic of Camus XO Congnac?广告的词汇特点4.形容词、副词使用频率高形容词、副词使用频率高The quicker picker upper.You can

7、 be heartburn free with new Pepcid AC.The strongest,longest acid controller.The biggest little resort on the Chesapeake is the best-kept secret in Virginia.广告的词汇特点5.动词使用频率高动词使用频率高bring,choose,come,cook,feel,get,give,go,have,help,keep,know,last,like,love,make,meet,need,save,see,serve,start,take,taste

8、,use.广告的词汇特点5.You-form人称代词的使用人称代词的使用Multimedia You Can Use.If you like a lot of chocolate on your biscuit join our Club.For all you do,this Buds for you.如果您不满意，请告诉我们，如果您满意，请告诉您朋友。“七百”知君心，虹彩迎嘉宾！广告的句法特点1.多短句、简单句、省略句多短句、简单句、省略句Johns losing his hair.His mission:get it back.ASAP!But how?Weaving?Not him.T

9、ransplant?Never.广告的句法特点1.多短句、简单句、省略句多短句、简单句、省略句海龙洗衣机：贤妻良母好空调，格力造！广告的句法特点2.多祈使句、反问句多祈使句、反问句DOES YOUR KID HAVE HUNDRED DOLLAR FEET AND A TEN DOLLAR HEAD?“Does she?Or doesnt she?”广告的句法特点2.多祈使句、反问句多祈使句、反问句Share the fantasy!Use double-sure Body Mist,the perfumed deodorant.You know that emerald bracelet y

10、ou were going to pass down to your daughter?Use it for her college education.(And buy her the navel ring she really wants.)广告的句法特点3.多现在时、主动语态多现在时、主动语态The best relationships are complementary.We work together to bring you more than a piecemeal approach to network challenges.At Sprint North Supply,we

11、have the resources to manage your supply-chain needs-from inventory management to turnkey network construction.广告的句法特点4.多肯定句，少否定句多肯定句，少否定句No smoking,please!Extra Taste!Not Extra Calories.广告的体裁特点1.对话体对话体2.故事体故事体3.书信体书信体广告的修辞特点1.比喻比喻THAI-Smooth As Silk.绿色盾牌，全家安心。广告的修辞特点2.拟人拟人(personification)Let your

12、fingers do the walking.我饿了，喂喂我吧！广告的修辞特点3.对比对比(antithesis)It takes a tough man to make tender chicken.岁月留苍老，黑马葆青春。广告的修辞特点4.排比排比(parallelism)A new year,a new career.真真一片情，诚诚一片意。广告的修辞特点5.重复重复(repetition)Theyre tasty,tasty,very very tasty./Theyre very tasty.白鹭，白鹭，迈进千家万户！广告的修辞特点6.夸张夸张(hyperbole)So quiet

13、you can hear your blood pressure drop.今年二十，明年十八。广告的修辞特点7.双关双关(pun)带你回“加”，非我莫选。(加航)Im more satisfied.(摩尔牌香烟)广告的修辞特点8.押韵押韵(rhyme)If its too loud,you are too old.天上彩虹，人间长虹；家有长虹，其乐无穷！广告的修辞特点9.头韵头韵(alliteration)Fast,Flavorful and Fabulous!How can something so small be so smart?广告的修辞特点10.拟声拟声(onomatopoeia

14、)Mm!Mm!Better!Schhh!You know who?Va-va-voom广告的修辞特点11.仿拟仿拟(parody)人生得意须尽欢，当使金樽邀星月！Not all cars are created equal.广告的修辞特点孔雀飞万家，万家欢乐多。客上天然居，居然天上客。食在东北一家人，东北一家人实在。庄重一生，吉祥一生。FINCE-WARDEN,Irg 2br bsmt,new reno bright,lndry,eat-in kit,w-o balc,close to HSR/shops.No smoke/pets,+,1st/last.222-2222-leave mess

15、.lrg=large 2br=two bedrooms bsmt=It is in a basement New reno=new renovation lndry=luandry kit=kitchen w-o balc=walk out to a balcony FINCH-WARDEN这间房是位于或邻近Finch和Warden街交界处。lrg 2br bsmt lrg=large，2br=two bedrooms，bsmt=It is in a basement(below ground).这是地库的两房套间。(注意，两房是指两个睡房，洗手间，厨房，厅肯定是有的，所以不写出来)new reno bright reno=renovation，最近才装修过，很光亮 lndry,eat-in kit,w-o balc lndry=laundry，指有洗衣机干衣机，eat-in kitchen指厨房大，可在厨房里放饭桌吃饭。w-o balc=walk out to a balcony，指有扇门打开可通阳台。close to TTC/shops靠近公共交通，购物商场 No smoke/pets不接受吸烟或养宠物的租客+租金为一个月，外加水电煤气 1st/last首尾两个月的租金必须先交作为定金222-2222-leave mess打电话222-2222留言联系房东