商務(wù)廣告翻譯

1、No.1The Headline of an Advertisement The headline of an advertisement is there to attract attention and transmit a hint of the key concept, so that your prospect will be provoked to stop and read more of the ad. If they dont read on, they will at least get some of the idea to be left with a positive

2、 perception. The headline must work with the overall ad layout and any illustration to accomplish this.廣告的標(biāo)題廣告標(biāo)題的作用是吸引受眾的注意力，并對重要信息有所暗示，以讓潛在的客戶能夠駐足留意這條廣告。即便他們不看詳細(xì)內(nèi)容，至少也會對所宣傳的東西留下一個正面印象。因此，廣告標(biāo)題必須與廣告整體效果及圖片協(xié)調(diào)一致。Advertising genius David Ogilvy ,in his book Ogilvy on Advertising, says that on average, f

3、ive times as many people read the headline as the body copy.“Unless your headline sells your product, you have wasted 90 percent of your money,” he suggests. You want the ones who do read the whole ad to be your prospects and not just passers-by. 廣告天才大衛(wèi)奧格威曾在奧格威論廣告一書中指出，人們讀廣告標(biāo)題的平均次數(shù)是讀廣告正文的5倍。他說：“要是你的

4、廣告標(biāo)題做臭了，你就浪費90的廣告費?！睆V告的主要目的是讓那些讀了廣告的人成為自己的潛在客戶，而不只是看看而已。No.2l History of Advertisingl In the ancient and medieval world such advertising as existed was conducted by word of mouth. The first step toward modern advertising came with the development of printing in the 15th and 16th centuries. In the 17

5、th century weekly newspapers in London began to carry advertisements, and by the 18th century such advertising was flouring.l The great expansions of business in the 19th century was accompanied by the growth of an advertising industry; it was that century, primarily in the United States, that saw t

6、he establishment of advertising agencies. The first agencies were, in essence, brokers for space in newspapers. But by the early 20th century agencies became involved in producing the advertising message itself, including copy and artwork, and by the 1920s agencies had come into being that could pla

7、n and execute complete advertising campaigns, from initial research to copy preparation to placement in various media.廣告的歷史在古代和中世紀(jì)，廣告是通過口碑進行宣傳的。15和16世紀(jì)，在印刷業(yè)的推動下，廣告向現(xiàn)代廣告業(yè)邁出了第一步。到了17世紀(jì)，倫敦的周報開始登載廣告。而到了18世紀(jì)，報紙廣告已經(jīng)呈現(xiàn)出一派欣欣向榮的景象。19世紀(jì)，隨著商品生產(chǎn)規(guī)模的日趨擴大，廣告行業(yè)也不斷發(fā)展壯大。也正是在這個時期，首先在美國出現(xiàn)了廣告公司。這些首批出現(xiàn)的公司實際上只負(fù)責(zé)代理銷售報紙版面的廣

8、告位。但到了20世紀(jì)初，這些公司的業(yè)務(wù)已經(jīng)開始涉及自主制作廣告以及復(fù)印和排版。到20世紀(jì)20年代，廣告公司的業(yè)務(wù)更是擴展至策劃和執(zhí)行完整的廣告運作，業(yè)務(wù)范圍涵蓋初期的調(diào)研到后期的版式處理再到各種媒體上進行投放。No.3l 隨著商品經(jīng)濟的迅猛發(fā)展，廣告作為一種促銷手段，其重要性越來越顯著。廣告必須引人注目，具有“注意價值”和“可讀性”。l With the rapid development of a commodity-driven economy, the importance of advertising as a promotional technique is becoming mor

9、e and more pronounced. l 同時，廣告還須具有巨大的“說服力”或“推銷能力”，使人產(chǎn)生購買被宣傳的商品的欲望，從而達(dá)到商家做廣告的目的。l An effective advertisement should be attractive, attention grabbing and readable as well as containing great persuasive or selling power, which is critical to appeal to ones desire to buy the targeted goods. l 一則完整的廣告通常

10、由五個部分組成，即：商標(biāo)、標(biāo)題、正文、口號、插圖。其中商標(biāo)和標(biāo)題句常常是在玩“文字游戲”。l An integrated advertisement is usually made up of the brand or company trademark, tittle,body,slogan, and illustration, with the first two emphasizing a play on words. 這些特點決定了廣告語言總體上是一種鼓動性語言，與其他類型的語言在風(fēng)格、作用諸方面都存在或大或小的差異。l All these features make the adve

11、rtisement language a loaded language on the whole, which is more or less different from other types of language in style and effect.No.4廣告是人們非常熟悉的傳媒載體，在現(xiàn)代生活中，廣告無處不在，觸目皆是，可以說，出色的廣告在我們的社會中，越來越為人們所接受，越來越發(fā)揮其作用。 Advertising is one of the common media carriers, which is ubiquitous and can be seen everywhe

12、re in modern life. To some extent, good advertisements are becoming more and more acceptable and playing a more influential role in our society.廣告，顧名思義，就是一種廣而告之的傳媒載體。美國市場營銷協(xié)會認(rèn)為廣告的定義是：“廣告是由特定的主板單位通常以付費的方法通過各種傳播媒體對產(chǎn)品、勞務(wù)或觀念等信息的非個人間的溝通?！?Advertising, as the name suggests, is a kind of media carrier whic

13、h publicizes widely. The American Marketing Association(AMA） defines advertising as：“the non-personal communication usually paid for and usually persuasive in nature about products, services or idea by identified sponsors through the various media.”一則優(yōu)秀的廣告，其構(gòu)思之獨特、立意之新穎、內(nèi)涵之豐富、用詞之形象、句法之簡潔，必將給讀者留下深刻而美好

14、的印象。廣告語言涉及語言學(xué)、心理學(xué)、社會學(xué)、經(jīng)濟學(xué)、美學(xué)、文學(xué)、營銷學(xué)、創(chuàng)意學(xué)等多種學(xué)科要素和眾多其他因素，擁有自己獨有的語言表達(dá)規(guī)律和形式，因而能產(chǎn)生一種特殊而難忘，有時是持久的效果。l A good advertisement, with its unique idea, novel conception,rich content, imaginative words and simple syntax, can certainly make a lasting impression on recipients. Advertising languages involves linguistics, psychology, sociology,economics, aesthetics, li