商務廣告翻譯

1、本文檔如對你有幫助，請幫忙下載支持!No.1The Headline of an AdvertisementThe headline of an advertisement is there to attract attentionand transmit a hint of the key concept, so that your prospect will beprovoked to stop and read more of the ad. If they don' t read on, thewill at least get some of the idea to be l

2、eft with a positive perception.The headline must work with the overall ad layout and any illustration to accomplish this.廣告的標題廣告標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。即使他們不看詳細內容，至少也會對所宣傳的東 西留下一個正面印象。因此，廣告標題必須與廣告整體效果及圖片協(xié)調一致。Advertising genius David Ogilvy ,in his book Ogilvy on Advertising, say

3、sthat on average, five times as many people read the headline as the body copy. “ Unlesour 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，人們讀廣告標題的

4、平均次數(shù)是讀廣告正文的 5倍。他說：要是你的廣告標題做臭了，你就浪費90 %的廣告費。”廣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.2History of Advertising本文檔如對你有幫助，請幫忙下載支持!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

5、 the 15th and 16th centuries. In the 17th century weekly newspapers in London began to carry advertisements, and by the 18th century such advertising was flouring.The great expansions of business in the 19th century was accompanied by the growth of an advertising industry; it was that century, prima

6、rily in the United States, that saw the 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 agenci

7、es had come into being that could plan 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，廣告是通過口碑進行宣傳的。15和16世紀，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，倫敦的周報 開始登載廣告。而到了 18世紀，報紙廣告已經(jīng)呈現(xiàn)出一派欣欣向榮的景象。19世紀，隨著商品生產規(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

8、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 只負責代理銷售報紙版面的廣告位。但到了 20世紀初，這些公司的業(yè)務已 經(jīng)開始涉及自主制作廣告以及復印和排版。到20世紀20年代，廣告公司的業(yè)務更是擴展至策劃和執(zhí)行完整的廣告運作，業(yè)務范圍涵蓋初期的調研到后本文檔如對你有幫助，請幫忙下載支持!期的版式處理再到各種媒體上進行投放。No.3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0With the rapid development of a commodity-driven economy, theimportance of

9、 advertising as a promotional technique is becoming more and more pronounced.同時，廣告還須具有巨大的說服力”或 推銷能力”，使人產生購買被宣傳的商品的欲望，從而達到商家做廣告的目的。An effective advertisement should be attractive, attentiongrabbing and readable as well as containing great persuasive or sellingpower, which is critical to appeal to one

10、' s desire to buy the targetedgoods.一則完整的廣告通常由五個部分組成，即：商標、標題、正文、口號、插圖。其中商標和標題句常常是在玩文字游戲”。An integrated advertisement is usually made up of the brand orcompany trademark, tittle,body,slogan, and illustration, with thefirst 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格、作用諸方面都存

11、在或大或小的差異。All these features make the advertisement language a loadedlanguage on the whole, which is more or less different from othertypes of language in style and effect.No.4本文檔如對你有幫助，請幫忙下載支持!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 me

12、dia carriers, which is ubiquitousand can be seen everywhere 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 對產品、勞務或觀念等信息的非個人間的溝通?！盇dvertis

13、ing, as the name suggests, is a kind of media carrier which publicizes widely. The American Marketing Association(AMA) definesadvertising as:" thenon-personal communication usually paid for andusually persuasive in nature about products, services or idea by identified sponsors through the vario

14、us media.”一則優(yōu)秀的廣告，其構思之獨特、立意之新穎、內涵之豐富、用詞之形象、 句法之簡潔，必將給讀者留下深刻而美好的印象。廣告語言涉及語言學、心理 學、社會學、經(jīng)濟學、美學、文學、營銷學、創(chuàng)意學等多種學科要素和眾多其 他因素，擁有自己獨有的語言表達規(guī)律和形式，因而能產生一種特殊而難忘， 有時是持久的效果。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 involveslinguistics, psychology, sociology,economics, aesthetics, lit