advertisingPPT推荐.ppt

advertisingPPT推荐.ppt

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Advertisingisthenonpersonalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.,Function,信息功能（InformationFunction）唤起需要功能（DemandCreationFunction）说服功能（PersuasiveFunction）促使行动功能（GetActionFunction）扶植信用功能（GoodwillEstablishmentFunction）,TheStructureofthistext,1Advertisingispartofourdailylives.Tofindproof,youhaveonlytoleafthroughamagazineornewspaperorcounttheradioortelevisioncommercialsthatyouhearinoneevening.Mostpeopleseeandhearamassofadvertisingmessageseveryday.Andpeoplerespondtothemanydevicesthatadvertisersusetogaintheirattention.（afallintopit,againinyourwit）2Advertingisabigbusinessand,tomanypeople,afascinatingone,filledwithattractionandexcitement.Itispartliterature,partart,andpartshowbusiness.,Magazinenewspaper,Variousmedia,4Advertisingisthedifficultbusinessofbringinginformationtogreatnumbersofpeople.Thepurposeofanadvertisementistomakepeoplerespondtomakethemreacttoanidea,suchashelpingtopreventforestfires,ortomakethemwanttobuyacertainproductorservice.,wanttobuyacertainproduct,wanttobuyacertainservice,4Atthebeginningofthe20thcentury,advertisingwasdescribedas“salesmanshipinprint”.Ifthisdefinitionwereexpandedtoincluderadioandtelevision,itwouldstillstandtoday.,5Themosteffectivewaytosellsomethingisthroughperson-to-personcontact.Butthecostofperson-to-personsellingishigh.Becauseittakesagreatdealoftime,itincreasesthecostoftheproductorservice.Advertising,then,distributesthesellingmessagetomanypeopleatonetime.,6Advertisingisveryold.ItcanbefoundasfarbackasthepubliccriersofancientGreece-who,forafee,shoutedoutmessagesaboutacompanysproductstooneandall.,crier,Downtheroad,Butitfirstbecameimportantinthelate15thcentury,whenthetraderoftherapidlygrowingcitiesandruraltownsneededawaytotellpeoplewheretheirgoodscouldbebought.7ThefirstprintedadvertisementintheEnglishlanguageappearedin1478,morethanacenturybeforeShakespearesfirstplaywasproduced.ThisearlyadwastheworkofWilliamCaxton,Englishsfirstprinter,whousedittoadvertisereligiousbooksfromhisownstudio.,CaxtonpostedsmallprintednoticesalongLondonsmainstreets.Besidesadvertisinghisproduct,heidentifiedhisshopwithacertaintrademarksothatcustomerscouldfinditeasily.8Thissamesortofsimple,informationaladvertisingisstillused.Examplesincludetheroadsidesignsthattelltravelersthattheycanbuyfreshcornjustdowntheroadorthatthereisarestaurantinthenexttown.,9TheIndustrialRevolution,inthe18thand19thcenturies,broughtanewkindofadvertising.Largefactoriestooktheplaceofsmallworkshops,andgoodswereproducedinlargequantities.Manufacturersusedthenewlybuiltrailroadstodistributetheirproductsoverwideareas.Theyhadtofindmanythousandsofcustomersinordertostayinbusiness.Theycouldnotsimplytellpeoplewhereshoesorclothorteacouldbeboughttheyhadtolearnhowtomakepeoplewanttobuyaspecificproduct.,taketheplaceof,Largefactories,Smallworkshop,Thusmodernadvertisingwasborn.Advertisinghelpedtocreatenewmarketsandtoraisestandardsoflivingaspeoplecametofeelthattheyhadarighttonewandbetterproducts.10AdvertisingagenciesbegantodevelopintheUnitedStatesjustaftertheCivilwar.Atfirst,thechiefobjectiveiftheseagencieswastosellspaceinthevariousmedia（medium）,mainlynewspapersandmagazines.Buttheysoonaddedtheserviceofwritingandproducingadvertisements.,11Fromthesemodestbeginnings,advertisinghasdevelopedintoahighlyspecializedandprofitablebusiness.Usefulphrases:

leafthroughoneandalltaketheplaceofspecialize（in）,Specializea.beorbecomeaspecialist成为专家；

专门从事；

专攻Example:

Hespecializesinorientalhistory.b.giveparticularattentionto（asubject,product,etc）；

bewellknownfor专注于（某项目、产品等）/因而闻名Example:

Thisshopspecializesinchocolates.,Usingtherightword,The_ofCollegeEnglishTestsistohelpstudentslearnEnglishbetter,isntit?

A.objectingB.subjectC.objectiveD.aimingTheyhaveusedthecinemaasaweapon,asa（an）_toexpresstheirviews.A.mediaB.mediumC.aidsD.meanTheseshopsnormally_inoldandantiqueitems,notinmodernones.A.buyB.makeC.specializeD.sellThebookisendlessly_andrichlyrewarding;

Ihighlyrecommendittoyou.A.boringB.dullC.fascinatingD.expensive,广告英语的翻译

（一）,译名不雅，发生歧义“五羊”牌自行车“FiveGoats”Goat在英语中可以比喻不正经的男子、色鬼，因此无论男人还是女人都不愿骑这个牌子的自行车”。

“紫罗兰”男士衬衫“Pansy”Pansy是没有男子气概的意思。

这种衬衣男士就很可能不会购买。

译名不符合文化习俗“white”白色表示洁白、纯洁但在英文中有时意思恰好相反。

上海产的“白翎”钢笔打入国际市场时，因其译名“WhiteFeather”而无人问津。

英语中有句成语“toshowthewhitefeather”，表示软弱胆怯，有临阵脱逃之意，这样的译名肯定不受欢迎。

广告英语的翻译

（二）,Avon雅芳（化妆品）Sprite雪碧（饮料）Goldlion金利来（男士服饰）Colgate高露洁（牙膏）Canon佳能（相机）Revlon露华浓（化妆品）“露华浓”出自李白诗清平调“云想衣裳花想容，春风拂榄露华浓”引经据典，音义并重非常贴切，即高雅又具有女性的魅力。

Coca-Cola原文中的Coca和Cola只是两种植物的名称，而中文的“可口可乐”却把饮料的特点巧秒地融合在一起。

Homework,DiscussingthemeritsanddemeritofadvertisementsWhatadsdoyoulikebest?

Whatadsdoyoudislikemost?

Thanksforlistening,