品牌的精彩英文广告词

品牌的精彩英文广告词（共8篇）

1.品牌的精彩英文广告词 篇一

1. 没有不做的小生意,没有解决不了的大问题。(IBM公司)

2. The new digital era 数码新时代。(索尼影碟机)

3. We lead Others copy 我们领先，他人仿效。(理光复印机)

4. Impossible made possible 使不可能变为可能。(佳能打印机)

5. Take time to indulge 尽情享受吧!(雀巢冰激凌)

6. Come to where the flavor is Marlboro Country

7. 光临风韵之境——万宝路世界。(万宝路香烟)

8. To me， the past is black and white， but the future is always color

9. 对我而言，过去平淡无奇;而未来，却是绚烂缤纷。(轩尼诗酒)

10. The taste is great 味道好极了。(雀巢咖啡)

11. From Sharp minds, come sharp products来自智慧的结晶 。(夏普产品)

12. Mosquifo bye bye bye(RADAR) 蚊子杀、杀、杀。(雷达牌驱虫剂)

13. Connecting People(Nokia) 科技以人为本。(诺基亚)

14. Ideas for life 为生活着想。(松下电子)

15. Time is what you make of it(Swatch) 天长地久(斯沃奇手表)

2.品牌的精彩英文广告词 篇二

“广告”来源于advertere一词, 解释为“唤起群众对事物的注意并引导其向某种方向发展所采用的方法”。[1]其首要任务是“意图是把某种商品或者服务投放市场, 达到一定的经济利益的目的。”[2]广告作为商业的产物, 以多样的形式影响着人们的生产生活, 但是随着商品市场的发展, 产品多样性越来越明显, 竞争不断增强, 广告所附载的单纯地推销功能并不能达到推广产品的目的, 也越来越不能满足人们对附加在广告上美学和艺术的需求。可见, 广告已经从单纯以营销推销为目的的手段逐渐演变, 时至今日, 为了吸引人们注意并达到推广公司形象及增强产品关注度的目的, 广告已经慢慢迎合人们日益增长的艺术水平和文化要求, 变成一种高品位的艺术策划行为。因此, 出色的英文广告, 在英文用词、句式、修辞等方面具有很鲜明的特点。

一、英语广告的句法特点

(一) 简单句

在英文广告中, 简短明快的简单句更容易引起读者注意, 可以更加有效地传达广告中的信息。此类英文广告, 用句口语化, 具有可读性和便于理解和记忆, 能够更好地影响和打动消费者。

例1.A diamond lasts forever. (De Bierres) 钻石恒久远, 一颗永流传。 (第比尔斯)

例2.Probably the best beer in the world. (carsberg) 可能是世界上最好的啤酒。 (嘉士伯)

在英文广告中, 简单的陈述句可以把广告的核心内容表达清楚, 朴素直观, 容易记忆。

(二) 祈使句

祈使句在英文广告中的应用非常广泛, 信息输出简单直接, 尤如与消费者面对面交流和沟通, 引起读者共鸣并具有很强的鼓动性。

例1.Obey your thirst.服从你的渴望。 (雪碧)

例2.Take time to indulge.尽情享受吧! (雀巢冰激凌)

(三) 否定句

在英文广告中, 否定句的使用标新立异, 利用逆向思维, 通过与其他同类产品的对比或者逆向反衬本产品特性, 达到宣传的经济效果和艺术效果。

例1.Nobody is perfect.没有一个人的身材是十全十美的。 (苗条健身器材)

此广告否定了人的完美性, 来推崇本产品在打造使用者完美身材的重要地位。

例2.Money is not everything.There‘s Mastercard&Visa.钞票不是万能的, 有时还需要信用卡。 (信用卡广告)

通过否定其他的产品或者代替品, 来强调自己的优势。

(四) 省略句

英文广告中省略句的使用体现了广告言简意赅的原则, 即用简单的名词或者词组作为广告本体, 这些词和词组可以高度概括产商或产品的特性, 能体现最多的内含并达到宣传效果。

例1.The new digital era.数码新时代。 (索尼影碟机)

此广告用一个名词短语表达索尼影碟机在技术上的领先, 简单明了, 容易记忆。

例2.The relentless pursuit of perfection.不懈追求完美。 (凌志轿车)

一个词组表达凌志品牌追求卓越品质, 达到汽车技术、动力性、操控性, 安全舒适的更高境界, 这则广告不仅打出了凌志汽车的特性, 而且令凌志品牌积极向上, 不懈努力的精神跃然纸上。

例3.Ideas for life.为生活着想。 (松下电子)

松下电子以做生活电器闻名, 其广告口号是一个名词短语, 只用三个词汇就表现出松下电器致力于生活方方面面的细节, 令人们的生活更加舒适方便, 使消费者更加信任该产品。

二、英语广告的词汇特点

(一) 形容词的比较级和最高级的使用

英语广告在词汇上有许多区别于其他场合的用语, 在广告中, 形容词的比较级和最高级比较常见。利用这些方法, 生产商表达出自己产品有别于其他同类产品别致之处或出色之处, 突出自己的产品。

例.to be the best rather than the largest.不求最大, 但求最好。 (中国光大银行)

光大银行在广告中使用最高级, 虽然没有直接贬低同类公司, 但是却衬出本公司精湛的业务, 高品质的服务、质量及信誉。

(二) 制造新词或者利用词汇本身特点进行组合, 达到特殊效果

例.We know eggsactly what you want.鸡蛋广告 (eggsactly→exactly)

一个销售鸡蛋的公司, 利用单词的声音相近的特点, 创造出eggsactly, 一方面表现出本公司可以精确地 (exactly) 了解消费者的需求, 更好地生产和销售商品, 另一方面利用所造单词本身, 强调本公司的产品“egg”, 新颖特别, 别出心裁。

三、英语广告的修辞特点

毋庸置疑, 在英文广告中, 修辞的巧妙使用可以增强语言的感染力, 使读者对产品甚至广告本身产生好感。

(一) 双关语

双关修辞在英语广告中被广泛运用, 一般多是具有多重意义的词或者因为读音, 会令读者产生遐想, 使其收到一定的艺术效果。

例.From Sharp minds, come sharp products.来自智慧的结晶。 (夏普产品)

这是一则比较经典的双关语的英文广告。“sharp”在这里面有两层意思, 一方面展示夏普产品的品质建立在有敏锐头脑的技术人员上, 另一方面把夏普的商标表现出来。

(二) 排比

排比的修辞在语言节奏上可以给人深刻印象, 语调琅琅上口, 加强语言的感染力。

例.Good teeth, good health.牙齿好, 身体就好。 (高露洁牙膏)

(三) 对偶

利用两个对仗工整的句子, 进行对比和比较, 结构整齐, 用其相似性或者对比性体现事物的特点。

例.No business too small, no problem too big.没有不做的小生意, 没有解决不了的大问题。 (IBM公司)

(四) 拟人

把产品和事物当作人去描写, 令消费者没有距离感, 更容易信服。

例.Apple thinks different.苹果电脑, 不同凡“想”。 (苹果电脑)

此则广告把苹果牌电脑比喻成人, 可以独立思考, 并可以想法超乎常人, 创意新颖。

(五) 模仿

此用法指的是在英文广告创作过程中, 把广告主体和以前已经存在的某种艺术形式进行模仿, 达到浅显易懂, 让消费者容易接受的目的。

例.We are here just for you!因你而变。 (招商银行)

这句模仿著名歌曲“I am here waiting for you”里面的歌词, 喜闻乐见, 容易记忆。

四、结语

通过以上的广告分析, 不难看出, 广告英语除了帮助消费者了解所需商品外, 还承担着引起消费者购买欲的作用。除了有美学方面的特点外, 在商业社会中逐渐形成了自己独特的特点。

对于英文广告的研究, 有利于英语工作者更好地进行对外沟通与合作, 而且配合对广告英语的认识, 有利于了解英语国家文化和习俗, 扩大知识面, 并提高人民对英语广告的审美水平, 提高生活品味。

参考文献

[1]王海艳, 聂春阁.浅淡英文广告口号的特点及其翻译[M].锦州:辽宁工学院学报, 2006.12.

3.品牌的精彩创意广告标语 篇三

2. 多则惑，少则明，简约不简单! 利郎商务男装

3. 不要太潇洒! 杉杉西服

4. 相信自己，相信伙伴! 七匹狼男装

5. 男人简单就好! 爱登堡服装

6. 庄重一身，吉祥一生。 庄吉西服

7. 金利来，男人的世界。 金利来服装

8. 一次的选择，一生的眷恋! 天恩女装

9. 尽情做女人。 思加图

10. 全球以此为质量标准。 曼哈顿服装

11. 假使你喜欢听他人说话，约翰?史蒂森这个名字 肯定已让你的耳朵听出了老茧。 约翰? 史蒂森服装公司

12. 潇潇洒洒雪梦莱，“一年半载”有风采! 雪梦莱牌服装

13. “飞鹰”在哪里翱翔，你就应紧随到哪里。 飞鹰服装公司

14. 不求天子地位，但求天子风度! 天子牌服装

15. 令人不解的是，别的公司为什么总爱模仿我们的产品 阿尔索德服装公司

16. 当太阳下山的时候。 (夜礼服)伯克莱服装公司

17. 身着玫瑰色，是为了结交女友;身着蓝色，是为了结交男友。 列维斯牛仔裤

18. Just do it (尽管去做)! 耐克

19. 女人为了男人穿鞋，男人教女人走路。 耐克

20. 你能比你快 耐克

4.世界品牌的精彩创意广告语 篇四

2. 天天丝织品-----丝丝入扣!天天牌丝织服装

3. 滨哥冬衣，运动从这里开始!滨哥牌运动服

4. 货比众家，方知“金羊”最佳!金羊牌服装

5. 时代目标追“真舒”，“真舒”风采魅全球!真舒牌羊毛衬

6. 穿上醒师，柔情似水!醒师毛衣裙

7. 浪渡时装，伴君乘风破浪!浪渡牌服装

8. 时间成就经典，岁月铸造永恒 华伦天奴西服

9. 进入Pierre Cardin的空间——最独有的时装宇宙 Pierre Cardin服装

10. 依照箭头的指向，你就会永远走在最前头。 箭牌衬衫

11. 镜子将不再嘲笑你。 箭牌衬衫

12. 为了成功的生活准则。 迪塞尔服装

13. 我和Calvin亲密无间。 Calvin Klein服装

14. 男人就应该对自己狠一点! 柒牌男装

15. 煮酒论英雄，才子赢天下! 才子男装

16. 多则惑，少则明，简约不简单! 利郎商务男装

17. 不要太潇洒! 杉杉西服

18. 相信自己，相信伙伴! 七匹狼男装

19. 男人简单就好! 爱登堡服装

20. 庄重一身，吉祥一生。 庄吉西服

5.广告翻译的功能主义方法(英文) 篇五

Functionalist translation theory is often criticized for its subversion of the traditional translation theory.Nevertheless, it has become increasingly eye-catching in today’s translation circle.Chen Xiaowei (陈小慰) held that“functionalist approach has paved theoretical foundation for applied translation used to be regarded contradiction with the traditional translation criteria” (陈小慰, 2000) .In his book On Pragmatic Translation—A Perspective of Functionalist Professor Jia Wenbo (贾文波) pointed out that“if dealing with pragmatic translation from functionalist perspective and the purpose of translation, we can effectively solve the problem of strategies and orientations in practice and theory of translation” (贾文波, 2004:62) Some other Scholars such as Zhou Zhaoxiang, Zhang Nanfeng and Zhang Meifang also called for more attention to the feasibility of this theory in translation.

2 The Theoretical Background

Functionalist approach didn’t occur overnight.It has been developed from a particular period when the traditional translation theory cannot alone function as the guidance to the boom of translation practice, especially to applied translation.

Translation had been traditionally regarded as an art or a craft.However, with the development and the influence of modern linguistics in the mid 20th century, translation study was progressively regarded as a science and turned to linguistics-centered.In general, the common feature of all the linguistically centered translation theories is the essential concept of translation equivalence.According to equivalence-based translation theory, the target text should be equivalent to the source-text, which means all the features of the source-text should be maintained in the target text.However, increasing number of translation theorists came to realize that many non-equivalent phenomena caused by different cultural factors between source and target languages may exist in translation.Therefore, domestication has to be accepted as translation strategy.Therefore, equivalence-based linguistic approaches still have their inevitable weak points and many scholars began to doubt the feasibility and scientificity of the equivalence-based translation theories in translation study.In this situation, a new theory was called for.The 1970s and 1980s saw the emergence of functionalist approach which intended to break through the limits of traditional translation theory and bridge the gap between theory and practice.

3 A General Introduction to Functionalist Approach

Modern functionalist translation theory mainly refers to the theory developed by the school of German functionalism, its development are generally attributed to three German Scholars who are considered as the typical representatives of this school:Katharina Reiss with her functionalist translation criticism;Hans J.Vermeer with his Skopostheorie and Justa Holz-Manttari with her theory of translational action.

Reiss’s functionalist translation criticism is still equivalencebased but take the text rather than the word or sentence as the translation unit at which equivalence should be reached.Based on the language functions proposed by German psychologist Karl B?hler, Reiss puts forward her text typology, specifically referring to (1) informative texts, which emphasize content or information, hence also referred to as content-focused texts; (2) expressive texts, which emphasize the form of the language, also referred to as form-focused texs;and (3) operative texts, which emphasize appeal to the reader, also appeal-focused texts.Usually a whole text is impossible to be dedicated exclusively to a single function.However, in a given text, there must be a dominant function, which is also the basis of text typology.For example, commercial advertising text should not be classified as content-focused because it mainly emphasizes the persuasive function of language—directed to entice the target readers to accept and purchase the advertised product, thus categorized as appeal-focused.In translating such kind of text, “it is essential that in the target language the same effect be achieved as the original in the source language” (Reiss, 2004:41) .Therefore, to produce at least similar appellative effect in the target language, in most cases the translator has to make dramatic adjustment to the original content and from because of the existing great differences between two languages and cultures.Reiss’s text typologies can“sharpen the translator’s awareness of linguistic markers of communicative function and functional translation units.” (Nord, 2001:38) , thus helping translators define the applicable hierarchy of equivalence ranks essential to realize a specified function.

After Reiss’s text typology, Hans Vermeer, one of Reiss’s students, put forward his famous Skopostheorie which break through the restriction of the traditional equivalence theory and is regarded as the milestone of functionalist translation theory.Vermeer holds that translation is a cross-cultural event, a purposeful activity.The Greek word Skopos adopted as a technical term by Vermeer to refer to the purpose of a translation and of the action of translating.Every translation is oriented to a target audience, as translating means producing“a text in a target setting for a target purpose and target addresses in target circumstances” (ibid:12) .Skopostheorie lays out three general rules guiding the process of translating (i.e.skopos rule;coherent rule and fidelity rule) , among which skopos rule is the top-ranking rule for any translation.Skopostheorie hold that the translating end justifies the means adopted in the process of translation.Therefore in such kind of purposeful activity, a translator should, with a view to the translation purpose, take all possible relevant elements concerned into account to determine the most appropriate action—translation strategy.In a word, whatever strategies applied in the process of translating should be oriented to the terminal task—to realize the translation purpose.In other word, any translating strategies or methods have to be taken to serve the translation purpose.Thus, to translate a commercial advertisement, a translator should take both the relevant linguistic elements and extra-linguistic elements into consideration so that he can realize the translation purpose with the most appropriate translating strategies adopted—to persuade the target audience into taking similar purchasing action to the original audience through translating.Vermeer’s Skopostheorie dethrones the absolute authority of the source text which is the foundation of equivalence-based theories, enhance the status of translators, emphasizes the aims of the target text in the target context and thus expands the sphere of translation study and practice, especially the applied translation.

Based on on the principle of the Action Theory, HolzMänttäri proposes her own theory Translational Action.The basic approach of hers is very similar to Vermeer’s, but she is more radical in her methods and conceptual model.She“views translation as purpose-driven, outcome-oriented human interaction and focuses on the process of translation as message-transmitter compounds” (Munday, 2001:77) .According to Holz-Manttari’s Theory of Translation Action, the genre and from of the target text must be guided by“what is functionally suitable in the target text culture, rather than by merely copying the source text profile” (ibid.) .Theory of Action places translation within its sociocultural context, covering the interaction between the translator and the initiators.

Functionalist translation theory has broken the two-thousandyear-old chain of translation theory around faithful vs.free axis.Functionalist Approach does not refers to a certain fixed translation approach, it can be either one or the other on the condition that the approach applied is adequate to the aim of the communication.In other word, any approach can be considered as functionalist approach as long as it can help to realize the communicative purpose successfully.For example, a text of product description emphasize on the detailed information about the characters or functions of the product, therefore, to translate such kind of text demands documentary approach as suggested by Christiane Nord, trying to convey the original information as faithfully as possible to the target readers.While a text of advertisement might need a much freer approach.The functionalist approach endows translators more flexibility to determine which approach would be appropriate in a provided setting.And the functionalist theories elevate translators to“equal status with authors, editors, and clients, allow them to make appropriate, rational decisions that best realize the intended cross-cultural communication” (Gentzler, 2004:71) .Therefore, in the applied translation, especially translation of advertisement, the translator can find their theoretical grounds to manipulate the source-text so as to produce a suitable target text which can reach the communicative goals.Next, the functional approach will be applied to analyze Ads transaltion to test its feasibility in translation practice.

4 The Application of Functionalist Translation Theo-ry in Ad Translation

4.1 The translation of brand names

A brand is directed to distinguish one kind of goods or services from others.Consumers regard brand names as the identity of the product and a guarantee of consistent quality.

Branding and advertising decisions are the important part of international product marketing strategy and the primary components of the company image strategy.Advertising serves as a bridge for the product to enter the international market and a good means of communication for the commercial information.An excellent brand name sets up an excellent company image, which in return helps promote the sales.An excellent internationalized brand name is a good means of marketing for multi-national companies to explore the global market.So the brand name translation is of great significance.It is very crucial that the translation of a brand name should be adapted to target language and target culture so as to satisfy target consumers’taste.

Because of poor knowledge of target language and culture, quite a lot of Chinese enterprisers fail to promote sales of their products in international markets.Chinese people like to use the image e of some animals as the brand names.But the associations related to the animals are different in different cultures.Sometimes, unawareness of differences will lead to the failure of advertising act.For example:

“喜鹊”is viewed as“a lucky bird that heralds good news”in Chinese culture.“喜鹊”bed sheet is popular in Chinese market.But it may meet trouble in promoting sales in international market, if the brand name is literally transferred as“Magpie”, because“Magpie”has been associated with gossipy persons in English culture.Therefore, the brand name“喜鹊”is adapted into“Lucky bird”when introduced into English-centered market.

Nowadays, more and more Chinese enterprisers and translators have noticed the importance of adapting to target language and culture.When opening and exploiting a foreign market, they will take the target consumers’understanding and taste into account and employ target-language-culture oriented and re-creative translation strategy to attract the target consumer.For example:

The famous Chinese PC brand name“联想”is translated into“Legend”instead of simply and literally into“imagination”or“association”just because the English name”Legend”implies something miraculous and will inspire the target reader’s imagination of the product.

Likewise, in order to open and develop Chinese market and to build a good product and company image in Chinese market, many renowned multinational corporations tend to adopt the target-language-culture oriented and re-creative strategy of translation to cater to Chinese consumers’taste so as to promote sales.Chinese people like to use the characters with favorite and fine meaning to name things to express a good wish.So many foreign enterprisers have been aware of it and done a good job.Let’s see some examples:

7-up (drink) 七喜Marlboro (cigarette) 万宝路

Pepsi-Cola百事可乐Goldlion (tie) 金利来

Ford (automobile) 福特BMW (automobile) 宝马

In the above examples, the favorite characters to Chinese are easily found in the translated versions, such as“福” (happiness) , “乐” (pleasure) , “喜” (happiness) , “利” (profit) , “宝” (treasurable and precious) .These characters can easily touch the consumers and arouse their sympathy to get action.

Sprite (a kind of soft drink) is translated into“雪碧”which sounds and means“cool”and“pleasant”in Chinese.“飘柔”is a rewriting of Rejoice which implies the smoothness and softness of hair after the use of Rejoice.

All in all, advertising translation aims to open a new market and promote sales in it.Translation of brand names plays an important part, since to promote sales of a product usually means to promote a certain brand name of the product and set up a best image of the company.Whether or not the translated brand name gets success makes a tremendous impact on target consumers’decision of purchase.To reach the aim of persuading the consumer into purchasing the advertised products, the translation of brand names should adapt to target language and culture so as to exploit the persuasive function of advertising at its best.

4.2 The translation of slogans

A slogan of an ad is regarded as the eye of the ad and should be eye-catching and impressive.The majority of successful ads owe much to their slogans.Like the brands, slogans are an equally critical part in any advertisement.The main purpose of a slogan is to maintain the continuity of advertising campaign, grasp consumers’attention and promote the sales of the product.Therefore, an advertising slogan should be smooth to read, easy to remember and attractive enough to persuade the target reader.

In translation of slogans, to help target consumers to understand and remember the versions, a wise translator should take advantage of target linguistic features in the context of target culture.The following examples serve to give a better analysis.

(1) Nescafe, good to the last drop. (Nescafe ad)

雀巢咖啡, 滴滴香浓, 意犹未尽

(2) Where there is a way for car there is a Toyota (Toyota ad)

车到山前必有路, 有路必有丰田车

Four-character compounds and parallel structures are two typical linguistic features in Chinese language.Four-character compounds are frequently applied in Chines to convey profound sense in very simply structures with strong rhythm, such as translated version 1, while parallel structure serves for emphasis and heightening the effectiveness of expressions by balancing word and word, phrase and phrase, and sentence and sentence, as illustrated in translated version2.Due to the expressive and effective impact they can make, four-character compounds and parallel structures are widely exploited in Chinese advertisements, especially in slogans.Furthermore, they are easy to remember.Therefore, they are appropriately employed in translation from English to Chinese.With the help of the two devices, the translated versions in 1 and 2are smooth to read and easy to remember and leave a deep impression on Chinese consumers.

In addition, rhetorical devices can be used in target language to achieve the intended persuasive effect.For example, translation2 copies a Chinese proverb“车到山前必有路, 船到桥头必然直”which means that everything will eventually sort itself out.The latter part of the proverb is changed to“有路必有丰田车”to emphasize that Toyota is in great demand.The parody gives a sense of humor and familiarity that will make the version easy to remember.

In order to project a preferable image of the advertised product and to promote sales, the advertising slogans are specially designed to be attractive, persuasive and unforgettable to develop continuity for an advertising campaign.Likewise, in order to translate the original slogans as attractive, distinctive and effective as possible, translators should make use of target linguistic characteristics in the target cultural context.Therefore, target-language-culture oriented and re-creative strategy in translation is necessary and inevitable.

5 Conclusion

Through the above investigation of various aspects of advertising translation, we can find that ad translation is different from translation in other fields as follows:

Advertisements are typical texts with high commercial value, and the terminal target of all advertisements is the promotion of sales.Accordingly, ad translation should serve to fulfill the purpose and function of the ad in the target market.Therefore, word-forword translation cannot help to achieve the goal, and it is inevitable for the translator to make appropriate adaptation so that the rendered text can be consistent with the characteristics of the target language and culture.Only in this way, can the target consumers accept the ad and be persuaded to get action of purchase.The translation of ads can thus be viewed as successful.

The German Functionalist translation theory has made a breakthrough from the traditional equivalence-dominated translation theory to a certain extend.The functionalist theories have subverted the dominance of the source language in translating process and the equivalence in translation evaluation.Instead, it attaches most importance to the purpose and function of the target text, taking purposeful rule as the basic and top-ranking translation rule.According to this rule, adaptation in translation is always favored in order to realize the purpose of the target text.In this sense, functionalists approach is the most suitable and practicable theory to guide advertising translation which is much skopos-loaded.Combining the essence of functionalist approach and the function of advertising, the writer tentatively advances target-language-culture oriented and re-creative strategy to guide ad translation.

As Eugene Nida said in his lecture Relationship between Language and Culture, language and culture are always in a process of change and tend to be enlarged.So it should not be ignored that language and culture are of great ability to accept each other.With the rapid development of technology and economy, people all over the world have more and more chances to communicate and exchange in many fields, with different cultures from different counties and regions have penetrated into each other.Therefore, translators may sometimes take the culture blending into account while translating ads, because the alien concepts and ideas may seem novel and attractive so as to motivate the target audience to get action of purchase.In this way, the function of the translated advertisement is also fulfilled.

In a word, Functionalist approach and the target-languageculture oriented and re-creative strategy are respectively the most appropriate theory and rule to guide advertising translation.

参考文献

[1]陈小慰.翻译功能理论的启示——对某些翻译方法的新思考[J].中国翻译, 2001 (4) :9-12.

[2]贾文波.应用功能翻译论[M].北京:中国对外翻译出版公司, 2004:62.

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[4]Munday, Jeremy.Introducing Translation Studies:Theories and applications[M].London:Routledge, 2001:73.

[5]Nord, Christiane.Translating as a Purposeful Activity[M].上海:上海外语教育出版社, 2001:4-35.

6.品牌的精彩英文广告词 篇六

1. Poetry in motion, dancing close to me.动态的诗，向我靠近。(丰田汽车)

2. Come to where the flavor is. Marlboro Country.光临风韵之境，万宝路世界。(万宝路香烟)

3. Ask for more. 渴望无限。(百事流行鞋)

4. The taste is great. 味道好极了。(雀巢咖啡)

5. Feel the new space. 感受新境界。(三星电子)

6. Intelligence everywhere.智慧演绎，无处不在。(摩托罗拉手机)

7. The choice of a new generation.新一代的选择。(百事可乐)

8. We integrate, you communicate.我们集大成，您超越自我。(三菱电工)

9. Take TOSHIBA, take the world.拥有东芝，拥有世界。(东芝电子)

10. Lets make thing btter.让我们做得更好。(飞利浦电子)

11. No business too small, no problem too big. 没有不做的小生意，没有解决不了的.大问题。(IBM公司)

12. MMs melt in your mouth, not in your hand.(MMs) 只溶在口，不溶在手。(MM巧克力)

13. Good to the last drop. (Maxwell) 滴滴香浓，意犹未尽。(麦氏咖啡)

14. Time is what you make of it. (Swatch) 天长地久。(斯沃奇手表)

15. Make yourself heard. (Ericsson) 理解就是沟通。(爱立信)

16. Start ahead. (Rejoice) 成功之路，从头开始。(飘柔)

17. Things go better with Coca-Cola. (Coca-Cola) 饮可口可乐，万事如意。(可口可乐)

18. Connecting People.(Nokia) 科技以人为本。(诺基亚)

19. A diamond lasts forever. (De Bierres) 钻石恒久远，一颗永流传。(第比尔斯)

20. Mosquito Bye Bye Bye. (RADAR) 蚊子杀杀杀。(雷达牌驱虫剂)

21. A Kodak Moment. (Kodak) 就在柯达一刻。(柯达相纸/胶卷)

22. Good to the last drop.滴滴香浓，意犹未尽。(麦斯威尔咖啡)

23. Obey your thirst. 服从你的渴望。(雪碧)

24. The new digital era. 数码新时代。(索尼影碟机)

25. We lead. Others copy.我们领先，他人仿效。(理光复印机)

26. Imposle made posle.使不可能变为可能。(佳能打印机)

27. Take time to indulge. 尽情享受吧!(雀巢冰激凌)

28. The relentless pursuit of perfection.不懈追求完美。(凌志轿车)

29. To me, the past black and white, but the future is always color.对我而言，过去平淡无奇;而未来，却是缤纷绚烂。(轩尼诗酒)

7.品牌的精彩英文广告词 篇七

一、商务英文广告模糊语言研究现状

L.A.Zadeh教授认为模糊的界限不是泾渭分明的,大部分词在自然语言中都是模糊集合,这在他1965年提出的著名的模糊集合理论中有所体现。其中完整地展示了什么叫模糊语言,在生活中的模糊语言主要表现形式是什么等等。从那以后,模糊学理论就衍生到生活中各处,模糊语言学也由此催生。任平教授在1979年发表了《模糊语言初探》,而且由于他对模糊学语言的艺术热爱,带动了一大批学者深入了解研究模糊性语言,陆陆续续的,因此他用国外模糊理论在国内传播开来,但是他工作的中心主要放在研究语义模糊上,但是对于语用模糊的研究比较少。自此之后,众多的国内外学者都开始研究商务英语广告的模糊语言相关内容。

二、模糊语言的定义与本质

语言的模糊就是指对象外延不清晰,内涵不确定的情况,就等于是对一句话的理解有众多说法,但都没有明确的定义。虽然关于它的定义众说纷纭,但是它们也有一定的共同点,那就算是其模糊性的本质。不管是什么样的定义,都体现出其模糊性,就等于是没有定义。虽然要找到精确的指向,只有一个方法,那就是只能够通过交际双方具体的语境还有认知水平来决定,然而语言使用人员要使用的符号,却可以找到对等。为了特殊目的的达成,还有更精确的语言所不能起到的功能的实现,就应该使用模糊语言。商务英语广告中模糊语言的大量存在,在广告说服的过程中它不仅发挥了重要的语用功能,从而很好地达到了非常特殊的推销效果。

三、商务英语广告中的模糊语言

为了使推销效果更好,从而吸引更多的人来购买产品,广告必须对产品进行夸张并且毫不吝啬的赞美。在夸张的角度上还需要先引起人们对产品的关注,模糊语言的运用是最佳吸引方式。广告会运用到许多美化性的语言,这些词语主要为了使人产生美好的联想,这些广告就包含了很多模糊和不确定性的内涵。举个例子,比如麦斯威尔咖啡的广告,“Good to the Last Drop”。“Good”这就是一个带有模糊性的词语,在这里很好地表达了咖啡的味道,人类是一种高级的感官动物,复杂而且抽象,哪里好,如何好,的确很难使用精确的语言表达。假如使用了非常精确的词语,便会使人失去想象的空间,广告所传达的美感也将会失去。这样设计的广告,牵涉了很多广告商所要表达的心理世界,它只需要把观看者所要感受到的味道体现出来就可以了,而它也确实很好地实现了这样的构思。通过上面的分析,再举个不同的例子,When“it”strikes trust?Always’amazing Leak Guard protection to adjust to unexpected changes in flow.No leading ultra absorbs faster.(Reader’s Digest Canada 2010.9.p145)“it”的意思比较多,它作为一个代词,可以代表很多东西。这是一则结合广告词和插画的卫生巾广告。广告商巧妙地避免了比较隐晦的正式的词,而选择it含蓄的表达,从而很好地顾及了女性读者的心理世界,不直白的语言,设身处地地为女性着想。我们现在看到的广告就是这样的。

比较级的英语词汇在广告中司空见惯,广告商之所以青睐于这样的语言是因为具体的交际目的,比如:Glide pro-health for Sensitive Gums is the softest glide ever.It slides easily into tight spaces for a more gently flossing experience.(Reader’s Digest Canada 201.9.p151)这则广告首先强调了卫生巾舒适的柔软度,softest完美地将最柔软的感觉体现了出来。然后该产品使用的描述给人以具体的感觉,它可以轻易转入最狭窄的地方,并且可以清洁得非常柔和。而more gently这样的比较级,在上下文,并没有什么可以比较的,那么它和什么产品比呢?这种广告上的模糊语言就会让你感觉到十分的疑惑,你是和市面上的产品进行对比呢,还是和产品原来的样子进行对比呢?事实证明,只要读者产生了这样或那样的疑问,广告商的目的就已经达到了。

同理,Becel Pro.active contains plant sterols which help lower your cholesterol.(Reader’s Digest Canada2010.9.p119)这则广告中,help出现了两次。标题一次,正文第二次。这样明显的一个词也是模糊性的。该产品能降低胆固醇,但是广告商不会选择太过绝对的声明,否则风险太大了,所以广告商会给自己留下转圜的余地,所以,“帮助你降低胆固醇”就很好地解决了这个问题。再举个简单的例子,“Seven-up is uncola”(七喜饮料广告)。表面上看去,其表面含义是“七喜不是可乐”,我们可能觉得该广告语平平淡淡,没有什么特别的含义。但如果从模糊语言学的角度进行分析,就会发现它内在的深刻含义。一方面,该广告将七喜和可乐做了一个比较,突出七喜的特性;另一方面也暗示着七喜与可乐的不同,暗示着七喜想要和可乐一争天下的含义。将七喜产品的与众不同和七喜公司与可乐争锋的深刻含义于无形之中表达出来,广告虽短,但含义深刻,凸显了模糊语言在广告中的重要作用。

四、商务英语广告中模糊语言的功能

商务英语广告中使用到模糊语言,特别是在一些比较特殊的产品功能方面,它可以用模糊性的语言来保护受用人的面子,是一种比较礼貌的表达,所以广告商可以通过建立与受众人的友好关系来达到说服别人购买的特殊交际目的,它可以部分去遮掩推销产品的功利目的,很委婉地告诉大众来购买自己的产品。

文章主要列举了商务英语广告语使用模糊性语言的一些具体情况,重点分析了模糊性语言在广告语中使用的意图和作用。在广告中,模糊性语言的使用是一种交往的策略,一种交流的需要,它同时避免了广告夸大效果所带来的风险。尽管如此,模糊性语言如果使用过度也会带来极大的负面影响,而且有可能引起误会。广告商在使用之前,应该不断提高知识素养,恰当使用模糊性语言,从而达到广告目的。了解更多的模糊性语言对于消费者也是必要的,它可以使我们更加理性消费,不被蒙蔽。

商务英语广告中模糊语言能够较大程度地促进广告行业的发展,但是带给人们的是双面性的影响。一方面,它可以吸引人们对广告内容的认知,用自己的思想去理解广告内容。另一方面它的模糊性可能导致人们对该广告内容的曲解,从而对该产品的认知错误。因此,模糊语言的运用应当在顺应消费者需求的情况下适当使用,过度使用反倒会起到负面效果。

摘要：在人与人的交往中,模糊语言的使用是比较活跃的。重点分析了一些英文广告,探求广告的表达形式和具体功能,使人们更好地了解模糊语言的应用,并且能够更好地鉴赏。

关键词：模糊语言,英文广告,功能

参考文献

[1]Jef.Verschueren.Understanding Pragmatics[M].Foreign Language Teaching and Research Press,2009.

[2]L.A.Zadeh.Vague Sets[M].Information and Control,2010.

[3]胡壮麟.语篇的衔接与连贯[M].上海:上海外语教育出版社,2010.

[4]伍铁平.模糊语言初探[J].外国语,2013(4).

[5]鲍明捷.含义理论与话语推断[M].中国科学技术大学出版社,2014:29.

8.中英文广告传播差异 篇八

广告具有引起注意, 产生兴趣, 唤醒欲望和促发行动四大功能, 广告的形式多种多样, 广告语言具有自己的特色, 亦有独特的传播方式, 隶属于大众传媒。中英文广告存在着大量差异, 本文通过语法和语用方面, 比较中英文在广告传播中的差异。

中英文广告传播的语法差异

词汇。广告的目的是为了推销商品, 因此, 在选词上必须精心推敲。

英文广告中的广告选词大多是褒义的赞美之词。语言家离奇教授曾对广告选词作过调查, 按其使用频率的大小排列, 最常采用的有以下形容词:new, good/better/best, free, fresh, delicious, full, sure, clean, wonderful, special, crisp, fine, big, great, real, easy, bright, extra safe, rich等, 值得注意的是在现今的食品广告中, 新增的natural, green, organic等则反映了人们环境观念的加强。例如:That’s naturally filling and naturally delicious.

英语构词特点在广告中主要是派生法, 在广告中俯拾皆是, 构思巧妙, 立意新颖, 尤其用在产品名称上, 取得了新奇的效果。例如:1.Rolex watch劳力士表。Rolex是“rolling excellent”两词的组合体。“excellent”一词表示“优秀、杰出、极好的”。因其内涵好而深受欢迎, 而“rolling”正可以说明劳力士表的内部结构方式。2.Kodak胶卷。Kodak———柯达, 这一商标是1888年美国摄影先驱乔治·伊斯曼根据相机快门“咔嚓”声音创造出的拟声词, 这个词简洁生动, 易读易记, 很快成了家喻户晓的世界第一品牌。人们当然也忘不了万宝路Marlborn和箭牌香烟kent所带来的温柔与浪漫。

在使用人称代词方面, 英语广告中的第一人称常指广告商, 第二人称常指消费者, 第三人称指读者熟悉或者能理解的人。如手表广告:We made this watch foryou-to be part of your 1ife.

中文广告中用同一个字构成不同词是汉语构词法的特点, 汉语单字前加上一个字, 构成的双音节词表示种属关系;汉语单字后加上一个字, 构成双音节词表示类聚关系, 这是汉语构词法的特点。

四字格汉语词组在中文广告中采用较多, 如某饺子铺广告:无所不包;某石灰厂广告:白手起家;某理发店广告:一毛不拔;某药店广告:自讨苦吃;某洗衣机广告:闲妻良母。同音字不同, 也可表达出意味深长的不同含义。如化妆品广告:趁早下“斑”, 请勿“痘留”;帽子公司广告:以帽取人。

句子。英文广告句子的特点有:1.大量使用省略句。如清洁具广告: (Do you) Need a cleaner that shines without Seratching?2.经常使用破折号。如可口可乐广告:Coke———It is the real thing.中国大酒店广告:China Hotel———welcome to ANew Era of Chinese Hospitality.3.习惯采用简短肯定句式。如销售批发中心广告:There is no better place for your distrubution center than Holland.4.多用祈使句, 主要用3类动词: (1) 表示占有意义的动词:have, get, buy, keep, choose等, 如太阳镜广告:Buy one pair, Get one free. (2) 表示消费意义的动词:use, taste, enjoy, try, take, have等, 如旅游广告:Enjoy the easy———going atmosphere, the fresh air and the warm summer sunshine. (3) 表示唤、提醒注意意义的动词, 如柯达广告:Don’t forget to feed your camera this weekend.Pick up several rolls of your favourite kind of Kodak film at your supermarket.And have a memorable weekend.5.多使用疑问句。如商品广告:Do you have the lowest fare?特殊疑问句, 如储蓄广告:why not spend a little of your money you’re saving for your kid’s college education to help make sure he’ll be ready for it?6.酌情使用条件状语从句。如宾馆广告:When you arrive, tired after a long trip, we’ll waiting.Wherever you need us, we’re your office.7.使用前置定语的浓缩句式。如医疗设备广告:In addition, the BD-51l has automatic exposure control, a built—in, self—idagnisis system, and a microcomputer—controlledcolor display panel for easy operation.

中文广告的句子特点有:1.多使用双音句, 如白沙牌香烟:鹤舞白沙, 我心飞翔;黄山香烟:一品黄山, 天高云淡。2.多使用四音句, 如公民义务献血广告:献血的你, 灵魂如虹;你献的血, 生命涌动;希望工程公益广告:种下一棵树, 收获一片绿阴;献出一份爱心, 托起一份希望。3.正反句, 如反对战争广告:多一些润滑, 少一些摩擦。4.重复句。如下岗再就业公益广告:工作是等不来的, 有无前途, 看你怎么走。工作是靠不来的, 有无出路, 看你怎么想。工作是要不来的, 有无机会, 看你怎么做。

修辞法应用。英文广告中的广告在制作时往往采用反复、排比、回文、设问、反问、粘连、引用和跳脱等手段, 以达到突出商品特征、提高艺术感染力和社会经济效益的目的。常用的修辞手法有:1.比喻, 比喻是对事物感知过程中产生的某种联想进行描述的一种艺术语言。如Omega, The link between the past and the future.Omega是一种瑞士品牌的手表, 也是这则广告中比喻的本体。它通过喻体———the link between the past and the future表现出来, 其含义在于这种品牌不仅具有悠久的历史, 而且一直并将永远在业界独领风骚。2.双关, 即同形异义词或同音异义词的巧妙使用。利用一个词或一个词组, 以文字游戏的形式, 出其不意地将互不关联的双重含义同时结合起来, 一明一暗, 一真一假, 既能引起联想, 又能加强注意。语法双关可通过省略结构、词语或词组的双重或多重语法功能造成双关。如Coke refreshes you like no other can.这里的第一个语境是Coke refreshes you like no other (drink) can (refresh you) , 第二个语境是Coke refreshes you like no other can (of drinks) (can refresh you) .Can可以被理解为情态动词, 做能够讲, 也可以被理解为名词, 做“罐装饮料”讲。3.排比和对偶, 如银行广告:Small deposit, big return.航空公司广告:More 1egroom, more delbowroom, More comfort.

中文广告中广告在制作方面的特点有:1.押韵。如红双喜高级香烟:喜上加喜, 人人欢喜。2.对偶。如保护文化遗产公益广告:尊重历史, 憧憬未来。3.排比。如“生命意义”公益广告:君当如兰, 幽谷长风, 宁静致远;君当如竹, 高风亮节, 坚忍不拔:君当如菊, 洁身自好, 寒芳自赏;君当如梅, 傲骨不折。4.使用大量模因。模因概念源于生物学, 由新达尔文主义倡导者英国著名动物学家Richard Dawkins在《自私的基因》中首次提出。Dawkins在该书中引入了与基因相对应的模因概念, 并把它定义为文化传递的单位。在广告中, 模因经过提炼、浓缩, 是存留的精华, 广告模因成功的基础是引起广告受众的接受和认同。汉语中的成语、谚语、俗语、名言和诗词名句是中国人民千百年来智慧的结晶, 是中华民族的语言精华。他们作为语言模因, 由于复制力强, 传播范围广, 存活时间长, 被广泛复制, 得以世代流传。作为基因型广告模因, 如河南杜康酒广告语:“慨当以慷, 忧思难忘;何以解忧, 唯有杜康!”杜康酒产于杜康故里, 用传说中我国酿酒业鼻祖“杜康”来为自己的酒命名, 用深受人民喜爱的名诗句做广告语, 把曹操与杜康酒联系起来, 扩大了产品的知名度, 人们在不知不觉中就接受了广告信息。模因广告, 易于被人们记住, 更易于传播, 成为中文广告的一大特点。

中英文广告传播的语用差异

中英文词汇在语义上存在很多差异, 如一种出口的干电池叫“白象”, 英译成“a white elephant”, 但在英语中“a white elephant”是条固定短语, 意为“累赘无用之物”, 那该电池在国外的销售便可想而知了。

在美国街头, 有些小汽车上面喷有“I am yellow”而车身并非黄色。这就使许多中国人纳闷, 感觉这句话印在车上有点莫名其妙。但这里的yellow是另有所指, 一是指出租车, 二是指胆小的。我国产的“芳芳牌”唇膏, 出口美国后用“FangFang”作商标, 其英文意思是可怕的毒牙、狗牙等。我国的山羊牌闹钟, 出口英国时直译了过去, 结果销路惨淡。原来goat一词在英语里含有“不正经的男人”之意, 尽管物美价廉, 但仍无人问津。

从语法和语用角度分析英汉广告传播中的差异, 不仅能够更加清楚地认识两种语言语法结构各个层次上的不同, 也了解了两种语言文化上存在的差异, 同时也看到了两种语言的相互借鉴, 可以帮助我们更好地运用两种语言的相同和不同来做好广告传播。

参考文献

[1].孙华庆、孙华祥:《浅析广告英语中的美学修辞》。

[2].洪丽燕:《英语广告文体的句法特征》。

[3].胡庆洪:《广告英语的文体特征及功能》。