广告英语翻译ppt

A.【实例】The English Advertisements Amazed You 令人瞠目结舌的英文广告 人们常抱怨国内学英语非常不方便，至少不能学到地道的英语表达。可是，是否英语国家里人们的语言表达就非常标准，非常地道了呢？任何人看了下面几则绝对真实的英文广告，我想都会瞠目结舌，因为广告者给我们的是模棱两可的信息。此时，语法绝对已被践踏，唯一可依赖的只有直觉！ 裁缝广告 We do not tear your clothing with machinery. We do it carefully by hand. 我们不使用机器撕毁您的衣服。我们会小心翼翼地用手撕。 (原意是要表达：我们不使用机器，以避免撕毁您的衣服。我们会用手工小心地修补衣服。) 家政广告 Tired of cleaning yourself? Let me do it. 厌倦自己洗澡了吗？让我来帮你洗吧。 (原意是要表达：厌倦自己打扫房间了吗？让我来帮你做吧。) 宠物广告 Dog for sale: eats anything and is fond of children. 出售小狗：不挑食，喜欢吃小孩。 (原意是要表达：出售小狗：不挑食，喜欢与儿童相处。) 二手车广告 UsedCars: Why go elsewhere to be cheated? Come here first! UsedCars公司：为什么要去其它地方受骗呢？还是先来这里吧！ (原意是要表达：UsedCars公司：为什么要选择去别的地方？当心受骗！还是先来我们这里看看吧！) 招聘广告 3-year-old teacher need for pre-school. Experience preferred. 幼儿园招聘3岁大的老师。有经验者优先。 (原意：幼儿园招聘照看3岁幼童的老师。有经验者优先。) 公益广告 Illiterate? Write today for free help. 不识字吗？今天就写信请求得到免费帮助吧。 (原意是要表达：我们可以为不识字的人提供免费帮助。）B.【一份英文杂志的广告，可供参考】Subscribe to the Project Management World TodayHeads Up Newsletter Subscribe to the world‘s most significant project management on-line publication. The Heads Up Newsletter will provide you with a summary of the latest news and events of the world of project management!The Project Management World Today contains the latest notices, reports, news and information related to project management from around the world. Each issue features editorials and presentations by some of the world‘s leading project management experts, on leading-edge issues and concepts. To stay current in the world of project management, don‘t miss the latest issue of the Project Management World Today. Subscribers will receive email of highlights of the current issue of the PM World Today. These are hyperlinked to the project management resources that appear in the current issue. 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C.【招聘广告缩略语中英文对照】admim administrative 行政的 Jr junior 初级 ad/adv advertising 广告 K 1000元 agcy agency 经销商 knowl knowledge 知识 appt appointment 约会、预约 loc location 位置、场所 asst assistant 助理 Lv/lvl level 级/层 attn attention 给, 与…联系 mach machine 机器 bkgd background 背景 manuf/mf manufacturing 制造 bldg building 建筑物、大楼 mech mechanic 机械的 bus business 商业、生意 mgr manager 经理 clk clerk (办公室)职员 m-f monday-friday 从周一到周五 co company 公司 mo month 月 coll college 大专(学历) nec necessary 必要的 comm commission 佣金 oppty opportunity 机会 corp cororation (有限)公司 ot overtime 超时 data pro data processing 数据处理 perm permanent 永久性的 dept department 部 pls please 请 dir director 董事 pos position 职位 div division 分工、部门 pref preference (有经验者)优先 eqpt equipment 装备 prev previous 有先前(经验) etc and so on 等等 P/T part time 非全日制 eves evenings 晚上 refs references 推荐信 exc excellent 很好的 rel reliable 可靠的 exp experience 经验 reps Representative (销售)代表 exp’d experienced 有经验的 req required 需要 ext extension 延伸、扩展 sal salary 工资 fr. ben fringe benefits 额外福利 secty secretary 秘书 F/T full time 全日制 sh shorthand 人手不足 gd good 好 sr senior 资深 grad graduate 毕业 stdnt student 学生 hosp hospital 医院 stmts statements 报告 hqtrs headquarters 总部 tech technical 技术上 hr hour 小时 tel/ph telphone 电话 hrly hourly 每小时 temp temporarily 临时性(工作) HS high school 高中(学历) trans transportation 交通 immed immediate 立即 trnee trainee 实习生 incl including 包括 typ typing/typist 打字/打字员 ind industrial 工业的 wk week/work 周/工作 inexp inexperienced 无经验的 Wpm words per minute 打字/每分钟 int’l international 国际性的 yr(s) Year(s) 年 D.【常用的广告词汇一览 】A Acetate - Transparent plastic sheet available in a number of trade names, such as Mylar of Cronar. Used primarily for copy overlays.Advertising - A non-personal, paid sales presentation directed to a mass of potential customers by an identified sponsor.Agate Line - unit of measurement used in newspapers to calculate column space. 14 agate lines + 1 column inch. Agate was originally the name of a 5-1/2 point type.Airbrush - An instrument used primarily for retouching continuous tone art. Small droplets of paint of dyes are sprayed through a gun to create tones on half tone art. B Blanket Ghosting - Occurs during offset and results during a previously used blanket having a swollen or depressed image area caused by use on another printing job.Bleed - Area of plate or print that extends ("bleeds" off) beyond the edge of the actual size of the advertisement or trimmed sheet. When a design involves a bleed image, the designer allows an additional 1/8" or 1/4" beyond the trim page size for trimming.Body CopyMain copy of the advertisement which provides the details and benefits of the product/service. C Chemical GhostingOccurs as a result of the chemical property of inks as they go through normal drying phases. Ghosts appear because of differentials in ink-drying times. These differentials cause ink films to level to various degrees of gloss.ChromalinA reproduction of a printed piece which is used as a standard to compare colours with the actual ad. Chromalins are approximately 95% accurate in colour.CNU's (Canadian Newspaper Units)A standardized newspaper format which divides a 13" wide broadsheet into 6 columns and 10 1/4" tabloid into 5 columns. Each unit is measured 1 column wide by 30 MAL's (modular agate lines) deep (2-1/8"). A full page broadsheet consists of 60 DNU's while a full page tabloid consists of 30 CNU's.Colour KeyConsists of four overlaid pieces of acetate (one of each colour separation) which is used as a standard to compare colour in a printed ad or printed piece. Colour keys are approximately 75% accurate in colour reproduction.Colour-Matching SystemA system of matching a colour to a specific printing ink formula. Numbers are assigned to colours and keyed to colour swatches and ink formulas in order for the printer to match the colour in final reproduction. The most common system is the "Pantone Matching System" - PMSColumn InchA unit of publication space one column wide and 1" deep. Space in a newspaper equal to an area one column wide and one inch deep. (14 agate line = 1 column inch).CMP (cost-per-thousand)The cost incurred in delivering a message to 100 individuals. It facilitates the comparison of different print media's cost effectiveness. Calculation is based on the cost of a one-page, black and white advertisement-multiplied by 1000 and divided by the average circulation. Ideally CPM's should be converted into relevant CPM's-the calculation using the circulation which reaches your target audience.Crop MarksThe short rules marked on border or overlays to indicate where the art should be cropped. D DonutThe silent space (usually lasting 4 to 12 seconds) within a corporate radio of television commercial which allows dealers or retailers to include details such as their location and store hours.DuotoneA two-colour halftone made from a black and white of colour photograph. F FilmSheet coated with light-sensitive material used for making photographs.FightingPeriodic waves of advertising, separated by periods of inactivity (as opposed to continuous advertising). Normally referred to in broadcast media plans.Four-Colour ProcessMethod of reproducing by separating the colour image into red (magenta), yellow, blue (cyan) and black to create four printing plates, which - when combined - produce the full-colours of the original.FrequencyThe average number of times the same audience will be exposed to the same message. Frequency figures are generally stated in terms of a one-week period. G Galley ProofAn impression of type, usually not presented as it will appear when fully assembled, that allows the typographer or client to see if the copy has been properly set. Used to check spelling, editing, layout size and fit, etc.GhostingAn unplanned and unwanted image resulting in the printing process. See Mechanical Ghosting and Chemical Ghosting.GripperA mechanism which grips the paper to feed it into the press. The image area cannot be extended into the gripper area. Only sheetfed presses use a gripper.GRP's (Gross Rating Point)A measure used to evaluate media. GRP's are an aggregate of the total ratings of a given schedule, usually in a weekly period, against a predetermined target group. G R P's = Reach X Frequency. H HalftoneA continuous tone image which must be photographed through a screen in order to be reproduced. Through this screen the tones are translated into a series of small dots for printing. These dots are densely or sparsely placed depending on the quality desired so that when seen from the illustration or stopper to the copy or message. I IllustrationA drawing, graphic element of photograph used to clarify or explain a specific concept, point or to capture attention. J JingleVerse or words with simple catchy rhymes or repetitive sounds used in producing radio or television commercials. L LayoutPreliminary drawing made by the designer to indicate the proposed plan for the final design. Layouts may range from thumbnails, to roughs, to comprehensives, each made with increasing attention to detail and accuracy as a guide to the client, studio and/or film house.M Market SegmentationDividing the heterogeneous marketplace of a product into subgroups which are homogeneous in regards to select variables.Marketing ConceptAll company plans are based on analysis of the consumer and the profitable satisfaction of their needs.Mechanicals (Paste-up)The pasting of copy, including type and design elements, on an artboard in an accurate position to make it camera-ready, Instructions for the printer are hand written either in the margins of on a tissue overlay. Often clear plastic overlays will be used to separate colours or for common elements.Mechanical GhostingCaused by starvation ghost, plate ghost or blanket ghost. See definitions of each.N NicheAn area within the marketplace that you can carve out wherein you are perceived by the consumers to offer the best combination of product, distribution and price. To be effective your niche must be large enough to financially warrant the effort.Nonreproducing PencilA blue pencil or pen which does not register on film house or printer on the mechanical board. O OverlayA transparent of translucent sheet place over a mechanical. A tissue overlay is used to indicate simple instructions for the printer while a copy overlay-generally on acetate sheet carries camera-ready copy to be photographed by the printer. P Personal SellingA person-to-person presentation whereby the sales person and the potential buyer can benefit from two-way communication. PhotomechanicalComplete assembly or type, line art, and halftone art in the form of film positives onto a transparent film base. PhotostatCommonly referred to as a "stat", this is an inexpensive photoprint made by a camera capable of generating images with or without a paper negative. Stats are used by the studio to indicate size and position of the original art in the layout or sometimes for line art as original art. Sats may be reversed or flopped, matte or glossy, depending on the specific requirements of the studio.PicaTypographic unit of measurement: 12 points = 1 pica.Six picas = 1 inch. Also used to designate typewriter type spacing.Plate GhostingOccurs on multicolor presses where the form on one of the colour units sensitizes the plate of the following colour unit. PMS (Pantone Matching System)Most widely used colour matching systems.PointSmallest typographical unit of measurement: 12 point-pica, and 1 point = approximately 1/72 of an inch. Type is measured in terms of points, the standard sizes being , 6,7,8,9,10,11,12,14, 18,24,30,36,42,48,60, and 72 points.Process Colour - see four-colour process.Public RelationsA firm's communications and relationships with its various publics, including customers, suppliers, stockholders, employees, the government, and the society in which it operates.Media space is neither paid for, nor guaranteed.PublicityNon-personal stimulation of demand by placing commercially significant news in a published medium of by having this news favorably presented on radio, television, or stage by means that are not paid for by the sponsor.Pull StrategyA promotional effort by the manufacturer to stimulate demand for a specific product by the end user. This demand then focuses on channel members to request the product. The theory being that retailers are much more likely to give "pre-sold" products shelf space.Push StrategyA promotional effort made towards channel members. These strategies are designed to sell each member on the product offering. A sold member is more apt to focus on sell your product over competing products.R ReachThe number of different homes, people, or prospects reached by one or more-commercial advertisements. In broadcasting 'reach" is a synonym for cumulative net audience. Reach is also a measurement of the total unduplicated target audience potentially exposed to you message at laser once during a given time frame. Reach is usually expressed as a percentage of the target population in a geographically defined area.Registration MarksMarks, generally crosses or circles, placed on paste-ups and overlays so that two or more images may be positioned accurately for alignment purposes. S Sales PromotionAll short-term incentives designed to encourage the purchase or sale of a product or service except advertising, public relations or personal selling. Includes direct mail, sampling, coupons, catalogues and price lists, contests, incentive programs, exhibits, special events, open houses, packaging, signs, displays, point-of-purchase merchandise displays, premiums, gifts, sales aids and presentations.San SerifsType-face designed without serifs.ScreenA finely cross-ruled sheet of glass that is placed in a process camera. Art is photographed with a screen in order to translate tones into dots for the reproduction process.SerifsShort cross-strokes in the letter-forms of some type-faces which appear at the tops and bottoms of letters. These curls are designed to lead the reader's eye from letter to letter.Starvation GhostingCaused by the form combined with the overtaxing of the press's inking capability.Subcaption Subheadings which are short yet informative, leading into of through the body copy. An effective subcaption means one does not need to read the body copy to obtain the overall meaning of the ad. T Target AudienceA specific segment of the total potential market for which a specific marketing campaign is catered to.ThumbnailsSmall, rough sketches used to show conceptual layouts.Tissue OverlayAn overlay, generally of visualizer paper, on which simple instructions are written to the printer.Trim SizeFinal size of a printed piece after it has been trimmed.TypographyThe art and process of working with printed type. U USP (Unique Selling Proposition)A characteristic/feature of a company or its product/service which differentiates it from its competition, thereby creating a competitive advantage. To be effective the USP must present a benefit which is perceived as a relevant by the target audience. V Van DykeA photocopy of a negative prepared by the film house or printer as a proof. The chemical process employed renders the image in a blue or brown tone. Also called "blue sheets" or "brown prints".VarnishA sealer that overprints ink and paper; protecting paper from scratches and scuffing, making a sheet appear smooth and satiny.Voice-OverNarration by a voice not accompanied by a picture or speaker. W Working FilmPieces and elements required to create final film, which is then used to produce the final printed item. Working film is the raw stage of preparing the material. It is not suitable for sending to a printer or publication.