北师大课标版高中英语必修4Unit-10lesson4(共36张)课件.ppt--（课件中不含音视频）

1、advertise dvtaz advertisingadvertisementdvtzmnt;-ts-v.做广告做广告 advertise a productn.登广告登广告 adj.广告的广告的advertising industry广告业广告业n.广告广告Please post up（贴上）（贴上）this advertisement in your shop window.Types of Advertisements TV/radio advertisementnewspaper/magazine advertisementmail advertisementBillboard（广（

2、广告告牌）牌）advertisementposters（海报海报）advertisementcalendar（日历日历）advertisementInternet advertisementneonnin sign（霓霓虹虹灯灯）advertisementshow window（橱窗橱窗）advertisementimplant advertisement（植植入式广入式广告告）Visual Attraction 视觉吸引篇视觉吸引篇 Poster Advertisement 海报广告海报广告Alphonse Mucha(慕夏慕夏/穆夏穆夏)（1860-1939）was a Czech tek

3、(捷克）捷克）Art Nouveau painter,known best for his distinct（独特的）（独特的）style.He produced many paintings,illustrations（插画）（插画）,advertisements,postcards,and designs.Calendar Advertisement月份牌：卡片式的单页年历，方言指日历。月份牌：卡片式的单页年历，方言指日历。18431843年，年，上海被迫辟为国际通商口岸，然开埠结果，却迅速上海被迫辟为国际通商口岸，然开埠结果，却迅速推进了上海城市的近代化。所谓推进了上海城市的近代化。所谓

4、“月份牌月份牌”画，就画，就是此时欧美资本大量输入上海，许多外国资本家纷是此时欧美资本大量输入上海，许多外国资本家纷纷在上海开厂设店，倾销商品进行广告宣传的产物。纷在上海开厂设店，倾销商品进行广告宣传的产物。其形式是借鉴和运用了在中国最有群众性的民间年其形式是借鉴和运用了在中国最有群众性的民间年画中配有月历节气的画中配有月历节气的“历画历画”样式，样式，融入商品广告融入商品广告。Billboard AdvertisementShow Window AdvertisementNeon Sign AdvertisementTV AdvertisementSample:McDonalds-Arche

5、nemies.麦当劳萌趣广告麦当劳萌趣广告-对手么么哒。对手么么哒。Language Attraction文字诱惑篇 Advertising is legalized lying.Advertising SloganAdvertising SloganImpossible made possible 使不可能变为可能。（佳能打印机）Take time to indulge 尽情享受吧！（雀巢冰激凌）The choice of a new generation.新一代的选择。（百事可乐）Make yourself heard(Ericcson)理解就是沟通（爱立信）A diamond lasts

6、 forever(De.Bierres)钻石恒久远，一颗永流传（第比尔斯）Created by a German advertising agency（广（广告代理商）告代理商）Heye&Partner in 2003,this slogan has been translated into many different languages.Why love?Mc Donalds emphazizes love can change the worldStylistic Features of English Advertisements英文广告的文体特点1.Coinage or Misspe

7、llingeg1.TWOGETHER-The ultimate all inclusive one price sun-kissed holiday两人共享一个阳光灿烂的假日，一切费用均包括在单人价格之内。两人共享一个阳光灿烂的假日，一切费用均包括在单人价格之内。eg2:Taste OUR fruice.(fruit+juice)2.Adjectiveseg1.Famous world-wide gourmet cuisine Excellent daily specials and mouthwatering desserts。世界著名的美食烹调。精美的每日特色饭菜和令人垂涎的点心。eg2.

8、Tasters richermellower more satisfying.口味口味更浓更浓更醇更醇更令人满意更令人满意。eg3.And along the way，you will enjoy the warmest,most personal service.一路上您将享受最热情、最周到的服务。3.Abbreviations and Compoundseg1.Where to leave your troubles when you fly JAI 乘坐日航班机，一路无烦恼。（JAI是Japan Airlines的缩略形式。）eg2.Even at just over 100 per p

9、erson per day，our thrill-of-a-life-time trips are cheap.即使每人每天一百多美元，我们那令人终生难忘的极富刺激的旅行仍然便宜。4.Simple Sentenceseg1.Coca-Cola is it 还是可口可乐好！eg2.Fresh Up With Seven-Up.饮七喜，添精神。eg3.Introducing FITNESS magazine.Its about health，its about exercise，its about your image,your energy,and your outlook.向您推荐健康杂志：关

10、注健康，锻炼，形象，精力，展望。Elliptical Clauses 省略句省略句eg.Youll enjoy relaxed sunny days.Warm,crystal clear lagoons.Cool,green foliage.Waterfalls.Flowers.Exotic scents.Bright blue skies.Secluded beaches.Graceful Palms.Breathtaking sunsets.Soft evening breezes.And food that simply outstanding 您会享受这阳光明媚的轻松日子。温暖、清澄的

11、环礁湖，清凉、碧绿的树叶，瀑布，花丛，异国的芬芳，明亮的蓝天，幽静的海滩，优美的棕榈，壮丽的日落，轻柔的晚风。还有那绝妙的食物。5.Imperative Sentences So come into McDonalds and enjoy Big Mac Sandwich 走进麦当劳，享用大三明治。For more of America,look to us 想更多了解美国，来找我们。6.Use Figures of Speech simile（明喻明喻）metaphor（暗（暗喻喻）personification（拟（拟人人）pun（双关（双关）hyperbole（夸张（夸张）paralle

12、lism（排排比比）rhetorical question（反问反问）irony（反语）反语）rhyme（押韵押韵）Taste its strong atmosphere of milk,just like silk fly around you.译文一：译文一：品味它香浓牛奶的氛围，就像丝绸在你身边飞品味它香浓牛奶的氛围，就像丝绸在你身边飞舞。舞。译文二：译文二：牛奶香浓，丝般感受。牛奶香浓，丝般感受。If you really want to touch someone,send them a letter.见字如面见字如面1.Light as a feather,soft as a br

13、eeze.2.A room for 5 toes.3.Poetry in motion dancing close to me.4.Take Toshiba,take the world.5.Obey your thirst6.We lead.Others copy7.Intel Inside.8.Mosquito bye bye bye.Poetry in motion dancing close to me.（Toyota丰田汽车）动态的诗，向我舞近。丰田汽车的英文广告口号将丰田汽车比喻为丰田汽车的英文广告口号将丰田汽车比喻为“poetry in motion”，给读者以动态美的感受给读者

14、以动态美的感受。“dancing close to me”采用了拟人的修辞手采用了拟人的修辞手法，极富画面感。法，极富画面感。“dancing”让受众感受到丰让受众感受到丰田汽车驾驶者的浪漫柔情。译文沿用英文广告田汽车驾驶者的浪漫柔情。译文沿用英文广告口号的结构与修辞，最大程度地保留了原广告口号的结构与修辞，最大程度地保留了原广告的精髓。的精髓。Take Toshiba,take the world.（东芝电子）拥有东芝，拥有世界。东芝电子的这一广告口号采用了修辞手法夸张（hyperbole），突出了东芝的品牌价值。译文沿用英文广告的修辞，包括两个四字短语（也成为四字格），共八个字。这八个字如

15、行云流水，一气呵成，有逻辑上无可辩驳之气势。Not all cars are created equal.（Mitsubishi日本“三菱”汽车）并非每辆车都生而平等。该广告口号运用了修辞手法该广告口号运用了修辞手法仿拟仿拟，模仿美独立宣言，模仿美独立宣言“All men are created equal”（人类生而平等），突出（人类生而平等），突出了三菱汽车的卓越品质，能够让广告受众耳目一新。了三菱汽车的卓越品质，能够让广告受众耳目一新。仿拟（仿拟（parody）：）：指对现成的语言形式（如格言、警句指对现成的语言形式（如格言、警句、成语、谚语、词句等）的模仿。、成语、谚语、词句等）的模仿

16、。Obey your thirst(Sprite)服从你的渴望。（雪碧）雪碧英文广告口号运用了雪碧英文广告口号运用了双关双关(pun)，“thirst”在英文中有在英文中有“a feeling of needing to drink”(想喝水想喝水)这一基本含义，也有这一基本含义，也有“a strong desire for something”(对某事物的强烈欲求对某事物的强烈欲求)这一引申含义这一引申含义。这一广告口号会引发受众联想，由口渴联想到未被满足的强烈。这一广告口号会引发受众联想，由口渴联想到未被满足的强烈愿望，愿望，给受众留下深刻的印象。给受众留下深刻的印象。译文沿用了双关这一修

17、辞手法，译文沿用了双关这一修辞手法，用用“渴望渴望”一词翻译一词翻译“thirst”，将，将“thirst”的两种含义糅合到汉的两种含义糅合到汉语的一个词语的一个词“渴望渴望”中，中，既体现了既体现了“thirst”的基本含意，又体现的基本含意，又体现了其引申含义，可谓精妙。了其引申含义，可谓精妙。We lead.Others copy（理光复印机）我们领先，他人仿效。英文广告口号对双关的应用非常精妙，也比较含蓄。这一口号即点出了复印机的基本功能“copy”（复印），又通过“copy”的引申义“imitate”(仿效)点出理光复印机被其他复印机纷纷仿效，强调其行业领头者的地位。Intel Pe

18、ntium:Intel Inside.英特尔奔腾：给电脑一颗奔腾的“芯”。Raid:mosquito bye bye bye.（雷达牌驱虫剂）（雷达牌驱虫剂）中文：雷达牌驱虫剂：蚊子杀杀杀。Build your own ad campaign.Three topics available Stop eating unhealthy foodAre you a gameboyProject hope Tips for your own ad campaign:1.What is the title of your ad campaign?2.Who is the target audience for your ad campaign and whats your goal?3.What do you want to say in your ad campaign?Whats your logo and slogan?4.How do you reach your audience?THANK YOU