Chapter Three Advertisement3.1 IntroductionThe advertisement plays an increasingly important role in our life.This chapter introduces the definitions,the features and the functions of the advertisement.这些研究对本论文的帮助巨大，通过分析前人的研究，我们对广告语的翻译有了一个大致的了解，相信在前人的指引下本论文会得出更好的结论.These studies help of this great paper, through the analysis of previous studies, our slogan translations have a general understanding, I believe that under the guidance of the predecessors of this thesis will come to a better conclusion.3.2 Advertisement3.2.1 Definitions of AdvertisementThe word advertisement originated from the Latin word‗advertere‘which means a tool used to attract the attention of the public on something and induce them to act in some way．The various definitions are as follow：The American Marketing Association(AMA)defines advertisement as―the nonpersonal communication of information usually paid for and usually persuasive in nature about products，services or ideas by identified sponsors through the various media"．In Collins Cobuild Student's Dictionary(2005)，―advertisement‖is defined as―an announcement in a newspaper,n television,r on a poster that tells people about a product，event，or job vacancy．‘‘Advertisement is defined in Cihai(辞海)as―a form used to publicize the information of the goods，services，enterprises and the like，through media，normally referring to commercial advertising．In broad sense，those which communicate social personnel，entertainment，ideas fall into the category of advertising．"(通过媒体向公众介绍商品，劳务和企业信息等的一种宣传方式。
从广义来说，凡是向公众传播社会人事动态，人文娱乐，宣传观念的都属于广告范畴。
)(WangJunyuan，2005：2209)From the definitions quoted above，we can conclude that advertisement is a kind of communication，in which advertiser Can pass information，ideas or feelings to consumers．And the purpose is to persuade consumers to buy that product in preference to another．According to Cai Jiaqing，―it‘S fundamental goal is promotion，transmitting relevant message of goods by means of mass media，the embodiment of comprehensive art．"(Cai Jiaqing，2004：2-3)According to the definition of advertisement，most of the ads should have the following components：1)．Advertiser：Advertisers are the owner of advertising information and all the advertisingactivities should be in consistent with the advertiser’s intention. Therefore，the advertiser is namely the advertising subject，and every advertisement should have its specific owner of the advertising information．There are three significances of an advertiser：First of all,it's easy for the target audience to recognize the company and the products of it，which will promote the product publicity．Secondly,it will establish an organization，enterprise，or the individual ,in order to allow the consumer to trust the brand．Finally,it will protect the advertiser from counterfeiting and deceiving by legal supervision．2)．A Certain Amount of Money PaidThe advertising fees are paid by the advertiser no matter it's operated by itself or other agency．Because advertising is a kind of marketing activities，all advertiser has to pay for its advertisement．Many people consider that too much advertising fee will inevitably raise the price and cost of the product，and thereby will influence the sale of the product．However,this conclusion is a one-sided view．Advertising can bring you a huge profit by reasonable planning and proper operation．3．Advertising InformationAdvertising information is the principal contents an advertisement wants to disseminate．Advertising is a serious of planning action，SO the information of advertising should be aimed at the certain target market and consumers，and should avoid aimlessness．The dissemination of information should be accurate，definite，recognizable and moderate in length．An effective advertisement involves not only‗'what to say‖，but also‗how to say‖．4．Advertising MediaMedia are the means of the dissemination of advertising,including newspaper,magazine，broadcast，TV program，billboard and mail．The newspaper,magazine，broadcast and"IV are called the four main media of advertising．Moreover,any kind of objects or tools can be a medium for the advertisement，such as airplane，train，bus，building，neon light，movie，package，exhibition，and etc．Different kinds of media have different features，disseminating area，target audience and speed．5．NonpersonalAdvertising is not aimed at any individual，or by any individual．It‘S a nonpersonal transmission of information aiming at the public or a certain group of people．Because of the nonpersonal features of advertising,the dissemination and operation of it should be restricted by the law of a country,the moral standards，psychology,zoology,and environment protection．The information，methods，media, and other components of advertising should abide by the advertising laws，policies and rules，andshould be under the supervision of the public．Advertisement falls into two types：public and commercial．The former aims to give a favorable and pleasant impression to the potential consumers，and it tries to promote reputation for the public．The latter consists of the majority of advertising．It results in the act of purchasing the products or using the recommended service．It has various media，because the advertisers spare no expense to make a certain productknown or to boost the image of a certain brand．For example，the advertisement of McDonald‘S，‘‘I'm lovin‘it‖is commercial．While―We all stand together on the future of Hong Kong‖is a typical non-commercial advertisement．1 价值观念的差异对广告翻译的影响东西方价值观念的差异最主要表现：东方强调集体主义，西方崇尚个人主义，集体主义的价值观使得中国人随大流的从众心理根深蒂固，奉行无我文化，由此汉语的电视广告中常出现大家争先恐后购买的镜头，―大家好，才是真的好‖、―男女老少皆宜‖、―大家都喜欢‖等这些词语来极力渲染和说服消费者购买同一种商品,宣传群体行为成了汉语广告的重要诉求方式，而崇尚―个人主义‖的西方人更注重个性和独立，西方广告常使用第二人称诉求对象―You‖，以针对个人的口吻对消费者进行说服，使人感到受到尊重，从而产生购买欲望，西方广告语中像―special for you、meet your special needs、uniqueness of products‖等词语随处可见，耐克的广告语―Just do it‖充分反映了西方人的性格特征，广告宣传常以产品的个性化特点为诉求对象。