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1、ChapterThreeAdvertisement3.1IntroductionTheadvertisementplaysanincreasinglyimportantroleinourlife.Thischapterintroducesthedefinitions,thefeaturesandthefunctionsoftheadvertisement.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.Thesestudieshelpofthisgreatpaper,thro
2、ughtheanalysisofpreviousstudies,ourslogantranslationshaveageneralunderstanding,Ibelievethatundertheguidanceofthepredecessorsofthisthesiswillcometoabetterconclusion.3.2Advertisement3.2.1DefinitionsofAdvertisementThewordadvertisementoriginatedfromtheLatinword"advertere"whichmeansat
3、oolusedtoattracttheattentionofthepubliconsomethingandinducethemtoactinsomeway-Thevariousdefinitionsareasfollow：TheAmericanMarketingAssociation(AMA)definesadvertisementas^thenonpersonalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesoridea
4、sbyidentifiedsponsorsthroughthevariousmedia”•InCollinsCobuildStudentsDictionary(2005),"advertisement^isdefinedas^anannouncementinanewspaper,ntelevision^onaposterthattellspeopleaboutaproduct,event,orjobvacancy.AdvertisementisdefinedinCihai(辞海)as“aformusedtopublicizetheinformationo
5、fthegoods,services,enterprisesandthelike,throughmedia,normallyreferringtocommercialadvertising-Inbroadsense,thosewhichcommunicatesocialpersonnel,entertainment,ideasfallintothecategoryofadvertising."(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o)(WangJunyuan,2
6、005：2209)Fromthedefinitionsquotedabove,wecanconcludethatadvertisementisakindofcommunication,inwhichadvertiserCanpassinformation,ideasorfeelingstoconsumers.Andthepurposeistopersuadeconsumerstobuythatproductinpreferencetoanother.AccordingtoCaiJiaqing,"it，Sfundamentalgoalispromotion
7、,transmittingrelevantmessageofgoodsbymeansofmassmedia,theembodimentofcomprehensiveart.n(CaiJiaqing,2004：2-3)Accordingtothedefinitionofadvertisement,mostoftheadsshouldhavethefollowingcomponents：1).Advertiser：Advertisersaretheownerofadvertisinginformationandalltheadvertisingactivit
8、iesshouldbeinconsistentwiththeadvertiser
