The principle for advertising translation could be expressed by AIDMA, they are, Attention, Interest, Desire, Memory and Action. So the requirement of advertising translation should be natural, exact, striking and plain.
One of the main features for words in advertisement is simple and easy to remember. For example:
- Nike, just do it. 耐克，想做就做。
- Scots Whisky, Uncommonly Smooth. 苏格兰威士忌，口感滋润非同凡响。
- Ask for More. 再来一支。（摩尔牌香烟的广告）
And there are some ideal spellings for advertising. Such as Mininurse, Eggsactly, Timex…
Miniurse=Mini+nurse—-小护士（one product of comedy）
There is another advertising word, OIC, which is the advertisement of glass. These 3 letters looks like the frame of glasses and the pronunciation is alike “Oh, I see”, it is “哇，我看见了” in Chinese. By doing so, the effect is very obviously and attract the customers who are willing to purchase such glasses.
Besides above words, the merchant will use many exaggerate and good words to describe the features of commodity, like bigger, great, crisp, sure, bright, extra, absolutely, etc. for example:
It is smaller, it is lighter.—–机器更加小巧轻便。
This is the advertisement of printer of Sharp (Model—Z-20)
SPLASH washes whiter than the others, quicker than the others, softer than the others.—选用SPLASH会使您洗得更白、更快、更柔。
This is the cleaner advertisement, by using such +er words, the expression will be more distinctive and unusual.
Let us look at some examples:
Impossible made possible. 使不可能变成可能。
The taste is great. 味道好极了。
Lift Roots in time. 生命扎根于分分秒秒。
Eat & Eat & Eat & Eat & Eat& Not Feel the Least Bit Guilty. 吃了还想吃，心中无遗憾。