植入廣告

句子：春晚植入廣告過多引發質疑。

誤譯：Too many commercial inserts at the CCTV New Year's Gala have been called in question.

正譯：Too much product placement at the CCTV New Year's Gala has been called in question.

解釋：commercial inserts 的意思是“插播廣告”，指打斷正常電視節目的播放而插入強迫觀眾看的廣告，與“植入廣告”是兩碼事。作為名詞，“插播廣告”也可以譯為spot announcement。例如：1. 插播廣告是在主要廣播節目或電視節目之間呈現的。A commercial spot announcement is presented between major radio or television programs.

作為動詞，“插播廣告”可以譯為 to insert commercials。例如：2. 根據規定，電視臺不得任意插播廣告。According to the regulations, TV stations cannot insert commercials freely.

“植入廣告”指把產品及其服務具有代表性的視聽品牌符號融入影視或舞臺產品中，以求給觀眾留下印象，是一種營銷手段。英語可以譯為product placement。“植入廣告”又稱“植入式營銷”，可以譯為product placement marketing 或embedded marketing。例如：3. 植入廣告是一種將產品融入電視節目、電影等傳媒產品之中以進行宣傳的廣告形式。Product placement is a form of advertisement which incorporates a product into such a media product as a television programme or a film so as to publicize it.

4. 這位專家認為在新聞頻道和兒童及青少年頻道應該禁止植入式營銷。The expert holds that embedded marketing should be prohibited in news channels and channels for children and young adults.

作為動詞，“植入廣告”可以譯為 to embed a product。例如：5. 制造商成功地在一個電視節目的情節中植入廣告，使其容易被人記住。The manufacturer succeeded in embedding the product in the plot of a TV show, making it memorable.▲

（本欄目供稿：王逢鑫教授）