英文广告写作课件.ppt

Unit 2 Healthy eating,writing,WRITING 如何写英文广告 广告是为了某种特定的需要，通过一定形式的媒体公开而广泛地向公众传递信息的宣传手段。商业广告是商品销售的一种宣传方式，目的是使消费者对某种商品产生兴趣，从而说服和诱导消费者产生消费行为。,【写作指导】 一则广告大致包括标题、正文、口号和随 文四个部分。但并不是每则广告都必须同 时具备以上四项。 1. 广告的标题是广告中最重要的部分。它起着引起读者的好奇心、吸引读者注意力的作用。,2. 广告正文进一步对标题进行阐释和证实，以引起读者的兴趣。语言要尽量口语化、简洁明了，使用较短的单词和句子。祈使句和一般疑问句在广告中出现的频率很高。如： In short, the stronger your character, the brighter your future. Please do not leave it too late. Do you want to work in world-class research laboratories?,3. 广告口号的目的是便于人们重复记忆和二次传播，因而必须将之压缩成口号语句。 如： Just do it. 只管去做。 4. 随文又叫附文，是说明企业名称、地址、购买商品的方法等附加信息的语言文字，一般出现在广告的结尾。 如：,广告写作要求： 1. 确保广告的真实性。真实性是广告的生命力所在，如果违背了真实性原则，广告会因为失真而丧失可信度。 2. 明确广告对象。广告对象是指广告信息的接受者。 3. 注意广告语言，提高说服力和表现力。好的广告语言能给读者留下难以磨灭的印象，唤起消费者的购买欲望，从而达到广告的最终目的。,写作时应注意以下几点： 1. 确定文体：广告写作属于应用文写作。 2. 主体时态：以一般现在时为主。 3. 主体人称：广告面向顾客进行宣传，应以第一、二人称为主。,9,可编辑,Imagine you are planning to open a restaurant which will provide the best local dishes in your area and a balanced diet.,Task,Write a short passage to advertise your restaurant and its service. Your writing should:,explain what kind of food will be offered in your restaurant describe their ingredients, flavour, smell and appearance explain how they will provide a balanced diet explain why your restaurant will provide the best food in the area explain how customers will be served,【思路引导】 为吸引读者的注意力，广告的开头可采用问句、短句或短语的形式。接着说明广告的主要内容，即本店所提供的菜肴。根据题目的要求，可进一步从原料、色、香、味等方面介绍本店菜肴的特点。然后从平衡饮食和优质服务等角度来突出本店的特色，以起到更好的宣传作用。广告结尾应富有感染力，进一步激发广告诉求对象的购买行为。,【参考范文】 Are you tired of junk food? Still looking for something special and healthy? It is time to treat yourself and your family to the best home cooked meals. We have the best local dishes and offer a balanced diet. Here you can find a lot of vegetables cooked in different ways and every kind of seafood you can think of.,Our food is famous for its variety of ingredients, beautiful color and magic taste of sweet, sour, salty and delicious dishes. The energy-giving and body-building food will provide you with necessary calories, fat, protein and vitamins.,With excellent quality and reasonable price, our restaurant provides the best food in this city.