U2 ADVERTISEMENT

1、 WARM-UP ADVERTISEMENT-words HOMEWORK PRACTICE ADVERTISEMENT-sentences Warm-up activity Analyze the copy writings of advertisement you have found Words 11 多用小词 广告文体趋向于使用简单短小，近似口语化的词语来表达信息。 例1 No problem too large，No business too small(for IBM) 例2 Twist off the cap and taste the perfect orange juice.

2、 例3 It gives me clear, plain paper, faxes at a price I can offer. (for Canon) 广告要求在极短的时间内，在有限的空间范围内，用最节约的语言，深入浅出，突出主题， 达到立竿见影的效果。因此在广告文体中诸如buy，get，have，take，give，see，come，go， know，keep，look，need，love，use，feel，start，taste等单音节、口语化的动词出现的频率 较高。 12 多用具有感情色彩的词 广告要诱发消费者的购买欲望，语言应形象生动，富有煽动性和感染力。广告文体中出现频 率很高的

3、副词和形容词有most, new，good，fine，great, perfect等,但有时也可用名词渲染 感情。 例1 Its a new kind of chicken(for a kind of chicken) 例2 one mans disaster is anothers delight. 例3 Most spacious and luxurious. (for a car) Words 13 多用复合词 在广告文体中，几乎随处可见大量的复合词。 例如：Fly-By-Day-Home-By-Night Operation， Get Better-Looking Lips，Smart

4、 Buys For Back-To-School 等等。 复合词在广告中主要起修饰作用。有时这种修饰语十分复杂，体现了广告撰写者敢于创新， 大胆虚构的精神 。如better-than-leather-miracle-covering，look at the oh-SO-comfortable- size，give that oh-SO-good-to-be alive feeling。 Words 14 创造新词 广告撰写者为了达到吸引消费者注意的目的，往往会挖空心思创造新词，或使用新的拼法 以新奇取胜。主要表现为以下几个方面： 1)别出心裁的拼写 例1 We know eggsactly h

5、ow to tell eggs 例2 XXL Hot DogXXXXXXXL Taste 2)妙用前后缀 广告文体还常用前缀“super”来强调产品的优异。Superfine，superexcellent， supernatural等。 有时，为了给消费者带来一种新鲜感，常用后缀-Y，表示“有点 ”的感觉。如在食 品广告中随时可见juicy，chewy，minty等。 3)杜撰怪词 撰写者为了达到宣传产品的目的，有时故意杜撰怪词。例如：COMPUCESSSORIES 一A new word? Yes! 一-Weve just coined it to describe those Data p

6、rocessing accessories without which your computer cannot function well with full efficiency Words sentences 1） ） 祈使句祈使句 这这是出是出现现最多的句型。最多的句型。 例 1 Ask any one who owns one. （for a car） 例 2 Lay down your arms.（for a desk） 例 3 Please do not leave it too late. 例 4 Come to life in Hawaii. (for tourism) 例

7、5 Try our sweet corn, and you will smile from ear to ear. 英语广告的句型也多种多样，但最常用的句型有以下几类： 2） ） 一般疑一般疑问问句句 通常用在广告的前面。通常用在广告的前面。 例 1 Have you ever dreamed of ascending the steps of a great temple built to the gods? （for tourism） 例 2 Can a tired, overworked voice command attention in class? (for a medicine)

8、 例3: Are you worrying about the problem of management? (for a management software) 例4: People with PhDs should have inquiring minds. Consider this a simple test. A) Do you want to work in world-class research laboratories? B) Do you want to apply your research skills to keep a successful business at

9、 the cutting edge of world technology? C) Do you want to build your career with a major international company headquartered in Australia? If your answers to these questions are yes, BHP would like to talk to you. Your first challenge is to discover more by calling Theoni Parthimos, our Senior Person

10、nel Officer. sentences 3)省略句省略句 在英语广告中，省略句比比皆是，甚至整篇广告都由省略句构成。在英语广告中，省略句比比皆是，甚至整篇广告都由省略句构成。 例1 A better way to acquire todays better books. (for book subscribing) 例2 A better stretch for the long stretch. (for the seats on planes) 例3Big thrills，Small bills. 例4 Infinite space, Infinite terror 例5 Servi

11、ced Greenfield sites aplenty. Ready for development. For sale. For manufacture. For business. For services. For leisure. A million square feet of ready-to-wear premise. Brand new business parks. Four-star conference facilities. Backed by 14 years success in helping business to relocate, set-up, pros

12、per, expand. sentences 4) 比较级比较级 比较级在广告中用得非常多，这是由于英语广告中有大量的形容词和副比较级在广告中用得非常多，这是由于英语广告中有大量的形容词和副 词做修饰语的缘故。词做修饰语的缘故。 例1 Today in business fast is no longer fast enough, even faster is still too slow to keep pace with the incredible demands placed on people and the computers they work with. Thats one r

13、eason why IBM developed P60/D. 60MHz 64-bit Pentium Chip computers so fast, so powerful, it makes todays conventional computers like they are moving at a snails space. 例2 These days succeeding in business means getting more competitive and making tougher decisions. 例3 The new Minolta Riva Zoom 105EX

14、 is the most compact camera in a very prestigious class. 例4 In short, the stronger your character, the brighter your future. sentences 例3 I was afraid to drive in the snow. Not great when you live in Alaska. Fortunately, Carol Kineaid, who lives in Anchorage, saw a Suzuki 4-door Sidekick on display

15、and decided to give it a try. From the time I got behind the wheel, it was the one for me. You sit up so high, like you have so much control. With four-wheel drive and 1.6 liter, 16- value engine, its understandable. And her snow-o-phobia? My Sidekick just goes right through it, I never knew what I

16、was missing. Apparently, husband John knew exactly what he was missing. He wanted to drive my Sidekick from the moment I got it, but I just said, no way. There was only one thing left for John to do. You should have seen the neighbors faces when he drove up in his Sidekick, Carol reports. Who knew t

17、hat after raising two kids, John and Carol would have twins? 5) 直接引语直接引语 一是直接引语使得广告显得形式活泼、新颖；二是采用直接引语从心理学的角度看可以增 强说服力。 例1 Its like were all in the same office. The office just happens to be spread across 7,000 miles of ocean, Tom Hughes MIS Director, Construction. 例2 Through the NVQ initiative we ha

18、ve discovered talents and competencies we would never otherwise have known about. Says Ian McDermot of Philips Components in Blackburn. sentences 6) 条件句条件句 例1 You will go nuts for the nuts you get in Nux. (for a nut) 例2 If you are a multinational company doing business in todays fast-changing world, you need ou