Ads 广告英语.doc

Ads1.1 The concept of ads• Advertisement is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. Structure of advertisement: title: functioning of guidance content: including features, functions, main ingredients, installation, operational approach,precaution, main performance index and specification 1.2 Classification of ads Generally:Product Advertisement商品广告, Service Advertisement劳务广告Corporation Advertisement企业形象, Public-Welfare Advertisement公益广告 Classification by Medium: Newspaper Advertisement, Magazine Advertisement, Television Advertisement, Radio Advertisement, Direct Mail Advertisement, Outdoor Advertisement and others. Classification by Target Audience: Consumer Advertisement, Business Advertisement, Service Advertisement, Classification by Scope: Product Advertisement, Enterprise AdvertisementClassification by Life Span of Product: Introduction, Sales AdvertisementClassification by Different Geographical Area: International, National and Regional Advertisement1.3 function of advertisement ACCA requirements: 认知（Awareness）理解（Comprehension）说服（Conviction）行动（Action）1.4 Features of AdsAttractive—catch the readers attentionCreative—project an imagePersuasive—urge the reader to actImpressive—produce an impact1.5 structure of Ad• it involves 2 parts: verbal 语言部分和non-verbal非语言部分• verbal—ad copy/ copywriting广告文案，including headline or sub-headline, body text and slogan标题或副标题、正文以及口号• nonverbal-including trademark, illustration, page layout, photos etc商标、插图、照片、版面编排等标题： CUTTY SARK SCOTS WHISKY 正文：Some people wear trendy clothes to attract attention. Others drive flashy cars. a glass of Cutty Sark wont turn any heads. But if you insist on creating a stir, you can always ask the bartender for one of them. 口号：Scots Whisky Uncommonly smooth2.1 lexical features词汇特征2.1.1 English: concise, common and easy to remember 简明、通俗、易记 eg. Mosquito Bye, Bye, Bye. 蚊虫杀、杀、杀！（1）monosyllable verb commonly used单音节动词语义灵活、准确，常见于广告口号中Start Ahead. 成功之路，从头开始。

飘柔洗发液） Everything is extraordinary, everything temps.--Cartier 件件超凡脱俗，样样新颖诱人卡地亚）常用动词有：make, come, get, go , know, have, keep, look, see, need, by, love, use, take, feel, like, start, taste, save, choose etc. （2）commendatory adj commonly used 形容词富于感情色彩和渲染力，褒义形容词为广告用语增添了极大魅力Theres never been a better Time. 从未有过的好时代《时代周刊》） Minolta, finest to put you finest 第一流的美能达，第一流的你常用形容词有： new, good/better/best, free/fresh , delicious , full, sure, clean, wonderful, special, crisp, fine, big , great, teal, easy bright, real, safe, rich, extra etc.2.1.2 innovation and originality新奇与创意 Unique ads appealing most独具个性的广告词是使消费者“倾心”的秘诀Easier dusting by a stre-e-etch! 译文：拉拉拉长，除尘力强 。

Give a Timex to all, and to all a good time.人带“TimeX”表,准时乐道 Mis-spelling错拼Ezyrub! 易擦鞋油言简意明4ord costs 5ive% le$$.(Ford) 福特为您省5%福特汽车） Creating new words (compound or adding affix) 创造新词(复合词或加前缀和后缀词)Hi-fi, Hi-fun, Hi-fashion, only for Sony. 高度保真，高级趣味，高尚名流，只有来自索尼Hi-Fi 即High fidelity高保真由此推断， Hi-fun和Hi-fashion即High fun和High fashion. 显然，后两者是访照前者的复合词 2.1.3 intensely targeted强烈的针对性 抓住产品最主要的特征，打动消费者的心理 Tides in. Dirts Out. 汰渍放进去，污垢洗出来汰渍洗衣粉） Not all cars are created equal. 日本人突出其产品的卓越品质，套用 all men are created equal.2.1.4. Chinese: four/ six character words commonly used四字，六字结构多我厂生产的地毯图案新颖，色调雅致，美丽大方，富丽堂皇。

The carpets made in our factory are well known for its novel designs, elegant colors, beautiful looks and magnificent air. 百衣百顺蒸汽熨斗广告）Whatever clothes are always well pressed. 2.2 syntactic features: English: short sentence, simple sentence, incomplete sentence and elliptical sentence commonly usedPurpose: to keep the ads concise and appealing不打不相识打字机公司广告）Typing is knowing.发动，心动，飘柔飘柔洗发水）Rejoice your hair and your heart. (Rejoice Shampoo)（1）use word or phrase rather than whole sentence No caffeine. Virtually no calories. Just a unique, sparkling citrus taste. 不含咖啡因，不含卡路里。

独特的柠檬味碳酸饮料 Fresca 饮料广告） A world of comfort. ----Japan Airlines 充满舒适与温馨的世界日本航空公司） A work of art----Scotch Whisky 艺术精品苏格兰威士忌酒） (2) Imperative sentence commonly used Just do it. (Nike)想做就做耐克广告）Catch that Pepsi spirit. Drink it in. 喝百事可乐，感受百事精神！（百事可乐饮料）止咳妙药，快服川贝精Take Chuanbeijing to stop the cough.(3) Question application 难道就没有不是油炸的面吗？Isn’t there any noodle not fried?How to get on a diet without telling your stomach? 如何既节食又保胃（4）application of active voice and present tense We’re not in the computer business. We’re in me results business. 唯我电脑，成效更高。

IBM电脑）2.3 rhetoric features of ads修辞特点 2.3.1 拟人 （personification ）白猫喜入寻常百姓家试译：White Cat, a regular visitor of common families. / White Cat, a family companion.2.3.2 双关 （Pun） Make Time for Time.阅读时代 ，赢得时间。