英文广告教案

英文广告讲义

一、课程适用层次、专业与参考学时

适用层次：广告学本科专业；

参考学时：56学时。

二、课程的性质、目的和要求

本课程是广告学专业的一门专业课程。开设本课程的目的旨在培养、提高学生的专业英语水平，为学生将来从事英语广告的创作与策划打下基础，因此，要求学生在基础英语的学习基础上，通过本课程的学习，掌握广告英语的用词、句法及修辞特点，广告英语的撰写技巧、英语商标与产品说明书的设计。

三、课程基本内容及重点和难点

广告英语的用词、句法及修辞特点，广告英语的撰写技巧、英语商标与产品说明书的设计以及英语分类广告赏析等，训练英语广告设计能力。

四、考核办法：闭卷考试

五、教材及主要参考书目

教材：

华英、马永堂《英文广告阅读》经济管理出版社

华英、马永堂《广告英语教程》经济管理出版社

参考书目：

徐小娟《广告英语（修订第二版）》首都经贸大学出版社

郭贵龙、张宏博《广告英语·文体与翻译》华东师范大学出版社

董立津《广告专业英语—中英沟通实战技巧》中南大学出版社

Unit one

An Introduction to Advertising

一、Words and expressions

1、Advertising:

According to AMA the Definition of Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsor through the various media.

Advertising is paid non-personal communication from an identified sponsor using mass media to

persuade or influence an audience.

2、Target audience:

A group of individuals whom collectively, are intended recipients of an advertiser?s message.对有意接收某一广告主信息的个人进行归纳而形成的群体。

3、Commercial advertising

Advertising that involves commercial interests rather than advocating a social or political cause 4、Comparative advertising

An advertising appeal that consists of explicitly comparing one product or brand to a competitive product or brand .

5、Consumers

Consumers are people who buy or use products in order to satisfy needs and wants.

6、Media :

The media are the channels of communication that carry the messages from the advertising to the audience.

7、4Ps:

The tools available to marketing include the product, its price , the place where is used to deliver the product (which is called the channel of distribution), and marketing communication/promotion, these four tools is called marketing mix or the 4Ps.

8、Brand Advertising品牌广告：

The most visible type of advertising is national consumer advertising. Another name for this is brand advertising, which focuses on the development of a long-term brand identity and image. It tries to develop a distinctive brand image for a product.

9、Retail Advertising/Local Advertising 零售广告/地方性广告：

Retail advertising is local and focuses on the store where a variety of products can be purchased or where a service is offered. The message announces products that are available locally, stimulates store traffic, and tries to create a distinctive image for store. Retail advertising emphasizes price, availability, location, and hours of operation.

10、Political Advertising政治广告：

Political advertising is used by politicians to persuade people to vote for them and therefore is an important part of the political process in the United States and other democratic countries that permit candidate advertising. Although it is an important source of communication for voters , critics are concerned that political advertising tends to focus more on image than on issues.

11、Directory Advertising目录广告：

Another type of advertising is called directory because people refer to it to find out how to buy a

product or service. The best-known form of directory advertising is Yellow Pages, although there are many different kinds of directories that perform the same function.

12、Direct-Response Advertising直接反馈广告：

Direct-response advertising can use any advertising medium, including direct mail, but the message is different from that of national and retail advertising in that it tries to stimulate a sale directly. The consumer can respond by phone or mail and the products is delivered directly to the consumer by mail or some other carrier.

13、Business-to-Business Advertising(B2B,BTB)

Business-to-business advertising includes messages directed at retailers, wholesalers and distributors, as well as industrial purchasers and professionals such as lawyers and physicians. Business advertising tends to be concentrated in business publications or professional journals.

14、Institutional Advertising机构广告：

Institutional advertising is also called corporate advertising. They focus of these messages on establishing a corporate identity or on winning the public over to the organization's point of view. 15、Public Service Advertising（PSA）公益广告

Public service advertising（PSA）communicates a message on behalf of some good cause, such as stopping drunk driving(MADD) or preventing child abuse.

16、Supplier广告下游公司

Companies that sell goods or services to an advertising agency for their use in constructing advertisements, e.g. design studios, color houses, printers, and paper producers.

为广告代理商提供产品和服务的公司，如广告制作、设计工作室、图片工作室、印刷厂、造纸公司等。

17、AAAA 美国广告代理商协会

American Association of Advertising Agencies, an association whose members are ad agencies. 18、end-user (ultimate user)最终用户

The person who actually uses a product, whether or not they are the one who purchased the product.

19、Advertising Appeals广告诉求

An appeal is something that makes the product particularly attractive or interesting to the consumer. Common appeals are security, esteem, fear, sex, and sensory pleasure. Appeals generally pinpoint the anticipated response of the prospect to the product and message.

20、4Cs

customer 顾客

cost成本

convenience方便性

communication 沟通

21、brand品牌:

The most visible type of advertising is national consumer advertising. Another name for this is brand advertising, which focuses on the development of a long-term brand identity and image. It tries to develop a distinctive brand image for a product.

22、USP:

Unique Selling Proposition containing a benefit that was important to consumers and that no other competitor offered.

23、Bid投标：

The offering of one?s service to the prospective client, usually in competition with other agencies. 针对有希望的客户所作的服务提案，通常是与其他代理商竞标投稿。

二、Text

Example one Come Talk

To The Animals

Whisper to a walrus. Patter to a penguin. Sing to a sea lion.Pet a smiling dolphin or hug that world-famous killer whale, Shamu. He?s the biggest friend you?ll ever make! Plan to visit a beautiful Sea World Park this summer. Where else can you reach out to so many different marine animals? To talk. To touch. To laugh. To love. To understand each other. And where else can you and your family be so entertained by your new animal friends? With a whole day of fabulous shows, shows, shows! It can only happen at Sea World. Where you can talk to the animals. And they can talk to you.

Sea World

Orlando·San Diego·Cleveland

Example two ENGLISH COUNTY CRUISES

“The Best Boats on the Canals”

See beautiful England by water. Cruise Chester, Liangollen, enjoy 1500 miles of holiday waterways, picturesque towns and waterside pubs, Self-drive modern cruisers with showers double beds, flush toilets, fridges. Free tuition.

Colour brochures and Bookings:

ENGLISH COUNTY CRUISES

Wrenbury Mill, nr Nantwich, Cheshire

CW5 8HG England: Tel 0270 78054

三、Discussion

A. True or false

1. Advertising can be defined as an economic and a social process.

2. Advertising reaches us through a channel of communication, which is called medium.

3. One of the functions of advertising is to lower the overall costs of sales.

Answer：T、T、F

B.Multiple choice

1、Which of the following four statements about advertising is correct?

A.Advertising is usually free.

B.Advertising has no identifiable sponsor.

C.Advertising is non-personal communication.

D.Advertising communicates no information.

Answer: C、D

2、If a company wanted to reach a large consumer audience and create a symbolic image or appeal for

a new brand, which element in the promotional mix（促销组合）would probably be adopted?

A.Personal selling

B.Sales promotion

C.Advertising

D.Publicity

E.Public relations

Answer: C、E

3、Advertising messages typically use one of , or a blend of , the following three literary form, which are-----

https://www.360docs.net/doc/6d300722.html,edy, drama and nonfiction（纪实）

B.Mystery（神秘的）, romance and nonfiction

C.Demonstrative（示范）, narrative（叙述）, and human-interest

D.Narrative, autobiography（自传）, and drama

E.Simile, personification(拟人), and metaphor

Answer: A

C. Topic for discussion

The definitions of advertising are various. Many people defined the word differently as the nature of advertising keeps changing all the time. Once around the turn of the 20th century, Albert Larker, the father of modern advertising, defined “advertising” as the “salesmanship in print, driven by a reason why”. He gave such meaning because at that time the availability of radio and television was quite limited—print media were commonly used, as they are accessible to most people. However, there are or should be some essential elements that determine whether an activity is advertising. What is your

definition of advertising?

广告的定义是不同的。许多人界定这个词的性质是不同的，因为广告随着时间不断变化。曾经在20世纪之交，现代广告之父阿尔伯特·拉斯克尔，把“广告”定义为，“由因果关系驱使的印刷形式的推销术。”他给除出了这样的意义，因为在那个时候提供广播和电视是相当有限而印刷媒体是常用的，因为它们对大多数的人来说是容易达到的。然而，也有或应具备一些基本内容，确定一项活动是否属于广告。

四、Supplementary exercises：

Translation:

1、如果没有人看这则广告，拥有正确的定位也不会带来多少好处。

An advertisement?s correct position can do little good to the product if it hasn?t been seen by anyone.

2、广告是跟随潮流还是领导潮流？在何种情况下，广告就会超越反映社会价值的界限，而开始创造社会价值呢？

Does advertising follow trends or lead them? At what points does advertising cross the line between reflecting social values and creating social values?

3、批评者们认为广告常常跨越这个界限，强烈影响着意志薄弱的群体，比如十几岁的年轻人。的确，不论是从金钱上考虑（我们每年花在教育消费者金钱要远远多于花在教育孩子们上的），还是从对沟通的控制力上考虑（大众媒体已经不能脱离广告的支持而生存），我们对广告影响力增加的各种担心比以往任何时候都更有理由。

Critics argue that advertising has repeatedly crossed the line and has strongly influenced the groups with frail mind such as the younger below twenties. The increasing power of advertising, both in terms of money (we spend more annually educating consumers than we spend educating our children) and in terms of communication dominance （the mass media can no longer survive without advertising support), has made these concerns more prominent than ever.

Unit two

Agency Structure

一、Words and Expressions

account 客户项目

Account Executive客户主管

Account Services客户部

Account planning客户策划

advertiser广告主

agency 广告代理商

sister agency 属同一集团的广告公司

Advertising Department 企业广告部

client客户

Market share 市场占有率

marketing 市场营销

Assistant Partner 董事助理

CEO: Chief Executive Officer首席执行官

CFO: Chief Financial Officer首席财务官

Management Supervisor 管理督导

Creative Department创作部

director总监

Art Director美术指导

Creative Director创意总监

Media Department 媒介部

Research Department调查

Traffic Department流程协调部

二、Text：

Advertising Agent

三、Advertising appreciation

Example One Business Opportunity-India

We are reputed Engineering Company in India having spare capacity for manufacture of High Precision components & assemblies for engineering electronic industries.

We can provide long term competitive and reliable source. Our facilities include computer aided engineering and manufacturing, CNC technology, efficient processing centers etc. Including gold plating. WE have adequate facility for research and development and a team of experienced engineers and technicians. Presently we are manufacturing clock work mechanisms for defense applications and communication electronic components.

We are open to discussion for sourcing of component, long term strategic alliance, technical collaboration or firm buy back arrangement. Please write to :

MR. RAMESH KUMAR

CHIEF EXECUTIVE

International Operation

Fax NO. +91 99 461 5204

Example two Spring Classes

START TODAY. It?s fun. It?s exciting and romantic, too. Enjoy the feeling of dance, holding someone special and moving together as one to the music. Arthur Murray?s trained dance teachers make it easy to learn to dance. Come on and get together with new friends. It?s easy the Arthur Murray Wa y. HOURS: Sliver Spring 681~446

1~10 PM, Mon~Fri. Alexandia 751~4336

11~3 PM Sat. Bethesda 6572700

Falls Church 273~8848

Gaithersburg 590~0837

Example three Connecticut Department of Public Health:

What is a woman

You …re a mother, a sister, a wife. You?d rather do without than have your family do without.”(The first picture)

“But how will your family do without you? If you?re a woman over the age of 40,you?re at greater risk for breast cancer. But early detection can save your life. ”(The second picture)

“Call in hotline to see if you qualify for a free mammogram. 1-800-203-1234. Care enough to care for yourself, call today.”(The third picture)

四、Supplementary exercises

Translation:

1、针对广告主的目的，受教育水平会影响消费者对媒体种类、媒体的具体内容和节目的选择。For advertisers purposes, education tends to correlate with the type of medium consumers prefer, as well as the specific elements or programs within a medium.

2、受教育程度较低的消费者更倾向于通过电视来获取信息，而受教育程度较高的消费者则更喜欢印刷媒体、互联网和精选的有线广播电台等媒体。

Consumers with lower education are higher users of television. Consumers with higher education prefer print media, the Internet, and selected radio and cable stations.

Unit Three Television Commercials

一、Words and Expressions

air date 广告播出日

answer print 广告样片

cast广告演员

casting 试镜头

master tape原版带

storyboard 电视广告脚本

voice over画外音

二、Text

三、Advertising appreciation

“I?d Like to Buy the World a Coke.”

“It?s the Real Thing.”

I?d like to buy the world a ho me and furnish it with love, Grow apple trees and honey bees, and snow white turtle doves. I?d like to teach the world to sing in perfect harmony, I?d like to buy the world a Coke and keep it company. It?s the real thing. Coke is what the world wants today.

可口可乐公司在1971年创作了《I?d Like To Buy The World A Coke》，这首由McCann-Erickson广告小组创作的歌曲由New Seekers录制，歌曲推出后大受欢迎，后来改名为《I?d Like To Teach The World To Sing》作为单曲发行。

De Beers

“I?d move mountains for her, but today I?ll start with one extraordinary stone.”

The Diamond Engagement Ring..

Is two month?s salary too much to spend for somet hing that lasts forever?

A diamond is forever.

德比尔斯

我愿为她搬掉大山，但今天我却要从一块特殊的石头开始。

订婚钻戒。花两个月的工资去买一件可以直到永远的东西是否值得？

钻石恒久远，一颗永流传。

De Beers

LISA HOLDS ME SPELLBOUND

WITH HER WILD IMAGINATION

SO I GA VE HER A DIOMOND EQUALL Y INSPIRED

The Diamond Engagement Ring.

Is two month?s salary too much to spend for something that lasts forever?

A diamond is forever.

德比尔斯

丽莎用她奔放的想象让我着迷。所以我送给她一颗同样激情四射的钻石。

订婚钻戒。花两个月的工资去买一件可以直到永远的东西是否值得？

钻石恒久远，一颗永流传。

NO TREE NO ME

Without the eucalyptus tree of Australia?s wild bush lands, the koala can?t survive.

Yet development threatens much of the precious habitat that?s so crucial to Australia?s wildlife. Help the Australian Koala foundation save this rapidly dwindling resource.

Because no bush lands means no eucalyptus trees.

And no trees mean no Koalas.

没有树就没有我

没有澳大利亚原始森林中的桉树，考拉就无法生存。

然而人类的开发已经威胁到许多对澳大利亚野生动物来说是极其宝贵、至关重要的栖息地。请助澳大利亚考拉基金会挽救这一正在快速消亡的资源。

因为没有原始森林就没有桉树。

而没有树林就没有考拉。

四、Supplementary exercises

Translation:

获取新观点的最好方法是仔细倾听客户的意见。

There is no better way to generate fresh ideas than listening carefully to the customer.

Unit Four

Theme and Structure of English Ad

一、Words and Expressions:

Ad planning 广告策划

admen 广告人

consumer behavior 消费者行为

copy platform 文案大纲

creative strategy 创意策略

daypart 时段

infomercial 电视直销节目

market segmentation 市场细分

market profile 市场状况

persuasion process 劝服过程

values and lifestyles（V ALS）research

价值观与生活方式研究

二、Theme of Advertising广告的主题:

（一）Definition of Advertising Theme

（二）Classification of Advertising Theme广告主题的类型:

1、Relation to Psychology与心理有关

2、Relation to a Corporate Image与企业形象有关

3、Relation to Purchase与购买行动有关

4、Relation to Marketing与市场营销有关

（三）Selected Advertising Theme广告主题的题材选材1、Health健康2、Eating食欲

3、Safety安全

4、Beauty美感

5、Fashion时尚

6、Love爱情

7、Affection母爱8、Honour荣誉

9、Status地位10、Sociality社交

11、Function效能12、Guarantee承诺13、Convenience方便14、Economy经济15、Happiness快乐

（四）Expression of Advertising Theme广告主题的表现Catalogue目录型

Comparison比较型

Persuasion劝导型

Worry忧惧型

三、Structure of English Advertising英语广告的结构（一）Headline (Include Sub-headline)标题:

1、Direct Headline:

EX1 SONY-Take the world with

索尼——让世界陪伴你。

EX2 NISSAN尼桑汽车

TOPS ALL OTHER JAPANESE

MANUFACUTRERS IN QUALITY

质量超群、技冠群芳！

EX3 NIKE AIR耐克旋风

THERE IS AIR IN OUR W ALKING SHOES BECAUSE

THERE IS NONE IN YOU FEET

耐克鞋令您脚下生风

2、Indirect Headline

EX1 Your Future in Canada你的未来在加拿大。

（去加拿大投资的广告标题）

EX2 Be My Guest来做我的嘉宾。

（某饭店的广告标题，有谁不想在饭店里被视为上宾呢？）

EX3 The beauty of the California加州美景

EXPERIENCE THE ALLURE OF A SECLUDED COVE… BY DAYLIGHT OR STARLIGHT DARK.体验海湾晨光初露或暮色苍茫时的神。

EX3 Goodbye Raor. Hello Hair off!

刮胡刀再见吧。哈，胡须没有了。

3、Combination Headline

EX1 Come to where the flavour is Marlboro Country进入美的境界—万宝路世界

EX2 What kind of man reads Play Boy?

哪种男士要看《花花公子》？

EX3 Swissair?s Europe. The portrait of continent.

瑞士航空的欧洲。欧洲大陆的肖像。

（二）Body Text正文：

EX1

Thakral Group-one of IBM?s

Best Business Partners

Yes?

Yes! If you say yes to IBM

IBM will provide you with a million benefits

And THAKRAL will provide you with even more service satisfaction

德加拉集团——

IBM最好的商业伙伴之一

是吗？

是的！如果你对IBM说Yes，IBM将提供给你100万利润。

而德加拉将提供你更满意的服务。

Going

to the U.K.

ON HOLIDAY OR BUSINESS

WANT RELIABLE AND ECONOMIC

TRANSPORT?

We can offer short or long term rental from our large fleet of latest model Fords.

*Free delivery & collection from Heathrow/Gatwick and central London

*All credit cards accepted. Why not find out how little it could cost you? Write today for full details.

走，到英国去

度假或做生意

想要可靠而又经济的旅行吗？

我们有最新型、庞大的福特车队为你提供短期或长期租赁。

*免费从希思落/盖特威克和伦敦中心接、送车。

*接受各种信用卡。为什么不看看它的花费是多么低廉呢？欲知详情，今天就给我们写信。EX3

ST.IVES, CORNW ALL

GARRACK HOTEL

This family owned and managed hotel of 21 bedrooms, stands in two acres of grounds overlooking Porthmeor Beach and the old town of St. Ives. Well known for its good food, with much produce in season from its own garden, it has the atmosphere of an English Country house .

Indoor swim spa pool. Sauna and solarium.

Recommended by Egon Ronay, Arthur Frommer and most major guides. Open all the year.Colour brochure from:

Mrs.I.B.Killby

Tel Fax

0736 0736

796199 798955

圣·埃维斯，康沃尔

加克饭店

这个由家庭拥有并经营的有21个房间的饭店，占地两英亩能俯瞰Porthmeor海滩和古老的圣·埃维斯城。饭店以美味佳肴而文明，在它自己的花园里盛产各种时令蔬菜水果，具有英国乡村气息。

它有室内温泉游泳池、桑拿室和日光浴室。

得到Egon Ronay, Arthur Frommer及大多数导游的推荐，全年营业。

彩图介绍请向

I.B.Killby女士索取

电话传真

0736 0736

796199 798955

EX4

OUR LOVE W AS MEANT TO BE

It amazes me that out of the whole world I would find the one person who would make my life complete…and that we were both at the right place to meet, and at the right time in our lives to fall in love.

It makes me so thankful for all that happened to bring us together and once again I realize that our love was truly meant to be.

Terry Matz

Sometimes being family means more than just smiles and good

It means caring for each other and building bridges of trust…

It means not being afraid to ask and answer difficult questions…

It means acc epting one another for what we are…

It means pulling together when things get rough, knowing that love will be there no matter what. Thanks for being there for me.

I love you.

Even in a world of quick phone calls and instant dinners, there are times you?ve just got to stop and pour your heart to someone special. You?ll find the words in the between you and me cards found only at hallmark.

BETWEEN YOU AND ME

HALLMARK

When you care enough to send the very best.

我们的爱

让我感到惊奇的是，在这茫茫的世界上，我能找到一个人，一个使我生命完整的人……而我们俩恰恰在那适当的地点相遇，又恰恰在生命中那适当的时刻，相爱了。

我是如此地感激所发生的一切，使我们走到一起，我又一次意识到我们的爱，是如此确定无疑。

特瑞迈兹

有时候，家并不仅仅意味着快乐与欢笑。

它还意味着相互关心，以及建立信任之桥… …

它意味着不再害怕那些难以启齿或难以答复的问题… …

它意味着相互无条件地接受对方… …

它意味着当世事艰难时，我们相互扶持，因为我们知道无论怎样，我们的爱永存。

感激你为我守候。我爱你。

即使在这样一个到处是快捷的电话交谈和速食食品的世界上，有时候你仍需要停下来向一个特别的人倾诉衷肠。而那些特别的言语，只有在贺曼公司的你我之间卡上，才能找到。

你我之间

贺曼

当你真想送去最好祝愿的时候。

（三）Slogan口号

1、The World?s Best Aerobic Exerciser.

-----Nordic Track

2、ARE YOU DRINKING ENOUGH?

-----Florida Orange Juice

3、How To Make A Home Run?

-----Whirlpool

4、Fun.Friendly.Free

-----America Online

5、Pepsi,for those who think young.

----- Pepsi Cola

*1866:Drink Coca-Cola.

*1904:Delicious and refreshing.

*1905: Coca-Cola revives and sustains.

*1925:Six million a day.

*1928 :Coca-Cola…a pure drink of natural flavors.

*1929 :The best served drink in the world.

*1939:Whoever you are, Whatever you do, Wherever you may be, when you think of refreshment, think of ice-cold Coca-Cola.

*1948: Where there?s Coke there?s hospitality.

*1952: What you want is a Coke.

*1956:Coca-Cola…makes goods things taste better.

* 1965: Enjoy Coca-Cola.

*1966: Coca-Cola has the taste you never get tired of.

*1971: I?d like to buy the world a Coke.

*1975: Look up America, see what we?ve got.

*1980:Have a Coke and a smile.

*1985:America?s real choice.

*1988: Can?t beat the feeling.

*1989: Can?t beat the real thing.

*1993: Always, Coca-Cola.

四、Supplementary exercises

Translation:

1、广告战略涉及目标群体、产品概念、传播媒介和广告讯息。

The advertising strategy involves the target audience, the product concept, the communication media, and the advertising message.

2、市场占有率法是一种常用的预算方法。公司根据产品所占的市场份额来确定广告预算，但公司的广告费用占整个行业广告费用的比例略超出其市场份额。

The share-of-market method is an popular method of the ad budget. With this method, the company determines the ad budget according to its market share, but the ad expenses of the company compared with the ad dollars of the whole industry is a little more than its market share.

Unit Five

The glossary & syntax characteristics of English Ad

广告英语的词汇和句法特征

一、The characteristics of advertising language广告语言的特色:

1、Creative 创新性

2、Popular通俗性

3、True 真实性

4、Ideological思想性

5、Artistic艺术性

二、Lexical Features词汇特点

（一）Coinage and Anagrammatic Spelling 模拟造词，变异拼写

1、Coinage造字

Super-:表示“超级” 、“最好”的意思

Superstar音响Superzoom相机

Supercast 建筑材料Superslim减肥食品

Ultra-表示“高级” 、“ 特制”的意思

Ultracare 化妆品UltraSeal密封装置

Uni-表示“universal” 、“ united” 、“uniform ”的意思

Uniball圆珠笔Unicharm妇女用品

Unidata计算机Unitool工具公司

-aid:作为商标词语的后缀，目的在于表示商品的功能，即“有助于……”

Band-Aid 邦迪kitchen-Aid厨房用具

Kool-Aid 冷饮

-ex:意为“excellent” ，表示“优秀的”、“精彩绝伦的”

Rolex:劳力士手表

Kleenex:餐巾纸

2、Anagrammatic Spelling变异拼写

EX: wwwhat?s newww?

At https://www.360docs.net/doc/6d300722.html, the answer is — a lot

…

https://www.360docs.net/doc/6d300722.html, gives you even more ways to explore Land?s End with even more ease,comfort, confidence and security.

Guaranteed. Period.

So,wwwhat are you wwwaiting for?

（二）Abbreviations缩略词

英语广告中常见的缩略词：

aircon------air conditioning apt--------apartment

appt ------appointment assist-----assistant

avail ----- available balc-------balcony

bkble----- bookable bnfs-------benefits

brm------ bedroom bth------bath

c.h.----- central heating com.-------communal

dbled-----double dly ------ daily

ele--------electricity equip------equipment

exc-------excellent gdn--------garden

lot--------parking lot mod------modern

perf------performance rm------room

wk-------week xtra----extra

（三）Borrowed Words借用外来词

For example:法国饮料广告

Order it in bottles or in Cannes.

Perrier…with added je ne sais quoi.

“je ne sais quoi” 是一句法语“I don?t know what”，使用这句简单的法语，增加了人们对此饮料的好奇，又表明了他的正宗法国风味。

（四）Use Spoken English利用口语

My Goodness! My Guinness!

我的天！我的Guinness啤酒！

We?ll drop our pants for you!

我们要为你脱掉我们的裤子！

（五）Use Verbs

Such as：be, make, take, get, try, come, go, have, see, buy, know, feel, start, taste help, meet etc. （六）Use Adjectives

Such as：new, crisp, good/better/best, fine, free, big, fresh, great, delicious, real, fully/sure, easy/bright, clean, extra/safe, special, rich, natural etc .

三、Syntactical Features句法特点

1、Simple Sentence VS. Complex Sentence

多用简单句,少用复杂句。

EX1 Wind down on the canals

Unlock the beauty of England and Wales on one of our fleet of 2~10 berth narrow boats. No experience necessary, full instruction given. Choice of many scenic and historic routes. Pets welcome. All inclusive prices. All boat centrally heated.

Send for free color brochure to :

CLAYMORE NA VIGATION

10 The Wharf, Preston Brook,

Cheshire W A4 4BA

Tel:(0928)717273(24hrs)

EX2 “Losing 42 lbs, with Nutri/Systerm

Improved my looks. A nd my health. ”

“When I was heavy it took all my energy just to walk to the mailbox. Then I went to Nutri/Systerm. They were really concerned about my well-being. The counselors taught me good eating habits, and took really good care of me.

Now that I’m busy doing aerobics, playing softball and swimming, I feel like a new person. A healthy person.”

Cathy Lyle

Try the Nutri/Systerm? Crave-Free Weight Loss Program that includes a variety of delicious meals and Craving Control snacks ,nutritional and behavioral counseling, Light activity, and weight maintenance.

Don’t Wait. Our client,

Call Today:1-800-321 Cathy Lyle

Cost 42lbs

We Succeed

Where Diets Fail You.

Nutri/Systerm Weight LossCenters

3 WEEK-ONL Y $59

2、Active Sentence VS. Passive Sentence多用主动句，少用被动句。

EX1

“I?m arriving tonight and I have no time

to pack. How much I have to bring?”

How much would you like to bring? Our valets can press your suit---or a week?s worth of them ----in a hour. Our spacious rooms offer hairdryers and thick robes; our health clubs, gear from running shorts to aerobics shoes. And our 24-hour concierges are posed to provide anything you intended to bring, but didn?t ----from a sales presentation on a disk, to a best-seller. Hard cover or audiotape. In this value-conscious era, the demands of business demand nothing less. For reservations, please telephone your travel counselor or Four Seasons Hotels toll free.

Four Seasons Hotels

EX2

How much would you like to bring? Your suit----or a week worth of them ---- can be pressed by our valets in an hour. Hairdryers and thick robes are offered by our spacious rooms; our health clubs, gear from running shorts to aerobics shoes. And our 24-hour concierges are posed to provide anything

you intended to bring, but didn?t ----from sales presentation on a disk, to a best-seller. Hard cover or audiotape. In this value-conscious era, nothing less is demand by the demands of business. For reservations, please telephone your travel counselor or Four Seasons Hotels toll free.

Four Seasons Hotels

以上两例，例2是例1 正文的初稿，从初稿到定稿的比较，我们可以看到定稿将初稿中的被动句全部改为主动句。从句式上看，改动后广告使四个“Our”一气呵成，构成排比，在形式上为阅读提供了方便，在内容表达上强化了主动提供服务这一印象。

3、Interrogative Sentence多用疑问句:

CORPORA TE RESCUE

COMPANY THREATENED?

CREDITORS PRESSING?

DOUBLE DEBTS?

PERSONAL GUARANTEES?

Our business is solving problems.

If anyone can help you we can.

Roger Spiers. Randolph St. John Limited

Halpern House, peterley Road.

Oxford OX4 2TX Tel: 0865 748989

CORPORATE RESCUE TENAMS.

BUSINESS CONSULTANTS.

INTERIM MANAGERS.

4、Imperative Sentence巧用祈使句

EX1 IT PAYS TO LOSE WEIGHT

AT DIET CENTER?

Susan Saint James

Diet Center success story.

You can lose up to 25 pounds in just six weeks at Diet Center.

*Eat real food.

*No packaged foods required.