Ads 广告英语

Ads

1.1 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 Advertisement

Classification by Life Span of Product:

Introduction, Sales Advertisement

Classification by Different Geographical Area

:

International, National and Regional Advertisement

1.3 function of advertisement

ACCA requirements:

认知（

Awareness

）

理解（

Comprehension

）

说服（

Conviction

）

行动（

Action

）

1.4 Features of Ads

Attractive

—

catch the reader

??

s attention

Creative

—

project an image

Persuasive

—

urge the reader to act

Impressive

—

produce an impact

1.5 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

won't

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 smooth

2.1 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

）

monosyllab le 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，

（

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.

< br>（

2

）

commendator y

adj

commonly

used

形容词富于感情色彩和渲染力，褒义形容词为广告< /p>

用语增添了极大魅力

There's 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。

Tide's in. Dirt's 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。

Whatever clothes are always well pressed.

2.2 syntactic features: English: short sentence, simple sentence, incomplete sentence and elliptical

sentence commonly used

Purpose: 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. < /p>

喝百事可乐，感受百事精神！

（百事可乐饮料）

< br>

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.

< br>阅读

?

时代

?

< br>

，赢得时间。

（双关，包含?°时代?±和?°时间? ±双层意

思，

?

时代

?

广告

)

There

??

s never been a better Time.

从未有过的好

?

时代

?

。

Every Kid Should Have An Apple After School. (Apple PC)