-
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，
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.
< 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。
（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 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)