英语应用文Unit 10 Advertisements

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,0 1 2 3 4 ,0 1 2 3 4 ,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Unit 10,Advertisements,OBJECTIVES,In this unit, you are going to learn:,Components of Advertisements,Language Features of Advertisements,Different Types of Advertisements:,Product Advertisement,Service Advertisement,Tourism advertisement,Job Advertisement,Public Service Advertisement,Part I Lead-in,Part II Learning to Read-Advertisement,Part III Learning to Write-Advertisement,Contents,A.Impossible is nothing.,B.The taste is great.,C.Communication unlimited,D.Focus on life.,E.Time is what you make of it.,F.A diamond lasts forever.,1,2,3,4,5,6,Part I Lead-in,1. Please match the following trade marks and the advertising slogans. Try to,translate them into Chinese and then discuss with your partner which,advertisement impresses you most and explain the reasons.,(1) B,味道好极了。,(2) F,钻石恒久远，一颗永流传。,(3) A,没有什么不可能。,(4) E,天长地久,(5) D,瞄准生活。,(6) C,沟通无极限。,PHONE DESIGNERS,Let your imagination run free!,Talk Mobile Co. is a world leader in mobile phone technology. You will be part of a team designing advanced products at our Design and Technology Department in the New York branch.,You will act on your own initiative in our dynamic design team, solving problems and coming up with design solutions for our high-tech range of mobile phones.,We especially want to welcome people outside the telecoms industry to join us. Your background may even be clothing design or painting!,Benefits,-Accommodation for employees and their families,6 weeks paid holiday a year,Company pension scheme,Company restaurant (24 hours),Company gym with massage (24 hours),Company ski slope and golf course,Send your application with attached CV by email to,personnelyahoo ,Interviews in New York, 15 March,3. Read the job,advertisement,below and decide,whether the,following,statements,are true or false.,Write “T for,“True and “F,for “False,The successful candidate will:,(1) work with other team members. _,(2) be expected only to follow orders._,(3) be able to use company restaurant at 2 a.m. _,(4) get money from the company after they retire._,(5) have an interview on 15 March._,(6) have the working experience in the mobile phone industry. _,(7) enjoy the holiday every year._,(8) send the application and CV to the company by snail mail._,3. Read the job advertisement below and decide whether the following,statements are true or false. Write “T for “True and “F for “False,T,F,T,T,T,F,T,F,Part II Learning to Read-Advertisement,广告Advertisement, 缩写Ad有狭义和广义之分。狭义广告,是指以盈利为目的的广告，又称商业广告或经济广告。广义广告那么,既包括这种以盈利为目的的商业广告又包括非盈利性质的公益广告.,1.Components of Advertisements,标题Headline，正文Body Text，口号Slogan，,商标Trademark和插图Illustration。,(1) Headline,标题是概括表达广告主题的短句，是广告的灵魂。,标题应措辞精炼，长度适中，能激起读者的好奇心，吸引读者阅读广告正文。,标题一般采用疑问句或者祈使句结构。,有些广告除了有主标题外还会有副标题。,Shes Got Her Grandmas Eyes.,Just,18 will give her back the gift of sight.,她患上了祖母才得的眼病白内障,仅仅18英镑，就能使她重见光明,副标题,标题,(2) Text Body,正文是广告的中心，是对标题的解释以及对所宣传事物的详细表达。,正文提供的信息应真实可信，且只围绕一个主题。,正文的撰写应言简意赅，尽量防止使用长句和难句，力求句子结构简短，富有表现力。,正文通常包括以下内容：1. 引言，是正文的开头局部，起到承上启下衔接标题与正文的作用。2. 主体，是阐述广告主题或提供论据的主要局部。3. 结尾，是广告正文的结束局部。主要介绍销售方法和未尽事宜，诸如生产厂家、 号码、商标、销售地点等。,(3) Slogan,广告口号也叫广告语，是指为配合标题和正文而创作出来的具有宣传煽动和加强印象的短语。,口号具有持续的促销作用，以及引发读者行动的作用。,口号一般应语句短小，琅琅上口，便于记忆，激发兴趣，促发行动，并能表达企业精神。,2. Language Features of Advertisements,(1),词汇特点：,使用简单词汇，特别是单音节词，如：,feel, get, try, use, need, like,等，这些简单、通俗易懂的词语能使广告的内容一目了然。,大量使用形容词，这些表达美好概念或令人愉快的修饰语可以起到形象、生动，突出特点的作用。广告中使用频率最高的形容词为,new,其他经常出现的形容词包括：,good, fine, big, free, fresh, great,等。,2. Language Features of Advertisements,(1) 词汇特点：,使用缩略词或缩写形式，以节省篇幅，降低广告本钱。如下面的一那么房屋出租出售广告，其中有多处缩略词。,To Let or For Sale,Furnished Edinburgh Garden, 345 Queen st, 1,320 sq5 bedrooms with dining and living room, prive garage. Sale at,120,000. Rent,1,100. Tel. 555-55 office time.,使用生造词。如：“We know eggsactly what you want.(我们确实了解您的需要。)这是一那么关于鸡蛋的广告，该广告中使用了根据“exactly的谐音杜撰出来的词“eggsactly。这种生造词的使用，会使读者留下深刻印象，强化了宣传的效果。,(2) 句式特点：,较多使用简单句与并列句，较少使用复合句。如：“Life is a journey. Enjoy the ride.(生活就是一次旅行，祝您旅途愉快。),较多使用祈使句，较少使用否认句。如：“Lets make things better.(让我们做得更好。)有时在与其他产品比较时，为了突出自己，也可适当采用否认句。如：“No problem too big. No business to small.(从未遇到过大麻烦，做的都是大生意。),较多使用现在时。如：“A diamond lasts forever.钻石恒久远，一颗永流传。,(3) 修辞特点：,为了丰富语言的表现力和表达效果，广告中常常使用一些修辞手法来增强广告的吸引力。以下是一些常用的修辞手法举例。,Figure of Speech,Examples,明喻,(simile),Light as a breeze, soft as a cloud.,暗喻,(metaphor),Soft, enchanting, smiling color,that,s the gift of,Focus,.,拟人,(personification),She sings like an angel. (magazine),押韵（,alliteration,& rhyme,）,Hi-Fi, Hi-fun, Hi-fashion, only from Sony.,The best a man can get.,反复（,repetition,）,Deliciously simple. Simply delicious.,夸张（,hyperbole,）,Take Toshiba, take the world.,排比（,parallellism,）,When you are sad, tea will cheer you.,When you are excited, tea will calm you.,对照（,antithesis,）,We refine. You relax.,双关,(pun),TIME,is ready to make time for you. (,TIME,magazine),1. Product Advertisement,A shopping trolley is a tool with many uses for shopping. It is beautiful-looking in structure, silver grey in color with reasonable price. Using it, people can save a lot of labor. It is firm and durable and can be folded and put in a very small place. It is more suitable for people in towns. The loading capacity is 15,20 kg. The product is packed in cardboard boxes.,Add.: 12 North Ronghu Road, Guilin, China.,Tel.: (0773) 2223456,Fax: (0773) 2223456,An advertisement for a shopping trolley,Get A Shopping Trolley Now!,产品广告写作要点：,(1) 产品广告是指通过宣传产品的特点及相应的售后效劳，把产品,推向顾客，以引起人们的注意，并激发人们购置的欲望和行动。,(2) 产品广告通常具备以下几方面要素：,讲明产品的品牌和性质；,突出产品的个性和特点；,介绍产品的结构和功能；,指出产品的质量和声誉。,(3) 语言要亲切自然，以赢得消费者的好感。,产品广告佳句欣赏：,Enjoy Coca-Cola. (Coca-Cola) 请喝可口可乐。可口可乐,Generation Next. (Pepsi) 新的一代。百事可乐,The Relentless Pursuit of Perfection. (Lexus) 追求完美，永无止境。雷克萨斯汽车,Communication unlimited. (Motorola) 沟通无极限。摩托罗拉,Focus on life. (Olympus) 瞄准生活。奥林巴斯,Time is what you make of it. (Swatch) 天长地久。斯沃奇手表,Engineered to move the human spirit. (Mercedes-Benz) 人类精神的动力。梅塞德斯-奔驰,产品广告佳句欣赏：,Start Ahead. (Rejoice) 成功之路，从头开始。飘柔,A diamond lasts forever. (De Beers) 钻石恒久远，一颗永流传。戴比尔斯,Fresh-up with Seven-up. (Seven-up) 提神醒脑，喝七喜。七喜,Intel Inside. (Intel Pentium) 给电脑一颗奔腾的“芯。英特尔 奔腾,Connecting People. (Nokia) 科技以人为本。诺基亚,For the Road Ahead. (Honda) 康庄大道。本田,Let us make things better. (Philips) 让我们做得更好。飞利浦,2. Service Advertisement,An advertisement for,Taxi & Limousine Services,Taxi & Limousine Services (Singapore & Malaysia),Our Services:,Airport & Hotel Transfers,Business Meetings & Conferences,Exhibitions & Events,Sightseeing & Tours,Weddings,Road Shows,In the highly demanding service industry, our company has proved to be able to offer reasonable and efficient services in this specialized field. Our Chauffeurs are experienced, well trained and dedicated professional in their field.,Contact us now with your transport requirements and we will be most happy to meet your needs!,Contact Person: Mr. Michael Lee,Mobile: 8345-8888,效劳业广告写作要点：,(1) 效劳业广告是指为提供某种效劳而进行的广告宣传活动，如以提供交通运输、餐饮食宿、房屋租赁等为内容的广告。,(2) 此类广告的创作应具有丰富的想象力，以效劳为切入点，着重表达效劳的品质、效果、特色、环境、信誉等方面内容，以此来吸引消费者。,效劳业广告佳句欣赏：,Theres something in the sky you can rely on. Australian Airline翱翔天空，平安可靠。澳大利亚航空,Now distance is no longer a barrier.距离已经不再是障碍。,With our new e-ticket, all you have to bring is yourself. (British Airways) 选用我们的电子机票，阁下不需携带任何东西，只需带上你自己。英国航空公司,Money is not everything. Theres MasterCard & Visa.Credit Card钞票并非万能，万事达信用卡和维萨信用卡也可选用。(信用卡),Tired of cleaning yourself? Let me do it. 厌倦自己清扫房间了吗？让我来帮你做吧。(家政效劳),You dont have to fly all the way to Vienna to enjoy tasty Schnitzels. 你无须飞往维也纳也能品尝鲜美可口的炸肉排。,We do not tear your clothing with machinery. We do it carefully by hand. 我们采用手工替代机器细心补缀您的衣服，以免撕裂。,3. Tourism Advertisement,An advertisement,from a tourist agency,旅游广告写作要点：,旅游广告一般用词亲切自然，简约流畅，使人过目不忘，易留下深刻印象。,景点的介绍要着重突出主题。,通常使用短语或短句。,多种修辞手段并用，如：比喻、夸张、排比等，以起到渲染衬托，令人向往的作用，但防止夸大其词。,旅游广告佳句欣赏：,Everything under the sun. (Spain) 阳光下的一切 (西班牙)。,I Love New York. (New York) 我爱纽约 (纽约)。,America Starts Here. (Pennsylvania) 美国从这里开始 (宾西法尼亚)。,The Sweetest Place on Earth. (Pennsylvania) 地球上最温馨的地方(宾西法尼亚)。,The Renaissance City. (Detroit, Michigan) 复兴城市 (密歇根州底特律)。,The Bicentennial City. (Boston, Massachusetts) 两百年历史之城 (麻省波士顿)。,It Feels So Different. (Quebec) 感受如此不一般 (加拿大魁北克)。,Our Only Business Is You. (Aruba) 我们唯一的事情就是为你效劳 (加勒比海荷属阿鲁巴岛)。,4. Job Advertisement,A job advertisement for editor,EDITOR,Established as the lifestyle and entertainment weekly in Vancouver for over 41,years, the,Georgia Straight,Vancouvers leading newspaper, is an integral part of,the active urban West Coast lifestyle with over 693,000 readers.,The,Georgia Straight,is seeking an Editor. In the role of key decision-maker for the,department, you will be responsible for,-planning weekly content, including special issues or special sections,-working with other managers on long term strategy,-working with the managing editor to co-ordinate and oversee a staff that,includes 12 experienced editors,-interviewing and hiring new staff when needed.,The successful applicant should have,-super verbal and written communication skills;,-a strong knowledge of grammar, syntax, punctuation,招聘企业的简介,工作职责,应聘要求,-the ability to exercise excellent judgment in the selection of content;,-the ability to write creative and engaging headlines;,-at least 7 years experience with traditional or new media;,-a willingness and ability to act as a public spokesperson for the paper when necessary;,-the ability to withstand the pressure of deadlines.,Solid organizational and motivational skills will be expected.,Please forward resume to , quoting “Editor in the subject,line, or fax 600-733-7000, attention: Personnel. No phone calls, please.,We thank all candidates for their interest; however, only those selected for an,interview will be contacted.,4. Job Advertisement,A job advertisement for editor,应聘方法,应聘要求,招聘广告写作要点：,(1)招聘广告是企业雇用员工的重要途径之一，也是人们获得工作信,息的主要途径之一。,(2) 招聘广告通常包括以下内容：,-招聘公司简介 -工作职责,-任职要求 -应聘方法,(3) 招聘广告通常使用简单词汇、短语、省略句、祈使句，以到达,通俗易懂，清晰明了的效果。有些招聘广告还采用缩略词或缩略形,式以节省版面。,招聘广告常用句式及缩略语：,(1)工作职责(Responsibilities),Responsible for the local management of marketing and sales,activities according to instructions from head office. 根据总部的指示负责管理本地的营销和销售活动。,Responsible for file management, customer service for students and parents. 负责文件管理，为学员和家长们提供客户效劳。,Collect related information for the head office. 收集相关的信息发送到总公司。,Manage relationship with business partners.处理商业伙伴关系。,Perform the finance management locally according to the rules and policy of the company. 根据公司的规章和政策进行本地的财政管理。,招聘广告常用句式及缩略语：,(1)工作职责(Responsibilities),常用缩略语：,Admin=administrative 行政的, asst=assistant 助理, mgr=manager 经理, clk=clerk (办公室)职员, agcy=agency 经销商, data pro=data processing 数据处理, dept=department 部, dir=director 董事, pos=position 职位, div=division 分工、部门, co=company 公司，typ=typing/typist 打字/打字员, reps=Representative (销售)代表, hdqtrs=headquarters 总部, sctry=secretary 秘书, trnee=trainee 实习生, stmts=statements 报告。,bus=business 商业、生意, oppty=opportunity 时机, corp=cororation (有限)公司, eqpt=equipment 装备,招聘广告常用句式及缩略语：,(2) 任职要求(Requirements),Willing to assume responsibilities. 肯挑重担。,Willing to work under pressure with good managerial skills and organizational capabilities. 愿意在压力下工作，有良好的管理和组织能力。,Ability to work independently with good communication and interpersonal skills能够独立工作,并有良好的沟通和人际交往能力。,Sense of honesty, optimism, and responsibility. 老实、乐观，有责任心。,Strong leadership skills. 有较强的领导能力。,招聘广告常用句式及缩略语：,(2),任职要求,(Requirements),Good communication and presentation skills.,具有良好的沟通和表达技能。,Good sense of finance management.,具备良好的财政管理能力。,常用缩略语：,exc=excellent,很好的，,rel=reliable,可靠的，,exp=experience,经验, expd=experienced,有经验的, inexp=inexperienced,无经验的, Wpm=words per minute,打字字数,/,每分钟。,gd=good,好, Sr.=senior,资深，,knowl=knowledge,知识，,tech=technical,技术上。,招聘广告常用句式及缩略语：,(3),工作经验,(Experience),Working experience in foreign company/advertising.,有在外企工作,/,广告工作的经验。,Some experience in staff management/marketing research and analysis/export business.,有管理员工的经验，做过市场营销研究和分析，以及出口贸易的经验。,Relevant marketing experience in advertising and promotion.,有广告和推销方面的相关营销经验。,Five years experience in foreign trade/the computerization of financial functions.,有五年在外贸的工作,/,财务电算化的经验。,Four years relevant experience.,有四年相关的工作经验。,招聘广告常用句式及缩略语：,(4),学历水平,(Education),College degree or equivalent.,大学或同等学历。,College degree/Bachelors degree/Masters degree or above with good English (speaking and writing).,大学学历,/,本科学历,/,硕士学历或以上，英语良好,(,说与写的能力,),。,College degree and above in finance.,大学及以上学历，金融专业。,College degree required, Bachelors degree preferred.,大学毕业，学士优先。,College degree and above in English or normal English.,大学及以上，主修英语或者师范英语。,招聘广告常用句式及缩略语：,(4),学历水平,(Education),常用缩略语：,coll=college,大学,(,学历,), bkgd=background,背景, pref=preference (,有经验者,),优先, prev=previous,有先前的,(,经验,), F/T=full time,全日制, grad=graduate,毕业, Lv/lvl=level,级,/,层, stdnt=student,学生, HS=high school,高中,(,学历,),。,招聘广告常用句式及缩略语：,(5) 其他要求(Other requirements),An attached recent photo. 请附近照一张。,Able to work full-timely for 2 months. 能全天工作两个月。,Willing to travel. 愿意出差。,Your ID and copy of education certificates are required during the interview. 面试时须携带身份证及毕业证的复印件。,Please mail or fax your resume, diploma, and training certificates to the following address within one week. 请于一周内将本人简历、毕业证书、培训证件以邮件或 的形式寄到以下地址。,No personal visits or telephone call. 谢绝私访或 。,招聘广告常用句式及缩略语：,(5),其他要求,(Other requirements),常用缩略语：,comm=commission,佣金，,ot=overtime,超时，,nec=necessary,必要的，,m-f=Monday-Friday,从周一到周五。,perm=permanent,永久性的，,temp=temporarily,临时性,(,工作,),，,evngs= evenings,晚上，,P/T=part time,兼职,(,的,),，,yr(s) =year(s),年，,mth=month,月，,wk=week/work,周,/,工作, hr= hour,小时, hrly=hourly,每小时。,pls=please,请，,refs=references,推荐信，,req=required,需要，,incl=including,包括。,5. Public Service Advertisement,顾名思义，公益广告旨在通过群众媒介向广阔受众传达某种观,念或意见，呼吁公众关注某一社会问题，支持或倡导某种社会事业,或社会风气。,A public service advertisement about sight,We Believe Seeing is Believing,Standard Chartered raises funds to restore the sight of more than 56,000 people. Our Seeing is Believing global fundraising campaign has raised1,400,000, enough to restore the sight of 56,000 people, more than the number we employ.,The money raised will be administered by Sight Savers International and other members of Vision 2021 The Right to Sight.,We would like to thank all our employers, customers, suppliers and shareholders for their generous support.,公益广告写作要点：,(1),倡导类公益广告要求用词亲切，态度诚恳，通过晓之以理，,动之以情的方式感动并说服人们。,(2),警告类公益广告通过对某些可能给人们造成后果或恐惧心理,的事件的描述，对人们起到警示作用。如关于警告吸烟有害健,康的公益广告。在写此类广告时尽量做到构思新颖，使人既感,到震惊，又觉得合情合理。,公益广告佳句欣赏：,Your donation can bring us one step closer to find this cure.,您的捐款能使我们更进一步地发现这一治疗方法。,Slow down. Pleasure up.,放慢脚步，增长乐趣。,Good mental health is ageless.,精神健康，长命百岁。,When twos company, threes the result!,两人世界难稳定，三人才是。,(,关爱儿童,),Every child deserves a home.,每个孩子都应该有个家。,Making the sky the best place on earth.,让天空成为地球上最明亮的地方。,Teach your kids about drugs before they teach you.,先告诉孩子毒品的危害，而不是等他们吸毒后再给你教训。,Quitting smoking now greatly reduces serious risks to your health.,马上戒烟会大大减少对你健康的危害。,1. Which of the following items should a good advertisement have? Have a discussion with your partner to form some principles for a good advertisement.,Be meaningless,Be complicated or clumsy,Be memorable,Be in current use by others,Impart positive feelings for the brand,Be competitive,Be original,Be simple,Be amusing,Be controversial,Be believable,Prompt a sarcastic or negative response,Be informative,Part III Learning to Writhe-Advertisements,a.As captain Wand says these words, he is sitting in the cockpit of a Britain Airways Concorde.,b.A single inspired moment can change a room forever.,c.Fasten your seatbelt.,d.Whether you travel for business or pleasure, this highly selective, lavishly极大地，丰富地illustrated guide is indispensable不可或缺的for formulating制定your travel plans.,(1)For business or pleasure, to uncover the best of Asia, you need Travel Around Asia.,(2)Your flight to the 21st century is about to take off.,(3)What makes a room live in your imagination?,(4)“When you settle on a design that is successful, you want to keep it.,2. Please match the titles with the subtitles for advertisements.,Titles,Subtitles,3. Please find out the language features for the following advertisements and make comments on them.,(1) New Flavor. New Products. New Ideas. (Crest,牌牙膏广告,),(2) We do the hard work, you lie back and relax. (,香港汇丰银行,),(3) I Am More satisfied. Ask for More. (More,牌香烟,),(4) Fly smooth as silk. (,泰国航空公司,),(5) Kodak is Olympic color. (,柯达,),H. Antithesis,F. Rhyme,E. Personification,D. Parallelism,C. Pun,B. Metaphor,A. Simile,G.,Repetition,Hi, Im Rusty Jones,Im the one new car option you can buy. Ill stay with you, winter and summer, day and night, no vacation, not even a coffee breaksaving your car from rust. And a rust-free car is always worth more. (,美国,Matex,公司防锈剂,),(6),I WANT THE BODY OF A GREEK GOD.,I want to work out in a huge fitness centre.,I want to stay in the heart of the Central Business District.,I want a room with a view of three countries.,Everything I want is at the worlds tallest hotel.,THE WESTIN STAMFORD & WESTIN PLAZA SINGAPORE,(,新加坡威斯汀酒店,),Pepsi-Cola hits the spot,Twelve full ounces, thats a lot,Twice as much for a nickel, too,Pepsi-Cola is the drink for you.,Pepsi-Cola,(7),(8),3. Please find out the language features for the following advertisements and make comments on them,.,D. Parallelism,E. Personification,F. Rhyme,(1) What is it called?,_,(2) Where is it?,_,(3) Why should the visitors visit it, and whats the uniqueness?,_,(4) When does it open and close?,_,(5) What is the price for a family to visit both the Palace and Gardens.?,_,8. Please read the following tourism advertisement and answer the following,questions.,Blenheim Palace.,in Woodstock., 8 miles from Oxford.,Blenheim Place is the home to the Duke and Duchess of Marlborough and the birthplace of Sir Winston Churchill. It is a unique example of English Baroque architecture.,Palace & Gardens open daily from 10:30 am to 5:30 pm. Park open daily from 9 am to 4:45 pm.,46.00,Good Luck !,