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Unit 2 Healthy eating,Writing,GUIDED WRITING 如何提高说服力 英文广告写作 【单元写作呈现】 Write a short passage to advertise your restaurant and its service. Your writing should: * explain what kind of food will be offered in your restaurant,* describe their ingredients, flavour, smell and appearance * explain how they will provide a balanced diet * explain why your restaurant will provide the best food in the area * explain how customers will be served,【写作分析】 本单元的写作任务是创作一则英文广告,属于说服性写作(persuasive writing)。广告写作要求学生围绕某一具体事物(如本题中的“your restaurant”)展开描述和宣传。该类写作具有较强的针对性,写作中应当考虑受众的需求和感受,,在遵循事实的前提下充分展现事物的优点和独特品质。广告写作具有较强的实用性,能够锻炼学生积极运用所学英语知识的能力以及创新能力。该题题目要求较为详细,学生在写作中应合理安排各项要点。,【审题要素】 写作时应注意以下几点: 1. 确定文体:广告写作属于应用文写作。 2. 主体时态:以一般现在时为主。 3. 主体人称:广告面向顾客进行宣传,应以第一、二人称为主。,4. 内容要点: 提供何种菜肴; 饭 菜的色香味以及所用原料; 平衡 饮食; 服务理念; 服务承诺。 5. 注意广告语言的特点,提高说服力 和表现力。,【写作指导】 一则广告大致包括标题、正文、口号和随文四个部分。但并不是每则广告都必须同时具备以上四个元素。 1. 广告的标题是广告中最重要的部分。它起着引起读者的好奇心、吸引读者注意力的作用。,2. 广告正文进一步对标题进行阐释和证实,以引起读者的兴趣。语言要尽量口语化、简洁明了,使用较短的单词和句子。祈使句和一般疑问句在广告中出现的频率很高。如:,In short, the stronger your character, the brighter your future. Please do not leave it too late. Do you want to work in world-class research laboratories? 3. 广告口号的目的是便于人们重复记忆和二次传播,因而必须将之压缩成口号语句。如:,Just do it. 只管去做。(耐克运动鞋) 4. 随文又叫附文,是说明企业名称、地址、购买商品的方法等附加信息的语言文字,一般出现在广告的结尾。如:,【思路引导】 为吸引读者的注意力,广告的开头可采用问句、短句或短语的形式。接着说明广告的主要内容,即本店所提供的菜肴。根据题目的要求,可进一步从原料、色、香、味等方面介绍本店菜肴的特点。然后从平衡饮食和优质服务等角度来突出本店的特色,以起到更好的宣传作用。广告结尾应富有感染力,进一步激发广告诉求对象的购买行为。,【参考范文】 Are you tired of junk food? Still looking for something special and healthy? It is time to treat yourself and your family to the best home cooked meals. We have the best local dishes and offer a balanced diet. Here you can find a lot of vegetables cooked in different ways and every kind of seafood you can think of.,Our food is famous for its variety of ingredients, beautiful color and magic taste of sweet, sour, salty and delicious dishes. The energy-giving and body-building food will provide you with necessary calories, fat, protein and vitamins.,With excellent quality and reasonable price, our restaurant provides the best food in this city. First-class service and perfect menu. Come and have a try. You will not regret it.,Homework,通过学习这篇写作指导,你掌握了写广告的方法了吗?试着写一下吧,然后与范文加以对照,找出其中的不足并加以改进。,
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