Advertising English.ppt

单击此处编辑母版标题样式,单击此处编辑母版文本样式,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Advertising English,Group members：,张美玉 杜丽梅,刘欢 刘芳,王翔,Outline,01,Introduction,02,Features of,Advertising,English,03,Figures of speech in Advertising,English,0,4,Homographic pun,Introduction,1.,Advertisement has been an indispensable part in English world.It has a very strong influence in society and it has the power to control the media and promote people to form the standards of habits.Advertisement has also been a kind of power to regulate all kinds of systems in society now.,2.,Commercial advertisements are here and there and all-pervasive in the English world.Whats more,there are varieties of advertisements in many aspects as long as you can imagine.,3.,The expanding advertisements affect the life of English world deeply and everyone was living in the ocean of advertisements.While,how much do you know about advertising English?Lets show you!,Grammar Features,1,.,Using short sentence structure and paragraphs,Advertisement usually conveys information as much as possible in a limited length of a article,so it is always made of rather brief and compact sentence structure and paragraph structure to make people be clear at the first glance.To achieve this effect,advertising English often uses the Granmmar methods of elliptical sentence and imperative sentence.,elliptical sentence,:clear,highlight,compact and be striking,imperative sentence,:concrete and persuasive,Example,Get a taste of rich life.Meaty.Always lean.A LOUS RICH hot dog is something special.So get a taste of the Rich Life.Its a life you will turely enjoy.With relish.,Grammar Features,2.,Using interrogative sentence,Since interrogative sentence can easily attract peoples attentions,it is often used in the asvertising English.,Example,Did somebody mention Free Food?,New Purr has a special offer to keep your cat smiling:buy two cans can get one free.Purr is a gourmet dinner in every can.Choice meat,chicken and seafood delights even fussy cats find irresistible.And its 100%complete and balanced nutrition.Use the coupon below to treat your favourite character to the great of Purr the Connoisseur Cat Food.,Grammar Features,3.,Using oral expression,Advertising English generally uses straightaway and expressive daily expression as a foundation,and,through the use of oral expression,makes the customers feel intimate,achieving the goal of persuading them to take action to buy,.,Example,Thermal swimming.Scenic flights.Jet-boating and,Sorry,but it takes more than a few words to explain whats available in New Zealand.,For the holiday you want in New Zealand,call the New Zealand Government Tourist Bureau.,Lexical features,1.,Form settled patterns in diction,a.,use a lot of appraisive adjectives,For example,“new”,“beautiful”,“ideal”are constantly used in advertising English.,b.,use various comparative language,methods,For example，comparative degree and superlative degree are frequently used in order to show the products superiority.,Lexical features,2.,Good at creating new words,Many products use compounding words to name themselves.,For example,“-ex”means“excellent”.“super-”implies its superiority,with a sort of exaggeration.,Figures of Speech Used in Advertising English,1.,The use of figures of speech more often than plays an important role in the originality and the effects of advertising.,2.,English advertisements tend to apply various of figures of speech and humorous ways to give consumers deep impressions.,Metaphor and Simile,In order to achieve clearness and vividness,other objects or images are used to indicate the things we intend to describe when they share some similar characteristics.In such cases,we can use metaphor or simile.,whats on your arm should be as beautiful as whos on it.(citizen),戴在您手臂上的东西应该和您手臂上的人儿一样美丽。（星辰表）此广告语句运用as.as的修辞，再配以男女手的特写图片，表达了刚柔并济的和谐美感，又有相得益彰之效。,Personification,Words used to modify human beings can be applied to describe objects and things to personify them with humans thoughts and feelings to intensify the infectivity and vitality.,（1）,she has her own spirit and it graces everyone she comes near.(lauren)她有她自己的精神，能使她所到之处，人人因而更加美丽（罗伦香水）广告中的she将香水拟人化，既指广告画上钟爱罗伦香水的佳人，又指香水本身，并自然而然地点明，此香水专为女用。its for your lifetime.你人生的伴侣。这则手表广告，将手表比作人，且与你朝夕相伴，仿佛是你的情人。既说明了商品的重要，又强调了该手表质量的经久耐用。,Reference,References are often related to some idioms and stories,or direct references and amended references.References can arouse association and resonance to help the advertisements be remembered and get spread.,a bank is a place where they lend you an umbrella in fair weather,and ask for it back again when it rains.(northern trust bank)银行就是在晴天借你雨伞，下雨时却向你索回的地方（北方信托银行）此广告的大标题出人意外地引用美国大诗人robertfrost罗伯特.弗洛斯特（1874-1963）给银行所下的“定义”。gentlemen prefer hanes.(hanes)汉斯丝袜为男士钟爱（汉斯丝袜）此处将prefer hanes toothers后面给省略了，句子简洁有力，给读者以想象的空间。该句子源出自著名影星玛丽莲.梦露主演的电影片名。,Rhetorical Questions,There are generally two kinds of rhetorical questions:,1)questions with an answer,“wheres the beef?”（wendys hamburger）牛肉在哪里？”（温迪汉堡包）这句广告意在指责其他快餐店的汉堡包没有真材实料，牛肉饼里不见牛肉，顾客大为不满，因而如此大声质问。当年，蒙代尔与里根竞选总统期间，曾引用此广告词指责对方政见空洞无物，当即引起听众的强烈反响与共鸣。,2)questions without an answer,who says love is blind?谁说爱情是盲目的,？,（优丝洗发精）洗发精的广告，总离不开人的视觉及嗅觉效果，似乎也总离不开爱情的吸引力，发现情人的目光紧紧随而不舍时，姑娘定会心下结论：“爱情并不是盲目的”。,Parody(仿拟),Parody is to calque expressions,poems,lyrics,mottos and proverbs which we are familiar with in our daily life in order to make them publicize the brands being advertised.The words we use to calque are called nonce words.And nonce words can be created by rewriting,using homonyms,transliterating and so on.,once choose,always use.一旦选用终生享用。这是一则电器广告，经过改动英语谚语once a thief,always a thief(一次做贼，终生做贼)，它形象地说明其电器的质量是上乘的。,like america,like britain.有美国，必有英国。从这则餐厅广告可知这是一座建在英国，而出售美国风味饭菜的餐厅。它告诉顾客，身在英国同样可品尝到地地道道美国风味的美味佳肴。这则广告仿拟英语谚语like father,like son(有其父，必有其子)。改得非常巧妙。,beauty is more than skin deep.美绝不是肤浅的。这则广告推销的是一种亚麻籽油的防腐剂，涂在木材上能渗入木芯，使木材长久不会腐烂，并能保持木材美丽的 自然 花纹。这条广告对谚语beauty is but skin deep（美貌只不过是皮相之物）稍加改动，反其意而用之，可说是别出心裁。a carrot a day may keep cancer away.一日一根胡萝卜，癌症不找我。这是宣传胡萝卜素对防癌症有明显的效果，号召人们多食胡萝卜，以防癌症的广告。一看便知这是仿拟谚语an apple a day keeps doctors away(一日一苹果，医生不找我)。这则广告读来韵味十足。也突出了所宣传的题旨，用的极其贴切。,Different types of Pun,1.,Homophonic pun,语音双关2.,Homographic pun,语义双关,3.,Grammatical pun,语法双关,4.,Idiom pun,成语或俗语双关,Homophonic pun 语音双关,谐音双关是由拼写相似，发音相同或相近的词构成的。,Examples：,More sun and air for your son and heir.,译文：这里有充足的阳光，清新的空气，一,切为了您的子孙后代,Trust us.Over 5000 ears of experience.,译文：相信我们吧。历经5000多只耳朵的检验，有着5000多年的经验。,语义双关是利用词语或句子的多义性在特定环境下形成的双关”,Examples：,The label of achievements.Black Label commands more respects.,译文：酒是功成名就的标志。黑色标志使您更显尊贵。（【黑牌】是全球首屈一指高级威士忌）,Grammatical pun 语法双关,语法双关是指由于语法方面的问题产生的双关，如省略结构、某词或词组具有两种以上语法功能等。,Examples：,Coke refreshes you like no other,can,.,译文：没有什么能像可乐那样令您神清气爽,Idiom pun 成语或俗语双关,广告语言特别善于引用一些人们耳熟能详的成语或俗语,。,这些广告以人们原有的社会、文化知识为基础，以鲜明、独特的语言形式形成双关，既增强了广告的吸引力，又体现了广告语言的艺术性，更使广告具有令人回味的弦外之音。,Examples：,Youll,go nuts,for the nuts you get in Nux.,（发疯，失去理智）,译文：纳克斯坚果让你爱不释口。,A Mars a day keeps you work,rest and play.,译文：一天一块玛斯巧克力，使你工作满意,娱乐惬意,THANKS,