中英文广告的差异课件.ppt

TheDifferenceBetweenChineseAdsandEnglishAds,-胡水秀,Thebasicprincipleofadvertisingisfairlysimple.Byintroducingabrandnametopotentialcustomers,andbyassociatingtheproductwiththecustomersneeds,companiesareabletoinfluencethechoicescustomersmake.Customersseesomanyadseverydaythatadvertisersmustworkhardtogettheirmessageacross.Forthatreason,companiesspendlargeamountsofmoneyemployingadvertisers.Thebestchancetoreachcustomersistoappealtotheiremotions.Thus,insteadofsellingthemtheproduct,theadssometimesseemtobesellingthemwhatmoneycannotbuy:love,happinessandsuccess.,Whatdoyouthinkanadshouldcontain?Itshouldcontainabrandname,customersneeds.Itshouldalsoappealtocustomersemotion,andletthembuylove,happinessandsuccess.,Alloftheadsareusedtopromoteproducts.CanyoutellthespeciallanguagefeatureoftheEnglishads?,Eachtransferweightadvantageandpowerintoreal,allroundperformanceatpricesweknowwontfreakyouout.,Whatsmore,inournewAppllancesaleweveknockedupto50%offtopnamebrands,Keepthefrogoutofyourthroat.,Theseadsarequitehumorous.,OurpresentPrincipal/ChiefExecutivehasreachedretirementageandtheGovervingBoardwantstomakethecrucialappointmentofhisreplacementin1994.Ifyouareawell-qualifiedandexperiencedindividualandyouthinkyouhavethevision,energyandenthusiasmtoleadtheCollegefromthecurrentsolidlybasedninetiesintothenextcentury,thenpleasewriteforfurtherinformationandpostparticularsto:,Thisisanadmadebythegovernmentandthelanguageisquiteformal.,Servicedgreenfieldsitesaplenty.Readyfordevelopment.Forsale.Formanufacture.Forbusiness.Forservices.Forleisure.Amillionsquarefeetofready-to-wearpremise.Brandnewbusinessparks.Four-starconferencefacilities.Backedby14yearssuccessinhelpingbusinesstorelocate,set-up,prosper,expand.,Inthisadwecanfindthelanguageisquitesimpleandleaveoutmanywords,1.Todayinbusinessfastisnolongerfastenough,evenfasterisstilltooslowtokeeppacewiththeincredibledemandsplacedonpeopleandthecomputerstheyworkwith.ThatsonereasonwhyIBMdevelopedP60/D.60MHz64-bitPentiumChipcomputerssofast,sopowerful,itmakestodaysconventionalcomputersliketheyaremovingatasnailsspace.2.Thesedayssucceedinginbusinessmeansgettingmorecompetitiveandmakingtougherdecisions.3.ThenewMinoltaRivaZoom105EXisthemostcompactcamerainaveryprestigiousclass.4.Inshort,thestrongeryourcharacter,thebrighteryourfuture.,Inthefourads,wecanfindmanycomparativesareusedandthatisbecausemanyadjectivesandadverbsareusedinads.,Inaword,thelanguageofadsaresimpleandhumorous.Atthesametime,theadsforgovernmentandschoolsarealwaysformalbecausetheyareserious.Atlast,wecanfindmanycomparativesinavarietyofads.,Englishsyntaxcharacteristicofthead,Moreuseofthesinglesentenceandsimplesentence,lesscomplexsentence.GoingEast.StayingWestin.ThelabelofachievementOurfinesttimeNaturalherb.PurehoneyFreshupwithSeven-Up.,2.QuestionsfrequentlyusedWhatssospecialaboutLurparkDanisbbutter?Well,canyourememberwhatbutterusedtotastelike-realfreshfromhousebutter?Doyourememberhowyouusedtoenjoyitwhenyouwereyoung?Today,thetasteofLurparkbringitallbacktoyouthatswhyitssospecial.Areyougoinggreytooearly?Whodoesyourhair?Idoitmyself.HaveyoudrivenaFordlately?,3.UsingImperativeSentences,Havealittlefruitafterdinner.Letyouinaworldofwonder:PictorialofScience.Getthefeeling.Giveyourhairatouchofspring.,AdvertisingEnglishRhetoric,1.figureofspeechWhatsonyourarmshouldbeasbeautifulaswhosonit.Whatitsliketobesmallbutgood.,2.Personification,ItsforyourlifetimeTimewilltellFlowersbyinterflowspeakfromtheheart.TheworldsmileswithReadersDigest,3.Antithesis,Oncetasted,alwaysloved.Doubledelicious.DoubleyourpleasureAcontemporaryclassic.A