商务英语考试BEC备考辅导BEC商务英语辅导 广告法则

BEC 商务英语辅导 广告法则 在这个广告大行其道的世界 作为职场人不可不具备市场意识 不能不了解一些广告法则 一 广告词汇 英语广告是一种独特的语言形式 它遵循正规的英语语法规则 但是仍有许多独特的处理 方式 在用词方面 英语广告可以说是兼收并蓄 不拘一格 绚丽多姿 1 在政府颁发公文 学校招生等的广告中 用词极为严肃正统 例 Our present Principal Chief Executive has reached retirement age and the governing board wants to make the crucial appointment of his replacement in 94 If you are a highly qualified and experienced individual and you think you have the vision energy and enthusiasm to lead the college into the next century please write for further information and post particulars to xxxxx 这是一篇招生广告 其中用词是非常正规的 反映了广告的内容也是严肃认真的 2 在许多情况下 广告为了产生一种幽默和诙谐的效果 故意使用一些不正式的语言 例 1 Each transfer weight advantage and power into real all round performance at prices we know won t freak you out 在这则广告中 freak out 是一非正式词组 意思是精神恍惚 极度兴奋 尤其指吸毒之 后 它在此的意思是 frighten 使人害怕 或是 scare 的意思 例 2 What s more during our new appliance sale we ve knocked up to 50 off top name brands knock 在此的意思是 defeat 击败 比起 defeat 来却很不正式 但是表达效果却比 defeat 要生动得多 例 3 Keep the frog out of your throat 这是一个咽喉片的广告中的最后一句话 广告策划者故意用这样一个非正式的短语取得一 种幽默的效果 在许多广告中 使用了大量的俚语和非正式的词汇 使广告显得通俗活泼 给人留下深刻 的印象 如在一件外衣的广告中 为了强调该外衣的特色 衣袋设计的不同凡响 甚至可 以防盗 文字是这样的 pity the pickpocket 可怜那些三只手吧 其中 pickpocket 就属于口语体 相当于汉语中的 三只手 或 扒手 假如把它换成 thief 贼 效果就 不如 pickpocket 生动有趣 专有名词的使用在广告中也很广泛 利用名人或名地等可以增加广告的说服力 引起读者 的注意 如 This is one place Mick Doohan will never race 中 Mike Doohan 就是 一位的赛车手 这是本田汽车公司的广告 意思是 这是一块连 Mike Doohan 都不去比赛 的地方 又如 From the country that brought you Alain Delon a new range of traditional cast iron pots and pans with smooth bottoms for use on all types of hob 广告中 Alain Delon 阿兰 德龙 也是一位影星 二 广告句型 英文广告中不止用词别出心裁 句型也很有特色 下面我们就来看一看 英语广告的句型也多种多样 但最常用的句型有以下几类 1 祈使句 这是出现最多的句型 恒星英语网 例 1 Ask any one who owns one 汽车广告语 询问一下有这种车的人吧 例 2 Lay down your arms 桌子广告语 放下您的胳膊吧 例 3 Please do not leave it too late 事不宜迟 2 一般疑问句 通常用在广告的前面 例 1 Have you ever dreamed of ascending the steps of a great temple built to the gods 旅行社广告 您是否梦想过登上为众神修建的宏伟庙宇的台阶 例 2 Can a tired overworked voice command attention in class 一个疲惫 过劳 的声音能吸引全班的注意力吗 又如下面这个广告全部由一般疑问句构成 People with PhDs should have inquiring minds Consider this a simple test A Do you want to work in world class research laboratories B Do you want to apply your research skills to keep a successful business at the cutting edge of world technology C Do you want to build your career with a major international company headquartered in Australia If your answers to these questions are yes BHP would like to talk to you Your first challenge is to discover more by calling Theoni Parthimos our Senior Personnel Officer 3 省略句 在英语广告中 省略句比比皆是 甚至整篇广告都由省略句构成 例 Serviced Greenfield sites aplenty Ready for development For sale For manufacture For business For services For leisure A million square feet of ready to wear premise Brand new business parks Four star conference facilities Backed by years success in helping business to relocate set up prosper expand 4 比较级 比较级在广告中用得非常多 这是由于英语广告中有大量的形容词和副词做修 饰语的缘故 例 1 Today in business fast is no longer fast enough even faster is still too slow to keep pace with the incredible demands placed on people and the computers they work with That s one reason why IBM developed P60 D 60MHz 64 bit Pentium Chip computers so fast so powerful it makes today s conventional computers like they are moving at a snail s space 例 2 These days succeeding in business means getting more competitive and making tougher decisions 例 3 The new Minolta Riva Zoom 1EX is the most compact camera in a very prestigious class 例 4 In short the stronger your character the brighter your future 5 直接引语 在英语广告中直接引语出现得很多 原因 一是直接引语使得广告显得形式 活泼 新颖 二是采用直接引语从心理学的角度看可以增强说服力 例 1 It s like we re all in the same office The office just happens to be spread across 7 000 miles of ocean Tom Hughes MIS Director Construction 这是 IBM 公司的一则广告的开头语 通过该公司经理的话 使广告显得生动具体 例 2 Through the NVQ initiative we have discovered talents and competencies we would never otherwise have known about Says Ian McDermot of Philips Components in Blackburn 这是用人单位对 NVQ 职业培训机构的赞扬 例 3 I was afraid to drive in the snow Not great when you live in Alaska Fortunately Carol Kineaid who lives in Anchorage saw a Suzuki 4 door Sidekick on display and decided to give it a try From the time I got behind the wheel it was the one for me You sit up so high like you have so much control With four wheel drive and 1 6 liter value engine it s understandable And her snow o phobia My Sidekick just goes right through it I never knew what I was missing Apparently husband John knew exactly what he was missing He wanted to drive my Sidekick from the moment I got it but I just sa