国际商务函电Unit 16 Commercials

Unit7

Commercials商业广告ContentsDefinitionandCharacteristicsComponentsandWritingPrinciplesStylisticFeaturesDefinitionandCharacteristicsDefinitionCommercialadvertisementisthenon-personcommunicationofinformationusuallypaidforandusuallypersuasive

innatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.Fivecharacteristics:Directedtogroupsofpeople;Mostlypaidforbysponsors;Thesponsoraimingtoconvince;Thesponsorbeingidentifiable;Reachingusthroughthemassmedia(billboards,newspapers,magazines,radio,TV,andInternet)ComponentsofCommercialsHeadlineBodyCopyOtherComponentsIdentificationmarksIllustrationColorlayout

WritingPrinciplesforHeadlines

Headline标题1.Theheadlinemustattractattentiontothecommercials.Youoncesaid“Ido”;nowyoucansay“I’mgladIdid”.------DeBeers钻石戒指Headline标题2.Theheadlineshouldstandinthecustomer’sshoes,cateringforthecustomer’sself-interest. Youpressthebuttonandwedotherest.------KodakWe’retryingharder.------PhilipsHeadline标题3.Trytosoundfresh,inviting,originalandunique.

免费电您的脑！（提供3小时免费电脑培训）------某电脑销售处IBMPCconvertible.Onecomputerforpeoplewhoreallyneedtwo.------IBMHeadline标题4.Theheadlinemustpresentthecompletesellingidea. Cometowheretheflavoris.MarlboroCountry.

光临风韵之境—万宝路世界。（万宝路香烟）Headline标题5.Theheadlineshouldpromisethecustomerabenefit. Awordtowealthy(citybank).

一言致富。（花旗银行）WritingPrinciplesforBodyCopyBodyCopy正文1.Try

tobeinterestingaswellasconcrete.Finefoodatfairprice.（notsogood）

平价美食Tonight.Tenderoceanfreshscallops.US$8.38(better)今晚，鲜嫩扇贝$8.38。BodyCopy正文2.Trytobelogicalanddirect.晶莹洁白而不粉饰，

芳香悠远而不浓浊，

精壮结实而不虚胖，

粒粒都是乡情的召唤。-----某米店（notsogood）噪音大的空调机，使您每晚都像坐在火车上，不得安宁。

用格力空调王，您每晚都可享受到月球的宁静。-----格力空调（better）

BodyCopy正文3.Trytouseplain,sincerebutconvincinglanguage.Probablythebestbeerintheworld.(good)这可能是世界上最好的啤酒。WearejustNo.2.(good)

我们只排名第二。

RhetoricFeatures1.Simileandmetaphor明暗喻Timeismoney.(Xerox)(simile)Flysmoothassilk.(simile)

飞得向丝绸一样平稳舒适。----ThaiAirwaysCo.,Ltd.Diamondisforever.（metaphor）

钻石恒久远，一颗永流传。RhetoricFeatures2.Personification拟人Unlikeme,myRolexneverneedsarest.(Rolex)FlowersbyInterfloraspeakfromtheheart.(florist)Interflora鲜花，倾诉衷肠。Poetryinmotion,dancingclosetome.

动态的诗，向我舞近。-----汽车广告Listentothehappychatbetweenthetongueandtheteeth.-----某沙丁鱼广告RhetoricFeatures3.Pun双关Tryoursweetcorn.You’llsmilefromeartoear.

尝尝我们的甜玉米，包你乐得合不拢嘴。AskforMore.(MoreCigarette)MakeTimeforTime.

为Time杂志腾出点时间。RhetoricFeatures4.Hyperbole夸张Wehavehiddenagardenfullofvegetableswhereyou’dneverexpect.Inapie.我们把满园的蔬菜藏到一个您意想不到的地方—馅饼里。（food）Theworldisshrinking.(magazine)Onewarriorinthepassandtenthousandloseheart.（保险门广告）

一夫当关，万夫莫开。RhetoricFeatures5.Repetition重复Makeupyourmindbeforeyoumakeupyourface.(cosmetics)

化妆前慎用化妆品。Softcurl.Softcolor.Softtouch.PERMASOFT.(shampoo)

柔软的卷发，柔和的颜色，触摸柔滑。RhetoricFeatures6.Rhyme(押韵)Getthree.Thefourthisfree.(book)Flash,dash,classicsplash.(drink)

闪光，炫耀，经典的飞溅。Asmoothsilkyskin.(cosmetic)RhetoricFeatures7.Contrast对比Minisize.Maxisound.(stereo)Bigthinkinginsmallsizes.(baby’sclothes)Noproblemtoolarge.Nobusinesstoosmall.(IBM)没有解决不了的大问题，没有不做的小生意。8.Parody仿拟Notallcarsarecreatedeuqal.(Allmenarecreatedequal.)

人生而平等，汽车却有优劣之分。GivemeGreeWorld,orgivemeyesterday.(Givemeliberty,orgivemedeath.)-----绿世界牌的晚霜广告RhetoricFeaturesSamplesSeikoTheFirstEver,TheLastYou’llEverNeed.Thefirstandonlyquartzwatchtogenerateandstoreelectricalenergythroughnaturehumanmovement.Needsnobattery.Perpetuallyaccurate,totallyreliable.Environmentfriendly.ExclusivefromSeiko.SeikoKineticSomedayallwatcheswillbemadethisway.SamplesAspirationComputerAspirationToDo

MoreAspireputsaworldofopportunityofyourkid’sfingertips.Aworldofinformation,education,entertainment.Aworldwhereknowledgehasnofrontiers.YourkidasksforanAspiration.Hesayshecandoalotwithit.Isthiskid’ssighttoohigh?Noway.Akidthatusesallhistalentscandoevery