英语应用文写作课件：unit5+（A） 35页

Unit 5 Advertisements (A) T ry to think what kind of things do they advertise for? We work weekends. A world of comfort. You are better off under the Umbrella. Big thrills, small bills. Advertisements Sharp Unlocks the inspiration in you Count on AQUOS for a whole new viewing experience. Once upon a time, a slim, lightweight large-screen color TV was only a dream. Now Sharp made the dream come true with its AQUOS LCD (liquid crystal display). User-friendly. Environment-friendly. Paving the way to greater success. DEMOCRATIC SHARP I. Definition of advertisement Definition: Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. Introduction to advertisements Introduction to advertisements There are three categories of ads : print ads, broadcast ads and direct ads . Print ads: two groups Commercial ads are the ones with attractive type-setting and usually with huge pictures. Classified ads can be of various kinds: wanted, sales, service, even spouse and marriage. Introduction to advertisements two ways of writing commercial ads: One is to go to the point directly The other is to introduce the advantages of the products in a roundabout way II. Functions of advertisement 1.Characters: AUCA awareness ( 认知 ) understanding ( 理解 ) conviction ( 说服 ) action ( 行动 ) 2.5P of the writing (1) idea ( 明确的主题 ) (2) immediate impact ( 深刻的印象 ) (3) interest ( 生动的趣味 ) (4) information （完美的信息） (5) impulsion ( 强烈的推动力 ) Introduction to advertisements III. Structure of advertisements (See above advertisement) (1) Headline (2) Body text (3) Bottom Line Format and Patterns Title (Headline)--- Most important part. It should be attractive , and sometimes, a nice surprise. Eg. Whirlpool announces the end of the noisy dishwasher. (Whirlpool 洗碗机广告 ) “I was in love with a girl named Cathy. I killed her” ( 一则劝告人们不要酒后驾车的广告 ) Format and Patterns Main Body--- introduction of the products. It should include all the good points of the products a)declarative style b)narrative style c)Descriptive style If you need to ferry a lot of kids and cargo, you should know about the 2WD and 4 WD Isuzu Rodeos. You see, not only does the Rodeo carry 35 cubic feet of cargo, it also has the most overall passenger room in its class. One model even has seating for six. What’s more, the Rodeo comes standard with a Rear-wheel Anti-lock Brake System. And a long wheel base for a smooth, carlike drive. All at a price lower than any other 4-door in its class. So you and your family can cruise in greater comfort for a lot less money. Relatively speaking. For a free brochure, call (800) 245-4549 (Isuzu Rodeo 汽车广告 ) TAKE A TRIP THROUGH TIME WITH SONY HANDYCAM Happy Birthday. Party with friends. Exotic vacations. Joyful weddings. A baby’s first smile. Don’t let special moments become faded memories. Let Sony Handycam record the moment and save it forever. Enjoy yesterday once more, as often as you wish. Anytime you want. With all its original colour, and exciting sounds perfectly recalled down to the finest detail. No wonder more people use Sony Handycam---the world’s most popular camcorder. It lets you take a trip back into the past, and enjoy the memories of lifetime. (Sony 掌中宝录像机广告 ) Illustration--- it can be a photo, a picture, or just a cartoon to reinforce the effect. 插图：可以是图片、照片、卡通画以增强效果。 Bottom line--- slogan, the brand, the name of a company, website and the telephone number Things go better with Coca-Cola. (Coca-Cola 广告 ) Fresh up with Seven-Up. (Seven-Up 汽水广告 ) Just do it. (Nike 运动鞋广告 ) Cleans your breath while cleans your teeth. (Colgate 牙膏广告 ) Language Features of Ads Commercial Ads: different types of writing different kinds of shapes in a novel and illogical way. Use simple sentence structures short paragraphs Sometimes one paragraph only contains one sentence. (1)Simplicity---Simple words and sentences Eg. Dove makes soap obsolete → Dove makes soap old-fashioned. old people → senior citizen housewife → homemaker Practice and enjoy 晶晶亮，透心凉。（可口可乐公司雪碧饮料广告） Clear and cool. 2) 家有三洋，冬暖夏凉。（三洋空调广告） Sanyo warms your winter and cools your summer. 蚊虫杀杀杀。 Mosquito Bye Bye Bye. Start ahead. ( 飘柔洗发液 ) 成功之路，从头开始。 Verbs: make, come, get, go, know, keep, look, see, need, buy, love, use, take, feel, like, start, taste, save, choose Adjectives : new, good, better, free, fresh, delicious, full, sure, clean, wonderful, special, crisp, fine, big, great, real, easy, bright, extra, safe, rich Cosmetic: soft, silky, fragrant Food ： delicious, juicy, tender, crisp, good, fresh Often use second person Eg. Along the way, you will enjoy the warmest personal service. You will never have to hope for a better nail enamel ever again. Often use comparative degree and superlative degree Eg. You will never have to hope for a better nail enamel ever again. You won’t find a quicker, easier, neater way to enhance your beauty. (2) F lexibility and Creativity Eg. We know eggsactly how to sell eggs. Rhetoric way in advertisements 1.Pun ( 双关语 ) 1) Whatever clothes are always well pressed. or All clothes are always well pressed. （蒸汽熨斗广告） 百衣百顺。 2) Drinking is believing. Drink it and love it （台湾矿泉水广告） 口服心服。 1 为谐音双关 2 为语义双关 3) Ask for More. (More 香烟广告 ) 再来支摩尔。 4) There’s never been a better Time. （ 《 时代周刊 》 广告） 从未有过的好 《 时代 》 。 2.Figurative way Light as a breeze, soft as a cloud. ( 某服装广告 ) （ simile ） 轻如微风，柔似彩云。 2 ）你是雄鹰，我们给你一片浩瀚的蓝天；你是骏马，我们给你一片辽阔的草原。 （人才招聘广告）（ metaphor ） If you are an eagle, we are the endless sky; if you are a steed, we are the vast grassland. or: We are the endless sky for eagles and the vast land for steeds. 3. 3) Personification ( 拟人 ) 1.Strong tractor, strong farmer. 勇猛的拖拉机，勇猛的耕田夫。 2. 白猫喜入寻常百姓家。 White Cat, a regular visitor of common families. White Cat, a pet in common families. White Cat, a family companion . 4.Repetition: Everything is extraordinary; Everything is tempting. (Cartier) 件件 超凡脱俗， 样样 新颖诱人。 --- 卡地亚饰品 2) GoldStar TV Set, elaborately designed, produced, selected and tested. GoldStar, a gold TV star. 金星牌电视机， 精心 设计， 精心 生产， 精心 筛选， 精心 测试；金星 精心 ，电视机的一颗明星。 （金星电视） 5.Phonetic Stylistic Devices ( 音韵修辞格 ) eg. 1.Don’t just dream it. Drive it. 心动不如行动。 2.Go well, use Shell. 行万里路，用壳牌油。 3. 装修专家，北京龙发。 Beijing Longfa, a decoration star. 4. 家有凯歌，增添欢乐。 Kaige brings home happiness. Homework 1.For next generation. ( 百事可乐 ) 2. 不打不相识。 （打字机公司广告） 3.Just do it. （耐克广告） 4. 要想身体好，常饮健力宝。 5.What we do, we do well. 6.We are not in the computer business. We are in the results business ---IBM 7. 出手不凡钻石表。 8. 衣食住行，有龙则灵。 （建行龙卡） 9. Your future is our future ( 汇丰银行 ) 10. Pepsi-Cola hits the spot Twelve full ounces, that’s a lot Twice as much for a nickel, too Pepsi-Cola is the drink for you 11. 她工作您休息。 （凯歌全自动洗衣机） 12. 喝孔府家酒，做天下文章。 （孔府家酒广告）