英文广告教学教材Advertisement.ppt

Good to the last drop. 滴滴香浓，意犹未尽。 Impossible made possible. 使不可能成为可能。 Canon Printer Take time to indulge. Nestle ice cream 尽情享受吧. Tide’in, dirt’s out. 汰渍到，污垢逃。 不求最大，但求最好。 (中国光大银行) 渴望无限。（百事） You press the botton, we do the rest. The world smiles with Reader’s Digest. 您只需要按快门，其余的我们来做。(柯达相机) Ask for more. To be the best rather than the largest. 读者文摘给全世界带来欢笑。 L/O/G/O  Advertisement n. Advertisement helps to sell goods. Advertising n. She works in advertising. Advertise v. I must advertise for a new secretary. advertise oneself ? What is advertising? “Advertising ” comes from the Latin word “adverto” meaning “turn attention to” so “advertising” might be defined as any means of bringing information to the public for the purpose of drawing attention to manufactured goods, services, shops, or entertainments. The functions of the advertisement Functions attract attention create interest arouse desire stimulate attention The Characteristics of the Advertising Language Generally speaking, the language of advertising , mainly of so-called loaded languages, must be a language of immediate impact and rapid persuasion. It must bring the advertised products into attention, stress their qualities in the most attractive way, clearly outline the reasons for buying them, and preferably leave a memorable echo of what has been said about the products ringing in the reader’s mind Effects PERSUASIVE POWER ATTENTION VALUE MEMORY VALUE Advertisement To achieve this, the language of advertising must be short, concise, vivid, attractive, and persuasive, which are fully displayed in advertising English. . What are the purposes of advertising? To brand their products To brand their corporate culture To have consumers be interested in their products To gain profits by taking money from the consumers’ pockets What is a good advertisement? Say the truth Be creative Be attractive Be up to date Stared by celebrity … Advertisements are everywhere play