广告的词汇特点英语广告的结构：5) brand name6) sloganE11) Headline7) box2) Subhead3) Text广告英语的文体需4) logotype and要：卜Readabilitysignature11111·福一福福-11111111
广告的词汇特点 ▪ 英语广告的结构： ▪ 1) Headline 2) Subhead ▪ 3) Text 4) logotype and signature ▪ ▪ 5) brand name 6) slogan ▪ 7) box ▪ 广告英语的文体需 要： Readability
1111u11广告的词汇特点 211111111/databaseSimple Words:1information11assist11111diminutivehelp1111small111automobile111eliminatecar11111get rid of11container--11.employbottle, jar, package11use福1111111111111111111/11111111111111111111
广告的词汇特点 2 Simple Words: assist help automobile car container bottle, jar, package data base information diminutive small eliminate get rid of employ use
1111广告的词汇特点311111Concrete and Specific WordsVague CopySpecificCopyAdverseweatherconditionThe roof won't leakif rains.will not result in structural11degradation1111Good Housekeeping is oneEachmonth,more1of thebest-read publicationsthanfivemillion一一起in America.readerspickupthe111latestissueofGood11111福111111111111EE1111111111111/111I111111
广告的词汇特点 3 Concrete and Specific Words Vague Copy Specific Copy Adverse weather condition The roof won’t leak will not result in structural if rains. degradation Good Housekeeping is one Each month, more of the best-read publications than five million in America. readers pick up the latest issue of Good
花广告的词汇特点4Avoid Technical Jargon.Rule 1:Don't use a technical term unless 95 per centor more of your readersIwill understand it. If yourclient insists youuse jargon that is unfamiliar to yourreaders, be sure to explain these terms in your copyRule 2: Don't use a technical term unless it preciselycommunicatesyourmeaning.Forexample,wewould use software because there is no simpler andshorter way to say it. But instead of usingdeplane'getofftheplane'isbetter
广告的词汇特点 4 Avoid Technical Jargon. Rule 1: Don’t use a technical term unless 95 per cent or more of your readers will understand it. If your client insists you use jargon that is unfamiliar to your readers, be sure to explain these terms in your copy. Rule 2: Don’t use a technical term unless it precisely communicates your meaning. For example, we would use software because there is no simpler and shorter way to say it. But instead of using ‘ deplane ’, ‘ get off the plane ’ is better
1/广告的词汇特点5CreativenessAffixedwords:verb + ing and ver + ed1streamlined word processinq program1a.( the program is streamlined and it is used toprocess word)aface-liftsurgically removes sagginqskin(sagging skin: the skin that is sagging )福handsomelyfurnished room(the room which is handsomely furnished. )11111111111111
广告的词汇特点 5 ▪ Creativeness - Affixed words: verb + ing and ver + ed a streamlined word processing program ( the program is streamlined and it is used to process word ) * a face-lift surgically removes sagging skin ( sagging skin: the skin that is sagging ) * handsomely furnished room ( the room which is handsomely furnished. )