英语翻译语广告的结构及其写作特点英语广告一般包括七个部分:标题、小标题、正文、价格、姓名和地址,以及结尾词.这里主要谈谈

问题描述:

英语翻译
语广告的结构及其写作特点
英语广告一般包括七个部分:标题、小标题、正文、价格、
姓名和地址,以及结尾词.这里主要谈谈标题、正文及结尾
词的写作特点.
1.1 标题(headline)
广告标题一般都被认为是广告中最重要的部分,广告宣
传效果就取决于它的成败.因为人们的视线通常只能在标题
上停留片刻.调查结果显示,广告标题的分量占广告各组成
部分总和的50%~70%.因此,撰稿人常倾尽全力吸引读者
的注意力,以达到广告宣传的最终目的———促进销售.
广告标题的语言力求标新立异、一言中的,引发读者的好
奇心和注意力.因此,它的形式变化多端,常见的有以下几种
类型:
可以看出,无论哪种语式,它们的特点是相同的———简
明、干脆、口语化.
1.2 正文( test )
正文是广告的主体,用来充分表现广告的主题.分为以
下几类:
1.2.1 情感性正文(emotive copy)
这是广告撰稿人常用的一种正文,通过诉诸于人的感情
来达到促销的目的.例如,保险公司的广告常抓住人们情感
上对家庭财产保障的渴求大做文章.
1.2.2 记实性正文(factual copy)
这类正文是广告的典型.记实性广告正文沿袭广告学的
著名“AIDCA”公式,即首先引起读者的注意(attention)和兴趣
(interest),然后唤起读者的购买欲望(desire),并以事实说服他
们(conviction),进而促其购买(action).广告的使命也由此完
成.
1.2.3 叙述性正文(narrative copy)
叙述性正文文笔从容,且具有书卷气.这类文体常用于
旅游度假广告,也见于介绍银行、保险公司等.
1.2.4 证明性正文(testimonial copy)
以虚构的或真实的人,用对话或独白的方式传递商品信
息.这类正文也可以是名人对某种商品或某项劳务的赞美之
辞.
1.2.5 语言噱头正文(gimmick copy)
这类广告艰涩难懂,故弄玄虚,措辞大都源于某些典故,
适合见多识广,好奇心强的读者去品味.通常出现在时间性
不强的杂志上.
1.3 结尾语(signature slogan)
结尾语是文字广告中决定性的一笔,其作用在于画龙点
睛,强化注意力和记忆价值.结尾语言与标题语言结构上非
常相似.一般要求简明精悍,讲求节奏,易于上口,且令人难
忘.例如:
—Everything keeps going right.(日本丰田汽车广告)
—Your world opens wider with apple.(苹果牌计算机广告)
—The Japanese art of time keeping.(日本西铁城钟表广告)
2 省略形式是广告英语的突出特征
广告语言必须具有瞬时效果,即能很快说服读者.为此,
广告撰写人往往使用最简练的语言来突出一则广告的要点及
内容,使读者一目了然,难以忘怀.因此以省略形式出现的句
子也就成为广告英语中最引人注目,最具有代表性的句型,并
成为广告最突出的特征之一.广告英语中可省去句子的任
何成分,其中常见的省略句型是以下几种.
2.1 省略主语、谓语动词的句子
75
这类句子在广告英语中很常见,它们大多是以名词或名
词词组独立成句.这种省略句实际是由两类不同的句子组
成,即:标题语句(block language)和省略句(elliptical sentence)
2.1.1 标题语句
Quirk等人的当代英语语法中,把报刊标题及广告中的似
乎是省略了主语和谓语动词的句子统称为标题语句.标题语
句通常以非常醒目的形式在广告中出现,表面上似乎省略了
主语和谓语动词,但实际上很难准确地找回句中省去的部
分.例如:
—A Beautiful Way to Stop Fueling Around.(一则推销汽车的
广告)
1个回答 分类:英语 2014-10-16

问题解答:

我来补答
The advertising language structure and writing characteristics
English advertisements usually includes seven parts:title,headings,text,price,
Name and address,and the end.Here mainly about the title,text and ending
Word of writing characteristics.
Sure title (1.1),
Headline generally considered the most important part of advertisement,advertising
Pass is the success depends on its effect.Because of the line of sight of people usually only in the title
For awhile.Results showed that the headline of advertising components
Part of 50-70% of the total.Therefore,the best writers often attract readers
Attention,in order to achieve the ultimate purpose of advertising -- boosting sales.
The headline,the language to say,the reader
Qiqi heart and attention.Therefore,it is the form change multiterminal,there are several common
Type:
Can see,no matter which kind of language,their characteristics are the same --,Jane
Ming,flat and smooth.
1.2 text (test),
The main text is advertising,to show the advertising theme.Divided into
A:
1.2.1 emotional body (emotive copy)
This is a common advertising writer by resorting to text,people's feelings
To achieve promotion purposes.For example,insurance company advertising often catch people emotion
On the family property guarantee for the weak.
1.2.2 of factual (copy) text),
This text is typical of the advertisement.Sexual advertisements re-establishes the text follow advertisement
Famous "AIDCA" formula,namely the first cause the attention of readers interest) and (lost)
(an),and arouse readers' desire to buy (business),and to persuade him
The conviction (the),and others (buy).The mission is finished this advertisement
Into.
1.2.3 descriptive text narrative (copy)
Descriptive text style and calm,years.This kind of style often used
Tourism vacation,also introduced in AD Banks,insurance companies,etc.
Proof of text (1) enjoy copy
In fictional or real people,dialogue or monologue style to deliver goods
Interest rates.This text can also is a commodity or a celebrity in praise of a service
Quit.
1.2.5 language text (gimmick copy) stunt
This kind of advertisement phrase heavy stuff,mysterious,mostly from some allusions,
Suitable for informed,strong curiosity to the readers.Often appear in timeliness
The magazine.
Our slogan 1.3 closing (),
Text ads in the closing is a pen,the decisive role in picture dragon points
Visual attention and memory,strengthening.Ending language and language structure on the title
Often similar.General requirement concise jianhan,rhythm,and hard to flowing
Forget it.For example:
Keeps you going --,Toyota automobile advertisement)
Lead-in - world opens makes apple.(apple computer paintings advertising),
The Japanese art -- by keeping (AD) clock xi tiecheng breathes out what Japan
Advertising English is 2 omit the prominent feature
Advertising language must have the instantaneous effect,which can quickly convince the reader.Therefore,
Advertisements often use to write the most concise language to highlight the essentials and an AD
Content,make clear reader,unforgettable.Therefore to omit the form
Children will become the most striking in advertising English,which is the most representative and the sentence
As one of the most prominent feature of advertising.Advertising English can save the sentence
Any component,including common patterns are omitted several.
Subject,predicate verbs 2.1 omit the sentence
75,
This kind of sentences in advertising English very common,they are mostly noun or name
Word phrase independent put a sentence together.This is ShengLveGou actual by two different types of sentence groups
Statement:title,which ShengLveGou language) and (elliptical (you),
2.1.1 title
Quirk of contemporary English grammar in the headlines,the likelihood and advertising
Who is omitted subject and predicate verbs are collectively referred to as the title of the sentence.Title language
Usually in the form of very conspicuous by advertising in appearance,seemingly omitted
A subject and a predicate verbs,but actually to accurately find in the department.Save
Points.For example:
To Stop A step - Fueling that sell cars.A
Advertising),
剩余:2000

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