电子商务英语 教学课件 作者 张云 Lesson Fourteen Advertising of Ecommerce.pptVIP

Lesson Fourteen Advertising of E-commerce Advertising is an attempt to disseminate information in order to effect a buyer-seller transaction. Several of the major methods used for advertisements are: Banners; Splash screen; Spot leasing; URL (Universal Resource Locators); E-mail; Chat rooms; Notes 1.Advertising is an attempt to disseminate information in order to effect a buyer-seller transaction. 这里的attempt是名词，但在翻译时采用词类转换译法，将其作动词处理。 本句译为：广告努力地散布信息是为了能有效地进行买卖交易。 2.advertising，advertisement, ad都是“广告”的意思，其中advertising [总称]广告，而ad则是advertisement的缩写。 3.These direct marketing approaches worked fairly well but were expensive. 这里的work作“起作用，产生影响”解释。例如： The medicine worked. 药物奏效了。 The appeal worked powerfully upon him. 呼吁对他起了强烈的作用。 本句译为：这些直接的营销方法非常奏效但费用昂贵。 4.The Internet has provided the sponsors with two-way communication and e-mail capabilities, as well as allowing the sponsors to target specific groups on which they want to spend their advertising dollars, which is more accurate than traditional telemarketing. 这里的as well（as）作“也，又”解释。例如： He is a worker, and a militiaman as well. 他是工人，也是民兵。 He knows Japanese as well. 他也懂日语。 The child is lively as well as healthy. 这孩子既健康又活泼。 The test is important for me as well as for you. 这场考试对你我都很重要。 本句译为：互联网允许主办者可以定位于那些他们愿意支付广告费用的特定客户群上，又提供给主办者双向沟通和电子邮件的功能，这比起传统的电信营销要更加精确。 5.Advertisers go to great lengths to design a banner that catches consumers’ attention. 这里的go to great lengths是一个固定习语，作“竭尽全力”解释。例如： He went to great lengths to prove to me that he had earned his success by hard work. 他竭尽全力向我证明他的成功是通过自己的艰苦努力取得的。 本句译为：广告设计者竭尽全力设计标题广告以期望以此能抓住消费者的目光。 小技巧:Skills of Grammar 二．分词 分词是非谓语动词的一种。分词有现在分词和过去分词两种。规则动词的现在分词由动词原形加-ing构成，过去分词由动词原形加-ed构成；不规则动词的分词形式，其构成是不规则的。分词没有人称和数的变化，具有形容词和副词的作用；同时还保留着动词的特征，知识在句中不能独立作谓语。 1.现在分词 （1）作定语 They insisted upon their device being tested under operating conditions. 他们坚持他们的装置要在运转条件下检测。 An atom contains small particles carrying two kinds of electricity. 原子含有带两种电荷的粒子。 (2) 作表语 The resul