广告个介绍英语.docxVIP

广告介绍英语Introducing Advertisingand PromotionChapter OutlineFew topics in management or social studies attract such fascinatedattention, or elicit such wide disagreement, as advertising andpromotion. This opening chapter sets a course through this complexarea. It explains the book’s intended audiences, aims and mainassumptions. The subtitle ‘Communicating brands’ is explained interms of the book’s pre-eminent, though not exclusive, emphasis onthe role of advertising and promotion in the marketing of brandedgoods and services. The chapter draws on many practicalillustrations as the foundation of a theoretically informed study ofcontemporary advertising and promotion practice.The meaning of a brand is not necessarily limited to thefunctionality of the product or service it represents. Advertising iscentral to the creation and maintenance of the wider meaning.Brands such as Marlboro, Mercedes-Benz, Gucci, Prada andRolls-Royce have powerful significance for non-consumers as wellas for consumers. For many consumers branded items carry apromise of quality and value. But the symbolic meaning the brandmay have for friends, acquaintances and strangers cannot bediscounted as a factor in its appeal. For example, a simple item ofclothing such as a shirt will sell in far greater numbers if it isbedecked with a logo that confers a symbolic meaning on thatitem. Wearing a Tommy Hilfiger branded shirt is said to confer一、广告英语的语言特色???广告语言不单是商业语言，而是集文学，美学，语言学，心理学，社会学等学科于一体的鼓动性艺术语言。英语广告语言大都凝练、生动、诙谐、幽默，富于感染力和感情色彩，具有很强的时代感，有其独特的词汇特色，句法特色，以及修辞特色。这些特色体现了英语广告语言的独特语言魅力，使广告英语成为语言艺术魅力与商业推销的有机结合体。1、词汇特色???为了吸引广告受众，使广告更具宣传效果，广告英语大量使用带有明显褒义色彩的形容词，富有动感的单音节动词，以及创造大量的新词和使用外来词语等。???英语广告大量使用褒义形容词。据语言学家Leech统计，英语广告中使用频率较高的形容词依次为:new，good/better/best，free，fresh，delicious，full，sure，clean，wonderful，special，crisp，fine，big，great，real等。???英语广告喜使用单音节动词，读起来朗朗上口，易于理解。例如，NIKE的广告词“Just?do?it”，Yamaha电子琴广告“Every?time?we?race，?you?win每次比赛，你总赢。”三个简单的单音节动词“do，race，win”却清楚地表明了广告的寓意，达到了宣传功能，简单明了而易于记忆。???为了促销产品，广告商总是不断地挖空心思，