电子商务英语12.pptVIP

2.?广告英语的句法特点 （1）多用简单句 广告是面向大众的，因此要求句子简洁明了，令人眼见即明，甚至过目难忘。 （2）使用疑问句和祈使句 疑问句容易诱发读者对问题做出回答，引起读者的注意，使他们有兴趣继续将广告读完。祈使句具有号召、敦促的作用容易使广告达到说服促进读者接受广告所宣传的目的。 （3）大量使用省略句 广告需要利用最小的版面容纳最大的信息量，达到最佳的效果。句子简短明了，不但同样可以包含大量信息，而且由于句子短小精悍，版面效果更好，更容易引人注目。 （4）注重修辞手段 使用巧妙的修辞手段更容易张扬个性，引人注目，达到渲染的最佳效果。 / / / / / / // / / / / / / / / // / / / / / / / / / / Reading Materials（A) Should We Admire Wal-Mart? Abstract: The more America talks about Wal-Mart, it seems, the more polarized its image grows. This article tells of stories about Wal-Mart--- good Wal-Mart or evil Wal-Mart. Key words: good Wal-Mart; evil Wal-Mart; retailer; consumer 返 回 Reading Materials（B) China “Tuhao” in the Eyes of Foreign Media--- Luxury Splurge and Poor Taste Abstract: “Tuhao”, a rapidly expanding group in China is the backbone of the global luxury goods industry, yet they are also the subject of disdain, the butt of jokes. Key words: Tuhao; luxury splurge; poor taste 返 回 Lesson Twelve Lesson Twelve Lesson Twelve Lesson Twelve Lesson Twelve Lesson Twelve Lesson Twelve Lesson Twelve Lesson Twelve Lesson Twelve Lesson Twelve Key point: useful terms and definitions of e-commerce Difficult points: the arts of the ads / / / / / / // / / / / / / / / // / / / / / / / / / / Requirement By the end of this lesson, you should be able to have a good command of □ e-commerce terms given in the lesson □ the arts of the ads □ writing an advertisement according to the given conditions By the end of this lesson, you should be able to □ know the features of both words and sentences in advertisements □ analyze the successful experience of L Oreol Beautiful Idea Abstract: The article tells a story about a beautiful idea how L Oreol, the global beauty giant, refocused its marketing machine on bl