英汉广告的用词特点英汉广告的用词特点.doc

Unit One Part One On the Necessity, Classification and Functions of Advertising Along with the rapid development of our social economy, advertising has found its way into all walks of life and every aspect of society, becoming an important part of our daily life. In our country the advertising business is now in the ascendant （方兴未艾）, playing an immeasurable role in promoting sales of commodities and in making our economy prosperous. Therefore, advertising business and advertising language are increasingly finding favor in people’s eyes because of their peculiar charms. In order to let China’s products enter the world market and become competitive and to appreciate and introduce foreign commodities, it is necessary to learn to appreciate, create and spread English advertisements. In fact, advertising in English is getting more and more popular. And it can be easily seen that with our reform and opening to the outside world being further deepened and with the great leap forward （大跃进；突飞猛进） of our national economy, English advertising will certainly play an increasingly great part in our economic life. That is why you are offered this course of English advertising. It is to be noted that English advertisements fall into many kinds. They may be classified from various angles. According to their coverage, English advertisements can be divided into international, national, and local ones. In the light of people for whom advertising is intended, English advertisements may be classified as import business ads, dealer ads, wholesaler ads, retailer ads, consumer ads, etc. In accordance with the appeal content of ads(广告诉求内容), advertisements may be divided into ads of public utility（公益广告）, political ads, commodity ads, labor service ads, business ads, etc. According to advertising media, advertisements fall into newspaper ads, magazine ads, television commercials（商业广告）, radio commercials, film commercials, transit ads, outdoor ads, direct mail ads, etc. According to the