广告英语1概要1.pptVIP

7．English For Advertising A genre of high commercial value. We hear them on radio, see them in films or on TV, read them in newspapers, magazines, on signposts, on buses, everywhere. According to statistics, one-third of newspapers are advertisements. On TV, a UK national channel, one-tenth of its programme time goes to commercials. America: an average consumer, through various channels, comes in contact with as many as 1600ads a day. An American family may be harassed by 117 commercials or advertisements on radio or television. 7.1 Functions of Ads The aim of advertisement or commercial is to propagate the products and persuade people to buy them. The language of advertising should realize the five values and two types of power: Five values information interest attention memory aestheticism Two types of power selling power persuasive power 7.2 Two Types of Advertisements All ads are persuasive. But the persuasion is achieved in two different ways: hard-sell and soft-sell. Hard-sell: to persuade the reader to buy by listening hard facts, such as the ingredients, workmanship, effects, etc. Soft-sell: to resort mainly to emotional appeal. More than 780,000 people have already invested in this book (How to Win Friends and Influence people). And out of its practical pages they have received how-to-do-it help that is daily opening up to them new avenues to happiness and undreamed-of success. THIS IS A BIG BOOK OF THIRTY-SEVEN CHAPTERS, INCLUDING: The big Secret of Dealing with People Six Ways to Make People Like You Instantly An Easy Way to Become a Good Conversationalist A Simple Way to Make a Good First Impression How to Interest People Twelve Ways to Win People to Your Ways of Thinking A Sure Way of Making enemies -and How to Avoid It Nine Ways to Criticize - and Not Be Hated for It How Spur Men on to Success Making People Glad to Do What You Want Nowadays, however, it is hard to find any ad which strictly “hard sell”. Most probably are a combination of the tw