广告英语的词汇特概要1.ppt

广告英语的词汇特点 English Morphology in Advertising 动词verb 单音节动词（monosyllable）常使用，如：get, make, like, love, buy, need, use等 特点：简练、通俗、上口 增强印象 撰稿员要注意这类基本动词在语法和意义上的变化和区别。大部分动词可说明消费者和产品之间的关系。如： Buy, get 4-1 sears照相机 4-3 Dannon酸奶 4-4 Need, get, take 4-5 4-6 4-7 4-8 You’ve got=you have 4-9 在广告中出现频率较高的动词有：buy, get, have, take, make, give, see, come, go, know, keep, look, need, love, like, use, feel, start, taste等 下列动词也常见到： Help, meet, save, bring, last, serve, choose等， 如： We would love to meet your family too. It brings radiance to the look of your skin. (Moisture Wear) Choose your pen as carefully as you choose your words. Last 4-10 形容词Adjective 要使广告语言形象、生动，必然使用大量修饰词。 Better skin day after day. Better skin year after year. Healthy skin is: Firm Rich in moisture Fewer lines Even-toned Supple smooth ESTEE LAUDER: What a beautiful day for a tan. ESTEE LAUDER’s Self-action Super Tan With a Natural Fruit Acid No matter what the weather, ESTEE LAUDER predicts A 100% chance to a beautiful “tan”. A radiantly healthy, natural-looking tan in as little as one to two hours (that’s faster than traditional tanners). The secret? A gentle fruit acid that actually adjusts the skin’s natural pH, making SuperTan more compatible with your skin. So only the most tan tones develop. With ESTEE LAUDER’s remarkable SuperTan the forecast is always sunny. 形容词可修饰、描绘名词，亦可作为主语补足语和宾语补足语，因此，它在广告中出现·频率极高。据统计，广告英语中出现频率较高的形容词有： New, crisp, good/better/best, fine, free, big, fresh, great, delicious, real, full, sure, easy , bright, clean, extra, safe, special, rich等， 因为其几乎可以用于修饰产品的任何一面。 new Lipstick: New Continuous Color Self-renewing Lipstick Why reapply? Just press your lips. And discover self-renewing color that wears on and on. Self-renewing color you can count on. Guaranteed! ESCORT(Ford): A new car. A new way to build it. A new way to buy ESCORT. It still has four tires and the steering wheel in on the left. Other than that, everything else has change