新商务英语写作教程课件-unit 4.pptxVIP

;;;Match the appropriate business advertisements.;1. Start ahead.2. Time is what you make of it.3. Fresh-up with Seven-up.4. Engineered to move the human spirit.; Read the following passage about advertisements and sum up the ways an advertisement is composed of.; Each advertising medium serves a different purpose. However, critics of advertising argue that much advertising is merely persuasive and does not add to consumer’s knowledge of the market. Moreover, exaggerated claims can mislead the consumer. So what is advertisement? Advertisement is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.; Business advertisement is composed of headline, lead-in paragraph, body, signature and slogan. The phrase or sentence in Headline should capture the readers’ attention, arouse their interest, and entice them to read the rest of the ad. Lead-in paragraph means not a mere shifting from headline to body; it is a summing-up of the whole writing. Readers can catch the main idea of the advertisement at reading the paragraph. Body serves as the main part of advertising information.;Be personal and friendly. Be simple and direct. Appeal to the senses. Answer questions about the product using facts. Add desire and urgency to the ad. Provide a personal call to action now or in the near future.  Signature or logo serves as distinctive identification symbol for a business. Slogan is designed to be explicit, refined, inflammatory (煽动性的). A slogan is a catchy phrase or words that identify a product or company. Some advertisements also include the company’s slogan, which is often presented with or near the signature.;Answering the following questions.;;# Sample 1 Job Advertisement;# Writing Tips; To achieve this, the language of advertising must be short, concise, vivid, attractive, and persuasive, which are fully displa