英語(yǔ)應(yīng)用文寫作-商品廣告

1、編輯課件1編輯課件2common errors in business writing1. writing in the passive voice 90% of your writing should be in the active voice. When you send the bad news and not blame the reader ,you can write in passive voice.e.g. The data that you presented was misinterpreted.編輯課件32. Grammer mistakes1) 主謂一致 e.g. i

2、t have2）動(dòng)詞原形不能直接放在句首做主語(yǔ) e.g. Fall asleep is harder and harder. Falling asleeping is harder and harder.3）某些代詞做主語(yǔ)，謂語(yǔ)動(dòng)詞和相應(yīng)的名詞形式應(yīng)該是單數(shù)。anyone，anybody，everyone，everybodye.g. Everyone had their homework done.(wrong) Everyone had his/her homework done.4) 詞性錯(cuò)誤 e.g. choose /choice select/selection編輯課件43. wron

3、g sentences1) 平行結(jié)構(gòu)。e.g. To say is one thing, doing is another. (wrong) To say is one thing, to do is another.2）不完整句子。e.g. Equipped with our latest developed . Because the department could not pay for the new computer.編輯課件54. wrong puctuation1) 正確使用和書寫標(biāo)點(diǎn)符號(hào)2）在商務(wù)英語(yǔ)寫作中，除了營(yíng)銷宣傳文檔中使用感嘆號(hào)，其余基本不用。編輯課件6Note1.

4、審題構(gòu)思寫作。2. 信息點(diǎn)齊全。3. 固定句型會(huì)背會(huì)用4. 字?jǐn)?shù)。編輯課件7編輯課件8商品廣告商品廣告(Commodity Advertisement)(Commodity Advertisement)1 1 常用的詞語(yǔ)及句型常用的詞語(yǔ)及句型attractive design 款式新穎款式新穎with a long-standing reputation 久負(fù)盛名久負(fù)盛名exquisite and durable 精美耐用精美耐用goods genuine and price reasonable 貨真價(jià)實(shí)貨真價(jià)實(shí) unparalleled both in beauty and in art

5、制作精良，外觀華美，無(wú)與倫比制作精良，外觀華美，無(wú)與倫比the world famous brand 世界著名品牌世界著名品牌 image 形象形象 Thechoiceisyours,Thehonorisours.編輯課件9Please do not leave it too late. 事不宜遲。More choices, more enjoyment.語(yǔ)意雙關(guān)的使用：語(yǔ)意雙關(guān)的使用：A deal with us means a good deal to you. 譯文：和我們做買賣意味著您做了一筆好買賣。 該句的妙處在于很好地利用了句中deal的三種含義，“做買賣”、“一筆好買賣”和“許多

6、”。a good deal構(gòu)成一個(gè)絕妙的雙關(guān)。編輯課件10一般疑問(wèn)句一般疑問(wèn)句通常用在廣告的前面。通常用在廣告的前面。例1Haveyoueverdreamedofascendingthestepsofagreattemplebuilttothegods?（旅行社廣告）您是否夢(mèng)想過(guò)登上為眾神修建的宏偉廟宇的臺(tái)階？例2Canatired,overworkedvoicecommand attentioninclass?一個(gè)疲憊、過(guò)勞的聲音能吸引全班的注意力嗎？編輯課件11 疑問(wèn)句容易激起人們的反應(yīng)，特別是廣告標(biāo)題或疑問(wèn)句容易激起人們的反應(yīng)，特別是廣告標(biāo)題或正文的開(kāi)頭使用疑問(wèn)句，能激發(fā)讀者的好奇心理，

7、正文的開(kāi)頭使用疑問(wèn)句，能激發(fā)讀者的好奇心理，增加他們的閱讀興趣。如下列一則黃油廣告：增加他們的閱讀興趣。如下列一則黃油廣告： Whats so special about Lurpark Danisb butter? Well, can you remember what butter used to taste like-real fresh from house butter? Do you remember how you used to enjoy it when you were young? Today, the taste of Lurpark bring it all back

8、 to you thats why its so special. 這則廣告多次使用疑問(wèn)句，從第一句這則廣告多次使用疑問(wèn)句，從第一句“黃油的特黃油的特點(diǎn)是什么？點(diǎn)是什么？”入手，一環(huán)扣一環(huán)，抓住讀者的心入手，一環(huán)扣一環(huán)，抓住讀者的心理，突出了這種黃油的特點(diǎn)。如用陳述句則平淡理，突出了這種黃油的特點(diǎn)。如用陳述句則平淡無(wú)奇。這種使用疑問(wèn)句，抓住讀者注意力的廣告無(wú)奇。這種使用疑問(wèn)句，抓住讀者注意力的廣告彼彼皆是。彼彼皆是。編輯課件12 比較級(jí)比較級(jí) 比較級(jí)在廣告中用得非常多，這是由于英比較級(jí)在廣告中用得非常多，這是由于英語(yǔ)廣告中有大量的形容詞和副詞做修飾語(yǔ)的緣故語(yǔ)廣告中有大量的形容詞和副詞做修飾語(yǔ)的

9、緣故。 例1 Today in business fast is no longer fast enough, even faster is still too slow to keep pace with the incredible demands placed on people and the computers they work with. Thats one reason why IBM developed P60/D. 60MHz 64-bit Pentium Chip computers so fast, so powerful, it makes todays conven

10、tional computers like they are moving at a snails space. 例2 These days succeeding in business means getting more competitive and making tougher decisions. 編輯課件132 2 實(shí)例實(shí)例 例例: Now, GE Delivers Ice and Cold Water Right to Your Door General Electric presents the worlds first refrigerator with a custom d

11、ispenser on the door. Both ice and coldwater at a touch . Push the cradle marked “Ice” bucket. Push the other one and you get a cold drink of water. You can use both dispensers at the same time. All without opening a door. And General Electric has some other surprises for you.編輯課件14 Like a convertib

12、le seven-day meat keep that keeps unfrozen fresh and ready to cook for an entire week. Or just a flip of a lever and you can use it for more vegetable storage. Slide-out tempered-glass shelves are easy to clean and spills dont drop through. A no-frost system that keeps everything, including the free

13、zer, completely frostless. GE also gives you an automatic ice maker that feeds cubes to the dispenser in the door. And theres a big storage 編輯課件15 bin that keeps a party supply of ice an hand. There are seven wheels- so you can roll the refrigerator out and clean behind it. All that plus 23.5 cubic

14、feet of cool in the refrigerator. Go where GE is sold and see them all. You will seldom need service on GE refrigerator, but its nice to know we are nearby. Progress is our important product.編輯課件16解析：解析： 這則美國(guó)通用電氣公司為其冰箱所這則美國(guó)通用電氣公司為其冰箱所作的廣告使用了第二人稱作的廣告使用了第二人稱you,you,使人們覺(jué)得使人們覺(jué)得格外親切。廣告在介紹了產(chǎn)品的各種獨(dú)特格外親切。廣告在

15、介紹了產(chǎn)品的各種獨(dú)特功能后，談到了售后服務(wù)，采用了以功能后，談到了售后服務(wù)，采用了以butbut連接的并列句，既強(qiáng)調(diào)了產(chǎn)品的質(zhì)量連接的并列句，既強(qiáng)調(diào)了產(chǎn)品的質(zhì)量（seldom need service），又說(shuō)明了產(chǎn)品），又說(shuō)明了產(chǎn)品售后服務(wù)的周到（售后服務(wù)的周到（we are nearby）。其口）。其口號(hào)號(hào)Progress is our important product富有富有新意，新意，progress和和product在拼寫和讀音方在拼寫和讀音方面的類同之處也給廣告增加了色彩。面的類同之處也給廣告增加了色彩。編輯課件17custom dispenser: : 專制的分配器專制的分配器c

16、radle: : 支架，托架，搖架支架，托架，搖架cubes: : 冰塊冰塊convertible seven-day meat keep: 可隨可隨時(shí)取用的七天肉食儲(chǔ)存時(shí)取用的七天肉食儲(chǔ)存flip of a lever: : 一拉手柄一拉手柄slide-out tempered-glass shelves: : 外拉外拉式強(qiáng)化玻璃架式強(qiáng)化玻璃架no-frost system: : 除霜系統(tǒng)除霜系統(tǒng)party supply of ice: : 接連供應(yīng)冰塊接連供應(yīng)冰塊need service: : 需要服務(wù)，需要維修需要服務(wù)，需要維修編輯課件183 同步同步練習(xí)練習(xí)：Write an adve

17、rtisement for the fan according to the information given. 臺(tái)式電風(fēng)扇臺(tái)式電風(fēng)扇 最新的遙控和程控設(shè)計(jì)最新的遙控和程控設(shè)計(jì) 勝美牌系列電風(fēng)扇裝備有最新的集成電勝美牌系列電風(fēng)扇裝備有最新的集成電路路AS9201AS9201，它是最先進(jìn)的程控設(shè)計(jì)。，它是最先進(jìn)的程控設(shè)計(jì)。 勝美牌電風(fēng)扇提供勝美牌電風(fēng)扇提供3 3種風(fēng)速選擇。勝美牌種風(fēng)速選擇。勝美牌電風(fēng)扇在你午休時(shí)給你陣陣自然涼風(fēng)。在你電風(fēng)扇在你午休時(shí)給你陣陣自然涼風(fēng)。在你瞌睡時(shí)，勝美牌電風(fēng)扇給你微風(fēng)助你入睡，瞌睡時(shí)，勝美牌電風(fēng)扇給你微風(fēng)助你入睡，在你設(shè)定的時(shí)刻自動(dòng)停止。在你設(shè)定的時(shí)刻自動(dòng)停止。

18、編輯課件19 有有1515種時(shí)間和速度選擇。時(shí)間從半小種時(shí)間和速度選擇。時(shí)間從半小時(shí)到七個(gè)半小時(shí)不等。時(shí)到七個(gè)半小時(shí)不等。規(guī)格規(guī)格額定電流：額定電流：220220伏交流電伏交流電5050赫茲赫茲用電量：用電量：4646瓦瓦重量：重量：6 6公斤公斤制造商：深圳先科機(jī)電公司制造商：深圳先科機(jī)電公司地址：中國(guó)深圳八卦東四路地址：中國(guó)深圳八卦東四路 電話：電話： 22644532264453編輯課件20參考答案：參考答案： TABLE FLOOR ELECTRIC FAN With remote controller and program controller Shengmei Brand ser

19、ies fans are equipped with our latest developed integrated circuit-AS9201, which is made with the most advanced program and the latest formula in the industry. Shengmei Electric Fan provides you with moderate wind with up to three kinds of wind speed selections.編輯課件21 Shengmei Electric Fan also prov

20、ides you with the rhythmic wind once you have a short rest in the day reminding you of the natures breeze. When you feel sleepy, Shengmei Electric Fan will blow a soft and comfortable wind to help you go to sleep. The wind will decrease gradually before it stops automatically at the time you set. Yo

21、u will have 15 selections of time setting and wind speed. The time selections vary from 0.5 hour to 7.5 hours as you want it to be.編輯課件22Main specificationsRated Voltage: 220 volts AC.50hzPower: 46 WattWeight: 6 kgManufacturer: Shenzhen Advanced Science Machinery & Electronics Corp.Address: East

22、 of Bagua 4 Road Shenzhen China Tel:2264453編輯課件23Task 1 Suppose you are Frank Harton who has three years experience in the field of retail sales. Now you would like to apply for a position as a senior retail sales representitive with Daily Youth Sports Product Co.,Ltd. Write an application letter in

23、 no less than 350 words.編輯課件24Task 2Suppose you are Michael Smiths manager at XYZ Engineering.But now you are going to retire and so you recommend Michael Smith who is a mechanical engineer and has been working for XYZ for ten years to take the place of you.Write a recommendation letter in no less than 350 words.編輯課件25Note1.商務(wù)信函中的平等協(xié)商e.g. I will be grateful if you give me an opportunity.(有強(qiáng)迫對(duì)方必須要給的意思，有命令的意味) I would be grateful if you give