英語應(yīng)用文寫作-商品廣告

《英語應(yīng)用文寫作》1acommonerrorsinbusinesswriting1.writinginthepassivevoice90%ofyourwritingshouldbeintheactivevoice.Whenyousendthebadnewsandnotblamethereader,youcanwriteinpassivevoice.e.g.Thedatathatyoupresentedwasmisinterpreted.2a2.Grammermistakes1)主謂一致e.g.ithave2）動詞原形不能直接放在句首做主語e.g.Fallasleepisharderandharder.Fallingasleepingisharderandharder.3）某些代詞做主語，謂語動詞和相應(yīng)的名詞形式應(yīng)該是單數(shù)。anyone，anybody，everyone，everybodye.g.Everyonehadtheirhomeworkdone.(wrong)Everyonehadhis/herhomeworkdone.4)詞性錯(cuò)誤e.g.choose/choiceselect/selection3a3.wrongsentences1)平行結(jié)構(gòu)。e.g.Tosayisonething,doingisanother.(wrong)Tosayisonething,todoisanother.2）不完整句子。e.g.Equippedwithourlatestdeveloped...Becausethedepartmentcouldnotpayforthenewcomputer.4a4.wrongpuctuation1)正確使用和書寫標(biāo)點(diǎn)符號2）在商務(wù)英語寫作中，除了營銷宣傳文檔中使用感嘆號，其余基本不用。5aNote1.審題——構(gòu)思——寫作。2.信息點(diǎn)齊全。3.固定句型會背會用4.字?jǐn)?shù)。6a廣告文檔寫作7a商品廣告(CommodityAdvertisement)1常用的詞語及句型

attractivedesign

款式新穎

withalong-standingreputation

久負(fù)盛名

exquisiteanddurable

精美耐用

goodsgenuineandpricereasonable貨真價(jià)實(shí)

unparalleledbothinbeautyandinart

制作精良，外觀華美，無與倫比

theworldfamousbrand

世界著名品牌

image

形象

The

choice

is

yours

,

The

honor

is

ours.8aPleasedonotleaveittoolate.事不宜遲。Morechoices,moreenjoyment.語意雙關(guān)的使用：Adealwithusmeansagooddealtoyou.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”。agooddeal構(gòu)成一個(gè)絕妙的雙關(guān)。9a

一般疑問句

通常用在廣告的前面。

例

1

Have

you

ever

dreamed

of

ascending

the

steps

of

a

great

temple

built

to

the

gods?

（旅行社廣告）您是否夢想過登上為眾神修建的宏偉廟宇的臺階？

例

2

Can

a

tired,

overworked

voice

command

attention

in

class?

一個(gè)疲憊、過勞的聲音能吸引全班的注意力嗎？10a疑問句容易激起人們的反應(yīng)，特別是廣告標(biāo)題或正文的開頭使用疑問句，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：What’ssospecialaboutLurparkDanisbbutter?Well,canyourememberwhatbutterusedtotastelike-realfreshfromhousebutter?Doyourememberhowyouusedtoenjoyitwhenyouwereyoung?Today,thetasteofLurparkbringitallbacktoyou—that’swhyit’ssospecial.這則廣告多次使用疑問句，從第一句“黃油的特點(diǎn)是什么？”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)。如用陳述句則平淡無奇。這種使用疑問句，抓住讀者注意力的廣告彼彼皆是。11a

比較級比較級在廣告中用得非常多，這是由于英語廣告中有大量的形容詞和副詞做修飾語的緣故。例1Todayinbusinessfastisnolongerfastenough,evenfasterisstilltooslowtokeeppacewiththeincredibledemandsplacedonpeopleandthecomputerstheyworkwith.That'sonereasonwhyIBMdevelopedP60/D.60MHz64-bitPentiumChipcomputerssofast,sopowerful,itmakestoday'sconventionalcomputersliketheyaremovingatasnail'sspace.例2Thesedayssucceedinginbusinessmeansgettingmorecompetitiveandmakingtougherdecisions.12a2實(shí)例

例:

Now,GEDeliversIceandColdWaterRighttoYourDoorGeneralElectricpresentstheworld’sfirstrefrigeratorwithacustomdispenseronthedoor.Bothiceandcoldwateratatouch.Pushthecradlemarked“Ice”bucket.Pushtheotheroneandyougetacolddrinkofwater.Youcanusebothdispensersatthesametime.Allwithoutopeningadoor.AndGeneralElectrichassomeothersurprisesforyou.13a

Likeaconvertibleseven-daymeatkeepthatkeepsunfrozenfreshandreadytocookforanentireweek.Orjustaflipofaleverandyoucanuseitformorevegetablestorage.Slide-outtempered-glassshelvesareeasytocleanandspillsdon’tdropthrough.Ano-frostsystemthatkeepseverything,includingthefreezer,completelyfrostless.GEalsogivesyouanautomaticicemakerthatfeedscubestothedispenserinthedoor.Andthere’sabigstorage

14abinthatkeepsapartysupplyoficeanhand.Therearesevenwheels------soyoucanrolltherefrigeratoroutandcleanbehindit.Allthatplus23.5cubicfeetofcoolintherefrigerator.Go

whereGEissoldandseethemall.YouwillseldomneedserviceonGErefrigerator,butit’snicetoknowwearenearby.Progressisourimportantproduct.15a解析：這則美國通用電氣公司為其冰箱所作的廣告使用了第二人稱you,使人們覺得格外親切。廣告在介紹了產(chǎn)品的各種獨(dú)特功能后，談到了售后服務(wù)，采用了以but連接的并列句，既強(qiáng)調(diào)了產(chǎn)品的質(zhì)量（seldomneedservice），又說明了產(chǎn)品售后服務(wù)的周到（wearenearby）。其口號Progressisourimportantproduct富有新意，progress和product在拼寫和讀音方面的類同之處也給廣告增加了色彩。16acustomdispenser:專制的分配器cradle:支架，托架，搖架cubes:冰塊convertibleseven-daymeatkeep:

可隨時(shí)取用的七天肉食儲存flipofalever:一拉手柄slide-outtempered-glassshelves:外拉式強(qiáng)化玻璃架no-frostsystem:除霜系統(tǒng)partysupplyofice:接連供應(yīng)冰塊needservice:需要服務(wù)，需要維修17a3

同步練習(xí)：Writeanadvertisementforthefanaccordingtotheinformationgiven.

臺式電風(fēng)扇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路AS9201，它是最先進(jìn)的程控設(shè)計(jì)。勝美牌電風(fēng)扇提供3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)刻自動停止。18a有15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。規(guī)格額定電流：220伏交流電50赫茲用電量：46瓦重量：6公斤制造商：深圳先科機(jī)電公司地址：中國深圳八卦東四路電話：226445319a參考答案：

TABLEFLOORELECTRICFANWithremotecontrollerandprogramcontrollerShengmeiBrandseriesfansareequippedwithourlatestdevelopedintegratedcircuit-AS9201,whichismadewiththemostadvancedprogramandthelatestformulaintheindustry.ShengmeiElectricFanprovidesyouwithmoderatewindwithuptothreekindsofwindspeedselections.20aShengmeiElectricFanalsoprovidesyouwiththerhythmicwindonceyouhaveashortrestinthedayremindingyouofthenature’sbreeze.Whenyoufeelsleepy,ShengmeiElectricFanwillblowasoftandcomfortablewindtohelpyougotosleep.Thewindwilldecreasegraduallybeforeitstopsautomaticallyatthetimeyouset.Youwillhave15selectionsoftimesettingandwindspeed.Thetimeselectionsvaryfrom0.5hourto7.5hoursasyouwantittobe.21aMainspecificationsRatedVoltage:220voltsAC.50hzPower:46WattWeight:6kgManufacturer:ShenzhenAdvancedScienceMachinery&ElectronicsCorp.Address:EastofBagua4RoadShenzhenChinaTel:226445322aTask1SupposeyouareFrankHartonwhohasthreeyears'experienceinthefieldofretailsales.NowyouwouldliketoapplyforapositionasaseniorretailsalesrepresentitivewithDailyYouthSportsProductCo.,Ltd.Writeanapplicationletterinnolessthan350words.23aTask2SupposeyouareMichaelSmith'smanageratXYZEngineering.ButnowyouaregoingtoretireandsoyourecommendMichaelSmithwhoisamechanicalengineerandhasbeenworkingforXYZfortenyearstotaketheplaceofyou.Writearecommendationletterinnolessthan350words.24aNote1.商務(wù)信函中的平等協(xié)商e.g.Iwillbegratefulifyougivemeanopportunity...(有強(qiáng)迫對方必須要給的意思，有命令的意味)Iwouldbegratefulifyougivemeanopportunity...25a2.人稱代詞前后不一致，