國(guó)際商務(wù)函電Unit 16 Commercials

Unit7

Commercials商業(yè)廣告ContentsDefinitionandCharacteristicsComponentsandWritingPrinciplesStylisticFeaturesDefinitionandCharacteristicsDefinitionCommercialadvertisementisthenon-personcommunicationofinformationusuallypaidforandusuallypersuasive

innatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.Fivecharacteristics:Directedtogroupsofpeople;Mostlypaidforbysponsors;Thesponsoraimingtoconvince;Thesponsorbeingidentifiable;Reachingusthroughthemassmedia(billboards,newspapers,magazines,radio,TV,andInternet)ComponentsofCommercialsHeadlineBodyCopyOtherComponentsIdentificationmarksIllustrationColorlayout

WritingPrinciplesforHeadlines

Headline標(biāo)題1.Theheadlinemustattractattentiontothecommercials.Youoncesaid“Ido”;nowyoucansay“I’mgladIdid”.------DeBeers鉆石戒指Headline標(biāo)題2.Theheadlineshouldstandinthecustomer’sshoes,cateringforthecustomer’sself-interest. Youpressthebuttonandwedotherest.------KodakWe’retryingharder.------PhilipsHeadline標(biāo)題3.Trytosoundfresh,inviting,originalandunique.

免費(fèi)電您的腦?。ㄌ峁?小時(shí)免費(fèi)電腦培訓(xùn)）------某電腦銷售處IBMPCconvertible.Onecomputerforpeoplewhoreallyneedtwo.------IBMHeadline標(biāo)題4.Theheadlinemustpresentthecompletesellingidea. Cometowheretheflavoris.MarlboroCountry.

光臨風(fēng)韻之境—萬(wàn)寶路世界。（萬(wàn)寶路香煙）Headline標(biāo)題5.Theheadlineshouldpromisethecustomerabenefit. Awordtowealthy(citybank).

一言致富。（花旗銀行）WritingPrinciplesforBodyCopyBodyCopy正文1.Try

tobeinterestingaswellasconcrete.Finefoodatfairprice.（notsogood）

平價(jià)美食Tonight.Tenderoceanfreshscallops.US$8.38(better)今晚，鮮嫩扇貝$8.38。BodyCopy正文2.Trytobelogicalanddirect.晶瑩潔白而不粉飾，

芳香悠遠(yuǎn)而不濃濁，

精壯結(jié)實(shí)而不虛胖，

粒粒都是鄉(xiāng)情的召喚。-----某米店（notsogood）噪音大的空調(diào)機(jī)，使您每晚都像坐在火車上，不得安寧。

用格力空調(diào)王，您每晚都可享受到月球的寧?kù)o。-----格力空調(diào)（better）

BodyCopy正文3.Trytouseplain,sincerebutconvincinglanguage.Probablythebestbeerintheworld.(good)這可能是世界上最好的啤酒。WearejustNo.2.(good)

我們只排名第二。

RhetoricFeatures1.Simileandmetaphor明暗喻Timeismoney.(Xerox)(simile)Flysmoothassilk.(simile)

飛得向絲綢一樣平穩(wěn)舒適。----ThaiAirwaysCo.,Ltd.Diamondisforever.（metaphor）

鉆石恒久遠(yuǎn)，一顆永流傳。RhetoricFeatures2.Personification擬人Unlikeme,myRolexneverneedsarest.(Rolex)FlowersbyInterfloraspeakfromtheheart.(florist)Interflora鮮花，傾訴衷腸。Poetryinmotion,dancingclosetome.

動(dòng)態(tài)的詩(shī)，向我舞近。-----汽車廣告Listentothehappychatbetweenthetongueandtheteeth.-----某沙丁魚廣告RhetoricFeatures3.Pun雙關(guān)Tryoursweetcorn.You’llsmilefromeartoear.

嘗嘗我們的甜玉米，包你樂(lè)得合不攏嘴。AskforMore.(MoreCigarette)MakeTimeforTime.

為Time雜志騰出點(diǎn)時(shí)間。RhetoricFeatures4.Hyperbole夸張Wehavehiddenagardenfullofvegetableswhereyou’dneverexpect.Inapie.我們把滿園的蔬菜藏到一個(gè)您意想不到的地方—餡餅里。（food）Theworldisshrinking.(magazine)Onewarriorinthepassandtenthousandloseheart.（保險(xiǎn)門廣告）

一夫當(dāng)關(guān)，萬(wàn)夫莫開(kāi)。RhetoricFeatures5.Repetition重復(fù)Makeupyourmindbeforeyoumakeupyourface.(cosmetics)

化妝前慎用化妝品。Softcurl.Softcolor.Softtouch.PERMASOFT.(shampoo)

柔軟的卷發(fā)，柔和的顏色，觸摸柔滑。RhetoricFeatures6.Rhyme(押韻)Getthree.Thefourthisfree.(book)Flash,dash,classicsplash.(drink)

閃光，炫耀，經(jīng)典的飛濺。Asmoothsilkyskin.(cosmetic)RhetoricFeatures7.Contrast對(duì)比Minisize.Maxisound.(stereo)Bigthinkinginsmallsizes.(baby’sclothes)Noproblemtoolarge.Nobusinesstoosmall.(IBM)沒(méi)有解決不了的大問(wèn)題，沒(méi)有不做的小生意。8.Parody仿擬Notallcarsarecreatedeuqal.(Allmenarecreatedequal.)

人生而平等，汽車卻有優(yōu)劣之分。GivemeGreeWorld,orgivemeyesterday.(Givemeliberty,orgivemedeath.)-----綠世界牌的晚霜廣告RhetoricFeaturesSamplesSeikoTheFirstEver,TheLastYou’llEverNeed.Thefirstandonlyquartzwatchtogenerateandstoreelectricalenergythroughnaturehumanmovement.Needsnobattery.Perpetuallyaccurate,totallyreliable.Environmentfriendly.ExclusivefromSeiko.SeikoKineticSomedayallwatcheswillbemadethisway.SamplesAspirationComputerAspirationToDo

MoreAspireputsaworldofopportunityofyourkid’sfingertips.Aworldofinformation,education,entertainment.Aworldwhereknowledgehasnofrontiers.YourkidasksforanAspiration.Hesayshecandoalotwithit.Isthiskid’ssighttoohigh?Noway.Akidthatusesallhistalentscandoevery