Ads 广告英语.doc

Ads 1.1 The concept of ads Advertisement is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. Structure of advertisement: title: functioning of guidance content: including features, functions, main ingredients, installation, operational approach, precaution, main performance index and specification 1.2 Classification of ads Generally: Product Advertisement商品广告, Service Advertisement劳务广告 Corporation Advertisement企业形象, Public-Welfare Advertisement公益广告 Classification by Medium: Newspaper Advertisement, Magazine Advertisement, Television Advertisement, Radio Advertisement, Direct Mail Advertisement, Outdoor Advertisement and others. Classification by Target Audience: Consumer Advertisement, Business Advertisement, Service Advertisement, Classification by Scope: Product Advertisement, Enterprise Advertisement Classification by Life Span of Product: Introduction, Sales Advertisement Classification by Different Geographical Area: International, National and Regional Advertisement 1.3 function of advertisement ACCA requirements: 认知（Awareness） 理解（Comprehension） 说服（Conviction） 行动（Action） 1.4 Features of Ads Attractive—catch the reader?ˉs attention Creative—project an image Persuasive—urge the reader to act Impressive—produce an impact 1.5 structure of Ad it involves 2 parts: verbal 语言部分和non-verbal非语言部分 verbal—ad copy/ copywriting广告文案，including headline or sub-headline, body text and slogan标题或副标题、正文以及口号 nonverbal-including trademark, illustration, page layout, photos etc商标、插图、照片、版面编排等 标题： CUTTY SARK SCOTS WHISKY 正文：Some people wear trendy clothes to attract attention. Others drive flashy cars. a glass of Cutty Sark wont turn any heads. But if you insist on creating a stir, you can always ask the bartender for one of them. 口号：Scots Whisky Uncommonly smooth 2.1 lexical features词汇特征 2.1.1 English: concise, common and easy to reme