The_English_of_advertising.ppt

* 2) Alliteration and Rhyme E.g. Super-33’’ Screen- Sensation ( Sharp TV set) You’ve got a lot to live. Pepsi’s got a lot to give. * 3) Punning Puns are often employed to generate associations and connotations of words. E.g. 默默无蚊的奉献 （默默无闻） （蚊香广告） * 4) Allusion Allusions are cases created on a well-known idiom. The coinage may remind of one of the idiom, which in turn helps deepen the meaning or implication of the product. E.g. 鲜饮为快，饮人入胜 （先睹为快，引人入胜）（啤酒广告） * 2.5 Business-to-business advertising The target audience in business advertising is much smaller. Most of the products or services that are advertised tend to be technical and complicated. The buyer will be professional. Business ad tends to be longer, more detailed, and more factual. The most used formats in business advertising are testimonials, case histories and demonstrations. * 3. Other types of advertisements * 3.1 Classified Advertising  For the sake of space economy, classified advertising is always packed closely together with small print. Most prominent is its use of elliptical sentences and abbreviations. E.g. ART GALLERY MGR – Upper Geo’ twn. Exper. Knowledgeable personable. Willing to work wknds some eves. Send resume to POB 57334, Wash., DC 20036. 202-331-1485 * 3.2 Radio and television ads ◆ Radio Advertising phonological contrasts and effects ◆ Television Advertising eye-catching effects ear-catching effects unique audiovisual characteristics 一人爬墙出校，被校长抓住了。 校长问：为什么不从校门走？ 答曰：美特斯邦威，不走寻常路。 校长又问：这么高的墙怎么翻过去的？ 他指了指裤子说：李宁，一切皆有可能。 校长再问：翻墙是什么感觉？ 他指了指鞋子说：特步，飞一般的感觉。 第二天他从正门进学校。 校长问：怎么不翻墙了？ 他说：安踏，我选择，我喜欢。 第三天他穿混混装。 校长说：不能穿混混装！ 他说：穿什么就是什么，森马服饰。 第四天他穿背心上学。 校长说：不能穿背心上学。 他说：男人，简单就好，爱登堡服饰。 校长说：我要记你大过。 他说：为什么？ 校长说：动感地带，我的地盘我做主！ 保护野生动物公益广告——如果动物穿上你的皮 微软鼠标——按捺不住，就快滚 苹果电脑——1984年 印刷公司——除钞票外，承印一切 Thank You!