商务英语应用文写作课件刘庆秋主编 ISBN9787811344387Unit 24 Advertisement.pptVIP

The cultural background of advertisement producing “Advertisement is salesmanship in print.” Types of advertisement 1. Product advertisement 2. Service advertisement 3. Job advertisement 4. Business advertisement The language of advertisement 1. The words and expressions should be short and simple. 2. The words and expressions should be original. 3. The words and expressions should be persuasive. 4. Advertisement writers should consider the consumers’ benefits when wording. 5. The mood should be affirmative. 6. The language should be colloquial. Titles and subtitles Direct titles Indirect titles Comprehensive titles Interrogative titles Declarative titles Imperative titles Titles should reach out to readers with what they are most interested in. Titles should be free of cliché. Easy and short words should be used in titles. If it is possible, we can put the name of the trademark in the title. Repetition Antithesis Simile or metaphor Alliteration End rhyme Homophone Parallelism Personification Hyperbole Pun Are you familiar with these classical advertisement slogans? The choice of new generation. Good to the last drop. Feel the new space. Obey you thirst. Time is what you make of it. Connecting people. Enjoy Coca-Cola. Let us make things better. Come to where the flavor is—Marlboro country. Just do it. Hello, Moto. Impossible is nothing. Have a rest, have a Kit Kat. I’m loving it. Making the sky the best place on earth.