英语应用文写作商品广告.pptx

会计学1英语应用文写作商品广告英语应用文写作商品广告common errors in business writing1.writing in the passive voice 90%of your writing should be in the active voice.When you send the bad news and not blame the reader,you can write in passive voice.e.g.The data that you presented was misinterpreted.第1页/共28页2.Grammer mistakes2.Grammer mistakes1)1)主谓一致主谓一致 e.g.it have e.g.it have2 2）动词原形不能直接放在句首做主语）动词原形不能直接放在句首做主语 e.g.Fall asleep is harder and harder.e.g.Fall asleep is harder and harder.Falling asleeping is harder and harder.Falling asleeping is harder and harder.3 3）某些代词做主语，谓语动词和相应的名词形式应）某些代词做主语，谓语动词和相应的名词形式应该是单数。该是单数。anyoneanyone，anybodyanybody，everyoneeveryone，everybodyeverybodye.g.Everyone had their homework done.(wrong)e.g.Everyone had their homework done.(wrong)Everyone had his/her homework done.Everyone had his/her homework done.4)4)词性错误词性错误 e.g.choose/choice select/selection e.g.choose/choice select/selection第2页/共28页3.wrong sentences3.wrong sentences1)1)平行结构。平行结构。e.g.To say is one thing,doing is another.(wrong)e.g.To say is one thing,doing is another.(wrong)To say is one thing,to do is another.To say is one thing,to do is another.2 2）不完整句子。）不完整句子。e.g.Equipped with our latest developed.e.g.Equipped with our latest developed.Because the department could not pay for the new Because the department could not pay for the new puter.第3页/共28页4.wrong puctuation1)正确使用和书写标点符号2）在商务英语写作中，除了营销宣传文档中使用感叹号，其余基本不用。第4页/共28页Note1.审题构思写作。2.信息点齐全。3.固定句型会背会用4.字数。第5页/共28页广告文档写作广告文档写作第6页/共28页商品广告商品广告(Commodity(Commodity(Commodity(Commodity Advertisement)Advertisement)Advertisement)Advertisement)1 1 1 1 常用的词语及句型常用的词语及句型常用的词语及句型常用的词语及句型attractivedesign款式款式款式款式新颖新颖新颖新颖withalong-standingreputation 久负盛名久负盛名久负盛名久负盛名exquisiteanddurable精美耐用精美耐用精美耐用精美耐用goodsgenuineandpricereasonable货真价实货真价实货真价实货真价实 unparalleledbothinbeautyandinart 制作精良，外观华美，无与伦比制作精良，外观华美，无与伦比制作精良，外观华美，无与伦比制作精良，外观华美，无与伦比theworldfamousbrand世界世界世界世界著名品牌著名品牌著名品牌著名品牌image形象形象形象形象 TheThe choicechoice is is yoursyours,TheThe honorhonor is is ours.ours.第7页/共28页Please do not leave it too late.Please do not leave it too late.事不宜迟。事不宜迟。More choices,more enjoyment.More choices,more enjoyment.语意双关的使用：语意双关的使用：语意双关的使用：语意双关的使用：A deal with us means a good deal to you.A deal with us means a good deal to you.译文：和译文：和我们做买卖意味着您做了一笔好买卖。我们做买卖意味着您做了一笔好买卖。该该句的妙处在于很好地利用了句中句的妙处在于很好地利用了句中dealdeal的三种含的三种含义，义，“做买卖做买卖”、“一笔好买卖一笔好买卖”和和“许多许多”。a good deala good deal构成一个绝妙的双关。构成一个绝妙的双关。第8页/共28页 一般疑问句一般疑问句一般疑问句一般疑问句 通常用在广告的前面。通常用在广告的前面。通常用在广告的前面。通常用在广告的前面。例例 1 1 HaveHave youyou everever dreameddreamed ofof ascendingascending thethe stepssteps ofof a a greatgreat templetemple builtbuilt toto thethe gods?gods?（旅行（旅行社广告）您是否梦想过登上为众神修建的宏社广告）您是否梦想过登上为众神修建的宏伟庙宇的台阶？伟庙宇的台阶？例例 2 2 CanCan a a tired,tired,overworkedoverworked voicevoice commandcommand attentionattention in in class?class?一个疲惫、过劳的声音能吸一个疲惫、过劳的声音能吸引全班的注意力吗？引全班的注意力吗？第9页/共28页 疑问句容易激起人们的反应，特别是广告标题或疑问句容易激起人们的反应，特别是广告标题或疑问句容易激起人们的反应，特别是广告标题或疑问句容易激起人们的反应，特别是广告标题或正文的开头使用疑问句，能激发读者的好奇心正文的开头使用疑问句，能激发读者的好奇心正文的开头使用疑问句，能激发读者的好奇心正文的开头使用疑问句，能激发读者的好奇心理，增加他们的阅读兴趣。如下列一则黄油广理，增加他们的阅读兴趣。如下列一则黄油广理，增加他们的阅读兴趣。如下列一则黄油广理，增加他们的阅读兴趣。如下列一则黄油广告：告：告：告：WhatWhat s so special about Lurpark Danisb s so special about Lurpark Danisb butter?Well,can you remember what butter butter?Well,can you remember what butter used to taste like-real fresh from house butter?used to taste like-real fresh from house butter?Do you remember how you used to enjoy it Do you remember how you used to enjoy it when you were young?Today,the taste of when you were young?Today,the taste of Lurpark bring it all back to you Lurpark bring it all back to you thatthat s why its why it s s so special.so special.这则广告多次使用疑问句，从第一这则广告多次使用疑问句，从第一这则广告多次使用疑问句，从第一这则广告多次使用疑问句，从第一句句句句“黄油的特点是什么？黄油的特点是什么？黄油的特点是什么？黄油的特点是什么？”入手，一环扣一环，入手，一环扣一环，入手，一环扣一环，入手，一环扣一环，抓住读者的心理，突出了这种黄油的特点。如抓住读者的心理，突出了这种黄油的特点。如抓住读者的心理，突出了这种黄油的特点。如抓住读者的心理，突出了这种黄油的特点。如用陈述句则平淡无奇。这种使用疑问句，抓住用陈述句则平淡无奇。这种使用疑问句，抓住用陈述句则平淡无奇。这种使用疑问句，抓住用陈述句则平淡无奇。这种使用疑问句，抓住读者注意力的广告彼彼皆是。读者注意力的广告彼彼皆是。读者注意力的广告彼彼皆是。读者注意力的广告彼彼皆是。第10页/共28页 比较级比较级比较级比较级 比较级在广告中用得非常多，这是由于英比较级在广告中用得非常多，这是由于英比较级在广告中用得非常多，这是由于英比较级在广告中用得非常多，这是由于英语广告中有大量的形容词和副词做修饰语的缘语广告中有大量的形容词和副词做修饰语的缘语广告中有大量的形容词和副词做修饰语的缘语广告中有大量的形容词和副词做修饰语的缘故故故故。例例1 Today in business fast is no longer fast 1 Today in business fast is no longer fast enough,even faster is still too slow to keep pace with enough,even faster is still too slow to keep pace with the incredible demands placed on people and the the incredible demands placed on people and the computers they work with.Thats one reason why computers they work with.Thats one reason why IBM developed P60/D.60MHz 64-bit Pentium Chip IBM developed P60/D.60MHz 64-bit Pentium Chip computers so fast,so powerful,it makes todays computers so fast,so powerful,it makes todays conventional computers like they are moving at a conventional computers like they are moving at a snails space.snails space.例例2 These days succeeding in business means getting 2 These days succeeding in business means getting more competitive and making tougher decisions.more competitive and making tougher decisions.第11页/共28页2 2 实例实例例例:Now,GEDeliversIceandColdWaterNow,GEDeliversIceandColdWaterRighttoYourDoorRighttoYourDoorGeneralElectricpresentstheworldsfirstGeneralElectricpresentstheworldsfirstrefrigeratorwithacustomdispenserontherefrigeratorwithacustomdispenseronthedoor.Bothiceandcoldwateratatouch.door.Bothiceandcoldwateratatouch.Pushthecradlemarked“Ice”bucket.PushPushthecradlemarked“Ice”bucket.Pushtheotheroneandyougetacolddrinkofwater.theotheroneandyougetacolddrinkofwater.Youcanusebothdispensersatthesametime.Youcanusebothdispensersatthesametime.Allwithoutopeningadoor.Allwithoutopeningadoor.AndGeneralElectrichassomeotherAndGeneralElectrichassomeothersurprisesforyou.surprisesforyou.第12页/共28页Likeaconvertibleseven-daymeatkeepthatkeepsunfrozenfreshandreadytocookforanentireweek.Orjustaflipofaleverand you can use it for more vegetablestorage.Slide-out tempered-glass shelvesare easy to clean and spills dont dropthrough.A no-frost system that keepseverything,includingthefreezer,completelyfrostless.GE also gives you an automatic icemakerthatfeedscubestothedispenserinthedoor.Andtheresabigstorage第13页/共28页binthatkeepsapartysupplyoficeanhand.Therearesevenwheels-soyoucanrolltherefrigeratoroutandcleanbehindit.Allthatplus23.5cubicfeetofcoolintherefrigerator.Go whereGEissoldandseethemall.YouwillseldomneedserviceonGErefrigerator,butitsnicetoknowwearenearby.Progressisourimportantproduct.第14页/共28页解析：解析：这则美国通用电气公司这则美国通用电气公司为其冰箱所作的广告使用了第为其冰箱所作的广告使用了第二人称二人称you,you,使人们觉得格外亲使人们觉得格外亲切。广告在介绍了产品的各种切。广告在介绍了产品的各种独特功能后，谈到了售后服务，独特功能后，谈到了售后服务，采用了以采用了以butbut连接的并列句，连接的并列句，既强调了产品的质量（既强调了产品的质量（seldomneedservice），又说明了产品），又说明了产品售后服务的周到（售后服务的周到（wearenearby）。其口号）。其口号Progressisourimportantproduct富有新富有新意，意，progress和和product在拼写在拼写和读音方面的类同之处也给广和读音方面的类同之处也给广告增加了色彩。告增加了色彩。第15页/共28页customdispenser:专制的分配器专制的分配器cradle:支架，托架，摇架支架，托架，摇架cubes:冰块冰块convertibleseven-daymeatkeep:可随时取用的七天肉食储存可随时取用的七天肉食储存flipofalever:一拉手柄一拉手柄slide-outtempered-glassshelves:外拉式强化玻璃架外拉式强化玻璃架no-frostsystem:除霜系统除霜系统partysupplyofice:接连供应冰块接连供应冰块needservice:需要服务，需要维修需要服务，需要维修第16页/共28页3 3 同步同步练习练习：Writeanadvertisementforthefanaccordingtotheinformationgiven.台式电风扇台式电风扇 最新的遥控和程控设计最新的遥控和程控设计 胜美牌系列电风扇装备有最新的集成电路胜美牌系列电风扇装备有最新的集成电路AS9201AS9201，它是最先进的程控设计。，它是最先进的程控设计。胜美牌电风扇提供胜美牌电风扇提供3 3种风速选择。胜美牌电风扇在你午休时给你阵阵自然凉风。在你瞌睡时，胜美牌电风扇给你微风助你入睡，在你设定的时刻自动停止。种风速选择。胜美牌电风扇在你午休时给你阵阵自然凉风。在你瞌睡时，胜美牌电风扇给你微风助你入睡，在你设定的时刻自动停止。第17页/共28页 有有1515种时间和速度选择。种时间和速度选择。时间从半小时到七个半小时不时间从半小时到七个半小时不等。等。规格规格额定电流：额定电流：220220伏交流电伏交流电5050赫兹赫兹用电量：用电量：4646瓦瓦重量：重量：6 6公斤公斤制造商：深圳先科机电公司制造商：深圳先科机电公司地址：中国深圳八卦东四路地址：中国深圳八卦东四路 电电话：话：22644532264453第18页/共28页参考答案参考答案参考答案参考答案：TABLEFLOORELECTRICFANWithremotecontrollerandprogram controller ShengmeiBrandseriesfansareequippedwithourlatestdevelopedintegratedcircuit-AS9201,which is made with the mostadvanced program and thelatestformulaintheindustry.ShengmeiElectricFanprovides you with moderatewindwithuptothreekindsofwindspeedselections.第19页/共28页ShengmeiElectricFanalsoprovidesyouShengmeiElectricFanalsoprovidesyouwiththerhythmicwindonceyouhaveashortwiththerhythmicwindonceyouhaveashortrestinthedayremindingyouofthenaturesrestinthedayremindingyouofthenaturesbreeze.breeze.Whenyoufeelsleepy,ShengmeiElectricWhenyoufeelsleepy,ShengmeiElectricFanwillblowasoftandcomfortablewindtoFanwillblowasoftandcomfortablewindtohelpyougotosleep.Thewindwilldecreasehelpyougotosleep.Thewindwilldecreasegraduallybeforeitstopsautomaticallyatthegraduallybeforeitstopsautomaticallyatthetimeyouset.timeyouset.Youwillhave15selectionsoftimesettingYouwillhave15selectionsoftimesettingandwindspeed.andwindspeed.Thetimeselectionsvaryfrom0.5hourtoThetimeselectionsvaryfrom0.5hourto7.5hoursasyouwantittobe.7.5hoursasyouwantittobe.第20页/共28页MainspecificationsMainspecificationsRatedVoltage:220voltsAC.50hzRatedVoltage:220voltsAC.50hzPower:46WattPower:46WattWeight:6kgWeight:6kgManufacturer:ShenzhenAdvancedScienceManufacturer:ShenzhenAdvancedScienceMachinery&ElectronicsCorp.Machinery&ElectronicsCorp.Address:EastofBagua4RoadShenzhenChinaAddress:EastofBagua4RoadShenzhenChinaTel:2264453Tel:2264453第21页/共28页Task 1 Suppose you are Frank Harton who has three years experience in the field of retail sales.Now you would like to apply for a position as a senior retail sales representitive with Daily Youth Sports Product Co.,Ltd.Write an application letter in no less than 350 words.第22页/共28页Task 2Suppose you are Michael Smiths manager at XYZ Engineering.But now you are going to retire and so you recommend Michael Smith who is a mechanical engineer and has been working for XYZ for ten years to take the place of you.Write a recommendation letter in no less than 350 words.第23页/共28页Note1.商务信函中的平等协商e.g.I will be grateful if you give me an opportunity.(有强迫对方必须要给的意思，有命令的意味)I would be grateful if you give me an opportunity.第24页/共28页2.人称代词前后不一致，不统一3.名词前面加冠词，主要是定冠词the，而不要用this.4.部分同学的Chinglish很严重。5.尽量不要使用生僻词，注意拼写错误。territory，propersphere6.根据信件的情景设置，有时需要去除你的学生身份和思维。第25页/共28页Task 3Directions:Write an invitation to Mr John Sze,inviting him to be the calligraphy competition judge.The number of the words is no less than 200 words and you dont need to write the address.第26页/共28页Task 4Directions:Write a company profile no less than 200 words according Directions:Write a company profile no less than 200 words according to the information below.to the information below.公司名称：公司名称：公司名称：公司名称：苹果公司苹果公司 外文名称：外文名称：外文名称：外文名称：Apple Inc.Apple Inc.总部地点：总部地点：总部地点：总部地点：美国加利福尼亚州美国加利福尼亚州 成立时间：成立时间：成立时间：成立时间：19761976年年4 4月月1 1日日公司性质公司性质公司性质公司性质：上市公司、跨国企业：上市公司、跨国企业 经营范围：经营范围：经营范围：经营范围：电子科技产品电子科技产品 公司口号公司口号公司口号公司口号：SwitchSwitch（变革）（变革）员工数：员工数：员工数：员工数：76,10076,100（20132013年）年）年营业额：年营业额：年营业额：年营业额：15651565亿美元（亿美元（20132013年）年）联合创始人：联合创始人：联合创始人：联合创始人：乔布斯、沃兹尼亚克、韦恩乔布斯、沃兹尼亚克、韦恩主打产品简介：主打产品简介：主打产品简介：主打产品简介：在高科技企业中以创新而闻名，设计并打造了在高科技企业中以创新而闻名，设计并打造了iPodiPod、iTunesiTunes和和Mac Mac 笔记本电脑和台式电脑、笔记本电脑和台式电脑、OS X OS X 操作系操作系统，以及革命性的统，以及革命性的iPhoneiPhone和和 iPad iPad。世界世界世界世界500500强：强：强：强：第第1919位（位（20132013年）年）第27页/共28页