英语应用文写作商品广告(课堂PPT).ppt

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1、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.22.Grammer mistakes1)主谓一致 e.g.it have2）动词原形不能直接放在句首做主

2、语 e.g.Fall asleep is harder and harder.Falling asleeping is harder and harder.3）某些代词做主语，谓语动词和相应的名词形式应该是单数。anyone，anybody，everyone，everybodye.g.Everyone had their homework done.(wrong)Everyone had his/her homework done.4)词性错误 e.g.choose/choice select/selection33.wrong sentences1)平行结构。e.g.To say is on

3、e thing,doing is another.(wrong)To say is one thing,to do is another.2）不完整句子。e.g.Equipped with our latest developed.Because the department could not pay for the new computer.44.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。5Note1.审题构思写作。2.信息点齐全。3.固定句型会背会用4.字数。6广告文档写作广告文档写作广告文档写作广告文档写

4、作7商品广告商品广告(Commodity(Commodity Advertisement)Advertisement)1 1 常用的词语及句型常用的词语及句型attractivedesign款式新颖款式新颖withalong-standingreputation久负盛名久负盛名exquisiteanddurable精美耐用精美耐用goodsgenuineandpricereasonable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theworldfamousbrand世界著名品牌世界著名品牌image

5、形象形象 Thechoiceisyours,Thehonorisours.8Please do not leave it too late.事不宜迟。More choices,more enjoyment.语意双关的使用：语意双关的使用：A deal with us means a good deal to you.译文：和我们做买卖意味着您做了一笔好买卖。该句的妙处在于很好地利用了句中deal的三种含义，“做买卖”、“一笔好买卖”和“许多”。a good deal构成一个绝妙的双关。9一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。例1Haveyoueverdreamedofas

6、cendingthestepsofagreattemplebuilttothegods?（旅行社广告）您是否梦想过登上为众神修建的宏伟庙宇的台阶？例2Canatired,overworkedvoicecommand attentioninclass?一个疲惫、过劳的声音能吸引全班的注意力吗？10 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理，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。如下列一则黄油广告：增加他们的阅读兴趣。如下列一则黄油广告：Whats so special about Lu

7、rpark Danisb butter?Well,can you remember what butter used to taste like-real fresh from house butter?Do you remember how you used to enjoy it when you were young?Today,the taste of Lurpark bring it all back to you thats why its so special.这则广告多次使用疑问句，从第一句这则广告多次使用疑问句，从第一句“黄油的特黄油的特点是什么？点是什么？”入手，一环扣一环

8、，抓住读者的心入手，一环扣一环，抓住读者的心理，突出了这种黄油的特点。如用陈述句则平淡理，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，抓住读者注意力的广告无奇。这种使用疑问句，抓住读者注意力的广告彼彼皆是。彼彼皆是。11 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，这是由于英语广告中有大量的形容词和副词做修饰语的缘故语广告中有大量的形容词和副词做修饰语的缘故。例1 Today in business fast is no longer fast enough,even faster is still too slow to keep pace w

9、ith the incredible demands placed on people and the computers they work with.Thats one reason why IBM developed P60/D.60MHz 64-bit Pentium Chip computers so fast,so powerful,it makes todays conventional computers like they are moving at a snails space.例2 These days succeeding in business means getti

10、ng more competitive and making tougher decisions.122 2 实例实例 例例:Now,GEDeliversIceandColdWaterRighttoYourDoorGeneralElectricpresentstheworldsfirstrefrigeratorwithacustomdispenseronthedoor.Bothiceandcoldwateratatouch.Pushthecradlemarked“Ice”bucket.Pushtheotheroneandyougetacolddrinkofwater.Youcanuseboth

11、dispensersatthesametime.Allwithoutopeningadoor.AndGeneralElectrichassomeothersurprisesforyou.13Likeaconvertibleseven-daymeatkeepthatkeeps unfrozen fresh and ready to cook for anentireweek.Orjustaflipofaleverandyoucanuse it for more vegetable storage.Slide-outtempered-glassshelvesareeasytocleanandspi

12、llsdontdropthrough.Ano-frostsystemthatkeepseverything,including the freezer,completelyfrostless.GE also gives you an automatic ice makerthatfeedscubestothedispenserinthedoor.Andtheresabigstorage 14binthatkeepsapartysupplyoficeanhand.Therearesevenwheels-soyoucanrolltherefrigeratoroutandcleanbehindit.

13、Allthatplus23.5cubicfeetofcoolintherefrigerator.Go whereGEissoldandseethemall.YouwillseldomneedserviceonGErefrigerator,butitsnicetoknowwearenearby.Progressisourimportantproduct.15解析：解析：这则美国通用电气公司为其冰箱所这则美国通用电气公司为其冰箱所作的广告使用了第二人称作的广告使用了第二人称you,you,使人们觉得使人们觉得格外亲切。广告在介绍了产品的各种独特格外亲切。广告在介绍了产品的各种独特功能后，谈到了售后

14、服务，采用了以功能后，谈到了售后服务，采用了以butbut连接的并列句，既强调了产品的质量连接的并列句，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）。其口号号Progressisourimportantproduct富有富有新意，新意，progress和和product在拼写和读音方在拼写和读音方面的类同之处也给广告增加了色彩。面的类同之处也给广告增加了色彩。16customdispenser: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con

15、vertibleseven-daymeatkeep:可随时可随时取用的七天肉食储存取用的七天肉食储存flipofalever:一拉手柄一拉手柄slide-outtempered-glassshelves:外拉式外拉式强化玻璃架强化玻璃架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173 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

16、程控设计 胜美牌系列电风扇装备有最新的集成电胜美牌系列电风扇装备有最新的集成电路路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，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。在你设定的时刻自动停止。18 有有1515种时间和速度选择。时间从半小种时间和速度选择。时间从半小时到七个半小时不等。时到七个半小时不等。规格规格额定电流：额定电流：220220伏交流电伏交流电5

17、050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 电话：电话：2264453226445319参考答案：参考答案：TABLEFLOORELECTRICFANWith remote controller and programcontrollerShengmeiBrandseriesfansareequippedwithourlatestdevelopedintegratedcircuit-AS9201,whichismadewiththemostadvancedprograman

18、dthelatestformulaintheindustry.Shengmei Electric Fan provides youwithmoderatewindwithuptothreekindsofwindspeedselections.20ShengmeiElectricFanalsoprovidesyouwiththerhythmicwindonceyouhaveashortrestinthedayremindingyouofthenaturesbreeze.Whenyoufeelsleepy,ShengmeiElectricFanwillblowasoftandcomfortable

19、windtohelpyougotosleep.Thewindwilldecreasegraduallybeforeitstopsautomaticallyatthetimeyouset.Youwillhave15selectionsoftimesettingandwindspeed.Thetimeselectionsvaryfrom0.5hourto7.5hoursasyouwantittobe.21MainspecificationsRatedVoltage:220voltsAC.50hzPower:46WattWeight:6kgManufacturer:ShenzhenAdvancedS

20、cienceMachinery&ElectronicsCorp.Address:EastofBagua4RoadShenzhenChinaTel:226445322Task 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

21、.Write an application letter in no less than 350 words.23Task 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 recomme

22、ndation letter in no less than 350 words.24Note1.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.252.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

23、置，有时需要去除你的学生身份和思维。26Task 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.27Task 4Directions:Write a company profile no less than 200 words according to the inf

24、ormation below.公司名称：公司名称：苹果公司 外文名称：外文名称：Apple Inc.总部地点：总部地点：美国加利福尼亚州 成立时间：成立时间：1976年4月1日公司性质公司性质：上市公司、跨国企业 经营范围：经营范围：电子科技产品 公司口号公司口号：Switch（变革）员工数：员工数：76,100（2013年）年营业额：年营业额：1565亿美元（2013年）联合创始人：联合创始人：乔布斯、沃兹尼亚克、韦恩主打产品简介：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iPod、iTunes和Mac 笔记本电脑和台式电脑、OS X 操作系统，以及革命性的iPhone和 iPad。世界世界500强：强：第19位（2013年）28