广告英语

●As a means to disseminate传播information, advertising English must be compact紧凑、简洁, vivid, visual,
emotional and attractive. Therefore, morphology in advertising is quite different from common English.
●The function of advertising is to provide information, attract consumer, exploit market, and promise the
quality. Therefore, advertisement must pay attention to its impelling强迫language, and the first step is to use popular and oral language to make it easy to understand and memorize.
●The Self-Made woman.
She’s living better all the time.
●白手起家的女性，生活得更加美好。

●Sophisticated sweet-to-drink Pink Lady.
●(高级，可口的红粉佳人．)
●Evergreen. Round-the-world service.
●（长青，环球的服务．）
●Kodak Single-use-cameras take pictures where you wouldn’t normally take your camera.
（柯达一次性相机在你通常不带相机的场合拍出不平凡的照片．）
●Soft sweater with an easy-going attitude
●（柔软的运动衫，舒展的姿态．）
●Take-it-easy terry, very comfortable priced.
(疏松的毛织物，价格使人倍感舒适
●Take time. Any time.
●(无论何时，享受生活。

)
●连用两个time，语言简洁、明快。

●(2) The colorful world doesn’t stop when it’s nighttime.
（夜晚时分，这里的世界依然五彩缤纷。

）
寥寥数语，却能吸引旅客在此过夜，多么富有
For twogether the ultimate all inclusive one price sun-kissed holiday.
●两人共度一个阳光灿烂的假日，一切费用均包括在单人价格之内。

●Hi-fi, hi-fun, hi-fashion, only from Sony.
（高度保真，高级趣味，高尚名流，来自索尼。

The label of achievement 功成名就的标志
Natural herb. Pure honey. 天然药材，纯正蜂密
Fresh up with Seven-Up. 君饮七喜，提神醒脑
It’s for a lifetime 你的人生伴侣
•We would never say the new Audi A6 is the best in its class. We don’t have to．（
•我们根本不必说新型奥迪Ａ6同类车中最好的。

没有这个必要。

）
•You will enjoy relaxed sunny days. Warm crystal ear lagoon. Cool green foliage. Waterfalls. Flowers. Exotic scents. Bright blue skies. Secluded beaches. Graceful palms. Breath taking sunsets. Soft evening breezes. And food that simply outstanding.
（您会享受这阳光明媚的轻松日子。

温暖、清澈的环礁湖，清凉、碧绿的树叶，瀑布，花丛，异样的芬芳，明亮的蓝天，幽静的海滩，优美的棕榈，壮丽的日落，轻柔的晚风。

还有那绝妙的食物。

）•Introducing Fitness magazine.
•It’s about health,
•It’s about exercise,
•It’s about your image,
•Your energy and your outlook.
•（向您推荐《健康》杂志：说健康、说锻炼、说形象、说精力、说展望。

）
People only buy on benefits a product offers, not on features
•Good feeling and to solve a problem.
•The AIDA Formula:Attention- You have to get your prospect's attention.
•Interest- You have to build interest after you have someone's attention.
•Desire- You stressed the benefits and now you have to make your offer so perfect that the prospect is feeling bad when they don't buy.
•Action- Last you have to close the sale by motivating your prospects to order.
•
•Bayside is your complete motion resource, offering both individual components and integrated solutions.
We have the people, facilities and technology to supply you with innovative motion control products. If we don't have it, we'll custom build it. If it doesn't exist, we'll create it. For innovation, service, and superior value, Bayside is second to none.
•贝赛德拥有完备的传动装置货源，提供从单个元件到整体设计方案的一条龙服务，我们有人力、设备和技术为您提供传动控制装置的创新产品。

没有的，可承接定做；不存在的，可创造发明。

贝赛德的产品价值超群，创新和服务独一无二。

•It's all part of what we call the Bayside Way. It involves technical innovation, continuous employee development, creative management and a strong customer focus. It's what drives Bayside's exponential growth and continues to make us the leader in motion control.
•Exponential:n.指数, 倡导者, 演奏者, 例子,
•adj.指数的, 幂数的
•“革新技术、培训员工、创新管理、顾客至上”是贝赛德的企业精神，它推动着贝赛德的迅猛壮大和发展，从而一直处于传动装置行业的领先地位。

•例3．享誉国内外的电视湘军倾尽全力承办了第一、二届中国金鹰电视艺术节，其大手笔、大投入、高规格操作的一系列精彩活动，为中国电视界营造了一个惊世骇俗、波澜壮阔的艺术天空，为中国广大电视观众精心调制了一系列精美的艺术大餐，并因其独特的传播方式、旺盛的人气积聚而成为收视热点，为中国所有的品牌营运商打造了一个超级传播焦点平台。

•The well-known Hunan TV forces undertook successfully with all its strength and creations the past two Golden Eagle TV Art Festivals, presenting with an amazing effect a series of fantastic programs boasting of its spectacularity, high investment, and high standard, which has created a fresh TV art style and offered the audience a grand artistic feast. Due to its special operation and high audience rating, it has now become a nation’s audience focus and served as a super media platform in the media industry across China.•例5．我公司95、96年分别实现产值400万美元、500万美元，销售收入420万美元、550万美元，连续两年利税超过150万美元，成为×××市经济效益支柱产业，自95年以来，先后被授予“××县城市经济功勋企业”、“××市经济效益支柱企业”、“××省供销合作社十强工业企业”、“银行信誉AAA 企业”，95年在全国供销工业企业经济效益百强中排名第十八位，并被批准为“中华人民共和国海关保税工厂”。

▪试译：The annual output of the corporation amounted respectively to USD 4 million in 1994 and USD 5 million in 1995, with an annual sales income each up to USD 4.2 million and USD 5.5 million. The annual profits and taxes turned in more than USD1.5 million successively in 1994 and 1995, which entitles it to many honorable titles granted by both local and state governments. It has now become a pillar enterprise in ×× City and enjoys the privilege of the “bonded factory” authorized in 1995 by China Customs Administration.
▪第三届中国国际高新技术成果交易会将于10月12日至17日在深圳举行，主题是信息技术和信息化。

本届高交会将为参展的国内外企业、科研院所、高等院校、投资机构和中介机构，提供良好的支持和服务平台。

高交会总展览面积将在第二届的基础上增加1万平方米，达到5万多平方米，主要由高新技术成果交易、高新技术专业产品展示与交易和高新技术论坛三部分组成。

长期以来，上海华建秉承“汇集世界先进，光大华建品牌”的宗旨，以“一流员工，一流产品，一流企业，一流服务”要求自己，以“突破极限，铸造经典”突现出“以顾客为中心”的经营理念，荣获“全国用户满意产品”、“上海市用户满意产品”等称号，“上海华建”成为广大用户心目中首选品牌。

上海华建产品市场占有率高，遍布大江南北，在全国范围内形成有效的销售网络和与之相适应的售后服务体系。

在上海东方明珠电视塔、金茂大厦、黄河小浪底、北京东方广场、上海磁浮列车等重大工程建设发挥了重要作用。

▪1) Translations:
▪The Third China High-Tech Fair (CHTF) will be held in Shenzhen, Guangdong Province, from October 12 to 17.
Information technology (IT) and the information age will be the themes of this year’s event. The CHTF will serve both foreign and domestic enterprises, research institutes, institutions of higher learning, investment organizations and intermediaries, The exhibition area will cover more than 50,000 square meters—10,000 square meters more than the second CHTF. The event will include transfers involving high-tech achievements, an exhibition of high-tech products, and a high-tech forum.
▪2) Improvement:
▪Shanghai Huajian has long been striving to be an outstanding enterprise known for its well-trained employees, best products and services, to make Shanghai Huajian products a name brand. Based on the principle of “customer first”, the brand“Shanghai Huajian” has become the first-choice of the customers. With an effective marketing network and its corresponding after-sale service system, Shanghai Huajian products have possessed a high market share across China, in the key engineering construction, such as: the Shanghai Orientalsuch as: the Shanghai Oriental Pearl TV Tower, Jin-Mao Mansion, Xiaoliangdi Hydroelectric Power Station of the Yellow River, Beijing Eastern Square and Shanghai Maglev Train project, etc.“Shanghai Huajian”
has become the first-choice of the customers.With an effective marketing network and its corresponding after-sale service system, Shanghai Huajian products have possessed a high market share across China, in the key engineering construction, such as: the Shanghai OrientalPearl TV Tower, Jin-Mao Mansion, Xiaoliangdi Hydroelectric Power Station of the Yellow River, Beijing Eastern Square and Shanghai Maglev Train project, etc.▪力士美容沐浴露含水量天然杏仁提炼的活性滋润成分，能自然渗透，彻底清洁，温和不刺激，充分滋润，令你的肌肤柔嫩娇美，顺滑润泽。

她的泡沫丰富、芳香怡人，给你全新的沐浴感受。

▪LUX Shower Cream contains natural active moisturizing agents derived from almonds that naturally penetrate the skin cleansing and moisturizing thoroughly; leaving it beautifully soft and smooth. Enjoy the experience of new LUX Shower Cream with its pleasant fragrance. The mild rich creamy lather completely cleanses and moisturizes your skin.
▪（一）比喻
(figure of speech)
▪借彼喻此
▪比喻能使广告语言生动形象，增强读者的形象思维。

▪明喻(simile)
▪Like, as, just as,
▪as though, as it were,
▪similar to,
▪be comparable to,
▪be something of
▪Cool as a mountain steam…cool fresh Consulate.
▪Only one camera zooms beyond expectation. Just as there are a multitude of ways to see the world around us, there is one camera that puts all the possibilities within our reach.
Light as a breeze, soft as a cloud. (衣服广告)
▪What’s on your arm should be as beautiful as who’s on it.
▪（带在你手臂上的东西应该和你手臂上的人儿一样美。

）
▪Citizen 手表广告，运用明喻修词方式，形象生动
▪Like a good neighbor, State Farm is there. (State Farm保险公司）
▪暗喻(metaphor)
▪X是A。

▪It cleans your hair gently without harshly stripping off all the essential oils or leaving any strange ones behind. So all the health and beauty of your hair shines through.
Soft, enchanting, smiling color –that’s the gift of Focus to your hair. （Focus 牌发油）把使用发油后发质柔软、颜色可人的效果说成是发油赠送的礼物，使该产品更具魅力和人情味。

▪Sophisticated, sweet-to-drink Pink Lady.
▪ The born leader. （天生的领导者）
▪此句暗示产品生来居领导地位，当然是优秀产品
▪Feel it slim, purposeful shape in your hand.
▪转喻/借喻（metonymy)
▪He is too fond of the bottle.
▪The bottle=the drink in the bottle.
▪Wash the big city right out of your hair.
▪The big city=the dirt of the big city
▪200 years later, not much has changed. Our trademark is still protected by law. And thanks to the skill and dedication of our present day brewers, no one else has yet managed to brew
a pint quite like Draught Bass.
▪提喻/举隅(synecdoche)
▪The world of Music:
▪The world of Art:
▪The world of Theater:
▪The world of Sight:
▪Hey, if you think female bonding is all about her hair spray and nail glue, you obviously sucked in the past.
▪拟人（Personification)
▪把物写成人，使之有生命力、个性和情感。

▪It’s for your lifetime.
▪（你人生的伴侣。

）
▪将手表写成人，且与你朝夕相伴，仿佛是你的情人。

▪Time will tell.
▪（时间是会作证的。

）
▪时间都会出来作证，说明该产品经久耐用，经得起时间的考验。

▪Flowers by interflow speak from the heart.
▪（鲜花是发自内心的表达。

）
▪用拟人的修辞法，衬托了鲜花勃勃生机，使花具有了人情味。

▪The world smiles with Reader’s Digest
▪(《读者文摘》给世人带来欢乐。

)
▪世界（the world）因《读者文摘》而欢笑，可见该杂志给人们带来欢快。

▪Why your skin drinks it down so quickly?
▪玉兰油
▪He was born in 1639, and he’s still flying with us today.
▪He一种酒。

▪双关(pun)
▪ A deal with us means a good deal to you.
▪此则广告巧妙地把“deal”的几种不同意义有机地结合在一起。

“a good deal”常用意义为“许多，很多”，在此也可理解为“一笔好买卖”。

与我们做生意是能让消费者受益颇多的好买卖，消费者又何乐而不为呢？
▪I am More satisfied!
▪More adv
▪ name brand
▪Ask for More.
▪She’s the nimblest girl around. Nimble is the way she goes. Nimble is the bread she eats.
Light, delicious,Nimble.
▪Try our sweet corn. You’ll smile from ear to ear.
▪你一尝就会吃了一个又一个(ear玉米穗），高兴得合不拢嘴（ear耳朵）。

▪You will go nuts for the nuts you get in Nux.
▪go nuts: 兴高采烈
▪Nux: name brand
▪nuts: the nuts of Nux
▪反复(repetition)
▪When I’m in Guangzhou, you’ll always find me at White Swan. The White Swan really is the one to stay in Guangzhou
▪The beauty of Sheraton. At the heart of the great Asian and pacific cities. Truly international gateway hotels, where the business and leisure traveler meet. Enjoying unparalleled service and luxury. That’s the beauty of Sheraton.
▪Extra Taste. Not Extra Calories. (食品广告)
▪暗示该产品有额外的口味，却无额外的热量，即不会使人发胖。

通过重复“extra”，使该食品更具诱惑力，从而使消费者不再犹豫。

▪Make up your mind before you make up your face.
▪
▪The look is pure elegance.
▪The handling is pure joy.
▪Live in the lap, lap, lap, lap, lap, lap, lap of luxury.
▪ Nissan Guest
▪ A new car.
▪ A new way to build it.
▪ A new way to buy Escort.
▪ Ford Escort
▪押韵(rhyme)
▪韵律是由相同或类似的重读或非重读音节的韵脚组成，而节奏是按行末的重读元音来构成的。

广告英语中，押韵是重要的修辞手段之一。

它能使英语广告有节奏感、音调和谐、琅琅上口，便于记忆。

▪Go for the sun and fun. （旅游广告）
▪“去追求阳光与欢乐”，押韵的“sun and fun”令人们想起和煦的阳光、美丽的沙滩及游玩时的无穷乐趣，怎么能不心动呢？
▪ PK chewing gum, penny for a packet,
First you chew it, then you crack it.
Then you stick it to your jacket,
PK chewing gum, penny for a packet,
▪这是PK口香糖的广告，行末的packet, crack it, jacket 和packet 都押韵，简直是一首音韵优美的儿歌。

▪My goodness! My Guinness!
Goodness与 Guinness首韵和尾韵均相同，读来容易上口，便于记忆和传播。

▪Pepsi-Cola hits the spot.
Twelve full ounces, that’s a lot.
Twice as much for a nickel, too—
Pepsi-Cola is the drink for you.
▪这则百思可乐的广告spot 和a lot 押韵，too和 you押韵。

采用押韵手段，易于传诵，扩大影响，提高产品的知名度。

▪Health, Humor & Happiness … Gifts we’d love to give.
▪Wonder where the yellow went.
▪排比(parallelism)
▪把结构相同、意义相关、语气一致的几个（有时是两个）词组或句子并列使用称为排比。

排比句能层层递进，加强语势。

▪Designed with a computer.
▪Silenced by a laser.
▪Built by a robot
（电脑设计，激光消音，机器人制造。

）
▪整齐的书面形式，有规则的节奏，看来醒目，听来悦耳。

▪It’s a written language…
▪It’s an oral language…
▪It’s an electronic language…
▪It’s an interactive language… And it’s a language…
▪此则广告的标题为“Business has a universal language. It consists of two words”，它的每一段均以同样的结构开始，形成排比结构，突出了广告所强调的内容。

▪It is made differently. It is made using ancient production process. It is made pouring painstaking efforts of many scientists. It is fruit of human science.
▪（它采用与众不同的制造程序；它采用了古代的生产流程；它倾注了多少科学家的心血。

它是人类科学的结晶。

）
▪采用了排比的修辞手法，颇具气势。

重点渲染了该产品制造过程中的科学性和传统性
▪No problem too large, no business too small. (IBM广告)
▪此广告既表明了公司雄厚的实力，又体现了其想顾客之所想以及事无巨细的合作与实干精神。

▪对偶（antithesis）
▪把结构相同、意义相关、语气一致的两组词语或句子并列使用称为对偶。

使用对偶修辞法，能突出所强调的内容，增强语言气势和音韵的优美。

▪The choice is yours，the honor is ours. （商场广告）
▪“任君选择，深感荣幸”。

通过使用结构整齐、意义呼应的对偶句，使商场和消费者之间有了一种无形的友好与默契，也表现商场货源充足、服务优良、购物环境好。

▪ Once tasted, always loved.
▪（一旦品尝，爱之终生。

）
▪结构相同两组词形成鲜明的对比。

▪Lose ounces. Save pounds.
▪（失去几盎司，省下数英磅。

）
▪对称结构，读来上口。

便于记忆。

▪ Double delicious. Double your pleasure.
▪（双重美味，双重愉悦。

）
▪两个double，一个副词，一个动词，作用不尽相同。

▪ A contemporary classic. A timeless timepiece.
▪（当代经典产品，永久计时装置。

）
▪结构对称，且巧妙运用了修饰词与被修饰词的意义成分中的矛盾，令人回味无穷。

▪仿拟(parody)
▪Give me Green World，or give me yesterday.
▪（绿世界牌系列晚霜广告
▪“要么给我绿世界晚霜，要么还我昨日的青春容颜”。

美国独立战争时期著名的政治家和爱国主义诗人亨利(Patric Henry)曾写下诗句“Give me liberty, Or give me death（不自由，毋宁死）”。

本广告通过对该诗的巧妙仿拟，定能在消费者心中产生强烈的共鸣和奇妙的联想，激起他们购买的欲望。

▪夸张(hyperbole)
▪We have hidden a garden full of vegetables where you’d never expect in a pie. （食品广告）
▪“在您意想不到的一个地方，我们珍藏了满园的蔬菜，那是在一个小小的馅饼里。

”蔬菜品种的丰富以及味道鲜美，真让人为之叫绝。

▪反语(irony)
▪If people keep telling you to quit smoking cigarettes, don’t listen…… They’re probably trying to trick you into living.（公益广告）
▪“如果有人苦口婆心地劝你戒烟，不要理他——他们大概是想骗你活得长久些。

”
▪对比(Contrast)
▪Outdoors the earth frozen to a 3-foot depth; Indoors warm and cozy like spring.（电暖器广告）
▪“外面冰冻三尺，屋里春意融融。

”通过“outdoors”与“indoors”两种情形的对比，一边是“frozen”，一边是“warm and cozy”，使人对严寒里带来温暖的电暖器有更好的感觉和印象。

▪应用离子交换层析技术浓缩味精稀溶液
▪【思考题】
▪ 1.将1% 味精稀溶液pH调至3.2，有无沉淀生成？为什么？
▪ 2.在用1mol/L NaOH上柱洗脱过程中，如果流速加快或太慢会有何现象？为什么？
▪ 3.试分析732阳离子交换树脂和DEAE-纤维素阴离子交换剂为介质的离子交换层析原理及操作方法有何异同？
▪ 4.你查资料分离谷氨酸的缓冲液为pH6.5，其理论依据是什么？
▪ 5.如果选用0.5 mol/L NaOH或2 mol/L NaOH溶液洗脱谷氨酸，能收集到味精晶体吗？会出现什么现象？
▪ 6.设想用732阳离子交换树脂如何分离天冬氨酸（pI2.97）和赖氨酸（pI9.74）混合液？▪7. 实验后树脂再生用5%HCI溶液的目的是什么？。