1.1 标题(headline)
Ad title generally considered the most important part of advertising, advertising promotion
Transfer efficiency depends on its success or failure. Because people''s attention usually only in the title
On staying a while. Survey, the weight of total advertising ad title component
Sum of the parts of 50% to 70%. Therefore, the authors often done everything to attract readers
Attention in order to achieve the ultimate goal --- to promote advertising sales.
Language seek unconventional ad title, a word in, cause the good readers
Curiosity and attention. Therefore, changing its form, there are several common
Type:
Can be seen, no matter what language style, their characteristics are the same --- Jane
Clear, prompt, and colloquial
1.2 正文( test )
The main body of the ad, ads for the full performance of the theme. Divided by
Under several categories:
1.2.1 情感性正文(emotive copy)
This is commonly used as a text ad writer, by appealing to the feelings of others
To achieve marketing purposes. For example, insurance companies, advertising often capture the emotion
On the desire to protect family property a big issue.
1.2.2 记实性正文(factual copy)
The body is typical of such advertising. Factual advertising followed the body of Advertising
The famous "AIDCA" formula, that is, the first arouse the reader''s attention (attention) and interest
(Interest), and then arouse the reader''s desire to buy (desire), and evidence to convince him
They (conviction), and thus promote its purchase (action). The mission has thus completed ad
Into.
1.2.3 叙述性正文(narrative copy)
Pen calmly descriptive text, and has Knowledgable. Such style often used in
Resort advertising, can also be found described on the bank and insurance companies.
1.2.4 证明性正文(testimonial copy)
To fictional or real people, the way of dialogue or monologue delivered a letter of goods
Interest. Such text can also be a celebrity on a commodity or a service of praise
Speech.
1.2.5 语言噱头正文(gimmick copy)
Such advertisements hard to learn, trick, mostly from the wording of certain allusions,
For well-informed, curious readers to taste. Usually appear in the timing
The magazine is not strong.
1.3 结尾语(signature slogan)
At the end of language is a text ad in the decisive, its role is to draw Dragon Point
Eyes, to strengthen the value of attention and memory. End of the title of language structure, language and non-
Often similar. Simple lean and general requirements, emphasize rhythm, easy-to-catchy, and very difficult
Forget. For example:
—Everything keeps going right.(日本丰田汽车广告)
—Your world opens wider with apple. (苹果牌计算机广告)
—The Japanese art of time keeping. (日本西铁城钟表广告)
2 省略形式是广告英语的突出特征
Advertising language must have a transient effect, that is able to quickly convince the reader. To this end,
Ad writers are often the most concise language to highlight the main points and an ad
Content, so the reader clear and unforgettable. Therefore, in order to omit the sentence form
Son has become the most compelling advertising English, the most representative sentences and
Become the most prominent feature of the ad. Advertising English sentence can be omitted any
He component, which often omit the sentence is the following.
2.1 省略主语、谓语动词的句子
Such sentences are common in the ad in English, many of them are nouns or names
Word phrases separate sentence. This elliptical sentence is actually two different types of sentences by the group
Into, namely:
标题语句(block language)和省略句(elliptical sentence)
2.1.1 标题语句
Quirk and others, contemporary English grammar in the title and advertising in newspapers like
Is it the omitted subject and predicate verb of the sentence referred to as the title statement. Title words
Sentences are usually in the form of a very eye-catching ads appear in the surface, seems to omit
Subject and predicate verb, but actually very difficult to accurately retrieve the department save sentence points. For example
—A Beautiful Way to Stop Fueling Around.(一则推销汽车的
广告)