英语论文网

摘要:据统计 ,广告在英文报纸上占的版面多达百分之六十至百分之七十 ,在英文杂志上所占的版面就更大。广告对社会各个方面的影响越来越大。 “硬卖” 广告是人们每天眼见耳闻的一种广告。本文旨在介绍这一类广告的风格特点和功能。
　　In our modern times , advertisement s have infilt rated into every part of our life , no mat ter you likethem or not . There are various kinds of advertisement s , including the apartment for rent , the house forsale , the employment , goods for sale , services and inst ructions , etc1The purposes of advertisement s are toinfluence and persuade their readers and listeners so as to promote the sales of goods or services. Advertisersbelieve that the functions of advertisement s are information ,persuasion , maintenance of demands , creatingmass market s and quality , as professor Liu Miqing point s out in his book S tyl ist ics and Translat ion .The language of advertising is quite different f rom that of news report . With the development of soci2ety , it has gradually formed it s special characteristics : simple grammatical st ructures , short sentences andrichly suggestive and descriptive words can be found here and there in advertisement s (mostly with pic2tures) . In classified advertisement s many abbreviations and sentences with elliptical st ructures are used forthe sake of saving space. Roughly speaking , we can divide advertisement s into two types according to theirforms of expression or techniques of expression : advertisement s of ” Hard - Sell”and advertisement s of”Sof t - Sell .”
Advertisement s of ” Hard - Sell”appeal to people’ s reason and lay st ress on int roducing the distin2guishing features and merit s to people , t ruthfully telling them the production process and technology theyadopt , their special functions and utility , their cost performance , services , guaranteed conditions and time ,etc , . This type of advertisement s mostly applies to chemical , mechanical , elect ronic and medicinal product ssince it has to stick to objectivity , accuracy and earnest : let us look at the following drug advertisement :The N ational Osteoporosis Foundationrecommends a diet rich in calciumfrom broccol i , salmon , milk and TumsAmerica has a calcium def iciency. 80 %of American women don’ t get enough calcium. That’ s why ,www.51lunwen.orgwhen we reach 50 half of us are likely to get osteoporosis. One out of two !Your bones are calcium. you need calcium. 1 ,000 mgs of it every day. From greens . From milk .From cheese . From Tums. (J ust 2 Tums Ult ra give you 800mgs of calcium. )You need calcium. Tums is calcium. Of all the wonderful sources of calcium , none is richer , none ispurer , none is easier and more human - being - useful than Tums.That’ s why doctors recommend Tums. Of all the brands of calcium , doctors recommend Tums most .And Tums is the first calcium supplement ever recommended by the National Osteoporosis Foundation.Do something. Talk to your doctor . About calcium. About risk factors. About exercise. And aboutTums. And remember , the bet ter you t reat you , the longer you last .From this ” Hard - sell”advertisement we can see :1. Language of this advertisement is comparatively colloquial with simple , short sentences and readilycomprehensible words : there are all together 25 sentences in this advertisement , only three of which arecomplex ones. The longest sentence consist s of 23 words (the third paragraph) and the shortest , 2 words(the second paragraph) . On an average there are 7 words in a sentence !2. Of all the 22 simple sentences , 10 have no verbs. Among the 22 s