2009年商務(wù)英語(yǔ)輔導(dǎo)專項(xiàng)：廣告法則

    商務(wù)廣告不管在商務(wù)英語(yǔ)考試中還是在市場(chǎng)運(yùn)作中都占據(jù)了十分重要的地位，作為考生不可不具備市場(chǎng)意識(shí)，不能不了解一些廣告法則。

　　(一)廣告詞匯

　　英語(yǔ)廣告是一種獨(dú)特的語(yǔ)言形式，它遵循正規(guī)的英語(yǔ)語(yǔ)法規(guī)則，但是仍有許多獨(dú)特的處理方式。在用詞方面，英語(yǔ)廣告可以說(shuō)是兼收并蓄，不拘一格，絢麗多姿。

　　1)在政府頒發(fā)公文、學(xué)校招生等的廣告中，用詞極為嚴(yán)肅正統(tǒng)。

　　例 Our present Principal/Chief Executive has reached retirement age and the governing board wants to make the crucial appointment of his replacement in 1994. If you are a highly qualified and experienced individual and you think you have the vision, energy and enthusiasm to lead the college into the next century, please write for further information and post particulars to xxxxx.

　　這是一篇招生廣告，其中用詞是非常正規(guī)的，反映了廣告的內(nèi)容也是嚴(yán)肅認(rèn)真的。

　　2)在許多情況下，廣告為了產(chǎn)生一種幽默和詼諧的效果，故意使用一些不正式的語(yǔ)言。

　　例 1 Each transfer weight advantage and power into real, all round performance at prices we know won't freak you out.

　　在這則廣告中，freak out 是一非正式詞組，意思是精神恍惚，極度興奮(尤其指吸毒之后)，它在此的意思是frighten(使人害怕)，或是scare 的意思。  

　　例 2 What's more, during our new appliance sale we've knocked up to 50% off top name brands.

　　knock 在此的意思是defeat(擊敗)，比起defeat來(lái)卻很不正式，但是表達(dá)效果卻比defeat要生動(dòng)得多。

　　例 3 Keep the frog out of your throat.

　　這是一個(gè)咽喉片的廣告中的最后一句話，廣告策劃者故意用這樣一個(gè)非正式的短語(yǔ)取得一種幽默的效果。

　　在許多廣告中，使用了大量的俚語(yǔ)和非正式的詞匯，使廣告顯得通俗活潑，給人留下深刻的印象。如在一件外衣的廣告中，為了強(qiáng)調(diào)該外衣的特色、衣袋設(shè)計(jì)的不同凡響，甚至可以防盜，文字是這樣的pity the pickpocket (可憐那些三只手吧)，其中pickpocket 就屬于口語(yǔ)體，相當(dāng)于漢語(yǔ)中的"三只手"或"扒手"。假如把它換成thief(賊)，效果就不如pickpocket 生動(dòng)有趣。

　　專有名詞的使用在廣告中也很廣泛，利用名人或名地等可以增加廣告的說(shuō)服力，引起讀者的注意。如 This is one place Mick Doohan will never race. 中，Mike Doohan 就是一位著名的賽車手，這是本田汽車公司的廣告，意思是"這是一塊連Mike Doohan 都不去比賽的地方。"又如，F(xiàn)rom the country that brought you Alain Delon: a new range of traditional cast-iron pots and pans, with smooth bottoms for use on all types of hob. 廣告中Alain Delon (阿蘭?德龍)也是一位著名影星。 
      (二)廣告句型

　　英文廣告中不止用詞別出心裁，句型也很有特色。下面我們就來(lái)看一看。

　　英語(yǔ)廣告的句型也多種多樣，但最常用的句型有以下幾類：

　　1) 祈使句 這是出現(xiàn)最多的句型。

　　例 1 Ask any one who owns one. (汽車廣告語(yǔ)) 詢問一下有這種車的人吧。

　　例 2 Lay down your arms.(桌子廣告語(yǔ)) 放下您的胳膊吧。

　　例 3 Please do not leave it too late. 事不宜遲。

　　2) 一般疑問句 通常用在廣告的前面。

　　例 1 Have you ever dreamed of ascending the steps of a great temple built to the gods? (旅行社廣告)您是否夢(mèng)想過(guò)登上為眾神修建的宏偉廟宇的臺(tái)階?

　　例 2 Can a tired, overworked voice command attention in class? 一個(gè)疲憊、過(guò)勞的聲音能吸引全班的注意力嗎?

　　又如下面這個(gè)廣告全部由一般疑問句構(gòu)成：

　　People with PhDs should have inquiring minds. Consider this a simple test.

　　A) Do you want to work in world-class research laboratories?

　　B) Do you want to apply your research skills to keep a successful business at the cutting edge of world technology?

　　C) Do you want to build your career with a major international company headquartered in Australia?

　　If your answers to these questions are "yes", BHP would like to talk to you.

　　Your first challenge is to discover more by calling Theoni Parthimos, our Senior Personnel Officer. 
     3)省略句 在英語(yǔ)廣告中，省略句比比皆是，甚至整篇廣告都由省略句構(gòu)成。

　　例 Serviced Greenfield sites aplenty. Ready for development. For sale. For manufacture. For business. For services. For leisure. A million square feet of ready-to-wear premise. Brand new business parks. Four-star conference facilities. Backed by 14 years' success in helping business to relocate, set-up, prosper, expand.

　　4) 比較級(jí) 比較級(jí)在廣告中用得非常多，這是由于英語(yǔ)廣告中有大量的形容詞和副詞做修飾語(yǔ)的緣故。

　　例1 Today in business fast is no longer fast enough, even faster is still too slow to keep pace with the incredible demands placed on people and the computers they work with. That's one reason why IBM developed P60/D. 60MHz 64-bit Pentium Chip computers so fast, so powerful, it makes today's conventional computers like they are moving at a snail's space.

　　例2 These days succeeding in business means getting more competitive and making tougher decisions.

　　例3 The new Minolta Riva Zoom 105EX is the most compact camera in a very prestigious class.

　　例4 In short, the stronger your character, the brighter your future.

　　5) 直接引語(yǔ) 在英語(yǔ)廣告中直接引語(yǔ)出現(xiàn)得很多，原因：一是直接引語(yǔ)使得廣告顯得形式活潑、新穎;二是采用直接引語(yǔ)從心理學(xué)的角度看可以增強(qiáng)說(shuō)服力。

　　例1 "It's like we're all in the same office. The office just happens to be spread across 7,000 miles of ocean," Tom Hughes MIS Director, Construction.

　　這是IBM公司的一則廣告的開頭語(yǔ)，通過(guò)該公司經(jīng)理的話，使廣告顯得生動(dòng)具體。

　　例2 "Through the NVQ initiative we have discovered talents and competencies we would never otherwise have known about." Says Ian McDermot of Philips Components in Blackburn.

　　這是用人單位對(duì)NVQ職業(yè)培訓(xùn)機(jī)構(gòu)的贊揚(yáng)。

　　例3 "I was afraid to drive in the snow. Not great when you live in Alaska." Fortunately, Carol Kineaid, who lives in Anchorage, saw a Suzuki 4-door Sidekick on display and decided to give it a try. "From the time I got behind the wheel, it was the one for me. You sit up so high, like you have so much control." With four-wheel drive and 1.6 liter, 16-value engine, it's understandable. And her snow-o-phobia? "My Sidekick just goes right through it, I never knew what I was missing." Apparently, husband John knew exactly what he was missing. "He wanted to drive my Sidekick from the moment I got it, but I just said, 'no way'." There was only one thing left for John to do. "You should have seen the neighbor's faces when he drove up in his Sidekick," Carol reports. Who knew that after raising two kids, John and Carol would have twins?

　　這是一則汽車廣告，通過(guò)直接引語(yǔ)生動(dòng)地表現(xiàn)了汽車的功能。