时间:2018-12-04 作者:英语课 分类:人教全日制普通高中英语(必修)高三(全一册)


英语课

Talk is cheap, but in the world of advertising 1, the right word at the right time can make millions. The language used in ads differs from ordinary language. Ad-makers choose words and brand names very carefully in order to create a positive image of the product they are promoting. A good ad often uses words to which people attach positive meanings.

 

      Choosing the name for a product is of course extremely important. Company or product names can have different functions: they can tell the consumer about the advantages of the product or company. A battery might be given a name that includes the words long or last to tell customers that it lasts for a long time. If a company chooses a funny or unusual name, customers will remember the name better. Some companies prefer a well-known word, while others choose names from old stories or legends. There are also companies that invent new words for their brand or product names.

 

       A product will also sell better if it is promoted with a slogan. One of the most famous and successful slogans is "Just Do It!" And there are many others. For example, "the choice of the new generation", or "Coke Is It". A good slogan should be "catchy 2", or easy to remember, and should convey 3 a message or idea that will make consumers form a positive image of the company and product.

 

       People read advertisements partly for information and partly because they are interesting. Today's advertisements often start with a question, or a puzzle, with the purpose of attracting the readers' attention. Of course, most advertisements contain information, but it is usually presented in an interesting and funny way. Humour is very important. Sometimes advertisements tell a story, or the story may be continued over a series of advertisements. However, there is a danger in this. It is possible that the reader or viewer will remember the advertisement but not the name of the product.

 

      There are other dangers. If you are selling your product in a foreign market, you must check that the translation is correct. A company that sold hair cream wanted to say "X puts life into dry hair." They took some photographs of a beautiful actress, and the advertisements appeared on large boards by the side of the road. Nobody bought the product, however, because when translated it meant "X puts living things into dry hair."

 

       In the 1960s, a British car company which made very expensive cars was about to sell its latest car in Germany. However, the company had to change the name of the car at the last moment. A German speaker at the factory pointed 4 out to the sales manager that the British name of the car meant "animal waste" in German.

 

       Some of the most powerful words that sell are those that refer to the cost. Stores promise us discounts and tell us that they have the "biggest bargains" and "the lowest prices". Sometimes, the promises do not make sense. We should think twice when we are offered a "free gift" or an "added bonus". And, of course, the best-seller is that simple, magical word that seems to pull us into a store even if we really do not need to buy anything: "SALE!"



1 advertising
n.广告业;广告活动 a.广告的;广告业务的
  • Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
  • The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。
2 catchy
adj.易记住的,诡诈的,易使人上当的
  • We need a new slogan.The old one's not catchy enough.我们需要新的口号,旧的不够吸引人。
  • The chorus is very catchy to say the least.副歌部分很容易上口。
3 convey
vt.传送;运送,输送;传达,表达,传播
  • Don't forget to convey my regards when you see him.你去见着他,别忘了给我捎个好儿。
  • My letter will convey some idea of my mode of life.我的信将使你了解到一些我的生活方式。
4 pointed
adj.尖的,直截了当的
  • He gave me a very sharp pointed pencil.他给我一支削得非常尖的铅笔。
  • She wished to show Mrs.John Dashwood by this pointed invitation to her brother.她想通过对达茨伍德夫人提出直截了当的邀请向她的哥哥表示出来。
学英语单词
a ray of
alienatory
Ammoket
anthomaniac
arteria circumflexa scapulaes
auti-fouling coat
bacul-
basic training
be buried under
cereal food
channel for orders
commaund
corporate gang
crocein scarlet 3b
current-cost accounting
d-va
data aggregate type
deep sea mining vessel
Deutsch-Wagram
discipline of tribunal
donts
downhole water flow regulator
dried whole egg
dye beck
edgar rice burroughss
ERGO-Shell
ethnocinemabography
everything to
fev
final subcircuit
finger baffle
finite population correction factor
flexile
freon chiller unit
Furmanov
genus acacias
grease squirt
heavy gas
high concentration hydrochloric acid treatment
high-voltage testing transformer
homoamino acid
housing gasket
hybrid released translation
Khairabad
knocking on wood.
Lenetran
luzzu
main breadth line
make it clear
matt-finisheds
metacromia
microbooster
microcassette recorder
minimarathons
Mphoengs
musayev
my memory
Nexus One
Nihālpur
oeq
phoenix club
planned distributing
postglacial epoch
prelatize
Privas
rachigrap
reduced system of residues
rethinkable
rsjc
salsolinol
sea-captured streams
second helpings
semi-elastic subgrade
semisimple module
short moderate swell
sialons
smokehouses
solar thermal power plant
sowerbyella pallida
spinalized
Spirochaeta eberthi
stercoraceous vomiting
steroid glycoside
storage list
struggle into
subcutaneous test
subeditor
Tadjena
tegel
terminal buttons
tetragnatha praedonia
Tokary
tom collinss
tools for machine tools
total bacteria count
trace of precipitation
UIML
uninserted
unpavilioned
upgird
visual pass
warehousing charge