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1、广告英语撰写原则广告英语撰写原则vEvery minute counts. v分秒必争。 vEvery mothers child is handsome. v孩子是自己的好。 vEvery potter praises hit pot. v王婆卖瓜，自卖自夸。 vEverything is good when new, but friends when old. v东西是新的好，朋友是老的亲。 vExample is better then percept. v说一遍，不如做一遍。 vExperience is the father of wisdom and memory the moth
2、er. v经验是智慧之父，记忆是智慧之母。 vExperience must be bought. v吃一堑，长一智。 vFact speak louder than words. v事实胜於雄辩。 vFailure is the mother of success. v失败是成功之母。 v False friends are worse than bitter enemies. v 明枪易躲，暗箭难防。 v Far from eye, far from heart. v 眼不见，心不烦。 v Far water does not put out near fire. v 远水救不了近火。 v
3、 Faults are thick where love is thin. v 一朝情意淡，样样不顺眼。 v Fear always springs from ignorance. v 恐惧源於无知。 v Fields have eyes, and woods have ears. v 隔墙有耳。 广告英语创作原则广告英语的创作要遵循AIDA 4个原则，即引起注 意（Attention）、激发兴趣（Interest）、激起 欲望（Desire）、促成行动（Action）。 为了更好地实现这4个原则，撰写广告 英语应该注意以下几方面：1.广告英语创作要注意两大价值的保留（1） 注意价值（Atte
4、ntion Value）: 广告文字要引人注意，别出心裁。 （2）记忆价值（Memory Value）: 广告文字要造成悬念，激起好奇。2.突出中心即“产品卖点”3.使用具体、明确的语言(precise language)4.从消费者角度出发，使用主动语态，使 用积极肯定的语言，营造积极活泼的方式 来与顾客进行情感沟通(emotional communication)。We are passionate about every engine we build. Its just that some make our hearts beat a little faster.Honda engin
5、eers and their machines. Its a romance that began more than 50 years ago. One that has fuled our dreams and our product designs ever since. We now build more than 11million Honda engines every year. Yet each engine shares the heritage, dedication and passion of our unrivaled racing program.HondaThe
6、power of dreamsv用词有什么特点？ v语态有什么特点？ v有哪些富有感情色彩的词汇？ v译文？v vTo me, the past is white and black, but the future is always colorful. （文学性）v依据消费心理学特点，广告英语的创作一般通俗易 懂，口语化。产品多面向社会大众，广告语要力求 大众化，简单词汇的应用可以使语句干净利落，更 容易引起消费者的共鸣。v Persuasive pswesv adj. 有说服力的； 劝诱的； 动听 v Attentiontenn v n. 注意，注意力； 照料，关怀； 殷勤 v int.
7、口令立正 v desire dizai v vt. 希望； 渴望； 要求； 请求； v n. 愿望； 欲望； 希望； 请求； v vi. 有希望； 期望； 愿望； 想望； v promotion prmn v n. 促进，增进； 提升，升级； （商品等的）推广； 发扬； v maintain meintein v vt. 保持，维持； 保养，维护； 抚养，赡养 v emotional imunl v adj. 表现强烈情感的； 令人动情的； 易动感情的； 感情脆弱的 v communication kmju:nikein n.沟通；交流 v copywriterkpirait n. 广告文编写
8、人 v Copy chief 广告撰稿负责人vNike coca-colav The remarkable thing is, when you think about McDonalds youve got to think about people. A friendly crew person welcoming you kids, moms and dads having a good time at McDonalds, even a funny clown named Ronalds. Those pictures in your mind are advertising at w
9、ork. v Our advertising is people to people-an invitation from our people to our customers to come in and visit. Personal, friendly, and above all, real. v I am told there are business people out there who dont believe in the power of advertised brands on this planet. v Second, McDonalds is the only
10、company listed in the current Standard and Poors 500 to report combined increases in revenues, income, and earnings per share for more than 100 consecutive quarters since 1965. v Friendly, Ronald and I like to think theres a connection here.v 经典古希腊神话1 v Daphne was a lovely blooming fairy maidenAs sh
11、e was playing merrily in the woods one day she saw Apollo, the sun-god, staring at her with more than amazement and ad migration in his eyesThe beaming face of the sun put her to flightThe eager Apollo followed her closely behind，calling out to her to stopHis passion had been lighted by her beauty a
12、nd graceHe was afraid that this might be the last time he saw herThe quick footed maiden made the best of her legs ，but the passionate Apollo pressed hard upon herThrough rough fields and pathless woods she ran，but the sound of his pursuing feet ever grew nearerAs he ran he begged his beloved maiden
13、 to slow down，for he feared that she might fall and hurt her sparkling skin on the rocky roadsBut the escaping maiden never cared so much about thatShe even threw one glance back wards At last she was quite breathless and cried to her father，a river god，for helpNo sooner had her prayer been uttered
14、than answered ，for she had instantly found herself glued to the ground and a layer of soft bark growing over her fairs kin She had been turned into a laurel tree Sighing，Apollo put his arms around the tree trunkThe trunk responded by turning thinnerTo show his undying love for the maiden，he decided
15、that the laurel would be his favorite tree and should be the prize of honor and fame for deathless poets and poetry Thus the most outstanding poet always desires to be made a poet laureatev 丹芙妮是位妩媚动人的仙女。有一天当她兴高采烈地在林中 游玩时，她发现太阳神阿波罗用异常惊奇与羡慕的目光盯着 自己。光芒四射的太阳使她害怕得飞跑起来。热切的太阳神 紧随其后，竭力叫喊让她止步。她的美丽与优雅触发了他的 激情
16、。他惟恐这将是他们的最后一面。快步如飞的仙女拼命 地奔跑，但情绪激昂的阿波罗紧追不放。她越过旷野，穿过 人迹罕至的树林，但追赶的脚步声愈加逼近。他一边追赶， 一边恳求心爱的仙女放慢脚步。他害怕仙女在石道上跌倒会 擦破她那闪耀的皮肤。但奔逃的仙女根本不顾及这些。她甚 至没朝身后瞥了一眼，最终她气喘吁吁地向她的父亲（河神 ）求救。她的恳求马上得到了回答。她很快发现自己如胶似 漆地紧附地面。接着，娇嫩的皮肤上长出一层松软的树皮， 她变成了一棵月桂树。太阳神唉声叹气地拥抱着树干，树干 缩细了。为了表示他对仙女未泯的爱情，他将月桂树作为他 最喜爱的树种，并决定将它作为一种对荣誉与威望的奖励， 把它授予那些永恒的诗人和流芳百世的诗。因此最杰出的诗 人总希望获得桂冠
