1. Key point: useful terms and definitions of e-commerce Difficult points: two different writing methods of ads
2. Requirement By the end of this lesson, you should be able to have a good command of
□e-commerce terms given in the lesson
□two different writing methods of ads
By the end of this lesson, you should be able to
□use search agents to perform research on the World Wide Web
□know how to write a body copy of advertisements in two different methods
3. The Challenges of Using Search Agents to Perform Research on the World Wide Web Abstract: This article introduces the challenges of using search agents to perform research on the World Wide Web.
Key words: search agents; research; information; internet; www
4. New Wordsnuggets
n.
(天然)块金; 矿块
sophisticate
a..
复杂的
relevancy
n.
关系;贴切中肯
navigate
v.
航行
retrieve
v.
收回;恢复;追溯
uncluttered
a.
没有弄乱的;没有不必要或不必须的东西的consumption
n.
消费
serendipity
一种假设的能够意外找到有价值的或合意的东西的天赋才能
minimize
v.
将…减到最少
5. ultimately
ad.
最后`
keep track of
了解
in the eye of
在…心目中
browse
v.; n.
浏览
maximize
v.
使增加或扩大到最大限度capitalize on
v.
利用legitimate
a.
合法的;正当的
myth
n.
神话
albeit
conj.
尽管;虽然
ironic
n.
讽刺;反语
futility
n.
无用;无益
6. Sentence Explanations 1.The power of a well-designed search interface applied to a highly-indexed database becomes apparent, when, for example, a single keyword such as "manager" retrieves all related content with-out requiring the searcher to antici-pate possible synonyms, such as "white collar workers," or "super-visors," etc.
8. 这是一个复合句,主句在前面,简化为:The power becomes apparent. 过去分词短语applied to a highly-indexed database做定语,修饰inter-face。when引起一个时间状语从句,简化为:when a single keyword retrieves all related content. 介词without引起一个短语,做状语,修饰谓语动词retrieves, 动名词requiring引起的短语做介词without的宾语。
9. 2. Ultimately, whether something is right on target, or only slightly interesting remains in the eye of the beholder, while it is certainly legitimate to browse to see "what's out there," more often a searcher needs to maximize research time by finding sites that contain information that is highly relevant to their specific needs.
10. 不管某些东西是非常切合目标的信息还是在旁观者眼中无足轻重的资料,尽管浏览"what's out there"是无可非议的,最终,搜索者往往还得需要极大地扩展其搜索时间,寻找最大量含有其所需信息的网站。
11. 主句是a searcher needs to maximize research time。whether…or引起一个让步状语从句。while引起一个让步状语从句。by引起的介词短语做状语,修饰谓语动词needs。finding sites that contain information that is highly relevant to their specific needs动名词短语做by的宾语,内含两个由that引起的定语从句。第一个定语从句修饰 sites,第二个修饰information。
12. Skill TrainingAdvertisement Writing (II)
● 广告正文(BODY COPY)
广告的目标和内容主要是通过广告正文来传递的。它与标题的关系是:标题吸引注意,正文进行说服;标题提出问题,正文进行回答。怎样写好广告正文,并无固定模式,协作体裁也是多种多样。总之,要求做到重点突出、简明易懂、生动形象、有说服力。
14. How to Live with Genius?
Neither Moozart nor Wagner were easy house guests, from all report. Other than playing their music, this is the safest way to invite them to share your home. Our collection of famous composer busts, of which these are faithful, highly detailed portraits. Crafted by A· Gianelli in Volterra, home of Italy’s alabaster studios.
15. 3A $125.00 23cm high 3B $45.00 11cm high
The Arts Centre Shop
100 St Kilda Rd
Melbourne, Vic 3004
Australia
Tel. ***
Fax. ***
http://www.sofcom.au
18. 注意,这类广告正文中的开头部分,也叫做引言(LEAD-IN PAREGRAPH OR THE FOLLOW-UP)很重要,它将标题和正文的内容衔接起来。引言往往以生动概括的语言,迅速点明主题,引出下文,抓住读者心理,诱导读者继续阅读。
We can tell what’s on a woman’s feet by what’s on her face.
你可以从一个女人脸上看出她脚上穿的是什么。
19. 当然,在正文当中最重要的是主体(INTEIOR PARAGRAPH)。主体是广告文本的中心,阐述主题、提供论据、说服号召。
A traffic cop on a busy corner couldn't feel more rushed than mother who has to get children fed and off to school, and a husband off to work, al in the same short half -hour. That's when the convenience of the Canco disposable milk container means the most to you.
This convenient, modern container is light and squaresided. It pours like a pitcher. It's easy
20. for even small children to help themselves without spilling.
It's easy to open, too. Just a flip of the finger recloses it tightly, keeping out odor from other foods that sometimes give milk an unappetizing flavor.
Not just at breakfast time, but all through the day, the Conco disposable milk container saves you work. Its compact shape makes it easy to store---actua11y increases storage space in crowded refrigerators. It's used once, and then discarded, there is no washing chore.
23. 正文中的结束语(CLOSING SENTENCE)也很重要。它一般比较简短、精炼,具有很强的感染力和号召力。它的目的在于用最打动人心的语句来敦促读者立即响应号召,采取行动。
□ Don’t miss China’s golden route.
切莫错过中国之行的黄金路线。
□When you book your clients with Sheraton, you know they’ll be staying with the best.
当你的旅客预定喜来登饭店的时候,你就会知道,旅客住进了最好的饭店。
24. 实例一
Going East, Staying Westin
Breathtaking by day, electrifying by night, the view from the Westin Stamford, Singapore, the world’s tallest hotel. Tel ***; Fax ***; E-mail: ***
到东方,住威斯汀饭店
从世界上最高的宾馆—新加坡威斯汀斯坦福饭店极目远望,白天令人心旷神怡,夜晚令人激动不已。
25. 实例二
Apartment Rental Ads
76 St. E. small fully furn studio, walkup, free gas & electric, $280 mo. Call 896-8063 aft 7 pm
出租公寓
东区,76大街有小型公寓出租,配有全套家具,无电梯设施,电、气免费,月租金280美元。晚7:00以后电话联系。电话:896-8063
27. Reading Materials (A)Why Is Payment by L/C Commonly Used in Foreign Trade?
Abstract: Buyer and seller are in different countries and they, generally speaking, do not know each other, consequently the method of payment is a real problem to the both. The article explains why payment by L/C is commonly used in foreign trade.
Key words: payment; L/C; foreign trade; bank
28. Reading Materials (B)Chat Room Briton Saves US Family from Poisoning
Abstract: The article tells a moving story that a mother and her two children were saved from carbon monoxide poisoning at their home in West Virginia when police responded to a transatlantic emergency phone call from an internet chat room user in London.
Key words: chat room; carbon monoxide poisoning; London; West Virginia; police 返 回