1. Key point: useful terms and definitions of e-commerce Difficult points: the arts of the 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
□ the arts of the ads
□ writing an advertisement according to the given conditions
By the end of this lesson, you should be able to
□ know the features of both words and sentences in advertisements
□ analyze the successful experience of L' Oreol
3. Beautiful Idea Abstract: The article tells a story about a beautiful idea how L' Oreol, the global beauty giant, refocused its marketing machine on black and Asian consumers to spur growth.
Key words: L' Oreol; chronological and cultural differences; consumers; ethnic-beauty market
4. New Wordsdisastrous
a.
灾难性的
perm
n.
烫发
a pretty penny
n.
一大笔钱
bouncy
a.
快活的
tress
n.
散乱的长发
world-beater
n.
天下无敌;举世无双
revamp
v.
改装;翻新
lipstick
n.
口红
cash in on
用…赚钱;利用
be keyed to
使适合于
chronological
a.
按年代顺序排列的;年表的
5. jigsawn.
拼板玩具
spectrum
n.
光谱
helm
v.
领导;掌管
cannibalization
n.
同类相残
torrid
a.
酷热的;狂热的;困难的
archetypal
a.
原形的;典型的
dermis
n.
皮肤
moisturizer
n.
保湿用品
cellulite
n.
脂肪团
lustrous
a.
光辉灿烂的
price-to-earnings ratio
n.
市盈率
scathing
A
严厉的;尖锐的
bloodletting
n.
放血
beholden to
对…负有义务的
holding company
n.
控股公司
odd-off
a.
没有胜算的
skin-soothing lotion
n.
柔肤剂
6. Sentence Explanations 1."They got her hair back more healthy and shiny," said Hatcher, who promptly booked an appointment for herself --- hoping that L'Oreal's stylists and researchers, armed with a vast array of shampoos, conditioners and gels, could also sort out her tresses.
哈彻说,“他们令她的头发变得更加健康而有光泽了。”哈彻立刻预约了这家研究所,希望欧莱雅的发型设计师和研究人员动用手中名目繁多的各种洗发水、护发素和发胶,打理好她那一头乱糟糟的长发。
7. 这是一个复合句。主句是"They got her hair back more healthy and shiny," said Hatcher, 后面由who引起一个非限制性定语从句。hoping引起的分词短语做从句谓语booked的状语表示原因。that L'Oreal's stylists and researchers, armed with a vast array of shampoos, conditioners and gels, could also sort out her tresses 是名词从句,做hoping的宾语。
8. 2.With the beauty-supplement market worth about $800 million, it could be a while before Inneov pays its way.
在价值8亿美元的美容营养品市场中,Inneov 还要有一段时间才能赢利。pays its way 赚钱;不负债。
10. □ Just do it.
只管去做!(NIKE耐克运动鞋广告)
□ Feel the new space.
感受新境界。(SAMSUNG 三星电子广告)
□ Once taste, always loved
一旦品尝,钟爱一生。(食品广告,Once与always形成对仗。)
□ Going east, staying Westin
去东方旅游,住威斯汀饭店。(威斯汀饭店广告。注意,Westin与west 读音相近,而 west 与east含义相反,巧妙利用上述因素,使得该广告构思独特,便于记忆。)
11. □ Good to the last drop
滴滴香浓,意犹未尽。(NESCAFE雀巣咖啡广告,此广告口号影响了几代中国人。)
□With all taste, without all the fat and cholesterol
各种口味俱全,不含脂肪和胆固醇。(With与without形成强烈对比)
□ Go to work on an egg.
吃个鸡蛋去上班。(鼓励人们早餐吃鸡蛋。口号朴实无华。)
□ Life is a journey. Enjoy the ride.
生活就是一次旅行,祝您旅途愉快。(NISSAN 尼桑汽车广告)
12. □With our new E-ticket, all you have to bring is yourself.
使用我们的电子机票,你不需携带任何东西,只需携带你自己。(BRITISH AIRWAYS 英国航空公司广告)
□ Obey your thirst.
服从你的渴望。(SPRITE雪碧饮料广告)
□Impossible made possible.
使不可能变为可能。(CANAN佳能打印机广告)
□No business too small, no problem too big.
不因生意太小而不做,不因问题太大而不去解决。(IBM公司广告)
13. □Unlike me, my Rolex never needs a rest.
和我不一样,我的劳力士錶从来不需要休息。(ROLEX劳力士手錶广告)
□Deliciously simple. Simply de-licious.
颇具美味的简单,颇为简单的美味。(方便食品广告,Deliciously 和delicious, simple 和Simply 这两组次词不是简单的重复,位置不同,含义不一样。将食品的美味和食用方便的特点深深印在读者的心中。)
14. ● 小结
1. 广告英语的词汇特点
广告英语用词要求简洁、生动、形象、富有感染力并且讲究韵脚。
(1) 通过造字、错拼等手法创造新词,以求达到押韵或生动有趣、引人注目的目的。如:
What could be delisher than Fisher.
还有什么比Fisher 更美味的呢?
17. 又由于形容词比较级可以表达出与其他商品相比较的优点,最高级可以表达出该商品的最佳品质,所以形容词比较级和最高级在广告中也常使用。例如:
Try delicious Cheddar with fewer calories and less cholesterol.
请品尝低热、低胆固醇的美味食品Cheddar。
19. 最常见的动词有:make; get; give; have; see; buy; come; go; know; keep; look; need; love; like; use; feel; take; start; taste; help; serve; choose; call; hurry等等。
例如:
Making life a little sweeter.
让生活多点甜滋味。
Take a new look at Tudor.
请用新的眼光看待Tudor。
23. Reading MaterialsShould We Admire Wal-Mart?
Abstract: The more America talks about Wal-Mart, it seems, the more polarized its image grows. This article tells of stories about Wal-Mart--- good Wal-Mart or evil Wal-Mart.
Key words: good Wal-Mart; evil Wal-Mart; retailer; consumer 返 回