商务英语之广告法则

英文广告中不止用词别出心裁，句型也很有特色。下面我们就来看一看。

英语广告的句型也多种多样，但最常用的句型有以下几类：

1） 祈使句 这是出现最多的句型。

例 1 Ask any one who owns one. （汽车广告语） 询问一下有这种车的人吧。

例 2 Lay down your arms.（桌子广告语） 放下您的胳膊吧。

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

2） 一般疑问句 通常用在广告的前面。

例 1 Have you ever dreamed of ascending the steps of a great temple built to the gods? （旅行社广告）您是否梦想过登上为众神修建的宏伟庙宇的台阶？

例 2 Can a tired, overworked voice command attention in class? 一个疲惫、过劳的声音能吸引全班的注意力吗？

又如下面这个广告全部由一般疑问句构成：

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 在英语广告中，省略句比比皆是，甚至整篇广告都由省略句构成。

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) 比较级 比较级在广告中用得非常多，这是由于英语广告中有大量的形容词和副词做修饰语的缘故。

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) 直接引语 在英语广告中直接引语出现得很多，原因：一是直接引语使得广告显得形式活泼、新颖；二是采用直接引语从心理学的角度看可以增强说服力。

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.

这是IBM公司的一则广告的开头语，通过该公司经理的话，使广告显得生动具体。

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.

这是用人单位对NVQ职业培训机构的赞扬。