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1、摘要:据统计,广告在英文报纸上占的版面多达百分之六十至百分之七十,在英文杂志上所占的版面就更大。广告对社会各个方面的影响越来越大。“硬卖”广告是人们每天眼见耳闻的一种广告。本文旨在介绍这一类广告的风格特点和功能。 Inourmoderntimes,advertisementshaveinfiltratedintoeverypartofourlife,nomatteryoulikethemornot.Therearevariouskindsofadvertisements,includingtheapartmentforrent,
2、thehouseforsale,theemployment,goodsforsale,servicesandinstructions,etc1Thepurposesofadvertisementsaretoinfluenceandpersuadetheirreadersandlistenerssoastopromotethesalesofgoodsorservices.Advertisersbelievethatthefunctionsofadvertisementsareinformation,persuasion,mainte
3、nanceofdemands,creatingmassmarketsandquality,asprofessorLiuMiqingpointsoutinhisbookStylisticsandTranslation.Thelanguageofadvertisingisquitedifferentfromthatofnewsreport.Withthedevelopmentofsoci2ety,ithasgraduallyformeditsspecialcharacteristics:simplegrammaticalstructu
4、res,shortsentencesandrichlysuggestiveanddescriptivewordscanbefoundhereandthereinadvertisements(mostlywithpic2tures).Inclassifiedadvertisementsmanyabbreviationsandsentenceswithellipticalstructuresareusedforthesakeofsavingspace.Roughlyspeaking,wecandivideadvertisementsi
5、ntotwotypesaccordingtotheirformsofexpressionortechniquesofexpression:advertisementsof”Hard-Sell”andadvertisementsof”Soft-Sell.” Advertisementsof”Hard-Sell”appealtopeople’sreasonandlaystressonintroducingthedistin2guishingfeaturesandmeritstopeople,truthfullytellingt
6、hemtheproductionprocessandtechnologytheyadopt,theirspecialfunctionsandutility,theircostperformance,services,guaranteedconditionsandtime,etc,.Thistypeofadvertisementsmostlyappliestochemical,mechanical,electronicandmedicinalproductssinceithastosticktoobjectivity,accurac
7、yandearnest:letuslookatthefollowingdrugadvertisement:TheNationalOsteoporosisFoundationrecommendsadietrichincalciumfrombroccoli,salmon,milkandTumsAmericahasacalciumdeficiency.80%ofAmericanwomendon’tgetenoughcalcium.That’swhy,whenwereach50halfofusarelikelytogetosteoporo
8、sis.Oneoutoftwo!Yourbonesarecalcium.youneedcalcium.1,000mgsofiteveryday.Fromgreens.Frommilk.Fromcheese.FromTums.(Just2TumsUl
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