Unit 12（课件）- 《商务英语写作实务》同步教学（天津大学）

Unit 12 Advertisement Writing Learning Objectives know the functions of an advertisement; know basic elements & principles of advertisement writing; draft and write a simple advertisement. Section One General Introduction An advertisement is a way to show a product or service to the potential customers and persuade them to buy it. I. Format Heading Subhead (optional) Body: 1. Section Heading … 2. Section Heading … II. Tips Advertisement writing is in half-literary style. The language should be rich, colorful, imaginative and vivid. Put the information in sections. Highlight the advantages of the product or service in some way. Use bullets to make a clear layout. Use present tense and active voice. Use interrogative and exclamation marks to emphasize. Use imperative sentences to impress customers. Use all kinds of rhetoric devices, such as simile, metaphor, pun, etc. to persuade customers. III. Warm-up Exercise Then write an advertisement for a new kind of transparent toothpaste by yourself according to the information below within 10 minutes. It has a mint flavor. It can protect against plaque bacteria for 12 hours. It can prevent cavities, fight gingivitis, etc.. Section Two Samples Sony 46" LED EX523 Internet TV Connect to more than just HD. An exceptional Full HD 1080p experience is just the beginning. Edge LED backlit BRAVIA® EX523 Series LCD HDTVs produce a remarkable picture with brilliant color and contrast — all wrapped up in a slim design. However, it features built-in Wi-Fi® that lets you break away from the cable box and dial up your favorite online entertainment. Instantly stream hit movies, popular TV shows and the latest music from Qriocity®, Netflix®, Hulu Plus®, Pandora® and many more. Use the built-in USB input to share photos, videos or your music library. Sample 1 Sample 2 Revlon changes mascara forever! Here. Now. The New Flexible Mascara. Choose your angle. Get perfect control ! Revlon’s new brush locks into three different angles. Moves in