1、Key point: useful terms and definitions of e-commerce Difficult points: two different writing methods of ads,Requirement,By the end of this lesson, you should be able to have a good command of e-commerce terms given in the lessontwo different writing methods of adsBy the end of this lesson, you shou
2、ld be able touse search agents to perform research on the World Wide Webknow how to write a body copy of advertisements in two different methods,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
3、perform research on the World Wide Web.Key words: search agents; research; information; internet; www,New Words,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
4、 all related content with-out requiring the searcher to antici-pate possible synonyms, such as “white collar workers,“ or “super-visors,“ etc.,例如，在不要求搜索者预先想到可能搜索出的同义词，如“白领工人”、“管理者”等情况下，键入“经理”这样一个单独的关键词，想要搜索出所有相关信息，一种精心设计用于高端索引数据库的搜索界面就充分显示出其威力来了。,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a
5、pplied 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。,2. Ultimately, whether something is right on target, or only slightly interesting remains in the eye of the
6、 beholder, while it is certainly legitimate to browse to see “whats 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.,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“whats out there“是无可非议的，最终，搜索者往往还得需要极大地
7、扩展其搜索时间，寻找最大量含有其所需信息的网站。,主句是a searcher needs to maximize research time。whetheror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。,Skill Training,Adve
8、rtisement 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。,由于广告是要计费的（公益广告除外），从这个角度上说，英文广告在写法上大致有两类。一类是不将注意力放在紧缩版面上，而是在渲染力上下工夫。此类广告多用句子表示，更注意修辞。另一类着眼于利用最小的版面，容纳最多的信息量。从而既达到传达信息的目的，又节省了版面费用。此类广告多用名词或名词性词组、短语来
9、表示，并常使用缩写词。,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 b
10、y A Gianelli in Volterra, home of Italys alabaster studios.,3A 125.00 23cm high 3B 45.00 11cm highThe Arts Centre Shop 100 St Kilda Rd Melbourne, Vic 3004 Australia Tel. * Fax. * http:/www.sofcom.au,怎样才能与天才生活在一起？ 据说，莫扎特或华格纳很难光顾寻常百姓家，除了演奏他们的乐曲之外，现在有一个极好的办法邀请他们与你共享居室。本店集名人半身塑像之大成，生动逼真。由意大利石膏像之都沃尔特拉的A詹
11、尼里雕塑。,3A型 125元 （高23cm）； 3B型45元（高11cm）澳大利亚维多利亚州墨尔本市 邮编3004圣科达街100号艺术中心商店电话：*电传：*网址：http:/www.sofcom.au,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 whats on a womans feet by whats on her face.你可以从一个女人脸上看出她脚上穿的是什么。,当然,
12、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 couldnt 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. Thats when the convenience of the Canco disposable milk container m
13、eans the most to you.This convenient, modern container is light and squaresided. It pours like a pitcher. Its easy,for even small children to help themselves without spilling.Its easy to open, too. Just a flip of the finger recloses it tightly, keeping out odor from other foods that sometimes give m
14、ilk 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. Its used once, and then discarded, there is no washing chore.,做母亲的得在
15、半小时之内照顾孩子吃饱饭去上学，照顾丈夫去上班。她比站在繁华路口值勤的交通警察更加忙得不可开交。现在，CANCO牌一次性牛奶容器轻便好用，呈方型，能象水壶一样将牛奶倒出。甚至儿童也能使用，不至于将牛奶撒落在外。该容器还易于开启，手指只须轻轻一按，就能重新封闭，不会与其他食品串味。,不仅早餐，在整整一天当中，CONCO一次性牛奶容器都可以为你节省许多家务。它外壳结实，易于储藏，实际上它使你本来就塞得满满的冰箱增加了空间。一次性使用，用毕即弃，无洗涤之劳。这是一篇推销一次性牛奶容器的广告。其正文的主体部分叙述了该容器的诸多优点，生动、具体、很有说服力。,正文中的结束语（CLOSING SENTEN
16、CE）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。 Dont miss Chinas golden route.切莫错过中国之行的黄金路线。When you book your clients with Sheraton, you know theyll 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。,实例一 Going East, Staying WestinBreathtaking by day, electrifying by night,
17、the view from the Westin Stamford, Singapore, the worlds 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。,实例二 Apartment Rental Ads76 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
18、，电、气免费，月租金280美元。晚7：00以后电话联系。电话：896-8063,常见的缩写词，举例如下： ad-advertisement; sal-salary; exp(d)-experience(d); p/t- part time; f/t-full time; CV-curriculum vitae-resume; pa-per year; aft- after; ofc-office; apts-apartments; furn-furnished; hrs-hours; mo-month; house-hse; yr(s)-year(s); incl-including; sch
19、l-school; lg-large,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
20、 by L/C is commonly used in foreign trade.Key words: payment; L/C; foreign trade; bank,Reading Materials (B),Chat Room Briton Saves US Family from PoisoningAbstract: 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,
