1、第五讲 读书计划与广告,1.读书计划（Statement of Purpose),读书计划是申请求学者必须提供的最重要文件之一。“读书计划”有许多英文名称：Statement of Purpose, Statement of Academic Objectives, Statement of Academic Interests, Statement of Academic Goals, Plan for Study, Study Plan, The purpose of Study, Statement of Intent, Statement of Objectives, Letter o
2、f Intent, Academic Statement, Personal Statement, Academic Plans等等(国外学校叫法不一，以对方要求为准)。在起草读书计划时应：1）介绍本学科的发展情况；2）我本人的Educational Background(专业、学位、水平，研究方向）；3）学成后回国工作的具体打算。,学习计划范例 Academic Statement By Li XiaoboUpon completion of senior high school study at Jingzhou Middle School, Hubei, I was enrolled i
3、nto Yangtze University through the National College Entrance Examination. There I chose English Language and Literature as my major. This decision was made on the proposition that English had, in fact, become an international language. Without sufficient knowledge of the language, any advanced study
4、 would be difficult, if not totally impossible. It was my hope that I would be able to build a solid foundation of my future research during the undergraduate study. My real interest was, is, and will be Education.The four years at Yangtze Univ. were indeed fruitful. In,addition to courses on Wester
5、n literature, both classic and modern, I also took such practical studies as English composition, translation and conversation, and general education courses, such as Introduction to Education, Educational Psychology and Teaching Methods. In June 2003 I completed my study and received a Bachelor of
6、Arts degree.After undergraduate study, I continued to perfect my English ability and now I believe I am ready to embark on (着手，从事） advanced study in Education. For this, I plan to concentrate on Secondary Education leading to a Masters degree.Upon completing the graduate study, I will return to Chin
7、a and devote myself to the further improvement of our educational system.,Statement of Purpose By Luo BinComputer Science develops fast in recent years and has been employed in almost every field. Its efficiency and the speed are especially incomparable with what ever committed before. In fact, such
8、 a rapid development of the world seems impossible without computer. And I have been fascinated by the prospect of its role in future science and technology. That is why I chose Computer Science as my major in Yangtze Univ. that I was admitted to.After graduation from college, I have dedicated mysel
9、f to computer application in a company. I devoted most part of my time to doing research on computer software designs.,The most enjoyable thing is that I have worked with all kinds of software, and created a lot of my own as well. But fruitful as I am in developing software, there is still much to e
10、xpect from me.I know that your university has an excellent program in my chosen field and has enjoyed a good reputation for long. It is my conviction that I shall accomplish the academic objective during my graduate study on your campus. I plan to earn masters degree and then a Ph.D. degree in this
11、field. After finishing the proposed study, I will return to our country and devote myself to the development of the computer science.,Statement of Academic Objective By Li MeiliEver since I entered the university, I have aimed at a career in business administration. I think Chinas economy is soaring
12、, and the country is to acquire the status of an advanced country in the foreseeable future. To make a practical breakthrough, China, limited by its insular(保守) economy, must raise its productivity and revise its industrial structure. It should liberalize and internationalize its economy at the same
13、 time. As a result, management is gaining an increasing importance in the fields of business and industry. It is especially so, as the nation seeks to ensure its constant economic growth and prosperity.Soon after my graduation, I was employed in a company that offered me many opportunities to put mu
14、ch of the,the knowledge I gained in university to practical use, and at the same time, intensified my interest in the study of finance. It is the work experience and the limitation of my knowledge that stir in me a desire to pursue advanced studies in the United States.I have great interest in furth
15、ering my education in the field of finance. I plan to study the following courses: Management, Managerial Accounting,Finance Management in a Business Firm, Decision-making in a Finance Company.I am confident that my foundation, in both theory and practice, will be very helpful in my future in financ
16、e theory. After completing my graduate education, I plan to return to China to apply my knowledge to practice and seek a career in business administration.,Academic Statement By Meng YuanI have been lucky in my previous education. For the 16 years of formal schooling, I could climb up thr educationa
17、l ladder step by step smoothly and successfully without any interruption in between though all high schools and colleges in this country required superior performance in entrance tests which were usually very elaborate(精心准备的) and conducted on a nation-wide scale.Upon graduation from Shashi First Hig
18、h School in 2001, I was admitted to Yangtze Univ. where I studied for four years with major in International Trade. I earned my Bachelor Degree in June 2004.,To better prepare myself for further career in business, I decide to further my education leading toward a Masters Degree in the field of Acco
19、unting. In my undergraduate study, I completed a number of courses on Accounting and other courses in the field of business. After completion of the graduate work at your university, I will return to my country and join a business organization.From college studies, I learned with pleasure that your
20、university has strong faculty in my chosen field. It is my conviction that I shall accomplish my academic objectives during my graduate career on your campus.,2. 广告 广告分为业务广告（招租、招聘等）和商业广告。广告是人们日常生活中不可或缺的一部分，一则好的广告应该做到语言简洁、内容突出，形式新颖，以达到成宣传目的。,广告创意的基本原则（AIDMA Principle of Advertising）一则好的英语广告，要求能够做到引起读
21、者注意、 激起读者兴趣、唤起读者欲望、让读者过目不忘、使读者采取行动。广告语言的特征（Features of Advertising Language）一般说来，广告语言都比较简明、形象、生动而口语化。因为它不仅要充分地宣传、介绍该广告的内容，又要想方设法地节省篇幅和时间。总之，广告的目的在于宣传，广告制作人应在撰写广告时作认真选择，反复推敲。,2.1 招租广告范例Apartment For Rent Quiet (near community park) 12 Renmin Rd, 10th fl 95 sq ms, 2-bed, 1-bath, 1-living; parking spac
22、e 5000 yuan/month (utilities not included) Call 5124-3698, Ms. Li 1. 这则广告的大意是：房屋出租/安静（靠近社区公园）/人民路12号10楼/95平米，两室一厅一卫/带车位/房租每月5000元（不含水电）/请致电5124-3698找李女士 2. 招租广告听起来是完整的，其实里面包含了很多缩写，在上面的招租广告中，就出现了很多缩写形式的词语。比如：人民路，写的是Renmin Rd, 10楼，写的是10th fl，平方米，sq ms等等。,招租广告常用缩略词： A/C Air conditioning 空调 appl applian
23、ce(refrigerator, stove, dish washer, cloth washer, dryer) 家用电器 bachelor 一个只有一间房(同时作为睡房和起居室)的套间，里面另有洗手间浴室。 BR/BDRM 睡房 Basement/BSMT 地库/地下层 cable 有线电视 furn = furnished 带家具 hrdwd = hardwood 硬木地板 p/w 每周 p/m 每月 p.p. 每人 m/f 男/女 n/s or ns 不吸烟者 Excl 除外,Incl 包括 Furn 含家具 Unfurn 不含家具 dep.and ref. 押金和推荐信 w/m or
24、 w/mach 洗衣机 K&b 厨房与卫生间 Dg 双层窗户 U/G = underground parking 地下停车场 util = utilities 水电煤气,2.2 招聘广告样例,2.3 商业广告,英语广告文体语言属于“鼓动性语言”（loaded language），有着强烈的说服力（persuasive power），能影响人们的价值观念、左右人们的生活方式，具有极其明确的物质目标，在词汇、句法结构和修辞方式等方面，广告英语有许多独特之处。,1） 常用简单动词 因为简练、通俗、琅琅上口，简单动词，特别是单音节的动词，如：make、come、get、go、know、have、kee
25、p、look、see、need、buy、love、use、take、feel、like、start、taste、save、chooseStart Ahead. 成功之路，从头开始。 （飘柔洗发液） We bring high technology home. NEC 我们把高科技带回家。 （日本NEC电气）,2） 常用形容词运用频繁 作为描述和修饰名词的形容词来说，其富有强烈的感情色彩和渲染力，因此，为了给广告语增添极大魅力，商业广告中大量使用含有褒义色彩和评价的形容词，其中，形容词的比较级和最高级出现频率较高。 例如：Theres never been a better Time. 从未有过
26、的好时代。 （时代周刊） Minolta,finest to put you finest.第一流美能达，第一流的你。,3） 创造新词新字，增强吸引力。 独具个性的广告词是使消费者“倾心”的秘诀。因此，一些创作广告人故意把某些大家所熟悉的字或词拼错复合创新作词或加上前缀，后缀，使文字富有个性和新意引人注目，以达到有效宣传商品的目的，与此同时，人们往往认为用词富于创新的广告其产品也常具独特之处。 如：Drink a Pinta, Milka Day. 析：这是一则牛奶广告，符合标准语法的句子应为Drink a Pint of Milk a Day.在此句中of后面的词Milk以辅音开头，因此，o
27、f变弱读成 / /，这正是与a的发音相同，把a这个不定冠词当作Drink，Pint，Milk的后缀，不仅可以吸引人们的兴趣和注意力，而且使这句广告语具有一定音律美，便于记忆，达到宣传效果。,英文广告中的句型特色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
28、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)
29、 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 q
30、uestions 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
31、. 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 e
32、nough, even faster is still too slow to keep pace with the incredible demands placed on people and the computers they work with. Thats one reason why IBM developed P60/D. 60MHz 64-bit Pentium Chip computers so fast, so powerful, it makes todays conventional computers like they are moving at a snails
33、 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
34、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 “Its like were 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
35、 would never otherwise have known about.“ Says Ian McDermot of Philips Components in Blackburn.,经典广告词,1. Just do it. 跟着感觉走。(耐克运动鞋)2. Ask for more. 渴望无限。(百事流行鞋)3. Obey your thirst. 服从你的渴望。(雪碧)4. Feel the new space. 感受新境界。(三星电子)5. Focus on life. 瞄准生活。(奥林巴斯相机) 6. Good to the last drop. 滴滴香浓，意犹未尽。(麦氏咖啡)7. A Kodak moment. 就在柯达一刻。(柯达胶卷)Share moments. Share life. (柯达胶卷)8. Started Ahead. 成功之路，从头开始。(飘柔洗发水)9. Make yourself heard. 理解就是沟通。(爱立信手机)10. Intelligence everywhere. 智慧演绎，无处不在。(摩托罗拉手机),Thank You!,
