近代英语的简洁简化 第4页

近代英语的简洁简化 第4页
used,can also make the language much more vivid. For example:
1. When it comes to freeebie fashions, Nancy Reagon is not exactly a clothes-
      horse of a different colour.                       (Time,Mar.2,1981)
2. Carter accused president Reagon of creating a red herring by suggesting
  that the USSR has nuclear superiority.        (Newsweek,May,17,1982)
3.In several states, wits-end parents can also ash the course to designate
      perennial trouble-makers 'persons in need of supervision'
4. Employers foster nose-to-the-grindstone strategies.
5. In developing his case, Ouchi wisely skips over the sour-grapes complaints by
  US businessmen about unfair Jaoanese management.
2.1.2.6 Creatively using adverbs辣-文^论,文.网http://www.751com.cn
    This is another creative way to make our writing brief to the point.By creatively using adverbs, editors can cuts down the article to make it fit the space available in a magazine or newspaper. For example:
1. Though one hopes the baby lift is now mercifully over, it is still worth
      reflecting on how and why we could have embarked on such an ill-advised 
      and Sentimental binge in the first place.
      (one hopes that...mercifully...-one hopes God is being merciful to us so that the
       baby lift is over...)            (Time,Aug.2,1982)
2. To make up their time apart, they merge their activities on weekends.
  (their time apart-the time when they were apart...)
                           (US News and World Report, Mar.21,1979)
3. A third off is available for Air California.
      (a third off— the offer of one third discount)
2.2 In the field of Advertising English
     Advertisements can be seen everywhere in our daily life. As an applied language as well as a sub-literary genre, Advertising English has many unique characteristics—especially brevity. It has zero tolerance of long-minded sermon and repectitive expressions because every word means money.One of the principle rules of Advertising English is KISS (Keep It Short and Sweet).
2.2.1 Use of a lot of monosyllables
Monosyllables are both short and well-defined which are able to make advertisements free from wordiness. For instance，in advertising English，people tend to use 'get' instead of 'obtain', use 'buy' instead of purchase. Other monosyllables are:
make,come,go,give,know,have,keep,try,choose,feel,like,need,taste,etc.
   Here are some examples:
1. Take a couple more days and relax with Holiday Inn and American Express
      Card.                                   (credit card company)[2]
2. Enjoy our good taste with your good judgement. Pacardi Rum. Made in Pueto
      Rico. [2]
3. We love to fly and it shows.[2]
4. Getting places in the business world is easier if your banker is there to meet you.                                      (bank)[3]
5. Why buy just a boat, when you could buy CHRISCRAFT.[3]
6. Keep a beautiful record of your World Travels.[3]
7. Kone gives you more in materials handling.[3]
8. It always tastes better when it comes from your own backyard.[3]
9. I choose Bell because they still make them like they used to.

2.2.2 Use of a lot of elliptical sentences
For reasons of space, Advertising English writing pays much attention to conveying more information in a less complicated and shorter sentences. Thus ellipical sentences are very common in advertisements.
For example:
1.Make it a mild smoke.
      Mild Seven
      Smooth,rich,rewarding                         (Mild Seven cigarette)[3]
2.At last! Warmful and comfort without electricity!Imagine!No bulky coils or
  dangerous wires.
3.More than a timepiece.An acquisition.                  (PIAGIT watch)[3]
 
2.2.3 Use of a lot of juxtaposition of phrases
Sometimes，juxtaposition of phrases can be much more persuative than a complete sentence.What is more, juxtaposition of phrases can contribute to the saving of the space. That is why advertising planners prefer to use them.
For example:辣-文^论,文.网http://www.751com.cn
1.To laugh.To love. To understand each other.[3]
2.In China.For China.
3.200 Years.Six Generations.One Family.                     (alcohol)
4.Relieve,Revive,Revitalize Your Dry,Tired Eyes.
5.Business to business.Person to Person.
 
 2.2.4 Use of a lot of nonce-words
    Nonce-words refer to words that are coined temporarily for a particular occasion.Nonce-words are often created to convey a meaning of several words.This creative way of expressing usually adds colour to the advertisement, making it more attractive.For example:
1.Dirt get your dander up? Fight five with fire. Get a Dirt Devil vacuum. Dirt
     Devils are powerful enough to take the toughest mess to task. Or try the 
     versatile
     Upright, easy-to-stash Broom Vac,or portable Can Vac.         (Vacuum)[2]
2. Squeeeeeeze
  And go
  From flat to fluffy
  With Prell Concentrate                                 (Shampoo)[2] 
3.We know Eggsactly How to Sell Eggs.                        (eggs)
      (eggsactly=exactly)
4.Come to Our Fruice.                                       (juice)
       (fruice = fruit juice
5. I'm lovin it.                                          McDonald's)
  (lovin it = love it in heart)
6.Fresh up with Seven-up.                                (Seven-up)
2.2. 5 Use of a lot of sentences where subjects are omitted
    In advertising English, subjects like You (refer to customers) and It /They (refer to products) often are omitted to persuade the customers to buy or emphasize the advantages of the products. In this case, consumers' sense of participation can be enhanced.
Here are some examples:
1.So (you) come to the Mc Donald's and enjoy a Big Mac Sandwich.
2.(You) Get ready to encounter the new trend in timepieces.
  The citizen Espreme Collection
  Watch that are indicators of tastes and moods,that express you.
                                                      (Citizen)
3. Real's new golden leaf tobacco blend does it. (It) Tastes richer, mellower .
4. (You) Say YES to Electolux-cleaner, better,faster.
5. (You) Look in today, (you) get moving tomorrow.   (real estate agency)
6. (You) buy one pair,(you) get one free.

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