Advertising English All-in-One

Author: Wang Yanxi
Publisher:
Publish Date: 2004-06-01
Features: Advertising is a condensed, comprehensive, and commercial art. As an applied language, advertising English has gradually differentiated itself from general English and developed into a non-standardized specialized language due to its unique effectiveness. Its vocabulary and sentence structures differ significantly from those of general English, and it continues to evolve with the development of advertising, the advancement of the times, technological progress, and social changes. Having recently returned to China from the United States, the author has collected the latest original materials on advertising English and adapted them into case studies and articles that reflect the richness and modernity of the English language. This provides readers with a vivid and convenient platform for learning English, enabling them to effectively improve their English proficiency and application skills through appreciation and understanding. The book is divided into seven chapters. Chapter 1 provides an overview, introducing the origin, history, functions, and media implementation of advertising English; Chapter 2 focuses on the stylistic rhetoric and tone of advertising English, further analyzing its specific grammatical features and their relationships with psychology, translation, and other aspects; Chapter 3 briefly describes the general structure and main components of advertising English; Chapter 4 classifies and demonstrates advertising English in detail, offering critiques and analyses of different advertising designs and copy; Chapter 5 describes the booming field of online advertising English and introduces the conceptual techniques and writing principles for crafting online English advertisements; Chapter 6 and Chapter 7 respectively compare and analyze the strengths and weaknesses of English advertisements and recommend outstanding examples for readers to appreciate and learn from.
Table of Contents:
Chapter 1 The Development History of Advertising English
Chapter 2 The Stylistic Style and Rhetorical Devices of Advertising English
Chapter 3 The Basic Structure of Advertising English
Chapter 4 The Main Classification, Demonstration, and Analysis of Advertising English
Chapter 5 Online Advertising English
Chapter 6 A Comparative Analysis of Good and Bad English Advertisements
Chapter 7 Appreciation of Outstanding Advertising English Works
Appendix