第一篇：货运英语 包装英语
货运用语/包装用语/搬运注意事项/发票用语/提单用语
货物：goods||freight||cargo
运输：transportation||transit||conveyance
运送：to transport||to carry||to convey
运输业：transportation business||forwarding business||carrying trade运输代理人：a forwarding agent
承运人：a freight agent||a carrier
船务代理人：a shipping agent
陆上运输：transportation by land
海上运输：transportation by sea
货物运输：goods traffic||freight traffic||carriage of freights||carriage of goods
货轮：cargo boat||freighter||cargo steamer||cargo carrier
火车：goods-train||freight-train
卡车：goods-van||goods wagon||freight car||truck
货运办公室：goods-office||freight-department
运费率：freight||freight rates||goods rate
运费：carriage charges||shipping expenses||express charges
车费：cartage||portage
运费预付：carriage prepaid||carriage paid
运费到付：carriage forward||freight collect
运费免除|| 免费：carriage free
协定运费：conference freight||freight rate
运费清单：freight account
托运单：way-bill||invoice
运送契约：contract for carriage
装运：shipment||loading
装上货轮：to ship||to load||to take on a ship
装运费：shipping charges||shipping commission
装运单 || 载货单：shipping invoice
装运单据：shipping documents
大副收据：mates receipt
装船单：shipping order
提货单：delivery order||dandy note
装船通知：shipping advice
包裹收据：parcel receipt
准装货单：shipping permit
租船契约：charter party
租船人：charterer
程租船 || 航次租赁：voyage charter
期租船：time charter
允许装卸时间：lay days||laying days
工作日：working days
连续天数：running days||consecutive days
滞期费：demurrage
滞期日数：demurrage days
速遣费：despatch money
空舱费：dead freight
退关：short shipment||goods short shipped||goods shut out||shut-outs赔偿保证书(信托收据)：letter of indemnity||trust receipt装载：loading
卸货：unloading||discharging||landing
装运重量：shipping weight||in-take-weight
卸货重量：landing weight
压舱：ballasting
压舱货：in ballast
舱单：manifest
船泊登记证书：ships certificate of registry
航海日记：ships log
船员名册：muster-roll
(船员 , 乘客)健康证明：bill of health
光票：clean bill
不清洁提单：foul bill
有疑问提单：suspected bill
包装用语
用木箱包装：to be cased||to be encased
用袋装：to be bagged
用纸箱包装：to be boxed
用席包：to be matted
用捆包：to be baled
包装费另计：casing extra
包装费不另计算：cased free
装箱免费：boxed free
代费免除：bagged free
席包免费：matted free
捆包免费：baled free
出口用包装：packed for export
箱外附铁箍：cases to be iron-hooped
施以铁箍：iron-hooping
施以铁条：iron-banding
用绳捆：roping
鞭打 || 用藤捆包：caning
情况良好：in good condition||in good order||in good state情况特别好：in excellent condition
情况差劲：in bad condition
呈腐败状况：in rotten condition
已有发霉现象：in musty condition
已受潮：in wet condition
呈干燥状况：in dry condition
已有破损：in damaged condition
呈受热状况：in heated condition
情况不很完整 , 有瑕疵：in defective condition
搬运注意事项
小心搬运：Handle with care||With care
此端向上：This side up||This end up
请勿用钩：Use no hoks||Do not use dog hooks||No hooks
不可滚转：Dont turn over
不可掉落：Dont drop||Not to be dropped
保持干燥：Keep dry
不可横置：Keep flat||Stow level
保持直立：Stand on end||To be kept upright
易腐物品：Perishable goods
保持冷冻(不可近热)：Stow in a cool place||Keep cool||Keep from heat||Stow coll
不可平放：Not to be laid flat||Never lay flat
不可抛掷：Not to be thrown down
不可重叠：Not to be packed under heavy cargo||Not to be stowed below another cargo
小心易碎：Fragile-with care
不可接近锅炉或机器：Away from boilers and engines
防止潮湿：Guard against damp
易流物品：Liauid
中国制造：Made in china
发票用语
发票：invoice
货物装运单：shipping invoice||foreign invoice
国内发票：inland invoice||domestic incoice||local invoice领事发票 || 领事签证书：consular legalized invoice海关发票：pro forma invoice
形式发票：skeleton invoice
估价单：Skeleton Invoice
提单用语
提单：Bill of Lading||B/L
清洁提单 || 无纠纷提单：clean Bill of Lading
不清洁提单 || 有不良批注提单：foul Bill of Lading红色提单：Red Bill of Lading
联运提单：Through Bill of Lading
第二篇：货运英语名词
货运英语名词
运输 transportation | | transit | | conveyance
运送 to transport | | to carry | | to convey
运输业 transportation business | | forwarding business | | carrying trade运输代理人 a forwarding agent
承运人 a freight agent | | a carrier
船务代理人 a shipping agent
陆上运输 transportation by land
海上运输 transportation by sea
货物运输 goods traffic | | freight traffic | | carriage of freights | | carriage of goods货轮 cargo boat | | freighter | | cargo steamer | | cargo carrier
火车 goods-train | | freight-train
卡车 goods-van | | goods wagon | | freight car | | truck
货运办公室 goods-office | | freight-department
运费率 freight | | freight rates | | goods rate
运费 carriage charges | | shipping expenses | | express charges
车费 cartage | | portage
运费预付 carriage prepaid | | carriage paid
运费到付 carriage forward | | freight collect
运费免除||免费 carriage free
协定运费 conference freight | | freight rate
运费清单 freight account
托运单 way-bill | | invoice
运送契约 contract for carriage
装运 shipment | | loading
装上货轮 to ship | | to load | | to take on a ship
装运费 shipping charges | | shipping commission
装运单||载货单 shipping invoice
装运单据 shipping documents
大副收据 mate's receipt
装船单 shipping order
提货单 delivery order
装船通知 shipping advice
包裹收据 parcel receipt
准装货单 shipping permit
租船契约 charter party
租船人 charterer
程租船||航次租赁 voyage charter
期租船 time charter
允许装卸时间 lay days | | laying days
工作日 working days
连续天数 running days | | consecutive days
滞期费 demurrage
滞期日数 demurrage days
速遣费 despatch money
空舱费 dead freight
退关 short shipment | | goods short shipped | | goods shut out | | shut-outs
赔偿保证书(信托收据)letter of indemnity | | trust receipt
装载 loading
卸货 unloading | | discharging | | landing
装运重量 shipping weight | | in-take-weight
卸货重量 landing weight
压舱 ballasting
压舱货 in ballast
舱单 manifest
船泊登记证书 ship's certificate of registry
航海日记 ship's log
船员名册 muster-roll
(船员，乘客)健康证明 bill of health
光票 clean bill
不清洁提单 foul bill
有疑问提单 suspected bill
1.Off 关
2、On 打开(放)
3、Open 营业
4、Pause 暂停
5、Stop 关闭
6、Closed 下班
7、Menu 菜单
8、Fragile 易碎
9、This Side Up 此面向上
10、Introductions 说明
11、Business Hours 营业时间
12、Office Hours 办公时间
13、Entrance 入口
14、Exit 出口
15、Push 推
16、Pull 拉
17、Shut 此路不通
18、One Street 单行道
19、Keep Right/Left 靠左/右20、Buses Only 只准公共汽车通过
21、Wet Paint 油漆未干
22、Danger 危险
23、Lost and Found 失物招领处
24、Give Way 快车先行
25、Safety First 安全第一
27、No Smoking 禁止吸烟
28、No Photos 请勿拍照
29、No Visitors 游人止步30、No Entry 禁止入内
31、No Admittance 闲人免进
32、No Honking 禁止鸣喇叭
33、Parking 停车处
34、Toll Free 免费通行
35、F.F.快进
36、Rew.倒带
37、EMS(邮政)特快专递
38、Insert Here 此处插入
39、Open Here 此处开启40、Split Here 此处撕开
41、Mechanical Help 车辆修理
42、“AA”Film 十四岁以下禁看电影
43、Do Not Pass 禁止超车
44、No U-Turn 禁止掉头
45、U-Turn Ok 可以U形转弯
46、No Cycling in the School校内禁止骑车
47、SOS 紧急求救信号
48、Hands Wanted 招聘
49、Staff Only 本处职工专用50、No Litter 勿乱扔杂物
51、Hands Off 请勿用手摸
52、Keep Silence 保持安静
53、On Sale 削价出售
54、No Bills 不准张贴
55、Not for Sale 恕不出售
56、Pub 酒馆
57、Cafe 咖啡馆、小餐馆
58、Bar 酒巴
59、Laundry 洗衣店60、Travel Agency 旅行社61、In Shade 置于阴凉处62、Keep in Dark Place 避光保存63、Poison 有毒/毒品64、Guard against Damp 防潮65、Beware of Pickpocket 谨防扒手66、Complaint Box 意见箱67、For Use Only in Case of Fire 灭火专用68、Bakery 面包店69 Seat by Number 对号入座 70、Information 问讯处71、No Passing 禁止通行72、No Angling 不准垂钓
74、Keep Dry 保持干燥75、Protect Public Propety 爱护公共财物76、Men“s/Gentlemen/Gents Room 男厕所77、Women“s/Ladies/Ladies“ Room女厕所 78、Wipe Your Shoes And Boots请擦去鞋上的泥土79、Ticket Office(or ：Booking Office)售票处 80、Visitors Please Register 来宾登记81、Occupied（厕所）有人82、Vacant（厕所）无人83、Commit No Nuisance 禁止小便84、Net(Weight)净重85、Admission Free免费入场86、Bike Park(ing)自行车存车处 87、MAN：25032002 生产日期：2002年3月25日 88、EXP：25032002 失效期：2002年3月25日89、Handle with Care 小心轻放 90、Save Food 节约粮食91、Save Energy 节约能源92、Children and Women First 妇女、儿童优先93、Dogs Not Allowed 禁止携犬入内94、Road Up.Detour 马路施工，请绕行95、Reduced Speed Now 减速行驶96、Keep Away From Fire 切勿近火97、Luggage Depository 行李存放处98、Take Care Not to Leave Things Behind 当心不要丢失东西99、Please Return the Back After Use 用毕放回架上100、Keep Top Side Up 请勿倒立
[推荐]船务术语简缩语
(1)FCA(Free Carrier)货交承运人
(2)FAS(Free Alongside Ship)装运港船边交货
(3)FOB(Free on Board)装运港船上交货
(4)CFR(Cost and Freight)成本加运费
(5)CIF(Cost,Insurance and Freight)成本、保险费加运费
(6)CPT(Carriage Paid To)运费付至目的地
(7)CIP(Carriage and Insurance Paid To)运费、保险费付至目的地
(8)DAF(Delivered At Frontier)边境交货
(9)DES(Delivered Ex Ship)目的港船上交货
(10)DEQ(Delivered Ex Quay)目的港码头交货
(11)DDU(Delivered Duty Unpaid)未完税交货
(12)DDP(Delivered Duty Paid)完税后交货
主要船务术语简写：
(1)ORC(Origen Recevie Charges)本地收货费用（广东省收取）
(2)THC(Terminal Handling Charges)码头操作费（香港收取）
(3)BAF(Bunker Adjustment Factor)燃油附加费
(4)CAF(Currency Adjustment Factor)货币贬值附加费
(5)YAS(Yard Surcharges)码头附加费
(6)EPS(Equipment Position Surcharges)设备位置附加费
(7)DDC(Destination Delivery Charges)目的港交货费
(8)PSS(Peak Season Sucharges)旺季附加费
(9)PCS(Port Congestion Surcharge)港口拥挤附加费
(10)DOC(document charges)文件费
(11)O/F(Ocean Freight)海运费
(12)B/L(Bill of Lading)海运提单
(13)MB/L(Master Bill of Lading)船东单
(14)MTD(Multimodal Transport document)多式联运单据
(15)L/C(Letter of Credit)信用证
(16)C/O(Certificate of Origin)产地证
(17)S/C(Sales Confirmation)销售确认书（Sales Contract)销售合同
(18)S/O(Shipping Order)装货指示书
(19)W/T(Weight Ton)重量吨（即货物收费以重量计费）
(20)M/T(Measurement Ton)尺码吨（即货物收费以尺码计费）
(21)W/M(Weight or Measurement ton)即以重量吨或者尺码吨中从高收费
(22)CY(Container Yard)集装箱（货柜）堆场
(23)FCL(Full Container Load)整箱货
(24)LCL(Less than Container Load)拼箱货（散货）
(25)CFS(Container Freight Station)集装箱货运站
(26)TEU(Twenty-feet Equivalent Units)20英尺换算单位（用来计算货柜量的多少）
(27)A/W(All Water)全水路（主要指由美国西岸中转至东岸或内陆点的货物的运输方式）
(28)MLB(Mini Land Bridge)迷你大陆桥（主要指由美国西岸中转至东岸或内陆点的货物的运输方式）
(29)NVOCC(Non-Vessel Operating Common Carrier)无船承运
第三篇：航空货运英语
Cargo Space 货运天地
1.These goods were inspected by the China Commodity Inspection Bureau before air transportation.这批货在空运前由中国商品检验局进行过检验。
2.I’ll book you on a direct flight to London.我将为您预订直飞伦敦的航班。
3.As long as you’ve paid in advance, we won’t charge you for delivery.只要你预先付款，我们就不收你送货费。
4.The goods have been cased up for transport.货物已装箱待运。
5.We have reached an agreement with him in regard to the shipment.我们已经就装运问题同他达成协议。
6.May I refer you to the contract stipulation about packing(or shipping)? 请您看看合同中有关包装（装运）的规定。
7.Cautions during transportation: Avoid exposing to air, sunlight, heating, shock, moisture, or any sources of ignition or other readily oxidizable materials.运输中不得爆晒，受热，受潮，碰撞，应避免与易燃物质成其他容易氧化的物品混合储运。
8.We are advised that the shipment will arrive next week.我们接到通知，装运的货物将于下周抵达。
9.As requested, we will inform you of the date of dispatch immediately upon completing shipment.按照你方要求，我们会在装运完成后立即将发货日期通知你方。
10.As to partial shipment, it would be to our mutual benefit if we could ship immediately whatever is ready instead of waiting for the whole shipment to be completed.至于分批装运问题，如果我们能立即装运目前已备好的货物，而不必等到整批货物备妥后再装运，这对你我双方都是有利的。
11.Upon arrivals at the airport of destination, the goods are released to the
consignee(applicant)upon proof of identity and not by surrendering the original Air Waybill.货物到达目的地航空港即可交给申请人，只要证明它的身份，不须交出正本航空运单。
12.Declaration of import goods shall be made to the Customs by the consignee within 14 days of the declaration of the arrival of the means of transport.进口货物的收货人应当自运输工具申报进境之日起十四日内,向海关申报。
13.Any consignee must undertake the shipment on the strength of the quarantine certificate.承运人必须凭检疫证明方可承运。
14.If it is impossible to carry out the orders of the shipper, the carrier must inform him immediately.托运人的指示不能执行的，承运人应当立即通知托运人。
15.Correct and distinct marking for the outside containers is absolutely necessary.外包装箱必须印有正确明显的标记。
第四篇：关于商品过度包装现象的英语作文（本站推荐）
关于商品过度包装现象的英语作文
Directions: For this part, you are allowed 30 minutes to write a short essay entitled On Over-packed Goods.You should write at least 120 words following the outline given below:
1.现在社会上的商品有过分包装的现象
2.对此你有什么看法？
作文题目：商品的过度包装 On Over-packed Goods
In these days, when we walk into a supermarket or a shopping mall, we can find different kinds of commodities with beautiful packages.These goods, with splendid appearance, attract a lot of interest and sell well.This phenomenon leads into a general discussion.It’s unnecessary to have the goods excessively packed.In order to hold a bigger market share, some companies come up with lots of strategies, packaging is among them.Goods become more attractive with beautiful packages, but their cost increased as well.It is the consumers who pay for the extra cost.In other word, the consumers have to buy a useless box when they actually want something else.At a higher level, the useless packaging leads to a waste of resources and results in the inefficiency of the society.I think the most important character of a commodity is its quality.The beautiful package would be soon thrown into the dustbin—What a big waste!So next time, when you want to buy something, choose the one with higher quality instead of one with better package.In recent years, the appearance and packaging of goods increased attention to some extent makes festive food, health food, beverages, cosmetics, and other commodities the ban excessive packaging phenomenon difficult to repeat only, this “face-saving projects” Why has such attractive, as a production operators and consumers should be some reflection.Buyers and sellers are “good face.”
Packaging is the face of goods, but also consumer awareness of the product media.Some of the production operator said in an interview, good packaging can not only enhance the goods of goods, and consumers echocardiography at the same time establish the brand image of the enterprise, the promotion of natural sales, profits play a positive role in upgrading the contrary Some of the general merchandise sales packaging if it will decline somewhat.Many consumers also think that, even beautifully packaged luxury goods will give some people a “fine” feeling, as a gift, think very face.When a reporter asked one of the consumers, have to consider the appearance of the beautifully packaged goods may inconsistent with the intrinsic value, the consumer response was: “Hey, gave benefit, the external appearance is the most important good, decent.”However, there are some consumers that excessive packaging of goods is a waste of resources.A young lady said in an interview: "I do not like to buy excessive packaging of goods, but sometimes very helpless, such as cosmetics, there are generally over-packaging problem.Skin if you use this for brands, do not buy Also not, but exhausted after those exquisite packaging can only be lost, it is a pity.1.许多商品都存在过度包装的现象
2.出现这种现象的原因及其带来的后果
3.为了改变这种状况，我认为……
No one in China has failed to notice that goods are wrapped（包装）in flaring（华美的，花哨的）boxes or bags.Taking a look around，we can find examples with ease：a small computer is packed in a thick and heavy（又厚又重）carton，clothes are putted in a well-designed plastic bags（塑料袋）which printed various kinds of patterns and colors and so on.What are the causes of this problem? On the one hand, in order to earn more economic gains(经济收益), a considerable number of（很多）manufactures usually wrap their products with unnecessary but appealing(吸引人的)materials aiming at attracting customer’s attention , arousing their curiosity and then stimulating their purchasing desire（吸引顾客的注意力并引发他们的好奇心）.On the other hand, quite a few customers believe that the more delicate the package seems，the superior the quality will be（包装越精美，产品质量就越好）,the notion has also encouraged the trend of excessive packaging.However, the emergence of excessive package（过度包装）has given rise to（导致）many undesirable consequences that can’t be neglected（不容忽视）.For one thing，it is a waste of precious and limited natural resources，which will thus pose underlying(潜在的)threat to our offspring generation（子孙后代）.For another, customers are often deceived by artificial external packing rather than being provided with high-quality goods.To change this situation, I think we should take the following measures.First, laws must be made and implemented to impose restriction on（实行限制）excessive packaging.Second, a public education campaign should be launched to arouse customers’ consciousness（意识）that packaging doesn’t equal to quality, and also let them know the bad impact of it.Only in this way can we put an end to this trend（结束这种趋势）.
第五篇：试析英语包装广告的语言特征
试析英语包装广告的语言特征
[摘要] 探讨了英语包装广告在语篇、句式与词汇层面的语言特点,这些特点的形成在很大程度上受到商品包装功能的影响。
关键词:包装广告;广告英语;语言特征
中图分类号:F713.80;H31
文献标识码:B
文章编号:1001-3563(2003)02-0108-03A Study of the Linguistic Characteristics of English Packaging AdvertisementsZENG Li(Zhuzhou Institute of Technology,Zhuzhou 412008, China)Abstract: An analysis is devoted to the linguistic characteristics of English packaging advertisements attext,sentence and vocabulary levels.It is held that the functions of commodity packaging have a great influenceon the forming of these linguistic characteristics.Key words: Packaging advertisement;Advertising English;Linguistic characteristic收稿日期:2002-07-08;修订日期:2003-03-04作者简介:曾立(1946-),男,株州工学院副教授,主要从事广告英语教学与研究。
包装广告是印制在商品包装上的广告。由于包装所具有的特定功能,依附于包装的包装广告在语言上也有不同于它种广告的特点。自国门开启以来,我国开始出现汉英双语包装广告,随着中国成功”入世”,汉英双语包装广告有日见普及之势。汉英双语包装广告虽不乏形义俱佳、文字精美的成功之作,但毋庸讳言的是,双语包装广告的英文部分不如人意者时时可见。考其原因,在很大程度上是由于不熟悉包装广告英语的语言特点。故拟就此文,以其引起英语包装广告撰稿人的关注。包装功能与包装广告现代包装主要有保护产品、提供方便与扩大销售三大功能[1]。扩大销售功能是一种商业功能,指的是包装通过商标、标记、代号、说明等介绍商品的成分、性质与使用方法,便于管理、认识和选购;通过精美的图案、色彩和装潢,使商品具有吸引力,并起到宣传商品扩大销售的作用。
从广告学的角度看,包装的促销功能有很大部分是依附于包装的包装广告所发挥的宣传商品的功能,而包装广告的商品宣传功能的发挥在很大程度上又受到包装功能的约束与支撑,具体表现在:a.包装广告伴随商品包装在销售现场与已有购物欲望的潜在顾客见面,发挥售点广告的作用,抓住货架旁徘徊犹豫的顾客并设法坚定其购物决定;b.当顾客决定购买商品后,包装广告随着商品包装在商品的使用过程中陪伴消费者,不断地向他们提示商品性能、用法以及有关售后服务的信息,充分地发挥广告的提醒功能,促使顾客对商品的重复购买;c.当包装广告开始发挥作用时,商品http:///对顾客来说已是伸手可及捅破窗纸即见真象,打开包装即见货物,因此包装广告要想更好地发挥劝购促销作用,它应该担当一名顾客的购物顾问,而不是巧舌如簧的推销员。包装广告与包装功能密切相连的这些特点,对包装广告的语言特色无疑具有极大影响。
应当指出的是,作为商品包装的一个有机组成部分,包装广告的质量反过来也影响包装的总体质量。因此,在从事包装设计时,一定要充分关注包装广告的制作不仅要关注广告设计,而且还要关注广告文案。包装广告英语的语篇特点108包装工程 PACKAGING ENGINEERING Vol.24 No2.20032.1 商品名称包装广告的”脸面”
广告在语篇构成上一般分为标题、正文、随文与口号4部分,其中标题部分在广告文案中具有其它部分不可比拟的重要性。广告受众面对如洪水般向他们涌来的广告很少有积极阅读的愿望,多达80%的人仅仅阅读广告的标题[2],被称为标题读者(headline reader),而对绝大多数广告文案而言,标题成了它们唯一的表达机会。广告文案写作者绞尽脑汁撰写标题,用标
题的简洁、新奇、优美的文字吸引受众,在标题中向受众提供有关商品品牌与公司承诺等重要广告信息。但在包装广告语篇的构成上,一般看不到通常意义的广告标题,取而代之的是包含商标在内的商品名称。如:
例(1)Lay’s Classic Potato Chips(雷氏正宗土豆条)例(2)VON RETROACTIVE(雅芳新活再生霜)商品名称一般以醒目字体写在包装的正面或多面,目的在于与具有商品性格的包装一起,在销点(point(of(sale)吸引与招徕顾客,让他们走近货架取出商品。为了促使潜在消费者最终作出至关重要的取货决定,商品名称附近一般要以较小字体提供顾客最关心的一些信息,如商品的净重、生产日期、商品的最新特点等。如:
例(3)nowwith vitamin C and more vitamin E(含有更多维生素E,并增加了维生素C)在琳琅满目的商品群中受精美的富有个性的包装以及作为包装广告”脸面”的醒目的商品名称的吸引而走近商品,再瞥视一眼商品名称附近的重要商品信息提示,潜在消费者开始动手取货,包装广告于是成功地发挥了它的招徕顾客的功能。
2.2 商品性能、使用方法、公司承诺包装广告正文的三部曲取货在手,潜在消费者进一步观看商品包装上的其它文字内容,进入了包装广告正文的阅读阶段。在其它形式的广告中(特别是在报刊广告中),广告正文写作方式异常丰富多彩:在诉求方法上,有感性诉求、有理性诉求、有感性与理性兼用等种种诉求方式;在体裁上有说明体、叙述体、议论体等种种类型;在篇幅上有的是洋洋千言,有的仅片言只字[3]。但包装广告正文写作方式则较为单一。首先,在诉求方式上更强调理性更强调信息性。对于持包装货物的顾客而言,他更需要的不是令人心驰神往的美妙文字,而是对他即将掏钱购买的商品的如实描写。其次,由于内容表达的需要,包装广告在体裁上主要采用说明文形式对商品的性能用法进行说明;最后,由于顾客是站在人来人往的商场匆匆忙忙地阅读包装广告的正文,因此在保证提供必要商品信息的前提下正文应力争简短。不少顾客在匆匆阅读包装广告之际,因时间紧迫往往带有选择性,因此包装广告正文行文应具有一定的格式性以便http:///zaizhishuoshilunwen/受众迅速找到目标信息。上述种种原因造成了包装广告语篇层次的第二个特点———广告正文多以说明体体裁介绍商品的性能、用法以及商家承诺(包括关于商品构成成分的数据罗列)并按序或以其他醒目方式(如用小标题,不同字体或包装物的不同侧面)编排这三类信息(由于商品本身的特点,这三类信息的介绍有详有略,有时甚至省略)。三类信息在编排上相互区别,而且在语言表达方式上也各有特点。
2.3 服务到家包装广告随文的售后服务意识随文是广告文案中提供企业名称、购物方法等附加性广告信息的文字,一些广告(如电视广告)往往采用只提供企业名称或品牌名称的简略型随文,但包装广告的随文提供的信息却是任何广告中最为详尽的。如:
例(4)Question? BK 1-800-436-4361 Dist.by Proter&Gamble Cincinnati, OH 45202.Made in USA.(对本产品有问题要反馈吗?请拨打1-800-436-4361本产品在美国生产,由宝洁公司经销。公司地址:俄亥俄州,辛辛那提市。邮编:45202。)例(4)的随文最引人注目的是对用户意见的征求并提供了意见反馈电话号码,这是包装广告随文的特色所在,体现了包装广告的售后服务意识。包装广告英语的句子与词汇特征3.1 在句子层面喜用省略结构与祈使句包装广告英语这一句式特点的形成是由于内容表达的需要:在描写商品性能与构成时,喜用省略结构节约篇辐在介绍商品构成时更是直接使用不成句式的信息罗列式或表格式结构;在说明商品用法时主要使用祈使句型。
如:
例(5)MOISTURE BUILD FOAMING FACE WASHFoaming formula helps keep skin’s vital moisture pumped upas it deep cleans, leaving it feeling fresh and conditioned.·Oil Free·Won’t Block Pores·Clean, Fresh Scent(泡沫型润肤洗面乳泡沫型配方在彻底清洗您的皮肤时能不断增加皮肤的湿润程度,使之感到清爽舒适。·不含油脂·不堵毛孔·气味清爽)例(6)Naxzema Skin Fitness Tips:
·For best results, use instead of soap every time you wash.·Pump a generous amount of product and massage over wetface and neck.Rinse thoroughly with water and dry.·For total skin fitness, consider other Noxzema products in-109曾立 试析英语包装广告的语言特征cluding Toning Discs, Oil Free Moisturizers and Body Wash.(Noxzema护肤系列使用说明·要取得最佳效果,请每日用本品代替香皂洗脸。·挤出足量洗面奶,在洗湿的脸部与颈部涂抹按摩,然后用水洗凈揩干。·要进行全身皮肤护理,请考虑使用其他Noxzema系列护肤用品,包括无油脂润肤霜与沐浴露。)例5中的“Oil Free”、“Won’t Block Pores”和“Clean,Fresh Scent”三个省略句的句首分别省去了”It Is”、”It”和”ItHas”。省略结构的运用并没有影响主要广告信息的传递,反而使之更加突出。例6则全部使用祈使句说明商品用法,仿佛有一位殷勤待客的售货员在耐心为你讲解商品用法要领。
3.2 在词汇层面喜用常用词http:///jszclw/,不回避必须用的生僻词,常用缩略词语在说明产品成份时大量使用生僻的学科名称以保证表达的科学与精确(须知产品成份说明实质上是一种承诺),在其它情况下则尽可能使用常用词语以保证顾客一瞥之间即能明白语义。如:
例(7)INGREDIENTS WATER,GLYCERIN,GLYCOL DIS-TEARATE,CITRIC ACID, FRAGRANCE,DISODIUM EDTA’(后略)。
(成分:水、甘醇、乙二醇二硬脂酸酯、柠檬酸、香精、二乙胺四醋酸钠。)除了常用词与生僻词并用的奇特现象外,包装广告英语还喜用缩略词语以节省空间,如例5中的BK(=back)、Dist.(=distributed)和OH(=Ohio)。结 语与其它类型的广告相比,英语包装广告在篇章安排与句式和词语的选择上更具规律性。在写作或翻译包装广告文案时,应多阅读参考英美国家同类产品的英文包装广告,熟悉其语言规律(语篇、句式与词汇特点,包括已定型的常用表达),这样才能写出规范的英文包装广告。
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