Lesson Eleven
Key point,useful terms
and definitions of e-commerce
Difficult points,two
different writing methods of
ads
Lesson Eleven
Requirement
By the end of this lesson,you should be able to
have a good command of
□ e-commerce terms given in the lesson
□ two different writing methods of ads
By the end of this lesson,you should be able to
□ use search agents to perform research on the World
Wide Web
□ know how to write a body copy of advertisements
in two different methods
Lesson Eleven
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
perform research on the World Wide Web.
Key words,search agents; research;
information; internet; www
Lesson Eleven
New Words
nuggets n,(天然 )块金 ; 矿块
sophisticate a.,复杂的
relevancy n,关系；贴切中肯
navigate v,航行
retrieve v,收回；恢复；追溯
uncluttered a,没有弄乱的 ； 没有不必要或不必须的东西的
consumption n,消费
serendipity 一种假设的能够意外找到有价值的或合
意的东西的天赋才能
minimize v,将 … 减到最少
Lesson Eleven
ultimately ad,最后 `
keep track
of
了解
in the eye of 在 … 心目中
browse v.; n,浏览
maximize v,使增加或扩大到最大限度
capitalize on v,利用
legitimate a,合法的；正当的
myth n,神话
albeit conj,尽管；虽然
ironic n,讽刺；反语
futility n,无用；无益
Lesson Eleven
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 all related
content with-out requiring the searcher to antici-
pate possible synonyms,such as "white collar
workers," or "super-visors," etc.
Lesson Eleven
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 。
Lesson Eleven
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
applied 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 。
Lesson Eleven
2,Ultimately,whether something is right on
target,or only slightly interesting remains in the
eye of the beholder,while it is certainly
legitimate to browse to see "what's 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.
Lesson Eleven
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 "what's out there"是无可非议
的, 最终, 搜索者往往还得需要极大
地扩展其搜索时间, 寻找最大量含有
其所需信息的网站 。
Lesson Eleven
主句是 a searcher needs to maximize research
time。 whether… or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。
Lesson Eleven
Skill Training
Advertisement 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 。
Lesson Eleven
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,
短语来表示, 并常使用缩写词 。
Lesson Eleven
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 by A·Gianelli
in Volterra,home of Italy’s alabaster studios.
Lesson Eleven
3A ＄ 125.00 23cm high 3B ＄ 45.00 11cm high
The Arts Centre Shop
100 St Kilda Rd
Melbourne,Vic 3004
Australia
Tel,***
Fax,***
http://www.sofcom.au
Lesson Eleven
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·詹尼里雕塑 。
Lesson Eleven
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
Lesson Eleven
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 what’s on a woman’s feet by
what’s on her face.
你可以从一个女人脸上看出她脚上穿的是
什么 。
Lesson Eleven
当然,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 couldn't 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,That's when the
convenience of the Canco disposable milk
container means the most to you.
This convenient,modern container is light
and squaresided,It pours like a pitcher,It's easy
Lesson Eleven
for even small children to help themselves
without spilling.
It's easy to open,too,Just a flip of the finger
recloses it tightly,keeping out odor from other
foods that sometimes give milk 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,It's used once,and then
discarded,there is no washing chore.
Lesson Eleven
做母亲的得在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 。
Lesson Eleven
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 。
Lesson Eleven
正文中的结束语 （ CLOSING SENTENCE） 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 。
□ Don’t miss China’s golden route.
切莫错过中国之行的黄金路线 。
□ When you book your clients with Sheraton,you
know they’ll 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 。
Lesson Eleven
实例一
Going East,Staying Westin
Breathtaking by day,electrifying by night,the
view from the Westin Stamford,Singapore,
the world’s 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 。
Lesson Eleven
实例二
Apartment Rental Ads
76 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, 电, 气免费, 月租金 280美
元 。 晚 7,00以后电话联系 。 电话,896-8063
Lesson Eleven
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;
schl---school; lg---large
Lesson Eleven
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 by L/C is
commonly used in foreign trade.
Key words,payment; L/C; foreign trade;
bank
Lesson Eleven
Reading Materials (B)
Chat Room Briton Saves US Family from
Poisoning
Abstract,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
Key point,useful terms
and definitions of e-commerce
Difficult points,two
different writing methods of
ads
Lesson Eleven
Requirement
By the end of this lesson,you should be able to
have a good command of
□ e-commerce terms given in the lesson
□ two different writing methods of ads
By the end of this lesson,you should be able to
□ use search agents to perform research on the World
Wide Web
□ know how to write a body copy of advertisements
in two different methods
Lesson Eleven
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
perform research on the World Wide Web.
Key words,search agents; research;
information; internet; www
Lesson Eleven
New Words
nuggets n,(天然 )块金 ; 矿块
sophisticate a.,复杂的
relevancy n,关系；贴切中肯
navigate v,航行
retrieve v,收回；恢复；追溯
uncluttered a,没有弄乱的 ； 没有不必要或不必须的东西的
consumption n,消费
serendipity 一种假设的能够意外找到有价值的或合
意的东西的天赋才能
minimize v,将 … 减到最少
Lesson Eleven
ultimately ad,最后 `
keep track
of
了解
in the eye of 在 … 心目中
browse v.; n,浏览
maximize v,使增加或扩大到最大限度
capitalize on v,利用
legitimate a,合法的；正当的
myth n,神话
albeit conj,尽管；虽然
ironic n,讽刺；反语
futility n,无用；无益
Lesson Eleven
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 all related
content with-out requiring the searcher to antici-
pate possible synonyms,such as "white collar
workers," or "super-visors," etc.
Lesson Eleven
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 。
Lesson Eleven
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
applied 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 。
Lesson Eleven
2,Ultimately,whether something is right on
target,or only slightly interesting remains in the
eye of the beholder,while it is certainly
legitimate to browse to see "what's 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.
Lesson Eleven
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 "what's out there"是无可非议
的, 最终, 搜索者往往还得需要极大
地扩展其搜索时间, 寻找最大量含有
其所需信息的网站 。
Lesson Eleven
主句是 a searcher needs to maximize research
time。 whether… or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。
Lesson Eleven
Skill Training
Advertisement 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 。
Lesson Eleven
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,
短语来表示, 并常使用缩写词 。
Lesson Eleven
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 by A·Gianelli
in Volterra,home of Italy’s alabaster studios.
Lesson Eleven
3A ＄ 125.00 23cm high 3B ＄ 45.00 11cm high
The Arts Centre Shop
100 St Kilda Rd
Melbourne,Vic 3004
Australia
Tel,***
Fax,***
http://www.sofcom.au
Lesson Eleven
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·詹尼里雕塑 。
Lesson Eleven
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
Lesson Eleven
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 what’s on a woman’s feet by
what’s on her face.
你可以从一个女人脸上看出她脚上穿的是
什么 。
Lesson Eleven
当然,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 couldn't 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,That's when the
convenience of the Canco disposable milk
container means the most to you.
This convenient,modern container is light
and squaresided,It pours like a pitcher,It's easy
Lesson Eleven
for even small children to help themselves
without spilling.
It's easy to open,too,Just a flip of the finger
recloses it tightly,keeping out odor from other
foods that sometimes give milk 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,It's used once,and then
discarded,there is no washing chore.
Lesson Eleven
做母亲的得在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 。
Lesson Eleven
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 。
Lesson Eleven
正文中的结束语 （ CLOSING SENTENCE） 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 。
□ Don’t miss China’s golden route.
切莫错过中国之行的黄金路线 。
□ When you book your clients with Sheraton,you
know they’ll 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 。
Lesson Eleven
实例一
Going East,Staying Westin
Breathtaking by day,electrifying by night,the
view from the Westin Stamford,Singapore,
the world’s 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 。
Lesson Eleven
实例二
Apartment Rental Ads
76 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, 电, 气免费, 月租金 280美
元 。 晚 7,00以后电话联系 。 电话,896-8063
Lesson Eleven
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;
schl---school; lg---large
Lesson Eleven
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 by L/C is
commonly used in foreign trade.
Key words,payment; L/C; foreign trade;
bank
Lesson Eleven
Reading Materials (B)
Chat Room Briton Saves US Family from
Poisoning
Abstract,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
