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近代英语的简洁简化第5页

更新时间：2010-10-26: 来源：毕业论文

近代英语的简洁简化第5页
2.2. 6 Use of a lot of heading statement
    A heading statement should be an eyeful and make customers understand fully at a glance. Therefore they have to be arranged in a very brief way. Here are some typical examples:
1.Ultra taste. Never-before, silk smooth,truly satisfying taste- in an ultra low
tar cigarette!优-文^论,文.网http://www.youerw.com
2. Linen. The feel of luxury.
3. Do More, work Less.
4.Get Your Secretary a Secretary.                            (IBM)
5.Every Kid Should Have An Apple School.                   (IPAD)[3]
6. It Just Feels Right.                                     (Mazda)
7.The Only Sound You Will Hear Is Praise.                      (car)[3]
8.Today,Tonight,Tomorrow, abc motion brings you today.[3]
2.2.7 Use of sentence fragments
    Sentence fragments are a unique sentence pattern in Advertising English.They are using period, dash,semicolon to break up a sentence into several parts. Thus,it effectively enhances the advertising effect.
    For example:
    1.Get he always liked a good prank. As long as it was done with class.
2.That's why the TC3 is so sleek. So beautiful.
3.Paintex gives you a smooth and shining finish that lasts.And lasts. (paint）
4.In a few short years, Fun Fruits snacks have become a wholesome part of
growing up.A way of having fun. And Sharing Fun.

2.3 In the field of Business English
    Admittedly, Business English has been regarded as a written language which is filled with technical words.However, with the passage of time, business communication has followed the trend of simplification. Brevity of business English mainly shows in several aspects as follows:
2.3.1 Use of short and simple words
   In the past Business English tended to use lots of long and complex words to make
it formal and authoritative. Nowadays, for reasons of convenience , people prefer the simple words. Thus, Business English is also developing towards a much more brief way.
   For instance:
Past Now  Past Now
after subsequent  daily per diem
large substantial  passage in and out ingress and egress
issue promulgate  well acquainted au fait
house domicile  among other things inter alia
use utilize  the present position status quo
show disclose  in good faith bona fide
2.3.2 Use a lot of colloquial expression forms
    Nowadays people like to use a lot of colloquial expressions instead of complicated business set-phrases. In this way, communication can be far more understandable and effective.
    Here are some examples:优-文^论,文.网http://www.youerw.com
    1. I am pleased to tell you ...(I have pleasure informing you ....)[4]
    2. We do not expect that...(We do not anticipate that...)
    3. Please inform us...(Please be good enough to inform us...)[4]
    4. We are sorry we can not meet your request.
       (We express our regret for being unable to meet your request.)[4]
    5. The matter is being considered.
       (The matter is under active consideration.)[4]
    6. The interest amount is correct.
      (The interest amount is definitely correct.)[4]
    7. We think you charge us too high.
      (We rather think you charge us too high.)
    8. We are writing about...(We are writing with reference to...)
    9. We have received your ...(We beg to acknowledge the receipt of your...)
    10. We shall be pleased to hear from you soon.
       (The favor of your early reply will be helpful.)[3]
    11. As soon as possible...(At your earliest convenience...)
    12. How do you explain the fact?
       (How do you account for the fact?)
    13. As your demand is unusual...(Due to the unusual nature for the fact...)
    14.Unfortunately...(It was unfortunate that...)[3]
    15.Thank you for your letter of...(We welcome your esteemed favor of...)
    16.Referring to ...(With reference to /In response to...)
    17.We can deliver (We are in position to deliver...)
    18.If you decide to...(If you come to a decision...)
    19.We enclose...(Enclosed please find...)
    20.Please tell us...(Please be good enough to advise us...)
    21. We have received your letter. (We are in receipt of your letter.)[4]
    22. Thank you for your letter.(We acknowledge with thanks for your letter.)
    23.We write to inform you...(We beg to inform you...)
2.4 Summary
    In summary, no matter what kind of structure, or content, or words are used , all of them serve the purpose of exchanging ideas and conveying information.That is just the goal which communication tries to arrive at, and that is also the function English performs.Journalism English,Advertising English and Business English are all applied languages. With the influence of globalization,they as well follow the trend towards brevity and simplification.