工程编号：__________________
Project No.:
合同编号：__________________
Contract No.:
建设工程施工合同
Construction Contract for Construction Projects
（GF-2013-0201）
工程名称：
Name of project:
工程地点：
Location of project:
发包人：
Client:
承包人：
Contractor:
住房和城乡建设部
制定
国家工商行政管理总局
Made by
Ministry of Housing Urban-Rural Development
State Administration for Industry & Commerce of the P. R.C
目录
Table of Contents
第一部分合同协议书……………………………………………………......................…...错误!未定义书签。Part I Contract Agreement ………………………………………......................…...错误!未定义书签。
一、工程概况 (17)
I. Project Overview (17)
二、合同工期 (22)
II. Project Duration under Contract (18)
三、质量标准 (18)
III. Quality Standard (18)
四、签约合同价与合同价格形式 (22)
IV. Contract Price and Form of Contract Price (18)
五、项目经理 ..........…..........…..........…..........…..........…..........…..........…..........…错误!未定义书签。
V. Project Manager (19)
六、合同文件构成...................................................................................... . (19)
VI. Composition of Contract Prices (19)
七、承诺 (20)
VII. Undertakings (20)
八、词语含义 (20)
VIII. Meanings of Terms (20)
九、签订时间..........…..........…..........…........................................ 2错误!未定义书签。
IX. Time of Signing (21)
十、签订地点 (21)
X. Place of Signing (21)
十一、补充协议............. .. (21)
XI. Supplementary Agreement (21)
十二、合同生效............................................................................................ . (21)
XII. Effectiveness of Contract (21)
十三、合同份数 (21)
XIII. Counterparts of Agreement (21)
第二部分通用合同条款 (23)
Part Two General Conditions of Contract (23)
1. 一般约定 (23)
1. General Stipulations (23)
1.1 词语定义与解释 (23)
1.1 Definitions and Interpretations (23)
1.2 语言文字 (29)
1.2 Language (29)
1.3 法律 (30)
1.3 Applicable Laws (30)
1.4 标准和规范 (30)
1.4 Standards and Specifications (30)
1.5 合同文件的优先顺序 (31)
1.5 Order of Priorities of Contract Documents (31)
1.6 图纸和承包人文件 (32)
1.6 Drawings and Contractor’s Documents (32)
1.7 联络 (33)
1.7 Contacts (33)
1.8 严禁贿赂 (34)
1.8 Bribery Strictly Forbidden (34)
1.9 化石、文物 (34)
1.9 Fossils, Cultural Relics (34)
1.10 交通运输 (35)
1.10 Traffic and Transportation (35)
1.11 知识产权 (37)
1.11 Intellectual Property Rights (37)
1.12 保密 (38)
1.12 Confidentiality (38)
1.13 工程量清单错误的修正 (39)
1.13 Correction of the Errors in the Bill of Quantities (39)
2. 发包人............................ .. (39)
2. The Client (39)
2.1 许可或批准 (39)
2.1 License or Approval (39)
2.2 发包人代表 (40)
2.2 Representative of the Client (40)
2.3 发包人人员 (40)
2.3 Personnel of the Client (40)
2.4 施工现场、施工条件和基础资料的提供 (41)
2.4 Supply of Construction site, Construction Conditions and Basic Information.41
2.5 资金来源证明及支付担保 (42)
2.5 Certificate of Source of Funds and Payment Guarantee (42)
2.6 支付合同价款 (42)
2.6 Payment for Contract Price (42)
2.7 组织竣工验收 (43)
2.7 Acceptance of the Project Completion (43)
2.8 现场统一管理协议 (43)
2.8 Overall Administration & Management Agreement of Worksite (43)
3. 承包人.............. . (43)
3. The Contractor (43)
3.1 承包人的一般义务 (43)
3.1 General Obligations of the Contractor (43)
3.2 项目经理 (45)
3.2 Project Manager (45)
3.3 承包人人员 (47)
3.3 Personnel of the Contractor (47)
3.4 承包人现场查勘 (48)
3.4 Field Survey by the Contractor (48)
3.5 分包 (49)
3.5 Sub-contracting (49)
3.6 工程照管与成品、半成品保护 ............................................ 错误!未定义书签。
3.6 Care of Project; Protection of Finished/Semi-finished Products (50)
3.7 履约担保 (51)
3.7 Performance Guarantee (51)
3.8 联合体 (52)
3.8 Integrated Complex (52)
4. 监理人 (52)
4. The Supervisor (52)
4.1监理人的一般规定 (52)
4.1 General Provisions on the Supervisor (52)
4.2监理人员 (53)
4.2 Supervisory Personnel (53)
4.3监理人的指示 (53)
4.3 Instructions from the Supervisor (53)
4.4 商定或确定 (54)
4.4 Consensus or Decision (54)
5. 工程质量 (55)
5. Quality of Project (55)
5.1质量要求 (55)
5.1 Quality Requirement (55)
5.2质量保证措施 (55)
5.2 Quality Assurance Measures (55)
5.3 隐蔽工程检查 (57)
5.3 Inspections of Concealed Works (57)
5.4不合格工程的处理 (59)
5.4 Handling of the Unqualified Works (59)
5.5 质量争议检测 ..................................................................... 错误!未定义书签。
5.5 Quality Disputes Detection (59)
6. 安全文明施工与环境保护 (60)
6. Safe and Civilized Construction and Environmental Protection (60)
6.1安全文明施工 (60)
6.1 Safe and Civilized Construction (60)
6.2 职业健康 (65)
6.2 Occupational Health (65)
6.3 环境保护 (66)
6.3 Environment Protection (66)
7. 工期和进度 (67)
7. Project Duration and Progress (67)
7.1施工组织设计 (67)
7.1 Construction Organization Design (67)
7.2 施工进度计划 (68)
7.2 Construction Progress Schedule (68)
7.3 开工 (69)
7.3 Commencement of Construction (69)
7.4测量放线 (70)
7.4 Measurement and Setting-Out (70)
7.5工期延误 (71)
7.5 Delay in Project Duration (71)
7.6 不利物质条件 (72)
7.6 Adverse Physical Conditions (72)
7.7异常恶劣的气候条件 (73)
7.7 Extraordinarily Vicious Weather Conditions (73)
7.8 暂停施工 (73)
7.8 Suspension of Construction (73)
7.9 提前竣工 (76)
7.9 Earlier Completion (76)
8. 材料与设备 (77)
8. Materials and Equipment (77)
8.1发包人供应材料与工程设备 (77)
8.1 The Materials and Engineering Equipment Supplied by the Client (77)
8.2承包人采购材料与工程设备 (77)
8.2 The Materials and Engineering Equipment to be Purchased by the Contractor (77)
8.3材料与工程设备的接收与拒收 (78)
8.3 Acceptance and Rejection of Materials and Engineering Equipment (78)
8.4材料与工程设备的保管与使用 (79)
8.4 Custody and Use of Materials and Engineering Equipmentnt (79)
8.5 禁止使用不合格的材料和工程设备 (80)
8.5 Use of Unqualified Materials and Engineering Equipment Not Allowed (80)
8.6 样品 (81)
8.6 Samples (81)
8.7 材料与工程设备的替代 (82)
8.7 Substitution of the Materials and Engineering Equipment (82)
8.8 施工设备和临时设施 (83)
8.8 Construction Equipment and Temporary Facilities (83)
8.9材料与设备专用要求 (84)
8.9 Exclusive Usages of the Materials and Equipment (84)
9. 试验与检验 (85)
9. Tests and Inspections (85)
9.1试验设备与试验人员 (85)
9.1 Test Equipment and Personnel (85)
9.2取样 (85)
9.2 Sampling (85)
9.3 材料、工程设备和工程的试验和检验 (86)
9.3 T esting and Inspection of the Materials, Engineering Equipment and Project (86)
9.4 现场工艺试验 (87)
9.4 Onsite Process Test (87)
10. 变更.............. (87)
10. Change (87)
10.1变更的范围 (87)
10.1 Scope of Change (87)
10.2 变更权 (88)
10.2 Rights of Change (88)
10.3变更程序 (88)
10.3 Procedures for Change (88)
10.4变更估价 (89)
10.4 Change of Estimates Price (89)
10.5 承包人的合理化建议 (90)
10.5 Rationalization Proposals of the Contractor (90)
10.6 变更引起的工期调整 (91)
10.6 Adjustments of Project Duration Caused by the Change (91)
10.7 暂估价 (91)
10.7 provisional Estimates Price (91)
10.8 暂列金额 (94)
10.8 Provisional Amount (94)
10.9 计日工 (94)
10.9 Daywork (94)
11. 价格调整 (95)
11. Price Adjustments (95)
11.1 市场价格波动引起的调整 (95)
11.1 Adjustment Caused by Fluctuation of Market Prices (95)
11.2 法律变化引起的调整 (100)
11.2 Adjustments Cause by Changes in Laws (100)
12. 合同价格、计量与支付 (101)
12. Contract Prices, Measurements and Payments (101)
12.1 合同价格形式 (101)
12.1 Forms of Contract Prices (101)
12.2 预付款 (102)
12.2 Advance Payments (102)
12.3 计量 (103)
12.3 Measurements (103)
12.4 工程进度款支付 (105)
12.4 Progress Payment of Project (105)
12.5 支付账户 (110)
12.5 Accounts of Payments (110)
13. 验收和工程试车 (110)
13. Acceptance and Trial run of Project (110)
13.1 分部分项工程验收 ............................................................ 错误!未定义书签。
13.1 Acceptance of the Sub-project (110)
13.2竣工验收 (111)
13.2 Final Acceptance (111)
13.3工程试车 (114)
13.3 Trial Run of Project (114)
13.4提前交付单位工程的验收 (116)
13.4 Acceptance of the Units of Project Handed over in Advance (116)
13.5 施工期运行 (117)
13.5 Operational during the Constructional Period (117)
13.6 竣工退场 (118)
13.6 Withdrawal after Completion (118)
14. 竣工结算 (119)
14. Final Account on Completion (119)
14.1 竣工结算申请 (119)
14.1 Application for Final Account on Completion (119)
14.2 竣工结算审核 (119)
14.2 Examination on Final Account on Completion (119)
14.3 甩项竣工协议 (121)
14.3 Agreement on Part of the Works to be Completed after the Completion Date (121)
14.4 最终结清 (121)
14.4 The Final Settlement (121)
15. 缺陷责任与保修 (122)
15. Defect Liabilities and Warranty (122)
15.1 工程保修的原则 (122)
15.1 Guidelines for the Warranty of the Project (122)
15.2 缺陷责任期 (123)
15.2 Defect Liability Period (123)
15.3 质量保证金 (124)
15.3 Quality Bond (124)
15.4 保修 (125)
15.4 Warranty (125)
16. 违约.............. . (127)
16. Breach of Contract (127)
16.1 发包人违约 (127)
16.1 Breach by the Client (127)
16.2 承包人违约 (130)
16.2 Breach by the Contractor (130)
16.3 第三人造成的违约 (133)
16.3 Breach Caused by the Third Party (133)
17. 不可抗力............................ . (134)
17. Forces Majeure (134)
17.1 不可抗力的确认 (134)
17.1 Confirmation of Forces Majeure (134)
17.2 不可抗力的通知 (134)
17.2 Notification of Forces Majeure (134)
17.3 不可抗力后果的承担 (135)
17.3 Responsibilities for Consequences of Forces Majeure (135)
17.4 因不可抗力解除合同 (136)
17.4 Dissolution of the Contract due to Forces Majeure (136)
18. 保险.............. . (137)
18. Insurance (137)
18.1 工程保险 (137)
18.1 Insurance on Project (137)
18.2 工伤保险 (138)
18.2 Employment Injury Insurance (138)
18.3 其他保险 (138)
18.3 Other Insurance (138)
18.4 持续保险 .......................................................................... 错误!未定义书签。
18.4 Sustained Insurances (138)
18.5 保险凭证 (139)
18.5 Insurance Vouchers (139)
18.6 未按约定投保的补救 (139)
18.6 Remedies for Failure to make the Insurance Contract (139)
18.7 通知义务 (139)
18.7 Obligations of Notification (139)
19. 索赔.............. . (140)
19. Claims (140)
19.1 承包人的索赔 (140)
19.1 Contractor’s Claims (140)
19.2 对承包人索赔的处理 (141)
19.2 Handling of the Contractor’s Claims (141)
19.3 发包人的索赔 (142)
19.3 Client’s Claims (142)
19.4 对发包人索赔的处理 (142)
19.4 Handling of Client’s Claims (142)
19.5 提出索赔的期限 (143)
19.5 Time Limits for Claims (143)
20. 争议解决 (143)
20. Resolution of Dispute (143)
20.1和解 (143)
20.1 Conciliation (143)
20.2调解 (143)
20.2 Mediation (143)
20.3争议评审 (144)
20.3 Review of Dispute (144)
20.4仲裁或诉讼 (145)
20.4 Arbitration or Lawsuit (145)
20.5争议解决条款效力 (145)
20.5 Effectiveness of the Clauses for Resolution of Dispute (145)
第三部分专用合同条款 (146)
Part III Special Conditions of Contract (146)
1. 一般约定 (146)
1. General Stipulations (146)
2. 发包人................ (151)
2. The Client (151)
3. 承包人................ (152)
3. The Contractor (152)
4. 监理人................ (156)
4. The Supervisor (156)
5. 工程质量................ (157)
5. Quality of Project (157)
6. 安全文明施工与环境保护 (157)
6. Safe and Civilized Construction and Environmental Protection (157)
7. 工期和进度 (158)
7. Project Duration and Progress (158)
8. 材料与设备 (160)
8. Materials and Equipment (160)
9. 试验与检验 (161)
9. Test and Inspection (161)
10. 变更................ .. (161)
10. Change (161)
11. 价格调整................ . (164)
11. Price Adjustment (164)
12. 合同价格、计量与支付 (165)
12. Contract Price, Measurement and Paymen (165)
13. 验收和工程试车 (168)
13. Acceptance and Trial Run of Project (168)
14. 竣工结算................ . (170)
14. Final Account on Completion (170)
15. 缺陷责任期与保修 (171)
15. Defect & Liability Period and Warranty (171)
16. 违约................ .. (172)
16. Breach of Contract (172)
17. 不可抗力................ . (174)
17. Force Majeure (174)
18. 保险................ .. (174)
18. Insurance (174)
20. 争议解决 (175)
20. Resolution of Dispute (175)
附件 (176)
Appendix
说明
Explanations
为了指导建设工程施工合同当事人的签约行为，维护合同当事人的合法权益，依据《中华人民共和国合同法》、《中华人民共和国建筑法》、《中华人民共和国招标投标法》以及相关法律法规，住房城乡建设部、国家工商行政管理总局对《建设工程施工合同（示范文本）》（GF-1999-0201）进行了修订，制定了《建设工程施工合同（示范文本）》（GF-2013-0201）（以下简称《示范文本》）。为了便于合同当事人使用《示范文本》，现就有关问题说明如下：
To guide the signing act of the parties to a contract in execution of construction projects and safeguard their legitimate rights and interests, the Ministry of Housing and Urban-Rural Development and the State Administration for Industry and Commerce have amended the “Construction Contract for Construction Projects (Sample Text)” (GF-1999-0201) and reenacted it as the “Construction Contract for Construction Projects (Sample Text)” (GF-2013-0201) (“Sample Text”) in accordance with the Contract Law of the People’s Republic of China, the Construction Law of the People’s Republic of China, the Bidding Law of the People’s Republic of China and other relevant laws and regulations. To facilitate the use of the Sample Text by the contracting parties, the relevant issues are hereby explained as follows:
一、《示范文本》的组成
I. Composition of Sample Text
《示范文本》由合同协议书、通用合同条款和专用合同条款三部分组成。
The Sample Text is composed of three parts: contract agreement, general conditions of contract and special conditions of contract.
（一）合同协议书
(I) Contract Agreement
《示范文本》合同协议书共计13条，主要包括：工程概况、合同工期、质量标准、签约合同价和合同价格形式、项目经理、合同文件构成、承诺以及合同生效条件等重要内容，集中约定了合同当事人基本的合同权利义务。
The Contract Agreement of the Sample Text includes 13 clauses that cover such important content as project overview, project duration under contract, quality standard, contract price and form of contract price, project manager, composition of contract documents, undertakings and conditions under which the contract becomes effective, stipulating the basic contractual rights and obligations of the contracting parties in a centralized manner.
（二）通用合同条款
(II) General Conditions of Contract
通用合同条款是合同当事人根据《中华人民共和国建筑法》、《中华人民共和国合同法》等法律法规的规定，就工程建设的实施及相关事项，对合同当事人的权利义务作出的原则性约定。
The general conditions of contract are the fundamental stipulations set forth by the contracting parties with respect to their rights and obligations for purpose of project construction and the matters related thereto in accordance with the Construction Law of t he People’s Republic of China, the Contract Law of the People’s Republic of China and other relevant laws and regulations.
通用合同条款共计20条，具体条款分别为：一般约定、发包人、承包人、监理人、工程质量、安全文明施工与环境保护、工期和进度、材料与设备、试验与检验、变更、价格调整、合同价格、计量与支付、验收和工程试车、竣工结算、缺陷责任与保修、违约、不可抗力、保险、索赔和争议解决。前述条款安排既考虑了现行法律法规对工程建设的有关要求，也考虑了建设工程施工管理的特殊需要。
There are a total of 20 general conditions of contract, which are specifically: general stipulations, client, contractor, supervisor, project quality, safe and civilized construction and environmental protection, project duration and progress, materials and equipment, test and inspection, changes, price adjustment, contract price, measurement and payment, acceptance and trial run, final account for completed project, defect liability and warranty, breach of contract, force majeure, insurance, resolution of claim and dispute. The above conditions have given consideration to both the requirements of existing laws and regulations for project construction and the special needs for managing the execution of construction projects.
（三）专用合同条款
(III) Special Conditions of Contract
专用合同条款是对通用合同条款原则性约定的细化、完善、补充、修改或另行约定的
条款。合同当事人可以根据不同建设工程的特点及具体情况，通过双方的谈判、协商对相应的专用合同条款进行修改补充。在使用专用合同条款时，应注意以下事项：The special conditions of contract are clauses designed to refine, improve, supplement, revise or otherwise stipulate the fundamental stipulations of the general conditions of contract. Contracting parties may revise and supplement the relevant special conditions of contract through the negotiations and consultations between them according to the characteristics and specific circumstances of different construction projects. In the use of special conditions of contract, attention should be paid to the following:
1、专用合同条款的编号应与相应的通用合同条款的编号一致；
1. The numbers of the special conditions of contract should be consistent with those of the corresponding general conditions of contract;
2、合同当事人可以通过对专用合同条款的修改，满足具体建设工程的特殊要求，避免直接修改通用合同条款；
2. The contracting parties may meet the special requirements of specific construction projects through the revision of the special conditions of contract to avoid direct revision of the general conditions of contract;
3、在专用合同条款中有横道线的地方，合同当事人可针对相应的通用合同条款进行细化、完善、补充、修改或另行约定；如无细化、完善、补充、修改或另行约定，则填写“无”或划“/”。
3. Where the special conditions of contract have horizontal lines, the contracting parties may refine, improve, supplement, revise or otherwise stipulate the corresponding general conditions of contract or, failing which, enter “Nil” or “/”.
二、《示范文本》的性质和适用范围
II. Nature and Application Scope of the Sample Text
《示范文本》为非强制性使用文本。《示范文本》适用于房屋建筑工程、土木工程、线路管道和设备安装工程、装修工程等建设工程的施工承发包活动,合同当事人可结合建设工程具体情况，根据《示范文本》订立合同，并按照法律法规规定和合同约定承担相应的法律责任及合同权利义务。
The Sample Text is intended for non-mandatory use and applicable to the bidding
关于回忆的英语句子（中英互译）关于回忆的英语句子 1、Will you suddenly appear, in a coffee shop around the corner, I will bring the smiling face, and you say, not to say once upon a time, just say, say to you, just say, long time no see. 你会不会忽然的出现，在街角的咖啡店，我会带着笑脸，和你寒暄，不去说从前，只是寒暄，对你说一句，只是说一句，好久不见。 2、I know someone in the world is waiting for me, although I've no idea of who he is. But I feel happy every day for this. 我知道这世上有人在等我，尽避我不知道我在等谁。但是因为这样，我每天都非常快乐。 3、I like a lonely puppet, lost and I follow like a shadow another puppet, never show will not move, was abandoned in the corner of dusty, alone in despair, in a desperate sad, then continue to missing you. 我像是个孤单的木偶，失去了和我形影不离的另一个木偶，从此不会表演不会动，被人遗弃在角落里落满灰尘，在孤单中绝望，在绝望中悲伤，然后继续不停地想念你。 4、We all live in the past. We take a minute to know someone, 1 / 11
英汉翻译中的“假朋友”现象 “假朋友”一词源自法语词语“Faux Amis”,现主要是指在语义结构上相似或相同,但含义却不相同的词或句子结构。全文主要从三个方面讨论英汉翻译中易出现“假朋友”的现象: (1) 词汇及习语; (2) 否定结构; (3) 比较结构,从而指出正确鉴别“假朋友”现象对外语学习者的重要性。 众所周知,英语和汉语都是高度发展的语言,都拥有极其丰富的词汇和表达方式。但由于两者分别隶属于两大语系(前者属于印欧语系,后者属于汉藏语系) ,因此它们在词类的用法和句子结构方面有很大的差异。这些差异,构成了英汉、汉英翻译中的诸多难点。其中一个难点是指那些在字面意义、语义结构上相似或相同,但含义却截然不同的词汇或句子结构。这一现象在英文中被称为“False Friends” 对于英语学习者来讲,正确鉴别“假朋友”现象至关重要,否则稍有不慎,便会上“假朋友”的当,造成翻译上的笑话。 本文从长期的教学经验基础上,就英语词汇及习语、否定结构和比较结构的理解与翻译方面容易出现的“假朋友”现象举例加以阐明,以期引起外语学习者的注意。 一、词汇及习语中的“假朋友”现象 由于词汇和短语是句子语篇结构的单位,因此理解词汇及习语中的“假朋友”现象是整体理解的关键。但初学者对词汇及成语中的“假朋友”现象往往毫无意识,极易望文生义。如: oil skin 油布(并非油性皮肤) ;good seats 好票(并非好的席位) ; fish - wife 卖鱼女(并非雌性鱼) ;table knife 餐刀(并非桌子上的刀) ; white day 吉日(并非白色的天) ; smell a rat 怀疑(并非嗅到了老鼠) ; red meat 牛、羊肉(并非红色的肉) ;blue coat 警察(并非兰色上衣) ; red - cap 搬运服务人员(并非红帽子) ;bull’s eye靶心(并非牛的眼睛) ; mad doctor 精神病医生(并非发疯的医生) ; dogear 书的折角(并非狗耳朵) ; familiar talk 庸俗的交谈(并非熟悉的谈话) ; pull up one’s socks 鼓起勇气(并非拉上袜子) ; husband like 善于管理农活的(并非像丈夫的) ; cock - and - bull story 无稽之谈(并非鸡和牛的故事) ; bite the thumbs at 对…嗤之以鼻(并非咬大拇指) ; twice - told tale 老掉牙的故事(并非讲过两次的故事) ; divorce lawyer 办理离婚案件的律师(并非离婚的律师) ; yellow book 黄皮书(法国政府报告书,黄色纸封面) (并非黄色书刊) ; 从以上的例子我们可以看出,要认清此类的“假朋友”,一方面在于积累,另一方面要避免想当然,应从上下文语境中细细品味其真实含义。 二、否定结构中的“假朋友”现象 在英语中,有些句子结构在形式上是肯定的,而在实质上是否定的;或在形式上是否定的,而在实质上是肯定的。另有一些双重否定的句子,在绝大多数场合其含义是肯定的,但有时仍然是表示否定的意思。在翻译这些特殊的否定结构时,应认真研究上下文,根据言语服从思想、
1.英语广告语的特点 1.1简练 Brief 广告，由于受到时间、资金等多方面因素的影响，总是希望在最短的时间内吸引观众的注意力。 很多世界驰名的英语广告，都是以简练取胜的: Drives wanted. (大众汽车) Your true choice. (AT&T电话公司) Passion for the road. (马自达汽车) Makes dreams come true. (迪斯尼乐园) Let us make things better. (飞利浦电器) 在简练这方面，广告有以下特点： 1.1.1多用口语: 口语的运用，使广告具亲和力。 在广告中会尽量采取人们在日常生活中使用的口语，并多使用一些小词汇（small words），以更贴 近观众。 My goodness! My Guinness! Guinness啤酒的广告，“my goodness”表示惊讶，这个组合形象生动，易于记忆。 俚语和非正式英语也常出现在广告中。 下面是一则推销微波炉的广告，用词简单，口语化很强。“gotta”为俚语，相当于“got to”，让 人觉得很贴近生活。 I couldn’t believe it! Until I tried it! I’m impressed by it! You’ve gotta try it! I love it! 1.1.2多用简单句，明快有力: 简单句地运用，能使顾客的心与广告一起舞动。 下面这则广告就体现了简明的特点：
The Armco vacuum learner cleans rugs and drapes. It cleans hard surfaces like woods and vinyl floors. Even cement. The Armco vacuum cleaner is smooth and quiet. Try it! Make your floors sparkle with new cleanliness. 1.1.3多用省略句，突出关键词。 省略句的运用，能让广告用最少的篇幅、时间、费用包容尽可能多的信息，收到最大的宣传效果。 Refresh! (香皂广告) 仅此而已。但香皂的清新功能却昭然赫赫了。 还有一些驰名的广告，也都充分利用了省略句独特的功效。 A mile way. Make it a mild smoke. Smooth, rich, rewarding. (Mild 香烟) Love in your heart –peace in your mild –lifeguard in your home –the disinfectant you trust completely. (消毒剂广告) 1.2亲切Affability 1.2.1运用现在时: 使消费者坚信产品的持久与永恒。 比如Minolta复印机的广告正是如此。 Beautiful full-color copies are in full bloom from Minolta. Because our Laser Intensity Modulation system varies color intensity per dot in 256 gradations with 400 dots per inch resolution. All to creat subtle colors and textures you have to see to believe. So experience Minolta digital full-color copiers. For color copying, they’re pure quality. 1.2.2运用主动语态: 使消费者认为自己也站在一个主动的位置，而不会出现抵制情绪。 在Lark牌香烟的广告中，几乎全是主动语态。 (以下注意使用英文标点) Smoothness you can taste. If you’re looking for the same smoothness in your cigarette, nothing beats a Lark. The reason? Our unique filter. It has two outer “tar” and nicotine filter, plus and inner chamber of specially treated charcoal granules.
DELL戴尔IBM HP惠普TCL LENOVO联想ASUS华硕BENQ明基LG （不用翻译） UNIS （清华紫光） sony（索尼）海尔HAIER 可口可乐（Coca-cola）、索尼（Sony）、金利来（Goldlion）、奔驰（Benz）、耐克（Nike）“翻得好（Findhow）”Vitasoy ( 维他奶 ) Johnson 婴儿护肤用品由原译名“庄臣”到现在译名“强生”；Reebok 运动鞋由“雷宝”更名为“锐步”；Hewelette Packare 电脑公司由冗长的“休利特一一帕卡德公司”简化为如今的惠普公司Head & Shoulders 译为“海飞丝”。 Panten 译为“潘婷”。 Safeguard 译为“舒肤佳”。 Olay 译为“玉兰油”。优雅动听、惟妙惟肖、回味无穷。日本Suntory 公司品牌的中文译名为三得利，不但发音贴切，且蕴涵中华人文精神。Kiss Me ( 化装品品牌 ) 奇士美。日本丰田公司的 LEXUS 汽车，其中文译名“凌志”取自“久有凌云志，重上井冈山”壮丽诗句。 锐步-Reebok彪马-Puma吉旺希-givenchy慕诗-MOISELLE欧时力-OCHIRLY阿勒锦-A.LerGin阿桑娜-azona瓦伦蒂诺-ntino卡西欧CASIO背靠背-Kappa欧莱雅-L"Oreal兰蔻-Lancome香奈儿-Chanel资生堂-Shiseido高丝-KOSE倩碧-Clinique玉兰油-OLAY兰芝-LANEIGE水之奥-H2O。za姬芮。娇兰-guerlain。POND'S 旁氏，迪奥-Dior， head-shoulders 海飞丝 head-shoulders舒蕾 slek曼秀雷敦 mentholatum宝洁pg爱家家居aika 飘柔纳爱斯屈臣氏 watsons联合利华 unilever高露洁 colgate欧尚 auchan丝宝集团 .c-bons.家乐福 carrefour沙宣佳洁士同仁堂安利 amway沃尔玛wal-mart特百惠 tupperware易初莲花 lotus* 吉列 Gilleffe 博朗 braun 护舒宝佳洁士 crest 欧乐-B oral--b帮宝适 pampers 汰渍 tide 兰诺lenor 金霸王 duraceli OLAY SK-II 伊奈美 illume 潘婷 pantene 飘柔海飞丝沙宣 vs 伊卡璐威娜 wella “福士伟根”“Volkswagen”， Bayerische MotorenWerke(拜耶里奇飞机引擎生产厂)，简称为BMW，“宝马”名牌手机"诺基亚"，芬兰文原名"Nokia"，。 世界著名的十大化妆品有那些.主流产品是什么？ Guerlain （娇兰）二：Lancome （兰蔻）三：Clarins（娇韵诗）四：Elizabetharden （伊丽莎白雅顿）五：Erno Laszlo （奥伦纳素）六：Estee Lauder （雅诗兰黛）七：Clinique （倩碧）八：Shiseido （资生堂）九：Christan Dior（迪奥）十：Chanel （香奈儿） Nike 耐克 H&M 瑞典 Levis 李维斯 GAP 盖普 Gucci 古琦 Prada 普拉达Hermes 爱玛仕 Versace 范思哲 Calvin Klein 卡尔文克莱恩 Dunhill 登喜路Lacoste 鳄鱼 MUJT 无印良品 Valentino 瓦伦蒂诺 Yves Saint Laurent伊夫·圣·洛朗 Dunhill 登喜路 112 美国，Lacoste 鳄鱼 72 法国，MUJT 无印良品 116 日本，Puma 彪马 56 德国，Lee 李 116 美国， Reebok 锐步 110 美国 Puma 彪马 Lee 李 Reebok 锐步 Giordano 佐丹奴 Mizuno 美津浓 Giorgio Armani 乔治·阿玛尼雪碧(饮料)Sprite小妖精，调皮鬼乐百氏(饮料)Robust健壮的金利来(领带)Goldlion金狮子司麦脱(衬衫)Smart潇洒的舒肤佳(香皂)Safeguard保护者纳爱斯(香皂)Nice美好的英克莱(自行车)Incline喜爱四通(打字机)Stone石头汰渍(洗衣粉)Tide潮流雷达(电蚊香)Raid袭击，搜捕飘柔(洗发水)Rejoice欣喜立士洁(卫生纸)Luxury奢侈品富绅(衬衫)Virtue美德神浪(服装)Sunland太阳地苏泊尔(压力锅)Super特级品天能(领带)Talent
经典广告词中英文翻译 2． Obey your thirst．服从你的渴望。（雪碧） 3． The new digital era．数码新时代。（索尼影碟机） 4． We lead． Others copy．我们领先，他人仿效。（理光复印机） 5． Impossible made possible．使不可能变为可能。（佳能打印机） 6． Take time to indulge．尽情享受吧！（雀巢冰激凌） 7． The relentless pursuit of perfection．不懈追求完美。（凌志轿车） 8． Poetry in motion， dancing close to me．动态的诗，向我舞近。（丰田汽车）9． Come to where the flavor is． Marlboro Country． 光临风韵之境——万宝路世界。（万宝路香烟） 10．To me， the past is black and white， but the future is always color．对我而言，过去平淡无奇；而未来，却是绚烂缤纷。（轩尼诗酒） 11. Just do it. 只管去做。（耐克运动鞋） 12. Ask for more. 渴望无限。（百事流行鞋） 13. The taste is great. 味道好极了。（雀巢咖啡） 14. Feel the new space. 感受新境界。（三星电子） 15. Intelligence everywhere. 智慧演绎，无处不在。（摩托罗拉手机） 16. The choice of a new generation. 新一代的选择。（百事可乐） 17. We integrate, you communicate. 我们集大成，您超越自我。（三菱电工） 18. Take TOSHIBA, take the world. 拥有东芝，拥有世界。（东芝电子） 19. Let’s make things better. 让我们做得更好。（飞利浦电子） 20. No business too small, no problem too big. 没有不做的小生意，没有解决不了的大问题。（IBM公司） 1 Good to the last drop? ?滴滴香浓，意犹未尽??麦式咖啡Maxwell 2 Time is what you make of it? ?天长地久? ?斯沃奇手表Swatch 3Make yourself heard? ?理解就是沟通? ???爱立信Ericsson 4Start ahead? ? 成功之路从头开始? ? 飘柔rejoice 5Diamond lasts forever 钻石恒久远，一颗永流传第比尔斯De Bieeres 6Things go better with Coca-cola? ? 饮可口可乐万事如意 7Connecting people Nokia? ? 科技以人为本? ?诺基亚Nokia 9A Kodak moment? ?? ?就在柯达一刻? ?? ?柯达Kodak 10Mosquito Bye Bye Bye，蚊子杀杀杀雷达牌驱蚊虫剂RADAR
经典中文的英译 但愿人长久，千里共婵娟。 We wish each other a long life so as to share the beauty of this graceful moonlight, even though miles apart. 独在异乡为异客，每逢佳节倍思亲。 A lonely stranger in a strange land I am cast, I miss my family all the more on every festive day. 大江东去，浪淘尽，千古风流人物。 The endless river eastward flows; with its huge waves are gone all those gallant heroes of bygone years. 二人同心，其利断金。 If two people are of the same mind, their sharpness can cut through metal. 富贵不能淫，贫贱不能移，威武不能曲，此之谓大丈夫。 It is a true great man whom no money and rank can confuse, no poverty and hardship can shake, and no power and force can suffocate. 海内存知己，天涯若比邻。 A bosom friend afar brings distance near.
合抱之木，生于毫末，九层之台，起于累土；千里之行始于足下。 A huge tree that fills one’s arms grows f rom a tiny seedling; a nine-storied tower rises from a heap of earth; a thousand li journey starts with the first step. 祸兮，福之所依；福兮，祸之所伏。 Misfortune, that is where happiness depends; happiness, that is where misfortune underlies. 见贤思齐焉，见不贤而内自省也。 On seeing a man of virtue, try to become his equal; on seeing a man without virtue, examine yourself not to have the same defects. 江山如此多娇，引无数英雄尽折腰。 This land so rich in beauty has made countless heroes bow in homage. 举头望明月，低头思故乡。 Raising my head, I see the moon so bright; withdrawing my eyes, my nostalgia comes around. 俱往矣，数风流人物，还看今朝。 All are past and gone; we look to this age for truly great men.
如果只是遇见，不能停留，不如不遇见。 if we can only encounter each other rather than stay with each other,then i wish we had never encountered. 2 。宁愿笑着流泪，也不哭着说后悔。心碎了，还需再补吗？ i would like weeping with the smile rather than repenting with the cry, when my heart is broken, is it needed to fix? 3 。没有谁对不起谁，只有谁不懂得珍惜谁。 no one indebted for others, while many people dont know how to cherish others. 4 。命里有时钟需有命里无时莫强求you will have it if it belongs to you, whereas you dont kvetch for it if it doesnt appear in your life. 5 。当香烟爱上火柴时，就注定受到伤害when a cigarette falls in love with a match, it is destined to be hurt. 6。爱情??在指缝间承诺指缝…。在爱情下交缠。love ,promised between the fingers finger rift, twisted in the love 7。没有人值得你流泪，值得让你这么做的人不会让你哭泣。 no man or woman is worth your tears, and the one who is, won?t make you cry. 8 。记住该记住的，忘记该忘记的。改变能改变的，接受不能改变的。 remember what should be remembered, and forget what should be forgotten. alter what is changeable, and accept what is unchangeable. love is like a butterfly. it goes where it pleases and it pleases where it goes. 爱情就像 一只蝴蝶，它喜欢飞到哪里，就把欢乐带到哪里。 if i had a single flower for every time i think about you, i could walk forever in my garden. 假如每次想起你我都会得到一朵鲜花，那么我将永远在花丛中徜徉。 within you i lose myself, without you i find myself wanting to be lost again. 有了你，我迷失了自我。失去你，我多么希望自己再度迷失。每一个沐浴在 爱河中的人都是诗人。 look into my eyes - you will see what you mean to me. 看看我的眼睛，你会发现你对 我而言意味着什么。distance makes the hearts grow fonder. 距离使两颗心靠得更 近。 i need him like i need the air to breathe. 我需要他，正如我需要呼吸空气。 if equal affection cannot be, let the more loving be me. 如果没有相等的爱，那就让 我爱多一些吧。 love is a vine that grows into our hearts. 爱是长在我们心里的藤蔓。
著名商标和广告语的翻译 泛瑞翻译 商标和广告语的翻译是企业形象战略（Company Image Strategy）中重要组成部分，是商品进入他国市场的桥梁之一。 在以质量取胜的前提下，还应十分重视包装，使商品品牌，商标及广告语符合异国文化和语言习俗，从而得到新市场的欢迎。因此，好的翻译有时能成为点睛之笔，为商品促销带来不可忽视的效果。 在商品品牌和广告语的实践翻译中译者实际上在从事一种再创作，尽可能地发挥想象力和创造力，挖掘商品表征和译语文化上的相似特征，尽可能向译语文化贴近。 因此，这类翻译可以说是"文字翻译"加"文化翻译"。"文字翻译"指在翻译商标和广告语时，一采用音译，二用意译，三是音意结合，第三种尤为普遍。"文化翻译"指在文字翻译基础上贴近并融合译语文化的习惯甚至有时专门服务于某一特殊的客户群体。以下从商标和广告语的翻译中阐述一些技巧的运用。 请看一些外国商标和广告语： 外国商标 1.Benz 奔驰 2.BMW 宝马 3.Safeguard 舒肤佳 https://www.doczj.com/doc/912452224.html,ncome 兰蔻化妆品 5.Rejoice 飘柔 6.Pepsi 百事 7.Pond's 旁氏 8.Gillette 吉列 9.Adidas 阿迪达斯 10.Coca- Cola 可口可乐 11.Canon 佳能 12.Ritz 乐之 13.Lux 力士 14.Longines 浪琴表 15.Head&Shoulder 海飞丝
16.Porsche 保时捷 17.Sharp 夏普 18.Ports 宝姿 广告语: 1. Make yourself heard.(Ericsson爱立信) 理解就是沟通。 2. A diamond lasts forever.(De Bierres第比尔斯) 钻石恒久远，一颗永流传。 3. Intel Inside.(Intel Pentium英特尔奔腾) 给电脑一颗奔腾的"芯"。 4. Connecting People.(Nokia诺基亚) 科技以人为本。 5. Mosquito Bye Bye Bye .(RADAR雷达驱虫剂) 蚊子杀杀杀。 6. Behind that healthy smile, there is a Crest kid.(Crest toothpaste佳洁士) 健康笑容来自佳洁士。 7. Let's make things better. (Philips飞利浦) 让我们做得更好。 8. The sign of excellence.(OMEGA欧米茄) 凝聚典雅。 有一些经典翻译体现了"文字翻译"和"文化翻译"的完美结合： 1. Coca-Cola 可口可乐 评：译得绝妙，既利用了谐音，又把喝过这种饮料后痛快淋漓的感觉充分反映出来，同时又接近中国文化中"可乐"一词给人们的美好联想。这些都赋予了商品积极正面的信息，无怪乎可口可乐如此广受欢迎。同样还有的是Pepsi Cola 百事可乐。 2. Nike, Puma, Reebok分别翻译为"耐克"，"彪马"和"锐步" 评：都采取了音译，但却尽量发掘出传神的字词意义。品牌均为两个字，短小精干，朗朗上口，便于记忆，体现了体育服饰的结实与耐用。 3. Colgate 高露洁 评：所选第一个音与原语相似。"露洁"为意译加音义，加强了牙膏能洁白牙齿的信息，现出露齿也不怕的信心，不仅音译靠近，而且也找到了译语文化中有彩头的字词表达，可以看作对品牌的文化翻译。 4. Kodak 柯达 A Kodak Moment.就在柯达一刻。 评：将胶卷的特色表现得很充分，译文也十分强调效果。 5. Levi's 列维斯Quality never goes out of style. 质量与风格共存。 评：反说正译，十分巧妙。 6. Maxwell 麦斯威尔Good to the last drop .滴滴香浓，意犹未尽。 评：译文在效果上将原文发挥得很好，有采用四字结构，既工整，韵律也较齐。
iphone英文广告词 篇一：iPhone6广告词：比逼格更有逼格 苹果官网的简体中文翻译水平向来为人诟病，之前就闹出过许多经典的笑话，这一次也好不到哪里去。 打开苹果中国大陆官网首页，赫然映入眼帘的是一句莫名其妙的话——“比更大还更大”。如果看过昨晚苹果的发布会，不难猜出这是iPhone6的广告词，英文原文是"biggerthanbigger"。 英文里虽然连续用了两个big，但并不会造成误解，稍懂英文的人都能明白，第二个big指的是尺寸，而第一个big则是在标榜iPhone6的革命性意义，这一句话大致的意思是说，iPhone6变得比以前的iPhone版本更大了，但是它不仅仅只是尺寸大，还有很多更加值得大书特书的特质。但中文的“大”字如果单用，则完全没有第一个big 的意思那么一目了然，而且两个“大”字连用不仅拗口，更是完全不知所云，像是语文不及格的小学生写出来的句子。 相比之下，台湾和香港官网的翻译版本“岂止于大”，虽然也不算多么信达雅，但至少完整并且合理地忠实了原文。 还有介绍iPhone6的一段文字，简体中文翻译也充满业余错误，完败于台湾版。 iPhone6isn'tsimplybigger—it'sbetterineveryway. 大陆：iPhone6之大，不只是简简单单地放大，而是方方面面都大有
提升。 台湾：iPhone6不只外型變大，更在各方面都顯著提升。 (大陆版不文不白，乱用“之”字；“放大”也显得莫名其妙，说“外形变大”更准确。) Larger,yetdramaticallythinner.morepowerful,butremarkablypowerefficient .withasmoothmetalsurfacethatseamlesslymeetsthenewRetinaHddisplay. 大陆：它尺寸更大，却纤薄得不可思议；性能更强，却效能非凡。光滑圆润的金属机身，与全新RetinaHd高清显示屏精准契合，浑然一体。 ()台湾：更大，卻更纖薄；功能更強，卻更加節能。光滑的金屬機身，與全新的RetinaHd顯示器無縫接合。 (powerefficient翻译成“效能非凡”是错误的，台湾版翻译成“节能”更准确;“精准契合浑然一体”属于过度发挥可以花哨，seamlessly翻译成“无缝”已经足够了。) it'sonecontinuousformwherehardwareandsoftwarefunctioninperfect unison,creatinganewgenerationofiPhonethat'sbetterbyanymeasure. 大陆：而软硬件间的搭配，更是默契得宛如天作之合。无论以何种尺度衡量，这一切，都让iPhone新一代的至大之作，成为至为出众之作。 台湾：渾然一體的外表下，是硬體與軟體功能的完美融合，打造出各方面都更卓越的新一代iPhone。 (“默契”属于强加的拟人化用词，“天作之合”更是有点滥抒情的味
1.Health is above wealth, for this cannot give so much happiness as that. 健康比财富更重要，因为财富不能像健康那样给人以幸福。 2.Here great disturbances at the heart of the earth caused mountains and volcanoes to rise above the water. For hundreds of years tiny coral creatures have worked and died to make thousands of ring-shaped islands called atolls （环礁）. 在那里，由于地心引力的剧烈干扰，一道道山脉，一座座火山升出水面。千百年来，微小的珊瑚虫在这里繁衍、死亡，形成了数不胜数的被称为环礁的环状岛屿。 3.Old lines and methods of communication do not work easily or efficiently with as much information as we now have. 由于我们今天的信息太多，那些旧的通讯线路和方法已不能灵便有效地处理他们了。 4. Scarcely can any law be made which is beneficial to all; but if it benefits the majority, it is useful. 法律难顾及所有人，于大多数人有利足矣。 5.The water spread out for miles in places in Kenya and Somalia, cutting off villages and forcing herders to crowd with their livestock onto a few patches of dry land. 在肯尼亚和索马里的某些地方，河水漫出河床，宽达数英里。洪水切断了村与村之间的联系，迫使牧民们和家畜挤在一起，困缩在一块块狭小的陆地上动弹不得。 6. The snow falls on every wood and field, and no crevice is forgotten; by the river and pond, on the hill and in the valley. 雪，在四处飘落着。雪花撒在树上，撒在田野里，撒在河边、湖畔、山上、谷底——没有一条岩缝墙隙里不飘满雪花。 7. When his door opened they saw a slender man of more than average height with gleaming eyes and a face so striking that it bordered on the beautiful.
英汉翻译练习 一、翻译下列句子，注意词义的选择 1．Parliament will debate the nationalization issue next week． 2．The Christmas issue of the magazine has a picture of carol singers on its cover． 3．There is a new issue of stamps to commemorate the Royal wedding． 4．His activities are so regular you could set your watch by him． 5．She greeted her guests with a set smile． 二、翻译下列句子，注意根据上下文及逻辑关系对斜体词作必要的引申 1．There was no provocation for such an angry letter． 2．Macdonald's had become an institution in his life in the last eight years． 3．The trunk was big and awkward and loaded with books．But his case was a different proposition． 4．It was regrettable that our appeal remains a dead letter． 5．Such conduct is known in all languages as piracy． 三、用增词法翻译下列句子 1．After all preparations were made，the plane took off． 2．I like the climate of San Francisco better than that of any other city where I have lived．It never snows，and even in July and August it rarely gets hot． 3．Even if you work hard，you cannot finish it in a week． 4．Some plants grow well in certain areas，but not in others，for they do not have the ability to adapt themselves to foreign climates． 5．The power is strong enough to shatter complacency． 四、用省略法翻译下列句子 1．But it's the way I am ，and try as I might，I haven't been able to change it．2．Everywhere you can find new types of man and objects in new China． 3．She laid her hand lightly on his arm as if to thank him for it． 4．He shrugged his shoulders，shook his head，cast up his eyes，but said nothing． 5．At long last，on June 6，1944，after the European war was basically decided and Hitler licked，the allies launched their long-delayed western front．
广告语篇的文体特点和翻译策略 广告语篇最重要的功能就是祈使功能（the vocative function），即说服读者去购买广告中的商品或服务。译文语篇的成功与否也就在于其是否能对读者起到同样的作用。故译文不必斤斤计较并追求与原文的一一对应，而应当根据译文的社会和文化环境，以及译文行文的需要进行必要的变通和调整，以达到和原文的功能对等。请看下面几个例子： (1) In the heart of Shanghai, there is a tourists' paradise - Crystal Palace Hotel. 旅行者的天堂——水晶宫大饭店，位于上海市中心。 (2) Somewhere in the world- in dense jungle, or basking desert, or Polar wasteland - an explorer could even now be navigating by dead reckoning. For this task, an absolutely reliable watch is essential. 在这个世界的某个地方——在热带丛林中，在酷热难挨的沙漠里，抑或是在极地的荒原上，一位探险家可能正借助仪器测定方位。这时，绝对可靠的手表可是性命攸关的呀！ (3) Every single Rolex Oyster that leaves Geneva is capable of accompanying its owner wherever he or she cares to venture. 日内瓦出品的任何一块劳力士表，都将成为主人的忠实伴侣。 (1) 句中信息顺序的颠倒使译文更加符合汉语的表达习惯， (2) 句将最后一句译成感叹句使人们对拥有这样一块手表的必要性印象深刻。 (3) 句的译文对原句做了较大的转换，和直译译文相比（“……都能陪伴它的主人，不管他或她要到哪里去冒险”），意译译文则更显得通顺达意。 广告的翻译还必须考虑社会和文化的因素。将Coca-Cola译为“可口可乐”可谓音义俱佳，中国消费者对之喜闻乐道，而把法国一家低压电器公司Merlin Gerin 译成“梅兰日兰有限公司”却易使读者联想到和女性有关的产品，不少人乍一听还以为是一家化妆品公司，因为“梅”和“兰”都是中国女性常用的名字。Sheriton译为“喜来登大饭店”，Manila Pavilion Hotel译为“马尼拉亭榭大饭店”就较易被中国读者接受，容易广为流传。 英语广告文字，虽然有的也具有一定的文学色彩，但一般说来都选词平易，句式结构简单，十分通俗易懂。其译文也应遵循同样的文体风格，句式明快流畅，用词简洁达意。例如： (4) The equipment they will have chosen to accompany their adventure will have been selected with the utmost care; their reliance on this equipment will be total. 探险装备，务必精挑细选。因为装备就意味着一切！ (5) Ever since its introduction in 1926, the Rolex Oyster has been the choice of explorers and adventures. The virtual indestructibility of the Oyster case and the utter reliability of the movement it contains have ensured that countless Oysters have accompanied their wearers into the history books. 自从劳力士1926年问世以来，一直颇受探险家和勘探人员青睐。它坚固耐用，计时准确，曾伴随多少人走上了成功之路。
广告语翻译大全 篇一：英文广告语的特点及翻译 1.英语广告语的特点 1.1简练Brief 广告，由于受到时间、资金等多方面因素的影响，总是希望在最短的时间内吸引观众的注意力。 很多世界驰名的英语广告，都是以简练取胜的: driveswanted.(大众汽车) Yourtruechoice.(aT&T电话公司) Passionfortheroad.(马自达汽车) makesdreamscometrue.(迪斯尼乐园) Letusmakethingsbetter.(飞利浦电器)在简练这方面，广告有以下特点：1.1.1多用口语:口语的运用，使广告具亲和力。 在广告中会尽量采取人们在日常生活中使用的口语，并多使用一些小词汇（smallwords），以更贴 近观众。 mygoodness!myGuinness! Guinness啤酒的广告，“mygoodness”表示惊讶，这个组合形象生动，易于记忆。 俚语和非正式英语也常出现在广告中。
下面是一则推销微波炉的广告，用词简单，口语化很强。“gotta”为俚语，相当于“gotto”，让 人觉得很贴近生活。 icouldn’tbelieveit!Untilitriedit! i’mimpressedbyit! You’vegottatryit!iloveit! 1.1.2多用简单句，明快有力:简单句地运用，能使顾客的心与广告一起舞动。 下面这则广告就体现了简明的特点：Thearmcovacuumlearnercleansrugsanddrapes.itcleanshardsurfaceslikewo odsandvinylfloors.Evencement.Thearmcovacuumcleanerissmoothandquie t.Tryit!makeyourfloors sparklewithnewcleanliness. 1.1.3多用省略句，突出关键词。 省略句的运用，能让广告用最少的篇幅、时间、费用包容尽可能多的信息，收到最大的宣传效果。 Refresh!(香皂广告) 仅此而已。但香皂的清新功能却昭然赫赫了。 还有一些驰名的广告，也都充分利用了省略句独特的功效。amileway.makeitamildsmoke.Smooth,rich,rewarding.(mild香烟) Loveinyourheart–peaceinyourmild–lifeguardinyourhome–thedisinfectant youtrust