展览会书面英文广告(下面简称展广)大体上可归为两类:工矿企业介绍和商品介绍。前者展示其雄厚的经济实力;后者宣传产品质优用途广。两类广告异曲同工,都为了跻身于竞争激烈的国际市场。可我国的展广存在一些问题。广告语言绝不是简单的商业语言,而是一种鼓动性语言(loaded language)。它能诱人去读广告,激起读者的购买欲。这就要求撰写人必须具有商品知识、文化科技修养,心理分析能力和艺术魅力,运用语言的一切手段——从诗词歌赋各种文体到语法、句法、修辞等——进行创作。还得考虑到昂贵的广告费用和读者有限的时间。一则成功的广告往往是作者 Exhibition written English advertising (hereinafter referred to as exhibition wide) can be broadly classified into two categories: industrial and mining enterprises and product introduction. The former shows its strong economic strength; the latter promote the use of high quality products. Both types of advertisements are the same in both languages, all in order to rank among the highly competitive international markets. There are some problems in Chinas exhibition. Advertising language is by no means a simple business language, but a loaded language. It can seductive reading ads, arouse the reader’s desire to buy. This requires the writer must have knowledge of goods, culture and technology accomplishment, psychoanalytic ability and artistic charm, using all means of language - from poetry variety of genres to grammar, syntax, rhetoric, etc. - to create. Have to consider the expensive advertising costs and readers limited time. A successful advertisement is often the author