摘要：本文通过叙述商务英语的来源，讲述其真实的内涵与概念，说明商务英语的作用是在于让大家明白自己对于所关注事物的看法以及认同，这其中牵涉到多门的学科内容，简直可以称之为一门艺术。而且现在全世界的经济联系越发的紧密，不少的行业为了推广以及提升自己产品和服务的知名度都纷纷借助于广告这一营销利器来实现自己的目的。所以，如何正确的运用商务英语中各种不同的语言要素，让商务英语更能发挥其本来的作用。
关键词：商务英语 广告 称谓 促销功能
1.This
Business English words are derived from Latin advertere advertising a, meaning "arouse the public in something to pay attention to, and induced in a certain direction by use of a kind of means." Also is to use English expression of the contents of the advertisements advertising forms, is a collection of sociology, aesthetic, psychological, social consumption study, marketing, sound electrical, literature, language learning is a word of a comprehensive art. Advertising master Raymond-robbie kay once said: "the best sign is the best advertising, it can not only make the audience rushed to buy it products, and to make the audience and advertising it as a qin admirable masterpiece and long do not forget." English advertising is a unique language form, it follows the formal English grammar rules, but there are still many unique way to do it. In words, English ads can say is inclusive, not stick to one pattern, colorful. Therefore, in business English advertising, correct and reasonable use of its rhetoric with function, to break the people conventional thinking mode, fully showing advertising words vivid and meaningful beautiful features, better increase commodity propaganda, promote consumers purchase enthusiasm is its main business purpose effect. This paper from the new perspective on business English advertising language, to realize for personal pronouns (including owner pronouns) advertising for a preliminary discussion appellation.
2.Business English advertising and promotion of the terms in the magical function function analysis
Advertisers is speaker, consumer is obedient. Advertisers (usually group) realize for the "we", and consumers realize for the "you" (usually an individual). This realize we call it "the simple to implement" or "ideal realize", and the personal pronoun "we" and "you seem to help us succeed" in the speaker and commodities points. We will analyze time magazine, newsweek, the New York times magazine some classic business English advertising made case, focus on language features, focus on realize for personal pronouns advertising appellation. In communication, personal pronouns not just "we" and "you", also not only refer to the speaker and obedient, can also refer to the other as groups and individuals. We will all in business English personal pronouns in advertising language in the form of "human" collectively referred to as "characters" (figure), discusses the realization of the rule and give classification. Goods in advertising language must appear, is will choose elements (obligatory); Characters are optional element (optional). Some characters once appear, known as the "dominant realize (overt realization)". This article focuses on the personal pronoun in (including owner pronouns) for the realization of the way, the selection of the advertising for the magazine ads are. This paper not strictly distinguish the reader (potential consumers) and customer (real consumer)
3.Advertisers appeared in the first person
Advertisers in the first person appear, in business English advertisement in direct speech appear a lot, so direct speech that advertising is lively form, innovative; In addition the first person in the psychology Angle analysis often give a person very safe, stable, reliable feeling, full of sure feeling and pride, can better promote enterprise commodity advantage, enhance the persuasive to consumers. For example: we lead others copy (we lead, others follow) this is the classic ricoh copier business English advertisement case. Use English first person "we", their enterprise a positive, science and technology innovation, enterprising spirit a few words, clear simple from the page. And that shows oneself unique leading science and technology quality, and others can"t replace and beyond unsubstitutable, in a fierce leap of electronic products stand out
4.The second person magical function and promotional function
Advertisers are always realize for "we (us, our)", and consumers are implemented as "you". Advertising must be persuasive, aims to make consumers to purchase goods or choose services. Whether television ads, magazine, newspaper, or web pages, the ads in E-mail ads, consumers are individual recipients. Advertising in always preaching what to do for you, so you " "is a magic word (Collier" s Encyclopedia). The subject is" you ", often can call for direct customer choice service, very powerful. Only the consumers" mark you realize there is "consumers (customer realization). Advertising on consumer has a tendency to the default, just as advertisers know that the consumer side of things happen. Some advertising is open to all readers, while others facing specific groups. This kind of advertising is often described the purchase of goods or choose the benefits of after service, they is permeated with consumer friendly and concern, to urge more readers into consumers, very incites reaction, make consumers in imperceptible in recognition of the enterprise culture essence, think to buy the product or service is what one has to do demand. Not as promotion and more like help service is enterprise of the highest sales promotion means. For example: obey your thir (st obey your desire), this is the most classic drink Sprite business message, the news from their feeling of, very contagious.