時間：2022-04-28 12:30:22
導語：在七夕廣告語的撰寫旅程中，學習并吸收他人佳作的精髓是一條寶貴的路徑，好期刊匯集了九篇優(yōu)秀范文，愿這些內容能夠啟發(fā)您的創(chuàng)作靈感，引領您探索更多的創(chuàng)作可能。
七夕節(jié)被稱為“中國情人節(jié)”，它是我國眾多傳統(tǒng)節(jié)日中最具浪漫色彩的節(jié)日之一。而隨著餐飲消費的需求不斷增加，餐飲企業(yè)間的競爭日趨激烈，七夕節(jié)也開始被作為重要的節(jié)假日促銷活動之一被搬上了商戰(zhàn)的舞臺。
1、遇上你是我的緣——獻給七夕情人節(jié)
2、我們?yōu)槟鷾蕚淅寺?，您準備好了嗎?/p>
3、“長久”酒店一直為您守候
4、“情”尋色香味
5、激情綻放，時代有愛！
6、情人節(jié)別饒了那小子
7、七夕情人節(jié) 相約新世紀
8、情濃一生，真心表愛意
9、心相系，愛相隨
10、愛的銀河系，愛在七夕
11、七夕情人節(jié)，愛情總動員
12、七夕情人，真愛無限
13、浪漫七夕，相會XXX
14、遙遠的傳說由XX為您實現(xiàn)
15、緣定XX，七夕話浪漫
16、歲月無聲、真愛永恒()
17、七夕情人節(jié)浪漫情人夜
18、捧在手中，甜在心中！
論文摘要：探討廣告語境對廣告?zhèn)鞑ギa生影響的因素，指出由于語境因素的影響和制約而產生的各種廣告禁忌，以便為廣告活動提供指導。
語境，就是使用語言的環(huán)境，也叫言語環(huán)境．人們使用語言進行交際離不開語境，就像人的呼吸離不開空氣一樣．語境的構成是相當復雜的，語境的構成有客觀因素，也有主觀因素．社會交際活動總是在一定的時間、地點、場合，在一定的人們之間進行，語言的使用離不了這些因素，它們是構成語言環(huán)境的客觀因素．說話者的身份、職業(yè)、思想、修養(yǎng)以及處境、心情等是主觀因素．這些主、客觀因素都會對語言的使用起作用，并直接影響交際效果．有利的語境可以提高交際效果，而不利的語境則會破壞人與人之間的交際活動．俗語說得好“酒逢知己干杯少，話不投機半句多”、“言為心聲”說的就是語境對交際活動的影響．廣告活動實際上也是一種雙方交流的活動，一方是廣告主，另一方為廣告受眾．廣告主利用各種傳媒手段或渠道以表達自己的廣告意圖，廣告受眾通過媒體傾聽并了解廣告主的訴求．這種廣告“溝通或交流”也有它的語境，而且這種“溝通或交流”也是受其語境的影響和制約的．
1廣告語境
告語境是指廣告宣傳中，能對受眾接受廣告信息直接產生影響的各種因素．我們應從以下兩個方面來理解廣告語境：一是廣告語境和廣告宣傳活動緊密地聯(lián)系在一起，不與廣告宣傳活動發(fā)生直接聯(lián)系的不是廣告語境．影響廣告活動的因素很多，諸如廣告主的要求、廣告人的設想、廣告受眾的理解能力等．而廣告受眾的理解力與廣告宣傳直接相關，是廣告語境的重要組成部分．二是廣告語境對受眾接受廣告信息有直接影響，對受眾接受廣告信息沒有產生直接影響的不是廣告語境．
簡言之，廣告語境就是一則廣告在前后它所具有的內外境況．由于廣告宣傳是一種雙方的交流和溝通活動，因此人們稱之為“廣告語境”．廣告語境主要包含以下幾個方面：第一，廣告的受眾環(huán)境．第二，廣告的地域環(huán)境．第三，廣告的時間環(huán)境．第四，廣告的媒體環(huán)境．第五，廣告的文案環(huán)境．本文主要從廣告的受眾環(huán)境和廣告的地域環(huán)境作為切入點，探討廣告語境對廣告?zhèn)鞑サ挠绊懀?/p>
2廣告語境對廣告?zhèn)鞑サ挠绊?/p>
廣告的受眾環(huán)境、地域環(huán)境、時間環(huán)境、媒體環(huán)境和文案環(huán)境，對廣告信息的傳播有著重大的影響．忽視其中任何一個方面的作用，都會影響廣告信息的傳播并會降低廣告?zhèn)鞑サ男Ч?/p>
2．1受眾環(huán)境對廣告?zhèn)鞑サ挠绊?/p>
受眾環(huán)境主要是指受眾的思想意識、價值觀念、風俗習慣、文化水平等．受眾在廣告?zhèn)鞑セ顒又衅鹬喈斨匾淖饔茫趶V告信息尚未傳播之時，廣告人必須深入了解受眾，研究廣告?zhèn)鞑^(qū)域里受眾各方面的情況，以實現(xiàn)廣告內容及其表達方式與受眾的完美對接．受眾環(huán)境影響廣告?zhèn)鞑サ囊蛩匾灿泻芏?，下面主要談三個方面的內容：
(1)受眾的民族與宗教信仰．我國是個多民族的偉大的國家，56．個民族組成了中華民族大家庭，其中不少民族有其宗教信仰，各民族享受著信仰的宗教自由．鑒于此種文化背景，有些商品是宗教忌諱使用的．因此，在為商品做廣告時一定要考慮到受眾的民族與宗教信仰方面的因素，必須尊重、慎重處理這方面的問題，以避免傷害民族感情和民族團結，給社會造成不穩(wěn)定的因素．
(2)受眾的思想觀念．人們的思想觀念會影響到對廣告的理解，甚至直接影響商品的銷售．因此，在做廣告時就必須考慮到受眾的內心的思想感受．尤其是人們喜歡什么，討厭什么，崇尚什么，鄙棄什么．對這些問題有著清醒的認識有助于未來的廣告宣傳．李思屈在《廣告大創(chuàng)意》．中所舉的美國人推銷速溶咖啡就是一個十分典型的例子．20世紀40年代，美國人生產出速溶咖啡．為了突出新產品的優(yōu)勢，廣告宣傳重點強調這種新咖啡飲用時省時、省力、方便等特點．豈料這是違背了美國人當時勤勞勇敢、努力進取的思想觀念，因而效果不佳．
(3)受眾的風俗習慣．隨著改革開放與我國商品經濟的發(fā)展，近年來進入國際市場的商品越來越多．為了宣傳這些產品，我們在策劃涉外廣告與廣告語時，廣告語的作者一定要充分了解并考慮不同國家、不同地區(qū)、不同民族的風俗習慣，不違反禁忌．日本人忌諱綠色，認為綠色是一種不吉祥之色，同時還忌諱荷花．阿拉伯民族忌用雪花．拉丁美洲國家忌用，認為是專供祭祀用的……．倘若我們懂得這些文化背景，在著手廣告的創(chuàng)意與創(chuàng)作時，就可以避諱了．
2．2地域環(huán)境對廣告?zhèn)鞑サ挠绊?/p>
廣告的地域環(huán)境包括廣告?zhèn)鞑^(qū)域的人文因素，如國家性質、民族分布等，也包括廣告?zhèn)鞑^(qū)域的自然因素，如地理環(huán)境、氣候條件等．廣告的地域因素是廣告語境的一個重要方面，并對廣告?zhèn)鞑ギa生重要的影響．一個地方有一個地方的語言及風土人情．不同國家的人們還有著不同的政治概念．這諸多因素皆影響并制約著廣告?zhèn)鞑ィ?/p>
首先，語言的地域差異對廣告的影響。語言的地域差異很大，不同的國家不同的民族使用的語言又不盡相同．做廣告時必須考慮語言的地域差異．
關鍵詞：廣西；高考錄??；高職高專；啟示
中圖分類號：G712 文獻標志碼：A 文章編號：1674-9324（2014）13-0161-02
2013年廣西參加高考的人數(shù)為28.1萬人（2012年為27.8萬人），考生統(tǒng)計數(shù)據(jù)上有所增加，實際有成績的考生基本持平。高考錄取結束后，本科?？乒蹭浫?2.7萬人（2012年為22.5萬人），錄取率達到80.8%（2012年為81%），錄取總人數(shù)持平，錄取比例持平。反映出廣西高等教育的穩(wěn)步發(fā)展，滿足了廣大考生上大學的愿望，高等教育的發(fā)展將更加有力推動廣西經濟社會的發(fā)展。本文根據(jù)廣西官方網(wǎng)站的2012年、2013年高考錄取信息，以廣西高職高專的情況為例，提出一些個人觀點，以期拋磚引玉。
一、高職高專專業(yè)招生文理科設置要合理
2012年、2013年，按照200分的高職高專上線分段統(tǒng)計對照表如表1。
表1統(tǒng)計數(shù)據(jù)對比表顯示，理科考生上一本線的百分比高于文科上一本線10%，兩年情況相同。2012年二本高出19%，2013年二本高出23%。2012年三本高出31%，2013年三本高出32%，每年200分線上理科生人數(shù)累計14多萬，文科生人數(shù)累計11多萬，2012年理科線上總考生人數(shù)只比文科多出2.41萬，2013年理科線上考生人數(shù)只比文科多出2.6萬。而文科生錄取總數(shù)遠少于理科生，致使大部分文科生被擠壓到高職高專錄取批次。將2012年與2013年數(shù)據(jù)，按照一本、二本、三本、高職高專錄取區(qū)間（如二本區(qū)間指一本以下、三本以上的分數(shù)段）統(tǒng)計對比表如下表2。
2012年與2013年對比，從分數(shù)區(qū)間分布，進入理科一本比進入文科一本的百分比高出10%，進入理科二本比進入文科二本的百分比高出10%與12%。同樣三本理科高出文科12%與9%，高職高專是文科高出理科31%與32%。從文理科分布數(shù)據(jù)看，高職高專文科生較理科生多出2萬余人，也致使高職高專在生源緊張的局勢下，不得不放寬了文理科的限制。
二、創(chuàng)新高職高專教育管理模式，全面開展人才培養(yǎng)質量攻堅建設
廣西2012年高職高專共錄取12萬人，占當年高考人數(shù)的43.2%。2013年高職高專錄取11萬人，占有成績考生人數(shù)的41%。根據(jù)2012年數(shù)據(jù)統(tǒng)計，區(qū)內所屬高職高專院校錄取人數(shù)是10.8萬人左右，占區(qū)內高考錄取總人數(shù)17.7萬人的61%，成為區(qū)內高等教育的重要組成部分。從招生數(shù)據(jù)顯示，高職高專教育面臨的問題有以下幾點。
1.高職高專人才培養(yǎng)質量和就業(yè)成為高職高專院校的生命線。根據(jù)廣西考試院信息顯示：高職高專批次院校的生源狀況并不十分理想，生源分布不均衡現(xiàn)象較為突出，考生不服從調劑現(xiàn)象明顯，甚至有少數(shù)區(qū)外院校出現(xiàn)無生源狀況。高職高專提前批錄取中，僅有29所院校第一次投檔生源滿足率達到或超過100%，有23所院校按第一志愿能夠全部完成計劃，另有26所院校無生源。這些提前批的沒有完成計劃或無生源的學校的信息，結合全國其他省市新生錄取的信息，給高職高專一個重要的信號，就是辦學質量不好、就業(yè)前景不好的專業(yè)和學校，面臨生存危機。區(qū)內高職高專招生院校43所，按照2012年區(qū)內錄取10.8萬人計算平均每校2511人。但實際上還有約20所本科院校招收?？茖哟螌W生，合計63所后平均每校區(qū)內招生平均錄取1714人。從這個數(shù)據(jù)看，一些高職高專院校生源緊張是避免不了的。從此也看出，走規(guī)模發(fā)展的路子是行不通的，必須以特色求生存、以特色求發(fā)展。這些數(shù)據(jù)證明廣西開展高等教育分類指導的正確性和前瞻性。
2.創(chuàng)新高職高專管理模式，切實從行政管理角度引導和推動高職高專的專業(yè)建設和質量建設。在教育政策頂層設計上，高度重視高職高專教育是迫在眉睫的事，不完全統(tǒng)計的數(shù)據(jù)顯示高職高專早已經占今年高校新生人數(shù)的60%以上。高職高專為提高高等教育創(chuàng)造大量上學機會，但要持續(xù)保持生源和聲譽的提升，關鍵在質量，關鍵在于吸引力，吸引力來源于就業(yè)質量好，來源于就業(yè)后能以技立家、以技成就人生。從國家政策和管理層面上，原來高職高專屬于高校系列，屬于高教司（高教處）統(tǒng)一管理，近來劃轉到職業(yè)教育與成人教育司（職成處），有些省市又沒有劃轉，使得高職管理存在搖擺和不穩(wěn)定之中，對高職教育是極為不利的。如果劃到職成處管理，那么本科院校舉辦的高職學院又如何管理，高職對口升學的難度又加大。
1 傳承千年釀造工藝，歷經天寶洞藏。紅花國色，醬香典范，紅花郎!
2 神采飛揚中國郎!
3 男人要奮斗,喝郎酒,像男人一樣
4 郎酒longlonga go
5 醬香典范紅花郎，和諧兼香新郎酒，郎牌特曲，領秀人生，讓勇敢充滿自己，傳世醬香老郎酒
6 他鄉(xiāng)遇故知，洞房花燭夜;金榜題名時，人生喜樂事，精品老郎酒
四特酒廣告語：
1 四特，四季發(fā)財，特別順心
2 清香醇純,回味無窮
3 上等好酒 只因四特
4 四特酒 東方韻 世界因我而改變
邵陽老酒廣告詞：
1 輕松一口,邵陽老酒。
2 講相聲，要對你的口味，吃酒嘛，要對我的口味，邵陽老酒，即對你的口味，也對我的口味，輕松一口，邵陽老酒
牛欄山二鍋頭廣告詞：
1 牛欄二鍋頭---喝過不上頭
2 百年牛欄山，清香醇厚第一流。
3 正宗二鍋頭 地道北京味
4 百年牛欄山，好酒牛百年。
5 美酒飄香百年，今生與你結緣
6 二鍋頭發(fā)源地
洋河藍色經典經典廣告詞：
世界上最寬廣的是海,比海更高遠的是天空,比天空更博大的是男人的情懷
沱牌舍得廣告詞：
1 悠悠歲月酒,滴滴沱牌情
2 智慧人生,品味舍得
3 心有靈犀，舍得是智慧的回歸，更是人生的頓悟。舍與得，感悟智慧人生，舍得酒。
4 品質的背后是品格，品格的背后是品味。智慧人生，品味舍得。
經典創(chuàng)意廣告語
經典廣告詞用英語
英語經典廣告詞
食品類經典廣告詞賞析
經典的食品廣告語
經典的名牌服裝廣告語
精彩的經典汽車廣告語2019
汽車租賃經典廣告詞
諾基亞經典手機手機英文廣告詞
經典房地產廣告詞
房地產經典廣告詞語
中秋節(jié)經典房地產廣告語匯總
經典圣誕促銷廣告語大全
關鍵詞： 關聯(lián) 隱含 隱喻 認知語境
廣告標語是一則廣告中位于最突出位置的簡短話語，其主要目的是引起廣告受眾的興趣，傳遞所宣傳商品或服務的相關信息。新奇隱喻因其簡練生動的語言、新奇啟發(fā)的特性、委婉的手法和高雅的意境成為了廣告標語中常見的修辭手法之一。本文將從關聯(lián)理論角度對廣告標語中新奇隱喻現(xiàn)象的出現(xiàn)及受眾理解廣告隱含意義的過程做出合理解釋。
一、廣告交際與明示-推理交際
關聯(lián)理論把語言交際歸為明示-推理交際活動，并將其定義為“說話人發(fā)出一種刺激信號，使之對交際雙方相互顯映（mutually manifest），說話人通過這個刺激信號意欲向聽話人顯映或更深程度的顯映一系列命題I?！保⊿perber & Wilson 2001：63）。由這個定義可以看出一種交際要成為明示-推理交際，首先說話人必須同時具備信息意圖（即向聽話人顯映或更清楚的顯映一系列命題I）和交際意圖（即向說話人及聽話人雙方相互顯映說話人有傳遞信息意圖的意圖）。廣告交際的首要目的是勸說聽話人（廣告受眾）購買說話人（廣告制作人）所宣傳的產品或服務，或接受廣告制作人所倡導的觀念，因此在交際活動中，廣告制作人肯定不僅有向受眾顯映或更清楚的顯映所宣傳的商品或服務的信息意圖，而且同時具備向說話人和聽話人雙方相互顯映說話人有傳遞信息意圖的交際意圖，否則就根本無法達到廣告交際的目的。由此可見，廣告交際從本質上來講屬于明示-推理交際范疇。
雖然如此，廣告交際與典型的明示-推理交際從表面來看還是有一定的差異。第一，關聯(lián)理論所研究的交際活動通常都是私人、個體、雙向的，故說話人可以根據(jù)自己對聽話人認知環(huán)境的充分合理估計，發(fā)出在聽話人認知語境中可以引發(fā)最佳關聯(lián)的話語。廣告交際是一種公開、大眾、單向的交際方式，聽話人不再是一個具體的特定個體，而是一個由無法確定的個體所組成的群體（廣告的潛在消費群）。廣告受眾具體個體的未知性使得廣告制作人不可能像關聯(lián)理論所研究的交際那樣對聽話人的認知環(huán)境做出準確合理的估計。在交際過程中發(fā)出最為關聯(lián)的明示交際信號，促進聽話人以最合理的努力獲得最佳關聯(lián)，這雖然對廣告明示-推理交際的發(fā)生有一定的阻礙作用，但是并不能完全阻止明示-推理交際的發(fā)生。廣告受眾既屬于一定的群體，他們在文化、教育背景和分析能力等方面又肯定具有一定的共性，廣告制作人可以根據(jù)這種共性選擇刺激信號引導群體受眾在共同的認知語境中尋找最佳關聯(lián)。第二，從表面上看，關聯(lián)理論的交際環(huán)境與廣告交際環(huán)境存在一定的差異。關聯(lián)理論所研究的交際建立于聽話人對說話人的信任及與說話人合作的基礎之上；在廣告交際環(huán)境中，由于廣告本身的功利性而使得受眾對廣告人產生不信任不合作的態(tài)度。交際環(huán)境的差異是否意味著廣告交際就偏離了明示-推理交際的范疇了呢？實則不然。關聯(lián)理論認為只要交際意圖實現(xiàn)，即聽話人明白說話人有傳遞信息的意圖之后，交際活動就能完成?！懊靼撞坏扔谙嘈??！保⊿perber&Wilson，2002：245）由此可見，信任與合作并非是明示-推理交際發(fā)生的必要條件。Tanaka（1996：37）指出明示交際的成功在于聽眾了解言語發(fā)出者的信息意圖，而不是說話人使聽眾相信他所說的。綜上所述，盡管從表面來看，廣告交際與明示推理交際之間存在一定的差異，但廣告交際仍然是關聯(lián)理論所研究的明示-推理交際。
為了在廣告受眾不信任的情況下成功地將廣告信息傳遞給受眾，廣告制作人不得不使用各種各樣的方式吸引廣告受眾的注意，隱喻是他們最常用的方法。正如Ring所說的：“廣告商的技巧最重要的有兩個：為所的品牌找到一個恰當?shù)碾[喻，并且確認該隱喻的含義正是廣告商想要傳達給消費者的?！保˙rierley，1993：160）
1.(2014·泰州高三質檢)University is ________ most worthwhile time of discovery and learning, and it is also ________ very enjoyable and valuable experience for every one of us.
A.a; aB.the; /
C./; a D.a; the
2.(2014·安慶一中模擬)Would you please ________ the paper for me and see if there are any obvious mistakes?
A.look back on B.look around
C.look up D.look through
3.(2014·南京秦淮區(qū)模擬)The news reporters hurried to the airport, only ________ that the film stars had left.
A.informing B.to be informed
C.to inform D.informed
4.(2014·安徽六校聯(lián)考)—When will the expert come and give the lecture on intellectual property?
—As soon as our program ________ by the authorities.
A.approves B.will be approved
C.is to approve D.has been approved
5.(2014·武漢名校高三調研)He asked me to be ________ the class because he had to attend to his sick mother.
A.in want of B.in search of
C.in favour of D.in charge of
6.(2014·南京第十二中學高三模擬)Principal White has been working in the school for about 20 years, ________ all his energy to teaching and researching as well as the running of a healthy school.
A.devoted B.devoting
C.to devote D.and devote
7.(2014·長沙一模)General secretary Xi Jinping required that China's position on the issue of the South China Sea ________.
A.was respected B.should respect
C.be respected D.must be respected
8.(2014·東臺高三一模)Some modern teaching equipment as well as hundreds of books ________ to the rural schools.
A.had been donated B.was donated
C.have donated D.were donated
9.(2014·南京三中模擬)It is known to all that every minute _________full use of _________the lessons will benefit students a great deal.
A.which makes; studying
B.when made; to study
C.that made; to study
D.when is made; studying
10.(2014·湖北黃石三校高三調研)Spending time online is ________ behavior for teenagers, but too much Internet use might be related to depression.
A.traditional B.exceptional
C.average D.normal
11.(2014·長春高三調研)I read through the first page of the book and ________ a spelling mistake.
A.stared B.stated
C.spotted D.struggled
12.(2014·宿遷高三模擬)—Shall I stay here for another day?
—________.
A.If you please B.As you please
C.With pleasure D.It's my pleasure
13.(2014·北京海淀模擬)You don't need to make fancy foods to impress guests — it is something simple but good ________ will do.
A.what B.that
C.which D.who
14.—Ye Shiwen got the championship in the women's 400meter individual medley at London Olympics.
—She fully deserves the title.She ________ for it for years.
A.is preparing B.was preparing
C.has prepared D.had been preparing
15.(2014·江蘇姜堰溱潼中學模擬)The Voice of China is such a popular program with viewers ________ has produced many a musiclover.
A.who B.that
C.where D.as
.閱讀理解
A
(2014·南京第三中學模擬)This July, Wang Chen, a student from Shanghai University of Finance and Economics, won the International University WEICHI Tournament 2013 in Shanghai, which saw competitors from 54 universities around the world, including Harvard University and Massachusetts Institute of Technology.
Compared with the busy sports ground, it seems a bit dull, but Wang and his peers enjoy an intense brain workout (勞動). Wang is an amateur seventhdegree master player — the highest degree amateur players can attain. “I had hoped to win first place, but when it came true, I couldn't believe it，” says Wang. Wang began studying weichi when he was 7 years old. “I was a quiet boy and my parents thought weichi would help develop my logical thinking ability，” he says. He began to attend the Chinese Rank Promotion from the age of 10. “I failed for nine years, and then I gave up. I entered university and became an amateur player，” says Wang.
What this hobby brings Wang is not only a sense of achievement, but also independence. He has won 10 national and international championships, which have brought the young student a handsome sum of money. When he won the national amateur competition in 2011, he received 100,000 yuan in prize money. With awards from contests, Wang covers his expenses and tuition fees all by himself.
Wang is busier than most of his peers. A look at his calendar shows that he will attend competitions in Guizhou and Taiwan at the end of August, after attending an international competition only this July. But Wang admits he has little in common with his classmates. “I feel a bit lonely sometimes，” he says.
On campus Wang spends more time on exploring his skills. Wang now regards playing weichi as a hobby. He is the captain of the weichi team on campus, which has five members. He organizes them to research the latest formations once a week. Wang says his next project is to promote weichi among his peers on campus. “Many young people in China don't understand this kind of sports and I want to promote it，” says Wang.
1.What's the best title of the passage?
A.The Achievement and Dream of the “Weichi Prince”
B.Wang Chen Won the International University WEICHI Tournament 2013
C.Weichi Brings Wang a Sense of Achievement and Independence
D.Wang Chen's Life
2.Which of the following statements is TRUE according to the passage?
A.54 countries attended the International University WEICHI Tournament 2013 in Shanghai.
B.Wang Chen began to attend the Chinese Rank Promotion from the age of 7.
C.In 2013, Wang Chen received 100,000 yuan in prize money.
D.Wang Chen has won 10 national and international championships nowadays.
3.What can we learn from this passage?
A.Family plays an important role in shaping worldrank players.
B.As long as you have the same loneliness as Wang Chen, you are sure to succeed.
C.Wang Chen doesn't get on well with his classmates.
D.Perseverance helps to make a top player.
4.The underlined word “handsome” in Paragraph 3 most probably means “________”.
A.goodlooking B.considerable
C.generous D.beautiful
5.Which of the following can be inferred from the passage?
A.Wang Chen doesn't get on well with his study.
B.Weichi is not popular with people in China.
C.Nobody can beat Wang Chen.
D.Many students are likely to love weichi on campus.B
(2014·揚州中學模擬)
More UK universities should be profiting from ideas
A repeated criticism of the UK's university sector is its noticeable weakness in translating new knowledge into new products and services.
Recently, the UK National Stem Cell Network warned the UK could lose its place among the world leaders in stem cell research unless adequate funding and legislation could be assured, despite an annual ￡40 m spent by the Department of Health on all kinds of research.
However, we do have to challenge the unthinking complaint that the sector does not do enough in taking ideas to market. The most recent comparative data on the performance of universities and research institutions in Australia, Canada, USA and UK shows that, from a relatively weak starting position, the UK now leads on many indicators of commercialization activity.
When viewed at the national level, the policy_interventions (interference) of the past decade have helped transformed the performances of UK universities. Evidence suggests the UK's position is much stronger than in the recent past and is still showing improvement. But national data masks the very large variation in the performance of individual universities. The evidence shows that a large number
of universities have fallen off the back of the pack, a few perform strongly and the rest chase the leaders.
This type of uneven distribution is not strange to the UK and is mirrored across other economies. In the UK, research is concentrated: less than 25% of universities are receiving 75% of the research funding. These same universities are also the institutions producing the greatest share of PhD graduates, science citations, patents and license income. The effect of policies generating longterm resource concentration has also created a distinctive set of universities which are researchled and commercially active. It seems clear that the concentration of research and commercialization work creates differences between universities.
The core objective for universities which are researchled must be to maximize the impact of their research efforts. Their purpose is not to generate funds to add to the bottom line of the university or to substitute other income streams. Rather, these universities should be generating the widest range of social, economic and environmental benefits. In return for the scale of investment, they should share their expertise (expert knowledge or skill) in order to build greater confidence in the sector.
Part of the economic recovery of the UK will be driven by the next generation of research commercialization spilling out of our universities. On the evidence presented in my report, there are three dozen universities in the UK which are actively engaged in advanced research training and commercialization work.
If there was a greater coordination (協(xié)調) of technology transfer offices within regions and a simultaneous (happening at the same time) investment in the scale and functions of our graduate schools, universities could, and should, play a key role in positioning the UK for the next growth cycle.
6.What does the author think of UK universities in terms of commercialization?
A.They have lost their leading position in many ways.
B.They still have a place among the world leaders.
C.They do not regard it as their responsibility.
D.They fail to change knowledge into money.
7.What does the author say about the national data on UK universities' performance in commercialization?
A.It masks the fatal weaknesses of government policy.
B.It indicates their ineffective use of government resources.
C.It does not rank UK universities in a scientific way.
D.It does not reflect the differences among universities.
8.We can infer from Paragraph 5 that “policy interventions (in Paragraph 4)” refers to ________.
A.concentration of resources in a limited number of universities
B.compulsory cooperation between universities and industries
C.government aid to nonresearchoriented universities
D.fair distribution of funding for universities and research institutions
9.What does the author suggest researchled universities do?
A.Fully use their research to benefit all sectors of society.
B.Generously share their facilities with those short of funds.
C.Advertise their research to win international recognition.
D.Spread their influence among top research institutions.
School life 單元檢測(B卷——自主選做)
Ⅰ.完形填空
(2014·東臺三倉中學模擬)“Mommy, can I have a peanut butter and jelly sandwich?” my fiveyearold son asked.
A simple task, but now, it wasn't that __1__. Anxiety restricted my stomach as I ___2___ I couldn't be a(n) “normal” mommy to my three， five， and sevenyear old sons.
It was the Christmas season now, and my tasks multiplied.I __3__ to have even a tiny bit of eyesight. But this Christmas season, I saw __4__ — no red or green, no colors, no shadows.
Christmas ___5__ came quickly, and our sons came in and rushed to our bed.“ __6___,_we want to open presents.”
Each voice had a distinct sound and I could tell their mood by the __7__. They jumped, giggled, and teased each other as we wiped the __8__ from our eyes.
I reached for my robe (睡袍) and held ___9__ my hand, “Come on, let's see what Santa brought.”
“Let's take turns，” their daddy said.“And don't forget to tell __10__ what you get.”
That's __11__ I realized that what I couldn't see threatened to __12__ the Christmas joy. I fought the temptation to __13__ into selfpity, and swallowed hard to keep the tears inside.
My husband __14__ beside me. “What can I do for you?”
His sweetness and warmth further emphasized my __15__. I was disappointing him and I'd __16__ in my role as a wife to him and a mom to my sons.
“This is the best present yet!” one of our sons cried out.
My son's words brought a truth that opened the __17__ of my heart. His gift delighted him. But I had missed mine, __18__ and disregarding my greatest present — the one that __19__ the emptiness of my dark world. It was in the family room — it sang to me with little voices, with little arms that __20__ me, and with the sweetest melody of each “I love you, Mommy.”
1.A.interesting B.pleasant
C.easy D.difficult
2.A.wondered B.doubted
C.hesitated D.feared
3.A.longed B.struggled
C.assumed D.asked
4.A.nothing B.something
C.everything D.anything
5.A.noon B.morning
C.afternoon D.evening
6.A.Stand up B.Get up
C.Take up D.Stay up
7.A.tongue B.tune
C.tone D.accent
8.A.sleep B.joy
C.tears D.sadness
9.A.back B.up
C.out D.on
10.A.Daddy B.yourself
C.Santa D.Mommy
11.A.where B.when
C.how D.why
12.A.multiply B.gain
C.increase D.erase
13.A.come B.get
C.rush D.sink
14.A.flashed B.slid
C.ran D.stuck
15.A.happiness B.disappointment
C.sorrow D.depression
16.A.failed B.managed
C.succeeded D.attempted
17.A.eyes B.doors
C.windows D.curtains
18.A.withdrawing B.overcoming
C.undertaking D.overlooking
19.A.crowded B.filled
C.covered D.packed
20.A.seized B.caught
C.hugged D.hungⅡ.閱讀理解
(2014·蕪湖一中模擬)It had been three months since Ms Miller had started teaching. She was gradually being able to understand all her students, except one, Bob. Bob was the only boy who came to school dressed untidily and sat in the class completely lost in his own world. His performance had been deteriorating steadily with every single day.
Ms Miller searched through the progress reports of Bob and was shocked to see Bob used to be the topper in his class. Bob's performance began to slowly decline when his mother fell ill. He was doing badly in each and every subject when his mother died leaving him alone with his father, who was a businessman and had to travel always. Apart from his performance worsening gradually, Bob's nature too began to change. He had forgotten to laugh and showed no interest in any activity. All his friends had abandoned him.
One day, Bob was asked to stay back. Ms Miller asked him if he had any problem understanding his lessons. Gradually she began to give him a comfort zone so that he could talk and share. After three weeks, she found Bob gradually improving. He was being able to answer the questions he previously failed. Every day after all the students went away, Ms Miller gave personal attention to Bob and began to spend time with him. Bob improved a lot over the next semester, showing definite signs of progress in his performance.
On a Friday, Bob came up to Ms Miller, handed her a box and requested her to open the box on Sunday. Sunday morning, curious, she opened it and saw a bottle of perfume, half filled. Together with it was a small letter, saying that this bottle of perfume used to be his mother's and he wished Ms Miller to wear it so that every time she was around, he could feel his Mom near him. He thanked her for everything. Ms Miller took the bottle of perfume in her hand and saw a new tag attached to it; it said “Happy Mother's Day!”
Ms Miller suddenly realized that it was not she who had made a difference to Bob's life but it was Bob who made her realize what true humanity is!
1.According to the text, Bob ________.
A.wore neat clothes all the time
B.was taller than any other one in his class
C.lost all of his friends after his mother's death
D.could always have his father for company at home
2.The underlined word “deteriorating” in Paragraph 1 probably means ________.
A.changing B.worsening
C.thrilling D.improving
3.Paragraph 3 is mainly about ________.
A.why Ms Miller would like to help Bob
B.how Bob attracted Ms Miller's attention
C.what Ms Miller did to help Bob
D.where Bob could sit comfortably
4.The bottle of perfume given to Ms Miller ________.
A.was new and never used before
B.was presented on Mother's Day
C.made Bob a different student
D.showed Bob was grateful for Ms Miller
5.What does the author want to convey to us?
A.A teacher could change a student's life.
B.Family is the most important place for kids.
C.Children don't have to solve problems by themselves.
D.One should have sympathy for another's suffering and offer help.
Ⅲ.任務型閱讀
(2014·蘇州高三六校聯(lián)考)We all have relationships. We have acquaintances, relatives, neighbors and probably some friends. However, many of these relationships are simply not satisfying. They lack real strength and depth.
I'd like to show you how you can add a significant amount of depth and strength to your relationships and make your social life a lot more meaningful.
Meet more people. The quality of the people you meet has a great deal to do with the quantity of the people you meet. If you don't know a lot of people, you won't meet very often people who are a good match with you in terms of personality, interests and values. And since this natural match plays a huge part in building strong relationships, you'll just as seldom have the opportunity to develop strong relationships.
Talk about the things that matter to you. A relationship becomes the strongest when two people discover they believe in the same things and have similar interests. It's these commonalities regarding values and interests that create the strongest emotional connection. Talk about the things that truly matter to you and give others a chance to know what you care about and what you believe in. If they believe in the same things and they care about the same things, they'll eagerly let you know. Thus you'll find meaningful common ground and you'll feel more connected.
Express weakness. Many people try not to talk about their failures; they hide their shortcomings and they never say anything that could embarrass them. However, by hiding your imperfection, what you do succeed in is appearing cold and impersonal. This makes it very hard for anyone to connect with you emotionally. Humans connect with other humans, not with ideals. Keep this in mind and don't be afraid to let your weakness and your humanity show. This is what takes a relationship to the next level.
Have honesty. This is an important quality because if you have honesty, people can trust you. They can trust you to give them an honest feedback, and they can trust you to keep your promises. This trust is one of the central factors of a strong relationship, both in your personal and professional life. So, challenging as it can be sometimes, always try to have honesty.
Be there for others. Another central factor of strong relationships is support. Connections between people grow strong if they can rely on each other for support when it's needed, whether that support means a few kind words or several massive actions. Of course, you can't be there for everybody, all the time. Your time, energy and other resources are limited. But what you can do is to identify the really important people in your life and then seek to be there as much as possible, at least for them.
With the right attitude and the right behavior, you can strengthen a wide range of relationships in your life and advance them as far as they can be advanced. And with strong relationships, not only do you feel more satisfied, but you feel more connected to the entire world. You feel that your life has real value, you have more fun and you live in the moment.
Title How to build stronger and deeper relationships Theme Many of our relationships with others are (1)________ for lack of real strength and depth. Suggestions and reasons •Meet more people.
[關鍵詞]高職院校 信息化建設 戰(zhàn)略與策略
[作者簡介]邱金林（1972- ），男，廣西昭平人，廣西經貿職業(yè)技術學院高教研究室主任，講師，研究方向為高職教育教學改革。（廣西 南寧 530021）
[基金項目]本文系2011年度廣西壯族自治區(qū)教育廳科研項目“廣西高等職業(yè)院校教學信息資源的信息化建設研究”的研究成果。（項目編號：201106LX813）
[中圖分類號]G717 [文獻標識碼]A [文章編號]1004-3985（2014）35-0048-02
黨的十吹響了“加快發(fā)展現(xiàn)代職業(yè)教育”的號角，2014年全國職業(yè)教育工作會議部署了加快發(fā)展現(xiàn)代職業(yè)教育的一系列重要舉措，職業(yè)教育發(fā)展迎來了一個嶄新的春天。信息化是促進職業(yè)教育變革、實現(xiàn)跨越式發(fā)展的重要途徑，也是加快發(fā)展現(xiàn)代職業(yè)教育、提高人才培養(yǎng)質量的關鍵所在。在發(fā)展現(xiàn)代職業(yè)教育的新形勢下，把握高職教育發(fā)展的新機遇，全面提升信息化水平，必然是廣西高職院校今后一段時期改革與發(fā)展的重要任務。
一、信息化已成為當今時展現(xiàn)代職業(yè)教育的鮮明特征
2014年2月26日，國務院總理主持召開國務院常務會議，確定了加快發(fā)展現(xiàn)代職業(yè)教育的五項任務措施。同年6月23日，全國職業(yè)教育工作會議在北京召開，印發(fā)了《國務院關于加快發(fā)展現(xiàn)代職業(yè)教育的決定》（國發(fā)[2014]19號）和《現(xiàn)代職業(yè)教育體系建設規(guī)劃（2014―2020年）》（教發(fā)[2014]6號）兩個重要文件，明確了職業(yè)教育發(fā)展的戰(zhàn)略地位、總體部署、目標任務、重要舉措，標志著發(fā)展現(xiàn)代職業(yè)教育的國家頂層設計已經完成，職業(yè)教育步入加快發(fā)展的重要時期。
黨的十報告提出“堅持走中國特色新型工業(yè)化、信息化、城鎮(zhèn)化、農業(yè)現(xiàn)代化道路”，將信息化擺在突出的戰(zhàn)略位置，推動了職業(yè)教育信息化發(fā)展。《教育信息化十年發(fā)展規(guī)劃（2011―2020年）》（教技[2012]5號）是我國歷史上第一個具有劃時代意義的教育信息化戰(zhàn)略發(fā)展規(guī)劃，其中專門針對加快職業(yè)教育信息化建設，提出了“2020年職業(yè)教育信息化發(fā)展水平框架”。2012年印發(fā)的《教育部關于加快推進職業(yè)教育信息化發(fā)展的意見》（教職成[2012]5號），明確了職業(yè)教育信息化的目標任務和關鍵舉措。2014年印發(fā)的《國務院關于加快發(fā)展現(xiàn)代職業(yè)教育的決定》（國發(fā)[2014]19號），把“提高信息化水平”作為提高人才培養(yǎng)質量的重要內容。當前，我國經濟社會已進入信息化與工業(yè)化融合發(fā)展的關鍵時期，數(shù)字化生產與發(fā)展迅猛，產業(yè)更新?lián)Q代加快，對高素質技術技能人才培養(yǎng)提出了更高要求。職業(yè)教育已步入構建現(xiàn)代職業(yè)教育體系的重要時期，提高質量，服務發(fā)展，促進就業(yè)，適應技術進步和生產方式變革以及社會公共服務的需要，都離不開信息化的有力支撐。推進信息化，不僅是加快發(fā)展現(xiàn)代職業(yè)教育的根本要求，也是職業(yè)院校主動適應經濟社會發(fā)展需要的時代職責。
二、加強信息化建設是創(chuàng)新發(fā)展廣西高職教育的迫切需要
創(chuàng)新發(fā)展廣西高職教育，就是要打造廣西高職教育升級版，適應廣西經濟社會新發(fā)展、構建現(xiàn)代職業(yè)教育體系和提高人才培養(yǎng)質量的需要。在發(fā)展現(xiàn)代職業(yè)教育的新形勢下，以信息化作為重要切入點和突破口，發(fā)揮信息技術對高職教育的革命性影響，創(chuàng)新發(fā)展廣西高等職業(yè)教育，顯得尤為重要和緊迫。
1.服務廣西經濟社會新發(fā)展的需要。高職教育與廣西經濟社會發(fā)展緊密相連。廣西經濟社會發(fā)展引領和帶動了高職教育發(fā)展，同時，高職教育又反作用和服務于經濟社會發(fā)展，為經濟社會發(fā)展提供人才支撐。廣西經濟社會已進入快速發(fā)展的關鍵時期，經濟總量已連續(xù)11年保持兩位數(shù)增長，成功躋身全國GDP“萬億元俱樂部”。未來幾年，廣西經濟社會發(fā)展的重點將是推進產業(yè)發(fā)展與扶貧富民。2014年，“珠江―西江經濟帶”上升為國家戰(zhàn)略，廣西承接港澳和珠江三角洲地區(qū)的功能輻射和產業(yè)轉移、溝通西南地區(qū)與中國東部沿海地區(qū)經濟聯(lián)系通道的重要作用日益凸顯。隨著新經濟時代的到來，信息經濟的興起和不斷發(fā)展，帶動經濟發(fā)展模式將由“以物質生產、物質服務為主”向“以信息生產、信息服務為主”轉變，推動傳統(tǒng)產業(yè)逐步實現(xiàn)數(shù)字化、網(wǎng)絡化、智能化。產業(yè)聚集、調整與升級，以及經濟發(fā)展方式轉變，推進信息技術逐步深度融入企業(yè)生產、服務和管理等各個環(huán)節(jié)，對高職教育加強職業(yè)技能和信息技術應用能力培養(yǎng)提出了更高要求。
2013年，廣西貧困人口仍有634萬人，貧困發(fā)生率14.9%，超出全國平均水平6.4個百分點，貧困人口規(guī)模較大。要增強群眾脫貧致富能力，一個重要的途徑就是加強高職教育信息化職業(yè)培訓平臺建設，將優(yōu)質數(shù)字化教學資源快速便捷地向農村和邊遠地區(qū)傳遞，實現(xiàn)優(yōu)質教學資源共享，在較短的時間內以較低的成本加強進城務工農民、在鄉(xiāng)務農青年的職業(yè)技能和農業(yè)實用技術培訓，培養(yǎng)大批新產業(yè)工人、新型農民和職業(yè)農民。
2.構建廣西現(xiàn)代職業(yè)教育體系的需要。教育部2012年公布的第一批教育信息化試點單位中，廣西雖然有柳州職業(yè)技術學院等4所院校入選“職業(yè)院校信息化試點單位”，但以廣西教育主管部門為主辦單位的“省級教育資源及管理服務平臺建設與應用探索”項目，由于沒有開展實質工作，成為不被列為專項試點信息化試點單位的3個省份之一。一直以來，廣西高職教育信息化水平不高，缺乏規(guī)劃和措施，與發(fā)展現(xiàn)代職業(yè)教育、構建現(xiàn)代職業(yè)教育體系的要求不相適應。當前，廣西步入構建現(xiàn)代職業(yè)教育體系的關鍵時期。2014年1月召開的廣西教育發(fā)展大會提出“要實現(xiàn)‘兩個建成’目標，必須把振興廣西教育擺在更加突出的優(yōu)先位置”，部署實施了包括“現(xiàn)代職業(yè)教育發(fā)展工程”在內的教育發(fā)展工程。全國職業(yè)教育工作會議召開后，廣西率先召開了全區(qū)職業(yè)教育工作會議，印發(fā)了《廣西壯族自治區(qū)人民政府關于貫徹〈國務院關于加快發(fā)展現(xiàn)代職業(yè)教育的決定〉的實施意見》（桂政發(fā)[2014]43號），把“職業(yè)教育信息化建設工程”列為現(xiàn)代職業(yè)教育發(fā)展十大重點工程之一。因而，以信息化作為重要切入點和突破口，發(fā)揮信息技術在產教融合、中職高職銜接、職教普教溝通、增強活力、提高質量、服務終身學習和服務經濟社會發(fā)展等方面的重要支撐作用，引領高職教育改革和發(fā)展，是創(chuàng)新發(fā)展廣西高等職業(yè)教育的重要支撐，也是構建廣西現(xiàn)代職業(yè)教育體系的迫切需要。
3.提高技術技能人才培養(yǎng)質量的需要。近年來，廣西高職教育通過職教攻堅和國家民族地區(qū)職業(yè)教育綜合改革試驗區(qū)建設，取得了明顯成就，在全國高職教育中具有廣泛影響。但信息化建設相對滯后，從目前廣西高職院校實際情況來看，還沒有真正發(fā)揮引領教育教學變革和促進人才培養(yǎng)質量提高的重要作用，主要表現(xiàn)為：對信息化重要性認識不足，信息化政策環(huán)境與體制機制尚未形成，優(yōu)質數(shù)字化教學資源非常匱乏，信息化共建共享與服務平臺尚未形成，教師信息技術應用能力有待提高等?！靶畔⒇毞Α薄靶畔Ⅷ櫆稀币殉蔀樽璧K人才培養(yǎng)質量提高的一個重要因素，特別是在改革人才培養(yǎng)模式、創(chuàng)新教學內容、優(yōu)化教學過程等實踐教學方面，缺乏與信息技術的深度融合，不能滿足多元化教學和個性化學習，以及強化動手能力培養(yǎng)的需要。信息化不只是一種技術工具和手段，更重要的目的在于通過在教育教學各個領域全面深入地應用現(xiàn)代信息技術，促進職業(yè)教育的創(chuàng)新和變革，探索一種全新的培養(yǎng)方式和教學模式，使學生具有較強的職業(yè)技能和信息技術應用能力，適應信息化社會發(fā)展的需要。加強高職院校信息化建設，不僅是打造廣西高職教育升級版的必然選擇，也是提高技術技能人才培養(yǎng)質量的迫切要求。
三、廣西高職院校加強信息化建設的戰(zhàn)略與策略
高職院校是加快發(fā)展現(xiàn)代職業(yè)教育的實踐者，是構建現(xiàn)代職業(yè)教育體系的主體力量，擔負著為“中國制造”走向“優(yōu)質制造”和“精品制造”培養(yǎng)高素質技術技能人才的重要使命。廣西高職院校只有站在時代潮頭，不斷深化改革創(chuàng)新，提高技術技能人才培養(yǎng)質量，才能引領區(qū)域職業(yè)教育改革和發(fā)展，承擔起高職教育的職責和使命。當前，是職業(yè)教育發(fā)展的又一個春天，是廣西高職院校深化改革創(chuàng)新、加強信息化建設的重要歷史機遇期，必須緊緊抓住，有所作為。
1.制定信息化發(fā)展戰(zhàn)略。建議廣西教育主管部門重視高職教育信息化頂層設計，編制高職教育信息化發(fā)展總體規(guī)劃，加強統(tǒng)籌規(guī)劃和分類指導。高職院校要根據(jù)區(qū)域特點和學校實際，做好與國家、區(qū)域現(xiàn)代職業(yè)教育體系建設規(guī)劃等有關信息化建設的目標、任務和內容相銜接，制定具有全局性、戰(zhàn)略性、建設性、可行性的信息化發(fā)展戰(zhàn)略。要進一步厘清高職院校信息化發(fā)展的思路，以培養(yǎng)高素質技術技能人才為目標，以更新高職教育理念為先導，以建設信息化環(huán)境和條件為基礎，以加強信息化體系建設為核心，以創(chuàng)新教學模式、學習方式和管理模式為突破口，以健全信息化體制機制為保障，確立信息化建設的目標任務，列入學校中長期發(fā)展的階段性奮斗目標，列入學?！笆濉卑l(fā)展規(guī)劃，列入學校年度工作計劃，作為學校改革與發(fā)展的重點任務，認真組織實施。
2.建立信息化工作機制。建立和完善科學、開放、高效的信息化工作機制，是高職院校信息化健康和可持續(xù)發(fā)展的根本保障。對高職院校來說，信息化建設是一項全新的系統(tǒng)工程，涉及面廣，影響因素多，需要統(tǒng)籌考慮組織領導、部門協(xié)同、制度配套、技術服務等多方面的問題。第一，加強組織領導。高職院校要成立以學校領導為組長的信息化建設工作領導小組，全面加強信息化建設的統(tǒng)籌、指導和協(xié)調，明確分工，落實責任;成立信息化建設辦公室，負責具體工作的實施開展。第二，推進部門協(xié)同。信息化建設涉及行政管理、教學管理、學生管理、后勤管理以及各系部等多個部門，需要加強統(tǒng)籌，協(xié)作推進，形成合力。第三，建立激勵機制。建立信息化建設獎懲激勵制度，支持開展信息化教學改革和科學研究，鼓勵企業(yè)和社會積極參與信息化建設，調動各方參與的主動性和積極性，形成信息化建設良性發(fā)展的環(huán)境和氛圍。第四，做好技術服務。在信息化建設辦公室下成立信息技術服務中心，負責信息化運行服務和技術支持服務;建立網(wǎng)絡及信息資源安全管理規(guī)范，確保教育、教學、管理和服務等信息系統(tǒng)安全;建立信息化建設質量標準，確保數(shù)字化教學資源、軟硬件資源、教學管理信息資源等各方面內容的標準化和規(guī)范化。
3.加強信息化基礎能力建設。信息化基礎能力建設是廣西構建現(xiàn)代職業(yè)教育體系的重要基礎，也是高職院校加強信息化建設的重要前提。高職院校要加強信息化基礎設施建設，完善校園網(wǎng)絡設施，建設電子閱覽室、多媒體教室、計算機教室、數(shù)字技能實訓室和仿真實訓室等信息化教學設施，提升信息技術裝備水平。推進高職院?！皩拵ЬW(wǎng)絡處處通、優(yōu)質資源班班通、網(wǎng)絡學習空間人人通”，把信息化資源基本普及到日常教學、學習、服務和管理等多個層面。實現(xiàn)校園網(wǎng)絡與中國高職高專教育網(wǎng)、中國職業(yè)技術教育網(wǎng)、廣西教育廳網(wǎng)等區(qū)域網(wǎng)和廣域網(wǎng)相連接，保障具有較好的上網(wǎng)和運行環(huán)境。保障建設經費投入，鼓勵行業(yè)企業(yè)和社會力量參與，形成多元化多渠道籌措經費的投入保障機制。
2.nike(耐克)：just do it.
3.engineered to move the human spirit.(mercedes-benz) 人類精神的動力。(梅塞德斯-奔馳)
4.start ahead.(rejoice) 成功之路，從頭開始。(飄柔)
5.a diamond lasts forever.(de bierres) 鉆石恒久遠，一顆永流傳。(第比爾斯)
6.fresh-up with seven-up.(seven-up) 提神醒腦，喝七喜。(七喜)
7.intel inside.(intel pentium) 給電腦一顆奔騰的“芯”。(英特爾 奔騰)
8.connecting people.(nokia) 科技以人為本。(諾基亞)
9.for the road ahead.(honda) 康莊大道。(本田)
10.let us make things better.(philips) 讓我們做的更好。(飛利浦)
11.enjoy coca-cola.(coca-cola) 請喝可口可樂。(可口可樂)
12.generation next.(pepsi) 新的一代。(百事) ask for more 渴望無限——也創(chuàng)意無限。
13.the relentless pursuit of perfection.(lexus) 追求完美永無止境。(凌志汽車)
14.communication unlimited.(motorola) 溝通無極限。(摩托羅拉)
15.feast your eyes.(pond’s cucumber eye treatment) 滋潤心靈的窗戶。(龐氏眼貼片)
16.focus on life.(olympus) 瞄準生活。(奧林巴斯)
17.behind that healthy smile,there ’s a crest kid.(crest toothpaste) 健康笑容來自佳潔士。(佳潔士牙膏)
18.good to the last drop. 滴滴香濃，意猶未盡。(麥斯威爾咖啡)
19.obey your thirst. 服從你的渴望。(雪碧)
20.the new digital era. 數(shù)碼新時代。(索尼影碟機)
21.we lead. others copy. 我們領先，他人仿效。(理光復印機)
22.impossible made possible. 使不可能變?yōu)榭赡堋?佳能打印機)
23.take time to indulge. 盡情享受吧!(雀巢冰激凌)
24.poetry in motion, dancing close to me. 動態(tài)的詩，向我舞近。(豐田汽車)
25.come to where the flavour is. marlboro country.光臨風韻之境——萬寶路世界。(萬寶路香煙)
26.to me, the past is black and white， but the future is always color.....對我而言，過去平淡無奇;而未來，卻多姿多彩(軒尼詩酒)
27.just do it. 只管去做。(耐克運動鞋)
28.ask for more. 渴望無限。(百事流行鞋)
29.the taste is great. 味道好極了。(雀巢咖啡)
30.feel the new space. 感受新境界。(三星電子)
31.intelligence everywhere. 智慧演繹，無處不在。(摩托羅拉手機)
32.the choice of a new generation. 新一代的選擇。(百事可樂)
33.we integrate, you communicate. 我們集大成，您超越自我。(三菱電工) 34.take toshiba, take the world. 擁有東芝，擁有世界。(東芝電子)
35.no business too small, no problem too big. ....沒有不做的小生意，沒有解決不了的大問題。 (ibm公司)
36.sumsung digital(三星數(shù)碼)：everyone's invited 三星數(shù)字世界歡迎你——親切，已經夠了吧。
37.hsbc(匯豐銀行)：the world's local bank 環(huán)球理財，當?shù)刂腔?mdash;—你只能相信他了。
38.carsberg(嘉士伯)：probably the best beer in the world可能是世界上最好的啤酒——有實力所以有魅力。
39.mcdonald's(麥當勞)：every time a good time 更多歡笑更多歡樂就在麥當勞——麥當勞文化的最佳詮釋。
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關鍵詞：廣告；雙關語；語用原則；語用功能
中圖分類號：H05 文獻標識碼：A 文章編號：1005—5312（2012）27—0120—01
在現(xiàn)代社會中，廣告日漸成為生活中不可缺少的組成部分，我們中的每個人都或多或少地受到它的影響。廣告以其優(yōu)美獨到的用詞，洗練而內涵豐富的句法，尤其是其變化多端的修辭給人留下了深刻印象。在眾多修辭手法中，其中最受歡迎，并且引起廣大學者與研究者注意的就是雙關。雙關所具有的易讀性、智慧、幽默感等特征，不僅滿足了廣告的某些特點和要求，而且使廣告更加簡潔、生動，并能帶給人無限的聯(lián)想和想象，以此來激發(fā)人們的購買欲望。本文主要就廣告中雙關語的語用功能和雙關語的運用展開討論。
一、英語廣告中雙關的種類
（一）一詞多義的語義雙關
一詞多義的語義雙關是利用某個詞語的多義性在特定環(huán)境下形成的雙關，即一個詞語同時關顧著兩種不同的意義，言在此而意在彼，從而造成一種委婉含蓄、耐人尋味的意境，增強了語言的表達效果。例如：Fresh up with 7—up.譯文：君飲七喜，提神醒腦。7—up是美國的七喜汽水。該廣告一語雙關，既強調了七喜這一品牌，又委婉含蓄地向讀者傳達了該汽水提神醒腦的作用。語意深刻，發(fā)人深省。
（二）同音異義的語義雙關
同音異義是指意思不同的單詞具有相同的形式，也就是說不同的單詞在發(fā)音或拼寫方面是相同的，或者在兩方面都相同。例如：Try our sweet corn. You smile from ear to ear.這是一則甜玉米的廣告。短語“from ear to ear”本意是笑得合不攏嘴的意思。該短語中的“ear”本意是耳朵的意思，但它還可表示“玉米穗”。這兩個意思不同的單詞卻具有相同的形式。這也賦予了“smile from ear to ear”這一短語雙重意思“ 你一嘗就會吃一穗又一穗，高興得合不攏嘴?！?/p>
（三）仿擬雙關
仿擬雙關是根據(jù)表達的需要在形式結構上仿擬著名警句、諺語等。例如：Where there is away， there is a Toyota.譯文是豐田汽車品質卓越，廣為人愛?！癢here there is a will， there is a way”，這是一名言警句。而該廣告的制作商巧妙地借用了該名言，能夠很容易地吸引消費者的目光，達到了宣傳該商品的目的。
二、合作原則及語用原則的違背
合作原則（Principle of Cooperation）是美國哲學家格賴斯（Grice）在上世紀60年代后期首次提出的。他認為在所有的語言交際中，說話人與聽話人都有一種默契和合作，使整個交談過程所說的話符合交談的目標和方向。這是一條根本原則，具體體現(xiàn)為四條準則：數(shù)量準則、質量準則、關系準則和方式準則。其中方式準則要求說話者的語言必須簡潔，不能有任何模棱兩可的地方，避免晦澀和歧義。然而，在某些場合，比如廣告中，說話人也可以違反以上原則，其目的是引起讀者好奇，激起他們的購買欲望。例如：From sharp minds. Come sharp products.這是夏普復印機的一則廣告。該廣告中 “sharp”有雙重含義，既可指夏普產品，又可指消費者的聰明、智慧。雖然違反了方式準則，但該廣告還是達到了宣傳的目的。觀眾競相購買并使用這種產品以顯示他們的智慧。
三、廣告中雙關語的語用功能
（一）滿足人們對美的要求
廣告中的雙關、生動、機智、幽默，使句子看起來整齊并富有美感，能讓人們感受到語言的美的形態(tài)，欣賞到語言的藝術美。例如：Give your hair a touch of spring. “spring”在這里是“彈性”的意思。該廣告暗示，用過該洗發(fā)水后，你的秀發(fā)會富有彈性和光澤。
（二）滿足了社會的需求
生活節(jié)奏日益加快的現(xiàn)代社會，人們日趨繁忙。大量的廣告鋪天蓋地，競爭日趨激烈。因此只有那些簡短易記，又具經濟性的廣告才能提供他們需要的信息，吸引人們的眼球。而雙關能用較少的文字表達充分的信息，這就符合了經濟性的原則。例如：Less bread， no jam.這是倫敦地鐵的一則廣告。“bread” “jam”最直觀的理解是食物。但聯(lián)想到俚語，我們便知“bread”表示“money”，而“jam”則可以理解為“traffic jam”，因此這則廣告可理解為If you travel by London Transport， it will cost you less and you will not suffer in the traffic jam.該廣告只有四個單詞，但卻向人們傳達出如此豐富的信息，真正符合了廣告雙關經濟性的原則。廣告是商家推銷自己產品的一種有效的方式。雙關這種修辭手法的運用能使商家們輕松達到推銷自己產品的目的。所以只有了解了雙關的語用分析、類型及功能，才能正確運用這種修辭手法使廣告更加賞心悅目且實用。