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一、普遍采用现在时
一般现在时的成分较为简单,在使用中有两种功能。其一,表示说话时间同时进行的动作或状态;其二,表示一种习惯性的或永久性的动作或状态,亦即其所表达的时间概念能包含过去、现在和将来。它一方面能给人一种现实感和紧迫感。另一方面在说明书中利用一般现在时可以迎合人们在现实生活中往往借助一般现在时来表示客观存在的真理或永恒持续的事物这一心理定势,让人们感觉到他们所消费的产品具有客观、永恒真理般的意味。在化妆品说明中,现在时的采用给人一种该产品能持续提供所需物质的感觉。例如:
1.Unique 3-in-1 formula promotes effective healing, soothes red, irritated skin and forms a protective barrier. (JOHNSON’S)
在上面这个例子中,三个动词用的都是现在时,给人一种持续感,让人觉得该配方能持续作用于孩子的肌肤,符合大众妈妈的心理定势,自然而然起到了一定的鼓动效应。
2.NIVEA Lip Care Strawberry provides daily protection with a fresh fruity flavor. (NIVEA)
“provides”给人“持续提供”的感觉。
3.This advanced oil-free lotion delivers dramatic antiwrinkle and firming benefits. Pond’s Age Defying Lotion contains a combination of Alpha Hydroxys, a triple retinoid complex, Vitamins A and E. (POND’S Age Defying Lotion)
“delivers”是持续释放的意思。谁不想拥有一套能持续释放活性抗皱因子的润肤露?

二、多数采用简单句
简单句的使用能使产品说明书的语言简洁清晰,结构层次明了。因此,多数的说明书都采用简单句,化妆品说明书也不例外。例如:
1.NIVEA Lip Care Vitamin Power with valuable vitamins gives more resistance to our lips.
2.The airtight mask allows herbal extracts to penetrate deep into the pores to unclog and increase skin clarity and moisture. (KOSE Smooth Clear Mask )

三、多用祈使句
产品说明通常用来告知用户使用产品的方法,因而祈使句在产品说明中使用频率较高,让人觉得与对方有面对面交流的感觉。祈使句运用在化妆品产品说明中,则可以拉近生产方和消费者的距离。例如:
1.Apply a generous amount evenly to clean skin avoiding the gentle eye and lip area.
2.Use twice a week for best results.
3.Use after every bath and diaper change.
4.Keep out of reach of children.
5.Use the rinsed cloth to wipe your skin, before disposing the cloth.

四、省略句的使用
使用省略句的原因是篇幅限制。再者,由于省略句本身具有鲜明、突出、紧凑、醒目的特点,能有效地改变行文的节奏,容易让消费者产生视觉上和心理上的错位感,引起其注意。化妆品说明书中的省略句一般省略的都是主语。例如:
FACIAL TREATMENT FINISHING POWDER
A loose powder that perfects the finishing prepared by the Advanced Whitening Pancake or Advanced Liquid Foundation by adding a translucent finish to the skin.
•Provides a long-lasting, natural and smooth finishing effects through its Spots Clear Powder.
•Provides superior wear ability because of its resistance to sebum, sweat and water.
•Nourishes and moisturizes your skin with Pitera(r), thus keeping your skin soft and dewy-moist.
•Smoothens skin so make-up glides on easily and stays longer.
To use: Using the puff, take an appropriate amount and spread lightly and evenly over the whole face in outward and downward movements. Can be used alone for a more natural look or after Liquid Foundation/Pancake.
在上面的例子中,基本上所有带“•”的条目都省略了“It can”。这样一条条列出的产品功用显得简洁明了,也使得对产品优点的说明更为集中。

五、复合词的灵活运用
复合词除新闻语体外,在其他文体中是不多见的。但在说明书中,大量采用复合词不仅可以节省许多篇幅,而且在行文上可以打破常规,显示出与众不同。有些复合词的灵活运用更能起到鼓动效应。例如:
1.AVON 3-in-1 All-Over Face Pencil
2.These new, dual-sided lathering pillows give your skin the deep cleansing it needs without leaving it feeling harshly scrubbed. (OLAY Daily Facials Intensives Lathering Pillows)
3.An emollient, full-coverage foundation to revitalize skin and brighten complexion.
4.All-in-one (多效合一)
5.Multi-vitamins (多种维生素)
6.Anti-Wrinkle (抗皱)
7.Long-lasting (长效)
在句1中,“3-in-1”(三合一)、“All-Over”(全面/全效)首先给消费者一种冲击力,有物超所值的感觉;在句2中,“dual-sided”(双面)形象而生动地说明了此种“Daily Facials Intensives Lathering Pillows”的物理性状。句3中的“full-coverage”(完全覆盖)所突出的是该款粉底液的特性。同理,例4、本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。