| 词组 | ad |
| 释义 | ad "Standard for advertisement" says Copperud 1970 of this word. Several later commentators (Harper 1985, Perrin & Ebbitt 1972, Ebbitt & Ebbitt 1982, Colter 1981) agree in the main, excluding it only from the most formal of contexts. But lest you think that at last there is one item of usage comment on which everyone agrees, we must record the fact that there are dissenters. • Colloquial shortening of advertisement. Prefer the full word —Bell & Cohn 1981 • This clipped form and others like it (such as math, exam, bike) are appropriate in informal speech, but in formal writing the words usually appear in full — Macmillan 1982 These nay-sayers have their predecessors, being part of a tradition: • Ad. and Advertising—Do not use the abbreviation —Whipple 1924 • Ad: unauthorized abbreviation for advertisement — MacCracken & Sandison 1917 Whipple 1924 is a handbook on business writing; MacCracken & Sandison 1917 is the earliest college handbook in our collection. These represent two streams of opposition to ad. Of the college-handbook opposition we do not know the origin, other than a general disapproval of clipped forms (see abbreviations). The business opposition seems to have arisen in the advertising fraternity itself. H. L. Mencken, The American Language, Supplement I, 1945, gives its history: • The American advertising men, in the glorious days when the more forward-looking of them hoped to lift their art and mystery to the level of dogmatic theology, astronomy, ophthalmology and military science, carried on a crusade against the clipped form ad, but it came, alas, to nothing. Mencken traces the beginning of this campaign to 1918, and says that nothing has been heard of it since 4 Mar. 1933. If the admen have given up the campaign themselves, a few writers of college handbooks are still carrying the old banner. Even so, a large majority find ad acceptable in general and informal writing: • It [the word better] can even sound unpleasantly snobbish, as in those ads that end with "At better stores everywhere" —Simon 1980 Janis 1984 and Ebbitt & Ebbitt 1982, among others, point out that ad is a clipped form rather than an abbreviation, and is not terminated by a period. This is certainly true in American practice. British practice seems mixed; when used alone, it seems to be often treated like an abbreviation and given the period: • ... marked on the ad. dummy as it goes to the editorial department —Allen Hütt, Newspaper Design, 2d ed., 1971 • ... when a non-publishing ad. had been removed — Quentin Oates, The Bookseller, 6 Apr. 1974 But in attributive combinations (such as ad-man, ad-writer) the period is generally omitted in the presence of a hyphen (the OED Supplement does have a citation for an unhyphenated ad. man). The most frequently used British equivalent of the originally American ad appears to be advert (with no period): • ... when I come up about the advert, I specially said no mornings —Alan Coren, Punch, 23 Dec. 1975 • In one of the Sunday papers I saw an advert in capitals —John Fowles, The Collector, 1963 • ... the adverts on the telly —Alan Sillitoe, The Loneliness of the Long Distance Runner, 1959 • ... certain crucial terms are used in a highly ambiguous way (hardly a good advert for linguistics) — David Crystal, Linguistics, 1971 Advert pops up occasionally in American sources: • ... despite an advert implying there were —Thomas Plate, NY. Times Book Rev., 23 Mar. 1975 |
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