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关于言语行为理论在英语广告语中的体现研究_英文广告词_网

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关于言语行为理论英语广告语中的体现研究

摘 要:言语行为理论自20世纪50年代由奥斯汀提出之后对语言界产生了重要的影响。众多学者对其进行了大量的研究。本文主要从言语行为理论角度研究英语广告语的特点和作用。

关键词:言语行为理论;广告语;言外行为

一、言语行为理论的简介

1.言语行为理论的产生

言语行为理论在20世纪50年代由奥斯汀提出,它是关于怎样使用语言的理论。该理论一经提出便引起了语言学家的关注。

2.言语行为的分类

根据奥斯汀的理论,言语者会有三种行为即言内行为、言外行为和言后行为。奥斯汀认为“在常规意义,我们把说某种事情的行为叫做完成一种叙事为”[3]。这种叙事行为就是言内行为。言外就是表明说话人意图的行为,表明说话人为什么这么说,或者说他表达的是说话人的意义。言后行为就是话语在听者身上产生的效果或影响。

二、广告语的简介

1.广告的定义

英文中advertisement一词最早源于希腊语advertere。但是目前为止对于广告一词仍然没有一个确切的定义。

2.英语广告语的特点

2.1英语广告语的音系特点

广告语经常运用押韵、象声、谐音等手法来吸引消费者的眼球从而使消费者听起来朗朗上口并且将其熟记于心并以此来达到促进消费的作用。如:The best the man can get---Gillette Razor(吉列剃须刀)[1]。在此则广告中,运用了 best, man ,can 和get中的四个元音,使读者读起来能够具有韵律和节奏。

2.2英语广告语的形态学特点

英语广告语的形态特点主要表现在其对合成词、创新词等的使用上。如在摩托罗拉广告中“HelloMoto”便是一个创新词。

2.3 广告语的句法特点

三、英语广告语中的言语行为理论

1.英语广告语的言内行为

奥斯汀认为说某种事情的行为叫做完成一种叙事行为。完成一个叙事行为大致相当于发出一个有意义的句子或话语。

2.英语广告语的言外行为

“以商品或服务为基础,广告建构了广告商和消费者之间的桥梁”。[5] 广告语的最终目的便是让消费者采取行动来满足其自身需求。为了说服消费者,广告商便会采取十分有效的广告设计手法来吸引消费者,而言外行为在广告语中的应用便会有很好的效果。以下几种言外行为在广告语中经常出现。

2.1阐述类的言外行为

这类行为的目的是为了表达命题的真实性,语言和客观实践要相符合。广告设计者为了出吸引消费者,运用了阐述类的言外行为已达到促进消费者对商品的了解。

2.2 指令类的言外行为

指令性的言外行为在英语广告中的体现主要表现为通过建议性和要求性的语言来组织广告的内容。它作为广告语中的一种类型,也被广泛地应用到了广告语之中。并且也被称之为一种十分有效和有语言力量的用法。

2.3 承诺类的言外行为

承诺类的言外行为在英语广告中的体现更为突出。表说话者要承诺要有的一些行为,也就是说话者对将来的行为要承担的义务。这种广告类型与其他的广告不同之处主要变现为该类型广告意在强调保持产品或服务的质量与荣誉。并以此来在消费者的心中形成固定的荣誉象征,并且在产品享有荣誉的背景下,从而增加消费。

3.英语广告的言后行为

言后行为就是话语在听者身上产生的效果或影响。所以英语广告的言后行为能衡量一个广告的好与坏。所以,对于广告商只有设计出优秀的具有言外行为特征的广告才能使消费者产生积极的言后行为并促进消费。

结论:本论文主要通过论述言语行为理论、广告的定义、特点等内容,来引出对英语广告语在言语行为理论的体现。通过分析广告语在言内、言外和言后三个方面的体现,使读者能从一个全新的角度去理解和看待英语广告。

参考文献:

[2]范祖民.实用英语修辞[M].北京:科学出版社,20xx.

[3]胡壮麟. 语言学教程[M].北京大学出版社,20xx.

[4]雷建美.英语广告语的特征及功能[J].外语与外语教学,1998.

[5]张金海.经典广告案例评析[M].武汉:武汉大学出版社,20xx.

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Tian’anmen Rostrum

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Tian’anmen Rostrum

tian’anmen( the gate of heavenly peace), is located in the center of beijing. it was first built in 1417 and named chengtianmen( the gate of heavenly succession). at the end of the ming dynasty, it was seriously damaged by war. when it was rebuilt under the qing in 1651, it was renamed tian’anmen, and served as the main entrance to the imperial city, the administrative and residential quarters for court officials and retainers. the southern sections of the imperial city wall still stand on both sides of the gate. the tower at the top of the gate is nine-room wide and five –room deep. according to the book of changes, the two numbers nine and five, when combined, symbolize the supreme status of a sovereign.during the ming and qing dynasties, tian’anmen was the place where state ceremonies took place. the most important one of them was the issuing of imperial edicts, which followed these steps:

1) the minister of rites would receive the edict in taihedian( hall of supreme harmony), where the emperor was holding his court. the minister would then carry the decree on a yunpan( tray of cloud), and withdraw from the hall via taihemen( gate of supreme harmony)

2) the minister would put the tray in a miniature longting( dragon pavilion). beneath a yellow umbrella and carry it via wumen( meridian gate), to tian’anmen gate tower.

3) a courtier would be invested to proclaim the edict. the civil and military officials lining both sides of the gateway beneath the tower would prostrate themselves in the direction of the emperor in waiting for the decree to the proclaimed.

4) the courtier would then put the edict in a phoenix-shaped wooden box and lower it from the tower by means of a silk cord. the document would finally be carried in a similar tray of cloud under a yellow umbrella to the ministry of rites.

5) the edict, copied on yellow paper, would be made known to the whole country.

such a process was historically recorded as “ imperial edict issued by golden phoenix”.during the ming and qing dynasties tian’anmen was the most important passage. it was this gate that the emperor and his retinue would go through on their way to the altars for ritual and religious activities.

篇二:丽江壁画

Ten kilometers (six miles) northwest of Lijiang Old Town, there are several ancient villages, including Baisha, Dayan, Shuhe, Yangxi and Xuesong. There, the invaluable Lijiang Mural is stored, preserved and displayed in 15 venerable temples, such as Juexian, Wande, Guiyi temples and Sanbi Garden. Altogether, the mural used to include more than 200 pieces of fresco. However, hundreds of years of historical vicissitudes have left only 55 pieces in good condition. The most famous frescos are known as Baisha Mural of the Dabaoji (Great Treasure) Palace and the Colored Glaze Temple (Liuli Dian) in the town of Baisha.

Most of the temples were built from the early days of the Ming Dynasty (1368-1644) to the early Qing Dynasty (1644-1911), and the Lijiang Mural was created at the same time, over the course of about 300 hundred years. In Lijiang, it was an era of rapid economic development, mutual acculturation of multinational culture, and the growth of religions. Accordingly, Lijiang Mural was an artistic representation of this cooperation, communication and progress. The authors of these mural paintings had come from different nations, including the local Naxi Dongba painters; the Taoist painter Zhang from the Central Plain; an Lama artist Guchang; Han painters Ma Xiaoxian and Li Zeng; and many other artists who were unknown to the public

The originality and figures of the mural paintings reflect the different religious cultures and artistic forms of Buddhism, Lamaism, Daoism and the Naxi Dongba religion, as developed in a Naxi school. Therefore, Lijiang Mural is quite different from other frescos. Each painting includes at least one hundred portraits, but perspective is used very well, and the close, middle and establishing images are clear. The various lifelike portraits are not only Buddhas but also ordinary people such as bureaucrats, criminals, tourists and executioners. Many of the scenes and subject matters are drawn from daily life-people are shown fishing, riding horses, weaving, dancing and casting iron. The painters used different methods of portrayal within the different elements of the fresco, such as flesh, garments, jewelry, weapons and many other components. The style of these true-life frescos is rural and unconstrained; the colors are strong and have intense contrast but are also unified. The Lijiang Mural fully demonstrates the superb artistic skills, outstanding creativity and rich imaginations of these excellent craftsmen. The vivid and exact figures, flowing lines, well-defined colors and powerful effects of the exquisite details make the Lijiang Mural not only the rare treasure of art, but also forceful proof of national solidarity and an important source of information for research on national religions, arts and history.

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导游词英文

范文类型:导游词,适用行业岗位:导游,全文共 2196 字

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The Yellow Crane Tower is located at the top of Wuchang Snake Mountain onthe South Bank of the Yangtze River in Wuhan City, Hubei Province. It is closeto the Yangtze River. It is a national 5A tourist attraction and has been knownas "the first building of the worlds rivers and mountains" and "the worldspeerless scenery" since ancient times. Yellow Crane Tower is a landmark buildingin Wuhan. It is also known as "three famous scenic spots in Wuhan" together withQingchuan Pavilion and Guqin terrace.

The Yellow Crane Tower was built in 223 A.D. in the period of the ThreeKingdoms. During the period of the Three Kingdoms, it was just a "militarybuilding" in the corner of Xiakou city. After the Jin Dynasty destroyed theeastern Wu Dynasty, the three kingdoms were unified. With the development ofJiangxia City, the building gradually evolved into an ornamental building forofficials and businessmen. Tang Dynasty poet Cui Hao wrote the poem "YellowCrane Tower" and Li Bai wrote "Yellow Crane Tower to send Meng Haoran toGuangling". Scholars of all ages left many unique songs here, which made theYellow Crane Tower famous since ancient times.

The Yellow Crane Tower is located at the top of Sheshan mountain, 61.7meters above sea level. The trains of Beijing Guangzhou railway roar through thetower. The building is 5 stories high, with a total height of 51.4 meters and aconstruction area of 3219 square meters. The Yellow Crane Tower is internallysupported by 72 columns and externally extended by 60 angles. The roof iscovered with more than 100000 pieces of yellow glazed tiles

A number of auxiliary buildings, such as bronze Yellow Crane shape, statuepagoda, memorial archway, porch and pavilion, are cast outside the Yellow CraneTower to make the main building more magnificent. Around the main building,there are white cloud Pavilion, elephant pagoda, stele Gallery, Mountain Gateand other buildings. The whole building has a unique national style, emittingthe spirit, temperament and charm of traditional Chinese culture. It complementsthe Wuhan Yangtze River Bridge at the foot of Sheshan mountain, and you can havea panoramic view of the three towns of Wuhan when you climb the building.

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英文简历的个人评价

范文类型:求职应聘,自我评介,适用行业岗位:个人,全文共 2074 字

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I love sports, music, reading; love writing, a variety of ball; people calm and calm, learning hard, careful and meticulous work, strong sense of responsibility, and never easily give up the identified goals; good at establishing good interpersonal relationships, Good organization, management and coordination skills and team spirit. Strong will: life will inevitably encounter setbacks, not easily made defeat, down to earth, and strive to forge ahead, in order to meet the arrival of the bright! Hard work spirit: life can have several stroke life, love fight will win good thinking: I like thinking: , Think more can change a person; learn and think of, do not have Yue Yu. To join and enthusiastic about environmental protection, public welfare activities, and has always insisted on participating in blood donation. The attitude of the work, I think it is important today to do today, so that we can guarantee the highest efficiency of their work, and gradually upgrade their ability to walk out of their own lives.

After four years of college life in the temper and learn, there are sad also harvest, but for me to realize the value of life and lay a solid foundation.Always thought that people should be old to learn the old I am knowledgeable, the meticulous of the professional, which has been affirmed in the results have been I love the motherland and other fine traditions of positive attitude towards life and a wide range of hobbies,Have a strong sense of responsibility, work hard, have a strong organization, publicity, a certain degree of artistic cells and creativity, focus on teamwork and collective ideas I have been able to actively participate in political studies this year, concerned about national affairs, serious Study the important thinking of the Three Represents, and support the Partys various policies. To comply with school rules and regulations, respect for teachers, unity of students, the political demands of progress; learning a clear purpose, correct attitude, study the business. Hard work, good grades; class work seriously negative

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精彩的英文自我介绍范文

范文类型:自我评介,全文共 988 字

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major in , and I have had got my B.A. degree in July 200X from University. Generally speaking, I am an extroverted girl/boy with strong desire for knowledge as well as vigor for action. During my four years in the college, I have grown a real exuberant spirit for life. I would admit proudly that I have had a good command of my professional field, and a great range of extending courses.

As for my major, I am confident about myself in this filed, and some certifications may help to prove, such as TEM-4, TEM-8, CET-6. As for my social abilities, I am no less confident about myself in this field; As for my social abilityies, I feel no less confident about myself, I used to be tutor, part-time editor, translator and interpreter during my college, and my social abilitise and people skills are much improves as a resule of my participation.

I am quite sure there will be no regret between us if I am lucky enough to be chosen, and I believe I will never let you down. Thank you so much!

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考研面试英文自我介绍

范文类型:自我评介,全文共 1741 字

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Respected Professors, good afternoon! Im great honored to meet you here.Im , 26 years old, born in city, HeNan Province.In year 1996, I entered University, majoring in Machincal Designing and Producing. During those 4 yearsstudy, I worked hard and I was always active in various activities. I gained the first scholarship for four times and I joined the Communist Party at the college.

After my graduation in June 20xx, I worked in company.I got a position in the Technology Department the first year and I was involved in several internet projects, such as the one for College student Recruitment in Henan Province and the one for Computer Center in Mathmatics Department in Zhengzhou University. Owning to my hard work, I was rewarded the Best Newcomer Prize in the year 20xx. The next year, I was transferred into the Principal Customer Department, responsible for the Developing and strengthening a good relationship between the principal customers and my company. Two major customers, Henan Provincipal Department of Transportation and Henan Provincial Department of Personnel, are under my work.

However, with time going on, the more I experienced, the clearer I realized that Im really interested in the Enterprise Management. I find many enterprises have the problem of an unmatched management to its developing speed. Im eager to learn more about management and I hope I can study further in this University. So I resigned in August, 20xx and started the way to pursuing my studies. After about half years hard work, Im finally standing before you honorable professors now. Im really excited.

Though Ive sacrificed much on my way to pusuing studies, I believe its worthwhile. I believe working hard will finally be repaied. Thank you !

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大学生简短的自我介绍英文范文

范文类型:自我评介,适用行业岗位:大学,学生,全文共 558 字

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大家好!我的名字叫_X,汉族。我的个子不矮,但和班上的高个儿比起来,就逊色多了。和大多数同学一样,我今年也是18岁。我的缺点。主要是作事不麻利,自觉性不高,对自己的事不上心。上六年级的时候,学校就在我家对面。我却常常是七点半起床,要做半个多小时的准备才能出门,还经常迟到。因此同学们叫我“迟到大王”。

此刻,最起码六点多就要起床,才能有足够的时候吃饭、坐车等。这对我是个挑战。但是,我必须要借这个机会,改掉我不麻利的坏习惯。另外,自觉性不高,上课不免做些小动作、讲话。前几天大家都参加了军训,站着要一动也不动。我感到透过这次军训,我的自觉性有所提高。我也期望在以后的学习中改掉这个毛病。对自己的事不上心。我在当数学课代表时,有好几次本子忘发,作业没收齐,挨过老师不少责备。我也期望改掉它。我有决心改掉我的缺点和坏习惯。我的优点:我和很多同学一样,也找不出我的优点。我和父母讨论之后得出:较有上进心,较乐观。至于我更多的优点,就靠大家的发掘了!我的兴趣爱好。我比较喜爱游泳,踢足球,也对军事感兴趣。如果谁和我“志同道合”,就能够找我交个朋友。

对未来初中生活的期望。我期望能在这4年里快乐地度过,能和同学们结下深厚的友谊,能从老师那里学到更多的知识和道理。我期望大家能够了解我,喜爱我,也期望同学们能团结友爱地度过这4年。

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2024年小学生英文自我介绍

范文类型:自我评介,适用行业岗位:小学,学生,全文共 585 字

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hello, my name is_______. i am_______ years old. now i am studying in_______primary school. i am in grade _______, class_______.

i live in_______. there are _______ members in my family—father, mother and me. my father is a_______ but my mother is working in _______. i love both of them.

in my spare time, i like _______, and my favorite colour is_______. also i love__________very much, such as ________________.

i hope i can learn english well, because i think it very important. but_______ is favorite subject, because it is very interesting.

i wish i can become a_______in the future.

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行政岗位英文自我评价

范文类型:自我评介,适用行业岗位:行政,全文共 1484 字

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Through two years of administrative work, training a comprehensive and strong ability to work. Good character and good manners, honest and pragmatic man, a serious and responsible work, a team spirit.

Work attitude and hard work. Love their own work, be able to seriously take seriously every work, work, enthusiasm for all services, conscientiously abide by labor discipline, to ensure timely attendance, high attendance, no leave phenomenon throughout the year, the effective use of working hours, , Need to work overtime to complete overtime work on time to ensure that work can be completed on time.

During this time, I also found my shortcomings, such as the idea is not open enough, sometimes too much to pursue the task, while ignoring the other several aspects, I believe that in the future I will work hard, active thinking , To complete the work of the future more perfect.

I have a strong sense of self-motivated, with hard-working spirit, can quickly adapt to the environment, honest man, do things carefully, a strong sense of responsibility, good team spirit and communication skills.Optimistic, persistent personality, aggressive, dare to face difficulties and challenges. Proficiency in the use of computer operating system WORD / EXCEL / OFFICE and other software, with file management experience, I believe that the enthusiasm of the work, your company will do everything we can to do our best. Sincerely hope to become a member of your company, sincere hope good news!

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大学个人介绍信英文

范文类型:介绍信,适用行业岗位:大学,个人,全文共 659 字

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同学们:

大家好,我是,来自,*岁。

在我的大学生涯中,我一直都认为人应该是活到老学到老的我对知识、对本专业一丝不苟,因而在成绩上一直都得到肯定,每学年都获得三等奖学金。在不满足于学好理论课的同时也注重于对各种应用软件和硬件的研究。因此在第四学期开始就被老师信任为计算机房的负责人。

有广泛爱好的我特别擅长于排版及网页美工和多媒体的制作,就任本班组织委员的同时也加入了校学生会宣传部。对工作热情、任劳任怨,和部内成员团结一致,一年间我由部委升为部长。在任部长期间注重配合学校、学生会其它部门,出色的完成各项宣传工作,促使学校的各种运作更顺利的同时行。

学校的各种活动都热情的参加,在20xx年至20xx年间获校文娱比赛及知识问答比赛等一等奖。大胆创新对校报版面进行改革,使得校报的受视率提高到一个层次。学校的各种活动都热情的参加,在20xx年4月获校网页比赛三等奖。身为学生的我在修好学业的同时也注重于对社会的实践。本着学以致用,实践结合理论发挥20xx年暑假我以熟练的计算机技术应聘入衡阳联想电脑城实习。20xx年暑假我在广东花都手袋公司上班,自身对这方面有坚实基础和浓厚兴趣的我用一周时间就熟练了各样设计软件,之后做出了大量出色的设计方案,得到同学及老师的一致好评。

本人具有热爱等祖国等的优良传统,积极向上的生活态度和广泛的兴趣爱好,对工作责任心强、勤恳踏实,有较强的组织、宣传能力,有一定的艺术细胞和创意,注重团队合作精神和集体观念。

不知道对于我的介绍您是不是能对我有个好的印象,希望您对我的不足作出建议。

xx年x月x日

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英文补充协议变更的起草_合同范本

范文类型:合同协议,全文共 2688 字

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英文补充协议变更起草

一般来说对于合同的小修改,没有必要重新签订合同,重新签订都是费时费力,也没有必要,所以都用补充协议对原合同进行修改。如果对合同改变重大的话,比如对方想换个姊妹公司来签合同,或者合同条款有多处重大变更,可以说从根本上改变了合同的内容,都可以重新签订合同的。重新签订合同有两种方式。一种是交出所有原合同的原件,然后废除,撕毁都可以,然后再签订新合同;如果对合同原件到底有多少份不清楚的话,保险起见可以先起草一个对原合同的终止协议,然后再签新合同。当然如果为了做到天衣无缝,两个合同之间权责无缝转移的话,我自己使用过这种模式,不用撕毁原合同或者起草终止协议,先在新合同中写终止原合同,一般写新合同生效后原合同立即终止,在新合同未生效前原合同保持有效。然后在新合同上盖上三种章,第一种是原合同的对方的章,第二种是新合同的对方的章,第三种是我方的章,这样操作有个缺点是财务看见合同上有三个章,如果她们不看合同内容的话,有时候容易混淆合同内容。

言归正传,给大家分享一个我起草的比较简单的补充协议。

忘了给大家说了,之前跟一位做国际工程的朋友讨论补充协议和变更怎么翻译,我倾向于合同变更翻译为amendment, 补充协议翻译为addendum.不知道大家什麽意见?不过我自己一般都是不加区分的用amendment的。

EXPLOSIVES SALE AGREEMENT

Amendment to the Contract Agreement

Between

The COMPANY

and

MULTI BIZ FZE

WHEREAS: The Explosives Sale Agreement with Contract No: for the construction of XYZ Motorway Road Project has been signed on 11 March 20xx between Company(hereinafter called "the Buyer") and the MULTI BIZ FZE(hereinafter called "the Seller").

评注:先说我们什么什么时候签订了一个合同。

WHEREAS: The Buyer and the Seller have a meeting about the L/C and the Contract Agreement in the afternoon of 25 March 20xx, the Seller suggested that the volume of the goods is excessive and deliver them in one time would be hard; the Seller further suggested that the transshipment would not affect the goods quality since the goods are loaded with containers in the whole shipping period, it is very normal for cargoes to be transshipped in international shipment.

评注:再说这个合同要修改,为什么原因修改,也可以把谈判的过程加上。

IT IS HEREBY AGREED as follows:

评注:双方都同意如下。

In order to ensure the smooth execution of the said Contract Agreement, it is agreed that the goods should be allow to transshipped and partial shipped; accordingly, delete the word "not" from second line, first paragraph of Clause 14 shipment of the Contract agreement (Contract No. CCCAAA-MBIZ-01-20xx).

The Seller further agreed that the goods would all be delivered within two shipments.

评注:上面就是要修改的内容了。

For any discrepancy between this amendment and any of the Contract Agreement, both parties agreed that this amendment to the Contract Agreement shall prevail.

评注:如果这个补充协议和之前签订的合同有冲突,那么以这个补充协议为准,一般可以不写这一句,因为法律上规定一般是后面的文件有效,不过为了避免争议,也为了保险起见,我个人喜欢加上这一句。

IN WITNESS WHEREOF, the parties hereto have caused this Agreement to be executed the day and year first before written.

On behalf of the Seller

Position___________________________

Name____________________________

Signature__________________________

Date____________________________

Tel____________________________

On behalf of the Buyer

Position___________________________

Name____________________________

Signature__________________________

Date____________________________

Tel____________________________

Witnesses

Name____________________________

Signature____________________________

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