对于广告的文体学分析(英文版).ppt

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1、Stylistic Analysis of by Yuan LinNewspaper AdvertisingAdvertising has resorted（采取）to all kinds of techniques-audio and visual,sound and light,photographs and drawings,ect.But the most basic is the language.According to the target audience,the functional tenor（大意）of advertising language is mainly per

2、suasive or mainly informative.But all advertising language must have its appeal to target audience.Introduction a newspaper ad the graphological levelthe lexical levelthe syntactic level the semantic levelAt the Graphological LevelFull use of graphological contrastsClear identification of the advert

3、iserProminent use of picturesFull use of graphological contrastsMost ads have a well-thought-out manipulation of sharp graphological contrasts to achieve the best possible eye-catching effect.As the sample shows,the ads makes full use of variety of typing formsthe huge red titlelarge and boldfaced l

4、etteringitalicsProminent use of illustrationIllustration are most attractive.So nowadays the general practice is combining sharp graphological contrasts with a picture of the advertised product,or the potential customer,or the service being offered.a chart that shows“your energy varies during the da

5、y”two pictures show the same person,different expressionA picture of a box of CamelClear identification of the advertiserprominentAt the Lexical LevelWide use of affirmative and commendatory words and expressionsFrequent use of personal pronounsThe use of comparative wordsWide use of affirmative and

6、 commendatory words and expressionsThe most conspicuous lexical feature of advertisement is the frequent use of active、favorable words can impress the potential buyers with good quality of product.delightfulpleasurecoolrich flavor.Frequent use of personal pronounsThe use of personal is also very com

7、mon in this advertisement,especially“you”and“your”.This is because the advertiser want to make the language more friendly in tone and more thoughtful for the potential buyers,so as to lure them to buy the products.The use of comparative wordsComparative words are used in this ad to show that the pro

8、duct is better than other of the same typeCamels are made from finer,MORE EXPENSIVE TOBACCOS-Turkish and Domestic-than any other popular brand The grammatical levelPreference for short sentencesCombined use of various types of sentencesUse of simple verbal groupsthe variety length of sentencesLong s

9、entence is used for illustrated and the short sentence is used for emphasis.So the mix use of long and short sentence can make advertisement more persuasiveWide use of imperative sentences（祈使句）Use of interrogative sentences（疑问句）The use of active voiceThe use of negationCombined use of various types

10、of sentencesUse of interrogative sentencesThe use of questions in advertising discourse is a powerful way to arouse readers attention,since questions do not usually occur without a potential answer.Wide use of imperative sentencesCompare with other types of sentences,direct imperative sentences are

11、persuasive in nature-urging the potential buyers to buy the product.The use of active voiceActive voice is simpler in the structure than the passive voice and it accords with the purchasing mentality of the consumer.Passive voice often places the consumers in the position of“being forced to buy”whil

12、e active voice seems to give consumers the“right”to choose and this ad use the active voice all the time.The use of negationNegation is rarely used,since no advertiser wants to say NO to his products.But this does not means negation has no place in advertisement.It is usually used to compare with ot

13、her products At the Semantic LevelHeavy reliance on overall layoutHigh attention it positioning and themeUse of rhetorical devicesAt the Semantic LevelRepetition“light a camel”has been mentioned 3 times“get a lift with a Camel”has been mentioned twice“camel never get on your nervet”has been mentioned 3 times“camels coetlie tobaccos”has been mentioned 3 times Thank you!