對于廣告的文體學(xué)分析(英文版)（課堂PPT）

1、1Stylistic Analysis of by Yuan Lin12122001048Newspaper Advertising2Advertising has resorted（采?。?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 l

2、anguage is mainly persuasive or mainly informative. But all advertising language must have its appeal to target audience. Introduction3 a newspaper ad the graphological levelthe lexical levelthe syntactic level the semantic level4At the Graphological LevelFull use of graphological contrastsClear ide

3、ntification of the advertiserProminent use of pictures5Full 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 re

4、d titlelarge and boldfaced letteringitalics6Prominent 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

5、 “your energy varies during the day”two pictures show the same person, different expressionA picture of a box of Camel7Clear identification of the advertiserprominent8At the Lexical LevelWide use of affirmative and commendatory words and expressionsFrequent use of personal pronounsThe use of compara

6、tive words9Wide use of affirmative and 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.10Frequent use of personal pron

7、ounsThe use of personal is also very common 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.11The use of comparative wordsComparative

8、words are used in this ad to show that the product is better than other of the same typeCamels are made from finer, MORE EXPENSIVE TOBACCOS-Turkish and Domestic-than any other popular brand12 The grammatical levelPreference for short sentencesCombined use of various types of sentencesUse of simple v

9、erbal groups13the variety length of sentencesLong sentence 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 persuasive14Wide use of imperative sentences（祈使句）Use of interrogative sentences（疑問句）The use of active

10、voiceThe use of negationCombined use of various types of sentences15Use 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. 16Wide use of imperative sentencesCompare wi

11、th other types of sentences, direct imperative sentences are persuasive in nature-urging the potential buyers to buy the product.17The 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

12、places the consumers in the position of “being forced to buy”while active voice seems to give consumers the “right” to choose and this ad use the active voice all the time.18The 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 other products19 At the Semantic LevelHeavy reliance on overall layoutHigh attention it positioning and themeUse of rhetorical devices20At the Semantic LevelRepetition“l(fā)ight a camel