advertising文体学.pptx

The English of Advertising王洁 20113571王巍 20113572吴晓芬 20113573严言格 20113575I.Introduction of Advertising English lAdvertising English as a VarietylNewspaper AdvertisinglRadio AdvertisinglTelevision Advertising II.Stylistic Features of Display Advertising(Sample)lGraphological featureslGrammatical featureslLexical featureslSemantic features The English of AdvertisinglThe Ubiquity of AdvertisinglThe Function of AdvertisinglThe Language of Advertising I.Introduction of Advertising English 1.Advertising English as a VarietyThe Ubiquity of AdvertisingNowadays advertising penetrates every corner of society;especially in developed countries.newspapers(60%-70%)radio and TV(a 30-minute-four times for commercials)magazines(half)highway billboardsstreamerswindow showsfloor and counter displaystransport decorationsfairs and exhibitionstelephones and direct mailssandwichmanThe Function of Advertising marketing role ecucational role economic role social roleFour basic roles in society:The Language of Advertisingtarget audience(personal consumption and business)functionaltenor personalfield:advertisingmedium:spoken,writtenlDisplay and Classified Advertising I.Introduction of Advertising English 2.Newspaper Advertising displaynewspaper advertising classified插图typestarget peoplemethodeffectnewspaper advertisingreadergraphological contrasts and pictureseye-catchingradio advertisinghearerphonological contrasts and effectsear-catchingTV advertisingaudience(read and hear)bothaudiovisualradio advertising newspaper&VS advertisingtelevision advertising 美宝莲品牌故事美宝莲（Maybeline）的起源浪漫唯美。1915年，托马斯威廉（Thomas L.Williams）发现自己的妹妹梅布尔（Mabel）对已有女朋友的切特（Chet）心生爱慕。不忍妹妹苦受单相思的煎熬，这位当时年仅19岁的哥哥，便立誓要让妹妹的感情找到美好的归宿。于是，他以一种碳粉加在凡士林中涂于妹妹的睫毛上，使其双眸顿显柔情明艳，此举不但成功地使切特的目光流连在妹妹梅布尔身上，而且也把这对恋人送上了红毯。此后，美宝莲睫毛膏立刻获得了全面性的回应，托马斯威廉于是在1920年，正式以源于其妹妹芳名美宝莲（Maybeline）登记注册，以让女人美丽为宗旨的美宝莲品牌开始扬帆启程。口号：美来自内心，美来自美宝莲 美宝莲之所以在世界大众彩妆品牌处于领先地位，都是因为其彩妆产品的多样性和高品质。美宝莲纽约化妆品与国际潮流同步，总是及时推出最新的时尚色彩，把最新、最快的流行资讯带给中国消费者，同时力求产品既有纽约的时尚，又能够符合东方女性的化妆需求，使化妆品充分体现亚洲女性的特点。美宝莲始终致力于追求产品内在质量的完美，为现代女性提供最动人的化妆效果。经过多年的努力，美宝莲已成为美国前三名的彩妆品牌，其产品于75年前首次采用“自选开架式”的销售方法出现在化妆品市场，让使用者能亲身体验及选择化妆品。它所提供的各类唇膏、粉底、眼影、睫毛膏、眼线笔及指甲油等均经过专家精心研究，符合国际品质标准。为了迎合为了迎合东方品味，美宝莲还特别在日本设置了庞大的研究机构，专门试验各种色彩及配方迎合亚洲女性的需要。lFull use of graphological contrastslProminent use of pictureslClear identification of the advertiserII.Stylistic Features of Display Advertising(Sample)1.Graphological featuresFull use of graphological contrastwell-thought-out manipulation of sharp graphological contracts best possible eye-catching effect.As the sample shows,the name of the product and the advertiser are in larger lettering,while other parts of the body are in relatively small lettering.Prominent use of pictures advertised procuct potential customer half or even two-thirds of the space pictures service being offered attractivein the sample:charming lady(two functions)blushClear identification of the advertiserMaybellineDream Mousse BlushlPreference for short sentenceslCombined use of various types of sentenceslUse of heavily modified nominal groupsII.Stylistic Features of Display Advertising(Sample)2.Grammatical features As is known in the sample,most sentences are short.We have:Air-whipped mousse delivers satin-soft feel on skin Long-wearing formula will not clog poresShort sentences seem to be easily accepted to reader,they neednt waste much on reading ads.Preference for short sentencesCombined use of various types of sentencesvThe use of commands and questions in advertising kindles a spark of interest in the reader and induces him/her to have a go at it.In the ad,we have:Interrogative sentences（疑问句）（疑问句）:why youll love itImperative sentences（祈使句）（祈使句）:Glides on smoothly and blends easily for seamless color and a natural,radiant finish.With your fingertips,pat a small amount of blush onto the apple of your cheeks.Use feathery strokes to blend gently from your cheekbones to your temples.To build color intensity,apply more blush.vAdvertising mostly uses the present tense.This is to satisfy the readers curiosity about the present status quo of the advertised products or services.The present tense can at once indicate a present action and hints at a permanent state.For example,in this ad,we have:Air-soft formula provides luminous,long-lasting color on cheeks.Glides on smoothly and blends easily for seamless color and a natural,radiant finish.Air-whipped mousse delivers satin-soft feel on skin.vContractions are common in advertisements.E.g.Why youll love it.Use of heavily modified nominal groups In order to pack more information into a limited space,many ads have heavily modified nominal groups.Air-soft formula provides luminous,long-lasting color on cheeks.Glides on smoothly blends easily for seamless color and a natural,radiant finish.lWide use of affirmative and commendatory words and expressionslFrequent use of personal pronounslExtensive use of neologisms(新词)II.Stylistic Features of Display Advertising(Sample)3.Lexical featuresWide use of affirmative and commendatory words and expressions The purpose of advertising is to impress the potential customer with the quality of a product or service,so it often uses affirmative and commendatory words and expressions in describing the commodity.In the sample ad,we have:lAir-soft formula provides luminous,long-lasting color on cheeks.lGlides on smoothly blends easily for seamless（无痕的）（无痕的）color and a natural,radiant(容光焕发的容光焕发的)finish.lAir-whipped mousse delivers satin-soft feel on skin Long-wearing formula will not clog poresFrequent use of personal pronouns Use of personal pronouns is extremely common,especially you and we,obviously to make the language more warm and friendly in tone and strengthen its appeal to the reader.Why youll love it Air-soft formula provides luminous,long-lasting color on cheeks.Glides on smoothly and blends easily for seamless color and a natural,radiant finishAir-whipped mousse delivers satin-soft feel on skinLong-wearing formula will not clog poresFor Best Results With your fingertips,pat a small amount of blush onto the apple of your cheeks.Use feathery strokes to blend gently from your cheekbones to your temples.To build color intensity,apply more blush.The creativity of advertising can best be seen in its coinages of new terms.This ad attracts the potential customers by bombarding their eyes with some neologisms,and most prominent is the nonce formation(临时造词临时造词)of adjectival phrases,such as air-soft,air-whipped,satin-soft,and long-wearing.When the potential customer have a look at these words,she will think it is nice thing.Extensive use of neologisms(新词新词)lHeavy reliance on overall layoutlHigh attention to positioning and themelUse of rhetorical devicesII.Stylistic Features of Display Advertising(Sample)4.Semantic featuresSemantically,newspaper or other print advertising is distinctive in its heavy reliance on the overall layout of the ad for its desired impact,its adaptation to the target audience and marketing objective,its rhetorical devices,etc.Heavy reliance on overall layoutRegularly a newspaper(or other print)advertisement is coposed of five parts:v the headline 大标题v the body 主体v the illustration(s)插图v the signature line 签名档v the epigrammatic slogan 醒目的口号headlinebodyillustrationthe illustrationthe bodyleftright1、Pictures are more eye-catching than words.2、The overall layout of this ad accord well with peoples reading habits.行距行距 Each part contributes to the organic whole of the ad rendering it more eye-catching and impressive.No other varieties of English rely so heavily on the overall layout for their impact as advertising English.In order to be successful in the fierce competition,advertising langusge is often directed to one or more segments of the broad market so as to set the advertised product or service aprat from the competition without making any change in the product or service.This process is known as positioning.High attention to positioning and themevpositioning：针对产品而言，产品的特性：针对产品而言，产品的特性 色泽自然、持久色泽自然、持久vtheme：针对顾客而言，指产品满足何种顾客：针对顾客而言，指产品满足何种顾客的何种需求的何种需求满足爱美女性对自然持久完美妆容的需求满足爱美女性对自然持久完美妆容的需求Use of rhetorical devicesTo achieve vividness and humour and to entice and appeal to more audience,various rhetorical devices are employed in advertising.e.g.Metaphorv With your fingertips,pat a small amount of blush onto the apple of your cheeks.v Dream Mousse Blushface apple