对于广告的文体学分析英文版教育课件.ppt

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,对于广告的文体学分析英文版PPT讲座,Advertising 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 persuasive,or,mainly informative,.But all advertising language must have its appeal to target audience.,Introduction,a,newspaper,ad,the graphological,level,the lexical level,the syntactic level,the semantic level,At the Graphological Level,Full use of graphological contrasts,Clear identification of the advertiser,Prominent use of,pictures,Full use of graphological contrasts,Most 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 forms,the huge red title,lar,ge,and boldfaced lettering,italics,Prominent use of illustration,Illustration 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 day”,two pictures show the same person,different expression,A picture of a box of Camel,Clear identification of the advertiser,prominent,At the Lexical Level,Wide use of affirmative and commendatory words and expressions,Frequent u,se of personal pronouns,The use of comparative words,Wide use of affirmative and commendatory words and expressions,The most conspicuous lexical feature of advertisement is the frequent use of active、favorable words can impress the potential buyers with good quality of product,.,delightful,pleasure,cool,rich flavor,.,Frequent u,se of personal pronouns,The 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.,The use of comparative words,Comparative words are used in this ad to show that the product is better than other of the same type,Camels are made from finer,MORE EXPENSIVE TOBACCOS,-Turkish and Domestic-than any other popular brand,The grammatical level,Preference for short sentences,Combined use of various types of sentences,Use of simple verbal groups,the variety length of sentences,Long 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 persuasive,Wide use of imperative sentences（祈使句）,Use of interrogative sentences（疑问句）,The use of active voice,The use of negation,Combined use of various types of sentences,Use of interrogative sentences,The 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 sentences,Compare with other types of sentences,direct imperative sentences are persuasive in nature-urging the potential buyers to buy the product.,The use of active voice,Active voice is simpler in the structure than the passive voice and it accords with the purchasing mentality of the consumer.Passive v,o,ice often 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.,The use of negation,Negation 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 products,At the Semantic Level,Heavy reliance on overall layout,High attention it positioning and theme,Use of rhetorical devices,At the Semantic Level,Repetition,“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!,