advertising文体学PPT课件

1 TheEnglishofAdvertising王洁20113571王巍20113572吴晓芬20113573严言格20113575 2 IntroductionofAdvertisingEnglishAdvertisingEnglishasaVarietyNewspaperAdvertisingRadioAdvertisingTelevisionAdvertisingII StylisticFeaturesofDisplayAdvertising Sample GraphologicalfeaturesGrammaticalfeaturesLexicalfeaturesSemanticfeatures TheEnglishofAdvertising 3 TheUbiquityofAdvertisingTheFunctionofAdvertisingTheLanguageofAdvertising I IntroductionofAdvertisingEnglish1 AdvertisingEnglishasaVariety 4 TheUbiquityofAdvertising Nowadaysadvertisingpenetrateseverycornerofsociety especiallyindevelopedcountries newspapers 60 70 radioandTV a30 minute fourtimesforcommercials magazines half highwaybillboardsstreamerswindowshowsfloorandcounterdisplaystransportdecorationsfairsandexhibitionstelephonesanddirectmailssandwichman 5 TheFunctionofAdvertising marketingroleecucationalroleeconomicrolesocialrole Fourbasicrolesinsociety 6 TheLanguageofAdvertising targetaudience personalconsumptionandbusiness functionaltenorpersonalfield advertisingmedium spoken written 7 DisplayandClassifiedAdvertising I IntroductionofAdvertisingEnglish2 NewspaperAdvertising 8 displaynewspaperadvertisingclassified插图 9 radioadvertisingnewspaper VSadvertisingtelevisionadvertising 10 美宝莲 11 品牌故事 美宝莲 Maybeline 的起源浪漫唯美 1915年 托马斯 威廉 ThomasL 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 12 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 13 FulluseofgraphologicalcontrastsProminentuseofpicturesClearidentificationoftheadvertiser II StylisticFeaturesofDisplayAdvertising Sample 1 Graphologicalfeatures 14 Fulluseofgraphologicalcontrast well thought outmanipulationofsharpgraphologicalcontractsbestpossibleeye catchingeffect Asthesampleshows thenameoftheproductandtheadvertiserareinlargerlettering whileotherpartsofthebodyareinrelativelysmalllettering 15 Prominentuseofpictures advertisedprocuctpotentialcustomerhalforeventwo thirdsofthespacepicturesservicebeingofferedattractiveinthesample charminglady twofunctions blush 16 Clearidentificationoftheadvertiser MaybellineDreamMousseBlush 17 PreferenceforshortsentencesCombineduseofvarioustypesofsentencesUseofheavilymodifiednominalgroups II StylisticFeaturesofDisplayAdvertising Sample 2 Grammaticalfeatures 18 Asisknowninthesample mostsentencesareshort Wehave Air whippedmoussedeliverssatin softfeelonskinLong wearingformulawillnotclogporesShortsentencesseemtobeeasilyacceptedtoreader theyneedn twastemuchonreadingads Preferenceforshortsentences 19 Combineduseofvarioustypesofsentences Theuseofcommandsandquestionsinadvertisingkindlesasparkofinterestinthereaderandinduceshim hertohaveagoatit Inthead wehave Interrogativesentences 疑问句 whyyou llloveitImperativesentences 祈使句 Glidesonsmoothlyandblendseasilyforseamlesscolorandanatural radiantfinish Withyourfingertips patasmallamountofblushontotheappleofyourcheeks Usefeatherystrokestoblendgentlyfromyourcheekbonestoyourtemples Tobuildcolorintensity applymoreblush 20 Advertisingmostlyusesthepresenttense Thisistosatisfythereader scuriosityaboutthepresentstatusquooftheadvertisedproductsorservices Thepresenttensecanatonceindicateapresentactionandhintsatapermanentstate Forexample inthisad wehave Air softformulaprovidesluminous long lastingcoloroncheeks Glidesonsmoothlyandblendseasilyforseamlesscolorandanatural radiantfinish Air whippedmoussedeliverssatin softfeelonskin 21 Contractionsarecommoninadvertisements E g Whyyou llloveit 22 Useofheavilymodifiednominalgroups Inordertopackmoreinformationintoalimitedspace manyadshaveheavilymodifiednominalgroups Air softformulaprovidesluminous long lastingcoloroncheeks Glidesonsmoothlyblendseasilyforseamlesscolorandanatural radiantfinish 23 WideuseofaffirmativeandcommendatorywordsandexpressionsFrequentuseofpersonalpronounsExtensiveuseofneologisms 新词 II StylisticFeaturesofDisplayAdvertising Sample 3 Lexicalfeatures 24 WideuseofaffirmativeandcommendatorywordsandexpressionsThepurposeofadvertisingistoimpressthepotentialcustomerwiththequalityofaproductorservice soitoftenusesaffirmativeandcommendatorywordsandexpressionsindescribingthecommodity Inthesamplead wehave Air softformulaprovidesluminous long lastingcoloroncheeks Glidesonsmoothlyblendseasilyforseamless 无痕的 colorandanatural radiant 容光焕发的 finish Air whippedmoussedeliverssatin softfeelonskinLong wearingformulawillnotclogpores 25 FrequentuseofpersonalpronounsUseofpersonalpronounsisextremelycommon especiallyyouandwe obviouslytomakethelanguagemorewarmandfriendlyintoneandstrengthenitsappealtothereader Whyyou llloveitAir softformulaprovidesluminous long lastingcoloroncheeks Glidesonsmoothlyandblendseasilyforseamlesscolorandanatural radiantfinishAir whippedmoussedeliverssatin softfeelonskinLong wearingformulawillnotclogporesForBestResultsWithyourfingertips patasmallamountofblushontotheappleofyourcheeks Usefeatherystrokestoblendgentlyfromyourcheekbonestoyourtemples Tobuildcolorintensity applymoreblush 26 Thecreativityofadvertisingcanbestbeseeninitscoinagesofnewterms Thisadattractsthepotentialcustomersbybombardingtheireyeswithsomeneologisms andmostprominentisthenonceformation 临时造词 ofadjectivalphrases suchasair soft air whipped satin soft andlong wearing Whenthepotentialcustomerhavealookatthesewords shewillthinkitisnicething Extensiveuseofneologisms 新词 27 HeavyrelianceonoveralllayoutHighattentiontopositioningandthemeUseofrhetoricaldevices II StylisticFeaturesofDisplayAdvertising Sample 4 Semanticfeatures 28 Semantically newspaperorotherprintadvertisingisdistinctiveinitsheavyrelianceontheoveralllayoutoftheadforitsdesiredimpact itsadaptationtothetargetaudienceandmarketingobjective itsrhetoricaldevices etc 29 Heavyrelianceonoveralllayout Regularlyanewspaper orotherprint advertisementiscoposedoffiveparts theheadline大标题thebody主体theillustration s 插图thesignatureline签名档theepigrammaticslogan醒目的口号 30 headline body illustration 31 theillustration thebody left right 1 Picturesaremoreeye catchingthanwords 2 Theoveralllayoutofthisadaccordwellwithpeople sreadinghabits 32 行距 33 Eachpartcontributestotheorganicwholeofthead renderingitmoreeye catchi