Stylistics-in-advertisement.ppt

Stylistics-9,TheEnglishofAdvertising,9.1.1TheUbiquity无所不在ofAdvertising,Nowadaysadvertisingpenetrateseverycornerofsociety:newspapers,radioandTV,magazines,highwaybillboards,streamers,windowshows,floorandcounterdisplays,transportdecorations,fairsandexhibitions,telephonesanddirectmails,andevensandwich-man(manwhowalksaboutthestreetswithtwoadvertisingboardsonehangingoverhischestandtheotheroverhisback);,9.1.2TheFunctionofAdvertising,1)Marketingrole-helpingcompaniesselltheirproductsorservices,andincreaseprofits;2)Educationalrole-helpingpeoplelearnaboutnewproductsandservices;3)Economicrole-encouragingcompetitioninproduct/serviceimprovements;4)Socialrole-helpingincreaseproductivityandshapepeopleslifestyle;,9.1.3ThelanguageofAdvertising,Thefunctionaltenorofadvertisinglanguageismainlypersuasive(asconsumeradvertising)ormainlyinformative(asbusinessadvertising).Thepersonaltenor:warmplainspeechusedindailylifeandthevariouslanguagetrickstoimpressandmovetheaudience.Alladvertisinglanguagemusthaveitsappealtothetargetpeople.,9.2NewspaperAdvertising,1.Twotypes:displayandclassified.2.Thedisplayads.:fromone-inchnoticestomultiple-pageadvertisementsinwhichadvertiserspresentandpromotetheirproductsandservices.3.Theclassifiedadsarethesmall-print,generallybriefannouncementspackedcloselytogether,dealingwithdiversetopics,suchashelpwanted,apartmentsforrent,usedfurnitureandautomobilesforsale,instructionoffered,filmandtheatre,lostandfound,andsoon.,9.2.3StylisticFeaturesofDisplayAds,Graphologicalfeatures1.FulluseofgraphologicalcontrastsE.g.Variousshapesandsizesoflettersareusedinheadlinesandbodytoachievethebestpossibleeye-catchingeffect.2.Prominentuseofpictures3.ClearidentificationoftheadvertiserMakethetrademarkprominent;,4.deliberatemisspellingofwords;E.g.Cooool.Afabuloussort-of-softdrink.5.abundantuseofexclamationmarks;E.g.HeyChief!SaveMartsdoneitagain!Justlookattheseprices!6.punctuationmarksofgreaterseperativeforce(fullstop,dashes,ellipsis);E.g.Automaticfocusletsyoutakethispictureeasily.OnlyPOLAROIDletsyouseeitINSTANTLY.,Grammaticalfeatures,1.Preferenceforshortsentences;E.g.Forbirthdays.ForspecialDays.Forever.Adiamondisforever.2.Combineduseofvarioustypesofsentences;1).UseofdirectimperativetopromptactionE.g.SayYEStoElectroluxcleaner,better,faster!E.g.Savetimeandtemper.UseSchiphol.(Schipholpainrelief),2).Useofminorsentencestomakethemessagemorestriking;E.g.NOW!NOW!NOW!Timetoreplaceyourwindows!E.g.“TheVictoria”thesun,thesea,themoonandyou!(TheVICTORIA7dayCaribbeancruise)3).Useofquestionstoarousecuriosity;E.g.IsyourofficestillintheCarbonAge?(carbonlesspaper)E.g.Howtoget100wattsoflightforonly44wattsofelectricity?(GE),E.g.Whenitcomestocamcorders,makesureyouasktherightquestions:Whodeliversthefinestpictureandsoundquality?WhogivesyoufivetimesmorerecordingtimethanVHS-C?WhomakesitsimpletoplaybackdirectlyonanyTV?WhowasrankedNQ1bytheleadingconsumerratingmagazines?And,whoisAmericasmostpopularchoice?Shootlater.Whohasalltheanswers?Withoutquestion,SonyHandycam.,4.Thepresenttenseisusedtoimplyauniversaltimelessness,andthepresentperfectissometimesusedtoemphasizethepresentstateortheconsistentqualityofaproductorservice;E.g.Persilwasheswhiteranditshows.(Persildetergent)E.g.FORTENYEARS,AVERYSPECIALAIRFORCEHASBEENBATTL1NGCANCER(Nursenetwork),5.UseofheavilymodifiednominalgroupsInordertopackmoreinformationintoalimitedspace,manyadshaveheavilymodifiednominalgroups.E.g.anhonestlyAmericansportcoupewithoutstandingstyle,attractivepotentialandnopretension,heavilypre-modifiednominalgroupsseemtobemoreoftenused;E.g.anadaboutMAZDAMX-3CS:TheonlyL8L,24-valveinitsclass.Plus4-wheelindependentsuspensionanddiscbrakes盘式制动器(ABCoptional).Anda36-month/50,000-milelimitedwarrantywithnon-reducible,bumper-to-bumperprotection.Seeyourdealerfordetails.Sowheredoyoufindone?Call1-800-639-1000.,Lexicalfeatures,1.Wideuseofsimple,affirmativeandcommendatorywordsandexpressions;E.g.Wehaveapleasuretodrive,atrulygreatcar,automobileofthegear,thenewcommitmenttoqualify,Detroitsmagictouch,anhonestlyAmericansportcoupe,outstandingstyle,attractivepotential,aperfectworld,runswiththebest.,Alargenumberofemotive/evaluativeadjectivesareused:great,groovy俚语,顶刮刮的,swinging,wonderful,fantastic,flesh,stylish,beautiful,handsome,elegant,exceptional,exclusive,high-size,roomy,sleek,crisp,fast,smooth,exciting,fuel-efficient,all-new;E.g.NEWCOLORS.NEWFORMULA.NEWDIAL.Twonewwaystofeelclean,freshandconfidentalldaylong.(DialSoap),2.FrequentuseofpersonalpronounsUseofpersonalpronounsisextremelycommon,especiallyyouandwe,obviouslytomakethelanguagemorewarmandfriendlyintoneandstrengthenitsappealtothereader.E.g.Becausequalityovertimemeanssomuchforyou,itmeansevenmoretous.Inthepastseveralyears,wehaveturnedourcompanyinsideouttodeliverlastingqualitytoyou.E.g.Youcangiveyourfamilysevenimportantbenefitseverydayjustbyservingdeliciousyogurt,suchasDannonyogurt.Toseehowyoucanhelpyourlovedonesliveahealthierlifestyle,takealookatthebenefitsbelow!,Sometimessheorheisusedtorefertoyourlovedone;asinanadforring:E.g.Realgold.Slipitonherfingersandshellknowwhatsinyourheart.Nothingelsefeelslikerealgold.E.g.Givehimadiamond,thegifthewillneverforget.,3.Useofneologismsandimprovedadj.structuresTostresstheuniquenessornovelty;E.g.Ringwormofthefootisarealailment.ButitwasseldommentioneduntilitwaswidelycalledathletefootwhenAbsorbineJradvertiseditselfasaremedyforit.E.g.1).造字（COINAGE）巧用语音规则，错拼；THEORANGEMOSTESTDRINKINTHEWORLD。它取自一则饮料广告，“ORANGEMOSTEST”，实际等于“ORANGE+MOST+EST”，表现这种橙汁软饮料的“高质量、高”，而给人以丰富的想象。,GIVEATIMEXTOALL，TOALLAGOODTIME.“天美时”表的广告:TIMEX=TIME+EXCELLENT);Sunkist（销售橙子的公司=sun+kiss;Kraft(美国卡夫食品公司)=craft(精心制作)一词谐音;Klim(牛奶公司)来自于milk。Eggsactly(销售鸡蛋的公司)=egg+exactly;牛奶广告：PintaGirlisPopular,其中的Pinta实际上使Pint的错拼，广告上号召女性每天喝一品脱牛奶。,2).句子缩略构成新词；一家程序服务公司以三个字母“OIC”为商标，意思为：Oh,Isee!（也可作眼镜广告）SUREFITHomeFurnishingsLtd：SUREFIT是一家室内饰品公司的名称，这个生词的使用使人们联想起Surelytofityourhomefurnishing,4.Useofall,every,alwaysorno,none,nothingtoexpressuniversalreferenceorexclusion.E.g.Arthritis关节炎Pains?AllyouneedisBayerAsprin.E.g.NoneismoreamazingthanAlbaQuartz.,Semanticfeatures,1.HeavyrelianceonoveralllayoutRegularlyanewspaper(orotherprint)advertisementiscomposedoffiveparts:theheadline,thebody,theillustration(s),thesignatureline(withanoptionalsymbol),andtheslogan.Eachpartcontributestotheorganicwholeoftheadrenderingitmoreeye-catchingandimpressive.,2.HighattentiontopositioningandthemeE.g.inasoftdrinkmarketdominatedbycolas,SevenUpsuccessfullycompetedbypositioningitselfastheuncola.E.g.Seeingsunbathershighlyconsciousoftheriskofskincancerduetoover-exposure,BaindeSoleilrepositioneditsproducttostresstheprotectionangle.,Thememustbeformed.E.g.Intheearly1980s,forexample,DeltaAirlineshadpositioneditselfasanairlinecateringtotheneedsofbusinesstraveller.Researchrevealedthatthemostimportantfactortothebusinessflyerwasconvenience,soDeltasagencycameupwiththetheme:Deltaisreadywhenyouare.E.g.TheCanonCorporation,inordertomakeitsnewautomaticcameraappealtocollege-educatedmenorwomen,eighteentoforty-five,decidedtoemphasizethecameraseaseofoperationandhituponthetheme:TheCanonAE-1issoadvanceditssimple.E.g.Inordertopleaseitsdietandhealthconsciousbuyers,TCBYyogurtbaseditsadcampaignonthetheme:Saygoodbyetohighcalories.Saygoodbyetoicecream.,3.RhetoricalDevices1).Repetitionisstrikinginsomeads.AnadaboutSunbeamsnewEasy-to-Assemblegasgrill烤架playsuponthewordeasy:ITSSOEASYtogofromboxtobarbecuewithSunbeamsnewEasy-to-Assemblegasgrill.Factoryassembledcomponentsmakeiteasytobecookinginjustminutes.Andfeatureslikeconvenientsideburners,easy-cleancookinggridsandfoldawaysidetablesmakeitsoeasytouse.AmericanmadequalityandSunbeamsexclusive10.3.1consumerwarrantymakeitsoeasytoseewhysunbeamisAmericasfavoritegasgrill.Easytouse,easytoassemble,andeasytofind.,2).PunningE.g.BecauseSonyknowsBeta.(SonyBetaVideotapes)E.g.IfyouarechewsyTrySpeargum.(Chew-choose),3).Varioustypesofsoundpatterningandsyntacticparallelism.E.g.Playersgoplaces.(Playerscigarette)E.g.Youvegotalottolive.Pepsisgotalottogive.E.g.SmashandGrabWesmashthepricesandyougrabthebargains.,9.2.4ConspicuousFeaturesofBusiness-to-businessAdvertising,B2B:BusinesstoBusiness(企业对企业),比如阿里巴巴;1.thetargetaudienceinbusinessadvertisingismuchsmaller.2.mostoftheproductsorservicesthatareadvertisedtendtobetechnical,complicated,andhighpriced.3.thebuyerwillbeprofessionals.,4.Businessadtendstobelonger,moredetailed,andmorefactual.Emphasisisplacedonaccuracyandcompleteness.5.Anytechnicalinaccuracyorunsubstantiated无事实根据的exaggerationislikelytoresultincompromisedcredibilityoftheproductorservice.6.Someofthemostusedformatsinbusinessadvertisingaretestimonials证明书,casehistories,news,anddemonstrations.,网络营销专业术语：1.Advertorial(软文)广告的一种,即付费文章,故意设计成像一篇普通的文章.2.BannerAd(横幅广告)出现在网页上的广告,就是通常在页面的顶部,底部,或侧边的广告.为了让用户点击获取更多信息.3.BrandLoyalty(品牌忠诚度)4.ClickRate(点击率/点进率)即Click-ThroughRate,简称CTR.如果这个页面被访问了100次,而页面上的广告被点击了20次,那么CTR为20%.CTR是评估广告效果的指标之一.5.CPC(点击成本)即CostPerClick,广告为每个用户点击所付的费用;CPC是评估广告效果的指标之一.,6.CPM(千人成本)即CostPerThousandImpression,广告主为它的广告显示1000次所付的费用;如果一个Banner广告单价是￥10/CPM，意味着每被1000人次看到就收￥10;如此类推,每10000人次看到就是￥100,CPM是评估广告效果的指标之一.7.E-Commerce(电子商务)通过网络等数字媒体销售产品或者服务.分为:B2B:BusinesstoBusiness(企业对企业),比如阿里巴巴;B2C:BusinesstoCustom/Consumer(企业对消费者),比如,卓越;C2C:CustomtoCustom/Consumer(消费者对消费者),比如eBay,淘宝,拍拍；,8.E-Coupons(电子优惠券,包含手机等其他数字平台)9.eDM(线上直邮/电子邮件广告)OnlineDirectMailAdvertising/ElectronicDirectMailAdvertising10.IGA(网游植入广告)即In-GameAdvertising.是指在游戏中的嵌入式商业广告.通常分为内嵌式、外挂式和独立交互式三种.国内酷动、NGI、天街、IMG、SPT这几家都是比较知名的Agency.,11.SEO(搜索引擎优化)即SearchEngineOptimization.通过总结搜索引擎的排名规律对网站进行合理优化,使你的网站在各搜索引擎(如百度,Google)的排名提高,让搜索引擎给你带来客户!SEM(搜索引擎营销)即SearchEngineMarketing.SEM就是企业利用搜索引擎来进行网络营销和推广.12.Spam(垃圾信息)你并不想要收到的电子邮件(垃圾邮件),网站、论坛、博客留言都可以叫Spam,9.2.5ConspicuousFeaturesofClassifiedAdvertising,Forthesakeofspaceeconomy,classifiedadvertisingisalwayspackedcloselytogetherwithsmallprint.Mostprominentisitsuseofellipticalsentencesandabbreviations.Hereisanadforhelpwanted:ARTGALLERYMGR-UpperGeotwn.Exper.Knowledgeable&personable.Willingtoworkwknds&someeves.S