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1,.,StylisticAnalysisof,byYuanLin12122001048,NewspaperAdvertising,2,.,Advertisinghasresorted(采取)toallkindsoftechniques-audioandvisual,soundandlight,photographsanddrawings,ect.Butthemostbasicisthelanguage.Accordingtothetargetaudience,thefunctionaltenor(大意)ofadvertisinglanguageismainlypersuasiveormainlyinformative.Butalladvertisinglanguagemusthaveitsappealtotargetaudience.,Introduction,3,.,anewspaperad,thegraphologicallevelthelexicallevelthesyntacticlevelthesemanticlevel,4,.,AttheGraphologicalLevel,Fulluseofgraphologicalcontrasts,Clearidentificationoftheadvertiser,Prominentuseofpictures,5,.,FulluseofgraphologicalcontrastsMostadshaveawell-thought-outmanipulationofsharpgraphologicalcontraststoachievethebestpossibleeye-catchingeffect.Asthesampleshows,theadsmakesfulluseofvarietyoftypingforms,thehugeredtitle,largeandboldfacedlettering,italics,6,.,ProminentuseofillustrationIllustrationaremostattractive.Sonowadaysthegeneralpracticeiscombiningsharpgraphologicalcontrastswithapictureoftheadvertisedproduct,orthepotentialcustomer,ortheservicebeingoffered.,achartthatshows“yourenergyvariesduringtheday”,twopicturesshowthesameperson,differentexpression,ApictureofaboxofCamel,7,.,Clearidentificationoftheadvertiser,prominent,8,.,AttheLexicalLevel,Wideuseofaffirmativeandcommendatorywordsandexpressions,Frequentuseofpersonalpronouns,Theuseofcomparativewords,9,.,Wideuseofaffirmativeandcommendatorywordsandexpressions,Themostconspicuouslexicalfeatureofadvertisementisthefrequentuseofactive、favorablewordscanimpressthepotentialbuyerswithgoodqualityofproduct.,delightful,pleasure,cool,richflavor,.,10,.,Frequentuseofpersonalpronouns,Theuseofpersonalisalsoverycommoninthisadvertisement,especially“you”and“your”.Thisisbecausetheadvertiserwanttomakethelanguagemorefriendlyintoneandmorethoughtfulforthepotentialbuyers,soastolurethemtobuytheproducts.,11,.,Theuseofcomparativewords,Comparativewordsareusedinthisadtoshowthattheproductisbetterthanotherofthesametype,Camelsaremadefromfiner,MOREEXPENSIVETOBACCOS-TurkishandDomestic-thananyotherpopularbrand,12,.,Thegrammaticallevel,Preferenceforshortsentences,Combineduseofvarioustypesofsentences,Useofsimpleverbalgroups,13,.,thevarietylengthofsentencesLongsentenceisusedforillustratedandtheshortsentenceisusedforemphasis.Sothemixuseoflongandshortsentencecanmakeadvertisementmorepersuasive,14,.,Wideuseofimperativesentences(祈使句),Useofinterrogativesentences(疑问句),Theuseofactivevoice,Theuseofnegation,Combineduseofvarioustypesofsentences,15,.,UseofinterrogativesentencesTheuseofquestionsinadvertisingdiscourseisapowerfulwaytoarousereadersattention,sincequestionsdonotusuallyoccurwithoutapotentialanswer.,16,.,WideuseofimperativesentencesComparewithothertypesofsentences,directimperativesentencesarepersuasiveinnature-urgingthepotentialbuyerstobuytheproduct.,17,.,TheuseofactivevoiceActivevoiceissimplerinthestructurethanthepassivevoiceanditaccordswiththepurchasingmentalityoftheconsumer.Passivevoiceoftenplacestheconsumersinthepositionof“beingforcedtobuy”whileactivevoiceseemstogiveconsumersthe“right”tochooseandthisadusetheactivevoiceallthetime.,18,.,TheuseofnegationNegationisrarelyused,sincenoadvertiserwantstosayNOtohisproducts.Butthisdoesnotmeansnegationhasnoplaceinadvertisement.Itisusuallyusedtocomparewithotherproducts,19,.,AttheSemanticLevel,Heavyrelianceonoveralllayout,Highattentionitpositioningandtheme,Useofrhetoricaldevices,20,.,AttheSemanticLevel,Repetition“lighta
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