对于广告的文体学分析英文版PPT课件

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