G9 广告文体学.

1、English for Advertising By Group Nine 柏金华 刘枫 邓梦雅 1 OUTLINE 2 1 2 3 4 5 Introduction Graphological features Syntactic features Lexical features Rhetorical features Part 1 3 1. Introduction Everywhere we go, everywhere we look, ads flood in! 1.1 Definition of ads Non-personal information communication

2、 usually paid for or persuasive in nature about products, services, and ideas sponsored by identified sponsors through various media 4 1. Introduction 5 Methods of selling Types of products Target audience Styles of Ads influence 1. Introduction 1.2 Types of ads 1）By target audience-2 6 Consumers Bu

3、sinesses 1. Introduction 2）By geographical area-4 7 Local (retail) Regional National International 1. Introduction 3) By media-5 8 Print (newspapers and magazines Broadcast (TV and radio) Outdoor motivate the audience to buy products or services; follow certain conviction or actions 10 11 Action Des

4、ire Conviction Comprehension Awareness 1. Introduction (Fred E. Hahn, 1993): Every ad must have three ARM factors- Attention, Retention, and Motivation. In detail, this principle can be further explained from the perspectives of advertiser and audience: 12 Implications Advertiser-4 information, orig

5、inality, lucidness, audio-visual beauty Audience-3 curiosity, attention, retention key powers in ad language: 1. Persuasive( convincing) 2. Penetrating （to the point） 13 2. Graphological features 2.1 Deliberate misspelling of words, part. in brand- naming Eg.1 Cooool. A fabulous sort-of-sort drink t

6、hats light with Kahlua, fresh with cream or milk, and fzzzy with a fill up of club soda. (The Kahula Cream Soda) 2.2 Prominent use of pictures 14 2. Graphological features 2.1 Deliberate misspelling of words, part. in brand- naming Eg.1 Cooool. A fabulous sort-of-sort drink thats light with Kahlua,

7、fresh with cream or milk, and fzzzy with a fill up of club soda. (The Kahula Cream Soda) 2.2 Prominent use of pictures 15 2. Graphological features 2.3 Frequent use of punctuation marks of great force like exclamatory marks, stops, dashes, ellipsis etc. Eg.2 Hey Chief! SaveMarts done it again! Just

8、look at these prices! Eg.3 The new richness feels good on your hair. / From lather to rinse. /The new scent is clean. /And very, very, fresh. (Head Europes major highways 3) Comparatives and superlatives used to describe products or services without violating The Code of Advertising Practice Eg.12 S

9、mirnoff is the worlds smoothest, cleanest tasting vodka. Smirnoff Vodka 80&100 Proof distilled from the finest grain. 27 Part 2 Lexical Features of English Ads 刘枫刘枫 Lexical Features of English Ads Common words Flexible use of personal pronouns & indefinite pronoun Frequent use of adjectives Frequent

10、 use of monosyllabic verbs Weasel words New coinages 1 2 3 4 5 6 4.1 Common words The vocabulary used in Ads is common, understandable to the public in order to make the Ads easily accessible and immediately persuasive. e.g. Lots to do. (Microsoft) The taste is great! (Nescafe) 4.2 Frequent use of a

11、djectives adjectives numbered according to their frequency 1. new 2. good3. free4. fresh 5. delicious6. full/sure 7. clean8. special 9. crisp10. fine11. big12. great 13. real 14. easy/bright 15. extra/safe 16. rich 4.2 Frequent use of adjectives 1. Frequent use of evaluative adjectives These adjecti

12、ves are all appreciative rather than negative or pejorative. food: crisp, fresh, tender, juicy, delicious, etc. cosmetics: lovely, smooth, soft, fresh, gentle, exciting, etc. others: new, super, good, wonderful, great, supreme, special, free, ideal, satisfying, amazing, unbelievable, etc. 4.2 Freque

13、nt use of adjectives e.g. Tangy. Zesty. Spicy. Crispy Baked. / Its also delicious. (crispy deep-fried chicken) The new digital era. (SONY) Feel the new space. (SAMSUNG) 4.2 Frequent use of adjectives 2. Frequent use of comparatives or even superlatives the latest model the finest cigarette in the wo

14、rld the worlds most comfortable car But we cannot say “Lincoln is much better than Ford.” (British Code of Advertising Practice) 4.2 Frequent use of adjectives e.g. Things go better with Coco-Cola. (Coco- Cola) The most unforgettable women in the world weal Revlon(Revlon) 4.3 Frequent use of monosyl

15、labic verbs Verbs numbered according to their frequency 1. make2. get3. give 4. have5. see6. buy 7. come8. go9. know 10. keep/look11. need12. love 13. use14. free/like15. choose 16.take17.start/taste 4.3 Frequent use of monosyllabic verbs English Ads often use monosyllabic verbs, such as get instead

16、 of obtain, buy instead of purchase. and use instead of utilize, etc.,thus making the Ad vivid and simple. e.g. Just do it. (Nike) Ask for more. (Pepsi) Tastes Good. Feels Good.(wheat thins) 4.4 Flexible use of personal pronouns & indefinite pronouns 1. Flexible use of personal pronouns The first pe

17、rson is often used to refer to advertisers, the second person to refer to the consumer, or a third person to refer to the people the readers are familiar with, thus narrowing the gap between advertisers and consumers in the distance and enhancing the consumers sense of participation. 4.4 Flexible us

18、e of personal pronouns & indefinite pronouns e.g. We lead others copy. (Ricoh printers) She usually complains about my anniversary gifts, but this years she is going to smile. (Perfume ads) Sometimes the first person is also used to refer to me the product itself. e.g. Time always follows me. (Rossi

19、ni ladies fashion watch) 4.4 Flexible use of personal pronouns & indefinite pronouns 2. Flexible use of indefinite pronouns Indefinite pronouns(all, everyone, none, nothing) are often used to emphasize the commoditys popularity or its extraordinary characteristics. e.g. None is more amazing than Alb

20、a Quartz. (Watch ad) 4.5 Weasel words Weasel word: a word used in order to evade or retreat from a direct or forthright statement or position. Weasel words with no specific meaning dont tell us enough, but we have come to accept them as factual statements closely associated with something good that

21、has been done to the product. 4.5 Weasel words help, new/ improved, like, feel, act, work, can be, up to, as much as e.g. Help stop ache before it starts. (Natures cure) It is estimated that 75 percent of all advertising uses the word help. Its like getting one bar free. (Ivory Soap) 4.6 New coinage

22、s 1. compound word top-quality fresh-tasting best-selling easy-to-dress brand-new Fly-by-day home-by-night operation easy-to-read and hard-to-put-down books 4.6 New coinages 2. affixation (1) use of prefix super- supereminent superexcellent supernormal (2) use of suffix ex- (excellent) Timex (= time

23、 + excellent) purex (= pure + excellent) Memorex (= memory + excellent) 4.6 New coinages 3. use of homophony TWOGETHER The Ultimate All Inclusive One Price Sunkissed Holiday. (Sea beach hotel) 4.6 New coinages 4. misspelling Easier dusting by a stre-e-etch! (cleaning cloth) XXXXXXXL Taste. ( hot dog

24、) 4.6 New coinages 5. blending Clinique Clean liquid Quink Quick-drying ink 6. clipping FantasiaFanta PepsinPepsi Part 3 48 1. Phonetic rhetoric 2. Lexical rhetoric 3. Syntactic rhetoric Phonetic rhetoric 1, Rhyme the similarity or identity of sound that exists between accented syllables which occup

25、y corresponding positions in two or more lines of verse. The most common form is end rhyme. In English ads, rhyme may help memory eg1: Beanz meanz Heinz (HEINZ BAKED BEANS) eg2: Service with a smile Has always been our style ad of a restaurant in England eg3: My Goodness! My Guinness! ad of beer 2,

26、Alliteration It is also called head/initial rhyme which adds cadence and power to the sentence. Eg1: Shop at Sears and save. Sears Eg2: see handout P27 18 3, Puns composed of homophones To achieve the harmony of tones and to be pleasing to the ear eg1: OIC = Oh, I see! (ad of eye-glasses) eg2:Weathe

27、r(whether) or not to take an umbrella? New York Times, ad for column weather line Lexical rhetoric 1, Simile and metaphor 1,1 Simile Simile is a powerful device in description, explanation and persuation. In composing a simile, clarity, freshness and originality are the basic principles to go by. Eg

28、: Its sweet as first kiss.Crown Chaco Roll ( make taste of food tangible) 1,2 Metaphor A metaphor helps transfer the quality of one thing to another naturally, sometimes only the reference appears in the comparison, leaving more room for imagination and conjecture. Eg: Pick an Ace from Toshiba. Tosh

29、iba computer 2, Personification Personification gives life to products advertised and makes the advertisement interesting to read and easy to remember. Eg: Unlike me, my Rolex never needs a rest. ad of Rolex (watch) 3, Pun ( puns composed of homographs) Pun is a linguistic twist, adding attractivene

30、ss, memorability and effectiveness to advertising copies. Eg1: Better late than the late. public service ad for safe driving Here, the late has two meanings, 晚的，迟 到的 as well as 死亡的. Eg2: Extra lasts extra long. Extra gum (益达口香糖） 4, Hyperbole Examples of exaggeration can be found in almost any advertising medium. The use of superlative is also prevalent, such as “the fines