英语文体学-Chapter-9-The-English-of-Advertising市公开课一等奖省

EnglishStylisticsChapter9TheEnglishofAdvertising第1页Contents9.1AdvertisingEnglishasaVariety9.2NewspaperAdvertising9.3RadioAdvertising9.4TelevisionAdvertising第2页9.1.1TheUbiquityofAdvertisingNewspapers,radioandTV,magazines,highwaybillboards,streamers,windowshows,floorandcounterdisplays,transportdecorations,fairsandexhibitions,telephonesanddirectmails,andevensandwichman–indeedallthemedia,allusablespacesareemployedtogetallsortsofinformationtoallpeopleinallplaces.9.1AdvertisingEnglishasaVariety第3页9.1.2TheFunctionofAdvertisingAdvertisinghasconsistentlyplayedaveryimportantroleinthedevelopmentofcapitalism.

ThevitalroleadsplayedinthesettlementoftheNewWorld:BrochurespublishedinEnglandinthe17thcenturywerefullofhopefuloverstatements,halftruths,anddownrightlies,alongwithsomefacts,bywhichthepromotersfortheAmericancoloniesenticedpeopletosettleinthere.第4页9.1.2TheFunctionofAdvertisingThefourbasicrolesinsociety1)marketingrole-helpingcompaniesselltheirproductsorservices2)educationalrole-helpingpeoplelearnaboutnewproductsandservices3)economicrole-encouragingcompetitorsinproduct/serviceimprovementsandlowerprice4)socialrole-helpingincreaseproductivityandraisethestandardofliving第5页9.1.3TheLanguageofAdvertisingAdvertisinghasresortedtoallkindsoftechniques-audialandvisual,soundandlight,displayandacting,photographsanddrawing,etc.Butthemostbasicisthelanguage-itsmodebeingeitherwrittentobereadorwrittentobespokenasifnotwritten.

第6页9.1.3TheLanguageofAdvertisingAccordingtothetargetaudience(mainlytwokinds:personalconsumptionandbusiness),thefunctionaltenorofadvertisinglanguageismainlypersuasive(asconsumeradvertising)ormainlyinformative(asbusinessadvertising).Alladvertisingmusthaveitsappealtothetargetpeople.Thisisespeciallytrueofthelanguageofconsumeradvertising,whichistargetedatthebroadmassesofpeoplewhobuyproductsandservicesofpersonaluse.第7页9.1.3TheLanguageofAdvertisingThepersonaltenorisreflectedinitscharacteristicwarmplainspeechusedindailylifeandvariouslanguagetrickstoimpressandmovetheaudience.Weshallfocusonconsumeradvertisingandalsotakeabrieflookatbusiness-to-businessadvertising.Andintermsofmedia,weshallfirstdiscussnewspaperadvertising(includingmagazine).第8页9.2NewspaperAdvertising9.2.1displayandclassifiedadvertising9.2.2samplefordisplayadvertising第9页9.2.1displayandclassifiedadvertisingNewspaperadvertisingisdividedintotwotypes:displayandclassified.Theformerrangesfrominconspicuousone-inchnoticestomultipleadvertisementinwhichadvertiserspresentandpromotetheirproductsandservices.Theclassifiedadvertisementaresmall-print,generallybriefannouncementspackedcloselytogether,dealingwithdiversetopics,suchashelpwanted,apartmentsforrent,filmandtheater,lostandfound,andsoon.Variousmagazinesandbillboardsalsohavedisplayadvertisement.Soweshalldiscussdisplayadvertising,andpointtotheprominentfeaturesofclassifiedlateron.第10页9.2.2SamplesfordisplayadvertisingHerewehavetheadbytheGMCorporationaboutthetestdrivetobeconductedonMay1and2,1992,whichappearedintheWashingtonPost,May1,1992.AnotherisanadaboutvideowriterbyNAPConsumerElectronicsCorporation,whichappearedinCampusVoice,1987第11页9.2.3StylisticFeaturesofDisplayAdvertisingGraphologicalfeaturesGrammaticalfeaturesLexicalfeatures第12页Graphologicalfeatures1.fulluseofgraphologicalcontrastsThedesignofadshasbecomeanart.Mostdisplayadshaveawell-thought-outmanipulationofsharpgraphologicalcontraststoachievethebestpossibleeye-catchingeffect.Asthesamplesshow,theheadlinesareeitherinheavyboldromancapitals,orinromanlettering.Thebodyissetindifferentshapesoftype:somelinesforcitationareitaliclettering,someinromanlettering,withsubtitlesin7mmhighboldromancapitals.第13页Graphologicalfeatures2.prominentuseofpictures

Nowadaysthegeneralpracticeiscombiningsharpgraphologicalcontrastswithapictureoftheadvertisedproduct,orthepotentialcustomer,ortheservicebeingoffered,whichinmanycasesoccupieshalforeventwo-thirdsofthespace.第14页Graphologicalfeatures3.Clearidentificationoftheadvertiser

TheadvertiserisconspicuouslyidentifiedThesamplemakesGMveryprominent.Thisisnatural,ifnot,whyadvertise?第15页Grammaticalfeatures1.preferenceforshortsentencesMostsentencesinthebodyareshort,somecomposedofonlytwoorthreewords.Thelongestsentencehas32words,theaveragelengthofitis12.4wordspersentence,whichisalittlemorethanthatofconversation(with8wordspersentence).第16页Grammaticalfeatures1.preferenceforshortsentencesWorthyofournoticeistheoccurrenceofverblesssentences,seethefollowingexample:ForbirthdaysForspecialdays.Forever.Adiamondisforever.第17页Grammaticalfeatures2.Combineduseofvarioustypesofsentences

InadvertisingEnglishvarioussentencetypeshavetheirco-occurrence.Likethesample,commandsareusedinasuccession(seetheparagraphunderthesubtitle“GOFORATESTDRIVE”).Andinsome,questionsareusedoneafteranother.E.g.(p.141)第18页Grammaticalfeatures3.Useofsimpleverbalgroups

Likeconversation,verbalgroupsaresimple;butunlikeconversationinwhichallverbtensesmayoccur,advertisingmostlyusesthepresenttenseThepresenttenseusedcanatonceindicateapresentactionadhintsatapermanentstate.第19页Grammaticalfeatures3.Useofsimpleverbalgroups

Pasttenseissometimesused(thoughnotinthesample)onlywhenreferringtotheeffortthatwasmadeinimprovingtheproductorservicesortoapastexperience.Forexample,theall-newcabinofaCitationIIIplane(p.142)第20页Grammaticalfeatures3.Useofsimpleverbalgroups

Anotheradasksaquestionconcerningthepoorfoodanduncomfortableseatofferedbyotherairlines:Rememberthelasttimeyouwerestuckinasmallseatwithatrayfulloffoodyouhated?第21页Grammaticalfeatures3.Useofsimpleverbalgroups

Thepresentperfectissometimesusedtoemphasizethepresentstateortheconsistentqualityofaproductorservice,asinSample1(p.142)Likeinconversation,contractionsarecommon第22页Grammaticalfeatures4.Useofheavilymodifiednominalgroups

Inordertopackmoreinformationintoalimitedspace,manyadshaveheavilymodifiednominalgroups.anhonestlyAmericansportcoupewithoutstandingstyle,attractivepotentialandnopretention.第23页Grammaticalfeatures4.Useofheavilymodifiednominalgroups

AnadsaboutMAZDAMX-3GS:Theonly1.8L,24-valveinitsclass.Pluswheelindependentsuspensionanddiscbrakes(ABCoptional).Anda36-month/50000-milelimitedwarrantywithnon-reducible,“bumper-to-bumper”protection.Seeyourdealerfordetails.Call1-800-639-1000.E.g.(p.143)第24页Lexicalfeatures1.wideuseofaffirmativeandcommendatorywordsandexpressionsThepurposeofadsistoimpressthepotentialcustomerwiththequalityofaproductorservice,soitoftenusesaffirmativeandcommendatorywordsandexpressionsindescribingthecommodity.Inthesample,wehaveapleasuretodrive,atrulygreatcar,automobileoftheyear,thenewcommitmenttoquality,Detroit'smagictouch,anhonestlyAmericansportcoupe,outstandingstyle,attractivepotential,aperfectworld,runswiththebest.第25页LexicalfeaturesComparisonsaremanyinads,usuallytoaffirmtheimprovementmadetoaproductorservice.Thecomparisonswithanotherobjectarenotmanybecauseitisagainstthelawtobuildupone’scommodityimagebycondemningotherbrands.Thatiswhyvagueandsubtlecomparisonsareoftenusedinads.E.gOfAmerica’sbest-tastinggums,Tridentissugar-free.第26页LexicalfeaturesActuallymanypositive-soundingwordsandexpressionsarenon-specificinmeaning;thereishardlyanyobjectivestandardtomeasurethemby.Forexample,thewordenrichedisoftenfoundindescribingbread.Maybethemanufacturerwillputacoupleofdropsofvitaminsintothebread,thenitis“enriched”!第27页LexicalfeaturesMuchad-languagemakesasmanypositiveclaimsaspossiblefortheproductsorserviceswithoutactuallymakingthemPresupposition:whatisoftenthoughtofastrue,sth.thatisassumedtobethecaseExpectation:whatiseasilytakentobetrue,sth.thatisthoughttobethecaseE.g.(p.145)第28页LexicalfeaturesOthersuchrepeatedlyusedad-languageis:Helps(keepyouyoung),cleans(likeawhitetornado),virtually(trouble-free),canbe(ofsignificantvaluewhenused),refreshes,comforts,fights,thefeelof(realleather),lookslike(arealoilpainting),flavor(everysupermarkethasadvertisedthemostflavorfulmeat).第29页LexicalfeaturesMostprominentistheuseofalargenumberofadjectives.Thecustomer’seyes,ears,mindandsoulareoftenattractedbyeasy,great,wonderful,fantastic,fresh,stylish,beautiful,handsome,elegant,exclusive,roomy,smooth,exciting,fuel-efficient,all-new.第30页Lexicalfeatures2.Frequentuseofpersonalpronouns

Useofpersonalpronounsisextremelycommon,especiallyyouandwe,obviouslytomakethelanguagemorewarmandfriendlyintoneandstrengthenitsappealtothereader.ExampleofGMad(p.146)第31页LexicalfeaturesSometimessheorheisusedtorefertoyourlovedone;asinanadforring:Realgold.Slipitonherfingersandshe’llknowwhat’sinyourheart.Nothingelsefeelslikerealgold.Andalso:Givehimadiamond,thegifthe’llneverforget.第32页Lexicalfeatures3.Extensiveuseofneologisms

Coffeenerves;athlete’sfoot;jockstrapitch;bodyodorNumerousothertermswerecoined.From“boutique”comesbootique,from“hamburger”comescheeseburger,fishburger.From“cleanexcellently”comesklenex.From“sun”and“sensitive”comessunsitive.Extremelycommonarewordswithanewspelling,suchasfoto(photo),foncard(phonecard)第33页Semanticfeatures1.heavyrelianceonoveralllayout5partsofnewspaperad:Headline,body,illustration,signatureline,epigrammaticsloganEachpartcontributestotheorganicwholeofthead–renderingitmoreeyecatchingandimpressive第34页Semanticfeatures2.highattentiontopositioningandthemeAdlanguageisoftendirectedtooneormoresegmentsofthebroadmarketsoastosettheadvertisedproductorserviceapartfromthecompetitionwithoutmakinganychangeintheproductorservice.Thisprocessisknownas“positioning”.Forexample,inasoftdrinkmarketdominatedbycolas,Seven-Upsuccessfullycompetedbypositioningitselfasthe“uncola”.BaindeSoleil第35页SemanticfeaturesAfterthepositioning,anoverallideaorthememustbeformed.Intheearly1980s,forexample,DeltaAirlineshadpositioneditselfasanairlinecateringtotheneedsofbusinesstraveler.ButwhatspecificitemshouldbestressedinDelta’sad:food?Courteousservice?Extensiveroutes?Researchrevealedthatthemostimportantfactortothebusinessflyerwasconvenience,soDelta’sagencycameupwiththetheme:“Deltaisreadywhenyouare.”Canon(p.149)第36页Semanticfeatures3.useofrhetoricaldevices(p.149)RepetitionParallelstructureMetaphoricaluseoflanguageAllusionandpunAlliteration第37页9.2.4Featuresofbusiness-to-businessadvertisingBusiness-to-businessadisdesignedtosellproductsandservicesnottogeneralconsumersbuttootherbusinesses.Itistypicall