对于广告的文体学分析(英文版).ppt
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1、Stylistic Analysis of by Yuan LinNewspaper AdvertisingAdvertising has resorted(采取)to all kinds of techniques-audio and visual,sound and light,photographs and drawings,ect.But the most basic is the language.According to the target audience,the functional tenor(大意)of advertising language is mainly per
2、suasive or mainly informative.But all advertising language must have its appeal to target audience.Introduction a newspaper ad the graphological levelthe lexical levelthe syntactic level the semantic levelAt the Graphological LevelFull use of graphological contrastsClear identification of the advert
3、iserProminent use of picturesFull use of graphological contrastsMost ads have a well-thought-out manipulation of sharp graphological contrasts to achieve the best possible eye-catching effect.As the sample shows,the ads makes full use of variety of typing formsthe huge red titlelarge and boldfaced l
4、etteringitalicsProminent use of illustrationIllustration are most attractive.So nowadays the general practice is combining sharp graphological contrasts with a picture of the advertised product,or the potential customer,or the service being offered.a chart that shows“your energy varies during the da
5、y”two pictures show the same person,different expressionA picture of a box of CamelClear identification of the advertiserprominentAt the Lexical LevelWide use of affirmative and commendatory words and expressionsFrequent use of personal pronounsThe use of comparative wordsWide use of affirmative and
6、 commendatory words and expressionsThe most conspicuous lexical feature of advertisement is the frequent use of active、favorable words can impress the potential buyers with good quality of product.delightfulpleasurecoolrich flavor.Frequent use of personal pronounsThe use of personal is also very com
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