文体学广告英语1

7．EnglishForAdvertisingAgenreofhighcommercialvalue.Wehearthemonradio,seetheminfilmsoronTV,readtheminnewspapers,magazines,onsignposts,onbuses,everywhere.Accordingtostatistics,one-thirdofnewspapersareadvertisements.OnTV,aUKnationalchannel,one-tenthofitsprogrammetimegoestocommercials.America:anaverageconsumer,throughvariouschannels,comesincontactwithasmanyas1600adsaday.AnAmericanfamilymaybeharassedby117commercialsoradvertisementsonradioortelevision.7.1FunctionsofAdsTheaimofadvertisementorcommercialistopropagatetheproductsandpersuadepeopletobuythem.Thelanguageofadvertisingshouldrealizethefivevaluesandtwotypesofpower:FivevaluesinformationinterestattentionmemoryaestheticismTwotypesofpowersellingpowerpersuasivepower7.2TwoTypesofAdvertisementsAlladsarepersuasive.Butthepersuasionisachievedintwodifferentways:hard-sellandsoft-sell.Hard-sell:topersuadethereadertobuybylisteninghardfacts,suchastheingredients,workmanship,effects,etc.Soft-sell:toresortmainlytoemotionalappeal.Morethan780,000peoplehavealreadyinvestedinthisbook(HowtoWinFriendsandInfluencepeople).Andoutofitspracticalpagestheyhavereceivedhow-to-do-ithelpthatisdailyopeninguptothemnewavenuestohappinessandundreamed-ofsuccess.THISISABIGBOOKOFTHIRTY-SEVENCHAPTERS,INCLUDING:ThebigSecretofDealingwithPeopleSixWaystoMakePeopleLikeYouInstantlyAnEasyWaytoBecomeaGoodConversationalistASimpleWaytoMakeaGoodFirstImpressionHowtoInterestPeopleTwelveWaystoWinPeopletoYourWaysofThinkingASureWayofMakingenemies-andHowtoAvoidItNineWaystoCriticize-andNotBeHatedforItHowSpurMenontoSuccessMakingPeopleGladtoDoWhatYouWantNowadays,however,itishardtofindanyadwhichstrictly“hardsell”.Mostprobablyareacombinationofthetwo.7.3StylisticFeaturesofAds1.Lexicalfeatures1)Commonwords－Thevocabularyusediscommon,understandabletothepublicastheadaddressesmassiveaudienceinalanguagedesignedtobeeasilyaccessibleandimmediatelypersuasive.－Thefollowingaretwolistsofwordswiththeirfrequencyofuse(inEnglishofAdvertisingbyLeechin1966.)Adjectivesnumberedaccordingtotheirfrequency1.new6.full/sure11.big16.rich2.good7.clean12.great3.free8.special13.real4.fresh9.crisp14.easy/bright5.delicious10.fine15.extra/safeVerbs1.make6.buy11.need16.take2.get7.come12.love17.start/taste3.give8.go13.use4.have9.know14.free/like5.see10.keep/look15.choose2)FrequentuseofadjectivesTheadjectivesarethemostappropriatetodescribeproducts.Thatiswhytheyarefrequentlyused.Theyarelargelyevaluativeorattitudinaladjectives:delicious,tender,fresh,gentle,smooth,soft,super,beautiful,great,wonderful,specialTheseadjectivesareallappreciativeratherthannegativeorpejorative.Firstly,noonewouldbesofoolishastousenegativeadjectivestodowngradetheirownproducts.Secondly,noonedarestodowngradeothers’productsinordertoupgradeoruplifttheirownproducts.Peopleoftenmakecomparisonwithitspastorwithsimilarproductssoastoappealtothewould-bebuyers.Therefore,comparativesorevensuperlativesareoftenused:theworld’smostcomfortablecarthefinestcigaretteintheworldthelatestmodelButwecannotsay“LincolnismuchbetterthanFord.”(BritishCodeofAdvertisingPractice)3)Newcoinageshow-to-do-itundreamed–ofaweddingwhitekleenex(papernapkin:clean+excellent)slimnastics(slim+gymnastics)Fruice(fruit+juice)Ultraswim(shampoo)Skinnice(soap,skin+nice)Eachbusydaytendsdownhillfromthattop-of–the-morningfeelingwithwhichtobeginwith.TWOGETHERTheUltimateAllInclusiveOnePriceSunkissedHoliday.(Seabeachhotel)WeknowEggsactlyHowtoSellEggs.TheOrangemosttestDrinkintheworld.GiveaTimextoall,toallagoodtime.Kleenex(facialtissue),Purex(bleachingagent),Rolex(watch),Playtex(bra)DRINKAPINTAMILKADAYKash’nKarrySupermarket4)WeaselwordsWeasel,asmall,slimyanimalthateatssmallbirdsandotheranimals,isnowextendedtomean‘awordusedinordertoevadeorretreatfromadirectorforthrightstatementorposition’.Thesewordscanmakeyouhearthingsthataren’tbeingsaid,acceptastruthsthathaveonlybeensuggested.help－‘aid,assist’Helpskeepyouyoung(notkeepyouyoung)Helpspreventcavities(notpositivelypreventcavities)Itisestimatedthat75percentofalladvertisingusesthewordhelp.likeIt’slikegettingonebarfree.(IvorySoap)Cleanslikeawhitetornado.(floor-cleaningdetergent)It’sliketakingatriptoPortugal.(MateusRose-wine)OtherWeaselsvirtualorvirtually(notinfact)virtuallytroublefree…virtuallyfoolproof…virtuallyneverneedsservice…actandworkactslike…actsagainst…workslike…workstoprevent…Theruleofthumbisthis:ifyoucan’tsay‘cure’or‘fixes’oruseanyotherpositiveword,we’llnailyouwith‘actslike’or‘worksagainst’andgetyouthinkingaboutsomethingelse.Miscellaneousweaselscanbeuptoasmuchasasmuchas20percentgreatermileage…refreshes,comforts,tackles,fights,comesonfeel,thefeelof,lookof,looklike,fortified,enriched,flavor,taste,style,different,special,exclusiveWeaselwordswithnospecificmeaningdon’ttellusenough,butwehavecometoacceptthemasfactualstatementscloselyassociatedwithsomethinggoodthathasbeendonetotheproduct.Weaselwords:AtPhilips66,it’sperformancethatcounts.(gaoline)Wiskputsitstrengthwherethedirtis.(detergent)Atbir