对于广告的文体学分析(英文版)

StylisticAnalysisofbyYuanLin12122001048NewspaperAdvertisingAdvertisinghasresorted（采取）toallkindsoftechniques--audioandvisual,soundandlight,photographsanddrawings,ect.Butthemostbasicisthelanguage.Accordingtothetargetaudience,thefunctionaltenor（大意）ofadvertisinglanguageismainlypersuasiveormainlyinformative.Butalladvertisinglanguagemusthaveitsappealtotargetaudience.IntroductionanewspaperadthegraphologicallevelthelexicallevelthesyntacticlevelthesemanticlevelAttheGraphologicalLevelFulluseofgraphologicalcontrastsClearidentificationoftheadvertiserProminentuseofpicturesFulluseofgraphologicalcontrastsMostadshaveawell-thought-outmanipulationofsharpgraphologicalcontraststoachievethebestpossibleeye-catchingeffect.Asthesampleshows,theadsmakesfulluseofvarietyoftypingformsthehugeredtitlelargeandboldfacedletteringitalicsProminentuseofillustrationIllustrationaremostattractive.Sonowadaysthegeneralpracticeiscombiningsharpgraphologicalcontrastswithapictureoftheadvertisedproduct,orthepotentialcustomer,ortheservicebeingoffered.achartthatshows“yourenergyvariesduringtheday”twopicturesshowthesameperson,differentexpressionApictureofaboxofCamelClearidentificationoftheadvertiserprominentAttheLexicalLevelWideuseofaffirmativeandcommendatorywordsandexpressionsFrequentuseofpersonalpronounsTheuseofcomparativewordsWideuseofaffirmativeandcommendatorywordsandexpressionsThemostconspicuouslexicalfeatureofadvertisementisthefrequentuseofactive、favorablewordscanimpressthepotentialbuyerswithgoodqualityofproduct.delightfulpleasurecoolrichflavor......FrequentuseofpersonalpronounsTheuseofpersonalisalsoverycommoninthisadvertisement,especially“you”and“your”.Thisisbecausetheadvertiserwanttomakethelanguagemorefriendlyintoneandmorethoughtfulforthepotentialbuyers,soastolurethemtobuytheproducts.TheuseofcomparativewordsComparativewordsareusedinthisadtoshowthattheproductisbetterthanotherofthesametypeCamelsaremadefromfiner,MOREEXPENSIVETOBACCOS--TurkishandDomestic--thananyotherpopularbrandThegrammaticallevelPreferenceforshortsentencesCombineduseofvarioustypesofsentencesUseofsimpleverbalgroupsthevarietylengthofsentencesLongsentenceisusedforillustratedandtheshortsentenceisusedforemphasis.SothemixuseoflongandshortsentencecanmakeadvertisementmorepersuasiveWideuseofimperativesentences（祈使句）Useofinterrogativesentences（疑问句）TheuseofactivevoiceTheuseofnegationCombineduseofvarioustypesofsentencesUseofinterrogativesentencesTheuseofquestionsinadvertisingdiscourseisapowerfulwaytoarousereaders’attention,sincequestionsdonotusuallyoccurwithoutapotentialanswer.WideuseofimperativesentencesComparewithothertypesofsentences,directimperativesentencesarepersuasiveinnature--urgingthepotentialbuyerstobuytheproduct.TheuseofactivevoiceActivevoiceissimplerinthestructurethanthepassivevoiceanditaccordswiththepurchasingmentalityoftheconsumer.Passivevoiceoftenplacestheconsumersinthepositionof“beingforcedtobuy”whileactivevoiceseemstogiveconsumersthe“right”tochooseandthisadusetheactivevoiceallthetime.TheuseofnegationNegationisrarelyused,sincenoadvertiserwantstosayNOtohisproducts.Butthisdoesnotmeansnegationhasnoplaceinadvertisement.ItisusuallyusedtocomparewithotherproductsAttheSemanticLevelHeavyrelianceonoveralllayoutHighattentionitpositioningandthemeUseofrhetoricaldevicesAttheSemanticLevelRepetition“lightacamel”hasbeenmentioned3times“getaliftwithaCamel”hasbeenmentionedtwice“camelnevergetonyournervet”hasbeenmentioned3times“camel’scoetlietobaccos”hasbeenmentioned3timesThankyou!