广告文体学介绍

“Change your words. Change your world.”
Newcastle International Airport
Flight departure gate KLM 123 11:10 in lounge shopping time 50m wait
public service advertising
公益广告
Your Change is Their Change!
the power of language
1.
2. 3.
4.
the effect of language on the reader
Fiction: (possible world可能世界) fairy tales, the world of Harry Potter Ideas shaped by the books we read… Viewpoints about world events shaped by news… Social values shaped by opinions of…
tBiblioteka Baidue power of words


“一言可以兴邦”，“一言可以毁国” 《战国策》：三寸之舌，强于百万雄兵； 一人之辩，重于九鼎之宝。 荀子：“口能言之，身能行之，国宝也。 口不能言，身能行之，国器也。口能言之， 身不能行，国用也。口言善，身行恶，国 妖也。”
修, 饰也 (to decorate)； 辞，讼也 (speech). one who knew rhetoric would make his speech intelligible and eloquent.(明白 晓畅，辞能达意), one who failed to know rhetoric would not make his speech understandable, acceptable, and appeasable. (事不明， 物不显，犯人忌)
Language opens the sphere for human cooperation.

Video clip
the power of language

I’m blind. Please Help. →→→→→
It’s a beautiful day and I can’t see it.
the power of Words (video)

We can build bridges with the things we say and we can put up obstacles when we say the wrong thing.

Andrea Gardner has written a book called “The Power of Words” and she has also put out a video on YouTube.
What is Stylistics?



Stylistics is the study of the language of texts, including both literary and nonliterary texts. The goal of stylistic analysis is to describe in detail linguistic choices and patterns in order to explain the meanings and effects of texts. This includes our perceptions of differences in ‘style’ between different texts, or different parts of the same text.
the power of language
语言的力量


Corax in Sicily in the 5th century BC Forensic Speech(论辩性演讲) the basis for later rhetorical theory（西 方修辞理论的基础） the effect of language on the reader

Defining ‘style’ in language
‘Style is a way in which language is used’
‘Style consists in choices made from the repertoire of the language.’
(Leech and Short (2007) Style in Fiction, Longman, p. 31)
“Change your words. Change your world.”
Purplefeather: online content specialists http://www.purplefeather.co.uk/abo ut

Purple feather : love and caring for someone
DISTINCTIVE CHOICES AT DIFFERENT LINGUISTIC LEVELS IN ADVERTISING
广告语篇中不同层面的语言选择
Choices at different ‘levels’ of language 不同层面的语言选择
Phonology: 语音层面 ------the sounds of spoken language.
The Tower of Babel


a fable of warning about the power of language the wonderful irony that our languages exist to connect us and also prevent us from communicating
Graphology: 书写印刷层面 ------the visual appearance of written text on the page (including spelling, font, layout, etc.)

newspaper headline
A Christmas Tree Star If you are A love compassionate, You will walk with us this year. We face a glacial distance, who are here Huddled At your feet
Choices at different ‘levels’ of language




Phonology: the sounds of spoken language. Graphology: the visual appearance of written text on the page (including spelling, font, layout, etc.) Lexis: the structure and use of individual words. Grammar: the structure of phrases, clauses and sentences. Semantics: meaning relationships within phrases, clauses, sentences and texts. Other areas: interaction, relationships with other texts, background knowledge, etc.

The limits of my language mean the limits of my world. ----Ludwig Wittgenstein
“我语言的极限就是我世界的极限.” -维特根斯坦

What is language?




“But if thought corrupts language, language can also corrupt thought.” ― George Orwell, 1984 Thought is the blossom; language the bud; action the fruit behind it. ― Ralph Waldo Emerson Words are, of course, the most powerful drug used by mankind. ― Rudyard Kipling With words we govern men. (Benjamin Disraeli 1804-1881, a British Prime Minister)
Language is a piece of social technology


for enhancing the benefits of social cooperation, for reaching agreement, for striking deals, for coordinating our activities. …
the power of language
Language’s subversive power has been recognized throughout the ages: in censorship, in books you cannot read, in the words you cannot say, In the words you say. …

Hi-White I’m a smoker…I’m smiling. (brand name of a kind of toothpaste)
Business Brains Take Virgin Trains
Choices at different ‘levels’ of language 不同层面的语言选择
L(a le af fa ll s) one l iness (e.e. cummings)
Choices at different ‘levels’ of language 不同层面的语言选择
Lexis: 词汇层面 ------the structure and use of individual words.
the power of language
1.
2.
3.
4.
Fiction: (possible world可能世界) fairy tales, the world of Harry Potter Ideas shaped by the books we read… Viewpoints about world events shaped by news… Social values shaped by opinions of…
Gardner said they added a message at the end of the video saying “Change your words. Change your world.”

Andrea Gardner Her company Purplefeather specialises in authentic communication and has opened the hearts and minds of people and organisations throughout the world with its viral video 'The Power of Words'. Andrea lives in a Scottish castle and divides her time between writing and delivering seminars and workshops.