对于广告的文体学分析(英文版)

a newspaper ad
the graphological level
the lexical level
the syntactic level
the semantic level
At the Graphological Level
Full use of graphological contrasts
different expression
a chart that shows “your energy varies during the day” A picture of a box of Camel
Clear identification of the advertiser
prominent
......
Frequent use of personal pronouns
The use of personal is also very common in this advertisement, especially “you”and“your”. This is because the advertiser want to make the language more friendly in tone and more thoughtful for the potential buyers, so as to lure them to buy the products.
At the Semantic Level
Heavy reliance on overall layout
High attention it positioning and theme
Use of rhetorical devices
At the Semantic Level
Repetition
Wide use of imperative sentences
Compare with other types of sentences, direct imperative sentences are persuasive in nature--urging the potential buyers to buy the product.
Long sentence is used for illustrated and the short sentence is used for emphasis. So the mix use of long and short sentence can make advertisement more persuasive
Use of interrogative sentences
The use of questions in advertising discourse is a powerful way to arouse readers’ attention, since questions do not usually occur without a potential answer.
The grammatical level
Preference for short sentences Combined use of various types of sentences
Use of simple verbal groups
the variety length of sentences
italics
Prominent use of illustration
Illustration are most attractive. So nowadays the general practice two pictures is combining sharp graphological contrasts with a picture of the the being advertised product, or the potential customer, orshow the service offered. same person,
The use of comparative words
Comparative words are used in this ad to show that the product is better than other of the same type
Camels are made from finer, MORE EXPENSIVE TOBACCOS--Turkish and Domestic--than any other popular brand
Stylistic Analysis of
Newspaper Advertising
by Yuan Lin 12122001048
Introduction
Advertising 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 persuasive or mainly informative. But all advertising language must have its appeal to target audience.
“light a camel” has been mentioned 3 times
“get a lift with a Camel” has been mentioned twice
“camel never get on your nervet”has been mentioned 3 times
The most conspicuous lexical feature of advertisement is the frequent use of active、favorable words can impress the potential buyers with good quality of product. delightful pleasure cool rich flavor
“ camel’s coetlie tobaccos”has been mentioned 3 times
Thank you!
At the Lexical Level
Wide use of affirmative来自百度文库and commendatory words and expressions
Frequent use of personal pronouns
The use of comparative words
Wide use of affirmative and commendatory words and expressions
Combined use of various types of sentences
Use of interrogative sentences（疑问句） Wide use of imperative sentences（祈使句） The use of active voice The use of negation
Prominent use of pictures
Clear identification of the advertiser
Full use of graphological contrasts
the huge red title
Most 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 large and boldfaced typing forms lettering
The use of negation
Negation is rarely used, since no advertiser wants to say NO to his products. But this does not means negation has no place in advertisement. It is usually used to compare with other products
The use of active voice
Active voice is simpler in the structure than the passive voice and it accords with the purchasing mentality of the consumer. Passive voice often places the consumers in the position of “being forced to buy”while active voice seems to give consumers the “right” to choose and this ad use the active voice all the time.