文体学 Advertisement.ppt

advertise ---advertere to present products, attract mass attention, to promote business. Paid message communicated through the various media by industry, business firms, nonprofit organizations, or individuals. Advertising is persuasive and informational and is designed to influence the purchasing behavior and/or thought patterns of the audience. features 3) Attention value—being eye-catching, able to hold people’s attention; 4) Readability—being easy to read and understand. 3）alliteration 7) hyperbole ⑤ Not all cars are created equal. (Mitsubishi) ⑥ To smoke or not to smoke, that is a question. 5) Pun ① Sharp Minds, Sharp Products. ② We have courses to make grown men young and young men groan. ③ a. More cigarette: It is More you to have a smoke of “More”. b. Ask for More, I’m More satisfied. 4. Use of heavily modified nominal groups e.g. such a devilishly smooth cool creamy minty chewy round slow velvety fresh clean solid buttery taste D. Semantic features 1. Heavy reliance on overall layout 1) Five components: 1 headline 2 body 3 illustration(s), 4 signature line (with an optional symbol), 5 the epigrammatic slogan 2. High attention to positioning and theme 1) Positioning e.g. ① Seven Up ② Bain de Soleil 2) Theme e.g. ① Delta Airlines positioned itself as an airline catering to the needs of business traveler. Theme: Theme: Delta is ready when you are. ② Canon positioned its new automatic camera to the needs of college-educated people 18-55 years old. Theme: Theme: The Canon AE-1 is so advanced; it’s simple. ③ TCBY yogurt positioned its yogurt to diet and health conscious buyers. Theme: Theme: Say goodbye to high calories. Say goodbye to ice-cream. 3. Use of rhetorical devices 1) Repetition e.g. ① Take TOSHIBA, take the world. ② Good teeth, good health. (Colgate) ③ IT”S SO EASY to go from box to barbecue with Sunbeam’s new Easy-to-Assemble gas grill. Factory assembled components make it easy to be cooking in just minut