unit7-1广告英语课件.pptVIP

Chapter VII Modeling Macro-structures of English Ad What is a text? Text refers to any complete, logic, coherent and meaningful unit of language use which is to realize certain purpose of communication and has certain communication function. The Schematic Structures of English Ad Four parts of a complete English written advertisement consists : headline, sub-headline, body copy and tag line 2 The Analysis of Headline The headline should have these functions: to attract readers attention quickly; to select the reader; to lead the reader directly into the body copy; to promise the customer a benefit, etc. three forms of headline by functions: statement headline, question headline and command headline by the relation between the headline and the content of the advertisement there can be: direct headline and indirect headline Direct headline 1) Going East, Staying Westin. 2) GILLETTE Sensor. 3) Sony just extended the range of your music. Indirect headline 1) Every time we race, you win. (Yamaha) 2) To achieve your best, you need the best. (Nordic Flex Gold) 3) Do more. Work less. (Apple computer) (a) [(HL)·(SHL)] /\ (BC) /\ (TL) can be changed into (b) (IDHL) (SHL) /\ BC /\ (TL) or (c) DHL·(SHL) /\ (BC) /\ (TL) (IDHL=indirect headline; DHL=direct headline) three types of advertisements IDHL /\ BC (TL) type, BC /\ (TL) type DHL /\ BC /\ (TL) type 3 The Schematic Structures of Body Copy A body copy usually consists of three parts: 1) lead-in paragraph; 2) interior paragraph; 3) wrap-up paragraph schematic formula of body copy (LP) /\ IP /\ (WP) (LP=lead-in part; IP=Interior Part; WP=wrap-up Part) The schematic formula of advertisement can be described as: {(ZeroHL)or(DHL)or(IDHL)} /\ (LP) /\ IP /\ (WP) /\ (TL) II. The Inner Structures of English Ad 1 The General-Specific Pattern of English Ad two sub-patterns: preview-detail pattern ; generalization-example pattern 2 The Problem-Solution Pattern of English Ad proble