广告文体学介绍
《实用写作》第三讲 广告文体
• 文案要素有标题、正文、广告口号（广告 语）、附文元素；
• 色彩要素有色相、明度、纯度诸元素。
（一）广告文案概述
1、广告文案的含义
“广告文案”一词译自英文advertising copy，“文案撰稿人”的称呼，则译自 英文copywriter。资料显示，从1880年 开始，广告文案一词在美国已经有人使 用，而且出现了专门的广告文案撰稿人。
• 在广告文案中，主题同样是指广告文案所 要表达的重点和中心思想，是广告作品为 达到某项目标而要表述的基本观念，是广 告表现的核心，也是广告创意的主要题材。
（二）广告文案的构成及要求
1、平面广告的文案，通常包括 标题、正文、广告口号、随文等四大 基本部分。
随着广告表现形式的创新，表 现这些部分的形式和方法也在发生变 化。根据广告策略的不同要求，有的 广告标题与广告口号合二而一，有的 广告正文与标题难以分清。
2、广告口号的特征及作用
•Байду номын сангаас特征：句式简短；内涵丰富；反复运用。
• 作用：
广告口号是一种较长时期内反复使用的
特定商业用语。
——广告口号的作用就是以最简短的文 字把企业的特征或是商品的特性及优 点表达出来，给人留下深刻的印象。
——广告口号还可以保持广告活动的连 续性，使人一听到或看到广告口号就 联想起商品或广告内容。
• 广告正文的表现形式 • 1、诗歌体 • 2、故事体 • 3、新闻体 • 4、公文体 • 5、分列体 • 6、自述体 • 7、幽默体
（四）广告口号
1、广告口号的定义 2、广告口号的特征及作用 3、广告口号的种类
1、广告口号的定义
广告口号又称广告语，它是企业精神理 的提炼，是品牌核心价值的体现，是为 了加强诉求对象对企业、产品或服务的 印象而在广告中长期、反复使用的简短 的口号性语句。
从文体学的角度看英语广告的特点_赵丽
二 、 语法特征(g ram matical feature)
(一)广告英语大量使用简短单句 。 80 年代以来 , 随着电 视的普及 , 人们生活节奏的不断加快 , 广告 费用不断 提高 , 英 语广告的微型化的倾向日趋明显 , 广 告语必须 简练 、醒目 , 因 此 , 短小精悍的简单句出现较多 。 请看下列广告 : Co ke Adds life 2 、Some thing coo le r happens w ith Ca nada Dry 3 、Superb picture and mo re - zenith systems (二)广告英语常 用并 列结 构 。 广告语 言为 求得 简洁 易 懂 , 更多地使用并列结构 。 ①Inte rcity( 指 城市 之 间 的 高 速 火 车) make s the g oing ea sy (and the coming back) ②A M ars a day helps y ou w or k , rest and play (M ar s 是 一种 Candy bar) (三)省略句式频繁 , 广告语言另一个明显的句法结构特点 是省略句的频繁使用 。 广告要以有限的篇幅传达尽可能多的信 息内容 , 不得不将次要的成分简化删略 , 使它简洁 、通俗易懂 。 Hav e you driv en a Fo rd … … lately ( 后 省 略 了 “ ca r”) S AF E , quick a nd w ith F UN (省略主语)A w or k of ar t (省略 谓语)(Sco tch W hisky 广告) (四)广告英语还常使用问句 , 以引起顾客的好奇心 。 ①“ Why did K L M w in the (1984 passeng er service Aw ard )”“ try them” K LM Roy al Dutch Airlines ) ②A re yo u g oing ge ry to o ear ly (五)除了使用省 略句 、疑问 句之 外 , 在 英语 广告 中大 量 的使用祈使句 , 祈使句的使用有劝说和敦促的 功能 。 ①Ho unds o ff our w ild life. ②Sav e a much as 49 % Ye s , send me 1 year o f fo r tune Inte rna tional. (六)从 动词的时态上来看 , 广告 语言通常使 用一般现 在 时或现在完成时 , 表示商品属性和 效应的持 久性 。 这使得 广 告内容具有现时实效性 。 ①M r. Kipling makes exceedingly g ood cake s. ②Per sil w ashes whiter and it sho w s per sil takes care o f whiteness.
广告文体学介绍
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
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 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。”
广告的语言特点、词汇特点与文体特点
广告的语言特点、词汇特点与文体特点广告作为一种特殊的宣传文本，具有自己独特的语言特点、词汇特点和文体特点。
下面将详细介绍广告的这些特点。
语言特点：1.简洁明了：广告语言力求简短、明了，用尽可能少的文字传递核心信息，使读者一目了然。
2.直接刺激性：广告语言通常使用动词、形容词等词汇，直接刺激读者的感官和情感，激发购买欲望。
3.积极向上：广告语言注重塑造积极的形象和情感，以吸引消费者的注意和好感度，让他们愿意选择购买。
4.多样化：广告语言可以使用多种修辞手法，如比喻、夸张、反问等，以增加语言的表现力和吸引力。
5.诱导性：广告语言常用叙述性、劝说性和指令性等语言手法，以诱导和引导消费者实施购买行为。
词汇特点：1.形象化：广告词汇注重形象化，通过用词选择能够生动描绘产品特点或呈现其效果的词语，增强消费者对产品的直观感受。
2.感性化：广告词汇偏向感性化，强调情感价值、个体需求和消费体验，以刺激消费者的情感共鸣。
3.超lat趋势特点：广告词汇经常使用超lat趋势式修辞，即用最高级或绝对词语来强调产品的优势、功能或特点，甚至夸张其效果，以吸引消费者的兴趣。
4.新颖性：广告词汇追求新颖性，善于创造、发展新词、合成词等，以便于记忆和与其他广告的差异化。
5.品牌化：广告词汇常使用品牌名或商标词汇，以加强产品的商标感和品牌形象，促进品牌价值的传递。
文体特点：1.短小精悍：广告文体力求简洁明了，篇幅通常控制在简单的短句、短段落或是标题的长度，以增加读者的阅读兴趣和广告的传达效果。
2.以客户为中心：广告文体倾向于以消费者为中心，注重体现消费者需求和购买心理，与其沟通和互动。
3.形象化表达：广告文体需接地气，亲切易懂，以生动形象的描述，情景化的叙述方式将产品的特点和效果直观呈现给读者。
4.多媒体应用：随着技术的进步，广告文体越来越注重多媒体的应用，如配图、音频、视频等在广告文本中融合，以增加视觉和听觉的冲击效果。
5.善于刺激消费欲望：广告文体常采用问句、引用名人名言等手法，激发读者对产品的好奇心和购买欲望，通过悬念和诱导获得更大的宣传效果。
广告文体分析
顶真
• 顶真即用上句结尾的词语作下句的开头，使前后两 句首尾蝉联，上传下接。 • • • • 今年过节不收礼，收礼还收脑白金。（脑白金） 今年过节不收礼，收礼还收脑白金。（脑白金） 。（脑白金 生花走进农家，农家笑开花。 生花 牌农用车) 生花” 生花走进农家，农家笑开花。“(生花”牌农用车 时代呼唤人才，人才需要口才。《演讲与口才》 。《演讲与口才 时代呼唤人才，人才需要口才。《演讲与口才》 车到山前必有路,有路必有丰田车 有路必有丰田车。 车到山前必有路 有路必有丰田车。
• 谐音双关指的是利用同音字、近音字的条件造成双重意义， 谐音双关指的是利用同音字、近音字的条件造成双重意义， 让人们产生由表及里的联想。 让人们产生由表及里的联想。 • 特步 特步——非一般的感觉。（特步鞋） 非一般的感觉。（特步鞋） 非一般的感觉。（特步鞋 • “咳”不容缓，请用桂龙。(桂龙咳喘宁药 不容缓，请用桂龙。 桂龙咳喘宁药 桂龙咳喘宁药)
夸张
• 夸张即为了表达的需要，故意言过其实，对客观 夸张即为了表达的需要，故意言过其实， 的人、 物作扩大或缩小的描述。 的人、事、物作扩大或缩小的描述。它有利于突 出事物的特征，揭示事物的本质， 出事物的特征，揭示事物的本质，并以此感染受 众。 车到山前必有路,有路必有丰田车。 车到山前必有路 有路必有丰田车。 有路必有丰田车 今年20，明年18。 白丽美容香皂 白丽美容香皂) 今年 ，明年 。(白丽美容香皂 城乡路万千，路路有航天。 航天车 航天车) 城乡路万千，路路有航天。(航天车
广告语文体特点
1.简洁凝练 2.明白易懂 3.朗朗上口 4.新颖独特，富有情趣 5.主题突出
定义
修辞
修辞格手法
• 常用的修辞格有：比喻、比拟、借代、拈 连、夸张、双关、映衬、移就、对偶、排 比、错综、仿词。
对一则劳力士英文广告的文体学分析
explore 等积极意义词汇的结合使用向受众传达了 与（12）各在开头与结尾，不仅起到了强调突出的
这样一个信息：劳力士工艺集经典与创新，艺术与 作用，而且前后构成语篇结构上的完整，有首尾呼
现代科技于一身，品质历久弥坚。
应的效果。
除了正面词汇，本广告几乎每一句话都含有
3、语义特点
否定意味。虽然各处否定意味不同，但如果将其看
随着社会经济的发展及科技的进步，广告借 一的，仅有的”，这些在一定程度上都起到了否定
助各种媒介的传播，充斥在人们生活中的方方面面， 作用。
并影响着人们的生活。商业广告以其极强的应用性
2、句法特点
在近几年来得到迅猛发展，广告形式也愈加丰富，
根据《文体学概论》（刘世生），“主动语
除了文字、图片，更有声音、视频等生动形式。但 态即是行为的发出者，具有很重要的地位，所以预
此外，文本使用了相当数量客观而极具说服 词汇的重复，也有对句子的重复。（10）（11）（13）
力的正面词汇。其中，形容词timeless，limitless， 中都出现了 only 一词，意在强调劳力士一直坚持
enduring、名词 innovation、动词 sculpt，paint， 其独特的制表之道和劳力士工艺的独一无二。（2）
表示not very important，含有“仅仅，不过”的意思， 性能，用第一人称拉近与消费者的距离，句法上利
用现在时态增强真实感，混合使用简单句和省略句 以及倒装，重复的手法。本篇广告语独特之处在于， 它没有直接表明产品的性能特点从而激发消费者的 购买欲望，而是通过宣传产品制作工艺优越的特点， 建立消费者的消费信心和品质信任。14 个短句始 终围绕there is no word for what we do一句展开， 看似 no word 实则在不断的否定中让劳力士的制表 之道深入人心，是一篇值得借鉴的广告语宣传。
2. 广告文体的简介与翻译
广告翻译的标准
• 促销力 • 创意 • 美感 • 文化适宜性
广告翻译的策略
• • • • • • • 直译 意译 再创型翻译/创译 增补型翻译 浓缩型翻译 不译 编译
直译
• Challenge the Limits. (Samsung) • 挑战极限。 • Winning the hearts of the world. (French Airlines) • 赢取天下心。 • The relentless pursuit of perfection. (Lexus) • 专注完美，近乎苛求。 • Life is a journey. Travel it well. (United Airlines) • 人生如旅程，应尽情游历。
一种商品在进入他国市场时在以质量取胜的同时还应当重视产品的包装使商品品牌商标以及广告标题句符合新市场的异国文化语言习俗从而得到新市场中潜在客户的认可和欢迎
广告文体的简介与翻译
广告的文体特征
• 1. 用词特点 • 2. 句法特点 • 3. 修辞特点
用词特点
• 简明、通俗、易记 • My goodness! My Guinness! (Guinness啤酒） • Mosquito Bye Bye Bye.(Raid) • 蚊子杀杀杀。 • Everything is extraordinary. Everything tempts. (Cartier) • 件件超凡脱俗，样样新颖诱人。
从文体学的角度分析广告标语的易记特征_英文_
[作者简介]郑丹,女,武汉科技大学外语学院研究生;张四友,男,武汉科技大学外语学院教师。
W hatMakes A Slogan M e morable?———F r om the S tylis ti c s ’Po i n t o f V i ew○Zhe ng D an,Zhang S iyo u(College of Foreign L anguages,W uhan U niversity of Science and Technology,W uhan,Hubei 430081) [Abstract] Owing t o the fast devel opment of economy,consu mer advertising gradually gains its positi on .A p iece ofconsu mer advertising is nor mally composed of three parts:a headline,a body copy,and a sl ogan .Among the m,the sl ogan is considered t o be the very s oul .The essay briefly intr oduces the features of advertising sl ogans .Fr om the stylistics ’point of vie w,the essay analyses the reas ons that make a sl ogan me morable on phonol ogical,lexical and syntactical level sepa 2rately .The analysis on this feature of sl ogans is useful t o standardize advertising sl ogans and lead t o an effective effect on consu mers .W hat ’s more,it is als o hel pful t o standardize the advertising language and its app licati ons in s ociety . [Key words] advertising sl ogan;feature;me morable feature [中图分类号]J524.3 [文献标识码]A [文章编号]167228610(2006)1220014205I .Advertisi n g slogan sI n our ti m es,advertising has penetrated int o all as pects of our daily lives .According t o the target audi 2ence,commercial advertising can be divided int o the foll owing ty pes:consu mer advertising,industrial ad 2vertising,trade advertising,financial advertising,service advertising and retail advertising .Consu mer advertising,al ong with the fast devel opment of econo 2my,expands in an exp l osive way and gains its unique style in language use .1.1Definiti ons of advertising sl ogans A p iece of consu mer advertising is nor mally com 2posed of three parts:a headline,a body copy,and a sl ogan .Among the m ,the sl ogan is considered t o be the very s oul .So meti m es an efficient sl ogan even cre 2ates m iracles .A t the start ofWorld W ar I,when modern adver 2tising was in its infancy,a fa mous poster called on youngB ritish men t o heed the need exp ressed by one of B ritain ’s f ore most s oldiers,Lord Kitchener,and vol 2unteer t o serve their country .The fa mous sl ogan “Your Country Needs You ”was heard ar ound the world .Stillt oday America uses a variant of this sl ogan “Uncle Sa mneeds you ”,or “The A r my needs you ”.W iki pedia,the free encycl opedia,exp lains adver 2tising sl ogan as f oll ows:Advertising sl ogans are clai m ed t o be,and often p r ove t o be,the most effective means of dra wing atten 2ti on t o one or more as pects of a p r oduct .Typ ically they make clai m s about being the best quality,p r oviding an i m portant benefit or s oluti on,or being most suitable for the potential cust o mer .W hile,in his book,Creative Advertising,Charles L.W hittier says a sl ogan:“……should be a statement of such merit about a p r oduct or service that it is worthy of continuous repeti 2ti on in advertising,is worthwhile for the public t o re 2me mber,and is phrased in such a way that the public is likely t o re me mber it .”1.2features of sl ogansA lthough a thousand of advertising p r ofessi onals may give a thousand of definiti ons t o an advertising sl o 2gan,it is br oadly accep ted that an effective sl ogan usu 2ally has the foll owing features:11states the main benefits of the p r oduct or brand41for the potential user or buyer21i m p lies a distincti on bet w een it and other fir m s’p r oducts31makes a si m p le,direct,concise,cris p,and ap t state ment41is often witty,51adop ts a distinct“pers onality”of its own61gives a credible i m p ressi on of a brand or p r od2 uct71makes the consumer feel“good”81makes the consumer feel a desire or need91is hard t o forget-it adheres t o one’s me moryFr om all these features,one can extract the es2 sence of sl ogans:a means of eli m inati on in trade com2 petiti ons.T o efficiently attain this goal,a sl ogan should firstly be me morable.I n case that a sl ogan were not me morized by consu mers,all other features are of no avail.Then,what makes a sl ogan me morable?II.W ha t makes a slogan m e m orable?2.1On the phonol ogical level2.1.1Theoretical bases:the si m ilarity of p r os ody aids me moryA r obust finding in working me mory research is that t o recall a set of phonol ogically si m ilar words is much more difficult than t o recall a set of phonol ogical2 ly dissi m ilar words.It is the well2known phonol ogical2 si m ilarity effect.(Conrad&Hull,1964)However, based on his own experi m ents,M icheal C.W.Yi p ar2 rives at a conclusi on that the p r os odic infor mati on of the t o2be2me morized materials see m s t o be retained l onger in the working me mory.That is t o say,si m ilari2 ty in p r os odic inf or mati on will not create any interfer2 ence effect,but a facilitat ory effect in working me mory instead.For exa mp le,most of the Chinese peop le have the subjective experience that t o i m mediately recall a set of coll oquial sl ogans in televisi on advertise ment is much easier than t o i m mediately recall a set of common sentences due t o the si m ilarity of p r os ody.The instance p r oves that the si m ilarity of p r os ody perf or m a positive functi on in me morizing p r ocess.Since p r os ody is the study of the rhyth m,pause,te mpo,stress and p itch features of a language,we may conclude that a sen2 tence of regular patterns tends t o be more easily me mo2 rized than a common sentence.I n this paper,regular patterns of sentences are inter p reted not only on the syntactical level but als o on the level of s ounds.Gener2 ally s peaking,regular patterns of sentences are mostlymaterialized by rhet orical devices.Therefore,based on all these analyses,we may come t o a reas onable con2 clusi on that the app licati on of vari ous rhet orical devices shall aid me mory.2.1.2A lliterati onA lliterati on is defined as“the recurrence of the sa me initial s ound in words in cl ose successi on”.The use of alliterati on makes a sentence s ound har moni ous. It als o makes a sentence easy t o read and me morize. Someti m es it works t o create a funny as well as witty sl ogan.W e’ll bring for ward numer ous cases t o illus2 trate it.B ritain’s best business bank.(A llied Irish Bank)D iscover the Doral difference.(Doral)Don’t drea m it.D rive it.(Jaguar)D rea m.Dare.Do.(Girl Guides)Functi onal…Fashi onable…For m idable…(Fila)Specialized staffing s oluti ons.(H ire Knowledge)Your flexible friend.(Access)Transf or m ing bathr oom s beautifully.(Dol phin)Honey well home s oluti on a wait you.(Honey well)Don’t rep lace,rest ore.(The Sash W indow Workshop)An efficient app licati on of alliterati on gives an in2 delible i m p ressi on on consu mers.W e’ll cite an exa m2 p le t o illustrate the case.The sl ogan“B ritain’s best business bank”is considered t o be a typ ical case.A ll the four words used in the sl ogan possess the sa me ini2 tial s ound.Moreover,all the four initial s ounds are stressed.I n this way,the p r ofessi onal writer creates a musical rhythm,by which consumers are very i m2 p ressed and shall bear the witty sl ogan in me mory natu2 rally.2.1.3Rhy meRhy me is nor mally used in writing poe m s.Togeth2 er with meter and f oots,rhy me is generally e mp l oyed in poe m s t o f or m a certain rhythm and har mony,as the foll o wing exa mp le shows:R ich the treasure,S weet the p leasure;(John D ryden)However,rhy me used in a single sentence still works t o f or m har mony.I n this sl ogan“It’s the V iakal fizz that does the bizz!”,the t w o words“fizz”and “bizz”obvi ously f or m a perfect rhy me:The stressed vowels are the sa me,the s ounds before the vowel are different,and the s ounds after the vowel are the sa me. W hat’s more,the sl ogan uses the tr ochaic foot.The51rhy me and the f oot e mp l oyed enable the sl ogan t o have a p leasing rhyth m,and make it a p leasure t o read it.A Mars a day hel p s you work,rest and p lay. (Mars)It’s the V iakal fizz that does the bizz!(1992) (V iakal)It’s the Andre ws fizz that does the bizz.(1996) (Andre ws Antacid)M ilk’s gotta l otta bottle.(M ilk)Soothe it a way the O raldene way.(O ralden)Savour the flav our of Belgiu m.(Flanders,Bel2 gium)Nevertheless,these sl ogans listed above have a common weak point.Thr ough attentive observati on, one may find out that the brand na me is menti oned but it does not actually rhy me.The f oll owing sl ogans may be more efficiently written.City L inking,s mart thinking.(City L ink)Don’t be vague.A sk f or Haig.(Haig Scotch)T o save and invest,talk t o Nat w est.(Nat w est Bank)It needn’t be hell with N icotinell.(N icotinell)The flavour of a Quaver is never known t o waver. (Quavers)Stay contented,get Radi o Rented.(Radi o Rent2 als)Don’t get vexed.A sk Teletext.(Teletext)Don’t just book it,Thomas Cook it.(Thomas Cook)2.2On the lexical level2.2.1Theoretical base:deliberate a mbiguity aids me moryI n sl ogans,a mbiguity is often e mp l oyed t o p ique the interest of the consumers.According t o several the2 ories of text p r ocessing,this deliberate a mbiguity may gain greater app reciati on than sl ogans e mp l oying other rhet orical means.A s pecial f or m of deliberate a mbigui2 ty is al w ays e mp l oyed t o write sl ogans.This s ort of sl o2 gans may be taken literally.The noti on of salient meaning exp lains what happens when idi omatic mean2 ing is reinter p reted int o literal meaning,t o fit the con2 text.It i m p lies that a sl ogan e mp l oying deliberate a m2 biguity nor mally have t w o meanings:literal meaning and idi omatic meaning.L iteral meaning exp lains what happens,while idi omatic meaning can only be ex2 p lained in context.This kind of a mbiguity evokes hu2 mor.An experi m ent shows that deliberate a mbiguity in sl ogans has a positive effect on app reciati on.Recogni2ti on of the a mbiguity is a str ong fact or in the app recia2 ti on of these sl ogans.2.2.2PunPun,one of rhet orical devices,is the deliberate a mbiguity in actual use.Pun refers t o the humor ous use of a word or a combinati on of words s o as t o e m2 phasize different meanings or app licati ons.Let’s illus2 trate the case with a si m p le exa mp le.“GetMore Satisfacti on.”(More)More is the na me of a cigarette company.The brand name of the company is:“More”,which has the sa me f or m and p r onunciati on with“more”,the relative for m of“many”.The p r ofessi onal writer made full use of this fact and created such a witty sl ogan.I n the sl o2 gan,the word“More”can either be comp rehended as a synony m of“extra”or just the brand name itself.I n this case,the use of deliberate a mbiguity achieved great success.The sl ogan not only i m p resses the con2 su mers with the unique character of the p r oduct,but als o gives the consu mers a credible i m p ressi on of the brand“More”.More exa mp les are given:A l w ays p ick Fl owers.(Fl owers Fine A les)Barbados.Goodness.Graci ous.(Barbado)B rilliant cleaning starts with Finish.(Finish De2 tergent)B ritish mettle.(B ritish Steel)First relati onshi p s last.(First Nati onal Bank of Chicago)Get R ich quick.(Kenco Really R ich Coffee)Get your fa m ily int o Shape,without the m even no2 ticing.(St.I vel Shape Yogurt)Is y our fil m as good as Gold?(Kodak Gold)It’asda be A sda.(A sda)No H MV,no video.(H MV)Nothing fitz like a R itz.(R itz Crackers)Nothing runs like a Deere(John Deere Tract ors)One word cap tures the moment.Mumm’s the word.(Mu mm’s Cha mpagne)Reap the re wards of Money.(Money Magazine)Send y our parcels Red Star and pull out all the st op s.(Red Star)Tetley make teabags make tea.(Tetley Tea)Surely the best tactic.(Tic Tac Candy)You just can’t hel p acting on I m pulse.(I m pulse Deodorant)I n above lines,the brand na me appears,but as the s oluti on or p r om ise rather than as part of the pun. The most skillfully written sl ogans are as f oll ows.The61brand goes t o work,inextricably part of the pun.Abs olut magic.(Abs olut Vodka)Because the Citi never sleep s.(Citibank)Chexellent,or what?(Fr osted Chex)Do me a Quaver.(Quavers Snacks)Don’t just book it,Thomas Cook it.(Thomas Cook)Good mornings f oll ow a good Nyt ol.(Nyt ol Sleep2 ing Pills)I think,theref ore I B M.(I B M)I nvest m ents with Abbey endings.(Abbey Nati on2 al Building Society)L ive a Cutty above.(Cutty Sark W hisky)Lowering p rices forever,that’s Comet sense. (Comet Electrical St ores)Nothing else is A rthur’s good.(A rthur’s Cat Food)Put your money on the Fav orit.(Skoda Favorit)So Farley’s,s o good.(Farley’s Baby Food)Take a Tho mas Cook at our p rices!(Thomas Cook Travel)The l ook is I m mac2ulate(I m mac Dep ilat ory)V isa’s Delta bl ow t o cheques(V isa Delta Debit Card)You can’t keep quiet about a W is pa(Cadbury’s W is pa Candy)You’ll find there is no Ca mparis on.(Ca mpari Aperitif)You’llW ike it t oo.(W ike Far m s Cheese)2.2.3Nonce wordsT o attract consu mers’attenti on,nonce words are coined with intenti on.On most part this strategy ob2 tains an excellent effect on the consu mers by evoking the consu mers’curi osity.The nonce words are ne wly2 created words.Thus,consu mers have t o guess the meaning of these words.I n most cases,these words can only be exp lained in a given context.Theref ore, while the consu mers guessing their meaning;they have t o take account of the nature of the company.I n this way,p r ofessi onal writers successfully call consu mers’attenti on both t o the sl ogan itself and t o the na me of the company.Chineasy.(Amoy)Ep ileather.(Louis Vuitt on)Every wear.(Burt on Mens wear)Fruitius.Yogurtus.Delicia.(Ski Fruit)Guinnless isn’t good f or you.(Guinness)I nnervigorati on.(Gordon’s&T onic)Nefficiency.(Neff)Pure snacking.Pure snacktivity.(KP Peanuts)Wotal otI got!(S marties)2.3On the syntactical levelOn the level of sentence,s orts of rhet orical de2 vices are used in order t o exercise positive influence on the consumers.Hyperbole,parallelis m and pers onifi2 cati on are all frequently used ones.2.3.1HyperboleSl ogans are created t o sell p r oducts.It is required t o state the main benefits of the p r oduct f or the poten2 tial user or buyer and t o make the consu mers feel a de2 sire or need.T o achieve this goal,hyperboles are often used t o insinuate excellent quality of a p r oduct or the efficiency of a company.Let’s have a l ook at s ome ex2 a mp les:It’s every where you want t o be.(V isa)The world’s favorite airline.(B ritish A ir way)Start the day with great taste.(Nescafe)The na me that covers the earth.(Loyd’s of Lon2 don)The world’s reference point of ne ws.(BBC Ne ws24)A p reparati on for life.(Hurst p ier point College)Pr obably the best beer in the world.(Carlsberg)A ll the ne ws that’s fit t o p rint.(The Ne w York Ti m es)Give us20m inutes and we’ll give you the world. (W I N S Radi o,Ne w York)I n this kind of sl ogans,big words such as“world, great,life,best,all”are used t o insinuate that the p r oducts recommended are of good quality and are used all over the world.These hints bet w een lines can al2 ways be easily caught by consumers and affect the con2 su mers’decisi ons in wardly.L it otes is another way of ext olling the excellent quality of p r oducts.It is a f or m of understate ment, which means negative for m s are used t o exp ress an af2 fir mative.Thus,it is a more intelligent way t o put the idea acr oss t o the consu mers.Nothing runs like a Deere.(John Deere)Someone isn’t using Amp lex.(Amp lex Deodor2 ant)Don’t leave home without it.(American Ex2 p ress)Betcha can’t eat just one.(Lay’s)2.3.2Parallelis mParallelis m is e mp l oyed t o construct regular pat271terns of sentences.The well2balanced structure of the sentence makes the sl ogan unf orgettable.“No FT,no comment”comes fr o m Financial Ti m es.The brief and parallel pattern of the line for m s an affir mative t one as an i m perative sentence.Everyone can feel its power and certainty.The parallel structure,t o s ome extent, hel p s t o create the powerful influence on the consu m2 ers.O ther exa mp les are given:W hen you got it,flaunt it.(B raniff A irline)No FT,no co mment.(Financial Ti m es)Someti m es you feel like a nut,s ometi m es you don’t.(Peter PaulMounds)I f it’s on,it’s in.(Radi o Ti m es)Know H MV,know music.(H MV)Don’t just set the table,set the scene.(Denby Pottery)2.3.3Pers onificati on and transferred ep ithetPers onificati on and transferred ep ithet are used t o attract attenti on.Special effects are created by using unexpected modifiers and adhering hu man feelings t o inani m ate p r oducts.Honey well home s oluti ons a wait you.(Honey2 well)The Citi never sleep s.(Citibank)Push thr ough the pain.(Tylenol)Danger ous entertaining.(V irgin Megast ores)Fly the friendly skies.(United A irlines)The world’s favorite airline.(B ritish A ir ways) III.Conclusi onFr om the stylistics’point of view,the essay ana2 lyses the reas ons that make a sl ogan me morable on phonol ogical,lexical and syntactical level separately. The analysis on this feature of sl ogans is useful t o standardize advertising sl ogans and lead t o a effective effect on consu mers.W hat’s more,it is als o hel pful t o standardize the advertising language and its app lica2 ti ons in s ociety.【References】[1]卢炳群.英汉辞格比较与唐诗英译散论[M].青岛:青岛出版社,2003.[2] 王佐良,丁往道.英语文体学引论[M].北京:外语教学与研究出版社,1987.[3] 秦秀白.英语语体和文体要略[M].上海:上海外语教育出版社,2001.[4] Lager werf,D eliberate Am biguity In S logans:Recognitionand A ppreciation.Jone Benja m ins Publishing Company,2002.[5] M ichael C.W.Yi p,W hat is si m ilar in Phonological2si m2ilar Effect?Myi p@.hk.[6] Ti m othy R.V.Foster,The A rt and Science of the Adver2tising Sl ogan www.adsl /.从文体学的角度分析广告标语的易记特征郑丹,张四友(武汉科技大学外语学院,湖北 武汉 430081)[摘 要] 随着经济的快速发展,当今社会广告越来越深入人们生活的各个方面。
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
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 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
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.
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
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. …
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.
“Change your words. Change your world.”
Purplefeather: online content specialists /abo ut
Purple feather : love and caring for someone
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)
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)
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…
Hi-White I’m a smoker…I’m smiling. (brand name of a kind of toothpaste)
Business Brains Take Virபைடு நூலகம்in Trains
Choices at different ‘levels’ of language 不同层面的语言选择
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 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.
“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
the 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)
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