INTRODUCTION TO ENGLISH STYLISTICS
PART TWO VARIETIES OF ENGLISH
CHAPTER SEVEN II. THE ENGLISH OF ADVERTISING
ADVERTISING ENGLISH AS A VARIETY
THE UBIQUITY OF ADVERTISING
IN modern life advertising penetrates every corner of society; it has become almost an indispensable component in the welldeveloped countries, where newspapers most of which devote 60 to 70 percent of their space to ads, radio and TV, magazines, highway bill-boards, streamers, window shows, floor and counter displays, transport decorations, fairs and exhibitions, telephones and direct mails, and even sandwichman — indeed almost all the media, all usable spaces are employed to get all sorts of information to all people in all places. We can say today where there is man there is advertising. Since places to be filled are everywhere, the amount of advertising is not determined by the needs of advertising, but rather by the opportunities for advertising, which have become unlimited.
ACCORDING to AMA (American Marketing Association), advertising is defined as such: Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. (广告是由特定的广告主通常以 付费的方式通过各种传播媒体对产品、劳务或 观念等信息的非人员介绍及推广。)
Ⅰ. THE FUNCTION OF ADVERTISING
FOUR basic roles of advertising in society: Marketing role — Educational role — Economic role — Social role —
1. 2. 3. 4.
Ⅱ. THE IMPORTANT TRAITS FOR SUCCESSFUL ADVERTISING
1. 2. 3. 4.
Selling power — Memory value — Attention value — Readability —
Ⅲ. THE LANGUAGE OF ADVERTISING
— Written to be read. — Written to be spoken as if not written.
The FUNCTIONAL TENOR
— Persuasive (as consumer advertising). — Informative (as business advertising).
The PERSONAL TENOR
— Warm plain speech used in daily life and the various language tricks to impress and move the audience.
Ⅳ. NEWSPAPER ADVERTISING
Ⅴ. STYLISTIC FEATURES OF DISPLAY ADVERTISING
(Ⅰ) GRAPHOLOGICAL FEATURES
FULL USE OF GRAPHOLOGICAL CONTRASTS
PROMINENT USE OF PICTURES CLEAR IDENTIFICATION OF THE ADVERTISER
(Ⅱ) GRAMMATICAL FEATURES
PREFERENCE FOR SHORT SENTENCES COMBINED USE SENTENCES OF VARIOUS TYPES OF
USE OF GROUPS
(Ⅲ) LEXICAL FEATURES
AFFIRMATIVE AND COMMENDATORY WORDS AND EXPRESSIONS
FREQUENT USE OF PERSONAL PRONOUNS
EXTENSIVE USE OF NEOLOGISMS
(Ⅳ) SEMANTIC FEATURES
HEAVY RELIANCE OF OVERALL LAYOUT
REGULARLY a newspaper ad is composed of FIVE parts: 1. The headline 2. The body 3. The illustration(s) 4. The signature line (with an optional symbol) 5. The epigrammatic slogan accompanying the signature
HIGH ATTENTION TO POSITIONING AND THEME USE OF RHETORICAL DEVICES