广告词的文体分析.ppt

《广告词的文体分析.ppt》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、advertisementsofChanelAttheLexicalLevel1.Wideuseofaffirmativeandcommendatorywordsandexoerssions.Thepouposeofadvertisingistoimpressthepotentialcusyomerwiththequalityofaproduct,soitoftenusesaffirmativeandcommendatorywordsandexoerssionsindescribingthecommodity.Fore

2、xample:Agirlshouldbetwothings:classyandfabulous.（每个女孩都该做到两点：有品位并光芒四射。2.Frequentuseofpersonalpronouns.Advertisinginparticularreliesontargetingspecificgroupsofreaders,andoneofthemostfrequentlyusedwaysinwhichadvertisinglanguageaddressesasetofreadersisbyusingthedire

3、ctaddressterm"you".Idon'tunderstandhowawomancanleavethehousewithoutfixingherselfupalittle-ifonlyoutofpoliteness.Andthen,youneverknow,maybethat'sthedayyouhaveadatewithdestiny.Andit'sbesttobeasprettyaspossiblefordestiny.AttheGrammaticalLevel1.Preferenceforshortsen

4、tenceMostsentencesintheadvertisementsareshort.Theseshortsentencesareveryimpressiveandcaninfluecceaudiencedeeply.Forexample:Fashionpasses,style.remains.(时尚会过去，但风格永存)Awomanwhodoesn'twearperfumehasnofuture.(不用香水的女人没有未来。）AttheGrammaticalLevel2.Useofinterrogativeandi

5、mperativesentencesTheuseofquestionandcommandinadvertisingkindlesasparkofinterestinthereaderandinducesthepotentialreadertohaveagoatit.Forexample:“Whereshouldoneuseperfume?"ayoungwomanasked."Whereveronewantstobekissed,"Isaid.(“应该在何处擦香水？”一位少妇问我。“只要是想被亲吻的地方”我如此回答.)D

6、on'tspendtimebeatingonawall,hopingtotransform.itintoadoor.(不要浪费时间敲一堵墙，你无法将其变做一扇门。)AttheGrammaticalLevel3.Useofsimplesentencestructure.Intheseadvertisements,wecanfindthattheyusethesimplesentencestructurewhichcontributestothereadabilityofthead.Luxurymustbecomforta

7、ble,otherwiseitisnotluxury.奢侈就必须舒适，否则就不是奢侈。AnAdvertisementofLVWherewilllifetakeyou?生命将引领你去向何方？--------ByLoUisVuitton　路易威登Whatisajourney?　何为旅行？Ajourneyisnotatrip.　旅行不是一次出行，It’snotavacation.　也不只是一次假期。It’saprocess.ADiscovery.　旅行是一次过程，一次发现。It’saprocessofself-discove

8、ry.　一次自我发现的过程。Ajourneybringsusfacetofacewithourselves.　真正的旅行让我们直面自我。Ajourneyshowsusnotonlytheworld.旅行，不仅让我看到了世界，Buthowwefitinit.　更让我们看到自己在其中的位置。Doesthepersoncreatethe