Advertising
Field of discour
Types of advertising
产品广告 product advertising (promote individual products)norman mailer
Take Toshiba, take the world. (Toshiba)
非产品广告 non-product advertising
Kiss ，shirt的意思keep it short and sweet.
公益广告 public rvice advertising（not for profit ,but rve the public interest）
Smoking, pleasure for you. Poison for your family.
ycool认知广告 cognitive advertising
Attention
resco
We are looking for a girl named Lucy, a little girl of 9 years old who is about medium tall with long black hair , she wears white T-shirt and blue pants red shoes .We need your help. If you meet this kind of girl, plea have a contact with call Mr. Green at 8866. Thank you very much.
（TOD） Functional Tenor and Degrees of Formality(personal tenor) in advertising
TOD reflects the personal relationships between speaker/writer and hearer/reader-called personal tenor, and reflects what the ur is trying to do with language to his addres-called functional tenor.
Functional tenor tells us the addresr's intention of using the language: for teaching? Persuading? Amusing? Explaining? Controlling? Insulting? Arguing? Satirizing?
Functional tenor is not difficult to discern. Different situational types of language are endowed with different predominant functions, as advertising with persuasion, a lecture w
ith exposition, a political speech with agitation, and the rmon with exhortation and teaching.
For example, we talk of the language of advertising, not becau of there is a particular subject matter associated with advertising but becau there is a consistent function _ to persuade us to buy products or rvice.
Certain functional tenors can hit any point on the personal tenor formality continuum. An expository speech can be formal, with many passive constructions and a technical vocabulary. It can also be informal, in an ad-lib manner, with personal anecdotes, reference to the audience. An insult may also be formal or informal. A formal insulting depends on formal structure and vocabulary as well as calm or deliberate delivery. Thus I shall allow b, to tamper with my affairs!
reputation意思Would be more formal than Keep out of my affairs, b.!
And Sir, you are a swine! Here is a Mark Twain informal insult:
Why, you turnip, if you had laid low and kept dark, there's chances to buy an American hor for mighty little more than you paid for that bloody old foreign relic. In official’s, formal language can be overud and become what is called 'gobbledygook' -- meaningless but important-sounding official language. Such language is verbo and long-winded, full of multi-syllabic words and empty or vague phras, as are often en in official business reports. For instance, instead of making a clear statement that Some were killed. The official spokesman would say something like Although there have been clashes, only in a few cas were the injuries fatal. And instead of saying One should have no racial prejudice. Tho who prefer gobbledygook would say It necessitates a projection of the human mind over the barrier of race.The idea behind this is either to conceal the harsh truth of a matter or to affect a kind of profoundness for a statement. Naturally such practice has been much ridiculed and criticized.
英语必修32. Stylistic feature of public speech
Mode of discour
Types of advertising media:
1. Newspaper Advantages: Low cost, minimum time for preparation & placement Disadvantages: Short life span, Distraction of other features in the paper, Poor color
2. Television Advantages: Colorful & eye-catching messages, A vast captive audience of all types Disadvantages: High cost, Short exposure
3. Radio Advantages: Low cost Particular effect for certain types of audiences (taxi drivers, hou wives) Disadvantage: less effect in the evening,
4. Direct Mail Advantages: Personalized forms & content Special effect for targeted people. Disadvantages: Being regarded as Junk mail and thrown away without being read.
5. Magazines Advantages: Particular effect for specific audience Good u of color A longer life than TV or newspaper ads Disadvantages: A longer time to be placed
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6. Internet Advantages: save meAttractive appeal, Much less cost to place, Flexible time--can be viewed any time and modified any time, Additional information in hypermedia Disadvantages: Small space
7. Outdoor Examples: Billboards, posters, electric displays, skywriting, lar Advantages: High visibility, repeated exposure Disadvantages: Limited message
Types of language: written, spoken, network language
Grammatical features of advertising English
1clean的反义词、u simple ntence more and complex ntence less
Simple ntences are ud quite often. In order to make English advertising easy to read, hear and understand, English copywriters usually take great care to employ simple ntence. Many splendid advertiments are famous for their brevity, such as Marlboro, coca cola.
Look at an advertiment for “Honda “carteacher是什么意思
