修辞文体论文外语学习

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StylisticAnalysisofanAdvertisement

Introduction

Advertisinghasalreadybecomethenecessitypenetratingintoeverycorneroflife.Adscomeinvariousforms:newspaperscarryadvertising;beyondthat,TV-set,radioandbillboardalsobringsthemintoawarenessofawideaudience.Suchagrowingtrendmakesadvertisingprofitableindustry,whichforcesrelatedagenciestomakemassiveinvestment.PersuasiveandinformativefunctionsstrengthentheimportanceofadvertisingEnglish,arelativelyindependentuniqueappliedlanguage.Suchpersonalstylewithwarmandplainspeechluresthetargetaudiencetoaddthesales(Xu,2023:137).

TheadelaboratedasfollowsistheonerelatedtothecosmeticcompanyEsteelauder.Cosmeticsofthisbranditselfmakeupalegend.GwnyethPaltrowintheposterisinvitedtopromptthesales.AsapredominantOscaractress,herpureandsimplenatureisboundtocoincidewiththebrandspirit”bringingthebesttoeveryonewetouch”.

Thispaperaimstomakeastylisticanalysisofthesample.Thestudyisundertakenbasedonfourlevels:thegraphologicallevel,thelexicallevel,thesyntacticlevelandthesemanticlevel.

AbstractThispaperistheanalysisoftheadvertisingEnglish.Thisnewlygrowingtexttypeisquiteinlinewiththecontemporarysocialenvironment.TakeEsteeLaudercosmetics,forexample.ThearticleaimstoanalyzethefunctionsoftheadvertisingEnglishaccordingtofourdistinctivefeatures:thegraphological,lexical,syntacticandsemanticlevel.

KeyWordsEsteeLauder;AdvertisingEnglish;FourFeatures

Ⅰ.AttheGraphologicalLevel

1.Conspicuousgraphologicalcontrasts

Sharpgraphologicalcontrastshavealwaysbeenundoubtedlyinspiringtheaudiencewiththeirvarietiesoftypingforms.Asthesampleshows,theadmakesthebestuseofdifferentcharacterstyles.Largersizeisusedtostrengthentheheadline”AdvancedNightRepair”and“NewForEyes”.Bythis,aneye-catchingheadlineismade.Itisn’tdifficultforthetargetconsumertorecognizewhattheadisintendedtoshowanditsrealmagiceffect.Meanwhile,smallersizeisusedtoelaboratetheproductindetail.Betweenthesmallletteringandthelargerheadlineisjustthesharpcontrast,whichistheeffectivemethodtourgetheaudiencetotakesomeactionandthenachievetheaimoftheadvertiser.

2.Abundantillustrations

Beautifulpictureshavealreadybecometheindispensableparttoasuccessfulad.Nowadaysthegeneralpracticeismixingthesharpgraphologicalcontrastswiththepicturesoftheadvertisedproducts,thepromisingconsumer,theattractivepopularspokesmanortheservicebeingoffered.Takethisadasanexample,EsteeLauder,apredominantcosmeticbrand,neverfailstolureitsconsumertobuytheproducts.Itsspecialdesignedbottlemakeitconvenientforusconsumertohaveawonderfulexperience.What’smore,asuccessionofpopularstarsspeakingforEsteeLauderalsoshortensthedistancebringingthecosmeticstotheaudience.InthefollowingpicturesisHilaryRhodawhorankedsixthinForbes2023rankingoftheworldshighestpaidmodels.HerinfluenceisthedecisivefactorwhetherEsteeLauderwouldmeeteverywoman’sneeds(SeeAppendix).

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eofthefullstop

Anothertypicalfeaturehereisthefrequentuseofthefullstop,whichaimsatachievingemphasis,andresultsinmanyveryshortsentencesorevenfragments:15-hourwear.Lightasair.New.Double.WearLight(SeeAppendix).

II.AttheLexicalLevel

1.Frequentuseofpositiveadjectives

Affirmativewordsareoftenusedtoimpressthepotentialcustomerwiththegoodqualityoftheproductoritsservice.Inthesamplead,wehave:

revolutionaryformula,groundbreakingDNAresearch,high-performanceserum,exclusiveChronolux,dramaticreduction

eofpersonalpronouns

Personalpronouns,especiallyyouandwe,arealsotheeffectivemethodstomaketheadvertisingEnglishmorefriendlyintoneandmorethoughtfulforthepotentialconsumersasitiswarmandcommoninourdailylife.Itispersonalpronounsthatclosetheconsumerandtheadvertiser,providingtheequalchancetohaveanimpersonalcommunication.Inthesamplead,youandwearefrequentlyusedtoelaboratehowtheadvancenightrepairproductcanimproveourappearanceandthenkeepeleganceforever.Justastheadsays,”theessenceofwomen”,EsteeLaudersuccessfullyachievesitsaim.

eofthecomparativewords

Comparativewordsaresometimesfoundinadvertisementsinordertoshowthattheproductsarebetterthanothersofthesametype.Wecanrecognizewithoutanddifficultythatthesampleadgiveusmassivewordssuchas”morecontrolthan”,“likenootherformula”inordertodrawourattentionitsadvantagesotherbrandhaven’tenjoy.

eoftechnicalterms

Cosmeticfieldisanareacloselyrelatedtothehealthconditionsofitspromisingconsumerandthentheuseofproprietaryvocabularyisresponsibleforusaudienceandmeanwhilegiveanexactexplanationoftheingredientsthecosmeticcontains.Inthesamplead,serum,anti-agingandSPF(SunProtectFactor)giveusabriefbutclearknowledgeoftheEsteeLauderAdvancedNightRepairseriesofproducts.

III.AttheSyntacticLevel

eofminorsentences

Minorsentencesareshort,tothepoint,spacesavingandthereforemostsuitableforadvertisements.Asisshowninthesamplead,mostsentencesinthebodyofitareshort.Theshortestsentenceincludesonlyaword”new”.

eofsimplepresenttense

Advertisingmostlyusesthepresenttensetoimplyauniversaltimelessness.Thisistoshowtherealisticfeaturesoftheproductsandtosatisfythereader’scuriosityaboutthepresentstatusquooftheadvertisedproductsorservice.Asisshowninthesamplead,theadvertiserEsteeLauderusesasuccessionofsimplepresentverbstointroducethefunctionofadvanced

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nightrepairserum.

Nowyouhavemorecontroloveritthanyouthink.

EsteeLauderscientistsbringyouthishigh-performanceserumtohelpcontinuouslyrepairtheappearance.

Youllseeareductioninthelookofeverykeysignofagingaroundyoureyes-finelines.eofimperativesentences

Directimperativesentencesarepersuasiveinnature，urgingthepotentialconsumertobuytheproductsandthereforealsoverysuitableinadvertisements.Asisshowninthesamplead,imperativesentencesareusedtoachievetheexpectedaim,“DiscoveritnowwithapersonalizedskincareconsultationatEsteeLauder”and“LookfreshNaturalallday”.

eofnegation

Negationisusedtocomparewithotherproduct.Inthesamplead,wecanseelotsofnegativeexpressions:

DNAdamageandskinaging

Keysignofagingaroundyoureyes-finelines,wrinkles,darkcircles,dryness,puffinessandunevenskintone.

Unlikeotherformula,EsteeLauderseizestheearlyadvantagetoattractthepromisingconsumertobuythenewadvancednightrepairserum.

eofactivevoice

Activevoiceprevailsinadvertisements,becauseitissimplerinstructurethanthepassivevoice,anditaccordswiththepurchasingmentalityoftheconsumers;passivevoiceoftenplacestheconsumersinthepositionofbeingforcedtobuy,whileactivevoicehelpstheconsumerwiththerighttochoose.Asisshowninthesamplead,nopassivevoiceisseenbutactivevoiceisfilledintheexplanationoftheEsteeLauderproduct.

Ⅳ.AttheSemanticLevel

Toachievevividnessandhumoroftheoveralllayoutofthewholeadvertisement,theskillfulcombinationoftheheadline,thebodycopy,theillustration,thesloganandthestandingdetailsneedstobeorganizedlogically.Thusfigurativelanguageisalwaysmanipulatedtomaketheadmorepersuasiveandeffective.Thefrequentuseofvariousfiguresofspeechdefinitelypersuadesthepotentialconsumertobuytheproduct.Inthesamplead,wecanrecognizethefollowing:

Hyperbole:Theonerevolutionaryformulamillionsofwomencantlivewithout.Alliteration:15-hourwear.Lightasair.

Repetition:DNAdamageandskinaging

Withtheage-defyingpowerofourexclusiveChronolux?Technology

Everykeysignofagingaroundyoureyes

Comprehensiveanti-aging

ThesampleadaimstostrengthenthemagicpoweroftheEsteeLauderAdvancedNightRepairserum.Itisundoubtedlythatwesuccessfullyreceivetheinformationhowcanthisnewlyproducedcosmeticimproveouragingproblemandmeanwhilemakeavividdescriptionofhowsuchakindofage-defyingpowermakeuswomenkeepelegance.Afterreadingthead,noonecanavoidchoosingtohaveawonderfulexperience.

Conclusion

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Fromtheaboveanalysis,wecanclearlygraspthatthewholeadcontainsnumerouscharactersofadvertisingEnglish,amongwhicharetheuseofgraphologicalcontrast,conspicuoususeofillustrationsandthefullstopatthegraphollogicallevel;wideuseofaffirmativeadjectives,personalpronouns,comparativeexpressionandsometechnicalformsatthelexicallevel;minorsentences,simplepresentsense,activevoice,imperativesentencesandsomenegativewordsatthesyntacticlevel;rhetoricaldevicesabouthyperbole,repetitionandalliterationatthesemanticlevel.AdvertisingEnglishisanewlydevelopingtexttypewiththeeconomicprosperityandtechnologicalcombination.Sothestylisticanalysisoftheprevailingadgivesusachancetobeexplodedtotheaditselfandthenclearlygraspthepersuasiveandinformativepurposeitbrings.TaketheEsteeLauderAdvancedNightRepaircosmeticasanexample,thefourdistinctivefeaturesofadEnglishisthroughoutthewholetext.However,theanalysisofthissamplestillhassomelimits.Afterthisanalysis,abasicknowledgeofadEnglishhasalreadybeenformedinthemind,whichwoulddefinitelyinspiremetoexploremoreindetail.Thiskindofstylisticanalysisalsohelpstheadvertisermakecommercialsuccessandthenpromptthedevelopmentoftheadvertisingindustry.

References

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[3]黄峰斌，2023，功能理论视角下的英文化妆品说明书翻译[D].重庆师范高校:重庆师范高校.

[4]马芳琴，2023，浅析广告英语的基本语言特点及翻译[J].甘肃高师学报(6):20-25.

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[7]世界闻名化妆品品牌介绍./view/676d2901e87101f69e31952a.html2023-01-06

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Appendix