有关英语修辞文体的论文

Stylistic Analysis of an Advertisement

Introduction

Advertising has already become the necessity penetrating into every corner of life. Ads come in various forms: newspapers carry advertising; beyond that, TV-set, radio and billboard also brings them into awareness of a wide audience. Such a growing trend makes advertising profitable industry, which forces related agencies to make massive investment. Persuasive and informative functions strengthen the importance of advertising English, a relatively independent unique applied language.Such personal style with warm and plain speech lures the target audience to add the sales (Xu, 2005:137).

The ad elaborated as follows is the one related to the cosmetic company Estee lauder. Cosmetics of this brand itself make up a legend. Gwnyeth Paltrow in the poster is invited to prompt the sales. As a predominant Oscar actress, her pure and simple nature is bound to coincide with the brand spirit” bringing the best to everyone we touch”.

This paper aims to make a stylistic analysis of the sample. The study is undertaken based on four levels: the graphological level, the lexical level, the syntactic level and the semantic level.

Abstract This paper is the analysis of the advertising English. This newly growing text type is quite in line with the contemporary social environment. Take Estee Lauder cosmetics, for example. The article aims to analyze the functions of the advertising English according to four distinctive features: the graphological, lexical, syntactic and semantic level.

Key Words Estee Lauder; Advertising English; Four Features

Ⅰ.At the Graphological Level

1.Conspicuous graphological contrasts

Sharp graphological contrasts have always been undoubtedly inspiring the audience with their varieties of typing forms. As the sample shows, the ad makes the best use of different character styles. Larger size is used to strengthen the headline ”Advanced Night Repair” and “New For Eyes”. By this, an eye-catching headline is made. It isn’t difficult for the target consumer to recognize what the ad is intended to show and its real magic effect. Meanwhile, smaller size is used to elaborate the product in detail. Between the small lettering and the larger headline is just the sharp contrast, which is the effective method to urge the audience to take some action and then achieve the aim of the advertiser.

2.Abundant illustrations

Beautiful pictures have already become the indispensable part to a successful ad. Nowadays the general practice is mixing the sharp graphological contrasts with the pictures of the advertised products, the promising consumer, the attractive popular spokesman or the service being offered. Take this ad as an example, Estee Lauder, a predominant cosmetic brand, never fails to lure its consumer to buy the products. Its special designed bottle make it convenient for us consumer to have a wonderful experience. What’s more, a succession of popular stars speaking for Estee Lauder also shortens the distance bringing the cosmetics to the audience. In the following pictures is Hilary Rhoda who ranked sixth in Forbes' 2013 ranking of the world's highest paid models. Her influence is the decisive factor whether Estee Lauder would meet every woman’s needs (See Appendix).