有关英语修辞文体的论文

e of the full stop

Another typical feature here is the frequent use of the full stop, which aims at achieving emphasis, and results in many very short sentences or even fragments: 15-hour wear. Light as air. New. Double. Wear Light (See Appendix ).

II. At the Lexical Level

1.Frequent use of positive adjectives

Affirmative words are often used to impress the potential customer with the good quality of the product or its service. In the sample ad, we have:

revolutionary formula, groundbreaking DNA research, high-performance serum, exclusive Chronolux, dramatic reduction

e of personal pronouns

Personal pronouns, especially you and we, are also the effective methods to make the advertising English more friendly in tone and more thoughtful for the potential consumers as it is warm and common in our daily life. It is personal pronouns that close the consumer and the advertiser, providing the equal chance to have an impersonal communication. In the sample ad, you and we are frequently used to elaborate how the advance night repair product can improve our appearance and then keep elegance forever. Just as the ad says, ”the essence of women ”, Estee Lauder successfully achieves its aim.

e of the comparative words

Comparative words are sometimes found in advertisements in order to show that the products are better than others of the same type. We can recognize without and difficulty that the sample ad give us massive words such as ”more control than”, “like no other formula”in order to draw our attention its advantages other brand haven’t enjoy.

e of technical terms

Cosmetic field is an area closely related to the health conditions of its promising consumer and then the use of proprietary vocabulary is responsible for us audience and meanwhile give an exact explanation of the ingredients the cosmetic contains. In the sample ad, serum, anti-aging and SPF(Sun Protect Factor) give us a brief but clear knowledge of the Estee Lauder Advanced Night Repair series of products.

III. At the Syntactic Level

e of minor sentences

Minor sentences are short, to the point, space saving and therefore most suitable for advertisements. As is shown in the sample ad, most sentences in the body of it are short. The shortest sentence includes only a word ”new”.

e of simple present tense

Advertising mostly uses the present tense to imply a universal timelessness. This is to show the realistic features of the products and to satisfy the reader’s curiosity about the present status quo of the advertised products or service. As is shown in the sample ad, the advertiser Estee Lauder uses a succession of simple present verbs to introduce the function of advanced