美宝莲广告课件

Advertising: Dream Mousse Blush,组员：文斐20133632 文露20133633 杨珊姗20133635 王雨薇20133631,Brief introduction of advertising Graphological features Grammatical features Lexical features Semantic features Conclusion,Content,Marking role: helping companies sell their products or services; Education role: helping people learn about new products and services; Economic role: encouraging competition in products/service improvements and lower price; Social role: helping increase productivity and raise the standard of living.,The Function of Advertising,Mode written to be read/written to be spoke Functional tenor Persuasive ( as consumer advertising) Informative (as business advertising) Personal tenor characteristic warm plain speech used in daily life; various language tricks to impress and move the audience,The Language of Advertising,BLUSH Dream Mousse Blush Why youll love it Air-soft formula provides luminous, long-lasting color on cheeks. Glides on smoothly and blends easily for seamless color and a natural, radiant finish Air-whipped mousse delivers satin-soft feel on skin Long-wearing formula will not clog pores For Best Results With your fingertips, pat a small amount of blush onto the apple of your cheeks. Use feathery strokes to blend gently from your cheekbones to your temples. To build color intensity, apply more blush.,Graphological contrasts The name of the product and the advertiser are in large lettering, while other parts of the body are in relatively small lettering. Prominent use of pictures Beautiful lady the blush Clear identification of the advertiser,Graphological features,In order to be easily comprehensible and to achieve the effect of a warm conversation, display advertising tends to be grammatically simple.,Grammatical features,1. Preference for short sentences Why youll love it ( 4 words ) Air-soft formula provides luminous, long-lasting color on cheeks ( 8 words ) Glides on smoothly and blends easily for seamless color and a natural, radiant finish( 14 words ) Air-whipped mousse delivers satin-soft feel on skin( 7 words ),Grammatical features,Long-wearing formula will not clog pores ( 6 words ) For Best Results( 3 words ) With your fingertips, pat a small amount of blush onto the apple of your cheeks. ( 15 words ) Use feathery strokes to blend gently from your cheekbones to your temples ( 12 words ) To build color intensity, apply more blush. ( 7 words ),Grammatical Features,Number of sentences: 9 Total number of words: 76 The average length of each sentence: 76÷98.4 words ( 8 words per sentence in conversation.) Verbless sentence: For Best Results,Grammatical features,2.Combined used of various of sentences Interrogative sentence Use feathery strokes to blend gently from your cheekbones to your temples Imperative sentence Why youll love it Function: A powerful way to arouse customers attention,Grammatical features,3. Use of present tense Advertising mostly uses the present tense. Function : A. Satisfy the readers curiosity about the present status quo of the advertised product. B. Indicate a present action and hints at a permanent state immediately.,Grammatical Features,4. Use of heavily modified nominal groups Function: in order to pack more information into a limited space. Eg :natural, radiant finish.,Grammatical features,1.Wide use of affirmative and commendatory words and expressions The purpose of advertising is to impress the potential customer with the quality of a product or service, so it often uses affirmative and commendatory words and expressions in describing the commodity.,Lexical features,air-soft, luminous(发光的), long-lasting seamless（无伤痕的), natural, radiant finish Air-whipped , satin-soft （光滑柔软的） Long-wearing,Lexical features,2. Use of adjectives and adverb This ad attracts the potential customers by bombarding their eyes with positive adjectives and adverbs such as air-soft, long-lasting, smoothly, easily, natural, radiant, etc. When the potential customer have a look at these words, she will think it is a nice thing want to get it.,Lexical features,The customers eyes, ears, mind and soul are often bombarded with adjectives such as easy, great, groovy, swinging, wonderful, fantastic, fresh, stylish, beautiful, handsome, elegant, exceptional , exclusive, king-size, roomy, sleek, crisp, fast, smooth, exciting, fuel-efficient, all-new.,Lexical features,3. Use of presupposition and expectation Advertisers often couch their sentences in a way that taps the audients assumption about the superb quality of the products or services they are advertising .,Lexical features,Dream Mousse Blush Why youll love it Air-soft formula provides luminous(发光的), long-lasting color on cheeks. Glides on smoothly and blends easily for seamless（无伤痕的） color and a natural, radiant finish Air-whipped mousse delivers satin-soft （光滑柔软的）feel on skin Long-wearing formula will not clog（堵塞） pores,Lexical features,How does the advertising play on presupposition and expectation? Refer to page 145.,Le