...英语毕业论文:The Features of Advertising Language ------------------------------------------------- 来源：天星 更新日期：2007-12-04 点击：10175 ------------------------------------------------- Analysis of Advertising English Through Classification ------------------------------------------------- I. An introduction to Advertising ------------------------------------------------- 1. Definition: ------------------------------------------------- American Marketing Association (AMA) defines advertising as “the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.” Today, with the development of the technology and the diversity of the mass media, advertising has influenced us pervasively in our daily life. However, whatever the promotive strategies advertising takes, language is the main carrier of message all along, as The Language of Advertising, by Vestergaard & Schroder, says, “Advertising takes many forms, but in most of them language is of crucial importance.” Advertising language is a style of immediate impact and rapid persuasion. The point of an advertisement is to persuade you of the merits of a particular product or service, in order that you will take out some of your money. ------------------------------------------------- 2. Advertising Components: ------------------------------------------------- According to the definition of the advertising, most of the advertisements...
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...me again. That is the opening statement of the person advertising old spice. The commercial sells a male scent product called “old spice.” The scent is supposed to motivate men to achieve greater economy and social status as stated by the person advertising the body wash. The main character is a well-built man with a deep voice who I believe got used so as to keep the women addressed interested in the commercial hence the use of an attractive man. Smell like a man has been used to emphasize how a real man should smell like and not like a woman. The scene opens with the man in the shower then transitions into a boat and finally on a horse. The transitions are made and the person using “old spice” may have achieved all this by using the scent. The scenes are also beautiful and appealing, and they motivate the viewer and more preferably the women to encourage...
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...LANGUAGES. 2006. NO. 9 The Language of Advertising: Analysis of English and Lithuanian Advertising Texts Jurgita Vaičenonienė Annotation. The spread of globalization and marketing during the last century triggered the proliferation of advertising genres. The goal of advertisements is to persuade consumers to act or think in a textually determined way in order to boost sales of particular commodities and services. In order to capture attention, convey the message and persuade the consumer, advertising texts use a range of manipulative language devices. Moreover, different cultures may have different expectations with regard to stylistic choices, language use and other preferences in the same genre. Hence the aim of the article is to analyze the language of advertising in English and Lithuanian in order to estimate the specificities of the advertising genre in the two different cultural and linguistic systems. The approach employed in the study draws on the ideas of the functionalist interpretation of text typology and source text analysis as proposed by Nord (1997) and Reiss (2000). The functionalist approach provides an in-depth understanding of the source and target text conventions and functions which are prerequisites for successful intercultural communication and translation. The means to accomplish the task of the present article is the analysis of a comparable corpus of data consisting of 100 English and 100 Lithuanian advertising texts. For the analysis, only the...
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...Moore−Parker: Critical Thinking, Ninth Edition 5. Persuasion Through Rhetoric: Common Devices and Techniques Text © The McGraw−Hill Companies, 2009 Chapter Persuasion Through Rhetoric 5 It’s just the way things are: Images and impressions tend to sell more products than good arguments do. At least some of the images are fun. Common Devices and Techniques W hen the military uses the phrase “self-injurious behavior incidents” regarding detainees at Guantánamo Bay, it means what most of us call “attempted suicides.” In fact, when the word “detainees” is used, it means what most of us call “prisoners.” “Waterboarding” sounds at first like something you’d expect to see young people doing on a California beach, not a torture technique that involves forced simulated drowning. Less remarkable, perhaps, but possibly more relevant for most of us, we’ve heard the term “downsized” used when someone is fired or laid off. “Ethnic cleansing” covers everything from deportation to genocide. What we have to say may be important, but the words we choose to say it with can be equally important. The examples just given are cases of a certain type of linguistic coercion—an attempt to get us to adopt a particular attitude toward a subject that, if described differently, would seem less attractive to us. Words have tremendous persuasive power, or what we have called their rhetorical force or emotive meaning—their power to express and elicit images, feelings, and emotional...
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...In this satirical article published in The Onion the author is satirizing the strategies used by companies to market products to attract its susceptible customers. Using several rhetorical devices to campaign its innovative, revolutionary product: MagnaSoles shoe inserts. Using the fictional MagnaSoles as a model, the article humorously mocks the strategies used by companies to market products. Using an exaggerated or sarcastic tone throughout, it gives the read a true taste of the tactics used in today’s customary advertising. The passage quotes doctors in the field of pseudoscience and uses false scientific nonsense as an appeal to authority, it’s main rhetorical device. Together, these rhetorical devices are used together with ethos and logos to give a hyperbolized version of a modern advertisement. By using phony complex diction, such as “pseudoscience”, “kilofrankels” and “biomagnetic”, terms that retains no existence in the science world. The Onion’s writer reveals the advertisers’ outrageous front shown in paragraph six and seven. Since “pseudoscience” is a resemblance to science based on misleading assumptions, thus leaving the question would one really want to purchase something that qualifies as “fake” or a “resemblance” to the real deal. As a matter of fact, Magnasoles are insoles and not a living organism, so producing a “biomagnetic field” (a phenomenon of magnetic fields produced by living organisms; it is a subset of bioelectromagnetism.) would simply be impossible...
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... NGUY N UY DŨNG Supervisor: Ngũ Thi n Hùng, Ph.D AN INVESTIGATION INTO STYLISTIC DEVICES IN POLITICAL SPEECHES BY US PRESIDENTS Examiner 1: ……………………………………………………… Examiner 2: ……………………………………………………… Field Study Code : THE ENGLISH LANGUAGE : 60.22.15 This thesis will be presented to the Examining Committee at the University of Danang on October 30th 2010 M.A. THESIS (SUMMARY) This thesis is available found at the library of DANANG - 2010 - College of Foreign Languages, University of Danang. - Information Resources Center, University of Danang. 3 Chapter 1 INTRODUCTION 1.1. RATIONALE The effectiveness of a speech depends on many factors, including the mood of the crowd, the ability of the orator, the situation the crowd confronts, the topic of the speech and the using of words- the using of stylistic devices. The goal of any political speech is persuasion - you want to bring the crowd around to your point of view, whether that means convincing them to vote for you. So the frequent and wide use of stylistic devices is an important characteristic of political speeches which is an effective way to make these speeches more attractive, lively and more persuasive. A stylistic device is an example of the figurative use of words, which produces a particularly rhetorical effect when people use the language creatively in a specified context so all politicians use stylistic devices in political speeches. In the realm of discourse analysis, the typical linguistic features...
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...processing information. In reading my new found skills will allow me to analyze different claims in arguments. I will be able to find truths and identify deeper meanings in individuals writing. In my writing critical thinking will enhance my persuasive writing. Knowing different rhetorical devices and fallacies will ensure that I do not use them in my writing, thus making sure that my papers use sound and valid arguments. As currently I am taking my COM 150 class and I find that my expository essay has enhanced as this class goes on. My reasoning in clearer, and more importantly it assisted in my research. In my research for this paper critical thinking assisted with how I processed information from different websites. I was able to take the information presented and decipher the sound form the weak articles. In speaking about articles you can apply critical thinking skills when reading these articles. Applying these skills would mean deciphering what you are reading. Finding claims, and detecting where the information is supported with deductive or inductive logic. In advertising and the media they tend to be the biggest culprits of rhetorical devices. Critical thinking will enlighten you to these devices and allow you to determine whether or not the information presented is biased or not or are there detected slants. Having this information will allow you to know whether or not this is a credible source of information when purchasing the advertised product or listening to a news...
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...William Shakespeare: Merchant of Venice The name William Shakespeare will be remembered for as long as one can imagine. People from all around the world constantly read Shakespeare’s plays, as they are known to be some of the best plays in history because of their unique and profound qualities that helped Shakespeare earn his title of “the greatest dramatist of all time.” Unfortunately, because Shakespeare lived long before modern-day playwrights and poets, the worlds literary society knows much less about him and his background than they do about his plays. Although there is very little evidence that proves Shakespeare’s existence, he did once live during the 16th century. Historians have made assumptions about Shakespeare’s life and the events that he experienced in order to piece together a timeline of the mysterious poet’s life. There are not any actual birth records that exist, but scholars have found church records, which state that a William Shakespeare was baptized on April 26, 1564 in Stratford-upon-Avon, England. Educated assumptions are all that scholars have in terms of sources relating to the early life of Shakespeare. However, information about his adulthood has been gathered and allows for people to get to know the poet a little more personally. Shakespeare married Anne Hathaway on November 28, 1582, in Worcester, in Canterbury Province. Shakespeare was only 18 when he and Anne got married. His young age did not stop him from becoming a father shortly after his...
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...a helpful hand in stopping cruelty to animals. The ASPCA was the “first humane society to be established in North America and is still one of the largest in the world.” The ASPCA outlines its goals in their mission, which is “to provide effective means for the prevention of cruelty to animals throughout the United States.” This non-profit organization is dedicated to ensuring that the safety and well-being of countless animals is never comprised. Non-profit organizations rely a great deal on contributions, such as financial donations from outside sources, to achieve their goals. The ASPCA organization utilizes their websites homepage and emotionally riveting commercials to encourage their audience by using numerous rhetorical devices, especially the rhetorical appeal pathos, in order to evoke to emotions within the audience. The ASPCA’s website layout, their content and...
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...“FUNCTIONAL ANALYSIS of DOVE CAMPAIGN FOR REAL BEAUTY” E303 Project Report Submitted in Partial Fulfillment of the Requirements of UNITED KINGDOM OPEN UNIVERSITY/ ARAB OPEN UNIVERSITY for the Degree of BACHELOR of ENGLISH LANGUAGE AND LITERATURE to DR HAYAT AL-KHATIB ENGLISH LANGUAGE AND LITERATURE PROGRAMME COORDINATOR By Grace Abou Zeid ARAB OPEN UNIVERSITY LEBANON 2010 Functional Analysis of “Dove Campaign for Real Beauty” 1 DECLARATION I hereby declare that the project work entitled “FUNCTIONAL ANALYSIS of DOVE CAMPAIGN for REAL BEAUTY” submitted to the ARAB OPEN UNIVERSITY, is a record of an original work done by me under the guidance of Mrs. Ph.D. HAYAT AL-KHATIB, Head PG Dept Of English Language & Literature, ARAB OPEN UNIVERSITY - LEBANON, and this project work is submitted in the partial fulfillment of the requirements for the award of the degree of Bachelor of English Language & Literature. The results embodied in this thesis have not been submitted to any other University or Institute for the award of any degree or diploma. GRACE ABOU ZEID Functional Analysis of “Dove Campaign for Real Beauty” 2 ACKNOWLEDGEMENT I owe a great many thanks to a great many people who helped and supported me during the writing of this project. My deepest thanks go to DR. HAYAT AL-KHATIB, my SUPERVISOR, for guiding and correcting various documents of mine with attention and care. I also express thanks to the DIRECTOR of ARAB OPEN UNIVERSITY...
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...RHETORICAL ANALYSIS ON AN ADVERTISEMENT Name Institution Date The aim of every advertisement is to reach out to as many people as possible and relay the intended information to them. The hallmark of its effectiveness is only measurable through determination of its levels of persuasion. It is not very easy to appeal to a given mass and have the ability to change their beliefs, behaviors, intentions, motivations and attitudes. To do so, there are a number of factors, that different and distinct, that must be brought together intricately to create a complex appeal mechanism. To achieve the intended purpose within the set limits, an advertisement or campaign must employ the different modes of persuasion that are ethical strategies used for rhetorical appeal. These strategies are categorized rhetoric devices that classify the appeal that an advertisement might have on the audience. They are; pathos, logos and ethos. Pathos is an appeal on the emotions of an audience. It is responsible for eliciting sympathy and empathy from the target audience. Logos is the logical appeal that an advertisement might have on the audience. It is the aspect that deals with facts and figures. Ethos is particularly concerned with the authority the proposers of a given campaign have on the given field. The qualifications that a creator or an advertiser may have with regard to the content of their advertisement will definitely influence the audience’s ability to relate with the advert. In 2007, a UK...
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...1. Apple was trying to persuade their audience to purchase one of their brand new Macintosh computers. The commercial’s purpose was to use different sci-fi references and humor to persuade the audience to purchase the Macintosh computers. Apples sci-fi embedded tone makes the audience feel like Macintosh is something of the future. This makes the audience want to purchase of for themselves. Humor is also used to persuade the audience to purchase one of these computers. The pun of technology will destroy mankind is used in a commercial selling technology lightens the mood. This turns it in to a more playful kind of tone to end the commercial for the audience. 2. Apple mainly focused on the audience’s sense of ethos. The commercial was founded...
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...1. What elements of satire did you notice upon your first read of the article? The Onion uses a satirical tone to draw attention to the public’s gullibility and the advertising industry’s power. There is a touch of humor throughout the article that mocks the exaggerated diction advertisers use in real life. The article even goes as far as to make up its own scientific diction including the change of neutrons into “comfortrons” and nuclei to “pain-nuclei.” 2. What rhetorical strategies contribute to the satire? How are they effectively used? The use of numerous hyperboles throughout article brings awareness to the fact that advertisements do the same thing, over-exaggerations. The article in its entirety is ironic, it is an advertisement making fun of advertisements, which adds some humor to the criticism. 3. What are the key differences between student response 2A and student response 2B? How do you account for the three point difference in scores? The difference between 2A and 2B is that essay 2A provided evidence and explained in detail the rhetoric devices and how they were used effectively; 2B on the other hand simply just answered the prompt. 4. Explain the score received by the writer of 2C. Where do you think this writer might have missed an opportunity to craft a much stronger essay? Where are the opportunities for improvement? I believe the writer could’ve crafted a much stronger essay if they thoroughly understood what the prompt was asking. It seemed...
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...selling unborn babies, who knows where the bodies actually went. The author expresses how KFC feels no guilt towards serving our own young. The idea of eating our young is an appeal to emotion, the thought of eating a tiny human would bring up negative emotions, and value, we understand the importance our lives and to eat our young crushes that value. According to KFC “disposing of the bodies would be a waste of protein” (Conti and Reiss). The tactics the author used is absurdity. The idea of eating a fetus is ridiculous and it goes against modern human conditions. They act as if the little bodies are a main sources of protein that will nourish and strengthen our bodies, but they don’t actually have much meat on their bones. The article also stated that KFC has been purchasing fetuses “for use as chicken strips” (Conti and Reiss). The fact that this fast food chain has been using fetuses rather than chicken is a huge issue and the author casually brings awareness to the readers. By doing it so nonchalantly, the device is used as an understatement. Looking at this issues from a comical stand point may be slightly effective, but not as effective as focusing on the true, hard facts of the foods we are taking...
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...A Preface of Quotations Whoever desires for his writings or himself, what none can reasonably condemn,the favor of mankind, must add grace to strength, and make his thoughts agreeable as well as useful. Many complain of neglect who never tried to attract regard. It cannot be expected that the patrons of science or virtue should be solicitous to discover excellencies which they who possess them shade and disguise. Few have abilities so much needed by the rest of the world as to be caressed on their own terms; and he that will not condescend to recommend himself by external embellishments must submit to the fate of just sentiments meanly expressed, and be ridiculed and forgotten before he is understood. --Samuel Johnson Men must be taught as if you taught them not; And things unknown propos'd as things forgot. --Alexander Pope Style in painting is the same as in writing, a power over materials, whether words or colors, by which conceptions or sentiments are conveyed. --Sir Joshua Reynolds Whereas, if after some preparatory grounds of speech by their certain forms got into memory, they were led to the praxis thereof in some chosen short book lessoned thoroughly to them, they might then forthwith proceed to learn the substance of good things, and arts in due order, which would bring the whole language quickly into their power. --John Milton Introduction Good writing depends upon more than making a collection of statements worthy of belief, because writing is intended to...
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