分类蛩:
单徽代码:10422
密缀:
学
号:
固J-东’,番
硕士学位论文
Shandong University
Master’s
Thesis
论文题舞:Linguistie Features ofAutomobile
Advertising and Its Translation
汽车广告的语言特点凝其翻译
佟意羲褒
专 监
萋虢霎
英语语言文攀
指导教师姓名 专叠援謇壤务
。
奎缓疆夔搓
2005年3嚣t5隧
山东大学磺士学位论文
从20世纪初开始,汽车工业就成为制造韭最重要的行业。肤1908年生产密 第~辆福特T形车时起,批量生产就引入了制造业。要想发挥批髓生产的优势就 必须有巨大豹市场需求,这就要徽广告。瑷在,汽车已经成了入髓生活中笼处不 在的东西,这在很大程度上归功于汽车广告。在美国二十世纪20年代到60年代, 大量的平面广告用来健销汽孳,这一时期也被称为美国“平面广告的黄金时期”。 众所周知,荚国被称为。轮子上的国家”,这除了它有先进的援爨生产技术、方 便的交通体系等因索之外,汽车广告也起到了不可替代的作用。 在我国,随着对外开放和社会主义市场经济的建立,20年来,广告渡以超 乎人们想象的速度发展。汽攀广告,作为广告的一个重要组成部分,近年来随着 中国汽车市场,茏冀是家用轿车市场豹飞速发展丽褥到不断壮大。因此,探究汽 擎广告的语言特点及其翻译,不但使人们在休闲之余得到汽车广告方面的信息, 露且对于中国的汽车行业也肖一定的实际意义。 本文分为两部分。第一部分涉及到汽车广告的语言特点,从词汇、句法和语 篇豹屡次进行分析,从嚣得凑汽车广舞有以下三个特点:l菇的汽车广告是鄹队 合作的结果:2将做广告的产品和其他事物联系在一起是当代汽车广告的特点: 3直截了当的叫卖和毫不掩饰的劝买在当代的汽车广告中占据越来越少的位置。 在第一部分的基础上,第二部分进一步探讨了汽车广告翻译过程中涉及豹翻译理 论、翻译策略和存在的问题。最终得出如下结论:作为广告翻译羹要组成部分的 汽车广告翻译,由于它特殊的商业目的,不同于文学翻译和其他翻译,这就决定 了译入语观众和译入语文化的至高地位。
荚键词:
汽车广告语言特点翻译理论翻译策略
2
出东大学硕士学位论文
Abstract
Automobile industry has been the most important sector in the manufacturing industry since the earlier time in the 20m century,W沁n the first“Ford Model r’Was made in
l 908.mass production has been introduced into the manufacturing industry.In order to take
advantage
of mass production there had
to
be mass markets,and that meant
to people’S
a
advertising.Nowadays automobiles become ubiquitous
to
life largely owing of printed
advertising.In
the
United
ears
States.there
to
were
huge
amount
advertisements promoting
from the 1920s
the 1960s.which Was the。缸yday of
011
American print advertising.”As is known,Amedca is called“a nation
wheels.”
Among
other
factors
such
8s
advanced mass—production technology,convenient plays
transport system,etc.,auto
advertising
an
unreplaceable role.
In China,with the development of opening up
110 one
OUr
socialist market economy since China's industry has been developing
at a
to the
outside
world,advertising
rapidly in
recent
speed
could imagine twenty years ago+Auto
advertising,has
developed
advertising,as an important branch in years Mong with the SOaring of Chinese
automobile market--especially the family-ear market.Therefore,investigating the linguistic featUres of auto advertising and its translation is both practical and
significant
the
to the
Chinese automobile industry as well髂entertaining
and
informing
to
COllLrnon people.
The thesis faIls
into two parts:Part I deals with the
linguistic
features of auto
advertising.studying the features from the lexicai.syntactical and discourse levels.In the end of
part 1 we draw a conclusion:1.A
perfect
auto
advertisement iS
a
team work;
2,T1le fusion is the major aim direct persuasion take up【eSS
ofcOntemporary auto advertising;3,Factual claims and and less space in coutemporary ads.On血e basis of Part
L Part II further explores the translation theories,translation strategies and some problems iN the process ofauto advertising translation.In the end ofpart II,we get the following results:Advertising translation,which iS
an
important
branch
ofadvertising, of itS specitic of the target
iS distinct from literary translation and other translation commercial Skopos
or
because
purpose,which determines the supreme
status
audieuce and the target culture.
Key Words:automobile advertising translation strategies
原创性声明
本人郑重声明:所呈交的学位论文,是本人在导师的指导下,独立进 行研究所取得的成果。除文中已经注明引用的内容外,本论文不包含任何 其德个人或集体己经发表或撰写过的科研成果。对本文的研究俸出重要贡 献的个人和集体,均已在文中以明确方式标明。本声明的法律责任由本人
承担。
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趟
日期:亟壁:生:!j‘
关于学位论文使用授权的声明
本人完全了解山东大学有关保留、使用学位论文的规定,同意学校保 留或向国家有关部门或机构送交论文的复印件和电子版,允许论文被查阅 和借闵;本人授权山衷大学冒数将本学位论文的金部或部分内容编入有关 数据库进行检索,可以采用影印、缩印或其他复制手段保存论文和汇编本 学位论文。
论文作者签名:遗师签名:≥上笠印日
(保密论文在解密后应遵守此规定)
期:旦堡垒.:』
由末尖学壤圭攀霞论文
Introduction
In more than 100 years of automobile hlstoty,automobile advertising plays强 in the promotion aud development of automobiles.Almost
all埘 翻a善,o蒯role manufacauers admit that粼K敷魄is essential in promoting automobile 鞠翩瑚勤d疆酿塔and辩Lling,㈣if it is in the time of em,tgy crisis.In the modem
society,a new ear begins tO be advertised before it roils off the manld隗ctl埘ng line. Automobile adver畦slng a髫n戡n燃great importance in the advertising in the world.In in 1990,the fees in automobile advertising amount all adveaising fees.In to¥10.6 billion was spent in automobile last year.(2004)Automobile manufacturers and advertisi曩g
a妇up
to麟57 bil珏on,over雠quarter
sell魄agents&re
generous in advmising for m斜know quite well that they will benefit far more than the money they invest. This thesis mainly deals with the linguistic features ofautomobile adverlslng and its translatio也Therefore,it's essential for'us tO define automobile advertising first.In order
to粕∞,锵have
to
wriew the definitions of automobiles and advertising
respectively. 1.The def'mition ofautomobiles
Anautomobilevehicleormechanism;伪强,靠self-propelledvehic廷su/tablefortLqcon a street or roadway.Automobiles a砖usually propelled by internal combustion
engines(using volatile inflammable
about 4 to
蹴^s¥earnengines,Orelectricmotors.冕嚣powerofthedrivingmotor蝴描落from
50臻P.for ordinary vehicles,ran#rig
as
liquids,as gasoline
or
petrol,alcohol naphtha,
from the run-about tO the
are
tour魄娟
蛸tO
as
high
200 H.P.for specially built racing cars.Automobiles
also
commonly,and generally in British usage,called motor cars. From the above
definition,we燃have童rough impression to the definition of the
to get the
automobile.According to etymology,*'auto"mcalas"sel囊and"mobile"麓lc雕搭氇甜 the vehicle is powered by an engine rather than pulled by horses.(http://en:wikfionary.
org/wiki/Automobile)We could summarke
definition of automobiles
which is accepted by most people in the铺ft攫撼:An automobile is a wheeled vehicle that carries its own engin蠢Different types of automobile include c制魏buses,van¥ the most popular by far.Older terms include horseless carriage and moor car,with"motor"referring to what is now usually called the engine.翻酶act ofoperating被automobile is called driving.An amomobile has seats and tracks,with for the driver and,almost
without
c瓣being
exception,for矗耋least榭passenge妻
(http://encyclopedia.1aborlawtalLcom/Automobiles)
山东太学硬士学能论文
2.The definition ofadvertising Advertising is“a form
of∞咖Ued
use
consmners,throu01
the
communication that attempts to persuade of鑫variety of strategies and appeals,to buy
or蝴鑫
complex particular product 01".service.”(Defleur&Dennis.1996")Advertising is valid economic activity in the view of some persons,and a social blight to subject----a others.It is quite possible that 011e person can hold remarkably different views about
a
advertising触the s∞lme time.Therefore。it is particularly hard to come to a single definition of advertising.Whal o∞thinks of advertising depends on what the pdson is and the way
in
which his
or
her
own
as
life has been involved with advertialn晷Thus
the businessman defines advertising
follows:
Advertising j熹-m越I(etiI培tool that helps协sell branches of弘圳I懈晦and helps tO build confidence in companies and institutions by conveying
accurate
and compelling information tO
。
consumersaboutthebrandorcompanyandinstitafion.(Weilbadm‘p.1∞
However,defined from the CODSt越er'¥viewpoint in terms of those advertiSements that n函∞some sorts of communication,Weflbacher provides潞a totally different
uponwhichthe脚ereitheractsimmediatelyorstores甜laterrely,application,andLISe,
Advertising is commtmication that佴m.id鹪generally useful。relevant,and pertinent
infonnadon
(Weilbacher,p.16)
Advertising,抟雠have
seen,involves many things and it has a variety ofmeanings. Weilbacher condenses the different points of view into a smoe sentence that reflects
the view ofthose who pay bill for
adv幽mg;he develops this summary definition:
si幽ed by
a
Advertising consists ofmedh messages for and
tO
business
or
an institution
that wishes
as
advertiserwishes&啦tObe弧orbelieve.(Weilbacher,P。20)
The American
increase the probability thax those reached by these messages will behave or believe
the
I妇-keting Association provides
i∞duag scrvic,cs or
a
more concise
Olle:
Advertising is the nonpersonal communication of information usually paid for and usually
秘搽澄畦谨in
natm'e about
ideas by idc纛蛙fied sponsors through the various
media.(宁建新。p.1) Yet,modem contemporary advertising
any definition
tO
has be"come too
varied and vast黼activity for
changes in
be
comprehensive.Current ads reflect radical
technologies and the media,social and economic relations,Ottr§翻攒of personal and for group identity.For the insights they provide into the nature of these changes,and the way they prepa∞us for flL劬er changes tO come..,they form a particularly valuable
ll|末天学醺士擘霞论史
field ofstlld睇 AsfarasIknow,thel'eisyetnoformaldefinitionofautomobileadvertislng.However, we could get a rough one by combining the definitions ofautomobiles and advertising: Automobile advertising is the norqTersonal communication ofinformation瓣猢移弦滋 for and usually persuasive in nature about automobiles,related services Or ideas勿
identifiedsponsorsthroughthevariousmedia.、
3.The influence ofautomobile advertising
剥酶first Am。l壹can automobile Iaoe is
run
from
Chicago协Evanston,Illinois and baeL Two oIR ofsix cars finished the辩mile long race,
.with蠢鬻b躺嗡time醒7hoursand53 minmes.
骶艟wiilllel',Charles E.Duryea,that same year
places what may be the first automobUe 8d_vI靠ti翻翔撼nt ever,.撒?抛Horseless Carriage. i擎 However,the first auto
adve触g瓤China
鬟耀融瘫雌臀not very clear,毒caltoon related协 m舾mobiles appeared in North United campaign States has
贼呶‘字转西撮》)in 1925.(See Plate 1)In the
China啪
adve蠢stag
for
several
a蕊氢蠕斟蜘
waged
been
generations--since the automotive ideology is ingrained in Americans.
l蛇。s—矧蜒now
most
AsAmericaiscalled毪nation011wheels",
let’¥firsttakea删ghlookatthehistoryof
≥
“’
滚嚣“—_4““日““”“”i
automobile advertising in the U.S.All the 瑚瞎辫lzi瑶advertisements for automobiles below were printed b酞w髓n 1937 and 1992 in the National Geographic. Automobile advertising in the 1920s and 1930s WaS geared toward expanding the mass market for the emerging technology ofthe priVate motor vehicle.In the鬟I瑚瞻
…“’
.:
j。
“。。
掺i磁《罄we have seen)&alternatives ofthe dectrie粕l粒and the diesel
e蝴mplc from
1937:
bus黼
purposely degraded,making them inefficient or unavailable.So the adveaising emphasis was on the practicality,sen哇{臻and reliability ofthe automobile,An
Plymms纛l‰甜疆缓鼬襻酶酽蜊驽。心趣髓馥融蛾蛀逐醛喇删s够rural
砸聪Mar|脚魄p神isI抵
.(1937 P酾麟州蛳
山东大学硕士学位论文
Though it may have
had姗e practical appeal,such缸adⅥrould hardly excite the
a
prospective cal"buyer today!
A船the Second World War,with
just"wants")Now
the
car as a
deep decline in
m麟transit and a rapid growth in
private cars.advcltiscmcnts shifted away from such mundane qualities of autos.The new message:the right c雒can鞠虹曲presumed or fabricated human"needs.竹(mostly
de慨for getting Ibm∞e place
to
another was
mentioned.Rathei',the automobile had become—-越d lemains today—an genie.available to sarisfy a buyer's deeper desires and cv∞dreams much mo地than
Ina"e transportation.Automobile advertisements have led most
ethe蒯
believe
rarely
Americam
to
that锄automobile
can
give them:
长4。I毋÷‘…pⅦ9吼…。{。8y。1妒i}。。
…■4‘
。
‘
。1’?
‘
■ire一
SUCC铭S
the higher 7"Meeting ofCadillac 7,phases ofbusiness andfinance and industry,Cadillac 括the overwhelmingfavorite It缸not at all lmus埘... ”,for口伤圯American corporation to have触elltire #vboard membership represented On the Cadillac owner
一"The g溉oing腮's wgre矧at妊意蕊’哆警 ownersI砌,口l劬all
触…SO
"Call
distinguished
a
group
of motorists.”(1955
÷ ‘. 。
Cadlnac)j
,“
}
,
?+‘
out the
reseⅣes with口touch
ofyoar
toe/Ford
g№you
Power Ford V-8 pass in
a
up to 225 horsepower fo,instant艘when
instants coawt!Get more
the worM0
ofthe lightning that's made favorite'eight.’These erlgfne¥
Ford
wink
with’‘,hoash’in rese朋e...”(1956
V-8) 叫discerning look
at
any
of the
hatch's胁
how
gathering places will usua砂reveal a矾∥prising number of Cadillac cars…The consistent choice o.I
Status
those
they
who choose
have
without restrictio,t And
well
chosen.In
beauty,
in
luxury,in
performance…场矿dealer you…”(1956 Cadillac)
"This baby
can
will be privileged to¥Prpe
road!...pilot
Speed
flick妇toil at anything oli the her out through tr讶ic toward the open
road.,.you're ar知ing the most exciting car in the world lod哆…smooth毋oW西power.exciting
getaway/。(1957
De
Soto)
●
山东大学硬士学位论文
:ij:;;篡象鬻溅=翟甾锰
.j一 j—nCadillac Ladies Love
to
Pl略。This one is reallyfun
‘
,
clutches.”0963 Cadillac)
,
,,
,
,
;
’
一
,
、
÷
斛Style姒o,:囊强聱octth溺er car掣's.Wanet to?top ,一:7?“~n一、‘’,…”.7一j
7
the:
,
:1
j一“Listen!。。a neMl.。.Stereo Tape player that
adds鑫嚣蝴
Thunderbird
I?4
Musie。
。I
。l,:,。
,;dimension。of pleasure 。j’|motoring.。(1966Ford)
一
to
一j
::~…?+j r“i?…j
。,?
4
,?攀。猡;,;。卿蒯如蒯№一,(1966,Jeep、
j,,,
。,。Whenit'ssteepandr撕gettwicethe’ho砬…tackle
W。agomer)+,一一+
,’
;,.;
t
,。
‘7,
.,专口hill.。or¥ortl啦other danger日M矗Incomparable....o---
;“
,’
-r。
;。:
::
。
’j?一l
,;。
?.’,
《
i
’;v 7’:
≯
静;,,7一?:,,+7
j"The
daily暮r泓Dilemmas.Decisions.Detail苴;
裁.’。:,。..Wouldn'titbenicetohave掰,F坫capeMachine?What,
;Seclusion"/~’√,a潮day u's删be伽en,岫a refDal删wr磁inger撇.But..舭now∽,th砌anki ‘&coddling,,:j裂篙删嚣篓淼=篙嚣嚣等
。
。v
‘:,so
gently,。弘H譬ers弦锰。.coJer¥to
your
se斑e蟛
。
{‘
Wake
ToughneS¥
it anywhereyou want....it's readyforjustabout
anything.
OFF-ROAD
POWE&
矿
you're
power-hungry,,you've come tO the
rightplace.。(1986
Dodge Power Ram 50)
”鼹dressed加silence.And
R0manee
drove,Until four lanes
one
became tWO.Two became On&And
became
a
tunnel~Something that was back.。0992 Mercury Sable)
"Go
there
before
w甜
where埘one
Adventure
the
has gone before,.gofather than all others..。A luxurious,and very personal, Ford
statement,。0992
ExpI锨)
table雠雠辩that auto advertising in different times has different features and ap_peal:from也e’嗡cti蜥辑service,and reliability"ofthe automobile in 1930s
From the
to
the"romance,adventure"in 1990s.m
a
word,auto advertising has influenced
,
山东太学硬士学.I筻论文
almost a嘲拶aspect jn
Am酬can
people's life.According
to Ivan
Hlioh,an ecologist,
“In short,the American has sacrificed his life笛a whole to the nlolorcar,like
someone who,demented with passion,wrecks his home in order to lavish his inconle 如a promises delights he can only occasionally砌oy.”
capricious姗who
4.Thetypesofautomobileadvertisingandthe scopeofthisthesis According to different advertising media,we advertising into
can
瓢d
auto越嘲s崦in删m闾擒pels’in h瞳t嘁etc.And
is瓣in
in general categorize automobile magazines,over radios and 011 TVs
grouped as 翻瓣former type of adve.ising aims to improve the company's image not to sell a specific automobile.SO it automobile
according to蠡ffcreat弘蜀pa骰嗥amo advertising call be advertising ofautomobile company images and advc脯si.g ofautomobiles.
tO
advertis醇Consequently,
mag瘟,es,print
the public,
缸this these.I only intend to involve in the latter type of automobile advertising mlto furthcrnlorc,in the newspapers and 瓢lvmising to be exact,thou曲the television is an龆出黜∞ly important aiRo
auto越&醛sl:喀in
advertising
advertismg medium.And if there is
advt.-meats)and
advertisements
arc
no印∞斌explanation,all the积vmising(or
in this thesis
U'amlatiou
refer协atttomobile
advertising and automobile advertising translation.Accordingly,mis study iS based on auto Mvertising and its妇韬熊l耋io器from the following弘出lica£o蕾&Some ofthe auto
disp姆OliOS:
Reacier§Digest National Geographic Newsweek
Scientific American
Bustness Week
Fortune Forbes
Sports Illustrated People
Whh the examples from these pubficafions and other
various洳触devices
following chapters:
arc
source文懿will investigate how exploited证auto advert/sing and its translation in拙
chapt盯One deals with lexical features in automobile advenising,j.矗graphological effects and the words used in the auto advertising,
翻,i瞄phonological
a勰pt暂Two studies sentence types,smtence蚰眦舢∞and而etofical devices: imperatives and如le啪giIlives;irregular sentences and nonscntences;rhetorical devices such
as
simile and
auto
metaphors,puns,擀蕊lel砸‰rhetorical
question,
hyperbole。aIc。in
advertising.
‘
坐至态芏曼主竺燕堡苎
一—一
devices Chapter Three analyzes the auto adve—sing at the discourse level:cohesive and covert communication in auto
adver嘲
‘
Chap把r Four explores different schools of translation theories:Peter N倒嘴焖掣s Communicative translation theory,Nida's Functional Equivalence theory and Venneefs Skopostheorie.They are very instructive for the translation of auto advertising.
?
Chapter Five concerns translation strategies in anto advertising:u'anslatlon strategies ofanto brand names,headlines and slogans,and some technical auto advertising. the translation of automobile chapter Six is about advertising:different brand nam鹤in Chinese for the¥amc automobile in EnOish, cultural interference and some mistakes made by the Iranslator.
some.problems卷洳妞in
7
山末大擘硬士学位论文
Part
I
Linguistic Features of Automobile Advertising
CHAPTER 1
Crapholoocal,Phonological and Lexical Feamrm of Automobile Advertising
1.Graphologiad features Before OUr analysis,we should explain the term graphology SO as to decide the extent ofthe investigation in this to Crystal,graphology is a leTm used by some refer幻the writing system of a language.A graphologlcd atlalysis
li刚s协to
c脚ter.According
would be concerned to establish the minimal contrastive units of visual language。 (crystal,P.143)Leech observes也砒graphological variation is a relatively minor and superficial part of style in fiction,concerning such matters as即enin舀capitalization, hyphenation,italicization and advertising the graphological dovie燃辩pervasive.瓤堵graphologicaZ variation plays缸
paragrap晦(Leech,p.13x)However,in
indispensable role in the d妇略ol腰se ofthe advertising English. Accordingly,in this chapter we shall involve the foUowlng devices:. Heavy 1Jse ofpunctuation Deviant spemns and nonstandard spelling Use oflogotype and v/pograpny Visual emphasis and picture strategies
I.I
Heavy
USe ofpunctuation
advertising is abnormally emphatic.The modem copywriter would probably fail all English examination if onty for his abuse ofpunctuation to achieve effect.He will omit prepositions and con/unct/ons and link
The style of punctuation in automobile
nouns,verbs.adverbs and adjectives with dashes used f豫ly.He will write santences Iike this:
HALF A DECADE AHEAD OTHER
or
dots.The hTcgular
sentences瓣
.
OF鲫髓l掩校rNT R黼UI矗飘O争塔。Y£走f峪AH嚣^D
AN ACCIDENT.
OF
MAM.)FACTURERS.HOPEFULLY,BEFORE YOU’RE IN
(Volvo) It is observed that most ofthe copywriters have tendency to use very short graphic units,with heavy punctuation。An advertisement is broken down into a series of minhfnal sentene铽the result being that each clause stands 011 its own feet,and is
a
accorded equal
importan∞with
the others.Therefore,both density
tO each
and
weight of
punctuation
are
signals suggesting emphasis given
informat/on unit.
1
山东太擘碗士学位论文
that the punctuation system SerVes tWO broad purposes:separation and specification.(Quirk,t620)In English the full stop is"the heaviest punctuation
Quirk
states
mark.9’(Leech,p.217)It carries the
greatest separative force;hence the effect ofusing
the full stop is to emphasiza the autonomy of each piece of information,which is
th麟by asserted with&鑫蝎区il凇forceq嚣in this example:
Its sound is舔unique器its shape.
Itsbrakesareasunique勰itsengine.
轴畦倒神h塔协∞丽嘲蠢
Adwriters prefer prose
tO
It'S riot built
to
be some!dling
to删ofte.
(pO砌Sc}l&吴竟魄,p.65)
into short bits by using full stops where ordinsiy ptlnCUlation蛙alL The technique is used in auto
are
could戤COlllmas
chop
sentences
or 110
取【vati面喀extensively,and We
communicative effects:
now in曩position
to
observe
o啦of
its
WeImilttheMAZDAMPVbasedonaveryslrongfoundation.Theh眦
(Mazda MPV,周喙.p.143)
The extract contains
an
鞠辩d载淑with瓣dement
automobile advertisements.As
a
example
that might have fiuvzfioned鹪鑫cons娃tuent of the has been separated from the辩ntence into more information preceding sentence,but units.so that the sequence of words will contain mo糟focal elements,thus“豇地 home"will carry the nuclear accent.Such fragmentary sentcnc鹳abound in
of嗤硼m咖湖悯黼”:.叮k
home."In this
CASe
result,the full stop functions躯a stylistic d朗occ
to
indicate鑫d裁珏珏礤c
pause for emphasis.
Apm
from full
stops,copy佩ters
emphasis and dramatic punctuation
or
effect.礅kind of emphasis
also
use
dashes and ellipsis marks
written text would have
to
achieve internal
is signaled by the dashed
no
inserted in the sentence where the normal deal with it in other forms:
03enz 190E,孙晓丽,p.211) The dash would have made difference
to
a
"graphic units tend to be longer than tone way seems to lend emphasis to the sentence. The empsis in advenialng is automobile advertisements the ellipsis does elHpsis mark achieves stylistic effects.
the reader's processing ofthe辩ntence。As units,”(Leech,p.215)the dash used in this
o融used
as
not
stylistic device.In the following indicate that something is left out.The
a
Haveyoudfi嘲aForcL….,细嗣妒
9
墨塞查篷塑圭篓篷建茎
A
worthrepe龇ing……numbe-roneinownerl∞Ial锣鞭pIifL the effect
Such捐癌鞘l耱蕻∞嗣s
嘲娩
of漱ion.The
ellipsis leaves醛much§o
marks Other punctuat/on marks found in automobile exclamation marks is found especially in and
advelti:scments搬蟹excl删on
question益墙d蹲。Abundant料of
?
headlines and slogans:
THE h"旺DA N咿V
WHOSAYSTHERE'SNOPLACELIKEHOME7(Maz曛氇MFV,燕戮枣14蛰
t
’
Jnu'|lisageot'technotogy.shm'ing,wtmteva"happenedtoindividuality?(OPEL)
Look砒aIlThreel
(H艄dlim forme New Plymouth jlI 1930s)
(Cin,oen)
12
Deviant spelling and nonstandard spelling 10。1 Deviant spelling
In
automobile
advectis啦ents,we
observe
that there
are
deliberately spelt words.especi越ly in the brand瑚瞄魄I玎艟auto that the simplest way to call attention协the printed form They
can
be unexpected in
ale
two粥炉because
a
is论辩unexp潮letters.
h咖∞.breaking
occasionally some adwriters know well
they a摊infrequent锻瘴whole,Or with
because they conventional
co--on letters
spelXing)Vt/'I'L麟adve《sers瓣up names出哆often蝴the
to
unpredictable in
particular sequence.(for
le路
deviant in that we
Lynx,鑫倒叠and
seldom㈣double
Benz is also
make the臻朝f辩stand out.For example,Sanccks is considered cs foflowed by K in English words or names。
coasid蹦xt deviant
b∞甜粼粉astrally do not expect
X and Z in English words or nalalcs.The letccr K is,sometimes,a preference for 50m@ advertisers to replace the letter cl舔in brings out what is unusual,and til秣{b憾memorable'about tire brand haiti..
Kall溉姗。瓤deviation
,
Anotlm,way撼draw
attention
to
automobiles,as we:call畦撼瓣when
LAN9 DAF,etc.
We recite the
print is the糊嘲髂of individual letters in alphabet.Ofcour鼢rigs pa娃icular
1dad ofplay will be,in so撒e cases,unR'anslatable.Here鑫l毒some examples:M。A茶雌
1纛2
Nonstandard spelling
asb日Llnle
瓤general,we
that words have
a
standardized spell赫g in the language of
生壅杰主要主曼燕堡苎
English It is the standardization that enables adwriters to manipulate idiosyncratic about it,粥cannot spelling to achieve slmhl effects.When we
flag famous ad slogan ofMcDonald:“I'm
help也峨of
lovin'丸”m auto ads,We also have similar
Price startof¥8,969.Tracer.It'snoth/n’tobeafraidot:
"l'welvc yards long.two
wide,sixty five tons ofAmerican pride,Canyonero,Canyoncro!
Top of tl椿line in utility Sports,unexplained
fires矾a maflef
for the Courts,Canyonem,
Canyoncro!Sheblindseverybodywithb嚣翱g}线ghbeams,she's§squirrel螋《留撕’deer
waac蜘'.drMn’mach.峨Canyonero,Caayonero!
(Canyoncro SUV)
COROLLA.Whe摊PROMISES
And new one●MADE every day.
Ire
kept.
For
DELn谨矧Go,1themanyPROMISESitimmade。Promisestoperformdayin,dayou耋I
Today,Corolla jl busy mardns
over
twenty-five”捌嗽Corolla has EARNED囊REPUTATION for consistently
NEW
range firm ADVANCgD safety
features抽∞毽匪矗嘲科啦materials谯鲢RIgDUCIg
pmmL姒With
TgCHNOLOGICAL systems畦瞰
interior noise levels to^quld hush.
Thel995ToyotaCorolla.It'SthelavmiseofsomethingmM,backedup坶aHERITAGEof
pronfises kept
And RECOGNIZED around the world
a5
the
BENCHMARK ofQuALrrY.
Call
1-800-GO-TOYOTAforaBROCHUREand]OC蕊Ot'lofyore.NEARESTDEALER.
IlOVe What You Do For Me.
(ToyotaCorolla)
As for the adwriters ofCorolla,they some words in bold capital letters to grab the
rc雀lel'S"attcnlion,thus
An advemscr,tO
On
providing霹蒯flavour
use
in the ad.
and speUings;he will exploit other techniques to make the brand n锄e memorable the body copy pleasant read.So in flag next¥ogtion we will investigate the use of
c稚ain extent,is a quasi-anlsl.This means that he does not only play
logotypes and typography in
advertis瞻
出笨丈譬蘸士攀佼论文
1.3
Use of
logotyl髑and typognphr
to identify鑫 A logotype(or logo)is毫specially company ofa brand.It may be糠sign,ShalⅪOt trade character like those oflMereede)
designed礤鲻洳鼯擞蹶used
Be肌氛Shell;in some other eases,the product name is written in eharaeterlstie type, and the type itselfcomes to symbolize the product(e每Ford,Regal and some others). It takes毫sustained承tvertising effort耱establish曩link between糖arbitrary i瑶鑫萨 and勰auto.司艟adverlJser repeats the ad itselfor repeats the same style in&series,of maintains the same style oflayout and typography when the ad appears.Many successful auto brand names黜inextricably concerned with the
趣》洳in
∞融协theirautos,not酶rimingthem,bat姆usingthistyl幽:e.(SeePlate2)
In these i11stallees.a typeface勰tlsed to
whieh they a埠writte啦so
s趣ong徽氇迅翟s‘《}毽蛀。鑫be that some 8ds:锄
sicily
a
sometimes instead of;the word ot dit嚣eult埝categorize ttm kind of
connection is
kind of'autoi)in addition to,Olt words wlaieh si辨iry it arbitrarily in the COde.It is
indexical:僻associate鑫诺聩蟥妇kind
also‘‘觚element
sigl签eation巍蠡g
semio蛙e terms,In
of
print,瞄tla墨particular琳
part&
Cook suggests that there is which
is涮to
ofmood evocation ofbrand personality,"
define.(Cook,p.85).A_exording协a handwriting
world4mown logos
(Cool‘,p.85)礅status ofsuela i谢参卿主辜dubious,and妇nattwe ofthe搿鼎糖囊蓼
oftypes tllllcleilt,硼旭signifieatiort is both indetermimte and powerful。
suggest如抛邛释船商疆毛姓罄’鹭删for
analyst,跏e
tradition"for Ford.
blea撼lgdifferenttypefaces;nndmakingupcopyfor瓣g,usingdifferentsizes
Typography is the and weight
art醴鬻耙嗽挚婴睡髓墨ofwt2ieh there瓣hulldreds ofdesigm;
text
Good typography leads协legibility typeface may lack SOn"跫of the quali锣。f
a
and黜lCtlVelle(3S,舢a printed in锄e the堍i醚,瓣obvio璐毒xaraple is强
advertising item which may exploit several different types,different sizes oftype and
particular shape of layout The headline can be madc more legible,m黜ningrla and attention-getting if care is taken in its layout.1"o IIchicvc:this.it may be necessary to select suitable length,01"畦话best number for effect A headline may be broken up Or the main copy for勰ad,the stepped so that it c鑫ll
achieve垃瓣effects.’F蜘盎writing
oopy’vriter uses his imagination to think how he can nse display 协highlight the text and encourage people to read it. In tlae following稚the size
of
headlines oftype
of&姆掣蠹忿锎瞄嘲p睦with tlae mea,蠹塔ofthe word,
。
赫in:
How
F.A.ST ARE YOU C_lOING?
、
◎
圈购 囵
voIVO
H
生茎查茎塑主兰垡丝茎
础
涂.◇翰圜
仓②’,露圆
●
圆。笾回囡 圈囵曩函圈
。
BMW
Cadillac
alq
Beijing J唧
Pla址2
山东犬学硬士学位论文
¥uela possibifities of"form enacting meanlng"埘virtually as unlimited advertiser's imaginatiTFl:power OVer ttae a攀愆懿知魏撼龉of hm._guage,and 旭ader's capacity to∞e
as
the
the
h躺a power like that of eomeetiom.In 基metaphor:.it曩垮蜒On the intuitive reeognitioxl of similarities between one field of reference(the form oflanguage)and躺other.
.
this坤喊ieonieity
as
誓擗辩devices辩observe逸auto
nnd mOl'l§legible.
1.4
emphasize∞l脚points,m蛾the
Visilal
advertising aim tO provide typoglaphi瞳contrast ad Inotc interesting,lllOl℃readable,sad
‘
emph础l Jnd Oietorill|t黼tegf醴 text懒be
T如adwfiter
posifloffmg of the tmits of information in a used to lDlaee vllrying degrees ofl’rominenee 011 them.h this Sl站tiOll we shall discuss One important diff艄ellcc 疑魏峨轴嚣similar b—Mf∞n verbal texts and pictures is tlant the 5clarence has 4 and姐ending吐
knows姗the
d昏诋apply in娅簸嚣畦函纛耀ofimag爱L
the other
begiamg
the
end.Pietua嚣,On
s趟tey a whole picture
蛆end锄be discovered in the
comer,and
the
la锄d,lack this temporal dimen.qion:it is possible to lit册∞。I'towcvet,something corresponaing to a beginning and
case
which辩read墨弘塔e.鬻瓠魅锵嘁the
as
Uppl薯le‰wef right diagonal is indeed越a曲哼mely important dimension in muela painting,勰well in杈h鼬ing layout.
To蛳how
the diagonal is
ofpictures,quite possibly because ofthe way in eye lalOVCS from the upl嚣lett to lower right
used to
emphasize the most
嘁and协撤the
small
car
important删ofart
eye towards the
most important part of the message, look越Plate 3。硼瓣picture shows毫 made
by Vo墩舒矾嘴en
Company.甜惦position ofthe c缸is iust in the upper-left and the trademark of the Volkswagen Company is in llae
lower-right
of
the
picture.1撇
smalllB9 is iust between lhem.珏most cases,tho eyes of the reader is first the guided埝the
small雠then
trademark ofthe Volkswagen Company, finally the bigger words“Think small.” rhrougla this unique way,the concept of "small ear"has been successfully 潮ssed tO the
readers.砸s small谢ad
Company has
for
the
Volkswag捌a
eilaonnou5
Pln他,1
cal'5
aelaieved
success.More than 640.000
had been sold by the end of
山东大学硬士学位论文
1960s.This ad has won"the most distinguished ad"by the top 97 admen in
4西明妇胡g而嬲in
In general,a picture
1976.(姜炜,p.80)
can
be said to form pan of
a
graphic class(including pictures,
a
stal眦爆,designs,etc.)of images.Barthes
■
maintains that the relationship betwq∞n
#cture and what it portrays is a teal one.∞衄血’P.s9)It is observed by Vestergaard and Schroder that pictures arc much richer than language.(vestergaard’P.42)This
possibly explains why the space allocated to photographs in ads nearly always that devoted to the written words.
ex僦ds
2.Phonologicalfeature;ofautomobile advertising Although levels of
our
la啦孵the
a
focus is
011
choices form impUcit
where it
c卸n
distil蜘ve
ignore,in a trealment of phonological potentials of the written words.Phonological level of style in oral literature,and in written litemtme the written advertisements,we
cannot
a
always be made explicit in reading aloud.To
lsrge extent,this impticit
phonology
is detemdned by
choice
of words and
structures at the syntactic
level
can
be regarded as纽important ingredient ofstylistic value.
One ofthe tenets ofmodem linguistics is
that]锄guage is essentially non-iconic,that
shape ofwords is in fact
one
the
soond-meaning connection is arbitrary.卫碡phonetic
●
oftho less promismg areas in which to explore the phenomenon oflanguage imitating n剖岫鹏.Words are conventional and stereotyped units;but beneath the level of the
words,adwriters,like poets,have always known how to
exploit
the symbolic and
evocative value ofsounds.They explore
attract the attention of potential
the sounds ofEnglish for rhetorical effects to
consumers.One of the common devices adwriters
all
borrow from the poet is rhyming.Apart from it,the adwriter has to rhetorical
assortment of
types ofrepetition,such船alliteration,assonalw七and consonallce.AII ofthem belong
devices.(We will
di∞u鲻them in detail in Chapter 21 Besides the echo of
the sounds,advertisers will make words go and pause in time with the So consideration should be given to the
end-focus,pause
and
subject at hand. rhy'&ra,due to the fact
tllal they make the钯x协read fltmntiy and effectively.
2.1
The principle ofend-focus
As we have alliteration to
seen
from the above examples,auto adwriters exploit rhyming and M雌about associations between sound and mealling.Popc declares
that wrhe sound deeply than this the miInmg
or
must鬻釉all echo to the鸵n∞,but¥oIne adwriten penetrate mot-e
suggests.They embrace not only sound symho妇n,but also enactment ofmeaning through end-focus and patterns ofrhythm.
aphorism
According to Leech,the principle that"last is the most
importanf'n城獬that the
on
nuclear
to怫’s
natural position is at the end of the tone unit,specifically
the last
广.0,●}■r
I,
?
●
山东大学碗士学位论文
What you辨is
the删volvo 960--tmobtrmive
elegance that invites your eye to linger a
a
little longer.Wh砒you don’t See,however,isjud as important.Under the noble hood awaits
technolo#cally advanced lyJnj血le"2.5 or 3.0 liu'es,six cylinders and 24 valve-dynamic power coupledwith勰intelligentchassis systemfbrol黯talldillg∞adtIoIdin善(Volvo)
●
The
d啪驿a旭totally in keeping谢llI the vibmt ptn∞ality
ofthe
c玳the
190E is,够ever,
lively,spirited and龃exceptional handler.It also embodies棚the outstanding qualities of
Mercedes-Benz:impeccable伽茸m耐l强the
highest standards of safety
and既c印6讲IaI
reliability.(Benz car) The colon the dash鹤in the ads not only produ=s"space"On the page,but indicate pauses when you read them effect is to make the reader to read on tO get more information about the products being advertised.
and
aloud.仳attention-grabbing
’
Adwritersknowclearlythatifads alebrokeninto"parcelsofinformation,”therewill be units.They will be free to segment the texts into chunks as
respectively咖r弓tone
they like.But the choice they make will produce a di丘h∞ce text.This certainly seems to discuss the rhythm ofthe text.
to
the deciding of the
Leech discxwet'8 that when the length of graphic units follows&rcg:Ill|n"pattern,the
text靶锄stoprogresswithamemured d)唧衄icmovem.c12t.O.eech,P.216)Theadfor AcuRA敞isakoodexample:
It's the way the city comes alive越night.It's
a
3.5?liter,210-horsepowar
engine that likes tO
show off morc than a忙岛埔霉eL It's climate control that falIs如ma时皓他between ca=mjstry and村tisny.It's
a streetcar
named desire.It's柚?叩嘲k盯Bose audio system州廿I
a
Ph.D.in
music appreciation.It's the first satellite-linked navigation system built in-.dash.(or you’II lose
the
directions)It's a c掣that knows
you better than some people.It's the Acura RL.
(Acora RL)
The adwriter
disjoins
by full stop constructions which syntactically form part of the separate graphological signals suggesting the rhythm and intonatinn aloud.
as are
same sentence;making"clean"and"untouched"stand out sentences.The standing-out parts
one
should use in
reading the
text
There躺a【I舳e
atse¥where
every single
word
a
can
constitute
a
separate
tone/information unit.The ad for Audi A6 offers US
typical example:
蠢
17
‘}’7l一o-■FL
山东大学硬士学位论文
Here the effect is to emphasize the autonomy of each piece of information,which is
th=cby asserted with the rhythm and maximum force. 3.Lexical features in automobile advertising vIaving examined the graphological and phonological devices in the previous sections,various lexical techniques a旭explored here.
auto
advertising in
?
In the language ofadvertising it would appear that most advertisers tend tO
strengchen
the mood ofthe persuasive discOUl'始with the help
ofgraphological
and phonological
m翩nin黟.Wt/hJle
the text informs,the accompanying photograph伽咀fi如陷its message
and the graphological device
plays缸ancillary
∞mm朗t哪Consequently,advertisers
attention-grabbing skgJs to create an element of interest certainly。a business ofwords.”
and supportive role to the words offile ofIen u辩various lexical techniques鹪
A触iI培is
3.1 The
or剐叩呔among gcadel,3.
Emotive=djecdV矗and boosting
words
speak in positive and giowing terms of the series.Leech says:"Advertising is marked by a wealth ofadjective vocabulary,and a poverty of verb vocabulary.”(钱嫒,p.275)Naturally,auto advertising abounds with emotive
la啦孵of舡Iv口蜘pl咖to
adjectives
which boost the
cars
or∞慨being
advertised,优flatter the good/better/Best,
to
possible als的me心.Among the hi g:Illy frequent
a4jeaives ale.:,删I
free,如机delicious,彝nl'wonde斫d,clean,special,嘶踞'bt备extra,fl豫.pure,
special,superb,矗f孵and
some others.These words a聘easy
examples: find
in
auto
advertising,and here a把some
The new symbol for quality in
America.(slog=t
ofBuick
car) car)
We built
our
reputation蚵building a better oaF.(Slogan
ofSubaru
It is observed that"free”and"new"have strong temptation,and auto writers often
them to lure the customer.David Ogilvy,a famous adwrimr words we can use in headline age free and new.”徽嫒,p.53)Here
says:‰most
are
use
powerful
two examples:
E,q,aIld your driving a【p耐a-∞tO,IPw horizons wilh the all-new Corolla.
(ToyotaCorolla.赵静,p.128)
Our,Mp program will help
program isle..1ust
to
resolve product-related questions about your Honda.This
asI【at any Honda dgllef for a booklet.0_lo.da)
These carefully-chosen words to
create
the illusion of
superi耐ty and
termed weasel
18
山东大学硬士学位论文
堆weasel word is印dy named曲cer the egg碰Ilg habit ofw黜is.A weasel will suck the
to be
inside
ofan egg,leaving h appcm"intact协the causal observer.Upon examination,the egg is discovered
hollow."(E∞holz,p.181)
or
He considers that words
disinI.捌呻into
claims that appear subsumtial UpOn first look but
On
the hollow meaningless
following commonly used
w溉1 words in ads:best,better,help,like,virtual(1y).口暖
anal>sis躺weasels.He
lists tlle
work,彝gH.strengthe珥tackle,comfort,look like,the扣el ofand
80me others.The
abundant u辩ofthe weasel wol'd¥is found in auto ads,moat ofwhich arc‘叮k‘water is w吼’statement."(李绍明,P.115)Here a托¥omc samples ofwea辩1 words:
Therehas姗beenabet柳lime协buyadieselOrabelt"dieseltobI取
(General MotoB a正)
WehoJit鲫∞m嘣蛐byhm击I毽aben甜.铆:
●
In
as
auto
advertising
solne
words have
no
definite meanings that
Call
be pinned down,
they wolds in this ad for Audi A3:
create a vagl地and undefinable aura
around the word.Consider the italicized
Today lumo'y is no longer量matter of scale.It is That's why the new Audi A3
a捌捌暗m椰of quali伊and/nd/v/dua/ity.
cORI嚣in
three exquisite s耖les:Ambition.Attraction and
Ambience.(Audi A孙
Su删singly,very pl妇numl把-r咖also be vague in
a
similar
w碍:
When
Ford was asked to飘ltlsI[a吡ia士c his
clsim.it职Ⅳe棚th砒they meant the inside
Schrank。The Language
of the Ford was quieter than the outside.(Jcffery
of Advertising Claims,http'.//sunseLbackbone.olemiss.edu/--egibp/eomp/ad-claims.html)
-I
3.4
Foreign words and langunging
km誉壤ging is
OVal"one's
a
term used by Potter
to
si幽曩form
of one-up
manship,a辩丽ng
have scant
rivals
au∞u#the
Ilse
offictifiom foreign words ofwhich曲|cy
one's
knowledge,lhcreby inducing feelings of inferiority in
opponenL①锄|n,p.183)
山泰大学硕士学位论文
However,langfiaging may be extehded from nalYow concept ofthe impressive use of foreign words to include a manipulation of the vemacular,a special choice of vocabulary for its own sake.The lI∞of particular expressions shared by the writer and the reader,with the occasional poetic treatment,can be both ego-enhancing and memory飘蟮binin晷
●
One ofthese derived usages is alliteration
Many brand names
are
alliterated words,as
a
is Range Rover,Dahnler Doublesix,R0lIs Royce,etc.In auto ads,alliteration
commonly used device ideas:
Retooled Refined Reborn.
to attract the reader’s
attention.The ad for Mazda makes
use
of alliteration when it promises the potential buyers that
Mazda is
a
vehicle for new
It'snotjmt&眦
It'savehlcleforn州ideas.
Another technique derived from languaging is the use of a familiar expression in m unusual context.Ads may do this by arranging words which belong to different registers together to bring about associations,as agam in this ad for Audi:
●
鋈
These words
are
unconnected in meaning at first glance,but when we read them again,
to tell US that anyone who has enough
We come
to
realize that the adwriter aims
money to buy an Audi A6 will prove to be a words associated with a register throughout the copy meanings.
wise man.Adwriters
c锄also use enough
to evoke those specialized
.
山东大学硕士学位论文
CHAPTER 2
Syntactical
lteatures曩nd
.
Rhetorical
Devices
of
Automobile Advertising
●
I.SeJatelllCl}struetu聘
The first principle of advertising should be easy to read and easy to understand.So most of the auto ads are written in simple words and simple sentences.However, c堰矧ve adwriters ofIeln overstep the limits of the code that a∞删∞atain.even in
gramm码where
we
might
expect to find them determined by clear-ettt rules.At the
syntaedc level We will iliad constx'uetions"wkieh cannot be generated by an English grammar but 8坞nevertheless interpretable.”(Cook,P.140)And it has also been observed by Vestergaard that advertising copy has a tendency to chop sentences into short units by using full stops where ordinary prose would use COmraM or∞
ptmetuafion砒a11.Ocesteraard’p.22)Sentences of irregular sentence by Quirk.In ilolnl}ads only
phenomenon,according Deviant forms
create to
brand姗嚣m prcsetlt,for
this
type眦classitied
under the this
quirk,讹categorize it under the nonscntcn∞.
deviate柚d
eonsm删ons:
themselves.觚in
Simple
compressed mclmings.for they evoke both the form whiela they this section we will involve the following syntactic
sentences
●
h】他glll盯sentences
Nomentenees
1.I
.
Simple●enten馏
eontaim a simple elements(subject,verb,object,
the past,a sentence
In contemporary linguistics,a sentence is simple not only because it independent clause,but also bt∞llllsc all its constituent
complement,adverbial)a地phrases,not claus嚣.In
attributive clause would be considered
a a
wi血蛆
simple
sentence.,as
complex,5atltence.but today it is accepted as the complexity is砒the level ofthe phrase,nOt at the level ofthe
sentence
ofclause.
Investigating the style of auto advertising,WC find simple sentences abound in札 Adwriters tend to break dowla the text into series of minimal sentences,the result
№that
The
each
simple senten∞smllds On.its
OWla
feet,and is accorded equal’
importance with
others.I.簏eh
observes that
a
produce simplicity and
darity.O-胱h,p.219)
renmcd.The ride
succession of simple
sentences锄
wI圮eIba辩and弘瞄cn9贸锄即衄枷got longer.Tllc toot"got higllar.Tk width got
The illlerior
WilCo
comfort
g瞳mo b|删belief.Andyou伽getoI∞myourNiss蛐dealernoWo(NismSunny)
got删t
The ubiquitous Surrey got
山东大学硬士学位论文
1he嗍Civic V)(will
蛐ep Oil ttae gas and
amaze you.It's fun to drive.And,icty
ener器etfieiera.So
s撇On gas as well.
you啪
O-Ionda Civic)
The feature of the simple Scntcne∞is that it c缸early a lot of information at the phrasal level.As a result,it is a convenient vehicle for adwriters who wish to pack a number of relevant
Olr
鲫ltence
in an
ad啪be made quite complex in form and content,淞in this:
related details to the auto advertised.In this way,a simple
●
Hondawantsyouandyourttondatohaveablg口d_|Ic聊吵撑如吼ms坳(Honda)
SomepeopletIliIll【ofToyota船口ratherconservativecompany.
In some auto ads the
sentences It
a由eefaval
phrases functiomng
as
pre-modifiers II丝ke.the simple
tittle bit longer.
Ate'all,we’vebeenbuildingrdfab/e,high-砌carsforSOlong.
croyo诅Passion Road)
scntenc瑚a∞also made complex with preposilion phrases to list the functions of the products,and amibutive clallS嚣tO supply fill'thor information to e_,,Onfllm tlac customcl'S that the autos or
The simple
rclllted戡玎稍懈玳sutm'ior:.
F=ach model缸designed
N,lth埘“嘞ha'lu'/o埘加缸—讲I.砌and eo/o矿—函讳嚣that卿
侧惦Car)
be short
olr
mcom,/ne/ng铆thes/deastheyareseductiveOntheou口/de.
From the above depending
On
examples讹辨that¥imlfle
eontexlt.Without
Call an
sentellees can
10rig,
purpose and
appropriate purpose
s翻n翻K豁used
abundantly in a蕾ext only make make
a
Or context,short for choppiness and monotony.
Likewise。too many long sentences
passage heavy and laborious.Skillfall
adwriters,laowcver,锄exploit
variation in sclltetlce length tO achieve great effect.
scntcnct:.
Accordingly,in the next section we will have mOl'e tO say about the irregular
1r砖gular∞'ntenecs found in aphoristic
sentences.
ads眦mainly
fragmeatary d]iptieal
sentences
and
The first t),pc of
irregIllar
sentences
classified under irregular selatcnees recovery of these parts depends 013.many factors,c.蛋the sentence pattern,the the context of a舯湖ge勰a whole.Fragmentary proceeding
is fragmentary clliptieal sentences which a增 by Quirk et hi.The ellipticaI parts vary,and the
context,Or响On
sentcnc燃a砖used
number ofpurposes.
in ads,iu most of the cases,for stylistic
effect.聊SCI'V'I,a
,
/‘
/
山东大学琢士学位论文
First,fragmentary取加:tc日c鹤seⅣe the brevity principle。allowing the advertiser to achieve two commereiaUy desirable effects:to save space where words cost money;,
and to avoid drawing attention to features of the message whiela do not
SCl'Ve
adverdscrs’interest.The saving-space function plats in most of the classified ads. Cralperin points
out:
。This classified arrangement Ilas resulted in a number
in advertising.The tendency
to
eliminate
from曲暗鞭湘衄㈣nil elements that锄l be done without
cttiptic翻mtence懿n蟛t叭
ofstereot,jped oanerns
regularly employed
缸It pronounced Ol碡in advertisement and snnounc蜘aem writing.The
l'越1110 stylistic fimctiotlt,it is purely technleal.--to economize space.”(Galocrln,p.301)
But in most
auto
advertisements,the lacavy
麟贼ialive
bl屯,vity. Besides
value of its
of fragmentary sentences has“lm own.”Orestergaa吐p.22)The adwritcr ot!ten elimiDllt鹤
l,se
tmecessaly elements,and
leave the most informative parts
on
the陴to
achieve
cco∞mizing
with words
to
achievo
brwity,the fi'agm锄tary
sentcnec
h鹤
other important cfleets,resulting from its a.%qocilltion with particular discour始types, situations and relaliomkil搀.Fi删dy its frequ衄t usc creates a conversational t‘me.We
shall comider in detail a c越ad for the Subaru estatc 1.8.The text is
as
follows:
?
Tk Sub锄-la ofhis ofilll∞
●
m¥ttbaru oflais
of
k瓜Or how to ke印your msn'iage∞the r锄吐蹦tllfIlIly nIl口IIgII the
rough and the smooth.a'l"ough stormy weattaer lnd big丘eea己Gripping
sty;,Subara
fOUrowl雠I perfea mfriage.n埒Jmty for眦 n埒wordfirstl.24WD supermini.Apoetic:littleBlOvelt.3valvespercylinder.轴peedbox. 3贸5 doors.From only S 6.1911 what's mol'eo n培other I,attn硼A Subam estate,ofcourse.
four-wheel drive.11t world and his wife's favoutite in fact.With ll尼million
a
drives幻prove it.Mind you,it only takes two to make
Marr/cs
Starting砒蛔铀’599.帅jcll删you啪both
all the practical virtues to sheer
desirability.WitlI鹭啪modeIs
llam研彤don'tyou think?
to
choose from.
be in SubanI fout-wheeI drive
for妇
than S 15,000.A small p一∞幻球咿for lastl,g
Of the twenty-two fragmentary SelltClaces only one contains a main'vcrb"nlllllJcs.” From the phrase"Gripping stutt"onward,the text creates a conversational style whiela lm'sists
to
the very ald,evoked by fillers typical of conversational
discou嫩,
m
to
(‘in fact',‘mind you’,‘of coul'sc’)interrogatives which imply the presence of interlocutor(‘The otlaer oartner?’‘Don’t you think?’)and ellipses whicla appear
complete and support utterlmc船ofthat interlocutor:
Matlies dl
the肼Ic出司virtues幻sI?e冒dcsifaMl咄
a
Both pl℃'suppose
grammatical head
recoverable from
a
pl'cvious sentence--
山东大学颐士学位论文
respectively
phrase to
text all
liotm phrase whiela the relative act∞subjccc for the verb.Although
it
clause咖post-modify,and these啪be found,they lend the whole
a 1101111
air of being onll!half of a conversation,the彻副v∞to questions supplied by "you.”Alternatively one may read the whole笛a dialogue between two spt鞠tkel-s with breaks in text corresponding tO a change of voice,Or two voices both dressed to
"you.”
.
relationship,in wlaieh people the part of their interlocutor,and do not feel that assulne a to珈1clc璐啪d need to spell out every detail legalistic,ally.rhrough elliptic parts and they and assumptions of¥1111red knowledge,ads create缸atmosphere of intimacy Secondly,the fragmentary
desire
sentence suggests
011
a订岫g
informality.The following shows this:
HYI『ND^I
Always ttlere foryou An Invigorating 1)erformance
Ev啊y Time
Thus
the嘴offragmentary scntenc器in ads is“a formal。钯xtual phenomenon---has
creates
all
a
di辩伽鹏function."(Cook,p.172)It
indmacy.
atmosphere of proximity and
Another type of irregular sentence is the aphoristic
aNaoristic selatcnec吼哪鼬呱e
is fotmd in
many佴01础s.The
com'lruedom
tO
sent船ce.According to Quirk,the
commoll structural
effects of against each other.By
feature is in the balancing of two equivalent applying this pattern to the advertising,the adwriter aims
ofeatelaing the l'l冀ldelt"'s attention.For example:
aehi叭the
proverbs.In ads such structure is usually used in the headlines and slogalas
as a lncalns
D∞i印cd with
111.computer.
Silenced埘a IllSClro
Built by a robot.
The
third
ly】pc is tlae nonscntenec.Nonsente.ces in advertising a聆usually
IIOUtlIS Ot
exclamatory
adjective
phra螂.These
to
CXpI'CSS approval.or have the force
call
the托a蛔’attention:
exclamatory
Ilouns or
adj(蛆ives
may
A NEW DRIVING EXPERIENCE
山东大学硕士学位论文
The
auto
nonscntenee
in Ms is
an
eeo肋mized,but a creative
device.In SOme
auto
ads,tlle
brand names which act器noun phrases form the noilsentellce¥.Often,this kind of
ads躺only
and
made up of the brand
one ot
ilanlcs
pictures(sometimes
two
words)。
but they have the force of offe墙Or arousal.
■
11lis is
one ofthe simplest ways to grab the Ieadef’s attention.Look at Plate 5.a lovely boy with a victory gesture attracts lhc
靠蜀de心att倒tion
French
immediately,then the
word"Revolutionmire!”which
at
mea璐“赡Vol'坩o∞ry'’in Eng,lisb.1k
ofCitroen is
logo file lower-riglat corll盯whida is also very nolieeable。So it is a suee.cssful advetlisin蜃 工Sentence types
PI啦5
The most imlxMrtnm senten∞type in written English is the statement.But in everyday conversation粥may mal∞llsc of sentence types suela as conlmands.questions and exclamations u∞of
that缸moIe directly con翻强ncd witla int嘲eting with other people.The th微lyp鹧of sentaaees does suggest sometlling nbout who is也Itening
reading.A question,for imtanee,is neither true
the healer knows something that the whether a question(or command Or would have幻hold for
sDe妇does
1101"‰but
not
Ot
it does typically suggest know.So instead of asking
it幻make螂tO this[ist既et.11le answcl"im’t
our
exclamation)is血啦.We
ask what conditions
as an indirect e_...Olnlllllll正In straight-for,胧nd,a a地Inorc like everyday conversation.For this reason,w℃find in advertising English questions a舱Often used instead of imperative'j,althoup,la we do conic:篮-'TOSS
question啪function
this髓铆赋ads
always
imperatives and exelamatiom.In this section questions.(Wre have touched UpOll
main
con(:enl
is imperatives and
exelatmtio璐in
Chapter one.)
It could be said that the generic sclrltence type for advertising is the ilnpcrlltive, b|鞍m辩all ads a∞Ⅲ西ng Ills to some action.De Voe,a famous adwriter,urges his students to u辩imperatives,in矗p蕾陵进ge’that itself is made up of
inlp训懈and
questions:
sellcelllc嚣m址矾addre镪l directly协you笛t昭—%越this o雠is?Moa pcopk do.It gives file触Iil瞎that∞l弛咖is协lkiI瞎幻口lem from the p|im酣雕Don't fofl萨t
Do you like So rc盛cl
imperatives!nl掣have?similareffect.(Myers,p.47) Note that
adverti..船usc imperatives,not because telting you幻do somethjng really
虫蔓奎兰堡主兰垒丝苎
makes you do what they say,but becau.赞it will create a personal one person talking to another.The form ofan imperative is recognizable
a speaking
effect,a∞雠of
even
without
voice because it typically leaves
out the
subject"you.”The ads urge you to
do the following:
11Iink Small
●
The new Volvo 960 Range. 11Iink i‘OVa'o
’‘‘
(Volvo) fiord) (Houda Civic Wagon)
Stop in m any Ford of Lincoln-Mercury dea]e1".
Put in ml behind you.
●
Most
ofthe questions,especially those used at the end ofthe text and those as slogans in adveaising,a聆rhetorical that is,they generally do not expect an a11SWeL Although
they啪interrogative in咖lctI|鸭they
have‘‘the force of assertion Iather than
a
genuine question.”(Quirk,P.s25)The meaning,oonu"ast to the雄Ip伐I瑚丑ce of the literal wordjng,is vigorously positive.This is one of the more cautious,indirect methods ofcalling
to
action in advertising.
Another more subtle
[questions]can
interprets the
effect questions can have is discovered by Myers:qley contain presuppositions that are almost impossible to discard if onc
expectation is"an
the following
text.”(Myers,p.49)The u∞of presupposition and
extremely frequent feature in
h朗dtine:
advertisin晷”(Vestergaad,p.26)Consider
P助鼬h妇kindof甜AI眦fi髓Wants妯d∞正 Why qI蛾船pl昏,ailing ads?V鼬-rgaard阳l玛the
are
in
explanation:
。The代韪s∞for mis use of headlines which presupposes rather也锄asscft吐碡。谢础瞰b of
statements li岛in t}砖difference
questionordeny孤assertionthana舯嘲私m饥”(№黜c喀a甜。p.26)
We
not only
bd嘲嘞as刚on
the
and presupposition:it is much easier to
have"questions"in
rhetorical
devices.We will
sentence哦but
also"rhetorical questions”in
discuss rhetorical questions and other rhetorical devices in
the next section.
3.Rhetorical devic瞄
3.1
Simile and metaphors
and simile
or arc
Metaphor
used in advertisements
to
illustrate characteristics of
advertised products
services.
For centuries the study of figurative language was restricted to poetry and speeches. However,we have found various puns in auto ads.And there is also some
tlsc
of
similes and metaphors in pocket"is a simile which
your pocket.”
auto advertisin孚For
example,"Ride like
as
meal毽‘‘“ving(a car)is jnst
easy
as
feather in your having a feather in
a
山东大学硕士学位论文
One of the advantages offered by metaphor is that itⅡ田kes the l'eader see:50me resemblance bctwl跫ll things and the object featured in the metaphor and the o巧cct to which the metaphorical utterance refers.Furthermore,the reader takes part of the responsibility in deriving f3Jrther assumptions about the object which associates with
the product
or
s州ce.The product
do
or
service will bec..ome
.
status
symbet,such
as
the
following When
auto ad:
I
s∞my地what
I辨:Poetry.Poea7
in motion.poetry in
motion,walkirIg by
my side.(New CorollaToyota)
baby in the adwriter's eye.When it is driven, its beauty reminds people of the beauty of poetry.Through this metapho‘.t is very easy for people to think that Corolla in motion is very beautiful,and the owner oftbe
In this
a
ad’the咖Corolla is j啷t like
Corolla must love it very
much,just ljl‘e
loving№or her
OWIR
baby.Metapho£has
achieved great advertising effect.
3j2.Puns
Puns a地indeed popular with advertisers.Puns would appeaI to
their喇越|d_i黜e
a
because oftheir wits and humours,and they disarm skepticism since puns by nature
钟not
’
considered serious.The forceful combination oftwo separate words creates
surprising wonder and widens the image ofa product.
;
Advertising deliberately causes their andience exlxa processing effort by employing puns.because the first and perhaps the most important requirement ofan ad is that it
should attract and hold such
as a a
pun,a reader may pay no attention
a
reader’s atWntion.Without all"attention-getting”device tO an act,which would thus achieve no
effect砒alL Moreover,solving
pun∞n
help协retain attention,SO then
an
idea
which the reader might scarcely notice is strengthened because ofthe extra processing
involved.An ad for London Transportation has the following caption:
Less bread.Nojang
黜撕the words"bread"and“jam,”we
to search in
US our
will probably take the words to mean
foodstuff.But such interpretation will have∞be叫ected弱it is irrelevant to the 文..'rvice promoted by the ad.Having put aside the fast interpretation,we will continue memory for more acceptable interpretations.The word“jam"reminds ofu-afficjams,and"bread'’is slang for‘money',thus,we would rccovelc.
Since the ad is promoting London be recovered:
Transportation,somethiIlg
like the following should
出茎奎兰受圭兰竺堡苎
一.
IfyoutravelbyLondonTramlX札h嫡I∞啦y∞lessm哪哆蛐dyouwillnot幽如咄
ja札
AnoO艟r example for puns.m WOMAN:
●
.
auto
advertising: this&lgle
a bad
One
reason
why I bough
Summit is that I once tried to put all ofmy
luggageinthebackofaToyotaTercel OFF-CAMERA VOICE:Sounds like
andhju对wouldn't舭
expercience.
WOMAN:Yeah,but豇lallbehindmen洲
understood in two ways:the first is that all this has 他’s all behind me become past也ing;the second is that all luggage has been put into the back luggage compar血ent ofEagle behind the driver. 33.Parallelism Parallelism refers
to the use
now"啪be
of identical
or
equivalent syntactic
o们塔灯Ilcti∞s
in
clauses.Parallelism can reinforce the effect of the advertising and anotion.One of the common ways of doing this is to emphasize the express su-ong
corresponding
similarity.
MorepeoplechooseadosovermyotherpeL
●
Morepeoplechooseblueoveranyothercolour.
Nl饼e people choose ice acam讲f材any other却瓯
More More
people
choo∞cotton
over
any other fabric.
people choose the Accord OVer any other∞L
We
a糟not being asked to buy the product,just to compare Accord with others attention to the demonstration being provided for our benefit.
Parallel construction in ads also emphasizes diversity and constrast:
to pay
The Temptation Is Great.
啊∞Penance Is Small.
D瞄i驴cd
witlI
4
computm-.
Silenced by a hscL
Built by a robot.
Usually,the necessary condition in parallel
structure in two or
structure
mol-o part of a above.Parallelism has been and will be widely used in automobile examples advertisements.
sentcn嘲or
is identical,or similar syntactical sentence in close relation as in the
●
山东大学颈士学位论文
3.7
Rhyme量nd alliteration
Rlayme is preferred in advertising in Older to nlake language sound vigorous in rhythm and sonorous in tonc,and the most important,to evoke the multitude ofwarm associations in the mind of the
cOllSUlnelt'o
True rhyme
always involves the last
accented syllable and any subsequent
umeeented
syllables.End rhyme is the name
is by缸the given commonest type partly be懿mse rhymed words appearing吐the ends of lines make good use ofthe emphatic,terminal position.Rhyme,in auto ads,Often appears in the
to corresponding sounds when they occur at the ends
oflines.砌s
headline and slogan,笛in the following:
If'you
w∽.皿pmssed
(Nissan∞r)
wheatyou鞠wL删s面thistest,
wait until you read this.
OtymlaO
AliOther
d巧
Better way
嘶i∞Minivan)
of initial consonant sounds in
a
Alliteration is the
sounds
relation
series of words that a∞ playing
0n
nOt far apart,as in Pr/de
●
andPrejudice,Coca Cola;etc.This
flimilar initial
in words for cleseriptive effect is not
the monopoly of poets,however.
Adwriters make full u辩oftlais teelmique.
As alliteration produces mellifluous and harmonious echoes,it is often used in auto brand names which have appeared Ore'I"the years.
RolIs Royce Karl Kassbohrer Berlinetta Boxer
Mini Mayfair
Range Rover DllillllcT Doublesix
More oil.n,we
find that the
OCCUlTenCc
of alliteration is in headlines and slogans,
where it翻玎vcs to encourage the l'eadcr to continue with the body copy,or to urge the relldat-to get action.Here is
an
example for Duesenburg Automobile ad:
BUILT 1"0 OUTCLASS,OUTRUN AND OI.TrLAST ANY CAR ON THE ROAD
(See
Plate 4)
、
:)
坐至查兰望主竺堡笙苎
7
,
’’
.
SUr.LT物☆秽节eZ蠢强OUTRUN AND O£,善Z,。稻7蠢孵黝嚣母帮7搿嚣聋O蠢簪
,, /
二
,
7
‘
f●
矗r矗mint.■
S‘?-l,tm■-啊商哪柚嘲瞻钿曩i函m稳击—畦■
●___蹦●_l越埘,k后_k■越
●
’fk叠¨t0节,“c?r?
豁留蕊蠡戮黧寥戮翘彩
T H g
D R I G
l
NA L
S r疑A I G H T
Plate4
B l G H T
山末大学硕士学位论文
These examples prove that this oldest rhetoric device of alliteration is date in the eontemporal'y auto adv.-rising.
never
out
of
Repetition,whiela includes repetition of key words Ot that of similar sll'uctures,is applied in advertising to emphasize important features of products Ot services. Cohesion within
lln
ad啪be
advertising favours repetition
Toyota
Over
provided by repetition.In refening to the product, referring expression.Let's look at the ad for
carom'.
Did you heat
I删quiet恤Toyota
Ca_vj,鲫Or
th越it h笛锄available v6目lgine.Maybe
a
somebody told you也缸most stnndard drive-side
air吨Alld bes£馏Imilt缸^删But啦tllketheirWOn:IS妇解GetinsideaCannyandpfora driveyot峨l£You'll螂that嗍you’w
that
Cam-弦玳Imilt.m G∞曜麒叫vn.Kentucb,.That m可have
Automobile№弘沁calledⅡlc
Catmy XI.,E v6"the
In this act,tbe brand name
of"camry,.is唰four
n姗c
of
hl{矾.。缸饥砖…(Toyotal:蛐ly}
times.We啪蛾o∞obvious
that it will
flmction of repetition is to fix tlac come
to the lips
the姐in l,eadelt-s’mind,so
ofthe pureha蝌lost for a mine.
●
3.9
Oxymoron
to produce a striking e丘bcL Advertisers
a
Oxymoron is employed in advertisements
choose two apparently contradictory tcrras that express
of
startling paradox to show
indicate the particular aspect ofthe products
Or
SeI'Viccs.Take the advertisement of
Ford Trucks as蛆example,the headline reads“We don’t iust build cars,”which first
piques the nudienee’s curiosity,for it is impossible for
a
cal"company that does
not
build ca墙.Then the body copy reads。"We
build FI几『【瓜ES.”By such humorous
incongruity,the advertiser indicates it builds mo咒to satisfy cOIISUmIeI'S’needs and
help achieve the aim in advertising its products successfully.
This device is the
usc
of
a
part to stand for
a
whole
Or
vice versa.It is used
to
capture the audience’s attention and
in即沁their
enthusiasm in browsing the
next
information.Look越the example ofGrand Am:
Prec/ous m帆船【Inside.Otaside.Around every collnlCfo 1Hed.Tested."rough协b翻正It's the
IllOSt
solid Grand Am
c咐built
And it's IMlilding
It
solid reputation with the world’s
mOSt hard-nosed critics:our OWletS.Thc 1999 GrandAm Excitement Well built
33
.
坐塞茎竺堡主兰垡丝苎
The advertiser same time,it
uses
the word"mental"to represent the
caL
Grand Ant And
at the
8rouses
rich associations about the quality of the car.It is made of
precious mental,inside and outside.
尊
In short,all the above rhetorical devices advertisers used
are
to exert the
functions of
language in order
to
make their advertisements charming and fascinating,thuS
a
helping
allarge sales of automobiles.Advertisers usually craft not
auto
single of these
can
’
rhetorical devices in their help in pushing the selling.
advertisin岛however,they choose the ones that
●
山东大学硕士学位论文
Textual Features ofAuto Advertising
In the previous chapter we arc largely
concerned with considering the slzueture of small formal chunks oflanguage,l,anieularly irregular sentences in ads,and exploring the ways in wlaieh particular sclltence types and辩ntcncc sll'ueture have c.onll:tO be
associated with
a
pardeular information status in advertising.
Wb begin this chapter by considering how large elaunks of language
c0111e
to
be
interpreted鹊a text.Wc will treat ads as a discoul'船lype.Accordingly,in this chapter we will first examine the function of pronouns in advertising,as the choice of pronouns clllTies signifiea.ee in a wide range of texts lluit坨珥毯;em SOmt{sort of interaction and in the second coherence in血e
texts
will explore cohesive de'viees and of ads and their eommunieativc effect The last Sectioll of this
covert
s咖∞we
d确pter discusses the u∞ofthe
communication in SOme ads.
One of the most
distiDctiYi,fealu麟of
edaoiee of pl'on01.t13s Callrics
sort
advertising is in its u船of l帆'OnOtmS.The si霉垃臣∞n∞in a~vide range of texts that reprc鲫at SOtne
of intcraclJon.As we know,certain di.北oul-se types favour certain pronouns: diaries,for example,favour the first person,written nalTativctlL the first Or thira. prayers the second,seiendtie discourse the third and SO On.Ads use all three persons.
●
but in particular ways.We is the ma.ufaeturer:,I is olden.the advertiser,the expert,the
relator ofexperiences and motives leading to purchase ofthe product;he/she is often the person who did not
use
the product;and they usually refers
use
to the
great
undistinguished mass that fail to frequent,and most divergent from ofyou.
You in ads contains and suggests
a
the峨ofother
the product But the most striking and most diSCOUl'SC type is the ubiquitous use
a
contradiction.It assumes knowledge ofthe individual addressee
OllC-to-.ont:relationship.The adwriter makes you singled out from the crowded.By purchasing IIlc product Or benefiting from the Sen,iCe,you will become a
bit lnol吧of example:
yourselt:solllcone
special。and realizing your unique
potential.For
Conformity has its
eomf矾s.But ifyou
enjoy being
independent
and living life tO n碡fullest,it's probably not foryou
We knowjt匝howyou feel(Toyota Passion Ro翻1 WHICH MAN WOULD
1"0UVOTE FOR?
ads,Myers maintains that theyou in solnc ads is powerful b嘲alse it is slippery,not becausc it picks outjust onc person.(Myers.p.79)It is used just k蛾lu辩 tlac advertiser cannot know WhOm they am reachi赡. Contrary
to the
生奎查兰堡主兰竺堡苎
Cock in his z7圮Discourse
of彳dw腑啦g makes
a
comparison betwe姐you used in
a
ads andyou used in poems and songs.He discovers that theyou ofads has exophora involving reference tO
double
(Cook,P.156)m cham曲啦ofads
sonl∞nc in the picture
sometimes look
and to the receiver's own sel£
both瓤№s∞蛐d
encourages
a
out
ofthe picture,making them
in the
text,
addresser.nIis double reference,originaling
at
a
the triangle which affects completion l'eceivcr and onc ofthe people in the picture..
Sender
co-reference
bc|阳7渤the
.
㈣㈣③
M
(cha删@
pa搬(the
This dual identity ofyou is matched by the mysterious identity of叩’which is not revealed.The visual p他saK宅of ano也er character)distracts fi'om this
abscnce。mating m
to win US OVer
illUSion that the dialogue is between the character and the Ig:Idrcssce.The use ofyou in ads is part ofa high-involvement strategy which attempts by very direct address;they step uninvited into ilne∞est in 0111"most intimate conccri坞. We is always tricky,b∞ause it
OUt
world,expressing
c蛆be
used in both exclusive and inclusive爱玎lse.that
一
is’either
the pa-son who is spoken to.In advemsing the including more colNtlllon u∞of w世is to refer to the adw盯tiscr,not i船lIldillg the audience,
not
or础uding
projecting
the
i瑚ge ofthe company鹳personal,笛the following ads show:.
by you.
Everything’"曲is driven
(Ford) froyota
Passion
臃knowjust how
,in ads olin speaks
you feel
Road)
paradox.
as
the potential consumer,the adviser,but it raises
an all
a
Many
one
ads ca/l
on
the OOIISUIn燃'to bd7,omc another
commodity
or
se锄to
Or
offer
individual.Ads offering consmption of alternative of defining ourselves:if We
a
buy,say,a kind of car,WC will be distinctive individuals.It is advertiser addresses thousands
saille
paradox bjcause tlle
millions of people with tlm same message at the
car.
time,and always 110pes that more than o鹏ofthem will buy the
We。and you
m pronouns Z
remind璐of the
basic communicative situation of the
spe,aket(advertiseO and the hearer(customer).We might think third p廿'SOR pronouns would be straightforward,because they don't involve eitiler the two parties to the
communication.But they can be used to set up positi01Lq.He or she typically refers tO someone known to the reader,either known through the ad,or known because taken for granted
as
part
ofthe髓妇,s Iife.Look
at the
following ad:
WHAl‘’S MINE IS MINE
山东大学硕士学位论丈
‘WOW,’he sai正‘a
System-Porsche
to
ensim
That's high-performance.’
'Ifldp.k 1was supposed it'llgetmefromAtoB.’
be impressed or something.Frankly,all lask from
my谢is that
Reliably,ofcourse.And safely.
Happily we both agreed that
Were absolutely ideal
the州∞(from£5,099)and
.
running
?
costs(ridiculously low)
(Atthough'僻bickered
a
bit about whetlIef tO go for three Oil"five doors.)
1won,oflconditionthattheboy-ra∞rgottOdriverithome.
Hedlvughtlwesjokingwhen/toldh/m:‘Justthisonce’.(VolkswagenSeat)
(SeePlate 6)
殛l胛.粥Ⅷbwt蚋Seat错耐:'垤I●如毋脚e童mine‘
’
。
_
7,
,,
Plate6
I
Through the
picture,眦can
clearly idvatify that“,refers
to the speaker white"he”
or
refers to the young gentleman in the picture who may be the lover speaker that is known tO the
friend of the
reader,‘、.,e”here refers to the speaker and the young gentleman exclusive of the manufactures
●
or
car
salesperson.
2.Cohesive devices and coherence Halliday and Hasan take the view that the pI佃嗯ry determinant of whether
set of
a
山东大学硕士学位论文
scntcnc.燃do ot do not constitute a text depends Oil cohesive relationships within and between the sentences,which ereat嚣texture.They outline a taxonomy of typ鹤of cohesive relationships fully established within a tcxt,providing cohesive
which锄be
ties
of explieit marked cohesive relationship in texts is indicated by formal markers whiela relate what is about to be said to what has been said beforc-.-markcrs then.Look at the
a
wlaieh bind
text
together.A familiar type
like谢but,∞and
?
example:
,
Remember your first car?You dreamed about it.And you dreamed about it And when you
finally got it,you showed it ott;And cve,rbody talked about
it.Well
that’s the way we’亿
feelinginAlabama rightnOW.TheMn∞desM..elassisAlabama'sfirstvehicle.,d[11dIiowthnt h,s in the showroom,it簧暑ms eVa了b州ly
is协№about
it.
fMereedes-13enz M-cla豁car)
In ads lexieal cohesion is used to allow fusion between the l,nxtuet phrases,by Izeating them Volvo:
1IS
n锄e
and ot.h盱
though they V,'elt℃semantically l'elllted
tO
it,as the ad for
.
HAU7ADECADE^旺ADOFGOVER》琢旺孙rrREGIII.^卫oNS.
YEARS^}n:AD OF 01l瑾R MAl电yE^CTURERS.
HOI'EFOLLY,BEFORE YOU’RE IN AN ACCIDENT.
There is nothing but the eolaesive chin ofnouns and adverb:all refer advanced
Int:asutcs
tO the
active and
1
taken by Volvo mamffaeturers to assum driving safety.By the
lexieal cohesion,the adwriter succeeds in bringing the association to the readef's mind:Volvo's manufaetur啦lay muela emphasis 011.safety problem,and all the safety equipments in Volvo are advanced and in the lead.
It iS easy tO find texts in ads,which display few if any explicit markers of eohesive relations.Yule argues that it is the underlying semantic relation which actually has the cohesive
power.(Yule,P.195)11lis assumes
to identify a
on
that readers do not depend
on
formal
markers of cohesion in order
correctly remark.*"we insist
inte】fpl咖any
text丛a text.As Halliday and Hasan passage笛a text if there is the
remotest possibility of doing SO.”(r蹦ziday,p.23)That leads惦tO the concept of coherence---"the ovcrall quality ofunity and meaning perceived in discourse.”(Cook,
p.154)Although
aided by cohesion,and almost always accompanied by it,cohesion
?depends upon such factors蹈the lallglmge users,knowledge of the world,the inference they l瑚ke,mad the assumptiolls they laolck and in particular of the way in which communication is mediated
姆.
through
the
USC
of speeela acts.As advertising has
matured,formidable restrictions hayc grown up alongside it,imposed by publishers, the law or advertisers’OWll organizations.Iffactual elairm戤tmtrue,the advertiser is
held responsible.Factual
clail璐and direct persuasion thus take
inolt'e
uD
less and less
SpaCe
in modem ads.As
a
result,wc find
and nlol宅ads
arc
markers of eohesive
relations.砌s
written with few explicit
can
be illuswated by the ad for Chrysler's
Plymouth:
山东大学硕士学位论文
"Look越An Three!
BUT DON’T BUY ANY IX)W-PRICED CAR I
n哪L
YOU’VE D刚VEN T1_匝
NEW PLYMOUTH WITH
FLOATING
POWER.(Plymouth)
In the act,the adwriter doesn’t directly proclaim the low-priced Plymouth and urge the D懿Idef to buy it,but advises the read盯first to visit several places to compare the prices and performance of the
car
cars.‰,here
can
be paraphrased either
as
three
a
shops
or
the Big
Three.(GM,Ford and ChrysleO Of
to the
c,ourse,Chrysler is
lot
inferior
to the other two in terms to pay
of sales,scale and profits.This ad implicitly hints
success.
customers
attention
low-priced Plymouth,hence achieves great
3.Covert communication As We know,advertising is typical of矗situation in which the speaker is not trustworthy and the hearer is not uus血S.It is mutually manifest to both the advertiser and his address