1、Chapter VII Modeling Macro-structures of English Ad,What is a text?,Text refers to any complete, logic, coherent and meaningful unit of language use which is to realize certain purpose of communication and has certain communication function.,The Schematic Structures of English Ad Four parts of a com

2、plete English written advertisement consists : headline, sub-headline, body copy and tag line,2 The Analysis of Headline,The headline should have these functions: to attract readers attention quickly; to select the reader; to lead the reader directly into the body copy; to promise the customer a ben

3、efit, etc.,three forms of headline by functions: statement headline, question headline and command headline by the relation between the headline and the content of the advertisement there can be: direct headline and indirect headline,Direct headline 1) Going East, Staying Westin. 2) GILLETTE Sensor.

4、 3) Sony just extended the range of your music.,Indirect headline 1) Every time we race, you win. (Yamaha) 2) To achieve your best, you need the best. (Nordic Flex Gold) 3) Do more. Work less. (Apple computer),(a) (HL)(SHL) / (BC) / (TL) can be changed into (b) (IDHL) (SHL) / BC / (TL) or (c) DHL(SH

5、L) / (BC) / (TL) (IDHL=indirect headline; DHL=direct headline),three types of advertisements,IDHL / BC (TL) type, BC / (TL) type DHL / BC / (TL) type,3 The Schematic Structures of Body Copy,A body copy usually consists of three parts: 1) lead-in paragraph; 2) interior paragraph; 3) wrap-up paragraph

6、,schematic formula of body copy,(LP) / IP / (WP) (LP=lead-in part; IP=Interior Part; WP=wrap-up Part) The schematic formula of advertisement can be described as: (ZeroHL)or(DHL)or(IDHL) / (LP) / IP / (WP) / (TL),II. The Inner Structures of English Ad,1 The General-Specific Pattern of English Ad two

7、sub-patterns: preview-detail pattern ; generalization-example pattern,2 The Problem-Solution Pattern of English Ad,problem-solution pattern can be described as: (Situation) / Problem / Solution / (Evaluation),New Playtex Cross Your Heart The attractive new range of Cross Your Heart bras combine natu

8、ral shaping with gentle support to help you look and feel your best all day long.1 But to achieve your perfect look make sure youre correctly fitted. 2 You can rely on us to make sure you really do see the difference with Cross Your Heart or well give you your money back. 3 For more information on y

9、our nearest stockist call free phone 0800 374 282. 4 (Quoted from Huang Guowen),3 The Realization Pattern of English Ad,I only went in for a stamp And I came out with Christmas cards, gift tags and bows, wrapping paper, writing pads, pens, pencils and a brilliant range of Pocahontas stationery. In f

10、act, just what I needed for Christmas and all from one place-the Post Shop. Now where did I put that stamp?,Narration in Advertising English（敘事） (1) Whats narration? Narration is the description about what happened in the past. (2) 3 characteristics of narration a. Narration tells what happened in t

11、he past, real or unreal. b. In narration, narrative clauses take the main part. They can be in past tense or present tense. c. usu. the narrator is in 1st person or 3rd person.,(3) the difference between a narration and a story Eg. I hit John and John hit me. John hit me and I hit him. Keith hit Joh

12、n and John hit Keith. (4) Narrative clause and non-narrative clause Narrative clauses are used to express a series of actions in a narration. There are at least 2 narrative clauses in a narration, because there are at least 2 actions in a narration. Their arrangement follows the order of actions of

13、the happening.,Not all clauses in a narration are narrative clauses. They are judged by order. The order of narrative clauses cannot be shifted, while the order of non-narrative can. Eg. I punched this boy and he punched me, and the teacher came in and she stopped the fight. The teacher came in, and

14、 this boy punched me and I punched him, and she stopped the fight. This boy punched me, you know how mischievous he is, dont you? And I punched him, and the teacher came in and she stopped the fight.,Do you speak English? (1) I had an amusing experience last year. (2) After I had left a small villag

15、e in the south of France, (3)I drove on to the next town. (4) On the way, a young man waved to me. (5) I stopped (6) and he asked me for a lift. (7) As soon as he had got into the car, (8) I said good morning to him in French. (9) and he replied in the same language. (10) Apart from a few words, I d

16、ont know any French at all. (11) Neither of us spoke during the journey. (12) I had nearly reached the town, (13) when the young man suddenly said, very slowly, (14) “Do you speak English?” (15) As I soon learnt, (16) he was English himself!,Labovs Narrative model:,a fully-formed narration includes:

17、 abstract, orientation, complicating action evaluation, resolution coda,the least-formed narration: (abstract)/(orientation)/ complicating action/ (evaluation)/resolution/(coda),1 I only went in for a stamp 2 And I came out with Christmas cards, gift tags and bows, wrapping paper, writing pads, pens

18、, pencils and a brilliant range of Pocahontas stationery. 3 In fact, just what I needed for Christmas and all from one place-the Post .Shop. 4 Now where did I put that stamp?,complicating action / resolution / evaluation / coda,Eg. I joined a night sarifi that wasnt in Africa I saw giraffes at sunse

19、t and leopards feeding by moonlight. I saw penguins and polar bears living on the equator. I walked with fish and minutes later, survived a volcanos fury. complicating action I found a city of the future could also be a home for nature. resolution,Functions of narration in Ads. Testimonial effect. E

20、g. 1 To the ends of the earth and the top of the world. Only two of us have made it. 2 On May 9th 1994, Erling Kagge conquered Everest and became the first man to achieve the impossible. 3 Hed made it to the North Pole with no outside help. Hed made it to the South Pole totally alone. And hed climbe

21、d Everest at his first attempt.,4 He was accompanied on all three expeditions by one watch. His Rolex. 5 “The reason Ive succeeded is not because Ive been fitter than anyone else but because Ive been very thorough with my preparations,” he says. 6 “I studied the equipment that the local inhabitants

22、use. I looked at high tech and low tech. Then, eventually, by drawing on everyones experience, I chose the equipment I knew I could trust.” 7 Not surprisingly, Erling Kagge chose a Rolex Explorer II.,8 “I knew instinctively that it was the right watch,” he says. “Its built to withstand almost anythi

23、ng. Its the only thing thats been on all the trips with me and its never once let me down. In fact I was so impressed with it I had it engraved to commemorate our achievements.” 9 Strength and reliability are qualities that Erling Kagge values above all others. “I never trust to luck,” he says. “But

24、 the fact is, the better your equipment the luckier you get.” 10 Maybe thats why he values his Rolex so highly.,Eg. Wolfschmidt Vodka. The spirit of the Czar lives on It was the Golden Age of Russia, and the Czar reigned supreme. Europe, Asia: all the empire was his. Regal coaches carried him in ele

25、gance, but with his Cossacks he rode like thunder. Hunting wild boar in the northern forests, hosting feasts for thousand guests in the Great Palace, no man could match the Czars thirst for life. And his drinks? The toast of St. Petersburg. Genuine Vodka. Life has changed since the days of the Czar. But one legacy remains: Wolfschmidt Genuine Vodka. Made here to the sa