《《Lecture 11 AdvertisingEnglish》.ppt

* Besides, when taking the pictorial part into consideration, “the woman”, with its definite article assuming a specific woman, can mean either “the woman in the picture (i.e. Elizabeth Taylor), or “the woman reading the ad (i.e. you, the woman reader), and thus invites the reader to identify with Elizabeth Taylor (for instance, she would wish to be as charming as Taylor by using the same brand of perfume.) * Even if the reader is a man, “the woman” may mean “the woman he loves or desires” and thus arouses his desire to buy the product as a gift for his woman so as to “touch the woman”. * Syntactic features Sentence structure: ①the main clause is a passive imperative sentence, which is very rare in form and thus unique. ② the relative clause which modifies the noun “fragrance” exactly reverses the main clause. In other words, the relative clause is the active form of the main clause when we supply the ellipted main clause subject as “you, the woman” and replace the relative pronoun “that” by “the fragrance, i.e. * “the fragrance touches the woman” is the active form of “(You, the woman) is touched by the fragrance” This is odd because a relative clause usually adds information to the head word. Here the relative clause simply repeats the meaning of the main clause. This creates a grammatical mirror image, as illustrated below. * ○ be touched by the fragrance that touches the worman * Lexical features 1. simple choice of words: in the ad, there are only three key terms, “touch”, “fragrance”, “woman”, all are simple terms with positive connotation, easy to understand and remember. 2. the key term “touch” is repeated to stress the physical and emotional function of the perfume: to touch the woman’s skin, leaving fragrance and arousing positive emotion in the woman and people around. * Phonological features The rhythm of the ad is absolutely regular. It consists of four amphibrachs –a metrical unit comprising a single stressed