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1、7．EnglishForAdvertisingAgenreofhighcommercialvalue.Wehearthemonradio,seetheminfilmsoronTV,readtheminnewspapers,magazines,onsignposts,onbuses,everywhere.Accordingtostatistics,one-thirdofnewspapersareadvertisements.OnTV,aUKnationalchannel,one-tenthofitsprogrammetime
2、goestocommercials.America:anaverageconsumer,throughvariouschannels,comesincontactwithasmanyas1600adsaday.AnAmericanfamilymaybeharassedby117commercialsoradvertisementsonradioortelevision.7.1FunctionsofAdsTheaimofadvertisementorcommercialistopropagatetheproductsandp
3、ersuadepeopletobuythem.Thelanguageofadvertisingshouldrealizethefivevaluesandtwotypesofpower:FivevaluesinformationinterestattentionmemoryaestheticismTwotypesofpowersellingpowerpersuasivepower7.2TwoTypesofAdvertisementsAlladsarepersuasive.Butthepersuasionisachievedi
4、ntwodifferentways:hard-sellandsoft-sell.Hard-sell:topersuadethereadertobuybylisteninghardfacts,suchastheingredients,workmanship,effects,etc.Soft-sell:toresortmainlytoemotionalappeal.Morethan780,000peoplehavealreadyinvestedinthisbook(HowtoWinFriendsandInfluencepeop
5、le).Andoutofitspracticalpagestheyhavereceivedhow-to-do-ithelpthatisdailyopeninguptothemnewavenuestohappinessandundreamed-ofsuccess.THISISABIGBOOKOFTHIRTY-SEVENCHAPTERS,INCLUDING:ThebigSecretofDealingwithPeopleSixWaystoMakePeopleLikeYouInstantlyAnEasyWaytoBecomeaGo
6、odConversationalistASimpleWaytoMakeaGoodFirstImpressionHowtoInterestPeopleTwelveWaystoWinPeopletoYourWaysofThinkingASureWayofMakingenemies-andHowtoAvoidItNineWaystoCriticize-andNotBeHatedforItHowSpurMenontoSuccessMakingPeopleGladtoDoWhatYouWantNowadays,however,iti
7、shardtofindanyadwhichstrictly“hardsell”.Mostprobablyareacombinationofthetwo.7.3StylisticFeaturesofAds1.Lexicalfeatures1)Commonwords－Thevocabularyusediscommon,understandabletothepublicastheadaddressesmassiveaudienceinalanguagedesignedtobeeasilyaccessibleandimmediat
8、elypersuasive.－Thefollowingaretwolistsofwordswiththeirfrequencyofuse(inEnglishofAdvertisingbyLeechin1966.)Adjectivesnumberedaccordingtotheirfrequency1.n
