Advertising: Dream Mousse Blush

1. Advertising: Dream Mousse Blush 组员：文斐20133632 文露20133633 杨珊姗20133635 王雨薇20133631

2. Content • Brief introduction of advertising • Graphological features • Grammatical features • Lexical features • Semantic features • Conclusion

3. The Function of Advertising • Marking role: helping companies sell their products or services; • Education role: helping people learn about new products and services; • Economic role: encouraging competition in products/service improvements and lower price; • Social role: helping increase productivity and raise the standard of living.

4. The Language of Advertising • Mode written to be read/written to be spoke • Functional tenor Persuasive ( as consumer advertising) Informative (as business advertising) • Personal tenor characteristic warm plain speech used in daily life; various language tricks to impress and move the audience

6. BLUSH Dream Mousse Blush Why you’ll love it Air-soft formula provides luminous, long-lasting color on cheeks. • Glides on smoothly and blends easily for seamless color and a natural, radiant finish • Air-whipped mousse delivers satin-soft feel on skin • Long-wearing formula will not clog pores For Best Results With your fingertips, pat a small amount of blush onto the apple of your cheeks. Use feathery strokes to blend gently from your cheekbones to your temples. To build color intensity, apply more blush.

7. Graphological features • Graphological contrasts The name of the product and the advertiser are in large lettering, while other parts of the body are in relatively small lettering. • Prominent use of pictures Beautiful lady the blush • Clear identification of the advertiser

8. Grammatical features • In order to be easily comprehensible and to achieve the effect of a warm conversation, display advertising tends to be grammatically simple.

9. Grammatical features • 1. Preference for short sentences • Why you’ll love it ( 4words ) • Air-soft formula provides luminous, long-lasting color on cheeks( 8 words ) • Glides on smoothly and blends easily for seamless color and a natural, radiant finish( 14words ) • Air-whipped mousse delivers satin-soft feel on skin( 7words )

10. Grammatical Features • Long-wearing formula will not clog pores • ( 6 words ) • For Best Results( 3 words ) • With your fingertips, pat a small amount of blush onto the apple of your cheeks.( 15 words ) • Use feathery strokes to blend gently from your cheekbones to your temples( 12 words ) • To build color intensity, apply more blush. ( 7 words )

11. Grammatical features • Number of sentences: 9 • Total number of words: 76 • The average length of each sentence: 76÷9≈8.4 words ( 8 words per sentence in conversation.) • Verbless sentence: For Best Results

12. Grammatical features • 2.Combined used of various of sentences • Interrogative sentence Use feathery strokes to blend gently from your cheekbones to your temples • Imperative sentence Why you’ll love it • Function: A powerful way to arouse customer’s attention

13. Grammatical Features • 3. Use of present tense • Advertising mostly uses the present tense. • Function : A. Satisfy the reader’s curiosity about the present status quo of the advertised product. B. Indicate a present action and hints at a permanent state immediately.

14. Grammatical features • 4. Use of heavily modified nominal groups • Function: in order to pack more information into a limited space. • Eg :natural, radiant finish.

15. Lexical features 1.Wide use of affirmative and commendatory words and expressions • The purpose of advertising is to impress the potential customer with the quality of a product or service, so it often uses affirmative and commendatory words and expressions in describing the commodity.

16. Lexical features • air-soft, luminous(发光的), long-lasting • seamless（无伤痕的), natural, radiant finish • Air-whipped , satin-soft （光滑柔软的） • Long-wearing

17. Lexical features 2. Use of adjectives and adverb • This ad attracts the potential customers by bombarding their eyes with positive adjectives and adverbs such as air-soft, long-lasting, smoothly, easily, natural, radiant, etc. • When the potential customer have a look at these words, she will think it is a nice thing want to get it.

18. Lexical features • The customer’s eyes, ears, mind and soul are often bombarded with adjectives such as easy, great, groovy, swinging, wonderful, fantastic, fresh, stylish, beautiful, handsome, elegant, exceptional , exclusive, king-size, roomy, sleek, crisp, fast, smooth, exciting, fuel-efficient, all-new.

19. Lexical features 3. Use of presupposition and expectation • Advertisers often couch their sentences in a way that taps the audient’s assumption about the superb quality of the products or services they are advertising .

20. Lexical features Dream Mousse Blush • Why you’ll love it • Air-soft formula provides luminous(发光的), long-lasting color on cheeks. • Glides on smoothly and blends easily for seamless（无伤痕的） color and a natural, radiant finish • Air-whipped mousse delivers satin-soft （光滑柔软的）feel on skin • Long-wearing formula will not clog（堵塞） pores

21. Lexical features • How does the advertising play on presupposition and expectation? • Refer to page 145.

22. Lexical features Nonce formation of adjectival phrases • Air-soft • long-lasting • Long-wearing • Refer to page 147 • Find coinages of new terms in both English and Chinese display advertising.

23. Semantic features The illustration presents two pictures, one showing a beautiful lady, another showing the product of “Dream Mousse Blush”.

24. Semantic features High attention to positioning and theme Dream Mousse Blush uses some specific items in ads concentrating on “why you’ll love it”: Air-soft formula provides luminous, long-lasting color on cheeks, Glides on smoothly, natural, not clogging pores.The most important factor is to make you radiant.

25. Semantic features Use of rhetorical devices simile: Air-soft formula, Air-whipped mousse repetition:Air-soft, Air-whipped alliteration: long-lasting

26. Semantic features Luminous, seamless radiant, satin-soft, Glides on smoothly

27. Conclusion All in all, the advertiser want to persuade consumers to buy their products, so the language of advertising is mainly persuasive, appealing to the target people, and in order to be impressive, so it always combines pictures, to show an overall layout.

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