修辞文体论文(4)

有关英语修辞文体的论文

night repair serum.

Now you have more control over it than you think.

Estee Lauder scientists bring you this high-performance serum to help continuously repair the appearance.

You'll see a reduction in the look of every key sign of aging around your eyes- fine lines. e of imperative sentences

Direct imperative sentences are persuasive in nature，urging the potential consumer to buy the products and therefore also very suitable in advertisements. As is shown in the sample ad, imperative sentences are used to achieve the expected aim, “Discover it now with a personalized skincare consultation at Estee Lauder” and“Look fresh<Natural all day”.

e of negation

Negation is used to compare with other product. In the sample ad, we can see lots of negative expressions:

DNA damage and skin aging

Key sign of aging around your eyes- fine lines, wrinkles, dark circles, dryness, puffiness and uneven skintone.

Unlike other formula, Estee Lauder seizes the early advantage to attract the promising consumer to buy the new advanced night repair serum.

e of active voice

Active voice prevails in advertisements, because it is simpler in structure than the passive voice, and it accords with the purchasing mentality of the consumers; passive voice often places the consumers in the position of being forced to buy, while active voice helps the consumer with the right to choose. As is shown in the sample ad, no passive voice is seen but active voice is filled in the explanation of the Estee Lauder product.

Ⅳ. At the Semantic Level

To achieve vividness and humor of the overall layout of the whole advertisement, the skillful combination of the headline, the body copy, the illustration, the slogan and the standing details needs to be organized logically. Thus figurative language is always manipulated to make the ad more persuasive and effective. The frequent use of various figures of speech definitely persuades the potential consumer to buy the product. In the sample ad, we can recognize the following:

Hyperbole:The one revolutionary formula millions of women can't live without. Alliteration: 15-hour wear. Light as air.

Repetition: DNA damage and skin aging

With the age-defying power of our exclusive Chronolux? Technology

Every key sign of aging around your eyes

Comprehensive anti-aging

The sample ad aims to strengthen the magic power of the Estee Lauder Advanced Night Repair serum.It is undoubtedly that we successfully receive the information how can this newly produced cosmetic improve our aging problem and meanwhile make a vivid description of how such a kind of age-defying power make us women keep elegance. After reading the ad, no one can avoid choosing to have a wonderful experience.

Conclusion

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