文体学 广告分析 老师例文
2012-03-11 21:52阅读：
Be touched
by the fragrance
that touches
the woman.
ELIZABETH TAYLOR’S
PASSON
Graphology[ɡræ'fɔlədʒi] n. 笔迹学；笔迹相法；图表法
in this way, the advertisement
makes use of a graphological device which is
occasionally—though sporadically—used in poetry (van Peer
1993)
Phonology音位学；音韵学；语音学
In a Jakobsonian view,
the patter
ning of stressed and unstressed syllables to create rhythm, and of
phonemes音位 to create rythme, alliteration, consonance, assonance, and the other
sound effects of verse, 诗，诗篇；韵文；诗节
is at once both a deviation
from the code and an imposition of order upon it. It is a
deviation—the argument goes—because in other more ‘normal’ uses of
the code, where the focus is on meaning rather than form, such
sound effects occur at random.
the stress patterns of the
advertisement are as follows:
︶ /
︶
︶ /
︶
︶ /
︶
︶
Be touched
by∣the
fragrance∣that
touches∣the
/
︶
woman.
︶/ ︶
︶ /
︶
[/
︶]
ELIZA∣BETH TAYLOR’S PASSON
Lexis
Noun
Proper noun
General noun
Verb
Repetition
Touch[to arouse positive
emotion]
Woman[cf. it brings out the
woman in you][your woman]
fragrance [cf.
perfume]
passion
?The second person
pronoun
Interestingly, these latter
discoursal ambiguities are only present when the text is read as an
advertisement. They are not formal features of text, in the
Jakobsonian sense.
Grammar
1.
Parallelism:
[○
(be
touched)
(by (the fragrance
[(that)
(touches)
(the woman)])]
Figure 6.2: Grammatical
parallelism in Text Three
[from Cook, G 1994,
pp165]
Deep structure:
①You will be
touched by the fragrance…the fragrance touches the
woman.
②The fragrance
[that touches the woman] should touch you.
l
You as the buyer are touched by it.
l
A
woman as the user is touched by it.
l
The perfume that you buy touches you as woman
physically/emotionally
l
The perfume that you buy touches the woman,
physically/emotionally.
2.
Imperative祈使语气
3.
Clause
4.
Noun phrase[possessive case]
Representation
The language of this
advertisement, then, reveals regularities, similarities, and
polysemies of the kind revealed by classic Jakobsonian analysis.
The point is, however, that it is not difficult, in the traditions
of stylistics, to go further than mere formal analysis and suggest
ways in which these exploitations of the code reinforce, amplify
and add to the meaning in ways which would be lost if paraphrased.
Taking this even further, the specific linguistic choices of the
advertisement may be seen as creating a unique meaning which can
not be separated from its form. The reader is invited to become
like Elizabeth Taylor through the use of a bottle of perfume.
Perfume as a substance which, when used for seduction, enables the
wearer, after the initial adornment, to attract by doing nothing
more, is concerned with an unusual relationship of passivity and
activity. It is also, as something used before the mirror in the
privacy of the bathroom or bedroom, concerned with narcissism,
reflection, and contemplation of the self. It is also, being
bodiless and verbally indefinable, akin to an abstract concept,
while being simultaneously, as something sexually attractive and
perceptible at the most intimate distances, inherently sensual and
physical, concerned both with romantic and sexual love. In this
perfume advertisement, as in many others, the perfume is seen, not
as attractive itself, but as something which releases a dormant
attractiveness in the wearer. All of the features may be related to
the linguistic features described above: the imitation of the
bottle’s shape by the graphic form and of the filmstar’s name by
the prosodic unit, the reversible rhythm and grammatical structure,
the ambiguous lexis denoting both the physical and abstract, the
confusion of the referents, the embedding of the active within the
passive, the redundancy of meaning.
Schemata
图解刚要
l
[A] Sell product
l
[A] Attractive attention
l
[A] Suggest perfume fulfills
l
[C] Be attractive [Liz Taylor]
l
[C] Be successful [Liz Taylor]
l
[C] Wear passion perfume [Liz Taylor]
l
[R] Be attractive [female]
l
[R] Be feminine [female]
l
[R] Obtain sexual satisfaction [female]
l
[R] Imitate attractive women [female]
l
[R] Wearing perfume [female]
l
[R] Obtain sexual satisfaction [male]
l
[R] Touch women [male]
l
[R] Buy perfume [male]
l
[R] Give perfume [male]
