The attractive new range of Cross Your Heart bras combine natural shaping with gentle support to help you look and feel your best all day long.[1] But to achieve your perfect look make sure you're correctly fitted. [2] You can rely on us to make sure you really do see the difference with Cross Your Heart or we'll give you your money back. [3] For more information on your nearest stockist call free phone 0800 374 282. [4] (Quoted from Huang Guowen)
II. The Inner Structures of English Ad
1 The General-Specific Pattern of English Ad
two sub-patterns: preview-detail pattern ; generalization-example pattern
Chapter VII Modeling Macro-structures of
English Ad
What is a text?
Text refers to any complete, logic, coherent and meaningful unit of language use which is to realize certain purpose of communication and has certain communication function.
3) Do more. Work less. (Apple computer)
(a) [(HL)·(SHL)] /\ (BC) /\ (TL) can be changed into (b) (IDHL) (SHL) /\ BC /\ (TL)
or (c) DHL·(SHL) /\ (BC) /\ (TL)
(LP=lead-in part; IP=Interior Part; WP=wrapup Part)
The schematic formula of advertisement can be described as:
{(ZeroHL)or(DHL)or(IDHL)} /\ (LP) /\ IP /\ (WP) /\ (TL)
I. The Schematic Structures of English Ad
Four parts of a complete English written advertisement consists :
headline, sub-headline, body copy and tag line
the content of the advertisement there can be:
direct headline and indirect headline
Direct headline 1) Going East, Staying Westin.
2) GILLETTE Sensor.
2 The Analysis of Headline
The headline should have these functions:
to attract reader's attention quickly; to select the reader; to lead the reader directly into the
A body copy usually consists of three parts:
1) lead-in paragraph; 2) interior paragraph; 3) wrap-up paragraph
schematic formula of body copy
(LP) /\ IP /\ (WP)
body copy; to promise the customer a benefit, etc.
three forms of headline by functions: statement headline,
question headline and command headline by the relation between the headline and
3) Sony just extended the range of your music.
Байду номын сангаас
Indirect headline 1) Every time we race, you win. (Yamaha) 2) To achieve your best, you need the
best. (Nordic Flex Gold)
(IDHL=indirect headline; DHL=direct headline)
three types of advertisements
IDHL /\ BC (TL) type,
BC /\ (TL) type
DHL /\ BC /\ (TL) type
3 The Schematic Structures of Body Copy
2 The Problem-Solution Pattern of English Ad
problem-solution pattern can be described as:
(Situation) /\ [Problem] /\ [Solution] /\ (Evaluation)
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