Stylistic Analysis Of Western Commecial Advertisements

At present, advertisement is everywhere in people's daily life and plays an important part in both economic development and social progress. Therefore, researches on advertisement have become very popular. And since the advertisement text is written in a special style and belongs to the research scope of stylistics, the study of stylistic features of the advertisement text become a hot topic in English stylistics both in China and foreign countries. Along with the appearance of discourse stylistics, research on the style of advertisement goes into more detailed aspect of the advertisement text.Based on the research done both at home and abroad on stylistic analysis of western commercial advertisements, we choose some typical western commercial advertisement texts from newspapers, magazines, TV and even Internet and analyze the text of these western commercial advertisements mainly on these two aspects of linguistic analysis and context analysis among which the former can be divided into the phonological level, graphlogical level, lexical level and syntactic level. Each of these four levels is subdivided into several smaller aspects which are illustrated with examples of successful western commercial advertisements analyzed in a relatively detailed way. Contextual analysis is discussed from the point of discourse's three elements: field of discourse, tenor of discourse, mode of discourse. Their relations with advertisement and their influence on the choice of words, sentence pattern and style used in the advertisement text are illustrated through a detailed discussion and analysis of successful western commercial advertisement examples.On the basis of such relatively detailed analysis, we realize that the success of western commercial advertisements does not come easily but is resulted from the ad-makers'unique ideas and their masterly making use of different styles of advertisement texts. Nowadays, advertisement industry enjoys a rapid development which also benefits from such recognition. And of course successful learning can not come without a thorough understanding of every aspect of those western advertisement texts.