1. Advertisements
Hard sell
Soft sell

5. Consumer advertisement

6. Structure
The heading
The body copy
The illustration
the signature

7. Language features
Graphological features
视觉手段

8. 2. Lexical features
Coined words foto foncard kwik 合成形容词 easy-to-use that oh-so-good-to-be-alive feeling

9. 肯定的情感形容词
比较级和最高级
The toughest glue on planet earth.
For the best equipment and highest quality installation…
All， every， always等全称代词
Wendy’s makes everything at night the same way they make it during the day.

10. 否定代词
No more worrying about leaving your pet alone all day.
You； we
Your reading, driving, kissing, walking, fishing, knitting, cooking glasses.
日常小词
Easy； delicious； extra； feel； love；

11. 3. Syntactical features
多用短句。 Coke adds life. 疑问句 Work long hours? Dog tearing up the house? We have the answer… Doggie Day care!

12. 祈使句 Think and be thin Reprogram yourself; lose weight naturally; end yo-yo dieting; break unwanted habits; 现在时 破碎句 Sony. Television redefined. Change the way you experience television with /Sony’s High Definition Television.

13. 4. Rhetorical features
Alliteration and rhyming Petal-drop your way to a smooth, silky skin. A great gift for a gardening friend. So don’t delay, apply today. You’ll wonder where the dirt has went When you clean your teeth with Pepsydent

14. Pun A cool idea for everyone (hat) A Deal with Us Means a Good Deal to you

15. Repetition A special choice for special people Free hotel. Free meals
Repetition A special choice for special people Free hotel! Free meals! Free transfers! For a free “stay-on-the-way” in Amsterdam. You can rely on KIM.

16. Parallelism We design it. We install it. You enjoy it
Parallelism We design it. We install it. You enjoy it. Simile & metaphor Put a tiger in your tank Some people are as reliable as sunrise. Allusion One man’s trash is another’s treasure. A Mars a day keeps you work, rest an play

17. A practice?