英语词汇学chapter 8 social meaning.pptVIP

GRP ：是“Gross Rating Point”的缩略语，也用于估量广告中的商品潜在消费者的单位。一个GRP等于潜在消费者的百分之一。 Heavy:广告业中经验丰富，具有成就，身价很高的人。 Live Tag：常常位于事先垆埴好的某一广播、电视商业广告之后，为广告产品的总结性言语。 Make Good：广告免费重播。由于机械故障或操作失误导致某一广告传送受阻，以此作为对客户的补偿。 orange Goods：具有中等利润的商品。 Problem-solution：一种广告形式。首先提出一个问题，然后推出某一商品作为解决途径。 Puffery：夸张式的商业广告。 Red Goods：利润虽然小，但是十分畅销的商品。 Slice of Life：非常现实，具有生活气息的商业广告。 Spot：广播、电视为媒介的广告。 Talent：指制作商业广告中演员、歌手、舞蹈人员、播音员、模特的总称。 Up-Cutting：剪切广播或电视节目的一部分内容以便有更多的时间进行广告宣传。 Yellow Goods：利润高的耐用品。 * Unit 8 Social Meaning Social meaning is that which a piece of language conveys about the social circumstances of its use. In part, we decode the social meaning of a text through our recognition of different dimensions and levels of style within the same language. connotative affective associative meaning reflected social collocative We recognize some words or pronunciations as being dialectal, i.e. as telling us something of the geographical or social origin of the speaker. Other features of language tell us something of the social relationship between the speaker and hearer; we have a scale of status usage, for example, descending from formal and literary English at one end to colloquial, familiar, and eventually slang English at the other. Variation according to: Dialect (the language of geographical region or of a social class) Time (the language of the eighteenth century, etc.) Province (language of law, of science, of advertising, etc.) Status (polite, colloquial, slang, etc. ) Singularity (the style of Dickens, of Hemingway, etc.) Variation according to Dialect: 不同的词汇表示同种语义： British English Singapore English Majority Ground Hit Box Holiday Off Switch off Close Turn on Open Chaffing dish Steamboat Stamp