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safety standards. Free from the constraints of the cold war and with the help of our friends at VW, our work force has built a car that ranks alongside the best in Europe….

We've changed the car. We've changed the company. The question is, are you open enough to change your mind? We'vechanged the car. Can you change your mind?

(4)Lately you've been hearing a lot of auto companies talking about safety. And at Ford, we're proud to say that safety has been a part of our heritage for years. After all, we were the first U.S. car maker to offer safety class standard, and the first to offer a protection package that included safety belts and padded instrument panel. Because to us, safety is more then just  the latest trend: it's a key ingredient in the trust we've built with our customers over the years.

在上述例子中,“we”以及它的所有格形式“our”出现多次。“we”和“our”是用于排除意义,即,不包括顾客。通过反复使用“we”和“our”,广告好像面对面地与你交谈,亦即与读者和顾客进行交流,告诉你有关公司所作出的努力、获得的成就,从而建立一个良好的汽车公司形象。在广告的同一上下文中交替使用“we”和“you”,使得双方的谈话更加清晰。从上述的例子里我们可以看到,广告商更乐意使用“You attitude”而不使用“Me attitude”,因为“you attitude”对顾客来说听起来更诚恳,它可以更为有效地表述读者的需要、期待与希望。

英语广告中人称代词的使用规律和语用功能很令人感兴趣,也很有研究价值。作者在这里只是抛砖引玉而已。

 

参考文献：

[1]　Carter,R. Working with Texts [M]. London: Longman, 1997

[2]　Cook, G. The Discourse of Adverting [M]. https://www.51lunwen.org/London: Routledge.

[3]　Myers,G. Words in Ads [M]. Green Gale Publishing Services, UK, 1994.

[4]　赵静,广告英语.北京:外语教学与研究出版社.

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