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| 免费英语专业毕业论文The Features of Advertising Language | |||||
作者：佚名 文章来源：转载 点击数： 更新时间：2008-1-22  |
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For example: “I couldn’t believe it, until I tried it!” “I’m impressed! I’m really impressed!” “You’ve gotta try it!” “I love it!” This is an advertisement of a microwave oven. The words in it are very simple and oral. It uses the slang “gotta”, which means “got to” in American English, to give an impression that this advertisement comes from the real life. (2). Misspelling and Coinage In some of advertisements, the advertising copywriter misspells some words on purpose, or adds some suffix or prefix to the common words. Although the new words still keep the original meanings, they are quite different from the original words in spelling, which will make the advertisement more vivid, interesting and attractive. e.g. We know eggsactly How to sell eggs. In this advertisement, “eggsactly” is the variation of “exactly”, and echo the word “eggs” at the end of the sentence. The Orangemostest Drink in the world. In this drink advertisement, the word “orangemostest” actually is “orange+most+est”. It uses this word to express the high quality and purity of the drink. The coinage and misspelling are also representing in some phrases, such as: First of all, because now Yoplait is thicker. Second of all, because it’s creamier. Third of all, because it’s still 100% natural and really very good for you. Fourth of all, because to me Yoplait tastes better than all the other Yoyurts. And fifth of all, because…well, just because In this advertisement, the copywriter imitate the phrase “first of all” to create “second of all, third of all, fourth of all…”, which will inspire consumers’ imagination. In addition, some prefixes or suffixes like “super-”, “ex-”, “-er”, “-est” …etc, are often used to stress the high quality of the product. (3). Loanwords The most frequently used loanwords are French and Spanish. For example: Order it in bottles or in cans. Perrier…with added je ne sais quoi. The meaning of “je ne sais quoi” is “I don’t know what”. The purpose to use this simple French is to show the French flavor of this drink. The loanwords in some advertisement are good methods to express the exoticism of the products. (4). Contraction Because the advertisement fees are so high that it’s essential to use some contraction to cut short the length, and reduce the cost. To Let or For Sale Furnished Edinburgh Court, 426 Argyly st, 2nd floor, 1,630 sqft4 bedrooms with dining and living room, prive garage. Sale at 130,000. Rent 1,400. Tel, 38954 office time or 823748. This is an advertisement to rent or sell a house. There are many contractions, such as: st=street, sq=square, ft=foot, Tel=telephone. (5). Use of verbs Although the ultimate purpose of advertising is to persuade consumers to buy its products, advertisements seldom use the word “buy” in it. Statistics show only two out of ten advertisements use the verb “buy” directly. On one hand, the advertisers try their best to promote their product; on the other hand, they don’t want to give the consumers a feeling of spending their money. Therefore, the choice of verbs is very careful in advertising. The most frequently used 20 verbs and phrasal verbs are: Try, ask, get, take, let, send for, use, call, make, come on, hurry, see, give, come, remember, discover, serve, introduce, choose, and look for. Examples: Getting places in the business world is easier if your banker is there to meet you. --Security Pacific Asian Bank. We can give you a better view of investment opportunities from both sides of the Pacific. --City Bank. (6). Use of Adjectives The most frequently used adjectives are: 1.new 2. crisp 3. good/better/best 4. fine 5. free 6. big 7. fresh 8. great 9. delicious 10. real 11. full, sure 12. easy, bright 13. clean 14. extra, safe 15.special 16. rich (7). Use of Compound words There are lots of compound words in advertisement mainly because the element of compound words could be any part of speech, and has few limits in grammar and word order. The following are the main ways of word forming: adj+noun: short-term goal, high-fashion knitwear noun+adj: the farmhouse-fresh faste, brand-new v-ing+adj: shining-clean noun+v-ed: honey-coated sugar puffs, home-made adj/adv+v-ed: warm-hearted, perfectly-testured cakes noun+v-ing: a relief-giving liquid, record-breaking adj+v-ing: innocent-looking, fresh-tasting milk adv+v-ing: hard-working, the best-selling soft toilet tissue noun+noun: economy-size shredded wheat, a state-of-the-art cell sorcer adv+noun: up-to-the-minute sculling 2. English Syntax in Advertising (1). More simple sentences, less complex sentences It will get better effect to use simple sentences than compound sentences, because the readers will get bored on reading complex sentences. Another reason is to reduce the cost of advertising, and effectively stimulate the consumers. (2). More interrogative sentences and imperative sentences According to statistics, in every 30 sentences there is one interrogative sentence. Because interrogative sentences are quick and effective to arouse readers’ response. The following is an advertisement of Lurpark Danish butter: What’s so special about Lurpark Danish butter? Well, can you remember what butter used to taste like — real fresh farm house butter? Do you remember how you used to enjoy it when you were young? Today — the taste of Lurpark bring it all back to you — that’s why it’s so special. The imperative sentences have a meaning of claiming, calling and commanding, similarly the goal of advertising is to persuade and urge consumers to accept its product or service. Therefore, there are lots of imperative sentences in advertising, such as: Get ready to encounter the new trend in ti 上一页 [1] [2] [3] [4] [5] [6] 下一页  |
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