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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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The Citizen Espreme Collection. Watches that are indicators of tastes and moods. that express you. --Citizen Watch (3). Disjunctive Clause Disjunctive clause is unique for advertising English, which separates a long, complex sentence into several simple sentences by using full stop, dash, semi-colon, hyphen, etc. Those sentences are independent in form, but are related in the content. The use of disjunctive clause could add more information and save more space and money. The separated parts are usually the features of the product, so that they could emphasize the good points of the product. There is an example of Amtrak, which has successfully used the disjunctive clauses: Amtrak has created a new. nationwide passenger rail system. Literally from the ground up. A system that represented a viable alternative for people who fly. For business or pleasure. (4). Minor Clause Minor clause has simple elements, which could lay stress on the key words. It could not only reduce the length and cost, but also disseminate information more effectively. More than a timepiece, An acquisition. --Piagit So come into McDonald’s and enjoy a Big Mac Sandwich. --McDonald 3. Rhetorical Devices in English Advertising Rhetorical devices are variations of literal or ordinary form of expressions. Their use is to make the thought more striking and effective, for they have the power to vivify and illustrate. A fresh, apt rhetorical device appeals to the imagination, creates mental pictures and makes the speech or writing vivid, impressive and interesting. For this reason, advertisers often use various rhetorical devices to increase the readability and appeal of an advertisement and to arouse consumers’ interest of buying the product. (1). Personification Personification is a figure of speech in which inanimate objects or abstractions are endowed with human qualities or are represented as possessing human form. The use of personification in advertising will endow the product with human emotion, and will make them amicable to consumers. Flowers by Interflora speak from the heart. --Interflora We are proud of the birthplaces of our children, the grapes of Almaden. On our classic varietal wines, you will find the birthplaces of our children. --Almaden (2). Simile and Metaphor Simile is a figure of speech in which two essentially unlike things are compared, often in a phrase introduced by like or as. Light as a breeze, soft as a cloud. Ride like a feather in your pocket. Metaphor is a figure of speech in which a word or phrase that ordinarily designates one thing is used to designate another, thus making an implicit comparison. Go for the Gold The brightest star in electronics. (3). Pun Pun is a play on words, sometimes on different senses of the same word and sometimes on the similar sense or sound of different words. Ask for More --More cigarette Spoil yourself and not spoil your figure. A Deal with Us Means A Good Deal To You. (4). Repetition In some advertisements, the copywriters often use the method of repetition to stress certain information. When you’re sipping Lipton, you’re sipping something special. --Lipton tea (5). Rhyming Rhyming is correspondence of terminal sounds of words or of lines of verse. Pepsi-Cola hits the spot, Twelve full ounces, that’s a lot, Twice as much for a nickel, too, Pepsi-Cola is the drink for you. III. Advertising Elements A complete written advertisement (newspaper, magazine) is usually composed of headline, body copy, slogan, illustrations and colors, trademark, and brand name. These elements are named as visual elements. Another kind of elements—audio elements are advertising commentary, advertising music and advertising sounds. In these elements, headline, body copy and slogan are the most important elements in an advertisement. 1. Headline Headline is the theme and center of advertisement. It’s usually in the most conspicuous position of advertisement to attract consumers’ attention. Therefore, headline is crucial to the success of advertisement. But what kind of headline is a good headline? There are 7 principles for headline writing: (1). Hit on what readers like, and make them feel it will benefit them. When people are reading advertisement, they always wish to find something good to them. So to give the reader a feeling of getting benefits will have the best result in advertisement. Every time we race, you win. This is an advertisement for Yamaha electronic organ. It tells the consumer that every price war in the industry will benefit the consumers out of question. (2). Try to introduce new things. Any new product, new concept or improvement of old product will effectively attract readers’ attraction. The words “new” and “free” are the most frequently used word in advertisement. (3). Try to include the name of trademark in the headline. (4). Use words that could arouse readers’ interest. (5). Keep moderate length. A research by Institute of the Retailer Business Researching of New York shows that: headlines that have more than 10 words usually have better effect than short headlines. The most effective headlines have 6 to 12 words. (6). Avoid to use vague words. (7). Avoid to use privative words. There are many ways to write a headline, and 5 types often appear in written advertisement: 上一页 [1] [2] [3] [4] [5] [6] 下一页  |
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