The Words Features of Advertising English英语广告的用词特点.docx

The Words Features of Advertising English英语广告的用词特点.docx

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TheWordsFeaturesofAdvertisingEnglish英语广告的用词特点

Chapter1Introduction

1.1Significance

Nowadays,frequentcommunicationoftheknowledgeconcerningadvertisementinahigherlevelisnorarecaseduetothedevelopmentofthevariousproductsandalsotheadvertisementsofthem.Withthefastdevelopmentoftheproducingandtheopeningofthepolicies,therequirementsofeffectiveadvertisementsaretobemoreandmore;thus,thestudyoftheadvertisingEnglishhasnowbecomesignificantforthosemakersinthiscountry.Asstatedinthepurposesection,thepaperismeanttofacilitatesuchkindofchangeandwillalsoprovidetheresearchersaswellwithguidanceandadviceonthelearningandteachingofadvertisingEnglish.

1.2LiteratureReview

Withthedevelopmentoftheadvertisementwhichhasbeeneverinfluencedbythefastdevelopmentoftheeconomy,thestudyoftheadvertisingEnglishhasneverbrokenoff,andithasbeenprovedtobeworthstudying.

AsWangJian（1999.2）statesinhispaperAbecedarianStudyofCharacteristicsofEnglishAdvertisingLanguage,inordertomaketheadvertisementeasytobeunderstoodsothattheconsumerscouldgetandrememberthemessagesoftheitemsmoreeasily,mostofthetime,thelanguageoftheadvertisementisinformal,andsomewordsincommonuseareusedinadvertisingEnglish.Besides,hepointsoutthatlotsofadjectivesareusedtoo.Theadjectivewords,whichplayaveryimportantroleinthedrumbeatingoftheadvantagesandthecharactersoftheproducts,areusedtodescribethequality.Frequently,somecoinagethatcreatedbytheadvertisementmakersarealsoused,whichmaketheconsumersthinkoftheprometheanoftheitensnaturally,andstrengthenthenovelty.

WangJiaheng（2000.6）putitinhispaperOntheOriginalityofLanguageApplicationinEnglishAdvertisementsthatofthelexicalartifice,coinagesareusedinadvertisingEnglish,whichcanarosetheexcitementoftheconsumersandmakethemrememberitfirmly,sotheadvertisementproducerareallpursuitofit.Sometimesadesignedwrong-spellingwordcouldalsoattracttheconsumers’eyesandimpressesthemsuccessfully.Besides,hepointsoutthattheloanwordsareusedtoo,inordertoattracttheconsumers,aswellastheidiomsandtheadage.

OuYi（2000.12）pointsoutinhispaperThePunandItsFunctionsinAdvertisingEnglishthat,sometimesinordertoexpresstheideaeffectively,implicitlyanddrolly,thewordsthatimpliestwodifferentmeaningsareused,whichisaspecialsymboloftheadvertisement.Ithasthefunctionsofattractingpeople’sattention,arousingpeople’simaginationandstrengtheningpeople’sremembrance.Theadvertisementcangetaneffectivepurposeifthepunisusedproperly.Itcontainstheformsofborrowingpun,thepunofdifferentmeanings,thepunofsimilarpronunciation,thepunofsimulationandthepunofpartofspeech.

WuXinyan（2001.3）statesinherpaperCharacteristicsofEnglishAdvertisingLanguagethatthefirstpointofthelexicalcharactersoftheadvertisingEnglishisthattheverbs,adjectivesandnounsaremostfrequentlyused.Mostoftheadjectivesarecommendatorywords,fortheadjectivesbelongtoOpenClass,andplaytheroleasmodifierinthesentence,havingthefunctionsofmodifying,describingandcryingup.Andthenounsaremostusedtoexpressthename,qualityandthefeatureoftheitems.

WangWenlan（2001.5）holdsthatthepurposeofadvertisingissalespromotion,sotheprinciplesofAIDMA（Attention,Interest,Desire,Memory,Action）aremostlyconcerned.Theypaymuchattentiontothefollowingaspectswhenchoosingwords,thecommendatorywords,thesimplewords,thenew-createdwords,theacronymsandthecompounds.

TangHongbo（2002.1）statesinhispaperAnAnalysisoftheLexicalCharacteristicsofEnglishAdvertisingLanguagethatfromtheperspectiveoflexicon,first,inordertodescribethequalityoftheitemsandspreadtheconcerningmessagesofthem,theproduceroftheadvertisementcreatenewwordsfrequently,especiallythecompounds,andamongthecompoundsaretheadjectivecompounds.Second,thelexiconoftheadvertisementshouldbeinformalandpopular.Third,thetrademarkwordsshouldbeenduedwithculturalconnotation.Finallythepersonalpronounandtransformationofthepartofspeechhaveeffectivefunctionstoo.

MuNianweiandDengHaitan（2005）pointoutintheirpaperLexicalcharacteristicsofAdvertisingEnglishthatthefeaturesofthelexiconoftheadvertisingEnglishcontaintheuseofsimple,informalandpopularwords,thewideuseofverbsandadjectives,theflexibleuseofcompounds,thecreationofnewwords,anagrammaticspelling（变异拼写）,theuseofloanwords,theuseofabbreviatewordsandtheappearanceoftrademarkwords.

AsKeShuping（2006.5）concludesinherpaperAnalyzingCharacteristicsofEnglishAdvertisingLanguageFromthePerspectiveofPragmaticsthatinadvertisingEnglish,manycommendatoryadjectivewordsareused,becausethelanguageoftheadvertisementshouldbelive,visual.What’smore,themonosyllabicverbsarealsofrequentlyused,forthebasicallycharacterofitshouldbeconciseandcomprehensive,andthosecanmostlyexpresstheideaaretheverbsandadjectives,morefrequentlyoftheverbsarethemonosyllabicverbs.

1.3StructureoftheThesis

Thethesiscanbedividedintofourparts.Thefirstpartisintroduction.ThesecondpartisaboutthelexicalfeaturesoftheadvertisingEnglish.ThethirdpartisdevotedtotheanalysisofthesemanticfeaturesofadvertisingEnglish.Theforthpart,whichisalsothelastpartistomakeaconclusionofthewholethesis.

Chapter2LexicalFeatures

2.1ClassificationofAdvertisingEnglishLexicon

ThoughmanyEnglishadvertisements,itcouldbefoundoutthataneffectiveadvertisementwhichistobesuccesscannotkeepawayfromtheuseofdifferenteffectivewords.OfallthewordsthatareusedintheadvertisingEnglish,threekindsofpartofspeechareusedmostfrequently,theyareadjectives,nounsandverbs.

2.1.1TheUseofAdjective

Mostofthetime,eveneverytime,andtheuseofadjectivescouldbefoundintheEnglishadvertisement.Theyplayaroleofgreatimportanceandindispensable.Thevarioususesofadjectiveshavedifferentfunctionsintheadvertisements.

First,inordertomaketheadvertisementvisualandlive,alotofadjectiveswiththefunctionsofdecoration,describing,cryingupandappraisementareusedintheadvertisingEnglishtoshowthename,colorandqualityoftheproducts,fortheybelongtotheOpenClassandalwaysplaytherolesasmodifierinthesentences.Andtheseadjectiveswhichareusedarealwayscommendatoryadjectives.Thesewordscandescribethequalityandcharacter.Takeapieceofadvertisementforexample,whichisforPULSARWatch:

Intricate,Delicate,Exquisite.

Allofthethreewordsusedinthisadvertisementarecommendatoryadjectives;theypraisetheitemasexquisite,anddescribethequalityasintricateanddelicate.Thereisanotherexample,

Natural,Sensual,Innocent,Passionate,Domantic,Mysterious

Thisisanadvertisementofskinhumectants.Thereareonlysixcommendatoryadjectivesinthisadvertisement,buttheyhavedescribeditsfunctionsandqualityvisuallyandlively,makingtheconsumersofdeepimpressionandafullunderstandingoftheitem.

Second,inordertodescribethecharacteroftheitemandspreadthecorrelativeinformationofit,manywords,especiallymanycompoundwordsarecreatedbytheadvertisementmakers,andintheadvertisingEnglish,mainlyarethecompoundadjectives.

TherearemainlyfourwaysofcreatinganewcompoundadjectiveinadvertisingEnglish,theadjectivecombinedwithnoun,suchastop-qualityandhigh-fashion;theadjectivecombinedwiththepresentparticipleoftheverb,suchasthebest-lookingsmallcar;theadverbcombinedwiththepresentparticipleoftheverb,suchasbest-sellingsofttoilettissue;thenouncombinedwiththepreteritparticipleofverb,suchashoney-coatedsugarpuffs.

Third,inordertoimpresstheconsumerssuccessfullyoftheiritems,thecomparativedegreeofadjectiveswhichhavethefunctionofshowingitsadvantagesandthesuperlativedegreeofadjectiveswhichhavethefunctionofshowingitsfirst-rankqualityarewidelyusedintheadvertisingEnglish,andthelateroneisusedmorefrequently.

Forexample,thereisanadvertisementoffiringmachineasfollowing:

Dryingclothesisajobthat'snevereverfinished.Butnowitcanbeaneasiersimpler,quickerjobthat'snevereverfinished.

Inthisadvertisement,theadvertisementmakerfirstpointsoutthedifficultyoffiring,thenthreecomparativeadjectivesareused,whichisanexcellentorecticofbuying.

Thereisanotherexampleforusingsuperlativedegreeofadjective,suchasfollowing:

SingaporeAirlinesisfathereddancingitsexclusiveMEGATOP747-theworld'slargest,fastest,longhaulpassengeraircraft.

Theadvertisementmakerusesthewordlargest,fastesttomaketheairwaysanidealchoice.

2.1.2TheUseofNoun

Besideofadjectives,lotsofnounsarealsousedinadvertisingEnglish.WuXinyan（2001.3）statesinherpaperCharacteristicsofEnglishAdvertisingLanguagethatthefirstpointofthelexicalcharactersoftheadvertisingEnglishisthattheverbs,adjectivesandnounsaremostfrequentlyused.Andthenounsaremostusedtoexpressthename,qualityandthefeatureoftheitems.Sonounalsoplayseffectiveroleinapieceadvertisement.Takethefollowingadvertisementforinstance:

SKINDEFENDER

THE

NNOVATION

NSKNCARE

Thisisanadvertisementofaskincream;thenounsdefender,novationandcareexpressthename,qualityandthecharacteristicoftheitem.

Anotherexample