Language Features in English AdvertisementsWord文件下载.docx

Language Features in English AdvertisementsWord文件下载.docx

《Language Features in English AdvertisementsWord文件下载.docx》由会员分享，可在线阅读，更多相关《Language Features in English AdvertisementsWord文件下载.docx（13页珍藏版）》请在冰豆网上搜索。

Englishadvertisements;

linguisticfeatures;

lexical;

syntactic;

rhetorical

摘要：

作为一种宣传和传播信息模式，广告的作用不容忽视，因为它不仅只是一种说服顾客进行消费的技巧，更重要的是，它已逐渐成为社会交流的必须手段之一。

本文的目的主要是通过对广告英语语言特点的分析，期望对文字工作者和英语学习者有所帮助。

广告在我们今天的社会几乎是无孔不入，广告具有鲜明的目的性，即说服顾客进行购买，这种目的性决定了其语言的特色性风格，使其独立于其它文体，在语言学范畴内值得研究。

本文共分为五章，第一章追溯了广告的起源，最后一章结论，中间三部分分别详细分析了广告英语在词汇，句法，修辞方面的特点。

关键词：

广告英语；

语言特点；

词汇；

句法；

修辞

1.Introduction

NootherstatementcouldhavesummedupthecharmofadvertisementthanwhatAldousHuxleyhascommented.Ashehassaidadvertisementasaliteraryformisthemostexciting,themostarduousliteraryformofall,andthemostpregnantincuriouspossibilities.Inhiscomment,heassertedadvertisementisaliteraryformandthecopywritingprocessisthedelightfulandsalubriousexerciseforthemind.Weliveinaworldofadvertising.Aspotentialconsumers,weareendlesslybombardedwithallkindsofproductorserviceinformationfromvariousmediaincludingnewspapers,magazines,television,radio,postersandInternet,etc.Advertisingprovidesavaluableservicetosocietyanditsmembers,becauseitdefinesthemeaningandtheroleofproducts,services,andinstitutionsforconsumers.Itindicatesthedifferencethatexistsbetweenbrandsofproductsandalternativeservices,aswellasthedistinguishingcharacteristicsofcompaniesandinstitutions.Advertisingalsotellstheconsumerwhataspecificproduct,brandorserviceshoulddowhenitisusedandthushelpshimorhertounderstandandevaluateexperiencewiththeproductsandservicesthatheorsheuses.Ontheotherhand,bymakingpeopleawareofproducts,serviceandideas,advertisingpromotessalesandprofits.Finally,advertisingisoneofthemajorforcesthatarehelpingimprovethestandardoflivingaroundtheworld.Combinedwithallthesecommunicational,marketingandsocialfunctions,Advertisingbecomesindispensableinthemodernworld.

Usually,advertisingcommunicatesinformationinthreetypes:

audio,visual,andlanguage.Itisamorecommoncasethatanadvertisementisamixtureofthethree.Inradioadvertisements,musicisalwaysaccompaniedbylanguage;

onTVandmotionpictures,musicandlanguageillustrationaremixedwitheachother.Inmagazinesandnewspapers,advertisementsareacombinationofpicturesandlanguageofwritteninformation.Althoughmusicandpicturescanprovidesomehints,orcreateakindofatmosphere,theinformationabouttheproductislimited.Evenworse,itmayleadtomisunderstanding.Thus,wemaysaythatlanguageinawayprovidesmoreexact,detailedanddependableinformationwhereasmusicandpicturesonlyactasasupplementarymedia.However,whateverthepromotivestrategiesadvertisingtakes,languageisthemaincarrierofmessageallalong,asTheLanguageofAdvertising,byVestergaard&

Schroder,says,“Advertisingtakesmanyforms,butinmostofthemlanguageisofcrucialimportance.”Advertisinglanguageisastyleofimmediateimpactandrapidpersuasion.Advertising,whichaimsatthepotentialcustomer,hastobeattractive,pleasanttoreadandeasytoremember.InthedevelopmentofadvertisingEnglish,thiskindoflanguagehasformeditsownfeaturesinseveralaspects.Asmentionedabove,advertisingisessentiallypersuasivecommunication.Accordingly,itslanguageismainlypersuasiveorinformative.Inordertoattract,impress,convinceandmovetheaudience,thecopywritercombinesvariouslanguagetechniquestomaketheadvertisementattractive,impressive,convincingandeasilycomprehensible.Asaresult,thelanguageofadvertisingisespeciallycolorfulandpresentsitsspecialcharacteristicsatdifferentlanguagelevels,suchasthelexical,syntactical,rhetoricallevel.

2.LexicalFeature

Thewordingofadvertisinglanguageis,inmostcases,carefullycraftedtomeetparticularends.Sometimesitisintendedtoinform,butmoreoften,andmoreimportantly,topersuade.

2.1UseofMonosyllable

Verbsaremostimportantpartofalanguage.Alargenumberofverbs,monosyllableverbsinparticular,areappropriatelyemployedinadvertisingtexts.“Simplicityofverbalmeaningcanbeassociatedwiththemorphologicalsimplicityofverbs（veryfewverbsinadvertisinghaveaffixes）,andthestructuralsimplicityoftheverbalgroup”（Leech,1966,P154）.Obscureverbsdonotencouragepeopletoreadanadvertisementcompletely,formostpeoplewillshunadvertisingtextsthattaxthem.Bycontrast,monosyllableverbsarequiteeasytoreadandunderstand.E.g.

（1）PepperidgeFarm’sdelectablenewstuffingtastesremarkableliketheholidaystuffingyoubakeinaturkeyforhours.Butyoucanfixthemonthestove,innexttonotimeatall.

PepperidgeFarmpacksallfourvarietiesfullofthefancyextrasyou’dputinyourself.

TryHarvestVegetable&

Almond,CountryGardenHerb,WildRice&

Mushroom,orApple&

Raisin.

（2）ItchangedourWellWatertoWonderfulWater.

Theverbsusedintheabovetwoexamplesareallmonosyllableverbs.InExample

（1）,theverb“tastes”denotesdirectlinksbetweenproductandconsumer.SincePepperidgeFarm’sstuffingtastesremarkable,itmustbemostdeliciousandthereforeworthbuying.Itistruethatwhatthisverbtellsaboutthefoodiswhatconcernstheconsumermost.Theverb“fix”effectivelysuggeststhatPepperidgeFarm’sstuffingisveryconvenienttocook.Theverb“pack”hintsthatthefourvarietiesfullofthefancyextrasareputtogetherinbagsorboxesneatlyandtightlysothattheyareconvenienttocarry.Theverb“put”tellsusthatthefoodissodeliciousthatyouwilllikeitverymuchandeatplentyofit.Theverb“try”indirectlyurgesthepotentialcustomerstobuyandconsumeit.Thesewordsdon’treachtoofartomakeapoint.Theverb“changed”intheexample

（2）conveysthewonderfulfunctionoftheproduct.Allthesesimple,colloquialverbsputacrossconvincinginformationofthecommoditiesbecausepeopletendtobelieveadvertisedmessagespresentedtothemineasyandsimplewords.

2.2NewWordsConstantlyAppear

Inordertoattractpeople’sattention,copywritersliketocreatesomenewwords.Mimesisormisspelling,ingeniouscreationandconversionofpartsofspeecharethethreetypicalapproaches.

2.2.1MimesisorMisspelling

Mimesis,theimitationofincorrectspelling,ismainlyusedfortruthfulness,humororemphasisinEnglishadvertisingtexts.

（1）Frresh!

（2）Ooohh–Pizzahut.

Example

（1）isanadvertisementforabrandofcream.Itjustusesonlyonewordwhichisderivedfromtheword“fresh”.Thiswordhasastimulatingeffectthatpeopleseemtotastethisdeliciouscreamwhentheyarereadingthisadvertisement.Inexample

（2）,themisspelledword“Ooohh”isintentionallyderivedfromtheEnglishword“Oh”.ItexaggeratedlyexpressesthefeelingofamazementandhappinessinPizzahut.Theword“Ooohh”lookslikeanopenmouth.Moreover,whenpeoplereadthisadtext,theyarenaturallyattractedandassociatethefoodwithlusciousness.Itgivespeoplevisualandphoneticstimulation.

Inordertocreatetheuniquenessornoveltyofaproduct,copywritersmisspellsomecommonlyusedwordswiththesamepronunciationonpurpose.Therearesomeexampleshere.

（3）WeknowEggsactlyHowtoSellEggs.

（4）KoinKleanlaundry.

（5）Whatcouldbedelisherthanfisher?

Theword“Eggsactly”inexample（3）comesfromtheword“exactly”.Itskillfullytakesadvantageofthesamepronunciationoftheword“Egg”,whichhelpsconsumerstomemorizethebrandeasily.Copywritersusuallyreplacetheletter“c”with“k”.Example（4）showsthisclearly,where“koin”and“klean’respectivelystandfor“coin”and‘clean’.Inordertocomposearhyme,“delicious“,whichpraisesthetasteoffood,ischangedinto“delisher”inExample（5）undoubtedlyallthesenewspellingsarouseconsumers’interestandhelpthesebrandscomealiveinconsumers’memoryeffortlessly.Furthermore,themimesisdrivespeopletotakegreatinterestinowingtheproduct.

2.2.2IngeniouslyCreatedWords

Inordertodrawthereaders’attentiontothespecialoruniquefeaturesorfunctionsoftheadvertisedproduct,thecopywritercreatessomenewwordsflexiblyandingeniously.Let’sseeandanalyzesomeexamples.

（1）Hi-Fi,Hi-Fun,Hi-Fashion,onlyfromSony.Dynamicstereosoundsingsfullandclearfromthesetiny,comfortableFontopia.

（2）HomeApplianceOfficeAutomation

Samsung’sfeather-weight8mmcamcorderprovesthatyoucanhavebothsophisticatedtechnologyanduserfriendlyfeatures.

（3）GiveaTimextoall,andtoallagoodtime.

InExample

（1）“Hi-Fun”and“Hi-Fashion”areinventedfrom“Hi-Fi”.Theconnectionofthesethreewordshasanalliterativecharacteristicthatemphasizesthesound