Features of Advertising Language.docx

Features of Advertising Language.docx

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FeaturesofAdvertisingLanguage

TheFeaturesofAdvertisingLanguage

AnalysisofAdvertisingEnglishThroughClassification

I.AnintroductiontoAdvertising

1.Definition:

AmericanMarketingAssociation（AMA）definesadvertisingas“thenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.”Today,withthedevelopmentofthetechnologyandthediversityofthemassmedia,advertisinghasinfluenceduspervasivelyinourdailylife.However,whateverthepromotivestrategiesadvertisingtakes,languageisthemaincarrierofmessageallalong,asTheLanguageofAdvertising,byVestergaard&Schroder,says,“Advertisingtakesmanyforms,butinmostofthemlanguageisofcrucialimportance.”Advertisinglanguageisastyleofimmediateimpactandrapidpersuasion.Thepointofanadvertisementistopersuadeyouofthemeritsofaparticularproductorservice,inorderthatyouwilltakeoutsomeofyourmoney.

2.AdvertisingComponents:

Accordingtothedefinitionoftheadvertising,mostoftheadvertisementsshouldhavethefollowingcomponents:

（1）.Advertiser

Theadvertiseristhesenderofinformationandalltheadvertisingactivitiesshouldbeconsistentwiththepurposeandwillingnessoftheadvertiser.Therefore,theadvertiseristhemainbodyofadvertising,namely,everyadvertisementshouldhaveitsspecificowneroftheadvertisinginformation.Thespecificownershouldbearecognizablegroup,includingcorporation,enterprise,government,organizationandindividual.Therearethreesignificancesofanadvertiser（bothfortheadvertiserthemselves,andforthepublic）:

firstly,it’seasyforthetargetaudiencetorecognizethecompanyandtheproductsofit,whichwillpromotethepropagandasandthesaleofitsproducts;secondly,itwillestablishahighreputationforthegroup,enterprise,ortheindividualinorderthattheconsumerwilltrustthebrand;finally,itwillpreventtheadvertiserfromcounterfeitinganddeceivingbylegalsupervision.

（2）.Acertainamountofmoneypaid

Theadvertisingfeesarepaidbytheadvertisernomatterit’soperatedbyitselforotheragency.Becauseadvertisingisakindofmarketingaction,anadvertiserhastopayforitsadvertisement.Therearequiteafewpeoplewhoconsiderthattoomuchadvertisingfeewillinevitablyraisethepriceandcostoftheproduct,andtherebywillinfluencethesaleoftheproduct.However,thisconclusionisaone-sidedview.Advertisingcanbringyouahugeprofitbyreasonableplanningandproperoperation.

（3）.AdvertisingInformation

Advertisinginformationistheprincipalcontentsanadvertisementwantstodisseminate.Advertisingisaseriousofplanningaction,sotheinformationofadvertisingshouldbeaimedatthecertaintargetmarketandconsumers,andshouldavoidaimlessness.Thedisseminationofinformationshouldbeaccurate,definite,recognizableandmoderateinlength.Aneffectiveadvertisementinvolvesnotonly“whattosay”,butalso‘howtosay”.

（4）.AdvertisingMedia

Mediaarethemeansofthedisseminationofadvertising,includingnewspaper,magazine,broadcast,TVprogram,billboardandmail.Thenewspaper,magazine,broadcastandTVarecalledthefourmainmediaofadvertising.Moreover,anykindofobjectsortoolscanbeamediumfortheadvertisement,suchasairplane,train,bus,building,neonlight,movie,package,exhibition,andetc.Differentkindsofmediahavedifferentfeatures,disseminatingarea,targetaudienceandspeed.

（5）.Nonpersonal

Advertisingisnotaimedatanyindividual,orbyanyindividual.It’sanonpersonaltransmissionofinformationaimingatthepublicoracertaingroupofpeople.Becauseofthenonpersonalfeaturesofadvertising,thedisseminationandoperationofitshouldberestrictedbythelawofacountry,themoralstandards,psychology,zoology,andenvironmentprotection.Theinformation,methods,media,andothercomponentsofadvertisingshouldabidebytheadvertisinglaws,policiesandrules,andshouldbeunderthesupervisionofthepublic.

Allofthesecomponentsaremutualfeaturesandessentialelementsofeveryadvertisement.

3.AdvertisingFunctions:

Whatkindofadvertisementissuccessful?

Andwhatfeaturesasuccessfuladvertisementshouldpossess?

AmericanMarketingManager’sHandbookpointsoutthatanadvertisementshouldhavefourfunctions:

AIDA,whichrepresentfourwords—Attention,Interest,Desire,Action.

（1）.Attention—agoodadvertisementshouldattracttheconsumertodirecttheirattentiontotheproductofit.

（2）.Interest—theintroductionandpublicityofanadvertisementshouldarouseconsumers’greatinterest.

（3）.Desire—thepublicityofadvertisingshouldstimulateconsumers’desiretobuytheproduct,andmakethemrealizethatthisproductisjustwhattheywant.

（4）.Action—theadvertisingmakesconsumertoresponsetotheadvertisinginformationandevokethemtotaketheactionofpurchasing.

II.FeaturesofAdvertising

ThewideuseofadvertisinghascreatedaspecialstyleofEnglish—advertisingEnglish.Itsuniquefeatures,simplelanguageandimmenseattractionseparateitfromotherkindoflanguage.InthedevelopmentofadvertisingEnglish,thiskindoflanguagehasformeditsownfeaturesinseveralaspects.

1.EnglishMorphologyinAdvertising

Asameanstodisseminateinformation,advertisingEnglishmustbecompact,vivid,visual,emotionalandattractive.Therefore,morphologyinadvertisingisquitedifferentfromcommonEnglish.

（1）.Simpleandinformal

Thefunctionofadvertisingistoprovideinformation,attractconsumer,exploitmarket,andpromisethequality.Therefore,advertisementmustpayattenti

toitsimpellinglanguage,andthefirststepistousepopularandorallanguagetomakeiteasytounderstandandmemorize.

Forexample:

“Icouldn’tbelieveit,untilItriedit!

”

“I’mimpressed!

I’mreallyimpressed!

”

“You’vegottatryit!

”

“Iloveit!

”

Thisisanadvertisementofamicrowaveoven.Thewordsinitareverysimpleandoral.Itusestheslang“gotta”,whichmeans“gotto”inAmericanEnglish,togiveanimpressionthatthisadvertisementcomesfromthereallife.

（2）.MisspellingandCoinage

Insomeofadvertisements,theadvertisingcopywritermisspellssomewordsonpurpose,oraddssomesuffixorprefixtothecommonwords.Althoughthenewwordsstillkeeptheoriginalmeanings,theyarequitedifferentfromtheoriginalwordsinspelling,whichwillmaketheadvertisementmorevivid,interestingandattractive.

e.g.WeknoweggsactlyHowtoselleggs.

Inthisadvertisement,“eggsactly”isthevariationof“exactly”,andechotheword“eggs”attheendofthesentence.

TheOrangemostestDrinkintheworld.

Inthisdrinkadvertisement,theword“orangemostest”actuallyis“orange+most+est”.Itusesthiswordtoexpressthehighqualityandpurityofthedrink.

Thecoinageandmisspellingarealsorepresentinginsomephrases,suchas:

Firstofall,becausenowYoplaitisthicker.

Secondofall,becauseit’screamier.

Thirdofall,becauseit’sstill100%naturalandreallyverygoodforyou.

Fourthofall,becausetomeYoplaittastesbetterthanalltheotherYoyurts.

Andfifthofall,because…well,justbecause

Inthisadvertisement,thecopywriterimitatethephrase“firstofall”tocreate“secondofall,thirdofall,fourthofall…”,whichwillinspireconsumers’imagination.

Inaddition,someprefixesorsuffixeslike“super-”,“ex-”,“-er”,“-est”…etc,areoftenusedtostressthehighqualityoftheproduct.

（3）.Loanwords

ThemostfrequentlyusedloanwordsareFrenchandSpanish.Forexample:

Orderitinbottlesorincans.

Perrier…withaddedjenesaisquoi.

Themeaningof“jenesaisquoi”is“Idon’tknowwhat”.ThepurposetousethissimpleFrenchistoshowtheFrenchflavorofthisdrink.Theloanwordsinsomeadvertisementaregoodmethodstoexpresstheexoticismoftheproducts.

（4）.Contraction

Becausetheadvertisementfeesaresohighthatit’sessentialtousesomecontractiontocutshortthelength,andreducethecost.

ToLetorForSale

FurnishedEdinburghCourt,426Argylyst,2ndfloor,1,630sqft4bedroomswithdiningandlivingroom,privegarage.Saleat130,000.Rent1,400.Tel,38954officetimeor823748.

Thisisanadvertisementtorentorsellahouse.Therearemanycontractions,suchas:

st=street,sq=square,ft=foot,Tel=telephone.

（5）.Useofverbs

Althoughtheultimatepurposeofadvertisingistopersuadeconsumerstobuyitsproducts,advertisementsseldomusetheword“buy”init.Statisticsshowonlytwooutoftenadvertisementsusetheverb“buy”directly.Ononehand,theadvertiserstrytheirbesttopromotetheirproduct;ontheotherhand,theydon’twanttogivetheconsumersafeelingofspendingtheirmoney.Therefore,thechoiceofverbsisverycarefulinadvertising.

Themostfrequentlyused20verbsandphrasalverbsare:

Try,ask,get,take,let,sendfor,use,call,make,comeon,hurry,see,give,come,remember,discover,serve,introduce,choose,andlookfor.

Examples:

Gettingplacesinthebusinessworldiseasierifyourbankeristheretomeetyou.

--SecurityPacificAsianBank.

WecangiveyouabetterviewofinvestmentopportunitiesfrombothsidesofthePacific.

--CityBank.

（6）.UseofAdjectives

Themostfrequentlyusedadjectivesare:

1.new2.crisp3.good/better/best4.fine5.free6.big7.fresh8.great

9.delicious10.real11.full,sure12.easy,bright13.clean14.extra,safe15.special16.rich

（7）.UseofCompoundwords

Therearelotsofcompoundwordsinadvertisementmainlybecausetheelementofcompoundwordscouldbeanypartofspeech,andhasfewl