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

1、The Words Features of Advertising English英语广告的用词特点Chapter 1 Introduction1.1 Significance Nowadays, frequent communication of the knowledge concerning advertisement in a higher level is no rare case due to the development of the various products and also the advertisements of them. With the fast deve

2、lopment of the producing and the opening of the policies, the requirements of effective advertisements are to be more and more; thus, the study of the advertising English has now become significant for those makers in this country. As stated in the purpose section, the paper is meant to facilitate s

3、uch kind of change and will also provide the researchers as well with guidance and advice on the learning and teaching of advertising English.1.2 Literature ReviewWith the development of the advertisement which has been ever influenced by the fast development of the economy, the study of the adverti

4、sing English has never broken off, and it has been proved to be worth studying.As Wang Jian(1999.2) states in his paper Abecedarian Study of Characteristics of English Advertising Language, in order to make the advertisement easy to be understood so that the consumers could get and remember the mess

5、ages of the items more easily, most of the time, the language of the advertisement is informal, and some words in common use are used in advertising English. Besides, he points out that lots of adjectives are used too. The adjective words, which play a very important role in the drumbeating of the a

6、dvantages and the characters of the products, are used to describe the quality. Frequently, some coinage that created by the advertisement makers are also used, which make the consumers think of the promethean of the itens naturally, and strengthen the novelty.Wang Jiaheng(2000.6) put it in his pape

7、r On the Originality of Language Application in English Advertisements that of the lexical artifice, coinages are used in advertising English, which can arose the excitement of the consumers and make them remember it firmly, so the advertisement producer are all pursuit of it. Sometimes a designed w

8、rong-spelling word could also attract the consumers eyes and impresses them successfully. Besides, he points out that the loanwords are used too, in order to attract the consumers, as well as the idioms and the adage.Ou Yi(2000.12) points out in his paper The Pun and Its Functions in Advertising Eng

9、lish that, sometimes in order to express the idea effectively, implicitly and drolly, the words that implies two different meanings are used, which is a special symbol of the advertisement. It has the functions of attracting peoples attention, arousing peoples imagination and strengthening peoples r

10、emembrance. The advertisement can get an effective purpose if the pun is used properly. It contains the forms of borrowing pun, the pun of different meanings, the pun of similar pronunciation, the pun of simulation and the pun of part of speech.Wu Xinyan(2001.3) states in her paper Characteristics o

11、f English Advertising Language that the first point of the lexical characters of the advertising English is that the verbs, adjectives and nouns are most frequently used. Most of the adjectives are commendatory words, for the adjectives belong to Open Class, and play the role as modifier in the sent

12、ence, having the functions of modifying, describing and crying up. And the nouns are most used to express the name, quality and the feature of the items.Wang Wenlan(2001.5) holds that the purpose of advertising is sales promotion, so the principles of AIDMA(Attention, Interest, Desire, Memory, Actio

13、n) are mostly concerned. They pay much attention to the following aspects when choosing words, the commendatory words, the simple words, the new-created words, the acronyms and the compounds.Tang Hongbo(2002.1) states in his paper An Analysis of the Lexical Characteristics of English Advertising Lan

14、guage that from the perspective of lexicon, first, in order to describe the quality of the items and spread the concerning messages of them, the producer of the advertisement create new words frequently, especially the compounds, and among the compounds are the adjective compounds. Second, the lexic

15、on of the advertisement should be informal and popular. Third, the trade mark words should be endued with cultural connotation. Finally the personal pronoun and transformation of the part of speech have effective functions too.Mu Nianwei and Deng Haitan(2005) point out in their paper Lexical charact

16、eristics of Advertising English that the features of the lexicon of the advertising English contain the use of simple, informal and popular words, the wide use of verbs and adjectives, the flexible use of compounds, the creation of new words, anagrammatic spelling(变异拼写), the use of loanwords, the us

17、e of abbreviate words and the appearance of trade mark words.As Ke Shuping(2006.5) concludes in her paper Analyzing Characteristics of English Advertising Language From the Perspective of Pragmatics that in advertising English, many commendatory adjective words are used, because the language of the

18、advertisement should be live, visual. Whats more, the monosyllabic verbs are also frequently used, for the basically character of it should be concise and comprehensive, and those can mostly express the idea are the verbs and adjectives, more frequently of the verbs are the monosyllabic verbs.1.3 St

19、ructure of the ThesisThe thesis can be divided into four parts. The first part is introduction. The second part is about the lexical features of the advertising English. The third part is devoted to the analysis of the semantic features of advertising English. The forth part, which is also the last

20、part is to make a conclusion of the whole thesis. Chapter 2 Lexical Features2.1 Classification of Advertising English LexiconThough many English advertisements, it could be found out that an effective advertisement which is to be success can not keep away from the use of different effective words. O

21、f all the words that are used in the advertising English, three kinds of part of speech are used most frequently, they are adjectives, nouns and verbs.2.1.1 The Use of AdjectiveMost of the time, even every time, and the use of adjectives could be found in the English advertisement. They play a role

22、of great importance and indispensable. The various uses of adjectives have different functions in the advertisements.First, in order to make the advertisement visual and live, a lot of adjectives with the functions of decoration, describing, crying up and appraisement are used in the advertising Eng

23、lish to show the name, color and quality of the products, for they belong to the Open Class and always play the roles as modifier in the sentences. And these adjectives which are used are always commendatory adjectives. These words can describe the quality and character. Take a piece of advertisemen

24、t for example, which is for PULSAR Watch:Intricate, Delicate, Exquisite.All of the three words used in this advertisement are commendatory adjectives; they praise the item as exquisite, and describe the quality as intricate and delicate. There is another example,Natural, Sensual, Innocent, Passionat

25、e, Doman tic, MysteriousThis is an advertisement of skin humectants. There are only six commendatory adjectives in this advertisement, but they have described its functions and quality visually and lively, making the consumers of deep impression and a full understanding of the item.Second, in order

26、to describe the character of the item and spread the correlative information of it, many words, especially many compound words are created by the advertisement makers, and in the advertising English, mainly are the compound adjectives.There are mainly four ways of creating a new compound adjective i

27、n advertising English, the adjective combined with noun, such as top-quality and high-fashion; the adjective combined with the present participle of the verb, such as the best-looking small car; the adverb combined with the present participle of the verb, such as best-selling soft toilet tissue; the

28、 noun combined with the preterit participle of verb, such as honey-coated sugar puffs.Third, in order to impress the consumers successfully of their items, the comparative degree of adjectives which have the function of showing its advantages and the superlative degree of adjectives which have the f

29、unction of showing its first-rank quality are widely used in the advertising English, and the later one is used more frequently.For example, there is an advertisement of firing machine as following:Drying clothes is a job thats never ever finished. But now it can be an easier simpler, quicker job th

30、ats never ever finished.In this advertisement, the advertisement maker first points out the difficulty of firing, then three comparative adjectives are used, which is an excellent orectic of buying.There is another example for using superlative degree of adjective, such as following:Singapore Airlin

31、es is fathered dancing its exclusive MEGATOP747-the worlds largest, fastest, long haul passenger aircraft.The advertisement maker uses the word largest, fastest to make the airways an ideal choice.2.1.2 The Use of NounBeside of adjectives, lots of nouns are also used in advertising English. Wu Xinya

32、n (2001.3) states in her paper Characteristics of English Advertising Language that the first point of the lexical characters of the advertising English is that the verbs, adjectives and nouns are most frequently used. And the nouns are most used to express the name, quality and the feature of the i

33、tems. So noun also plays effective role in a piece advertisement. Take the following advertisement for instance:SKIN DEFENDERTHEN NOVATIONN SK N CAREThis is an advertisement of a skin cream; the nouns defender, novation and care express the name, quality and the characteristic of the item.Another example