Features of Advertising Language.docx

1、Features of Advertising LanguageThe Features of Advertising LanguageAnalysis of Advertising English Through Classification I. An introduction to Advertising1. Definition:American Marketing Association (AMA) defines advertising as “the non-personal communication of information usually paid for and us

2、ually persuasive in nature about products, services or ideas by identified sponsors through the various media.” Today, with the development of the technology and the diversity of the mass media, advertising has influenced us pervasively in our daily life. However, whatever the promotive strategies a

3、dvertising takes, language is the main carrier of message all along, as The Language of Advertising, by Vestergaard & Schroder, says, “Advertising takes many forms, but in most of them language is of crucial importance.” Advertising language is a style of immediate impact and rapid persuasion. The p

4、oint of an advertisement is to persuade you of the merits of a particular product or service, in order that you will take out some of your money.2. Advertising Components:According to the definition of the advertising, most of the advertisements should have the following components:(1). AdvertiserTh

5、e advertiser is the sender of information and all the advertising activities should be consistent with the purpose and willingness of the advertiser. Therefore, the advertiser is the main body of advertising, namely, every advertisement should have its specific owner of the advertising information.

6、The specific owner should be a recognizable group, including corporation, enterprise, government, organization and individual. There are three significances of an advertiser (both for the advertiser themselves, and for the public): firstly, its easy for the target audience to recognize the company a

7、nd the products of it, which will promote the propagandas and the sale of its products; secondly, it will establish a high reputation for the group, enterprise, or the individual in order that the consumer will trust the brand; finally, it will prevent the advertiser from counterfeiting and deceivin

8、g by legal supervision.(2). A certain amount of money paidThe advertising fees are paid by the advertiser no matter its operated by itself or other agency. Because advertising is a kind of marketing action, an advertiser has to pay for its advertisement. There are quite a few people who consider tha

9、t too much advertising fee will inevitably raise the price and cost of the product, and thereby will influence the sale of the product. However, this conclusion is a one-sided view. Advertising can bring you a huge profit by reasonable planning and proper operation. (3). Advertising InformationAdver

10、tising information is the principal contents an advertisement wants to disseminate. Advertising is a serious of planning action, so the information of advertising should be aimed at the certain target market and consumers, and should avoid aimlessness. The dissemination of information should be accu

11、rate, definite, recognizable and moderate in length. An effective advertisement involves not only “what to say”, but also how to say”. (4). Advertising MediaMedia are the means of the dissemination of advertising, including newspaper, magazine, broadcast, TV program, billboard and mail. The newspape

12、r, magazine, broadcast and TV are called the four main media of advertising. Moreover, any kind of objects or tools can be a medium for the advertisement, such as airplane, train, bus, building, neon light, movie, package, exhibition, and etc. Different kinds of media have different features, dissem

13、inating area, target audience and speed.(5). NonpersonalAdvertising is not aimed at any individual, or by any individual. Its a nonpersonal transmission of information aiming at the public or a certain group of people. Because of the nonpersonal features of advertising, the dissemination and operati

14、on of it should be restricted by the law of a country, the moral standards, psychology, zoology, and environment protection. The information, methods, media, and other components of advertising should abide by the advertising laws, policies and rules, and should be under the supervision of the publi

15、c.All of these components are mutual features and essential elements of every advertisement. 3. Advertising Functions:What kind of advertisement is successful? And what features a successful advertisement should possess? American Marketing Managers Handbook points out that an advertisement should ha

16、ve four functions: AIDA, which represent four wordsAttention, Interest, Desire, Action. (1). Attentiona good advertisement should attract the consumer to direct their attention to the product of it.(2). Interestthe introduction and publicity of an advertisement should arouse consumers great interest

17、.(3). Desirethe publicity of advertising should stimulate consumers desire to buy the product, and make them realize that this product is just what they want.(4). Actionthe advertising makes consumer to response to the advertising information and evoke them to take the action of purchasing.II. Featu

18、res of AdvertisingThe wide use of advertising has created a special style of Englishadvertising English. Its unique features, simple language and immense attraction separate it from other kind of language. In the development of advertising English, this kind of language has formed its own features i

19、n several aspects.1. English Morphology in AdvertisingAs a means to disseminate information, advertising English must be compact, vivid, visual, emotional and attractive. Therefore, morphology in advertising is quite different from common English.(1). Simple and informalThe function of advertising i

20、s to provide information, attract consumer, exploit market, and promise the quality. Therefore, advertisement must pay attentito its impelling language, and the first step is to use popular and oral language to make it easy to understand and memorize. For example:“I couldnt believe it, until I tried

21、 it!”“Im impressed! Im really impressed!”“Youve gotta try it!”“I love it!” This is an advertisement of a microwave oven. The words in it are very simple and oral. It uses the slang “gotta”, which means “got to” in American English, to give an impression that this advertisement comes from the real li

22、fe. (2). Misspelling and CoinageIn some of advertisements, the advertising copywriter misspells some words on purpose, or adds some suffix or prefix to the common words. Although the new words still keep the original meanings, they are quite different from the original words in spelling, which will

23、make the advertisement more vivid, interesting and attractive. e.g. We know eggsactly How to sell eggs.In this advertisement, “eggsactly” is the variation of “exactly”, and echo the word “eggs” at the end of the sentence. The Orangemostest Drink in the world.In this drink advertisement, the word “or

24、angemostest” actually is “orange+most+est”. It uses this word to express the high quality and purity of the drink. The coinage and misspelling are also representing in some phrases, such as:First of all, because now Yoplait is thicker.Second of all, because its creamier.Third of all, because its sti

25、ll 100% natural and really very good for you.Fourth of all, because to me Yoplait tastes better than all the other Yoyurts.And fifth of all, becausewell, just because In this advertisement, the copywriter imitate the phrase “first of all” to create “second of all, third of all, fourth of all”, which

26、 will inspire consumers imagination. In addition, some prefixes or suffixes like “super-”, “ex-”, “-er”, “-est” etc, are often used to stress the high quality of the product. (3). LoanwordsThe most frequently used loanwords are French and Spanish. For example:Order it in bottles or in cans.Perrierwi

27、th added je ne sais quoi. The meaning of “je ne sais quoi” is “I dont know what”. The purpose to use this simple French is to show the French flavor of this drink. The loanwords in some advertisement are good methods to express the exoticism of the products.(4). ContractionBecause the advertisement

28、fees are so high that its essential to use some contraction to cut short the length, and reduce the cost.To Let or For SaleFurnished Edinburgh Court, 426 Argyly st, 2nd floor, 1,630 sqft4 bedrooms with dining and living room, prive garage. Sale at 130,000. Rent 1,400. Tel, 38954 office time or 82374

29、8.This is an advertisement to rent or sell a house. There are many contractions, such as: st=street, sq=square, ft=foot, Tel=telephone.(5). Use of verbsAlthough the ultimate purpose of advertising is to persuade consumers to buy its products, advertisements seldom use the word “buy” in it. Statistic

30、s show only two out of ten advertisements use the verb “buy” directly. On one hand, the advertisers try their best to promote their product; on the other hand, they dont want to give the consumers a feeling of spending their money. Therefore, the choice of verbs is very careful in advertising. The m

31、ost frequently used 20 verbs and phrasal verbs are:Try, ask, get, take, let, send for, use, call, make, come on, hurry, see, give, come, remember, discover, serve, introduce, choose, and look for.Examples:Getting places in the business world is easier if your banker is there to meet you.-Security Pa

32、cific Asian Bank. We can give you a better view of investment opportunities from both sides of the Pacific.-City Bank. (6). Use of AdjectivesThe most frequently used adjectives are:1.new 2. crisp 3. good/better/best 4. fine 5. free 6. big 7. fresh 8. great 9. delicious 10. real 11. full, sure 12. easy, bright 13. clean 14. extra, safe 15.special 16. rich(7). Use of Compound wordsThere are lots of compound words in advertisement mainly because the element of compound words could be any part of speech, and has few l