The Characteristics of Advertising English广告英语论文.doc

The Characteristics of Advertising EnglishKey word: Advertisement, English, characteristicThe advertisement, is for some kind of specific need, through the certain form intermedium, is public but widely transmits the information to the society one propaganda method. The advertisement besides has helps the consumer to know the commodity the function, but also has induces the consumer sentiment, causes the purchase desire, the promotion expense motion psychological function, the vestige for the consumer esthetics function which enjoys by the esthetic sense. Therefore, is manifesting these kind of functions diligently as English advertisement main carrier advertisement English in the process, has formed own bright characteristic gradually: Concise easy to understand, vivid image, humorous is novel.No matter is the commodity advertisement, the public service advertizing, the advertisement creation all is a comprehensive art. Its collection sociology, esthetics, the psychology, the abnormal marketing study, the sound electricity, the literature, the linguistics is equal to a body. In this artistic archives cooperation compares other forms the cooperation all to need the skill. It must write using the sales promotion principle appeals to both cultured and popular tastes, the vivid interesting writing, must have the special power, can in instantaneous cause the reader to pay attention, stimulates its purchase desire, finally facilitates the purchase behavior. Therefore the advertisement archives Chinese study language can resemble using the precise and appropriate the advertisement language connotation and the influence far exceeds advertisement itself. The pun this rhetoric method is the advertisement creation commonly used skill. Double meaning, as the name suggests, is expresses the double meaning in the specific language environment with one language and writing form, both is remarkable, and can cause the association. The pun has succinctly concise, charming humorous, novel is unique and so on the rhetoric effect, can highlight the advertisement the characteristic, thus obtains the massive applications in the advertisement.After this school year research and the investigation, we have obtained the certain research results finally, had discovered approximately the advertisement English main characteristic, and has carried on the summary and the induction. 1, brief and to the point, simple is easy to understandFirst, the advertisement essential feature lets limited length expression as far as possible many information. The advertisement both must be brief, and must understand accurately manifests the advertisement content. Therefore one of advertisement English characteristics is the words and expressions short, the structure simple, brief and to the point, simple is easy to understand.1) in advertisement English commonly used word meaning simple phrase. For example,The only car in its class.(1993VILLAGER automobile advertisement)It gives me clear,Plain paper faxes at a price I can afford.(Canon duplicator advertisement)Above several then the advertisement uses the glossary length all not to surpass six letters, its word meaning is each common people all can understand, has manifested the advertisement English simple easy to understand characteristic.2) in advertisement English the widespread use prays causes the sentence, the interrogative sentence and the abbreviation sentence. For example:Help Make a Difference in the Ireland of Today.(Cultural charitable organization advertisement)Come To Life In Hawaii.(Traveling advertisement)Come into McDonald ' s and enjoy a big Mac Sandwich.(Sandwich advertisement)Air Quality!(Airline advertisement)Advertisement English very little uses the compound sentence, is precisely these structures simple prays causes the sentence, the interrogative sentence and the abbreviation sentence causes the advertisement English to read briefly and to the point, with ease sounds to be lively.2, the vivid image, has profound implicationsThe advertisement goal is promotes the expense motion, the advertisement language to have to stimulate consumer's association, thus expanded attention, consolidated memory. Therefore, second advertisement English characteristic is draws support differently decorates increases the language the power. By the true feelings, the sincerity, sincere infects the consumer, wins consumer's trust. Or through the thorough consumer's innermost feelings, after lets the consumer read the advertisement, the innermost feelings have send out, thus stirs up the consumer to have the purchase behavior.1) parallel comparison (Antithesis). This kind decorates in the structure the symmetry, in the significance compares, the form neat is symmetrical, the content both suits in the center bends down the emphasis, and suits in sets off the comparison, the sound, the shape, righteousness all is rich in the vivid feeling. For example:Tear out! Fill in! Fax now. (The Maclean magazine solicits subscriptions advertisement)Warehouse Clearance. Their Loss, Your Gain!(Takes warehouse inventory markdown sale advertisement)Distilled from Rocky Mountain water and Canadian Prairie grain.(VODKA liquor advertisement)Quality breeds success.(Ford automobile advertisement)This then the advertisement has applied mechanically the proverb "Familiarity breeds contempt." . (Knows ins and outs respectively, despises mutually.)Distilled from Rocky Mountain water and Canadian Prairie grain. (VODKA liquor advertisement)2) imitates draws up (Parody). Imitates draws up is applies mechanically some proverb, the maxim, the famous phrase which the people is familiar with, causes it to have one kind of new significance, thus achieved proposes something new and different, deepens the impression the effect. For example:Not all cars are created equal.(Mitsubishi automobile advertisement)This then the advertisement has applied mechanically "the US Declaration of Independence" the center "All men are created equal" (everybody equality. )Quality breeds success.(Ford automobile advertisement)This then the advertisement has applied mechanically the proverb "Familliarity breeds contempt." (Knows ins and outs respectively, despises mutually.)3rd, humorous is humorous, is rich in the esthetic senseThe advertisement is the artistic content very high one propaganda method, for the consumer by America's enjoying is an advertisement function. The advertisement design is neatly defers to, same, principle and so on equilibrium, symmetry, harmony carries on. Therefore, the advertisement English another characteristic is by the exquisite sound increase advertisement charm. Proposes something new and different, takes by surprise, contrasts the atmosphere with the special effect.1) rhyme (Alliteration). A rhyme is two or two above word first letter pronunciation is same the sound which but produces. Causes the specific use rhyme in the advertisement to look like strikingly, reads delightful. Moreover, certain phonemes combinations have the specific association significance can manifest the language and the thing organic relation and the intrinsic harmony. For example:Export fair set for foreign-funded firms.(Exposition advertisement)This is one then the foreign capital enterprise export product exposition advertisement, in 7 words has 5 (fair, For, Foreign, Funded, Firms) mutually mortgage rhyme. Sounds to resemble is the exposition in gently greets the multitudinous foreign capital enterprise.Bathing Beauty Discovered in Interior Decorator ' s room. (Ceramic tile advertisement)This then in the advertisement has two groups of rhymes words "Bathing, Beauty, Bathing" and "Discovered, Decorator ' s),Will let the consumer repair and beautifully relate,Suggested the product mysterious effect2) tail rhyme (Rhyme). The tail rhyme is two or two above word tail vowel and the latter consonant is same the sound which but produces. Uses the tail rhyme in the advertisement, can strengthen the advertisement 音乐性, the prominent advertisement rules of tonal pattern is beautiful. For example: Emergency Medical Insurance and Assistance.(Safe advertisement)"Insurance" and "Assistance" signs the rhyme, lets the taking out insurance association to "the insurance" and "the help" the between inevitably relation.Special Offers for ALRMILES Collectors and Maclean Subscribers.(Maclean ' s magazine advertisement)This then in the advertisement three words sign the rhyme mutually. Reads has one kind of rhythm to be beautiful, can in the consumer in remember makes the deep impression.I hoped that, my superficial non- specialized summary can carry on a time of comprehensive examination to my study, can make me further to understand advertisement English the characteristic, enhances English application literary style to me the understanding ability to play to "offers a few ordinary introductory remarks so that others may offer their valuable ideas" the role.生命列车The Train Of Life1. 不久以前，我读了一本书。书中把人生比作一次旅行。2. 人生一世，就好比是一次搭车旅行，要经历无数次上车、下车; 时常有事故发生; 有时是意外惊喜，有时却是刻骨铭心的悲伤 3. 降生人世，我们就坐上了生命列车。我们以为我们最先见到的那两个人-我们的父母，会在人生旅途中一直陪伴着我们。 4. 很遗憾，事实并非如此。他们会在某个车站下车，留下我们，孤独无助。他们的爱、他们的情、他们不可替代的陪伴，再也无从寻找。 5. 尽管如此，还会有其他人上车。他们当中的一些人将对我们有着特殊的意义。 6. 他们之中有我们的兄弟姐妹, 有我们的亲朋好友。我们还将会体验千古不朽的爱情故事。7. 坐同一班车的人当中，有的轻松旅行。8. 有的却带着深深的悲哀 还有的,在列车上四处奔忙，随时准备帮助有需要的人  9. 很多人下车后，其他旅客对他们的回忆历久弥新 但是，也有一些人，当他们离开座位时，却没有人察觉。10. 有时候，对你来说情深义重的旅伴却坐到了另一节车厢。你只得远离他，继续你的旅程。11. 当然，在旅途中，你也可以摇摇晃晃地穿过自己的车厢，去别的车厢找他 12. 可惜，你再也无法坐在他身旁，因为这个位置已经让别人给占了 .13. 没关系。旅途充满挑战、梦想、希望、离别 就是不能回头。因此，尽量使旅途愉快吧！14. 善待旅途上遇见的所有旅客，找出人们身上的闪光点。15. 永远记住，在某一段旅程中，有人会犹豫彷徨，因为我们自己也会犹豫彷徨。16. 我们要理解他人，因为我们需要他人的理解。17. 生命之谜就是：我们在什么地方下车？坐在身旁的伴侣在什么地方下车？我们的朋友在什么地方下车？我们无从知晓 18. 我时常这样想：到我该下车的时候，我会留恋吗？我想我还是会的。和我的朋友分离，我会痛苦。让我的孩子孤独地前行，我会悲伤。 我执著地希望在我们大家都要到达的那个终点站，我们还会相聚 19. 我的孩子们上车时没有什么行李，如果我能在他们的行囊中留下美好的回忆，我会感到幸福。20. 我下车后，和我同行的旅客都还能记得我，想念我，我将感到快慰。21. 献给你, 我生命列车上的同行者, 祝您旅途愉快!1. Not long ago, I read a book, in which a mans life was compared to a journey.2. The life of a man is just like a hitchhiking，during which many times we go up and down. Now and then things will happen accidently, some of which are to be unexpected excitement，while some heart-breaking sorrows. 3. When first embraced the world，we are already on the train of life. We take it for granted that the first two persons, our parents, whom we are encountered with, will accompany us all the way.4. Sadly，things do not go on as we thought.Our parents will get off the train at a certain station，leaving us, bereft and helpless.Their love and emotion to us and their irreplaceable company can be found in nowhere.5. However，there will be somebody else who will get on the train. Some of them will have special meaning to us.6. Some of them may be our siblings , relatives and friends, and we will also expereince the imperishable love.7. Some of our travelling companions are quite light-hearted on the way.8. While some may bear immense sorrow.Still some ,back and forth, are ready to hold out their hands for others who need help.9. Some people alight off the train, yet they are still kept in the mind of the other passengers for long;some, to the opposite, leave their seats without being noticed.10. Sometimes, the one,who is dear to your heart, has huddled into another carriage. Nothing but one you can do is just to keep on going, far away from him.11. Of course, during the journey, you may stagger to another carriage to look for him.12. Its a pity that you will never seat yourself beside him because the seat has been engaged by others. 13. Never mind. The journey is full of challenges,dreams, hopes and departures- but only one thing is that you cant turn back. So, have a good journey with heart and soul.14. Show your good-will to all the passengers you are encountered with, and find the merits of theirs.15. Remeber that someone may oscillate just as we do in the journey.16. We should understand others just as we need others understanding.17. The enigma of life is：Where shall we get off the train of life?And how about the companions beside us?And our friends?We dont know.18. Sometimes I think：When my time comes to get off the train，shall I miss it？I think I will.It is a suffering when I part with my friends.I will be sorry for leaving my kids going alone.I firmly hold that when we get to the terminal，we will have another reunion.19. When my kids get on the train of life, they have only little luggage in their travelling bags. However,if I can leave the beautiful memory in them,I will be happy. 20. After getting off the train of life, I will be content if my fellow passengers will remember me and miss me.21. To you , the companions on my train of life.May you have a good journey!