Lexical Characteristics of Advertising English- Use of Simple Words.doc

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1、Lexical Characteristics of Advertising English: Use of Simple WordsIt is essential for ads to produce the best results in a limited space and time. Thus brevity is critical. Concise ads not only easily draw the attention and arouse the interest of readers but also quickly establish a products theme

2、and emphasize its key advantages. As a result, many simple words, most of which are monosyllables, are used in order to make sure that ads are easily comprehended and remembered. According to certain statistics, the following adjectives are used with the highest frequency: new, good (better, best),

3、fine, free, big, fresh, great, delicious, real, easy, clean, safe, rich, super, ideal, natural, etc. In addition, according to advertising experts, the most frequently used verbs in ads are also monosyllabic, such as: make, get, have, see, buy, come, go, know, keep, look, need, love, use, try, take,

4、 start, and taste. Consider the following examples:1 Buy one, get more.This is an ad for a car. These two words: “buy” and “get”, are simple, single syllable verbs and indicate the bilateral activity between the advertiser and the customer straightforwardly, which in turn reflects the sincerity of t

5、he advertiser and makes the customer have the feeling of simple, quick, and inexpensive, thus increases the credibility of the business relationship.2 “I couldnt believe it, until I tried it!”“Im impressed! Im really impressed!”“Youve gotta try it!” “I love it!”This is from an ad for a microwave ove

6、n. The words in it are very simple. It uses the slang “gotta”, which means “got to” in colloquial English, to give an impression that this advertisement comes from real life. There are some other ads as follows:3 The taste is great. Its delicious! (Nestle coffee)4 Feel the new space. (Samsung electr

7、onics)5 Lets make things better. (Philips)Simple words can also be found in these three ads, and all of them embody the purpose of the language of advertising. The two simple adjectives: “great” and “delicious”, show the characteristics of Nestle coffee as a drink. As a famous electronics brand, Sam

8、sung establishes the theme of its products by the usage of simple words, such as “feel”, and “new”, avoiding complex and technical jargon. For Philips, all of its product ads end with the simple sentence: Lets make things better., and express the most simple and most practical significance of enterp

9、rise slogan.Some ads use simple words to affect a colloquial atmosphere, which can bring the product closer, emotionally, to customers. Here are some examples:6 Just do it. (Nike) 7 Go for Gold. (Gold wine)8 Drink a Masterpiece. (ad for a kind of drink)9 Happy new Beer! (ad for a kind of beer)10 Com

10、e sit with me a while. (ad for a tour of a scenic spot)11 Ask for More. (More Brand cigarettes)12 We lead. Others copy. (Copy Machine)It is very common that there are many simple words used in ads. Some show the relationship between the customer and the product, and some are related to the possessio

11、n of the products, and others may indicate the customers preference of the products. The advantage of using simple words is that it is easy for the customer to understand and remember, and it is possible to make the product known among the public, and even improve the credibility between the buyer and the seller.