Words in Advertising English.doc

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1、Words in Advertising English(词汇学论文)Abstract: The 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 ha

2、s formed its own features in several aspects. Among these aspects words play a very important role in expressing its specific features. In order to create more successful advertisements we should analyze the features of choosing words in advertisements as well chosen words will give people a shock a

3、nd give people an unforgettable impression. Key words: Advertising English; lexical aspect; features; examples Body: With the advertising industry booms, the wide use of advertising has created a special style of Englishadvertising English. Advertising English is an indispensable part of English adv

4、ertisements forms its own features. 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 primitive strategies advertising takes, language is the main carrier of message all along. As the

5、function of the advertisements is to persuade or to call on or to tempt people to do something or to buy something, the advertising language the copywriter uses should catch others eyesight effectively and have immediate impact and rapid persuasion. This paper will focus on the characteristics of Ad

6、vertising English in the unique way of choosing words. American Marketing Managers Handbook points out that a successful advertisement should have four functions: AIDA, which represent four wordsAttention ,Interest, Desire, and Action. According to this the words that the copywriter chooses in adver

7、tising must be compact, vivid, visual, emotional and attractive. 1. Simple and informal words are the good choice. Advertisement is supposed to attract the consumer, to exploit the market and to promise the quality by providing the comprehensive information. And this information should quickly and e

8、asily be soaked in by the people therefore the copywriter should come to the popular and oral language to make it easy to understand and memorize. For example: My Goodness! My Guinness! This is the advertisement of beer named Guinness. Its epigrammatic advertising slogan is just composed of four wor

9、ds but is full of the oral tone. “My Goodness” shows the very surprise in our oral English and here it expresses how marvelous the beer is. In addition, the two words “Goodness” and “Guinness” have the same alliteration and end rhyme, therefore it will be easy for the consumers to memorize and it al

10、so vividly describes a picture of all the people turned up their thumbs after taking a cup of Guinness. The slang and informal word also appear frequently in the advertising English besides the oral words. They make the advertisements be more attractive. The following are the two advertisements of m

11、icrowave they display the slang and informal use respectively. Example1: “I couldnt believe it, until I tried it!”“Im impressed! Im really impressed!”“Youve gotta try it!”“I love it!” The words in it are still very simple and oral. The word “gotta” is the slang, which means “got to” in American Engl

12、ish. Though it is just one of the most common words used in their daily lives, it gives an impression that this advertisement comes from the real life. Example2: “Is microwave cooking fast?” “You bet!” Here “you bet” is the informal use. It means surely or of course. The copywriter chooses this info

13、rmal word to close the distance between the producer and the consumer. 2. Creating some new words makes a sense of newness. Psychologists prove that the creative words used in some advertisements will be more quickly and easily to catch the consumers eyesight and lead the consumers to have a special

14、 impression of the product they advertised in their minds. Besides, according to the rules of word formation, to misspell or combine some two words or add some suffix or prefix to the common words on purpose to form new words will inspire the consumers interest and enhance the sense of newness and m

15、agic. Eg1. Bayer relieves the major source of arthritis pain Tylenol cant touch. Fast. Effective relief. Bayer has the Toleraid Micro-Coating that makes it better tolerated easier to swallow than regular aspirin. It provides fast, effective relief from minor arthritis pain and stiffness. Bayer The w

16、onder drug that works wonders. This advertisement is for medicine called Bayer. “toleraid” is a new word which consists two parts, one part “toler” is from the word “tolerance” and another part is the word “aid”. Toleraid is an ingredient of the medicine which is easier for patient to take and also

17、will relieve the pain. This new word used in the advertisement above shows the function of the medicine straightly for consumers when they see it at the first sight. Eg2. Weather or not to take an umbrella? Call the New York Times Weather Line for current weather conditions updated hourly as well as

18、 three-day forecasts for more than 470 U.S Cities, including 12 in the tristate area, and 130 foreign cities. 1-900-884-CAST Touch- Tone Phone Only Callers will be charged 75 cents per minute. Its the advertisement of weather service from New York Times. The first word of the title “weather” should

19、be “whether” according to grammar but as they have the same pronunciation and the advertisement is for the weather service so “whether” is replaced by “weather” to make the title more humorous and striking. 3. Contraction leads the ads to be concise and comprehensive. Contraction is used most freque

20、ntly in advertisements for shortening the length and saving money. It omits some letters and just leaves the symbol or main letter to express the information. Here is an example below which uses 8 contractions. Secretary/ Recept/Admin Assistant Eyewitness views Assistant& Private secy to pres of Rea

21、l Estate Co., which produce cable TV real estate show. Will train in video editing. Duties incl recept, coordination of Reagents, some typing 50wpm required. Flexible hours OK. Varied job initiative well rewarded. Call 212-474-6030 for Appointment This is a want advertisement “Admin” means administr

22、ation; secy means secretary; “Co” represents Corporation; “recept” equals reception or receptionist; “RE” is short for real estate; “pres” shows president; “incl” is include or including and “50wpm” is 50 words per minute. With omitting some letters of these words the main information becomes more c

23、learly and noticeable. 4. Use of adjective and its comparative degree and superlative degree highlights the feature of the advertising product. Eg. In just a few drops, this mans skin is going to feel Better. “Better” the comparative degree of “good” implicates this lotion is more effective and more

24、 comfortable. The 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 5. Choosing the appropriate verbs help to increase the sales. Adverti

25、sements are used to persuade the consumers to buy their products but statistics show that using “buy” directly will make the consumers unwilling to buy the product because “buy” means to obtain something by giving money. So it is hard for the consumers to enjoy consumption. As a result the verbs in

26、ads should be carefully chosen. And the frequently used verbs are be ,make, get, take, try, come, go, have, need, see, use, give, discover, introduce, remember, serve, choose, look for, let/send for, call, come on, hurry ect. Eg. Pepperidge Farm Pepperidge Farms delectable new stuffing tastes remark

27、ably like the holiday stuffing you bake in a turkey for hours. But you can fix them on the stove, in next to no time at all. Pepperidge Farm packs all for four varieties full of the fancy extras youd put in yourself. Try Harvest Vegetable &Almond, country Garden Herb, Wild Rice &Mushroom, or Apple &

28、Raisin. Ready in 15Minutes ?1986 Pepperidge Farm Inc. A series verbs used here presents how delicious the food is. 6. Compound words play a very important role in advertising English. A lot of compound words are used in advertisements mainly because the element of compound words could be any part of

29、 speech, and has few limits in grammar and word order.The following are the main ways of word forming:(1) adj+noun: these twenty top-quality bulbs; high-fashion knitwear(2) noun+adj: feather-light flakes; sugar-crisp bubbles of wheat; the farmhouse-fresh faste.(3) v-ing+adj: your paintwork comes up

30、sparking-clean; shining-clean pans.(4) noun+v-ed: the only chocolate-flavored cereal; honey-coated sugar puffs, (5) adj/adv+v-ed: a stiff-tufted mud remover; warm-hearted, perfectly-textured cakes.(6) noun+v-ing: the unbreakable hand fitting container; a relief-giving liquid. (7) adj+v-ing: the best

31、-looking small car in the world; fresh-tasting milk.(8) adv+v-ing: fast-foaming new S.R; the best-selling soft toilet tissue.(9) noun+noun: economy-size shredded wheat. (10) adv+noun: up-to-the-minute sculling. Eg: PETAL-DROPS FOR THE GIRL WHO WANT A PETAL-SOFT SKIN With Petal-Drops Moisturising Bat

32、h-Essence you can give your skin a petal- fresh softness and fragrance that will last and last the whole day through. Because Petal-Drops is a special blend of mild soapless oils, delicately perfumed herbal essences and gentlest of toning agents-all combined with loving care to give that oh-so-good-

33、to-be-alive feeling. Relax, Petal-Drops your way to a smooth, silky skin. Choose from two exciting fragrances: New Petal-Drops Coriander -with its faintly spiced hint of seductiveness, or the classic Petal-Drops Lavender. The compound word “oh-so-good-to-be-alive” obviously displays the features of

34、this skin lotion. In conclusion, all the six points above focus on the use of words of advertising English. The analysis of this will bring English advertising industry more benefits and lead it to a brighter future. Note: 1 (1). Attentiona good advertisement should attract the consumer to direct th

35、eir attention to the product of it.(2). Interestthe introduction and publicity of an advertisement should arouse consumers great interest.(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).

36、Actionthe advertising makes consumer to response to the advertising information and evoke them to take the action of purchasing. Bibliography: 英文广告文体与欣赏 （English Advertising and Appreciation）杨荣琦 陈玉红 华中理工大学出版社 广告英语 崔刚 北京理工大学出版社Powerful Lady, Powerful poems Emily Dickinson is considered Americas best-

37、known female poet and one of the foremost and influential authors in American literature of the 19th century. To many people she is a legendary figure because of her unusual life, her simple but passionate poems and her profound spirit. She was born in a well-off family in Amherst Massachusetts and

38、never got married. She devoted almost all her lifetime to writing as a recluse. She loved to wear in white and that might be the source of her writing inspiration. Although she didnt experience much in her life, she always stood at a high level and saw the whole world more clearly and thought of the

39、 problems more deeply as she kept her heart innocent in her own small world and didnt influenced by the complex society. Her poems are uncontested and illuminating which covers a wide range: nature, life, death, love, friendship, success, failure, morality, religion, etc. and show her specific view

40、of nature, power of her creativity and lively imagination. She challenged to conventional standards in a constructive way and formed a new style that her poetic lines are sometimes very short and with a lot of dashes. The images she chosen are quite vivid, sharp and intense. All these thought-provok

41、ing poems like a mirror of the society not only the society of her age but also the society today and completely cry out many peoples innermost feelings and lead them to have a deep thought of their lives and see clearly ahead a black wall of night. Therefore lets have a good taste of her wonderful

42、poems. Who knows the feeling of success better, the winner or the loser? Of course the winner! We will hold this answer without any hesitation when we come to this question but in Success is counted sweetest Emily showed us another reasonable voice. She thought the loser knows the meaning victory be

43、tter than the winner as the loser has won this knowledge by paying so high a price. Though he suffered such defeat, he can still heard the distant strains of triumph which shocked him so much and made him learn much deeper about what did the success mean to him which the winner couldnt feel. Therefo

44、re in his mind the strong desire to win still catches his eyesight. In this poem Emily presents an abstract conception of success by using concrete and vivid images (“nectar” metaphorically represents the thing that is desired and “purple Host” refers to the winning team) and sharp contrast between

45、the winner and the loser. After reading this poem we will consider more about what does success really mean and will have a comprehensive and deep understanding of success through Emilys homily. Who are we, we are nobody or somebody? In many peoples lives, they try their best to be somebody and many

46、 of them lose themselves in the way of pursuing success. They want to be somebody but actually they are nobody and have few friends. Yet the speaker in Emily Dickinsons poem said Im nobody!” and its “dreary to be somebody”. A nobody, is not forced to be public. He does not have to face the scrutiny

47、or disapproval of people who are likely to be jealous of him popularity. He does not have to play games, put on an act, or keep trying in order to be a “somebody”. He can be himself and be comfortable. Whats more, he is not alone. In this poem-I am no body! Who are you? Emily Dickinson teaches us a lesson that we are just ourselves not anyone else. If we can find ourselves and be ourselves well then we are someone. Besides, the language of this poem is simple, concise but meaningful. In the second stanza the author used a