Linguistic Features of Advertising English广告英语的语言特征.docx

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1、Linguistic Features of English AdvertisementsAbstract: Advertising, just as its name implies is advertising. It first originated from Latin advertere, later changes to Advertise, and now becomes Adverting. Advertising language form, using a variety of languages to reflect their languages innovative,

2、 diverse, lively and image.Panoramic view of the history of business, the success of quality branded products, always corresponding with advertising guide, in the fierce market competition, advertising writers always thoughtful, with innovative and unique vocabulary, concise and comprehensive statem

3、ent and interesting rhetorical, win trust of consumers for goods and love. Ads have a distinct purpose, is to convince customers to buy, this purpose determines the characteristics of language style, making it independent of the other styles, in the context of linguistic study. Selected English the

4、universal language of this article, on its application in the field of advertising and some of the linguistic characteristics and social features in-depth analysis of the advertisement itself, hoping to related research in the field of a certain reference and reference value.Keywords: English Advert

5、isements, Vocabulary, sentence features, translation.Catalog: Chapter :1. Vocabulary characteristics(1).The text is concise, sentence pithy.(2).The novel, expressions, unique.(3).Good at innovation(4).Use opportunely adjectives(5). Magical personal pronouns(6). Repeat keywords(7).Commonly used Ellip

6、tical sentence.Chapter :1. English advertising statement (1). More simple sentences, less complex sentences (2). More questions and imperative (3). Magical separation sentence. (4).Short sentences Chapter :1. Rhetorical devices in English advertisement.(1). Personified (2). Simile and metaphor (3).

7、Double light language (4).Repeat (5). Rhythm (6).The irony (7).Hyperbole Chapter :1. Advertising English translation skills(1).Use rhetoric devices (2). Translation forms diversification a. Literal translation.b. Paraphrase.In todays commodity economy prosperity, flood, advertising has infiltrated e

8、very corner of life, become an indispensable part of life. Advertising language as an important part of languages has its own unique characteristics and rhetorical features of vocabulary, these characteristics reflect the unique linguistic charm of English advertising language, make the advertising

9、English language combination of charm and business promotion body. Social, advertising has infiltrated all aspects of social life, become an indispensable part of everyday life. Force comes from advertising to a large extent of the advertising language. Daily language in advertising Designer in the

10、hands of brilliant writing, done for commodities vivid awareness, stimulate consumer interest, prompting them to take action. While the increasing prevalence of English advertisement, for us to grasp, analysis, features and trends of modern English provides another way. For people who love English,

11、can also read and enjoy the wonderful English advertisements, learn simple English to improve my English level, to achieve a multiplier effect. This article gave a detailed analysis of the linguistic features of advertising English: vocabulary, sentence features, rhetoric tactics and translation tec

12、hniques.1. Vocabulary characteristics（1） writing simple expressions for dynamic. Shakespeare said: brevity is the soul of wisdom. Ads, because of charges depending on their length, it needs to be limited in space and time maximise the benefits of content is complete with a short text clearly express

13、ed. Simple advertising makes clear, have a camera eye, which caused the readers attention and interest, and set off the subject, focused. Therefore, some tone or less-letter words are often used. Such as: Buy one, get more。This is a sales ad. Buy and get is two simple monosyllabic verbs, straightfor

14、ward bilateral activities between advertisers and consumers to show it. The advertisers of goodwill reflected on the one hand, on the other hand feel that consumers have a simple, fast, affordable, thus adding the credibility of the trading relationship.（2） Chic, unique to the wording. Advertising f

15、or the purpose of attracting readers, create unlimited effect in limited space. On this mainly in the use of compound words, because the composition of the compound word is not limited by syntactic word order on the arrange, using more flexible, more colloquial. Its structure also was chic, it is ea

16、sy to impress, ease of long-term memory. Such as:Do you know when you can save 35% or even 60% on out-of-state phone calls? (Long-distance telephone commercials)（3） good at innovation. advertisers are good at using Word Games change the spelling, the intentionally misspelled word or words that peopl

17、e are familiar with, or the new synthetic word prefix or suffix. While the new words differ from the original Word form, but without losing the original meaning, but also adds a new, purpose of the use of ambiguity for implied and sell products. Create new words not only the effective dissemination

18、of information, and gives advertising a great deal of charm. If you have a beverage ad is written:The Orangemostest Drink in the World. Orangemostest is made up of Orange+most+EST, this orange juice beverage of high quality. There is also a hotel ad: Going East, Staying Westin. (Westin hotel). In th

19、is advertisement advertisers deliberately written in Western Westin, to novel, made a deep impression to consumers. (4) Use opportunely adjectives. In order to market the product, describes product performance and quality, to beautify and whitewash the product, often used in large amounts in adverti

20、sing has positive significance of commendatory strong evaluation of color adjectives (evaluative adjectives) or comparative and superlative adjectives, to highlight the market of products of similar or superior to previous products.You are sure of personal freshnesslasting day and night freshnessand

21、 sure of a lovely, lingering perfume。 This winterbe sure. Use doubt-sure body mist the perfumed deodorant. (Perfume ads).(5) Application of personal pronouns. To shorten the distance between advertisers and consumers, contacted each others feelings, give consumers an immersive feeling, while increas

22、ing the sense of credibility and consumer participation in advertising, advertisements often use many English personal pronouns. Usually the first person refer to advertisers, second person means consumers, third person refer to readers familiar with, respect or like a person or thing. If this is a

23、watch ad wrote:We made this watch for you-to be part of your life-simply because this is the way we always made watch. And if we may draw a conclusion, it will be this: choose once and choose well.We and you are using in the ad words two personal pronouns, respectively to refer advertisers and consu

24、mers. This seems to be direct talks between advertisers and consumers.(6) Repeat keywords. in order to highlight a particular product and information, by deliberately repeating key words in a language or the same sentence structure and enhanced semantics, prominent theme, showing emotion, advertisin

25、g the main information is adequately stressed that efforts to increase. Advertising language sentence simple, spoken language is strong, using repeated audiences to address know limitations span problem, memory of the audience. Furthermore, echo the principles of full use of language in English adve

26、rtising (the principle of cohesion) help the audiences attention to advertising content and value advertising memories. Finish the job in less time, with less fuel and less noise.(Car ads)Free Hotel! Free Meals! Free Transfers! For a free Stay-on-the-Way in Amsterdam, you can rely on Kim. (tourism a

27、dvertisement.)Persil washes whiter and it shows。 Persil takes care of whiteness. (Persil washing powder advertisement). (7) Common elliptical sentence. Elliptical sentence is built on the basis of double sentence. Its simple structure, language determination, a strong and natural, the ads convey as

28、much information as possible in the limited space, strengthening the communication effect of advertising. Such as: . Deliciously simple. Simply delicious. (food advertising)Quite delicious simple, rather simple and delicious. This ad was just two simple duplication of adverbs and adjectives, edible

29、convenient features such as the food tasty and deeply imprinted on the readers mind. Such as:Smooth, rich, rewarding. (Mild tobacco advertising)2. English advertising statement (1)Preference for using simple sentences. English advertising requirements to attract readers, highly readable, so that rea

30、ders can at a glance, therefore, of English advertising language must use as few sections to convey information effectively, draw the readers desire to buy. For example: A diamond lasts forever.Turn it on！Youre worth it！(2). More questions and imperative For example1: Have you ever dreamed of ascend

31、ing the steps of great temple built to the Gods? （Travel ads） For example 2: Can a tired overworked voice command attention in class? And like all of the following advertising by general questions constitutes： 1.) Do you want to work in world class research laboratories? 2.) Do you want to apply you

32、r research skills to keep successful business at the leading edge of world technology? 3.) Do you want to build your career with a major international company headquartered in Australia? If your answers to these questions are positive, BHP would like to talk to you. Your first challenge is to discov

33、er more by calling Theoni Parthimos, our Senior Personnel Officer.Use of imperative sentences. Advertising English belongs to gudongxing language (loaded language), the use of imperative sentences can be provoked immediate action, to buy all kinds of products. For example, Go ahead, you can rely on

34、us. (Insurance and investment company ad)Get the feeling! (Sports Illustrated advertisements) Say yes to life, no to drugs. (Anti-drug advertising) Lay down your arms. （table advertisements）(3). Separation of magical effect. Separation (Disjunctive Clause) by semicolons, periods, connections, number

35、s, dashes, and so will the sentence into a shorter structure, it makes English conversational advertising, message highlighting, thereby greatly strengthening the advertising propaganda effect. Such as:Finally. The convenience of Silver Stone combined with glass! Its a cooks dream come true. (Cookin

36、g advertising).An automatic applicator gently smooths on soft cream or high-shine color for a smooth silky finish that lasts. And lasts. (coated drug advertising)(4). Short sentences Good to the last drop （Maxwell House coffee advertisement）Obey your thirst（ Sprite ads）Take time to indulge （Nestl ic

37、e cream ads）Ask for more. （Pepsi popular shoe advertisements）Poetry in motion， dancing close to me （ Toyota advertisements）Impossible made possible （Canon printer advertisement）3. Rhetorical devices in English advertisement.(1). PersonificationBased on the similarities of the two kinds of different

38、things, one thing to describe other things, take this to describe the characteristics of things or rendering. Through the use of metaphor, abstract, dull things analogies with the vivid, concrete things, can make the abstract concepts simple, specific, rich content, deepening the theme, played a nov

39、el and obvious effects, to impress people. For example:personification：Flowers by Interflora speak from the heart（botanical garden flowers pour out ones heart for the cultivation of） (2). Analogy (Simile, Metaphor, Metonymy)。Based on the similarities of the two kinds of different things, one thing t

40、o describe other things, take this to describe the characteristics of things or rendering. Through the use of metaphor, abstract, dull things analogies with the vivid, concrete things, can make the abstract concepts simple, specific, rich content, deepening the theme, played a novel and obvious effe

41、cts, to impress people. For example: Featherwater. Light as a feather.This sentence takes a simile, the image vividly highlight the characteristics of light weight Featherwater glasses, and take this to impress customers. Youd better off under the Umbrella.This is a travel insurance company advertis

42、ement. Travel, safety is the most important, this is every travel issues of most concern. This travel insurance company using has tourists of this general psychological, application umbrella (umbrella) this a metaphor body, image to makes passenger feel to: purchase insurance, out away, as if exposu

43、re Yu a top umbrella Xia, can carefree to enjoy enjoy travel of fun; and better off has more free, and more happiness of meaning, that is, purchase has this insurance, can makes you of travel life more free, more rich fun. The ad title is short, but like/as/as if selected properly, image, the visito

44、rs on the companys insurance services feel warm and authentic.Analogy：Featherwater：light as a feather（Fazewate glasses: a feather）(3). Pun Pun：Ask for More（ More advertisements） (4). Repetitionrepetition： Dish after dish after dish People expect us to be better(5). Rhythm Rhythm：Hifi Hifun Hifashion

45、 only from Sony（Sony audio ads）. （6）.The irony Irony is an obvious fact, justified using irony to narrative, and from the ridiculous for people to understand the irony which, item: distinguish between truth, so as to achieve real purpose of irony. For example:If people keep telling you to quit smoki

46、ng cigarettes, dont listen. Theyre probably trying to trick you into living. This stop smoking ads using the expression of irony, consumers realize the benefits of smoking cessation in irony-live longer.(7).Hyperbole To promote products, establishing image in the minds of consumers, advertisements w

47、ill inevitably be exaggerated. In fact, has wide application of exaggerations in advertising language. But used properly, not flashy, nothing. Exaggerating the degree you want to get a good grasp, to be as close as possible to the truth, close to and can effectively describe the advertised product o

48、r brand. For example:Look young in only two weeks. This ad reminds us not only sentence of Chinese cosmetic advertising phrase: this year, 20, 18 next year. Clever use of exaggeration here, showing the author excellent language capabilities, make the ad more appealing. Such as: Now Sony turns your living room, you car and your backpack into a concert hall.(Sony audio equipment advertisements) 4. Advertising English translation skills