English Morphology in Advertising广告英语的词汇特点.docx
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English Morphology in Advertising广告英语的词汇特点.docx
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EnglishMorphologyinAdvertising广告英语的词汇特点
EnglishMorphologyinAdvertising
广告英语的词汇特点
Abstract:
Advertisinglanguageisfascinatingandpersuasive.Theuseofthevocabularyhasitsuniquenovelty.ThispapersetEnglishadvertisingasanexampletohaveatentativediscussionofthecharacteristicsoftheuseofvocabulary.
Keywords:
English;advertisinglanguage;lexicalfeatures
摘要:
广告语言引人入胜、说服力强。
在词汇方面的运用有其独特、新颖之处。
本文拟就广告英语为例,对其词汇运用方面的特点作一番初步的探讨。
关键词:
英语;广告语言;词汇特点
1.Introduction
AsChinahassuccessfullyjoinedtheWTO,theworldeconomygrowingtrendtowardsintegration.Everydaywearefullofadvertisingexposuretosociety.NotonlyistheChineseadvertising.,advertisinginvariouslanguages,especiallyEnglishadseverywhere.Adsintomillionsofhouseholds,toinfiltrateeveryaspectofpeople'slives.InEnglishadvertising,shoddy,dullmonotonyofcoursethereare,butinmanyingenious,innovative,anduniquesuperiorworks.Thishigh-qualityadvertisinginthelanguagewhohavegreatattentiontomakegreatefforts.Tolively,interestingresults.Isareadableliterarymasterpiece,thefightforcustomers,expandingtrade,openmarkets,promotecompetitionplayedanimportantrole.AsanimportantpartofEnglishadvertisinglanguageofanad-adsinEnglish,inadditiontothegeneralcharacteristicsoftheEnglishlanguage,therearealsoitssignificantfeatures,andthisispreciselythecharacteristicsofsignificantperformanceinitsvocabulary.Thesmallestasalanguage,theuseofthemostbasicindependentunitofthearticleintheunderstandingofthewordplaysanimportantroleintheprocess.Whetherthereader,orthetranslatorisconcerned,thereisnoclearmeaning,itwouldnotgraspthemeaningofsentencesandarticles.Therefore,thisarticleintendstoadsinEnglishasanexample.Lexicalfeaturesforsomeoftheirpreliminarystudy.
2.Body
2.1Evaluativeadjectivesandadjectivescomparativeandsuperlative
2.1.1Usuallyusestrongcolorscomplimentevaluativeadjectives
ExtensiveuseofEnglishadvertisementsoftenstrongcolorscomplimentevaluativeadjectivesinordertomakeadvertisingtheproductsordisseminationofinformationinthemindsofconsumersavaguebutbeautifulimage,soastoachievemarketingpurposes.Suchas:
1.SupremeReds(Paris,L'Orealhairdyecreamseriesofads)
2.Withanordinaryfacadebutsplendidinteriordecor,RoyalPalaceisknownasoneofthemostexpenveapartmentinBeijing.(RoyalPalaceBeijingrealestateads)
SuchadvertisementsinEnglishtowinthefavorofpeoplecomplimentthemostcommonadjectivesthere:
latest.up-to-date,fragrant.attractive.golden,successful,charming.comfortable.perfect,great,wonderfu1.first-rate,ever-lasting,super,unique,idealandsoon.Theseadjectivesoftenmakeanadsuddenlyenriched.NowondertheEnglishadvertisingoftenjokinglyasa"neverugly,nosuffering,nowildwonderfulworld."
2.1.2Theextensiveuseofthecomparativeandsuperlative
Comparisonofadjectivesandthemostadvancedbutalsofrequentlyappearinthead,withtheaimofcomparison,theraisethequalityoftheirproductstomeetconsumermentalityandpreferences.Suchas:
1.DaleBatteries:
theoriginalandstillbethebest.(DaleBattery:
original,best)
2.Let'smakethingsbetter.(Philips:
Letusdoabetterjob)
Abovetwocasesbetteruseofcomparativeadjectivesandsuperlativethebest,letthereaderincomparisontodeepentheimpressionoftheproduct,playaverygoodpromotionaleffect.
Inaddition,somebusinesseswillboldlytoutilizepartofspeech,toutilizesuchadjectivesasverbsinasentence,to"thesouthbankofGreenRiverspring"effect.Suchas:
3.Greenyourheart.(HealthcareproductsadvertisingHeineken:
Letyourheartisfullofenergy)
4.Goodtothelastdrop.(MaxwellHousecoffeead:
tothelastdrop)
themagicalnumberofadverbswithexaggeratedsignificance
2.2Themagicaleffectofadverbswithexaggeratedsignificance
ManyEnglishadsareoftenexaggeratedbyanumberwithmeaningorwithfulloradverbofuniversalsignificance,andachievedgoodresults,suchasadverbsinthefollowingMagicallisten:
1.SatisfactionGuaranteedAbsolutely!
(Homeappliancesad)
2.Nocaffeine.Virtuallvnocaries.Justaunique,sparklingcitrustaste.AFresca(Frescadrinkslogan:
nocaffeine,tracecalories.Auniquecitrusflavor,andShenYiKuangheart.)
3.Wehavehiddenagardenofvegetableswhereyou'dneverexpectinapie.(Vegetablepiead)
4.Intelligenceeverywhere.(Motorola:
Intelligenceeverywhere.)
5.Tome,thepastisblackandwhite,butthefutureisalwayscolor.(wine)
2.3Simplebutinflammatoryverb
2.3.1Oftenuseashortverb
Englishadvertisementsoftenusesomesyllableorfewerlettersshortverbs,suchasusinggetinsteadofobtain,buyplaceofpurchase.Withtheuseinsteadofutilize,etc.,tomakeitsimpleandvividlanguage,thecontentataglance.Forexample:
1.Buyonepair,getonefree.(Sunglassesad:
buyonegetone.)
2.TakeTOSHIBA,caketheworld.(TOSHIBAElectronics:
withToshiba,theworld.)
3.AMarsadaykepsyouwork,restandplay.(MarsChocolatebrandadvertising:
aMarschocolateaday,soyouhaveagoodworkandrest.)
4.Impossiblemadepossible.(Canonprinter)
5.HondahasalwaysmadegoodcarS.People/ovethem.(Hondaad)
Englishverbsareadvertisingtheseshortdailylivesofmostpeople,meaningmostexplicitverb.Althoughthemeaningoftheirowndifferent,buttheyareusedtorepresenttheadortherelationshipbetweenprovidersandconsumers.Suchas:
have,get,give,buy,kep,andothermajorconsumersofacommoditythattheacquisitionandownership;see,take,taste,useandotherconsumersofacommodity,saidtheactionandprocesses;andask,like,loveacertainproductsothattheconsumerattitudeandfondness.
2.3.2Thepresentparticipleoftheverbform
Sometimesadvertisersoftenusetheverbformofaingsegmentation.Resultina"dynamic",givingvivid,lifelikefeeling.Iftheproducttothecustomerfront,callatanyinstant,ready.Forexample:
1.Getn~gplacesinthebusinessworldiseasierifyourbankeristheretometyou.(Bankadvertising)
2.Poetryinmotion,dancingclosetome.(TOYOTAMotor:
Poetryinmotion.Dancingclosetome)
3.Connectingpeople.(Nokiaphones)
4.MakingCommunitiesTogether.(Taiwan'sMakotoBankAdvertisement:
SolidarityCommunity)
2.4Magicalpersonalpronouns
Inordertonarrowthegapbetweenadvertisersandconsumersinthedistance.Enhancetheconsumer'ssenseofparticipation(senseofparticipation),advertisersinEnglishtheuseofpersonalpronounsisreallyspentalotofeffort,describedpains.Ifthefirstpersonisoftenusedtorefertoadvertisers,thesecondpersontorefertotheconsumer,orathirdpersontoreferthereadertounderstandthepeople.Considerthefollowingexample:
1.Weleadotherscopy.(Ricohprinters:
Welead,othersfollow.)
2.Weintegrate..youcommunicate.(MitsubishiElectric:
Weintegrate.Youcommunicate.)
3.Spoilourselfandnot)ourfigure.(Weight-Watchericecream:
safetoeat.Donotworryaboutweight.)
4.Sheusuallycomplainsaboutmyanniversarygifts.butthisyearsheisgoingtosmile.(Perfumeads)
Itisworthmentioningis,somemagicaladvertisersoftenthefirstpersontorefermetheproductitself,tosellthegoodsintendedtobealivingthing,giveittopeople'scharacter,ideasandactivities,tothinking,talking,letself-introduction,andevenboast.Thisisnotonlyadeeperdescriptionoftheproduct'sfeaturesandfunctionality,andeaseofavividimpressionofconsumerstomaketheirfeelingsresonatewiththeads.Forexample:
5.Timealwaysfollowsme.(Rossiniladiesfashionwatch:
whenaskedbecauseIexist)
6.Justcallme.behappy.(FarEasToneTelecommunications)
2.5Flexibleapplicationofindefinitepronoun
Manyadvertiserstocatertotheprevailingherdmentalityofconsumerssometimesuseal1,everyone,none,nothingsothatall"areas"intheindefinitepronoun,toincreasetheirpopularity,reflectingtheextraordinarycharacteristicsofacommodityorhasbeengenerallyacceptedbyconsumers.Suchas:
1.Alliswellthatendswell.(Tobaccoadvertising:
themoreabletogetbehindthemoreflavoredJL)
2.Today'sNobody.Tomorrow'sSomebody!
(SomebodyTaishinBankcreditcards)
3.NoneismoreamazingthanAlbaQuartz.(Watchad)
2.6Usingnumbers,letthefactsspeak
Chineseadvertisinginordertomakeaproductwithacompelling,ingeneral,commitments,buttheexpressionofculturaldifferencesindifferentways.Chineseadvertisingintheusually"provincialsuperiorBu"(awardedthesuperiorqualityproducedbytheprovincialgovernmentandtheMinistryconcerned.)"AccesstoqualityGold"(awardedGoldCupforquality)toshowtheauthorityoftheproduct,someproductadvertisingZeyianexpert,professortomakecommitments.Suchas:
"Aprofessorfromtheinvention"(inventedbyProfessor......).Infact,theEnglishadvertisingfocusontheauthorities,butadvertisersprefertoletthefactsspeakforthemselves,theyoftenusethedataobtainedafterrepeatedtestingortoquantifythefinalresultsofthesurveydatatoconvinceconsumers,bothsimpleandclear,clear,achieveamultipliereffect:
1.Howtogetloowattsoflightforonly44wattsofelectricity?
(Homeappliancesad)
2.Yousee,inlaboratorytests.nowCrestCompletegotupto3796fartherbetweenteththantheleadingflatbrush.(Toothbrushad)
3.Aperfumewithafragranceasbeautifulandlingeringasonly
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- English Morphology in Advertising 广告英语的词汇特点 广告 英语 词汇 特点