FeaturesofAdvertisingLanguage.docx
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FeaturesofAdvertisingLanguage.docx
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FeaturesofAdvertisingLanguage
TheFeaturesofAdvertisingLanguage
AnalysisofAdvertisingEnglishThroughClassification
I.AnintroductiontoAdvertising
1.Definition:
AmericanMarketingAssociation(AMA)definesadvertisingas“thenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.”Today,withthedevelopmentofthetechnologyandthediversityofthemassmedia,advertisinghasinfluenceduspervasivelyinourdailylife.However,whateverthepromotivestrategiesadvertisingtakes,languageisthemaincarrierofmessageallalong,asTheLanguageofAdvertising,byVestergaard&Schroder,says,“Advertisingtakesmanyforms,butinmostofthemlanguageisofcrucialimportance.”Advertisinglanguageisastyleofimmediateimpactandrapidpersuasion.Thepointofanadvertisementistopersuadeyouofthemeritsofaparticularproductorservice,inorderthatyouwilltakeoutsomeofyourmoney.
2.AdvertisingComponents:
Accordingtothedefinitionoftheadvertising,mostoftheadvertisementsshouldhavethefollowingcomponents:
(1).Advertiser
Theadvertiseristhesenderofinformationandalltheadvertisingactivitiesshouldbeconsistentwiththepurposeandwillingnessoftheadvertiser.Therefore,theadvertiseristhemainbodyofadvertising,namely,everyadvertisementshouldhaveitsspecificowneroftheadvertisinginformation.Thespecificownershouldbearecognizablegroup,includingcorporation,enterprise,government,organizationandindividual.Therearethreesignificancesofanadvertiser(bothfortheadvertiserthemselves,andforthepublic):
firstly,it’seasyforthetargetaudiencetorecognizethecompanyandtheproductsofit,whichwillpromotethepropagandasandthesaleofitsproducts;secondly,itwillestablishahighreputationforthegroup,enterprise,ortheindividualinorderthattheconsumerwilltrustthebrand;finally,itwillpreventtheadvertiserfromcounterfeitinganddeceivingbylegalsupervision.
(2).Acertainamountofmoneypaid
Theadvertisingfeesarepaidbytheadvertisernomatterit’soperatedbyitselforotheragency.Becauseadvertisingisakindofmarketingaction,anadvertiserhastopayforitsadvertisement.Therearequiteafewpeoplewhoconsiderthattoomuchadvertisingfeewillinevitablyraisethepriceandcostoftheproduct,andtherebywillinfluencethesaleoftheproduct.However,thisconclusionisaone-sidedview.Advertisingcanbringyouahugeprofitbyreasonableplanningandproperoperation.
(3).AdvertisingInformation
Advertisinginformationistheprincipalcontentsanadvertisementwantstodisseminate.Advertisingisaseriousofplanningaction,sotheinformationofadvertisingshouldbeaimedatthecertaintargetmarketandconsumers,andshouldavoidaimlessness.Thedisseminationofinformationshouldbeaccurate,definite,recognizableandmoderateinlength.Aneffectiveadvertisementinvolvesnotonly“whattosay”,butalso‘howtosay”.
(4).AdvertisingMedia
Mediaarethemeansofthedisseminationofadvertising,includingnewspaper,magazine,broadcast,TVprogram,billboardandmail.Thenewspaper,magazine,broadcastandTVarecalledthefourmainmediaofadvertising.Moreover,anykindofobjectsortoolscanbeamediumfortheadvertisement,suchasairplane,train,bus,building,neonlight,movie,package,exhibition,andetc.Differentkindsofmediahavedifferentfeatures,disseminatingarea,targetaudienceandspeed.
(5).Nonpersonal
Advertisingisnotaimedatanyindividual,orbyanyindividual.It’sanonpersonaltransmissionofinformationaimingatthepublicoracertaingroupofpeople.Becauseofthenonpersonalfeaturesofadvertising,thedisseminationandoperationofitshouldberestrictedbythelawofacountry,themoralstandards,psychology,zoology,andenvironmentprotection.Theinformation,methods,media,andothercomponentsofadvertisingshouldabidebytheadvertisinglaws,policiesandrules,andshouldbeunderthesupervisionofthepublic.
Allofthesecomponentsaremutualfeaturesandessentialelementsofeveryadvertisement.
3.AdvertisingFunctions:
Whatkindofadvertisementissuccessful?
Andwhatfeaturesasuccessfuladvertisementshouldpossess?
AmericanMarketingManager’sHandbookpointsoutthatanadvertisementshouldhavefourfunctions:
AIDA,whichrepresentfourwords—Attention,Interest,Desire,Action.
(1).Attention—agoodadvertisementshouldattracttheconsumertodirecttheirattentiontotheproductofit.
(2).Interest—theintroductionandpublicityofanadvertisementshouldarouseconsumers’greatinterest.
(3).Desire—thepublicityofadvertisingshouldstimulateconsumers’desiretobuytheproduct,andmakethemrealizethatthisproductisjustwhattheywant.
(4).Action—theadvertisingmakesconsumertoresponsetotheadvertisinginformationandevokethemtotaketheactionofpurchasing.
II.FeaturesofAdvertising
ThewideuseofadvertisinghascreatedaspecialstyleofEnglish—advertisingEnglish.Itsuniquefeatures,simplelanguageandimmenseattractionseparateitfromotherkindoflanguage.InthedevelopmentofadvertisingEnglish,thiskindoflanguagehasformeditsownfeaturesinseveralaspects.
1.EnglishMorphologyinAdvertising
Asameanstodisseminateinformation,advertisingEnglishmustbecompact,vivid,visual,emotionalandattractive.Therefore,morphologyinadvertisingisquitedifferentfromcommonEnglish.
(1).Simpleandinformal
Thefunctionofadvertisingistoprovideinformation,attractconsumer,exploitmarket,andpromisethequality.Therefore,advertisementmustpayattenti
toitsimpellinglanguage,andthefirststepistousepopularandorallanguagetomakeiteasytounderstandandmemorize.
Forexample:
“Icouldn’tbelieveit,untilItriedit!
”
“I’mimpressed!
I’mreallyimpressed!
”
“You’vegottatryit!
”
“Iloveit!
”
Thisisanadvertisementofamicrowaveoven.Thewordsinitareverysimpleandoral.Itusestheslang“gotta”,whichmeans“gotto”inAmericanEnglish,togiveanimpressionthatthisadvertisementcomesfromthereallife.
(2).MisspellingandCoinage
Insomeofadvertisements,theadvertisingcopywritermisspellssomewordsonpurpose,oraddssomesuffixorprefixtothecommonwords.Althoughthenewwordsstillkeeptheoriginalmeanings,theyarequitedifferentfromtheoriginalwordsinspelling,whichwillmaketheadvertisementmorevivid,interestingandattractive.
e.g.WeknoweggsactlyHowtoselleggs.
Inthisadvertisement,“eggsactly”isthevariationof“exactly”,andechotheword“eggs”attheendofthesentence.
TheOrangemostestDrinkintheworld.
Inthisdrinkadvertisement,theword“orangemostest”actuallyis“orange+most+est”.Itusesthiswordtoexpressthehighqualityandpurityofthedrink.
Thecoinageandmisspellingarealsorepresentinginsomephrases,suchas:
Firstofall,becausenowYoplaitisthicker.
Secondofall,becauseit’screamier.
Thirdofall,becauseit’sstill100%naturalandreallyverygoodforyou.
Fourthofall,becausetomeYoplaittastesbetterthanalltheotherYoyurts.
Andfifthofall,because…well,justbecause
Inthisadvertisement,thecopywriterimitatethephrase“firstofall”tocreate“secondofall,thirdofall,fourthofall…”,whichwillinspireconsumers’imagination.
Inaddition,someprefixesorsuffixeslike“super-”,“ex-”,“-er”,“-est”…etc,areoftenusedtostressthehighqualityoftheproduct.
(3).Loanwords
ThemostfrequentlyusedloanwordsareFrenchandSpanish.Forexample:
Orderitinbottlesorincans.
Perrier…withaddedjenesaisquoi.
Themeaningof“jenesaisquoi”is“Idon’tknowwhat”.ThepurposetousethissimpleFrenchistoshowtheFrenchflavorofthisdrink.Theloanwordsinsomeadvertisementaregoodmethodstoexpresstheexoticismoftheproducts.
(4).Contraction
Becausetheadvertisementfeesaresohighthatit’sessentialtousesomecontractiontocutshortthelength,andreducethecost.
ToLetorForSale
FurnishedEdinburghCourt,426Argylyst,2ndfloor,1,630sqft4bedroomswithdiningandlivingroom,privegarage.Saleat130,000.Rent1,400.Tel,38954officetimeor823748.
Thisisanadvertisementtorentorsellahouse.Therearemanycontractions,suchas:
st=street,sq=square,ft=foot,Tel=telephone.
(5).Useofverbs
Althoughtheultimatepurposeofadvertisingistopersuadeconsumerstobuyitsproducts,advertisementsseldomusetheword“buy”init.Statisticsshowonlytwooutoftenadvertisementsusetheverb“buy”directly.Ononehand,theadvertiserstrytheirbesttopromotetheirproduct;ontheotherhand,theydon’twanttogivetheconsumersafeelingofspendingtheirmoney.Therefore,thechoiceofverbsisverycarefulinadvertising.
Themostfrequentlyused20verbsandphrasalverbsare:
Try,ask,get,take,let,sendfor,use,call,make,comeon,hurry,see,give,come,remember,discover,serve,introduce,choose,andlookfor.
Examples:
Gettingplacesinthebusinessworldiseasierifyourbankeristheretomeetyou.
--SecurityPacificAsianBank.
WecangiveyouabetterviewofinvestmentopportunitiesfrombothsidesofthePacific.
--CityBank.
(6).UseofAdjectives
Themostfrequentlyusedadjectivesare:
1.new2.crisp3.good/better/best4.fine5.free6.big7.fresh8.great
9.delicious10.real11.full,sure12.easy,bright13.clean14.extra,safe15.special16.rich
(7).UseofCompoundwords
Therearelotsofcompoundwordsinadvertisementmainlybecausetheelementofcompoundwordscouldbeanypartofspeech,andhasfewlimi
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