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1、Linguistic Features of Advertising English AbstractAs a way of propagating and transmitting information, advertisings role con not be underestimated because it is not only an artful technique in persuading people to buy, but also gradually has become a must for social communication which in turn inf
2、luences the development of society and economy.The advertising guru Raymond Rub cam once said: “The best indicator of a superior advertisement is that it can not only make the audience eager to buy its products, but also make the audience and the advertising industry remember it as an admirable mast
3、erpiece for a long time.” The advertising language can be said to be formed by the integrated influences of linguistics, psychology, economics, marketing, sociology, even aesthetics and so on. Therefore, it has a wide range of research value. The advertising is a very important way to express inform
4、ation to the public. It can not only help people to understand some knowledge of the products, but also attract peoples greater desire to buy the products, improve the trade and leave a beautiful impression on the people. So it has its obvious characteristics in these functions.The purpose of the pr
5、esent thesis is to study the linguistic features of advertising English, in the hope to help copywriters on their composing and translating work. In real life, we can not only improve our own English level, but also learn about the modern advertising theory through the study on the linguistic featur
6、es of advertising English.The present thesis mainly expounds on the linguistic features of advertising English from four aspects, that is, the lexical characteristics, syntactic characteristics, rhetorical characteristics and stylistic characteristics.Keywords: Advertising, Advertising English, Ling
7、uistic Features 广告英语的语言特征摘 要作为一种宣传和传播信息的方式，广告的作用不容忽视，因为它不仅是一种说服顾客进行消费的技巧，而且它已逐渐成为社会交流的必须手段之一，反过来影响社会和经济的发展。 广告大师雷蒙罗比凯曾说过：“上乘广告的最好标志是，它不仅能使观众争相购买它的产品，而且能使观众和广告界都把它作为一种可钦可佩的杰作而长久不忘。”广告语言可以说是受语言学、心理学、经济学、营销学、社会学，甚至美学多门学科诸多因素综合影响所形成的，因此具有多方面的研究价值。广告是一种向公众传递信息的重要方式。它不仅能够帮助人们了解商品的知识，而且能够引起人们购买商品的强烈欲望，促进交易
8、，给人们留下美好的印象。因此，广告在体现这些作用时，形成了自己明显的特点。本文的目的在于研究广告英语的语言特征，希望能对广告文字撰写人的创作和翻译工作有所帮助。在实际生活中，我们既可以通过研究广告英语的语言特征来提高我们自身的英语水平，也可以了解现代广告理论。本文主要从四个方面阐述了广告英语的语言特征，即词法特点，句法特点，修辞特点和文体特点。关键词：广告，广告英语，语言特征Linguistic Features of Advertising English1 IntroductionNowadays advertising has penetrated into every corner o
9、f our life as its transmitting media in many forms: newspaper, magazine, TV, radio as well as network. The goal of advertising decides its language to be simple and direct, distinct from the characteristics of other discourses. Thus an analysis on the linguistic features of advertising English in th
10、e linguistic field is worthwhile. The advertising is a very important way to express information to the public. It can not only help people to understand some knowledge of the products, but also attract peoples greater desire to buy the products, improve the trade and leave a beautiful impression on
11、 the people. Therefore, its very necessary to make a study on the linguistic features of advertising English. The purpose of this paper is to study the linguistic features of advertising English, in the hope to help copywriters on their composing and translating work.In real life, we can not only im
12、prove our own English level, but also learn about the modern advertising theory through the study on the linguistic features of advertising English. Besides, we can get a better understanding about the characteristics of advertising English.The whole paper is divided into three parts. The first part
13、 introduces the definitions, functions and classifications of advertising. The second part introduces the linguistic features of advertising English, including the lexical characteristics, syntactic characteristics, rhetorical characteristics and stylistic characteristics of advertising English. The
14、 third part is a simple conclusion of this paper.2 Theoretical FrameworkAdvertising is a concentrated, integrated and commercial art. As a kind of applicative language, advertising English has gradually been independent from the common English and developed into a non-standardized special language b
15、ecause of its special utility. Its words and sentences are different from the common English to a large extent and vary along with the development of advertising, the advance of age, the progress of science and technology and the change of society.2.1 The definition of advertising From different per
16、spectives or purposes, the definitions might also vary. In English, the word “advertise” has its origin in “advertere” in Latin, meaning “to inform somebody of something”, “to bring into notice” or “to draw attention to something”, etc. In Chinese, the equivalent term “guanggao” means “widely announ
17、ce”. Today, a widely quoted working definition of advertising was put forward by Courtland L. Bovee and William F. Arens (1992:84): “Advertising is the non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods or services) or ideas by identif
18、ied sponsors through various media.”2.2 The functions of advertising Broadly speaking, advertisements have at least one of two functions: informing or persuading, although overlap may often take place in one single piece.The trick here is that an informative advertisement informs “the customer about
19、 goods, services, or ideas and then tells how to get them means of an identified sponsor”. Examples of informative advertisements are not a few, ranging from flyers to insertions in magazine and newspapers, all of that aim to advertise new products/services or special prices on certain products/serv
20、ices. This type of advertisement gives basic, factual information and sometimes shows a photos or an illustration of the product/service to give the target audience a better view about the advertised product. Persuasive advertisements are thus the instruments used by advertisers “who have defined th
21、eir target audiences and determined the effect they hope to achieve through persuasive advertisements in the media”. And a persuasive advertisement should try to persuade the potential customers to buy the new product. The persuasive function is not only limited to attracting the potential customer
22、into buying a certain object, but also including the selling of services, ideas, norms and values.2.3 The classifications of advertisingAs Fu Hanzhang (1997:36) says: “Advertising may be classified by medium (newspaper, magazine, radio, television), by target audience (consumer, industrial, business
23、), by geography (international, national, regional, local), or by its function or purpose (product or non-product, commercial or noncommercial, primary demand or selective demand, direct action or indirect action)”. Because it is difficult to gain access to enough date for English commercials and ad
24、s on radio or TV, thus, the subject of this research paper will mainly concentrate on the print advertising.3 The linguistic features of advertising EnglishThis part mainly expounds on the linguistic features of advertising English from four aspects, that is, the lexical characteristics, syntactic c
25、haracteristics, rhetorical characteristics and stylistic characteristics. 3.1 Lexical characteristicsCui Gang (1993:98) thinks: “The lexical characteristics of advertising English mainly includes: choose concise and easy words, simulate new coined words, use dynamic verbs and use compound words.”3.1
26、.1 Choose concise and easy wordsAdvertising language should be easy to understand so that readers can get the information as soon as possible. Here are two advertisements of the hotel.(1) Take time. Any time. The language is simple and crisp with the word “time” used twice consecutively.(2) The colo
27、rful world doesnt stop when its nighttime.In spite of a few words, it can attract tourists to stay overnight at the hotel. How contagious the advertising language is!(3) Lose ounces, save pounds.The above is an advertisement about some kind of diet food. The word “pounds” can be understood in two me
28、anings. Not only can it stand for “pounds” (monetary unit), but also it can stand for “pounds” (weight unit). However, in this advertisement it should refer to the “pounds” (monetary unit), which is full of wit and humor by contrasting with the word “ounces” before. Therefore, the reader is easy to
29、understand that the food is cheap and will not make people fat. (4) Once tasted, always loved.The language is so clear and easy to understand that customers attention to this food can be attracted directly.(5) My goodness! My Guinness!In common language which is easy to read and remember, it shows t
30、he scene which is full of praise when people are drinking the Guinness beer.3.1.2 Simulate new coined words New coinages make the language more lively and arouse the readers perception to reach marketing purposes. The following are several typical outdoor advertisements with raw coinages used artful
31、ly. These raw coinages read fascinating and look pleasing to the eye. (1) What could be delisher than fishes? （有什么比fishes更美味的呢？） In order to rhyme with the word “fishes” behind, the advertising designer combine the pronunciation of the word “delicious” with the spelling of the word “dishes” to coin
32、a new word “delisher”, which makes the reader comprehend its meaning in terms of both pronunciation and word form. Besides, the language of the whole sentence is simple at a glance.(2) Surefit Shoe Ltd.（舒飞鞋业有限公司） The use of the coinage “surfeit” reminds people of “surely to fit your feet” immediatel
33、y. Naturally, wearing the Surefit shoe can make you fly comfortably. (3) Easiphit PLC （逸飞鞋业公营有限公司） The coinage “Easiphit” makes people think of “easy to fly” at once. The implication of the word is that wearing this shoe can be cozy and comfortable to fly. (4) Ezyrub （“易擦”鞋油） The word “ezy” has the
34、same pronunciation with “easy”. It combines with the word “rub” to form a coinage “ezyrub” which is simple and clear. The raw coinage not only reveals the name of the product, but also expresses the quality of the product. (5) Hi-fi, hi-fun, hi-fashion, only from Sony.（高度保真，高级趣味，高尚名流，来自索尼。） This is
35、an advertisement about hi-fi equipment of the Japanese Sony Company. “Hi-fi” is “high fine” (good quality), “hi-fun” is “high fun”, and “hi-fashion” is “high fashion”. Three compound raw coinages, regardless of pronunciation and word form, give people clear and interesting revelation and get the eff
36、ect that ordinary language can not achieve. In a word, when raw coinages are simulated, it is a must to take both the pronunciation and form into consideration to make them easy and clear to understand. Besides, they should be more concise and lively than the originals. Above all, the raw coinages s
37、hould not be made unreasonably and improperly, or they will result in an opposite effect.3.1.3 Use dynamic verbs The use of dynamic verbs is a prominent feature of advertising English. The ultimate goal of advertising is to enable consumers to purchase the goods, so the words which have strong dynam
38、ism can produce a better feeling in the use of words. The following is a computer-related advertisement, with more than a dozen verbs used and each verb representing a kind of different service, which naturally promotes customers to buy. Title: We do a lot of things to computer systems Body: We fina
39、nce. We lease them. We upgrade them. We configure them. We improve them. We customize them. We assert them. We package them. We store them. We deliver them. We protect them. We install them. We network them. We integrate them. We support them. We serve them. This advertisement has used a lot of verb
40、s which constitutes a dynamic picture of service to attract customers to buy.3.1.4 Use compound words Compound words are not only widely used in advertising English, but also their word-formation methods are not restricted by English grammar on word order arrangement. Whether the raw coinages as afo
41、resaid or the common compounds are more flexible and can fully reflect the spirit of innovation in advertising creation. Besides, they can be used easier and more lively to give people a deep impression. Such as a well-known female magazine named “Self” in the United States. The compound word “self-
42、made” derived from the name “Self” strongly expresses the spirit that the magazine encourages women to be independent. Its advertising slogan is as follows: (1) The Self-Made woman. Shes living better all the time.（白手起家的女性，生活得更加美好。） The following are some other advertisements which use compound word
43、s. (2) Sophisticated sweet-to-drink Pink Lady. （高级，可口的红粉佳人。） Using a compound adjective which has a metaphorical meaning to modify before the product named Pink Lady makes the advertisement full of beauty.(3) Evergreen. Round-the-world service.（长青，环球的服务。）This is the advertisement of the Evergreen Ma
44、rine Corp. It is straightforward, lively and smooth with the compound adjective “round-the-world” modifying the word “service”. (4) Kodak Single-use-cameras take pictures where you wouldnt normally take your camera.（柯达一次性相机在你通常不带相机的场合拍出不平凡的照片。） This advertisement uses the compound “single-use-camera
45、s” skillfully, showing the performance and the use of the product thoroughly. (5) Soft sweater with an easy-going attitude.（柔软的运动衫，舒展的姿态。） The compound “easy-going” implies the good quality of the soft sweater cleverly. (6) Take-it-easy terry, very comfortable priced. （疏松的毛织物，价格使人倍感舒适。） The compound
46、 adjective “take-it-easy” is used to modify the word “terry”. Its easy to understand that the terry is loose and comfortable.3.2 Syntactic characteristicsXu Xiaojuan (2004:123) thinks: “The syntactic characteristics of advertising English mainly includes three aspects: use more simple sentences and
47、less complex sentences, use interrogative sentences frequently and use imperative clauses tactfully”.3.2.1 Use more single sentences and simple sentences, less complex sentencesAdvertising terms must send out the most information and stimulate the readers desire to buy most effectively by the least
48、page and the most refined language. Thus advertising English should use as many single sentences and simple sentences as possible and avoid using complex compound sentences. (1) Going East. Staying Westin. （到东方，住Westin宾馆。） This is a very clever design of the hotel advertising. Two single sentences with the words chosen symmetrically are very compact and lively. Westin is th