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1、Stylistic Analysis of Advertising LanguageAbstract With the rapid development of economy, advertising is more and more in-depth peoples lives. In this paper, it gives a brief introduction to the characteristics of advertising language. And it learns from the stylistic point of view, respectively, in
2、 the pronunciation, vocabulary and syntax of its stylistic features. At the same time, it proposes a number of problems of advertising language in order to help English learners with a better understanding of the stylistic features of English advertising, and further enhance their level of reading c
3、omprehension and appreciation.Key words Advertising Language; Stylistics；Stylistic Features；AnalysisWith the rapid development of economy, advertising isbecoming more and more popular and in-depth peoples lives.We can see advertising everywhere, on television, newspaper,magazines, bus shell, buildin
4、g wall, and so on. The advertisersoften make the advertisements the most effective in order tosecure a number of readers and to compete with many othersimilar advertising messages. They use various linguistic devicesto catch attention, arouse desire, induce action, and contributetowards satisfaction
5、. 1 The paper analyses the pronunciation,vocabulary and syntax of the advertising languagesfrom the view of stylistics. The essay makes us learn advertisinglanguages more clearly and in -depth understanding.Through the analysis, it shows up some problems of advertisinglanguages, such as too much dia
6、lects, words do not conveytheir ideas, language long, mundane, and others. The essayhelps us learn advertising language better, and further enhancethe level of reading comprehension and appreciation.The characteristics of advertising languageThere is always advertisement in our life, no matter thelo
7、cal ones or those coming from other countries have somecharacteristics. When you watch the ads carefully, you can findthey have some commonalities. Advertising language is distinctive,brief and memorable. And the most special is that thepronunciation is easy to catch. Those characteristics are thene
8、cessary elements which make up advertisements.1.1 Definitions of advertising languageThe definition of advertising language is that the languageis specifically used in advertisement. A piece of consumer advertisingis normally composed of three parts: a headline, abody copy, and a slogan. Among them,
9、 the slogan is consideredto be the very soul. Sometimes an efficient slogan evencreates miracles. 2 At the next, we analyze what makes adslanguage so effective.1.2 Features of advertising languageAdvertising language is one of business languages. It hassome communists with the Business English. Busi
10、ness Englishis the language which is practical economic body. And businessEnglish is on the target in the content. 3 Advertising languagehas some distinctive features. When we see the advertisements,we always have a deep impression. These featureshelp us to remember the goods easily.1.2.1 Distinctiv
11、eIf the ads are not distinctive, the commercial activities arefailure. Each ad is special, and it has its own feature. Thesuccessful ad has a significant difference from the other featuresof ads. When we see an ad, we know that is about thespecified good, not other ones.1.2.2 BriefA successful ad is
12、 always brief. An ad does not use alarge number of words and sentences. It often uses a brief sentenceto express the meaning. Such as the ad of McDonalds: Ilove it! And this company creates a song which names Imloving it, the lyrics are easy and brief, back and forth only afew words, but almost ever
13、y earthman knows it.1.2.3 MemorableAn ad also should be remembered. When someone wantsto buy something, and he can remember some ads about thegoods, hed prefer to these brands. That is to say, a successfulad should be known by customers, and they can get impressions.Charles. L. Whittier says about a
14、d: “it should be astatement of such merit about a product or service that it isworthy of continuous repetition in advertising, is worthwhile forthe public to remember, and is phrased in such a way that thepublic is likely to remember it.”1.2.4 fine-soundingThe merchants often make the ads fine-sound
15、ing for gettingcustomersattention. An easy read ad is rememberedclearly by customers, and arouses their interests. For instance:Impossible made possible. (Canon Printers)Poetry in motion, dancing close to me.( TOYOTA Motor)Take TOSHIBA, take the world.( Toshiba).The stylistic characteristics of adve
16、rtising languageAny language has their own stylistic characteristics, andalso includes advertising language. We can get a better understandingabout ads through analyzing their stylistic features. Inthis paper, it defines the advertising languages stylistic characteristicsfrom the study of voice, voc
17、abulary and syntax.2.1 Definition of stylisticsWe get the reference about the stylistic characteristics,and the first question is what style is. As early as the fifthcentury BC, people began to study the rhetoric, and then,stylistics research began. De Buffon said: The style proclaimsthe man. In thi
18、s sense, we can understand that, writing is oneof the ideas and habits of expression in writing, the samethemes in a different style. And stylistics in the traditionalsense is the communication process in the selection and use oflanguage, extra-linguistic or artistic expression studies. 4 Inthis the
19、sis, we learn the style of advertising language.2.2 PronunciationAdvertising language has its own pronunciation features.For different regions of the people, the admen create the differentpronunciation in ads for getting the local peoples attention,or increasing affinity. And it usually accords to t
20、heprosodic features to highlight the name of productions, especiallywith the stress. As some of advertising is through voicecommunication, there are more convenient methods to usevoice to enhance the effectiveness of the rhetorical means publicity,so of the voice concerning appears more frequently.
21、Forinstance: Thinking of buying? Think again. In the two sentences,they have alliteration (Thinking vs Think) and rhyme(Thinking vs buying). 5 Advertising can also use sound effectsto create new words. For example, when your family is callingout for a nourishing breakfast, give them the pure whole-w
22、heatgoodness of Vitabrits. The word Vitabrits stands for vitaminand biscuits, Which is heard healthy and delicious. With timegoes by, the new word is accepted by everyone, and everybodyknows the word is a name of a goody.2.3 VocabularyOne of stylistic features of business English is simplicity.Adver
23、tising style also has this feature. 6 To facilitate understandingand memory, the words of ads are often brief, andmost of them are short words. And the words internal structureis simple. In another hand, compound words are often found inad language, such as computer -controlled, safer -from -firesle
24、epwear and satin-soft. These words are not only saving a lotof space, but also breaking the usual practice, the ingenuity.They seem compelling and can attract consumers, but alsofacilitate their long-term memory. At the last, ads have a largenumber of proper nouns, such as CD-Creative Director; SP -
25、Sales Promotion; CF-Commercial Film; OS-Omt Sound; TorytheConservative Party. These words are usually used in ads,not often in other language style.2.4 SyntaxBecause the average consumers rarely spend a lot of timecarefully studying advertising, so advertising must attract readerswith little time, a
26、nd quickly convince the readers. Advertisingstyle is more colloquial and simple. It can take very shortperiod of time to read. And these sentences are often declarative,interrogative, and imperative. The use of interrogative andimperative sentences has many advantages. Interrogative encouragesreader
27、s to think and answer questions, while imperativesencourage readers to do something. These two kinds ofsentence patterns enable the reader to be mentally excited, sothat the readers will have a deeper impression.For instance: Enjoy Coca-Cola. (Coca-Cola);Time is what you make of it. (Swatch);Enginee
28、red to move the human spirit. (Mercedes-Benz)Let us make things better.(Philips).Some problems of advertising languageSince the ads come out one after another, many of themhave problems. The failed ads can not make customers pay attentionto the goods, and some can even offend them. These includetoo
29、much dialects, words not conveying their ideas,wordiness, mundaneness, and so on. The paper cites severalproblems of ads to analyze what the correct expression is.3.1 Too much dialectsMany ads use the local language to express the productionfor communicating well with customers, most of which are hu
30、morous.But there is a problem: these customers who live inother regions do not understand the meaning. If the ads are putout in other areas, these people cannot get the message fromthe products correctly. That is, ad is a kind of businessEnglish, and they have some common features. Because thereis a
31、 large number of people to receive ads, advertisers createingadvertisements should pay attention to the universality oftheir pronunciation. 7 In ads, the standard pronunciation oflanguage is suitable.3.2 Words not conveing their ideasWords not conveying their ideas means the words fail toexpress the
32、 intended meaning. Ads cannot express the productscorrectly with. Ad words should be precise, especially translationbetween two languages. Admen should understand thecorrect meaning, and in authentic expression. There are twoads translated from Chinese to English, for instance:人人为我，我为人人，无偿献血，博爱人间Eve
33、ryone does for me; I do for everyone; denote blood forfree, the world is full of love一棵树可制作300 万根火柴，一根火柴可点燃300 棵树木One tree can make 3,000,000 matches; one match canburn 3,000,000 treesAs a comparison, we see the following two examples oftranslation failure. The incorrect expression does not only los
34、ethe original emotional and cultural connotations, but also makethe foreigners incomprehensible. 8高高兴兴上班去，平平安安回家来Go work happily, come back safely ()Drive carefully! ()Safety first in driving! ()3.3 WordinessAd language is usually brief and simpe. The successfulbusinesses will use the most precise w
35、ords to improve the expressionof the goods they sell, and in the shortest possibletime to attract consumers. Some use a lot of advertising languagearticles, but are still not understood by consumers.When customers see these ads, they are confused. That is becausethey do not know what the merchants w
36、ant to express.Ad language is something like the news, for the expression isoften short sentences, and use abbreviations. 9For example:rep (representative), gym (gymnasium), lib ( liberation),copter (helicopter)3.4 MundanenessSome merchants in the introduction of merchandise useLANGUAGE Li Xiaofei /
37、 Stylistic Analysis of Advertising Languagething else that has been mentioned before and this linking isundoubtedly a semantic relation. In other words, the concept ofcohesion accounts for the essential semantic relations wherebyany stretch of speech or writing is enabled to function as text.Thus, c
38、ohesion as relations of meaning always involves oneitem pointing to another, that is to say, one item provides thesource for the interpretation of another.It is necessary to point out that cohesion, though realizedby formal or structural features, is undoubtedly a semanticconcept. When Halliday and
39、Hasan examine cohesion, they investigatethe linguistic means whereby a text is enabled tofunction as a meaningful unit. Therefore they tend to focus onthe cohesive devices, grammatical and lexical, of the Englishlanguage. They hold that cohesion is expressed through thestratal organization of langua
40、ge and that language can be explainedas a multiple coding system comprising three levels ofcoding, or “strata”: the semantic level (meanings), the lexicogrammaticallevel (forms) and the phonological and orthographiclevel (expressions). Meanings are realized (coded) asforms, and forms are realized in
41、 turn (recoded) as expressions.In other words, meaning is put into wording, and wording intosound or writing.【References 】1Halliday, M. A. K. & R. Hasan. Cohesion in English M.Longman,1976.2Halliday, M. A. K. & R. Hasan. Language, Context and Text M.Deakin University Press, 1985.3苗兴伟.论衔接与连贯的关系J.外国语，
42、1998(4)：44-49.生命列车The Train Of Life1. 不久以前，我读了一本书。书中把人生比作一次旅行。2. 人生一世，就好比是一次搭车旅行，要经历无数次上车、下车; 时常有事故发生; 有时是意外惊喜，有时却是刻骨铭心的悲伤 3. 降生人世，我们就坐上了生命列车。我们以为我们最先见到的那两个人-我们的父母，会在人生旅途中一直陪伴着我们。 4. 很遗憾，事实并非如此。他们会在某个车站下车，留下我们，孤独无助。他们的爱、他们的情、他们不可替代的陪伴，再也无从寻找。 5. 尽管如此，还会有其他人上车。他们当中的一些人将对我们有着特殊的意义。 6. 他们之中有我们的兄弟姐妹, 有我
43、们的亲朋好友。我们还将会体验千古不朽的爱情故事。7. 坐同一班车的人当中，有的轻松旅行。8. 有的却带着深深的悲哀 还有的,在列车上四处奔忙，随时准备帮助有需要的人 9. 很多人下车后，其他旅客对他们的回忆历久弥新 但是，也有一些人，当他们离开座位时，却没有人察觉。10. 有时候，对你来说情深义重的旅伴却坐到了另一节车厢。你只得远离他，继续你的旅程。11. 当然，在旅途中，你也可以摇摇晃晃地穿过自己的车厢，去别的车厢找他 12. 可惜，你再也无法坐在他身旁，因为这个位置已经让别人给占了 .13. 没关系。旅途充满挑战、梦想、希望、离别 就是不能回头。因此，尽量使旅途愉快吧！14. 善待旅途上遇
44、见的所有旅客，找出人们身上的闪光点。15. 永远记住，在某一段旅程中，有人会犹豫彷徨，因为我们自己也会犹豫彷徨。16. 我们要理解他人，因为我们需要他人的理解。17. 生命之谜就是：我们在什么地方下车？坐在身旁的伴侣在什么地方下车？我们的朋友在什么地方下车？我们无从知晓 18. 我时常这样想：到我该下车的时候，我会留恋吗？我想我还是会的。和我的朋友分离，我会痛苦。让我的孩子孤独地前行，我会悲伤。 我执著地希望在我们大家都要到达的那个终点站，我们还会相聚 19. 我的孩子们上车时没有什么行李，如果我能在他们的行囊中留下美好的回忆，我会感到幸福。20. 我下车后，和我同行的旅客都还能记得我，想念我
45、，我将感到快慰。21. 献给你, 我生命列车上的同行者, 祝您旅途愉快!1. Not long ago, I read a book, in which a mans life was compared to a journey.2. The life of a man is just like a hitchhiking，during which many times we go up and down. Now and then things will happen accidently, some of which are to be unexpected excitement，whil
46、e some heart-breaking sorrows. 3. When first embraced the world，we are already on the train of life. We take it for granted that the first two persons, our parents, whom we are encountered with, will accompany us all the way.4. Sadly，things do not go on as we thought.Our parents will get off the tra
47、in at a certain station，leaving us, bereft and helpless.Their love and emotion to us and their irreplaceable company can be found in nowhere.5. However，there will be somebody else who will get on the train. Some of them will have special meaning to us.6. Some of them may be our siblings , relatives and friends, and we will also expereince the imperishable love.7. Some of our travelling companions are quite light-hearted on the way.8. While some may bear immense sorrow.Still some ,back and forth, are ready to hold out their hands for others who need help.9.