分析英语广告中的语言特色 [2]
论文作者:佚名论文属性:短文 essay登出时间:2009-04-20编辑:黄丽樱点击率:8142
论文字数:2135论文编号:org200904201406231687语种:英语 English地区:中国价格:免费论文
关键词:RationaleDefinition of advertisingFocus of the present studySources of dataLexical Features
hrough mass media for the reason that manufacturers and companies are willing to spend a large sum of money to make a certain product known or to boost the image of a certain brand. In some cases, competitors, like Coca-cola and Perpsi, even spare no expense to launch advertising campaigns to win over the market share. Commercial advertising can also be divided according to the target audience into two groups: consumer advertising and business advertising. Since consumer advertising is most accessible to common people, the present study on will focus on consumer advertising.
2.2 Similarities at the lexical level
In order to make the information accessible to audience effectively, the choice of words in advertising is very cautious and skillful. The aim of the advertiser is quite specific. He wishes to capture the attention of the members of a mass audience and by means of impressive words to persuade them to buy a product or behave in a particular way, such as going to Hawaii for all their holiday needs. Both linguistic and psychological aspects are taken into consideration in the choice of words. Sharing the same purpose of advertising-to familiarize or remind consumers of the benefits of particular products in the hope of increasing sales, the techniques used at the lexical level by advertisers do not vary markedly. The following points are some prominent similarities.
2.2.1 Few verbs are used
G. N. Leech, English linguist, lists 20 most used verbs in his English In Advertising: Linguistic study of Advertising In Great Britain (方薇, 1997:20). They are: make, get, give, have, see, buy, come, go, know, keep, look, need, love, use, feel, like, choose, take, start, taste.
All these verbs listed above are also popular in the corpus we built.
You will often read such sentences in an advertisement:
Buy x. Use it. We make… X will give you what you need. You’ll love x. Get x. Fox example:
Get great coverage that’s so weightless and water-fresh. (ALMAY)
You’ll love it even more with the 2.1 mega-pixel C-2000 ZOOM. (Olympus Camera)
Don’t have much of a personality? Buy one. (Honda Motor)
All these frequently used verbs are monosyllabic and most of them have Anglo-Saxon origin that is the common core of English vocabulary. Linguistic study shows English native speakers tend to use words of Anglo-Saxon origin, because native words have comparably stable meaning. In advertising, these simple words can win the consumers by their exact, effective expression and a kind of closeness. Etymological studies show that the 20 verbs listed before, except use and taste which are from ancient French, all are Anglo-Saxon origin.
2.2.2 Use of emotive words
A close scrutiny of recent advertisements suggests that the soft-sell technique is now popular. By soft-sell technique we mean the one that favors a more emotive and less directive approach to promote a product, mainly focusing on the building of brand image. As a result, emotive words, most of which are pleasant adjectives, are greatly encouraged to use.
Data from the corpus shows that the most frequently used adjectives are as follows:
new, good/better/best, fresh, free, delicious, sure, full, clean, wonderful, special, crisp, real, fine, great, safe, and rich.
In addition, comparatives and superlatives occur to highlight the advantage of a certain product or service. For example:
Nothing comes closer to home. (Vegetable and Chicken Pasta Bake)
The world’s coolest CDs aren’t
本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。