分析英语广告中的语言特色 [4]
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关键词:RationaleDefinition of advertisingFocus of the present studySources of dataLexical Features
of different types of advertisements
Why question headlines are more frequently used in daily consumer goods ads? American sociolinguist Daniel N. Maltz (方薇, 1997:144) concluded through study that women tend to ask questions. They have ubiquitous curiosity. So the women-targeting ads, daily consumer goods ads, cleverly employ question headlines to cater to women’s curiosity. The question can be what women care, such as “ Which of these continental quilt patterns will suit your bedroom best?”; or what women seldom think of, such as “Hear the one about the comedian who never drank milk?”. No matter what kind of question, it will arouse women’s interest effectively.
According to the comparison, information headlines are most popular in technical equipment advertisements. For example:
It’s about exchanging information easily with people you trust.
The muscular V6 gives the Grand Vitara undeniable appeal.
Banks, insurance companies, public utilities and airlines prefer using benefit headlines to emphasize what they can do to customers. Consumer goods and technical equipment can present themselves in beautiful pictures. However, service ads are not able to present their “product” in print except language. So, they have to highlight their “product” in the headline.
4. Conclusion
Up to now, we have analyzed language features of ads at three levels. Linguistic similarities analyzed in this paper and shared by all kinds of ads are shown as follows:
Ⅰ. Lexical features
a. One-syllable and simple verbs such as get and make are used.
b. Emotive adjectives are adopted to arouse reader’s interest.
c. Words are carefully chosen to make pun and alliteration.
d. Weasel words, such as help and like, make the use of strongest language possible in advertisements.
Ⅱ. Syntactical features
a. Sentences in advertisements are short. On average, a sentence consists of 11.8 words.
b. Elliptical sentences are used to spare advertising cost and at the same time improve advertising effectiveness.
c daily talk.
Bibliography
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