广告文体论文

StylisticsAnalysis on Stylistic Features of Advertising English Advertising English has its distinctive linguistic features. This paper will analyze the stylistic features of advertising English from vocabulary, syntax and rhetoric characteristics based on abundant of examples.ContentsAbstract3摘要31. Introduction42. Main Body52.1 Vocabulary Traits52.1.1 Evaluative Adjectives52.1.2 Personal Pronouns62.1.3 Coinages72.2 Syntax Features82.2.1 Simple Sentences82.2.2 Imperative Sentences92.2.3 Interrogative Sentences102.3 Rhetoric Characteristic102.3.1 Rhyme112.3.2 Pun122.3.3 Repetition133. Conclusion14Bibliography15Abstract Advertising English has its distinctive linguistic features. This paper will analyze the stylistic features of advertising English from vocabulary, syntax and rhetoric characteristics based on abundant of examples.Key words: advertising English stylistic features vocabulary traits syntax features rhetoric characteristics 摘要 广告英语有独特的语言特征。本论文将以大量实例为依据从词汇、句法和修辞三个不同的层面分析广告英语的文体学特征。关键字： 广告英语 文体学特征 词汇特征 句法特征 修辞特征1. Introduction At present, the advertising has become a significantly important tool to obtain market shares in a commercial society. To successfully persuade the consumers to buy the advertised products, the advertisement should have to provide as much informations as possible in a limited time and space. Gradually the advertising language has become a relative unique style, and become an important part of the practical languages. Advertising experts, psychologists and linguistics etc show great interests and have made significant analysis on advertising languages from different perspective. As we all know, the commerce of English-speaking nations takes a large part in the global business. Therefore, it would be meaningful and necessary for us to analyse the advertising English while English is the most important international language. This paper would analyse the vocabulary traits, syntax features and rhetoric characteristics from the stylistic perspective.2. Main Body2.1 Vocabulary TraitsTo attract the existing and potential consumers to purchase the goods, the advertising English has to be readable and impressive. So there is an important KISS principle in advertising English which means keep it simple and sweet. Here Simple means that the copy should be easy for the consumer group to read, while Sweet means that the language of advertisements should be attention-getting or tempting. According to our analysis on advertising English, the frequent use of evaluative adjectives, the simple verbs, the personal pronouns, the compounds and the advertising coinages in advertisement fully reflect the KISS principle.2.1.1 Evaluative AdjectivesThe advertising English usually use some commendatory evaluative adjectives to produce a good impression about the advertised products or services and build a good image in the consumers deep hearts. These adjectives include delicious, latest, fragrant, charming, wonderful, first-rate etc. What a good time for good taste of a Kent. -Kent Cigarettes ads The adjective good was used in the above example. Good is an obviously good word here. It can easily give the consumers a good impression and suggest the good quality of the products. Namely this goodness of this kind of advertisements with commendatory evaluative adjectives can express the good information and excellent image to consumers.2.1.2 Personal Pronouns To strengthen the sense of participation of the consumers, the advertising English also frequently use the personal pronouns. For example, the first person is used to represent the advertisements makers, the second person pronouns the consumers, the third person pronouns the familiar people or items. In this case, consumers, merchants and the products are all parts of the advertisements. They seem to be inseparable from each other as a unit.We made this watch for you-to be part of your life-simply because this is the way we always made watch. And if we may draw a conclusion, it will be this: choose once and choose well. - a watch ads 2.1.3 Coinages In recent years the advertising coinages become increasingly popular in the advertisements making. To attract the potential consumers firstly and then impress them firmly, the advertisers always try their best to coin new words which are new, unique and attractive so that the consumers could easily shed their eyes on them and then remember them.We Know Eggsactly How to Sell Eggs. (Eggsactly = Exactly) - an egg ads From the example we can see that the coinages can produce an amazing informing effect about the goods while they are unnaturally but also naturally full of wisdom.2.2 Syntax FeaturesSentences are the basic complete units in the advertising English. Its absolutely possible for us to analyse this special language style from the syntax perspective. The syntax features of the advertising English also show the principle of KISS. For example, the English advertisers seldom use complex sentences but use a large number of simple sentences, imperative sentences and interrogative sentences instead.2.2.1 Simple Sentences As we discussed before, according to the KISS principle, the advertising English should be concise and readable so that the consumers could read and remember the advertisements without too much efforts. Therefore the products informations could be disseminated. Otherwise, consumers would not even give a look at the long and boring advertisements at all. In advertising practice, simple sentences are thus frequently used because of its conciseness and expressiveness.Coke adds life. - Coke Cola ads The 60-second breakfast from Dole. - Doles ads GOOD TASTE, KENT STYLE. -Kent Cigarette Quality never goes out of style. -Levis ads 2.2.2 Imperative Sentences To promote their goods or services, the advertisements use loaded languages as far as possible to strengthen their persuading and inducing function. The imperative sentences themselves means to request, appeal, or persuade people to do something and can touch the consumers quickly and directly. Therefore, they are usually used in advertisements as well.Buy one pair. Get one free. - a sun-glass ads Just do it. - a Nike ads Catch that Pep si spirit. Drink it. - a Pep si ads Obey your thirst. - a Sprite ads 2.2.3 Interrogative Sentences Interrogative sentences are another popular sentence style in advertising English. Because the all interrogative sentences, which include the yes-no questions, wh-questions and tag questions, would urge the consumers to think and invoke their interest and curiosity. The good impression made by the advertisement questions would then urge their move to purchase.How to get 100 watts of light for only 44 watts of electricity? -a light ads When you bank internationally, how many bankers so you need? - a Standard Chartered Bank adsHow to buy an apartment in Shanghai with other peoples money? -a real estate ads 2.3 Rhetoric Characteristic Rhetorics could make the advertisements more active and provide the consumers with aesthetic enjoy. Therefore, the advertisers often use the rhetoric tools in the modern English to add the attractiveness and readability of their advertisements. The figures of speech often used in the advertising English are rhyme, pun, personification, repetition etc.2.3.1 Rhyme Rhyme is a kind of phonetic rhetoric which can provide the readers with strong rhythm. Those sentences with rhyme could be easily accepted. So the advertisers fully use rhyme in their advertisements as the poets or essayists do. This could help the advertisements to be remembered quickly and thus complete their function to promote the goods and services. Small. Smart. Smile. - a camera ads This advertisement on camera used the alliteration with three S as initial letters. This rhetoric described the cute image of the camera and portrayed a happy moment while people use the camera with smiles except that it brought the sound beauty to readers.Emergency Medical Insurance and Assistance. - a insurance ads In this advertisement, the Insurance and Assistance own the same ending, - ance. This is rhyme, another phonetic rhetoric. The same ending here could urge insurance policy holders easily and subconsciously unite the services and their help.2.3.2 Pun Pun is a kind of rhetoric which uses the phonetic or semantic association to artfully double the sentence meaning. The usage of pun in the advertisements could unite the products themselves and the familiar experiences or knowledges in life and thus impress the consumers deeply.Every kid should have an apple after school. -an Apple ads This advertisement for the Apple computers come from an old proverb, An apple a day keeps the doctor away. Here the apple in the sentence means both the Apple computer and the apple. This apple could bring to people the message that the Apple computers could improve the childrens growth physically and mentally, as healthy as the apples which keep the doctor away. This amazing usage of pun could deepen the publics understanding to the Apple computers while bring people laughters.2.3.3 Repetition Repetitions are often used in the advertising English. Sentences with repetition in the advertisements could be filled with more force, stronger rhythm and much expressive. Thus the attention value and the memory value of the advertisements could be fully made except their persuasive power. No root. No weed. No problem. - a herbicide ads Here the repetition of No emphasized the traits and effects of this herbicide products.3. Conclusion Advertising English is a unique part of the practical English. In this paper we discussed the stylistic features of the advertising English from three aspects: the vocabulary traits, the syntax features and the rhetoric characteristics. Gene