两产品广告英语词汇特点的对比.doc

d35b637fb226d2ca9811af2ac16628bc.pdf Page 18 of 18两性产品广告英语词汇特点的对比Contrast of Morphology Devices in English Advertising for Products of the Two Sexes摘要：男女两性的差别存在于多个方面。两性产品广告英语词汇特点的对比为我们研究和理解两性差别提供了一个全新的角度。由于两性的心理特征的差别，两性产品的广告语言特点在许多方面都表现出了极大的不同。关键词：对比；词汇特点；广告英语；两性。Abstract: Male and female differs in many ways. The contrast of morphology devices in English advertising for products of the two sexes provides us a new aspect to research and understand the difference between the two sexes. Due to the difference in psychology between the two sexes, the advertising morphology differs greatly in many aspects.Key words: contrast; morphology devices; English advertising; the two sexes.ContentsChapter 1: Introduction.3Chapter 2: The contrast in English morphology in advertising.3 2.1 Males products advertising often adopting.3 2.1.1 Simple and colloquial words.4 2.1.2 Concrete words.4 2.1.3 Neuter words.5 2.1.4 Less adjectives or modifiers.6 2.1.5 Words to express the products function to appeal females attention.7 2.1.6 Words to express the standard male characters.8 2.2 Females products advertising often adopting.9 2.2.1 Complicated words.9 2.2.2 Abstract words.9 2.2.3 Commendatory terms or derogatory terms.10 2.2.4 More adjectives or modifiers.11 2.2.5 Words to express the products function to appeal females attention.12 2.2.6 Words to express the standard female characters.14Chapter 3: The new trends on the advertising morphology for the products of two sexes14 3.1 Advertising morphology for male products being neuter and even feminine.15 3.2 Advertising morphology for female products being simple and natural.15 3.3 Womens emancipations great impact on the advertising morphology.16Chapter 4: Conclusion.17Acknowledgement.18Bibliography.18Chapter 1: Introduction“Advertising is an art which provides the best sale suggestions on paying the least for the most economical products in the newspaper.” (Rachel, 1979:22). Due to the particular task the advertising carrying, it has to make use of all means to reach the aim. Therefore, there are a great variety of advertising forms, including commentary, music, pictures, movies, cartoons, etc. Nevertheless, as pointed in the book The Language of Advertising co-authored by Vestergaard and Schr der (1989) “Of the various means in advertising, the commentary is the most important and most essential factor.” As for the advertising commentary, “the most significant standard is the originality and freshness.”(Huggins, 1993:2).Only in this way, the consumers emotion and imagination can be spurred, and furthermore their desire of purchase can be aroused easily. By far, there already have been numerous essays and dissertations on the language of English advertising. Many scholars have done much effective and fruitful research on it from various aspects. This dissertation will focus on the advertising for products of the two sexes, analyzing the difference of the advertising morphology. Due to the great difference of the two sexes, the advertising language of the products must differ a lot. The analyzing of these differences can reflect the behavior, preference, habits and psychology of the two sexes. All the advertisements cited in this thesis (including advertising commentary, the trademarks and instruction for products) are excerpted from the English newspapers, magazines and websites. Due to the limitation of the space, the derivations are omitted.Chapter 2: The contrast in English morphology in advertisingAs a means of transmitting message, advertising English has to be attractive, vivid, affective and colorful. Therefore, English morphology in advertising shows great difference with ordinary English morphology. Male and female are the opposite sexes of the world. English morphology in advertising commentary for their products varies from each other. Owning to the differences in characters, psychology and many other aspects, there are several points.2.1 The words that men products advertising often adopts: 2.1.1 Simple and colloquial wordsGenerally speaking, all advertising language adopts simple and colloquial words; because these words are easy to be understood and remembered. If an advertisement can be remembered very well, the sale of it may increase at a large degree. For mens products, this rule is valid; because most males character pursues simple and easy life. They try their best to avoid complicated procedures and family chores. Even for themselves, they do not care about their appearance as much as female do. They expect the handsome appearances; however they do not want to spend much time on it. They look for fast, effective and easy resolution. Therefore, the advertising commentary always selects simple and colloquial words to save mens time and earn their trust. e.g. 1. My Goodness! My Guinness! (广告英语，1993:27 Guinness Beer) This is an advertisement for beer. The words and the sentences are colloquial. The two words “Goodness” and “Guinness” rhyme both at the beginnings and the ends. It is easy to remember.e.g. 2. Boss in Motion. The New Fragrance. (Twenty Ads That Shook the World，2003.92 Boss perfume)This advertisement is quite brief, which emphasizes the new fragrance of the male perfume.2.1.2 Concrete words There is a saying like this “women always make dreams.” This saying reflects a great distinction of the two sexes. Women pursue romance, while men pay more attention on the real life. This distinction is also mirrored in the advertising commentary. For mens products, the advertisers choose concrete words. e.g. 3.The man in the Hathaway shirt Above all, HATHWAY make their shirts of remarkable fabric, collected from the four corners of the earthViyella and Aertex from England, woolen taffeta from Scotland, Sea Island cotton from the West Indies, handwoven madras from India, broadcloth from Manchester, linen batiste from pairs, hand-blocked silks from England, exclusive cottons from the best weavers in America. (Twenty Ads That Shook the World, 2003:109 Hathaway shirt) Maybe this paragraph is a little bit redundant and specific when you first read it. But it expresses the producing places for every kind of material of shirt of this brand. It shows the perfect quality of this product. The words are plain and concrete, without many adjectives to praise or boast. This quality and style may move every man.e.g. 4. TO APPRECIATE NORELCOSSHAVE, YOU HAVE TO LOOK BENEATHTHE SURFACE.Its amazing.Norelco can actually shave below skin level. As the responsible floating heads adjust to hug every contour of your face, your beard is being removed by a patented technology, unique in all of shaving.The Norelco “Lift and Cut” system.It consists of a precision lifter in front of the blade that notches into the hair shaft can actually drop back below skin level. The result is a remarkably close shave. And because the blades dont even touch your face, youre also rewarded with exceptional comfort.Try the Norelco razor. And experience the deep satisfaction of a perfect shave. (现代广告英语,1992:54 Norelco shaves). This advertising mainly apply declarative sentence to introduce the amazing and unique function of Norelco shaves. There are some adjectives, but they are concrete and factual. All these adjectives are used to describe the actual power of the shave. Quite different from advertisements of females products, in those advertisements the adwriters prefer to create a prefect imaginary world by many abstract adjectives to attract female consumers.2.1.3 Neuter words Compare with women, men are much easier to believe all the advertisements are filled with exaggerations. All advertisers overstate the functions of their products or services. Therefore, if an advertiser wants to catch male consumers attention and arouse their eagerness of purchase, they prefer to use neuter words. These advertising commentaries explain the function and features of the products honestly and plainly. Sometimes, they even state the disadvantages or faults of the products. They show their honesty and trustworthy to the greatest extent and earn male consumers trust and favor.e.g. 5.When you make a great beer, you dont have to make a great fuss. (一句话打动你我, 1993:27 Heineken Beer) This advertisement avoids the common way of listing the advantages and distinguished features of the products. It just uses one word “great” to describe the beer. And there is an obvious contrast in this sentence, “make a great beer” and “dont make a great fuss”. This contrast reflects the quality of the perfectly and also give us an impression of the beer, confident, natural and cool. Only one sentence portrays the image of the beer and the image of men who drink it.e.g. 6 Especially Since the Surgeon General recently Stated, “The best protection against infection right now, barring abstinence, is use of a condom.Because a LifeStyles condom acts as a shield that helps prevent the transfer of the AIDS virus. So the likelihood of getting this disease is dramatically diminished. And LifeStyles Brand Condoms, when properly used, help prevent other sexually transmitted diseases like herpes and gonorrhea.（广告英语，1992：234 LifeStyles condom）This is an excerpt of a condom advertisement. It expresses the function of the condom without a little bit of exaggeration and overstatement. Maybe the readers feel it is a little dull, lack of fun. But just this formal and even severe tone makes people realize the importance of using a condom and further more believe in this product due to the producers responsible and cautious attitude towards mens health. 2.1.4 Less adjectives or modifiersPlain style with few or even no adjectives or modifiers sometimes easily persuades male. They believe the fact more then the adjectives or modifiers. Figures, diagrams, research reports, and professional advices are quiet effective to them.e.g. 7.Come to where the flavor is. Come to Marboro County. (Twenty Ads That Shook the World, 2003:69 Marboro cigarette)This is one of the Marboro series. Marboro is a famous brand for mens cigarettes. This commentary is made of two short sentences, without an adjective or a modifier. It can be regarded as a call from Marboro County. No modifier modifies the flavor; however, it just leaves the consumers a vast space to imagine by themselves. They are much eager to know what on earth the flavor is, thus they are more probably to have a taste.e.g. 8. Be your own Boss. (Twenty Ads That Shook the World, 2003:65 Boss cigarette)This is an advertisement for cigarettes. Quite different from others advertisement, it matters nothing with cigarette. It just transmits a kind of attitude toward life and work, “Be your own Boss” which depicts a confident, responsible and successful image of modern man. Consumers may remember this commentary without redundant adjectives or modifiers easily, because almost every man wants to be a boss though it is unrealistic sometimes. But maybe finding the felling of being a boss in a cigarette is a realistic way.2.1.5 Words to express the products function to attract females attentionMale and female are the opposite sexes of the universe. They argue, confront, quarrel and struggle; however, they attract each other. Why people pay much attention on their appearance? Just because of the existence of the opposite sex. Maybe this answer is a little absolute, but it reflects the truth to some extent. Therefore, a great number of adwriters apply the feelings of the opposite sex into their commentaries. For men, stating the products power to increase the sex appeal is much more useful than stating its function with hundreds of words.e.g. 9.She was entranced by his manner, the way he carried himself and especially the way he dressed. The colors and textures of his clothes Mirrored his southwestern personality. Natural and easy, it reminded her yet again Of why shed fallen in love. (现代英语广告,1998:72Robert & Stock Tailored Clothing)This is an advertisement of mens clothing which shows the charm of the product through a view of a woman. This woman fell in love with the men especially because of the clothing of the man. How about the woman you love? Will she be the same? Why not take a suit of Robert & Stock Tailored Clothing to have a try? Maybe it will work.e.g. 10. Someday youll settle down with a nice, sensible girl,a nice, sensible houseand a nice, sensible family saloon.Some dayMeanwhile, let you hair down, put your hand down and push you foot down.After all, youve no commitments to slow you up.Meanwhile, feel the sun on your face and the wind whistling past your ears. Play tunes on the gearbox through the country backroads.True, there are only two seats. Who needs a charabanc for what you have in mind? Meanwhile, just have fun. Your MG days dont last forever. (广告英语, 1993:219 Mobile car)This is a perfect imaginary picture of romantic family life. The couples are sitting on the same car and driving under the morning sun. This is the goal of many bachelors. The adwriters just held their psychology and wrote down these words to attract bachelors who have the dream of family life.2.1.6 Words to express the standard male charactersThe standard mens character is strong, powerful, tough, fortitudinous, sensible, elegant, gentle, etc. Although these words are not the aim and dream of every man, most men want to possess these characters. They are willing to pay great price to achieve these goals. Therefore, if a product can provide them with these characters, they have no cause to refuse it.e.g. 11.Aramis was created to be the most elegant mens cologne in the world. Somewhere along the way it also became the most provocative. Aramis the impact never fades. (广告英语，1992:116Aramis perfume)Men, especially the adult men, pursue the elegant and gentle manner. If a man wears the world most elegant cologne, he may become the elegant men. e.g. 12. Musk byEnglish LeatherThe civilizedWay to roar.In the wilds, and animals roar lets everyone know hes there. What man needed was a civilized way to roar. Now he was it : Musk by English Leather. Earthy. Primititive. Fierecely masculine. Let it provoke your instincts. And theres a complete line of grooming gear. So you can roar with Musk soap, roar with deodorant, and roar with After Shave or Cologne. (广告英语, 1992:239 Mens Musk)This advertising focuses on the ideal of masculinity of the men. Being a man who can roar in a civilized way and show his masculine power properly is the dream of thousand of men. Maybe they can success after using the product. 2.2 The words that women products advertising often adopts:2.2.1 Complicated wordsMost women are willing to pay a lot of time on themselves, the face, the body, the clothes, the shoes and other adornments. As to advertising for female products, they are willing to spend more time to read it, to know the products very well, including the appearance, the function, the features, the producing date, etc, to enjoy the wonderful and beautiful land the commentaries delivering them. Therefore, the commentaries for female products are always longer and more complicated than those of male.e.g. 13.Our most beautiful creations are reflections of nature itself. Orlane, a reflections of flowers and fragrance. (一句话打动你我,1993:37 Orlane cosmetic)In these two short sentences, we can see complicated words like “beautiful”, “creation”, “reflection” and “fragrance”. These complicated words often can build a romantic and wonderful atmosphere, which is to the taste of women. Beautiful, flowers and fragrance are just things which women pursue. The products should increase the sale by adopting these images.e.g.14. From an experienced, proactive manufacturer of fine jewellery come these elegant and sophisticated collections of pure individuality. Each item is exclusive; everyone is a handmade design, carefully crafted to perfection. Our designers, inspired by natural wonder, have a mission to translate their feelings into logical, wearable adornments that add character to the person. (/chi/extraordinaire/main.htm#jr FIRESTONE Co. Ltd)There is an ancient western saying: “Diamond is girls best friend.” Almost every woman loves diamond. And jewellery is the representation of the luxurious, distinguished, and graceful lifestyle. Therefore in advertisements of this kind, the commentaries are full of complicated expressions such as excellent, experienced, delicate, flawless, perfect, precious, sophisticated, wonderful, etc. These expressions bring women to a wonderful world with beauty and grace. Women will be attracted by them and rush to the store.2.2.2 Abstract wordsQu