广告问题分析

Stylistic Analysis of Advertising LanguageXXXXXXXXX2011/12/15Stylistic Analysis of Advertising LanguageAbstract: Nowadays advertising can be found at every corner of our society. We can see advertisements everywhere, on television, newspaper, magazines, bus shell, building wall, and so on. The advertisers often make the advertisements the most effective in order to secure a number of readers and to compete with many other similar advertising messages. They use various ways to catch attention of the customers. In this paper, it gives a brief introduction to the characteristics of advertising language from the view of stylistics.Definitions of advertising language: The definition of advertising language is that the language is specifically used in advertisement. A piece of consumer advertising is normally composed of three parts: a headline, a body copy, and a slogan. Among them, the slogan is considered to be the very soul.Essential features of advertising language: Advertising language is one of business languages. And it has some distinctive features. When we see the advertisements, we always have a deep impression. These features help us to remember the goods easily:(1) Brief: A successful ad is always brief. An ad does not use a large number of words and sentences. It often uses a brief sentence to express the meaning. The most famous example is the ad of McDonalds: I love it! And this company creates a song which is named Im loving it, the lyrics are easy and brief, back and forth only a few words, but almost every earthman knows it.The other examples:Intel Inside.（Intel Pentium）Communication unlimited.（Motorola）Connecting People.（Nokia）(2) Memorable: An ad also should be Memorable. People always prefer to buy something whose ads and brand they can remember. That is to say, a successful ad should be known by customers, and they can get impressions.(3) Distinctive: If the ads are not distinctive, they cannot stand out among such enormous competitors. Each ad is special, and it has its own feature. The successful advertisement has a significant way to show itself, which is different from the others. When we see an ad, we know that is about the specified good, not other ones.(4) Easy to read: The merchants often make the fine-sounding advertisements in order to draw customers attention. An easy-to-read ad is more likely to be remembered by customers, and arouses their interests. For examples: Impossible made possible. (Canon Printers). Poetry in motion, dancing close to me.( TOYOTA Motor). Take TOSHIBA, take the world.( Toshiba) Lexical features: As a means of disseminating information, advertising language is simple, vivid, rich color and emotional appeal. Therefore, the ad in English and general English words vary widely. (1) The use of high frequency words: Ads must be easy to be understood and remembered. So many advertisers focused on using high frequency words. For example, the popular words, simple verbs and adjectives. (2) The use of the spoken word For example: Mosquito Bye Bye Bye. Mosquito Sha Sha sha Analysis: Bye is a very colloquial word, the language used in both the advertising image and witty humor, memorable, advertising with excellent results. (3) Simple verbs used For concise, popular, catchy, simple verbs, especially monosyllabic verbs, such as: make, come, get, go, know, have, keep, look, see, need, buy, love, use, take, feel , like, start, taste, save, choose the language most commonly used in advertising. For example the following advertising slogan in bold words: Start Ahead. Success, start from scratch. (Rejoice shampoo) We bring high Technology home. - NEC We high-tech home. (Japan NEC Electric) (4) Frequent use of personal pronouns: Use of personal pronouns is extremely common，especially you and we，obviously to make the language more warm and friendly in tone and strengthen its appeal to the reader. For example: 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.(an ad of a watch) Slip it on her fingers and shell know whats in your heart.(6) Wide use of affirmative and commendatory words and expressions: For example: An unrivaled international collection of exceptional natural fiber bedding，clothing，intimate apparel and personal accessories，for discerning adults and some fortunate children (an ad of a kind of bedding ) Comparisons are widely used in advertising，usually to affirm the improvement made for a product or service. Of Americas best-tasting gums，Trident is sugar-free. There are two tricks here：（1）Without saying directly，the ad places Trident among“Americas best-tasting gums”.（2）By deliberately omitting the word ONLY，Trident does not say that other gums are not sugar-free a claim that it would not be able to support if taken to court. Rhetoric devices in advertising English(1) Simile: Cool as a mountain streamCool as fresh Consulate.（Consulate, a kind of cigarette）(2) Metaphor: Youre better off under the Umbrella.(3) Metonymy: The most sensational place to wear satin on your lips.（silk fabric）(4) Repetition: Free Hotel! Free Meals! Free Transfers! For a free“Stay-on-the-Way”in Amsterdam，you can rely on KIM.（tourism company）(5) Personification Flowers by Interflora speak from the heart.(6) Hyperbole Every time we race，you win.(7) Pun Ask for MORE. （MORE, a kind of cigarette）We lead，others copy（duplicator）Some problems of advertising languageSince the ads come out one after another, many of them have problems. The failed ads cant make customers pay attention to the goods, and some can even offend them. These include too much dialects, words not conveying their ideas, wordiness, and so on.(1) Too many dialects: Many ads use the local language to express the production for communicating well with customers, most of which are humorous. But there is a problem: these customers who live in other regions do not understand the meaning. If the ads are put out in other areas, these people cannot get the message from the products correctly. That is, ad is a kind of business English, and they have some common features. Because there is a large number of people to receive ads, advertisers should pay attention to the universality of the pronunciation. In ads, the standard pronunciation of language is suitable.(2) Words not conveying their ideas: Words not conveying their ideas means the words fail to express the intended meaning. Ads cannot express the products correctly with. Ad words should be precise, especially translation between two languages. Admen should understand the correct meaning, and in authentic expression. There are two ads translated from Chinese to English, for instance:人人为我，我为人人，无偿献血，博爱人间Everyone 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 treesThe incorrect expression does not only lose the original emotional and cultural connotations, but also make the foreigners incomprehensible.(3) Wordiness: Ad language is usually brief and simple. The successful businessmen will use the most precise words to improve the expression of the goods they sell, and in the shortest possible time to attract consumers. Some use a lot of advertising language articles, but are still not understood by consumers. When customers see these ads,