On the Realization of Textual Function in Advertising English

1、Lexical Features and the Realization of Textual Function in Advertising English1.Introduction12. Systemic functional grammar and Textual function32.1 Systemic functional grammar42.2 Textual function43. Lexical Features53.1Monosyllabic words63.2 Coinages，misspellings and abbreviations73.2.1Coinages83

2、.2.2 Misspellings113.2.3 Abbreviation133.3 Adjective and its comparative and superlative degree143. 4 Compound words163. 5 Foreign words193.5.1 French203. 5.2 Spanish224. Discourse analysis234.1 Context of culture234.3 Communication role255. Conclusion.26References.271.IntroductionThe word advertisi

3、ng, taking its origin from the Latin word Advertere which means to catch peoples attention, is the act to tell the public about a product or a service in order to encourage people to buy or to use it (夏政, 2003). The New Encyclopedia Britannicahad defined it as “the techniques and practices used to b

4、ring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way toward what isadvertised” (vol.1, 1993:113) . Advertising is such a complex phenomenon and process that it is very difficult to define it. It was not until the end of 17

5、th century that with the development of commerce the word “advertising” became popular and obtained the meaning of “to spread commercial information”. Ablert Lasker，the father of modern advertising, said that advertising was“salesmanship in print”. American Marketing Association (AMA) defines advert

6、ising as the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. (夏政, 2003).As a kind of English for Special Purpose, advertising English is a term often used to describe a tex

7、t related to sales promotion. However complex it is, advertising English belongs to the category of languages and makes no exception to those features that languages own, bearing its unique characteristics phonologically, rhetorically, syntactically, and lexically in especial. Advertising English co

8、nstitutes a lively repository of vocabulary, ranging from the formation to the selection of words. In advertising English, a word that is of regular meaning may evoke a new amazing meaning when used in special context and for certain purpose.Advertising English serves to persuade the existent and po

9、tential consumers to pay for the promoted products of certain brand or take theadvertised services of some company. It gives information about the products to consumers, arouses their good feeling toward the brand of the company, and in the end motivates them to accept their products or choose their

10、 services. In order to achieve these goals, therefore, advertising English is supposed to be attractive either visually or acoustically and characterized with sophisticatedly-picked words or phrases. For instance, by breaking the spelling rules people are familiar with, in other words, by creating w

11、ords or phrases, misspelling and compounding, the adoption of lexical novelty provokes in consumers vivid and impressing image as well as melodious sounds. Psychologists point out that created words help the readers to appreciate the queer spellings and to spend more seconds to connect them with the

12、 items being advertised, which in the end impresses the readers with the advertised brand. Moreover, the use of simple monosyllabic words makes it easier for consumers to read and to understand the language and the purposes it contains.2. Systemic functional grammar and Textual functionSince the 196

13、0s, Halliday, the professor of linguistics, has developed a systematic and comprehensive theory of language called “Systemic-Functional Grammar (SFG)”, and published his book “AnIntroduction to Functional Grammar”. Many scholars also published a number of books and papers on systemic grammar. The re

14、search of Systemic Functional Grammar began in 1970s and became popular in the late 1980s.2.1 Systemic functional grammarAccording to Halliday, “language had evolved to satisfy human needs; and the way it is organized is functional with respect to these needsit is not arbitrary.” “The fundamental co

15、mponents of meaning in language are functional components.” SFG has two components: systemic grammar and functional grammar (Halliday, 2000:F39).In Hu Zhuanglins book “Linguistics. A course Book”, he holds that “Systemic grammar aims to explain the internal relations in language as a system network,

16、 or meaning potential. And this network consists of subsystem from which language users make choices. Functional grammar aims to reveal that language is a mean of social interaction, based on the position that language system and the forms that make it up are inescapably determined by the uses or fu

17、nctions which they serve.”(2001:409) SFG has classified the language functionsintothreegeneralfunctions:Ideationalfunction, Interpersonal function and Textual function2.2 Textual functionTextual Function mainly refers to how people organize language andexpress the connection between information when

18、 they adopt certain language. Besides, textual function can show the relation between the transmission of information and the context where the person giving the information. (江淑娟 戴卫平，2006). “The TEXTUAL FUNCTION refers to the fact that language has mechanisms to make any stretch of spoken or writte

19、n discourse into a coherent and unified text and make a living passage different from a random lost of sentences. ” “The textual function fulfils the requirement that language should be operationally relevant, having texture in a real context of situation that distinguishes a living passage” (胡壮麟, 2

20、001:420)3. Lexical FeaturesThe textual function of advertising English is to equip the customers with the information (the features, benefits, functions, and value of the products, ect.) they need to make purchase decisions. Advertising aims to differentiate products from others, convey information,

21、 induce new customers, gain repeated customers, stimulate the distribution and build brand preference and loyalty (夏政, 2003). In order to achieve these aims, copywriters try every effort to make the advertisement appealing by using sophisticated lexical devices, such as employing monosyllabic and si

22、mple colloquial words, creating words or phrases, misspelling and compounding.3.1Monosyllabic wordsIn advertising English, it is highly appreciated in the text of advertising to establish close and interactive relation with readers. (王树槐 王群, 2006). Thus, brief words, like monosyllabic words, can pro

23、duce great effects. Rather than “attempt”, “purchase”, “peruse” or “employ”, copywriters prefer to choose “try”, “buy”, “read” or “use” to promptly express the ultimate information rather than hinting simply by using flattering words if they are not attempt to make those elegant advertisements as in

24、carnating their wonderful products or services. Monosyllabic words are words having only one syllable, which are easy to read and to remember. For example:(1)The world of MusicThe world of ArtThe world of Theatre The world of SightThis is a travel advertisement of a city. The city is compared to “Mu

25、sic” “Art” “Theatre” and “Sight”. We can see the copywriter appropriately adopts monosyllabic words, repeats the monosyllabic word “world” to impress the readers and plants in mind a seductive picture. By employing monosyllabic words, the copywriter produces a rhymed and striking text, inducing new

26、comers.(2)Ever wonder why mostguys in pants ads are standing up?This is an advertisement for trousers. The copywriter uses“guys” “pants”and“ads”insteadof“men”“trousers”and “advertisement”, in that the former ones are much easier to catch than the latter ones, bringing a feeling of closeness to the r

27、eaders and creating in mind an image of casualness and handsomeness with the pants.Example (1) and (2) illustrate the textual function of employing monosyllabic words in advertising English. Words of one syllable are easily understandable and memorable, as well as creating an effect of rhyme and viv

28、idness.Whats more, monosyllabic verbs in advertising English can save time and space but never lose the power to attract readers. Monosyllabic verbs or verbs of short spelling are quite popular in advertising English, such as “give”, “make”, “try”, “come”, “go”, “see”, “have”, “get”, “keep”, “use” a

29、nd so on.In short, as for the quality of being easily memorable and understandable, monosyllabic words serve to realize the ultimate purpose, that is, to capture the would-be customers and to persuade them to purchase the products or make use of a certain kind of service.3.2 Coinages，misspellings an

30、d abbreviationsAs English is a language made up by spelling, in advertising English, copywriters can make good use of the spelling features to endue theadvertisements with creativity and then appeals. They follow such rule as “to limitlessly apply limited sources”, to cater for the psychological nee

31、ds of customers. Thus, coinages, misspellings and abbreviations are among the priorities when it comes to the wording.3.2.1CoinagesCoinage is a process of inventing a word or phrase. “It is a remarking feature of advertising English, which means little according to regular grammar but is known for t

32、he novelty and compact formation”(霁, 2007) . For instance:(3)Merry x-masMerry XL-mas Merry XXL-masExample (3) is an advertisement of chocolate candies. Merry x-mas is an anagrammatic spelling which implies that this product being advertised is a Christmas gift. In the picture beside the print, the s

33、izes of the three beautifully packed boxes become bigger, which in turn help people associate with the size expression X, XL, XXL. XL means extra large and XXL means extra extra large, which also produce visual freshness. As a letter, X is very remarkable in its capitalized form, and its pronunciati

34、on is /eks/, which is exactly the same to that of “ex”.Moreover, “ex” usually has the association with “excellent” or“surpass”, thus XL-mas and XXL-mas may implies that it is better in quality than other Christmas gift and it will give the customers much more pleasure and bigger surprise.(4)First of

35、 all, because now Yoplait is thicker.Second of all, because its creamer.Third of all, becauseits still 100% naturaland reallyvery good for you.Fourth of all, because to me Yoplait tastes better than all the other yogurts.Example (4) is an advertisement of the yogurt. In this text, the copywriter rea

36、lizes the textual function by making up completely new phrases “second of all”, “third of all”, and “fourth of all”, which do provoke the visual impact on customers. Although these three phrases are grammatically meaningless, the effect is clear fluent and natural, able to highlight the priority of

37、the product.(5) When you have been voted best airport in the world two years ina row, what do you do for an encore? Create aAnirtropolis.This is an advertisement of an airport. The elite of the text lies in the word “Airtropolis”, which equals to air plus metropolis. Metropolis means a large importa

38、nt city (often the capital city of a country or region). Here it is associated with air, implying that the airport being advertised is an airport with various scheduled flights,numerous flight courses and best facilitation. In other words, the airport being advertised is a “downtown” for the airplan

39、es.In addition, there is still another way of coinage, that is, creating a word that pronounces similarly or nearly similarly to the original word to arouse a feeling of foregrounding. In this case, the original word and the coined one sound almost the same but are of different spellings 穆(念伟 邓海棠, 2

40、005). For example:(6) We know eggsactly how to sell eggs.In this advertisement, “eggsactly” is a homophone of“exactly”. “Ex” is replaced by “eggs”, which is fresh and humorous. It influences the readers to focus on the product and establish a good feeling of it. This text succeeds in differentiating

41、 the product being advertised from others, equipping the readers with information of their being professional, and inducing new customers.(7) Swing into McDonald s andSwing out with thatTreeeeat!(8) Wwwhats newww?At .landsend., the answer is a lot.-So, wwwhat are you wwwaiting for?Instance (7) is an

42、 advertisement of McDonald and the quintessence of it is the special word “treeeeat”, which looks and sounds delicious and makes people feel like eating. Instance (8) is an advertisement of awebsite and its quintessence is the tripling letters “”. As is known to all, “.” is short for “world wide web

43、” which is a symbol of website. Thus, the tripling letters “” can show the novelty of the copywriter and make the text brand-new, and is in accord with the theme of the advertisementan advertisement for website. This text realized differentiating its way of advertising from others, conveying informa

44、tion that the website being promoted is a website of capacity and efficiency, and enhancing its reputation.In general, the lexis discussed above is more explicitly making the distinction. It is novel and flexible, and produces an interesting sound being quite memorable. Thus, coined words will appea

45、l to a wide reader and it is acceptable and reasonable for the readers to puzzle or intrigue in the advertisements, which in the end better realizes the ultimate aim of advertising.3.2.2 MisspellingsDeliberately misspelling is another effective way to enhance the attraction of advertisements. Copywr

46、iters misspell some certain words that people are familiar with on purpose to assist the comprehension and intensify impression on customers. The strength of misspelling can be shown as following:(9) Powe to influenceInstance (9) is an advertisement of clothes. It indicates that when wearing Powes c

47、lothes one can get the power to influence others. The elite of this text is the word “Powe”. The copywriter takes an “r” off “power” on purpose to attract readers.“Powe” pronounces almost the same as “power” and helps readers to associate the former one with the latter one, which in fact intensifies

48、 the brand power.(10) Surefit Shoe Ltd.This is a shoe brand, which may brings in ones mind that the shoes of this brand “Surefit” are surely to fit and that this brand must be very comfortable. This advertisement in fact has both promoted its brand and its products simply by playing the game of word

49、ing.All in all, advertising is highly derivative and imitative in its wording. With the technique of uttering misspelling, the advertisers are able to adapt it so that it carries exactly the suggestion they wish to make to the readers- it should have no prior negative connotations. The uniqueness cl

50、aim is supposed to be interpreted by readers as a claim to superiority.Copywriters are so skillful in adopting the game of wordingcoinage and misspelling that we can find much more examples besides advertisements. It is also true in the design of brands. It is so easy for us to find out that so many

51、 brands are the results of the game of wording. For example, brand-designers tend to add some affixes like “super-”, “ultra-”,“-aid”, “-ex”, etc. to express the idea of “best” “most” “special” “excellent” or “sophisticated”.3.2.3 AbbreviationAbbreviation is a type of concise and efficient language u

52、nit. It not only enjoys wide existence and extensive application, but also has obviously different textual effects from those of original expressions. As for the extreme cost of an advertisement and the limitation of the advertising space, abbreviations in advertising English is common and extensive

53、, leading to concision and economy, thus can save a lot of time and space (穆念伟 邓海棠, 2005: 103). If abbreviations are used correctly and appropriately, their positive effects can be fully achieved, which can add attractive edges to advertising English. For instance:(11) To Let or For SaleFurnished Ed

54、inburgh Court, 426 Argyly st. ,2nd floor, 1, 630 sq.ft. 4 bedrooms with dining and living room, private garage. Sale at 130000. Rent 1, 400,Tel, 38954 office time or 8234784.(12) The new Altima is bigger wider and roomier.Yet still fits nicely in your VCR.Instance (11) is an advertisement of the let

55、-or-sale of an apartment. In this text, there are many abbreviations, “st.” short for street, “sq.” for square, “ft” for foot, and “Tel” for telephone. Instance(12) is an advertisement of a car, where “VCR” is short for Video Cassette Recorder.In these two instances, abbreviations serve to save spac

56、e and cut down the cost and to make the advertisement concise and understandable.3.3 Adjective and its comparative and superlative degreeIn advertising, adjective and its comparative and superlative forms are the best choice to fully describe the features and the quality of the products (王德利 红丽, 200

57、2). Xiazheng points out that English linguistG. H. Leech had carried out a research on the adjectives of most frequency.They are: new, crisp, good, fine, free, big, fresh, great, delicious, real, full/sure, easy/bright, clean, extra/safe, special and rich (2003: 49-50). Among these adjectives, “new”

58、 “good” “fine” and “great” are of the highest frequency in respect that they can be used to describe almost every aspect of the product, such as size, shape, out-looks, color, structure and so on. The main function of adjectives is to inspire in the customers the marvelous image of the products and the motivation to purchase. And it would be hard for customers to resist the temptation from a product that is appropriately beautified by adjectives. For example:(13) PILSARThink of them as necklace or y