网络英语广告的词汇特征
广告英语语言的特点
广告英语语言的特点【摘要】经济的发展导致了广告在现代生活中的重要性日益突出。
广告英语作为一种应用语言,具有其自身的特色。
本文从词汇、语法、修辞三个方面进行分析。
【关键词】广告；语言；特点在当今这个信息高度发达的社会，广告充斥着我们生活的各个角落并扮演着重要的角色。
广告语言作为一种具有很高商业价值的实用语言，它在语言上具有自己的特点。
通常广告语言极具说服力，所以在词汇、语法和修辞方面有其独特的特点来很好地实现这一功能。
１词汇特色１．１褒义形容词的使用为了推销商品，广告人难免要对商品进行粉饰和美化。
因此，大量使用具有褒义色彩的形容词是广告英语的一个显著特点。
这些形容词多用来描写产品，美化产品,激起人们的感情或欲望,影响人们对事物的态度，如good，new，rich，beautiful等或形容词的比较级、最高级如good，better，best。
这些形容词富于渲染力，使消费者产生共鸣，从而促进消费。
如：1）You’ll take a shine to the special privileges of the Regency Terrace.——Hyatt Regency下榻凯悦饭店，您尽情享受特权。
——凯悦饭店2）Good to the last drop.（麦斯威尔咖啡）滴滴香浓，意犹未尽。
3）Good teeth, good health. (高露洁牙膏)牙齿好，身体就好。
这三则则广告用极其鲜明的褒义形容词来吸引顾客，从而达到促销的目的。
4）Why our special teas make your precious moments even more precious? (立顿茶)非凡立顿，异样人生。
５）The view in Singapore from the world’s tallest hotel.——Westin Hotels & Resorts从世界最高的饭店里鸟瞰新加坡。
英语广告的语言特色
5.妙用人称代词 Time always follows me .
时间因我而存在（罗西尼表） 时间因我而存在（罗西尼表）
6.重复关键词
Finish the job in less time, with less fuel and less noise.（汽车广告）
英语广告的语言特色
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Enjoy suห้องสมุดไป่ตู้cessful slogans 1. Intelligence everywhere.
智慧演绎，无处不在（摩托罗拉手机） 智慧演绎，无处不在（摩托罗拉手机）
2. The taste is great.
味道好极了（雀巢咖啡） 味道好极了（雀巢咖啡）
3. Time always follows me .
时间因我而存在（罗西尼表） 时间因我而存在（罗西尼表）
4. To be true forever.
真诚到永远 (海尔集团 海尔集团) 海尔集团
一
词汇特色
文字简洁， 1·文字简洁，句式精悍 文字简洁
Just do it
2.新颖别致， 2.新颖别致，措辞独特 新颖别致
obey your thirst!
服从你的渴望
3.善于创新
The orangemostest drink in the world. Orangemostest = orange +most+est
表明橙汁饮料的质量高
4.巧用形容词 The taste is great.
味道好极了（雀巢咖啡） 味道好极了（雀巢咖啡） To be true forever. 真诚到永远 (海尔集团 海尔集团) 海尔集团
广告英语的词汇特点_浅谈广告英语的词汇特点(最新)
【百科大全】一、引言广告,就是广而告之,即广泛地告知公众某种事物和宣传活动。
现代广告之父AlbertLasker把广告称为“印在纸上的推销术”。
今天,伴随着各种现代传播手段的横空出世,广告已触及到现代生活的方方面面,我们可以简单将之理解为一种说服性的工具。
根据美国《营销管理人员手册》,一则成功的广告应具备四大要素:注意、兴趣、欲望和行动。
它有以下功能:提供信息、需求创造、说服性、引发行为和建立好的欲望。
广告语言是一种艺术化了的商业语言,词汇特点在广告语言中也是最重要的现象之一。
因此,把握好词汇的特点,自然能够较好地解决“好广告”的问题。
二、广告词汇的特点广告的最终目的是让消费者产生购买或消费的欲望进而采取购买的行动,而广告的最直接的目的是为了让受众记住广告内容本身。
让受众记住广告内容的办法有很多,但不外乎几个重要的原则,我们在分析广告英语词汇的特点时也尊崇这些原则:1.简洁明了每天进入我们视野的广告不计其数,但是又有多少能够印记在我们的脑海中呢?没有多少受众会对那些又长又烦的广告产生兴趣,所以简洁明了是广告的第一个原则。
在广告词汇的运用中,主要表现为以下几点:(1)简单词、常用词广告的作用就是提供信息、吸引消费者、开发市场和保证质量,因此,广告商总是在广告中大量运用一些简单词、常用词,事实证明这确实是一个可靠的办法。
我们来看下面几则广告:Thetasteisgreat.It’sdelicious!(Nestlecoffee)Feelthenewspace.(Sumsungelectronic)Let’smakethingsbetter.(Philip)这几则广告用词都极其简单、常见,但都能体现广告的用意。
“taste”、“delicious”,一个最直接的动词和最直接的形容词都体现了雀巢咖啡作为饮料的特性。
而三星作为世界知名电子品牌也只是是简单的“feel”、“new”来宣传其产品的概念,避免了那些复杂而专业的词语。
广告英语特点
广告英语由于受到篇幅所限,经常会用到省略句。它们往往醒目悦耳,琅琅上口,利用有限的时间和空间达到最佳的宣传效果。如:●Good to the last drop.(麦斯威尔咖啡)●The rentless pursuit of perfection.(凌志汽车广告)●Mosquito Buy Buy Buy.(雷达牌驱虫剂广告)以上是一些利用省略句的例子,而在广告英语中,有时甚至是单个名词或词组就可以表达一个完整概念。如:●Motorola: Wings.摩托罗拉:飞跃无限。●Nokia: Human technology.诺基亚:科技以人为本。●Kodak: A Kodak moment.柯达:就在柯达一刻。在广告英语的句法结构中,设计者通常运用以上四种句式,来创造易为大众理解和接受的广告词,从而达到宣传和促销的目的。
(三)祈使句
祈使句一般是用来要求、请求或命令别人做或不做一件事。在广告英语中,广告商为了达到促销的目的会运用大量的祈使句,以其鼓动性的语言来打动读者。如:●Fresh up with seven-up!(七喜饮料广告)●Start your day with NESCAFE coffee at its best.(雀巢咖啡广告)●Let’s make things better.(飞利浦电子广告)由此可见,“如果广告中全都使用陈述句,那么读者很有可能仅仅被动地接受信息。而祈使句却能使人从这种被动的心理状态中解脱出来。祈使句促使读者做某事,这种句式能使读者在心理上兴奋起来,使读者加深印象。”
此广告用拟人的手法,将人信守承诺比拟成“涤纶”信誉卓绝,实属一绝。由此可见,商品一旦被赋予了人的特点,就会使消费者觉得格外亲近而大大增强购买欲。
(三)夸张
顾名思义,夸张就是将事物的形象、特征、作用等夸大的一种修辞手法,在广告英语里也能见到很多。如:●Where there is a way, there is a Toyota.这是很明显的夸张手法。读者当然知道不可能在每条路上都有丰田汽车,但是由于使用了恰当的夸张修辞手法,突出说明了丰田汽车的优良品质和普遍接受程度,读者一样会很欣赏这则广告。又如:●We have hidden a garden full of vegetables whereyou’d never expectin a pie.(某食品广告)这里的夸张手法也很明显。广告商说在馅饼里藏了一满园的蔬菜,其实他所表达的意思是此馅饼所含的蔬菜品种丰富,味道鲜美。由此可见,只要在广告中使用恰当的夸张,所起到的宣传作用是巨大的。
语域理论视域下的广告英语词汇特征探析
基金项目:2019年广东省普通高校特色创新类项目 全球服务网络视角下的广东服务外包业优化升级研究 (2019WTSCX082)㊂作者简介:邓建国(1981-),男,汉族,湖南桂阳人,硕士,讲师,研究方向:商务英语与英语教学;邓来英(1982-),女,瑶族,湖南道县人,硕士,讲师,研究方向:商务英语㊂语域理论视域下的广告英语词汇特征探析邓建国1㊀邓来英2(1.广东第二师范学院外国语言文化学院,广东广州510303;2.广州城市职业学院国际商务学院,广东广州510405)摘㊀要:广告英语是现代英语中的一种实用型功能变体,在词汇使用方面呈现出独有的特征㊂语域理论是功能语言学的一个重要理论,能描述和解释语言使用的变化和差异以及由此形成的各种风格㊂本文将从语域的角度 语场㊁语旨㊁语式三个方面探讨广告英语的词汇特征㊂关键词:语域;广告英语;语场;语旨;语式;词汇特征中图分类号:G4㊀㊀㊀㊀㊀文献标识码:A㊀㊀㊀㊀㊀㊀doi:10.19311/ki.1672-3198.2023.15.0840㊀引言随着全球化的深入,中国的对外贸易在不久的将来呈指数级增长,更多的中国商品出口到国外㊂广告作为一种不可缺少的促销手段,越来越受到人们的重视,引起了学术界的极大兴趣㊂由于广告语言在经济中的重要性,广告语言也一直是各领域学者研究的焦点㊂广告英语在其漫长的发展过程中,逐渐脱离了普通的核心英语,形成了一种特殊的文体,不仅在词汇上,而且在句法和修辞上都表现出独特的语言特征㊂本文将从系统功能语法语域理论的角度来研究广告英语的词汇特征,以期对英语广告撰写提供参考㊂1㊀语域理论概述语域理论是系统功能语法中一个重要的理论,它为我们提供了控制语言变化的原则,从而使我们能够了解决定语言特征的上下文因素㊂语域理论源于语境决定语言活动和意义的观点,它试图通过对各种语境的分析,建立语言特征和情景要素之间的联系,旨在描述和解释语言使用的变化和差异以及由此形成的各种风格㊂有些语言学家使用 语域 (register)一词来指与一个人的职业相关的语言多样性,而韩礼德(Halliday,1960)则是在更广泛的意义上使用这个词㊂根据韩礼德的说法, 语言随着功能的变化而变化;它在不同的情况下是不同的 (Halliday,1964)㊂根据具体情况选择的语言类型是一种语域㊂Halliday (1964)进一步区分了三个决定语域的社会变量:语场(field of discourse)㊁语旨(tenor of discourse)和语式(mode of discourse)㊂语场指的是正在发生的事情,即语言活动所涉及的领域㊂它与交际的目的和主题有关,回答了 交际为什么会发生? 和 交际是关于什么的? 这两个问题㊂语场可以是专门的技术领域,如物理学家在课堂上讲课,医学家谈论疾病;也可以是非技术领域,如购物㊁旅游㊁玩游戏和私人信件等㊂语场在很大程度上决定了交际中使用的词汇,也决定了语言的语音和语法特征㊂语旨指的是关系在语境中的作用,即交际群体中的参与者是谁,他们彼此之间的关系是什么㊂它回答了 说话者在和谁交际? 这一问题㊂这个维度在很大程度上决定了我们使用的语言的正式程度和技术程度㊂语式主要指交际手段㊂它与 如何 进行沟通有关㊂书面语和口语的差异是区分语式的基础㊂二者也有些更细微的区别,例如口语可能是自发的或事先准备好的,而书面语言可能是用来用眼睛阅读或朗读出来的㊂任何交际实例都可以从这三个维度进行分析㊂例如,技术学院的生物学讲座可以确定为:语场:科学(生物);语旨:教师 学生(正式,礼貌);语式:口语(学术授课)㊂这三个变量是情景语境的特征,决定了适合该情景的语言特征,即语域㊂它们共同决定语域,而不是单独决定㊂2㊀语域理论视域下的广告英语词汇特征广告英语作为一种实用型功能变体,在语域的三维度:语场㊁语旨和语式都呈现出不同于其他语体的特征,三者共同决定了其在词汇使用上的特征,如用词简洁㊁生动㊁新颖,频繁使用人称代词,多用口语等㊂笔者将在下文结合具体的广告英语例子,从语域的角度对广告英语的词汇特征进行分析㊂㊃642㊃2.1㊀从语场看词汇广告英语的语场由广告英语的目的和广告英语的主题两部分决定㊂广告英语是一种具有很高商业价值的应用文体㊂广告英语的目的是说服受众在听到或阅读广告后购买广告所宣传的产品㊁想法或服务㊂它的主题是关于一个产品,一项服务或一个想法㊂这两个因素决定了广告英语的词汇特点㊂一方面,它的词汇主要是非技术性的,因为它必须覆盖广泛的受众,包括受过教育的和没受过教育的,年老的和年轻的㊂它的目标是借助非技术词汇接触尽可能多的潜在客户㊂另一方面,广告必须令人印象深刻,以便观众能够记住广告所宣传产品的优点和特点,反映在语言上就是普遍使用简短㊁生动㊁有象征性㊁有说服力和令人难忘的词汇㊂从语场来看,广告英语的词汇特点主要有以下几方面㊂2.1.1㊀使用新造词新造词是指在特定的语境中具有特殊意义的一种 聪明 词语㊂新造词既新颖又容易记住,它们可以提高广告受众的兴趣,使他们思考广告的意义,并惊叹于广告商的聪明想法,这样观众更容易认出产品㊂例如:例1Give a Timex to all,to all a good Time.这是一则关于 天美时 时钟的广告㊂天美时(Time+Excellent)给人的印象是,天美时钟表在计算时间方面非常精确㊂在英语广告中, super ㊁ ex 等前缀或某些后缀出现频率很高㊂这种用法的目的是强调产品的卓越性㊂例如:supercolossal(超巨大的),superminent(卓越的), superexcellent(超优秀的),superfine(超精细的),super-natural(超自然的),superlight(超轻的),Rolex(劳力士),Playtex(倍得仕),Kleenex(舒洁)㊂这种新词的创造也出现在短语中㊂在英语新词汇的新颖创造过程中,通常的规律被打破,但广告主的创意功能因此而实现,为广告增添了巨大的魅力㊂2.1.2㊀巧用外来词在美国和英国,许多从外国进口的产品,即使是在国内生产的,但在本质上也有一些外国的味道㊂广告英语倾向于使用一些外来词来表现外国的品味或产品的高质量㊂这样可以获得消费者的关注,提高传播效果㊂例如,英语广告中频繁使用来自法语和西班牙语的词汇,如下例所示:例2㊀Order it in bottles or in canners Perrier with added je ne sais quoi这是一则介绍法国饮料的广告㊂ je ne sais quoi 是法语,意思是 妙不可言 ㊂广告中这句简单的法语句子显然增加了人们对这款饮料的兴趣,同时也展现了法国风味,因为法国以葡萄酒㊁美食㊁服装㊁化妆品等闻名,使用一些法语可以使一些产品的吸引力和价值增加㊂2.1.3㊀广泛使用动词 buy 的替代形式广告的最终目的是说服消费者购买广告产品,但是 buy 这个词在广告英语中却很少用,因为 buy 的定义是 to obtain sth.by paying money for it ,容易让人产生广告商诱导消费以赚钱的联想㊂然而,为了促进他们产品的销售,广告商很擅长使用其他动词来替代 buy ,以促进产品的促销,常用的替代词汇如:(1)come(2) go(3)try,ask(4)get(5)give(6)love(7)use(8) take(9)taste(10)need(11)like(12)keep㊂这些词能让人产生拥有的欲望,更富有生活气息和亲切感,例如:㊀例3Take time to indulge.㊀例4Give your wife a perfect polished diamond watch.虽然这些动词本身的意思不同,但它们都是用来表示广告或宣传产品与消费者之间的关系㊂例如, have ㊁ get ㊁ give ㊁ buy ㊁ keep 是用来表达消费者对某种商品的获得和所有权的词语, take ㊁ use ㊁ have 表示消费者对某种商品的体验过程, like ㊁ love ㊁ need 表示消费者对广告产品的感受程度㊂这些动词形式简单,意义明确㊂它们的使用符合广告英语的风格,即简洁㊁通俗㊂2.1.4㊀频繁使用形容词为了吸引更多的受众,广告语言必须是生动的㊁具有象征意义的㊂因此,广告英语中使用了大量的修饰语㊂在这些修饰语中,形容词使用最广泛,因为它们的功能很多㊂它们不仅可以修饰名词,还可以作主语和宾语的补语㊂此外,他们可以为公司和广告产品建立良好的形象㊂因此,在广告中,特别是在商业广告中,广告语言的修饰性㊁类型的丰富性和内容的繁荣性为广告语言增添了极大的魅力㊂形容词在广告英语中的运用频率是比较高的,常用的有以下这些:(1)new(2)crisp㊀(3)fine(4)free㊀(5)big㊀(6)fresh㊀(7)delicious (8)real㊀(9)clean㊀(10)special(11)rich㊂㊀例5What s on the Best-seller ListWhy our special teas make your precious moments even more precious.这是某品牌的茶叶广告,句中所用形容词special, precious与比较级more precious,突显了该茶叶的与众不同㊂㊃742㊃2.2㊀从语旨看词汇广告英语的语旨反映了广告主与未来消费者之间的关系㊂它分为两类,即长期稳定的社会语旨和短暂的互动语旨㊂在社会语旨中,广告文案创作者的社会地位低于广告的读者或听众,因为广告商试图以销售广告产品㊁服务或想法的目的来取悦潜在的买家㊂广告商对未来消费者是服从的,而消费者处于主导地位㊂相反,在互动语旨中,双方的关系是不稳定的,随着广告所宣传的内容是否令人满意而不断变化㊂从语旨来看,广告英语的词汇特点主要有以下几方面㊂2.2.1㊀第二人称代词的频繁使用You 和 your 在广告英语中大量使用,是 对方立场 的体现㊂对方立场是一种沟通方式,在这种方式中,说话人从接收者的角度看问题,强调接收者想知道什么,尊重接收者的自我㊂使用 你 是两个参与者关系的标志,表明说话者在沟通中处于劣势地位㊂在广告英语中使用第二人称代词,表明广告主的社会地位低于未来消费者,尽量对顾客友好好客,关心受众的需求和愿望㊂2.2.2㊀第一人称代词的使用从长远来看,广告主处于比消费者更低的地位,充当的是服务提供者的角色㊂但是,语篇的语旨在动态的语境中有可能发生变化㊂在实际交际中,关系在文本的特定情境中扮演着一种短暂的㊁动态的角色㊂例如,在一些广告中,发布者以一种权威的语气说话㊂这可以看作是参与交际的双方的角色的变化,这时广告商处于主导地位㊂第一人称代词加强了广告商的角色,其扮演了一个知情人的角色㊂例如:例6We think everything should be able to coordinate from head to toe.例7We know kids grow.例8We believe in natural fibers,recyclable packa-ging,and kid-proof designs.在上面的例子中, 我们 和 认为 知道 相信 一起使用,会让人觉得广告主处于一个很高的社会地位,谈论他的感受就像他是专家一样㊂ 我们 的使用使广告更有说服力,这样观众就会对广告做出更积极的反应㊂2.3㊀从语式看词汇广告的媒介有多种,如报纸㊁杂志㊁电视㊁广播㊁网络等㊂不管采用何种形式的媒介,广告所用语言大多是由文案撰写者字斟句酌过的非正式书面语或口语化语言,其目的是为了接触尽可能多的受众,推销商品㊂在词汇方面,广告英语体现了口语化的特点,所用词汇往往是简洁明了㊁通俗易记的口语词汇㊂例如:例9Good Morning World.这是某航空公司的一句英语广告,其所用词汇非常口语化㊂把 Good Morning 这样的打招呼用语置于标题醒目的位置,可以渲染出一种友好㊁亲切的氛围,再与 World 这个单词相搭配,表明乘客所乘飞机凌驾于世界之上,可以向全世界打招呼,同时也说明该航空公司的服务遍布世界各国㊂例10Yes!The Philippnes now!这是一则某旅行社的广告,其用词十分简单和口语化,但鼓动性极强㊂广告中的 Yes 和 now 这两个词的使用很巧妙,不仅感染力强,而且还能使消费者产生认同心理,同时 now 也极具号召力,让消费者有立刻预订的冲动㊂3㊀结论通过上文对决定广告英语文体特征的三个广告英语语域变量的深入分析,我们可以清楚地了解广告英语的词汇特征与使用语境之间的关系㊂这三个变量在广告英语中的具体体现,构成了广告英语的词汇特征㊂参考文献[1]Halliday,M.A.K..An Introduction to Functional Grammar[M].北京:外语教学与研究出版社,2000.[2]Wright Laura and Jonathan Hope.Stylistics:A practical Course book[M].Beijing:Foreign Language Teaching and Research Press and Routledge Press,2000.[3]侯维瑞.英语语体[M].北京:商务印书馆,2020.[4]华英,马永堂.广告英语教程[M].北京:经济管理出版社,2002.[5]陈其功.广告英语话语基调分析[J].西安外国语学院学报,2002,(01).[6]范菲.浅析广告英语的词汇特点[J].浙江传媒学院学报, 2010,(06).㊃842㊃。
浅谈英语广告的语言特点
浅谈英语广告的语言特点摘要:广告英语作为一种应用语言，有别于普通英语而发展成为一种规范化的专用语言，形成它自己独特的语言风格和特点。
英语广告具有自己独特的语言特点，主要表现在词汇、句法和修辞上，它不仅有效地传达了商品的信息，还给人以艺术的享受。
关键词:英语广告;词汇;句法;修辞广告语是一种商业文体，是销售的媒介。
广告的目的是促销产品，因此，如何让广告语更有吸引力成了广告商首先考虑的问题。
广告英语作为一种应用语言，已形成它自己独特的语言风格和特点。
本文拟从词汇、句法和修辞三个方面，具体分析其语言特点。
一、词汇特点1、大量使用形容词英文广告标题中经常出现评价性的、夸张的褒义形容词的最高级形式，增强了广告的销售价值。
例如:(Volks wagon)The world’s second greatest invention.以上是大众汽车公司一汽车产品的广告语，形容词最高级形式“second largest”令读者相信这是一个事实性的陈述，因此提高了这种宣称的可信度，对该品牌的兴趣也容易被调动起来。
2、常用人称代词第一人称从广告商(公司)角度出发，往往感觉比较正式;第二人称以消费者为焦点，能够带给他们一种参与感;第三人称“他”或“她”偶尔谈及个人经历，或仅仅作为产品代言人，对产品做描述和肯定的陈述。
例如:(Le Meridian President Bangkok Hotel)“Yes，you could say we’ve mastered the art of Thai hospitality.”该广告使用了“you”和“we”两种人称，但重心是“we”，读来自然亲切，像两个朋友(消费者和广告商)在对话。
这样的陈述似乎来自消费者的判断，易于为广告商树立良好的形象。
3、杜撰新词广告商为了强调其产品或服务与众不同，还经常在英文广告中创造新词，怪词，这些新词给读者新奇特别的印象，具有很强的记忆价值。
例如: We know eggactly how to sell eggs.该广告中的新词“eggactly”由“exactly”一词杜撰而来，该新词非常生动，强调了要销售的产品“eggs”，增强了广告的记忆价值。
网络英语广告的词汇特征
网络英语广告的词汇特征吕英莉(北京城市学院国际语言文化学部 北京 100083)摘 要:在商品经济迅速发展的今天,网络广告作为一种新型信息传递的手段,越来越受到企业、中间商和广大消费者的重视和青睐,并且逐渐形成了自己的风格。
但对其词汇特征的研究还处于一个全新的阶段。
本文从网络英语广告中常常出现的褒义的形容词、单音节动词、杜撰的新词和人称代词对它的词汇特征进行了初步的分析探讨,从而归纳出网络英语广告的一般性词汇特征。
关键词:网络广告;词汇特征中图分类号:H314 文献标识码:A 文章编号:1673—4513(2007)—05—098—04收稿日期:2007年6月20日作者简介:吕英莉,女,硕士,北京城市学院国际语言文化学部英语教师 在丰富多彩的网络世界里,一则成功的网络广告离不开根据广告目标而设计的广告形式,也不能没有声音、动画、图片等非语言手段的衬托,但是,广告内容的信息载体———网络广告语言是决定消费者是否点击广告的重要因素。
语言是人类思维的载体,是人类最重要的交际工具。
然而,网络广告语言并不是一般的文学语言和应用文语言,它有着自身的特点和规律。
因此网络广告语言作为一种特殊的语言现象和语言运用应该加以深入、专门的剖析和研究,从而帮助读者、语言学习者和研究者更好的掌握网络广告语言的特点和规律,以达到驾驭网络广告语言的目的。
本文主要从网络英语广告中常常出现的褒义的形容词、单音节动词、杜撰的新词和人称代词对它的词汇特征进行了初步的研究。
一、喜用评价性的褒义形容词商家多喜欢用褒义的形容词、副词和名次为自己的商品树立形象,提高声誉,最终达到推销产品的目的。
使用的大多数褒义词是描绘性和评价性形容词形容词,或者与其它同类产品进行比较,使用形容词的比较级和最高级。
根据G 1N 1Leech (1966)统计,广告英语中出现频率较高的形容词有:nice,good /better/best,great,ne w,fine,rich,delici ous,fresh,clean,re 2al,beautiful,cris p,free,big,full,sure,easy,bright,extra,safe,s pecial 等等。
英语广告的语言及翻译
Unlike me, my Rolex never needs a rest.
1.和我不同，我的劳力士从不需要休息。
Make your every hello a real good—buy.
2.让您的每次通话都货真价实。
A Mars a day keeps you work, rest and play.
Sentences 多用省略句和简单句
为减少广告费用，应做到用最少的版面，最精练 的语言，传递出最多的信息。
省略句：
Quality first. Customer supreme.质量第一，用 户至上。（金龙电扇） Perfect care for you and your family—soft and comfortable.(手帕纸广告） 对您和家人的呵护—柔软舒适。
3.弥补法( Supplementary Translation)
：对不能译的辞格，尽可能补救。属此 范围的一般是在文字、字音、词汇、词 的结构、词的缩减、词义更换、字的排 列等方面做文章的辞格。对原文中无法 传达到译文中去的这类修辞特点可采用 不同策略：对那些内容重要非译不可的 可通过换格、加重语气、加上脚注等办 法补救。
Eg.Sophisticated, sweet-to-drink Pink Lady . 译为：高级、可口的粉红佳人。
More Use of Adjectives 大量使用形容词
广告语言要求形象生动。为了推销商品，广告 商极力对商品进行粉饰、美化。积极、肯定和 褒义的形容词占有绝对优势。
Eg1.Finest food, most attractive surroundings and a friendly disposition（餐馆广告）
英文广告语的特点及翻译
1.英语广告语的特点1.1简练 Brief广告，由于受到时间、资金等多方面因素的影响，总是希望在最短的时间内吸引观众的注意力。
很多世界驰名的英语广告，都是以简练取胜的:Drives wanted. (大众汽车) Your true choice. (AT&T电话公司) Passion for the road. (马自达汽车) Makes dreams come true. (迪斯尼乐园)Let us make things better. (飞利浦电器)在简练这方面，广告有以下特点：1.1.1多用口语: 口语的运用，使广告具亲和力。
在广告中会尽量采取人们在日常生活中使用的口语，并多使用一些小词汇（small words），以更贴近观众。
My goodness! My Guinness!Guinness啤酒的广告，“my goodness”表示惊讶，这个组合形象生动，易于记忆。
俚语和非正式英语也常出现在广告中。
下面是一则推销微波炉的广告，用词简单，口语化很强。
“gotta”为俚语，相当于“got to”，让人觉得很贴近生活。
I couldn’t believe it! Until I tried it!I’m impressed by it!You’ve gotta try it! I love it!1.1.2多用简单句，明快有力: 简单句地运用，能使顾客的心与广告一起舞动。
下面这则广告就体现了简明的特点：The Armco vacuum learner cleans rugs and drapes. It cleans hard surfaces like woods and vinyl floors. Even cement. The Armco vacuum cleaner is smooth and quiet. Try it! Make your floorssparkle with new cleanliness.1.1.3多用省略句，突出关键词。
英语广告的词汇、句法和修辞特征
摘要:英语广告在词汇、句法和修辞方面有其独特的特点。
英语广告在词汇上大量使用形容词,创造新词,运用外来词来吸引消费者;在句法上常使用简单句、祈使句、疑问句和一般现在时来加强说服力;在修辞上则常采用明喻、暗喻、双关、拟人、押韵等手段。
掌握了这些特点对于掌握英语广告的设计与创作,增强英语广告的促销作用具有重要意义。
关键词:英语广告; 词汇; 句法; 修辞Character istics of Vocabulary, Sentence Structure and Rhetor ic in English AdvertisementAbstract: English advertising has its own characteristics in lexicon, syntax and rhetoric . In lexicon, it often uses abundance of adjectives, coined words and foreign words to attract consumers. In syntax, simp le sentences, imperative sentences,interrogative sentences and p resent tense are frequently used to strengthen the power of persuasion. In rhetoric, simile, metaphor,pun, personification and rhyme are commonly adop ted. These characteristics are necessary for designing English advertising and enhancing its selling power.Key words: English advertising; lexicon; syntax; rhetoric英语的“广告”一词是17世纪中叶英国开始大规模商业活动时逐渐流行的,原意为“商业上的告示”。
英语广告的词汇特点及翻译技巧
英语广告的词汇特点及翻译技巧摘要英语广告的使用目的是让消费者了解产品及服务，吸引更多的人来购买商品。
因此英语广告中大量使用单音节的，短小的和结构简单的词，以便用更简短的篇幅来更准确地传达商品信息，同时为了让广告更贴近生活，让人们更容易的记住广告内容，英语广告中多使用俚语和时尚新词，经常模拟新词，并创造出标新立异的用法。
为了凸显商品的优点，增强广告的说服力，英语广告中还使用大量形容词。
在英语广告的翻译方法上，多使用直译、意译、再创性翻译等多种译法及其组合，以确保译文在功能及目的上与原文一致，而在翻译过程中，应注意社会和文化因素对英语广告的影响。
关键词：英语广告，词汇特点，翻译技巧Lexical Features and Translation Skills of EnglishAdvertisementsABSTRACTEnglish advertisements are applied to make the products and services known by consumers and attract more people to buy the goods, therefore a plenty of words which are monosyllabic, short and constructed simply are used for conveying the commodity information more accurately with a simpler and shorter passage. Meanwhile, in order to bring the advertisements closer to daily life and have people remember the content of the advertisements easier, an increasing number of slangs, fashion terms are used in English advertisements; furthermore, many new words have been created and many new unconventional usages of existing words have been innovated. To highlight the advantages of commodity and strengthen the persuasion of advertising, many adjectives are used in English advertisements. About translation skills, translation methods like literal translation, free translation, recreative translation and their combination is applied to ensure the function and purpose of the translated texts consistent with those of the original ones. And in the process of English advertisements translation, more attention should be paid to the impacts leaded by social and cultural factors.KEY WORDS: English advertisements, lexical features, translation skillsC o n t e n t sIntroduction (1)Chapter 1 Resource of English Advertisement V ocabulary (2)1.1 Words from Common English (2)1.2 Borrowed Words (2)1.3 Words from Slangs (3)1.4 Words from Fashion Terms (4)1.5 Coinage (4)1.5.1 Words with Appropriate Prefixes or Suffixes (4)1.5.2 Words Compounded Skillfully (4)1.5.3 Words Misspelled on Purpose (5)Chapter 2 Properties of Words used in English Advertisements (6)2.1 Adjectives (6)2.1.1 Strong color Adjectives (6)2.1.2 Comparatives and Superlatives (7)2.2 Verbs (8)2.3 Pronouns (9)Chapter 3 Characteristics of English Advertisements (11)3.1 Simple to Understand (11)3.2 Easy to Remember (12)3.3 Using Vague Words Skillfully (13)Chapter 4 Translation Skills of English Advertisement from English to Chinese (15)4.1 Literal Translation (15)4.2 Free Translation (16)4.3 Recreative Translation (17)4.4 Supplementary Translation (18)4.5 Condense Translation (18)Chapter 5 Cultural Impacts to Translation of English Advertisement (19)5.1 Avoiding to Use Ambiguous Words (19)5.2 Avoiding to Use Incorrect Words (20)Conclusion (21)Acknowledgement (22)Bibliography (23)IntroductionNowadays, the world is developing rapidly and constantly trending towards integration, every country, especially China, is glutted with products imported from and made in other countries and services supported by the people in other countries. Market competition is getting fierce that never seen before. To sell more products and expand market share, all companies are trying every method they have to improve the visibilities of their products and services in China, and advertising seems to be the most widely used way to achieve that goal. Then more and more advertisements in various languages get in Chinese people’s daily life, in which, English advertisement is the most common one.English advertisement language possesses characteristics of attractiveness and persuasion. To create these characteristics, English advertisement has its own style on the aspects of vocabulary, syntax and rhetoric. In terms of English advertisement vocabulary, as a tool of attracting customers, advertising language has to be different far from other practical English and be simple, clear and vivid, rich in emotion and appeal.As a kind of practical English, English advertisement is also influenced by deeper level of language like words and sentence, paragraph and context, therefore translation theory and principle are needed to guide in the process of translating. Eugene Nadi, an authority in western translation theory, thinks “The key point of translation shouldn’t be the form of language, but the readers’ responses of the translated text.” In other words, translated text should be equal to original text on the level of language function, but not on the level of language form, and that’s dynamic equivalence. During translating, translator must have a good knowledge of the feature of English advertisement and change the information form according to different response from the receiver of both the translated and original text.Chapter 1 Resource of English Advertisement VocabularyEnglish advertisement is a kind of practical style, which is used for increasing the sales volume of the commodity. The variety of commodity classifications and consumer groups needs various different English advertisements, and this requires a very wide range of resources of English advertisement vocabulary. In essence, the vocabulary of English advertisement mainly comes from common English, borrowed words, slangs, fashion terms and coinage.1.1 Words from Common EnglishEnglish advertisement is just a little portion of practical English; the words used in it come from common English mostly. Especially in the advertisements used by large firms:It’s hard to imagine how you could mean more to one another than you do right now. But the great meaning of family becomes ever greater as the years pass. Bring the family together now and for the years ahead in a professional portrait. Look for a professional photographer who displays the “For the Time of Your Life” symbol. And arrange for your portrait today. (Kodak)Just do it. (Nike)Impossible is nothing. (Adidas)Connecting people. (Nokia)All the words used in the four advertisements above are very simple and common in English vocabulary, but with the skillful combination of them, an persuasive advertisement was made out.1.2 Borrowed WordsIt is common that words in Old English, Latin, French, Germany or other non-English languages are used to create a certain atmosphere of classic, solemn, exoticism or any others in many English advertisements which are used by brands of non-English countries and regions, and even the brands of English countries.In the heart of Manila, there is Ermita. One district in Manila pulsates with life of the city- Ermita. Where rare antiques speak of Manila’s glorious past. Where great bargains tempt from every corner. Where spectacular sunsets and walks in the park soothe the sense, and where bright lights and endless nights enliven them. And in the heart of Ermita, there is the Manila Pavilion Hotel. One hotel opens its doors right into the attractions of Ermita. The Manila Pavilion. Ready to welcome you with deluxe accommodation, delectable cuisine and complete business and convention facilities. Keeping in touch with the beat of Ermita at the Manila. (A travelling advertisement) An elegant and majestic atmosphere awaits you upon first entering Tianxiang Restaurant. Your attention is immediately drawn to the interior décor which is both refined and luxurious. The restaurant comfortably accommodates 33 tables and there is ample parking conveniently located in the grounds. (A restaurant advertisement) Buy one entrée, get one free. (A course advertisement)Chinese Chaofan! Delicious Chaofan! (An advertisement for fried rice)Order it in bottles or in cans, Perrier 111 with added je ne sais quoi. (A soft drink advertisement)A certain amount of words from other languages like “deluxe”, “décor”, “entrée”, “Chaofan”and “je ne sais quoi”used in English advertisement can make it more memorable to the consumers.1.3 Words from SlangsSome advertisements of the products or services supported by young people often use words from slangs to enhance the attractiveness to the target customers.Pepsi-Cola hits the spot. (Pepsi-Cola)Hello Tosh, gotta Toshiba? (Toshiba)I’m lovin’ it. (McDonald)You’ll go nuts for the nuts you get in Nex. (Nex nuts)But not all the English advertisement is suitable to use words from slangs; on the contrary, slang abuse may leave people a superficial and vulgar impression of the products.1.4 Words from Fashion TermsTo make the product more fashionable and attract some consumers who like vogue some fashion terms are also used in English advertisement, such as the one of LG cell phone:Born to shine! (LG)Using a fashion term “shine” makes the sentence energetic.1.5 CoinageIt is not strange to consumers that some English advertisements use some new words and odd words which are not existing words, but created on purpose. And this way of creating new words is coinage. There is a very large amount of words in English advertisement comes from coinage, and they can be roughly divided into three kinds like below:1.5.1 Words with Appropriate Prefixes or SuffixesThis approach is often used for describing the products more detailed. Not only the advertisement gets novel, but also the function and characteristic of the related product displayed better.For example, “Mininurse”, a trade mark of a kind of cosmetics. It applies the appropriate prefix “mini” to express the meaning of miniature and tiny, which gives the consumers an impression of meticulous care and excellence of the product quality.1.5.2 Words Compounded SkillfullyIt is also a familiar way in English advertisement to emphasize the specialty of product or service through compounding two existing words into combination to create a new word.The Orangemostest Drink in the world. (An advertisement for orange juice)This advertisement imparts the information that their product has the richest natural orange through using the new word “orangemostest”.Also the advertisement of Sony,“Hi-Fi, Hi-Fun, Hi-Fashion, only from Sony”, uses the prefix “Hi-” which is a homonym of the word “High” to express the meaning of super, best and extraordinary.And the advertisement of the watch from the international famous brand “Timex”, “Give a Timex to all, to all a good time.”, in it a short suffix which is only one letter “x”was used for expressing the meaning of excellence, and implying that the quality of the watch is excellent.1.5.3 Words Misspelled on PurposeIn English advertisement, many words are misspelled on purpose on the basis of some words or phrases which are similar to consumers. Although the form of the new created word is different from the original word, the pronunciation and the meaning of it are still same to the original word. And it is interesting and vivid to apply this method to attract the consumers. Such as the examples below:(1)OIC! (An advertisement for glasses)In this advertisement three simple capital letters are put together to make up the shape of a pair of glasses, and in this way it can attract the consumers’ attention with its appearance; on the other hand, its pronunciation, same as “Oh, I see”, gives consumersa feeling of surprising.(2)Drinka Pinta Milka Day. (An advertisement for milk from “Pinta” brand)In this advertisement, the three initial letters are all followed by a letter “a”to make the sentence rhyming, and this make the advertisement easier to remember. The correct spelling of it is “Drink a pint of milk a day”. The measure word “pint”is replaced by the product brand “Pinta”, and then the brand is emphasized.(3)Easier dusting by a stre-e-tch. (An advertisement for dust cloth from “Stretch”brand)This is an advertisement of dust cloth. “Stretch”means make something longer, and is not just the brand name here, but also is misspelled to be longer by doubled “e”, then gives the readers an imagination that the dust cloth have elasticity and can clean every corner where is hard to get with other dust cloth.Chapter 2 Properties of Words used in EnglishAdvertisementsTo achieve the marketing purpose, English advertisements always use several main word properties, including adjective, verbs and pronouns. Majority of the adjectives used have strong emotional color, or are comparatives and superlatives. Verbs involved often are simple but inflammatory. While the primary pronouns used are first person and second person.2.1 AdjectivesTo promote commodity, English advertisement can not avoid describing and beautifying the commodity, then a very large number of adjectives are needed. According to the statistics conducted by G. H. Leech, famous English phonetician, the most familiar adjectives used in English advertisement can be listed in the frequently of being used from high to low like this: new, crisp, good, fine, big, fresh, great, delicious, real, full, sure, easy, bright, clean, extra, safe, special, rich.Adjectives, as emotive and exciting words, are used to enhance the facts of a certain products or services. To let the consumers feeling the quality, price, amount and other characteristics of the product or service, English advertisement often use words which are descriptive and commentary.2.1.1 Strong color AdjectivesWords with strong color often give the consumers an objective comment, and can guide the consumers to find the right points of feeling which the advertisement would like them to get. In another words, these words can give the consumers a thought like this: “Oh! This product (or service) is what I have been seeking for a long time; it can satisfy my entire requirement. Why not get one home?”Tangy. Zesty. Spicy Baked. It’s also delicious! (An advertisement for kind of baked chicken)In this English advertisement, three adjectives are used continuously to give theconsumers a quite strong feeling that the baked chicken tastes pretty good, then another adjective “delicious”follows, the strength of persuading consumers to buy has been pushed to a peak.You will enjoy relaxed sunny days. Warm crystal clear lagoons. Cool green foliage. Waterfalls. Flowers. Exotic scents. Bright blue skies. Secluded beaches. Graceful palms. Breathtaking sunsets. Soft evening breezes. And food that’s simply outstanding.(An advertisement for travelling)In this advertisement, the objective and the subjective both are left out, though the sentence is not complete in the aspects of linguistics and grammar, it still reflects the features of the product in its highest degree.In this kind of English advertisements listed above, to win the consumers’ favor, several common adjectives were used, and there are more common strong color adjectives are compliment in English advertisement, these are :latest, up-to-date, fragrant, attractive, golden, successful, charming, comfortable, perfect, great, wonderful, first- rate, ever-lasting, super, unique, ideal and so on. All of them can give a thought that the product or service is useful for them to the consumers.These adjectives often make an advertisement suddenly enriched, and then it is not strange that the English advertisement is often joked as a “never ugly, no suffering, no wild wonderful world.” For example:Agile, powerful and refined, the BMW 3 Series Coupe is an irresistible blend of pour excitement and sophisticated technology. Its powerful engines and superbly balanced chassis deliver a driving experience that will quicken the pulse of any keen driver. (An advertisement for BMW )2.1.2 Comparatives and SuperlativesThe using of comparative and superlative aims at emphasizing the product or service of one brand is better than the same product or service of other brands. The comparatives and superlatives related to English advertisement are often used as subjective description. Sometimes, only using the common adjectives can not meet the demands of promoting the products or services, so the comparatives and the superlativesare introduced to get the consumers to make a comparison between the same product or service of two different brands and give the consumers a deeper impression that: “As this product or service is better than others or is the best of all the same kind of products or services, I will take one when I need it”.It’s smaller. It’s lighter. (An advertisement for Sharp copier)Two comparatives are used to highlight the advantages of the Sharp copier through comparing with other copiers.The original and still the best. (An advertisement for Dale Battery)Let’s make things better. (An advertisement for Philips)The two sentences above made use of a superlative “best”and a comparative “better”, therefore led the consumers to compare the products from these two brands to the same kinds of products from other brands naturally and unconsciously, for the first impressions are strongest. The products involved with the advertisement which is reading by the consumers will attract more attention from consumers and impress them more deeply, then the target of the English advertisement with comparatives and superlatives is achieved.Tastes…richer…mellower…more satisfying. (An advertisement for coffee)Along the way, you will enjoy the warmest, most personal service.(An advertisement for Airline company)The two examples don’t mention the rival and the scope that the comparison takes place in and with, but the comparative and superlative used in it has make it getting the target of increasing its statue already.Oranges are sweeter than lemons. Our oranges are sweeter than they used to be.The better would not appear until be compared with the common. This advertisement gets its persuasion from highlighting the emphasis on the sweet of the orange through two comparisons conducted respectively.2.2 VerbsEnglish advertisements often use some syllable words or words which are short with only several letters. Such as in English advertisement “get”is used to replace“obtain”, “buy” is used to replace “purchase”, and “use” is used to replace “utilize”, and so on. Using shorter words can make the language of English advertisement simpler and vivid, also make the advertisement easier to remember, in this way, the products related with the advertisements will become more promoted. For example:(1) Buy one pair, get one free. (An advertisement for glasses)This advertisement just uses two verbs “buy” and “get” to create a strong appeal, and is very easy to remember.(2) Take TOSHIBA, take the world. (An advertisement for TOSHIBA Electronics)This advertisement build up a link between the TOSHIBA Electronics and the world immediately through using a very common and simple verb “take” twice.(3) A Mars s day, keeps you work, rest, and play. (An advertisement for chocolate from Mars brand)The word “keeps”used in this advertisement represents the effect that the chocolate can energy a people for a whole day very successfully and expressively.(4) Impossible made possible. (An advertisement for Canon printer)(5) Honda has always made good cars. (An advertisement for Honda cars)Verbs used in the English advertisement which is common in daily life are always simple and explicit, though the meaning of them are different from each other, they all are used to indicate the relationship between the commodity providers and the consumers, such as: have, get, give, buy, keep, or to indicate the relationship between the consumers and the commodity involved with the English advertisement, such as: see, take, taste, use and so on.2.3 PronounsEnglish advertisements spend a lot of effort on using pronouns to narrow the gap between the English advertisement and the consumers and enhance the consumers’sense of participation in touching with the product or the brand involved in the English advertisement. And the first person often is used for referring the product or the brand, the second person often is used for referring the consumers. While sometimes a third person is used for referring a person who is not engaged in the product and theconsumers. For example:We lead, others copy. (An advertisement for Ricoh printer)In this advertisement, a pair of contrary combination of pronouns and verbs is used. Two pronouns, “we” and “other”, stand for the Ricoh printer and the printer from other brands, to display a powerful self-confident to the consumers and the rival of the product. This makes the Ricoh Printer get to a level that others could not get in the consumers’ mind.And there are many other English advertisements like the one above, for example, the advertisement of Mitsubishi Electronic:We integrate, you communicate.This advertisement uses a same form of the one above, but the effect of it is different from that of the above one to display the conveniences brought to the consumers by it.Making use of the pronouns “you” and“we” to shorten the distance between the seller and the consumer and avoid leading to the consumer’s dislike is also a mostly used way in English advertisement. For example:We can’t make people think alike, but we can help them think together.(An advertisement for Newsweek)It is worth to mention that some English advertisements apply personify by the first person to refer the product itself, and make the commodity becoming a living thing even a human which can think, talk, self-introduce and even boast. So a deeper and more vivid impression of the product’s feature is given to consumers. Such as: Time always follows me. (An advertisement for Rossini ladies fashion watch)Just call me, be happy! (An advertisement for Far EasTone Telecommunications) Come and sit with me a while! (An advertisement for an attraction)Using personify to make the products like a person can shorten the distance between the producers and the consumers.Chapter 3 Characteristics of English AdvertisementsThe aim of the most fundamental principle of English, that is to encourage the consumers pay more attention to it, is to master the publics’ willing, ideas and attitude, to convince them to change thoughts, to urge them to purchase some commodities or accept some services. The goal of using advertisement is to get the products promoted, make the brand get known by every consumer, and therefore increase the influence of the products and earn more profit for the producer of the products. English advertisements take a lot of possessions of characteristics to achieve this goal, and these are: simple to understand, easy to remember, and using vague words skillfully.3.1 Simple to UnderstandAs a kind of practical English, most of the English advertisements are very simple to understand and don’t have words too hard to understand for the consumers. Even sometimes, an English advertisement is only one very common word. Such as: Ooohh… (An advertisement for Pizza Cake)This advertisement only uses an interjection which is implicit and variational to express an feeling of having something delicious and give the consumers a strong appeal of trying.On the other hand, even for an English advertisement which is very long and has many words, the words in it is always simple enough to understand by a child under seven years old. For example:—“Hey, Abbott. I just get some Bran News.”—“Some brand new what, Lou?”—“Not brand new Bran News. It’s a cereal.”—“What’s its name?”—“That is its name.”—“What’s its name?”—“Bran News! It’s a bran cereal that stays extra crunchy in milk. And it’s honey roasted for great taste.”—“So what’s it called?”—“Bran News!”—“I know its brand new. So what’s its name?!”—“I just told you its name!”—“I see I’m getting nowhere with you.”(An advertisement for cereal of Bran News)The body of this advertisement is taking place through the dialogue between Abbott and Lou, a pair of suppositional roles, and gets a quite good influence. It constructs an imaginary situation with supposing, and that is mixing up the pronounces of the brand name “Bran News”and “brand new”, makes the developing of the advertisement body very vividly and kindly, and gives a fairly deep impression to the consumers.Va-va-voom! (An advertisement for the cars of Renault)This advertisement only have one words, the consumer will be confused for the first sight at it, but when they read it, the meaning of it will be caught at once: it’s the sound of the engine of Renault cars. It seems like have nothing with car, in fact, the connecting between it and the car is very fun and full of imagination.3.2 Easy to RememberIn most cases, the influences of English advertisements may not work instantly, and they always leave a deep and good impression to consumers and not begin working until the consumers think a kind of product is needed. And an English advertisement easy to remember can achieve this goal more simply. To make an advertisement easy to remember, several ways are mostly used.Not all cars are created equal. (An advertisement for cars of Mitsubishi)This car advertisement manifests the dignity and specialness of the car through imitating the classic sentence, “All man are created equal”, in the United State Declaration of Independence, and attracts the consumers’attention, especially the consumers in America.Pepsi-Cola hits the spot, Twelve gull ounces, that’s a lot, Twice as much for anickel, too, Pepsi is the drink for you. (An advertisement for Pepsi-Cola) This advertisement for Pepsi-Cola is written according to a folk tune in Britain, and can be singed very songful, then the product, Pepsi-Cola, involved in it becomes easy to remember.And there is an advertisement same to it:To smoke or not to smoke, that’s a question. (An advertisement for tobacco)It builds up a relationship between this advertisement and the drama of Shakespeare “Hamlet”, then gives people a quite deep impression and gets an obvious effect.English is a language full of rhythm, and bring rhythm into English advertisement could make them sound more beautiful and meaningful, enhance the expressive force and the persuasion of the English advertisement language.Grace…space…pace. (An advertisement for Jaguar car)Fresh up with Seven-up. (An advertisement for Seven-up)Good time, good taste. (An advertisement for McDonald’s)These advertisements all have rhythm in themselves and make the rhythms makes the advertisement more memorable.3.3 Using Vague Words SkillfullyDrawing the support of vague words is one obvious characteristic of English advertisement. English advertisement is close to exaggerating, but also can’t be too far away from the fact. Then the words which have vague meaning will be quite useful to get this destination. The vague words mostly used are help, like, make and so on.Helps keep you young. Helps prevent caries. Helps keep your home germ free. (An advertisement for cosmetics)If this advertisement says directly like this: The cream will keep you young. This toothpaste will prevent caries, there will no one trust it because there is no thing can be so fantasy like magic, but a vague word “help” will let you get out of this embarrassing situation.It’s like getting one bar free. Clean’s like a white tornado. It’s like taking a trip toPortugal. (An advertisement for car)This advertisement uses “like”to create an analogy that compare the product to another better thing, “like” makes the advantages of the product more obvious.The final target of all the advertisements is to make the consumers to buy the products, then a “buy” can summarize the main purpose of all the advertisements, but it is little used in English advertisement for the bad imagination comes from its meaning of spending money. As a result, many other words are used for replacing of buy, such as get, use, choose, look, find, let, test, experience and so on.To experience the utmost in flight, let China Airlines take you on your next journey on the world stage. (An advertisement for China Airlines)Our growing capacity has demonstrably increased our usefulness to our clients. If you’d like to test it, we’d like to hear from you.(An advertisement in Economist magazine)Share the fantasy! Use double-sure Body Mist, the perfumed deodorant.(An advertisement for perfume of Chanel)The three English advertisements above all use other words, like experience, let, test, share and use, to avoiding use “buy’, so will not result in a dislike feeling for the consumers.We lead, others copy. (An advertisement for Ricoh printer)In this advertisement, the others may have two meaning, but it often is understood as the rivals of the Ricoh printer. In fact, on the other hand, the others can be thought like that indicating the users of the Ricoh printer. Then it becomes interesting that an advertisement illustrating two totally different meaning, but it is magic that they can work in union to deliver an influence to the consumers what is the Ricoh printer is more advanced than other printer and can give consumers more help.。
英语实用文体系列 广告英语的词汇特点
广告英语的词汇特点:●形容词及其比较级、最高级的使用。
1) Famous world-wide gourmet cuisine. Excellent daily specials and mouthwatering desserts.（世界著名的美食烹调。
精美的美日特色饭菜和令人垂涎的点心。
）2) Tasters richer…… mellower…….more satisfying. （口味更浓……更醇……更令人满意。
）●创造新词、怪词以引起新奇感，突出产品的新、奇、特，满足消费者追求新潮、标榜个性的心理。
1)For twogether the ultimate all inclusive one price sunny holiday（两人共度一个阳光灿烂的假日，一切费用均包括在单人价格之内。
）twogether取自together之音，又取“两人”之意比together 更形象，倍添情趣。
●词汇的重复。
词汇的重复是一种常用的技巧，可以起强调、渲染的作用，而这恰恰是广告语言所要追求的效果。
1)Easy to use, easy to clean, easy to assemble. (日光牌简便烧烤架广告)●使用缩略词和复合词以节省广告篇幅。
广告写作中常尽可能缩短篇幅，以降低成本。
缩略词和复合词的使用比比皆是。
1) Where to leave your troubles when you fly JAL.(乘坐日航班机，一路无忧。
)ＪＡＬ是Japan Airlines的缩写形式。
●“雅”语、“俗”语平分天下，色彩缤纷。
1)The home of your dreams awaits you behind this door. Whether your taste be a countrymanor estate or a penthouse in the sky you will find the following pages filled with the worlds’ most elegant residences.（打开门，等着您的就是梦寐以求的家。
浅谈广告英语的语言特点
浅谈广告英语的语言特点广告英语是一种特殊的语体，它不仅仅要求语言清晰明了，更需要具有足够的吸引力和感染力。
在广告英语中，我们会发现有很多让人一看就能够被吸引的词汇、句型和表现手法。
下面就来具体分析一下广告英语的语言特点。
一、精简、简洁的语言风格广告英语的语言特点之一就是精简、简洁。
广告时常是在观众短暂的时间内完成宣传任务的，所以广告英语必须针对广告的主旨、目标受众和传达的信息做到“简短扼要、一针见血”。
广告英语中的词汇、结构、语言风格都非常的简洁，这样可以更好的体现广告的核心思想，吸引更多的消费者。
例如：“Just do it.” ——NIKE的标语这句话里面只有四个单词，但是它却是非常的有力而又简洁，能够表现出NIKE品牌的个性和气质，同时也能够迅速的吸引消费者的注意力。
二、词汇生动精准广告英语中的词汇非常的生动和精准，能够通过精准的词汇来激起顾客的购买欲望。
广告英语在使用词汇时总是会选择词义明确、含义鲜明的词语，用最少的词汇表达出最具有吸引力的信息，让消费者在最短的时间内产生共鸣。
例如：“Have a break, have a KitKat.” ——KITKAT的广告口号这句广告语所用的单词并不难，但是它们以独特的方式结合了起来，使得整个广告语非常精准、生动且易于记忆。
三、英语词汇运用方式灵活广告英语中，多用俚语、成语、谚语、双关语等形式，增强语言的趣味性和差异性，使广告语更加生动有趣。
通过这些语言手法，可以让广告语更能让人记住和反复回味。
例如：“Tastes so good, cats ask for it by name!” ——Friskies的广告语这句广告语采用双关语的方式激发了消费者的笑点，并且能够让受众对该产品印象深刻，在消费者选择宠物食品时对公司的产品更有信心。
四、感性、直观的句式广告英语中可以使用很多感性、直观的句式，比如反问句、定语从句、主动语态等等。
这些句式能够给受众留下深刻的印象和感动，让消费者深刻认识到自己需要这种产品。
广告英语词汇特征
广告英语词汇特征摘要广告作为一门综合艺术,具有很多独特之处。
广告的撰写在词汇、句法、修辞方式等方面具备一些特征。
在词汇方面,广告用语必须简洁、生动、形象、富有感情色彩和感染力。
它的词汇特征集中在这几个方面:模拟造词及变异拼写、借助外来词、广泛使用动词、大量使用形容词及灵活运用复合词。
在翻译时,应考虑到这些特征,灵活采用直译、意译、直译意译相结合、套用汉语四字结构等方法。
广告英语;词汇特征;翻译广告作为传播信息的一种方式,已成为人们生活中不可缺少的一部分。
广告作为一门集社会学、美学、心理学、市场营销学、语言学等学科于一身的综合艺术,越来越受到人们的关注。
广告的目的在于说服或提醒人们购买某种产品或采取某种行动,具备“推销能力”(sellingpower),激起人们的购买欲望;广告也具备“记忆价值”(memoryvalue),给人留下深刻的印象;它还具备“注重价值”(attentionvalue)和“可读性”(readability)。
广告的撰写在词汇、句法、修辞方式等文体方面具备一些特征。
本文主要探讨广告英语的词汇特征及一些常见的翻译方法。
一、翻译理论及翻译方法从词汇特征的角度看,广告英语的构成与一般的实用英语的构成并无本质上的差别。
因此在翻译的过程中也受句字、段落、篇章等较深语言层次的影响,也需要运用翻译理论和原则加以指导。
西方翻译理论的权威之一尤金・奈达的等值翻译理论是指导广告英语翻译的最好原则。
奈达认为“翻译的重点不应当是语言的表现形式,而应当是读者对译文的反应”,也就是说译文要在语言的功能上和原文对等,而不是在语言的形式上和原文对应,即动态对等。
因此在翻译时,除了从语言规律上寻找与原文对等的契合点外,还必须处理文化差异带来的理解上的差异。
同时还要考虑原文的词汇及修辞特点。
因此,译者必须了解广告英语的特征,了解译文接受者对译文的反应和原文接受者对原文的反应的差异,根据不同的反应改变或调整信息形式,顺利地完成信息的传递。
广告英语的词汇特点
广告英语的词汇特点English: Advertising English has several distinctive characteristics that distinguish it from other forms of language. Firstly, it often employs persuasive and emotive language designed to influence the audience's perceptions and behavior. This can include the use of catchy slogans, powerful adjectives, and compelling calls to action. Additionally, advertising English tends to be concise and impactful, aiming to convey messages efficiently within limited space or time. This often involves the use of abbreviations, acronyms, and jargon specific to certain industries or target audiences. Furthermore, advertising language frequently utilizes visual elements such as images, colors, and typography to enhance its message and appealto the viewer's senses. Lastly, it often employs repetition and reinforcement techniques to reinforce brand awareness and messaging, ensuring that the advertisement remains memorable to the audience.中文翻译: 广告英语具有几个独特的特点，使其与其他形式的语言有所区别。
英语广告语词汇特
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a.广告设计者常常采用英语的前缀和后缀或合成 词中的各部分含义来杜撰新词
Timex（天美时手表）=Time+excellent Windex (擦窗清洁剂)=Window+excellent
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四、使用节略词与合成词，一目了然。
ForRent 房屋出租 1bdm.mod.furn.$210/mo.A/C avail after Xmas. 一居室，装修时尚，内有空调，月租210美元，圣
诞节后即可居住。 bdm.= bedroom furn.= furniture A/C= air conditioning Xmas= Christmas
Argile 街426 号爱丁堡公园大厦二楼全层, 面积1 500 平方英尺, 4 间卧房并带客厅、饭厅, 有自备车库。 售价13 万美元。请于办公时间拨打338954 或 823784。 缩略语: st= street, sq= square, ft = feet, tel= telephone。
广告语翻译的词汇特点
王建强、王喆、王世杰、杨少卿
一、大量使用具有褒义色彩的形容词及其比较 级和最高级。
为了美化产品，吸引顾客，广告中大量使用有
褒义色彩的评价性形容词以及形容词的比较
级和最高级来增强广告的魅力。
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bigger than bigger 岂止于大 Let's make thing better 让我们做的更好。（飞利浦电子 ） Buick—your key to a better life and a better world. 通往美好生活的秘诀。（别克汽车)
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网络英语广告的词汇特征吕英莉(北京城市学院国际语言文化学部北京 100083)摘要：在商品经济迅速发展的今天，网络广告作为一种新型信息传递的手段，越来越受到企业、中间商和广大消费者的重视和青睐，并且逐渐形成了自己的风格。
但对其词汇特征的研究还处于一个全新的阶段。
本文从网络英语广告中常常出现的褒义的形容词、单音节动词、杜撰的新词和人称代词对它的词汇特征进行了初步的分析探讨，从而归纳出网络英语广告的一般性词汇特征。
关键词：网络广告；词汇特征在丰富多彩的网络世界里，一则成功的网络广告离不开根据广告目标而设计的广告形式，也不能没有声音、动画、图片等非语言手段的衬托，但是，广告内容的信息载体——网络广告语言是决定消费者是否点击广告的重要因素。
语言是人类思维的载体，是人类最重要的交际工具。
然而，网络广告语言并不是一般的文学语言和应用文语言，它有着自身的特点和规律。
因此网络广告语言作为一种特殊的语言现象和语言运用应该加以深入、专门的剖析和研究，从而帮助读者、语言学习者和研究者更好的掌握网络广告语言的特点和规律，以达到驾驭网络广告语言的目的。
本文主要从网络英语广告中常常出现的褒义的形容词、单音节动词、杜撰的新词和人称代词对它的词汇特征进行了初步的研究。
一、喜用评价性的褒义形容词商家多喜欢用褒义的形容词、副词和名次为自己的商品树立形象，提高声誉，最终达到推销产品的目的。
使用的大多数褒义词是描绘性和评价性形容词形容词，或者与其它同类产品进行比较，使用形容词的比较级和最高级。
根据G N Leech(1966) 统计，广告英语中出现频率较高的形容词有：nice,good/better/best, great, new, fine, rich, delicious, fresh, clean, real, beautiful, crisp, free, big, full, sure, easy, bright, extra, safe, special等等。
在网络广告中也不例外，这些形容词可以修饰商品的外观、大小、颜色、形状等等。
其中new, good, fine 和great在广告英语中出现的频率最高。
因为他们可修饰产品的任何一个方面，并且有助于在读者的脑海中形成一幅赏心悦目的图画，坚定消费者选择此类商品的信念。
下面就分析一下网络广告中褒义形容词的使用。
The revolutionary Facial Treatment Essence is the second point in your Ritual The Essence literally drenches your skin in around 90% pure PiteraThis Pitera—rich product helps boost moisture levels to improve texture and clarity for a more beautiful, glowing complexionWomen are so passionate about Facial Treatment Essence that theydescribe it as their 'holy' water It contains the most concentrated amount of Pitera of all our skincare products It absorbs easily and leaves your skin looking radiant, with a supple, smooth feel这是一组化妆品的网络广告词。
在此组广告中出现的形容词共12个，依次为revolutionary, facial, pure, rich, beautiful, glowing, passionate, holy, concentrated, radiant, supple, smooth。
其中褒义的形容词为10个，占总形容词个数的83%，形容词占总字数的14%。
该广告中多数的形容词都是用来形容皮肤光滑、美丽和健康的褒义形容词，例如：smooth, supple, glowing, pure, beautiful, radiant等等。
这些褒义色彩浓烈的形容词把此商品与其他商品区别开来，并且很好地描述了SK—II这个品牌中平衡液和洁面乳的性能，展示了该产品卓尔不群的风采，从而引导消费者对商品的选择和消费。
此外在本组广告中还出现了形容词的比较级和最高级，例如：more beautiful, glowing complexion/ the most concentrated。
比较级和最高级的使用增加了文字所要表达的感情色彩，在市场竞争激烈的今天，恰到好处的运用形容词的比较级和最高级能够带来意想不到的效果。
从词汇学角度上我们可以把出现频率较高的褒义形容词分为静态的形容词（stative adjective）和动态形容词（dynamic adjectives）（戚云芳，2003:82）静态的形容词用来描述人或物的静态特征，如此例中的beautiful, healthy, fine, special 等等；也有用来描述动作含义的动态形容词，如本组广告中的glowing, smooth, supple等。
无论是使用动态形容词还是静态形容词其最终的目的都是用来准确、生动地描述产品的性能以达到吸引消费者的目的。
二、新词的杜撰和拼凑网络广告中创造的新词集中体现在商标词的设计上。
这些新词精炼生动，又可有效传播信息。
创造新词大致有以下几种情况：1．广告设计者常常采用英语的前缀和后缀或合成词中的各部分含义来杜撰新词Mario Pei 在Words in Sheep's Clothing 一书中指出：广告常使用一些前缀活后追来构成新词或商标名称。
例如 super—, ultra—, —aid, —ex 等等常常出现在商标词中。
Timex（天美时手表），Windex (擦窗清洁剂)，Purex (一种漂白剂)，Rolex watch(劳力士手表)。
Ultracare (化妆品)，Band—Aid ( 邦迪创可贴)。
Timex是由time和 excellent 组成，它的形成更易使人联想到“天美时”表报时的准确性。
Windex 和Purex 分别是由window + excellent , pure + excellent 组成，表达了擦窗清洁剂和漂白剂的上乘质量。
Rolex 是由rolling+excellent构成，rolling 说明了劳力士手表内部的结构和耐用的特性。
广告商创造的新词、怪词用以暗示所指商品的性能与特征，也有一种引人入胜的感觉。
2．本来一句话来表达的意思用合成的词语来表达，从而创造出新的合成词例如一家程序服务公司以三个字母“OIC”为商标，意思为：Oh, I see! 此商标体现了该服务公司提供的优质的服务，使得顾客对程序的安装以及故障的排除一目了然非常清楚的。
SUREFIT Home Furnishings Ltd SUREFIT 是一家室内饰品公司的名称，这个生词的使用使人们一下联想起Surely to fit your home furnishing（一定适合你的居家装饰）。
由此句话的含义而创造的新词SUREFIT 通俗易懂，耐人寻味，产生了普通语言不可表达的效果。
3．巧用语音规则或故意错拼将某些词写成新的拼写方式例如：Sunkist（销售橙子的公司），由sun 和kiss结合而成。
Kraft (美国卡夫食品公司)，它是把craft(精心制作)一词谐音改写后拼写成的新词。
Bitewhite (专业洗牙中心)，其中brite的正确拼写为bright。
Klim(牛奶公司)来自于milk。
Eggsactly(销售鸡蛋的公司)是由egg 和exactly组成。
Brylcreem(护发产品)，其中 creem是由cream 错拼而来。
另一幅牛奶广告：Pinta Girl is Popular 其中的Pinta实际上使Pint的错拼，广告上号召女性每天喝一品脱牛奶。
我们不得不被广告商的别具匠心的创造而折服。
广告制作者巧妙地运用了语音规则，创造出新的拼写模式从而吸引消费者的注意力和激发他们的购买欲望。
由此可见，网络广告尤其是产品的商标常常是一些词加上前缀后缀，甚至故意改变拼写而造成的新词，这样会产生生动有趣的效果，以增强对读者的吸引力。
三、多用简单的单音节动词单音节的动词在网络广告中出现的频率非常高，诸如：buy, come, ask, go, get, give, save, need, like, love, know, look, use, keep, choose, feel, start, taste，这类单音节词简洁有力、通俗易懂，其含义要么与消费者对商品的态度有关例如：love, like, need；要么能反映消费者和商品之间的关系，如take, keep, choose, taste, feel, buy, get等等。
这些动词基本上是站在消费者的立场上使用的，目的是要打动消费者，激起他们的消费欲望，唤起他们的消费冲动，最终选择或购买广告商所宣传的产品。
下面是一组酸奶和食品广告。
来分析网络广告中的单音节动词。
Dannon酸奶You can give your family seven important benefits every day just by serving delicious yogurt, such as Dannon yogurt To see how you can help your loved ones live a healthier lifestyle, take a look at the benefits below!这则网络广告中大量的出现了动感性的单音节动词例如：give, serve, see, help, love, live, take。
这一系列动词简练、自然，生动地体现了拥有Dannon yogurt 酸奶所带来的好处，仿佛在我们眼前呈现了一幅喝了Dannon酸奶，家人身体健康，生活幸福的画面。
Campbell's 食品Do you know what you're having for dinner tonight? At Campbell'sKitchen, you can search, browse, print or save more than 1800 easy and delicious recipes Visit today to find something your whole family will enjoy这一则Campbell's 广告主要介绍了该公司销售产品范围，并且讲解了产品性能、质量和营养价值。