广告英语中的词汇特点

Analysis of the characteristics of English Advertising vocabulary
Abstract: With the development of Chinese foreign economy and trade, the advertising English is becoming more and more important. The choice of words must have "selling power ","memory value", "readability" as well as "attention value", at the same time, give a person with deep impression. In this paper, the characteristics of English Advertising vocabulary can be analyzed as follows: Key words：English; advertising language; lexical features
Currently with the further development of the globalization, international trade increasingly frequent, along with the increasingly fierce competition. In order to better promote their products, and get the advantage in the competition status, enterprise will spend a lot of money advertising every year to shape their own enterprise image. The high quality of the AD makers are noted in the advertising language ,and English vocabulary in the process of understanding plays a crucial role. Therefore, this paper intends to take English advertising as an example to discuss the characteristics of vocabulary in English advertising.
1、Frequent use of some simple verbs
one character of English advertising is a frequent use of some monosyllabic verbs, such as:be ,make, get, take,, go, have, need, see, use, give, ask, choose, call, etc. Although the purpose of advertising is to let consumers purchase goods or services, but in English advertising was little use "buy". Because "buy" is defined as "to obtain something by giving money", and easy to let a person misleadi in consumption of the purpose for the money. So as far as possible they tend to avoid unpleasant words and choose other words. If using get instead of obtain, and buy instead of purchase so that advertising word is concise and vivid.
e.g:“We make it simple. ”( AD from Honda motor)
“Ask for More. ”(More cigarette)
2、Mutation spelling and new words constantly appear
It refers to the wrong-spelling words being misleaded from the familiar words or phrases in the ad. Although the new and the original word are different in morphology, the pronunciation approximate, aiso the significance .Such an approach can achieve the purpose of liveness and interest,to some degree ,spread the information of commodity effectively . Such as "OIC" (an ad of glasses), collecting the three concise capital letters together as if glasses, can attract people's attention. Which prononcing as if "Oh, the price" can be of free translation, that is "wow! I see". This not only shows an vivid image, but also presents the poor-eyesight customers joyfulness.
In order to attract people‟s attention, copywriters like to create some new words which are more active. The new words are mainly used for truthfulness, humor or emphasis in English advertising texts. E.g.Surefit Shoe Ltd.“Surefit”
is a new word which makes thing of a sentence”Surely to fit yo ur f eet”.That means the shoes are fit for your feet.
3、Use pronouns flexibly
Pronouns of the first and second person: we, I and you outnumber the other pronouns in advertisements. It is because that you, we and I help create
a friend-like intimate atmosphere to move and persuade the audience. The
audience will easily accept a product, a service or an idea as if a good friend recommended them.Sometimes,we use infinitive pronouns,such as
all,everyone,none,nothing and so on in order to feflect the extraordinary
characteristics of a particular commodity or it has been spending and receiving most of people.E.g.Our finest time.It is about a well-known red wine.A pair of lover drink together at romantic atmosphere.
In order to cater to the consumer‟s widespread conformity psychology, advertisers will sometimes choose …al l,everyone, none, nothing " such indefinite pronouns to improve its popularity by reflecting superior properties of their goods. E.g ,Today 's Nobody. Tomorrow' s Somebody! (Somebody credit card) None is more amazing than Alba Quartz. (watch ad.)
4、Flexible use of compound words
A compound word is often a noun or an adjective made up of two or more
words which are frequently used to express more information in limited space.
Especially,compound adjectives are often seen in advertisements.
E.g.Kodak Single-use-cameras take pictures where you wouldn‟t normally
take your camera.It used the compound word skillfully and describe the
capability and function of the product incisively and vividly.
5、Prove the truth by number
English ad. also pays attention to authority, but advertisers prefer the facts-speaking more.They often take the concluded data to convince
consumers, brief and clear,so to reach twice the result of half the effort:
E.g:How to getloo watts of light for only44 watts of electricity?( ad.of
household appliance)
A perfume with a fragrance as beautiful and lingering as only4,000
flowers can be．(perfume ad.)
To conclude, the choise of vocabulary in English advertising is crucial.
The use of word has its own distinctive novelty. Undoubtedly, the superior quality of English advertising play an indispensablel role in winning customers, promoting sales,expanding markets.Choosing word creatively can impress the reader deeply, motivate them to purchase so as to effectively promote products, furthur can enlarge the volumn of export.。