英语中广告的语言特征

邯郸学院外国语学院

School of Foreign Languages of Handan College 应用语言学学期论文

论文题目：英语中广告的语言特征

Title：Linguistic Features of English Advertisements

专业：英语（师范）_

Linguistic Features of English Advertisements Abstract:Advertising, just as its name implies is “advertising”. It first originated from Latin Advertere, later changes to Advertise, and now becomes Adverting. Advertising language form, using a variety of languages to reflect their language's innovative, diverse, lively and image. Panoramic view of the history of business, the success of quality branded products, always corresponding with advertising guide, in the fierce market competition, advertising writers always thoughtful, with innovative and unique vocabulary, concise and comprehensive statement and interesting rhetorical, win trust of consumers for goods and love. Ads have a distinct purpose, is to convince customers to buy, this purpose determines the characteristics of language style, making it independent of the other styles, in the context of linguistic study.

Keywords: English Advertisements Vocabulary sentence features translation

Introduction

In today’s commodity economy prosperity, flood advertising has infiltrated every corner of life, and become an indispensable part of life. Advertising language as an important part of languages has its own unique characteristics and rhetorical features of vocabulary, these characteristics reflect the unique linguistic charm of English advertising language, make the advertising English language combination of charm and business promotion body. Social advertising has infiltrated all aspects of social life, and become an indispensable part of everyday life. Force comes from advertising largely of the advertising language. Daily language in advertising Designer in the hands of brilliant writing, done for commodities vivid awareness, stimulate consumer interest, prompting them to take action. While the increasing prevalence of English advertisement, for us to grasp, and trends of modern English provides another way. For people who love English, can also read and enjoy the wonderful English advertisements, learn simple English to improve my English level, to achieve a multiplier effect. This thesis give a

detailed analysis of the linguistic features of advertising English: vocabulary, sentence features, and rhetoric tactics.

1. Vocabulary characteristics

First, Writing simple expressions are for dynamic. Shakespeare says: “brevity is the soul of wisdom.” Ads, because of charges depending on their length, it needs to be limited in space and time maximize the benefits of content is complete with a short text clearly expressed. Simple advertising makes clear, and have a camera eye, which caused the reader’s attention and interest, and set off the subject and focused. Therefore, some tone or less-letter words are often used. Such as, “Buy one, get more.” This is a sales ad. “Buy” and “get” is two simple monosyllabic verbs, straightforward bilateral activities between advertisers and consumers to show it. The advertisers of goodwill reflected on the one hand, on the other hand feel that consumers have a simple, fast, and affordable, thus adding the credibility of the trading relationship.

Second, is about good at innovation. Advertisers are good at using Word Games change the spelling, the intentionally misspelled word or words that people are familiar with, or the new synthetic word prefix or suffix. While the new words differ from the original Word form, but without losing the original meaning, so they add a new purpose of the use of ambiguity for implied and sell products. Creating new words not only the effective dissemination of information, but also gives advertising a great deal of charm. If you have a beverage ad is written, “The Orangemostest Drink in the World. Orangemostest is made up of Orange+most+EST”, this orange juice beverage of high quality. There is also a hotel ad, “Going East, Staying Westin.” (Westin hotel). In this advertisement, advertisers deliberately written in Western Westin, to novel, made a deep impression to consumers.

Third, Use opportunely adjectives. In order to describes product performance and quality and to beautify and whitewash the product, it is often used in large amounts in advertising has positive significance of commendatory strong evaluation of color adjectives (evaluative adjectives) or comparative and superlative adjectives so as to highlight the market of products of similar or