广告问题分析

StylisticAnalysisofAdvertisingLanguageXXXXXXXXX2011/12/15StylisticAnalysisofAdvertisingLanguage[Abstract]:Nowadaysadvertisingcanbefoundateverycornerofoursociety.Wecanseeadvertisementseverywhere,ontelevision,newspaper,magazines,busshell,buildingwall,andsoon.Theadvertisersoftenmaketheadvertisementsthemosteffectiveinordertosecureanumberofreadersandtocompetewithmanyothersimilaradvertisingmessages.Theyusevariouswaystocatchattentionofthecustomers.Inthispaper,itgivesabriefintroductiontothecharacteristicsofadvertisinglanguagefromtheviewofstylistics.Definitionsofadvertisinglanguage:Thedefinitionofadvertisinglanguageisthatthelanguageisspecificallyusedinadvertisement.Apieceofconsumeradvertisingisnormallycomposedofthreeparts:aheadline,abodycopy,andaslogan.Amongthem,thesloganisconsideredtobetheverysoul.Essentialfeaturesofadvertisinglanguage:Advertisinglanguageisoneofbusinesslanguages.Andithassomedistinctivefeatures.Whenweseetheadvertisements,wealwayshaveadeepimpression.Thesefeatureshelpustorememberthegoodseasily:(1)Brief:Asuccessfuladisalwaysbrief.Anaddoesnotusealargenumberofwordsandsentences.Itoftenusesabriefsentencetoexpressthemeaning.ThemostfamousexampleistheadofMcDonald's:Iloveit!AndthiscompanycreatesasongwhichisnamedI'mlovingit,thelyricsareeasyandbrief,backandforthonlyafewwords,butalmosteveryearthmanknowsit.Theotherexamples:IntelInside.（IntelPentium）Communicationunlimited.（Motorola）ConnectingPeople.（Nokia）(2)Memorable:AnadalsoshouldbeMemorable.Peoplealwaysprefertobuysomethingwhoseadsandbrandtheycanremember.Thatistosay,asuccessfuladshouldbeknownbycustomers,andtheycangetimpressions.(3)Distinctive:Iftheadsarenotdistinctive,theycannotstandoutamongsuchenormouscompetitors.Eachadisspecial,andithasitsownfeature.Thesuccessfuladvertisementhasasignificantwaytoshowitself,whichisdifferentfromtheothers.Whenweseeanad,weknowthatisaboutthespecifiedgood,nototherones.(4)Easytoread:Themerchantsoftenmakethefine-soundingadvertisementsinordertodrawcustomers’attention.Aneasy-to-readadismorelikelytoberememberedbycustomers,andarousestheirinterests.Forexamples:Impossiblemadepossible.(CanonPrinters).Poetryinmotion,dancingclosetome.(TOYOTAMotor).TakeTOSHIBA,taketheworld.(Toshiba)Lexicalfeatures:Asameansofdisseminatinginformation,advertisinglanguageissimple,vivid,richcolorandemotionalappeal.Therefore,theadinEnglishandgeneralEnglishwordsvarywidely.(1)Theuseofhighfrequencywords:Adsmustbeeasytobeunderstoodandremembered.Somanyadvertisersfocusedonusinghighfrequencywords.Forexample,thepopularwords,simpleverbsandadjectives.(2)TheuseofthespokenwordForexample:MosquitoByeByeBye.MosquitoShaShashaAnalysis:Byeisaverycolloquialword,thelanguageusedinboththeadvertisingimageandwittyhumor,memorable,advertisingwithexcellentresults.(3)SimpleverbsusedForconcise,popular,catchy,simpleverbs,especiallymonosyllabicverbs,suchas:make,come,get,go,know,have,keep,look,see,need,buy,love,use,take,feel,like,start,taste,save,choosethelanguagemostcommonlyusedinadvertising.Forexamplethefollowingadvertisingsloganinboldwords:StartAhead.Success,startfromscratch.(Rejoiceshampoo)WebringhighTechnologyhome.-NECWehigh-techhome.(JapanNECElectric)(4)Frequentuseofpersonalpronouns:Useofpersonalpronounsisextremelycommon，especiallyyouandwe，obviouslytomakethelanguagemorewarmandfriendlyintoneandstrengthenitsappealtothereader.Forexample:Wemadethiswatchforyou---tobepartofyourlife---simplybecausethisisthewaywealwaysmadewatch.Andifwemaydrawaconclusion,itwillbethis：chooseonceandchoosewell.(anadofawatch)Slipitonherfingersandshe’llknowwhat’sinyourheart.(6)Wideuseofaffirmativeandcommendatorywordsandexpressions:Forexample:Anunrivaledinternationalcollectionofexceptionalnaturalfiberbedding，clothing，intimateapparelandpersonalaccessories，fordiscerningadultsandsomefortunatechildren(anadofakindofbedding)Comparisonsarewidelyusedinadvertising，usuallytoaffirmtheimprovementmadeforaproductorservice.OfAmerica’sbest-tastinggums，Tridentissugar-free.Therearetwotrickshere：（1）Withoutsayingdirectly，theadplacesTridentamong“America’sbest-tastinggums”.（2）BydeliberatelyomittingthewordONLY，Tridentdoesnotsaythatothergumsarenotsugar-free—aclaimthatitwouldnotbeabletosupportiftakentocourt.RhetoricdevicesinadvertisingEnglish(1)Simile:Coolasamountainstream…CoolasfreshConsulate.（Consulate,akindofcigarette）(2)Metaphor:You’rebetteroffundertheUmbrella.(3)Metonymy:Themostsensationalplacetowearsatinonyourlips.（silkfabric）(4)Repetition:FreeHotel!FreeMeals!FreeTransfers!Forafree“Stay-on-the-Way”inAmsterdam，youcanrelyonKIM.（tourismcompany）(5)PersonificationFlowersbyInterfloraspeakfromtheheart.(6)HyperboleEverytimewerace，youwin.(7)PunAskforMORE.（MORE,akindofcigarette）Welead，otherscopy．（duplicator）SomeproblemsofadvertisinglanguageSincetheadscomeoutoneafteranother,manyofthemhaveproblems.Thefailedadscan’tmakecustomerspayattentiontothegoods,andsomecanevenoffendthem.Theseincludetoomuchdialects,wordsnotconveyingtheirideas,wordiness,andsoon.(1)Toomanydialects:Manyadsusethelocallanguagetoexpresstheproductionforcommunicatingwellwithcustomers,mostofwhic