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L/O/G/OAdvertisementGroupFourWhatisadvertising?•“Advertising”comesfromtheLatinword“adverto”meaning“turnattentionto”so“advertising”mightbedefinedasanymeansofbringinginformationtothepublicforthepurposeofdrawingattentiontomanufacturedgoods,services,shops,orentertainments.ThefunctionsoftheadvertisementFunctionsattractattentioncreateinterestarousedesirestimulateattentionTheCharacteristicsoftheAdvertisingLanguage•Generallyspeaking,thelanguageofadvertising,mainlyofso-calledloadedlanguages,mustbealanguageofimmediateimpactandrapidpersuasion.Itmustbringtheadvertisedproductsintoattention,stresstheirqualitiesinthemostattractiveway,clearlyoutlinethereasonsforbuyingthem,andpreferablyleaveamemorableechoofwhathasbeensaidabouttheproductsringinginthereader’smindEffectsPERSUASIVEPOWERATTENTIONVALUEMEMORYVALUEAdvertisement•Toachievethis,thelanguageofadvertisingmustbeshort,concise,vivid,attractive,andpersuasive,whicharefullydisplayedinadvertisingEnglish..ContentsLexicalfeaturesSyntacticfeaturesRhetoricaldevicesDiscourse-orientedapproachandtense/aspect123Lexicaldevices•1.Thechoiceofabrandnamewhichmayproducefavorableassociations.•SuperGuard(doorlock)•NaturalWonder(cosmeticproducts)•康师傅（食品）Useofemotive/evaluativeadjectivesoradjectivalphrases.•“Advertisinglanguageismarkedbyawealthofadjectivevocabulary,andapovertyofverbvocabulary.”大量使用褒义色彩浓厚的评价性形容词，以期使广告所介绍的内容或传播的信息在消费者心目中树立一个模糊却又美好的形象，从而达到促销的目的•Anuniversalinternationalcollection:ofexceptionalnaturalfibrebedding,clothing,intimateapparelandpersonalaccessories,fordiscerningadultsandsomefortunatechildren.(床上用品)•Amongthehighlyfrequentkeywordsare：delicious，latest，up-to-date，fragrant,charming,attractive,long-lasting,unique,perfect，etc。这些形容词往往能使一条广告骤然增色，也因此英语广告被戏言为一个“永远没有丑恶、没有苦难、没有野蛮的奇妙世界”。neologism•4.Inordertostresstheuniquenessornoveltyofaproductadvertisersresorttoneologism,andimprovisedadjectivalsructures.•Theorangemostestdrink.•（orange+most+est）•CometomyFruice.(fruit+juice)WeknowEggsactlyhowtoselleggs.•洁士灭蚊，默默无蚊。（蚊香广告）•玉环牌热水器让您随心所浴。•开心一嗑，傅氏瓜子——傅氏瓜子广告•喝酒（久）必汾（分），汾（分）酒（久）必喝——山西杏花村酒厂汾酒广告•标新立异，增强了广告的“记忆价值”(MEMORYVALUE)，给人一种浑然天成，妙不可言的感觉。Syntax•Becausetheaverageconsumersrarelyspendalotoftimecarefullystudyingadvertising,soadvertisingmustattractreaderswithlittletime,andquicklyconvincethereaders.Advertisingstyleismorecolloquialandsimple.•Someofthetypicalsyntacticfeaturesarethefrequentuseofimperativesentences,interrogativesentences,andconditionalsentences,aswellassimpleandellipticalsentences,whichgivetheadvertisementconcernedpower,energyandbelief.Syntacticfeaturesinadvertisement•Simpleandellipticalsentenceswithbasicallysimplegrammaticalstructure.•Useofimperativesentences.•Useofinterrogativesentencestoarousecuriosity.Yes/No-questionsTag-questionsWh-questions•Conditionals(If-conditionalquestions)•Useofsuperlativeorunqualifiedcomparativeadjectivestocommendtheproduct•Useofheavypremodifierstospecifythequalitiesofaproduct.1.Simpleandellipticalsentenceswithbasicallysimplegrammaticalstructure.e.g.(1)Childrencryforit.(2)Theysatisfy.(3)Theflavorlasts.Thesethreearesimplesentenceswithonlytwoorfourwords,butthemeaningsareclearandthelanguageisdescriptive.Inthefirstexample,theadvertiser,insteadofdirectlypublicizinghisproduction,describesthechildren’sstronglikingforit.Thusthissentencesoundsvividandlively.Thesecondexamplewithonlytwowordsoftenappearsintheadvertisementofcigarettesofonekind.Actuallythiskindofcigaretteshasbecome“socialsuperiority”,wheneverthesentence“Theysatisfy.”Isseen,theconsumerswillknowwhatitmeans.Thethirdsentenceindicatesthatthefinequalityofthefoodinsteadofdescribinghowdeliciousthefoodis.e.g.Wanted-young,skinnyfellowsnotover18,mustbeexpertreders,willingtoriskdeathdaily.Orphanspreferred.Wages25aweek”.Thisistakenfromanadvertisementofemployinga“ponyexpress”,inwhichallthesentencesareellipticalbutwellinformed.Onecertainadvertisementcannotbeconsideredasasuccessfuloneunlessitgetstheaudience’simmediateattentionandinterestsandsendsthemintoreadingitalong.Wecanconcludethecharacteristicswiththewell-known“KISS”principle,namely:“keepitshortandsweet”.2.Useofimperativesentencese.g.(1)EnjoyCoca-Cola.(Coca-Cola)(2)Justdoit.(NikeSportsShoes)(3)Engineeredtomovethehumanspirit.(Mercedes-Benz);(4)Letusmakethingsbetter.(Philips)Weusuallyuseimperativesentencestoexpressanorder,request,orpersuasion.Tointroduceandselltheirproductstotheconsumer,theadvertisertendstotakedirectexhortationswithloadedlanguage(鼓动性语言).Inthiscase,itisimperativesentencesthatsatisfactorilyfulfillthefunction.Inthesentencesabove,withsuchsmallbutlivelyverbsas“enjoy”,,“do”,“engineer”,and“let”,thesentencesarepowerfulandimpressing.Theyexcitethereadersomuchthattheycannotwaittotakeimmediateaction.3.Useofinterrogativesentencestoarousecuriosity.•TherearethreekindsofinterrogativesentencesusedinadvertisingEnglish.Yes/No-questionsWh-questionsTag-questions.3.1Yes/No-questions•Thiskindofquestioncaneasilyarousetheaudience’sinterestsandcuriosities.Itservesasaspecialbondforharmoniousrelationshipbetweentheadvertiserandtheconsumer.e.g.AreyougoingGreytooearly?Thisisanadv