广告语言的特点分析

毕业论文

广告语言的特点分析

系别外语系

专业英语语言文学

班级60301

姓名曹承德

指导教师陈连峰

2007 年 6 月18 日

广告语言的特点分析

摘要

本文写的是广告语言的特点。其阐述分别从广告和语言的起源与发展、以及广告语言与语法语言的对比中得到广告语言的特点。

广告语言是有别与一般语言的一种在现当代社会迅猛发展起来的语言。广告的目的就是吸引买家的眼球，对产品起到宣传和促销的作用，因而广告语言从词汇，句法，语法和修辞上都体现了这一宗旨。其虽借鉴与一般语言，但又带有自己的特色。广告语言除了一般语言所具有的基本交流功能外，它还具备市场、经济、教育和社会功能。作为一种新兴发展起来的语言，广告语言的发生要具备一定量的资金、有效的信息、良好的传媒以及无人的以产品为中心的直观展示。

广告语言作为一种语言，其形成和发展都虽以一般语言为基础，但其发展速度在现当代商品极度丰富的社会得到飞跃。因而，广告语言对现代语言和文化的影响也越来越明显。所以如何找到两者的一个平衡点，也是当今需要考虑的问题。

无论如何，商品要宣传，就要有广告，就要有广告语言。

关键字：特点；广告语言；词汇；句法；修辞；现代

An Analysis of Characteristics of

Advertising Language

Abstract

The thesis is about the characteristics of advertising language. From stating the origin and development of advertise and language, and comparing advertising language with grammatical language, it shows the specific characteristics of advertising language.

Differing from common language, advertising language has been highly developed in modern society. The aim of advertise is to attract to eyeball of buyers and effect a of function of propaganda and sales promotion of the products, therefore, advertising language meets the tenant on the aspects of morphology, syntax, grammar, and figure of speech etc. It is based on common language but with unique style. Besides the function to communicate like common language, advertising language also has marketing function, economic function, educational function and social function. As a new language, advertising language is going to take place only when provided with enough fund, useful information, good media and non-personal display.

Although the formation and development of advertising language is based on common language, its development in today?s products-riched society is advanced rapidly. So the influence of advertising language towards common language is getting more obvious. How to find a balance between the two will be the problem to be considered nowadays.

Anyway, commodities need propaganda therefore advertisement is a must. So is the language.

Key words:characteristics; advertising language; morphology; syntax; rhetorical;

modern

CONTENTS

I In troduction (1)

1.1 American Renaissance writer and independent intellectual father (1)

1.2 Emerson?s perspective on literary influence (2)

1.3 The great literary father of Whitman and Dickinson (3)

1.3.1Brief introduction of Whitman and Dickinson (3)

1.3.2Common resource for Whitman and Dickinson (3)

1.3.3 Legacies left for the two (4)

II Influences on Walt Whitman (6)

2.1. Personal relationship: adversary or imitator (6)

2.2 Whitman?s indebtedness to Emerson (7)

2.2.1 In prose: Preface?s indebtedness to The Poet (8)

2.2.2 In poetry: Song of Myself?s indebtedness to The Poet (9)

2.2.3 Maladies in paraphrasing Emerson?s aphorism (11)

2.3 Whitman?s mystical vision different from Emerson (12)

2.3.1 Different mystical experiences (12)

2.3.2 Different literal visions: upward vs. downward (13)

2.4 Respective life story leading to different literary visions (14)

III Influences on Emily Dickinson (16)

3.1 An unexpected female poet (16)

3.2 Early literary influence and personal relationsh ip (16)

3.3 Dickinson?s embrace to Emerson (17)

3.3.1 Kindred spirits on poetry (17)

3.3.2 Every word being a poem (18)

3.3.3 Poetic businesses to be “circumference” (19)

3.3.4 Riddles per vasive in Dickinson?s poem (20)

3.4 Dickinson?s skepticism of Emerson?s philosophy (22)

3.4.1 Dickinson?s skeptical of Emerson?s primary analogy (22)

3.4.1.1 Language vs. nature and words vs. world (22)

3.4.1.2 N ature is not a text (23)

3.4.1.3Emerson?s compromising to Dickinson (24)

3.4.2 Different philosophies of Compensation (25)

3.5 Tracing to the source through respective life story (26)

IVConc lusion (28)

Acknowledgements (29)

Notes (30)

Bibliography (32)

An Analysis of Characteristics of Advertising Language

ⅠIntroduction

1.1 Aims of the Study

Originated in ancient time, advertising now is playing an important role in modern world, with influence on many aspects in society, such as economy, culture, education, traditional language, etc. It has become indispensable in the modern world and inevitable in people?s lives. As a special language, advertising language not only transmits information, but also maintains a good image of the company and its products. At the same time, advertising language has its own characteristics which distinguish it from others. Because of these characteristics, advertising language in a way will affect the traditional language.

This paper analyzed the characteristics of advertising language in morphology, syntax, and rhetorical level. By doing so, it is hoped that the mass consumers can get a rough cognition of advertising and its functions. Then represent a dialectic relation between the traditional language and modern advertising language, which is beneficial to both the companies and the consumers. Moreover, a greater progress will be seen in advertising field and in the field of language.

1.2 Literature Review

In the past time, people didn?t pay much attention to advertising though it originated in ancient time, for they held that advertising is none business of their but of the advertisers and the companies. In fact, most people considered advertising as a monster and shift off it. During a long period, advertising developed slowly. However, what they didn?t understand is that they lived in a world which is full of advertisements.

Most historians believe the outdoor signs carved in clay, wood, or stone and used by ancient Greek and Roman merchants were the first form of advertising. As a result of some people?s emptiness, the research in advertising is no t widely and deeply.

In recent years, many scholars, both internal and overseas, are engaged in the

research of advertising. Because of that you may not accept advertising, but you can not evade the advertisements. Advertising has become an evitable part in you life. Courtland L. Bovee, William F.Arens, Frank William, Vestergaard, Torben and William Sachs are all the masters in advertising field. What they thought is different from each other?s, for they stood on different points. Taking the definition of advertising for example, there are hundreds of definitions. The simplest one, according to McCann Erickson Inc., may be “truth well told.” But most people regard the most authoritative definition of advertising as what Bovee defines in his Contemporary Adv ertising “Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services, or ideas by identified sponsors through the various media.” It is delightful to see that more and more persons are studying advertising even though much branching is in existence. There are also many doctors inland who are engaged in the research of advertising, such as Chenpei Ai, Huanghe Shui, Yuanmi Li, Yuanyue Ru, Wangyan Xi, Zhaojing, Xuxiao Juan, Fangwei, etc.

As the core of advertising, language not only transmits product and service information, but also maintains a good image of the companies and the brands. Advertising language has its own characteristics which distinguish itself from others. In the long run, the number of researches on advertising language is very small. Advertising has become one of the main factors that are helping improve the standard of people?s living in the modern world. Therefore, enough attention should be paid to the research of advertising language. Many books focus on the writing of advertisements, the creativity of advertising, how to promotes sales and profits, how to make the advertising language more interesting and more fascinating. They have done a lot of works to develop the advertising, and a great progress has been seen. But this is not enough.

Advertising language is unique in many aspects. It actually influences the traditional culture and traditional language (grammatical language). Luckily, some books are focusing on this question. Wangjun Yuan?s advertising language is one of

this kind. We hope that by making great efforts, the conflict between advertising language and traditional language will disappear, and at the same time, advertising, advertising language, traditional culture and language can progress in a proper way.

1.3 Key Points

This paper explains what is advertising, what is language, the components of advertising, the function of advertising, which can help readers understand advertising better. The third part is the keystone that detailed in characteristics of advertising language. Many successful advertisements are given to help the consumers to comprehend these characteristics.

Through the analysis of the characteristics, a dialectic point of view will be presented to explain the relations between traditional language and modern advertising language. Then a suggestion that what should be the right attitude to advertising is also given.

1.4 Brief Introduction

We live in a world of advertising. Advertising has become an inevitable part in our daily life. Consumers are endlessly bombarded with all kinds of product or service information from various media including newspapers, magazines, television, radio, posters and Internet, etc. You may not accept it, but you can?t avoid it by any means. Advertising provides a valuable service to society and its members, because it defines for consumers the meaning and the role of products, services, and institution. Advertising also tells the consumer what a specific product, brand or service should do when it is used and thus helps him or her to understand and evaluate experience with the products and services that he or she uses. On the other hand, by making people aware of products, services and ideas, advertising promotes sales and profits. Finally, advertising is one of the major forces that are helping improve the standard of living around the world. Combined with all these communication, marketing and social functions, advertising becomes indispensable in the modern world.

As a tool of communication, language is the soul of an advertisement. Being a bridge between the addresser and the addressee, it not only transmits the information

of the company, and its products and services, but also maintains a good image of the brand. It plays an important role in advertising. It indicates the differences that exist between brands of products and alternative services, as well as the distinguishing characteristics of companies and institutions. As a special kind of language, advertising language is very different from other languages. It has its own features in morphology, syntax, and rhetorical devices. This paper will focus on the characteristics of advertising language. It is hoped that, by analyzing the characteristics of advertising language, the consumers will be aware of the advertisements----what is a good ad and what is a bad one. Other things such as the definition of advertising, functions of advertising, and components of advertising will also be presented with the purpose that readers will have a basic acknowledgement of advertising and then understand advertising in a proper way.

ⅡAdvertising

2.1 Origin of Advertising

In China, advertising activities cover a long history, about 3000 years ago, but advertising originated from Latin word “adverture”, meaning shout and cry. In about 1300—1475, it became the middle-aged English word “advertise”, with the meaning of “attracting someone, tell someone to do something”.

The earliest advertising in western world may origin from Egypt. In the end of the 17th century, a large number of commercial activities has began, then, advertising became popular and used widely. During that period, advertising referred not a piece of advertising, but a series of activities. It had been given new meaning, changing from a concept of a matter (advertise) to modern word advertising.

In 1872, advertising was translated into “Guanggao” by Japanese. So we can see that the acknowledgement of advertising in oriental countries was later than that in western countries.

2.2 Definition of Advertising

Along the times goes, the meaning of advertising is changing. But in which way

on earth the modern advertising is defined?

According to McCann Erickson Inc., the advertising agency that develops Coca-Cola?s national campaigns, advertising is “truth well told.” This philosophy is echoed by Coke?s vice president of advertising, William Sharp, who says that a commercial for Coca-Cola should have the properties of the product itself.

(Coke? advertising) should be a pleasurable experience, refreshing to watch and pleasant to listen to. It should reflect quality by being quality. And it should make you say, I wish I?d been there, I wish I had been drinking Coke with these people.[1] That?s what advertising is to Coca-Cola. But can the same be said for other products and services in the marketplace today?

Albert Lasker, who has been called the father of modern advertising, said that advertising is “salesmanship in print.”[2] That may well be. But he gave us that definition long before the advent of radio and television and at a time when the nature and scope of advertising were considerably different from what they are now.

The definitions of advertising are many and varied. It may be defined as a communication process, a marketing process, an economic and social process, a public relations process, or an information and persuasion process, depending on the point of view.

This paper shall use the following definition of advertising:

Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services, or ideas by identified sponsors through the various media.[3]

2.3 Components of Advertising

According to the definition of the advertising, most of the advertisements should have the following components:

2.3.1 The Non-Personal Communication of Information

Advertising is not aimed at any individual, or by any individual. It?s a non-personal transmission of information aiming at the public or a certain group of people. Because of the non-personal features of advertising, the dissemination and

operation of it should be restricted by the law of a country, the moral standards, psychology, zoology, and environment of protection. The information, methods, media, and other components of advertising should abide by the advertising laws, policies and rules, and should be under the supervision of the public.

2.3.2 Usually Paid for

The advertising fees are paid by the advertiser no matter it?s operated by itself or other agency. Because advertising is a kind of marketing action, an advertiser has to pay for its advertisement. There are quite a few people who consider that too much advertising fee will inevitably raise the price and cost of the product, and thereby will influence the sale of the product. However, this conclusion is a one-sided view. Advertising can bring you a huge profit by reasonable planning and proper operation.

2.3.3 Usually Persuasive in Nature About Products, Services, or Ideas

Advertising information is the principle contents an advertisement wants to disseminate. Advertising is a serious of planning action, so the information of advertising should be aimed at the certain target market and consumers, and should avoid aimlessness. The dissemination of information should be accurate, definite, recognizable and moderate in length. An effective advertisement involves not only “what to say”, but also “how to say”.

2.3.4 By Identified Sponsors

The advertiser is the sender of information and all the advertising activities should be consistent with the purpose and willingness of the advertiser. Therefore, the advertiser is the main body of advertising, namely, every advertisement should have its specific owner of the advertising information. The specific owner should be a recognizable group, including corporation, enterprise, government, organization and individual. There are three significances of an advertiser (both for the advertiser themselves, and for the public) firstly, it?s easy for the target audience to recognize the company and the products of it, which will promote the propagandas and the sale of its products; secondly, it will establish a high reputation for the group, enterprise, or the individual in order that the consumer will trust the brand; finally, it will prevent

the advertiser from counterfeiting and deceiving by legal supervision.

2.3.5 Through the Various Media

Media are the means of the dissemination of advertising, including newspaper, magazine, broadcast, TV program, billboard and mail. The newspaper, magazine, broadcast and TV are called the four main media of advertising. Moreover, any kind of objects or tools can be a medium for the advertisement, such as airplane, train, bus, building, neon light, movie, package, exhibition, and etc.

2.4 function of Advertising

The function of advertising should be as follows: (a) to identify products and differentiate them from others;(b) to communicate information about the product, its features, and its location of sale;(c) to induce consumers to try new products and to suggest reuse;(d) simulating the distribution of a product; (e) to build brand preference and, and loyalty.[4]

Generally these functions could be grouped and categorized as follows:

2.4.1 Marketing Function

To make money, companies manufacture and sell products that compete in the marketplace. To increase their sales or profits, companies develop marketing strategies. The marketing strategy is determined by how companies want to combine and use various marketing elements, which are generally referred to as product, price, place, and promotion.

Advertising falls in the promotion category and is part of the promotional mix along with personal selling, sales promotion, and public relations ---- all of which are used to sell or win acceptance for the company?s products, services, or ideas.

2.4.2 Communication Function

All forms of advertising communicate some message to a group of people. As a communication function, advertising had its beginnings in ancient civilizations. Most historians believe the outdoor signs carved in clay, wood, or stone and used by ancient Greek and Roman merchants were the first form of advertising. Since the population was unable to read, the signs were symbols of the goods for sale, such as a

boot for a shoemaker?s shop.

Because early artisans took pride in their work, they placed their own marks in goods such as the cutlery, cloth, and pottery they produced. These trademarks enabled buyers to identify the work of a particular artisan, just as trademarks do today, thus assuring consumers that they were getting the goods they wanted.

Today the communication of information is still one of the basic functions and objectives of advertising. Examples of advertising used primarily for communication are ads in telephone directories, newspaper classified ads, and legal notices published by various organizations and government bodies.

2.4.3 Education Function

People learn from advertising. They learn about the products that are available to them, and they learn how they can better their lives. Ulanoff speaks of advertising as an instrument of education:

Advertising, as an educator, speeds the adoption of the new and untried and, in so doing, accelerates technological advances in industry and hastens the realization of a fuller life for all. It helps reduce accidents and waste of natural resources and contributes to building a better understanding and appreciating of American ideologies. [5]

2.4.4 Economic Function

By making people aware of products, services, and ideas, advertising promotes sales and thereby commerce as well. As a buyer?s guide, it provides consumers with news of new products or prices, and it gives industrial buyers important information about new equipment and technology.

By informing many people at once about available products and services, advertising greatly reduces the cast of distribution and eases the task of personal selling. This leads to lower casts and higher profits, which can be invested in more capital equipment and jobs.

The freedom to advertise enables competitors to enter the marketplace. This encourages the improvement of existing products and the development of new,

improved models. These actions translate into increased productivity, higher quality, and the disappearance of produc ts that don?t measure up. Thus as advertising invites people to try new products, it accelerates the success of good products and the failure of unacceptable products.

2.4.5 Social Function

Advertising is one of the major forces that have helped improve the standard of living in this country and around the world. By publicizing the material, social, and cultural opportunities of a free enterprise, consumer society, advertising has encouraged increased productivity by both management and labor.

Advertising serves other social needs besides simply stimulating sales. Newspapers, magazines, radio, and television all receive their primary income from advertising. This facilitates freedom of the press.

Public services by advertising organization also foster growth and understanding of important social causes. The Red Cross, Community Chest, and other noncommercial organization receive continuous financial support and volunteer assistance because of the power of advertising.

ⅢLanguage

No communication, no human beings. Among the communicational tools, language may be the most important one. Language did not exist before human beings, but came into being along with the history of man.

3.1 Origin of Language

There are some well-known theories about the origin of language though some of them have now been discredited. These theories are as follows: (1) the bow-wow theory: in primitive times people imitated the sounds of the animal calls in the wild environment they lived and speech developed from that; (2) the pooh-pooh theory: in the hard life of our primitive ancestors, they utter instinctive sounds of pain, anger and joy. Then these sounds changed into language; (3) the “yo-he-ho” theory: as primitive people worked together, they produced some rhythmic grunts which gradually developed into chants and then into language. [6]

And one thing for certain is that language evolves within specific historical, social and cultural contexts.

3.2 Definition of Language

Webster?s New World Dictionary offers several most frequently used senses of the word “language”, namely, [1](a) human speech; (b)the ability to communication by this means; (c) a system of vocal sounds and combinations of such sounds to which meaning is attributed, used for the expression or communication of thoughts and feelings; (d) the written representation of such s system; [2](a) any means of expressing or communicating, as gestures, signs, or animal sounds; (b) a special set of symbols, letter, numerals, rules etc. used for the transmission of information.[7] To give the barest of definition, language is a means of verbal communication. It is instrumental in that communicating by speaking or writing is a purposeful act. It is social and conventional in that language is a social semiotic and communication can only take place effectively if all the users share a broad understanding of human interaction including such associated factors as nonverbal cues, motivation, and socio-cultural roles. Language learning and use are determined by the intervention of biological, cognitive, psychosocial, and environmental factors. In short, language distinguishes us from animals because it is far more sophisticated than any animal communication system.

ⅣAdvertising Language

From above statement, we know that advertising is important to human beings in many aspects. Language is a very useful tool in communication. Language is a necessary component of advertising, without it there will be no advertising on the true meaning level. Just as what Orgway said, “50-75percent of the effecters of advertising come from advertising language and advertising words”, and he also said that advertising is a world of words.[8] In fact, language can be separated into two parts --- spoken language and written language, each of which could be presented through different media. Actually, these two can be in an advertisement at the same time.

4.1 Definition of Advertising Language

Persuasive is the best representation of the functions of language in advertising. In fact, there is no the language of advertising, but only the language in advertising.[9] This paper consider “the language of advertising” as advertising language. Generally speaking, advertising language refers to many languages that are used in the transmission of advertising, including verbal methods and nonverbal methods. But strictly, it refers to languages, letters and words that are used in advertising communication.

4.2 Feature of Advertising Language

Although music and pictures can provide some hints, or create a kind of atmosphere, the information about the product is limited. Even more, it may lead to misunderstanding. Thus, language in a way provides more exact, detailed and dependable information whereas music and pictures only act as a supplementary means in advertising. Advertising language, playing a role of communication and persuasion, has developed its own characteristics.

4.2.1 Lexical Characteristics

4.2.1.1 Word Formation

In advertising language, some words are misspelled; some are added with a prefix or a suffix. In doing so, information is communicated, and at the same time, the advertisement is more interesting. For example:

(a) The Orangemostest Drink in the world.

This is an advertisement of dri nking. “Orangemostest”, in fact, is “Orange + most + est”, which points out high quality and high purity of this kind of drinking.

(b) Give a Timex to all, to all a good Time.

This is an ad of watch. Timex = (Time +Excellent), which focus on the exactness of the watch.

(c) Drinka pinta Milka Day.

This is an ad of milk. The first three words should be “Drink, Pint, Milk”, the true sentence should be “Drink a pint of Milk a Day”. “o” in “of” and “a” have the

same pronunciation. This ad not only attracts pe ople?s attention, but also gets a beautiful rhythm.

(d) We know eggsactly how to tell eggs.

“e ggsactly”, is the distortion of “exactly”, which corresponds to “egg”.

(e) TWOGETHER The Ultimate All Inclusive One Brice Sunkissed Holiday.

This is an ad that provides holiday and relaxation for husband and wife. “ Twogether” = “together”, using “two” to replace “to” point out the happiness of the husband and wife.

4.2.1.2 Use Foreign Language to Strengthen the Effecters

For example:

(a) Order it in bottles o r in cannes. Perrier …with edded je ne sais quoi.“je ne sais quoi”, is French, meaning “I don?t know what”.

(b) “YOPLAIT YOGURT EST FANTASTIQUE.”

There?s a little French culture in Jack Klugman.

Yoplait, the yogurt of France, is now made in America.

An d when real Americans get their first taste of it, they?ll say

it?s different. It?s surprisingly creamy, amazingly smooth. It?s

all natural yogurt with active cultures and real fruit mixed throughout.

Or, in other words, as Jack would say, “Yoplait est fantastique.”

Yoplait Yogurt

Get a little taste of French culture.

“EST FANTASTIQUE” means “is fantastic”, indicating that this kind of milk is rich in French flavor and is very delicious.

(c) FOR THOSE VERY RARE FEW

XO

COGNAC

Otard

AU CHATEAU DE COGNAC.

This is an ad of Brandy.

4.2.1.3 Few Verbs Are Used

G. N. Leech, English linguist, lists 20 most used verbs in his English in

Advertising. They are: make, get, give, have, see, buy, come, go, know, keep, look, need, love, use, feel, like, choose, take, start, taste.[10] Please look at the following examples:

(a) Don?t have much of a personality? Buy one. (Honda Motor)

(b)Getting places in the business world is easier if your banker is there to meet

you. (Security Pacific Asian Bank)

(c)Making life a little sweeter. (Mars Milky Way)

(d)KONE gives you more in materials handing. (KONE)

(e)We can give you a better view of investment opportunities from both sides of

the Pacific. (Citybank)

(f)Use these coupons on your next two purchases for Cascade?s virtuall y spotless cleaning performance.(Cascade)

(g)Why buy just a boat, when you could buy a CHRISCTAFT. (Chris-Craft)

(h)We love to fly and it shows. (Delta AIRLINES)

4.2.1.4 Use Adjective and the Comparative Degree, Superlative Degree of

Adjective

Comparatives and superlatives occur to highlight the advantage of a certain product or service.

The most frequently used adjectives are as follows: new, good/better/best, fresh, free, delicious, sure, full, clean, wonderful, special, crisp, real, fine, great, safe, rich, etc.[11] These adjectives help to build a pleasant picture in readers? minds and manage to create a belief in the potential consumer: If I buy this product or if I choose this service, I will lead a better life.

For example:

(a) Think Lysol is the best disinfecting spray. (Disinfecting Spray)

(b) The world?s coolest CDs aren?t made in New York, London or L.A. They are

made in my apartment. (Philips CD Recorder)

(c) The Compaq Armada family is lighter, with new rounded edges for easier

packing.(Compaq)

(d) Crest SpinBrush----A better spin on clean. (Crest toothpaste)

(e) The choice of a new generation. (Pepsi Cola)

4.2.1.5 Use Simple Words and Spoken language

For example:

(a) Just do it. (Nike)

(b) Ask for more. (Best)

(c) We lead. Others copy. (Copy Machine)

(d) The taste is great. (Nestle Coffee)

4.2.1.6 Use Eclipses

Modern advertising fee is very expensive; using breviary can lower the cost. For example:

(a)Take it to the …net?. (net = Internet)

(b)We found?em we got?em. (?em = them)

(c) …Tis the season for giving.? (Tis = This)

(d)Nice?n Easy. (?n = and)[12]

4.2.1.7 Use Lots of Compound Words

A compound word is often a noun or an adjective made up of two or more words. Compound adjectives are often seen in advertisements. Compound words in technical equipment ads, are usually combined to give an exact description of a certain feature or a certain function such as high-volume, full-color, multi-functional, non-stop, water-cooled. Often numbers are employed in front of the hyphen, which is seldom seen in other advertisements, such as 64-bit, 24-valve, 4-wheel, 255-horsepower.

The advertiser employs, even coins, so many compound words that they can make the introduction of complicated technical equipment brief and precise. Grammatically, compound words help to avoid using clause, which enhance the readability of advertisements. For examples:

(a)time-saving oven

(b)rain-and-stain-resisting

(c)creamy-mild Lux Soap

(d)better-than-leather-miracle-covering

(e)look at the oh-so-comfortable size

(f)give that oh-so-good-to-be alive feeling

4.2.1.8 Use Informal Words, Slang, Even Vulgarity Words

Lots of slang and informal words are used in advertising, which can make ads lively and humorous, and move people deeply. For example:

(a) Each transfers weight advantage and power into real, all round performance

at prices we know won?t freak you out.

In the ad, “freak out” is informal, and it means frighten and scare.

(b) What?s more, in our new Appliance sale we?ve knocked up to 50% off top

name brands.

“K nock” in here means defeat, but it is more lively than “defeat”.

(c) Keep the frog out of your throat.

This is an ad of tablet cured faucitis, the informal phrase sounds humorous.

4.2.2 Syntactical Characteristics of Advertising Language

The purpose of all advertising is to familiarize consumers with or remind them of the benefits of particular products in the hope of increasing sales, and the techniques used by advertisers do not vary markedly. An advertisement is often merely glimpsed in passing and so, to be effective, its message must be colorful, legible, understandable and memorable. The rules governing the language of advertising are similar. The main points are as follows:

4.2.2.1 Use Simple Sentence

Compared with complex sentences, simple sentences are more understandable and forceful. Long ads can be a unhappy and bad thing to audience and listeners, by contrary, short ads can attract consumers? attention, then promote the sales.For example:

(a)Let?s make things better. (Philips)

(b)Impossible made possible. (Canon)

(c)Take Toshiba, take the World. (Toshiba)

(d)It?s your life. It?s your store. (Acme Supermarket)

(e)It?s All inside. (JC Penny Store)

(f)Coke Adds Life. (Coca-Cola)

4.2.2.2 Use Minor Clause

Minor clauses are actually incomplete in structure but complete in meaning. The adoption of minor clauses can spare more print space, and take less time for readers to finish reading. In addition, a group of sentence fragments may gain special advertising effectiveness. Time, space and fee are limited in advertising, but much information must be transmitted. In order to win in the battle of competition, minor clause should be used. Subject can be omitted, predicate can be omitted, and other components can be omitted too. For example:

(a) Make it a mild smoke

Mild Seven

Smooth, rich, rewarding (Mild Seven Cigarette)

(b)So come into McDonald?s and enjoy a Big Mc Sandwich. (McDonald?s)

(c)More than a timepiece. An acquisition. (PIAGIT Watch)

(d)Champion Golf shoes styled by Damon Hunter 3 Times Open Champion. (Golf Shoes)

(e)Italy, perhaps the most beautiful country in Europe. The towering Alps, The Floretine hills.

And the ancient ruins of Pompeii. The great cities… In fact, when you fly Alitalia, the Italian experience starts the moment you take off… (Alitalia Airline)

4.2.2.3 Use Interrogative Sentence and Imperative Sentence.

Interrogative sentence is more used in advertising than other sentence, with 1 in 30 sentences being interrogative sentence.[13] This two kinds of sentences lead consumers to think about the product and information. Imperative sentences are short, encouraging and forceful. They are used to arouse audiences? wants or encourage