The Characteristics of Advertising English广告英语论文.doc

The Characteristics of Advertising EnglishKey word: Advertisement, English, characteristicThe advertisement, is for some kind of specific need, through the certain form intermedium, is public but widely transmits the information to the society one propaganda method. The advertisement besides has helps the consumer to know the commodity the function, but also has induces the consumer sentiment, causes the purchase desire, the promotion expense motion psychological function, the vestige for the consumer esthetics function which enjoys by the esthetic sense. Therefore, is manifesting these kind of functions diligently as English advertisement main carrier advertisement English in the process, has formed own bright characteristic gradually: Concise easy to understand, vivid image, humorous is novel.No matter is the commodity advertisement, the public service advertizing, the advertisement creation all is a comprehensive art. Its collection sociology, esthetics, the psychology, the abnormal marketing study, the sound electricity, the literature, the linguistics is equal to a body. In this artistic archives cooperation compares other forms the cooperation all to need the skill. It must write using the sales promotion principle appeals to both cultured and popular tastes, the vivid interesting writing, must have the special power, can in instantaneous cause the reader to pay attention, stimulates its purchase desire, finally facilitates the purchase behavior. Therefore the advertisement archives Chinese study language can resemble using the precise and appropriate the advertisement language connotation and the influence far exceeds advertisement itself. The pun this rhetoric method is the advertisement creation commonly used skill. Double meaning, as the name suggests, is expresses the double meaning in the specific language environment with one language and writing form, both is remarkable, and can cause the association. The pun has succinctly concise, charming humorous, novel is unique and so on the rhetoric effect, can highlight the advertisement the characteristic, thus obtains the massive applications in the advertisement.After this school year research and the investigation, we have obtained the certain research results finally, had discovered approximately the advertisement English main characteristic, and has carried on the summary and the induction. 1, brief and to the point, simple is easy to understandFirst, the advertisement essential feature lets limited length expression as far as possible many information. The advertisement both must be brief, and must understand accurately manifests the advertisement content. Therefore one of advertisement English characteristics is the words and expressions short, the structure simple, brief and to the point, simple is easy to understand.1) in advertisement English commonly used word meaning simple phrase. For example,The only car in its class.(1993VILLAGER automobile advertisement)It gives me clear,Plain paper faxes at a price I can afford.(Canon duplicator advertisement)Above several then the advertisement uses the glossary length all not to surpass six letters, its word meaning is each common people all can understand, has manifested the advertisement English simple easy to understand characteristic.2) in advertisement English the widespread use prays causes the sentence, the interrogative sentence and the abbreviation sentence. For example:Help Make a Difference in the Ireland of Today.(Cultural charitable organization advertisement)Come To Life In Hawaii.(Traveling advertisement)Come into McDonald ' s and enjoy a big Mac Sandwich.(Sandwich advertisement)Air Quality!(Airline advertisement)Advertisement English very little uses the compound sentence, is precisely these structures simple prays causes the sentence, the interrogative sentence and the abbreviation sentence causes the advertisement English to read briefly and to the point, with ease sounds to be lively.2, the vivid image, has profound implicationsThe advertisement goal is promotes the expense motion, the advertisement language to have to stimulate consumer's association, thus expanded attention, consolidated memory. Therefore, second advertisement English characteristic is draws support differently decorates increases the language the power. By the true feelings, the sincerity, sincere infects the consumer, wins consumer's trust. Or through the thorough consumer's innermost feelings, after lets the consumer read the advertisement, the innermost feelings have send out, thus stirs up the consumer to have the purchase behavior.1) parallel comparison (Antithesis). This kind decorates in the structure the symmetry, in the significance compares, the form neat is symmetrical, the content both suits in the center bends down the emphasis, and suits in sets off the comparison, the sound, the shape, righteousness all is rich in the vivid feeling. For example:Tear out! Fill in! Fax now. (The Maclean magazine solicits subscriptions advertisement)Warehouse Clearance. Their Loss, Your Gain!(Takes warehouse inventory markdown sale advertisement)Distilled from Rocky Mountain water and Canadian Prairie grain.(VODKA liquor advertisement)Quality breeds success.(Ford automobile advertisement)This then the advertisement has applied mechanically the proverb "Familiarity breeds contempt." . (Knows ins and outs respectively, despises mutually.)Distilled from Rocky Mountain water and Canadian Prairie grain. (VODKA liquor advertisement)2) imitates draws up (Parody). Imitates draws up is applies mechanically some proverb, the maxim, the famous phrase which the people is familiar with, causes it to have one kind of new significance, thus achieved proposes something new and different, deepens the impression the effect. For example:Not all cars are created equal.(Mitsubishi automobile advertisement)This then the advertisement has applied mechanically "the US Declaration of Independence" the center "All men are created equal" (everybody equality. )Quality breeds success.(Ford automobile advertisement)This then the advertisement has applied mechanically the proverb "Familliarity breeds contempt." (Knows ins and outs respectively, despises mutually.)3rd, humorous is humorous, is rich in the esthetic sense待添加的隐藏文字内容2The advertisement is the artistic content very high one propaganda method, for the consumer by America's enjoying is an advertisement function. The advertisement design is neatly defers to, same, principle and so on equilibrium, symmetry, harmony carries on. Therefore, the advertisement English another characteristic is by the exquisite sound increase advertisement charm. Proposes something new and different, takes by surprise, contrasts the atmosphere with the special effect.1) rhyme (Alliteration). A rhyme is two or two above word first letter pronunciation is same the sound which but produces. Causes the specific use rhyme in the advertisement to look like strikingly, reads delightful. Moreover, certain phonemes combinations have the specific association significance can manifest the language and the thing organic relation and the intrinsic harmony. For example:Export fair set for foreign-funded firms.(Exposition advertisement)This is one then the foreign capital enterprise export product exposition advertisement, in 7 words has 5 (fair, For, Foreign, Funded, Firms) mutually mortgage rhyme. Sounds to resemble is the exposition in gently greets the multitudinous foreign capital enterprise.Bathing Beauty Discovered in Interior Decorator ' s room. (Ceramic tile advertisement)This then in the advertisement has two groups of rhymes words "Bathing, Beauty, Bathing" and "Discovered, Decorator ' s),Will let the consumer repair and beautifully relate,Suggested the product mysterious effect2) tail rhyme (Rhyme). The tail rhyme is two or two above word tail vowel and the latter consonant is same the sound which but produces. Uses the tail rhyme in the advertisement, can strengthen the advertisement 音乐性, the prominent advertisement rules of tonal pattern is beautiful. For example: Emergency Medical Insurance and Assistance.(Safe advertisement)"Insurance" and "Assistance" signs the rhyme, lets the taking out insurance association to "the insurance" and "the help" the between inevitably relation.Special Offers for ALRMILES Collectors and Maclean Subscribers.(Maclean ' s magazine advertisement)This then in the advertisement three words sign the rhyme mutually. Reads has one kind of rhythm to be beautiful, can in the consumer in remember makes the deep impression.I hoped that, my superficial non- specialized summary can carry on a time of comprehensive examination to my study, can make me further to understand advertisement English the characteristic, enhances English application literary style to me the understanding ability to play to "offers a few ordinary introductory remarks so that others may offer their valuable ideas" the role.