On the Characteristics of Advertising English

On the Characteristics of Advertising English

English is an important subject in our senior high school, so how to master it is very important for us, and how to analyze the characteristics of advertising English?

Abstract: Based on the actual needs of China's reform and opening up, this paper studies the characteristics of advertising, especially advertising English.

Because, as the main carrier of English advertisements, advertising English has gradually formed its own distinctive features in the process of trying to embody the psychological functions of inducing consumers' emotions, arousing consumers' desire to buy and promoting consumers' actions, and leaving consumers with aesthetic enjoyment. Mastering these characteristics is conducive to improving people's understanding of English practical styles, improving foreign communication, improving our quality of life, improving people's appreciation of advertising English and improving their quality of life.

[Keywords:] advertising; Advertising English; Pun; rhyme

Advertising is a very important way to express information to the public. It can not only help people understand some knowledge of products, but also attract people? People's desire to buy products, improve trade and leave a good impression is getting stronger and stronger, so they have obvious characteristics in these functions. we? We are glad that with the help of our teachers and our cooperation, we have made some achievements in English advertising. Most importantly, we hope you will have a better understanding of the characteristics of English advertisements after reading our introduction about English advertisements.

Keywords: English; Advertising fun; Alliteration & rhyme

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In today's world, there are frequent exchanges between countries, the process of world economic globalization is deepening, and international cooperation is further strengthened. During this period, because of its special charm, English has gradually become the common language for people of all countries to communicate. With the return of Hongkong and Macau, China's accession to the WTO, and China's successful bid to host the 2008 Olympic Games, the exchanges between countries are getting closer and closer, more and more foreign enterprises will settle in China, and more and more foreigners will come to China for tourism and business. Therefore, English is very important to us. English advertisements meet the needs of international marketing, guide new things and bring new information. It is also a very popular major now, so this topic is brought up.

First of all, English is an important subject in our senior high school, so it is very important for us to master how to learn it. Now we can learn the characteristics of advertising English, broaden our knowledge, get familiar with new words and understand the culture and customs of Britain and America.

Secondly, it is of great significance for China's economic development to understand the characteristics of English advertisements and learn advanced foreign scientific, technical and economic means.

Of course, the most important purpose of our research is to improve our English level, so as to seek an ideal career and develop ourselves in the future.

Second, the characteristics of advertising English

Advertising is a kind of propaganda means to convey information to the society openly and widely through a certain media form for a specific need. In addition to helping consumers understand the goods, advertisements also have the psychological functions of inducing consumers' emotions, stimulating their desire to buy, and promoting their consumption behavior, as well as the aesthetic functions of giving consumers traces of aesthetic enjoyment. Therefore, advertising English, as the main carrier of English advertising, has gradually formed its own distinctive features in the process of trying to embody these functions: concise and easy to understand, vivid and humorous.

After this academic year's research and investigation, we have finally achieved some research results, roughly found the main characteristics of advertising English, and summarized and summarized them. We hope that our research can help you further understand the characteristics of advertising English and improve your understanding of English practical style. Throw a brick to attract jade? The role of.

1, concise and easy to understand

First of all, the basic feature of advertising is to express as much information as possible in a limited space. Advertisements should not only be short, but also clearly and accurately reflect the contents of advertisements. Therefore, one of the characteristics of advertising English is that it is short in words, simple in structure and easy to understand.

1) Simple phrases commonly used in advertising English. For example,

2) The only car of its class (1993 villa car advertisement)

It provides me with clear and ordinary paper repair at a price I can't afford. ...

The words used in the above advertisements are all less than six letters in length, and their meanings can be understood by ordinary people, which embodies the characteristics of easy-to-understand advertising English.

2) Imperative sentences, interrogative sentences and ellipsis sentences are widely used in advertising English. For example:

Help change Ireland today.

Life in Hawaii. (Travel advertisement)

Into McDonald's? Let's enjoy a big MAC sandwich. (sandwich advertisement)

Air quality! (Aviation advertisement)

Complex sentences are rarely used in advertising English. It is these simple imperative sentences, interrogative sentences and ellipsis sentences that make advertising English concise and lively.

2, vivid image, profound meaning

The purpose of advertising is to promote consumers' actions, and the advertising language should stimulate consumers' association, thus expanding their attention and consolidating their memories. Therefore, the second feature of advertising English is to use different modifications to increase the attractiveness of the language. Infect consumers with sincerity, sincerity and sincerity to win the trust of consumers. Or by going deep into the hearts of consumers, consumers can be mobilized after watching advertisements, thus inciting consumers to buy.

1) parallel comparison. This kind of decoration is symmetrical in structure, meaning contrast, neat and symmetrical in form, suitable for both the emphasis and contrast of Chinese Fu, and full of image sense in sound, form and meaning. For example:

Tear it out! Fill in! Do you fax it now? (McClane magazine advertisement)

Warehouse cleaning. Their loss, your gain! (clearance sale advertisement)

Extracted from rocky mountains and rivers and Canadian grassland grains. (Vodka wine advertisement)

Quality breeds success. (Ford car advertisement)

This advertisement applies a proverb? Familiarity breeds contempt ? . They know each other and look down on each other. )

Distilled from Rocky Mountains and Canadian Prairie Grains. (Vodka Wine Advertisement)

2) parody. Parody is to apply a well-known proverb, motto and famous sentence to make it have a new meaning, so as to achieve the effect of originality and deepening impression. For example:

Not all cars are created equal. (Mitsubishi Motors Advertising)

This advertisement is a copy of the American Declaration of Independence? All men are created equal? Everyone is equal. )

Quality breeds success. (Ford car advertisement)

This advertisement applies a proverb? Familiarity breeds contempt. ? They know each other and look down on each other. )

3, humorous, full of beauty

Advertising is a kind of propaganda means with high artistic content, and it is a function of advertising to give consumers the enjoyment of beauty. Advertising design is carried out in accordance with the principles of neatness, unity, balance, symmetry and harmony. Therefore, another feature of advertising English is to increase the charm of advertising with beautiful phonology. Unconventional, unexpected, with special effects to set off the atmosphere.

1) alliteration. Alliteration is a phonology produced by the same pronunciation of the first letters of two or more words. The use of alliteration in advertisements is eye-catching and enjoyable to read. In addition, the specific associative meaning of some phoneme combinations can reflect the organic connection and internal harmony between language and things. For example:

Export Commodities Fair of Foreign-funded Enterprises. (Expo advertisement)

This is an advertisement for an export product fair of a foreign-funded enterprise, and five of the seven words (Expo, for, foreign capital, domestic capital and business firm) rhyme with each other. It sounds as if the World Expo is warmly welcoming many foreign-funded enterprises.

Bathing beauty found by the interior decorator? Room. (Tile advertisement)

There are two sets of parallelism sentences in this advertisement? Bath, beauty, bath? And then what? Found it, decorator? S), let consumers associate decoration with beauty, suggesting the magical effect of the product.

1) rhymes A vowel is a rhyme produced by the same vowel and subsequent consonants of two or more words. The application of ending in advertising can strengthen the musicality of advertising and highlight the melody beauty of advertising. For example:

Emergency medical insurance and assistance. (Insurance advertisement)

? Insurance? With what? Aid? Kotaro oshio rhyme reminds the insured? Insurance? With what? Help? The inevitable connection between them.

Special offers for alrmiles collectors and McLean subscribers. (McLean? S magazine advertisement)

The three words in this advertisement rhyme with each other in kotaro oshio. Reading has a sense of rhythm and can leave a deep impression on consumers' memories.

Step 4 use puns skillfully

As a rhetorical device, puns are ubiquitous in advertisements, including phonetics, vocabulary and syntax. In advertising, in order to increase the attractiveness of advertising, advertisers strive for new ideas, which makes the application skills of puns in advertising more complicated. Clever puns can make language implicit. 4. Clever use of puns.

As a rhetorical device, puns are ubiquitous in advertisements, including phonetics, vocabulary and syntax. In advertising, in order to increase the attractiveness of advertising, advertisers strive for new ideas, which makes the application skills of puns in advertising more complicated. Clever puns can make the language subtle, humorous and vivid, giving people room for aftertaste and imagination. More common are the following aspects.

1) homophonic pun? Homophonic puns are made up of words with similar spelling and pronunciation? . Advertisers are very happy to use homophonic puns, because such puns have humorous, playful and funny language style, which can enhance the persuasiveness and appeal of advertisements and leave a deep impression on consumers.

(1) Mineral sun and air for your son and heir.

There is plenty of sunshine and fresh air here, all for your future generations. )

In this advertisement for bathing beach, the producer skillfully used two pairs of homophonic words, Sun-son and Air-heir, which made the advertising language not only harmonious and pleasant, but also humorous and infectious.

2) semantic pun: semantic pun is a pun formed in a specific environment by using the ambiguity of words or sentences. . This kind of pun is also widely used in advertisements, which is similar to homophonic pun.

(2) the label of the result.

Black labels need more respect. Wine is a sign of success. Black logo makes you more distinguished. )

Semantic puns are also common in brand names. This is an advertisement for whisky. The label has two meanings, one is? Signs? One is the brand of wine? Black label. Through the use of puns, advertisements remind people that they will drink this wine when they succeed. At the same time, the brand name is used as a pun, which is convenient for consumers to remember the brand and thus become interested in the goods.

3) Grammatical pun: Grammatical pun refers to puns caused by grammatical problems, such as omitting structures, and a word or phrase having more than two grammatical functions.

(3) What kind of lager beer can be called a real German beer? This will do. [There is a can of beer next to it]

What kind of large beer can be called authentic German goods? This will do. )

This is an advertisement for Lager brand light beer. Can in the sentence can be used as both a modal verb and a noun (beverage can). Because of the pun of can, the pun of lager brand name and the clever use of illustrations beside it, the advertisement has a certain humorous effect and left a deep impression on readers.

Coincidentally, the Coca-Cola Company also made a fuss about the word "can".

No drink can refresh you like coke. Nothing can refresh you like coke. )

Can be understood as a noun in a sentence? Yes, listen? Can it be regarded as a modal verb? what's up The whole sentence can be understood as that Coca-Cola makes you feel refreshed, which is incomparable to any other kind of cans (cans: cans, drinks). This advertisement is witty and full of literary interest, which can make the goods printed in the reader's memory together with this advertisement for a long time.

4) Puns of idioms or proverbs

Advertising language is especially good at quoting some familiar idioms or proverbs. Based on people's original social and cultural knowledge, these advertisements form puns with distinctive and unique language forms, which not only enhance the attractiveness of advertisements, but also embody the artistry of advertising language and make advertisements have unforgettable meanings.

(5) you? I'll be crazy about the nuts you got in nux. (Knox nuts make you fondle admiringly. )

From the literal meaning of the advertisement, what does crazy mean? To buy nuts? But it's also an idiom, meaning? Crazy, crazy? . The use of puns shows that Knox brand nuts are irresistible to people.

Third, summary.

As we are only senior two students, our English major level is not high, so we will encounter some problems more or less in the research process. However, with the joint efforts of our whole group members and instructors, we finally overcame all the difficulties encountered in the research process and successfully completed all the research tasks of the subject. It can be seen that people gather firewood and the flame is high. Three heads are better than one, not to mention the eight of us! Both we and our tutor are proud of the research results we have achieved. Because, we have learned the basic methods of research from the time process of research study, and learned to explore, absorb and digest in the ocean of knowledge!

Of course, after this semester's research study, we have learned a lot of knowledge that we can't learn in class after class, and improved our English, computer and language organization ability. We learned a lot of advertising English and a lot of new words when searching for information, searching online, making courseware, writing opening reports and concluding papers, which is our ultimate goal. Nowadays, English, as the communication language between people on earth, is a compulsory subject in our college entrance examination, which is extremely important to us. We can further strengthen our English listening, speaking, reading and writing and research study.

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