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1、The Features of advertising LanguageContentAbstract.1Chapter.1 An introduction to advertising.31.1 Defination.31.2 Adverting components.41.3 Advertising function.5Chapter.2.Features.of.advertising.6.1English morphology in advertising.72.2 English syntax in advertising.82.3 Rhetorical devices in Engl
2、ish.9Chapter 3 Advertising elements.103.1 Headline.113.2 Body copy.12Abstract:Today with the development of teachnology and the advertising of the mass media.Advertising has infuenced us pervasively in our dailylife. So we must know some knowledge about advertising. There are some information about
3、advertising. My composition can include three part. First there is an introduction to advertising, including advertising definition components and function. Second clarify some feature about advertising. Third there is advertising elements.摘要：随着经济和广告媒介的发展，广告已经深深地影响着人们的日常生活。所以我们必须了解一些广告的知识，下面是一些广告的基本
4、信息。总的来说我的论文包括三个部分：广告的基本简介特点和要素。Key words:feature defination clarify I. An introduction to Advertising1. Definition:American Marketing Association (AMA) defines advertising as “the non-personal communication of information usually paid for and usually persuasive in nature about products, services or
5、ideas by identified sponsors through the various media.” Today, with the development of the technology and the diversity of the mass media, advertising has influenced us pervasively in our daily life. However, whatever the promotive strategies advertising takes, language is the main carrier of messa
6、ge all along, as The Language of Advertising, by Vestergaard & Schroder, says, “Advertising takes many forms, but in most of them language is of crucial importance.” Advertising language is a style of immediate impact and rapid persuasion. The point of an advertisement is to persuade you of the meri
7、ts of a particular product or service, in order that you will take out some of your money.2. Advertising Components:According to the definition of the advertising, most of the advertisements should have the following components:(1). AdvertiserThe advertiser is the sender of information and all the a
8、dvertising 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, incl
9、uding corporation, enterprise, government, organization and individual. There are three significances of an advertiser (both for the advertiser themselves, and for the public): firstly, its easy for the target audience to recognize the company and the products of it, which will promote the propagand
10、as 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). A certain amount of money p
11、aid The advertising fees are paid by the advertiser no matter its 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 p
12、rice 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. (3). Advertising Information Advertising information is the principal contents an adver
13、tisement 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.
14、An effective advertisement involves not only “what to say”, but also how to say”. (4). Advertising MediaMedia 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 mai
15、n 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. Different kinds of media have different features, disseminating area, target audience and speed.(5). Nonperso
16、nalAdvertising is not aimed at any individual, or by any individual. Its a nonpersonal transmission of information aiming at the public or a certain group of people. Because of the nonpersonal features of advertising, the dissemination and operation of it should be restricted by the law of a country
17、, the moral standards, psychology, zoology, and environment 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.All of these components are mutual features and ess
18、ential elements of every advertisement. 3. Advertising Functions:What kind of advertisement is successful? And what features a successful advertisement should possess? American Marketing Managers Handbook points out that an advertisement should have four functions: AIDA, which represent four wordsAt
19、tention, Interest, Desire, Action. (1). Attentiona good advertisement should attract the consumer to direct their attention to the product of it.(2). Interestthe introduction and publicity of an advertisement should arouse consumers great interest.(3). Desirethe publicity of advertising should stimu
20、late consumers desire to buy the product, and make them realize that this product is just what they want.(4). Actionthe advertising makes consumer to response to the advertising information and evoke them to take the action of purchasing.II. Features of AdvertisingThe wide use of advertising has cre
21、ated a special style of Englishadvertising English. Its unique features, simple language and immense attraction separate it from other kind of language. In the development of advertising English, this kind of language has formed its own features in several aspects.1. English Morphology in Advertisin
22、gAs a means to disseminate information, advertising English must be compact, vivid, visual, emotional and attractive. Therefore, morphology in advertising is quite different from common English.(1). Simple and informalThe function of advertising is to provide information, attract consumer, exploit m
23、arket, and promise the quality. Therefore, advertisement must pay attention to its impelling language, and the first step is to use popular and oral language to make it easy to understand and memorize. For example:“I couldnt believe it, until I tried it!”“Im impressed! Im really impressed!”“Youve go
24、tta try it!”“I love it!” This is an advertisement of a microwave oven. The words in it are very simple and oral. It uses the slang “gotta”, which means “got to” in American English, to give an impression that this advertisement comes from the real life. (2). Misspelling and CoinageIn some of adverti
25、sements, the advertising copywriter misspells some words on purpose, or adds some suffix or prefix to the common words. Although the new words still keep the original meanings, they are quite different from the original words in spelling, which will make the advertisement more vivid, interesting and
26、 attractive. e.g. We know eggsactly How to sell eggs.In this advertisement, “eggsactly” is the variation of “exactly”, and echo the word “eggs” at the end of the sentence. The Orangemostest Drink in the world.In this drink advertisement, the word “orangemostest” actually is “orange+most+est”. It use
27、s this word to express the high quality and purity of the drink. The coinage and misspelling are also representing in some phrases, such as:First of all, because now Yoplait is thicker.Second of all, because its creamier.Third of all, because its still 100% natural and really very good for you.Fourt
28、h of all, because to me Yoplait tastes better than all the other Yoyurts.And fifth of all, becausewell, just because In this advertisement, the copywriter imitate the phrase “first of all” to create “second of all, third of all, fourth of all”, which will inspire consumers imagination. In addition,
29、some prefixes or suffixes like “super-”, “ex-”, “-er”, “-est” etc, are often used to stress the high quality of the product. (3). LoanwordsThe most frequently used loanwords are French and Spanish. For example: Order it in bottles or in cans. Perrierwith added je ne sais quoi.The meaning of “je ne s
30、ais quoi” is “I dont know what”. The purpose to use this simple French is to show the French flavor of this drink. The loanwords in some advertisement are good methods to express the exoticism of the products.(4). ContractionBecause the advertisement fees are so high that its essential to use some c
31、ontraction to cut short the length, and reduce the cost. To Let or For Sale.Furnished Edinburgh Court, 426 Argyly st, 2nd floor, 1,630 sqft4 bedrooms with dining and living room, prive garage. Sale at 130,000. Rent 1,400. Tel, 38954 office time or 823748. This is an advertisement to rent or sell a h
32、ouse. There are many contractions, such as: st=street, sq=square, ft=foot, Tel=telephone.(5). Use of verbsAlthough the ultimate purpose of advertising is to persuade consumers to buy its products, advertisements seldom use the word “buy” in it. Statistics show only two out of ten advertisements use
33、the verb “buy” directly. On one hand, the advertisers try their best to promote their product; on the other hand, they dont want to give the consumers a feeling of spending their money. Therefore, the choice of verbs is very careful in advertising. The most frequently used 20 verbs and phrasal verbs
34、 are: Try, ask, get, take, let, send for, use, call, make, come on, hurry, see, give, come, remember, discover, serve, introduce, choose, and look for.Examples: Getting places in the business world is easier if your banker is there to meet you.-Security Pacific Asian Bank. We can give you a better v
35、iew of investment opportunities from both sides of the Pacific.-City Bank. (6). Use of AdjectivesThe most frequently used adjectives are:1.new 2. crisp 3. good/better/best 4. fine 5. free 6. big 7. fresh 8. great 9. delicious 10. real 11. full, sure 12. easy, bright 13. clean 14. extra, safe 15.spec
36、ial 16. rich(7). Use of Compound wordsThere are lots of compound words in advertisement mainly because the element of compound words could be any part of speech, and has few limits in grammar and word order.The following are the main ways of word forming:adj+noun: short-term goal, high-fashion knitw
37、earnoun+adj: the farmhouse-fresh faste, brand-newv-ing+adj: shining-cleannoun+v-ed: honey-coated sugar puffs, home-madeadj/adv+v-ed: warm-hearted, perfectly-testured cakesnoun+v-ing: a relief-giving liquid, record-breakingadj+v-ing: innocent-looking, fresh-tasting milkadv+v-ing: hard-working, the be
38、st-selling soft toilet tissuenoun+noun: economy-size shredded wheat, a state-of-the-art cell sorceradv+noun: up-to-the-minute sculling2. English Syntax in Advertising(1). More simple sentences, less complex sentencesIt will get better effect to use simple sentences than compound sentences, because t
39、he readers will get bored on reading complex sentences. Another reason is to reduce the cost of advertising, and effectively stimulate the consumers. (2). More interrogative sentences and imperative sentencesAccording to statistics, in every 30 sentences there is one interrogative sentence. Because
40、interrogative sentences are quick and effective to arouse readers response. The following is an advertisement of Lurpark Danish butter:Whats so special about Lurpark Danish butter? Well, can you remember what butter used to taste like real fresh farm house butter? Do you remember how you used to enj
41、oy it when you were young? Today the taste of Lurpark bring it all back to you thats why its so special. The imperative sentences have a meaning of claiming, calling and commanding, similarly the goal of advertising is to persuade and urge consumers to accept its product or service. Therefore, there
42、 are lots of imperative sentences in advertising, such as:Get ready to encounter the new trend in timepieces.The Citizen Espreme Collection.Watches that are indicators of tastes and moods. that express you.-Citizen Watch (3). Disjunctive ClauseDisjunctive clause is unique for advertising English, wh
43、ich separates a long, complex sentence into several simple sentences by using full stop, dash, semi-colon, hyphen, etc. Those sentences are independent in form, but are related in the content. The use of disjunctive clause could add more information and save more space and money. The separated parts
44、 are usually the features of the product, so that they could emphasize the good points of the product. There is an example of Amtrak, which has successfully used the disjunctive clauses:Amtrak has created a new. nationwide passenger rail system. Literally from the ground up. A system that represente
45、d a viable alternative for people who fly. For business or pleasure. (4). Minor ClauseMinor clause has simple elements, which could lay stress on the key words. It could not only reduce the length and cost, but also disseminate information more effectively.More than a timepiece, An acquisition.-Piag
46、it So come into McDonalds and enjoy a Big Mac Sandwich.-McDonald 3. Rhetorical Devices in English AdvertisingRhetorical devices are variations of literal or ordinary form of expressions. Their use is to make the thought more striking and effective, for they have the power to vivify and illustrate. A
47、 fresh, apt rhetorical device appeals to the imagination, creates mental pictures and makes the speech or writing vivid, impressive and interesting. For this reason, advertisers often use various rhetorical devices to increase the readability and appeal of an advertisement and to arouse consumers interest of buying the product. (1). PersonificationPersonification is a figure of speech in which inanimate objects or abstractions are endowed with human qualities or are represented as possessing human form. The use of personification in advertising will endow the produ
