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1、The Language Features of English Advertising I. Introduction What is advertisement? The Oxford Advanced Learners English-Chinese Dictionary (Extended fourth edition) defines it as “public notice offering or asking for goods, services, etc.”（Hornby, 2002:22） According to the Definition Committee of A
2、merican Marketing Association (AMA), advertising is defined as follows: “Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.”(王燕希，2004：7) We live in a world
3、full of advertising. As potential consumers, we are endlessly bombarded with all kinds of products or service information from various media including newspapers, magazines, television, radio, posters and internet, etc. Advertising tells the consumer what a specific product, brand or service should
4、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, service and ideas, advertising promotes sales and profits. Nowadays, advertisements appear everywhere in the m
5、odern world. Naturally, advertisements in English have become an important means of communicating ideas, demonstrating a variety of linguistic features of its own. II. Features of English AdvertisingThe wide use of advertising has created a special style of English. Its unique features, simple langu
6、age 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.2.1 Syntactical FeaturesIn order to stimulate the consumers effectively, the advertising copywriters choose different ki
7、nds of sentences to publicize the products.2.1.1 Use of short simple sentencesThe advertising sentences must be short and simple. Compared with complex sentences, simple sentences are more understandable, forceful, and easy to remember. For example,Time is what you make of it. (An advertisement abou
8、t Swatch watch.) Things go better with Coca-cola. (A drink advertisement of Coca-Cola.)2.1.2 Use of interrogative sentencesIn advertisements, interrogative sentences are often used to attract attention by mentioning the matter that concerns the consumers most. They help to find the solution to the p
9、roblem. For example, Have you driven a Ford lately? (An advertisement about Ford Motor.) Whats on your Power Book? (A computer advertisement of Apple.)The second one is the advertisement of Apple computer. It uses a question to arouse the curiosity and remind consumer of the “Apple computer” is thei
10、r best choice of official power book. There is no need to answer this question, but others are not. For example,What kind of man reads Play Boy? (A magazine advertisement of Play Boy.) When you read this one, the sentence arouses your attention and makes you to read the follow sentences to find the
11、answer. On the other hand, the consumer may interest in the commodity.2.1.3 Use of imperative sentences Imperative sentences are heavily used in English advertisements. They are short, encourage and forceful. The advertisements use every opportunity to exhort the potential consumers to act, to buy a
12、nd to consume. And the advertising is their last battle field to get people moved. So, imperative sentences are used to arouse consumers wants or encourage them to buy something. For example, Become a woman of the world with OLAY. (A cosmetic advertisement of OLAY.) Enjoy Coca-Cola. (A drink adverti
13、sement of Coca-Cola.) Obey your thirst. (A drink advertisement of Spite.) Start ahead. (A shampoo advertisement of Rejoice.) 2.1.4 Use of elliptical sentences In elliptical structures, the sentences are far more brief, eye-catching and forceful. For this reason, the advertising copywriters like use
14、elliptical sentences in advertisements. Look at these examples, Engineered to move the human spirit. (A motor advertisement of Mercedes Benz.) Connecting people. (A mobile phone advertisement of Nokia.) For the road ahead. (A motor advertisement of Honda.) Although all the above advertisements omitt
15、ed the subjects, the consumer could find out them quickly and know what they are. So use elliptical sentence not only make the advertisement precise and witty, but also stress the characteristics of the products.2.1.5 Use of tense Almost all the advertisements use simple present tense to satisfy con
16、sumers desire to know the present state of the product he wants to buy. But there is another aspect of the simple present: its implication of universality and timelessness. For example, Time always follows me. (A watch advertisement of Rossini.) A diamond is forever. (A diamond advertisement of DeBe
17、ers.)2.2 Lexical Features In order to make the information accessible to consumers effectively, the choice of words in advertising is very cautious and skillful. 2.2.1 Use of verbs Most of verbs in advertisements are monosyllabic verbs. Monosyllabic verbs are very simple, they can win the consumers
18、by their exact, effective expression and a kind of closeness. The most frequently used verbs in advertisements are: make, come, get, go, give, know, have, keep, look, see, need, buy, love, use, take, feel, like, start, taste, choose, etc. (王燕希, 2004:47). For example, Youll love it even more with the
19、 2.1 megapixel C-2000 Zoom. (An advertisement about Olympus Camera.) Dont have much of personality? Buy one. (An advertisement about Honda Motor.) Feel the new space. (An advertisement about Samsung Electric.) Come to where the flavor is Marlboro Country. (a cigarette advertisement of Marlboro). Tak
20、e Toshiba, take the world. (A motor advertisement of Toshiba.) 2.2.2 Use of adjectives The functions of advertisement are publicizing products and describing the property and the quality of the products. Therefore, the usage of the adjective has prominent effects in advertisement. More adjectives ar
21、e used in advertisements, there are used to enhance the facts of a certain product or service. And the most frequently used are: new, good/better/best, fine, crisp, free, big, fresh, great, delicious, real, full, sure, easy, bright, clean, extra, safe, special, rich, etc.（王燕希，2004:48）. These adjecti
22、ves could help to build a pleasant picture in readers mind 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. Look at these examples, Good to the last drop. (A coffee advertisement of Maxwell House.) The new digitale
23、ra. (A digital camera advertisement of Sony.) The choice of a new generation. (A drink advertisement of Pepsi Cola.) The taste is great.(A coffee advertisement of Nescafe.) Britains best business bank. (An advertisement about Allied Irish Bank.) The best shave a man can get. (A shaver advertisement
24、of Gillette.) After having analyzed many advertisements, we find that new is a most frequently-used word in advertisements. It could modify the products size, shape, appearance, color, form, etc. In addition, comparatives and superlatives occur to highlight the advantage of a certain product. Throug
25、h analyze advertisements, we may find that almost all the products could modified by good, better, best, and the advertisements above would show you something about this. 2.2.3 Use of compoundsCompounding, also called composition, is the formation of new words by joining two or more stems. Words for
26、med in this way are called compounds（Zhang，2000：51）. Compounds are vivid, changeable and free from the phrase arrange. From the book written by王燕希(2004), compounds such as one-of-a-kind, sought-after, kid-proof, king-size, round-the-clock, state-of-the-art are most frequently-used in advertisements.
27、 Compounds in technical equipment advertisements, are usually combined to give an exact description of a certain feature or certain function such as high-volume, full-color, multi-functional, non-stop, and water-cooled. In addition, the numbers in compounds are always employed in front of the hyphen
28、, which is seldom seen in other advertisements, such as 64-bits, 24-valve, 4-wheel, and 255-horsepower. 2.2.4 Use of pronouns Pronouns of the first and second person are heavy used in advertisements. The use of first person addresser “I”, and “we” is the most direct way to tell the consumer what the
29、 sponsor of an advertisement stands for, his idea, his view, and his credit. It is a little bit like a self-introduction to the potential consumers to let them know you, recognize you, believe you and trust you. For example, I think, therefore IBM. (a notebook PC advertisement of IBM.) We integrate,
30、 you communicate. (An advertisement of Mitsubishi Electrician.) We lead others copy. (An advertisement about Ricoh Duplicator.) The use of second person addressee “you” tends to shorten the distance between the producers and consumers, as if the producer or the advertisement is speaking to you face
31、to face, making sincere promise, honest recommendations. In doing so, the advertisement stands a better chance to move the receiver or consumer to action, because the receiver feels that he is being thought of and taken care of and he is the center point of the producers. For example, Always there f
32、or you. (An advertisement about Hyundai Motor.) Bring out the champion in you. (A milk advertisement of Nestle Milo.) 2.2.5 Use of coinages In some of advertisements, the advertising copywriters misspell some words on purpose, or add some suffix or prefix to the common words. Coinages are both new a
33、nd memorable. They are kind of smart words which have a special meaning in the specified context. They can raise the interests of the advertisement receivers, make them ponder upon the meaning and marvel at the smart idea of the admen. By doing so, the consumers recognized the brand. For example, Th
34、e Orangemostest Drink in the world. (An advertisement of Orange juice.)In this drink advertisement, the word “orangemostest” actually is “orange+most + est”. It uses this word to express the high quality and purity of the drink. Calorade is Thirst Aid. (An juice advertisement of Calorade) Calorade i
35、s a kind of juice. Everyone knows First Aid is a kind of first aid medicine on stop bleeding. The advertising copywriter imitates Thirst Aid here, in order to tell consumers that Calorade is a kind of Thirst Aid as First Aid in our daily life. A coined word used here could help consumers pay more at
36、tention to the commoditys importance. Hi-Fi, Hi-Fun, Hi- Fashion, only from Sony. (A earphone advertisement of Sony) “hi-fi” is the abbreviation of “high-fidelity”. The advertising copywriter created “hi-fun”, “hi-fashion” followed with “hi-fi”. The coined words used here emphasize the Sony earphone
37、s are funny, fashionable and good quality.2.3 Rhetorical Features In order to make the language of the advertising more vivid and colorful, the advertising copywriters like to use various rhetorical devices to increase the appeal of advertisements and arouse consumers interests of buying the product
38、s. 2.3.1 Simile and metaphor A simile, then, is a figure of speech which makes a comparison between two unlike elements having at least one quality or characteristic in common (Feng，2005：170). For example,The airline thats smooth as silk. (An advertisement about Thailand Airlines.)Like a good neighb
39、or, State Farm is there. (An advertisement about State Farm Insurance Agency.) Metaphor, is a figure of speech in which a word or phrase that ordinarily designate one thing is used to designate anther, thus making implicit comparison (Feng，2005：178). For example, What went into the barrel 9 years ag
40、o was fire. This is the glow. (An advertisement about whisky.) Over 200 years of careful breeding produced this champion. (An advertisement about Hine X.O.) After read above examples, we will find that the use of simile or metaphor in advertisements could give a graphic, vivid and specific impressio
41、n to consumers. 2.3.2 Personification Personification is a figure of speech that gives human form or feelings to animals, or life and personal attributes to inanimate objects, or to ideas and abstraction (Feng, 2005:190). The use of personification in advertisements will endow the products with huma
42、n emotion, and will make them amicable to consumers. For example, Ponds discovers how to fight dryness every time you wash your face. (A facial cleanser advertisement of Ponds.) Oscar de La Ranta knows what makes a woman beautiful. (A cosmetic advertisement of Oscar de La Ranta.) Flowers by Interflo
43、ra speak from the heart. (A garden advertisement of Interflora.) Poetry in motion, dancing close to me. (A advertisement about Toyota Motor.) 2.3.3 Rhyming Rhyming is popular used in advertisements. The same consonant sound is repeated at intervals in the initial position of words called alliteratio
44、n (Feng, 2005:148). Rhyme is correspondence of terminal sounds of words or lines of verse. The use of rhyming in advertisements could make a special communicative effect. The repetition of the words sound emphasizes the meaning what advertising want to express, and makes the advertising lively, full
45、 of rhyming and easy to read.For example, Enjoy your ear whenever you bear. (A walkman advertisement of Rain Bow.) Intel inside. (A computer processor advertisement of Inter Pentium.)2.3.4 Hyperbole Hyperbole is the deliberate use of overstatement or exaggeration to achieve emphasis (Feng, 2005:212)
46、. To publicize the products, the advertising copywriters often overstate the use of products. This kind of exaggerated advertising is not false advertisement. When the use of hyperbole is suitable, it could make the advertising lively, and give a vivid impression to the consumer. For example, A word
47、 to wealth. (An advertisement about Citibank.) Be the first to get the world. (A newspaper advertisement of New York Times.) The Great American Cigarette. (A cigarette advertisement of Winston.) 15 seconds to heaven. (A pesticide advertisement of Cool Whip.)2.3.5 Pun Pun is an amusing use of a word or a phrase that has two meanings which called polysemy or of words with the same sound but different meanings which is called homonymy. To pun is to play on words, or rather to play with the form and meaning of words, for a witty or humorous effect (Feng, 2005:235). A really good pun can wo
