k, good, feel good. Be you best! (《健康》杂志)
(3)"I couldn't believe it, until I tried it!” "I'm impressed!” “You’ve gotta try it!” I love it!"(微波炉)
In example 3, its simple wording and colloquial design let the consumers feel the reality---a consumer who has used the products is talking about the excellence of products in quality. A series of verbs believe, try, impress easily induce people produce a strong urge to make purchase.
Carl.P.Wright,a famous copywriter, holds that these words not only avoid direct and blunt expression but also induce people to figure the implications underlying the words spoken and to hold them as true. He points out three typical fuzzy words in ads, namely, help, like, virtually.
“Help” is a popular catchword in ads, which means, “be conducive to ” but whose definite effects are not indicated. For example:
Check. Up GUM (Check. up口香糖)
Carry this plague fighter along to help fight plague after lunch and between brushings. Clinical data shows it helps remove plague. When you can’t brush, Chew Check. Up GUM.
In this example, considering psychological phenomena of human beings: Everyone wants to be helped to get rid of difficulties and frustration, the use of the word help makes the consumers feel that their needs are met with the presence of the good or services. Based on this, the copywriters win the consumers support and help the sale promotion for the manufacturer.
“Like ”is also a frequently used catchword. It induces people to imagine and leads them to feel as if themselves are participating in the activities, leaving them more room to create a meaningful and fantastic world. E.g. For precious moments, like right after dinner. (Godiva, ice cream)
4.1.4 Descriptive adjectives
As we know, copywriters usually use adjectives ads to make detail description and judgments on the quality, features, and effects of the products .For the consumers, it is difficult to differentiate between objective description and subjective judgments. Based on the fuzziness of understanding, copywriters try every means to make exaggerated compliments in theirs products for the purpose of catering to people’s psychological needs, and stimulating great curiosity to make purchase. According to the statistics from Geoffrey Leech, the most frequently used 20 descriptive adjectives. (In order of their frequency) are: 1) new; 2) good; 3) free; 4) fresh; 5) delicious; 6) full; 7) sure; 8) clean; 9) wonderful; 10) special; 11) crisp; 12) fine; 13) big; 14) great; 15) real; 16) easy; 17) bright; 18) extra; 19) safe; 20) rich [13]
These words tend to express indefinite extension, and the larger extension they have, the fuzzier they are. [14] Semantic fuzziness stimulates readers’ interest for ads, calling for immense imagination and association. Some examples as follows:
(1) A true collector’s item. The only coin watch for the connoisseur.
(2)Take a new look at Tudor(手表).
(3) Everything is extraordinary. Everything tempts. (Cartier饰品)
(4) Long shots. (飘逸风姿---连衣裙).
(5) Good to the last drop. (麦斯威尔咖啡)
All adjectives above are laudatory fuzzy in meaning. In example 1, it is valuable and classical watch that attracts all collectors. The word only embodies the extraordinary quality. And example 2, using the word new confines people’s thinking and hinders people’s ability of differentiation, but arousing
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