til I tried it!”
“I’m impressed! I’m really impressed!”
“You’ve gotta 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 Coinage
In some of advertisements, 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 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 uses 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 it’s creamier.
Third of all, because it’s still 100% natural and really very good for you.
Fourth of all, because to me Yoplait tastes better than all the other Yoyurts.
And fifth of all, because…well, just because
In this advertisement, the copywriter imitate the phrase “first of all” to create 英语论文网 【http://www.51lunwen.org】“second of all, third of all, fourth of all…”, which will inspire consumers’ imagination.
In addition, some prefixes or suffixes like “super-”, “ex-”, “-er”, “-est” …etc, are often used to stress the high quality of the product.
(3). Loanwords
The most frequently used loanwords are French and Spanish. For example:
Order it in bottles or in cans.
Perrier…with added je ne sais quoi.
The meaning of “je ne sais quoi” is “I don’t 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). Contraction
Because the advertisement fees are so high that it’s essential to use some contraction 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 house. There are many contractions, such as: st=street, sq=square, ft=foot, Tel=telephone.
(5). Use of verbs
Although 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 the verb “buy” directly. On one hand, the advertisers try their best to promote their product; on the other hand, they don’t want to give the consumers a feeling of spendi
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