The Features of Advertising Language [2]
论文作者:None论文属性:硕士毕业论文 dissertation登出时间:2008-01-17编辑:点击率:24659
论文字数:2000论文编号:org200801172142535469语种:英语 English地区:中国价格:免费论文
关键词:FeaturesAdvertising Language
Different kinds of media have different features, disseminating area, target audience and speed.
(5). Nonpersonal
Advertising is not aimed at any individual, or by any individual. It’s 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, 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 essential elements of every advertisement.
3. Advertising Functions:
What kind of advertisement is successful? And what features a successful advertisement should possess? American Marketing Manager’s Handbook points out that an advertisement should have four functions: AIDA, which represent four words—Attention, Interest, Desire, Action.
(1). Attention—a good advertisement should attract the consumer to direct their attention to the product of it.
(2). Interest—the introduction and publicity of an advertisement should arouse consumers’ great interest.
(3). Desire—the publicity of advertising should stimulate consumers’ desire to buy the product, and make them realize that this product is just what they want.
(4). Action—the advertising makes consumer to response to the advertising information and evoke them to take the action of purchasing.
II. Features of Advertising
The wide use of advertising has created a special style of English—advertising 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 Advertising
As 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 informal
The function of advertising is to provide information, attract consumer, exploit market, 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 couldn’t believe it, until 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
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