英语论文：广告英语的词汇特点(Advertising English Morphology)
青春期反应-
English Morphology in Advertising
广告英语的词汇特点
学
生
姓
名
：
SEASON
专
业
班
级
：
英
语
0
9
0
1
学
号
：
课
程
名
称
：
英
语
词
汇
学
任
课
< br>教
师
：
二
〇
一
〇
年
十二
月
English Morphology in
Advertising
广告英语的词汇特点
Abstract:
Advertising
language is fascinating and persuasive. The use of
the
vocabulary has its unique paper
set English advertising as an example to have
a tentative discussion of the
characteristics of the use of vocabulary.
Key
words
：
English; advertising
language; lexical features
摘
要
:
广告语言引人入胜、说服力强。在词汇方面的运用有其独特、新颖之
< br>处。本文拟就广告英语为例
,
对其词汇运用方面的特点作
一番初步的探讨。
关键词
：
英语；广告语言；词汇特点
1
．
Introduction
As
China
has
successfully
joined
the
WTO,
the
world
economy
growing
trend
towards integration. Every day we are
full of advertising exposure to society. Not only
is
the
Chinese
advertising.,advertising
in
various
languages,
especially
English
ads
everywhere. Ads into
millions of households, to infiltrate every aspect
of people's lives. In
English
advertising,
shoddy,
dull
monotony
of
course
there
are,
but
in
many
ingenious,
innovative, and
unique superior works. This high-quality
advertising in the language who
have
great
attention
to
make
great
efforts.
To
lively,
interesting
results.
Is
a
readable
literary
masterpiece,
the
fight
for
customers,
expanding
trade,
open
markets,
promote
competition played an important role.
As an important part of English advertising
language
of an ad - ads in English, in
addition to the general characteristics of the
English language,
there are also its
significant features, and this is precisely the
characteristics of significant
performance
in
its
vocabulary.
The
smallest
as
a
language,
the
use
of
the
most
basic
independent unit of the article in the
understanding of the word plays an important role
in
the process. Whether the reader, or
the translator is concerned, there is no clear
meaning, it
would not grasp the meaning
of sentences and articles. Therefore, this article
intends to ads
in English as an example. Lexical
features for some of their preliminary study.
2.
Body
2.1
Evaluative
adjectives and adjectives comparative and
superlative
2.1.1
Usually use strong colors
compliment evaluative adjectives
Extensive
use
of
English
advertisements
often
strong
colors
compliment
evaluative
adjectives in
order to make advertising the products or
dissemination of information in the
minds
of
consumers
a
vague
but
beautiful
image,
so
as
to
achieve
marketing
purposes.
Such as:
e Reds (Paris, L'Oreal hair dye cream
series of ads)
an ordinary facade but splendid
interior decor, Royal Palaceis known as one of
them ostexpenve apartment in Beijing.
(Royal Palace Beijing real estate ads)
Such
advertisements
in
English
to
win
the
favor
of
people
compliment
the
most
common
adjectives
there:
latest.
up-to-date,
fragrant.
attractive.
golden,
successful,
charming.
comfortable.
perfect,
great,
wonderfu1.
first-rate,
ever-lasting,
super,
unique,
ideal
and
so
on.
These
adjectives
often
make
an
ad
suddenly
enriched.
No
wonder
the
English
advertising
often
jokingly
as
a
ugly,
no
suffering,
no
wild
wonderful
world.
2.1.2
The extensive use of the comparative
and superlative
Comparison of
adjectives and the most advanced but also
frequently appear in the ad,
with
the
aim
of
comparison,
the
raise
the
quality
of
their
products
to
meet
consumer
mentality and preferences. Such as:
Batteries: the
original and still be the best. (Dale Battery:
original, best)
's
make things better. (Philips: Let us do a better
job)
Above
two
cases
better
use
of
comparative
adjectives
and
superlative
the
best,
let
the
reader
in
comparison
to
deepen
the
impression
of
the
product,
play
a
very
good
promotional effect.
In addition, some businesses will
boldly to utilize part of speech, to utilize such
adjectives
as
verbs in a sentence, to
your heart. (Health care products advertising
Heineken: Let your heart is full of
energy)
to
the last drop. (Maxwell House coffee ad: to the
last drop)
the magical
number of adverbs with exaggerated significance
2.2
The magical effect of adverbs with
exaggerated significance
Many
English
ads
are often exaggerated by
a
number with
meaning
or
with
full or
adverb
of
universal
significance,
and
achieved
good
results,
such
as
adverbs
in
the
following Magical listen:
action Guaranteed
Absolutely! (Home appliances ad)
caffeine. Virtuallv no
caries. Just a unique, sparkling citrus taste. A
Fresca (Fresca
drink slogan: no
caffeine, trace calories. A unique citrus flavor,
and Shen Yi Kuang heart.)
have hidden a garden of vegetables
where you'd never expect in a pie. (Vegetable
pie ad)
igence everywhere. (Motorola:
Intelligence everywhere .)
me, the past is black and white, but
the future is always color. ( wine)
2.3
Simple but inflammatory
verb
2.3.1
Often
use a short verb
English advertisements
often use some syllable or fewer letters short
verbs, such as
using get instead of
obtain, buy place of purchase. With the use
instead of utilize, etc., to
make it
simple and vivid language, the content at a
glance. For example:
one pair, get one free. (Sunglasses ad: buy one
get one.)
TOSHIBA,
cake the world. (TOSHIBA Electronics: with
Toshiba, the world.)
3.A Mars a daykeps you work, rest and play. (Mars
Chocolate brand advertising: a Mars
chocolate a day, so you have a good
work and rest.)
ible
made possible. (Canon printer)
has always made good carS. People
/ ove them. (Honda ad)
English
verbs
are
advertising
these
short
daily
lives
of
most
people,
meaning
most
explicit verb. Although the meaning of
their own different, but they are used to
represent
the ad or the relationship
between providers and consumers. Such as: have,
get, give, buy,
kep, and other major
consumers of a commodity that the acquisition and
ownership; see,
take, taste, use and
other consumers of a commodity, said the action
and processes; and ask,
like , love a
certain product so that the consumer attitude and
fondness.
2.3.2
The present participle of the verb form
Sometimes
advertisers
often
use
the
verb
form
of
a
ing
segmentation.
Result
in
a
instant, ready. For example:
~
g
places
in
the
business
world
is
easier
if
your
banker
is
there
to
met
you.
(Bank
advertising)
in motion, dancing close to me. (TOYOTA Motor:
Poetry in motion. Dancing
close to me)
ting
people. (Nokia phones)
Communities
Together.
(Taiwan's
Makoto
Bank
Advertisement:
Solidarity
Community)
2.4
Magical personal pronouns
In order to
narrow the gap between advertisers and consumers
in the distance. Enhance
the consumer's
sense of participation (sense of participation),
advertisers in English the use
of
personal pronouns is
really spent a lot
of effort, described pains.
If the
first person is
often
used
to
refer
to
advertisers,
the
second
person
to
refer
to
the
consumer,
or
a
third
person to refer the
reader to understand the people. Consider the
following example:
lead others copy. (Ricoh
printers: We lead, others follow.)
integrate.
.
you
communicate.
(Mitsubishi
Electric:
We
integrate.
You
communicate.)
our
self
and
not)
our
figure.
(Weight-Watcher
ice
cream:
safe
to
eat.
Do
not
worry about weight.)