• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Language Features in English Advertisements

Extracts from this document...

Introduction

Contents Abstract 1 Key Words 1 ? ? 1 ??? 1 1. Introduction 1 2. Lexical Feature 3 2.1 Use of Monosyllable 3 2.2 New Words Constantly Appear 4 2.3 Concise Adjectives Frequently Found 6 2.4 Borrowed Words Commonly Employed 9 3. Syntactical Features 10 3.1 Use of Simple and Short Sentence 10 3.2 Use of Coordinate Structure 10 3.3 Use of Imperative Sentence 11 3.4 Use of the Interrogative Sentence 11 4. Rhetorical Features 12 4.1 Repetition 12 4.2 Pun 13 4.3 Personification 14 4.4 Parody 14 4.5 Rhyming 15 5. Conclusion 16 Bibliography 16 Language Features in English Advertisements Abstract: As a way of propagating and transmitting information, advertising's role cannot be underestimated because it is not only an artful technique in persuading people to buy, but also gradually has become a must for social communication which in turn influences the development of society and economy. The purpose of this paper is to study the linguistic features of advertising English, in the hope to help copywriters and English learners. Nowadays advertising has penetrated into every corner of our life; the goal of advertising decides its language to be simple and direct, distinct from the characteristics of other discourses. Thus, an analysis on the linguistic features of advertising English in the linguistic field is worthwhile. This paper will be presented in five parts. The first part is the introduction and the last conclusion. The focus of the paper is laid on the three middle parts, which respectively analyze language features at lexical, syntactic and rhetorical levels. Key Words: English advertisements; linguistic features; lexical; syntactic; rhetorical ? ?:?????????????,?????????,????????????????????,?????,????????????????????????????????????????,????????????????????????????????????,??????????,?????????,?????????????????,?????????,???????????????????,???????????,??????,???????????????????,??,???????? ???:????;????;??;??;?? 1. Introduction No other statement could have summed up the charm of advertisement than what Aldous Huxley has commented. As he has said advertisement as a literary form is the most exciting, the most arduous literary form of all, and the most pregnant in curious possibilities. ...read more.

Middle

As the advertising cost depends on the length of an advertisement, compound adjectives are frequently used to express more information in limited space. In fact, a compounded adjective may consist of a group of words. As compound adjectives are formed in many different ways, they help make advertisements colorful and humorous. Observe the following examples. (1) best-selling desktop computers. (2) ......which demonstrate that this comfortable mid-size sedan handles the hazards of the road better than most? (3) Water World Hydro-active Moisture Masque will keep you in the water 24 hours. (4) But this fuel-injected 30-liter engine gives you more than just straight away speed. As we can see, English words can be combined flexibly. Compound words may be "adverb/adjective + -ing participle", such as "best-selling" in Example (1); or "adjective + noun", like "mid-size" in Example (2); or "noun + adjective", like "Hydro-active" in Example (3); or "noun + -ed participle, like "fuel-injected" in Example (4); or "a phrase or a group of words". In fact, compound adjectives also exist in other sorts of combination. For instance, "noun + -ing participle" (a relief- giving liquid), "-ing participle + adjective" (shining-clean), or even "adjective + infinitive" (easy-to-dress) (???, 2002, P405). Language never stops changing. Various kinds of compound adjectives make advertising language new and fresh, or vivid and colorful, thus rendering the product fantastic and marvelous 2.3.4 SUPER- & -Y Derivative adjectives also fulfill an important function of advertising texts." Super-" as prefix and "-y" as suffix are most frequently used among them. "Super-" is used to form nouns, adjectives and verbs, meaning (1). above, beyond or over; (2). to a great or extreme degree; (3). extra good or large of its kind; (4). of the highest kind. For instances, "supernatural", "super-light", "supersonic", "super-taste", "superfine", "super-calendared". This prefix describes a special advantage or quality of the advertised product in an exaggerative way so that the product leaves a strong impression on potential consumers. ...read more.

Conclusion

So the method of rhyming makes this short and widely spread for its beautiful tone and rhyme. In this way, this ad can enlarge their influence in the vying society world so that it can therefore increase the familiarity of this product. There is another example, too. "PK chewing gum, penny for a packet, First you chew it, then you crack it. Then you stick it to your jacket. PK chewing gums, penny for a packet." Please look at these lines carefully and try to find the characteristics of this ad. Of course, it is the rhyming that uses a lot in this advertisement. For the end of each line are with the same rhyme. This ad just looks like a beautiful scene and sounds like a harmony childish music. The rhetorical devices used in the advertising English can not only make the ads more vivid and expressive but also can make more customers buy the products they advertised. Besides this, for us English learners we can also absorb certain knowledge of the rhetorical devices. Therefore, in our daily lives, we can put more suitable rhetorical devices in the ads and put more rhetorical devices in our practical study so as to absorb more knowledge form the rhetoric. 5. Conclusion In summary, no matter what kind of structure, or content, or words are used in an advertisement, all of them serve the purpose of attracting ads readers, conveying information to them, and urging them to purchase the products or to use the service. That is what an ad for, and that is also the function advertising language performs. With the development of the times, advertising English will add new content, and form their own characteristics. The understanding of English is conducive not only to learn English, understand English national culture, values, but also for the effective promotion of China's products to entering the international market. The study and grasp of the English language advertising features help us to grasp the pulse of the development of English, expand horizons, and improve the understanding and appreciation of English language. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Classical Studies section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Classical Studies essays

  1. Does Classical Mythology reflect a disposition to explore the realities of the world or ...

    to explore the realities of the world or a desire to escape from them it is reasonable to argue that it reflects both. For many people, the same as today, myths around religion and death were a matter of faith.

  2. How did the Brutality of Apartheid Affect the Theatrical Development of Athol Fugard with ...

    Athol Fugard was born in Middelburg, South Africa in 1932. His full name is Harold Athol Lanigan Fugard and as a child he was known as Hally before he decided he wanted to be called Athol. He is white with English and Afrikaner parents.

  1. How does Ovid weave together the different myths in Book 6 of Metamorphoses into ...

    But what is a very real physical act of aggression and violence between Tereus and Philomela is contrasted with the seduction techniques and wooing that Ovid portrays the gods using. Ovid has tied up many themes within this one tale.

  2. What do the literary and historical texts tell us about Roman attitudes towards Egypt?

    He is critical of the preceding Kingdom, highlighting the fact that, '...the kings were carrying on a bad government; the prosperity of the cities was also vanishing on account of the prevailing lawlessness.' (XVII.12) Furthermore, when quoting Polybius, he classifies Egyptian natives as 'quick-tempered', and Alexandrians as, 'not distinctly inclined to civil life.'

  1. In what ways did the presence of the Emperor transform the powers and responsibilities ...

    Those who gained membership into the senate, at least in the republic, had this position for life, however Augustus was first sure to remove from power any senator that he deemed to be unworthy or disloyal. In the years following the Battle of Actium membership in the senate had swelled

  2. Shakespeare one word play in King Lear

    However, in the case of Lear, I cannot agree with Orwell that "it is only by being willfully blind that one can fail to understand what Shakespeare is saying." I do not believe Orwell was being willfully blind when he maintained that the subject of Lear is renunciation.

  1. 4.Universal truths? Discuss the role of Greek myth in modern theory.

    version of the Oedipus myth, reflected that "irresolvable conflict and unsatisfied desire are not temporary conditions but make up the very substance of what it is to be human."8 His interpretation contributed to the development of psychoanalysis. For Freud the Oedipus myth embodied universal truths that he sought to use

  2. Commentaries on Catullus' Poetry (Poems 72 & 42)

    Now that he knows Lesbia he is has less affection for the woman. Catullus uses the language of obligation and Lesbia, as he sees it, has "wronged him"7. The poem ends with the enigmatic but powerful statement that, because of the hurt she has caused him, Catullus loves Lesbia more, but likes her less.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work