Simple Analysis of the Stylistic Features of Advertising English 简要分析广告英语的文体特征 0908550143 周佳红 Abstract:
With the rapid development of our social economy, advertisement has already become an initial part of our daily life. Its glamour and extensiveness lie not only in its function but also in its language. This paper intends to study the language features of advertising English based on some stylistic theories. It starts with a brief introduction, which illustrates the significance and the purpose also the research method of the study. In the second part, it analyzes the stylistic features of advertising English from four levels: the graphological level, the grammatical level, the lexical level and the semantic level. There are many cases quoted to convince some particular theories. And at last, we can make a conclusion easily that a good advertisement should be desired scrupulously according to the stylistic features. In other words, the stylistic features study may serve as an important guide in desiring English advertising. Key word:
advertising English, graphological, grammatical, lexical, semantic 摘要：
随着当今社会经济的快速发展，广告已经成为我们日常生活中不可分割的一部分。它的魅力和广泛性不仅在于它的功能更在于它本身的语言。本论文意在基于文体学的理论对广告英语进行研究。论文第一章简要介绍了本论文的研究意义，研究目的以及研究方法。第二章则详细分析了广告英语的文体学特征，分析从字系、语法、词汇以及语义四个层面展开。针对不同的理论，论文中涉及多个案例分析。最后一章，论文做出总结：要成就一篇好的广告必须仔细分析其文体特征。换言之，该问题特征的研究对英语广告设计起到重要的导向作用。 关键字：
广告英语，字系，语法，词汇，词义
Simple Analysis of the Stylistic Features of Advertising English
Chapter 1：Introduction
With the rapid development of our social economy, advertisement has already become an initial part of our daily life. Its glamour and extensiveness lie not only in its unction but also in its language. This paper intends to study the language features of advertising English based on the theory of four levels: the graphological level, the grammatical level, the lexical level and the semantic level. There are many examples quoted to convince some particular theories. And at last ,we can make a conclusion easily that the a good advertisement should be desired scrupulously according to the stylistic features.
Chapter 2 ：Brief Introduction of Advertisement 2.1 The definition of Advertisement
The definition from English Wikipedia: Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. “While now central to the contemporary global economy and the reproduction of global production networks, it is only quite recently that advertising has been more than a marginal influence on patterns of sales and production. The formation of modern advertising was intimately bound up with the emergence of new forms of monopoly capitalism around the end of the 19th and beginning of the 20th century as one element in corporate strategies to create, organize and where possible control markets, especially for mass produced consumer goods. Mass production necessitated mass consumption, and this in turn required a certain homogenization of consumer tastes for final products. At its limit, this involved seeking to create ?world cultural convergence?, to homogenize consumer tastes and engineer a ?convergence of lifestyle, culture and behaviors among consumer segments across the world?.”
2.2 The functions of advertising
As an important part of social culture, modem commercial advertisement has its distinct cognitive, empathizing and aesthetic functions and it is likely to produce either positive or negative impact on people in terms of their value of concept, lives and aesthetic concepts. In order to ensure the positive impact, advertisement must have the standards that specify the integrity of truth, kindness and beauty as the purpose of advertisement. On the other hand, advertisement must specify its cultural responsibility to the society, namely, to create a healthy social-cultural atmosphere. Nowadays, advertising performs four basic roles in society: 2.2.1. Marketing role—helping companies sell products or services
2.2.2. Educational role—helping people learn about new products and services 2.2.3. Economic role—encouraging competition in product/service improvements and lower price
2.2.4. Social role—helping increase productivity and raise the standard of living
Chapter3：Stylistic Features of Advertising English
Some foreign experts insist that there are \(Attention, Retention, and Motivation)\(Fred E. Hahn, 1993) That is to say, first \\interests, so that the reader will become aware of your overall message\to produce\
To achieve this goal, copywriters are supposed to fulfill several tasks, namely, to attract prospects' attention, to keep their interest, to establish credibility, to arouse their desire, and to motivate their action. Therefore, to draw people's attention is the first step for a copywriter. But to talk people into purchasing, much effort is needed. To keep the potential consumers' interest is extremely important, because if the prospective customers lost interest in the product, the previous work is all wasted. And this can be at various linguistic levels, for instance, at the graphological level, at the grammatical level, at the lexical level and the semantic level.
3.1. Graphological level
3.1.1. full use of Graphological contracts
Most display ads have a well-though-out manipulation of sharp Graphological contracts to achieve the best possible eye-catching effect. 3.1.2. prominent use of pictures Pictures are most attractive. 3.1.3. deliberate misspelling words
3.1.4. abundant use of punctuation marks of great force like exclamatory marks, dashes, ellipsis, and so on.
Tide’s in, dirt’s out！ 汰渍到,污垢逃。(汰渍洗衣粉)
Carsberg—probably the best beer in the world嘉士伯可能是世界上最好的啤酒——有实力所以有魅力。 3.2 Grammatical level
In order to be easily comprehensible and to achieve the effect of a warm conversation, display advertising tends to be grammatically simple. 3.2.1. preference for short sentences
Subordinate clauses and verbless sentences will be used in ads. For example: For birthdays. For special days. Forever. A diamond is forever.
3.2.2. combined use of various types of sentences Who has all the answers?
Without question, Sony Handycam.(rhetoric questions) Go For A Test Drive ! (commands) 3.2.3. use of simple verbal groups
Feast your eyes.（Pond’s Cucumber Eye Treatment) 滋润心灵的窗户。（旁氏眼贴片） 3.2.3. use of heavily modified nominal groups
Our 7year/70,000 mile powertrain warranty New charge-air cooling 3.3 The lexical level
3.3.1. wide use of affirmative and commendatory words and expressions Of American best –tasting gums, Trident is sugar-free. 3.3.2. Frequent use of personal pronouns
To me, the past is black and white， but the future is always color．....对我而言，过去平淡无奇；而未来，却多姿多彩（轩尼诗酒）
Poetry in motion, dancing close to me． 动态的诗，向我舞近。（丰田汽车） 3.3.3 Extensive use of neologisms microsoft micro software
sony sonic and sound, sony-sony is a japanese slang for \adidas Adolf(Adi) Dassler(das)
pepsi pepsin ----a medicine against indigestion
3.4 Semantic level
3.4.1. heavy reliance on overall layout
Fresh-up with Seven-up.(Seven-up) 提神醒脑，喝七喜。 Engineered to move the human spirit.(Mercedes-Benz)
人类精神的动力。（梅塞德斯-奔驰） 3.4.2. high attention to position and theme
.Intel Inside.(Intel Pentium) 给电脑一颗奔腾的―芯‖。（英特尔 奔腾） Behind that healthy smile，there ’s a Crest kid.(Crest toothpaste)
健康笑容来自佳洁士。（佳洁士牙膏） 3.4.3. use of rhetorical devices Light as breeze, soft as cloud.(衣服广告)
The CORDIA, shaped by the wind; born for the road. (汽车广告) Have a nice trip, buy buy ! (Pun)
简要分析广告英语的文体特征
