广告问题分析.docx
- 文档编号:14710246
- 上传时间:2023-06-26
- 格式:DOCX
- 页数:6
- 大小:18.24KB
广告问题分析.docx
《广告问题分析.docx》由会员分享,可在线阅读,更多相关《广告问题分析.docx(6页珍藏版)》请在冰点文库上搜索。
广告问题分析
StylisticAnalysisofAdvertisingLanguage
XXXXXXXXX
2011/12/15
StylisticAnalysisofAdvertisingLanguage
[Abstract]:
Nowadaysadvertisingcanbefoundateverycornerofoursociety.Wecanseeadvertisementseverywhere,ontelevision,newspaper,magazines,busshell,buildingwall,andsoon.Theadvertisersoftenmaketheadvertisementsthemosteffectiveinordertosecureanumberofreadersandtocompetewithmanyothersimilaradvertisingmessages.Theyusevariouswaystocatchattentionofthecustomers.Inthispaper,itgivesabriefintroductiontothecharacteristicsofadvertisinglanguagefromtheviewofstylistics.
Definitionsofadvertisinglanguage:
Thedefinitionofadvertisinglanguageisthatthelanguageisspecificallyusedinadvertisement.Apieceofconsumeradvertisingisnormallycomposedofthreeparts:
aheadline,abodycopy,andaslogan.Amongthem,thesloganisconsideredtobetheverysoul.
Essentialfeaturesofadvertisinglanguage:
Advertisinglanguageisoneofbusinesslanguages.Andithassomedistinctivefeatures.Whenweseetheadvertisements,wealwayshaveadeepimpression.Thesefeatureshelpustorememberthegoodseasily:
(1)Brief:
Asuccessfuladisalwaysbrief.Anaddoesnotusealargenumberofwordsandsentences.Itoftenusesabriefsentencetoexpressthemeaning.ThemostfamousexampleistheadofMcDonald's:
Iloveit!
AndthiscompanycreatesasongwhichisnamedI'mlovingit,thelyricsareeasyandbrief,backandforthonlyafewwords,butalmosteveryearthmanknowsit.
Theotherexamples:
IntelInside.(IntelPentium)
Communicationunlimited.(Motorola)
ConnectingPeople.(Nokia)
(2)Memorable:
AnadalsoshouldbeMemorable.Peoplealwaysprefertobuysomethingwhoseadsandbrandtheycanremember.Thatistosay,asuccessfuladshouldbeknownbycustomers,andtheycangetimpressions.
(3)Distinctive:
Iftheadsarenotdistinctive,theycannotstandoutamongsuchenormouscompetitors.Eachadisspecial,andithasitsownfeature.Thesuccessfuladvertisementhasasignificantwaytoshowitself,whichisdifferentfromtheothers.Whenweseeanad,weknowthatisaboutthespecifiedgood,nototherones.
(4)Easytoread:
Themerchantsoftenmakethefine-soundingadvertisementsinordertodrawcustomers’attention.Aneasy-to-readadismorelikelytoberememberedbycustomers,andarousestheirinterests.Forexamples:
Impossiblemadepossible.(CanonPrinters).
Poetryinmotion,dancingclosetome.(TOYOTAMotor).
TakeTOSHIBA,taketheworld.(Toshiba)
Lexicalfeatures:
Asameansofdisseminatinginformation,advertisinglanguageissimple,vivid,richcolorandemotionalappeal.Therefore,theadinEnglishandgeneralEnglishwordsvarywidely.
(1)Theuseofhighfrequencywords:
Adsmustbeeasytobeunderstoodandremembered.Somanyadvertisersfocusedonusinghighfrequencywords.Forexample,thepopularwords,simpleverbsandadjectives.
(2)Theuseofthespokenword
Forexample:
MosquitoByeByeBye.MosquitoShaShasha
Analysis:
Byeisaverycolloquialword,thelanguageusedinboththeadvertisingimageandwittyhumor,memorable,advertisingwithexcellentresults.
(3)Simpleverbsused
Forconcise,popular,catchy,simpleverbs,especiallymonosyllabicverbs,suchas:
make,come,get,go,know,have,keep,look,see,need,buy,love,use,take,feel,like,start,taste,save,choosethelanguagemostcommonlyusedinadvertising.Forexamplethefollowingadvertisingsloganinboldwords:
StartAhead.Success,startfromscratch.(Rejoiceshampoo)
WebringhighTechnologyhome.-NEC
Wehigh-techhome.(JapanNECElectric)
(4)Frequentuseofpersonalpronouns:
Useofpersonalpronounsisextremelycommon,especiallyyouandwe,obviouslytomakethelanguagemorewarmandfriendlyintoneandstrengthenitsappealtothereader.
Forexample:
Wemadethiswatchforyou---tobepartofyourlife---simplybecausethisisthewaywealwaysmadewatch.Andifwemaydrawaconclusion,itwillbethis:
chooseonceandchoosewell.(anadofawatch)
Slipitonherfingersandshe’llknowwhat’sinyourheart.
(6)Wideuseofaffirmativeandcommendatorywordsandexpressions:
Forexample:
Anunrivaledinternationalcollectionofexceptionalnaturalfiberbedding,clothing,intimateapparelandpersonalaccessories,fordiscerningadultsandsomefortunatechildren(anadofakindofbedding)
Comparisonsarewidelyusedinadvertising,usuallytoaffirmtheimprovementmadeforaproductorservice.
OfAmerica’sbest-tastinggums,Tridentissugar-free.
Therearetwotrickshere:
(1)Withoutsayingdirectly,theadplacesTridentamong“America’sbest-tastinggums”.
(2)BydeliberatelyomittingthewordONLY,Tridentdoesnotsaythatothergumsarenotsugar-free—aclaimthatitwouldnotbeabletosupportiftakentocourt.
RhetoricdevicesinadvertisingEnglish
(1)Simile:
Coolasamountainstream…CoolasfreshConsulate.(Consulate,akindofcigarette)
(2)Metaphor:
You’rebetteroffundertheUmbrella.
(3)Metonymy:
Themostsensationalplacetowearsatinonyourlips.(silkfabric)
(4)Repetition:
FreeHotel!
FreeMeals!
FreeTransfers!
Forafree“Stay-on-the-Way”inAmsterdam,youcanrelyonKIM.(tourismcompany)
(5)PersonificationFlowersbyInterfloraspeakfromtheheart.
(6)HyperboleEverytimewerace,youwin.
(7)PunAskforMORE.(MORE,akindofcigarette)
Welead,otherscopy.(duplicator)
Someproblemsofadvertisinglanguage
Sincetheadscomeoutoneafteranother,manyofthemhaveproblems.Thefailedadscan’tmakecustomerspayattentiontothegoods,andsomecanevenoffendthem.Theseincludetoomuchdialects,wordsnotconveyingtheirideas,wordiness,andsoon.
(1)Toomanydialects:
Manyadsusethelocallanguagetoexpresstheproductionforcommunicatingwellwithcustomers,mostofwhicharehumorous.Butthereisaproblem:
thesecustomerswholiveinotherregionsdonotunderstandthemeaning.Iftheadsareputoutinotherareas,thesepeoplecannotgetthemessagefromtheproductscorrectly.Thatis,adisakindofbusinessEnglish,andtheyhavesomecommonfeatures.Becausethereisalargenumberofpeopletoreceiveads,advertisersshouldpayattentiontotheuniversalityofthepronunciation.Inads,thestandardpronunciationoflanguageissuitable.
(2)Wordsnotconveyingtheirideas:
Wordsnotconveyingtheirideasmeansthewordsfailtoexpresstheintendedmeaning.Adscannotexpresstheproductscorrectlywith.Adwordsshouldbeprecise,especiallytranslationbetweentwolanguages.Admenshouldunderstandthecorrectmeaning,andinauthenticexpression.TherearetwoadstranslatedfromChinesetoEnglish,forinstance:
人人为我,我为人人,无偿献血,博爱人间
Everyonedoesforme;Idoforeveryone;denotebloodfor
free,theworldisfulloflove
一棵树可制作300万根火柴,一根火柴可点燃300棵
树木
Onetreecanmake3,000,000matches;onematchcan
burn3,000,000trees
Theincorrectexpressiondoesnotonlylosetheoriginalemotionalandculturalconnotations,butalsomaketheforeignersincomprehensible.
(3)Wordiness:
Adlanguageisusuallybriefandsimple.Thesuccessfulbusinessmenwillusethemostprecisewordstoimprovetheexpressionofthegoodstheysell,andintheshortestpossibletimetoattractconsumers.Someusealotofadvertisinglanguagearticles,butarestillnotunderstoodbyconsumers.Whencustomersseetheseads,theyareconfused.Thatisbecausetheydonotknowwhatthemerchantswanttoexpress.
Adlanguageissomethinglikethenews,fortheexpressionisoftenshortsentences,anduseabbreviations.
Forexample:
rep(representative),gym(gymnasium),lib(liberation),copter(helicopter)
Conclusion:
Thispapermakesastylisticanalysisofadvertisingtextinlinguisticaspects—essentialfeatures,lexicalfeatures,rhetoricdevices,andsomeproblems.However,manyadvertisementsemploymorecomplexcombinationofthesefeaturestomakethemmoreoutstanding,attractiveandpersuasive.Moreoftenitistheprominentstyleofthetextcallsthetargetedconsumers’attention,arousestheirinterest,stimulatetheirdesire,activatetheirmemory,anddrivetheiraction.That’sthereasonwhyadvertisinglanguageissopowerful.
(学习的目的是增长知识,提高能力,相信一分耕耘一分收获,努力就一定可以获得应有的回报)
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 广告 问题 分析
![提示](https://static.bingdoc.com/images/bang_tan.gif)