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湖南自考英语毕业论文：广告英语的词汇特点

2017-06-01 10:49:35

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y concerned.) "Access to quality Gold" (awarded Gold Cup for quality) to show the authority of the product, some product advertising Zeyi an expert, professor to make commitments. Such as: "A professor from the invention" (invented by Professor ... ...). In fact, the English advertising focus on the authorities, but advertisers prefer to let the facts speak for themselves, they often use the data obtained after repeated testing or to quantify the final results of the survey data to convince consumers, both simple and clear, clear, achieve a multiplier effect:

1.How to getloo watts of light for only 44 watts of electricity? (Home appliances ad)

2.You see, in laboratory tests. now Crest Complete got up to 3796 farther between teth than the leading flat brush. (Toothbrush ad)

3.A perfume with a fragrance as beautiful and lingering as only 4,000 flowers can be. (Perfume ads)

2.7 The flexible use of complex words

By the various hyphenated compound words concise, flexible and convenient method of word formation, not only has been in the news in English, English and other modern technology can be widely used in the English style, but it is much favored by advertisers, the advertising is in English for common, almost everywhere. Such as:

1.Italian designer Valentino'S 2004 Spnng-Summerready-to-women's fashion colection presentation. (Fashion show ads)

2.International air express and cargo sales, sea-and-air co-ordinate transport information and consulting services.

C0sco International Air Freight (shipping advertising)

Such compound words in English advertisements abound, as the modification common are: top-quality fresh-tasting best-selling easy-to-dress brand-new carefully-selected and so on.

2.8 Recurring key words

In order to strengthen the tone. Highlight the product of a performance, or impress, so that consumers easily remember the name of the product. Advertisers often at any cost, recurring key words to the attention of the advertising value and the value reflected most vividly remember, people can blurt out the name of a commodity and its advantages. Such as:

1.Hot/Hot/Hot /

Chilies create a nation of fire-eaters in search of heat.

- - Daily News (dried chili ads)

2.She is the nimblest girl around.

Nimble is the way she goes.

Nimble is the bread she eats.

Light. delicious. Nimble. (Jie bread ad. Note: The use of pun sentence modification techniques, translated: she is the most agile around the girl. Agility is a characteristic of her manners. "Jie" is her consumption of bread - soft, delicious, "Ming Jie ")

2.9 Innovative spelling, enhance the attractiveness, lively and interesting

Advertising English pursuit of novelty, unique, eye-catching, often with some words not found in the dictionary. Sometimes the pursuit of advertising hyperbole, unconventional results, based on characteristics of the product. To imitate the word formation, spelling homophonic piece, or by other substitution variants means that he coined new words and even some of Zhao Yan typos. Although the new coinage and different form of the original word, but meaning still remain, giving a natural, wonderful feeling.

2.9.1Misspelling

Misspelling is a common spelling of innovation, can form the same or similar pronunciation, reflecting the humor, emphasizing the theme.

4ord costs 5ive% le $ $. (Ford Motor)

This ad English misspellings vivid eye-catching, interesting, probably the most casual reader will also look to be caught, can not be ignored.

2.9.2The proper use of prefix and suffix

English ads sometimes use some discretion before the suffix, to form new words or product names. Although the ad constitutes a new English words with affixes is not too much, but many of them pose with a new word before a suffix or trade names does greatly enrich the expressiveness of the language of advertising, particularly a prefix super, mega one, the suffix ex and y the most prominent one. The first ad in which super prefix used frequently in English, said "super." "Super", such as justice. Such as:

1.Lux the ad superich (foam rich, super moist), "mega one," said the king, or large, such as: mega-star film star, mega-hit movie blockbusters. mega-dollar super-huge sum of money, Mega-stars Jiang Wen (Jiang Wen) and Ge You (Ge You) take the lead role in this home1and film, (a video ad.)

Suffix is generally considered from a ex excellence, often appear in many words in the trademark.

For example: Timex to all. and to all a good time, "timex" is ex time a variant of the suffix, to emphasize "Timex" The accuracy and timing characteristics table. Y by a suffix consisting of a new word means "a little bit?" And "with? Color or features of the" other meaning of words with a strong El color. To read quite popular kind. Catchy. Such as: bubbly beer, milky flavor, silky hbric, toasty bread and so on.

2.10 Frequent use of acronyms

Acronym also known as the acronym is a word in the phrase of the first letter of the major condensation, and therefore they can replace a few letters a few words. This eye-catching but also no shortage of nice words likely to cause a trademark of the curiosity of customers to attract their attention, arouse their desire to purchase, to improve the economic efficiency of goods, which frequently show his face in the ad. For example:

1.We offer-R guarantees: guaranteed repmr, replacement and refund. (Electrical advertisement "three guarantees": repair, replace or return)

2. SALT Sardian Shipping Service Sea-borne. Air-borne and Land-surface Transportation (Joint Shipping Company: sea and air transport)

3.3 a U Brand

Unrivaled quality

Unbeatable prices

Unrested service ("three excellent" brand furniture: good quality; price; quality of service)

3.Conclusion

In summeries, advertising the use of English in vocabulary has its own unique, novelty, in the ad in English for an important role to play. The superior quality of English advertising for expanding markets, promoting sales, win customers, win the competition, undoubtedly played a crucial role. With China's WTO membership and greatly enhanced overall national strength, China will more quickly to the world, more and more Chinese products will fly into the homes of ordinary people in Europe and America, so the English advertising business is a sunrise industry.In this paper, characteristics of business English vocabulary of advertising research, advertising can be translated to the majority of English fans to provide useful experience.Advertising English vocabulary features an interesting topic worthy of further excavation and research.

References

Article in Journal and magazine

21st Century。August28，2003；

Beijing Weekend，January9—11，2004；

China Daily，September l9，2003；

Daily News，March 18，1992

Lady，9th ,2001；

Shenzhen Daily，July 8，1999；