ended英语论文：广告英语的词汇特点(Advertising English Morphology)

2021年1月8日发(作者：曹东扶)







English Morphology in Advertising
广告英语的词汇特点





学生姓名：SEASON
专业班级：英语0901
学 号：
课程名称：英语词汇学
任课教师：











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
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.)