Words in advertising English.docVIP

Words in advertising English 　　（School of foreign languages and literature， Wuhan University Wuhan City， Hubei Province 430061） 　　Abstract：With the development of technology and media， advertising has been an inevitable part of our daily life. This passage analyzed the lexical features in advertising like rhyme， alliteration， use of pronouns， simple words， pun-making， and so on. Whether a product can be sold well or not depends greatly on its advertisements. The alternatives of words in advertising language are indispensable. 　　Key words：lexical， rhyme， pun-making， misspelling， coinage， loan words， compound.First of all， I’d like to introduce the advertising. 　　中图分类号：H319 文献标识码：A 文章编号：1672-1578（2016）06-0005-02 　　Advertising language is a style of immediate impact and rapid persuasion. The point of an advertisement is to persuade you of the merits of a particular product or service， in order that you will take out some of your money to buy it. 　　1 Lexical Features 　　1.1 Rhyme or alliteration 　　Advertisers sometimes use rhyme or alliteration of words to make a special communicative effect. Such advertisements are easy to read and pleasant to ears. Therefore， they are more easily remembered by the readers. 　　For example： 　　（1） Go for the sun and fun. 　　（2） Join the team， make the dream. 　　（3） Go well， use shell. 　　1.2 Repetition of key words 　　In order to emphasize some advantages of a certain product or service， advertisers often use the skill of repetition. It can usually help readers to remember the contents of the advertisements more easily and clearly. 　　（1） Double delicious， double your pleasure. 　　（2） Extra taste， not extra calories. 　　（3） Mosquito to bye bye bye. 　　1.3 Pun-making 　　Pun is an amusing use of a word or phrase that has two meanings. The word usedas a pun is usually closely related to the characteristics of a certain product or the brand name of the product. Making pun can often leave a deep impression on readers by its readab