advertisement 英语广告.pptVIP

AdvertisementGroup Four What is advertising? “Advertising ” comes from the Latin word “adverto” meaning “turn attention to” so “advertising” might be defined as any means of bringing information to the public for the purpose of drawing attention to manufactured goods, services, shops, or entertainments. The functions of the advertisement The Characteristics of the Advertising Language Generally speaking, the language of advertising , mainly of so-called loaded languages, must be a language of immediate impact and rapid persuasion. It must bring the advertised products into attention, stress their qualities in the most attractive way, clearly outline the reasons for buying them, and preferably leave a memorable echo of what has been said about the products ringing in the reader’s mind Effects To achieve this, the language of advertising must be short, concise, vivid, attractive, and persuasive, which are fully displayed in advertising English. . Contents Lexical devices 1. The choice of a brand name which may produce favorable associations. Super Guard (door lock) Natural Wonder (cosmetic products) 康师傅 （食品） Use of emotive/evaluative adjectives or adjectival phrases. “Advertising language is marked by a wealth of adjective vocabulary, and a poverty of verb vocabulary.”大量使用褒义色彩浓厚的评价性形容词，以期使广告所介绍的内容或传播的信息在消费者心目中树立一个模糊却又美好的形象，从而达到促销的目的 An universal international collection: of exceptional natural fibre bedding, clothing, intimate apparel and personal accessories, for discerning adults and some fortunate children.(床上用品) Among the highly frequent key words are：delicious， latest，up-to-date，fragrant, charming, attractive, long-lasting, unique, perfect，etc。这些形容词往往能使一条广告骤然增色，也因此英语广告被戏言为一个“永远没有丑恶、没有苦难、没有野蛮的奇妙世界”。 neologism 4. In order to stress the uniqueness or novelty of a product advertisers resort to neologism, and improvised adjectival sructures. The orangemostest drink. （orange +most +est） Come to my Fruice. (fruit+ juice)