广告语言学Linguistic features of English advertising language教程教案.pptVIP

Linguistic features of English advertising language;Definition of advertising American Marketing Association (AMA) defines advertising as “the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.” Advertising takes many forms, but in most of them language is of crucial importance. ;Advertising language;Linguistic features in advertisements;Lexical features;Use of simple words ; Syntactical features ;First, length of a sentence in advertising is usually short. A sentence in daily consumer goods ads has 10.3 words on average technical equipment ads, 11.8 words; in service ads, 12.3 words. Second, as to sentence structure, simple sentence elliptical sentences are often used in advertisements. Compared with complex sentences, simple sentences are more understandable and forceful. Let us compare the following two advertisements. ;a. Baked. Drenched. Tested to the extreme. A Motorola cellular phone … b. The Motorola cellular phone are baked and drenched to extreme. ;Third, as to sentence patterns, interrogative sentences and imperative sentences are heavily used in English advertisements. Imperative sentences are short, encouraging and forceful. ;The main difference at syntactical level lies in headline. ;Comparison of headlines of different types of advertisements ;;Rhetorical Features in Advertising English;Simile or metaphor;Personification;Antithesis;Parallelism ;Punning ;Rhyme