试论广告英语的语言特点

试论广告英语的语言特点

Introduction
    Advertising is essentially persuasive communication. Advertising language has a gigantic persuasive power, and can exert a great effect on society or psychology. Clearly it is closely associated with psychology and sociology, especially with linguistics. Of course, the persuasive power not only stems from language, but also results from color, music, and design, etc. But successful advertising leans on persuasive language; persuasive power is a distinguishing feature of modern advertising language. Successful advertising language can attract readers immediately who react to advertising persuasive power. Analyzing thousands of consumers’ motivational psychology, psychologists find that the art of persuasion used in advertising has improved constantly and the results are more and more notable. There is a true description in A Short Guide to English Style by Alan Warner: many readers are so simple and honest that they spend their money on the beautiful language instead of on goods’ high quality. Although most consumers want to resist the flattering language, generally they can hardly do so. Now the special function of advertising language becomes one of special languages.
The same is true of advertising English, which is employed in all kinds of English advertisements and commercials. Advertising English is part of the English language. The relationship between the two is that between part and whole. They are interconnected and mutually influential. Standard advertising English, which has its own distinguishing features and unique rules, is different from literary English, journalistic English or scientific and technological English. In some cases advertising English is standard and idiomatic, but in many cases it is nonstandard and informal.
Of all the rules that govern advertising English, the most fundamental one is to make the consumers read it. Diction in most English ads belongs to loaded language in which aims at influencing the intentions, views, and attitudes of the consumers, that is, bringing them round to buy the commodities being advertised.
The English advertising writer is required to make good use of simple everyday English, which is dynamic and full of life. It is necessary for him to avoid using ornate big words. Instead he should employ words and sentences in which are neat, exact, and sonorously forceful.
As advertising English is characterized by unique morphology and syntax and as so many rhetorical devices are found in it, this thesis is devoted to a brief discussion of them.

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