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

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 novelty.This 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:

1.Supreme Reds (Paris, L'Oreal hair dye cream series of ads)

2.With 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 "never 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:

1.Dale Batteries: the original and still be the best. (Dale Battery: original, best)

2.Let '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