american advertising language美式廣告語言

1、<p>　　American Advertising Language</p><p>　　Table of Contents</p><p>　　.Title Page</p><p><b>　　.Contents</b></p><p>　　III.Thesis content</p>&l

2、t;p>　　Abstract2</p><p>　　Introduction3</p><p>　　Main content4-19</p><p>　　Brief Introduction of Advertising4-8</p><p>　　Definition of Advertising4-5</p>

3、<p>　　Components of Advertising5-7</p><p>　　Functions of Advertising7-8</p><p>　　American Advertising8-9</p><p>　　History of American Advertising.8</p><p>　　Cl

4、assifications of Advertising8-9</p><p>　　Advertising Language9-17</p><p>　　Relationship between Ads and Advertising Language9</p><p>　　Features of Advertising Language10-17</

5、p><p>　　Lexical Characteristics10-14</p><p>　　Syntactical Characteristics14-17</p><p>　　Results18</p><p>　　Conclusions19</p><p>　　IVeCharts and Figures<

6、;/p><p>　　Fig.l Definition of Advertising20</p><p>　　Fig.2 Components of Advertising21</p><p>　　Fig.3 Functions of Advertising22</p><p>　　Fig.4 Features of Advertising

7、Language23</p><p>　　V .Reference and Citations24</p><p>　　VI.Library24</p><p>　　VILInternet24</p><p><b>　　Abstract</b></p><p>　　In my paper

8、,American advertising language will be discussed and the main</p><p>　　content will focus on the analysis of its features.At first,there will be a brief</p><p>　　introduction of advertising,incl

9、uding its definition,components and functions.After</p><p>　　that the history of American advertising will be presented concisely and the</p><p>　　classifications of advertising will be summed u

10、p too.Moreover,the following content</p><p>　　will put emphasis on analysing the features of advertising language,including lexical</p><p>　　characteristics and syntactical characteristics.Final

11、ly,there will be a conclusion about</p><p>　　the further development and profound influences of advertising language in the future.</p><p>　　Introduction</p><p>　　At the first part

12、of my paper,there is a brief introduction of advertising.How it is</p><p>　　defined and the components that make up an advertisement.The functions of</p><p>　　advertising are describe too.</p

13、><p>　　At the second part,American advertising history is stated concisely at first.The</p><p>　　content following it is about the classifications of advertising and the main media that</p>

14、<p>　　are used to advertise.</p><p>　　At the third part,the relationship between ads and advertising language are</p><p>　　explained.After that the unique features of advertising language a

15、re highlighted and</p><p>　　some relevant examples are given in the paper.</p><p>　　At the last part,both results and conclusions are presented.</p><p>　　Main Content</p><

16、;p>　　Nowadays what is necessary to a successful business?Of course,the answer is good advertising.An excellent advertisement can bring huge profit to the producers</p><p>　　and establish a high reputation

17、 for the group,enterprise or individual.As mass</p><p>　　communication develops quickly,advertisements become wide-spreaded.lt is safe to</p><p>　　say that where there are people there are adver

18、tisements.</p><p>　　Brief Introduction of Advertising</p><p>　　Definition of Advertising</p><p>　　Along the times goes，the meaning of advertising is changing. But in which way</p

19、><p>　　on earth the modern advertising is defined?</p><p>　　According to McCann Erickson Inc., the advertising agency that develops</p><p>　　Coca-Cola’s national campaigns，advertising

20、is “truth well told.” This philosophy is</p><p>　　echoed by Coke’s vice president of advertising, William Sharp, who says that a</p><p>　　commercial for Coca-Cola should have the properties of t

21、he product itself.</p><p>　　Coke’s advertising should be a pleasurable experience，refreshing to watch and pleasant to listen to. It should reflect quality by being quality. And it should make you</p>

22、<p>　　say, I wish I’d been there，I wish I had been drinking Coke with these people.</p><p>　　That’s what advertising is to Coca-Cola. But can the same be said for other</p><p>　　products an

23、d services in the marketplace today?</p><p>　　Albert Lasker, who has been called the father of modern advertising，said that advertising is “salesmanship in print.’’That may well be. But he gave us that defin

24、ition</p><p>　　long before the advent of radio and television and at a time when the nature and scope</p><p>　　of advertising were considerably different from what they are now.</p><p

25、>　　The definitions of advertising are many and varied. It may be defined as a</p><p>　　communication process，a marketing process，an economic and social process, a</p><p>　　public relations pr

26、ocess，or an information and persuasion process，depending on the</p><p>　　point of view.</p><p>　　This paper shall use the following definition of advertising:</p><p>　　Advertising i

27、s the nonpersonal communication of information usually paid for and</p><p>　　usually persuasive in nature about products, services, or ideas by identified sponsors</p><p>　　through the various m

28、edia.</p><p>　　Components of Advertising</p><p>　　According to the definition of advertising,most of the advertisements should have</p><p>　　following components:</p><p&g

29、t;　　The Non-personal Communication of Information</p><p>　　Advertising is not aimed at any individual，or by any individual. It’s a</p><p>　　non-personal transmission of information aiming at the

30、 public or a certain group of</p><p>　　people. Because of the non-personal features of advertising, the dissemination and</p><p>　　operation of it should be restricted by the law of a country，th

31、e moral standards，</p><p>　　psychology，zoology, and environment of protection. The information，methods,</p><p>　　media，and other components of advertising should abide by the advertising laws，&l

32、t;/p><p>　　policies and rules，and should be under the supervision of the public.</p><p>　　Usually Paid-for</p><p>　　The advertising fees are paid by the advertiser no matter it’s opera

33、ted by itself or</p><p>　　other agency. Because advertising is a kind of marketing action, an advertiser has to</p><p>　　pay for its advertisement. There are quite a few people who consider that

34、 too much</p><p>　　advertising fee will inevitably raise the price and cost of the product，and thereby will</p><p>　　influence the sale of the product. However，this conclusion is a one-sided vie

35、w.</p><p>　　Advertising can bring you a huge profit by reasonable planning and proper operation.</p><p>　　Persuasive in Nature about Products，Service or Ideas</p><p>　　Advertising i

36、nformation is the principle contents an advertisement wants to</p><p>　　disseminate. Advertising is a serious of planning action，so the information of</p><p>　　advertising should be aimed at the

37、 certain target market and consumers, and should</p><p>　　avoid aimlessness. The dissemination of information should be accurate，definite，</p><p>　　recognizable and moderate in length. An effect

38、ive advertisement involves not only</p><p>　　“what to say’’，but also “how to say”.</p><p>　　By Identified Sponsors</p><p>　　The advertiser is the sender of information and all the a

39、dvertising activities should</p><p>　　be consistent with the purpose and willingness of the advertiser. Therefore，the</p><p>　　advertiser is the main body of advertising，namely, every advertisem

40、ent should have</p><p>　　its specific owner of the advertising information. The specific owner should be a</p><p>　　recognizable group, including corporation, enterprise, government，organization

41、 and</p><p>　　individual.</p><p>　　Through the Various Media</p><p>　　Media are the means of the dissemination of advertising，including newspaper，</p><p>　　magazine，bro

42、adcast, TV program，billboard and mail. The newspaper, magazine,</p><p>　　broadcast TV and Internet are called the five main media of advertising. Moreover,</p><p>　　any kind of objects or tools

43、can be a medium for the advertisement，such as airplane，</p><p>　　train，bus，building，neon light，movie，package，exhibition，and etc.</p><p>　　Functions of Advertising</p><p>　　The funct

44、ion of advertising should be as follows: (a) to identify products and</p><p>　　differentiate them from others;(b) to communicate information about the product，its</p><p>　　features，and its locat

45、ion of sale;(c) to induce consumers to try new products and to</p><p>　　suggest reuse;(d) simulating the distribution of a product; (e) to build brand</p><p>　　preference and，and loyalty.</p&

46、gt;<p>　　Generally these functions could be grouped and categorized as follows:</p><p>　　Information Function</p><p>　　A good advertisement with concrete and real information should attra

47、ct</p><p>　　consumers to direct their attention to the products，service or ideas.</p><p>　　Demand Creation Function</p><p>　　The introduction and publicity of an advertisement shoul

48、d arouse consumers’</p><p>　　great interest and let them feel the demands to buy the product.</p><p>　　Persuasive Function</p><p>　　The publicity of advertising should stimulate con

49、sumers’ desire to buy and</p><p>　　make them realize that the product is just what they want.Certainly’the persuasive</p><p>　　actions or words should be kind and appealing.</p><p>

50、　　Get Action Function</p><p>　　The advertisement makes consumers response to the advertising information</p><p>　　and evoke them to take the action of purchasing.</p><p>　　Goodwill

51、Establishment Function</p><p>　　A good advertisement can not only make the target audience recognize the</p><p>　　product but also establish a high credit for the owner or brand.</p><

52、p>　　American Advertising</p><p>　　History of American Advertising</p><p>　　In the early 18lh century,newspaper appeared in American.On April 24lh 1704,the</p><p>　　famous America

53、n inventor Benjamin Franklin published an advertisement which</p><p>　　aimed at encouraging ad-agencies promote products on the front page of Boston News</p><p>　　Communication.That is the first

54、 advertisement of America.As a result,the areas</p><p>　　influenced by ads expanded gradually.Besides，the incomes of ads were increasing</p><p>　　from day to day and became the main profit of ne

55、wspaper offices.In the 19th</p><p>　　century,the advertising industry developed rapidly in USA.In 1830s,some American</p><p>　　newspapers even took 75% of the type area to publish ads for high i

56、ncome.Now</p><p>　　Madison Avenue in New York becomes the symbol of American advertising industry.</p><p>　　Classifications of Advertising</p><p>　　Different kinds of ads are groupe

57、d and classified according to various</p><p>　　criterions.</p><p>　　Ads can be divided into commercial advertising and non-commercial advertising</p><p>　　in terms of whether it is

58、profitable or not.The general objective of commercial advertising is money while that of non-advertising is to inform,persuade or remind</p><p>　　people of a particular idea,cause or philosophy being adverti

59、sed.Non-personal</p><p>　　advertising is often used by non-business institution and charitable organization.</p><p>　　Judging from the advertising media,ads can be spilt into newspaper</p>

60、<p>　　advertising,magazine advertising,radio advertising,television advertising,direct mail</p><p>　　advertising,cinema advertising,package advertising,outside advertising and web</p><p>

61、　　advertising.</p><p>　　On the basis of the target audience,there are consumer advertising,business</p><p>　　advertising，service advertising and public interest advertising.Moreover,according to

62、</p><p>　　different range and intention ads are composed of comparative ads,competitive</p><p>　　ads’pioneer ads，mail ads and direct response ads.</p><p>　　In terms of the region,ad

63、s can be classified into international ads,national ads and</p><p>　　regional ads.The promotional activities are closely related with the market area of a</p><p>　　company or group.The advertisi

64、ng strategies will be changeable concerning consumer</p><p><b>　　market.</b></p><p>　　Advertising Language</p><p>　　3.4.1 Relationship between Ads and Advertising Langua

65、ge</p><p>　　The common appearance of ads has created a special style of</p><p>　　language—advertising language.In order to impress the target audience and convince</p><p>　　them to

66、buy the products,services or ideas,advertisers spare no effort to advertise</p><p>　　perfectly.Apparently,a good advertisement must have attractive headline,persuasive body copy and memorable slogan.Therefor

67、e,advertisers attach to the advertising</p><p>　　language which plays a crucial role in ads.</p><p>　　Features of Advertising Language</p><p>　　Although music and pictures can provi

68、de some hints，or create a kind of</p><p>　　atmosphere，the information about the product is limited. Even more，it may lead to</p><p>　　misunderstanding. Thus, language in a way provides more exac

69、t，detailed and</p><p>　　dependable information whereas music and pictures only act as a supplementary</p><p>　　means in advertising. Advertising language, playing a role of communication and<

70、/p><p>　　persuasion, has developed its own characteristics.</p><p>　　3A.2.1 Lexical Characteristics</p><p>　　Word Formation</p><p>　　In advertising language，some words are

71、 misspelled; some are added with a</p><p>　　prefix or a suffix. In doing so, information is communicated, and at the same time，the</p><p>　　advertisement is more interesting. For examples:</p

72、><p>　　The Orangemostest Drink in the world.</p><p>　　This is an advertisement of drinking. “Orangemostest”，in fact，is “Orange +</p><p>　　most + est’’，which points out high quality and

73、 high purity of this kind of drinking.</p><p>　　Give a Timex to all, to all a good Time.</p><p>　　This is an ad of watch. Timex = (Time +Excellent)，which focus on the</p><p>　　exact

74、ness of the watch.</p><p>　　Drinka pinta Milka Day.</p><p>　　This is an ad of milk. The first three words should be “Drink, Pint, Milk’’，the</p><p>　　same pronunciation. This ad not

75、 only attracts people’s attention，but also gets a</p><p>　　beautiful rhythm.</p><p>　　Use Foreign Language to Strengthen the Effects</p><p>　　For examples:</p><p>　　Ord

76、er it in bottles or in Cannes. Perrier ...with edded je ne sais quoi. “je</p><p>　　ne sais quoi”，is French，meaning “I don’t know what”.</p><p>　　“YOPLAITYOGURTESTFANTASTIQUE.”</p><p&g

77、t;　　There’s a little French culture in Jack Kingman.</p><p>　　Yoplait，the yogurt of France，is now made in America.</p><p>　　And when real Americans get their first taste of it，they’ll say</p&

78、gt;<p>　　it’s different. It’s surprisingly creamy，amazingly smooth. It’s</p><p>　　all natural yogurt with active cultures and real fruit mixed throughout.</p><p>　　Or, in other words, as

79、Jack would say, “Yoplait est fantastique.”</p><p>　　“EST FANTASTIQUE” means “is fantastic’’，indicating that this kind of milk is</p><p>　　rich in French flavor and is very delicious.</p>

80、<p>　　FOR THOSE VERY RARE FEW</p><p><b>　　XO</b></p><p><b>　　COGNAC</b></p><p><b>　　Otard</b></p><p>　　AU CHATEAU DE COGNAC.<

81、;/p><p>　　This is an ad of Brandy.</p><p>　　Few Verbs Are Used</p><p>　　G. N. Leech，English linguist，lists 20 most used verbs in his English in</p><p>　　Advertising. They

82、are: make, get, give，have, see，buy，come, go, know, keep，look,</p><p>　　need，love, use, feel，like, choose, take, start，taste.[10] Please look at the following</p><p><b>　　examples:</b>

83、;</p><p>　　Don’t have much of a personality? Buy one. (Honda Motor)</p><p>　　Getting places in the business world is easier if your banker is there to</p><p>　　meet you. (Security P

84、acific Asian Bank)</p><p>　　Making life a little sweeter. (Mars Milky Way)</p><p>　　KONE gives you more in materials handing. (KONE)</p><p>　　We can give you a better view of invest

85、ment opportunities from both</p><p>　　sides of the Pacific. (Citybank)</p><p>　　Use Adjective and the Comparative Degree,Superlative Degree of Adjective</p><p>　　Comparatives and su

86、perlatives occur to highlight the advantage of a certain</p><p>　　product or service.</p><p>　　The most frequently used adjectives are as follows: new, good/better/best，</p><p>　　fr

87、esh，free，delicious，sure，full, clean，wonderful, special，crisp，real，fine，great, safe,</p><p>　　rich, etc.These adjectives help to build a pleasant picture in readers’ minds and</p><p>　　manage to

88、create a belief in the potential consumer: If I buy this product or if I choose</p><p>　　this service，I will lead a better life.</p><p>　　For examples:</p><p>　　Think Lysol is the b

89、est disinfecting spray. (Disinfecting Spray)</p><p>　　The world’s coolest CDs aren’t made in New York，London or L.A. They</p><p>　　are made in my apartment. (Philips CD Recorder)</p><

90、p>　　The Compaq Armada family is lighter，with new rounded edges for easier</p><p>　　packing.(Compaq)</p><p>　　Crest SpinBrush——A better spin on clean. (Crest toothpaste)</p><p>　　

91、The choice of a new generation. (Pepsi Cola)</p><p>　　Use Simple Words and Spoken Language</p><p>　　For examples:</p><p>　　Just do it. (Nike)</p><p>　　Ask for more. (Be

92、st)</p><p>　　We lead. Others copy. (Copy Machine)</p><p>　　The taste is great. (Nestle Coffee)</p><p>　　Use Eclipses</p><p>　　Modern advertising fee is very expensive;

93、using breviary can lower the cost. For example:</p><p>　　Take it to the ‘net’, (net = Internet)</p><p>　　We found’em we got’erru (’em = them)</p><p>　　‘Tis the season for giving.’(T

94、is = This)</p><p>　　Nice’n Easy, (’n = and)</p><p>　　Use Lots of Compound Words</p><p>　　A compound word is often a noun or an adjective made up of two or more words. Compound adjec

95、tives are often seen in advertisements. Compound words in technical equipment ads，are usually combined to give an exact description of a certain feature or a certain function such as high-volume, full-color, multi-functi

96、onal, non-stop，water-cooled. Often numbers are employed in front of the hyphen, which is seldom seen in other advertisements，such as 64-bit，24-valve，4-wheel， 255-horsepower</p><p>　　The advertiser employs，ev

97、en coins, so many compound words that they can make the introduction of complicated technical equipment brief and precise.</p><p>　　Grammatically, compound words help to avoid using clause, which enhance the

98、</p><p>　　readability of advertisements. For examples:</p><p>　　time-saving oven</p><p>　　rain-and-stain-resisting</p><p>　　creamy-mild Lux Soap</p><p>　　b

99、etter-than-leather-miracle-covering</p><p>　　look at the oh-so-comfortable size</p><p>　　give that oh-so-good-to-be alive feeling</p><p>　　Use Informal Words,Slang even Vulgarity Wo

100、rds</p><p>　　Lots of slang and informal words are used in advertising, which can make</p><p>　　ads lively and humorous, and move people deeply. For examples:</p><p>　　Each transfers

101、 weight advantage and power into real，all round</p><p>　　performance at prices we know won’t freak you out.</p><p>　　In the ad，“freak out” is informal，and it means frighten and scare.</p>

102、<p>　　What’s more，in our new Appliance sale we’ve knocked up to 50% off</p><p>　　top name brands.</p><p>　　“Knock” in here means defeat，but it is more lively than “defeat”.</p><

103、p>　　Keep the frog out of your throat.</p><p>　　This is an ad of tablet cured faucitis，the informal phrase sounds humorous.</p><p>　　Syntactical Characteristics</p><p>　　The purpo

104、se of all advertising is to familiarize consumers with or remind</p><p>　　them of the benefits of particular products in the hope of increasing sales，and the</p><p>　　techniques used by advertis

105、ers do not vary markedly. An advertisement is often</p><p>　　merely glimpsed in passing and so, to be effective, its message must be colorful,</p><p>　　legible，understandable and memorable. The

106、rules governing the language of</p><p>　　advertising are similar. The main points are as follows:</p><p>　　Use Simple Sentences</p><p>　　Compared with complex sentences， simple sent

107、ences are more</p><p>　　understandable and forceful. Long ads can be a unhappy and bad thing to audience</p><p>　　and listeners，by contrary, short ads can attract consumers’ attention，then promo

108、te the</p><p>　　sales. For examples:</p><p>　　Let’s make things better. (Philips)</p><p>　　Impossible made possible. (Canon)</p><p>　　Take Toshiba, take the World. (Tos

109、hiba)</p><p>　　It’s your life. It’s your store. (Acme Supermarket)</p><p>　　It’s All inside. (JC Penny Store)</p><p>　　Coke Adds Life. (Coca-Cola)</p><p>　　Use Minor Cl