Analysis of the characteristics of English Advertising vocabulary
Abstract: With the development of Chinese foreign economy and trade, the advertising English is becoming more and more important. The choice of words must have "selling power ","memory value", "readability" as well as "attention value", at the same time, give a person with deep impression. In this paper, the characteristics of English Advertising vocabulary can be analyzed as follows: Key words：English; advertising language; lexical features
Currently with the further development of the globalization, international trade increasingly frequent, along with the increasingly fierce competition. In order to better promote their products, and get the advantage in the competition status, enterprise will spend a lot of money advertising every year to shape their own enterprise image. The high quality of the AD makers are noted in the advertising language ,and English vocabulary in the process of understanding plays a crucial role. Therefore, this paper intends to take English advertising as an example to discuss the characteristics of vocabulary in English advertising.
1、Frequent use of some simple verbs
one character of English advertising is a frequent use of some monosyllabic verbs, such as:be ,make, get, take,, go, have, need, see, use, give, ask, choose, call, etc. Although the purpose of advertising is to let consumers purchase goods or services, but in English advertising was little use "buy". Because "buy" is defined as "to obtain something by giving money", and easy to let a person misleadi in consumption of the purpose for the money. So as far as possible they tend to avoid unpleasant words and choose other words. If using get instead of obtain, and buy instead of purchase so that advertising word is concise and vivid.
e.g:“We make it simple. ”( AD from Honda motor)
“Ask for More. ”(More cigarette)
2、Mutation spelling and new words constantly appear
It refers to the wrong-spelling words being misleaded from the familiar words or phrases in the ad. Although the new and the original word are different in morphology, the pronunciation approximate, aiso the significance .Such an approach can achieve the purpose of liveness and interest,to some degree ,spread the information of commodity effectively . Such as "OIC" (an ad of glasses), collecting the three concise capital letters together as if glasses, can attract people's attention. Which prononcing as if "Oh, the price" can be of free translation, that is "wow! I see". This not only shows an vivid image, but also presents the poor-eyesight customers joyfulness.
