论英语广告的词汇特色

英文广告语言的特点浅谈论文英文广告语言的特点浅谈论文[摘要]随着世界经济一体化的进程，随着国际合作交流和贸易的发展，英文广告配合国际商贸需要，起到重要的作用。

广告英语在社会中通过各种方式无处不在，广播、报纸、电视、杂志，已经成为一种语言现象。

本文结合大量实例，对英文广告的语言特点进行研究，展现英文广告的魅力，使读者更好地欣赏和分析英文广告。

[关键词]英文广告语言句式词汇修辞引言“广告”来源于advertere一词，解释为“唤起群众对事物的注意并引导其向某种方向发展所采用的方法”。

其首要任务是“意图是把某种商品或者服务投放市场，达到一定的经济利益的目的。

”[2]广告作为商业的产物，以多样的形式影响着人们的生产生活，但是随着商品市场的发展，产品多样性越来越明显，竞争不断增强，广告所附载的单纯地推销功能并不能达到推广产品的目的，也越来越不能满足人们对附加在广告上美学和艺术的需求。

可见，广告已经从单纯以营销推销为目的的手段逐渐演变，时至今日，为了吸引人们注意并达到推广公司形象及增强产品关注度的目的，广告已经慢慢迎合人们日益增长的艺术水平和文化要求，变成一种高品位的艺术策划行为。

因此，出色的英文广告，在英文用词、句式、修辞等方面具有很鲜明的特点。

一、英语广告的句法特点(一)简单句在英文广告中，简短明快的简单句更容易引起读者注意，可以更加有效地传达广告中的信息。

此类英文广告，用句口语化，具有可读性和便于理解和记忆，能够更好地影响和打动消费者。

例1.A diamond lasts forever.(De Bierres)钻石恒久远，一颗永流传。

(第比尔斯)例2.Probably the best beer in the world.(carsberg)可能是世界上最好的啤酒。

(嘉士伯)在英文广告中，简单的陈述句可以把广告的核心内容表达清楚，朴素直观，容易记忆。

(二)祈使句祈使句在英文广告中的应用非常广泛，信息输出简单直接，尤如与消费者面对面交流和沟通，引起读者共鸣并具有很强的鼓动性。

浅谈英语广告的语言特点摘要:广告英语作为一种应用语言，有别于普通英语而发展成为一种规范化的专用语言，形成它自己独特的语言风格和特点。

英语广告具有自己独特的语言特点，主要表现在词汇、句法和修辞上，它不仅有效地传达了商品的信息，还给人以艺术的享受。

关键词:英语广告;词汇;句法;修辞广告语是一种商业文体，是销售的媒介。

广告的目的是促销产品，因此，如何让广告语更有吸引力成了广告商首先考虑的问题。

广告英语作为一种应用语言，已形成它自己独特的语言风格和特点。

本文拟从词汇、句法和修辞三个方面，具体分析其语言特点。

一、词汇特点1、大量使用形容词英文广告标题中经常出现评价性的、夸张的褒义形容词的最高级形式，增强了广告的销售价值。

例如:(Volks wagon)The world’s second greatest invention.以上是大众汽车公司一汽车产品的广告语，形容词最高级形式“second largest”令读者相信这是一个事实性的陈述，因此提高了这种宣称的可信度，对该品牌的兴趣也容易被调动起来。

2、常用人称代词第一人称从广告商(公司)角度出发，往往感觉比较正式;第二人称以消费者为焦点，能够带给他们一种参与感;第三人称“他”或“她”偶尔谈及个人经历，或仅仅作为产品代言人，对产品做描述和肯定的陈述。

例如:(Le Meridian President Bangkok Hotel)“Yes，you could say we’ve mastered the art of Thai hospitality.”该广告使用了“you”和“we”两种人称，但重心是“we”，读来自然亲切，像两个朋友(消费者和广告商)在对话。

这样的陈述似乎来自消费者的判断，易于为广告商树立良好的形象。

3、杜撰新词广告商为了强调其产品或服务与众不同，还经常在英文广告中创造新词，怪词，这些新词给读者新奇特别的印象，具有很强的记忆价值。

例如: We know eggactly how to sell eggs.该广告中的新词“eggactly”由“exactly”一词杜撰而来，该新词非常生动，强调了要销售的产品“eggs”，增强了广告的记忆价值。

英语广告的语言特色 1．英语广告的词汇特点为了使产品容易被普通大众理解并很快接受，英语广告通常都选用简洁、明了的词语。

使用的普通名词、单音节词、动词也多是日常生活中使用频率最高的词，诸如：buy，be，get，make，live，love，have，come，go，bring等。

例如以下广告句：Buyonepair，getonefree(买一赠一)。

形容词的使用可以给产品增添色彩，因此英语广告里面较多地使用形容词来描述产品的性能、质地等，特别是商家为了美化所述商品，加强描述性和吸引力，会采用大量的褒义形容词，或用形容词的比较级和最高级与其它产品进行比较，来抬高和突出自己的商品，增强消费者的购买信心。

例如：珠宝广告：Shangha’s first pearl dealer；Highestquality pearls with a widest selection of classic &creative designs；Excellent after-sales service；Fairprice to every customer本例广告中使用了first，Highest，widest等多个褒义形容词，非常具有吸引力。

有时候也通过故意使用错别字、杜撰新词或错乱搭配来拼造一些新词怪语，以满足消费者追求新潮、标榜个性的心理，起到意想不到的修辞效果。

钓鱼广告：What can be delisher than fisher?delisher是指delicious之音杜撰出来的，目的是与后面的fisher造成押韵的效果，突出钓鱼的乐趣。

2．英语广告的语法特点广告通常使用简单句或省略句，既达到节约空间和省钱的目的，也一目了然，给消费者以深刻的印象，因此广告语往往简短精湛。

例如：可口可乐的广告：Coca-colais it．(还是可口可乐好!) 钻戒广告：A diamond lasts forever．(钻石恒久远，一颗永留传。

论英语广告的语言特点及翻译技巧摘要：文章从词法、句法及修辞三个方面分析英语广告的语言特点；并针对广告语言特点，总结了英语广告的翻译技巧。

关键词：英语广告语言特点翻译英语广告――种极具感召力和表现力的大众传播手段，已经渗透到人们生活的各个方面。

为给产品营造新颖、与众不同的形象，广告商们在广告用语上不仅注重遣词造句，采用大量富有强调意义的流行新词和标语，而且运用能够增添广告原文美感的多种修辞手法，进而大大刺激了消费行为。

譬如,孩子们所喜爱的Mars牌巧克力的广告语：A Mars a day keeps you work, rest and play. 此广告语采用day 与play的押韵，并且仿拟人们所熟知的谚语“An apple a day keeps the doctor away.”，自然地拉近了产品与消费者的距离，让孩子们乃至大人们顿时对Mars产生了好奇心和好感。

当然，英语广告的语言特点及魅力远不止这些。

以下，文章便分别介绍其词法、句法及修辞特点，进而介绍其翻译技巧。

一.广告英语语言特点㈠广告英语词法特点广告英语与普通英语有着较大区别。

一般来说，广告英语常采用出现频率较高的名词、形容词、复合词及一些新造词，使行文简洁生动形象并且富有感染力。

具体表现在：1.选用简明易懂常用词，以求言简意明。

广告用语必须通俗易懂，使读者尽快得到信息。

以下是一则英语广告：Bitter pursuit，sweet taste.（咖啡广告）苦苦的追求，甜甜的享受。

这里的Bitter，sweet，两词简洁明了，并且形成了强烈的对比。

即客观描述了产品特性，又勾起了人们对产品的无限回味和遐想，不经意间垂涎三尺。

2.模拟造新词，以激起消费者的注意与好奇心。

为使广告英语的语言生动活泼，进而引起顾客感知而达到促销目的，广告英语的另一重要特点就是创造新词。

（1）创造合成词，使本来需要一句话表达的意思用一个词来表示，如：Surefit shoe Ltd 舒飞鞋业有限公司Surefit在这里就是一个生造的合成词，使人一下子就联想到了Surely fit your feet.(一定合您的脚)，自然穿上便可让您“舒舒服服地飞了”。

浅谈英语广告的语言特色及其翻译技巧广告语是一种商业文体，是销售的最好媒介。

随着社会经济的开展，广告已深入到社会的各个角落，成为人们日常生活中不可缺少的一局部。

广告的目的是促销产品。

因此，如何让广告语更有吸引力成了广告商首先考虑的问题。

广告英语作为一种应用语言，因其所具有的特殊效用，有别于普通英语而开展成为一种标准化的专用语言，形成它自己独特的语言风格和特点。

一、英语广告的语言特色1．英语广告的词汇特点为了使产品容易被普通群众理解并很快接受，英语广告通常都选用简洁、明了的词语。

使用的普通名词、单音节词、动词也多是日常生活中使用频率最高的词，诸如：buy，be，get，make，live，love，have，come，go，bring等。

例如以下广告句：Buyonepair，getonefree(买一赠一)。

形容词的使用可以给产品增添色彩，因此英语广告里面较多地使用形容词来描述产品的性能、质地等，特别是商家为了美化所述商品，加强描述性和吸引力，会采用大量的褒义形容词，或用形容词的比拟级和最高级与其它产品进行比拟，来抬高和突出自己的商品，增强消费者的购置信心。

例如： 珠宝广告：Shangha's first pearl dealer；Highestquality pearls with a widest selection of classic &creative designs；Excellent after-sales service；Fairprice to every customer本例广告中使用了first，Highest，widest等多个褒义形容词，非常具有吸引力。

有时候也通过成心使用错别字、杜撰新词或错乱搭配来拼造一些新词怪语，以满足消费者追求新潮、标榜个性的心理，起到意想不到的修辞效果。

钓鱼广告：What can be delisher than fisher?delisher 是指delicious之音杜撰出来的，目的是与后面的fisher造成押韵的效果，突出钓鱼的乐趣。

英语广告的词汇特点及翻译技巧摘要英语广告的使用目的是让消费者了解产品及服务，吸引更多的人来购买商品。

因此英语广告中大量使用单音节的，短小的和结构简单的词，以便用更简短的篇幅来更准确地传达商品信息，同时为了让广告更贴近生活，让人们更容易的记住广告内容，英语广告中多使用俚语和时尚新词，经常模拟新词，并创造出标新立异的用法。

为了凸显商品的优点，增强广告的说服力，英语广告中还使用大量形容词。

在英语广告的翻译方法上，多使用直译、意译、再创性翻译等多种译法及其组合，以确保译文在功能及目的上与原文一致，而在翻译过程中，应注意社会和文化因素对英语广告的影响。

关键词：英语广告，词汇特点，翻译技巧Lexical Features and Translation Skills of EnglishAdvertisementsABSTRACTEnglish advertisements are applied to make the products and services known by consumers and attract more people to buy the goods, therefore a plenty of words which are monosyllabic, short and constructed simply are used for conveying the commodity information more accurately with a simpler and shorter passage. Meanwhile, in order to bring the advertisements closer to daily life and have people remember the content of the advertisements easier, an increasing number of slangs, fashion terms are used in English advertisements; furthermore, many new words have been created and many new unconventional usages of existing words have been innovated. To highlight the advantages of commodity and strengthen the persuasion of advertising, many adjectives are used in English advertisements. About translation skills, translation methods like literal translation, free translation, recreative translation and their combination is applied to ensure the function and purpose of the translated texts consistent with those of the original ones. And in the process of English advertisements translation, more attention should be paid to the impacts leaded by social and cultural factors.KEY WORDS: English advertisements, lexical features, translation skillsC o n t e n t sIntroduction (1)Chapter 1 Resource of English Advertisement V ocabulary (2)1.1 Words from Common English (2)1.2 Borrowed Words (2)1.3 Words from Slangs (3)1.4 Words from Fashion Terms (4)1.5 Coinage (4)1.5.1 Words with Appropriate Prefixes or Suffixes (4)1.5.2 Words Compounded Skillfully (4)1.5.3 Words Misspelled on Purpose (5)Chapter 2 Properties of Words used in English Advertisements (6)2.1 Adjectives (6)2.1.1 Strong color Adjectives (6)2.1.2 Comparatives and Superlatives (7)2.2 Verbs (8)2.3 Pronouns (9)Chapter 3 Characteristics of English Advertisements (11)3.1 Simple to Understand (11)3.2 Easy to Remember (12)3.3 Using Vague Words Skillfully (13)Chapter 4 Translation Skills of English Advertisement from English to Chinese (15)4.1 Literal Translation (15)4.2 Free Translation (16)4.3 Recreative Translation (17)4.4 Supplementary Translation (18)4.5 Condense Translation (18)Chapter 5 Cultural Impacts to Translation of English Advertisement (19)5.1 Avoiding to Use Ambiguous Words (19)5.2 Avoiding to Use Incorrect Words (20)Conclusion (21)Acknowledgement (22)Bibliography (23)IntroductionNowadays, the world is developing rapidly and constantly trending towards integration, every country, especially China, is glutted with products imported from and made in other countries and services supported by the people in other countries. Market competition is getting fierce that never seen before. To sell more products and expand market share, all companies are trying every method they have to improve the visibilities of their products and services in China, and advertising seems to be the most widely used way to achieve that goal. Then more and more advertisements in various languages get in Chinese people’s daily life, in which, English advertisement is the most common one.English advertisement language possesses characteristics of attractiveness and persuasion. To create these characteristics, English advertisement has its own style on the aspects of vocabulary, syntax and rhetoric. In terms of English advertisement vocabulary, as a tool of attracting customers, advertising language has to be different far from other practical English and be simple, clear and vivid, rich in emotion and appeal.As a kind of practical English, English advertisement is also influenced by deeper level of language like words and sentence, paragraph and context, therefore translation theory and principle are needed to guide in the process of translating. Eugene Nadi, an authority in western translation theory, thinks “The key point of translation shouldn’t be the form of language, but the readers’ responses of the translated text.” In other words, translated text should be equal to original text on the level of language function, but not on the level of language form, and that’s dynamic equivalence. During translating, translator must have a good knowledge of the feature of English advertisement and change the information form according to different response from the receiver of both the translated and original text.Chapter 1 Resource of English Advertisement VocabularyEnglish advertisement is a kind of practical style, which is used for increasing the sales volume of the commodity. The variety of commodity classifications and consumer groups needs various different English advertisements, and this requires a very wide range of resources of English advertisement vocabulary. In essence, the vocabulary of English advertisement mainly comes from common English, borrowed words, slangs, fashion terms and coinage.1.1 Words from Common EnglishEnglish advertisement is just a little portion of practical English; the words used in it come from common English mostly. Especially in the advertisements used by large firms:It’s hard to imagine how you could mean more to one another than you do right now. But the great meaning of family becomes ever greater as the years pass. Bring the family together now and for the years ahead in a professional portrait. Look for a professional photographer who displays the “For the Time of Your Life” symbol. And arrange for your portrait today. (Kodak)Just do it. (Nike)Impossible is nothing. (Adidas)Connecting people. (Nokia)All the words used in the four advertisements above are very simple and common in English vocabulary, but with the skillful combination of them, an persuasive advertisement was made out.1.2 Borrowed WordsIt is common that words in Old English, Latin, French, Germany or other non-English languages are used to create a certain atmosphere of classic, solemn, exoticism or any others in many English advertisements which are used by brands of non-English countries and regions, and even the brands of English countries.In the heart of Manila, there is Ermita. One district in Manila pulsates with life of the city- Ermita. Where rare antiques speak of Manila’s glorious past. Where great bargains tempt from every corner. Where spectacular sunsets and walks in the park soothe the sense, and where bright lights and endless nights enliven them. And in the heart of Ermita, there is the Manila Pavilion Hotel. One hotel opens its doors right into the attractions of Ermita. The Manila Pavilion. Ready to welcome you with deluxe accommodation, delectable cuisine and complete business and convention facilities. Keeping in touch with the beat of Ermita at the Manila. (A travelling advertisement) An elegant and majestic atmosphere awaits you upon first entering Tianxiang Restaurant. Your attention is immediately drawn to the interior décor which is both refined and luxurious. The restaurant comfortably accommodates 33 tables and there is ample parking conveniently located in the grounds. (A restaurant advertisement) Buy one entrée, get one free. (A course advertisement)Chinese Chaofan! Delicious Chaofan! (An advertisement for fried rice)Order it in bottles or in cans, Perrier 111 with added je ne sais quoi. (A soft drink advertisement)A certain amount of words from other languages like “deluxe”, “décor”, “entrée”, “Chaofan”and “je ne sais quoi”used in English advertisement can make it more memorable to the consumers.1.3 Words from SlangsSome advertisements of the products or services supported by young people often use words from slangs to enhance the attractiveness to the target customers.Pepsi-Cola hits the spot. (Pepsi-Cola)Hello Tosh, gotta Toshiba? (Toshiba)I’m lovin’ it. (McDonald)You’ll go nuts for the nuts you get in Nex. (Nex nuts)But not all the English advertisement is suitable to use words from slangs; on the contrary, slang abuse may leave people a superficial and vulgar impression of the products.1.4 Words from Fashion TermsTo make the product more fashionable and attract some consumers who like vogue some fashion terms are also used in English advertisement, such as the one of LG cell phone:Born to shine! (LG)Using a fashion term “shine” makes the sentence energetic.1.5 CoinageIt is not strange to consumers that some English advertisements use some new words and odd words which are not existing words, but created on purpose. And this way of creating new words is coinage. There is a very large amount of words in English advertisement comes from coinage, and they can be roughly divided into three kinds like below:1.5.1 Words with Appropriate Prefixes or SuffixesThis approach is often used for describing the products more detailed. Not only the advertisement gets novel, but also the function and characteristic of the related product displayed better.For example, “Mininurse”, a trade mark of a kind of cosmetics. It applies the appropriate prefix “mini” to express the meaning of miniature and tiny, which gives the consumers an impression of meticulous care and excellence of the product quality.1.5.2 Words Compounded SkillfullyIt is also a familiar way in English advertisement to emphasize the specialty of product or service through compounding two existing words into combination to create a new word.The Orangemostest Drink in the world. (An advertisement for orange juice)This advertisement imparts the information that their product has the richest natural orange through using the new word “orangemostest”.Also the advertisement of Sony,“Hi-Fi, Hi-Fun, Hi-Fashion, only from Sony”, uses the prefix “Hi-” which is a homonym of the word “High” to express the meaning of super, best and extraordinary.And the advertisement of the watch from the international famous brand “Timex”, “Give a Timex to all, to all a good time.”, in it a short suffix which is only one letter “x”was used for expressing the meaning of excellence, and implying that the quality of the watch is excellent.1.5.3 Words Misspelled on PurposeIn English advertisement, many words are misspelled on purpose on the basis of some words or phrases which are similar to consumers. Although the form of the new created word is different from the original word, the pronunciation and the meaning of it are still same to the original word. And it is interesting and vivid to apply this method to attract the consumers. Such as the examples below:(1)OIC! (An advertisement for glasses)In this advertisement three simple capital letters are put together to make up the shape of a pair of glasses, and in this way it can attract the consumers’ attention with its appearance; on the other hand, its pronunciation, same as “Oh, I see”, gives consumersa feeling of surprising.(2)Drinka Pinta Milka Day. (An advertisement for milk from “Pinta” brand)In this advertisement, the three initial letters are all followed by a letter “a”to make the sentence rhyming, and this make the advertisement easier to remember. The correct spelling of it is “Drink a pint of milk a day”. The measure word “pint”is replaced by the product brand “Pinta”, and then the brand is emphasized.(3)Easier dusting by a stre-e-tch. (An advertisement for dust cloth from “Stretch”brand)This is an advertisement of dust cloth. “Stretch”means make something longer, and is not just the brand name here, but also is misspelled to be longer by doubled “e”, then gives the readers an imagination that the dust cloth have elasticity and can clean every corner where is hard to get with other dust cloth.Chapter 2 Properties of Words used in EnglishAdvertisementsTo achieve the marketing purpose, English advertisements always use several main word properties, including adjective, verbs and pronouns. Majority of the adjectives used have strong emotional color, or are comparatives and superlatives. Verbs involved often are simple but inflammatory. While the primary pronouns used are first person and second person.2.1 AdjectivesTo promote commodity, English advertisement can not avoid describing and beautifying the commodity, then a very large number of adjectives are needed. According to the statistics conducted by G. H. Leech, famous English phonetician, the most familiar adjectives used in English advertisement can be listed in the frequently of being used from high to low like this: new, crisp, good, fine, big, fresh, great, delicious, real, full, sure, easy, bright, clean, extra, safe, special, rich.Adjectives, as emotive and exciting words, are used to enhance the facts of a certain products or services. To let the consumers feeling the quality, price, amount and other characteristics of the product or service, English advertisement often use words which are descriptive and commentary.2.1.1 Strong color AdjectivesWords with strong color often give the consumers an objective comment, and can guide the consumers to find the right points of feeling which the advertisement would like them to get. In another words, these words can give the consumers a thought like this: “Oh! This product (or service) is what I have been seeking for a long time; it can satisfy my entire requirement. Why not get one home?”Tangy. Zesty. Spicy Baked. It’s also delicious! (An advertisement for kind of baked chicken)In this English advertisement, three adjectives are used continuously to give theconsumers a quite strong feeling that the baked chicken tastes pretty good, then another adjective “delicious”follows, the strength of persuading consumers to buy has been pushed to a peak.You will enjoy relaxed sunny days. Warm crystal clear lagoons. Cool green foliage. Waterfalls. Flowers. Exotic scents. Bright blue skies. Secluded beaches. Graceful palms. Breathtaking sunsets. Soft evening breezes. And food that’s simply outstanding.(An advertisement for travelling)In this advertisement, the objective and the subjective both are left out, though the sentence is not complete in the aspects of linguistics and grammar, it still reflects the features of the product in its highest degree.In this kind of English advertisements listed above, to win the consumers’ favor, several common adjectives were used, and there are more common strong color adjectives are compliment in English advertisement, these are :latest, up-to-date, fragrant, attractive, golden, successful, charming, comfortable, perfect, great, wonderful, first- rate, ever-lasting, super, unique, ideal and so on. All of them can give a thought that the product or service is useful for them to the consumers.These adjectives often make an advertisement suddenly enriched, and then it is not strange that the English advertisement is often joked as a “never ugly, no suffering, no wild wonderful world.” For example:Agile, powerful and refined, the BMW 3 Series Coupe is an irresistible blend of pour excitement and sophisticated technology. Its powerful engines and superbly balanced chassis deliver a driving experience that will quicken the pulse of any keen driver. (An advertisement for BMW )2.1.2 Comparatives and SuperlativesThe using of comparative and superlative aims at emphasizing the product or service of one brand is better than the same product or service of other brands. The comparatives and superlatives related to English advertisement are often used as subjective description. Sometimes, only using the common adjectives can not meet the demands of promoting the products or services, so the comparatives and the superlativesare introduced to get the consumers to make a comparison between the same product or service of two different brands and give the consumers a deeper impression that: “As this product or service is better than others or is the best of all the same kind of products or services, I will take one when I need it”.It’s smaller. It’s lighter. (An advertisement for Sharp copier)Two comparatives are used to highlight the advantages of the Sharp copier through comparing with other copiers.The original and still the best. (An advertisement for Dale Battery)Let’s make things better. (An advertisement for Philips)The two sentences above made use of a superlative “best”and a comparative “better”, therefore led the consumers to compare the products from these two brands to the same kinds of products from other brands naturally and unconsciously, for the first impressions are strongest. The products involved with the advertisement which is reading by the consumers will attract more attention from consumers and impress them more deeply, then the target of the English advertisement with comparatives and superlatives is achieved.Tastes…richer…mellower…more satisfying. (An advertisement for coffee)Along the way, you will enjoy the warmest, most personal service.(An advertisement for Airline company)The two examples don’t mention the rival and the scope that the comparison takes place in and with, but the comparative and superlative used in it has make it getting the target of increasing its statue already.Oranges are sweeter than lemons. Our oranges are sweeter than they used to be.The better would not appear until be compared with the common. This advertisement gets its persuasion from highlighting the emphasis on the sweet of the orange through two comparisons conducted respectively.2.2 VerbsEnglish advertisements often use some syllable words or words which are short with only several letters. Such as in English advertisement “get”is used to replace“obtain”, “buy” is used to replace “purchase”, and “use” is used to replace “utilize”, and so on. Using shorter words can make the language of English advertisement simpler and vivid, also make the advertisement easier to remember, in this way, the products related with the advertisements will become more promoted. For example:(1) Buy one pair, get one free. (An advertisement for glasses)This advertisement just uses two verbs “buy” and “get” to create a strong appeal, and is very easy to remember.(2) Take TOSHIBA, take the world. (An advertisement for TOSHIBA Electronics)This advertisement build up a link between the TOSHIBA Electronics and the world immediately through using a very common and simple verb “take” twice.(3) A Mars s day, keeps you work, rest, and play. (An advertisement for chocolate from Mars brand)The word “keeps”used in this advertisement represents the effect that the chocolate can energy a people for a whole day very successfully and expressively.(4) Impossible made possible. (An advertisement for Canon printer)(5) Honda has always made good cars. (An advertisement for Honda cars)Verbs used in the English advertisement which is common in daily life are always simple and explicit, though the meaning of them are different from each other, they all are used to indicate the relationship between the commodity providers and the consumers, such as: have, get, give, buy, keep, or to indicate the relationship between the consumers and the commodity involved with the English advertisement, such as: see, take, taste, use and so on.2.3 PronounsEnglish advertisements spend a lot of effort on using pronouns to narrow the gap between the English advertisement and the consumers and enhance the consumers’sense of participation in touching with the product or the brand involved in the English advertisement. And the first person often is used for referring the product or the brand, the second person often is used for referring the consumers. While sometimes a third person is used for referring a person who is not engaged in the product and theconsumers. For example:We lead, others copy. (An advertisement for Ricoh printer)In this advertisement, a pair of contrary combination of pronouns and verbs is used. Two pronouns, “we” and “other”, stand for the Ricoh printer and the printer from other brands, to display a powerful self-confident to the consumers and the rival of the product. This makes the Ricoh Printer get to a level that others could not get in the consumers’ mind.And there are many other English advertisements like the one above, for example, the advertisement of Mitsubishi Electronic:We integrate, you communicate.This advertisement uses a same form of the one above, but the effect of it is different from that of the above one to display the conveniences brought to the consumers by it.Making use of the pronouns “you” and“we” to shorten the distance between the seller and the consumer and avoid leading to the consumer’s dislike is also a mostly used way in English advertisement. For example:We can’t make people think alike, but we can help them think together.(An advertisement for Newsweek)It is worth to mention that some English advertisements apply personify by the first person to refer the product itself, and make the commodity becoming a living thing even a human which can think, talk, self-introduce and even boast. So a deeper and more vivid impression of the product’s feature is given to consumers. Such as: Time always follows me. (An advertisement for Rossini ladies fashion watch)Just call me, be happy! (An advertisement for Far EasTone Telecommunications) Come and sit with me a while! (An advertisement for an attraction)Using personify to make the products like a person can shorten the distance between the producers and the consumers.Chapter 3 Characteristics of English AdvertisementsThe aim of the most fundamental principle of English, that is to encourage the consumers pay more attention to it, is to master the publics’ willing, ideas and attitude, to convince them to change thoughts, to urge them to purchase some commodities or accept some services. The goal of using advertisement is to get the products promoted, make the brand get known by every consumer, and therefore increase the influence of the products and earn more profit for the producer of the products. English advertisements take a lot of possessions of characteristics to achieve this goal, and these are: simple to understand, easy to remember, and using vague words skillfully.3.1 Simple to UnderstandAs a kind of practical English, most of the English advertisements are very simple to understand and don’t have words too hard to understand for the consumers. Even sometimes, an English advertisement is only one very common word. Such as: Ooohh… (An advertisement for Pizza Cake)This advertisement only uses an interjection which is implicit and variational to express an feeling of having something delicious and give the consumers a strong appeal of trying.On the other hand, even for an English advertisement which is very long and has many words, the words in it is always simple enough to understand by a child under seven years old. For example:—“Hey, Abbott. I just get some Bran News.”—“Some brand new what, Lou?”—“Not brand new Bran News. It’s a cereal.”—“What’s its name?”—“That is its name.”—“What’s its name?”—“Bran News! It’s a bran cereal that stays extra crunchy in milk. And it’s honey roasted for great taste.”—“So what’s it called?”—“Bran News!”—“I know its brand new. So what’s its name?!”—“I just told you its name!”—“I see I’m getting nowhere with you.”(An advertisement for cereal of Bran News)The body of this advertisement is taking place through the dialogue between Abbott and Lou, a pair of suppositional roles, and gets a quite good influence. It constructs an imaginary situation with supposing, and that is mixing up the pronounces of the brand name “Bran News”and “brand new”, makes the developing of the advertisement body very vividly and kindly, and gives a fairly deep impression to the consumers.Va-va-voom! (An advertisement for the cars of Renault)This advertisement only have one words, the consumer will be confused for the first sight at it, but when they read it, the meaning of it will be caught at once: it’s the sound of the engine of Renault cars. It seems like have nothing with car, in fact, the connecting between it and the car is very fun and full of imagination.3.2 Easy to RememberIn most cases, the influences of English advertisements may not work instantly, and they always leave a deep and good impression to consumers and not begin working until the consumers think a kind of product is needed. And an English advertisement easy to remember can achieve this goal more simply. To make an advertisement easy to remember, several ways are mostly used.Not all cars are created equal. (An advertisement for cars of Mitsubishi)This car advertisement manifests the dignity and specialness of the car through imitating the classic sentence, “All man are created equal”, in the United State Declaration of Independence, and attracts the consumers’attention, especially the consumers in America.Pepsi-Cola hits the spot, Twelve gull ounces, that’s a lot, Twice as much for anickel, too, Pepsi is the drink for you. (An advertisement for Pepsi-Cola) This advertisement for Pepsi-Cola is written according to a folk tune in Britain, and can be singed very songful, then the product, Pepsi-Cola, involved in it becomes easy to remember.And there is an advertisement same to it:To smoke or not to smoke, that’s a question. (An advertisement for tobacco)It builds up a relationship between this advertisement and the drama of Shakespeare “Hamlet”, then gives people a quite deep impression and gets an obvious effect.English is a language full of rhythm, and bring rhythm into English advertisement could make them sound more beautiful and meaningful, enhance the expressive force and the persuasion of the English advertisement language.Grace…space…pace. (An advertisement for Jaguar car)Fresh up with Seven-up. (An advertisement for Seven-up)Good time, good taste. (An advertisement for McDonald’s)These advertisements all have rhythm in themselves and make the rhythms makes the advertisement more memorable.3.3 Using Vague Words SkillfullyDrawing the support of vague words is one obvious characteristic of English advertisement. English advertisement is close to exaggerating, but also can’t be too far away from the fact. Then the words which have vague meaning will be quite useful to get this destination. The vague words mostly used are help, like, make and so on.Helps keep you young. Helps prevent caries. Helps keep your home germ free. (An advertisement for cosmetics)If this advertisement says directly like this: The cream will keep you young. This toothpaste will prevent caries, there will no one trust it because there is no thing can be so fantasy like magic, but a vague word “help” will let you get out of this embarrassing situation.It’s like getting one bar free. Clean’s like a white tornado. It’s like taking a trip toPortugal. (An advertisement for car)This advertisement uses “like”to create an analogy that compare the product to another better thing, “like” makes the advantages of the product more obvious.The final target of all the advertisements is to make the consumers to buy the products, then a “buy” can summarize the main purpose of all the advertisements, but it is little used in English advertisement for the bad imagination comes from its meaning of spending money. As a result, many other words are used for replacing of buy, such as get, use, choose, look, find, let, test, experience and so on.To experience the utmost in flight, let China Airlines take you on your next journey on the world stage. (An advertisement for China Airlines)Our growing capacity has demonstrably increased our usefulness to our clients. If you’d like to test it, we’d like to hear from you.(An advertisement in Economist magazine)Share the fantasy! Use double-sure Body Mist, the perfumed deodorant.(An advertisement for perfume of Chanel)The three English advertisements above all use other words, like experience, let, test, share and use, to avoiding use “buy’, so will not result in a dislike feeling for the consumers.We lead, others copy. (An advertisement for Ricoh printer)In this advertisement, the others may have two meaning, but it often is understood as the rivals of the Ricoh printer. In fact, on the other hand, the others can be thought like that indicating the users of the Ricoh printer. Then it becomes interesting that an advertisement illustrating two totally different meaning, but it is magic that they can work in union to deliver an influence to the consumers what is the Ricoh printer is more advanced than other printer and can give consumers more help.。

广告英语的语言特色在现代社会，广告无所不在，无时不有。

作为英文广告重要组成部分的语言文字——广告英语，不仅保留了英语的基本特色，同时也吸纳了各国广告用词的优点，逐步形成自己的独特风格。

好的广告用语必须易读、易懂、易记、易上口，才能在公众心目中留下深刻印象。

在广告的发展过程中，广告英语逐渐表现出以下的语言特色：1.词汇。

广告面向大众，用词一般通俗易懂，使读者尽快得到信息。

如果使用晦涩难懂的词语，读者还必须推测其含义，不胜其烦，广告效果也相应较差。

广告语言要生动形象，必须用大量修饰词来描绘商品的质量、外观、特点和优惠价格来增强语言表现力。

作为开放性词类的形容词，能修饰名词，又可以充当主语补语或宾语补语，是最常用的修饰词。

最频繁使用的形容词如new，fine，great 可以在任何广告环境中表示赞扬和推荐。

Fresh，clean经常用在牙刷、香皂、洗发精、洗衣粉广告中；delicious，crisp多用在食品广告中。

用形容词的比较级或最高级去描述所推销的某一商品比普通的同类商品质量好、价格低、或者首屈一指等也到处可见。

但最高级的使用有时会被认为是自我吹嘘，引起读者反感。

借用外来词也是英语广告用词的一大特色。

英语广告常用一些外语字眼，如常用法语和西班牙语来表示商品拥有异国风味或较高质量，以此来吸引消费者。

其次，英语广告经常以创新拼写来增强吸引力。

复合词不受英语语法在词序排列上的限制，比较灵活，能充分体现广告创作者的创新精神而大量使用。

拟音拼写如咖啡广告Kwik Koffee —Quick Coffee 语言生动有趣，简洁明了。

错拼或加上前、后缀也是经常见到的广告用词，虽然新词与原词的形态不同，但意义仍然存在，既可达到生动有趣、引人注目的效果，又能有效地传播商品信息。

大量使用缩略词也是广告英语的突出特点，报纸上刊登的住房出租或出售广告、促销广告等就经常为了节省篇幅和成本，大量使用缩略词。

2.语法结构。

复杂的复合句往往会引起消费者厌烦，不愿再读下去，所以广告英语常用干脆有力的简单句和省略句。

广告英语的词汇特点:●形容词及其比较级、最高级的使用。

1) Famous world-wide gourmet cuisine. Excellent daily specials and mouthwatering desserts.（世界著名的美食烹调。

精美的美日特色饭菜和令人垂涎的点心。

）2) Tasters richer…… mellower…….more satisfying. （口味更浓……更醇……更令人满意。

）●创造新词、怪词以引起新奇感，突出产品的新、奇、特，满足消费者追求新潮、标榜个性的心理。

1)For twogether the ultimate all inclusive one price sunny holiday（两人共度一个阳光灿烂的假日，一切费用均包括在单人价格之内。

）twogether取自together之音，又取“两人”之意比together 更形象，倍添情趣。

●词汇的重复。

词汇的重复是一种常用的技巧，可以起强调、渲染的作用，而这恰恰是广告语言所要追求的效果。

1)Easy to use, easy to clean, easy to assemble. (日光牌简便烧烤架广告)●使用缩略词和复合词以节省广告篇幅。

广告写作中常尽可能缩短篇幅，以降低成本。

缩略词和复合词的使用比比皆是。

1) Where to leave your troubles when you fly JAL.(乘坐日航班机，一路无忧。

)ＪＡＬ是Japan Airlines的缩写形式。

●“雅”语、“俗”语平分天下，色彩缤纷。

1)The home of your dreams awaits you behind this door. Whether your taste be a countrymanor estate or a penthouse in the sky you will find the following pages filled with the worlds’ most elegant residences.（打开门，等着您的就是梦寐以求的家。

浅谈广告英语的语言特点广告英语是一种特殊的语体，它不仅仅要求语言清晰明了，更需要具有足够的吸引力和感染力。

在广告英语中，我们会发现有很多让人一看就能够被吸引的词汇、句型和表现手法。

下面就来具体分析一下广告英语的语言特点。

一、精简、简洁的语言风格广告英语的语言特点之一就是精简、简洁。

广告时常是在观众短暂的时间内完成宣传任务的，所以广告英语必须针对广告的主旨、目标受众和传达的信息做到“简短扼要、一针见血”。

广告英语中的词汇、结构、语言风格都非常的简洁，这样可以更好的体现广告的核心思想，吸引更多的消费者。

例如：“Just do it.” ——NIKE的标语这句话里面只有四个单词，但是它却是非常的有力而又简洁，能够表现出NIKE品牌的个性和气质，同时也能够迅速的吸引消费者的注意力。

二、词汇生动精准广告英语中的词汇非常的生动和精准，能够通过精准的词汇来激起顾客的购买欲望。

广告英语在使用词汇时总是会选择词义明确、含义鲜明的词语，用最少的词汇表达出最具有吸引力的信息，让消费者在最短的时间内产生共鸣。

例如：“Have a break, have a KitKat.” ——KITKAT的广告口号这句广告语所用的单词并不难，但是它们以独特的方式结合了起来，使得整个广告语非常精准、生动且易于记忆。

三、英语词汇运用方式灵活广告英语中，多用俚语、成语、谚语、双关语等形式，增强语言的趣味性和差异性，使广告语更加生动有趣。

通过这些语言手法，可以让广告语更能让人记住和反复回味。

例如：“Tastes so good, cats ask for it by name!” ——Friskies的广告语这句广告语采用双关语的方式激发了消费者的笑点，并且能够让受众对该产品印象深刻，在消费者选择宠物食品时对公司的产品更有信心。

四、感性、直观的句式广告英语中可以使用很多感性、直观的句式，比如反问句、定语从句、主动语态等等。

这些句式能够给受众留下深刻的印象和感动，让消费者深刻认识到自己需要这种产品。