English Morphology in Advertising.doc
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1、English Morphology in Advertising Advertisements appear everywhere in modern society. For example, when you walk along the streets, you can see large advertisement boards with pretty girls smiling at you. In newspapers, for another example, you often see half of the pages covered with advertisements
2、. As still another example, when you turn on the TV set, you see advertisements again. Whether you like them or not, they are pouring into your life. In order to attract more consumers, the designers try their best to use various expressions on language. For this reason, I am going to analyze the la
3、nguage features in English advertisements. 1. Use of monosyllabic verbsMonosyllabic verbs conform to the charactertics of English advertising, such as concise, simple and easy. This kind of verbs is the most fundamental verbs which people usually use. For example, make, come, get, go, give, know, ha
4、ve, keep, look, see, need, buy, love, use, take, feel, like, start, taste, choose and so on. The meanings of these words are different. Some show the relationship between commodities and customers, some indicate the owner of certain commodities, and some others express peoples feeling and fondness o
5、n products. Please look the following advertisement contained verbs: A. I choose Bell because they still make them like they used to.B. Get your own Franco-American Bowl and Nutrition Patrol Set.C. Why buy just a boat, when you could buy a Chris-Craft.D. It always tastes better when it comes from yo
6、ur own backyard.E. Keep a beautiful record of your World Travels.Kone gives you more in materials handling.2. Use of simple wordsSome words are colloquialism. For example:A. Just do it. (Nike)B. Ask for more. (best)C. We lead. Others copy. (Copy Machine)D. The taste is great. (Nestle Coffee)3. Use o
7、f abbreviationAbbreviation was used in many advertisements. Today advertisement is extremely a big expense. Use of abbreviation could bring down advertisement costs and save spaces. For example:A. Take it to the net! (net=Internet)B. We foundem we gotem. (em=them)C. Tis the season for giving. (Tis=T
8、his)D. Nicen Easy. (n=and)These words are spoken language and abbreviation. They not only make language vividly but also save the cost.4. CoinageFrom psychological point of view, what attracts people to advertisement was novelty of the language and beyond their expectation. Consequently, this arise
9、peoples interesting. Coining new words will allow consumers to have a natural association to the original invent invention of products. According to the rule of English words formation, coining a unique and understandable word can greatly enhance freshness and attraction of advertisements, such as t
10、he following example: DRINKA PINTA MILK A DAY.This advertisement arise peoples curiosity and quite few people could understand immediately. It turned out that this advertisement is spelt in accordance with the pronunciation. It means “Drink a pint of milk a day”. The originality of designers make a
11、strong impression on people.5. Frequent use of adjective and adjective comparative degree or superlativeAdvertisings role is to promote products and describe the character and quality of products. Therefore, the use of adjective in English advertising plays a decisive role. Please look the following
12、 adjectives which were frequently used in English advertising:new, good/better/ best, fine, crisp, free, big, fresh, great, delicious, real, full, sure, easy, bright, clean, extra, safe, special, rich, etc.New is one used the most in advertising. It has a great modified ability. It may be used for m
13、odify products size, shape, appearance, color, form, etc. It can correlate not only with abstract nouns such as contest, competition and ideas, but also with concrete nouns such as booklet, bottle, car, shampoo, soap, toothbrush and TV. Good/better/best almost can be used for modify any products. In
14、 English advertising, use of compound words is a wide variety. Please look the following 2 groups of examples include adjective good and new:The first group:A. Good to the last drop. (Maxwell Coffee)B. Wheat ThinsTastes good. Feels Good. (Oatmeal)C. Crest SpinBrushA better spin on clean. (Crest Toot
15、hpaste)The second group:A. The new digital Era. (Sony VCD Player)B. The choice of a new generation. (Pepsi Cola)C. A new, uniquely shaped bag.A new Dryel cloth.Discover new, improved Dryel, and keep your clothes fresh and clean with steam. (Dryel Washing Bag)D. Feel the new space. (Samsung Electron)
16、6. Use of compound words in quantityThe compound word was a noun, an adjective or a verb made of two or more words or parts of words, written as one or more words, or joined by a hyphen. These words are quite flexible. They were not limited by the arrangement of word order and have exuberant vitalit
17、y. For example:A. the any-time cerealB. fifteen happy-family menusC. color freshnessD. egg pitsE. jelly addictF. time-saving ovenG. G.rain-and-stain-resistingH. creamy-mild Lux Soap7. Use of informal words, slang even vulgar glossary In many advertising, use of slang and informal words make advertis
18、ing vividly and give people deep impression. Such as in a piece of the outer clothing advertisement, in order to emphasize its charactertic and the particular design of its pocket which has a function of theft presentation. It said: pity the pickpocket. The word pickpocket is colloquialism. It means
19、 “三只手”or “扒手” in Chinese. Suppose changing it into thief, the effect is far less vividly and interesting that of pickpocket. A. Each transfers weight advantage and power into real, all around performance at prices we know wont freak you out. In this advertising, freak out is one informal phrase. It
20、means become very excited, upset or angry. Here it means frighten or scare. B. Whats more, in our new Appliance sale weve knocked up to 50% off top name brands. Here knock means defeat, but it is more vivid than defeat. C. Keep the frog out your throat. This the last sentence of a piece of throat lo
21、zenge advertising. The advertisement composition intentionally uses this kind of unofficial phrase to get an attempt on humor.8. Use of onomatopoeiaThe use of onomatopoeia in advertising could not be ignored. The words contain sounds similar to the noises they describe. They can vividly show the cha
22、ractertic of products in sound. Meanwhile, it also can enhance dynamism of advertising. All these impress people. The following were commonly used:boom, burst, buzz, crash, clatter, clang, fizz, gristle, growl, hiss, luminous, melt, muck, poof, pop, power, rock, rumble, scratch, shriek, smack, smash
23、, tingling, tinkle, rat-a-tat, spurt, splash, zipper, etc.English Syntax in Advertising As for the common purpose of advertising, all the sentence patterns have something in common. In a word, they mainly have several characteristics:1. Widely use of simple sentencesIn order to cut down advertisemen
24、t expend, the designer need to minimize the length as far as possible. It requires that the advertising could convey the most important information through the less space on layout and concise language. The use of simple sentence and colloquialism is the most important characteristic in English adve
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