the features of vocabulary in english advertisements
the kinds of english advertisements:
news***** ads, magazine ads, television ads, radio ads, outdoor ads, internet ads….
although different kinds of ads h**e different characteristics, they h**e some common features in vocabulary.
there are mainly eight features of vocabulary in english advertisements.
monosyllable verbs
使用单音节动词。
make, come, get, go, give, know, h**e, keep look, see, need, buy, love, use, take, feel, like, start, taste, choose, etc.
monosyllable verbs conform to the characteristics of advertisement: ******, understandable, catchy. 简炼、通俗、朗朗上口。
colloquial ****** words
用词简单，具有口语化倾向。
just do it. (nike)
we lead. others copy. (copy machine)
the taste is great. (nestle coffee)
my goodness! my guinness! (guinness 啤酒）
abbreviations
使用缩略语。
more vivid; reduce advertising budget
take it to the ‘net!’ net = internet)
we found’em we got’em. (em = them)
‘tis the season for giving.’(tis = this)
nice’n easy. (n = and)
create new words
模拟生造新词。
吸引读者—激发阅读兴趣—联想到产品独创性
drinka pinta milka day
“drink a pint of milk a day”
we know eggsactly how to sell eggs.
adjectives, -er & est
频繁使用形容词及形容词的比较级和最高级。
new, crisp, good/better/best, fine, free, big, fresh, great, delicious, real, full、sure, easy、bright, clean, extra、safe, special, rich,
etc. （according to leech)
“new” is the most used for its strong ability to modify, such as size, shape, appearance and constitution. it can modify both abstract nouns and concrete nouns.
“good/better/best” can nearly modify all the nouns.
“new”the new digital era. (sony 影碟机)
the choice of a new generation. (pepsi cola)
feel the new space. (samsung 电子)
“good”
good to the last drop. (maxwell 咖啡)
wheat thins—taste good. feels good. (原味麦片)
crest spinbrush—a better spin(旋转) on clean. (crest 牌牙膏)
compound words
大量使用复合词。
复合词灵活、善变、不受次序排列上的限制，具有旺盛的生命力。
the any-time cereal
fifteen happy-family menus
time-s**ing oven
creamy-mild lux soap
informal words, slang, and vulgar words.
使用非正式的词汇、俚语甚至粗俗的词汇。
each transfers weight advantage and power into real, all round performance at prices we know won’t freak you out.
freak out”是一非正式词组，意思是精神恍惚，极度兴奋(尤其指吸毒之后)，在此是frighten 或者scare的意思。
一件外衣的衣袋设计不同凡响，甚至可以防盗：“pity the pickpocket”(可怜那些三只手吧), pickpocket
为口语体，如果换成thief, 效果就不那么有趣。
keep the frog out of your throat.
这是一篇咽喉片广告的最后一句话，广告撰写者意图用这样一个非正式的短语区地一种幽默的效果。
onomatopoeia
使用象声词。
表现产品在声音方面的特点，增加广告文的动感
boom, burst, buzz, crash, clatter, clang, fizz, hiss, pop, tinkle, tingling, etc.
“alkaseltzer”去痛药的广告：
deck the halls
with plop plop plop, fizz, fizz.
fallalalalala…..ahhh!
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