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An_introduction_to_Advertising

By Johnny Miller,2014-10-12 16:23
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An_introduction_to_Advertising

     Slogans in Advertising

    Slogan is one part of advertising. This essay is about the slogans stylistic

    characters. Because slogan belong to the advertising,we introduce advertising first.

An introduction to Advertising

    1. Definition: the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.

    Today, with the development of the technology and the diversity of the mass media, advertising has influenced us pervasively in our daily life. However, whatever the promotive strategies advertising takes, language is the main carrier of message all along, as The Language of Advertising, by Vestergaard & Schroder, says, “Advertising takes many forms, but in most of them language is of crucial importance.” Advertising language is a style of immediate impact and rapid persuasion. The point of an advertisement is to persuade you of the merits of a particular product or service, in order that you will take out some of your money.

Slogan plays an important part in advertising, now lets have a look at the

    history of Li Ning slogans.

    1990 - Hope of China's new generation (中国新一代的期望)

    1993 - Every step is for victory (步步为赢)

    1996 - Give yourself brilliance (把精彩留给自己)

    1998 - I do sport therefore I am (我运动?我存在)

    2000 - Excellence comes from basic instinct (出色源自本色)

    - Share the beauty of sport with world (运动之美?世界共享)

    2002 - Anything is possible (一切皆有可能)

    As a means to disseminate information,slogan English must be compact, vivid, visual, emotional and attractive. Therefore, morphology in advertising is quite different from common English

    From this example we can learn that the slogans feagures are such as like this:

(1). Simple and informal

    The function of advertising is to provide information, attract consumer, exploit market, and promise the quality. Therefore, advertisement must pay attention to its impelling language, and the first step is to use popular and oral language to make it easy to understand and memorize. (2). More simple sentences, less complex sentences

    will get better effect to use simple sentences than compound sentences, It

    because the readers will get bored on reading complex sentences. Another reason is to reduce the cost of advertising, and effectively stimulate the consumers. For example,

    1998 - I do sport therefore I am (我运动?我存在)

    2002 - Anything is possible (一切皆有可能)

    (3). More interrogative sentences and imperative sentences According to statistics, in every 30 sentences there is one interrogative sentence. Because interrogative sentences are quick and effective to arouse readers’ response.

    What’s so special about Lurpark Danish butter? Well, can you remember what butter used to taste like real fresh farm house butter? Do you

    remember how you used to enjoy it when you were young? Today the taste

    of Lurpark bring it all back to you that’s why it’s so special.

    The imperative sentences have a meaning of claiming, calling and commanding, similarly the goal of advertising is to persuade and urge consumers to accept its product or service. Therefore, there are lots of imperative sentences in advertising, such as:

    1996 - Give yourself brilliance (把精彩留给自己)

    Now lets have a look at the TOP 10 SLOGANS OF THE CENTURY:

    1. Diamonds are forever (DeBeers)

    2. Just do it (Nike)

    3. The pause that refreshes (Coca-Cola)

    4. Tastes great, less filling (Miller Lite)

    5. We try harder (Avis)

    6. Good to the last drop (Maxwell House)

    7. Breakfast of champions (Wheaties)

    8. Does she ... or doesn't she? (Clairol)

    9. When it rains it pours (Morton Salt)

    10. Where's the beef? (Wendy's)

    These slogans are the best ones in the world. The contain in them can help us to learn more about the stylistic of slogan in advertising.

     (1) Contraction

    Because the advertisement fees are so high that it’s essential to use some contraction to cut short the length, and reduce the cost.

    Eg:Does she ... or doesn't she? (Clairol)

    (2) Use of verbs

    Although the ultimate purpose of advertising is to persuade consumers to buy its products, advertisements seldom use the word “buy” in it. Statistics show only two out of ten advertisements use the verb “buy” directly. On one hand, the

    advertisers try their best to promote their product; on the other hand, they don’t want to give the consumers a feeling of spending their money. Therefore, the choice of verbs is very careful in advertising.

    Eg: Just do it (Nike)

    We try harder (Avis)

     Tastes great, less filling (Miller Lite)

    (3) Minor Clause

    Minor clause has simple elements, which could lay stress on the key words. It could not only reduce the length and cost, but also disseminate information more effectively.

    From these ten slogans we can see these three features of slogan. But actually, slogan in advertising also have others features.

    For example,loanwords are very frequently used in the slogans in advertising. The most frequently used loanwords are French and Spanish.

    For example:

    Order it in bottles or in cans.

    Perrier…with added je ne sais quoi.

    The meaning of “je ne sais quoi” is “I don’t know what”. The purpose to use this simple French is to show the French flavor of this drink. The loanwords in some advertisement are good methods to express the exoticism of the products. From the contain above, we can learn that slogan in advertising has many features in stylistic. Slogan is Simple and informal and it is easy for people to understand and remember. There are more simple sentences and less complex sentences in it. Whats more,

    there are more interrogative sentences and imperative sentences in it. In a slogan, people often use

    verbs and Minor Clause. In a word, slogan is a simple sentence to persuade you of the merits of a particular product or service.

2Features of Advertising

    The wide use of advertising has created a special style of Englishadvertising

    English. Its unique features, simple language and immense attraction separate it from other kind of language. In the development of advertising English, this kind of language has formed its own features in several aspects.

31. English Morphology in Advertising

    As a means to disseminate information, advertising English must be compact, vivid, visual, emotional and attractive. Therefore, morphology in advertising is quite different from common English.

    (1). Simple and informal

    The function of advertising is to provide information, attract consumer, exploit market, and promise the quality. Therefore, advertisement must pay attention to its impelling language, and the first step is to use popular and oral language to make it easy to understand and memorize.

    For example:

    “I couldn’t believe it, until I tried it!”

    “I’m impressed! I’m really impressed!”

    “You’ve gotta try it!”

    “I love it!”

    This is an advertisement of a microwave oven. The words in it are very simple and oral. It uses the slang “gotta”, which means “got to” in American English, to give an impression that this advertisement comes from the real life.

?、Loanwords

    The most frequently used loanwords are French and Spanish. For example: Order it in bottles or in cans.

    Perrier…with added je ne sais quoi.

    The meaning of “je ne sais quoi” is “I don’t know what”. The purpose to use this simple French is to show the French flavor of this drink. The loanwords in some advertisement are good methods to express the exoticism of the products.

?、Contraction

    Because the advertisement fees are so high that it’s essential to use some contraction to cut short the length, and reduce the cost.

    To Let or For Sale

    Furnished Edinburgh Court, 426 Argyly st, 2nd floor, 1,630 sqft4 bedrooms with dining and living room, prive garage. Sale at 130,000. Rent 1,400. Tel, 38954 office time or 823748.

    This is an advertisement to rent or sell a house. There are many contractions, such as: st=street, sq=square, ft=foot, Tel=telephone.

?、Use of verbs

    Although the ultimate purpose of advertising is to persuade consumers to buy its products, advertisements seldom use the word “buy” in it. Statistics show only two out of ten advertisements use the verb “buy” directly. On one hand, the advertisers try their best to promote their product; on the other hand, they don’t want to give the consumers a feeling of spending their money. Therefore, the choice of verbs is very careful in advertising.

    The most frequently used 20 verbs and phrasal verbs are:

    Try, ask, get, take, let, send for, use, call, make, come on, hurry, see, give, come, remember, discover, serve, introduce, choose, and look for.

    Examples:

    Getting places in the business world is easier if your banker is there to meet you. --Security Pacific Asian Bank.

    We can give you a better view of investment opportunities from both sides of the Pacific.

    --City Bank.

?、Use of Compound words

    There are lots of compound words in advertisement mainly because the element of compound words could be any part of speech, and has few limits in grammar and word order.

    The following are the main ways of word forming:

    adj+noun: short-term goal, high-fashion knitwear

    noun+adj: the farmhouse-fresh faste, brand-new

    v-ing+adj: shining-clean

    noun+v-ed: honey-coated sugar puffs, home-made

    adj/adv+v-ed: warm-hearted, perfectly-testured cakes

    noun+v-ing: a relief-giving liquid, record-breaking

    adj+v-ing: innocent-looking, fresh-tasting milk

    adv+v-ing: hard-working, the best-selling soft toilet tissue

    noun+noun: economy-size shredded wheat, a state-of-the-art cell sorcer adv+noun: up-to-the-minute sculling

    The Orangemostest Drink in the world.

    In this drink advertisement, the word “orangemostest” actually is “orange+most+est”. It uses this word to express the high quality and purity of the drink.

    The coinage and misspelling are also representing in some phrases, such as: First of all, because now Yoplait is thicker.

    Second of all, because it’s creamier.

Third of all, because it’s still 100% natural and really very good for you.

    Fourth of all, because to me Yoplait tastes better than all the other Yoyurts. And fifth of all, because…well, just because

    In this advertisement, the copywriter imitate the phrase “first of all” to create “second of all, third of all, fourth of all…”, which will inspire consumers’ imagination.

    In addition, some prefixes or suffixes like “super-”, “ex-”, “-er”, “-est” …etc, are often used to

    stress the high quality of the product.

English Syntax in Advertising

    (1). More simple sentences, less complex sentences

    It will get better effect to use simple sentences than compound sentences, because the readers will get bored on reading complex sentences. Another reason is to reduce the cost of advertising, and effectively stimulate the consumers.

    (2). More interrogative sentences and imperative sentences

    According to statistics, in every 30 sentences there is one interrogative sentence. Because interrogative sentences are quick and effective to arouse readers’ response. The following is an advertisement of Lurpark Danish butter:

    What’s so special about Lurpark Danish butter? Well, can you remember what butter used to taste like real fresh farm house butter? Do you remember how you used to enjoy it when you were young? Today the taste of Lurpark bring

    it all back to you that’s why it’s so special.

    The imperative sentences have a meaning of claiming, calling and commanding, similarly the goal of advertising is to persuade and urge consumers to accept its product or service. Therefore, there are lots of imperative sentences in advertising, such as:

    Get ready to encounter the new trend in timepieces.

    The Citizen Espreme Collection.

    Watches that are indicators of tastes and moods. that express you. --Citizen Watch

    (3). Disjunctive Clause

    Disjunctive clause is unique for advertising English, which separates a long, complex sentence into several simple sentences by using full stop, dash, semi-colon, hyphen, etc. Those sentences are independent in form, but are related in the content. The use of disjunctive clause could add more information and save more space and money. The separated parts are usually the features of the product, so that they could emphasize the good points of the product. There is an example of Amtrak, which has successfully used the disjunctive clauses:

    Amtrak has created a new. nationwide passenger rail system. Literally from the ground up. A system that represented a viable alternative for people who fly. For business or pleasure.

    (4). Minor Clause

    Minor clause has simple elements, which could lay stress on the key words. It

could not only reduce the length and cost, but also disseminate information

    more effectively.

    More than a timepiece, An acquisition.

    --Piagit

    So come into McDonald’s and enjoy a Big Mac Sandwich.

    --McDonald

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