Application of the Linguistics in AdvertisementWord文档下载推荐.docx
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ChapterOneAdvertisement–ApplicationoftheLinguistics
1.1Sociality
Advertisementactivitiesarecomprehensiveactivitiesofinformationtransmission.Itnotonlydeliverscommoditiesinformation,butalsothatofpolitics,societyandculture.Therefore,tolargeextent,advertisementisanactivityofsocialinformationtransmissionwhichisacceptedbyuniversity.While,tosmallextent,thecommercialoreconomicaladvertisementactivitiesmustbasedonsocialbackground,takespecialsocialsystem,socialculture,socialhabitandsocialcustomsasitsfoundationsothatitcancreatetheadvertisementproductioninlinewithspecialsocialcondition.
Advertisementpenetrateseveryfacetofoursociallife.Itdoeshavemutualrelationshipwithvarioussocialphenomenons.Inthisprocess,advertisementconformstoitsdisciplineandregulationsaswellasthatofthesociety.Onlyifexiststhesociety,canwefindtheinternalpropertiesoftheadvertisementfromtheprospectiveofsocietyasintegrity.
1.2Culturality
Thatcultureisextentinitsconceptconsideringadvertisementasakindofcultureisself-evidence.Itsprimarypurposesaretoimproveadvertisementtasteofculturalart,toexplorethead’sconnotationofcultureart,itshouldown,toenhancethead’sexpansionofarticexpression,toentertheextensiveanddeepperspectiveofad,soastopromotethescientificlevelandactualeffectofadimplementation.
Advertisement,asthefruitofdevelopmentofsociety,especiallyastheaccompanimentofmodernsociety,shouldnotdetainitssocialstatusandimpactontheculturephenomenontoobserve.Avividexampleisthatpeopleareusedtodrinkingcocacola,however,weprefertosaywesucktheAmericanculturetothatwesuckcarbonatedrink.Cocacola’sculturecontaingiverisetotheappearanceofthe“soft”consumptionfeature.Thiskindof“imageconception”canbesculpturedbyadsaswellassupportedbyculture.Anotherexampleisthatthead’ssocialbenefitbecomestheimportantcontentofasculture.Theculturalquality,moralityinadhasgreatimpetustotheconstructionofspiritualcivilization.
1.3Transimionity
Fromthepointoftheadhistory,thefocusofadconcentrationonart,societyandtoday’stransmission.Atthetimethatadwerecloselyrelatedtoart,societywasleftignored,transmissionnotunderstand,advertisementwashardlybeconsideredasscientificaction.Theextensivemainconscious,emotionsandunrationinartareoppositetothescientificspiritofmodernad.
Adtransmissionfulfillstheadwithstrictlyscientificspiritandsystematicallystatesthetotalcomplicatedcontentofvariouskinksofmedia.Itsresearchcoversthecatalogues,propertiesandfunctionsofallkindsofmediaandtheirsubones.
Adactivitiesareserialactivitiesofinformationtransmissions.Theymustindicatesthemainpurposeoftheadholder,onthebasisofthecharging,promotingtheproductsandservicetotheaccepterbytransmission.
ChapterTwoPragmaticofLinguisticsinAdvertisement
Itisincreasinglywellknowasthedevelopmentoftheadvertisementthatmakingadvertisementisaprocessofmasterthelinguistics.Inmakingtheads,weshouldbecarefuloftheuseofthewordsincludingthenouns,verbsandadjectives,ofhowtochoosethewordcorrectly,ofthewordsfunctioninsentencesandevendiscourse.Inthefollowspassage,Iwillfocusonmakingadvertisementbythemeansoftheapplicationofthewords,sentencesandthediscourse.
2.1ApplicationofLexical
2.1.1HardlyUseofVerbs
TheverbsarenotpreferredinadvertisementasG.N.Leech,Englishlinguist;
listed20mostusedverbsinhisEnglishinAdvertising:
LinguisticstudyofAdvertisingInGreatBritain7.Theyare:
make,get,give,have,see,buy,come,go,know,keep,look,need,love,use,feel,like,choose,take,start,taste
Alltheseverbslistedabovearealsopopularinthecorpuswebuilt.Youwilloftenreadsuchsentencesinanadvertisement:
Buyx.Useit.Wemake…Xwillgiveyouwhatyouneed.You’lllovex.Getx.Fox
example:
We’llmakethisquick.(HertzCarReturn)
Getgreatcoveragethat’ssoweightlessandwater-fresh.(ALMAY)
Allyouneedisatasteforadventure.(MillstoneCoffee)
You’llloveitevenmorewiththe2.1megapixelC-2000ZOOM.(OlympusCamera)
Don’thavemuchofapersonality?
Buyone.(HondaMotor)
AllthesefrequentlyusedverbsaremonosyllabicandmostofthemhaveAnglo-SaxonoriginthatisthecommoncoreofEnglishvocabulary.LinguisticstudyshowsEnglishnativespeakerstendtousewordsofAnglo-Saxonorigin,becausenativewordshavecomparablystablemeaning.Inadvertising,thesesimplewordscanwintheconsumersbytheirexact,effectiveexpressionandakindofcloseness.Etymologicalstudiesshowthatthe20verbslistedbefore,exceptuseandtastewhicharefromancientFrench,allareAnglo-Saxonorigin.Eventhetwowords,useandtastehavelongbecomeindispensablelexicalitemsinthestockofcommoncorevocabularyoftheEnglishpeople,developingtheirstablemeaningandusage.
2.1.2UseofSentimentalWords
Aclosescrutinyofrecentadvertisementssuggeststhatthesoft-selltechniqueisnowpopular.Bysoft-selltechniquewemeantheonethatfavorsamoreemotiveandlessdirectiveapproachtopromoteaproduct,mainlyfocusingonthebuildingofbrandimage.Asaresult,emotivewords,mostofwhicharepleasantadjectives,aregreatlyencouragedtouse.
Data8fromthecorpusshowsthatthemostfrequentlyusedadjectivesareasfollows:
New,good/better/best,fresh,free,delicious,sure,full,clean,wonderful,special,crisp,real,
fine,great,safe,andrich.
Theseadjectiveshelptobuildapleasantpictureinreaders’mindsandmanagetocreateabeliefinthepotentialconsumer:
IfIbuythisproductorifIchoosethisservice,Iwillleadabetterlife.Inaddition,comparativesandsuperlativesoccurtohighlighttheadvantageofacertainproductorservice.Forexample:
Nothingcomesclosertohome.(VegetableandChickenPastaBake)
ThinkLysolisthebestdisinfectingspray.(DisinfectingSpray)
Theworld’scoolestCDsaren’tmadeinNewYork,LondonorL.A.Theyaremadeinmy
apartment.(PhilipsCDRecorder)
TheCompaqArmadafamilyislighter,withnewroundededgesforeasierpacking.(Compaq)
2.1.3UseofEquivoqueandAlliteration
EquivoqueisanamusinguseofawordorphrasethathastwomeaningswhichiscalledPolysemyorofwordswiththesamesoundbutdifferentmeaningswhichiscalledHomonymy.Pun,thegameofwords,willleaveadeepimpressiononreadersbyitsreadability,wit,andhumor.However,tomakeasuccessfulandimpressivepunisnoteasy.Exceptforitsownmeaning,thewordusedasapunisusuallycloselyrelatedtothecharacteristicsofacertainproductorthebrandnameoftheproduct.Suchcoincidencedoesn’toccuroften.Herewepresentseveralclassicpun-usedadvertisements.Forexample:
Giveyourhairatouchofspring.
Askformore.(Moreisafamousbrandofcigarette)
Giveyourbusinessthesharpedge.(SharpCorporation)
Byusingpun,advertisementswillbeeasilyrememberedbythereaders.Inaddition,f
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