英语的词汇特点三篇.docx

英语的词汇特点三篇.docx

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英语的词汇特点三篇

英语的词汇特点三篇

篇一：

广告英语的词汇特点

1．Introduction

AsChinahassuccessfullyjoinedtheWTO,theworldeconomygrowingtrendtowardsintegration.Everydaywearefullofadvertisingexposuretosociety.NotonlyistheChineseadvertising.,advertisinginvariouslanguages,especiallyEnglishadseverywhere.Adsintomillionsofhouseholds,toinfiltrateeveryaspectofpeople'slives.InEnglishadvertising,shoddy,dullmonotonyofcoursethereare,butinmanyingenious,innovative,anduniquesuperiorworks.Thishigh-qualityadvertisinginthelanguagewhohavegreatattentiontomakegreatefforts.Tolively,interestingresults.Isareadableliterarymasterpiece,thefightforcustomers,expandingtrade,openmarkets,promotecompetitionplayedanimportantrole.AsanimportantpartofEnglishadvertisinglanguageofanad-adsinEnglish,inadditiontothegeneralcharacteristicsoftheEnglishlanguage,therearealsoitssignificantfeatures,andthisispreciselythecharacteristicsofsignificantperformanceinitsvocabulary.Thesmallestasalanguage,theuseofthemostbasicindependentunitofthearticleintheunderstandingofthewordplaysanimportantroleintheprocess.Whetherthereader,orthetranslatorisconcerned,thereisnoclearmeaning,itwouldnotgraspthemeaningofsentencesandarticles.Therefore,thisarticleintendstoadsinEnglishasanexample.Lexicalfeaturesforsomeoftheirpreliminarystudy.

2.Body

2.1Evaluativeadjectivesandadjectivescomparativeandsuperlative

2.1.1Usuallyusestrongcolorscomplimentevaluativeadjectives

ExtensiveuseofEnglishadvertisementsoftenstrongcolorscomplimentevaluativeadjectivesinordertomakeadvertisingtheproductsordisseminationofinformationinthemindsofconsumersavaguebutbeautifulimage,soastoachievemarketingpurposes.Suchas:

1.SupremeReds（Paris,L'Orealhairdyecreamseriesofads）

2.Withanordinaryfacadebutsplendidinteriordecor,RoyalPalaceisknownasoneofthemostexpenveapartmentinBeijing.（RoyalPalaceBeijingrealestateads）

SuchadvertisementsinEnglishtowinthefavorofpeoplecomplimentthemostcommonadjectivesthere:

latest.up-to-date,fragrant.attractive.golden,successful,charming.comfortable.perfect,great,wonderfu1.first-rate,ever-lasting,super,unique,idealandsoon.Theseadjectivesoftenmakeanadsuddenlyenriched.NowondertheEnglishadvertisingoftenjokinglyasa"neverugly,nosuffering,nowildwonderfulworld."

2.1.2Theextensiveuseofthecomparativeandsuperlative

 Comparisonofadjectivesandthemostadvancedbutalsofrequentlyappearinthead,withtheaimofcomparison,theraisethequalityoftheirproductstomeetconsumermentalityandpreferences.Suchas:

1.DaleBatteries:

theoriginalandstillbethebest.（DaleBattery:

original,best）

2.Let'smakethingsbetter.（Philips:

Letusdoabetterjob）

Abovetwocasesbetteruseofcomparativeadjectivesandsuperlativethebest,letthereaderincomparisontodeepentheimpressionoftheproduct,playaverygoodpromotionaleffect.

Inaddition,somebusinesseswillboldlytoutilizepartofspeech,toutilizesuchadjectivesasverbsinasentence,to"thesouthbankofGreenRiverspring"effect.Suchas:

3.Greenyourheart.（HealthcareproductsadvertisingHeineken:

Letyourheartisfullofenergy）

4.Goodtothelastdrop.（MaxwellHousecoffeead:

tothelastdrop）

themagicalnumberofadverbswithexaggeratedsignificance

2.2Themagicaleffectofadverbswithexaggeratedsignificance

ManyEnglishadsareoftenexaggeratedbyanumberwithmeaningorwithfulloradverbofuniversalsignificance,andachievedgoodresults,suchasadverbsinthefollowingMagicallisten:

1.SatisfactionGuaranteedAbsolutely!

（Homeappliancesad）

2.Nocaffeine.Virtuallvnocaries.Justaunique,sparklingcitrustaste.AFresca（Frescadrinkslogan:

nocaffeine,tracecalories.Auniquecitrusflavor,andShenYiKuangheart.）

3.Wehavehiddenagardenofvegetableswhereyou'dneverexpectinapie.（Vegetablepiead）

4.Intelligenceeverywhere.（Motorola:

Intelligenceeverywhere.）

5.Tome,thepastisblackandwhite,butthefutureisalwayscolor.（wine）

2.3Simplebutinflammatoryverb

2.3.1Oftenuseashortverb

Englishadvertisementsoftenusesomesyllableorfewerlettersshortverbs,suchasusinggetinsteadofobtain,buyplaceofpurchase.Withtheuseinsteadofutilize,etc.,tomakeitsimpleandvividlanguage,thecontentataglance.Forexample:

1.Buyonepair,getonefree.（Sunglassesad:

buyonegetone.）

2.TakeTOSHIBA,caketheworld.（TOSHIBAElectronics:

withToshiba,theworld.）

3.AMarsadaykepsyouwork,restandplay.（MarsChocolatebrandadvertising:

aMarschocolateaday,soyouhaveagoodworkandrest.）

4.Impossiblemadepossible.（Canonprinter）

5.HondahasalwaysmadegoodcarS.People/ovethem.（Hondaad）

Englishverbsareadvertisingtheseshortdailylivesofmostpeople,meaningmostexplicitverb.Althoughthemeaningoftheirowndifferent,buttheyareusedtorepresenttheadortherelationshipbetweenprovidersandconsumers.Suchas:

have,get,give,buy,kep,andothermajorconsumersofacommoditythattheacquisitionandownership;see,take,taste,useandotherconsumersofacommodity,saidtheactionandprocesses;andask,like,loveacertainproductsothattheconsumerattitudeandfondness.

2.3.2Thepresentparticipleoftheverbform

Sometimesadvertisersoftenusetheverbformofaingsegmentation.Resultina"dynamic",givingvivid,lifelikefeeling.Iftheproducttothecustomerfront,callatanyinstant,ready.Forexample:

1.Getn~gplacesinthebusinessworldiseasierifyourbankeristheretometyou.（Bankadvertising）

2.Poetryinmotion,dancingclosetome.（TOYOTAMotor:

Poetryinmotion.Dancingclosetome）

3.Connectingpeople.（Nokiaphones）

4.MakingCommunitiesTogether.（Taiwan'sMakotoBankAdvertisement:

SolidarityCommunity）

2.4Magicalpersonalpronouns

Inordertonarrowthegapbetweenadvertisersandconsumersinthedistance.Enhancetheconsumer'ssenseofparticipation（senseofparticipation）,advertisersinEnglishtheuseofpersonalpronounsisreallyspentalotofeffort,describedpains.Ifthefirstpersonisoftenusedtorefertoadvertisers,thesecondpersontorefertotheconsumer,orathirdpersontoreferthereadertounderstandthepeople.Considerthefollowingexample:

1.Weleadotherscopy.（Ricohprinters:

Welead,othersfollow.）

2.Weintegrate..youcommunicate.（MitsubishiElectric:

Weintegrate.Youcommunicate.）

3.Spoilourselfandnot）ourfigure.（Weight-Watchericecream:

safetoeat.Donotworryaboutweight.）

4.Sheusuallycomplainsaboutmyanniversarygifts.butthisyearsheisgoingtosmile.（Perfumeads）

Itisworthmentioningis,somemagicaladvertisersoftenthefirstpersontorefermetheproductitself,tosellthegoodsintendedtobealivingthing,giveittopeople'scharacter,ideasandactivities,tothinking,talking,letself-introduction,andevenboast.Thisisnotonlyadeeperdescriptionoftheproduct'sfeaturesandfunctionality,andeaseofavividimpressionofconsumerstomaketheirfeelingsresonatewiththeads.Forexample:

5.Timealwaysfollowsme.（Rossiniladiesfashionwatch:

whenaskedbecauseIexist）

6.Justcallme.behappy.（FarEasToneTelecommunications）

2.5Flexibleapplicationofindefinitepronoun

Manyadvertiserstocatertotheprevailingherdmentalityofconsumerssometimesuseal1,everyone,none,nothingsothatall"areas"intheindefinitepronoun,toincreasetheirpopularity,reflectingtheextraordinarycharacteristicsofacommodityorhasbeengenerallyacceptedbyconsumers.Suchas:

1.Alliswellthatendswell.（Tobaccoadvertising:

themoreabletogetbehindthemoreflavoredJL）

2.Today'sNobody.Tomorrow'sSomebody!

（SomebodyTaishinBankcreditcards）

3.NoneismoreamazingthanAlbaQuartz.（Watchad）

2.6Usingnumbers,letthefactsspeak

Chineseadvertisinginordertomakeaproductwithacompelling,ingeneral,commitments,buttheexpressionofculturaldifferencesindifferentways.Chineseadvertisingintheusually"provincialsuperiorBu"（awardedthesuperiorqualityproducedbytheprovincialgovernmentandtheMinistryconcerned.）"AccesstoqualityGold"（awardedGoldCupforquality）toshowtheauthorityoftheproduct,someproductadvertisingZeyianexpert,professortomakecommitments.Suchas:

"Aprofessorfromtheinvention"（inventedbyProfessor......）.Infact,theEnglishadvertisingfocusontheauthorities,butadvertisersprefertoletthefactsspeakforthemselves,theyoftenusethedataobtainedafterrepeatedtestingortoquantifythefinalresultsofthesurveydatatoconvinceconsumers,bothsimpleandclear,clear,achieveamultipliereffect:

1.Howtogetloowattsoflightforonly44wattsofelectricity?

（Homeappliancesad）

2.Yousee,inlaboratorytests.nowCrestCompletegotupto3796fartherbetweenteththantheleadingflatbrush.（Toothbrushad）

3.Aperfumewithafragranceasbeautifulandlingeringasonly4,000flowerscanbe.（Perfumeads）

2.7Theflexibleuseofcomplexwords

Bythevarioushyphenatedcompoundwordsconcise,flexibleandconvenientmethodofwordformation,notonlyhasbeeninthenewsinEnglish,EnglishandothermoderntechnologycanbewidelyusedintheEnglishstyle,butitismuchfavoredbyadvertisers,theadvertisingisinEnglishforcommon,almosteverywhere.Suchas:

1.ItaliandesignerValentino'S2004Spnng-Summerready-to-women'sfashioncolectionpresentation.（Fashionshowads）

2.Internationalairexpressandcargosales,sea-and-airco-ordinatetr