Commercial advertising of the stylistic features of English
In today's increasingly fierce market competition, advertising is an important means for the market. Stylistic features of advertisements have some practical significance. This paper reviews the practice of translation, based on the written advertisement in English in vocabulary, syntax and rhetorical aspects of the analysis and stylistic characteristics belongs.
Keywords:: advertising; translation; words; syntax; Rhetoric
English Stylistics language belongs to the "call to action language" (loaded language), have a strong persuasive (persuasive power), can affect people's values, about the way people live, the material has very clear objectives, vocabulary, sentence Structure and rhetoric and so on, ad in English there are many unique features.
A lexical features
As a means of disseminating information, advertising language to be simple, vivid, rich color and emotional appeal. Therefore, the ad in English and general English words vary widely.
1.1 The use of high frequency words
Ad text must have a simple easy, to understand the characteristics of easy to remember. More focused use of high frequency words. For example, the popular spoken word, simple verbs and adjectives used.
1.1.1 use the spoken word
Such as: Mosquito Bye Bye Bye. Mosquito Sha Shasha
Analysis: Bye is a very colloquial terms, the language used in both the advertising image and witty humor, memorable, advertising with excellent results.
1.1.2 Simple verbs used
For concise, popular, catchy, simple verbs, especially monosyllabic verbs, such as: make, come, get, go, know, have, keep, look, see, need, buy, love, use, take, feel , like, start, taste, save, choose the language most commonly used in advertising. For example the following advertising slogan in bold words:
Start Ahead. Success, start from scratch. (Rejoice shampoo)
We bring high Technology home. - NEC
We high-tech home. (Japan NEC Electric)
1.1.3 Frequent use of common adjectives
Nouns as adjectives to describe and modified, its with a strong emotional and rendering power, therefore, add greatly to the charm to the advertising language, the extensive use of commercial advertising and evaluation with the color compliment adjectives, in which the comparative and the most advanced high frequency.
For example: There's never been a better Time.
Never had a good time. (<<Time Magazine>>)
Minolta, finest to put you finest. Classic Minolta, the best of you.
1.2 The creation of new words and new words, increase attraction.
Unique personality of the ad is to make consumers "go for" secret. Therefore, some people deliberately created ads that certain everyone is familiar with the misspelled word or words with complex or innovative lyricist prefixes, suffixes, so full of character and text compelling new
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