Featurs ofSlogans in Advertising

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1、 Slogans in AdvertisingSlogan 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 Advertising1. Definition: the non-personal communication of information usually paid for and usua

2、lly 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 adve

3、rtising 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 poin

4、t 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 Chinas new generation (中国新一代的期望)1993 - Ev

5、ery 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 Engl

6、ish must be compact, vivid, visual, emotional and attractive. Therefore, morphology in advertising is quite different from common EnglishFrom this example we can learn that the slogans feagures are such as like this:(1). Simple and informalThe function of advertising is to provide information, attra

7、ct 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 sentencesIt will get better effect

8、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. 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)(

9、3). More interrogative sentences and imperative sentencesAccording to statistics, in every 30 sentences there is one interrogative sentence. Because interrogative sentences are quick and effective to arouse readers response. Whats so special about Lurpark Danish butter? Well, can you remember what b

10、utter 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 thats why its so special. The imperative sentences have a meaning of claiming, calling and commanding, similarly the goal of advert

11、ising 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

12、) 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 doesnt she? (Clairol) 9. When it rains it pours (Morton Salt) 10. Wheres the beef? (Wendys) The

13、se 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) ContractionBecause the advertisement fees are so high that its essential to use some contraction to cut short the length, and reduce the cost.Eg:Does she . or do

14、esnt she? (Clairol)(2) Use of verbsAlthough 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

15、 promote their product; on the other hand, they dont 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 ClauseMinor clause has simple

16、 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 ar

17、e 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.Perrierwith added je ne sais quoi. The meaning of “je ne sais quoi” is “I dont know what”. The purpose to use this simple French is to show the F

18、rench 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

19、. 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

20、 service.2、Features of AdvertisingThe 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 it

21、s own features in several aspects.3、1. English Morphology in AdvertisingAs 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 informalThe functio

22、n 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 couldnt beli

23、eve it, until I tried it!”“Im impressed! Im really impressed!”“Youve 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 co

24、mes from the real life.、LoanwordsThe most frequently used loanwords are French and Spanish. For example:Order it in bottles or in cans.Perrierwith added je ne sais quoi. The meaning of “je ne sais quoi” is “I dont know what”. The purpose to use this simple French is to show the French flavor of this

25、 drink. The loanwords in some advertisement are good methods to express the exoticism of the products.、ContractionBecause the advertisement fees are so high that its essential to use some contraction to cut short the length, and reduce the cost.To Let or For SaleFurnished Edinburgh Court, 426 Argyly

26、 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 verbsAlthough the

27、 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

28、 dont 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,

29、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 wordsThere are lots of compou

30、nd 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 knitwearnoun+adj: the farmhouse-fresh faste, brand-newv-ing+adj: sh

31、ining-cleannoun+v-ed: honey-coated sugar puffs, home-madeadj/adv+v-ed: warm-hearted, perfectly-testured cakesnoun+v-ing: a relief-giving liquid, record-breakingadj+v-ing: innocent-looking, fresh-tasting milkadv+v-ing: hard-working, the best-selling soft toilet tissuenoun+noun: economy-size shredded

32、wheat, a state-of-the-art cell sorceradv+noun: up-to-the-minute scullingThe 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 als

33、o representing in some phrases, such as:First of all, because now Yoplait is thicker.Second of all, because its creamier.Third of all, because its 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, becausewe

34、ll, 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

35、 quality of the product.English Syntax in Advertising(1). More simple sentences, less complex sentencesIt 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

36、effectively stimulate the consumers. (2). More interrogative sentences and imperative sentencesAccording 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

37、Lurpark Danish butter:Whats 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 thats why its so special. The impe

38、rative 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

39、Citizen Espreme Collection.Watches that are indicators of tastes and moods. that express you.-Citizen Watch (3). Disjunctive ClauseDisjunctive clause is unique for advertising English, which separates a long, complex sentence into several simple sentences by using full stop, dash, semi-colon, hyphen

40、, 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 a

41、n 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 ClauseMinor 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 McDonalds and enjoy a Big Mac Sandwich.-McDonald