Linguistic Features Of Advertising Language English Language Essay

Linguistic Features Of denote terminology English Language EssayIn the present world of mass media, people atomic number 18 confronted with adverts solely the time. When we watch TV in the comfort of our living rooms, we ar bombarded with ads when we drive a new-fangledspaper or cartridge holder, somehow our attention is put off by nonpareil and only(a) form of an ad or a nonher. On our port to school or office, we come across ads in various shapes or colors. Indeed, advert, whether print, broadcast, or any early(a) guinea pig, is part of our everyday lives. It is inevitable for us to neglect the importance of advertisement.Goddard (2002) suggested that Although advertisements be ephemeral in that each one is short-lived, their feats atomic number 18 longstanding and cumulative (p.3). There was a TV commercial in which a young male stripped smooth to his underwear so as to wash his Levi 501s jeans in a launderette. This commercial has stimulated an eight-time g rowth of the sales of that tell on. It happened in 1985 and advertisements at that time were not as popular as nowadays. From this perspective we can know to a greater extent the importance of advertisements. They can impose great impact on the bearing of the consumers. This is the reason why many and many scholars be working on advertisements.Simpson (2001) acknowledges that there has been an enormous upsurge of interest in the linguistic and discoursal characteristics of advertizing (p. 589), adding that the studies conducted have been anchored on unalike traditions and perspectives, such as cognitive, cultural and anthropological, genre and register analysis, critical discourse analysis, and linguistic pragmatics (Simpson, 2001, p. 590). In recent years, investigate has foc go ford on ref effects of poetic and rhetorical elements in ads from a relevance-theoretic perspective. For instance, van Mulken, van Enschot-van Dijk, and Hoeken (2005) aimed to find turn out whether slogans in ads be apprehended more than than slogans without a pun, and whether puns containing 2 relevant interpretations argon appreciated more than puns containing only one relevant interpretation (p. 707). Lagerwerf (2007), on the other hand, examined the effects on audiences of irony in ads and of sarcasm in man information announcements. Working within the pragmatic construct of metadiscourse, Fuertes-Olivera, et al. (2001) analyzed the metadiscourse devices typically economic consumptiond by ad copywriters to construct their slogans and/or headlines. The enquiryers analysis proceeded from the self-reliance that ad English should be represented as a continuum of text functions fluctuating among informing and manipulating in accordance with the idea that publicizing is an recitation of covert communication. By studying advertisements and its language, we can acquire more information of this additional form of language and also of register. Sometimes, the language use in advertisements can even reflect the different values in a society. In this study, the main focus is on the linguistic perspectives of advertising language. A lot of studies have been done to find out the common land and distinctive features of advertising language in Western society. The English advertisements in Asian society have rarely been studied. In this research, some advertisements in a magazine published in Hong Kong allow be studied. The research questions are as followedWhat are the general lexical grammatical features of advertising languages? And what are the general lexical grammatical features of advertising language in Hong Kong magazine?Do the general features found in the advertisements in HK Magazine match with the findings of general features shown in literature review? If so, what are the reasons for the vender to use a similar approach? If not, why do they use different approach?The answer of the first part of the research volition be answered in Li terature Review. While for the others, they provide be answered finished a textual analysis on the advertisements of Hong Kong Magazine.Literature Review1. Advertising1.1 Definition and DevelopmentThe member advertise originated from Latin advertere, which mean to puff peoples attention. The basic characteristic of advertising is to arouse consumers attention and interest towards a product so that consumers would take action to buy the product (Cao, 2008). The American Marketing Association provided a more detailed definition of advertising, namely, a paid, non personal communication laying emphasis on promotion and optical as well as oral presentation of the sales heart (Tyagi Kumar 20043). Aside from considering advertising as a paid communication and a marketing to a faultl, Ulanoff(1977) further stated that advertising openly identifies the advertiser and his family family to the sale effort.The patterns or styles of advertising change. There are different address to a dvertise in different times. Three different periods in advertising were elaborated as follows (Myers, 199419-28)The 1890s making brands and getting attention. Ads were created using rhymes, repetition, parallelism, and scientific and literary language. The advertisers were just getting a major foothold in newspapers and magazines.The 1920s creating an image for consumption. Ads often contained embedded narratives and mock conversations, associative language, and metaphorical substitutions of one thing for another. Ads used the new media, such as piano tuner and comics.The 1960s to the present addressing the jaded consumer. Ads are made using ironies, parodies, puns, ads on ads, and juxtaposition of competing discourse in the text and the images. There is an extension to new media- not only television, but sponsorship of sports and the arts.1.2 CategorizationCook (19929) proposed four bearings of categorizing ads, namely, by medium, product, proficiency, and consumership. First, in terms if medium, Fuertes-Olivera, et al. (2001) mentioned that the text type of advertisements can be further subdivided into digital advertisement, broadcast advertisement, print advertisement and outdoor advertisements. As for this study, the data of analysis are print advertisements. Second, based on products, sumptuosity item ads require distinct techniques from ads on household necessities (Cook, 19929). Mueller (1992) brought forward two terms high consumer involvement and low consumer involvement. The former refers to the goods which generally tip to be higher in price and are purchased relatively scarcely the latter refers to the goods which tend to be lower in price and are brought very often. Ebert Griffin (2005305) provided a more detailed categorization, namely, convenience goods, shop goods, and specialty goods. The first one is similar to low consumer involvement patch high consumer involvement products are subdivided into shopping goods and specialty goods. S pecialty goods are extremely important and more expensive than shopping goods, such as wedding gowns. The data analysis in this study comprise of all three kinds of goods. Third, concerning techniques, there is a distinction between reason advertising and inebriate advertising. Reason advertising is direct and guileless while tickle advertising in indirect and required an audience to exert more efforts to comprehend them (Bernstein, 1974). Fourth, with respect to consumership, advertisements can be categorized by consumers lifestyle, socio-economic class, gender, age, and so on (Cook, 199211).Moreover, advertisements can be classified based on their localisation in the magazines or newspapers. First, display ads, resembling those investigated in this study, are lay in conspicuous places amongst the editorial material so as to generate the attention of readers whose main purpose of reading the publication is not to read a particular advertisement. Second, classified ads are pla ced in special sections and ordered in accordance with the subject as their target reader belongs to a particular group (Vestergaard Schroder, 19853).Advertising languageThe relationship between text and imageThere is general disagreement on the relationship between text and image. Barthes (1984) claimed that all images are polysemous with a float chain of signifier. Language can be used to fix this locomote chain and to anchor the image (198439). However, Kress and van Leeuwen (199617) argued that text and image are not mutually dependent and that the visual component of a text is an independently organized and structured message-I. Lexical features of advertisements in English newspapers and magazines1. coinageCoinage, according to Longman Dictionary, means a word or a wording that has been recently invented. Advertisements are full of coined delivery to be lively and eye- bringing. For exampleGive a Timex to all, to all a good time. (Timex, a brand name of watch)Timex, bei ngness a coined noun, is formed originally from the two words time and excellent. The new word is short and easy to remember.(2) TWOGETHERThe Ultimate on the whole Inclusive wiz Price Sunkissed Holiday (a seashore holiday hotel advertisement)Twogether is ostensibly derived from the word together, which will create the fresh effect and bury a strong memory in the readers mind. Beside, the particular image of two persons being together is formed without great effort, which make us feel quick and longing for that holiday hotel.2. Comparative and Superlative adjectivesIn order to induce the readers that the product advertised is second to none, comparative and superlative adjectives are often and commonly used in the advertisements.(3) More connections to Europe. DHL has the worlds biggest logistics network.In this example, DHL, the logistics company, highlight its proceeds of being more accessible and more easily to reach with the word more and biggest. Those who read this adve rtisement will have the impression that DHL is mature choice for them because it has more locations to reach than other companies.3. fuse wordCompound words are colloquial in form, which will gives the readers a understanding of closeness. Compound words also allow more possibilities to create dry effect.(4) better-than-leather-miracle-covering look at the oh-so-comfortable size give that oh-so-good-to-be alive feelingThis advertisement is quite interesting by combining many words together, which sounds like someone who is exclaiming his extol. Without doubt, it is impressive because of its creativity of compound word and seriocomic effect.III. Syntactic features of advertisements in English newspapers and magazines1. Simple sentenceGenerally speaking, simple sentences are quick and direct in conveying information, while interlinking sentences will create some suspense dragging the readers understanding behind. amuse compare(5) Buy one and get one free.(5) If you buy one, you will get one free.(6) Time to heed. Capacity to act (Mess Pierson, Consulting Company)(6) Its time to listen and our capacity to act.Obviously, sentence (4) and (5) are both vivid in pulsation and easy for the readers to get the information. Sentence (4) and (5) however, are comparatively redundant in conveying the meaning, though they are grammatically correct. Readers tend to remember to (4) and (5) structure, because of their simplicities. One everlasting example is Nike shoes slogan Just Do It alternatively than Lets just do it now2. Imperative sentenceImperative sentences are often persuasive in that it arises the reads impulse to buy the product. Imperative sentences, rise with the verbs, are forceful and tempting, which coincide with the purpose of the advertisements.(7) Get fast downloads with no wires attached. (SmarTone, Hong Kong Telecom Company)(8) Stop in at any Ford or Lincoln-Mercury dealer. (Ford, Car Company)Readers are advocated and persuaded to do the action, waiting no time. By apprisal or requesting readers to perform in a certain way, imperative sentences are effective in exerting a subtle impression to do as they are told.3. Disjunctive ClauseDisjunctive Clause is the exclusive syntactic features of advertisements in English newspaper and magazines. Disjunctive Clause usually chops the sentences into some(prenominal) parts with the cohesive device of full stop, dash, hyphen, semi-colon etc. By doing so, the advertisement is more condensed, which will save the money for taking up too much space of the newspapers or magazines.(9) We strive to spread you a spend faster. Caring more about you. (SkyTeam, Flight Company)In this advertisement, we can conceive that Caring more about you is split from the former. Normally, we would say We strive to send you a vacation faster and care more about you. The effect here is to highlight the part Caring more about you to leave a strong impression on the readers. So, when the ads want to emphas is something, they will tend to put them in a Disjunctive Clause to catch the readers attention.Cook (1992) stated that Advertising is a prominent discourse type in virtually all contemporary societies (p.5). The term discourse means text and context together and they interact in a way which participants perceived as unified and meaningful.Text means linguistic forms, which is unnaturally and temporarily detached from context so as to carry out analysis. Context includes substance, music and pictures, paralanguage, situation, co-text, intertext, participants and function. Four categories of advertisement are found. They are medium, product, technique and consumer (Cook, 1992, p.9). Another scholar Goddard (2002) suggested that attention-seeking devices are presented in the language of advertising, along with the category of writer, readers and texts. Moreover, cultural variations, user friendliness, stereotyping and presupposition are also features of the advertising language.Resea rch Questions methodologyA qualitative approach will be adopted in this research. A total of twenty advertisements will be collected promiscuously from the magazine Times. The volume in 2012 will be used. Times magazine has 54 issues a year. The issues on January, April, July and October will be used. From each issue, one piece of advertisement will be analyzed. There should be a total of 20 issues and thus 20 pieces of advertisement. Times magazine is chosen because of its popularity and the readiness to find in the market. The types of products must not re-occur in the 20 pieces being analyzed. It means that every piece of advertisement should be promoting different products.From the 20 pieces of advertisements, they will be analyzed accordingly in several(prenominal) managements. The first direction is the theory they has used in advertising. The second direction is identifying the features of advertising language. The results will be presented in tables and summary will be dr awn according to the findings.