Lexical Characteristics of Advertising English- Use of Simple Words(英语论文).docVIP

Lexical Characteristics of Advertising English: Use of Simple Words It is essential for ads to produce the best results in a limited space and time. Thus brevity is critical. Concise ads not only easily draw the attention and arouse the interest of readers but also quickly establish a products theme and emphasize its key advantages. As a result, many simple words, most of which are monosyllables, are used in order to make sure that ads are easily comprehended and remembered. According to certain statistics, the following adjectives are used with the highest frequency: new, good (better, best), fine, free, big, fresh, great, delicious, real, easy, clean, safe, rich, super, ideal, natural, etc. In addition, according to advertising experts, the most frequently used verbs in ads are also monosyllabic, such as: make, get, have, see, buy, come, go, know, keep, look, need, love, use, try, take, start, and taste. Consider the following examples: [1] Buy one, get more. This is an ad for a car. These two words: “buy” and “get”, are simple, single syllable verbs and indicate the bilateral activity between the advertiser and the customer straightforwardly, which in turn reflects the sincerity of the advertiser and makes the customer have the feeling of simple, quick, and inexpensive, thus increases the credibility of the business relationship. [2] “I couldn’t believe it, until I tried it!” “I’m impressed! I’m really impressed!” “You’ve gotta try it!” “I love it!” This is from an ad for a microwave oven. The words in it are very simple. It uses the slang “gotta”, which means “got to” in colloquial English, to give an impression that this advertisement comes from real life. There are some other ads as follows: [3] The taste is great. It’s delicious! (Nestle coffee) [4] Feel the new space. (Samsung electronics) [5] Let’s make things better. (Philips) Simple words can also be found in these three ads, and all of them embody the purpose of the language of advertising. The two si