广告介绍英语

广告介绍英语

Introducing Advertising

and Promotion

Chapter Outline

Few topics in management or social studies attract such fascinated

attention, or elicit such wide disagreement, as advertising and

promotion. This opening chapter sets a course through this complex

area. It explains the book’s intended audiences, aims and main

assumptions. The subtitle ‘Communicating brands’ is explained in

terms of the book’s pre

-eminent, though not exclusive, emphasis on

the role of advertising and promotion in the marketing of branded

goods and services. The chapter draws on many practical

illustrations as the foundation of a theoretically informed study of

contemporary advertising and promotion practice.

The meaning of a brand is not necessarily limited to the

functionality of the product or service it represents. Advertising is

central to the creation and maintenance of the wider meaning.

Brands such as Marlboro, Mercedes-Benz, Gucci, Prada and

Rolls- Royce have powerful significance for non-consumers as well

as for consumers. For many consumers branded items carry a

promise of quality and value. But the symbolic meaning the brand

may have for friends, acquaintances and strangers cannot be

discounted as a factor in its appeal. For example, a simple item of

clothing such as a shirt will sell in far greater numbers if it is

bedecked with a logo that confers a symbolic meaning on that

item. Wearing a Tommy Hilfiger branded shirt is said to confer

一、

广告

英语的语言特色

广告语言不单是商业语言，而是集文学，美学，语言学，心理学，社会学等学科于一体的

鼓动性艺术语言。英语广告语言大都凝练、生动、诙谐、幽默，富于感染力和感情色彩，具

句法特色，以及修辞特色。这些特 色体现了英语广

告语言的独特语言魅力，使广告英语成为语言艺术魅力与商业推销的有机 结合体。

1

、词汇特色

为了吸引广告受众，

使广告更具 宣传效果，

广告英语大量使用带有明显褒义色彩的形容词，

富有 动感的单音节动词，以及创造大量的新词和使用外来词语等。

英语广告大量使用褒义形容词。据语言学家

Leech

统计，英语广告中使用频率较高的形容

词依次为

:new

，

good/better/best

，

free

，

fresh

，

delicious

，

< br>full

，

sure

，

clean

，

wonderful

，

special

，

cri sp

，

fine

，

big

，

great

，