流行語:英語廣告的語言特色
發表時間:2020-05-01 07:00:11 作者:陽光環球

  英語廣告是一種獨特的語言形式,它遵循正規的英語語法規則,但是仍有許多獨特的處理方式。下面舉例分析英語廣告的特色。

  1、詞匯特色

  在用詞方面,英語廣告可以說是兼收并蓄,不拘一格,絢麗多姿。

  1)在政府頒發公文、學校招生等的廣告中,用詞極為嚴肅正統。

  例 Our present Principal/Chief Executive has reached retirement age and the Goverving Board wants to make the crucial appointment of his replacement in 1994. If you are a well-qualified and experienced individual and you think you have the vision, energy and enthusiasm to lead the College from the current solidly based nineties into the next century, then please write for further information and post particulars to:

  這是一篇招生廣告,其中用詞是非常正規的,所以,反映了廣告的內容也是嚴肅認真的。

  2)在許多情況下,廣告為了產生一種幽默和詼諧的效果,故意使用一些不正式的語言。

  例 1 Each transfer weight advantage and power into real, all round performance at prices we know won’t freak you out.

  在這則廣告中,freak out 是一非正式詞組,意思是精神恍惚,極度興奮(尤其指吸毒之后),它在此的意思是frighten(使人害怕),或是scare 的意思。

  例 2 What’s more, in our new Appllance sale we’ve knocked up to 50% off top name brands.

  knock 在此的意思是defeat(擊敗),但比起defeat來,卻很不正式,但是表達效果比defeat要生動得多。

  例 3 Keep the frog out of your throat. 這是一篇咽喉片的廣告中的最后一句話,廣告策劃者故意用這樣一個非正式的短語取得一種幽默的效果。

  1)在許多廣告中,使用了大量的俚語和非正式的詞匯,使廣告顯得通俗活潑,給人留下深刻的印象。如在一件外衣的廣告中,為了強調該衣的特色,衣袋設計的不同凡響,甚至可以防盜,文字是這樣的pity the pickpocket (可憐那些三只手吧),其中pickpocket 就屬于口語體,相當于漢語中的“三只手”或“扒手”。假如把它換成thief(賊),效果就不如pickpocket 生動有趣。

  2)專有名詞的使用在廣告中也很廣泛,利用名人或名地等可以增加廣告的說服力,引起讀者的注意。如 ”This is one place Mick Doohan will never race”中,Mike Doohan 就是一位著名的賽車手,這是本田汽車公司的廣告,意思是“這是一塊連Mike Doohan 都不去比賽的地方?!庇秩?,From the country that brought you Alain Delon. A new range of traditional cast-iron pots and pans, with smooth bottoms for use on all types of hob. 廣告中Alain Delon (阿蘭德龍)是一位著名影星。

  2、句型特色

  英語廣告的句型也多種多樣,但最常用的句型有以下幾類:

  1) 祈使句 這是出現最多的句型。

  例 1 Ask any one who owns one. (汽車廣告語)

  詢問一下有這種車的人吧。

  例 2 Lay down your arms. (桌子廣告語)

  放下您的胳膊吧。

  例 3 Please do not leave it too late.

  事不宜遲。

  2) 一般疑問句 通常用在廣告的前面。

  例 1 Have you ever dreamed of ascending the steps of great temple built to the Gods? (旅行社廣告)

  您是否夢想過登上為眾神修建的宏偉廟宇的臺階?

  例 2 Can a tired overworked voice command attention in class?

  一個疲憊、過勞的聲音能吸引全班的注意力嗎?

  又如下面這個廣告全部由一般疑問句構成:

  Ph. D. s should have acquiring minds. Considering this a simple test.

  A ) Do you want to work in world class research laboratories?

  B ) Do you want to apply your research skills to keep successful business at the leading edge of world technology?

  C ) Do you want to build your career with a major international company headquartered in Australia?

  If your answers to these questions are positive, BHP would like to talk to you.

  Your first challenge is to discover more by calling Theoni Parthimos, our Senior Personnel Officer.

  3) 省略句 在英語廣告中,省略句比比皆是,甚至整篇廣告都由省略句構成。

  例 Serviced greenfield sites aplenty. Ready for development. For sale. For manufacture. For business. For services. For leisure. A million square feet of ready-to-wear premise. Brand new business parks. Four-star conference facilities. Backed by 14 years’ success in helping business to relocate, set-up, prosper, expand.

  4) 比較級 比較級在廣告中用得非常多,這是由于英語廣告中有大量的形容詞和副詞做修飾語的緣故。

  例 1 Today in business fast is no longer fast enough, even faster is still too slow to keep pace with the incredible demands placed on people and the computers they work with. That’s one reason why IBM developed P60/D. 60MHz 64-bit Pentium Chip computers so fast, so powerful, it makes today’s conventional computers like they are moving at a snail’s space.

  例 2 These days succeeding in business means getting more competitive and making tougher decisions.

  例 3 The new Minolta Riva Zoom 105EX is the most compact camera in a very prestigious class.

  例 4 In short, the stronger your character, the brighter your future.