A paper on advertising language

Take books as friends, and heaven and earth will last forever. (a series of advertisements)

② Leather world, charming world. (Leather Shopping Mall)

(3) From the time of flower growth, from the geographical position of thick soil and high sky! (real estate)

The above advertising words all contain the philosophy of harmony between man and nature, which is a natural expression deeply rooted in Chinese culture, and can arouse our audience's unique feelings and voices and easily stimulate people's desire for consumption.

Emphasizing the group and neglecting the individual is another important feature of China's philosophy. For example, Chinese, including advertising language, the expression order from big to small is the embodiment of this philosophical concept. For another example, most of China's advertising words are very incisive, often outlining the characteristics, characteristics and advantages of goods or services in a few words, focusing on shaping its overall image, and generally paying little attention to the detailed description of the characteristics and advantages of products or services. There is a phenomenon that China's advertisements don't highlight individuality, which seems to be related to the traditional thought of pursuing group consistency and opposing individual particularity in China culture.

On the contrary, emphasizing the individual and individuality is an important aspect of western philosophy. The expression order of English, including advertising English, from small to large is the concrete embodiment of this philosophical concept. For example, English advertisements pay special attention to the detailed description of the characteristics of products or services, especially highlighting the differences in their personalities. Advertising articles and exquisite illustrations complement each other, show the personality and characteristics of goods to the fullest, convey the value of goods to buyers skillfully and naturally, strive to create a happy and ideal living atmosphere, lure the audience into a fascinating realm, and let the idea of consumption arise spontaneously. Such advertisements can be seen everywhere in the west, but they are rare in China. This difference is closely related to the respective philosophical concepts and material civilization of China and the West.

Order and symmetry are a philosophical concept formed by people's correct understanding of objective things. As we know, many objective things have the characteristics of neatness and symmetry. All human disciplines, including architecture and art, embody this feature. Language, including advertising language, as a carrier of culture, of course, also shows this feature. The double four-sentence structure often used in Chinese advertisements is an example of neatness and symmetry. For example, "Quality first, reputation first", the antithesis sentence is very neat and symmetrical, which conforms to the expression and appreciation habits of China people. In addition, many advertising words in Chinese advertisements are well-written, rigorous and catchy advertising golden sentences. For example:

4 sweet white rabbit, baby's favorite! (white rabbit candy);

⑤ Chasing beautiful pictures and leaving eternal memories! (camera)

English advertising texts also pay attention to neatness and symmetry. Many advertising headlines and slogans are neat and symmetrical sentences. Give an example:

Millions of pounds of business, a few pence of profit.

As we all know, there are many compound sentence in English advertising texts, some of which are roughly equal in syllables and quite neat in structure. For example:

⑦ The earth is a person who needs to care, and the earth is a home that needs to be managed …

In addition, phrases can also be seen in English advertisements. British linguist G.N. Leech (1966: 95) called it Chunk Language. The advertising copy arranged by phrases is neat, rigorous in structure, clear in meaning, clear at a glance, impressive and unforgettable. Phrase arrangement discourse is also common in Chinese advertisements, which may be influenced by western advertisements.

Cleanliness and symmetry is a correct understanding of objective things by human beings, which is reflected in all aspects of human civilization. Orderliness and symmetry are also one of the rhetorical features of advertisements. China pays the most attention to neatness and symmetry, and seldom uses irregular, scattered and incomplete artistic techniques. This may be because our people prefer neatness and symmetry. Western advertising not only adopts neat and symmetrical structure, but also uses artistic techniques such as jagged, scattered and incomplete, which has rich and colorful, implicit and meaningful effects. Obviously, the artistic techniques of Chinese and western advertisements are closely related to their respective cultural traditions, including philosophical concepts.

Second, thinking mode and advertising language

There is a relationship of mutual restriction and influence between thinking mode and language. The way of thinking naturally affects the use and acceptance of advertising language. Advertising language will inevitably reflect and influence the way of thinking.

Specifically, it is the thinking characteristics of all nationalities in the world. People are used to thinking in images and like concrete, vivid and intuitive language. Advertising language is full of figures of speech and is usually very vivid. For example:

8 power failure for 24 hours! Still as cold as ice. (Shanghai Aerospace Refrigerator Advertisement)

Pet-name ruby book for the valley, the pen for the diameter. (color pen advertisement)

Attending the gentle and lovely poured into the body. (Fragrant shower gel advertisement)

The above example contains simile figures of speech, which express the characteristics and functions of the product vividly. The first sentence contains two metaphors, comparing books to valleys and pens to mountain roads, which are clear and easy to understand. Metaphorically speaking, pen is a path to the temple of knowledge and an essential tool to harvest the fruits of knowledge. The first example skillfully turned the product image into "soft and charming", creating a very soft and charming experience, romantic and charming.

English advertising wording also pays attention to vivid images. For example:

(1 1) Breakfast without orange juice is like a day without sunshine.

(12) Venus is the brightest star in the electronics industry.

The previous sentence (1 1) is a typical simile sentence, and the previous sentence (12) is a typical metaphor sentence. The language is vivid, and the artistic conception is distinct. It is really exciting to present the product function and company image vividly to readers.

Thinking in images is one of the characteristics of human thinking. Figures of speech, such as metaphor and analogy, are widely used in English and Chinese advertisements, creating vivid artistic conception and images and publicizing the characteristics of goods or services in an infectious way, thus greatly enhancing the functions of English and Chinese advertisements.

Another characteristic of human thinking mode is fuzziness. The so-called "between the lines", "between the lines" and "words can only be understood, but not expressed" are all China people's special experiences of language and writing. Although the advertising language should be concise and easy to understand, proper vagueness and understanding can make the advertising language full of associations and endless aftertaste, which greatly increases the artistic appeal of advertising. The fuzziness of Chinese advertisements often lies in the use of incisive words, clever expressions or appropriate rhetoric to shape the overall image of goods or services with profound implications. For example, in the TV advertisement of Shanshan brand suit, a beautiful and charming suit worn by a man aroused everyone's envy. A couple were drinking, and the young man stared at the suit with envy and said in surprise, "Shanshan suit!" " "His girlfriend said to him half-jokingly at once," Don't be too handsome! " "The meaning is rich and vivid, which is very intriguing.

The fuzziness of western thinking is also fully reflected in English. This ambiguity seems to be as common as advertising in China. The fuzziness of English advertisements is manifested in many aspects, but mainly lies in the use of rhetorical devices such as pun and implied comparison or clever expressions to describe the specific characteristics, characteristics and advantages of goods or services. For example:

(13) You will be crazy about the nuts you got in Nux. It makes you full and energetic. (Leech, 1966: 185)

There are puns in the advertisement: the nuts( = go crazy) in go nuts and the nuts (nuts) in front constitute semantic puns. Obviously, puns are double-related, killing two birds with one stone, rich in association and flexible, which profoundly and vividly reveals the characteristics and functions of advertising products. It can be seen that the fuzziness of advertising language is the author's ingenious pen.

The fuzziness of language exists in phonetics, vocabulary, grammar and rhetoric system. The fuzziness of advertisement exists not only in the advertisement text, but also in the advertisement image. Fuzzy advertising language and illustrations provide a broad imagination space for the audience, arouse people's imagination, stimulate consumers' association with products and arouse their desire to buy.