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1、EnglishMorphologyinAdvertisingAdvertisementsappeareverywhereinmodernsociety.Forexample,whenyouwalkalongthestreets,youcanseelargeadvertisementboardswithprettygirlssmilingatyou.Innewspapers,foranotherexample,youoftenseehalfofthepagescoveredwithadvertisements.
2、Asstillanotherexample,whenyouturnontheTVset,youseeadvertisementsagain.Whetheryoulikethemornot,theyarepouringintoyourlife.Inordertoattractmoreconsumers,thedesignerstrytheirbesttousevariousexpressionsonlanguage.Forthisreason,Iamgoingtoanalyzethelanguagefeatur
3、esinEnglishadvertisements.1.UseofmonosyllabicverbsMonosyllabicverbsconformtothecharacterticsofEnglishadvertising,suchasconcise,simpleandeasy.Thiskindofverbsisthemostfundamentalverbswhichpeopleusuallyuse.Forexample,make,come,get,go,give,know,have,keep,look,s
4、ee,need,buy,love,use,take,feel,like,start,taste,chooseandsoon.Themeaningsofthesewordsaredifferent.Someshowtherelationshipbetweencommoditiesandcustomers,someindicatetheownerofcertaincommodities,andsomeothersexpresspeople’sfeelingandfondnessonproducts.Pleasel
5、ookthefollowingadvertisementcontainedverbs:A.IchooseBellbecausetheystillmakethemliketheyusedto.B.GetyourownFranco-AmericanBowlandNutritionPatrolSet.C.Whybuyjustaboat,whenyoucouldbuyaChris-Craft.D.Italwaystastesbetterwhenitcomesfromyourownbackyard.E.Keepabea
6、utifulrecordofyourWorldTravels.Konegivesyoumoreinmaterialshandling.2.UseofsimplewordsSomewordsarecolloquialism.Forexample:A.Justdoit.(Nike)B.Askformore.(best)C.Welead.Otherscopy.(CopyMachine)D.Thetasteisgreat.(NestleCoffee)3.UseofabbreviationAbbreviationwas
7、usedinmanyadvertisements.Todayadvertisementisextremelyabigexpense.Useofabbreviationcouldbringdownadvertisementcostsandsavespaces.Forexample:A.Takeittothe‘net!’(net=Internet)B.Wefound’emwegot’em.(‘em=them)C.‘Tistheseasonforgiving.’(Tis=This)D.Nice’nEasy.(‘n=
8、and)Thesewordsarespokenlanguageandabbreviation.Theynotonlymakelanguagevividlybutalsosavethecost.4.CoinageFrompsychologicalpointofview,whatattractspeopletoadvertisementwasnoveltyofthelanguageandbeyondth
