[金牌原创]浅论广告英语的语言特点

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1、浅论广告英语的语言特点NootherstatementcouldhavesummedupthecharmofadvertisementthanwhatAldousHuxleyhascommented・Ashehassaidadvertisementasaliteraryformisthemostexciting,themostarduousliteraryformofall,andthemostpregnantincuriouspossibilities.Inhiscommentheassertedadvertisementisaliteraryforman

2、dthecopywritingprocessisthedelightfulandsalubriousexerciseforthemind.Butallinall,whatisadvertising,andwhatmakesitunique?1.HistoryofAdvertisementAdvertisementemergedfromthewombofcommodityproductionandexchange・Theconditionfortheexistenceofadvertisingis"atleastasegmentofthepopulationm

3、ustliveabovethesubsistencelevel”.WhenthissituationoccursitalsobecomesnecessaryforMtheproducersofmateriallyInnecessary1goodstodosomethingtomakepeoplewanttoacquiretheircommodities.0(VestergaardandSchroder4)Theembryonicformofadvertisingintheworldisstreetcries,whichexisteventoday.Adver

4、tisingwasnotunknowninancientGreeceandRome,butadvertisingaswerecognizeitdidnotstartuntiltheseventeenthcenturyintheWest.Itwasataboutthistimethatnewspaperbegantocirculate.Beforethat,itisprintingwhichwasfirstinventedinChinaandthenintroducedtotheWestthatplayedavitalroleintheproductionof

5、printadvertising・"Classified"(smallads)typesofadvertisingweredominantbeforethenineteenthcenturyandstyleandlanguageusedinadsatthattimetendedtobedirectandinformative.TheindustrialRevolution,whichbeganinEnglandinthemid-1700sandreachedtheUnitedStatesbytheearly1800s,facilitatedmass-prod

6、uctionofgoods.Meanwhileadvertisingbecamemoreandmoreimportantintheindustrialmarket.Thegreatbreakthroughforadvertisingcameonlyinthelatenineteenthcentury.Technologyandmass-productiontechniqueswerethensufficientlydevelopedformorefinnstobeabletoturnoutproductsofroughlythesamequalityanda

7、troughlythesameprice・Thisbroughtonacrisisofover-productionandunderconsumptionwhichmeantthatthemarketneededtobestimulatedbyadvertising.Atthistimeadvertisingchangeditsfunctionfromproclamationtopersuasion.Inthetwentiethcentury,advertisingdevelopedrapidlyalongsidetheadventofnewmedia-ra

8、dioandtelevisioninsuccessi