广告语言与广告价值的实现

Advertising Language and the Accomplishment of Advertising Value

有效的广告语言可以帮助广告实现它的商业价值。作为具有推销能力的语言,英语广告一方面在词汇上使用高频词与创新词,甚至错拼来抓住读者注意力;另一方面在句式上使用疑问句与祈使句激发读者好奇心、增强广告感召力。同时,英语广告还特别注意修辞手段的应用,如仿拟、重复与呼应等,以达到新颖、生动的表达效果。正是凭借这些词汇、句式、修辞方面的技巧,英语广告帮助广告实现了注意价值和记忆价值,最终实现了广告的商业价值。

Effective advertising language can help an advertisement to fulfill the commercial value. As a language with selling power, advertising English, on the one hand, lexically tends to choose high frequency words, coin some new words, even spell words mistakenly; on the other hand, it tends to use imperative or interrogative sentences to arouse people＇s attention. It also pays much attention to the rhetorical skills （especially parody, repetition） in order to produce novel, vivid and attractive effects. By virtue of all these lexical, rhetorical and syntactic skills, advertising language helps to fulfill the attention value and memory value, and ultimately to accomplish the commercial value of advertisements.