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从词汇语用学的角度看英语广告语的语用充实现象.docx

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从词汇语用学的角度看英语广告语的语用充实现象 Introduction: Advertisementsareoneofthemosteffectivewaysofpromotingaproductorservice,andEnglishadvertisementshavebeenevolvingconstantlyovertheyears.Englishadvertisementsarenotlimitedtojustpromotingaproductorservice,rathertheyareusedtoappealtotheemotionsoftheaudiencebyemployingvariouspersuasivetechniquessuchastheuseoflanguageandimages.ThispaperaimstoexaminethelanguageusedinEnglishadvertisementsandhowitcontributestothepersuasivenessoftheadvertisements. Body: 1.Vocabulary: Wordsusedinadvertisementsarecarefullyselected,andtheyarechosenkeepinginmindthetargetaudienceoftheadvertisement.Theuseofquirkyandcatchywordsinadvertisementshelpsincapturingtheattentionoftheaudience.Inaddition,theuseofwordsthatconveyasenseofurgency,suchas‘LimitedOffer’or‘ActNow,’iscommonlyusedtopersuadetheaudiencetotakeimmediateaction. 2.Languagestructure: Thestructureandsyntaxofthelanguageusedinadvertisementsalsocontributetoitspersuasiveness.Advertisementsuseshort,simplesentencesthatareeasytounderstandandremember.Theuseofrepetitionandtheuseofrhetoricalquestionsarecommontechniquesthatareusedtoreinforcethemessageandconvincetheaudience. 3.FigurativeLanguage: Figurativelanguage,suchassimiles,metaphors,andhyperbole,arecommonlyusedinadvertisementstocreateanimageinthemindsoftheaudience.Anexampleofthisisthefamousadvertisementslogan,“RedBullgivesyouwings,”whichusesametaphortocreateanimageofthedrinkgivingtheconsumerenergyandtheabilitytoachievetheirdreams. 4.EmotionalAppeal: Advertisementsoftenuseemotionalappealstoconnectwiththeiraudienceonapersonallevel.Thisisachievedthroughtheuseoflanguagethatevokesemotionssuchashappiness,nostalgia,fear,ordesire.Advertisementsusenarrativesthattellastoryandappealtotheemotionsoftheaudience.Theuseofimagesandvideosofahappyfamily,forexample,canevokeasenseofwarmthandhappinessintheaudience. Conclusion: Inconclusion,thelanguageusedinEnglishadvertisementsplaysavitalroleinitspersuasiveness.Thevocabulary,languagestructure,figurativelanguage,andemotionalappealusedin