Stylistic Analysis of Advertisements
This paper gives an overall analysis of advertisements from the aspects ofstylistic analysis
(phonology and graphology, elision, sound patterning, onomatopoeia, markers)and lexical choice and contextual analysis (medium of communication and role-relationship) by the application of modern linguistictheory and stylistic analysis pattern in order to find out the general stylistic characteristics of commercialadvertisements. This paper can help readers better understand and appreciate the language of sports advertisements.With the development of globalization and industrialization, more and more goods are produced in the world day byday; as a result,
advertisement plays an important role in selling products. It is an art of language using various kinds ofdevices. The advertisements have achieved amazing effects on persuading consumers to buy the products. At the same time, it has also formed its special style and the language used in the advertisements is different from other styles. Its function is to “attract attention, arouse interest, stimulate desire, create conviction and get action.” It is a kind of loadedlanguage with persuasive power. Advertisements can be taken on magazines, newspapers and TV. No matter wherepeople are----on the buses or subways or during the break time or after meal----, they can get whatever information theywant. Generally speaking, the language of advertising, mainly of so-called loaded languages, must be a language of immediate impact and rapid persuasion. It
must bring the advertised products into attention, stress their qualities in the most attractive way, clearly outline the reasons for buying them, and preferably leave a memorable echo of what has been said about the products ringing in the reader’s mind.
1.At the Phonology Level
Linguistic Description refers to the exploration and classification of linguistic features of a given text and the linguisticfeatures are reflected by style markers which are linguistic items that only appear, or most or least frequent in a text,representing a particular variety or literary genre .The analysis of stylistics in this level aims at providinga methodology of analysis which includes four aspects: graphology, lexicology, syntax, grammar and semantics. Thedetailed analysis will lead to more accurate understandings of the language in order to let the readers better understandthis variety.
1.1Sound Patterning
Sound patterning: refers to the matching of identical or similar sounds between two or more words. Sound patterning occurs among contents and words which are not far away from each other. English words may consists of one or more syllables. The structure of an English
monosyllabic words. The structure of an English monosyllabic word can be represented as CVC, with V standing for vowel, and C for consonant, the number of which varies from 0 to 4 . CVC: Alliteration CVC: Assonance CVC: Consonance CVC: Reverse Rhyme CVC: Pararhyme CVC: Rhyme
Sound patterning is not only a source of aesthetic satisfaction, but also a phonological means of emphasis, establishing relationship between the patterned words. Chomsky and Halle represent speech sounds as bundles of plus-or-minus valued features (e.g. vocalic, high, back, anterior,
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nasal, etc.) The phonological component of each lexical entry is considered to be a linear
sequence of these feature bundles. A number of context-sensitive rules transform the underlying form of a sequence of words into the final phonetic form that is uttered by the speaker. These rules are allowed access to the tree structure that the syntax is said to output. This access allows rules that apply, for example, only at the end of a word, or only at the end of a noun phrase. And alliteration is widely accepted in the sports advertisement or brand name as a tool to enhance memory.And it also sound very interesting.
So, I’ve compiled a list of examples of alliteration used for commercial purposes. American Airlines Burberry Coca-Cola FedEx
Polo (by Ralph Lauren) Ted Talks
A TailOf Two Cities Driven To Distraction Good to Great
[The] Great Gatsby Pride And Prejudice Alibaba CitySearch Google Twitter YouTube
Wish You Were Here Baby Boomers BB Gun
1.2Onomatopoeia
Some words as bang, hiss, sizzle, moo, are said to be onomatopoeia, or echoic,i.e.,their sounds are imitative of their senses; but the relationship between the sound and sense of a word is
weakly iconic, some linguists have rightly pointed out that “onomatopoeia”is actually the mutual reinforcement of sense by sound and sound by sense.
2.At the Lexical Level
Linguistic Description refers to the exploration and classification of linguistic features of a given text and the linguisticfeatures are reflected by style markers which are linguistic items that only appear, or most or least frequent in a text,representing a particular variety or literary genre The analysis of stylistics in this level aims at providinga methodology of analysis which includes four aspects: graphology, lexicology, syntax, grammar and semantics. Thedetailed analysis will lead to more accurate understandings of the language in order to letAdvertising language is marked by a wealth of adjective vocabulary, and a poverty of verb vocabulary.” Among the highly frequent key words are：delicious， latest，up-to-date，fragrant, charming, attractive, long-lasting, unique, perfect，etc. In order to stress the uniqueness or novelty of a product advertisers resort to
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neologism, and improvised adjectival sructures. 2.1Using a lot of general and vague words
In ordinary daily exchange , clichés and general or vague words are often used when there is no need for saying anything original, or when the speaker doesn’t know how to express exactly what he wants to say, or when he simply wants to maintain the informal atmosphere of a conversation. Common vague or general words are: thing , stuff, things like that , got , do, nice , thingummy, what-do- you –call-it, what’s-her-name, etc. The vague nouns are substitutes for names not recalled, that is , they are used instead of nouns that one cannot remember.
A word is GENERAL when it refers to a group or objects or a class of objects or action. General terms are preferred, when there is no need for specification, or when the user wants to leave things vague for some reason.
Such as the BMW advertisement on 2010 London Olympics; SOMETIMES PERFORMANCE WINS SOMETIMES BALANCE SOMETIMES AGILITY WINS SOMETIMES CONTROL
WHAT ALL WINNERS HAVE IN COMMON iSJOY.
On this advertisement,SOMETIMES is a vague, this word can refer to the athletes both the cars have those excellent performance. Using this vague word, can 突出产品的优点。
attention as much as possible, and arouse readers’ strong purchasing desire and persuade them to buy the products.
2.2 Using Conceptual or Associative Meaning of Words.
The lexical meaning of a world or phrase is said to be a complex of various interrelated components c. Some components constitute conceptual meaning and some associative.
CONCEPTUAL meaning covers those basic, essentialcomponents of meaning which are covered by the literal use of a word or phrase. The conceptual meaning of word mother may consist of such components as [HUMAN],[FEMALE] and [PARENT]. Associative meanings refer to the meanings that a word has beyond or in addition to its conceptual meaning.
We can see some examples about the P&G advertisements on 2012 London and 2014 Sochi Olympics;
THE HARDEST JOB IN THE WORLD IS THE BEST WORLD IN THE WORD. THANK YOU, MOM.
FOR TEACHING US THAT FALLING ONLY MAKE US STRONGER THANK YOU, MOM. TO THEIR MOMS,
THEY’LL ALWAYS BE KIDS. THANK YOU, MOM.
“MOTHER” may be “maternal love ”, “the bearing and rearing of children” , “warm home” and many others. And these associative meaning may:
(i)Show peoples emotions, attitudes towards what the word refers to; (ii)Reflect the social circumstance of its use;
(iii)Evoke in the reader/hearer certain associations of what world refers to. 2.3Other lexical devices
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i.
ii.
iii. iv.
Use of emotive/evaluative adjectives or adjectival phrases. According to G.N. Leech, “Advertising language is marked by a wealth of adjective vocabulary, and a poverty of verb vocabulary.” Among the highly frequent key words are: new, better/best, big, extra, fine, fresh, free, great and some others.
Use of technical terms and scientific-sounding words to impress the audience. a) in order to stress the uniqueness or novelty of a product advertisers resort to
neologism, and improvised adjectival structures. i. Therefreshest cigarettes ii. Theorangemostest drink iii. Honeyliciouscereal iv. A getable place v. Dandruff care and great-looking hair vi. Tree-fresh fruits vii. Rain-and-stain-resistant cloth viii. Stone-washed denim ix. Chocolate-coated ice-cream x. A go-anywhere blouse
Use of all, every, always,etc.,to indicate that the reference is universal. Use of no,none,nothing, never, etc., for unqualified exclusion: Nothing is impossible. (LiNing)
3. At the syntax level
Because the average consumers rarely spend a lot of time carefully studying advertising, so advertising must attract readers with little time, and quickly convince the readers. Advertising style is more colloquial and simple.Some of the typical syntactic features are the frequent use of imperative sentences, interrogative sentences, and conditional sentences, as well as simple and elliptical sentences, which give the advertisement concerned power, energy and belief.
• Simple and elliptical sentences with basically simple grammatical structure. • Use of imperative sentences .
• Use of interrogative sentences to arouse curiosity. Yes/No-questions Tag-questions Wh-questions • Conditionals (If-conditional questions)
• Use of superlative or unqualified comparative adjectives to commend the product • Use of heavy premodifiers to specify the qualities of a product.
3.1Simple and elliptical sentences with basically simple grammatical structure. e.g. (1) Children cry for it. (2) They satisfy. (3) The flavor lasts. These three are simple sentences with only two or four words, but the meanings are clear and the language is descriptive. In the first example, the advertiser, instead of directly publicizing his production, describes the children’s strong liking for it. Thus this sentence sounds vivid and lively. The second example with only two words often appears in the advertisement of
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cigarettes of one kind. Actually this kind of cigarettes has become “social superiority”, whenever the sentence “They satisfy.” Is seen, the consumers will know what it means.
The third sentence indicates that the fine quality of the food instead of describing how delicious the food is.
e.g. Wanted-young, skinny fellows not over 18, must be expert reders, willing to risk death daily. Orphans preferred. Wages 25 a week”.
This is taken from an advertisement of employing a “ponyexpress”, in which all the sentences are elliptical but well informed.
One certain advertisement can not be considered as a successful one unless it gets the audience’s immediate attention and interests and sends them into reading it along. We can conclude the characteristics with the well-known “KISS” principle, namely: “keep it short and sweet”.
3.2Use of imperative sentences e.g. (1) Enjoy Coca-Cola. (Coca-Cola) (2)Just do it. (Nike Sports Shoes)
(3) Engineered to move the human spirit. (Mercedes-Benz); (4) Let us make things better. (Philips) We usually use imperative sentences to express an order, request, or persuasion. To introduce and sell their products to the consumer, the advertiser tends to take direct
exhortations with loaded language. In this case, it is imperative sentences that satisfactorily fulfill the function. In the sentences above, with such small but lively verbs as “enjoy”, , “do”, “engineer”, and “let”, the sentences are powerful and impressing. They excite the reader so much that they cannot wait to take immediate action.
3.3Use of interrogative sentences to arouse curiosity.
There are three kinds of interrogative sentences used in advertising English. Yes/No-questions Wh-questions Tag-questions. i. Yes/No-questions
a) This kind of question can easily arouse the audience’s interests and curiosities. It serves
as a special bond for harmonious relationship between the advertiser and the consumer.
b) e.g. Are you going Grey too early?
c) This is an advertisement about some kind of hair-darken shampoo. The creative
advertiser avoids that long, meaningless speech commonly used, but tries to speak in a very kind and thoughtful tone to those who have white hair young and are worried about the problem. The care and understanding the ad shows on the individual reader makes it much easier and more agreeable to accept.
ii. Tag-questions iii. The advantage of tag-question lies in the fact that it has proved to be more effective than
the sentence structures when used to emphasize some special parts of the product and send the reader to making their final decision to take further action.
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iv.
a) e.g. Buy this special gift to your darling, will you? Wh-questions
Wh-questions, generally, need direct answers and enjoy the special quality of expressing such feelings as surprise, proposal, request, invitation, and judgment.
a) e.g. Why is Cuest-Rey#95 imported by 26 countries around the world?
b) This ad begins with a wh-question that why the product in question is imported by 26
countries around the world. To satisfy the curiosity aroused by the question, the readers are more likely to go on reading to find the answer in the body of the ad. Consequently, the ad has got its attention value and memory value. Conditionals (If-conditional questions)
c) Most of the conditional sentences in advertising English are of real conditional. The
purpose of the ad writer is to regard certain condition as a fact, and under such
circumstances, to present subjective imagination and persuasion to make the products known by the audience. Naturally, the tone is very euphemistic and agreeable. 3.3.1 Rhetorical Devices a) Punning
i. Punning and various types of repetition (sound patterning, verbal repetition, and
syntactic parallelism) are common in advertisements. These rhetorical devices help to make the advertising message original and mnemonic, shaping the impact of persuasion. ii. If you are CHEWSY— Try speargum. (chew—choose) iii. There’s a lot of good chemistry between us. iv.
i. (Du Pont Teflon 杜邦特富龙)
Because Sony knows Beta. (Sony Beta video tapes)
v. A unique spirit of Canada. (名酒广告) vi. A sound way to learn English. (英语教学磁带广告)
b) Various types of sound patterning and syntactic parallelism
i. Players go places. (Players cigarette) ii. Smash and Grab. iii. We smash the prices— you grab the bargains! (assonance, syntactic parallelism) iv. Good teeth, good health. (高露洁牙膏)
c) Hyperbole
Take Toshiba，take the world.(东芝在手，世界在握) 显示信心
We’ve hidden a garden of vegetables where you’d never expect. In a pie. (蔬菜馅饼广告)
Conclusion
We have just made a very rough stylistic of an extract from the advertisements, mainly concentrating on the phonological, lexical, syntactic and semantic levels and finally some rhetorical devices are touched upon. In conclusion, advertisement is a distinct variety whose stylistic features do not lie in the above analysis only. In this article, there are still some
perspectives untouched upon, such as textual analysis, graphological style markers, etc. Taking these factors into consideration, it still needs our further researches.
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