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Session Six Syntactical Features of

Session Six Syntactical Features of English Advertisements As a particular branch of language, adver- tising language should be concise and attrac- tive. It usually has its own characteristics in

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Session Six Syntactical Features of

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  1. Session Six Syntactical Features of English Advertisements As a particular branch of language, adver- tising language should be concise and attrac- tive. It usually has its own characteristics in syntax, such as frequent use of simple and elliptical sentences, frequent use of interroga- tive sentences, frequent use of conditional sentences, frequent use of comparative sen- tences, etc. However, no matter which syntac- tical features advertisers would adopt, they

  2. should perform the following functions: to get attention; to show people an advantage; to arouse interest and create desire; to ask for action. In order to realize these functions, the advertisers should pay much attention to the selection of sentence variety, sentence struc- ture, and other grammatical forms. During this Session, we shall concentrate on the major grammatical characteristics of English adver- tising texts. 一、Frequent Use of Simple Sentences Whatever product or service may be ad-

  3. vertised, the advertiser usually sets a limit to the length of the advertisement for the sake of space and money. Normally, he or she makes much effort to convey as much infor- mation as possible in a most concise and compact manner. Therefore, simple sentences are frequently used in English advertisements. Here are some examples. (1) IT COMES WITH A CONSCIENCE Honda has always made good cars. Peo- ple love them. But with a loved one, things can sometimes get emotional.Honda under-

  4. stands. And on our own we have set up a third –party arbitration program with the Bet- ter Business Bureau to give you extra voice, if you need it. But please talk to your dealer first. And follow the problem-solving procedure described in your owner’s manual. Our new program will help to resolve product-related questions about your Honda. This program is free. Just ask at any Honda dealer for a booklet. Or call 800-521-1613. You see, Honda wants you and your Honda to have a long

  5. and happy relationship. It’s only right. （2）STOUFFER’S PRESENTS 14 DAYS TO GET YOUR LIFE ON THE RIGHT COURSE. Don’t just sit there. Get more active. Ride a bike. Take a walk. Swim some Laps. That’s the way to begin. And then, come home to Stouffer’s Right Course entrees. These satisfying low-fat, low- cholesterol meals have great tastes you’ll love. (All with less than 600 mgs of sodium and under 350 calories.)

  6. So feast on Sliced Turkey, Chicken in Barbecue Sauce, Spaghetti with Meatballs and more. Discover Stouffer’s Right Course and get on the Right Course for life! STOUFFER’S RIGHT COURSE Example (1) is an advert of Honda cars and Example (2) is a food advert. They are mostly made up of simple sentences, which render these two advertisements smooth and easy to understand. Simple sentences can not only make English advertising easy to read, hear and understand, but also leave a deep impression on the readers’ minds.

  7. 二、 Frequent Use Of Interrogative Sentences In some English adverts, interrogative sen- tences are used at the very beginning of the body copy, so as to hold the addressees’ atten- tion and arouse their interest. Interrogative sen- tences often require people to give answers, by which to arouse their attention. Interrogative sentences break through consumers’ psycho- logical screens at first, then require them to reflect. Let’s observe the following examples. (3) What will you do with the money you

  8. save using a faster, more efficient computer? (4) That Baume & Mercier is thinner than ever, isn’t it? (5) What’s so special about Lurpark Danish butter? Well, can you remember what butter used to taste like - real fresh from house but- ter? Do you remember how you used to enjoy it when you were young? Today – the taste of Lurpark brings it all back to you--- that’s why it’s so special. “One of the most effective ways of attracting attention to an advertisement lies in the careful

  9. choice of the kind of headline that should be used. A headline should not just be a catchy phrase or slogan that seems all right, but a positive contribution to the style and mood of the advertisement ”(Frank Jefkins, 1985:261- 262). So interrogative sentences are often used in the headline, which is called question head- line, so as to produce this effect. In this way, the copy writers put forward questions, which will arouse resonance and thinking from con- sumers, and attract them to read the copy text. See the following examples.

  10. (6) How do you keep your head above water when the market takes a drive ? Learn to swim. With a strong Swiss bank. In these times of volatile equities markets, political uncertainty and shrinking dollars, we can help you stay afloat. With safe financial instruments invested in solid currencies. Of course, asset protection is just one as- pect of working with BSI, one of the leading Swiss banks. We provide a complete range of offshore banking services tailored to suit your needs. A global network of offices. And more

  11. than 100 years of banking and investment expertise. If you have questions about the future of your investments, give us a call at 5-8466600 in Hong Kong or fill out the coupon below. Together we can find the answers that are right for you. BSI (7) Looking For a Lifeline? Let TUGU INSURANCE keep you afloat in the face of the worst of elements. TUGU INSURANCE---the back-up you can count on. TUGU INSURANCE COMPANY LIMITED

  12. (8) MOVING TO BANGKOK? Exquisite House for Rent in Pratumwan area. Brand-new house with small garden; Eu- ropean owner. Large living, separate dining, fully equipped western kitchen, 3 bedrooms with marble bath- rooms, study, spacious built-in closets dressing area, 7 split air-cons, spacious tiled porch and terrace, car park. Rent Baht 80,000.00 For appt call/fax Jennifer in Bangkok 391-0559 or contact Catherine in Hongkong Tel: 861-0616

  13. Fax: 861-307344 (9) MARTINI Who’d ever let a long –cool Martini Rosso pass by? Martini Rosso. The right one. Martini, M&R are registered Trade Marks.45 Example (6) is a bank advertisement and Example (7) is an insurance one. The head- line in either of the two examples is a question, which is very attractive. Then an answer is pro- vided. Thus, they propagandize their services well.Example (8) is a renting advertisement,

  14. where the headline is also a question. Then in the body copy, sufficient reasons are given for moving to Bangkok. Example (9) is an alcoholic advertisement, where the headline is a question, too. The advertiser promotes his product in concise words, which will make a strong impression on his readers. It is to be noted that in some cases, inter- rogative sentences appear at the end of the body copy, which can produce a strong posi- tive effect. Let’s see the following examples.

  15. (10) “ Yes. You can afford it.” Now you can afford the matchless luxury of rich, supple leather furniture. At the Leather Collection you will find the largest selection of traditional and contemporary leather sofas, chairs, loveseats, soft-beds and modulars at discounts of up to 50%. And because the Leather Collection is affiliated with New York’s largest furniture showroom, we can feature the widest choice of decorator colors and a lifetime guarantee on everything we sell. So why put off for tomor- row the pleasure you can afford today?

  16. (11) We’re Not The Only Airline To Claim Great Service. Just The Only One To Prove It. For 16 straight years, Delta has been ran- ked number one in passenger satisfaction among major U.S. airlines according to the U.S. Department of Transportation. So when we claim that the Delta system will give cons- tantly good service on each one of our 4200 daily flights, you can believe us. After all, who wants to argue with the U.S. Government? Delta AIRLINES We Love To Fly And It Shows.

  17. The question at the end of the body copy of each of the above two examples is in fact a positive rhetorical question. We all know that a rhetorical question need not be answered and that a positive rhetorical question is equal to a strong declarative sentence. The two rhe- torical questions in the above two examples are very persuasive, forceful, and impressive. They can be paraphrased as: There is abso- lutely no reason to put off for tomorrow the pleasure you can afford today. / After all, nobo- dy wants to argue with the U.S. Government. It is not difficult to see that the two paraphrased

  18. sentences are not so persuasive as the two positive rhetorical questions in the original. Interrogative sentences are very much favored in English advertisements, because they demand people’s response and can arouse readers’ interest quickly. Positive rhe- torical questions are even more attractive and more persuasive. 请在此键入您自己的内容 See the next session!

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