试析广告英语中形容词的运用

试析广告英语中形容词的运用
摘  要

形容词种类繁多，内容丰富，为广告语言增添了极大魅力。因为广告具有赞美和推荐产品的特性，所以其中的绝大多数形容词是褒义词。作者通过对大量典型英语广告案例的分析，对广告中应用的形容词进行了初步探讨，作者从常用形容词，创造性使用形容词及广告中的形容词化现象三个层面探讨了形容词在广告英语中呈现出的特点。如：大量使用褒义词以美化产品激起人们的购买欲；经常使用形容词的比较级或高级形式以表现该产品优于其它同类产品；种类繁多的复合形容词使广告语言其具有轻松幽默感；外来词可以显示出其产品具有异国风味；新造词、变异拼写词及加前后缀的形容词都可以显示出广告产品的新颖独特之处，另外在广告中把其他词当作形容词来使用的现象也是很常见的。文章对形容词在广告中所具有的特点的分析,有助于促进人们对广告中的形容词产生兴趣并做出更为深入的研究。

关键词：广告，形容词，新造词，复合词
A Study of the Characteristics of the Adjectives Used in Advertising English
 

ABSTRACT

Adjective plays an important role in advertisement. Its wide range adds great charm to advertising. Through a lot of reading and research, the author is trying to conduct a preliminary study of the features of adjectives used in advertising English. By discussing frequently-used adjectives, creatively-used adjectives and adjectivalization in advertising, the author summarizes the features of adjectives used in advertising English: Complimentary adjectives, comparatives and superlatives are used to describe and beautify the product and arouse the desire of the buyers; Compound adjectives are diverse, making the language colloquial, relaxed, lively and humorous; Borrowed words and freshly made words and phrases are often used to show that the goods have a very different flavor; Anagrammatic spelling and some prefixes or suffixes are often used to stress the high quality of the product or achieve the purpose that the advertising products are superior; Moreover, adjectivalization is another phenomenon frequently appeared in advertising English.
The paper mainly discusses the characteristics of adjectives used in advertising English, aiming at inspiring people to be interested in adjectives used in advertising and make more efforts to go on with further study.

Key words: advertising, adjective, coinage, compounds

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