来源:不详 作者:佚名 更新时间:2006-06-10 00:09:27
Table 2 Comparison of frequently-used adjectives
in daily consumer goods ads and technical equipment ads
Descriptive adjectives Evaluative adjectives
Daily
Consumer
Goods
Ads
radiant, shiny, dazzling, gold
soft, smooth
fresh
creamy, crispy
clean
easy, convenient
rich, effective, crucial
healthy, fast
valuable, flew
essential
good/better/best
magic
Technical
Equipment
Ads
audible, visible
high-volume, full-colour,
high-speed
magnetic, sharp
invisible, multiple
flexible, versatile
Table 2 shows that descriptive adjectives in daily consumer goods ads such as fresh, crispy, and soft, tend to convey the sense of sight, touch, and taste. The temptation aroused by this vivid description of a product is hard to resist especially for women who tend to be moved by pleasant senses; compared with men, women are inclined to think in terms of images and perceive through senses. However, men, the target audience of technical equipment, are good at rational thinking. Men are not controlled by senses. On the contrary, the product’s interior quality and function is what they pay attention to. So the descriptive adjectives used in technical equipment ads are the ones conveying information of the product, such as audible, visible, high-volume, high-speed, etc.
2.3.3 Compound words
A compound word is often a noun or an adjective made up of two or more words. Compound adjectives are often seen in advertisements. In the present study, we found compound words turn up with varying proportions in three types of advertisements.
Compound-
used Ads
Total
Ads
Percentage
Daily Consumer Goods 5 20 25%
Technical Equipment 13 20 65%
Service 7 20 35%
Obviously, compound words turn up in 65% technical equipment ads, 40 percentage points higher than that of daily consumer goods ads; 30 percentage points higher than service ads.
Compound words in technical equipment ads, are usually combined to give an exact description of a certain feature or a certain function such as high-volume, full-color, multi-functional, non-stop, water-cooled. Often numbers are employed in front of the hyphen, which is seldom seen in other advertisements, such as 64-bit, 24-valve, 4-wheel, 255-horsepower.
This difference can be accounted for in terms of the different complexities of the goods. In comparison with daily consumer goods and services, technical equipment is much more complicated in function and structure. It is just the advantageous function or newly designed structure that the advertiser wants to highlight in technical equipment ads. Thus, the advertiser employs, even coins, so many compound words that they can make the introduction of complicated technical equipment brief and precise. Grammatically, compound words help to avoid using clause, which enhance the readability of advertisements.
2.3.4 Use of pronouns
Pronouns of the first and second person: we, I and you outnumber the other pronouns in advertisements. It is because that you, we and I help create a friend-like intimate atmosphere to move and persuade the audience. Advertisements with lots of pronouns of the first and second person are called gossip advertisements. Here, gossip has not the least derogative meaning. It originates from old English god sib, meaning friendly chats between women. Advertisements that go like talking with friends closely link the advertisement and the audience. The audience will easily accept a product, a service or an idea as if a good friend recommended them.
Though pronouns of the first and second person are popular in advertisements, there are some differences in the use of these pronouns in the three kinds of advertisements. The first person we almost never occurs in daily consumer goods ads and technical equipment ads, whereas we is used in almost 80% the service ads in the corpus. The following are some examples.
What can we do for you?
So come on and join us as we celebrate MillenniaMania Singapore.
…, we help our neighbors find the best ways to give to their favorite charities
We’re stronger than ever.
…
There are two factors to explain the phenomenon. First, in daily consumer goods ads and technical equipment ads, a product is the focus of information. When the product needs to be mentioned, “it” is used, and in most cases, the brand name is used, even repeated to impress the readers. However, in service ads, service is actually the product. Since service is intangible, we can be regarded as the replacement of the service. Second, it is more necessary for service ads to create a friend-like atmosphere, because winning trust is the first thing service ads want to do.
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