广告英语的语言特点及翻译策略(4)
I’m More satisfied! （我更满意摩尔牌香烟）
Exaggeration refers to describe things with high-sounding words. In English advertisements, it usually deliberately uses the exaggerated means which plays the role to increase the reputation of the products. In addition, it makes the advertisement more prominent in image and gives the public a deep impression. For example:
TOSHIBA, the world will have the world with TOSHIBA. (Toshiba electronic). As for the advertising product, in the consumer’s mind to establish its image, the exaggeration is the common tool in advertisement. In fact, in advertising language, the exaggeration is widely used, which can not only satisfy human being’s demand, but also give a deep psychological impression for the public. We’ve hidden a garden full of vegetables where you’d never expect. In a pie. (我们在你想不到的地方藏着整个菜园。就在馅饼里。) In the above, two ads have make full use of the exaggerated rhetoric skills, and can reflect extraordinary quality of the commodity.
Personification is a figure of speech in which inanimate objects or abstractions are endowed with human qualities or are represented as possessing human form. The use of personification in advertising will endow the product with human emotion, and will make them amicable to consumers.
Use of paralleled sentences helps to express the strong emotion, and strength the rhyme of the advertising language. For example:
A dream price. A dream opportunity.
Choose your price. Choose your comfort.
3.4 Syntactic Features
Short sentences are the most frequently occurring syntactic type. Short sentences are usually the slogans .The sentence consists of subject, verb and object that may be accompanied by an explanatory supplement. The slogan must be short and simple and it can not afford to be complicated and clumsy. Another reason is to reduce the cost of advertising, and effectively stimulate the consumers. The advertising language has distinctive characteristics in form. Or it tries keep balance in the form of neat rhyme. These kinds of advertisements are attractive, refresh in style and can give the unforgettable memory. This is the so-called “excellent commodities advertising in brief refining known all”. For example:
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