AN ANALYSIS OF LANGUAGE FEATURES IN ENGLISH ADVERTISEMENTS
The world’s coolest CDs aren’t made in New York, London or L.A. They are made in my apartment. (Philips CD Recorder)
The Compaq Armada family is lighter, with new rounded edges for easier packing. (Compaq)
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2.2.3 Make pun and alliteration
Pun is an amusing use of a word or phrase that has two meanings which is called Polysemy or of words with the same sound but different meanings which is called Homonymy. Pun, the game of words, will leave a deep impression on readers by its readability, wit, and humor. However, to make a successful and impressive pun is not easy. Except for its own meaning, the word used as a pun is usually closely related to the characteristics of a certain product or the brand name of the product. Such coincidence doesn’t occur often. Here we present several classic pun- used advertisements. For example:
Give your hair a touch of spring.
Ask for more. (More is a famous brand of cigarette)
Give your business the sharp edge. (Sharp Corporation)
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By using pun, advertisements will be easily remembered by the readers. In addition, filled with wit and humor, puns help the advertised product win favor from readers.
Alliteration is the use of words that begin with the same sound in order to make a special communicative effect. Usually they are pleasing to ears because of the clever choice of the word by the advertiser. In addition, the repetition of the beginning sound emphasizes the meaning the advertisement wants to express. The following are examples picked from the corpus.
…, everything you need for that big bargain basement special.
…, and vitamin E to leave skin soft and smooth.
Treat your weary ghosts and goblins to a warm bowl of chill and …
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2.2.4 Use of weasel words
A weasel word is defined as “a word used in order to evade or retreat from a direct or forthright statement or position” according to Webster Dictionary (Philip Babcock Gove, 1976). The use of weasel words has become a device in advertising. Weasel words make people hear things that aren’t being said, accept as truth that have only been implied, and believe things that have only been implied and suggested. Let’s take a look under a strong light at several frequently used words.
Help
Ocean Spray Cranberry Juice Cocktail helps maintain urinary tract health.
It helps control the bacteria in this system.
A breakthrough way to help stop wear-out
Help finance the video equipment.
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All the examples shown are from our corpus. 23% advertisements of all samples use the word help. These helps can be omitted because they have lost their original meaning: aid, assist. Yet, help in advertising English is never redundant. It has magic power in advertisers’ eyes.
