Like is also a qualifier, and is used in much the same way as help. But like is also a comparative element, with a very specific purpose; advertisers use like to get the audience to stop thinking about something that is bigger than or better or different from the product which are being sold. In other words, they can make the audience believe that the product is more than it is by likening it to something else. Like help, like doesn’t catch much attention. However by using it, almost anything can be said and promised afterwards.

2.3 Differences at the lexical level

2.3.1 Gender identity in advertisements

While we found quite a lot of similarities in the choice of words, we have also found some delicate differences in the choice of words in the three types of advertisements as classified before: daily consumer goods ads, technical equipment ads, and service ads.

Language, as a communicative tool, is not only to impart information, to communicate ideas about a product, etc., but also to convey information about the relationship between the addresser (advertisement) and the addressee (the audience). An intimate relationship between the advertisement and the audience is always hoped to achieve. So according to different audience, language applied is different.

What constitutes a female and a male identity, according to advertising? Table 1, based on the language of advertising (Torben Vestergaard & Kim Schr der, 1981:74), gives the commodity profile of two gender-identified magazines: Women and Playboy and also provides the distribution of the different types of advertisements.

  

上一页  [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] 

《AN ANALYSIS OF LANGUAGE FEATURES IN ENGLISH ADVERTISEMENTS,A》这篇优秀的“英语教学”由知识宝库收集，来源于互联网和会员投稿，仅供参考和学习，文章版权归原作者所有，请在确认获得著作人合法授权后使用。