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Word Count: 1,096
The wide use of advertising has created a special style of English--advertising English Its unique features simple language and immense attraction separate it from other kind of language In the development of advertising English this kind of language has formed its own features in several aspects As a means to disseminate information advertising English must be compact vivid visual emotional and attractive Therefore morphology in advertising is quite different from common English The function of advertising is to provide information attract consumer exploit market and promise the quality Therefore advertisement must pay attention to its impelling language and the first step is to use popular and oral language to make it easy to understand and memorize In some advertisements the advertising copywriter misspells some words on purpose or adds some suffix or prefix to the common words Although the new words still keep the original meanings they are quite different from the original words in spelling which will make the advertisement more vivid interesting and attractive The meaning of je ne sais quoi is I dont know what The purpose to use this simple French is to show the French flavor of this drink The loanwords in some advertisement are good methods to express the exoticism of the products Because the advertisement fees are so high that its essential to use some contraction to cut short the length and reduce the cost Although the ultimate purpose of advertising is to persuade consumers to buy its products advertisements seldom use the word buy in it Statistics show only two out of ten advertisements use the verb buy directly On one hand the advertisers try their best to promote their product on the other hand they dont want to give the consumers a feeling of spending their money Therefore the choice of verbs is very careful in advertising The most frequently used 20 verbs and phrasal verbs are Try ask get take let send for use call
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