The quality and development of English advertisements, though the development of China’s English advertisements is very fast and the quality has improved a lot that before。 There are also many advertisements can not separate them from literal translation and random translation method。 For these questions which can not grasp the meaning of English may lead to misunderstanding of customers and the loss of corporate values, what’s more ,it’s a harm to customers and it goes against the development of enterprises。
False advertising content is bound to mislead and deceive consumers, the corresponding harm on our society; it is manifested in two aspects: firstly, it destroys the fundamental basis of truth in advertising to make consumers suspicious of advertising。 According to the survey, 85% of China’s consumers think that most commodities are not as good as advertised, 66% said that ads need to be resolved at the stage is a false nature 。Secondly, due to the destruction of truth in adverting ,so that the interests have been violated ,especially refers to misleading due to false advertising to enable consumers to purchase their goods or services after the deceived, so that consumers are subject to different levels of property damage which is more serious due to false advertising to consumers may also result in disability or death, similar incidents in China from a planned economy to a market economy step by step。 Thirdly, potentially harmful 。As the speed of dissemination of false advertisement itself, characteristics of wide area, to the normal operation of the market economy created a huge obstacle to the entire economic system and economic order had a very bad influence ,so the consumers do not trust the main market ,mutual improved preventive measures ,such as the purchase of goods or services ,auditing standards, as conditions grow more cautious and strict ,an increase of consumers to buy goods or services, the difficulty of transactions between market players are becoming increasingly complex。 Government management increased investment on the market; this is bound to raise the transaction in costs to society caused great waste, a serious obstacle to economic development。文献综述
3。 The Features of English Advertisements
3。1 The Lexical features of English advertisements
English advertisements must be succinct, graphical and contagious, so the appropriate and accurate choice plays a very important role in advertising effectiveness。
3。1。1 It is simple and easy to remember
The advertising text must be easy to understand and more colloquial vocabulary for mass, you’d better not use obscure or profound words to make the consumer understand the meaning of it 。The advertisements always use single syllable verbs which can make the advertisements more vivid, clear and has strong temptation。 For example, Adidas, impossible is nothing。 What's more, ‘Nike, just do it。 Ask for more。’
3。1。2 It can create spelling and enhance the attraction
In the English advertisements, the framer can spell the words wrong deliberately or add the prefix and suffix 。Though the recent coinage is different from the original words in sharp ,its meaning exists 。This can get the aim of lively, interesting and attractive results, at the same time, it can also disseminate the product information。 What's more, people commonly think that the creative advertisements can discover the unique pleasure of product。 For example, Timex(=time + excellent, the name of watch )，Memorex=(memory+ excellent , the name of video)
3。1。3 It has strong pertinence
The aim of advertisements is to make the consumer know the products as much as possible, thus, the creator should seize the characteristics of the product。 They use vivid language to express so that consumers can remember the product in a casual way with a purpose。 For example, ‘Fresh up with seven up’。 This is a highly targeted, laundry detergent advertisement and consumers will naturally appreciate its thought。 For example, Thirst come, thirst served，this advertisement comes from the saying ‘First come, first served’, in this advertisement ,it changes ‘first’ into ‘thirst’ skillfully, these two words have the same pronunciation, then, that make people feel natural。 The word ‘thirst’ has the meaning of ‘thirsty’ and make people feel thirsty, as a result, this advertisement shows the irresistible attraction and appeal。来;自]优Y尔E论L文W网www.youerw.com +QQ752018766- 英语商业广告问题解决模式评价理论探讨(3):http://www.youerw.com/yingyu/lunwen_95525.html