An analysis of language features in english advertisements

4.1 Sentence Patterns


4.1.1 Statements

Statements, especially simple statements, are the most frequently used in advertising. Well-composed statements will give the readers a very deep impression. Let’s first see an example.

It’s a powerful PC with a Pentium processor and 95 preloaded. It’s a CD player for Audio CD, Video CD, and CD ROM… It uses your TV as a full screen monitor. It can link with you Video and Hi Fi. It’s a link to the Internet. … (INDEPENDENT , Oct.17^th, 1995, London.)
In this advertisement, all the sentences are simple statements. They are clear enough to show the capability and quality. They also stimulate the readers’ desire and help realize the function of advertising——do well in selling.
Another example:
We lead. Others copy． (Ricoh)
Only two very short and simple sentences show the leading position of this product and let the buyers feel very proud of using it.
In advertisements, complex sentences are not often used because they will most likely frustrate readers in understanding the advertiser’s message because of their trickiness and obscurity. With the neat structure and easy flow, simple statements are more reader-friendly though similarly info-packed, thus becoming quite effective in getting messages across to readers.