An analysis of language features in english advertisements

The Basic Principles of Advertising Language

Lund (1947:83) summarizes the task of the adman as being to:

1. 
   attract attention;
   
2. 
   arouse interest;
   
3. 
   stimulate desire;
   
4. 
   create conviction;
   
5. 
   get action.
   

Professor Xie and Professor Liu (加夹注！！！)summed up the following four principles in Advertising English.
First of all, an advertisement must be attractive. Besides the pictures or music, the words in an advertisement should be exotic or fresh if the sponsor wants to arouse the consumers’ interests. Using sentence fragments or puns will catch people’s eye and make them curious about the product or services. Thus, the advertisement works.
Secondly, the advertising text should be easy to read. It is necessary to choose easy or colloquial words and to use simple sentences. Because they will let the readers keep reading.??? Too difficult sentence structures or too long passages will make the readers feel tired. Of course, when choosing the language, targeted consumers’ level should be considered.??? Advertisement writers should use the language that is suitable to the consumers which the products or services aim to.??? For example, the words in Cartier’s advertisement were carefully chosen. (上下文不连贯！！！)
“Like some fabulous, legendary jewel box, the Cartier boutique offers treasures of dazzling refinement. Exclusive creations from a celebrated jeweler. Cascades of stunningly inventive objects. From the luxuriously prestigious to the elegantly functional. Everything is extraordinary. Everything tempts. Jewellery, wrist-watches, lighters, writing instruments, leather goods, perfumes, eyewear…the Cartier boutique epitomizes the fine art of living, the fine art of giving.”
Thirdly, the advertising text must be memorable. If the consumers can remember the advertisement, then they will be the potential customers. Using parallelism or alliteration or other rhetorical devices will make the advertisement impressive. E.g.
In love there is no lack.
The best marksman may miss the mark.
…I came sudden, at the city's edge,
On a blue burst of lake… (The Harbor, by Carl Sandburg)

Lastly, the ad text should so well designed as to stimulate consumption. The final aim of advertisement is to promote products or services. So the advertising language should be vivid and have the force to drive the readers to consume.