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1、Stylistic features of written English advertisement and translation strategy0. IntroductionAdvertising is meant to seduce us into buying wanted and sometimes unwanted products. The question is: does that work? What messages get across and when and why, and what messages dont? Thus with the direction
2、 of advertising psychology we should do research in the stylistic features and translation strategy of commercials in detail. Based on a large number of translation examples, the essay makes a sum on stylistic features of written English advertisement through analyzing wording, syntax rhetoric and i
3、ts translation strategy separately. 1. Advertising psychologyScott initially did research in the study of advertising psychology, which began with the analysis and design advertising text. During the annual meeting in Chicago in 1901, he proposed that the working practice should be theoretically stu
4、died, making ads research become a science and psychology had play an important role in it from then on. This insight got the enthusiastic support of the participants. For the next two years, Scott continuously published 12 articles about advertising psychology and made it a book, which is called Th
5、e Advertising Theory, published in 1903. The book marked the birth of advertising psychology. In 1908, Scott furtherly systematized the knowledge of advertising psychology and wrote the book Psychology of Advertising, which discussed key topics in the fields of social and consumer psychology. Import
6、ant questions are addressed such as: What impact does advertising have on consumer behavior? What causes this impact? What are the psychological processes responsible for the effectiveness of advertising? How do consumers make sense of advertising messages? What messages get across and when and why?
7、 This is the first book to offer a comprehensive and state-of-the-art overview of the psychological findings on the impact of advertising, and to discuss this research in the context of recent developments in the fields of social and consumer psychology. It presents and discusses results of both cla
8、ssic and contemporary studies in an engaging style that avoids highly technical language. In the book, Scott put forward three main factors of an unforgettable ad: repetition, strength and contact. According to the three factors, companies need to repeat their ads regularly, to adopt vivid images an
9、d words, and to link the contents of advertisements with the buyers life. The starting point of ads is to understand the customers needs, rather than impose the enterprise needs on the customer. Scotts research results make him become the countrys most famous advertising street, New Yorks Madison Av
10、enue, the honored guest. It also made the advertising psychology recognized all over the world. His advertising psychology became the advertisers bible; His motto Dont sell the goods, first you have to buy the customer, then became the advertisers creed. In the book Psychology of Advertising, Scott
11、firstly suggested the content of the advertisements should be concise, simple. It should improve the level of repetition of the contact between advertising and consumer, with the number of ways to attract consumers sentiment appeal as viewpoint. Scotts research advertising ideas is very similar to t
12、he later behavior science. I focus on the psychological processes that play a role in influencing and the resistance to influence, said Scott. These processes also play an important role in advertising and other forms of marketing communications. The feeling of self-control in consumers is a central
13、 concept. Consumers, who are tired after a long day of working, or who are busy with multiple tasks at the moment of influencing, have less self-control to resist advertising, and thus become vulnerable.He believed that human economic behavior was usually built on the basis of perceptual emotions, n
14、ot based on the basis of rational logic. So advertising should stimulate consumers sentiment, induction of consumer perception, and not let consumers calculate subsidiary ledger, or explain logic to consumers. On the path of effects of advertising, suggesting is more effective than argument. For exa
15、mple, to show one mans advertising picture of the arrow bow tie could make the consumers feel his handsome and elegant demeanor, which is more acceptable than a list of reasons for choose arrow bow tie. Advertising aims at affecting the persons potential desire, rather than convincing them. 2. The s
16、tylistic features of English commericals The stylistic language of English advertising belongs to loaded language with the persuasive power. So it can affect peoples values, or peoples life style with a clear goal. For the vocabulary, syntax structure and rhetoric aspects of English advertising, it has many unique features. 2.1 Lexical features: using high- frequency-used words Advertising words must be simple, easy to understand
