As they say, people eat. The importance of diet for the population at large can be seen in the fact that food is essential for survival. In today's era of abundant material life, the focus is no longer confined to food, with higher levels of demand for food, more emphasis on its colour, scent and taste, and more on its quality. As a result, the food industry continues to emerge and, as a result, a variety of food industries are emerging in the current market, accompanied by more and more food advertising. In order to be able to open up markets, to make their products more marketable, to build up brand influence and to focus on advertising, businesses have contributed to the growing growth of food advertising。
I. Transfer of languages
(i) smart application of verbs
The verb refers to those words in which action, behaviour, psychological activity can change, and it represents a change in the object of the statement, in which verbs appear mostly in the food adverts in the form of binary nodes and verbs. Double verbs are more expressive, concise and quick, and have a stronger rhythm. The supplementing phrases complement the syllables and make the semantics of the advertisements more complete. For example, the ad for the green arrow gum: the green arrow gum, which is fresh and open every day; the ad for the rainbow, which meets the rainbow and eats the rainbow. The verb "open" appears in the advert for green arrow gum in the form of double syllables, leading to a change in consumers towards a better direction, while the ad for rainbow sugar uses two verbs, "touch on" and "take off" verbs, in which the word "top" and "fix" complement the syllable. The statement is formally symmetrical in order to attract consumer concern and acceptance of rainbow sugar。
(ii) use of pronouns
Adverbs are unusual in ads like gold. On the one hand, since advertising requirements are as simple and clear as possible, and direct and effective information is transmitted to consumers in an extremely short period of time, the use of pronouns can sometimes lead to incoherence and confusion among consumers. On the other hand, the proxies have a rescriptive function, requiring that they be used in a relatively long manner, that they appear before a paragraph and that they be replaced by modern ones. Advertisements, especially food adverts on television, prevent short-duration restrictions from using few pronouns. But not every pronoun can appear in the food ads, which are called “child pets” in the food ads. The inclusion of first-person pronouns such as “i”, “we”, and second-person pronouns such as “you” in the design of food advertising would reduce the distance between merchants and consumers, as if they were talking face to face, and reduce consumer resistance in purchasing goods. For example: lehda gum: your taste, after eating, is good for your teeth; alkaline soda: my life adds alkaline. The "your taste" in the yeddak gum is the smell after the yeddak gum, the taste of fresh nature, the unique smell after the product. And the first person's adjective, “i”, “i'm my life plus base”, is a way of life that promotes “i” as a consumer, reducing the distance between merchants and consumers by using the first person adjective as a preconceived notion。
(iii) use of adjectives
Adjectives are decorative and restrictive, presenting the name, quality, efficacy, etc. Of the commodity in a descriptive manner. The description of the product, while somewhat different from the actual quality of the product, gives consumers a subjective sense that the description is usually positive and easily resonates with consumers. Food advertising highlights the colour, scent and taste of food, stimulates the taste buds of consumers and attracts their attention and purchase through the use of a large number of adjectives of an aesthetic nature. For example: the bull's future star: good nutrition, good taste; mrs. Lumpy chicken: high quality, good taste. The use of the word “good” to qualify “nutrition” and “sorture” is an affirmation of the praise and nutritional value of the taste of the future star, which has a certain orientation for consumer purchase; and the use of “high” and “good” adjectives such as “good” to qualify the masquerade, which provide consumers with better products and tastes and increase the credibility of food。
Use of terms
(i) paraphrasing
In food advertising, the use of metaphoric terms often gives consumers a more specific sense of what they feel and gives them a better image of the product. For example, farmers' springs: we do not produce water; we are just the porters of nature. It is quite appropriate to refer to the producers of water as the “stealers” of nature, an advertisement that reflects more accurately the establishment of production bases in deep mountain forests for mineral springs by farmers rather than the installation of plants in cities for sale. Image metaphors can increase consumer recognition of the quality of mineral water in farmers ' mountain springs, thereby increasing the volume of product sales。
(ii) punctuation
The use of double-cross food advertising often conveys more subtle meanings to consumers, who need to analyse and extrapolate them in order to feel its beauty. For example: musical chips: unstoppable pleasures. “enjoy” refers to both the name of the production of musical chips and that of joy in life, a synonym that is consistent with the socio-psychological pursuit of gratification by consumers and expresses the branding of the product, and enhances the consumer's perception of the name of the product, which is undoubtedly successful. It's like a mouthful of wine: life depends on it. In life, the word “this” can be used both to point to alcohol and to reminisce the other half of life. The importance of oral alcohol has been highlighted by linking it to the partners in life through semantic puns. This advertisement is spoken in an oral form, more closely related to the lives of the people and easier to remember and recite。
(iii) exaggeration
It is a reasonable recitation of something that makes people feel as if it were not true, but rather as if it were true. For example, the head of a horse: the head of a man, the head of a man, the good thing comes. “good things come naturally” is an expectation that everyone will have in mind, a “head-to-head” that presupposes that there is no inevitable link between the good things, but it is manifested in an exaggerated way, with unintended results, which are classic in alcohol advertising。
(iv) simulations
In accordance with the need for expression, a phrase in an off-the-shelf term has been replaced and a new term, known as an emulation, has been provisionally created. For example, an arrow is a gum, as is an arrow. The word “as usual” gives people a sense of familiarity and proximity. In the fourth ad, replace the word “see” with the word “arrow” in the word “see” to highlight the brand name of the product and reduce the distance between consumers and sellers。
(v) repeat
In order to highlight a certain meaning and emphasize a certain feeling, a phrase or sentence is deliberately repeated, which is called a repetition.” repeated rhetorical techniques often appear in food advertisements. For example, a whole new experience of pulses comes back anytime. The re-use of product names to increase the rhythm of advertising, highlight the subject matter, read it and leave a long memory in the consumer's head。
Iii. Choosing the sentence
(i) use of short sentences
Food advertising, as a fee-paying commercial advertisement, uses simple short sentences in the choice of words in order to facilitate consumer memory and stimulate consumer purchase. For example: dong peng: tired to drink dong peng。
(ii) multilingual language
Food advertising is characterized by the dissemination of information on products most widely distributed to consumers in very short periods of time for the purpose of oral transmission and stimulating consumption. Advertising designers, on the basis of economic considerations and in pursuit of maximization of benefits, have chosen to use more spoken short sentences to highlight the characteristics and efficacy of the product. For example, every day, the prince's pleasure is healthy. In the words of children, everyone is called upon to drink princely milk powder every day, which benefits the health of consumers。
(iii) use more positive sentences
Advertising food is the expression often chosen by the designer to express a sense of appreciation and approval in order to gain consumer recognition and support. For example, spring break home, kim six. It is a special ad made during the spring festival. The name of the wine is in line with the popular socio-psychological approach pursued by the chinese, bringing it home at the time of the spring of the family reunion, expressing the love and filament of the younger generation to the older generation, as well as the custom of giving gifts during the spring。
Summary
Advertising is a language art, and food advertising, as a special language form, disseminates to consumers various useful messages about food and is an effective way for consumers to learn about products. A food ad is a link between merchants and consumers and plays an important role in food promotion and consumer selection. The paper explores the language and style of food advertising from the vocabulary, syllables, phrases and their combined application, and finds that food advertising often breaks the standard, is bolder in terms of choice, is more lively in terms of use of rhetoric, is more concise in terms of choice. It is hoped that other advertisers will be given useful inspiration。
Source: audio-visual: http://www. Zzqklm. Com/w/qk/9501. HTML
