英漢體育廣告語探析

..PAGE52.v.摘要本文將首先界定體育廣告語的定義和內(nèi)涵以及國內(nèi)外對其展開的研究概況，然后從體育廣告語的文化來源幾大要素出發(fā)來挖掘體育廣告語與文化的關(guān)聯(lián)，如文化本位思想，道德與科學(xué)，政治與XX等要素進(jìn)展闡述，再從體育廣告語語言特點(diǎn)的角度對英漢體育廣告語進(jìn)展全面分析，大致從句法，詞匯和修辭幾點(diǎn)來分析，最后總結(jié)出體育廣告語的功能及作用并指出其指導(dǎo)意義。關(guān)鍵詞：英漢體育廣告語；文化來源；語言特點(diǎn)；功能ABSTRACTFirstly,thisthesiswilldefinetheadvertisingslogansandintroducethestudiesaboutitbothathomeandabroad.Secondly,itwillexploretherelationshipbetweensportslanguageandculturefromculturalsourceofadvertisingslogans,suchasculturalstandardthought,ethicsandscience,politicsandreligion.Thirdly,thethesisintendstoconductanoverallanalysisonEnglishandChineseadvertisingslogansfromtheperspectiveoflinguisticfeatures,namely,phonetics,vocabularyandfigureofspeech.Lastly,thethesissummarizesthefunctionofadvertisingslogansaswellasitsinstructivesignificance.Themostimportantisthatthethesiswantstofindoutmorefunctionsofsportsadvertisingslogans,whichcanbevaluedbyothersinfuture.Keywords：EnglishandChinesesportsadvertisingslogan;culturalsource;linguisticfeatures;functionContentsTOC\o"1-3"\h\z1．Introduction52.Definitionandresearchofsportsadvertisingslogansathomeandabroad62.1Definitionofsportsadvertisingslogans72.2Researchofsportsadvertisingsloganshomeandabroad73.Culturalsourceofsportsadvertisingslogans93.1Culturalstandardthought93.2Ethicsandscience113.3Politicsandreligion124.Linguisticfeaturesofsportsadvertisingslogans144.1Vocabulary144.2Syntax164.3Rhetoric175．Functionandsignificanceofsportsadvertisingslogans186．Conclusion20Acknowledgements22References231．IntroductionOverthepastcentury,advertisinghasbeenvaryinglydescribedasasystemoforganizedmagic,ascience,ahiddenpersuader,alanguageandformofsocialmunication,aformofpopularculture,andasphereofideology[1]36.ModernsportsadvertisingsubsequentlywereproducedintheWest,anditwasintroducedtotheEast.Fromthecultureofsportsadtargeting,creativity,languageexpressiontothemediarelease,ModernsportsadvertisinghavebroughtOrientalSportsadvertisingastrongimpactandshock.OrientalSportsadvertisingrootedinthesocialenvironmentintheEast.ItimpliedtheOrientalculture,heritage,andthuscreatedahugecultureoftheEast-Westdifferencesinsportsadvertising.AstheSportsadvertisementgraduallydevelopedandbecamemature.Peoplehavegainedabetterunderstandingoftherelationshipbetweenthesportsadvertisementandtheadvertisingculture.AsadvertisinggiantJobDanielsaid,“Theprocessofadvertisingis,asamatteroffact,oneinwhichthecharacterofmodityismolded.〞Weassertthatadvertisingaboutsportsandthroughsportoffersuniquepointsofaccesstotheconstitutivemeaningandpowerrelationofthelargerworldweinhabit[2]50.Sportsadvertisementsarethosewhichregardsportsascarrier.Themonthreetypesareasfollow:Thefirsttypereferstotheadvertisementsmadeforthesportsitselfbysportsorganization,suchastheadvertisementsmadebyShanghai'sChinesegrandprixF1organizingmittee,theadvertisementsofBeijing2008OlympicGamesbyBeijingIOC.Thesecondtypereferstotheadvertisementsmadeforthesportsproductsbyenterprises,whicharethemajortypesinsportsadvertisements,includingsportssneaker,caps,drinks,activities,fitnessequipments,etc.suchasLiningsportswear,Antasneakers,361°sneakers,Lijiasportsequipments,etc.Thethirdtypereferstothosemadebyenterpriseswhichproduceorsellnon-sportsproductsthroughinvitingathletestoshowontheadvertisements.SuchastheChinesegymnastsshowintheadvertisementofMcDonald’s“GoldenMedalSeries〞setmeal,YiJianliantakespartintheadvertisementofNutrilitehealthcareproducts,theadvertisementsofCocaColabroadcastinginChinaduringKorea-JapanWorldCup.Alotofadvertisementsofnon-sportsproductsliketoassociatewithacertainsportspattern,expectingtoincreasetheirsportsaddedvaluesandstrengthentheirpopularityandcreditworthiness[3]65.Underthebackdropofthe21stcenturyandtheglobalfinancialcrisis,wewitnessmanywesternnationshavegreatdifficultyinrestoringtheireconomy.However,thereviewhereisintendedtoillustratetheadvantagesofChinesedomesticmarketoverthewesternmarketontheconditionthatweconstantlypersistinthedevelopingroadwithChinesesocialistcharacteristics.What’smore,wearestillmaintainingavirtuemomentum.Asasportssuperpower,ourdomesticsportsindustryisfacedwithanunprecedentedopportunityofdevelopment.TheguidingprincipleandstrategytoboostthesportsadvertisingistointroduceadvancedforeigntechnologyandconceptsselectivelywithaclingingtoourChinesetradition.ThestudyhereendeavorstoillustrateEnglishandChineseadvertisingslogansfromtheperspectiveoftheirfunction,culturalsourceandlanguagecharacteristics.Throughanalysis,thethesisisintendedforprovidingsomereferencevalueandmakingpeopleofdomesticsportsadvertisingcyclehavemeditationaboutthesportsadvertising.2.DefinitionandresearchofsportsadvertisingslogansathomeandabroadNowadays,moreandmoresportsadvertisingslogansarecreatedbydesigners.Somehaveevenleftusaverydeepimpression.It’sgettingpopulartostudythiskindofslogans.2.1DefinitionofsportsadvertisingslogansAdvertisingslogansareshort,oftenmemorablephrasesusedinadvertisingcampaigns.Theyareclaimedtobethemosteffectivemeansofdrawingattentiontooneormoreaspectsofaproduct.Astrap-lineisaBritishtermusedasasecondarysentenceattachedtoabrandname.Itspurposeistoemphasizeaphrasethatthepanywishestoberememberedby,particularlyformarketingaspecificcorporateimageorconnectiontoaproductorconsumerbase[4]23.2.2ResearchofsportsadvertisingsloganshomeandabroadFollowedwiththeadvertisements’developmentfromseedtofruit,people’sacknowledgementofsportsadvertisingslogansandadvertisingculturegrowsgradually.TheadvertisingmasterDraperDanielsaid,“Theprocessofmakingadvertisementmeanstheprocessofendowingadwithcharacter.〞Itendowsthemerchandisewithsenseofculture.Inthebook,ThemarketingofsportsandamusementwrittenbyKenKaserandOelkers,theyconsider“ifyouwanttomakecharacterforproduct,theeasiestmethodispurchasingcharacter.〞Therefore,tosomesignificance,advertisingsloganisthemoralstatementandculturalexplainofmerchandise.Thestudyaboutsportsadvertisementisrelativelylittleatpresent.Wecanfindonlyonemonograph,SportsadvertisementstrategywrittenbyPanXiaoyu(intheyearof2004).Thisbookremendationonthebasicmeaning,function,developinghistoryandtransmitmedia,whichissaidtobethesummaryofsportsadvertisementinrecentyears.Butthecoreofthebookistheresearchonsportsadvertisementstrategy.Itmakesdetailedresearchoncreativestrategy,psychologystrategy,transmitstrategyandpoundstrategyofsportsadvertisement,exceptinglackingofculturalelementresearchspecializinginsportsadvertisement[5]77.Wehavesearched12articlesintheKIthroughthesportsadvertisementslogansassearchterm.Mostofthemarefocusedontheresearchofad’sinnerattributeandsportsadvertisement’sdevelopmentsituationinChina.Theclassicalwork,Sportsadvertisementresearch(1998)writtenbyYangXinxiang,makesexplanationofcharacteristicofsportsadvertisementandourcountry’sadvertising[6]54.LiWeiminhasdoneresearchconcentratedonsportsadvertisingfunctionandprincipleinthebookDiscussionsportsadvertisementeffectandprinciple(2004).YingWangproposesrelatedmanagementsuggestionfortheproblemofoursportsstaradvertisingandthedeveloptrendinrecentyears[7]45.Theculturalmentofsportsadvertisementonlyismentionedlittle.Forexample,HongQinghuamentionedculturalstrategyofsportsadvertisementinDiscussionsportsadvertisementeffectandprinciple.Hethoughtthatsportsadvertisementslogansshouldpaymoreattentiontonationalcharacteristicsandculturalindividuality.Butitmentionedlittleonculturalresearchofsportsadvertisementslogans.3.CulturalsourceofsportsadvertisingslogansOrientalSportsAdvertisingrootsinthesocialenvironmentintheEast,anditimpliestherootsoforientalcultureandspirit,whichproducesahugedifferenceinsportsadvertisingculturebetweentheeastandwest.China,asabigcountryintheeast,hasalonghistorywithitssplendidculture.Notonlydoesitcontributetothedevelopmentofworldcivilization,butalsodeeplyinfluencesthedevelopmentoftheworldculture,especiallythatofAsiancountries.Thereisalwaysaneedtofindfresher,moredesirablesloganstoenhancethevalueofproducts.Assignvaluepetitionsintensify,advertisersinventnewstrategiesandpushintofreshculturalterritory.Undersuchcircumstances,nomeaningsystemissacred,becausetherealmofculturehasbeenturnedintoagiantmine[8]21.Westernculturehasahugedifferencefromchina’s.Westernculturedevelopsfromthreesourcesofthespirit-theGreekculture,Jewishreligiousandethicalphilosophyofmodernindustry.3.1CulturalstandardthoughtChinesehavelivedinthefamilyasthebasicunitoftheagriculturalsocietyforalongtime,andthefamilybeesthecenterofsocialactivities.Thefamily-orientedsocialrelationshipsmakemanyofChina'spoliticalsystemandthethinkingandideologyrelatedtofamilyawareness.Thehumanrelationshipismaintainedbythefamily-orientedreligion.Theyoungandtheoldaredifferentandhierarchy,soinChinesefamily-orientedsociety,thereisnolegalsystem,thereisnodemocracy,freedomandtheconceptofequality,onlyreflectingthefamily-basedstandardandtheLocalaffection.CuiQiong,whowrote“ForAdvertisementCulturalPerspectiveReachonSportsAdvertisement〞,saidthatChinesesportsadvertisingareheavilybasedonfamilyandhometown[9]11.InCocaCola’sNewYearadvertisementTakeMeHome,theword“takemehome〞saidbyLiuXiangexpresseshisurgencytogobackhomeafterthetoughtraining.TheplotoftheadvertisementisverysimilartoLiuXiang’sreallifeexperience,andittellshisstoryofgoingbackhomebyusingthenostalgiaofChinesestyle.TheadvertisementdescribesthatLiuXiangistakingpartinthesportsgameinParisbeforetheSpringFestival,sohecan’tgobackhomecelebratingthefestivalwithhisfamilies.WhenLiuXiangiswalkingaloneintheChinesetownfilledwithnostalgiainhisheart,lookingattheredlanterns,thefestivespringcouplets,andthehappystepsofothers,heismissinghishometownandfamiliesdeeply.ThenheseesapostofaChineserestaurantwhichshowshisfavoritefood“yummydumplingsandCocaCola〞,hewalksintotherestaurantandordersomefoodexcited.LiuXiangnotonlyenjoysthedeliciousauthenticChinesedumplings,butalsorealizeshisdreamofgoingbackhomewiththehelpofAJiaoandAFu,thevividandlovelycartooncharacters,whicharefromCocaCola.Obviously,inChinesepeople’sheart,hometownplaysanimportantroleinone’slife.Thewesternsocietyisbasedonindividualism.Fromthemiddleagestomoderntimes,westernworldhasalwaysbeenengagedintheconflictandstrugglebetweengroupsandindividuals.IntheWest,individualismisthemainstreamofmodernculture,whichisstirredresistanceundertheGroup'slife,itisvibrant,andthewholesocietyisfilledwithdemocracyandrespectforindividualfreedom.Mostdistinguishedinternationaladvertisingslogansaretheformofindividualism.LikethesloganofReebok“IamwhatIam〞,itisagoodexampletodisplaythisindividualismconcept.IamwhatIam.Justbeyourself.Haveowncharacters,neverimitateothers,andgoone’sownway.SuchsimplephrasesexposeexplicitReebok’sspiritandconcept.Thissloganhavingitsowncharacter,articulatingfirmly,nodoubtisanexcellentone.Likeanotherfamoussportbrandpuma’sslogan“alwaysbeyourself〞,tosomeextent,ithasthesameconceptwiththatofReebok.Beyourownmaster.Fromtheindividualismaspect,itinspiresusnottoloseourselves.Especiallyonthesportfield,peopleshouldpracticepainstakingly.Donothavemisgivingaboutoutsidethings.Itisnotalongtimeforpeopletostruggle.Lifecanhavefewfighting.Therearealotofsuchslogans,likeMizuno’s“IcanIcould〞.Thissloganisalmostthesameasabovetwoslogansbutalittledifference.ItemphasizesthepowerofmanandSelf-transcendence.Peoplecanacplishitbefore.Itisalsocanbeacplishednowandeveninthefuture.Ittellsustheconceptsthatkeepingonstrengthenandimproveourselves.Thesesportbrands’slogansexactlyconveysuchwesternsocialindividualismspirit.3.2EthicsandscienceChinesearefondofpeaceandkindheartedness.TheChinesepeoplearedeeplyinfluencedbytraditionalConfucianmorality“patience〞,regardingthe“humility〞asapoliticaladvocateonthemoral,sotheyemphasizeoncivilandsetdownmilitary,anddonottaketheinitiativetoattackothers.Forexample,nowadays,moreandmorefamousNBA’splayerBattier,fromHustonrockets,hasbeennativewell-knownspokesmanofsportbrandPeak.Itssloganis“Icanplay〞.Ifwedigestslightly,wewillfinditssecrets.Liketheslogan,itmakesusthinkalot.“Ican〞meansIamconfidentandIcando.Nomatterwhathardshipsahead,justkeeptheconvictionandadvancetowardthegoal.However,Chinesepeoplehavebeenalwaysretainingthisfinetraditionalmodesty.Wedon’tliketouseoffensivewords.So,thissloganconveysconfidence,qualityoffirm,politenessandmodesty.Itisnotsonakedandaggressiveaswhat“Iwillbeatyou〞conveys.Itisjusttothepoint.AsBattierspeaksontheathleticshoesofPeak’sbehalf,twogiantcenterscarryonthejumpball,withlongtimeofleavingthegroundafterrisingwithaspring,whichcausesthenumerousaudiences’exclamationontheground.Fromthewholepictureofthecreativityofthisadvertisement,Peaktakesadvantagesofthistwocentersnotreturningtotheearthforalongtimetospeakofthe“coretechnology〞oftheirshoes,suchcreativitygivesprettygoodexplanationfunction.HoweverwewillfigureoutthethoughtoftheConfucianinentireadvertisementmanifestation.Basketballmatchesshouldbefilledwithcollision,stimulation,andthesmellofgunpowderpetition,butwedonotseetheintensesceneinthejumpballwhichpeopleanticipated,onlyseeingChineseConfucianthoughtsof“forbearance〞and“modesty〞.Thewesternpeopleadvocatescience.ModernWesternsciencehasachievedrapiddevelopment,andhasbroughtanunprecedentedscientificandtechnologicalcivilizationtohumans.ThedevelopmentofscienceandtechnologyhasbroughtaboutnewdevelopmentsinWesterncivilization,andchangesinwesternculture.SportadsintheWestarefilledwithshinesofscienceeverywhere.IntheNikeadvertisement"BarefootJogs",itssloganforFreestyleseriesjogsshoes,“breatheyourshoes〞,whichmeanstheshoeswillbreathe.Oncelisteningtothis,peoplearesuretothinkthereisfulloftechnicalfeelingwithmystery.Thisadvertisementlanguagewilltaketheconsumers'interestsveryquickly,andpeopleareanxioustoknowhowmagicaltheshoesare.Itshowsbarefootjogsmaycausethefoottobestrongernaturally.Whenapersonjogsbarefoot,thefootstepsmakeaninduction,andthebodymakesanadjustment,sothebarefoottrainingmaystrengthenthefootnaturally.However,ifyoudonotputontheathleticshoes,thefeetareveryeasytobeinjured.Therefore,theFREEathleticshoes'designofNikeoriginatesfromsimulatinggoodbarefootjogs,andstimulatingtendonandmusclefibers,makingyournaturalcushionsystemparticipateintheactivity,andenhancemigrationandflexibility.Obviously,theadvertisementthroughthescientificnarrationmakeseveryconsumerunderstandthestrongfunctionofthiskindofathleticshoesofNike.3.3PoliticsandreligionReligionsareledbypoliticsinChina.China'snationalitydevelopsatearlytime,andthuslackofreligiousideas.InadditiontoConfucianismandTaoismwhichisanative-oriented,therestarefromtheexotic,suchasBuddhismfromIndia.ThereligiouscontenthasahighdegreeofplexityinChineseculture,whosemainfeaturesaremulti-godreligion,politicalguidancetoteach,difficulttoreproducebeyondtheworld,weaklyreligioussentiment.ThischaracteristicdeterminesthatChinahasnotformedakindofoverwhelmingpowerofreligion,andthattheChinesereligiouscultureishuman-based.Themulti-beliefcreatesthecolorfulChineseelements.ThesloganofthefamousdomesticsportsbrandJoeoneis“牧心者，牧天下，睿變由我〞AtthefirstsightittakesonthecharacteristicsofclassicalChineselanguagewhichhasaprofoundmeaningandpaysattentiontowording,buildingupanimageryofmagnificenceanduniqueness.Thisslogandisplaysabroadambitionofputtingthewholeintohisheart,whichistheessencetheslogantriestoexpress.AnotherexampleisthesloganofthefamousbrandSeptwolves“相信伙伴，奮斗無止境；盡顯英雄本色，男人不只一面〞.Althoughitisverystraightinitslanguage,theessenceitexpressesisquiteclear.Theformerpartencouragespeopletostepforwardundauntedlywhilethelattershowspeople’sworshiptotraditionalChineseheroes.Menshouldhaveallsortsofqualities,pursuingbeingefficientinbothbrainyandbrawnyactivities,havinggenerals’manner,ready-to-helpspiritandtenderlove.TheSeptwolvesstickstothisideainitsmanagementofbrandbusiness.Inthewest,Religionandtheologyhavedominatedalltheaspectssuchasthepolitics,economy,andcultureinsociety.ReligionisdeeplyrootedinWesternconsciousness,whetherduringthemiddleagesorintheEnlightenmentGeneration.Religionisaveryimportantelementofcultureideology.Therulingclassstronglyadvocatesfortheinterestsofreligiousservices,andstronglyurgestheadmissionofguilt,repentance,takingordersfromGod'sideas.Intheconditionsoffeudalismandcapitalism,secularhumanismhasalwayscannotbeenachievedpletelybeyondthetheologyofreligions.Thewesternsportsadsalwaysmakeupastorywiththepowerfromgods.“Impossibleisnothing〞isthesloganofAdidas.IntheadofNBASuperstarSculptures,anoutstandingsculptormakesthreesculptures:TimDuncanofSanAntonioSpurs,TracyMacGradyofHustonRockets,andKevinGarnetofMinnesotaTimberwolves.AllofthemareNBAsuperstars.AfteraGod’shandputstheminabasketballstadium,theyeintolifeandthenthehandofGodgivesthemabasketball.ThisadvertisementgivespeopleendlessfantasiesandreflectsthesloganofAdidas“Impossibleisnothing.〞4.LinguisticfeaturesofsportsadvertisingslogansIstheresuchathingasadvertisinglanguage?Certainly,thelanguageofadvertisingisneitheravarietynoraregisterinitsownright[10]194.Advertisingslogansaredesignedinagraceful,uniqueandmuchmeaningfulway,withsimplesyntaxbutrichcontextandrhetoric.Hence,toprobethefeaturesofadvertisingslogansisofagreatsignificancenotonlyformasteringthedesignandcreationofadvertising,butalsoforresearchingthepsychologyandsocialfunctionofit.4.1VocabularyOntoday’sintegrationwithglobaleconomy,adsareplayingmoreandmoreimportantroleinourlives.Asaspecialandpracticaltypeofwriting,Englishadvertisementsdrawalotofpeople’sattention.Englishadvertisementsownuniquefeaturesbothinuseofvocabularyandsyntax.ItismoreimportantthatstudyingEnglishadvertisementshaspracticalsignificancetooccupytheglobalmarketforourhome-madeproductsandservicefirmbusiness[11]UsingsimplewordsThebasiccharacteristicofadvertisementistocontaindozensofinformationasmuchaspossibleinlimitedspace.Itneedsnotonlybrevity,butalsoclearnessandaccuracytopresentitscontent.Trytousethemostconciseandaccuratewordsbuttogiverichinformationofproducts,leavingadeepimpressiononreaders.Therefore,oneoftheEnglishadvertisements’characteristicsiswithsimplewords,briefstructureandeasytounderstand.Forexample,Anta’sslogan“keepmoving〞,“Keep〞and“move〞istwomonosyllableverbs.Thetwosimpleverbsfirethesportsenergystrongly.ExpressingterselymakeAntamoredynamic.TheAnta’sdevelopmenthasbeenamiracleinChina’ssportsgoodsindustrybecauseofthesurprisingandbriefslogan.Thosesloganslike“tobeNO.1〞(Erke),and“Basketballisabrotherhood〞(Adidas)alsoattractcustomer’sattentionthroughusingsimplewordsandplainsentencestoshowtheirfascination.4.1.2Theapplicationofhomophones(homophony)Homophonesaresuchwordsthathavethesamepronunciationbutnodirectconnectionbetweentheirmeanings[12]21.Englishsportadvertisementoftentakesadvantageofthefeaturesofhomophones(homophony),whichmakestheadvertisementhumorousandvivid.“非一般的感覺〞,theearlyadvertisementsloganofChinesefamoussportbrandXtepcanbestexplainsuchphenomena.“非〞inChinesesoundslike“fei〞，whichwillmakepeoplethinkofanotherword“飛〞.Therefore,whenpeoplehearofsuchadvertisementslogan,theywillthinkoftwodifferentmeanings.Thefirstoneisthefeelingofflying,whichmeansthesportsshoesarelightandfortable.AnotherimplicationisthatthesportsshoesofXtepareunusualandhavetheiruniquetraits.Thisadvertisementsloganeffectivelyusesthemethodofhomophonesandreachesthepurposeofdissemination.TheadvertisementofSemir“穿什么就是什么〞applieshomophonyandthissloganisreallyoutoftheordinary.“每時每刻〞，theadvertisementofMeike,alsoutilizestransliteration,whicheffectivelyconveystheconceptthatthebrandwanttodeliver.4.1.3Therepetitionofkeywords,whichcanincreasetheappeals.InEnglishadvertisement,repetitionisastrategywhichismonlyemployed.Thisskillcanreachthepurposeofemphasisandmakesconsumerbetterunderstandthecontentoftheadvertisement.Thisistheeffectthattheadvertisementwantstoachieve.Thetypesofwordsthatareoftenrepeatedarenouns,adjectivesandverbs.TheearlyadvertisementsloganofANTAis“我選擇我喜歡〞,whichemphasizessubjectandpeople’ssubjectivewish.ThisslogandemonstratesthatthebrandANTAisreallyconfidenttosaythat“choosemeanditwillneverbeawrongchoice.〞AnothertypicalexampleisAile’sadvertisement“愛運(yùn)動愛快樂〞.Itisasloganthatstressesverbanditbinessportswithhappiness.Itpersuasivelyconveystheideathatdoingsportswillbehappyandifyouwanttobehappy,doingthesports.ThefamousinternationalsportsbrandKappa’sadvertisement“Hewholovesmefollowsme〞andReebok’s“IamwhatIam〞alsoapplythemethodofrepeatingkeywords.4.1.4UsingobscurewordsTheadoptionofobscurewordsinadsalwaysresultsinunexpectedeffectsbecauseitcannotonlysavethetimeofconveyingtheinformation,butalsospreadenoughinformationatlesscost.Ithasbeenprovedthattheproperuseofobscurewordsinadscangetdoubleresults.Theexpertsbelievethatsometimesinaccuratedescriptiondoesn’tturnoutwrongbutright,foritcanconveyadequateinformationatlesscostaswellasmakehigh-efficientdecisionsonplicationsandthenhandlethem.Inotherwords,inaccuracyhelpstoimproveefficiency[13]210.ObscuremeaningsofnumeralsNumeralsareaccurate,butthemeaningstheyhaveareoftenobscure.Itisquitemontoseenumeralsareusedinads,however,whenanumberdoesn’thaveaclearmeaning,itlosesitsnumeralmeaningandmeanwhileholdsitsliterarymeaning,whichiscalledsemanticobscurity.Inthissense,theconsumersaredeeplyattractedbythem.Thereisagoodcaseinpoint,thatis,thesloganofPepsi“askformore〞.Thoughtheonlyword“more〞doesn’thaveaclearmeaning,itinsteadmakespeopleassociatealotwiththebrandortheirownlives.ObscuremeaningsofadjectivesandadverbsAdjectivesandadverbsareusuallyobscurewords,theformeractasdescribingmoditiesandexpressingideas,whilethelatteraremainlyusedasadverbials，whichcanqualifyverbs,adjectivesandadverbs.Ifadjectivesareproperlyused,theywillmakeadsfineandlifelike.Ontheotherhand,sinceadverbscanbeflexiblyputinasentenceandmulti-functional,itisalsoquitefrequenttousetheminads.TaketherecentsloganofXtep“讓運(yùn)動與眾不同〞andearliersloganofMetersbonwe“不走尋常路〞asexamples.Both“與眾不同〞and“尋常〞areunclearconcepts,triggeringtheconsumers’imaginationgreatly.ObscuremeaningsofverbsDespitethecautioninusingverbsinmodernEnglishads,theobscurityofsomeverbscan’tbeignored.Theuseofverbscannotonlymakethingsseemtobeunclearbutmaketonesalittleunsure,whichwillleaveadvertisersmuchspaceformaneuver.Theverb“be〞inthesloganofChinesesportsbrand361o“daretobe〞isanunclearconcept.Itcontainssuchappliedmeaningsthatitisyourselfwhodecideswhatkindofapersonyouwanttobe.4.2SyntaxAstosyntax,JiangHua(authorofResearchonadvertisinglanguageandrhetoric)mentionsthatadvertisingsloganshasfivefeatures:(1)prefersimplesentencestoplexones;(2)preferparallelstructuresinasymmetricalway;(3)preferimperativeandinterrogativesentences;(4)preferellipticalsentences;(5)preferaffirmativesentencestonegativeones[12]3-Usingsimplesentencesthatareoutstandingan