Language Deviation in English Advertising

Ren CHI, Yu HAO

Abstract


Nowadays, advertising is becoming an integral part of our daily life and is playing an increasingly significant role in modern society. It appears we are living in an advertising world. Many studies have been carried out in this field, and among them the study of advertising language has attracted particular attention from social linguists.
As a way to promote the sales of products, advertisements must conform to the AIM principle—to grab readers’ attention, arouse their interest, and construct their memory to achieve the ultimate goal of triggering their action. Thus, the advertisers seek for attention-attracting strategies. The application of language deviation technique is an efficient way.
Deviation refers to the special or unusual expression that deviates from normal norms and it appears in various forms such as deviation of phonology, lexicon and grammar. This paper attempts to give a description of language deviations in English advertising including phonological, graphological, lexical, and grammatical deviation.


Keywords


Advertising; Deviation; Attention

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References


Bovee, C. L., & Arens, W. F. (1992). Contemporary advertising. Boston: Richard D. Irwin, Inc.

Bruthiaux, P. (1998). Variation across speech and writing. Cambridge: Cambridge University Press.

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Leech, G. (1983). Principles of pragmatics. London: Longman.

Myer-Scotton, C. (1993). Dueling languages. Oxford: Oxford University Press.




DOI: http://dx.doi.org/10.3968%2F3768

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