“Slogan on the Domestic Sporting Goods: Stylistic Analysis of English”

I. Introduction

            In this paper, it was said that stylistic analysis of English was also applied in sporting goods of domestic common slogans because it played a considerable roles in their promotion. Advertising, an application of the strong style, is a key factor in the success of business conduct. The core is the product advertising slogan. Good slogans are the most likely to read and to purchase by the customers. They are used in the language skills to attract customers to purchase their important goods.

            This article is from the stylistic point of view of the English national sports slogans for analysis, in order to find out the style in the show's language skills for the future of the domestic sporting goods advertising slogan in English.

II. The syntactic structure analysis

            This paper actually used advertising slogans from different domestic sporting goods. Here are some of the many advertising slogans used in the domestic sporting goods.

a. "Just do lt." (NIKE slogan)

b. "Be cool, be Converse." (CONVERSE slogan)

c. "Turn it on." (PUMA slogan)

d. "on the way" (DEERWAY slogan)

e. “the power to win” (ANTA slogan)

1. In the first three slogans above (a, b, and c), they are used in the imperative sentence. Imperative usually play a very good effect of persuasion and promotion, which will directly persuade and encourage potential buyers. These examples are imperative and suggesting that the product can bring energy, enthusiasm and comfort.

2. Advertisement as a commercial genre, the cost is needed to be considered on one hand and simple slogans are used just to meet the cost requirements. In some slogans, sentences are direct to make words appear compact, coherent and full of rhythm to make it more impressive while in other slogans, the subject, predicate or any unwanted words are omitted. In the fourth slogan (d), the slogan is simple and it is reminiscent of the long road of life constantly making progress. In the fifth slogan (e), omission is applied wherein we can guess that it is a complete sentence of “Anta can give you the power to win.”

3.  Inversion is another commonly used sentence structures in slogans. It is used in the slogans to increase the readability of the attention of the people. At the same time the language has its characteristics of openness, not static.

4. Slogans are in the positive tone and do not use questions and negative sentences. This is to make the people agree with the spirit of a certain brand of sports and take further action to buy the product, so are all positive.

III. Conclusion

            With this analysis, it can be seen that the language features are not only useful in poems, short stories and other prose but also in the non-literary texts. In the analysis given above, the author found out that these slogans are short, but very rich in content, simple and impressive. The syntax and rhetoric are smartly used because these linguistic features are all important to promote their products. The author also found out that considering the stylistic features of the slogan is one of the smart and best ways to seize the attention of the customers. Since the customers are always in the conventional mode of language, it is easy for them to understand the information and pay more attention to the product.

Source:

http://www.essay-custom.com/Essay/casestudy/201010/50.html