浅析广告英语的语言特征商英专业本科学位论文.docx

浅析广告英语的语言特征商英专业本科学位论文.docx

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浅析广告英语的语言特征商英专业本科学位论文

中国某某某某学校

学生毕业设计（论文）

题目：

浅析广告英语的语言特征

姓名：

00000000

班级、学号：

00000000000

系（部）：

经济管理系

专业：

商务英语

指导教师：

0000000

开题时间：

2009-4-10

完成时间：

2009-11-5

2009年11月5日

目录

毕业设计任务书…………………………………………………1

毕业设计成绩评定表……………………………………………2

答辩申请书……………………………………………………3-4

正文……………………………………………………………5-6

答辩委员会表决意见……………………………………………7

答辩过程记录表…………………………………………………8

课题浅析广告英语的语言特征

一、课题（论文）提纲

0．引言

1.广告的定义

1.1原理研究

2.词汇特征

2.1押韵

2.2明喻

2.3排比

2.4双关

2.5拟人

3.语言特征

3.1句子特征

3.1．1简单句的使用

3.1.2祈使句和疑问句

3.1.3省略句

3.1.4使用主动态和现在时

3.2语法特征

4.总结

二、内容摘要

广告是一种公众性的信息交流活动,它以付费的方式通过报刊、电视、广播等向公众介绍产品,对一项产品的推广起着极其重要的作用。

广告不仅是一种经济活动,而且是传播文化的主要媒介。

广告的目的是为了通告信息，更主要的是吸引消费者的注意力，刺激消费者的购买欲和劝说消费者采取购买行动，英语广告是一种常见的商务交际形式，浅析和研究英语广告语言特征不仅有利于在工作中有效地宣传自己的产品、服务或理念,而且还提高其知名度,占领国际市场。

本文主要从词汇.语言特征等方面浅析英语广告语言的特征。

三、参考文献

[1].AlexanderF.Simonson,HowandWhenDoTrademarksDilute:

ABehavioralFrameworktoJudge“LikelihoodofDilution,”　83TrademarkRep.149，152-53（1993）

[2].DavidA.Aaker.BuildingStrongBrands304（1996）. 

[3].丁树德.翻译技法详论.天津:

天津大学出版社,2005.

[4].吕凤芳.英语阅读技巧.上海:

上海外语教育出版

[5].  徐明文,李德恩.中国古代广告发展述评，《商业研究》，2001年第8期。

AnAnalysisoftheCharacteristicsofAdvertisingEnglish

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AbstractAdvertisingisakindofpubliccommunicationactivity.Itpublicizesproductsthroughpress,televisionorradioandplaysaveryimportantroleinpromotingaproduct.Advertisingisnotonlyaneconomicactivity,butalsothemainmediumofdisseminationculture.Thepurposeofadvertisementistoinforminformation,mainlytodrawtheconsumer'sattention.Weallknowthatanimportantfunctionofadvertisementistostimulatethebuyer'sdesiretobuy,aimingthatheorshewouldfallintolovewithyourproductatfirstsight.Englishadvertisementisacommonformofbusinesscommunication.AnalysisandresearchonEnglishadvertisinglanguageeatureswillnotonlyeffectivelypromotetheirproducts,servicesandideas，butalsoimprovetheproductawarenessandtheoccupationofinternationalmarket.Inthispaper,theauthoranalyzesEnglishadvertisinglanguagefeaturesfromtheaspectsofLexicalandLinguisticfeatures.

KEYWORDS：

AdvertisementEnglish；Lexical；LinguisticFeatures

0.Introduction

Advertisementistreatedasaconcentrated,comprehensivecommercialart.Asanapplicationlanguageandwiththespecialutility,advertisingEnglishisgraduallyshiftfromthecommonEnglish,andbegintobecomethenonstandardspeciallanguage,therearealsomanydifferenceswithcommonEnglishinchoosingwordsandmakingsentences.AdvertisingEnglishisvaryingwiththedevelopmentofadvertisement,progressofscience&technologyandmodifyofsociety.

1．Definitionofadvertisement

Inthepast,menhavebeenintriguedwithstyleandmanystudentsofhumancommunicationhaveofferedtheirideasonit.Someoneareconcernedwithclarity－orlucidity,asAristotlecalledit.ForthisancientGreekcritic,itwasimportantthatthespeakerorwriternotonlyhashisideasbutalsosaysthem‘intherightway’whichaudiencescanunderstand.Healsosaidthatstyleshouldbeneitherabovenorbelowthedignityofsubjectbutbe‘appropriate’.TheScottishwriterGeorgeCampbell,anotherstudentoflanguageandhumanuseofit,alsobelievedthatwords（theauthor’sdictionorwordchoice）werethefoundationofstyle.Hebelievedthatthebeststylecamefromdictionthatthelistenernoticedsolittleandhewasbarelyconsciousofit.Throughthismedium—diction,heseesintothespeaker'sthoughts（ThesenseofstylebyGeoffreyN.Leech）.Butunfortunately,theydidnotclarifymattersgreatly.Infact,atleastfourcommonlyoccurredsensesoftermstyleneedtobedistinguished.

Stylereferstosomeorallofthelanguagehabitsofaperson-aswhenpeopletalkofShakespeare’sstyle（orstyles）,orthestyleofJamesJoyce.Moreoften,itreferstoaselectionoflanguagehabits,sharedbyagroupofpeopleatonetime,oroveraperiodoftime,aswhenwetalkaboutthestyleoftheAugustanpoets,thestyleofOldEnglishheroicpoetry,thestyleinwhichcivilservicesformsarewritten,orstylesofpublic-speaking.

Styleisgivenamorerestrictedmeaningwhenitisusedinanevaluativesense,referringtotheeffectivenessofamodeofexpression.Thisisimpliedbysuchpopulardefinitionsofstyleas‘sayingtherightthinginthemosteffectiveway'oras‘goodmanners'.（InvestingEnglishstylebyDavidCrystal&DerekDavy）

Partlyoverlappingwiththethreesensesjustoutlinedisthewidespreaduseofthewordstyletorefersolelytoliterarylanguage.Stylehaslongbeenassociatedprimarilyorexclusivelywithliterature,asacharacterized‘good’,‘effective’,or‘beautiful’writing.

Oftheabovefoursenses,thefirstandsecondcomenearesttowhatismeantbystyle.Asastarting-point,theaimofstylisticsistoanalyzelanguagehabitswiththemainpurposeofidentifyingfromthegeneralmassoflinguisticfeaturescommontoEnglishasusedoneveryconceivableoccasion.Thosefeatureswhicharerestrictedtocertainkindsofsocialcontextaretoexplain,wherepossible,whysuchfeatureshavebeenused,asopposedtootheralternatives,andtoclassifythesefeaturesintocategoriesbaseduponaviewoftheirfunctioninthesocialcontext.

Withtoday’sacceleratedprocessofglobaleconomicintegrationandfurtherexpansionofChina’sopeningup,internationalcirculationofcommoditiesbecomeincreasinglyfrequent.Participationintheinternationalmarketcompetition,domesticandforeignmanufacturersarefacingthesameissue,namelyhowtobettertheirproductswillbeintroducedtothetargetmarketofconsumers.Oneaspectcannotbeignoredisthefulluseofadvertising,formanufacturerstowintheinteresttheydeserve.Thus,theimportanceofadvertisinghasbecomeincreasinglyprominent.

Advertisementsappeareverywhereinpresentsociety.Whenyouwalkalonginthestreets,youcanseelargebillboardswithbeautifulgirlssmilingatyou.Whenreadingnewspapers,youwillfindhalfofthepagescoveredwithads.TurnontheTVsetandyouwillseeadsagain.Whetheryoulikeitornotadsarepouringintoyourlifeeverymoment.

1.1Rationaleofthestudy

Weliveinaworldofadvertising.Aspotentialconsumers,weareendlesslybombardedwithallkindsofproductorserviceinformationfromvariousmediaincludingnewspapers,magazines,television,radio，postersandInternet，etc.Advertisingprovidesavaluableservicetosocietyanditsmembers,becauseitdefinesforconsumersthemeaningandtheroleofproducts,services,andinstitutions.Itindicatesthedifferencethatexistsbetweenbrandsofproductsandalternativeservices,aswellasthedistinguishingcharacteristicsofcompaniesandinstitutions.Advertisingalsotellstheconsumerwhataspecificproduct,brandorserviceshoulddowhenitisusedandthushelpshimorhertounderstandandevaluateexperiencewiththeproductsandservicesthatheorsheuses.Ontheotherhand,bymakingpeopleawareofproducts,serviceandideas,advertisingpromotessalesandprofits.Finally,advertisingisoneofthemajorforcesthatcanhelpimprovethestandardoflivingaroundtheworld.Combinedwithallthesecommunication,marketingandsocialfunctions,advertisingbecomesindispensableinthemodernworld.

Naturally,advertisementsinEnglishhavebecomeanimportantmeansofcommunicatingideas,demonstratingvarietylinguisticfeaturesofitsown.Thepresentstudyattemptstoexaminethesefeaturesatthelexical,Linguistic,withthehopeofbringingthemtolight,thereby,offeringtheadvertisementtowritersandlanguagelearners.

2.LexicalFeatures

Englishadvertisementisauniqueformoflanguage,anditfollowstheformalrulesofEnglishgrammar,buttherearemanyuniqueapproaches.

FeaturesofEnglishAdvertisingvocabulary

EnglishAdvertisinghasarichandvariedvocabulary,buteverywordchosenanduseofallservicesintheultimategoalof“sellinggoods”tendtohavethecalltoactandappeal.Summarizeintheperformanceofthefollowing.

2.1Rhyme

Rhymingpoems,originallyrhetoricaldevicescommonlyusedinEnglishareoftenborrowedfromadvertising.Itistheuseoflanguage,readingself-assuredvoiceofthelawoftheadvertising,smoothloop,insidiouslycatchy,easytosing,astheformandcontentofthewonderfulcombinationofvisualandauditory

2.2Metaphor

MetaphoriscommonlyusedincommercialadvertisinginEnglishasarhetoricalway,itwilldrythingsintheabstractandconcretethingsvividanalogy.Itcanalsogreatlyexaggeratedthespecificityoflanguageandimage,formingvividimages,arousingconsumerproductspsychologicalassociations,therebycausingemotionalresonance.

2.3Parallelism

Parallelismisacommonvocabularyskill.Itcanplaytheroleofstressandrendering,whichispreciselythepursuitofadvertisinglanguageinordertobeeffective.

2.4Usingpuns

Asakindofrhetorical,advertisingisoftenusedinpuns.Itexistsinthevoice,vocabulary,syntax,andalllanguagelevels.Inordertoincreasetheattractivenessinads,advertisingproducersracktheirbrainstopursuitnewideassoastomakeapun.

2.5Personification

PersonificationmeansaddthehumanbeingscharacteristicstotheoutwardthingsandthenmakeitPersonified.AsEnglishadvertisingiscommonpractice,adpersonificationofgoodsenablesthemtobecomehumane,soconsumersarewillingandeasytoaccept.Suchas:

“Itmaybeyourcar,butit’sstillourbaby.（FordMotorCompany）.”Carshavealmostmorethantwoyearswarranty,soFordnaturallybecomesthebabyhome.Carconsumerswillrememberthehumantouchandintimacywithdeepaffection,atthesametime,after-salesserv