An Analysis of Characteristics of Advertising Language.docx

An Analysis of Characteristics of Advertising Language.docx

《An Analysis of Characteristics of Advertising Language.docx》由会员分享，可在线阅读，更多相关《An Analysis of Characteristics of Advertising Language.docx（19页珍藏版）》请在冰点文库上搜索。

AnAnalysisofCharacteristicsofAdvertisingLanguage

广告语言的特点分析

摘要

本文写的是广告语言的特点。

其阐述分别从广告和语言的起源与发展、以及广告语言与语法语言的对比中得到广告语言的特点。

广告语言是有别与一般语言的一种在现当代社会迅猛发展起来的语言。

广告的目的就是吸引买家的眼球，对产品起到宣传和促销的作用，因而广告语言从词汇，句法，语法和修辞上都体现了这一宗旨。

其虽借鉴与一般语言，但又带有自己的特色。

广告语言除了一般语言所具有的基本交流功能外，它还具备市场、经济、教育和社会功能。

作为一种新兴发展起来的语言，广告语言的发生要具备一定量的资金、有效的信息、良好的传媒以及无人的以产品为中心的直观展示。

广告语言作为一种语言，其形成和发展都虽以一般语言为基础，但其发展速度在现当代商品极度丰富的社会得到飞跃。

因而，广告语言对现代语言和文化的影响也越来越明显。

所以如何找到两者的一个平衡点，也是当今需要考虑的问题。

无论如何，商品要宣传，就要有广告，就要有广告语言。

关键字：

特点；广告语言；词汇；句法；修辞；现代

AnAnalysisofCharacteristicsofAdvertisingLanguage

Abstract

Thethesisisaboutthecharacteristicsofadvertisinglanguage.Fromstatingtheoriginanddevelopmentofadvertiseandlanguage,andcomparingadvertisinglanguagewithgrammaticallanguage,itshowsthespecificcharacteristicsofadvertisinglanguage.

Differingfromcommonlanguage,advertisinglanguagehasbeenhighlydevelopedinmodernsociety.Theaimofadvertiseistoattracttoeyeballofbuyersandeffectaoffunctionofpropagandaandsalespromotionoftheproducts,therefore,advertisinglanguagemeetsthetenantontheaspectsofmorphology,syntax,grammar,andfigureofspeechetc.Itisbasedoncommonlanguagebutwithuniquestyle.Besidesthefunctiontocommunicatelikecommonlanguage,advertisinglanguagealsohasmarketingfunction,economicfunction,educationalfunctionandsocialfunction.Asanewlanguage,advertisinglanguageisgoingtotakeplaceonlywhenprovidedwithenoughfund,usefulinformation,goodmediaandnon-personaldisplay.

Althoughtheformationanddevelopmentofadvertisinglanguageisbasedoncommonlanguage,itsdevelopmentintoday’sproducts-richedsocietyisadvancedrapidly.Sotheinfluenceofadvertisinglanguagetowardscommonlanguageisgettingmoreobvious.Howtofindabalancebetweenthetwowillbetheproblemtobeconsiderednowadays.

Anyway,commoditiesneedpropagandathereforeadvertisementisamust.Soisthelanguage.

Keywords:

characteristics;advertisinglanguage;morphology;syntax;rhetorical;modern

CONTENTS

Introduction……………………………………………………………………......1

1.1AmericanRenaissancewriterandindependentintellectualfather……………1

1.2Emerson’sperspectiveonliteraryinfluence…………………………………..2

1.3ThegreatliteraryfatherofWhitmanandDickinson……………….................3

1.3.1BriefintroductionofWhitmanandDickinson…………………………..3

1.3.2CommonresourceforWhitmanandDickinson…………………………3

1.3.3Legaciesleftforthetwo………………………………………………...4

InfluencesonWaltWhitman……………………………………………………...6

2.1.Personalrelationship:

adversaryorimitator…………………………..……...6

2.2Whitman’sindebtednesstoEmerson……………………………………….…7

2.2.1Inprose:

Preface’sindebtednesstoThePoet…………………………8

2.2.2Inpoetry:

SongofMyself’sindebtednesstoThePoet…………………..9

2.2.3MaladiesinparaphrasingEmerson’saphorism………………………..11

2.3Whitman’smysticalvisiondifferentfromEmerson…………………………12

2.3.1Differentmysticalexperiences………………………………………...12

2.3.2Differentliteralvisions:

upwardvs.downward………………………..13

2.4Respectivelifestoryleadingtodifferentliteraryvisions……………..……..14

InfluencesonEmilyDickinson…………………………………………………..16

3.1Anunexpectedfemalepoet…………………………………………………..16

3.2Earlyliteraryinfluenceandpersonalrelationship………………...…………16

3.3Dickinson’sembracetoEmerson……………………………………………17

3.3.1Kindredspiritsonpoetry………………………………………………17

3.3.2Everywordbeingapoem……………………………………………...18

3.3.3Poeticbusinessestobe“circumference”…………………………...….19

3.3.4RiddlespervasiveinDickinson’spoem………………………………..20

3.4Dickinson’sskepticismofEmerson’sphilosophy…………………………...22

3.4.1Dickinson’sskepticalofEmerson’sprimaryanalogy…………….…...22

3.4.1.1Languagevs.natureandwordsvs.world…………………....22

3.4.1.2Natureisnotatext……………………………………………….....23

3.4.1.3Emerson’scompromisingtoDickinson…………………….………..24

3.4.2DifferentphilosophiesofCompensation………………………………25

3.5Tracingtothesourcethroughrespectivelifestory…………………………..26

Conclusion………………………………………………………………………...28

Acknowledgements…………………………………………………….……………29

Notes…………………………………………………………………………...…….30

Bibliography…………………………………………………………………….......32

ⅠIntroduction

1.1AimsoftheStudy

Originatedinancienttime,advertisingnowisplayinganimportantroleinmodernworld,withinfluenceonmanyaspectsinsociety,suchaseconomy,culture,education,traditionallanguage,etc.Ithasbecomeindispensableinthemodernworldandinevitableinpeople’slives.Asaspeciallanguage,advertisinglanguagenotonlytransmitsinformation,butalsomaintainsagoodimageofthecompanyanditsproducts.Atthesametime,advertisinglanguagehasitsowncharacteristicswhichdistinguishitfromothers.Becauseofthesecharacteristics,advertisinglanguageinawaywillaffectthetraditionallanguage.

Thispaperanalyzedthecharacteristicsofadvertisinglanguageinmorphology,syntax,andrhetoricallevel.Bydoingso,itishopedthatthemassconsumerscangetaroughcognitionofadvertisinganditsfunctions.Thenrepresentadialecticrelationbetweenthetraditionallanguageandmodernadvertisinglanguage,whichisbeneficialtoboththecompaniesandtheconsumers.Moreover,agreaterprogresswillbeseeninadvertisingfieldandinthefieldoflanguage.

1.2LiteratureReview

Inthepasttime,peopledidn’tpaymuchattentiontoadvertisingthoughitoriginatedinancienttime,fortheyheldthatadvertisingisnonebusinessoftheirbutoftheadvertisersandthecompanies.Infact,mostpeopleconsideredadvertisingasamonsterandshiftoffit.Duringalongperiod,advertisingdevelopedslowly.However,whattheydidn’tunderstandisthattheylivedinaworldwhichisfullofadvertisements.

Mosthistoriansbelievetheoutdoorsignscarvedinclay,wood,orstoneandusedbyancientGreekandRomanmerchantswerethefirstformofadvertising.Asaresultofsomepeople’semptiness,theresearchinadvertisingisnotwidelyanddeeply.

Inrecentyears,manyscholars,bothinternalandoverseas,areengagedintheresearchofadvertising.Becauseofthatyoumaynotacceptadvertising,butyoucannotevadetheadvertisements.Advertisinghasbecomeanevitablepartinyoulife.CourtlandL.Bovee,WilliamF.Arens,FrankWilliam,Vestergaard,TorbenandWilliamSachsareallthemastersinadvertisingfield.Whattheythoughtisdifferentfromeachother’s,fortheystoodondifferentpoints.Takingthedefinitionofadvertisingforexample,therearehundredsofdefinitions.Thesimplestone,accordingtoMcCannEricksonInc.,maybe“truthwelltold.”ButmostpeopleregardthemostauthoritativedefinitionofadvertisingaswhatBoveedefinesinhisContemporaryAdvertising“Advertisingisthenonpersonalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,services,orideasbyidentifiedsponsorsthroughthevariousmedia.”Itisdelightfultoseethatmoreandmorepersonsarestudyingadvertisingeventhoughmuchbranchingisinexistence.Therearealsomanydoctorsinlandwhoareengagedintheresearchofadvertising,suchasChenpeiAi,HuangheShui,YuanmiLi,YuanyueRu,WangyanXi,Zhaojing,XuxiaoJuan,Fangwei,etc.

Asthecoreofadvertising,languagenotonlytransmitsproductandserviceinformation,butalsomaintainsagoodimageofthecompaniesandthebrands.Advertisinglanguagehasitsowncharacteristicswhichdistinguishitselffromothers.Inthelongrun,thenumberofresearchesonadvertisinglanguageisverysmall.Advertisinghasbecomeoneofthemainfactorsthatarehelpingimprovethestandardofpeople’slivinginthemodernworld.Therefore,enoughattentionshouldbepaidtotheresearchofadvertisinglanguage.Manybooksfocusonthewritingofadvertisements,thecreativityofadvertising,howtopromotessalesandprofits,howtomaketheadvertisinglanguagemoreinterestingandmorefascinating.Theyhavedonealotofworkstodeveloptheadvertising,andagreatprogresshasbeenseen.Butthisisnotenough.

Advertisinglanguageisuniqueinmanyaspects.Itactuallyinfluencesthetraditionalcultureandtraditionallanguage（grammaticallanguage）.Luckily,somebooksarefocusingonthisquestion.WangjunYuan’sadvertisinglanguageisoneofthiskind.Wehopethatbymakinggreatefforts,theconflictbetweenadvertisinglanguageandtraditionallanguagewilldisappear,andatthesametime,advertising,advertisinglanguage,traditionalcultureandlanguagecanprogressinaproperway.

1.3KeyPoints

Thispaperexplainswhatisadvertising,whatislanguage,thecomponentsofadvertising,thefunctionofadvertising,whichcanhelpreadersunderstandadvertisingbetter.Thethirdpartisthekeystonethatdetailedincharacteristicsofadvertisinglanguage.Manysuccessfuladvertisementsaregiventohelptheconsumerstocomprehendthesecharacteristics.

Throughtheanalysisofthecharacteristics,adialecticpointofviewwillbepresentedtoexplaintherelationsbetweentraditionallanguageandmodernadvertisinglanguage.Thenasuggestionthatwhatshouldbetherightattitudetoadvertisingisalsogiven.

1.4BriefIntroduction

Weliveinaworldofadvertising.Advertisinghasbecomeaninevitablepartinourdailylife.Consumersareendlesslybombardedwithallkindsofproductorserviceinformationfromvariousmediaincludingnewspapers,magazines,television,radio,postersandInternet,etc.Youmaynotacceptit,butyoucan’tavoiditbyanymeans.Advertisingprovidesavaluableservicetosocietyanditsmembers,becauseitdefinesforconsumersthemeaningandtheroleofproducts,services,andinstitution.Advertisingalsotellstheconsumerwhataspecificproduct,brandorservic