广告歧义英语论文.docx

广告歧义英语论文.docx

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广告歧义英语论文

摘要本文旨在通过对书面英语广告的语言分析总结出广告英语在词汇﹑句法﹑篇章上的语言特点。

为了使研究从数据出发得出科学结论，本文作者建立了一个拥有60篇各类广告的小型语料库。

通过对此语料库中日用品广告﹑科技设备广告﹑服务业广告的深入细致的定量和定性分析，总结出广告英语在此三类广告中的相同点与不同点，并且根据语言的意义，风格及功能解释广告英语的共性以及广告英语在不同类型广告中的特殊性。

本文共分五个部分，第一部分和第五部分分别为介绍与总结，中间三个部分为本文核心，分别展开广告英语在词汇﹑句法﹑篇章三个层面的分析。

本文的结论均来自于对语料库的分析。

整个研究从数据出发，由数据驱动，由此进行语言学上的分析与概括。

本文作者衷心希望此论文的分析结果能给英语广告的写作者以及广告英语的学习者提供帮助。

关键词:

广告英语，词汇，句法，篇章，相同点，不同点

ANANALYSISOFLANGUAGEFEATURESINENGLISHADVERTISEMENTS

Abstract

ThispaperpresentsananalyticalstudyofthelanguagefeaturesofEnglishadvertisementsatlexical,syntacticanddiscourselevels.Inordertoconductadata-drivenstudy,theauthorbuildsacorpusof60Englishadvertisements.Itishopedthatthroughthedetailedsurveyofthreetypesofadvertisements:

namely,dailyconsumergoodsads,technicalequipmentads,serviceads,similaritiesanddifferencesinadvertisinglanguagefeaturescanbesummarizedandpossiblereasonswillbegiveninthelightofthemeaning,andfunctionoflanguage.

Thispaperwillbepresentedinfiveparts.Thefirstpartistheintroductionandthelastconclusion.Thefocusofthepaperislaidonthethreemiddlepartswhichrespectivelyanalyzelanguagefeaturesatlexical,syntacticanddiscourselevels.Theconclusionofthispaperisdrawnfromthedataanalysis.Intheanalysis,examplesfromthecorpuswillbegiven;figures,tablesandgraphswillalsobeofferedtomakethepaperunderstandableandpersuasive.

ItishopedthatthestudycanshedlightonthelanguagefeaturesofadvertisementsandalsoprovidehelptocopywritersandadvertisingEnglishlearners.

KEYWORDS:

EnglishAdvertisements,Lexical,Syntactic,Discourse,

Similarities,Differences

Contents

1.

Introduction………………………………………………………………

1

1.1

Rationaleofthestudy……………………………………………………...

1

1.2

Definitionofadvertising…………………………………………………...

1

1.3

Focusofthepresentstudy…………………………………………………

1

1.4

Sourcesofdata…………………………………………………………….

2

2.

Lexicalfeatures……………………………………………………………

2

2.1

Classificationofadvertisinganditsaudience……………………………..

2

2.2

Similaritiesatthelexicallevel…………………………………………….

3

2.2.1

Fewverbsareused………………………………………………………...

3

2.2.2

Useofemotivewords……………………………………………………..

4

2.2.3

Makepunandalliteration………………………………………………….

4

2.2.4

Useofweaselwords……………………………………………………….

5

2.3

Differencesatthelexicallevel…………………………………………….

6

2.3.1

Genderidentityinadvertisements………………………………………….

6

2.3.2

SelectionofAdjectives……………………………………………………

7

2.3.3

Compoundwords………………………………………………………….

8

2.3.4

Useofpronouns……………………………………………………………

8

3.

Syntacticalfeatures………………………………………………………

9

3.1

Similarities…………………………………………………………………

9

3.2

Differences…………………………………………………………………

10

3.2.1

Headlines…………………………………………………………………..

10

3.2.2

Comparisonofheadlinesofdifferenttypesofads………………………...

11

4.

Discoursefeatures...………………………………………………………..

12

4.1

Bodycopyofadvertisements……………………………………………...

12

4.2

Differencesinbodycopy…………………………………………….

12

5.

Conclusion…………………………………………………………………

14

Acknowledgement

SincerethanksgotoDr.WeiNaixingforhisinsightfulguidanceandearnesthelpallthroughthesearching,analysisandpaper-writingstages.

TheauthoralsowantstoextendherthankstoMs.LindaFrostwhohasgivenmuchhelpindatacollecting.

References

[1]Bolinger,Dwight&Sears,DonaldA.AspectsofLanguagethirdedition

NewYork:

HarcourtBraceJovanovich1981

[2]Bovee,CourtlandL.&Arens,WilliamF.ContemporaryAdvertisingforthedition

Homewood,IL:

Irwin1992

[3]Gove,PhilipBabcockWebster’sThirdNewInternationalDictionary

Springfield,Mass.:

G.&C.MerriamCo.1976

[4]Gregory,MichaelLanguageVarietiesandTheirSocialContexts

London:

Routledge&KeganPaulLtd.1981

[5]Jefkins,FrankWilliamAdvertisingPhiladelphia,PA:

MacdonaldandEvans1985

[6]O’Donnell,W.R.&Todd,LoretoVarietyinContemporaryEnglish

London:

GeorgeAllen&Unwin（Publishers）Ltd.1985

[7]Roberts,WilliamH.&Turgeon,GregoireAboutLanguagesecondediton

Boston:

HoughtonMifflinCo.1989

[8]Vestergaard,Torben&Schrder,KimThelanguageofAdvertising

Oxford[Oxfordshire];NewYork,NY,USA:

B.Blackwell1985

[9]方薇《现代英语广告教程》南京大学出版社1997

[10]崔刚，韩宝成，李营，《广告英语》北京理工大学出版社1993

1.Introduction

1.1Rationaleofthestudy

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

Naturally,advertisementsinEnglishhavebecomeanimportantmeansofcommunicatingideas,demonstratingavarietyoflinguisticfeaturesofitsown.Thepresentstudyattemptstoexaminethesefeaturesatthelexical,syntacticanddiscourselevels,inthehopeofbringingthemtolightand,thereby,offeringhelptoadvertisementwritersandlanguagelearners.

1.2Definitionofadvertising

AccordingtotheDefinitionCommitteeofAmericanMarketingAssociation（方薇,1997:

2）,advertisingisdefinedasfollows:

Advertisingisthenonpersonalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.

1.3Focusofthepresentstudy

Usually,advertisingcommunicatesinformationinthreetypes:

audio,visual,andlanguage.Itisamorecommoncasethatanadvertisementisamixtureofthethree.Inradioadvertisements,musicisalwaysaccompaniedbylanguage;onTVandmotionpictures,musicandlanguageillustrationaremixedwitheachother.Inmagazinesandnewspapers,advertisementsareacombinationofpicturesandlanguageofwritteninformation.Althoughmusicandpicturescanprovidesomehints,orcreateakindofatmosphere,theinformationabouttheproductislimited.Evenworse,itmayleadtomisunderstanding.Thus,wemaysaythatlanguageinawayprovidesmoreexact,detailedanddependableinformationwhereasmusicandpicturesonlyactasasupplementarymeansinadvertising.Advertisinglanguage,playingaroleofcommunicationandpersuasion,hasdevelopeditsownfeatures.

ThispaperwillfocusonthelanguagefeaturesofEnglishadvertisementsatlexical,syntacticanddiscourselevels.Itishoped,byacontrastivestudyofadvertisementsonthreetypesofproducts（dailyconsumergoods,technicalequipmentandservice）,similaritiesanddifferencesofthethreetypesofadvertisementswillbesummarizedandpossiblereasonswillbegiveninthelightofthemeaning,andfunctionoflanguage.

1.4Sourcesofdata

AlltheadvertisementsstudiedinthispaperaretakenfromEnglishmagazines.TheyarechosenfromTime,PeopleandNewsweek（issuesfrom1999-2000）,becausethesethreemagazineshaveahugecirculation,coveringallkindsofaudience.Almostallkindsofadvertisementscanbefoundinthesemagazines.Inordertogetvaluableinformationforthestudy,acorpusof60advertisementswasbuilt,whichconsistsof20dailyconsumergoodsads,20technicalequipmentads,and20serviceads.Conclusionswillbedrawnthroughquantitativeandqualitativestudiesofthedata.

2LexicalFeatures

2.1Classificationofadvertisinganditsaudience

Generallyspeaking,advertisementscanbedividedintotwotypes:

publicrelationadsandcommercialads.Theformertriestoadvocatereputationforasocialgroup,whosepurposeistoleaveafavorableimpressionuponthepotentialaudience.Thelatterleadstotheactofpurchasingtheproductsorusingtherecommendedservice.Commercialadsaremuchmorepresentedthroughmassmediaforthereasonthatmanufacturersandcompaniesarewillingtospendalargesumofmoneytomakeacertainproductknownortoboosttheimageofacertainbrand.Insomecases,competitors,likeCoca-colaandPerpsi,evensparenoexpensetolaunchadvertisingcampaignstowinoverthemarketshare.Commercialadvertisingcanalsobedividedaccordingtothetargetaudienceintotwogroups:

consumeradvertisingandbusinessadvertising.Mostoftheadsinthemassmediaareconsumeradvertisements.Theyaretypicallydirectedatconsumers.Bycontrast,businessadvertisingtendstobeconcentratedinspecializedbusinesspublications,professionaljournals,tradeshowstargetingatacertaingroupofpeopleinvolvedinsomebusiness.Sinceconsumeradvertisingismostaccessibletocommonpeople,thepresentstudyonwillfocusonconsumeradvertising.Theclassificationofadvertisingisclearlyshowninthefollowinggraph:

Graph1Classificationofadvertisements

PublicadsDailyconsumergoodsads

AdvertisingConsumeradsTechnicalequipmentads

Commercialads

BusinessadsServiceads

Theboldpartsshowthescopeofadvertisementswestudy.Dailyconsumergoodsarenecessitiesofdaily