实习论文定稿广告语言的特征.docx

实习论文定稿广告语言的特征.docx

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实习论文定稿广告语言的特征

CHANGSHAUNIVERSITYOFSCIENCE&TECHNOLOGY

实习论文

题目：

英语广告语言的特征分析

学生姓名：

吴茂荣

学号：

201060130321

班级

:

1003

专业：

英语

指导教师：

彭娟

2014年6月

PRACTICETHESIS

（Grade2010）

ANANALYSISOFLANGUAGEFEATUREINENGLISHADVERTISEMENTS

Name：

WuMaorong

Number：

201060130321

Class：

1003

Tutor:

PengJuan

Department:

SchoolofForeignLanguages

DateofCompletion:

June2014

英语广告语言的特征分析

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

ANANALYSISOFLANGUAGEFEATURESINENGLISH

ADERTISEMENTS

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

Contents

Introduction1

1LexicalFeatures2

1.1Classificationofadvertisinganditsaudience2

1.2Similaritiesatthelexicallevel3

1.2.1Fewverbsareused3

1.2.2Fewverbsareused4

1.3Differencesatthelexicallevel4

1.3.1Selectionofadjectives5

1.3.2Compoundwords5

1.3.3Useofpronouns5

2Syntacticalfeatures7

2.1Similarities7

2.2Differences9

3Discoursefeatures11

3.1BodyCopyofanAdvertisement11

3.2DifferencesinBodyCopies11

Conclusion14

Bibliography16

Acknowledgements17

Introduction

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.

1LexicalFeatures

AccordingtotheDefinitionCommitteeofAmericanMarketingAssociation（方薇,1997:

2）[1],advertisingisdefinedthatadvertisingisthenopersonalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.

1.1Classificationofadvertisinganditsaudience

Generallyspeaking,advertisementscanbedividedintotwotypes:

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

consumeradvertisingandbusinessadvertising.Mostoftheadsinthemassmediaareconsumeradvertisements.Theyaretypicallydirectedatconsumers.Bycontrast,businessadvertisingtendstobeconcentratedinspecializedbusinesspublications,professionaljournals,tradeshowstargetingatacertaingroupofpeopleinvolvedinsomebusiness.

Actually,advertisingworkseffectivelysomeofthetimeanddoesn’tworkothertimes.Thesinglecrucialreasonthatadvertisingdoesnotworkisthatinspecificinstancestheinformationitconveysneverreachestheconsumeratall,orisjudgedbytheconsumertoberedundant,meaningless,orirrelevant.Forexample,amotorbikeadvertisementwillprobablybeinvisibletohousewivesonthelookoutfornewcutlery.Socialstatusandindividualinterestdecidethatconsumergoodsadsaremainlytargetingatwomenwhiletechnicalequipmentadsarelargelyaimingatmen.Theamountofsharedknowledgebetweentheadvertiserandtheaudiencetogetherwiththethinkinghabitoftheaudiencedirectlyinfluencestheadvertisinglanguage.Sinceproductsandaudiencechangeineveryadvertisementinordertoachievehighadvertisingeffectiveness,languageuseddiffersindifferenttypesofadvertisements.Thus,inthispaperwediscussnotonlythesimilaritiesoflanguagesharedbyalltypesofadvertisementsbutalsodifferencesoflanguageusedindifferentkindsofadvertisements.

1.2Similaritiesatthelexicallevel

Inordertomaketheinformationaccessibletoaudienceeffectively,thechoiceofwordsinadvertisingisverycautiousandskillful.Theaimoftheadvertiserisquitespecific.Hewishestocapturetheattentionofthemembersofamassaudienceandbymeansofimpressivewordstopersuadethemtobuyaproductorbehaveinaparticularway,suchasgoingtoHawaiiforalltheirholidayneeds.Bothlinguisticandpsychologicalaspectsaretakenintoconsiderationinthechoiceofwords.Sharingthesamepurposeofadvertising－tofamiliarizeorremindconsumersofthebenefitsofparticularproductsinthehopeofincreasingsales,thetechniquesusedatthelexicallevelbyadvertisersdonotvarymarkedly.Thefollowingpointsaresomeprominentsimilarities.

1.2.1Fewverbsareused

G.N.Leech,Englishlinguist,lists20mostusedverbsinhisEnglishinAdvertising:

LinguisticstudyofAdvertisingInGreatBritain（方薇,1997:

20）[1].Theyare:

make,get,give,have,see,buy,come,go,know,keep,look,need,love,use,feel,like,choose,take,start,taste.

AllthesefrequentlyusedverbsaremonosyllabicandmostofthemhaveAnglo-SaxonoriginthatisthecommoncoreofEnglishvocabulary.LinguisticstudyshowsEnglishnativespeakerstendtousewordsofAnglo-Saxonorigin,becausenativewordshavecomparablystablemeaning[2].Inadvertising,thesesimplewordscanwintheconsumersbytheirexact,effectiveexpressionandakindofcloseness.Etymologicalstudiesshowthatthe20verbslistedbefore,exceptuseandtastewhicharefromancientFrench,allareAnglo-Saxonorigin.Eventhetwowords,useandtastehavelongbecomeindispensablelexicalitemsinthestockofcommoncorevocabularyoftheEnglishpeople,developingtheirstablemeaningandusage.

1.2.2Fewverbsareused

Aclosescrutinyofrecentadvertisementssuggeststhatthesoft-selltechniqueisnowpopular.Bysoft-selltechniquewemeantheonethatfavorsamoreemotiveandlessdirectiveapproachtopromoteaproduct,mainlyfocusingonthebuildingofbrandimage.Asaresult,emotivewords,mostofwhicharepleasantadjectives,aregreatlyencouragedtouse.New,good/better/best,fresh,free,delicious,sure,full,clean,wonderful,special,crisp,real,fine,great,safe,andrich.Theseadjectiveshelptobuildapleasantpictureinreaders’mindsandmanagetocreateabeliefinthepotentialconsumer:

IfIbuythisproductorifIchoosethisservice,Iwillleadabetterlife.Inaddition,comparativesandsuperlativesoccurtohighlighttheadvantageofacertainproductorservice.Forexample:

Nothingcomesclosertohome.（VegetableandChickenPastaBake）.

1.3Differencesatthelexicallevel

Whilewefoundquitealotofsimilaritiesinthechoiceofwords,wehavealsofoundsomedelicatedifferencesinthechoiceofwordsinthethreetypesofadvertisementsasclassifiedbefore:

dailyconsumergoodsads,technicalequipmentads,andserviceads.

Language,asacommunicativetool,isnotonlytoimpartinformation,tocommunicateide