AN ANALYSIS OF LANGUAGE FEATURES IN ENGLISH ADVERTISEMENTS英语专业毕业论文Word格式.docx

AN ANALYSIS OF LANGUAGE FEATURES IN ENGLISH ADVERTISEMENTS英语专业毕业论文Word格式.docx

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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（修辞，选词）﹑篇章三个层面的分析。

本文的结论均来自杂志，网站和参考文献上的资料的分析。

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。

关键词:

广告英语，词汇，句法，篇章，相同点，不同点

Abstract

ThispaperpresentsananalyticalstudyofthelanguagefeaturesofEnglishadvertisementsatlexical,syntactic（wordsandrhetoric）anddiscourselevels.Itishopedthatthroughthedetailedsurveyofthreetypesofadvertisements:

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

Thispaperwillbepresentedinfiveparts.Thefirstpartistheintroductionandthelastconclusion.Thefocusofthepaperislaidonthethreemiddleparts,whichrespectivelyanalyzelanguagefeaturesatlexical,syntactic（wordsandrhetoric）anddiscourselevels.Theconclusionofthispaperisdrawnfromthematerialsofthemagazinesandwebsitesandreferencesanalysis.Intheanalysis,examplesfromthecorpuswillbegiven;

figures,tablesandgraphswillalsobeofferedtomakethepaperunderstandableandpersuasive.

KEYWORDS:

EnglishAdvertisements,Lexical,Syntactic,Discourse,Similarities,Differences

Contents

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

1.1Rationaleofthestudy...

1.2Definitionofadvertising…………………………………………………...

1.3Focusofthepresentstudy…………………………………………………

2.Lexicalfeatures…………………………………………………………

2.1Classificationofadvertisinganditsaudience..

2.2Similaritiesatthelexicallevel.

2.2.1Fewverbsareused...

2.2.2Useofemotivewords……………………………………………………..4

2.2.3Punrhyme,figureofspeech,personificationantithesis,pallarellism…………………………………………….

2.3Differencesatthelexicallevel……………………………………………

2.3.1Genderidentityinadvertisements………………………………………….

2.3.2SelectionofAdjectives……………………………………………………

2.3.3Compoundwords………………………………………………………….

2.3.4Useofpronouns……………………………………………………………

3.Syntacticalfeatures………………………………………………………

3.1Similarities…………………………………………………………………

3.2Differences…………………………………………………………………

3.2.1Headlines…………………………………………………………………..

3.2.2Comparisonofheadlinesofdifferenttypesofads………………………..

4.Discoursefeatures...………………………………………………………..

4.1Bodycopyofadvertisements……………………………………………...

4.2Differencesinbodycopy…………………………………………….

5Conclusion…………………………………………………………………

1.Introduction

1.1Rationaleofthestudy

Weliveinaworldofadvertising.Aspotentialconsumers,weareendlesslybombardedwithallkindsofproducts’orservices’informationfromvariousmediaincludingnewspapers,magazines,televisions,radios,postersandInternet,etc.Advertisingprovidesavaluableservicetosociety,becauseitdefinesforconsumersthemeaningandtheroleofproducts,services,andinstitutions.Itindicatesthedifferencethatexistsbetweenbrandsofproductsandalternativeservices,aswellasthedistinguishingcharacteristicsofcompaniesandinstitutions.Advertisingalsotellstheconsumerwhataspecificproduct,brandorserviceshoulddowhenitisused.Thushelpshimorhertounderstandandevaluateexperiencewiththeproductsandservicesthatheorsheuses.Ontheotherhand,bymakingpeopleawareofproducts,serviceandideas,advertisingpromotessalesandprofits.Finally,advertisingisoneofthemajorforcesthatarehelpingimprovethestandardoflivingaroundtheworld.Combinedwithallthesecommunicational,marketingandsocialfunctions,advertisingbecomesindispensableinthemodernworld.

Naturally,advertisementsinEnglishhavebecomeanimportantmeansofcommunicatingideas,formingavarietyoflinguisticfeaturesofitsown.Thepresentstudyattemptstoexaminethesefeaturesatthelexical,syntactic（rhetoricandchangeablewords）anddiscourselevels.Thenwecanconcludethedifferentfeaturesatthelexical,syntactic（rhetoricandchangeablewords）anddiscourselevelsinthedailyconsumergoodsadvertisements,technicalequipmentadvertisements,andserviceadvertisements.

1.2Definitionofadvertising

AccordingtotheDefinitionCommitteeofAmericanMarketingAssociation（方薇,1997:

2）Advertisingisdefinedasfollows:

Advertisingisthenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.

1.3Focusofthepresentstudy

Usually,advertisingcommunicatesinformationinthreetypes:

audio,visual,andlanguage.Itisamorecommoncasethatanadvertisementisamixtureofthethre