On the Artistic Features in English Advertisement论广告英语的艺术性Word文档格式.docx

On the Artistic Features in English Advertisement论广告英语的艺术性Word文档格式.docx

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2.1LinguisticAttributesofEnglishAdvertisement3

2.1.1SoundArtistryofEnglishAdvertisement3

2.1.2LexicalFeatures5

2.1.3SyntacticFeatures8

2.2FeaturesofAdvertisementHeadline10

2.3.RhetoricalDevices11

3TheArtisticFeaturesofAdvertisementinOtherFields19

3.1TheArtisticFeaturesFromPragmaticsField.19

3.2TheArtisticFeaturesFromOtherViews19

4Conclusion21

References23

Acknowledgements

Iwouldliketothankallthosewhohavegivenmetheirgeneroushelps,commitmentandenthusiasm,whichhavebeenthemajordrivingforcetocompletethecurrentpaper.

Firstly,aspecialacknowledgementshouldbeshowntomyrespectedsupervisor.Iamgreatlyindebtedtohimforhisoriginalsuggestionsandexhaustiverevisionstothedissertation.Secondly,Iwanttoexpressmythankstoalltheteachersofmycollegecourseswhohelpedmeineverystageofmydevelopment.Ialsowanttothankmyroommateswhoseadvisesreallyimprovedthequalityofthispaper.Thirdly,Imustexpressmyheartythankstomybrother,whoseencouragementarevitaltothispaper.Lastbutnotleast,Iwanttotaketheopportunitytothankthelibraryassistantswhosuppliedmewithreferencematerialsofgreatvalues.

Abstract

Advertisinglanguageisanartisticallyconcentratedbusinesslanguage.Influencedbysuchsciencesaslinguistics,psychology,marketing,sociology,aesthetics,etc,itsdictionhasvariousvaluesforresearch.Itisnowmoreandmorecatchingpeople’sattentionforitsuniquefunction．Inmodernage,weweresurroundedbyvariousadvertisements，can’timaginewhatourlifewillbeifonedaytherewerenoadvertisement.

Advertisinglanguageisahighlyartisticlanguage,ithassomedistinctcharacteristicsinitsuseofwords.Inthelanguageperformanceaspect,theadvertisementlanguagehasitsuniquecharacterinwordusage,syntax,grammar,therhetoricalflavorandtheliterarystyle.TheapplicationofrhetoricinadvertisingEnglishhasmadeEnglishvivid，terse，humorousandrhythmic，thusdisplayingitsuniquecharm．WithmanyclassicEnglishadvertisements,thispaperanalysesandsummarizeshowcontrast,personification,simile,repetition,pun,exaggeration,parody,rhymeandotherartisticfeaturesareusedinadvertisingEnglish.

Keywords:

advertisingEnglish;

artisticfeature;

artofrhetoric

摘要

广告语言是一门浓缩的艺术化商业语言,其用词受语言学、心理学、营销学、社会学、美学诸多学科影响,具有多方面的研究价值。

它以其独特的功能越来越受人们的重视。

我们的日常生活被各种广告所包围。

很难想象没有了广告我们的生活会是什么样子。

广告英语是一门艺术性很强的语言，其词汇的使用具有鲜明特色。

在语言表达方面，广告语言有其独特的用词特色、句法特色、语法特色、修辞特色和

文体特色，在广告英语中运用各种修辞手法能使广告语言生动形象、幽默简洁、富有节奏和韵律。

本论文通过多例经典广告进行了分析、归纳与总结来研究拟人，对比，比喻，重复，双关，夸张，押韵等一系列修辞手法和其它一些方法对达到广告目的的作用。

关键词：

广告英语；

艺术性；

修辞艺术性

1Introduction

Nowadays,commoditiesaredevelopedfastasamarketingcommoditycarrier;

advertisingisplayingthevitalroleinourcountry’seconomicdevelopment.WhenintroducetheoverseasqualityproductandtheservicetoChina,orselltheChineseproducttooverseas,allofthosemustbedonewiththehelpofadvertisement.Becauseofitsuniquelanguagecharmandsummoningforce,advertisementEnglishhasbloomedoutfromEnglishfamily,ithasuniquecharactersbothintheglossaryandthesentencetype.Agoodpieceofadvertisementmusteasytounderstand,easytorecord,onlybythiswaycanmakedeepimpressioninthepublic.Asanimportantcomponent,advertisementEnglishnotonlyretainedthebasiccharacterofEnglish,butalsoboughtinvariouscountries'

wayofadvertisementwordusage,thusgraduallyformeditsownuniquestyle.

Advertisingisakindofcommunication.Advertisersfrequentlycallthemselves“communicators”.Communicationreferstothetransmissionofinformationbetweenasourerandareceiverusingasignalingsystem（Fatihi,1991:

79）.Ifadvertiserselectsthestraightforwardmethod,itmayeasilybeconsideredasintentionallyexaggeratetheproduct,andmayledtocustomers’repugnance.Therefore,mostofadvertisementsdoesnotdirectlyexpresstheactualmeaning,butchosethetortuouswaytoimplicitlyexpress,puttheimplicationintheanalogy,thepersonification,doublemeaning,theexaggeration,imitatesplansetc,itmayachievestheeffectwhichthetunerefinedlanguageexpressesone'

sidea.

Throughthisway,itisnotonlyanadvantagefortheconsumertohaveamorethoroughunderstandingbutalsofortheeditortovividlyexpressthoughts,itmaycausesadvertisementsentencetohavethepersuasivepower,andtheartisticcharm.

So,itisofgreatimportanceforustounderstandadvertisementEnglish.ItisnotonlyhastheadvantagetounderstandEnglishadvertisement,butalsoprofitsustounderstandEnglishadvertisement’spropagandastrategyandtheskill,thuscanappliesitintheChineseproducts’advertisementspropaganda.ItmaycausetheChineseproducttohavetheinternationalcompetitiveness;

moreoveritalsohascertainhelpforustostudyEnglish.

Therefore,tounderstandadvertisementspropaganda’simportantcarrier--advertisementEnglishappearsespeciallyimportant.Throughthewayofexampleanalysis,thisarticleappreciateslanguagebeautyofartwhicheachmethodbrings,inordertohaveabenefittoEnglishadvertisement'

screationaswellasappreciateoftheadvertisement.

Itwillbediscussedinthefollowingpart.

2TheArtisticFeaturesinEnglishAdvertisement

Advertisingformsanintegralpartofmodernlife,asitplaysanindispensableroleinpromotingsalesandguidingconsumption.Throughitawidersenseoftheworldcanbeseen.Butwhatisadvertisingexactly?

TheCambridgeEncyclopedia（1992:

12）definesadvertisinginthefollowingwords:

Thepracticeofinformingandinfluencingothersnotpersonallyknowntothecommunicatorthroughpaidmessagesinthemedia:

alsotheadvertisementsthemselves.

Asawayofpropaganda,theusageofadvertisementistospreadinformation,broadmarket.Theadvertisementlanguagehasthefeaturesofinteresting,attractive;

besides,itusuallyusesallkindsoffiguresofspeechtoenhanceitsartistry.ThisthesistriestoanalyzetheArtisticFeaturesinEnglishAdvertisement.

2.1LinguisticAttributesofEnglishAdvertisement

Asabranchofpragmatic,wecanuselinguisticviewtoanalyzeEnglishadvertisement.Itcanbediscussedinthefollowingparts:

sound,lexical,syntactic.

2.1.1SoundArtistryofEnglishAdvertisement

Analyzedfrommanyclassicadvertisements,soundartistryplaysanimportantrole.I’lldiscussitinthefollowingelements:

Alliteration,Rhyme,Onomatopoeia.

1）Alliteration

Inalliterationthesameconsonantsoundofwordsisrepeatedatintervalsintheinitialpositionofwords.（FengCuihua，1995:

134）Inadvertisements,thisdevicecanbeusedtoimpressthenameorthecharacteristicofproductonaudience'

smemorythroughsheerrepetitionofthesameinitialsounds.

（1）BP,whobringsbillionsofbarrelsfromthebackofbeyond,nowbakesbiscuitsinBerlin.

ThisadvertisementofBritishPetroleumCompanyLtd.istypicaloftheuseofalliteration.Thattheinitialsound[b]repeatsforninetimesmakestheadvertisementspecialandstrikinginsoundeffect.Therepeated[b]makesthewordssoundclearandsharpandthesentenceflowquicklyandactively,whichsuggeststhatBPCompanyisefficientandvigorous.

2）Rhyme

Thetailrhymeistherhymeusedintheendofword,whichstrengthenedtherhythmofadvertisementlanguage.

（2）Bigthrills，Snailbills．

ThisistheBudgetrentalcar’sadvertisement,thrillsandbillssignstherhyme,theadvertisementhasaneatstructure,andfullofrhythm.

3）TheMixedUseofAlliterationandRhythm

（3）MyGoodness!

MyGuinness!

Thisisabeeradvertisement，GoodnessandGuinnessistheusageofalliterationandrhyme,whichreadslikeflowingstream.Itvividlyportraysthescenewhenpeopledrinkandsinghighlyofthisbeer,itstrengthenedtheadvertisement’seffect.

4）Onomatopoeia

Theonomatopoeiareferstothesimulationofpeople,animalaswellasothersounds;

itmayhavetheeffectofvividly.

（4）Shhhhhhh⋯

Thisisthedishwasheradvertisement.Inordertoprominenttheoperationofmachinedoesn’thavenoise,theadvertisementselected“shhhhhhh”tosimulatetheslightsisisoundwhenmachineoperationsendsout,itstrengthenedtheproducts’entitycharacterandmoreexpressive,candefinitelymeetconsumer'

srequirements.

2.1.2LexicalFeatures

Noveltyiscloselyassociatedwith“new”,“fresh”and“creative”.“Witheverynewidea,newexpressionscomeintoexistenceinthelanguageofadvertisement”.（Fatihi,1991:

38）.Thisisusuallyrealizedindictionandinform.Inadvertisements,thewordsusedarecreative,sometimesunprecedented.Theycanbecompoundwordsorpurecoinage.Theyfollowtherulesofwordformation.Advertisersdraintheirbraintofindorinventanewwordorphasetoexpressanideainaquiteunexpectedbutacceptableway,suchascompounding,clipping,blending,coiningandaffixation.

1）UsePopularitySpokenWords

Thewordissimpleandbrief,easytounderstand,fullofcolloquial.Fordifferentagegroupandsocialclass,thespokenlanguageiseasytounderstand,thewidelyknowneffect.Forexample,“Tome,thepastisblackandwhite,butthefutureisalwayscolor”.Itdirectlytellspeopletheuniquecharmingcharacterxuannishiliquorsendsout.WhentastestheXuannishiwine,yourvision,taste,feelingwilllingeredinthewine,youmayhavethesenseofbeauty.Yourlifewillthereforecolorful,yourspiritwillachieveanewaltitude.

2）FrequentlyUseMonosyllabl