浅论广告英语的语言特点Word文档格式.docx
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精美的美日特色饭菜和令人垂涎的点心。
)Tastersricher……mellower……moresatisfying.(口味更浓……更醇……更令人满意。
)
●创造新词、怪词以引起新奇感,突出产品的新、奇、特,满足消费者追求新潮、标榜个性的心理。
Fortwogethertheultimateallinclusiveonepricesunkissedholiday.(两人共度一个阳光灿烂的假日,一切费用均包括在单人价格之内。
)twogether取自together之音,又取“两人”之意比together更形象,倍添情趣。
●词汇的重复。
词汇的重复是一种常用的技巧,可以起强调、渲染的作用,而这恰恰是广告语言所要追求的效果。
Easytouseeasytocleaneasytoassemble.日光牌简便烧烤架广告
●使用缩略词和复合词以节省广告篇幅。
广告写作中常尽可能缩短篇幅,以降低成本。
缩略词和复合词的使用比比皆是。
WheretoleaveyourtroubleswhenyouflyJAL.乘坐日航班机,一路无忧。
JAL是JapanAirlines的缩写形式。
●“雅”语、“俗”语平分天下,色彩缤纷。
Thehomeofyourdreamsawaitsyoubehindthisdoor.Whetheryourtastebeacountrymanorestateorapenthouseintheskyyouwillfindthefollowingpagesfilledwiththeworlds’mostelegantresidences.(打开门,等着您的就是梦寐以求的家。
无论您想要一座乡间宅第,或者是一间摩天大楼的顶屋,翻开下面几页就可以看到世界上最美的住宅,供您挑选。
)广告中的await,be,manorelegant,residence都是正是场合下才使用的“雅”语词汇,它们在这里代替了“俗语”的wait,is,house,nice,place。
2.广告英语的句法特点
●简单短句多,醒目易懂。
FreshUpwithSeven-up.(请饮七喜,倍添精神)。
●并列句多,简洁明了,易于理解;
平行结构,加深印象。
IntroducingFITNESSmagazine.It’sabouthealthit’saboutexerciseit’saboutyourimageyourenergyandyouroutlook.(向您推荐《健康》杂志:
说健康、说锻炼、说形象、说精力、说展望。
)●省略句多,语言凝练。
You’llenjoyrelaxedsunnydays.Warmcrystalclearlagoons.Coolgreenfoliage.Waterfalls.Flowers.Exoticscents.Brightblueskies.Secludedbeaches.Gracefulpalms.Breathtakingsunsets.Softeveningbreezes.Andfoodthatsimplyoutstanding.(您会享受这阳光明媚的轻松日子。
温暖、清澈的环礁湖,清凉、碧绿的树叶,瀑布,花丛,异样的芬芳,明亮的蓝天,幽静的海滩,优美的棕榈,壮丽的日落,轻柔的晚风。
还有那绝妙的食物。
)从“温暖、清澈的环礁湖”到“轻柔的晚风”,一连串名词短语代替了You’llenjoy……的句子。
不仅简洁紧凑,而且又鲜明有力。
●祈使句多,具有强烈的鼓动色彩。
SocomeintoMcDonald’sandenjoybigMacSandwich.(走进麦当劳,享用大三明治。
●否定句少。
即使使用否定句,也是为了用其他商品来反衬,或从反面突出产品特性。
WewouldneversaythenewAudiA4isthebestinitsclass.Wedon’thaveto.(我们根本不必说新型奥迪A4同类车中最好的。
没有这个必要。
●常用主动语态和现在时,给人一种直接感,并暗示商品的持久和永恒特性。
HarmonyofstyleandperformancesetthisnewMazda6apart.QualitiesareattheheartofeveryMazda.(式样与性能的协调一致使新型马自达6与众不同。
质量是马自达的核心。
3.广告英语的修辞特点
有人称其为“半文学体”(sub-literarygenre)(Leech,1969),因此广告中常使用修辞手段。
●比喻(analogy):
Featherwater:
lightasafeather.(法泽瓦特眼镜:
轻如鸿毛。
●拟人(personification):
FlowersbyInterfloraspeakfromtheheart.(植物园培育的鲜花倾诉衷肠。
●双关(pun):
AskforMore.(摩尔牌香烟的广告)
●押韵(rhyming):
Hi-fiHi-funHi-fashiononlyfromSony.(高保真,高乐趣,高时尚,只来自索尼。
)(索尼音响的广告)
●重复(repetition):
Dishafterdishafterdish.Peopleexpectustobebetter.(一盘一盘又一盘。
人们盼望我们更好。
)
摘要
广告,顾名思义就是广而告之。
作为一种宣传和传播信息模式,广告的作用不容忽视,因为它不仅只是一种说服顾客进行消费的技巧,更重要的是,它已逐渐成为社会交流的必须手段之一。
本文通过对大量英语广告实例进行分析,并参照国外着名广告人GuyCook等的理论,详细剖析了广告英语的语言特点。
广告在我们今天的社会几乎是无孔不入,它的传播介质多种多样,包括报纸、杂志、电视、广播、网络等。
广告具有鲜明的目的性,即说服顾客进行购买,这种目的性决定了其语言的特色性风格,使其独立于其它文体,在语言学范畴内值得研究。
本文选定英语这一全球普遍使用的语言,就其应用于广告领域而产生的一些语言学特点和广告本身的社会性特点进行深入分析,希望能对相关领域的研究有一定的借鉴作用和参考价值。
本文共分为五章,第一章追溯了广告的起源,对广告的分类、作用及定义做了简单概要;
第二章介绍了广告和文体学的基本定义,广告中,文字和图像的完美结合取决于创意和所用媒体,但它们共同组成了广告语言;
第三章从句法学、修辞学、词汇学等理论切入,用大量例子分析了广告英语的语言特点,并从语篇分析的角度对其语言特点进行了剖析;
在语篇分析的章节中,引用了GuyCook的语篇分析模型,并引入了广告问题研究领域新近提出的"
文章关联性"
等概念;
第四章结合了第三章的观点,通过具体英语广告实例对标题中的用词、句子结构、称谓模式、修辞格进行了阐述,分析了广告语言对广告效果的影响;
最后一章指出了广告英语发展的口语化和简单化趋势及其目前存在的模糊性语言特点,揭开了广告华丽词藻下所掩盖的非真实的广告氛围,批判了其模糊性误导消费者的消极一面。
关键词:
广告;
广告英语;
语言特点
Abstract
Asawayofpropagatingandtransmittinginformation,advertising'
sroleconnotbeunderestimatedbecauseitisnotonlyanartfultechniqueinpersuadingpeopletobuy,butalsograduallyhasbecomeamustforsocialcommunicationwhichinturninfluencesthedevelopmentofsocietyandeconomy.ThepurposeofthispaperistostudythelinguisticfeaturesandsociologicalfeaturesofadvertisingEnglish,inthehopetohelpcopywritersathomemarketsintheircreatingprocess.
Nowadaysadvertisinghaspenetratedintoeverycornerofourlifeasitstransmittingmediainmanyforms:
newspaper,magazine,TV,radioaswellasnetwork.Thegoalofadvertisingdecidesitslanguagetobesimpleanddirect,distinctfromthecharacteristicsofotherdiscourses.ThusananalysisonthelinguisticfeaturesofadvertisingEnglishinthelinguisticfieldisworthwhile.Undersuchcircumstances,astudyonthelinguisticfeaturesofadvertisingEnglishwillhavepracticaleffectsonthecomposingandtranslatingworkofthecopywriters.
Thewholepaperisdividedintofivechapters.Thefirstchaptertracesbacktheoriginofadvertisingandabriefintroductionontheclassifications,rolesanddefinitionsofadvertisingispresentedforthelaterdiscussion.
Thesecondchapterintroducesthetheoryofadvertisementsandstylistics,theprecisebalanceofwords(eitherspokenorwritten)andpicturesisdeterminedbythecreativeconceptandthemediumused,butthecombinationofimagesandwordsmakesupthelanguageofadvertising.
Thethirdchapterstartsfromthetheoriesinsyntax,lexicology,rhetoricandendswiththelinguisticfeaturesanalyzedinthefieldofdiscourseanalysis.
ThefourthchaptercombinestheviewpointsfromthepreviouschapterthirdandexplorestheeffectoftheadvertisingEnglishasawholeadvertisingprocess.Thelastchapter,alsotheconclusionpart,showsthatthoughadvertisinglanguageappearstobefloweryandrefined,itscontentisnobetterthancommonestlanguagecouldconvey.Byexposingthevarioustechniquesadvertisershaveemployedintheirwriting,thisparthopestoremindconsumersthatadvertisingEnglishisgraduallyattainingthenegativeandambiguousroleinguidingpeopletobuy.
Keywords:
Advertising,AdvertisingEnglish,LinguisticFeatures
Chapter1Introduction
NootherstatementcouldhavesummedupthecharmofadvertisementthanwhatAldousHuxleyhascommented.Ashehassaidadvertisementasaliteraryformisthemostexciting,themostarduousliteraryformofall,andthemostpregnantincuriouspossibilities.Inhiscommentheassertedadvertisementisaliteraryformandthecopywritingprocessisthedelightfulandsalubriousexerciseforthemind.Butallinall,whatisadvertising,andwhatmakesitunique?
1.1HistoryofAdvertisement
Advertisementemergedfromthewombofcommodityproductionandexchange.Theconditionfortheexistenceofadvertisingis"
atleastasegmentofthepopulationmustliveabovethesubsistencelevel"
.Whenthissituationoccursitalsobecomesnecessaryfor"
theproducersofmaterially'
unnecessary'
goodstodosomethingtomakepeoplewanttoacquiretheircommodities."
(VestergaardandSchroder4)
Theembryonicformofadvertisingintheworldisstreetcries,whichexisteventoday.AdvertisingwasnotunknowninancientGreeceandRome,butadvertisingaswerecognizeitdidnotstartuntiltheseventeenthcenturyintheWest.Itwasataboutthistimethatnewspaperbegantocirculate.Beforethat,itisprintingwhichwasfirstinventedinChinaandthenintroducedtotheWestthatplayedavitalroleintheproductionofprintadvertising."
Classified"
(smallads)typesofadvertisingweredominantbeforethenineteenthcenturyandstyleandlanguageusedinadsatthattimetendedtobedirectandinformative.TheindustrialRevolution,whichbeganinEnglandinthemid-1700sandreachedtheUnitedStatesbytheearly1800s,facilitatedmass-productionofgoods.Meanwhileadvertisingbecamemoreandmoreimportantintheindustrialmarket.Thegreatbreakthroughforadvertisingcameonlyinthelatenineteenthcentury.Technologyandmass-productiontechniqueswerethensufficientlydevelopedformorefirmstobeabletoturnoutproductsofroughlythesamequalityandatroughlythesameprice.Thisbroughtonacrisisofover-productionandunderconsumptionwhichmeantthatthemarketneededtobestimulatedbyadvertising.Atthistimeadvertisingchangeditsfunctionfromproclamationtopersuasion.Inthetwentiethcentury,advertisingdevelopedrapidlyalongsidetheadventofnewmedia-radioandtelevisioninsuccession.
AccordingtoRichardPollay'
scontentanalysisoftwothousandprintadsfromtenleadingmagazinesintheUSA,adshaveprogressivelyturnedtowardstheemotionalratherthantheinformativeapproachandthereisashiftseeinghumannatureasrationaltoseemingitasemotional.
TodayinChina,whileoureconomicstructureisshiftingfromtheentirelyplannedeconomytothesocialistmarketeconomysystem,advertisingisbecomingmoreandmoreactiveandsophisticated.In1992,China'
sadvertisingexpenditurereached$862million,amongthefastestgrowingcountriesinAsia.ThisyearwiththeentryofChinaintoWTO,thisexpenditurefigurewillundoubtedlyriseup,whichwillsupporttheviewthatadvertisingisanindispensablemeansforprovidingtheinformationthatallmarket-orientedindustrializedsocietiesneedfortheireconomiestofunctionefficiently.
1.2ClassificationsofAdvertising
Advertisingmaybeclassifiedbymedium(newspaper,magazine,radio,television).Bytargetaudience(consumer,industrial,business),bygeography(international,national,regional,local),orbyitsfunctionorpurpose(productornon-product,commercialornoncommercial,primarydemandorselectivedemand,directactionorindirectaction).
BecauseitisdifficulttogainaccesstoenoughdateforEnglishcommercialsandadsonradioorTV,thus,thesubjectofthisresearchpaperwillmainlyconcentrateontheprintadvertising.
1.3RolesofAdvertising
Anadvertiser'
smainpurposeistopresentandexhibitproductor