词汇学论文Word文件下载.docx

词汇学论文Word文件下载.docx

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关键词:

广告英语，词汇，句法，篇章，相同点，不同点

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……………………………………………………...

1.2

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

1.3

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

1.4

Sourcesofdata…………………………………………………………….

2

2.

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

2.1

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

2.2

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

3

2.2.1

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

2.2.2

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

4

2.2.3

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

2.2.4

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

5

2.3

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

6

2.3.1

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

2.3.2

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

7

2.3.3

Compoundwords………………………………………………………….

8

2.3.4

Useofpronouns……………………………………………………………

3.

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

9

3.1

Similarities…………………………………………………………………

3.2

Differences…………………………………………………………………

10

3.2.1

Headlines…………………………………………………………………..

3.2.2

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

11

4.

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

12

4.1

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

4.2

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

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

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

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

Thebol