英语专业毕业论文 从语言角度分析广告的社会作用Word文件下载.docx

英语专业毕业论文 从语言角度分析广告的社会作用Word文件下载.docx

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Keywords:

advertising;

socialrole;

linguisticanalysis

摘要

众所周知，广告在货物的流通中起着举足轻重的作用，它在厂家、商店和消费者之间架起了桥梁。

广告可以创造大众需求，大众市场，从而支持了大批量生产，进而降低产品价格。

在现代社会中，广告已成为人们日常生活中不可缺少的内容，在社会的各个方面都起到了相当重要的作用。

广告的语言使用在其中发挥巨大作用，一条有穿透力、有深度、有内涵的品牌广告语其传播的力量是无穷的。

许多优秀产品和著名品牌，就是在拥有一句优秀广告语的广告的伴随下走进人们生活的。

本文共分为三章。

第一章是广告的概述，简要介绍了广告的定义、分类与要素，旨在为下文论述打下背景基础。

第二章是介绍商业广告的社会作用，重在从语言分析的角度切入，举例进行论证。

第三章是探讨公益广告的社会作用，从词汇、语法和语义方面分别举例论证，分析不同语言形式对其作用的影响并指出商业广告与公益广告之间相互结合、相互渗透的发展趋势。

本课题的研究将拓展广告英语的研究内容和研究领域。

关键词：

广告语社会作用语言分析

Introduction

Inmodernsociety,advertisinghasbecomeanindispensableelementofourdailylifeandplaysanimportantroleinallaspectsofsociety.Advertisingbuildsupthebrandandraisesthenamerecognition,aswellasdeliverstheinformationandguidesthepersonalvalue.Particularlysincethe20thcentury,advertisingprovidespersonalchoicesforconsumptionbyspreadinginformation,suchaschoosingindustrialgoods,dailynecessitiesandmanyotherbasicsupplies.Inaddition,advertisingalsoplaysanimportantroleinstimulatingconsumption.Consecutiveadvertisementsareceaselessstimulatesforconsumer'

sinterestanddesire,thuscontributetotheirpurchasebehaviors.Inthenextplace,advertisingalsoimpartsknowledgeandeducatespeople.Becausemodernadvertisingdosenotonlypromotesallkindsofnewproducts,butalsointroducesdifferentknowledgeaboutworkandlife.Sinceadvertisinghassuchaprofoundimpactonourlifeandwork,researchingintoitisofgreatsignificancetothedevelopmentofhumansociety.

Atpresent,manydomesticandoverseasexpertshavedonealotofresearchesonthissubject,andtheirdiscussionsareall-aroundandparticular.Generallyspeaking,theresearchesareaboutthevariousformsofadvertisingoraboutthepsychologicalimpactofadvertisingonthepublic,butseldomintheperspectiveoflinguisticanalysis.Asweallknow,languageplaysaparticularandsignificantroleinadvertising.Becausewhenpeopleenjoythephysicalcomforts,theyalsotastethespiritualenjoymentbroughtbytheexcellentlanguageoftheadvertisement.

Therefore,inthispaper,inordertoknowthecontemporarysituationofdomesticandoverseasexperts’researchesonadvertisingfromdifferentperspectives，theirresearchesaboutthesocialrolesofadvertisingbothonvariousacademicjournalsandonlineresourceswillbearrangedandcompiled.Thenthispaperwillpointouttheshortageontheresearchcontentandrangeofstudy.Afterwardthispaperwillfocusonthesignificantinfluenceofdifferentlinguisticformsonadvertisingsocialimpact,mainlyincludingtwoaspects:

thesocialroleofcommercialadvertisingandnon-commercialadvertising.Bothofthemarediscussedintheperspectiveoflinguisticanalysis.

Chapter1TheBackgroundInformationofAdvertising

1.1TheDefinitionofAdvertising

Itisreallyhardtofindasatisfactorydefinitionofadvertising.Sorapidlyhasadvertisingadvancedthroughitsvariouschangesthateventhelatestdictionariesandencyclopediasareoutofdateintheirattemptstodefineit.Butinaword,advertisingisaformofcommunicationthattypicallyattemptstopersuadepotentialcustomerstopurchaseortoconsumemoreofaparticularbrandofproductorservice（Zhao,2003:

35）.

Theformationofmodernadvertisingwasintimatelyboundupwiththeemergenceofnewformsofmonopolycapitalismaroundtheendofthe19thandbeginningofthe20thcentury,asoneelementincorporatestrategiestocreate,organizeandwherepossiblecontrolmarkets,especiallyformassproducedconsumergoods.Massproductionnecessitatedmassconsumption,andthisinturnrequiredacertainhomogenizationofconsumertastesforfinalproducts.Atitslimit,thisinvolvedseekingtocreateworldculturalconvergence,tohomogenizeconsumertastesandengineeraconvergenceoflifestyle,cultureandbehaviorsamongconsumersegmentsacrosstheworl.

Apicturesquewayofputtingitistocallitbusinessimagination,animaginationthatseesinproductpossibilitieswhichcanberealizedonlybyappealingtothepublicinnewwaystocreateadesirewherenoneexistedbefore.Anywayitisaverybroadword,conveyingdifferentideastodifferentpeople.

1.2TheClassificationofAdvertising

1.2.1ByVector

Advertisementcanbeclassifiedintofourtypesaccordingtothevectors:

onlineadvertising,newspaperadvertising,mobileadvertisingandTVadvertising.

Forthemajorityofpeople,maybeTVadvertisingisthemostextensivecoveragemodeofadvertisingtransmission,becauseTVsetsareverypopulararoundtheworld.However,wecannotsimplysayTVisthebestwaytopromote.Forexample,Newspaperadvertisingmaybethemosttraditionalmodeofadvertisingtransmission,butitisthemostinformativemodeoftransmission.Newspapers,asacomprehensivecontentofthemedia,arebasedontextandpicturewhichtransmitinformation.Therefore,itisverydescriptiveandcanexplainindetail.

Sothesevectorsallhavetheirownadvantages.Wecannotcomparethemwitheachother.Wejustcansaythattheyusedifferentwaystodisseminateinformation.Becauseofthem,updateofworld’sinformationhasbeenfaster,whichmakesthewholeworldbecomeanunionincreasingly.

1.2.2ByFunction

Accordingtothefunctions,advertisingcanbedividedintothreetypes:

thevisualmedia,auditorymediaandaudio-visualmedia（Li,2002:

83）.

Visualmedia,includingnewspapers,magazines,mails,posters,flyers,calendars,outdooradvertising,windowdisplaysandmanyothermediaforms.Theyareusuallystrikingtotheaudience’svisualsense,thenattracttheirattentionsanddelivertheinformation.

Auditorymedia,includingradiobroadcasting,cablebroadcasting,promotionalvehicles,recording,telephoneandsoon.

Dual-useaudio-visualmediacontainstelevision,film,drama,essayandmanyotherperformances.Theyareexceedinggraphicandattractivetotheaudience.

1.2.3ByRangeofInfluence

Accordingtotheinfluence,advertisingcanbeclassifiedintothreetypes:

internationaladvertising,nationaladvertisingandlocaladvertising.

Internationaladvertisingissuchkindofadvertisingwhichaimstomakeglobalorientedpublications.Theyuseinternationaladvertisingmedia.Asageneralrule,onlysupercompaniescanusethistypeofadvertising.However,withthedevelopmentofmoderntransmissiontechnology,middle-sizedenterprisesnowalsohavetheabilityandpossibilitytousetheinternationaladvertising.

Nationaladvertisingreferstotheadvertisingwhichcoversthewholecountry.Itmainlyfocusesonthedomesticmarketandusesnationaladvertisingmediasuchasnationaltelevisionstations,newspapersandothernationalmagazines.Limitedbynationalboundariesandlanguages,thefeatureofdomesticmarketarerelativelyindependent,sotheadvertisingaimstodevelopthelatentcapacityofthedomesticmarket.

Localadvertisingusuallycoversaprovinceoracity,suchplacecanbeawholeareabecauseofsomesimilaritiesingeographicfeatures,economiclevelsorsocialandculturalenvironments.Ittransmitsbyprovincialtelevisionstations,minoritytelevisionstations，radiostations,localnewspapersandmagazines.

1.2.4ByTarget

Accordingtotargetofadvertising,itcanbedividedintofourtypes:

commercialadvertising,non-commercialadvertising,socialadvertisingandpoliticaladvertising.

Commercialadvertisingistheadvertisingthataimstoprofitability，whichisalsocalledeconomicadvertising.

Non-commercialadvertisingisrelatedtopublicbenefits，usuallydonothasanyprofits.

Socialadvertisingisthekindofadvertisingwhichisconcernedwiththepublicproblems.

Politicaladvertisingaimstoinfluencepublicopinions,togainsupport,ortoelicitsomeotherresponsedesiredbytheadvertiser.

1.3TheElementsofAdvertising

Asonewillsee,anyadvertisementismadeupofseveralelements.Mostadvertisementsuseallofthem,includingtheheadlineordisplayline,theillustration,thebodycopyortextandslogan.Eachwillbeconsideredinsomedetailsbelow.

（1）Headline

Aheadlineisoftenashortparagraphorabriefsentencerepresentingtheadvertisingtheme.Itisthesoulofanadvertisement,andoftenstandsataneye-catchingplaceoftheadvertisingcopywithboldlett