Linguistic Analysis on Commercial Advertising从语言的角度分析商业广告Word文件下载.docx
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专业:
英语(双学位)
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起讫日期:
2011.10-2012.05
Abstract
Itiswellknownthat,toalargeextent,advertisementplaysadecisiveroleincommoditysales,becauseofitsmainfunctiontostimulatepublicdemandandcreatepublicmarket.Inthisway,massproductionandpricedecreasingbecomespossible.Inthecontemporaryworld,therefore,advertisementhasbecomeanecessaryelementforbothproducersandsellers.
Thus,ameaningful,profoundandvividadvertisementplaysanutmostpartinmerchandisingproduct.Thatisalsohowsomeexcellentandwell-knownbrandscomeintoourdailylife-followedbyasetofnovelads.However,allofwhicharedeterminedbytheuseofadslanguage.
Here,inthisarticlethenon-commercialadsaregoingtobestudiedfromlinguisticperspective.Thewholethesisiscomposedoffoursections.Thefirstsectionisthecontextofadvertisement,inwhichweintroducedefinition,classificationandelementsofadvertisement.Section2introducestheroleofcommercialadvertisingonenterprisedevelopment.Inthethirdsectionanalyzesthesocialroleofcommercialadvertisementfromthelinguisticperspective,explainingsomespecificcases,andthelastpartistomakeaconclusionofthewholestudy.Thus,thispaperexpandsthefieldforfurtherresearchandenrichesthecontentofadvertisingresearch.
Keywords:
advertising;
socialrole;
linguisticanalysis;
commercialadvertising;
摘要
众所周知,广告在商品销售中占有重要地位。
它通过刺激公众需求和创造市场价值,使得减少大规模生产和减小成本成为了可能。
因此在当代世界,广告已成为生产商和销售者必不可少的因素。
一条意义深刻且生动形象的广告在销售产品中扮演着重要角色。
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。
然而,这些都依赖于语言的选择。
因此,广告语言的正确使用直接决定了广告的成败,关系这整个产品的销售成果。
本文主要是从语言角度对广告用语进行深入研究。
全文由四部分组成:
第一部分是广告的背景,介绍广告的定义、分类和元素;
第二部分探讨了公益性广告在公司发展中的作用;
第三部分从语言角度陈述了商业广告的社会作用,并将其运用于案例分析;
最后一部分对全文进行了总结。
本课题的研究为以后的广告研究扩展了研究领域,提供了一定的方向。
关键词:
广告;
社会角色;
语言分析;
商业广告;
Content
Abstract1
摘要2
Content3
Chapter1Introduction1
1.1Context1
1.2Significanceandobjectiveofthisstudy2
Chapter2Advertising3
2.1Definitionofadvertising3
2.2Theclassificationofadvertising3
2.2.1ByFunctions4
2.2.2ByModes4
2.2.3ByTargets4
Chapter3TheRoleofCommercialAdvertisementinEnterpriseDevelopment6
3.1Thedefinitionofcommercialadvertising6
3.2Theimportantrolecommercialadvertisingineconomy7
3.3Thepositiveroleofcommercialadvertisinginthedevelopmentofenterprise8
3.4Thenegativeroleofcommercialadvertisinginthedevelopmentofenterprise11
Chapter4LinguisticAnalysisonCommercialAdvertising12
4.1Coca-Cola12
4.2EnglishadvertisingonCoca-Cola13
4.3Puninadvertising14
4.3.1Homographicpun15
4.3.2Homophonicpun15
Chapter5Conclusion17
Bibliography18
Acknowledgement19
Chapter1Introduction
1.1Context
Inthecontemporaryworld,advertisinghasbecomeanecessaryelementofourdailylifeandplaysadramaticallysignificantroleineverycornerofthesociety.Thankstoadvertisement,alotofbrandsgetbuiltupandnamerecognitionisraised.Inthisway,theinformationisdeliveredandthepersonalvalueisguided.Particularlysince20thcentury,byspreadinginformation,advertisinghasprovidedpersonalchoicesforconsumption,suchaschoosingindustrialgoods,dailygroceryandmanyotherbasicsupplies.Otherthanthat,advertisinghelpstostimulateconsumption.Consecutiveadvertisementscontinuallyincreaseconsumer’sinterestanddesire,andthentriggertheirpurchasebehaviors.Besides,Modernadvertisingnotonlypromotesallkindsofnewproducts,butalsointroducesdifferentknowledgeaboutworkandlife.Sinceadvertisinghassuchaprofoundimpactonourlifeandwork,researchingintoitisofgreatsignificancetothedevelopmentofhumansociety.
Atpresent,alotofresearcheshavebeendoneonthissubjectbymanydomesticandoverseaexperts,andthesediscussionswereall-aroundandspecific.Generallyspeaking,theseresearcheswereaboutthevariousformsofadvertisingoraboutthepsychologicalimpactofadvertisingonthepublic,butwereseldomdonefromtheperspectiveoflinguisticanalysis.Aslanguageplaysaparticularandsignificantroleinadvertising,becausewhenpeopleenjoythephysicalcomforts,theyalsotastethespiritualenjoymentbroughtbytheexcellentlanguageoftheadvertisement.
Asaresult,thispaperwillfocusonthesignificantinfluenceofdifferentlinguisticformsonadvertising’ssocialimpact,whichisseriouslydeficientintheadvertisingfield.Itmainlyincludestwoaspects:
thesocialroleofcommercialadvertisingandnon-commercialadvertising,bothofwhicharediscussedfromtheperspectiveoflinguisticanalysis.
1.2Significanceandobjectiveofthisstudy
Usually,theadvertisinginformationinthreeaspects:
thesound,image,writtenlanguage.Inradioadvertisingisalwaysaccompaniedbymusicandinlanguage,inTVandmovies,music,languageandimagethatmixwitheachother.Althoughthemusicandimagecanprovidesomeclues,orcreateanatmosphere,theinformationabouttheproductsislimited.Worse,itmaybemisleading.Therefore,wecansaythatthelanguageinawaytoprovidemoreaccurate,detailedandreliableinformationandthemusicandimageastheauxiliarymeansonlytheads.
Advertisinglanguage,playofcommunicationandpersuasion,hasitsowncharacteristic.
ThisarticlewillfocusonEnglishlanguagefeaturesofadvertisinginvocabulary,syntax,thelevelofdiscourse.Thisisthehopethat,throughthecontrastanalysisinthreedifferentproductadvertising(dailyconsumergoods,technicalequipmentandservices),similaritiesanddifferences,thethreetypesofadvertisingsummaryandpossiblereasonwillbeinthelightofthesignificanceandfunctionofthelanguage.
Chapter2Advertising
2.1Definitionofadvertising
ThedefinitionoftheadvertisinginconciseBritishencyclopediais:
advertisingisawayofspreadinginformationwhosepurposeistosellthegoods,services,influencepublicopinionofpoliticalsupportfromabusinessorcausetheadvertisingtootherresponse.China'
s"
Dictionary"
definitionofadvertisingis:
"
introducedtothepublicgoods,reportedthattheservicesorentertainmentprograms,aformofpublicity.Generaltheformofnewspapers,radio,television,posters,films,slides,windowdisplay,displayofgoods,etc.tocarryout.
Intoday’seconomicandsocialinformationage,advertising,asacommonbusinesscommunicationform,almostfilleachcornerofsociety.Advertising,justasitsnameimplies,isproductpropagandatoleteveryoneknowtheadvantagesandfunctionsoftheproduct,andbuyit.Soinordertoattractmorecustomers,theinformationofadvertisementisprobablyauthenticityinformation,butalsomaybevagueteasinginformation.Forwhich,adswilluseallsortsofrhetoricmethodsandexpressionstodescribetheproductforgreaterefficiency.
Yetadvertisingactivityisnotonlyakindofeconomicactivityforpeopletobringthenewgoodsandservices,whileisamainmediacultureforculturalexchange.Itislikeaninvisiblehandaboutpeople’slifestyleandspendinghabits.AdvertisingEnglishisdifferentfromcommonEnglish,asitisthestandardizationofthespecial-purposelanguagesentence.Inordertogeneratenovel,vividandattractiveeffectsofadvertising,Englishrhetoricisprettyexquisite.AseeminglysimpleEnglishadvertisinginfactalsocontainsanumberofrhetoricalskillsadvertisedinordertorealizepublicityresultandpurpose.
2.2Theclassificationofadvertising
Advertisingcanbeclassifiedintodifferentcategoriesdependingonvariouscriteria.Here,advertisingisdividedbyfunction,vector,andrangeofinfluence.
2.2.1ByFunctions
Basedonitsfunctions,advertisingcanbedividedintothreetypes:
thevisualmedia,auditorymediaandaudio-visualmedia(Li,2002:
83).
Visualmediaincludesnewspapers,magazines,mails,posters,flyers,calendars,outdooradvertising,windowdisplaysandmanyothermediaforms.Theyareusuallystrikingtotheaudience’svisualsense,thenattracttheirattentionsanddelivertheinformation.
Auditorymediaencompassesradiobroadcasting,cablebroadcasting,promotionalvehicles,recording,telephoningandsoon.
Audio-visualmediacontainstelevision,film,drama,essayandmanyotherperformances,whichisexceedinglygraphicandattractivetotheaudience.
Soforsomespecificfunctions,differentwaysofadvertisingwillbechosenforthepromotion.
2.2.2ByModes
Advertisementcanbeclassifiedintofourtypesaccordingtothevectors:
onlineadvertising,newspaperadvertising,mobileadvertisingandTVadvertising.
Underdifferentcircumstances,someofthemwillbemorefavored.Amongall,peoplemaythinkTVadvertisingasthemostextensivecoveragemodeofadvertisingtransmission,becauseTVsetsaremostcommonlyusedaroundtheworld.Butitdoesn’tmeanthatTVisthebestwaytoadvertiseandpromoteproducts.
Forexample,Newspaperadvertisingmaybethemosttraditionalmodeofadvertisingtransmission,butitisthemostinformativemodeoftransmission.Newspapers,asacomprehensivecontentofthemedia,arebasedontextandpicturewhichtransmitinformation.Therefore,itisverydescriptiveandcanexplainindetail.
Eachofthemhastheirownproperapplicationsituation.Itisuselesstocomparethemwitheachother,fortheirdifferentwaystodisseminateinformation.Asaresult,the“globalizedvillage”becomessmaller.
2.2.3ByTargets
Whotheadsisplannedtoreachmustbetakenin