广告英语之特色Word文件下载.docx

广告英语之特色Word文件下载.docx

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1.3RolesofAdvertising………………………………………………………………4

1.4DefinitionsofAdvertising………………………………………………………5

1.5PurposeofResearch………………………………………………………………7

2.TheoreticalBackground………………………….……………………………7

2.1Advertisement……………………………………………………..………………7

2.1.1DefinitionandGoal……………………………………………………….……7

2.1.2ElementsofanAdvertisement…………………………………………………8

3.Stylistics……………………………………………………………………………10

3.1TheNeedforStylistics……………………………………………………………10

3.2Definition……………………………………………………………………………10

4.CreativeTranslation………………………………………………………………11

4.1Thefeaturesofrhetorics…………………………………………………………12

4.2Slogan………………………………………………………………………………12

4.3Rhyme………………………………………………………………………………12

4.4Alliteration…………………………………………………………………………13

4.5LexicalCharacteristics--ColloquialandCommonWords……………………13

5.Conclusion…………………………………………………………………………14

6.Bibliography………………………………………………………………………14

TheCharacteristicsofAdvertisingEnglish

ZhaoLin

Abstract:

Theadvertisementisaveryimportantwaytoexpressinformationtopublic.Itcannotonlyhelppeopletounderstandsomeknowledgeoftheproducts,butalsoattractpeople’sgreaterdesiretobuytheproducts,improvethetradeandleaveabeautifulimpressiononthepeople.Soithasitsobviouscharacteristicsinthesefunctions.We’reveryhappytohaveachievedsomeachievementsinEnglishAdvertisingwiththehelpofourteacherandourco-operation.Aboveall,wewishallofyoutohaveabetterunderstandingaboutthecharacteristicsofEnglishadvertisementsafteryouhavereadourintroductionaboutit.Asawayofpropagatingandtransmittinginformation,advertising'

sroleconnotbeunderestimatedbecauseitisnotonlyanartfultechniqueinpersuadingpeopletobuy,butalsograduallyhasbecomeamustforsocialcommunicationwhichinturninfluencesthedevelopmentofsocietyandeconomy.

Nowadaysadvertisinghaspenetratedintoeverycornerofourlifeasitstransmittingmediainmanyforms:

newspaper,magazine,TV,radioaswellasnetwork.Thegoalofadvertisingdecidesitslanguagetobesimpleanddirect,distinctfromthecharacteristicsofotherdiscourses.ThusananalysisonthelinguisticfeaturesofadvertisingEnglishinthelinguisticfieldisworthwhile.

Keywords:

Advertising,AdvertisingFun;

Alliteration&

Rhyme;

translation

赵琳

摘要:

作为英语广告主要载体的广告英语在努力体现除了有帮助消费者认识商品的作用外，还有诱发消费者感情，引起购买欲望、促进消费行动的心理功能，遗留给消费者以美感享受的美学功能的过程中，逐渐形成了自己鲜明的特点。

这些特点的掌握有利于提高大家英语应用文体的理解能力，有利于我们更好地搞好对外交流工作，有利于提高我们的生活质量，有利于提高大家对广告英语的欣赏水平，提高生活质量。

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。

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。

关键词：

广告；

广告英语；

双关语；

语韵；

翻译

•1.Introduction

AdvertisingEnglishhasitslonghistoryfromthousandsofyearsagotonow.Duetothesell,isolatedcommunitieswhereartisansandfarmersbarteredproductsandservicesamongthemselves.So“advertising”isthatvendorscouldwalkandshoutloud.AndGreekandRomanmerchantsexpandedcontactwithothersocieties.Withthedevelopmentofmoresophisticatetools,peopleachieveahigherlevelofproduction.Merchantshangcarvedsignsinfrontoftheirshopssopassersbycouldseewhatproductswerebeingoffered.Mostpeoplecouldnotread,sothesignsoftenusedsymbols,suchasabootforacobbler.Thiswastheancientofearlyperiodofadvertisinghistory.Nowadays,advertisingisoneofthemostimportantculturalfactorsmouldingandreflectingourlifetoday.Itisaninevitableandubiquitousparteveryone’slives.Naturally,advertisinglanguagehasbecomeimportantmeansofcommunicatingideas,demonstratingavarietyoflinguisticfeaturesofitsown.Astotheimportanceandspecialtiesofadvertisinglanguage,manyscholarshavedonetheresearchtoit.SomebooksandpapersconcerningEnglishadvertisinghavebeenpublishedhomeandabroad.We’llhaveadetailedreviewoftheseresearchachievements.GeoffreyN.Leech’sEnglishinadvertising:

aLinguisticStudyofAdvertisinginGreatBritain（1996）,aclassicstudyonadvertisinglanguage,providesus,fromastrictlylinguisticpointofview,adetailedanalysisofthelinguisticdevicesemployedbyadvertisers.Insteadofsimplygighisimpression,Leechprobesintothecharacteristicsofadvertisinglanguagewithaquantitativemethod.Inspiteofthethoroughanalysisofthelinguisticfeaturesofadvertisinglanguage,Leechhashardlyexaminedtheculturalorsocialbackgroundsbehindthelinguisticdevicesusedbyadvertisersaswellastheirmotivations.Geis’sTheLanguageofTelevisionAdvertising（1982）studiesnotonlyhowadvertisersuselanguagebutalsohowconsumersrespondtoaparticularadvertisement.HeconcentratesonthelinguisticdeviceswhichareusedormightbeinterpretedinproblematicwaysbyapplyingGrices’sCooperationPrincipleandConversationalMaxim,knowledgeoflogic,semanticandpragmaticissuestohisanalysis.Hisapproachispracticalinthatitinformconsumersofthedifferentdevicesusedbyadvertisers,whichmightbemisleading,andatthesametime,remindsadvertisersofpropermanipulationofthesedevices.Anotherresearcher,Tanaka,extendsGeis’sformalpragmaticapproachbyapplyingSperberandWilson’srelevancetheorytotheanalysisofthelanguageofwrittenadvertisinginBritainandJapan.HerworkAdvertisingLanguage（1994）providesaclearexaminationonhowlanguageisusedtopersuadeconviceandmanipulateothers.Particularemphasisisplacedontheuseofpunsandmetaphors,andauniquechapteronimagesofwomeninJapaneseandadvertisingrevealspenetratingculturalinsights.AnotherprofoundviewpointthatVestergaardandSchroderholdsisthatthepromiseinadvertisingisusuallybetterthanthecircumstanceintherealworld.Thatiswherepersuasionlies.Theyclaimthat“advertisingdoesn’tsimplyreflectstherealworldasweexperienceit:

theworldportrayedinadvertisementismoreonaday-dreamlevel,whichimpliesadissatisfactionwithrealworldexpressedthroughimaginaryrepresentationsofthefutureasitmightbeaUtopia”.

ChinaisonthewayofbecomingamemberofWTO,theeconomicandculturalexchangewithforeigncountriesisincreasing.Withthedevelopmentofglobaleconomy,advertisinghasbecomeaglobalformofcommunication.Asaspecificcarrierofadvertisements,languagecanexpresstheideasbyprint,radio,TVorInternet.SinceEnglishisoneofthemostwidelyusedlanguagesintheworld,thestudyofadvertisingEnglishhasbecomeanecessity.NootherstatementcouldhavesummedupthecharmofadvertisementthanwhatAldousHuxleyhascommented.Ashehassaidadvertisementasaliteraryformisthemostexciting,themostarduousliteraryformofall,andthemostpregnantincuriouspossibilities.Inhiscommentheassertedadvertisementisaliteraryformandthecopywritingprocessisthedelightfulandsalubriousexerciseforthemind.Butallinall,whatisadvertising,andwhatmakesitunique?

1.1HistoryofAdvertisement

Withthedevelopmentofcommercialindustryandmarket-orientedeconomyinmodernsociety,advertisingisshowingitsvitalimportanceincommercialpower.Advertisementshave,inrecentyears,arousedgreatinterestinawiderangeofacademicfieldssuchassociology,psychology,economics,linguisticandmediastudies.Nowadays,Internethasbecomethemostpopularmediumfortransmittinginformationwithlowercostandmoreflexibleformwithintheshortesttime.Asaspecialvarietyonlineadvertisinghasitsownlanguagefeaturesdifferentiatedfromthegeneralliterarylanguage.Manylinguistshaveconductedresearchonadvertisingfromtheperspectiveofstylistics,buttillnowfewworksdedicatedtotheanalysisofonlineadvertisingsystematically.Thatiswhytheauthorwilltakeatryinthisfield.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