广告英语的语言特点Word格式文档下载.docx

广告英语的语言特点Word格式文档下载.docx

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advertisingEnglish;

linguisticfeatures

摘要

本文是关于广告英语的语言特点的一篇介绍性论文。

通过对广告英语的词汇、句法和修辞特征的分析，顾客可以进一步了解广告和广告英语，编写广告的人可以更恰当的把英语当作一种工具来设计并创造出成功的广告。

广告语言能否具有诱惑力和说服力已成为关注的焦点。

因此对英语广告语言全面地、系统地研究，可以提高对对广告的理解，构想出成功的英语广告。

研究广告英语语言特点能为读者在理解广告英语和从事广告英语创造等方面提供一些启示和参考。

关键词：

广告；

广告英语；

语言特征

Contents

1.Introduction………………………………………………………………………1

2.LanguageFeaturesofAdvertisingEnglish……………………………………..3

2.1LexicalFeatures………………………………………………………………3

2.1.1Coinage………………………………………………………………….3

2.1.2Verbs……………………………………………………………………..3

2.1.3adjectives………………………………………………………………..4

2.1.4PersonalPronouns………………………………………………………5

2.2SyntacticalFeatures…………………………………………………………..6

2.2.1SimpleSentences………………………………………………………..7

2.2.2EllipticalSentences……………………………………………………...7

2.2.3ImperativeSentences……………………………………………………8

2.2.4InterrogativeSentences………………………………………………….9

2.2.5DisjunctiveSentences……………………………………………………10

2.3RhetoricalFeatures……………………………………………………………10

2.3.1Simile……………………………………………………………………..11

2.3.2Metaphor…………………………………………………………………11

2.3.3Personification……………………………………………………………12

2.3.4Pun………………………………………………………………………..12

2.3.5Repetition…………………………………………………………………13

2.3.6Rhyme……………………………………………………………………..13

3.Conclusion……………………………………………………………………………14

Acknowledgement……………………………………………………………15

Reference…………………………………………………………………………………16

1.Introduction

AdvertingEnglish,astyleofimmediateimpactandpersuasion,hasaneffectonpeopletoday.Itisanunavoidableandomnipresentpartofeveryone’slife.Generallyspeaking,advertinglanguagehasbecomeanessentialwayofexchangingafewwords.InordertoregardadvertisingEnglish,somebooksandpapershavebeenpublishedhomeandabroad.

GeoffreyN.Leech’sEnglishinadvertising,atraditionalstudyonadvertisingEnglish,offerus,withaviewofrigorouslinguisticfeatures,ameticulousanalysisofthelinguisticdevicesusedbyadvertisers.Inplaceofmerelygivinghisimpression,Leechusesaquantitativemethodtoexplorethecharacteristicsofadvertisinglanguage.DespitethepainstakinganalysisofthelinguisticfeaturesofadvertisingEnglish,Leechhasscarcelyinspectedtheculturalandsocialbackgroundbehindthelinguisticdevicesusedbyadvertisers.

VestergaardandSchroder’sTheLanguageofadvertisingdoessomeresearchonlanguageuseinadvertisingbytakingasociolinguisticapproach.Thebookdiscussesbothlinguisticformandtheircontentsinprintedadvertising.Theymakefurtherexplorationontheconcealedsocialmotivationsimpliedinadvertising.

VestergaardandSchroderholdanotherthoughtfulviewpointthatthepromiseinadvertisingisusuallybetterthanthecircumstancesintherealworld.

TheadvertisingEnglishshouldbeunderstoodbythetargetcustomerasthefundamentalaimofadvertisement,whichistopersuadethemtopurchaseproductsandservicetopromotesalesandprofits.Thatiswherepersuasionlies.Thus,thepreferenceoflanguagetoputintospecificwordswiththepurposeofinfluencingpeopleiscruciallyimportant.

Withtheexpansionofglobaleconomy,manyforeignproductsaredrivingintotheChinesemarket,competingwithhomemadeproducts,whileChineseproductsareflowingabroad.Onthiscondition,thelinguisticstudyofadvertisingEnglishbecomesvaluableinthattheobviousandfullunderstandingofadvertisinglanguagehasagreatsignificance.

Sointhethesis,Iwillanalyzethelexical,syntactical,rhetoricalfeaturesofEnglishadvertisingseparatelysoastogetareasonablycomprehensiveideaofthespecialtyofEnglishadvertising.

ThispaperwillparticularlymakeananalyticalstudyofthelinguisticfeaturesofadvertisingEnglishatdifferentlinguisticlevels.

Thefirstpartisanintroduction,whichgenerallyintroducesthebackgroundandpurposeofthisresearchandmakesasimpledescriptionofthestructureofthispaper.

Then,itmainlyinvestigatesthemainwordingfeatures,concentratingonsimpleverbs,adjectives,compounds.Furthermore,itprobesintothegrammaticalcharacteristics,focusingonthetensesandfrequentlyemployedsentencesandconstructionsofEnglishadvertising.FinallythethesisexploresthemostfrequentlyemployedrhetoricaldevicesinEnglishadvertisingtexts,suchassimile,metaphor,personification,pun,etc.

Tosumup,advertisingEnglishisanimpersonallanguageofcommunicationofinformationaboutproductsorideasbyanidentifiedsponsorthroughmassmediainanefforttopersuadeorinfluencepeople.

2.LanguageFeaturesofAdvertisingEnglish

Advertisementmustbebrief,vivid,imaginativeeffectiveandevocativeinordertopersuadereaderstobuytheadvertisedproductsorservices.Advertisersmanagedifferentkindsofwaysastheirdisposalstomakepeoplepurchasetheproductsorserviceswhichareadvertised.AdvertisementhasbecomeaspecialvarietyoftheEnglishlanguagewithitsowncharacteristicsinlexicon,syntaxandrhetoric.Thus,itisworthwhiletoanalyzeadvertisinginthelinguisticview.

2.1LexicalFeatures

Thelexiconchoiceshavecloseconnectionswiththestyleofthetext.JustasJonathnaSwiftsaid,“properwordsinproperplacesmakethetruedefinitionofastyle”.ThelexicalfeaturesofadvertisementEnglishinclude:

usingnewformofthespellingofawordtoattracttheconsumer’sattention;

usingsomeverbs,adjectivesfrequentlytoexpresstheinformationandenhancetheeffectoflanguageexpression;

usingpronounsforpurposeofconcision.

2.1.1Coinage

TheuseofcoinageisoneofthemostimportantfeaturesinadvertisingEnglish.Coinageisamethodtocreatenewwordsbymeansoffreecompounding,imitation,misspellingorbyabbreviation.Insomecases,theadvertisingcopywritermisspellssomewordsonpurposeoraddssomesuffixorprefixtothecommonwords.

Forexample:

（1）TheOrangemostestDrinkintheworld.

（2）Giveatimextoallandtoallagoodtime.

Inexample

（1）,orangemostestisequaltoorange+most+est.Itisanadvertisementofdrink.“Most”and“est”bothstandforsuperlative.Thenewlycoinedwordarousespeople’sattentionbyitsnoveltyform.Inexample

（2）,timeex=time+excellent.InEnglish,someprefixesandsuffixeslikesuper-,-er,-est,etc,allstressthataproducthasahighquality.Anotheradvertisementforthesalesofeggs:

（3）WeknowEggactlyhowtoselleggs.[1]

Thepronunciationof“eggactly”issimilarto“exactly”,and“eggactly”isrelatedtothelastwords“eggs”inthissentence,thereforeitgivespeopleadeepimpression.Theaboveexamplesalsousecoinagebymisspellingsomecommonword,whichnotonlydrawscustomers’attentiontotheadvertisement,butalsogivesbeautyandrhythmtothelanguageofadvertisement.

Itiseasytolearnfromtheexamplesmentionedabovethatcreatingnewwordsbrightlystatethedesirablefeatures,qualities,orfunctionsoftheproductorserviceswhichwillbeadvertised.

2.1.2Verbs

Advertisementshouldbeeasyinordertomakereadersunderstandthemveryquickly.SothepredicateverbsinadvertisingEnglishshouldbeuncomplicatedandprecisetomakeitslanguageconciseandeasilyunderstood.

AswhatLeechdiscovered,therearetwentymostcommonlyusedinadvertisingEnglish:

make,get,give,have,see,buy,come,go,know,keep,look,need,love,use,feel,like,choose,take,start,taste.Forinstance:

（4）YoucanfeelthefeatureinPhilipsdesign.（familyapplicance）[2]

（5）Trynewrichcrisps.[3]

（6）Useitwhereveryouthinkbest.（IBMComputer）[4]

（7）Nomatterhowfaryoustayfromyourhome,youcanstillenjoyfinefoodandwineinfrontofyourowntelevisionset.（airlines）[5]

（8）WecangiveyouabetterviewofinvestmentopportunitiesfrombothsidesofthePacific.（CityBank）

InadvertisingEnglish,theword“buy”ishardlychosen.“Buy”meansgettingsomethingbypayingmoney,whichmakeconsumersfeelunhappy.Thus,“buy”isnotusedandoftenreplacedby“serve”,“afford”,“givesomebodysomething”,etc.

Accordingtotheaboveexample,wecanknowthattheverbsinadvertisingEnglisharealleasyandinformal,makingthereadersfeelmemorableandintimate,thusstimulatingthereaders’interest.

2.1.3Adjectives

Adjectivesrefertothekeypointofitemswhichspecifytheattributesofnouns.Theuseofadvertisinglanguageisrequiredtobevivid.Thus,adjectives,inparticularpleasantadjectives,areoftenputtouse.Asthemostimportantpartofthelanguageofadvertisement,adjectivescanexpressandredecoratetheproduct,describemoodandemotionandstimulatethedesireofbuying.Theexcellentdescriptionoftheproductisimpossiblewithoutusingcolorfuladjectives.Arichquantityofadjectivesmakestheadvertisingcopymoreeye-catching.Theyareeffectivetoolstoextendthebrand.Thebrandandproductdisplayextravaluesbymakinguseofadjectivessuchas:

young,fun,soft,strong,warm,traditional,modern,etc.