广告英语的用词特征论文Lexical Features of Advertising English.docx

广告英语的用词特征论文Lexical Features of Advertising English.docx

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广告英语的用词特征论文LexicalFeaturesofAdvertisingEnglish

分类号　　　　　　　　　密级　　　　　　

UDC编号

华中师范大学

本科毕业论文（设计）

题目LexicalFeaturesofAdvertisingEnglish

院（系）

专业英语

年级2010级

学生姓名林曼曼

学号101101340002

指导教师李正林

二O一零年十月

LexicalFeaturesofAdvertisingEnglish

AthesissubmittedtothefacultyofCCNU

InpartialfulfillmentoftherequirementsforBAdegree

InEnglishLanguageandLiterature

byLinManman

Supervisor:

LiZhenglin

AcademicTitle:

Professor

Signature:

October27,2012

AbstractinChinese

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AbstractinEnglish

4

1.Contentintroduction3

1.1theoriginoftheadvertisingEnglish3

1.2thecurrentsituationgoftheadvertisingEnglish3

1.3thecharacteristicoftheadvertisingEnglish3

2.LexicalFeaturesofAdvertisingEnglish4

2.1thelargelyuseofadjective4

2.2frequently-usedpersonalpronoun

2.3make-upnewwords5

2.4theusedwordsaresimple,vividandeasytounderstand5

2.5usetheinformalEnglishandspokenEnglishfrequently5

2.6makefreewiththeexoticwords6

2.7usesomeprefixandpostfixwords6

2.8restorethebrand6

3.therhetoricalfeaturesoftheadvertisingEnglish7

3.1analogy7

3.2repeat7

3.3personification7

3.4awordorphrasewithdoublemeaning8

3.5simulation8

3.6rhyme8

Conclusion9

Bibliography10

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内容摘要

在当今社会中，广告无处不在，其中英语广告已经逐渐脱颖而出，形成一种独具特色的应用性语言类广告。

且广告对商家和消费者来说显得尤为重要，只有掌握广告英语的语言特征和翻译技巧，才能最大限度地传达广告原意，达到推销产品的目的。

假如世界上没有广告，即使你买瓶饮料也要在几十种品牌或者口味中选择而犹豫不绝，想买到自己最喜欢的饮料，必须购买后一一品尝。

由此可见，广告和生活密切相关。

广告在全面广泛地传播信息的同时，也提醒了我们它介绍的商品有多优秀。

鉴于英语广告在广告中所处的重要地位，本文从词汇、句法及修辞三方面介绍了英语广告的语言特征，并通过实例分析介绍了英语广告的翻译方法及策略。

关键词：

英语广告,语言特征,翻译技巧，推销产品，词汇，句法，修辞

Abstract

Inrecentsociety,advertisementsareeverywhere,amongtheseadvertisements,advertisingEnglishhaveshowntheirsoutstandinggradually,theyformtheappliedlinguisticadvertisementswhichareveryspecial.Andtheadvertisementsareveryimportantforthemerchantsandconsumers,onlywhenwehandledthelinguisticfeaturesandtheskillsoftranslation,canweshowtheoriginalmeaningoftheadvertisements,andreachthegoalofpromotionoftheproducts.Supposethere’renoadvertisementsintheword,evenifyoubuyabottleofdrinkyoualsoneedtochoosefromadozensofdrinksandthinkalot,ifyouwanttobuythebestdrinkofyourfavor,youshouldtrythemallafterbuyingthem.Itfollowsthattheadvertisementsarecloselyrelatedtoourlife.Whileadvertisementsarespreadingtheinformationwidely,atthesametime,theyremindusthathowoutstandingtheproductstheyintroducedtous.AstheadvertisingEnglishplaytheimportantroleamongtheadvertisements,thisarticlewillintroducethelexicalfeaturesofadvertisingEnglishfromwordsandphrases,sentencesstructureandrhetoricthesethreeaspects,andwilltroughtheanalysisoftherealexampletointroducethetranslationalmethodsandstrategyoftheadvertisingEnglish.

Keywords：

advertisingEnglish,linguisticfeatures,translationalskills，productspromotion，wordsandphrases，sentencesstructure，rhetoric.

1.Contentintroduction

1.1TheoriginoftheadvertisingEnglish

Inrecentlysociety,thecompetitionsofallwalksoflifearestiff,inthiscase,goodpublicityareveryimportant,forgoodpublicity,advertisementsarethemostwidestandimportantmeans.Now,withtheglobalizationofthecommercial,advertisingpublicityalsoneedfacethewholeworld.Englishasthemostwidelyusedlanguageintheworld,sotheadvertisingEnglishemergeasthetimesrequire.AdvertisingEnglishcomefromtheordinaryEnglish,buttheyhavemanythingsdifferent.

1.2ThesituationoftheadvertisingEnglish.

Inrecentsociety,advertisementsareeverywhere,amongtheseadvertisements,advertisingEnglishhaveshowntheirsoutstandinggradually,theyformtheappliedlinguisticadvertisementswhichareveryspecial.Andtheadvertisementsareveryimportantforthemerchantsandconsumers,onlywhenwehandledthelinguisticfeaturesandtheskillsoftranslation,canweshowtheoriginalmeaningoftheadvertisements,andreachthegoalofpromotionoftheproducts.Supposethere’renoadvertisementsintheword,evenifyoubuyabottleofdrinkyoualsoneedtochoosefromadozensofdrinksandthinkalot,ifyouwanttobuythebestdrinkofyourfavor,youshouldtrythemallafterbuyingthem.Itfollowsthattheadvertisementsarecloselyrelatedtoourlife.

1.3ThefeaturesoftheadvertisingEnglish

Theadvertisingwordsandthephrasesmusthave“Theabilityofpromotion”（sellingpower）．Itcanimpelpeopleproducetheshoppingdesire；Theadvertisingwordsandthephrasesalsomusthavethe（memoryvalue）whichshouldimpresspeopledeeply.Itcanremindpeopleofsomekindofproducts’advantagesandspecialpoint.Forthisreason,thewordsandphrasesoftheadvertisementsshouldbeinspotlight,andhavethe“attentionvalue”and“readability”.EnglishadvertisementsandChineseadvertisementshavemanythingincommon,itisdecidedbythecommunicationalfunctionofthesetwolanguagesandthefunction,aimoftheadvertisements.AstheEnglishandtheChinesearebelongtotheverydifferentlanguagesystem,sotheyhavemanydifference,includingthedifferenceinthewordsandphrasesandthecommonusage.Forexample,TheEnglishalwaysusearticle,andusetheprepositionandconjunctionfrequently；WhileTheChinesehasnoarticle,andseldomuseprepositionandconjunction.IntheEnglishadvertisementsandChineseadvertisements,thesedifferencesnodoubtexist.

2.LexicalFeaturesofAdvertisingEnglish

2.1Thelargelyuseofadjective

Adjectiveshavethegreatpowerofornament,descriptionandthefunctionofvaluation,theyenablethelanguagemorevisualandlively,andmoreinfectious.Thefunctionoftheadjectivecanhelptheadvertisementspromotingtheproducts,describingthefeaturesoftheproducts.Therefore,theadvertisementsalwaysuselargenumberofthepositiveandcommendatoryadjectiveswhichhavethefunctionofvaluation.

AccordingtothestatisticsoffamouslinguisticianGeoffreyLeech,theadjectiveswhichappearatthehighrateintheadvertisingEnglishareasbelow,theyareintheorderfromthehighratetothelowrate：

new，crisp，good,better,best，fine，free，big，fresh，great，delicious，real，full，sure，easy，bright，clean，extra，safe，special，rich，juicy，economical，money—saving，time—saving，labor—saying，mouth—saving，inexpensiveandsoon.Forexample：

Thetasteisgreat．（TheNescafeCoffee）

Goodteeth，goodhealth．（Colgatetoothpaste）

AmongtheseEnglishadjectivesofwordsandphrases,newhasthehighestrate,asitcanalmostdescribeallaspectsoftheproducts,ontheotherhand,itcanreflectthecreationanddistinctiveatthebestway.Forexample:

Thenewdigitalera．（Thenewdigitalera）

Feelthenewspace．（SamsungElectronics）

AnotherimportantreasonforthelargenumberusingoftheadjectivesisthattheadjectiveshavethecomparativeDegreeandthesuperlativedegree.ThecomparativeDegreecanhighlighttheadvantagesoftheproductscomparedwithotherproducts,whilethesuperlativedegreecanhighlightthebestqualityoftheproducts.Forexample:

ThingsgobetterwithCoco—Cola．（CocaCola）

Themostunforgettablewomenintheworldweal"Revlon．（Revlon）．

The“better”IntheCocaColaadvertisementcanhighlightthetasteandquality.WhiletheRevlonadvertisementcanskillfullycombinetheloveofbeautypsychowiththesuperlativedegree,itcanpromotetheproductsandstimulatethepurchasewillofthecustomeratthesametime.

2.2frequently-usedpersonalpronoun

　　Firstpersonstandonthecompany’splace,italwaysgiveusaformalfeeling.secondfocusonthecustomers,theywillfeeltheyarejoiningintheadvertisements.Thethirdperson“he”or“she”talkedaboutthepersonalexperienceortheyarejustspokespersonsanddescribetheproducts.Forexample:

　　（LeMeridianPresidentBangkokHotel）

　　“Yes,youcouldsaywe’vemasteredtheartofThaihospitality.”

　　Thisadvisementsusing“you”and“we”,thisfeatureandgiveusthefellingofintimacy,justastwofriends（customerandcompany）aretalkingfacetoface.Thedescriptionlikecomesfromthejudgmentofthecustomers,itiseasyforthecompanytobuildagoodimage.

2.3make-upnewwords

Theadvertiserinordertoemphasizetheproductsortheservicearedistinctive,theyalwaysmakeupnewwords,weirdwords,thesenewswordsbringpeoplefreshandspecialimage,helpthemmemorizetheadvertisementswell.Forexample:

Weknoweggactlyhowtoselleggs.

Thenewword“eggactly”comesfrom“exactly”,thisnewwordverylively,focusingontheproductsegg,helpingtheadvertisementsastayalongtimeinpeople’smemory.

2.4Theusedwordsaresimple,vividandeasytounderstand

Advertisementsneedtobeveryefficientatthelimitedtimeandplace,sothewordsandphrasesoftheadvertisementsalwaysareverysimpleandlively,easilyunderstanding.Thesimpleadvertisementscanhighlightthekeypointanddescribetheobviousfeaturesoftheadvertisementsatthesametime,andpeoplewhohavewatchedthisadvertisementwillneverforgetitagain.So,thewordsandphrasesappearintheadvertisementsalwaysaresinglesyllableandthesimplewordswhicharehavefewerletters.Suchasbe，make，get，take，try，go，have，need，see，use，give,usingthesewordsinordertoreachthegoalofsimpleandspeedyefficiencyofthepublicity.Forexample：

Justdoit．（NikeSportswear）

Askformore．（PepsiFashionShoes）

2.5usetheinformalEnglishandspokenEnglishfrequently

Iftheusingwordsoftheadvertisementsinwrittenformandthewordsareveryformal,willhardlytoabst