英语广告的语言特点.docx

英语广告的语言特点.docx

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英语广告的语言特点

自学考试毕业论文

英语专业

英语广告的语言特点

LinguisticFeaturesinEnglishAdvertising

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Contents

Abstract2

1Introduction4

1.1DefinitionofAdvertising4

1.2ElementsofAdvertising4

1.3ClssificationofAdvertising........................................................................................................5

1.4ObjectivesofAdvertising...........................................................................................................6

1.5SignificanceofThisStudyofEnglishAdvertisingLanguage...................................................7

2LexicalFeaturesofEnglishAdvertisingTexts.8

2.1UsingTheadjectiveofItsComparativeFormandSuperlativeForm.8

2.2UsingPersonalPronouns.8

2.3UsingTheSimpleWords.9

2.4ReusingofIndividualWords9

2.5CreatingTheNewWords（Coinages）.9

3GrammaticalFeaturesofEnglishAdvertisingTexts9

3.1FrequentUseofSimpleSentences.9

3.2FrequentUseofImperativeSentences.....10

3.3FrequentUseofInterrogativeSentences10

3.3.1Yes/NoQuestions...............................................................................................................11

3.3.2Wh-Questions.....................................................................................................................11

3.3.3Tag-Questions.....................................................................................................................11

3.4FrequentUseofExclamatorySentences....11

3.5FrequentUseofConditionalSentences11

3.6FrequentUseofEllipticalSentences12

4RhetoricDevicesInEnglishAdvertisements12

4.1Simile12

4.2Metaphor....................................................................................................................................13

4.3Personification13

4.4Pun13

4.5Antithesis14

4.6Rhyme.......................................................................................................................................14

4.7Repetition15

4.8Parallelism15

4.9Parody15

5Conclusion16

5.1InfluenceonEnglishLanguage16

5.2TrendofEnglishAdvertising18

5.3ProblemsofEnglishAdvertising19

6Bibliography...................................................................................................................................23

Abstract

Withincreasingcommunicationintheworldandaccelerationofeconomicglobalization,Englishadvertisinghasfounditswayintopeople'slife.Buthowtounderstand,assessandcreateEnglishadvertisingisachallengetomostofus.ThisthesismakesanattempttoexplorethelanguagecharacteristicsofEnglishadvertisementssothatwemaybeabletoappreciateandwriteEnglishadvertisingtextsbetter.

First,thethesisdefinesadvertising,clarifiesitsobjectives,mentionsitscomponents,anddiscussesitsclassificationandthesignificanceofstudyingadvertisinginEnglish.Next,itinvestigatesthemainwordingcharacteristics,concentratingontheadjectiveofit’scomparativeformandsuperlativeform,personalpronouns,thesimplewords,reusingofindividualwordsandcreatingthenewwords.Thenitprobesintothefundamentalgrammaticalfeatures,focusinguponthetensesandfrequentlyemployedsentencesandconstructionsofEnglishadvertisements.ThefinalpartofthethesisbodyexploresthemostfrequentlyemployedrhetoricaldevicesinEnglishadvertisingtexts,suchassimile,metaphor,personification,pun,antithesis,rhyme,repetition,parallelism,parody,etc.

Inconclusion,thethesispointsouttheinfluenceofEnglishadvertisingontheEnglishlanguage,theexistingtrendandproblemsofEnglishadvertisingsoastoprovidereaderswithsomeenlightenmentandreference.

Keywords:

Englishadvertising,languagecharacteristics,wordingcharacteristics,grammaticalfeatures,rhetoricaldevices

摘要

随着世界各国交流的日益广泛和经济全球化进程的进一步加快，英语广告己成为人们生活中不可缺少的一部分。

如何理解、评估并创作英语广告，这对我们大多数人来说是一个富有挑战性的课题。

本文探讨英语广告的语言特点，以便我们能欣赏并写出更好的英语广告语篇。

文章首先讨论广告的定义，阐明广告的目的与分类，说明英语广告研究的重要性。

接着探讨英语广告的主要用词特点，集中讨论形容词比较级和最高级、人称代词、简单词汇、词汇重复以及杜撰新词等；然后论述英语广告的主要语法特点，聚焦于英语广告的常用时态、常用句子、主要结构及其功能；文章正文的最后部分讨论英语广告中常见的主要修辞手段，包括明喻、暗喻、拟人、双关、对偶、押韵、重复、排比、模仿等。

文章末尾指出英语广告对英语语言的影响，英语广告的发展趋势及存在的一些问题，以便能为读者在理解英语广告语篇、从事英语广告创作等方面提供一些启示和参考。

关键词:

英语广告;语言特点;用词特点;语法特点;修辞手段

LinguisticFeaturesinEnglishAdvertising

1.Introduction

Inmodernsociety,withthehelpofmassmedia,advertisinghasenteredintoeveryaspectofhumanlife.Everyday,peopleareexposedtoalargenumberofadvertisementsnomatterwhethertheylikethemornot.Butwhatisadvertising?

Whatelementsdoesanadvertisementconsistof?

Howareadvertisementsclassified?

Whataretheobjectivesofadvertising?

Andwhat’sthesignificanceofstudyingadvertisinginEnglish?

ThesearethequestionsofwhichwemusthaveagoodideabeforeweproceedtoexplorethelanguagefeaturesorcharacteristicsofEnglishadvertising.

1.1DefinitionofAdvertising

InEnglish,theword"advertise"hasitsoriginin"advertere"inLatin,meaning"toinformsomebodyofsomething","tobringintonotice"or"todrawattentiontosomething",etc.Butwhatisadvertisingexactly?

TheCambridgeEncyclopedia（1992:

12）definesadvertisinginthefollowingwords:

Thepracticeofinformingandinfluencingothersnotpersonallyknowntothecommunicatorthroughpaidmessagesinthemessagesinthemedia,alsotheadvertisementsthemselves.

Inthelightofthedefinitionwesayadvertisingisabroadsubjectinvolvingmanyaspects.Itisapaidformofnon-personalpresentationofideas,goods,orservicesbythecommunicatorthroughvariousmedia.Broadlyspeaking,advertisementshaveatleastoneoftwofunctions:

informingorpersuading,thoughoverlapmayoftentakeplaceinonesinglepiece.Informativeadvertisementsinform“customersaboutgoods,services,orideasandthentellhowtogetthembymeansofanidentifiedsponsor"（Bolen,1984:

6）.Anadvertisementofthistypesuppliesbasic,factualinformationandsometimesshowsaphotooranillustrationoftheproduct/servicetogivethetargetaudienceabetterviewabouttheadvertisedproduct.Persuasiveadvertisementsaretheinstrumentsusedbyadvertisers"whohavedefinedtheirtargetaudiencesanddeterminedtheeffecttheyhopetoachievethroughpersuasiveadvertisementsinthemedia"（Bolen,1984:

9）.Apersuasiveadvertisementshouldtrytopersuadethepotentialcustomerstobuythenewproduct（Bolen,1984:

6）.Thepersuasivefunctionisnotonlylimitedtoattractingthepotentialcustomersintobuyingacertaincommodity,butalsoincludingthesellingofservices,ideas,normsandvalues.

1.2ElementsofAdvertising

Anadvertisementiscomposedofdifferentcomponents,whichareeitherverbalornon-verbal.Theverbalcomponentsconsistoftheheadline,sub-headline,thebodycopy,trademark（includingbrandname,corporateorstorenameandvisualsymbol）andslogan.Thenon-verbalelementsaremadeupofillustrations,advertisingmusic,advertisingsounds,colorandlayout.Eachelementplaysaroleinsuccessfuladvertising.

However,anadvertisementhasnoneedtoincludeallthenormalelements.Sometimes,someelementsaresufficient.Thefollowingelementsarediscussed,notbecausetheyaremoreimportant,butbecauselanguagefeaturesinsuchelementsaremoreconspicuousandmucheasiertobenoticedbythegeneralpublic.DavidOgilvy,afamousAustralianadvertiser,pointedout,“Ontheaveragefivetimesasmanypeoplereadtheheadlineasreadthebodycopy.Theheadlineiswitheightycentsofanadvertisingdollar.Therefore,ifyouhaven'tdonesomesellingintheheadline,you'vewasted80percentofyourmoney"（赵静，1992:

13）.So,theheadlineshouldattractreaders'attention,makethemreadthebodycopy,showthebenefitoftheproductandarousereaders'desiretotakebuyingaction.Thepurposeofthesub-headlineistomakethetransitionfromheadlinetobodycopy.Someheadlinesneednosub-headlines.Thebodycopytellsthecompletesalesstory.Thepurposeofthebodycopyistoprovideclarificationoftheheadlineandproofofclaims,topointoutothercompetitiveadvantages.Inshort,togivetheprospectivereasons,implicitaswellasexplicit,foractiondesired.Atrademarkisasignusedbyanenterpriseoranindustrytodistinguishquality,specificationsandnatureoftheproducttheyproduce,processandsell.Thenameofatrademarkoftenappearsintheheadline.Thesloganhassomesimilaritieswiththeheadline.Infact,manyslogansaredevelopedfromsomesuccessfulheadlines.Slogansarestandardstatementsforsalespeopleandcompanyemployees.Forexample,Ford'sslogan"QualityisJob1"explicitlystatesthatthecompanymakeshigh-qualityproducts.Themainpurposesofslogansaretoprovidecontinuityforacampaignandtoexpressakeythemeorideawithconciseandmemorablewords.Someslogansseemtobeoldfriendsofreadersandbecomesparksofrecognitiononconsumers'minds,whichcreatefavorableimpressionsoftheproductsorenterprisesonthereaders'minds,sotheyareregardedasimmensetreasuresforenterprises.

1.3ClassificationofAdvertising

Advertisingcanbeclassifiedintodifferenttypesinviewoftargetaudience,geographicarea（international,national,regional,local）,coveredmedia（newspaper,magazine,radio,television）,functionorpurpose（productornon-product,commercialornon-commercial,primarydemandorselectivedemand,directactionorindirectaction）,butallinall,advertisingcanbedividedintotwotypes:

commercialandnoncommercialadvertising.

Commercialadvertising,whichpromotesgoods,servicesorideasforabusinesswiththeexpectationofmakingaprofit,fallsintothreetypes.Thefirsttypeiscommercialcon