顺应论视角下英语广告语言的特征.docx

顺应论视角下英语广告语言的特征.docx

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顺应论视角下英语广告语言的特征

作者；张美庄

学校;桂林理工大学

摘要

在现代社会中，人们已无法回避广告无处不在的影响。

随着广告业不断迅猛发展，广告与社会生活的关系日益密切。

广告语言绝不是简单的商业用语和语言符号，而是一种运用各种语言技巧的语言。

在经济全球化的今天，广告宣传的国际化趋势越来越明显，各国企业都存在着广告国际化、全球化问题。

在这样的情况下，广告语言必须顺应广告受众的语言语境和交际语境。

所以，本文将从广告的起源和功能入手分析顺应论视角下英语广告的语言特征，包括顺应受众语言的广告语语言特征、顺应受众文化的广告语语言特征以及顺应受众心理这三个方面，并对此分析做出了总结。

关键词：

广告顺应论语言特征

ABSTRACT

Inmodernsociety,theinfluenceofadvertisingissostrongandwidespreadthatnoonecanavoidit.Withtheoverwhelmingdevelopmentofadvertisement,itissocloselyrelatedwithsociallife.Theadvertisinglanguageisnotthesimplecommercialterminologyandlinguisticnotation,butakindoflanguagethatusevariousoflanguageskills.Underthesituationofeconomicglobalization,theinternationalizationofadvertisingisbecomingmoreandmoreobvious.Therefore,theadvertisinglanguagemustbeadaptedtotheaudiencelanguageandcommunicationcontext.SothispaperwillgiveananalysistothecharacteristicofEnglishadvertisingundertheadaptiontheory.Itincludesthreeaspects:

adaptthelanguage,cultureandpsychologyoftargetaudience,andgivesaconclusionattheendofthispaper.

KEYWORDS：

AdvertisingAdaptationTheoryLanguagecharacteristics

CONTENTS

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

2.Advertising…………………………………………………………………….....2

2.1TheOriginofAdvertising………………………………………...........2

2.2TheDefinitionofAdvertising………………………………………….3

2.3TheFunctionofEnglishAdvertising…………………………………...4

3.TheLanguageCharacteristicofEnglishAdvertising…………………………….4

3.1CharacteristicsofLexicon……………………………………………..4

3.2CharacteristicsofSyntax………………………………………………5

3.3CharacteristicsofRhetoric……………………………………………..5

4.TheAdaptionTheory………………………………………………………………5

5.TheCharacteristicsofEnglishAdvertisingundertheAdaptionTheory………….6

5.1ToAdapttheLanguageofTargetAudience…………………………….6

5.2ToAdapttheCultureofTargetAudience……………………………….7

5.3ToAdaptthePsychologyofTargetAudience…………………………...8

6.Conclusion…………………………………………………………………………8

Bibliography………………………………………………………………….............9

Acknowledgements……………………………………………………………………............10

TheLanguageCharacteristicsofEnglishAdvertisingundertheAdaptionTheory

1.Introduction

Nowadays,underthesituationofeconomicglobalization,theinternationalizationofadvertisingisbecomingmoreandmoreobvious.Therefore,theadvertisinglanguagemustbeadaptedtotheaudiencelanguageandcommunicationcontext.TheadaptationtheoryisproposedbyVerschuerenforpragmaticinvestigation.Itthinksthat:

intheprocessofusinglanguage,thelanguagechoicemustbeadaptedtothecommunicationenvironmentandcommunicationobjects.（JefVerschueren:

2000）Advertisingisacommunicativeactionanditsultimateaimistoarousetheinterestofconsumers,soastopromotethepurchaseact.WhenstudythecharacteristicsofEnglishadvertisingundertheadaptiontheory,wecanachievethecommercialpurposeandthesocialeffectoftheadvertisementsmoreeasilyaccordingtothetargetreaderswithdifferentlanguagepsychologies,culturesandvalueorientations.

2、Advertising

Advertisingisaformofcommunicationusedtoencourageorpersuadeaudience（viewers,readersorlisteners,sometimesaspecificgroupofpeople.）tocontinueortakesomenewaction.Mostcommonly,thedesiredresultistodriveconsumerbehaviorwithrespecttoacommercialoffering,Advertisingmessagesareusuallypaidforbysponsorsandviewedviavarioustraditionalmedia;includingmassmediasuchasnewspaper,magazines,televisioncommercial,radioadvertisement,outdooradvertisingordirectmail;ornewmediasuchasblogsandwebsitesandtextmessages.

2.1TheOriginofAdvertising

Theoriginofadvertisingisrelatedtothedefinitionwhichpeoplegivetoit.inthebook“HistoryofAdvertising”whichpublishedin1875.Mr.henrySampsondescribedtheoriginofadvertisingasfollows:

……Thereislittledoubtthatthedesireamongtradesmenandmerchantstomakegoodtheirwareshashadanexistencealmostaslongasthecustomsofbuyingandselling,anditisbutnaturaltosupposethatadvertisementsinsomeshapeorformhaveexistednotonlyfromtimeimmemorial,butalmostforalltime.（JefVers-chueren：

2000）

Forthereasonthatthespokenlanguagewasdevelopedearlierthenthewrittenlanguage,sotheearliestadvertisingmediamustbemouth-to-mouth.TheevidencedemonstratedthatthehistoryofadvertisingcanbetracedbacktotheoldGreece,atthattimethepeddlerattractedcustomsbyhorn,andtheyappealedthemandsoldtheirproductstothem.Thiscanbeseenastheearliestadvertisingintheworld.

InthemiddleageinBritain,agoldenarmthatwaveshammerrepresentedthegoldsmith;inChinathesignsforthingslikethesignboardfortaverncameintobeing.Inthe17thcentury,withtheupsurgingofEuropean’sindustrialrevolution,thenewspaperpushedafurtherdevelopmentfortheadvertising.Upontheenteringofthe20thcenturyandahundredyearafterthatthemediaofadvertisingdevelopedmorerapidthanever,fromthewirelessin20stothecreationofthetelevisionstationin1939,advertisingmadenewbreakthrough.Inmoderncommercialsocietytheimportanceofadvertisementisasmuchasitsproducts.Therapiddevelopmentofinformationtechnologyinthe20thcenturyhasprovidednewroomforallareas.Afterthecommercialuseofinternationalwebsitethee-commercecameintobeingandflourished.WiththerapiddevelopmentaswellasthequickspreadoftheInternet,thee-advertisinghasdevelopedquickly,anditwillbecomeoneofthemostpotentialeffectiveandeconomicmeansofadvertising.

2.2、TheDefinitionofAdvertising

Therearevariousdefinitionsofadvertisingaccordingtodifferentperspectivesorpurposes.EncyclopediaBritannicadefinesadvertisementasfollows:

“Advertisingisaformofcommunicationintendedtopromotethesaleofaproductorservice,toinfluencepublicopinion,togainpoliticalsupport,toadvanceaparticularcause,ortoelicitsomeotherresponsedesiredbytheadvertiser.…Advertisingisdistinguishedfromotherformsofcommunicationinthattheadvertiserpaysthemediatodeliverthemessage.”（EncyclopediaBritannica,VolumeI,1994）

AccordingtotheDefinitionCommitteeofAmericanMarketingAssociation）,advertisingisdefinedasfollows:

“Advertisingisthenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.”

Fromtheabovegivendefinitions,it’snotdifficultforustofindthattheadvertisingcommonlyhasfollowcomponents:

（1）Advertisingisdirectedtogroupsofpeopleratherthanindividuals（nopersonal）.Thegroupsofpeoplearetheintendedorthetargetaudienceoftheadvertisementcommunication.

（2）Mostadvertisingtispaidforbysponsors,exceptsomepublicserviceads.

（3）Mostadvertisingisintendedtobepersuasive—toconvincepeopletobuyproductsorservices,butsomeadspromotetheimagesofenterprises.

（4）Thesponsormustbeidentified.Itappearsastrademark,brandnameofproductsorservices,orthenameofanenterpriseintheadvertisement.

（5）Advertisingreachesusthroughmedia.

2.3、TheFunctionofEnglishAdvertising

Generallyspeakingtheadvertisinghasthefollowinglistedfunctions:

informationfunction、demandcreationfunction、persuasivefunction、getactionfunction、goodwillestablishmentfunction.（王希燕:

2004）Allthisfunctionscanbefallintotwocategories:

theeconomicfunctionsandtheideologicalfunctions.

Theeconomicroleofadvertisingmaybeitsprimaryrole.Itbridgesmarkets,productsandconsumergoodstothepublicandthustosupportthefreeeconomy.Itcanhelptheconsumerstoidentifyanddifferentiateproductsandbuildbrandpreferenceandloyalty.

Tomakeanin-depthstudy,wefindthatadvertisinginvolvessocialvaluesandattitudes.Nowadays,moreandmoreadvertisingadoptsthestyleofemotionappeal.Theysuggestourconcernsaboutrelationship,oursenseofsocialstatus,happinessandcontentmentandmanyothers.Itmaybesaidthatadvertisingisamirrorofideologyandculture.Byimposingimagesontheproductsandservices,advertisingcaninfluenceourattitudesandfeelingsandmeetourideologicalneedssoastopersuadeustoact.Forinstance,someadvertisersclaimthattheconsumptionoftheirproductswillgiveyouth,love,socialacceptanceetc.

3、TheLanguageCharacteristicofEnglishAdvertising

Inahighlydevelopedsociety,advertisementshavegreatimpactonusalmosteverywhere.Withthefurtherdevelopmentofglobalization,Englishhasbecomeaninternationallanguage,thusEnglishinadvertisinghasbecomethefocusofeveryone’sattention.

Asapracticallanguage,withitshigheffectiveness,Englishinadvertisinghasevolvedfromcommonlanguageintoaninformalprofessionallanguage.EnglishinadvertisingdiffersfromcommonEnglishnotonlyinwordsbutalsoinitsstyle.

Withtherapiddevelopmentofadvertisingandwiththerapidadvancementofscienceandtechnologyaswellassocialchanges，Englishinadvertisinghaschangedalot.TothosewholearnandloveEnglish,learningthecharacteristicsofEnglishinadvertisingwillimprovethemselvesaswellasprovidethemthechancetoenjoythelanguageart.

Asaspeciallanguage,Englishinadvertisinghasitsdistinctivecharacteristicsinlexicon,syntaxandrhetoric.ItdiffersfromcommonEnglish.Insomecases,thefinalpurposeofadvertisingistopersuadetheconsumertobuycertaingoodsoracceptcertainservices.Thus,thelanguageofadvertisingEnglishpursuesasortoflanguageart,onconditionthattomasterthislanguageartistogetthekeytothesuccess