Linguistic Analysis on Commercial Advertising从语言的角度分析商业广告.docx

Linguistic Analysis on Commercial Advertising从语言的角度分析商业广告.docx

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LinguisticAnalysisonCommercialAdvertising从语言的角度分析商业广告

毕业论文

GraduationDesign（Thesis）

（2009—2012年）

英文题目：

LinguisticAnalysisonCommercialAdvertising

中文题目：

从语言的角度分析商业广告

分院：

专业：

英语（双学位）

班级：

学号：

学生姓名：

指导教师：

起讫日期：

2011.10-2012.05

Abstract

Itiswellknownthat,toalargeextent,advertisementplaysadecisiveroleincommoditysales,becauseofitsmainfunctiontostimulatepublicdemandandcreatepublicmarket.Inthisway,massproductionandpricedecreasingbecomespossible.Inthecontemporaryworld,therefore,advertisementhasbecomeanecessaryelementforbothproducersandsellers.

Thus,ameaningful,profoundandvividadvertisementplaysanutmostpartinmerchandisingproduct.Thatisalsohowsomeexcellentandwell-knownbrandscomeintoourdailylife－followedbyasetofnovelads.However,allofwhicharedeterminedbytheuseofadslanguage.

Here,inthisarticlethenon-commercialadsaregoingtobestudiedfromlinguisticperspective.Thewholethesisiscomposedoffoursections.Thefirstsectionisthecontextofadvertisement,inwhichweintroducedefinition,classificationandelementsofadvertisement.Section2introducestheroleofcommercialadvertisingonenterprisedevelopment.Inthethirdsectionanalyzesthesocialroleofcommercialadvertisementfromthelinguisticperspective,explainingsomespecificcases,andthelastpartistomakeaconclusionofthewholestudy.Thus,thispaperexpandsthefieldforfurtherresearchandenrichesthecontentofadvertisingresearch.

Keywords:

advertising;socialrole;linguisticanalysis;commercialadvertising;

摘要

众所周知,广告在商品销售中占有重要地位。

它通过刺激公众需求和创造市场价值，使得减少大规模生产和减小成本成为了可能。

因此在当代世界,广告已成为生产商和销售者必不可少的因素。

一条意义深刻且生动形象的广告在销售产品中扮演着重要角色。

许多优秀产品和著名品牌，就是在拥有一句优秀广告语的广告的伴随下走进人们生活的。

然而，这些都依赖于语言的选择。

因此，广告语言的正确使用直接决定了广告的成败，关系这整个产品的销售成果。

本文主要是从语言角度对广告用语进行深入研究。

全文由四部分组成：

第一部分是广告的背景,介绍广告的定义、分类和元素；第二部分探讨了公益性广告在公司发展中的作用；第三部分从语言角度陈述了商业广告的社会作用，并将其运用于案例分析；最后一部分对全文进行了总结。

本课题的研究为以后的广告研究扩展了研究领域，提供了一定的方向。

关键词:

广告;社会角色;语言分析;商业广告；

Content

Abstract1

摘要2

Content3

Chapter1Introduction1

1.1Context1

1.2Significanceandobjectiveofthisstudy2

Chapter2Advertising3

2.1Definitionofadvertising3

2.2Theclassificationofadvertising3

2.2.1ByFunctions4

2.2.2ByModes4

2.2.3ByTargets4

Chapter3TheRoleofCommercialAdvertisementinEnterpriseDevelopment6

3.1Thedefinitionofcommercialadvertising6

3.2Theimportantrolecommercialadvertisingineconomy7

3.3Thepositiveroleofcommercialadvertisinginthedevelopmentofenterprise8

3.4Thenegativeroleofcommercialadvertisinginthedevelopmentofenterprise11

Chapter4LinguisticAnalysisonCommercialAdvertising12

4.1Coca-Cola12

4.2EnglishadvertisingonCoca-Cola13

4.3Puninadvertising14

4.3.1Homographicpun15

4.3.2Homophonicpun15

Chapter5Conclusion17

Bibliography18

Acknowledgement19

Chapter1Introduction

1.1Context

Inthecontemporaryworld,advertisinghasbecomeanecessaryelementofourdailylifeandplaysadramaticallysignificantroleineverycornerofthesociety.Thankstoadvertisement,alotofbrandsgetbuiltupandnamerecognitionisraised.Inthisway,theinformationisdeliveredandthepersonalvalueisguided.Particularlysince20thcentury,byspreadinginformation,advertisinghasprovidedpersonalchoicesforconsumption,suchaschoosingindustrialgoods,dailygroceryandmanyotherbasicsupplies.Otherthanthat,advertisinghelpstostimulateconsumption.Consecutiveadvertisementscontinuallyincreaseconsumer’sinterestanddesire,andthentriggertheirpurchasebehaviors.Besides,Modernadvertisingnotonlypromotesallkindsofnewproducts,butalsointroducesdifferentknowledgeaboutworkandlife.Sinceadvertisinghassuchaprofoundimpactonourlifeandwork,researchingintoitisofgreatsignificancetothedevelopmentofhumansociety.

Atpresent,alotofresearcheshavebeendoneonthissubjectbymanydomesticandoverseaexperts,andthesediscussionswereall-aroundandspecific.Generallyspeaking,theseresearcheswereaboutthevariousformsofadvertisingoraboutthepsychologicalimpactofadvertisingonthepublic,butwereseldomdonefromtheperspectiveoflinguisticanalysis.Aslanguageplaysaparticularandsignificantroleinadvertising,becausewhenpeopleenjoythephysicalcomforts,theyalsotastethespiritualenjoymentbroughtbytheexcellentlanguageoftheadvertisement.

Asaresult,thispaperwillfocusonthesignificantinfluenceofdifferentlinguisticformsonadvertising’ssocialimpact,whichisseriouslydeficientintheadvertisingfield.Itmainlyincludestwoaspects:

thesocialroleofcommercialadvertisingandnon-commercialadvertising,bothofwhicharediscussedfromtheperspectiveoflinguisticanalysis.

1.2Significanceandobjectiveofthisstudy

Usually,theadvertisinginformationinthreeaspects:

thesound,image,writtenlanguage.Inradioadvertisingisalwaysaccompaniedbymusicandinlanguage,inTVandmovies,music,languageandimagethatmixwitheachother.Althoughthemusicandimagecanprovidesomeclues,orcreateanatmosphere,theinformationabouttheproductsislimited.Worse,itmaybemisleading.Therefore,wecansaythatthelanguageinawaytoprovidemoreaccurate,detailedandreliableinformationandthemusicandimageastheauxiliarymeansonlytheads.

Advertisinglanguage,playofcommunicationandpersuasion,hasitsowncharacteristic.

ThisarticlewillfocusonEnglishlanguagefeaturesofadvertisinginvocabulary,syntax,thelevelofdiscourse.Thisisthehopethat,throughthecontrastanalysisinthreedifferentproductadvertising（dailyconsumergoods,technicalequipmentandservices）,similaritiesanddifferences,thethreetypesofadvertisingsummaryandpossiblereasonwillbeinthelightofthesignificanceandfunctionofthelanguage.

Chapter2Advertising

2.1Definitionofadvertising

ThedefinitionoftheadvertisinginconciseBritishencyclopediais:

advertisingisawayofspreadinginformationwhosepurposeistosellthegoods,services,influencepublicopinionofpoliticalsupportfromabusinessorcausetheadvertisingtootherresponse.China's"Dictionary"definitionofadvertisingis:

"introducedtothepublicgoods,reportedthattheservicesorentertainmentprograms,aformofpublicity.Generaltheformofnewspapers,radio,television,posters,films,slides,windowdisplay,displayofgoods,etc.tocarryout.

Intoday’seconomicandsocialinformationage,advertising,asacommonbusinesscommunicationform,almostfilleachcornerofsociety.Advertising,justasitsnameimplies,isproductpropagandatoleteveryoneknowtheadvantagesandfunctionsoftheproduct,andbuyit.Soinordertoattractmorecustomers,theinformationofadvertisementisprobablyauthenticityinformation,butalsomaybevagueteasinginformation.Forwhich,adswilluseallsortsofrhetoricmethodsandexpressionstodescribetheproductforgreaterefficiency.

Yetadvertisingactivityisnotonlyakindofeconomicactivityforpeopletobringthenewgoodsandservices,whileisamainmediacultureforculturalexchange.Itislikeaninvisiblehandaboutpeople’slifestyleandspendinghabits.AdvertisingEnglishisdifferentfromcommonEnglish,asitisthestandardizationofthespecial-purposelanguagesentence.Inordertogeneratenovel,vividandattractiveeffectsofadvertising,Englishrhetoricisprettyexquisite.AseeminglysimpleEnglishadvertisinginfactalsocontainsanumberofrhetoricalskillsadvertisedinordertorealizepublicityresultandpurpose.

2.2Theclassificationofadvertising

Advertisingcanbeclassifiedintodifferentcategoriesdependingonvariouscriteria.Here,advertisingisdividedbyfunction,vector,andrangeofinfluence.

2.2.1ByFunctions

Basedonitsfunctions,advertisingcanbedividedintothreetypes:

thevisualmedia,auditorymediaandaudio-visualmedia（Li,2002:

83）.

Visualmediaincludesnewspapers,magazines,mails,posters,flyers,calendars,outdooradvertising,windowdisplaysandmanyothermediaforms.Theyareusuallystrikingtotheaudience’svisualsense,thenattracttheirattentionsanddelivertheinformation.

Auditorymediaencompassesradiobroadcasting,cablebroadcasting,promotionalvehicles,recording,telephoningandsoon.

Audio-visualmediacontainstelevision,film,drama,essayandmanyotherperformances,whichisexceedinglygraphicandattractivetotheaudience.

Soforsomespecificfunctions,differentwaysofadvertisingwillbechosenforthepromotion.

2.2.2ByModes

Advertisementcanbeclassifiedintofourtypesaccordingtothevectors:

onlineadvertising,newspaperadvertising,mobileadvertisingandTVadvertising.

Underdifferentcircumstances,someofthemwillbemorefavored.Amongall,peoplemaythinkTVadvertisingasthemostextensivecoveragemodeofadvertisingtransmission,becauseTVsetsaremostcommonlyusedaroundtheworld.Butitdoesn’tmeanthatTVisthebestwaytoadvertiseandpromoteproducts.

Forexample,Newspaperadvertisingmaybethemosttraditionalmodeofadvertisingtransmission,butitisthemostinformativemodeoftransmission.Newspapers,asacomprehensivecontentofthemedia,arebasedontextandpicturewhichtransmitinformation.Therefore,itisverydescriptiveandcanexplainindetail.

Eachofthemhastheirownproperapplicationsituation.Itisuselesstocomparethemwitheachother,fortheirdifferentwaystodisseminateinformation.Asaresult,the“globalizedvillage”becomessmaller.

2.2.3ByTargets

Whotheadsisplannedtoreachmustbetakenin