浅谈 商务英语广告中的修辞特征.docx

浅谈 商务英语广告中的修辞特征.docx

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浅谈商务英语广告中的修辞特征

浅谈商务英语广告中的修辞特征

Abstract

ThiseassyisaboutthelanguagefeaturesofadvertisingEnglish.ThroughanalizingadvertisingEnglishintermsofit’slexicalfeatures,syntacticfeaturesandrhetoricaldevices,customerswillfurtherknowaboutadvertisingandadvertisingEnglish,andcopywriterscanmoreapporiatelyuselanguageasacarriertodesignandmakesuccessfuladvertisements.Theissueofwhetheradvertisementslanguageisattractiveornothasbecomethepointofcustomers’attention.SothoroughsyntacticstudiesonlanguagefeaturesofEnglishadvertisementshelptoimproveboththeunderstandinganddesigningofsuccessfuladvertising.Keywords:

Advertising;BusinessEnglishadvertising;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

2.ThedefinitionandfunctionofBusinessEnglishadvertising

2.1ThedefinitionofBusinessEnglishadvertising

2.2ThefunctionofBusinessEnglishadvertising

3.LinguisticfeaturesofBusinessEnglishadvertising

3.1LexicalFeatures

3.1.1Commendatoryevaluationadjectivesusefrequencyishigh

3.1.2Coinedwords

3.1.3Compoundadjectives

3.2RhetoricalFeatures

3.2.1Analogy

3.2.1.1Simile

3.2.2.2Metaphor

3.2.2Personification

3.2.3Pun

3.2.4Rhyming

3.2.4.1Alliteration

3.2.4.2Rhyme

3.2.5Parallelism

3.2.6Antithesis

3.3SyntacticalFeatures

3.3.1SimpleSentences

3.3.2ImperativeSentences

3.3.3InterrogativeSentences

3.3.4EllipticalSentences

3.3.5DisjunctiveSentences

3.4StylisticFeaturesofBusinessEnglishAdvertising

3.4.1SimpleandConcise

3.4.2Easytounderstand

3.4.3Catchy

3.4.4Prominentthetheme

3.4.5Vividimage

Conclusion

Acknowledgement

References

1.Introduction

AdvertisingEnglish,astyleofimmediateimpactandpersuasion,hasaneffectonpeopletoday.Itisanunavoidableandomnipresentpartofeveryone’slife.Generallyspeaking,advertinglanguagehasbecomeanessentialwayofexchangingafewwords.InordertoregardadvertisingEnglish,somebooksandpapershavebeenpublishedhomeandabroad.Gradully,BusinessEnglishadvertisingdifferentiatesit’sstyleandfunctionfromothertypesofEnglish.Thisreferstolinguisticfeaturesofstylethatarisefromthenecessitytoattractandretaincustomersandbylimitionoftimeandspace.Whenprovidingamusementaswellasinformationandpersuasion,advertisingappealstotheemotion,toreason,etc.Theappealsemployedbyitaremanyandvaried,butoneelementisindispensablenamely,thestrongpersuasivepowerlyinginBusinessEnglishadvertising.Regularly,advertisingprovidespersuasivemessage.Topersuade,itoftenappealstothemostpersonalofbuyer’smotivions.Wearemostlikelytobelieveoractinthewayapersuasivemessagerequestsitthematerialsofthatmessageareespeciallyappealingtoourpersonaluniqueneedsandvalues.PersuasivemessageinBusinessEnglishadvertisingmusttobesuccessful,mustaccomplishthefollowing,thatis,

（1）Captureourattention

（2）Arousesinterest（3）Stimulateourdesires（4）Convinceusand（5）Getustomove,i.e,actuallytotaketheaction.Howcanadvertisementsaccomplishtheaboveobjectives?

ItiscloselyassociatedwiththelinguisticfeaturesofbusinessEnglishadvertisements.

2ThedefinitionandfunctionofBusinessEnglishadvertising

2.1ThedefinitionofBusinessEnglishadvertising

Sincelastcentury,withtherapiddevelopmentofcommodityeconomyandinternationaltradecarriedoutwidelyintheworld,businessadvertisingisplayinganincreasinglyimportantroleinbusinesscommunication.Themediaandpublicitymeansincreasing,themainmediaincluding:

newspaper,televsion,

Radio,magazine,theInternet.Thisisthefivemajormedia,modernadvertisingandposters.

WhetherinChinaorabroad,advertisinghasenteredintothousandsofhouseholds,penetratedintoeveryaspectofpeoples’life.BecauseEnglishistheuniversallanguageofinternationalbusinessandcommonlyusedininternationalbusiness.Afteralong-termdevelopmentofEnglishadvertising,whichhasgraduallyfromedtheEnglishfamilyinthetalentshowingitselfandforminganindependentstyle,especiallyinEnglishvocabulary,syntaxandrhetoric.

2.2ThefunctionofBusinessEnglishadvertising

Animportantfunctionofadvertisingistheidentificationfunction,thatis,toidentifyaproductanddifferentiateitfromothers;thiscreatesanawarenessoftheproductandprovidesabasisforconsumerstochoosetheadvertisedproductoverotherproducts.Anotherfunctionofadvertisingistocommunicateinformationabouttheproduct,itsattributes,anditslocationofsale;thisistheinformationfunction.Thethirdfunctionofadvertisingistoinduceconsumerstotrynewproductsandtosuggestreuseoftheproductaswellasnewuses;thisisthepersuasionfunction.

Theidentificationfunctionofadvertisingincludestheabilityofadvertisingtodifferentiateaproductsothatithasitsownuniqueidentityorpersonality.Inthelate1800s,asoapmakeratProcterandGamblelefthismachinerunningduringhislunchperiodandreturnedtofindawhippedsoapthat,whenmadeintobars,floated.ThecompanydecidedtocapitalizeonthismistakebyadvertisingIvorySoapwiththephrase“ItFloats.”ThischaracteristicofIvorySoapservedtouniquelyidentifyitanddifferentiateitfromotherbarsofsoap.TheinformationfunctionofadvertisingcanalsobefoundinadvertisingforIvorySoap.Formorethanonehundredyears,advertisementsforIvorySoaphavefocusedonsuchproductcharacteristicsaspurityofingredients,childcare,andsoftskin.Thesecharacteristics,inturn,wereoftenrelatedtokeybenefitsthatcouldbeobtainedfromusingIvorySoap.Thus,variousadvertisementsemphasized“ThatIvoryLook,”whichfocusedontherelationshipsbetweenproductcharacteristicsandthebenefitsofobtainingafreshandhealthyappearance.Thethirdandmostimportantfunctionofadvertising,persuasion,isalsoevidentinthelong-runningIvorySoapadvertisingcampaigns.Theadvertiser,ProcterandGamble,haslinkedIvorySoapwithobtainingbenefitsthatareimportanttocustomers:

afreshandhealthyappearanceforwomen,amild,nonirritatingmethodforbathingbabies,andanoveltyforchildreninthetub（sinceitfloats）.ThebenefitsoftheproductsuggestreasonstobuyanduseIvorySoapandthusprovideabasisforpersuadingconsumers.Differentbenefitsareimportanttodifferentcustomers.Thus,torealizeitsfullpotentialasapersuasivetool,advertisingmustoftenbetailoredtoemphasizethosebenefitsthatareimportantandmeaningfulforaparticulartypeofcustomeroraparticularuseoftheproduct.

3LinguisticfeaturesofBusinessEnglishadvertising

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

3.1LexicalFeatures

Thelexiconchoiceshavecloseconnectionswiththestyleofthetext.JustasJonathnaSwiftsaid,“properwordsinproperplacesmakethetruedefinitionofastyle”.ThelexicalfeaturesofadvertisementEnglishinclude:

usingnewformofthespellingofawordtoattracttheconsumer’sattention;usingsomeverbs,adjectivesfrequentlytoexpresstheinformationandenhancetheeffectoflanguageexpression;usingpronounsforpurposeofconcision.

3.1.1Adjectives

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

young,fun,soft,strong,warm,traditional,morden,etc.AccordingtoG.N.Leech,thetwentymostfrequentadjectivesare:

new,good,free,fresh,delicious,full,sure,clean,wonderful,special,crisp,fine,big,great,real,easy,bright,extra,safe,rich.Seethefollowingexamples:

（1）Washable,safe,easytouse,clear.（glue）Itusesfouroraladjectives,whichdescribethefunctionandcharacteristicofproductscompletely.Thelanguageissimple,helpingtobuildapleasantpictureinconsumers’mind:

thiskindofglueiseasytouse,easytowashandthequalityisensured.Foursimplewordsdescribethehighqualityoftheglue.Inaddition,comparativesandsuperlativesoccurtohighlighttheadvantageofacertainproductorservice.“good/better/best”,“wonderful”,“fine”and“great”canalsobeusedtodescribeanyproductorservice,especiallywhenotheradjectivescannotgiveaspecificdescription.

（2）Injustafewdrops,thisman’sskinisgoingtofeelbetter.

（3）WhatagoodtimeforagoodtasteofaKent?

Customersalwaysareinclinedtoknowthedifferencebycomparingsensitively.Anadvertisedproductisalwayscomparedwithotherproductsofthesamekind.SoonecanmeetmanycomparativeandsuperlativeadjectivesinEnglishadvertising.

（4）Acomplet