AN ANALYSIS OF LANGUAGE FEATURES IN ENGLISH ADVERTISEMENTS英语专业毕业论文.docx

1、AN ANALYSIS OF LANGUAGE FEATURES IN ENGLISH ADVERTISEMENTS英语专业毕业论文AN ANALYSIS OF LANGUAGE FEATURES IN ENGLISH ADVERTISEMENTS摘要 本文旨在通过对书面英语广告的语言分析总结出广告英语在词汇句法(修辞，选词)篇章上的语言特点。通过对日用品广告科技设备广告服务业广告的深入细致的定量和定性分析，总结出广告英语在此三类广告中的相同点与不同点，并且根据语言的意义，风格及功能解释广告英语的共性以及广告英语在不同类型广告中的特殊性。 本文共分五个部分，第一部分和第五部分分别为介绍与总结，

2、中间三个部分为本文核心，分别展开广告英语在词汇句法(修辞，选词)篇章三个层面的分析。本文的结论均来自杂志，网站和参考文献上的资料的分析。整个研究从数据出发，由数据驱动，由此进行语言学上的分析与概括。关键词: 广告英语，词汇，句法，篇章，相同点，不同点 Abstract This paper presents an analytical study of the language features of English advertisements at lexical, syntactic（words and rhetoric）and discourse levels. It is hoped

3、 that through the detailed survey of three types of advertisements: namely, daily consumer goods ads, technical equipment ads, service ads, similarities and differences in advertising language features can be summarized and possible reasons will be given in the light of the meaning, and function of

4、language.This paper will be presented in five parts. The first part is the introduction and the last conclusion. The focus of the paper is laid on the three middle parts, which respectively analyze language features at lexical, syntactic（words and rhetoric）and discourse levels. The conclusion of thi

5、s paper is drawn from the materials of the magazines and websites and references analysis. In the analysis, examples from the corpus will be given; figures, tables and graphs will also be offered to make the paper understandable and persuasive.KEYWORDS: English Advertisements, Lexical, Syntactic, Di

6、scourse, Similarities, Differences Contents 1.Introduction 1.1Rationale of the study.1.2Definition of advertising . 1.3 Focus of the present study 2. Lexical features 2.1Classification of advertising and its audience. 2.2Similarities at the lexical level.2.2.1 Few verbs are used.2.2.2Use of emotive

7、words .42.2.3Pun rhyme, figure of speech, personification antithesis, pallarellism .2.3Differences at the lexical level 2.3.1Gender identity in advertisements. 2.3.2Selection of Adjectives 2.3.3 Compound words .2.3.4 Use of pronouns 3.Syntactical features 3.1Similarities 3.2Differences 3.2.1Headline

8、s .3.2.2Comparison of headlines of different types of ads .4.Discourse features.4.1Body copy of advertisements .4.2Differences in body copy .5 Conclusion 1. Introduction 1.1 Rationale of the studyWe live in a world of advertising. As potential consumers, we are endlessly bombarded with all kinds of

9、products or services information from various media including newspapers, magazines, televisions, radios, posters and Internet, etc. Advertising provides a valuable service to society, because it defines for consumers the meaning and the role of products, services, and institutions. It indicates the

10、 difference that exists between brands of products and alternative services, as well as the distinguishing characteristics of companies and institutions. Advertising also tells the consumer what a specific product, brand or service should do when it is used. Thus helps him or her to understand and e

11、valuate experience with the products and services that he or she uses. On the other hand, by making people aware of products, service and ideas, advertising promotes sales and profits. Finally, advertising is one of the major forces that are helping improve the standard of living around the world. C

12、ombined with all these communicational, marketing and social functions, advertising becomes indispensable in the modern world.Naturally, advertisements in English have become an important means of communicating ideas, forming a variety of linguistic features of its own. The present study attempts to

13、 examine these features at the lexical, syntactic (rhetoric and changeable words) and discourse levels. Then we can conclude the different features at the lexical, syntactic (rhetoric and changeable words) and discourse levels in the daily consumer goods advertisements, technical equipment advertise

14、ments, and service advertisements.1.2 Definition of advertising According to the Definition Committee of American Marketing Association(方薇, 1997:2) Advertising is defined as follows: Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.1.3 Focus of the present studyUsually, advertising communicates information in three types: audio, visual, and language. It is a more common case that an advertisement is a mixture of the thre