英语广告的语言特点.docx

1、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Linguistic Features in English Advertising 通知书编号： 作 者： 准考证号： 指导教师： ContentsAbstract 21 Introduction 41.1 Definition of Advertising 41.2 Elements of Advertising 41.3 Clssification of Advertising.51.4 Objectives of Advertising.61.5 Significance of This Study of Englis

2、h Advertising Language.72 Lexical Features of English Advertising Texts .82.1 Using The adjective of Its Comparative Form and Superlative Form. 82.2 Using Personal Pronouns. 82.3 Using The Simple Words. 92.4 Reusing of Individual Words 92.5 Creating The New Words (Coinages). 93 Grammatical Features

3、of English Advertising Texts 93.1 Frequent Use of Simple Sentences. 93.2 Frequent Use of Imperative Sentences .103.3 Frequent Use of Interrogative Sentences 103.3.1 Yes/No Questions.113.3.2 Wh-Questions.113.3.3 Tag-Questions.113.4 Frequent Use of Exclamatory Sentences .113.5 Frequent Use of Conditio

4、nal Sentences 113.6 Frequent Use of Elliptical Sentences 124 Rhetoric Devices In English Advertisements 124.1 Simile 124.2Metaphor.134.3 Personification 134.4 Pun 134.5 Antithesis 144.6 Rhyme.144.7 Repetition 154.8 Parallelism 154.9 Parody 155 Conclusion 165.1 Influence on English Language 165.2 Tre

5、nd of English Advertising 185.3 Problems of English Advertising 196 Bibliography.23Abstract With increasing communication in the world and acceleration of economic globalization, English advertising has found its way into peoples life. But how to understand, assess and create English advertising is

6、a challenge to most of us. This thesis makes an attempt to explore the language characteristics of English advertisements so that we may be able to appreciate and write English advertising texts better.First, the thesis defines advertising, clarifies its objectives, mentions its components, and disc

7、usses its classification and the significance of studying advertising in English. Next, it investigates the main wording characteristics, concentrating on the adjective of its comparative form and superlative form, personal pronouns, the simple words, reusing of individual words and creating the new

8、 words. Then it probes into the fundamental grammatical features, focusing upon the tenses and frequently employed sentences and constructions of English advertisements. The final part of the thesis body explores the most frequently employed rhetorical devices in English advertising texts, such as s

9、imile, metaphor, personification, pun, antithesis, rhyme, repetition, parallelism, parody, etc. In conclusion, the thesis points out the influence of English advertising on the English language, the existing trend and problems of English advertising so as to provide readers with some enlightenment a

10、nd reference.Key words: English advertising, language characteristics, wording characteristics, grammatical features, rhetorical devices 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

11、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 Linguistic Features in English Advertising1.

12、IntroductionIn modern society, with the help of mass media, advertising has entered into every aspect of human life. Every day, people are exposed to a large number of advertisements no matter whether they like them or not. But what is advertising? What elements does an advertisement consist of? How

13、 are advertisements classified? What are the objectives of advertising? And whats the significance of studying advertising in English? These are the questions of which we must have a good idea before we proceed to explore the language features or characteristics of English advertising.1.1 Definition

14、 of AdvertisingIn English, the word advertise has its origin in advertere in Latin, meaning to inform somebody of something, to bring into notice or to draw attention to something, etc. But what is advertising exactly? The Cambridge Encyclopedia (1992: 12) defines advertising in the following words:

15、The practice of informing and influencing others not personally known to the communicator through paid messages in the messages in the media, also the advertisements themselves.In the light of the definition we say advertising is a broad subject involving many aspects. It is a paid form of non-perso

16、nal presentation of ideas, goods, or services by the communicator through various media. Broadly speaking, advertisements have at least one of two functions: informing or persuading, though overlap may often take place in one single piece. Informative advertisements inform “customers about goods, se

17、rvices, or ideas and then tell how to get them by means of an identified sponsor (Bolen, 1984:6). An advertisement of this type supplies basic, factual information and sometimes shows a photo or an illustration of the product/service to give the target audience a better view about the advertised pro

18、duct. Persuasive advertisements are the instruments used by advertisers who have defined their target audiences and determined the effect they hope to achieve through persuasive advertisements in the media (Bolen, 1984: 9). A persuasive advertisement should try to persuade the potential customers to

19、 buy the new product (Bolen, 1984 :6). The persuasive function is not only limited to attracting the potential customers into buying a certain commodity, but also including the selling of services, ideas, norms and values.1.2 Elements of AdvertisingAn advertisement is composed of different component

20、s, which are either verbal or non-verbal. The verbal components consist of the headline, sub-headline, the body copy, trademark (including brand name, corporate or store name and visual symbol) and slogan. The non-verbal elements are made up of illustrations, advertising music, advertising sounds, c

21、olor and layout. Each element plays a role in successful advertising.However, an advertisement has no need to include all the normal elements. Sometimes, some elements are sufficient. The following elements are discussed, not because they are more important, but because language features in such ele

22、ments are more conspicuous and much easier to be noticed by the general public. David Ogilvy, a famous Australian advertiser, pointed out, “On the average five times as many people read the headline as read the body copy. The headline is with eighty cents of an advertising dollar. Therefore, if you

23、havent done some selling in the headline, youve wasted 80 percent of your money(赵静，1992: 13). So, the headline should attract readers attention, make them read the body copy, show the benefit of the product and arouse readers desire to take buying action. The purpose of the sub-headline is to make t

24、he transition from headline to body copy. Some headlines need no sub-headlines. The body copy tells the complete sales story. The purpose of the body copy is to provide clarification of the headline and proof of claims, to point out other competitive advantages. In short, to give the prospective rea

25、sons, implicit as well as explicit, for action desired. A trademark is a sign used by an enterprise or an industry to distinguish quality, specifications and nature of the product they produce, process and sell. The name of a trademark often appears in the headline. The slogan has some similarities

26、with the headline. In fact, many slogans are developed from some successful headlines. Slogans are standard statements for sales people and company employees. For example, Fords slogan Quality is Job 1 explicitly states that the company makes high-quality products. The main purposes of slogans are t

27、o provide continuity for a campaign and to express a key theme or idea with concise and memorable words. Some slogans seem to be old friends of readers and become sparks of recognition on consumers minds, which create favorable impressions of the products or enterprises on the readers minds, so they

28、 are regarded as immense treasures for enterprises.1.3 Classification of AdvertisingAdvertising can be classified into different types in view of target audience, geographic area (international, national, regional, local), covered media (newspaper, magazine, radio, television), function or purpose (

29、product or non-product, commercial or non-commercial, primary demand or selective demand, direct action or indirect action), but all in all, advertising can be divided into two types: commercial and noncommercial advertising.Commercial advertising, which promotes goods, services or ideas for a business with the expectation of making a profit, falls into three types. The first type is commercial con