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

1、Linguistic Analysis on Commercial Advertising 从语言的角度分析商业广告 毕 业 论 文 Graduation Design （Thesis）（2009 2012 年）英文题目： Linguistic Analysis on Commercial Advertising 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 AbstractIt is well known that, to a large extent, advertiseme

2、nt plays a decisive role in commodity sales, because of its main function to stimulate public demand and create public market. In this way, mass production and price decreasing becomes possible. In the contemporary world, therefore, advertisement has become a necessary element for both producers and

3、 sellers.Thus, a meaningful, profound and vivid advertisement plays an utmost part in merchandising product. That is also how some excellent and well-known brands come into our daily lifefollowed by a set of novel ads. However, all of which are determined by the use of ads language.Here, in this art

4、icle the non-commercial ads are going to be studied from linguistic perspective. The whole thesis is composed of four sections. The first section is the context of advertisement, in which we introduce definition, classification and elements of advertisement. Section 2 introduces the role of commerci

5、al advertising on enterprise development. In the third section analyzes the social role of commercial advertisement from the linguistic perspective, explaining some specific cases, and the last part is to make a conclusion of the whole study. Thus, this paper expands the field for further research a

6、nd enriches the content of advertising research.Key words: advertising; social role; linguistic analysis; commercial advertising; 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。

7、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；ContentAbstract 1摘 要 2Content 3Chapter 1 Introduction 1 1.1 Context 1 1.2 Significance

8、 and objective of this study 2Chapter 2 Advertising 3 2.1 Definition of advertising 3 2.2 The classification of advertising 3 2.2.1 By Functions 4 2.2.2 By Modes 4 2.2.3 By Targets 4Chapter 3 The Role of Commercial Advertisement in Enterprise Development 6 3.1 The definition of commercial advertisin

9、g 6 3.2 The important role commercial advertising in economy 7 3.3 The positive role of commercial advertising in the development of enterprise 8 3.4 The negative role of commercial advertising in the development of enterprise 11Chapter 4 Linguistic Analysis on Commercial Advertising 12 4.1 Coca-Col

10、a 12 4.2 English advertising on Coca-Cola 13 4.3 Pun in advertising 14 4.3.1 Homographic pun 15 4.3.2Homophonic pun 15Chapter 5 Conclusion 17Bibliography 18Acknowledgement 19Chapter 1 Introduction1.1 Context In the contemporary world, advertising has become a necessary element of our daily life and

11、plays a dramatically significant role in every corner of the society. Thanks to advertisement, a lot of brands get built up and name recognition is raised. In this way, the information is delivered and the personal value is guided. Particularly since 20th century, by spreading information, advertisi

12、ng has provided personal choices for consumption, such as choosing industrial goods, daily grocery and many other basic supplies. Other than that, advertising helps to stimulate consumption. Consecutive advertisements continually increase consumers interest and desire, and then trigger their purchas

13、e behaviors. Besides, Modern advertising not only promotes all kinds of new products, but also introduces different knowledge about work and life. Since advertising has such a profound impact on our life and work, researching into it is of great significance to the development of human society.At pr

14、esent, a lot of researches have been done on this subject by many domestic and oversea experts, and these discussions were all-around and specific. Generally speaking, these researches were about the various forms of advertising or about the psychological impact of advertising on the public, but wer

15、e seldom done from the perspective of linguistic analysis. As language plays a particular and significant role in advertising, because when people enjoy the physical comforts, they also taste the spiritual enjoyment brought by the excellent language of the advertisement.As a result, this paper will

16、focus on the significant influence of different linguistic forms on advertisings social impact, which is seriously deficient in the advertising field. It mainly includes two aspects: the social role of commercial advertising and non-commercial advertising, both of which are discussed from the perspe

17、ctive of linguistic analysis. 1.2 Significance and objective of this studyUsually, the advertising information in three aspects: the sound, image, written language. In radio advertising is always accompanied by music and in language, in TV and movies, music, language and image that mix with each oth

18、er. Although the music and image can provide some clues, or create an atmosphere, the information about the products is limited. Worse, it may be misleading. Therefore, we can say that the language in a way to provide more accurate, detailed and reliable information and the music and image as the au

19、xiliary means only the ads.Advertising language, play of communication and persuasion, has its own characteristic.This article will focus on English language features of advertising in vocabulary, syntax, the level of discourse. This is the hope that, through the contrast analysis in three different

20、 product advertising (daily consumer goods, technical equipment and services), similarities and differences, the three types of advertising summary and possible reason will be in the light of the significance and function of the language.Chapter 2 Advertising2.1 Definition of advertisingThe definiti

21、on of the advertising in concise British encyclopedia is: advertising is a way of spreading information whose purpose is to sell the goods, services, influence public opinion of political support from a business or cause the advertising to other response. Chinas Dictionary definition of advertising

22、is: introduced to the public goods, reported that the services or entertainment programs, a form of publicity. General the form of newspapers, radio, television, posters, films, slides, window display, display of goods, etc.to carry out.In todays economic and social information age, advertising, as

23、a common business communication form, almost fill each corner of society. Advertising, just as its name implies, is product propaganda to let everyone know the advantages and functions of the product, and buy it. So in order to attract more customers, the information of advertisement is probably aut

24、henticity information, but also may be vague teasing information. For which, ads will use all sorts of rhetoric methods and expressions to describe the product for greater efficiency.Yet advertising activity is not only a kind of economic activity for people to bring the new goods and services, whil

25、e is a main media culture for cultural exchange. It is like an invisible hand about peoples life style and spending habits. Advertising English is different from common English, as it is the standardization of the special-purpose language sentence. In order to generate novel, vivid and attractive ef

26、fects of advertising, English rhetoric is pretty exquisite. A seemingly simple English advertising in fact also contains a number of rhetorical skills advertised in order to realize publicity result and purpose.2.2 The classification of advertisingAdvertising can be classified into different categor

27、ies depending on various criteria. Here, advertising is divided by function, vector, and range of influence. 2.2.1 By FunctionsBased on its functions, advertising can be divided into three types: the visual media, auditory media and audio-visual media (Li, 2002:83).Visual media includes newspapers,

28、magazines, mails, posters, flyers, calendars, outdoor advertising, window displays and many other media forms. They are usually striking to the audiences visual sense, then attract their attentions and deliver the information.Auditory media encompasses radio broadcasting, cable broadcasting, promoti

29、onal vehicles, recording, telephoning and so on.Audio-visual media contains television, film, drama, essay and many other performances, which is exceedingly graphic and attractive to the audience.So for some specific functions, different ways of advertising will be chosen for the promotion. 2.2.2 By

30、 ModesAdvertisement can be classified into four types according to the vectors: online advertising, newspaper advertising, mobile advertising and TV advertising.Under different circumstances, some of them will be more favored. Among all, people may think TV advertising as the most extensive coverage

31、 mode of advertising transmission, because TV sets are most commonly used around the world. But it doesnt mean that TV is the best way to advertise and promote products. For example, Newspaper advertising may be the most traditional mode of advertising transmission, but it is the most informative mo

32、de of transmission. Newspapers, as a comprehensive content of the media, are based on text and picture which transmit information. Therefore, it is very descriptive and can explain in detail.Each of them has their own proper application situation. It is useless to compare them with each other, for their different ways to disseminate information. As a result, the “globalized village” becomes smaller.2.2.3 By TargetsWho the ads is planned to reach must be taken in