On the Artistic Features in English Advertisement.doc
On the Artistic Features in English Advertisement论广告英语的艺术性ContentsAcknowledgementsIAbstractII摘要III1 Introduction12 The Artistic Features in English Advertisement32.1 Linguistic Attributes of English Advertisement32.1.1 Sound Artistry of English Advertisement32.1.2 Lexical Features52.1.3 Syntactic Features82.2 Features of Advertisement Headline102.3. Rhetorical Devices113 The Artistic Features of Advertisement in Other Fields193.1 The Artistic Features From Pragmatics Field.193.2 The Artistic Features From Other Views194 Conclusion21References23AcknowledgementsI would like to thank all those who have given me their generous helps, commitment and enthusiasm, which have been the major driving force to complete the current paper.Firstly, a special acknowledgement should be shown to my respected supervisor. I am greatly indebted to him for his original suggestions and exhaustive revisions to the dissertation. Secondly, I want to express my thanks to all the teachers of my college courses who helped me in every stage of my development. I also want to thank my room mates whose advises really improved the quality of this paper. Thirdly, I must express my hearty thanks to my brother, whose encouragement are vital to this paper. Last but not least, I want to take the opportunity to thank the library assistants who supplied me with reference materials of great values.AbstractAdvertising language is an artistically concentrated business language. Influenced by such sciences as linguistics, psychology, marketing, sociology, aesthetics, etc, its diction has various values for research. It is now more and more catching peoples attention for its unique functionIn modern age, we were surrounded by various advertisements，cant imaginewhat our life will be if one day there were no advertisement.Advertising language is a highly artistic language, it has some distinct characteristics in its use of words. In the language performance aspect, the advertisement language has its unique character in word usage, syntax, grammar, the rhetorical flavor and the literary style. The application of rhetoric in advertising English has made English vivid，terse，humorous and rhythmic，thus displaying its unique charmWith many classic English advertisements, this paper analyses and summarizes how contrast, personification, simile, repetition, pun, exaggeration, parody, rhyme and other artistic features are used in advertising English.Key words: advertising English; artistic feature; art of rhetoric 论广告英语的艺术性摘要广告语言是一门浓缩的艺术化商业语言,其用词受语言学、心理学、营销学、社会学、美学诸多学科影响,具有多方面的研究价值。它以其独特的功能越来越受人们的重视。我们的日常生活被各种广告所包围。很难想象没有了广告我们的生活会是什么样子。广告英语是一门艺术性很强的语言，其词汇的使用具有鲜明特色。在语言表达方面，广告语言有其独特的用词特色、句法特色、语法特色、修辞特色和文体特色，在广告英语中运用各种修辞手法能使广告语言生动形象、幽默简洁、富有节奏和韵律。本论文通过多例经典广告进行了分析、归纳与总结来研究拟人，对比，比喻，重复，双关，夸张，押韵等一系列修辞手法和其它一些方法对达到广告目的的作用。关键词：广告英语；艺术性；修辞艺术性1 IntroductionNowadays, commodities are developed fast as a marketing commodity carrier; advertising is playing the vital role in our countrys economic development. When introduce the overseas quality product and the service to China, or sell the Chinese product to overseas, all of those must be done with the help of advertisement. Because of its unique language charm and summoning force, advertisement English has bloomed out from English family, it has unique characters both in the glossary and the sentence type. A good piece of advertisement must easy to understand, easy to record, only by this way can make deep impression in the public. As an important component, advertisement English not only retained the basic character of English, but also bought in various countries' way of advertisement word usage, thus gradually formed its own unique style. Advertising is a kind of communication. Advertisers frequently call themselves “communicators”. Communication refers to the transmission of information between a sourer and a receiver using a signaling system (Fatihi, 1991:79). If advertiser selects the straightforward method, it may easily be considered as intentionally exaggerate the product, and may led to customers repugnance. Therefore, most of advertisements does not directly express the actual meaning, but chose the tortuous way to implicitly express, put the implication in the analogy, the personification, double meaning, the exaggeration, imitates plans etc, it may achieves the effect which the tune refined language expresses one's idea.
