论广告英语的语言特色商务英语毕业论文.doc

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1、毕业设计(论文)题 目： 论广告英语的语言特色 姓 名 ： 班级学号 ： 系 (部) ： 经济管理系 专 业 ： 商务英语 指导教师 ： 开题时间 ： 2009-4-10 完成时间 ： 2009-10-25 2009年10月25日目 录毕业设计任务书1毕业设计成绩评定表2答辩申请书3-5正文 6-24答辩委员会表决意见 25答辩过程记录表 26 课 题 论广告英语的语言特色 一、课题(论文)提纲 引言1、词汇特色1.1 文字简洁,句式精悍1.2 新颖别致,措辞独特1.3 善于创新1.4 巧用形容词1.5 运用复合词2、语法特色2.1偏爱简单句2.2多用祈使句2.3常用省略句2.4巧用疑问句2.

2、5善用感叹句2.6活用条件句3、修辞特色3.1比喻3.2拟人3.3双关3.4夸张3.5仿词3.6对偶3.7排比3.8抻韵总结 二、内容摘要摘要：广告在商业和我们的日常生活中扮演着一个越来越重要的角色。我们在任何时间，任何地点都能看到广告。这篇论文着眼于分析英语广告中的语言特点，包括词汇特色、语法特色和修辞特色。通过此论文，读者能了解许多英语广告的具体特点，能了解在充满竞争者的这样一个社会里，广告对于进行贸易和得到好的声誉的重要性。关键词：广告 词汇 句法 修辞特征Abstract: Advertisement plays a more and more important role in th

3、e market and our daily life. We can see advertisements anytime, anywhere. This paper aims at an analysis of language features in English advertisement, including, lexical, syntactical, and rhetorical features. Through this paper, readers can learn some detailed features of English advertisements and

4、 know more about them, and above all, know the importance of advertisements in doing business and winning a good reputation in such a large market full of competition.Key words: advertisement lexical syntax rhetoric characteristic三、参考文献123梁婷：英文广告实用手册M.西南财经大学出版社,2003 4赵静： 广告英语M. 北京: 外语教学与研究出版社, 1992.

5、5马彩梅：国内广告翻译研究一览J 北京:中国科技翻译20056金惠康：跨文化交际翻译M.中国对外翻译出版公司，20047陈忠诚、吴幼娟：词语翻译丛谈续编M. 中国对外翻译出版公司, 2000The Language Features of Advertising English中文摘要：广告在商业和我们的日常生活中扮演着一个越来越重要的角色。我们在任何时间，任何地点都能看到广告。这篇论文着眼于分析英语广告中的语言特点，包括词汇特色、语法特色和修辞特色。通过此论文，读者能了解许多英语广告的具体特点，能了解在充满竞争者的这样一个社会里，广告对于进行贸易和得到好的声誉的重要性。Abstract: A

6、dvertisement plays a more and more important role in the market and our daily life. We can see advertisements anytime, anywhere. This paper aims at an analysis of language features in English advertisement, including, lexical, syntactical, and rhetorical features. Through this paper, readers can lea

7、rn some detailed features of English advertisements and know more about them, and above all, know the importance of advertisements in doing business and winning a good reputation in such a large market full of competition.关键词：广告; 词汇; 句法; 修辞特征Keywords: advertisement; lexical; syntax; rhetoric charact

8、eristicIntroductionWith the rapid development of world economy, advertising, as a constituent part of market, is showing its ardent energy and convincing power. And English advertisement has gradually become a major tool for enterprises to promote exportations and to develop themselves with foreign

9、markets. Owing to the fierce competition in the big market, more and more enterprises want to publicize their products, advertisements become more and more popular and important. In order to win reputation, prestigious companies pay much attention to the publicity of their products. In order to real

10、ize the goal of advertising, we should know how to properly understand English advertising language. This paper mainly focuses on the language features of English advertising. With the analysis, this paper will show readers a general understanding of the significance of the words used in English adv

11、ertisement, sentence structure and rhetoric characteristics of it.1 .Lexical characteristicsEnglish vocabulary is very important in advertising, Advertising English vocabulary is rich, but the choice of every word and the use of every word all serve with the ultimate goal in the selling goods, so th

12、ey always tend to have the call to act and have the call to appeal. To sum up mainly as follows.1.1 Simple and informalThe function of advertising is to provide information, attract consumer, exploit market, and promise the quality. Therefore, advertisement must pay attention to its impelling langua

13、ge, and the first step is to use popular and oral language to make it easy to understand and memorize. eg: “I couldnt believe it, until I tried it!”“Im impressed! Im really impressed!”“Youve gotta try it!”“I love it!” This is an advertisement of a microwave oven. The words in it are very simple and

14、oral. It uses the slang “gotta”, which means “got to” in American English, to give an impression that this advertisement comes from the real life.1.2 Novel and unique The purpose of the advertisement is attraction reader, and creates the infinite seeing and hearing effect in the limited space. This

15、mainly displays in the compound utilization, because the compound dont limit by English, it is very simply and anglicizing. Its also novel and different, the advertisement easy to have the impression and make people long-term memory.eg: Do you know when you can save 35% or even 60% on out-of-state p

16、hone calls? There is a advertisement of long-distance telephone call, if you see the advertisement, you will easy to remembering it. Its very easy to have the impression, makes the person photographic memory.1.3 CreativityIn some of advertisements, the advertising copywriter misspells some words on

17、purpose, or adds some suffix or prefix to the common words. Although the new words still keep the original meanings, they are quite different from the original words in spelling, which will make the advertisement more vivid, interesting and attractive. We know “eggsactly” How to sell eggs. In this a

18、dvertisement, “eggsactly” is the variation of “exactly”, and echo the word “eggs” at the end of the sentence. The Orangemostest Drink in the world. In this drink advertisement, the word “orangemostest” actually is “orange+most+est”. It uses this word to express the high quality and purity of the dri

19、nk. The coinage and misspelling are also representing in some phrases, such as: First of all, because now Yoplait is thicker.Second of all, because its creamier. Third of all, because its still 100% natural and really very good for you. Fourth of all, because to me Yoplait tastes better than all the

20、 other yogurts. And fifth of all, becausewell, just because In this advertisement, the copywriter imitate the phrase “first of all” to create “second of all, third of all, fourth of all”, which will inspire consumers imagination. In addition, some prefixes or suffixes like “super-”, “ex-”, “-er”, “-

21、est” etc, are often used to stress the high quality of the product.1.4 Uses of adjectives The most frequently used adjectives are, new, crisp ,good/better/best ,fine ,free , big , fresh ,great ,delicious , real ,full, sure , easy, bright , clean , extra, safe ,special , richeg :Mysterious, unsophist

22、icated China totem carving and noble vase of Song Dynasty that is made of celadon ware form strong Chinese Culture.This is a advertisement of an hotel, In the advertisement we can see the two words “mysterious” and “unsophisticated”. There are decorates “China totem carving”.1.5 Use of Compound word

23、sThere are lots of compound words in advertisement mainly because the element of compound words could be any part of speech, and has few limits in grammar and word order. The following are the main ways of word forming:Adj. + noun: short-term goal, high-fashion knitwearNoun + adj.: the farmhouse-fre

24、sh fasted, brand-newv-ing. + adj.: shining-cleanNoun + v-ed. : honey-coated sugar puffs, home-madeAdj. / adv. + v-ed. : warm-hearted, perfectly-testured cakesNoun + v-ing: a relief-giving liquid, record-breakingAdj. +v-ing: innocent-looking, fresh-tasting milkAdv. + v-ing: hard-working, the best-sel

25、ling soft toilet tissueNoun + noun: economy-size shredded wheat, a state-of-the-art cell soccerAdv + noun: up-to-the-minute sculling2. Grammatical characteristics English syntax in the ad is also very important. Advertising sentences sought to refine and are easy to understand. Concise sentences are

26、 able to seize the audience, and generate interests of the audience. In that way, it not only helps to save space and money, but also is seen at a glance, giving consumers a deep impression.2.1 Prefer to simple sentencesMore simple sentences, less complex sentencesIt will get better effect to use si

27、mple sentences than compound sentences, because the readers will get bored on reading complex sentences. Another reason is to reduce the cost of advertising, and effectively stimulate the consumers. eg: GoodmorningWorld!A simple greetings, its give us a feeling that kindness, friendly and reduced th

28、e bilateral psychic distance. The greeting s give human long-time unforgettable impression. This is the Vietnam Airlines ingenuity alone place. eg: Oh,Isee! This is “OIC” a eyeglasses company from American. Simple and the charming language made the people to be very easy to accept this brand, and un

29、derstood initially the eyeglasses have been able to strengthen the vision the characteristic.2.2 More interrogative sentences and imperative sentencesAccording to statistics, in every 30 sentences there is one interrogative sentence. Because the interrogative sentences can arouse readers response qu

30、ickly and effective. eg: The following is an advertisement of Lurpark Danish butterWhats so special about Lurpark Danish butter? Well, can you remember what butter used to taste like real fresh farm house butter? Do you remember how you used to enjoy it when you were young? Today the taste of Lurpar

31、k bring it all back to you thats why its so special. The imperative sentences have a meaning of claiming, calling and commanding, similarly the goal of advertising is to persuade and urge consumers to accept its product or service. Therefore, there are lots of imperative sentences in advertising, su

32、ch as:Get ready to encounter the new trend in timepieces.The Citizen Espreme Collection. Watches that are indicators of tastes and moods that express you. -Citizen Watch2.3 Commonly used abbreviation sentences.The abbreviation sentence is the establishment in the pair of sentence foundation. Its str

33、ucture is simple, causes the language decisive, powerful and the nature, causes the advertisement to transmit as far as possible many information in the limited length, strengthens the advertisement the dissemination effect. The abbreviation sentence often gives the human by succinctly sprightly, no

34、t the loathsome feeling.eg: Coke adds life.Coca-Cola is addition your happy life. The short of three words have increased the people the association which produces to the happy life, the causes any level as soon as the consumer can remember quickly. It is good for sales.eg: Buy one, get more.This is

35、 a car sales advertisement slogan. Two simple words reflect the mutual activities between the local advertising agency and customer perfectly. On the one hand reflects the sincerity of advertisers, on the other hand there are simple, speedy and cost-effective sense, adding the credibility of the buy

36、er-seller relationship.2.4 Use the interrogative sentence skillfullyAccording to statistics, each of 30 ads will appear in English in an interrogative. Although the interrogative form of different, but the common spoken language is characterized by a strong color, and plainer, and casual and concise

37、, have a strong expressive and rich flavor of life, arouse the readers thinking and resonance, thereby highlighting some of the characteristics of goods, causing the audience attention.eg: Have you driven a Ford lately? Stood above the ad on the users position in order to questions with the form is

38、designed to attract the reader to think, to find the answer. What kind of man read Playboy? Hes a man who demands . This is the “Playboy” magazine asked the question whether advertising is a form, by answering questions, Daoqing characteristics of the magazine readers, so that those who envy those r

39、eaders who quickly subscription. Another example: Want to see yourself apart from your peers? Want to leave your colleagues? Need a cleaner that shines without scratching? Need a light detergent without leaving scratches do? Interrogative easy to arouse peoples reactions, especially the ad title or

40、body at the beginning of the use of interrogative sentences, can stimulate the readers curiosity psychology, to increase their interest in reading. If wouldnt you really rather have a Buick? Here to arouse the readers thinking and resonance. 2.5 Make good use of sigh sentencesExclamatory sentence is

41、 used to express some strong feelings (such as joy, anger, surprise, or sadness, etc.) and understand easily, strength memory. Exclamatory use, aimed at facilitating the understanding, deepening memory, causing a strong sigh and surprise results. eg: Domestos kill all known germs-dead! Domestos to k

42、ill all bacteria - will die! This is the toilet Sterilization advertising, the use of exclamatory, showing a strong bactericidal effect of the product. eg: My goodness! My Guiness!My God! Guiness beer! My goodness! Is the more commonly used in our daily lives, an exclamatory sentence, used in Guines

43、s advertising reflects this beer is good, expand consumption. 2.6 Apply flexible conditional sentences The purpose is to condition as a fact, by subjective ideas and persuasion, tone tactfully in order to increase the power of propaganda and persuasion. eg: If you suffer from indigestion, there is s

44、omething you want to know. (Nutritious food advertisements)This ad IF conditional use to increase the publicity of such a nutritious food. eg: Without vitamins, life itself would be impossible. (Pharmaceutical advertising) For this drug advertisement, we need to spend conditional, showing a kind of

45、euphemism.3. Rhetoric characteristics The rhetoric is the powerful weapon to strengthen the language expression effect. As one kind of language with very strong sense of purpose, advertisement English often use the rhetoric method which is used in some literatures to make their own advertisement to

46、establish a new school, to attract attention. These rhetoric method including analogy, personification, rhyme, double meaning and so on, each kind of Rhetoric gives advertisers some characteristics of a variety of simple, vivid, humorous and so on.3.1 Simile, Metaphor, MetonymySimile and Metaphor Simile is a figure of speech in which two essentially unlike things are compared, often in a phrase introduced by like or as.Light as a breeze, soft as a cloud.Ride like a feather in your pocket.Metaphor is a figure of speech in which a word or phrase that ordinarily