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英语广告语言的特征分析(英文).doc

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英语广告语言的特征分析(英文).doc

ANANALYSISOFLANGUAGEFEATURESINENGLISHADVERTISEMENTS英语广告语言的特征分析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﹑篇章上的语言特点。为了使研究从数据出发得出科学结论,本文作者建立了一个拥有60篇各类广告的小型语料库。通过对此语料库中日用品广告﹑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,中间三个部分为本文核心,分别展开广告英语在词汇﹑句法﹑篇章三个层面的分析。本文的结论均来自于对语料库的分析。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AbstractThispaperpresentsananalyticalstudyofthelanguagefeaturesofEnglishadvertisementsatlexical,syntacticanddiscourselevels.Inordertoconductadatadrivenstudy,theauthorbuildsacorpusof60Englishadvertisements.Itishopedthatthroughthedetailedsurveyofthreetypesofadvertisementsnamely,dailyconsumergoodsads,technicalequipmentads,serviceads,similaritiesanddifferencesinadvertisinglanguagefeaturescanbesummarizedandpossiblereasonswillbegiveninthelightofthemeaning,andfunctionoflanguage.Thispaperwillbepresentedinfiveparts.Thefirstpartistheintroductionandthelastconclusion.Thefocusofthepaperislaidonthethreemiddlepartswhichrespectivelyanalyzelanguagefeaturesatlexical,syntacticanddiscourselevels.Theconclusionofthispaperisdrawnfromthedataanalysis.Intheanalysis,examplesfromthecorpuswillbegivenfigures,tablesandgraphswillalsobeofferedtomakethepaperunderstandableandpersuasive.ItishopedthatthestudycanshedlightonthelanguagefeaturesofadvertisementsandalsoprovidehelptocopywritersandadvertisingEnglishlearners.KEYWORDSEnglishAdvertisements,Lexical,Syntactic,Discourse,Similarities,DifferencesContents1.Introduction11.1Rationaleofthestudy...11.2Definitionofadvertising...11.3Focusofthepresentstudy11.4Sourcesofdata.22.Lexicalfeatures22.1Classificationofadvertisinganditsaudience.22.2Similaritiesatthelexicallevel.32.2.1Fewverbsareused...32.2.2Useofemotivewords..42.2.3Makepunandalliteration.42.2.4Useofweaselwords.52.3Differencesatthelexicallevel.62.3.1Genderidentityinadvertisements.62.3.2SelectionofAdjectives72.3.3Compoundwords.82.3.4Useofpronouns83.Syntacticalfeatures93.1Similarities93.2Differences103.2.1Headlines..103.2.2Comparisonofheadlinesofdifferenttypesofads...114.Discoursefeatures.....124.1Bodycopyofadvertisements...124.2Differencesinbodycopy.125.Conclusion141.Introduction1.1RationaleofthestudyWeliveinaworldofadvertising.Aspotentialconsumers,weareendlesslybombardedwithallkindsofproductorserviceinformationfromvariousmediaincludingnewspapers,magazines,television,radio,postersandInternet,etc.Advertisingprovidesavaluableservicetosocietyanditsmembers,becauseitdefinesforconsumersthemeaningandtheroleofproducts,services,andinstitutions.Itindicatesthedifferencethatexistsbetweenbrandsofproductsandalternativeservices,aswellasthedistinguishingcharacteristicsofcompaniesandinstitutions.Advertisingalsotellstheconsumerwhataspecificproduct,brandorserviceshoulddowhenitisusedandthushelpshimorhertounderstandandevaluateexperiencewiththeproductsandservicesthatheorsheuses.Ontheotherhand,bymakingpeopleawareofproducts,serviceandideas,advertisingpromotessalesandprofits.Finally,advertisingisoneofthemajorforcesthatarehelpingimprovethestandardoflivingaroundtheworld.Combinedwithallthesecommunicational,marketingandsocialfunctions.Advertisingbecomesindispensableinthemodernworld.Naturally,advertisementsinEnglishhavebecomeanimportantmeansofcommunicatingideas,demonstratingavarietyoflinguisticfeaturesofitsown.Thepresentstudyattemptstoexaminethesefeaturesatthelexical,syntacticanddiscourselevels,inthehopeofbringingthemtolightand,thereby,offeringhelptoadvertisementwritersandlanguagelearners.1.2DefinitionofadvertisingAccordingtotheDefinitionCommitteeofAmericanMarketingAssociation方薇,19972,advertisingisdefinedasfollowsAdvertisingisthenonpersonalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.1.3FocusofthepresentstudyUsually,advertisingcommunicatesinformationinthreetypesaudio,visual,andlanguage.Itisamorecommoncasethatanadvertisementisamixtureofthethree.Inradioadvertisements,musicisalwaysaccompaniedbylanguageonTVandmotionpictures,musicandlanguageillustrationaremixedwitheachother.Inmagazinesandnewspapers,advertisementsareacombinationofpicturesandlanguageofwritteninformation.Althoughmusicandpicturescanprovidesomehints,orcreateakindofatmosphere,theinformationabouttheproductislimited.Evenworse,itmayleadtomisunderstanding.Thus,wemaysaythatlanguageinawayprovidesmoreexact,detailedanddependableinformationwhereasmusicandpicturesonlyactasasupplementarymeansinadvertising.Advertisinglanguage,playingaroleofcommunicationandpersuasion,hasdevelopeditsownfeatures.ThispaperwillfocusonthelanguagefeaturesofEnglishadvertisementsatlexical,syntacticanddiscourselevels.Itishoped,byacontrastivestudyofadvertisementsonthreetypesofproductsdailyconsumergoods,technicalequipmentandservice,similaritiesanddifferencesofthethreetypesofadvertisementswillbesummarizedandpossiblereasonswillbegiveninthelightofthemeaning,andfunctionoflanguage.1.4SourcesofdataAlltheadvertisementsstudiedinthispaperaretakenfromEnglishmagazines.TheyarechosenfromTime,PeopleandNewsweekissuesfrom19992000,becausethesethreemagazineshaveahugecirculation,coveringallkindsofaudience.Almostallkindsofadvertisementscanbefoundinthesemagazines.Inordertogetvaluableinformationforthestudy,acorpusof60advertisementswasbuilt,whichconsistsof20dailyconsumergoodsads,20technicalequipmentads,and20serviceads.Conclusionswillbedrawnthroughquantitativeandqualitativestudiesofthedata.2LexicalFeatures2.1ClassificationofadvertisinganditsaudienceGenerallyspeaking,advertisementscanbedividedintotwotypespublicrelationadsandcommercialads.Theformertriestoadvocatereputationforasocialgroup,whosepurposeistoleaveafavorableimpressionuponthepotentialaudience.Thelatterleadstotheactofpurchasingtheproductsorusingtherecommendedservice.Commercialadsaremuchmorepresentedthroughmassmediaforthereasonthatmanufacturersandcompaniesarewillingtospendalargesumofmoneytomakeacertainproductknownortoboosttheimageofacertainbrand.Insomecases,competitors,likeCocacolaandPerpsi,evensparenoexpensetolaunchadvertisingcampaignstowinoverthemarketshare.Commercialadvertisingcanalsobedividedaccordingtothetargetaudienceintotwogroupsconsumeradvertisingandbusinessadvertising.Mostoftheadsinthemassmediaareconsumeradvertisements.Theyaretypicallydirectedatconsumers.Bycontrast,businessadvertisingtendstobeconcentratedinspecializedbusinesspublications,professionaljournals,tradeshowstargetingatacertaingroupofpeopleinvolvedinsomebusiness.Sinceconsumeradvertisingismostaccessibletocommonpeople,thepresentstudyonwillfocusonconsumeradvertising.TheclassificationofadvertisingisclearlyshowninthefollowinggraphGraph1ClassificationofadvertisementsPublicadsDailyconsumergoodsadsAdvertisingConsumeradsTechnicalequipmentadsCommercialadsBusinessadsServiceads

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