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论广告英语的艺术性.doc

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论广告英语的艺术性.doc

本科生毕业论文OntheArtisticFeaturesinEnglishAdvertisement论广告英语的艺术性院系外国语系专业英语学生姓名学号指导教师2008年6月本科毕业论文IContentsAcknowledgements..........................................................................................错误未找到引用源。Abstract................................................................................................................................................................II摘要.......................................................................................................................................................................III1Introduction....................................................................................................................................................12TheArtisticFeaturesinEnglishAdvertisement......................................................................32.1LinguisticAttributesofEnglishAdvertisement.................................................32.1.1SoundArtistryofEnglishAdvertisement....................................................32.1.2LexicalFeatures...........................................................................................52.1.3SyntacticFeatures........................................................................................82.2FeaturesofAdvertisementHeadline.................................................................102.3.RhetoricalDevices...........................................................................................113TheArtisticFeaturesofAdvertisementinOtherFields..................................................193.1TheArtisticFeaturesFromPragmaticsField...................................................193.2TheArtisticFeaturesFromOtherViews..........................................................194Conclusion....................................................................................................................................................21References.........................................................................................................................................................23本科毕业论文IAcknowledgementsIwouldliketothankallthosewhohavegivenmetheirgeneroushelps,commitmentandenthusiasm,whichhavebeenthemajordrivingforcetocompletethecurrentpaper.Firstly,aspecialacknowledgementshouldbeshowntomyrespectedsupervisorMr.ZhouChangJun.Iamgreatlyindebtedtohimforhisoriginalsuggestionsandexhaustiverevisionstothedissertation.Secondly,Iwanttoexpressmythankstoalltheteachersofmycollegecourseswhohelpedmeineverystageofmydevelopment.Ialsowanttothankmyroommateswhoseadvisesreallyimprovedthequalityofthispaper.Thirdly,Imustexpressmyheartythankstomybrother,whoseencouragementarevitaltothispaper.Lastbutnotleast,Iwanttotaketheopportunitytothankthelibraryassistantswhosuppliedmewithreferencematerialsofgreatvalues.本科毕业论文IIAbstractAdvertisinglanguageisanartisticallyconcentratedbusinesslanguage.Influencedbysuchsciencesaslinguistics,psychology,marketing,sociology,aesthetics,etc,itsdictionhasvariousvaluesforresearch.Itisnowmoreandmorecatchingpeoplesattentionforitsuniquefunction.Inmodernage,weweresurroundedbyvariousadvertisements,cantimaginewhatourlifewillbeifonedaytherewerenoadvertisement.Advertisinglanguageisahighlyartisticlanguage,ithassomedistinctcharacteristicsinitsuseofwords.Inthelanguageperformanceaspect,theadvertisementlanguagehasitsuniquecharacterinwordusage,syntax,grammar,therhetoricalflavorandtheliterarystyle.TheapplicationofrhetoricinadvertisingEnglishhasmadeEnglishvivid,terse,humorousandrhythmic,thusdisplayingitsuniquecharm.WithmanyclassicEnglishadvertisements,thispaperanalysesandsummarizeshowcontrast,personification,simile,repetition,pun,exaggeration,parody,rhymeandotherartisticfeaturesareusedinadvertisingEnglish.KeywordsadvertisingEnglishartisticfeatureartofrhetoric本科毕业论文III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本科毕业论文11IntroductionNowadays,commoditiesaredevelopedfastasamarketingcommoditycarrieradvertisingisplayingthevitalroleinourcountryseconomicdevelopment.WhenintroducetheoverseasqualityproductandtheservicetoChina,orselltheChineseproducttooverseas,allofthosemustbedonewiththehelpofadvertisement.Becauseofitsuniquelanguagecharmandsummoningforce,advertisementEnglishhasbloomedoutfromEnglishfamily,ithasuniquecharactersbothintheglossaryandthesentencetype.Agoodpieceofadvertisementmusteasytounderstand,easytorecord,onlybythiswaycanmakedeepimpressioninthepublic.Asanimportantcomponent,advertisementEnglishnotonlyretainedthebasiccharacterofEnglish,butalsoboughtinvariouscountrieswayofadvertisementwordusage,thusgraduallyformeditsownuniquestyle.Advertisingisakindofcommunication.Advertisersfrequentlycallthemselvescommunicators.CommunicationreferstothetransmissionofinformationbetweenasourerandareceiverusingasignalingsystemFatihi,199179.Ifadvertiserselectsthestraightforwardmethod,itmayeasilybeconsideredasintentionallyexaggeratetheproduct,andmayledtocustomersrepugnance.Therefore,mostofadvertisementsdoesnotdirectlyexpresstheactualmeaning,butchosethetortuouswaytoimplicitlyexpress,puttheimplicationintheanalogy,thepersonification,doublemeaning,theexaggeration,imitatesplansetc,itmayachievestheeffectwhichthetunerefinedlanguageexpressesonesidea.Throughthisway,itisnotonlyanadvantagefortheconsumertohaveamorethoroughunderstandingbutalsofortheeditortovividlyexpressthoughts,itmay本科毕业论文2causesadvertisementsentencetohavethepersuasivepower,andtheartisticcharm.So,itisofgreatimportanceforustounderstandadvertisementEnglish.ItisnotonlyhastheadvantagetounderstandEnglishadvertisement,butalsoprofitsustounderstandEnglishadvertisementspropagandastrategyandtheskill,thuscanappliesitintheChineseproductsadvertisementspropaganda.ItmaycausetheChineseproducttohavetheinternationalcompetitivenessmoreoveritalsohascertainhelpforustostudyEnglish.Therefore,tounderstandadvertisementspropagandasimportantcarrieradvertisementEnglishappearsespeciallyimportant.Throughthewayofexampleanalysis,thisarticleappreciateslanguagebeautyofartwhicheachmethodbrings,inordertohaveabenefittoEnglishadvertisementscreationaswellasappreciateoftheadvertisement.Itwillbediscussedinthefollowingpart.

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