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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。ABSTRACTII摘要III1INTRODUCTION12THEARTISTICFEATURESINENGLISHADVERTISEMENT321LINGUISTICATTRIBUTESOFENGLISHADVERTISEMENT3211SOUNDARTISTRYOFENGLISHADVERTISEMENT3212LEXICALFEATURES5213SYNTACTICFEATURES822FEATURESOFADVERTISEMENTHEADLINE1023RHETORICALDEVICES113THEARTISTICFEATURESOFADVERTISEMENTINOTHERFIELDS1931THEARTISTICFEATURESFROMPRAGMATICSFIELD1932THEARTISTICFEATURESFROMOTHERVIEWS194CONCLUSION21REFERENCES23本科毕业论文IACKNOWLEDGEMENTSIWOULDLIKETOTHANKALLTHOSEWHOHAVEGIVENMETHEIRGENEROUSHELPS,COMMITMENTANDENTHUSIASM,WHICHHAVEBEENTHEMAJORDRIVINGFORCETOCOMPLETETHECURRENTPAPERFIRSTLY,ASPECIALACKNOWLEDGEMENTSHOULDBESHOWNTOMYRESPECTEDSUPERVISORMRZHOUCHANGJUNIAMGREATLYINDEBTEDTOHIMFORHISORIGINALSUGGESTIONSANDEXHAUSTIVEREVISIONSTOTHEDISSERTATIONSECONDLY,IWANTTOEXPRESSMYTHANKSTOALLTHETEACHERSOFMYCOLLEGECOURSESWHOHELPEDMEINEVERYSTAGEOFMYDEVELOPMENTIALSOWANTTOTHANKMYROOMMATESWHOSEADVISESREALLYIMPROVEDTHEQUALITYOFTHISPAPERTHIRDLY,IMUSTEXPRESSMYHEARTYTHANKSTOMYBROTHER,WHOSEENCOURAGEMENTAREVITALTOTHISPAPERLASTBUTNOTLEAST,IWANTTOTAKETHEOPPORTUNITYTOTHANKTHELIBRARYASSISTANTSWHOSUPPLIEDMEWITHREFERENCEMATERIALSOFGREATVALUES本科毕业论文IIABSTRACTADVERTISINGLANGUAGEISANARTISTICALLYCONCENTRATEDBUSINESSLANGUAGEINFLUENCEDBYSUCHSCIENCESASLINGUISTICS,PSYCHOLOGY,MARKETING,SOCIOLOGY,AESTHETICS,ETC,ITSDICTIONHASVARIOUSVALUESFORRESEARCHITISNOWMOREANDMORECATCHINGPEOPLE’SATTENTIONFORITSUNIQUEFUNCTION.INMODERNAGE,WEWERESURROUNDEDBYVARIOUSADVERTISEMENTS,CAN’TIMAGINEWHATOURLIFEWILLBEIFONEDAYTHEREWERENOADVERTISEMENTADVERTISINGLANGUAGEISAHIGHLYARTISTICLANGUAGE,ITHASSOMEDISTINCTCHARACTERISTICSINITSUSEOFWORDSINTHELANGUAGEPERFORMANCEASPECT,THEADVERTISEMENTLANGUAGEHASITSUNIQUECHARACTERINWORDUSAGE,SYNTAX,GRAMMAR,THERHETORICALFLAVORANDTHELITERARYSTYLETHEAPPLICATIONOFRHETORICINADVERTISINGENGLISHHASMADEENGLISHVIVID,TERSE,HUMOROUSANDRHYTHMIC,THUSDISPLAYINGITSUNIQUECHARM.WITHMANYCLASSICENGLISHADVERTISEMENTS,THISPAPERANALYSESANDSUMMARIZESHOWCONTRAST,PERSONIFICATION,SIMILE,REPETITION,PUN,EXAGGERATION,PARODY,RHYMEANDOTHERARTISTICFEATURESAREUSEDINADVERTISINGENGLISHKEYWORDSADVERTISINGENGLISH;ARTISTICFEATURE;ARTOFRHETORIC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,COMMODITIESAREDEVELOPEDFASTASAMARKETINGCOMMODITYCARRIER;ADVERTISINGISPLAYINGTHEVITALROLEINOURCOUNTRY’SECONOMICDEVELOPMENTWHENINTRODUCETHEOVERSEASQUALITYPRODUCTANDTHESERVICETOCHINA,ORSELLTHECHINESEPRODUCTTOOVERSEAS,ALLOFTHOSEMUSTBEDONEWITHTHEHELPOFADVERTISEMENTBECAUSEOFITSUNIQUELANGUAGECHARMANDSUMMONINGFORCE,ADVERTISEMENTENGLISHHASBLOOMEDOUTFROMENGLISHFAMILY,ITHASUNIQUECHARACTERSBOTHINTHEGLOSSARYANDTHESENTENCETYPEAGOODPIECEOFADVERTISEMENTMUSTEASYTOUNDERSTAND,EASYTORECORD,ONLYBYTHISWAYCANMAKEDEEPIMPRESSIONINTHEPUBLICASANIMPORTANTCOMPONENT,ADVERTISEMENTENGLISHNOTONLYRETAINEDTHEBASICCHARACTEROFENGLISH,BUTALSOBOUGHTINVARIOUSCOUNTRIESWAYOFADVERTISEMENTWORDUSAGE,THUSGRADUALLYFORMEDITSOWNUNIQUESTYLEADVERTISINGISAKINDOFCOMMUNICATIONADVERTISERSFREQUENTLYCALLTHEMSELVES“COMMUNICATORS”COMMUNICATIONREFERSTOTHETRANSMISSIONOFINFORMATIONBETWEENASOURERANDARECEIVERUSINGASIGNALINGSYSTEMFATIHI,199179IFADVERTISERSELECTSTHESTRAIGHTFORWARDMETHOD,ITMAYEASILYBECONSIDEREDASINTENTIONALLYEXAGGERATETHEPRODUCT,ANDMAYLEDTOCUSTOMERS’REPUGNANCETHEREFORE,MOSTOFADVERTISEMENTSDOESNOTDIRECTLYEXPRESSTHEACTUALMEANING,BUTCHOSETHETORTUOUSWAYTOIMPLICITLYEXPRESS,PUTTHEIMPLICATIONINTHEANALOGY,THEPERSONIFICATION,DOUBLEMEANING,THEEXAGGERATION,IMITATESPLANSETC,ITMAYACHIEVESTHEEFFECTWHICHTHETUNEREFINEDLANGUAGEEXPRESSESONESIDEATHROUGHTHISWAY,ITISNOTONLYANADVANTAGEFORTHECONSUMERTOHAVEAMORETHOROUGHUNDERSTANDINGBUTALSOFORTHEEDITORTOVIVIDLYEXPRESSTHOUGHTS,ITMAY本科毕业论文2CAUSESADVERTISEMENTSENTENCETOHAVETHEPERSUASIVEPOWER,ANDTHEARTISTICCHARMSO,ITISOFGREATIMPORTANCEFORUSTOUNDERSTANDADVERTISEMENTENGLISHITISNOTONLYHASTHEADVANTAGETOUNDERSTANDENGLISHADVERTISEMENT,BUTALSOPROFITSUSTOUNDERSTANDENGLISHADVERTISEMENT’SPROPAGANDASTRATEGYANDTHESKILL,THUSCANAPPLIESITINTHECHINESEPRODUCTS’ADVERTISEMENTSPROPAGANDAITMAYCAUSETHECHINESEPRODUCTTOHAVETHEINTERNATIONALCOMPETITIVENESS;MOREOVERITALSOHASCERTAINHELPFORUSTOSTUDYENGLISHTHEREFORE,TOUNDERSTANDADVERTISEMENTSPROPAGANDA’SIMPORTANTCARRIERADVERTISEMENTENGLISHAPPEARSESPECIALLYIMPORTANTTHROUGHTHEWAYOFEXAMPLEANALYSIS,THISARTICLEAPPRECIATESLANGUAGEBEAUTYOFARTWHICHEACHMETHODBRINGS,INORDERTOHAVEABENEFITTOENGLISHADVERTISEMENTSCREATIONASWELLASAPPRECIATEOFTHEADVERTISEMENTITWILLBEDISCUSSEDINTHEFOLLOWINGPART

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