英语广告语言的特征分析(英文).doc英语广告语言的特征分析(英文).doc

收藏 分享

资源预览需要最新版本的Flash Player支持。
您尚未安装或版本过低,建议您

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,SYNTACTICANDDISCOURSELEVELSINORDERTOCONDUCTADATADRIVENSTUDY,THEAUTHORBUILDSACORPUSOF60ENGLISHADVERTISEMENTSITISHOPEDTHATTHROUGHTHEDETAILEDSURVEYOFTHREETYPESOFADVERTISEMENTSNAMELY,DAILYCONSUMERGOODSADS,TECHNICALEQUIPMENTADS,SERVICEADS,SIMILARITIESANDDIFFERENCESINADVERTISINGLANGUAGEFEATURESCANBESUMMARIZEDANDPOSSIBLEREASONSWILLBEGIVENINTHELIGHTOFTHEMEANING,ANDFUNCTIONOFLANGUAGETHISPAPERWILLBEPRESENTEDINFIVEPARTSTHEFIRSTPARTISTHEINTRODUCTIONANDTHELASTCONCLUSIONTHEFOCUSOFTHEPAPERISLAIDONTHETHREEMIDDLEPARTSWHICHRESPECTIVELYANALYZELANGUAGEFEATURESATLEXICAL,SYNTACTICANDDISCOURSELEVELSTHECONCLUSIONOFTHISPAPERISDRAWNFROMTHEDATAANALYSISINTHEANALYSIS,EXAMPLESFROMTHECORPUSWILLBEGIVEN;FIGURES,TABLESANDGRAPHSWILLALSOBEOFFEREDTOMAKETHEPAPERUNDERSTANDABLEANDPERSUASIVEITISHOPEDTHATTHESTUDYCANSHEDLIGHTONTHELANGUAGEFEATURESOFADVERTISEMENTSANDALSOPROVIDEHELPTOCOPYWRITERSANDADVERTISINGENGLISHLEARNERSKEYWORDSENGLISHADVERTISEMENTS,LEXICAL,SYNTACTIC,DISCOURSE,SIMILARITIES,DIFFERENCESCONTENTS1INTRODUCTION111RATIONALEOFTHESTUDY112DEFINITIONOFADVERTISING113FOCUSOFTHEPRESENTSTUDY114SOURCESOFDATA22LEXICALFEATURES221CLASSIFICATIONOFADVERTISINGANDITSAUDIENCE222SIMILARITIESATTHELEXICALLEVEL3221FEWVERBSAREUSED3222USEOFEMOTIVEWORDS4223MAKEPUNANDALLITERATION4224USEOFWEASELWORDS523DIFFERENCESATTHELEXICALLEVEL6231GENDERIDENTITYINADVERTISEMENTS6232SELECTIONOFADJECTIVES7233COMPOUNDWORDS8234USEOFPRONOUNS83SYNTACTICALFEATURES931SIMILARITIES932DIFFERENCES10321HEADLINES10322COMPARISONOFHEADLINESOFDIFFERENTTYPESOFADS114DISCOURSEFEATURES1241BODYCOPYOFADVERTISEMENTS1242DIFFERENCESINBODYCOPY125CONCLUSION141INTRODUCTION11RATIONALEOFTHESTUDYWELIVEINAWORLDOFADVERTISINGASPOTENTIALCONSUMERS,WEAREENDLESSLYBOMBARDEDWITHALLKINDSOFPRODUCTORSERVICEINFORMATIONFROMVARIOUSMEDIAINCLUDINGNEWSPAPERS,MAGAZINES,TELEVISION,RADIO,POSTERSANDINTERNET,ETCADVERTISINGPROVIDESAVALUABLESERVICETOSOCIETYANDITSMEMBERS,BECAUSEITDEFINESFORCONSUMERSTHEMEANINGANDTHEROLEOFPRODUCTS,SERVICES,ANDINSTITUTIONSITINDICATESTHEDIFFERENCETHATEXISTSBETWEENBRANDSOFPRODUCTSANDALTERNATIVESERVICES,ASWELLASTHEDISTINGUISHINGCHARACTERISTICSOFCOMPANIESANDINSTITUTIONSADVERTISINGALSOTELLSTHECONSUMERWHATASPECIFICPRODUCT,BRANDORSERVICESHOULDDOWHENITISUSEDANDTHUSHELPSHIMORHERTOUNDERSTANDANDEVALUATEEXPERIENCEWITHTHEPRODUCTSANDSERVICESTHATHEORSHEUSESONTHEOTHERHAND,BYMAKINGPEOPLEAWAREOFPRODUCTS,SERVICEANDIDEAS,ADVERTISINGPROMOTESSALESANDPROFITSFINALLY,ADVERTISINGISONEOFTHEMAJORFORCESTHATAREHELPINGIMPROVETHESTANDARDOFLIVINGAROUNDTHEWORLDCOMBINEDWITHALLTHESECOMMUNICATIONAL,MARKETINGANDSOCIALFUNCTIONSADVERTISINGBECOMESINDISPENSABLEINTHEMODERNWORLDNATURALLY,ADVERTISEMENTSINENGLISHHAVEBECOMEANIMPORTANTMEANSOFCOMMUNICATINGIDEAS,DEMONSTRATINGAVARIETYOFLINGUISTICFEATURESOFITSOWNTHEPRESENTSTUDYATTEMPTSTOEXAMINETHESEFEATURESATTHELEXICAL,SYNTACTICANDDISCOURSELEVELS,INTHEHOPEOFBRINGINGTHEMTOLIGHTAND,THEREBY,OFFERINGHELPTOADVERTISEMENTWRITERSANDLANGUAGELEARNERS12DEFINITIONOFADVERTISINGACCORDINGTOTHEDEFINITIONCOMMITTEEOFAMERICANMARKETINGASSOCIATION方薇,19972,ADVERTISINGISDEFINEDASFOLLOWSADVERTISINGISTHENONPERSONALCOMMUNICATIONOFINFORMATIONUSUALLYPAIDFORANDUSUALLYPERSUASIVEINNATUREABOUTPRODUCTS,SERVICESORIDEASBYIDENTIFIEDSPONSORSTHROUGHTHEVARIOUSMEDIA13FOCUSOFTHEPRESENTSTUDYUSUALLY,ADVERTISINGCOMMUNICATESINFORMATIONINTHREETYPESAUDIO,VISUAL,ANDLANGUAGEITISAMORECOMMONCASETHATANADVERTISEMENTISAMIXTUREOFTHETHREEINRADIOADVERTISEMENTS,MUSICISALWAYSACCOMPANIEDBYLANGUAGE;ONTVANDMOTIONPICTURES,MUSICANDLANGUAGEILLUSTRATIONAREMIXEDWITHEACHOTHERINMAGAZINESANDNEWSPAPERS,ADVERTISEMENTSAREACOMBINATIONOFPICTURESANDLANGUAGEOFWRITTENINFORMATIONALTHOUGHMUSICANDPICTURESCANPROVIDESOMEHINTS,ORCREATEAKINDOFATMOSPHERE,THEINFORMATIONABOUTTHEPRODUCTISLIMITEDEVENWORSE,ITMAYLEADTOMISUNDERSTANDINGTHUS,WEMAYSAYTHATLANGUAGEINAWAYPROVIDESMOREEXACT,DETAILEDANDDEPENDABLEINFORMATIONWHEREASMUSICANDPICTURESONLYACTASASUPPLEMENTARYMEANSINADVERTISINGADVERTISINGLANGUAGE,PLAYINGAROLEOFCOMMUNICATIONANDPERSUASION,HASDEVELOPEDITSOWNFEATURESTHISPAPERWILLFOCUSONTHELANGUAGEFEATURESOFENGLISHADVERTISEMENTSATLEXICAL,SYNTACTICANDDISCOURSELEVELSITISHOPED,BYACONTRASTIVESTUDYOFADVERTISEMENTSONTHREETYPESOFPRODUCTSDAILYCONSUMERGOODS,TECHNICALEQUIPMENTANDSERVICE,SIMILARITIESANDDIFFERENCESOFTHETHREETYPESOFADVERTISEMENTSWILLBESUMMARIZEDANDPOSSIBLEREASONSWILLBEGIVENINTHELIGHTOFTHEMEANING,ANDFUNCTIONOFLANGUAGE14SOURCESOFDATAALLTHEADVERTISEMENTSSTUDIEDINTHISPAPERARETAKENFROMENGLISHMAGAZINESTHEYARECHOSENFROMTIME,PEOPLEANDNEWSWEEKISSUESFROM19992000,BECAUSETHESETHREEMAGAZINESHAVEAHUGECIRCULATION,COVERINGALLKINDSOFAUDIENCEALMOSTALLKINDSOFADVERTISEMENTSCANBEFOUNDINTHESEMAGAZINESINORDERTOGETVALUABLEINFORMATIONFORTHESTUDY,ACORPUSOF60ADVERTISEMENTSWASBUILT,WHICHCONSISTSOF20DAILYCONSUMERGOODSADS,20TECHNICALEQUIPMENTADS,AND20SERVICEADSCONCLUSIONSWILLBEDRAWNTHROUGHQUANTITATIVEANDQUALITATIVESTUDIESOFTHEDATA2LEXICALFEATURES21CLASSIFICATIONOFADVERTISINGANDITSAUDIENCEGENERALLYSPEAKING,ADVERTISEMENTSCANBEDIVIDEDINTOTWOTYPESPUBLICRELATIONADSANDCOMMERCIALADSTHEFORMERTRIESTOADVOCATEREPUTATIONFORASOCIALGROUP,WHOSEPURPOSEISTOLEAVEAFAVORABLEIMPRESSIONUPONTHEPOTENTIALAUDIENCETHELATTERLEADSTOTHEACTOFPURCHASINGTHEPRODUCTSORUSINGTHERECOMMENDEDSERVICECOMMERCIALADSAREMUCHMOREPRESENTEDTHROUGHMASSMEDIAFORTHEREASONTHATMANUFACTURERSANDCOMPANIESAREWILLINGTOSPENDALARGESUMOFMONEYTOMAKEACERTAINPRODUCTKNOWNORTOBOOSTTHEIMAGEOFACERTAINBRANDINSOMECASES,COMPETITORS,LIKECOCACOLAANDPERPSI,EVENSPARENOEXPENSETOLAUNCHADVERTISINGCAMPAIGNSTOWINOVERTHEMARKETSHARECOMMERCIALADVERTISINGCANALSOBEDIVIDEDACCORDINGTOTHETARGETAUDIENCEINTOTWOGROUPSCONSUMERADVERTISINGANDBUSINESSADVERTISINGMOSTOFTHEADSINTHEMASSMEDIAARECONSUMERADVERTISEMENTSTHEYARETYPICALLYDIRECTEDATCONSUMERSBYCONTRAST,BUSINESSADVERTISINGTENDSTOBECONCENTRATEDINSPECIALIZEDBUSINESSPUBLICATIONS,PROFESSIONALJOURNALS,TRADESHOWSTARGETINGATACERTAINGROUPOFPEOPLEINVOLVEDINSOMEBUSINESSSINCECONSUMERADVERTISINGISMOSTACCESSIBLETOCOMMONPEOPLE,THEPRESENTSTUDYONWILLFOCUSONCONSUMERADVERTISINGTHECLASSIFICATIONOFADVERTISINGISCLEARLYSHOWNINTHEFOLLOWINGGRAPHGRAPH1CLASSIFICATIONOFADVERTISEMENTSPUBLICADSDAILYCONSUMERGOODSADSADVERTISINGCONSUMERADSTECHNICALEQUIPMENTADSCOMMERCIALADSBUSINESSADSSERVICEADS
编号:201311211706280375    类型:共享资源    大小:146.00KB    格式:DOC    上传时间:2013-11-21
  
6
关 键 词:
专业文献 学术论文 精品文档 英语广告
  人人文库网所有资源均是用户自行上传分享,仅供网友学习交流,未经上传用户书面授权,请勿作他用。
关于本文
本文标题:英语广告语言的特征分析(英文).doc
链接地址:http://www.renrendoc.com/p-110375.html

当前资源信息

4.0
 
(2人评价)
浏览:18次
zhaozilong上传于2013-11-21

官方联系方式

客服手机:17625900360   
2:不支持迅雷下载,请使用浏览器下载   
3:不支持QQ浏览器下载,请用其他浏览器   
4:下载后的文档和图纸-无水印   
5:文档经过压缩,下载后原文更清晰   

精品推荐

相关阅读

人人文库
关于我们 - 网站声明 - 网站地图 - 资源地图 - 友情链接 - 网站客服客服 - 联系我们

网站客服QQ:2846424093    人人文库上传用户QQ群:460291265   

[email protected] 2016-2018  renrendoc.com 网站版权所有   南天在线技术支持

经营许可证编号:苏ICP备12009002号-5