论广告英语的艺术性.doc_第1页
论广告英语的艺术性.doc_第2页
论广告英语的艺术性.doc_第3页
论广告英语的艺术性.doc_第4页
论广告英语的艺术性.doc_第5页
已阅读5页,还剩25页未读 继续免费阅读

下载本文档

版权说明:本文档由用户提供并上传,收益归属内容提供方,若内容存在侵权,请进行举报或认领

文档简介

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.ItisnowmoreandmorecatchingpeoplesattentionforitsuniquefunctionInmodernage,weweresurroundedbyvariousadvertisements,cantimaginewhatourlifewillbeifonedaytherewerenoadvertisement.Advertisinglanguageisahighlyartisticlanguage,ithassomedistinctcharacteristicsinitsuseofwords.Inthelanguageperformanceaspect,theadvertisementlanguagehasitsuniquecharacterinwordusage,syntax,grammar,therhetoricalflavorandtheliterarystyle.TheapplicationofrhetoricinadvertisingEnglishhasmadeEnglishvivid,terse,humorousandrhythmic,thusdisplayingitsuniquecharmWithmanyclassicEnglishadvertisements,thispaperanalysesandsummarizeshowcontrast,personification,simile,repetition,pun,exaggeration,parody,rhymeandotherartisticfeaturesareusedinadvertisingEnglish.Keywords:advertisingEnglish;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;advertisingisplayingthevitalroleinourcountryseconomicdevelopment.WhenintroducetheoverseasqualityproductandtheservicetoChina,orselltheChineseproducttooverseas,allofthosemustbedonewiththehelpofadvertisement.Becauseofitsuniquelanguagecharmandsummoningforce,advertisementEnglishhasbloomedoutfromEnglishfamily,ithasuniquecharactersbothintheglossaryandthesentencetype.Agoodpieceofadvertisementmusteasytounderstand,easytorecord,onlybythiswaycanmakedeepimpressioninthepublic.Asanimportantcomponent,advertisementEnglishnotonlyretainedthebasiccharacterofEnglish,butalsoboughtinvariouscountrieswayofadvertisementwordusage,thusgraduallyformeditsownuniquestyle.Advertisingisakindofcommunication.Advertisersfrequentlycallthemselves“communicators”.Communicationreferstothetransmissionofinformationbetweenasourerandareceiverusingasignalingsystem(Fatihi,1991:79).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.ItmaycausetheChineseproducttohavetheinternationalcompetitiveness;moreoveritalsohascertainhelpforustostudyEnglish.Therefore,tounderstandadvertisementspropagandasimportantcarrier-advertisementEnglishappe

温馨提示

  • 1. 本站所有资源如无特殊说明,都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
  • 2. 本站的文档不包含任何第三方提供的附件图纸等,如果需要附件,请联系上传者。文件的所有权益归上传用户所有。
  • 3. 本站RAR压缩包中若带图纸,网页内容里面会有图纸预览,若没有图纸预览就没有图纸。
  • 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
  • 5. 人人文库网仅提供信息存储空间,仅对用户上传内容的表现方式做保护处理,对用户上传分享的文档内容本身不做任何修改或编辑,并不能对任何下载内容负责。
  • 6. 下载文件中如有侵权或不适当内容,请与我们联系,我们立即纠正。
  • 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。

评论

0/150

提交评论