会员注册 | 登录 | 微信快捷登录 QQ登录 微博登录 | 帮助中心 人人文库renrendoc.com美如初恋!
站内搜索 百度文库

热门搜索: 直缝焊接机 矿井提升机 循环球式转向器图纸 机器人手爪发展史 管道机器人dwg 动平衡试验台设计

语言文化论文-广告英语的语言特色.doc语言文化论文-广告英语的语言特色.doc -- 2 元

宽屏显示 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

语言文化论文广告英语的语言特色摘要广告,顾名思义就是广而告之。作为一种宣传和传播信息模式,广告的作用不容忽视,因为它不仅只是一种说服顾客进行消费的技巧,更重要的是,它已逐渐成为社会交流的必须手段之一。本文通过对大量英语广告实例进行分析,并参照国外著名广告人GuyCook等的理论,详细剖析了广告英语的语言特点。广告在我们今天的社会几乎是无孔不入,它的传播介质多种多样,包括报纸、杂志、电视、广播、网络等。广告具有鲜明的目的性,即说服顾客进行购买,这种目的性决定了其语言的特色性风格,使其独立于其它文体,在语言学范畴内值得研究。本文选定英语这一全球普遍使用的语言,就其应用于广告领域而产生的一些语言学特点和广告本身的社会性特点进行深入分析,希望能对相关领域的研究有一定的借鉴作用和参考价值。本文共分为五章,第一章追溯了广告的起源,对广告的分类、作用及定义做了简单概要第二章介绍了广告和文体学的基本定义,广告中,文字和图像的完美结合取决于创意和所用媒体,但它们共同组成了广告语言第三章从句法学、修辞学、词汇学等理论切入,用大量例子分析了广告英语的语言特点,并从语篇分析的角度对其语言特点进行了剖析在语篇分析的章节中,引用了GuyCook的语篇分析模型,并引入了广告问题研究领域新近提出的文章关联性等概念第四章结合了第三章的观点,通过具体英语广告实例对标题中的用词、句子结构、称谓模式、修辞格进行了阐述,分析了广告语言对广告效果的影响最后一章指出了广告英语发展的口语化和简单化趋势及其目前存在的模糊性语言特点,揭开了广告华丽词藻下所掩盖的非真实的广告氛围,批判了其模糊性误导消费者的消极一面。关键词广告广告英语语言特点AbstractAsawayofpropagatingandtransmittinginformation,advertisingsroleconnotbeunderestimatedbecauseitisnotonlyanartfultechniqueinpersuadingpeopletobuy,butalsograduallyhasbecomeamustforsocialcommunicationwhichinturninfluencesthedevelopmentofsocietyandeconomy.ThepurposeofthispaperistostudythelinguisticfeaturesandsociologicalfeaturesofadvertisingEnglish,inthehopetohelpcopywritersathomemarketsintheircreatingprocess.Nowadaysadvertisinghaspenetratedintoeverycornerofourlifeasitstransmittingmediainmanyformsnewspaper,magazine,TV,radioaswellasnetwork.Thegoalofadvertisingdecidesitslanguagetobesimpleanddirect,distinctfromthecharacteristicsofotherdiscourses.ThusananalysisonthelinguisticfeaturesofadvertisingEnglishinthelinguisticfieldisworthwhile.Undersuchcircumstances,astudyonthelinguisticfeaturesofadvertisingEnglishwillhavepracticaleffectsonthecomposingandtranslatingworkofthecopywriters.Thewholepaperisdividedintofivechapters.Thefirstchaptertracesbacktheoriginofadvertisingandabriefintroductionontheclassifications,rolesanddefinitionsofadvertisingispresentedforthelaterdiscussion.Thesecondchapterintroducesthetheoryofadvertisementsandstylistics,theprecisebalanceofwordseitherspokenorwrittenandpicturesisdeterminedbythecreativeconceptandthemediumused,butthecombinationofimagesandwordsmakesupthelanguageofadvertising.Thethirdchapterstartsfromthetheoriesinsyntax,lexicology,rhetoricandendswiththelinguisticfeaturesanalyzedinthefieldofdiscourseanalysis.ThefourthchaptercombinestheviewpointsfromthepreviouschapterthirdandexplorestheeffectoftheadvertisingEnglishasawholeadvertisingprocess.Thelastchapter,alsotheconclusionpart,showsthatthoughadvertisinglanguageappearstobefloweryandrefined,itscontentisnobetterthancommonestlanguagecouldconvey.Byexposingthevarioustechniquesadvertisershaveemployedintheirwriting,thisparthopestoremindconsumersthatadvertisingEnglishisgraduallyattainingthenegativeandambiguousroleinguidingpeopletobuy.KeywordsAdvertising,AdvertisingEnglish,LinguisticFeaturesChapter1IntroductionNootherstatementcouldhavesummedupthecharmofadvertisementthanwhatAldousHuxleyhascommented.Ashehassaidadvertisementasaliteraryformisthemostexciting,themostarduousliteraryformofall,andthemostpregnantincuriouspossibilities.Inhiscommentheassertedadvertisementisaliteraryformandthecopywritingprocessisthedelightfulandsalubriousexerciseforthemind.Butallinall,whatisadvertising,andwhatmakesitunique1.1HistoryofAdvertisementAdvertisementemergedfromthewombofcommodityproductionandexchange.Theconditionfortheexistenceofadvertisingisatleastasegmentofthepopulationmustliveabovethesubsistencelevel.Whenthissituationoccursitalsobecomesnecessaryfortheproducersofmateriallyunnecessarygoodstodosomethingtomakepeoplewanttoacquiretheircommodities.VestergaardandSchroder4Theembryonicformofadvertisingintheworldisstreetcries,whichexisteventoday.AdvertisingwasnotunknowninancientGreeceandRome,butadvertisingaswerecognizeitdidnotstartuntiltheseventeenthcenturyintheWest.Itwasataboutthistimethatnewspaperbegantocirculate.Beforethat,itisprintingwhichwasfirstinventedinChinaandthenintroducedtotheWestthatplayedavitalroleintheproductionofprintadvertising.Classifiedsmalladstypesofadvertisingweredominantbeforethenineteenthcenturyandstyleandlanguageusedinadsatthattimetendedtobedirectandinformative.TheindustrialRevolution,whichbeganinEnglandinthemid1700sandreachedtheUnitedStatesbytheearly1800s,facilitatedmassproductionofgoods.Meanwhileadvertisingbecamemoreandmoreimportantintheindustrialmarket.Thegreatbreakthroughforadvertisingcameonlyinthelatenineteenthcentury.Technologyandmassproductiontechniqueswerethensufficientlydevelopedformorefirmstobeabletoturnoutproductsofroughlythesamequalityandatroughlythesameprice.Thisbroughtonacrisisofoverproductionandunderconsumptionwhichmeantthatthemarketneededtobestimulatedbyadvertising.Atthistimeadvertisingchangeditsfunctionfromproclamationtopersuasion.Inthetwentiethcentury,advertisingdevelopedrapidlyalongsidetheadventofnewmediaradioandtelevisioninsuccession.AccordingtoRichardPollayscontentanalysisoftwothousandprintadsfromtenleadingmagazinesintheUSA,adshaveprogressivelyturnedtowardstheemotionalratherthantheinformativeapproachandthereisashiftseeinghumannatureasrationaltoseemingitasemotional.TodayinChina,whileoureconomicstructureisshiftingfromtheentirelyplannedeconomytothesocialistmarketeconomysystem,advertisingisbecomingmoreandmoreactiveandsophisticated.In1992,Chinasadvertisingexpenditurereached862million,amongthefastestgrowingcountriesinAsia.ThisyearwiththeentryofChinaintoWTO,thisexpenditurefigurewillundoubtedlyriseup,whichwillsupporttheviewthatadvertisingisanindispensablemeansforprovidingtheinformationthatallmarketorientedindustrializedsocietiesneedfortheireconomiestofunctionefficiently.1.2ClassificationsofAdvertisingAdvertisingmaybeclassifiedbymediumnewspaper,magazine,radio,television.Bytargetaudienceconsumer,industrial,business,bygeographyinternational,national,regional,local,orbyitsfunctionorpurposeproductornonproduct,commercialornoncommercial,primarydemandorselectivedemand,directactionorindirectaction.BecauseitisdifficulttogainaccesstoenoughdateforEnglishcommercialsandadsonradioorTV,thus,thesubjectofthisresearchpaperwillmainlyconcentrateontheprintadvertising.1.3RolesofAdvertisingAnadvertisersmainpurposeistopresentandexhibitproductorservice,andtospreadtheinfluenceandcoverageofwhichtotheextentthatthepotentialpurchasingpopulationbecomesrealandactual.Simplyput,advertiserstrybythevariousmeansattheirdisposaltogetpeopletobuytheproductorserviceadvertised.Moreover,advertiserswantpotentialpurchaserstoconsiderwhatisadvertisedtotheexclusionofallothersimilarproductsorservices.Theythereforeattempttoconstructanadvertisementthatwillfullyinvolvetheattentionofthepotentialpurchaserandwhichwillhaveapersuasiveeffect.Advertisersthuscreateasemioticworldinordertopersuadetheiraudienceofessentialrightnessofpurchasingtheproductorserviceadvertised.1.4DefinitionsofAdvertisingAfterabriefintroductionoftheclassificationsandrolesofadvertising,wenowcometothedefinitionsofadvertising.Fromdifferentperspectivesorpurposes,thedefinitionsmightalsovary.InEnglish,thewordadvertisehasitsorigininadvertereinLatin,meaningtoinformsomebodyofsomething,tobringintonoticeortodrawattentiontosomething,etc.InChinese,theequivalenttermguanggaomeanswidelyannounce.Thefatherofmodernadvertising,AlbertLaskersaidthatadvertisingwassalesmanshipinprint.Althoughthedefinitionwasgivenlongbeforetheadventofradioandtelevision,andthenatureandscopeofadvertisingatthattimewereconsiderablydifferentthantheyaretoday,thisoftenrepeatedsayingindicatesthattheultimateobjectiveofadvertisingistosell.Obviouslyitisnotaworkingdefinitionbecausewecannotuseittocoveralladvertisements.Today,awidelyquotedworkingdefinitionofadvertisingwasputforwardbyCourtlandL.BoveeandWilliamF.ArensAdvertisingisthenonpersonalcommunicationofinformation,usuallypaidforandusuallypersuasiveinnature,aboutproductsgoodsorservicesorideasbyidentifiedsponsorsthroughvariousmedia.(Cook,Guy.TheDiscourseofAdvertising.LondonRoutledge,1992)AnotherlinguistBolendefinesadvertisingasaPaid,nonpersonalcommunicationthroughvariousmassmediabybusinessfirms,nonprofitorganizations,andindividualswhoareinsomewayidentifiedinthemessageandwhohopetoinformorpersuademembersofaparticularaudience.Carter,RonaldandGoddard,Angela,ReahDanutaetal.WorkingwithTexts.LondonRoutledge,1997Ifthedefinitionsofadvertisingweretoovagueandabstracttocomprehend,afewwordsofitsfunctionwouldhelptoclarifythiscrucialterm.Broadlyspeaking,advertisementshaveatleastoneoftwofunctionsinformingorpersuading,althoughoverlapmayoftentakeplaceinonesinglepiece.Thetrickhereisthataninformativeadvertisementinformsthecustomeraboutgoods,services,orideasandthentellshowtogetthemmeansofanidentifiedsponsorBolen6.Examplesofinformativeadvertisementsarenotafew,rangingfromflyerstoinsertionsinmagazineandnewspapers,allofthataimtoadvertisenewproducts/servicesorspecialpricesoncertainproducts/services.Thistypeofadvertisementgivesbasic,factualinformationandsometimesshowsaphotosoranillustrationoftheproduct/servicetogivethetargetaudienceabetterviewabouttheadvertisedproduct.PersuasiveadvertisementsarethustheinstrumentsusedbyadvertiserswhohavedefinedtheirtargetaudiencesanddeterminedtheeffecttheyhopetoachievethroughpersuasiveadvertisementsinthemediaBolen9.Andapersuasiveadvertisementshouldtrytopersuadethepotentialcustomerstobuythenewproduct.Bolen6Thepersuasivefunctionisnotonlylimitedtoattractingthepotentialcustomerintobuyingacertainobject,butalsoincludingthesellingofservices,ideas,normsandvalues.Tosummarize,wewouldgettheideathatfirstlyadvertisingisacommunicationprocess.Secondly,atleastamediumisused.Thirdly,thiscommunicationprocesshasadefinitepurposetoconvincethetargetaudience.Theabovethreecharacteristicssuggestadvertisingiscloselyconnectedwiththesociety,employingitsmedia,interconnectingwithitspeopleandguidingtheirbuyinghabit.Alsoinachievingtheadvertisingeffect,theadvertisinglanguageshouldbevividandattractive,whoselinguisticcharacteristicswouldbecoveredintheChapter3.Chapter2TheoreticalBackground2.1Advertisement2.1.1DefinitionandGoalAdvertisingisthepaid,impersonalcommunicationofinformationaboutproductsorideasbyanidentifiedsponsorthroughmassmediainanefforttopersuadeorinfluencebehavior.Notalladvertisingisalike.Advertisementsdifferdependingonwhothemessageisintendedfor,wheretheadvertisementisshown,whichmediaareused,andwhattheadvertiserwantstoaccomplish.seeTable2.1Table2.1Advertisingcanbeclassifiedinfourwaysbytarget,geographicarea,mediaused,andpurpose.ByTargetByGeographicAreaByMediaUsedByPurposeAudienceConsumerBusinessIndustrialTradeProfessionalAgricultureInternationalNationalRegionalLocalPrintNewspaperMagazineElectronicRadioTelevisionInternetOutofhomeOutdoorTransitDirectmailDirectoriesOthermediaProductiveornonproductiveCommercialornoncommercialPrimarydemandorselectivedemandDirectactionorindirectactionThepurposeofcopywritingistopersuadeorremindpeopletotakesomeactiontosatisfyaneedorwant.Butfirstpeopleneedtobemadeawareoftheproblemor,iftheproblemisobvious,ofasolution.Tocreateawareness,thecopywritermustfirstgetpeoplesattentionforexample,byusinglargetypeandprovocativevisuals.Next,thecopywritermuststimulatetheprospectsinterestintheproductandbuildcredibilityfortheproductclaims.Thenthecopywriterfocusesongeneratingdesireandfinallyonstimulatingaction.Thesefiveaspectsshouldbepresentineveryadvertisementorcommercial.Hereistheadvertisingpyramid.2.1.2ElementsofanAdvertisementAsonewillsee,anyadvertisementismadeupofseveralelements.Mostadvertisementsusedallofthem.Theyincludetheheadlineordisplaylinetheillustrationthebodycopyortextthethemelineorslogan,tradecharacter,seal,andothermarksandthelogotypeorsignature.Eachwillbeconsideredinsomedetailbelow.1HeadlinesTheheadlineordisplaylineappearsinmostadvertisementsforseveralreasons.First,itisanattentiongettingdevicesecondly,italsoselectsanaudiencebyappealingtoaspecificgroup,asthislinedoseArthriticsreducepainfulinflammationandgetstomachupsetprotection.AnadformedicineFinally,itisthekeyfactoringettingpeopletoreadthebodycopy.2IllustrationInadditiontoheadlines,mostadvertisementscontainillustrations.Theillustrationliketheheadline,attractsattention,selectstheaudience,andstimulatesinterestinbodycopy.Whatismore,theillustrationcanbeinvaluableinshowingtheproductorproductuseandexplaininggraphicallycertainideasorsituationsthatarecumbersometoputintowords.Theoldsayingthatonepictureisworthathousandwordshasmuchmeritinit.3BodyCopyTobeginwith,someexplanationofthewordcopyisnecessary.Thejobofbodycopyistostimulateinterestintheproductorserviceorideabeingadvertised,createsdesireforit,andurgeaction.Thisisabigtaskandcallsforrightwords.Althoughheadlinesandillustrationscleartheway,itisbodycopythatmustcarrytheburdenofthesellingjob.4Themelines,slogan,tradecharacters,sealandothermarksAnumberofdifferentmarksanddevicesmayappearinanadvertisement,includingthemelines,tradecharacters,andsealsForexample,GeneralFoodsusesthecorporateidentitysymbolinallitsadvertisements.Theautomaticuseoftheseelementsintheadvertisement,however,doesnotdiminishtheirimportance.2.2Stylistics2.2.1TheNeedforStylisticsWhentalkingabouttheEnglishlanguage,oneshouldnotbemisledintothinkingthatthelabelshouldinsomewayrefertoareadilyidentifiableobjectinreality,whichhecanisolateandexamineinaclassroomasatesttubemixture,apieceofrockorapoem.ThelabeloftheEnglishlanguageisinfactacomplexofmanydifferentvarietiesoflanguageinuseinallkindsofsituationsinmanypartsoftheworld.Naturally,allthesevarietieshavemuchmoreincommonthandifferentiatesthem-theyareallclearlyvarietiesofonelanguage,English.Butatthesametime,eachvarietyisdefinablydistinctfromalltheothers.AsaneducatedspeakerofEnglish,astudentofEnglishis,inasense,multilingualforinthecourseofdevelopinghiscommandoflanguage,hehasencounteredalargenumberofvarieties,andtocertainextent,haslearnednowtousethem.Aparticularsocialsituationmakeshimrespondwithanappropriatevarietyoflanguage,thelanguageofconversation,thelanguageofnewspaperreporting,thelanguageofadvertisingandsoon.Butwhatisstylistics2.2.2DefinitionInthepast,menhavebeenintriguedwithstyleandmanystudentsofhumancommunicationhaveofferedtheirideasaboutit.Someareconcernedwithclarity-orlucidity,asAristotlecalledit.ForthisancientGreekcritic,itwasimportantthatthespeakerorwriternotonlyhasideasbutthathesaysthemintherightway,awayanaudiencecanunderstandclearly.Healsosaidthatstyleshouldbeneitherabovenorbelowthedignityofthesubjectbutmustbeappropriate.Anotherstudentoflanguageandhumanuseofit,theScottishwriterGeorgeCampbell,alsobelievedwordstheauthorsdictionorwordchoicewerethefoundationofstyle.HebelievedthebeststylecomesfromdictionthatthelistenernoticessolittlethatheisbarelyconsciousthatitisthroughthismediumdictionheseesintothespeakersthoughtsThesenseofstylebyGeoffreyN.Leech.Butunfortunately,theydonotclarifymattersgreatly,atleastfourcommonlyoccurringsensesofthetermstyleneedtobedistinguished.StylemayrefertosomeorallofthelanguagehabitsofonepersonaswhenpeopletalkofShakespearesstyleorstyles,orthestyleofJamesJoyce.Moreoften,itreferstoaselectionoflanguagehabits,sharedbyagroupofpeopleatonetime,oroveraperiodoftime,aswhenwetalkaboutthestyleoftheAugustanpoets,thestyleofOldEnglishheroicpoetry,thestyleinwhichcivilservicesformsarewritten,orstylesofpublicspeaking.Styleisgivenamorerestrictedmeaningwhenitisusedinanevaluativesense,referringtotheeffectivenessofamodeofexpression.Thisisimpliedbysuchpopulardefinitionsofstyleassayingtherightthinginthemosteffectivewayorasgood
编号:201312161523345973    大小:33.19KB    格式:DOC    上传时间:2013-12-16
  【编辑】
2
关 键 词:
行业资料 商业贸易 精品文档 语言文化
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. 人人文库网仅提供交流平台,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。
  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。
0条评论

还可以输入200字符

暂无评论,赶快抢占沙发吧。

当前资源信息

4.0
 
(2人评价)
浏览:11次
docin上传于2013-12-16

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   

相关资源

相关资源

相关搜索

行业资料   商业贸易   精品文档   语言文化  
关于我们 - 网站声明 - 网站地图 - 友情链接 - 网站客服客服 - 联系我们
copyright@ 2015-2017 人人文库网网站版权所有
苏ICP备12009002号-5