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.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