广告英语语言特征的探析-毕业论.docx

山东建筑大学本科毕业论文 题 目：Analysis of the Linguistic features of Advertising English 院 （部）： 商学院专 业： 市场营销班 级： 营销132班 姓 名： 贾晓庆学 号： 20130915059指导教师： 沈少剑完成日期： 2017年 4 月 17 日 原创性声明 本人郑重声明：所呈交的学位论文，是本人在导师的指导下，独立进行研究工作所取得的成果。除文中已经注明引用的内容外，本论文不包含任何其他个人或集体已经发表或撰写过的作品成果。对本文的研究做出重要贡献的个人和集体，均已在文中以明确方式标明。本声明的法律结果由本人承担。签名： 日期： (姓名、日期由论文完成者本人手签)关于论文使用授权的说明本人完全了解山东建筑大学有关保留、使用学位论文的规定，即：学校有权保留、送交论文的复印件，允许论文被查阅，学校可以公布论文的全部或部分内容，可以采用影印或其他复制手段保存论文。（保密的论文在解密后应遵循此规定）（四号宋体）签名： 导师签名： 日期： Analysis of the Linguistic features of Advertising English广告英语语言特征的探析by Jia Xiaoqing Supervisor: Shen Shaojian Submitted tothe School of Foreign Languages in Partial Fulfillment of the Requirementsfor the Degree of Bachelor of ArtsShandong Jianzhu UniversityJinan, ChinaApril, 2017Abstracti摘要iiIntroduction1Chapter 1 The definition and function of Advertising English31.1 The definition of Advertising English31.2 The function of Advertising English41.3 Chapter summary5Chapter 2 Lexical characteristics in advertising English62.1 Use a lot of adjectives with commendatory color and their comparative and superlative degrees62.2 Creating new words, enhance attraction and interest82.3 Using jielueci and synthetic words122.4 Chapter summary14Chapter 3 Grammatical features of advertising English173.1 widely use simple sentences and omission sentences173.2 Frequently use imperative sentences.183.3 Using the first and second person, the distance between Closer and the reader.183.4 Using a lot of interrogative sentences18 3.5 Chapter summaryChapter 4 The rhetoric characteristics of advertising English4.1 Pun4.2 Metaphor4.3 Hyperbole4.4 Rhyming4.5 Inversion and Parallelism4.6 Repetition4.7 The application of famous aphorism4.8 Personification4.9 Chapter summaryConclusion20Notes21References22Acknowledgements23AbstractAdvertising English，as a kind of ESP，undoubtedly has the common characteristic of the English languageBut in order to better perform its information，aesthetic and persuasive functions，business advertising English essentially needs its own unique language featuresBased on the definition of Advertising English，this paper analyzes the application of rhetorical devices in Advertising English by casesKey words：Advertisement English; lexical feature；grammatical features；rhetorical device摘要广告英语作为一门专门用途英语,必然具备英语语言的共同特征，但为了能够更好地发挥商务广告的信息、美感和劝说功能，广告英语又必不可少地需要具备其自身独特的语言特色。文章结合广告英语的定义，通过列举实例分析了英语广告英语中修辞手法的应用。关键词：广告英语；词汇特征；语法特征；修辞手法IntroductionAlong with our country speed up the pace of reform and opening up and the world economy globalization increasingly, more and more Chinese people begin to know English advertising. They help people from one side to improve the understanding of foreign information. Therefore, it is necessary to study, to help people to better appreciate and use English advertising. Ads from can be roughly divided into commercial and non-commercial advertising purposes.As an important stylistic features of advertising English rhetoric aspects including the pun, parallelism, personification, rhyme, etc.The rhetorical characteristics can not only help people better appreciate the English advertise, also can to Chinese enterprises English advertisement play a positive role. Scope is limited to the commercial advertising in newspapers and magazines, analysis of the definition of advertising, goals, advertising language, common to the requirement of rhetorical figures of speech, etc., and select a piece of advertising and its rhetoric has carried on the comprehensive analysis.The paper mainly linguistic features of advertising English rhetoric is has carried on the preliminary discussion. Chapter 1 The definition and function of Advertising English1.1 The definition of Advertising EnglishAdvertising English is a concentrated, integrated, commercial language, as an application language. Advertising English has gradually from the common English independent and development as a standardized special-purpose language，Advertising English grammar with ordinary English also have many differences，With the development of advertising, the advance of The Times, science and technology progress and the change of the society, the vocabulary syntax in advertising English is in constant change.TheBritannica Concise Encyclopediato give the definition of advertising is ：“Advertising is a way of spreading information, the purpose is to sell goods, services, influence public opinion, political support, to promote a cause or cause an AD to other reactions.”The Ci Haito give the definition of advertising is ：“Introduced to the public goods, service content and artistic performances of a propaganda way, usually by newspapers, television, advertising, film, slide, window layout, merchandising and other forms.” In the age of economic and social information，Advertising as a common form of business communication, almost full of every corner of society. Advertising, as its name suggests, is product publicity, letting everyone know the advantages, functions of such products, and buy such products. Therefore, the advertisements mainly focus on commercial products, and in order to attract more customers, the information transmitted by the advertising language may be authenticity information, or fuzzy Seductive information. Therefore, in advertising discourse, we will use a variety of rhetorical devices and expressions to describe the products in advertising, obtain greater benefits.1.2 The function of Advertising EnglishAdvertising is not only an economic activity, bring new goods and services, but also a cultural exchange, is the main medium of communication culture. Advertising is like an invisible hand, affecting peoples way of life and consumption habits. With Chinas entry into WTO and the vigorous development of international advertising industry, the influx of foreign advertising will become an important source of Chinese enterprises and consumers to obtain commodity economy information. Advertising English as an applied language, because of its special utility, has gradually independent from ordinary English, has developed into a non-standard special language, and has many differences with common English. In order to achieve a novel, vivid and dramatic effect, advertising English is very particular in rhetoric. A seemingly simple advertisement, in fact, also contains many English rhetorical skills to achieve the advertising effect and purpose of advertising.1.3 Chapter summary Advertising can well promote the characteristics and function of products, in order to achieve better advertising effect, it will use many different grammatical forms, new vocabulary and rhetorical methods when creating advertising language, which is different from common English. This paper will focus on the stylistic features of advertising.Chapter 2 Lexical characteristics in advertising English2.1 Use a lot of adjectives with commendatory color and their comparative and superlative degreesIn order to beautify the product and attract customers, advertising a lot of the use of commendatory adjectives with commendatory color and the comparative and superlative degrees of adjective to enhance the charm of advertising. Advertising uses the comparative adjectives of evaluative adjectives and adjectives, and to enhance the charm of advertising.Example 1: “Excellent daily specials and mouthwatering desserts.”Example 2: “For the first time, theres a remarkable gel that can give your hair any look you want-sleeker, fuller, straighter, curlier, more natural, even wet -without a drop of alcohol or oil.”Example 1 is a restaurant advertising, adjectives accounts for half of the total number of ads, extremely attractive. Example 2 is to introduce the advertising of hair cream, using the comparative of several adjectives to describe its advantages, and strengthen the charm of the product.2.2 Creating new words, enhance attraction and interestThe advertising language itself is full of imagination and great creativity. English advertisements often use some new vocabulary to highlight the novelty of products, and then satisfy the consumers pursuit of fashion psychology. Such as: “The Orangemostest Drink in the world.”This is a drink advertising, In this advertisement The “orangemostest” actual is equal to “orange” + “most” + “est”, “most” and “est” after “orange”, indicating that this beverage is the best in orange juice.2.3 Using jielueci and synthetic words.The basic characteristics of advertising is to transmit information as much as possible within a limited space, so as to save cost, a large number of words and compounds are used in English advertisements. Such as: “ForRent:1-bdm.mod.furn.210/mo.A/C avail after Xmas.” In this AD, bdm. mod. furn. mo. A/C avail after Xmas are mean “bedroom, modern, furniture, month, air conditioning, available and Christmas.” Compound words are more flexible, with strong expressive force and exuberant vitality, suitable for the novelty pursuit of English advertisements. For example: best seller (best-selling book ), piping, hot coffee, etc.2.4 Chapter summary Different words can more vividly display and express the characteristics of products and creative implication, and can better convey the spirit of products to consumersChapter 3 Grammatical features of advertising English3.1 widely use simple sentences and omission sentences Advertising space has strict restrictions, must be as few words as possible in the first time consumer interest, and advertising does not pay attention to complete grammatical structure, only to understand eye-catching, focus, often use the simple sentence and elliptical sentence, not only save space and speculation.Example 1: “I love this game.” (NBA Advertising).Example 2: “eat& eat & eat & not bit guilty.”(Popcorn advertisement)3.2 Frequently use imperative sentences.Imperative sentence itself has the meaning of request, command and persuasion. These functions coincide with the purpose of advertising. Therefore, the advertising writing often uses short and lively imperative sentence, persuading people to take action to buy advertising products.Example 1: “Get Met (Metropolitan Life Insurance). It pays.” (China life insurance advertising)Example 2: “So come into McDonalds and enjoy Big Mac Sandwich.”（McDonalds advertising）3.3 Using the first and second person, the distance between Closer and the reader.In the production of advertising, often in the identity of close friends, use a relaxed, natural tone and readers to communicate and enhance the affinity of advertising. For example: “Just because you brush your teeth doesnt mean you do it right!”(Electric toothbrush advertising) The advertisement uses the second person “you”, to convey the original style of the original language, to create a kind of cordial atmosphere, as if the businessman to communicate with customers in a confident tone, enhance the appeal of advertising.3.4 Using a lot of interrogative sentencesInterrogative sentences can create suspense, inspire readers, resonate, excite their curiosity, and lure consumption. Such as: “Have you ever dreamed of ascending the steps of great temple built to the God?” ( travel service advertising )3.5 Chapter summary Advertising English often uses many different grammar, by using these different grammatical features to make advertisements more vivid and easy to remember. At the same time, in addition to using different grammatical characteristics, advertising English also often use different rhetorical devices to show the different characteristics of products to achieve better product publicity effect.Chapter 4 The rhetoric characteristics of advertising English4.1 Pun Pun is the most rhetorical device in advertising. Pun is the use of word pronunciation and semantics, to make certain sentences have the surface and connotation in specific context, not only can cause the association of consumers, but also make the advertising language simple and interesting, so as to achieve the wonderful effect. For example: “The offspring of Spring.”(Susi Piroue mineral water advertising) “Spring” is critical here, there are “springtime” and “spring water”. And “offspring” has the meaning of progeny. Whole sentence can be translated into“掬自春泉” Reminiscent of the pure and clean of mineral water, full of spring breath.4.2 MetaphorMetaphor is a rhetorical device commonly used in commercial advertising English, it compares the abstract boring things with vivid concrete things, can greatly render the specificity and image of language, form vivid image, arouse consumers psychological association, and then arouse emotional resonance. For example: “A computer that understands you is like your mother.” This is a figurative advertisement. The advertisement compares computer to human understanding to the mothers understanding of the child, appears very vivid and vivid.4.3 Hyperbole Hyperbole is to describe things in exaggerated words. English advertising is often exaggerated, deliberately exaggerated the goods sold, but in the Makes sense, the image of advertising is more prominent, give a deep impression. Such as: “Weve hidden a garden full of vegetables where youd never expect. In a pie.” This advertisement uses the exaggerated method to extract the pasty vegetable variety, its variety, just like a vegetable garden.4.4 Rhyming Rhyming is a common rhetorical device in poetry, and English advertising is often borrowed, its use of the sound of language to make advertising sound, smooth loop, easy to sing, become the beautiful combination of form and connotation, visual and hearing. For example: “My goodness! My Guinness!” This beer advertisement from the structure to see that the Sigh words are arranged neat and similar, and the two words not only rhyme and rhyme, so that the content of advertising and the rhythm of language achieve perfect unity.4.5 Inversion and ParallelismInversion is refers to the inverted sentences in grammar or logical order, used properly to make words vivid and interesting. Parallelism is composed of two or more identical or similar, Content, consistent phrases or sentences used together to strengthen language potential, emphasizing the content of feelings.For example:1. Impossible is Nothing2. Take the world 3. No business too small, No problem too big 4. Come to Marlboro country , Come to where the flavor is4.6 Repetition The use of repetition in advertising is common because it can impress customers. There is a restaurant advertising is“Dish after Dish after Dish. People except us to be better.” The first half of the advertisement is a typical repetition. Repetition makes this part more impressive than the general structure, and the language is easier to remember.4.7 The application of famous aphorism This approach is easy to draw attention, but this reference is not entirely copied, but to make certain changes on the original basis. For example, as we all know that Shakespeare has a famous saying“ To be or not to be, that is a question ” (生死由命)A cigarette advertising is“ To smoke or not to smoke, that is a question ”(抽不抽在你) The AD quickly caught the eye of people, and can make people remember。4.8PersonificationPersonification is also common in English advertise, it refers to the thing or other creatures than life. It can give the product life, make the product appear more genial and lovely. For example: “Consider this an invitation to rediscover the joy of driving. The new Impala sets an impressive standard for responsive performance for spacious luxury, for quality and for safety features. It just might be the reason to fall in love with a car all over again ”(这也许就是我与“她”坠入爱河的原因)。On the one hand, readers can enjoy the designers sense of humor, on the other hand, do not regard cars as cold, cc tools, reduce the sense of distance, and the car and people seem to communicate, highlight the spirit of the trip.4.9 Chapter summary The use of rhetorical methods is an important aspect of the stylistic characteristics of English advertising, it can increase the vividness and interest of advertising, can stimulate peoples imagination, and make goods get good propaganda, and give a deep impression, and finally reach the purpose of propaganda and marketing. In English advertisements, the use of rhetorical methods is varied, only some common methods are discussed, hoping to understand the meaning of English advertising.Conclusion Advertisers use metaphor, personification, pun, imitation, repetition, exaggeration and contrast to enhance the appeal of the language while shaping the image of goods. The appropriate use of rhetorical devices can also enhance the information dissemination function and aesthetic function of advertising, to the greatest extent, attract cons