广告英语的语言特点及翻译.doc

The Features of Advertising EnglishbyWei HongfeiClass 1,Grade 09Tutor:Fei YunfengForeign Languages College ofCapital Normal UniversitySep 14,2009摘要 本文旨在通过对广告英语的语言分析总结出广告英语在词汇句法修辞上的语言特点。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。 本文共分三个部分，第一部分和第三部分分别为介绍与总结，中间部分为本文核心，分别展开广告英语在词汇句法修辞三个层面的分析。从而得出为了实现广告效益，广告英语需多用简单明了，富于创新和活力的词汇；多用简单句式，祈使句和疑问句；还要多注重修辞在广告英语中的应用。本文作者衷心希望此论文的分析结果能给英语广告的写作者以及广告英语的学习者提供帮助。 关键词: 广告英语；词汇；句法；修辞Abstract This paper presents an analytical study of the language features of Advertising English at lexical, syntactic and discourse levels. In order to conduct a data-driven study, the author builds a corpus of English advertisements. Through the detailed survey of three types of advertisements: namely, ads of daily consumer goods, ads of technical equipment, service ads, I can conclude the similarities and differences of English in these three ads, and can explain the common nature of the advertising English and the specific natures of advertising English in different ads according to the meaning, style and function of language. This paper will be presented in three parts. The first part is the introduction and the last is conclusion. The focus of the paper is laid on the middle parts which respectively analyze language features at lexical, syntactic and rhetoric. Finally, I draw a conclusion. In order to achieve the benefits of ads, we should use more simple, innovative and dynamic words in advertisements. And we need to use simple, interrogative and imperative sentences. Moreover, there is also a need to put emphasis on the rhetorical methods. It is hoped that the study can provide help to copy writers and advertising English learners.Key Words: English Advertisements; Lexical; Syntactic; RhetoricTable of Contents摘要1Abstract2Table of Contents3Outline4I.Introduction7A.The Definition of Advertising7B.The Functions of Advertising7II.Language Features of Advertisement English8A. Appropriate and Accurate Choice of Words.81. Commonly Used and Easily Understandable Words82.Innovative Words103. Dynamic Words124.Compound Words12B.Sentences with Unique Characteristics.141. Simple sentences142. Imperative and Interrogative Sentences15C.Effective Rhetoric Methods171.Figure of Speech172.Personification183.Antithesis194.Parallelism195.Rhyme20III.Conclusion21Appendix23References24OutlineThesis Statement: With the social development, advertising competition in the business is becoming more and more important. This determines that the ads in English and the role of their effects must be advised carefully. The advertising English, which achieves the intended function of persuasion through the ideography and empathy, gradually standing out, becomes an unique and applicative language.I. Introduction of advertising:A. The definition of advertising B. The functions of advertising II. Language Features of Advertising English：A. Appropriate and Accurate Choice of Words1、 Commonly Used and Easy Understandable Words2、 Innovative Words3、 Dynamic Words4、 Compound WordsB. Sentences with Unique Characteristics1、 Simple sentences2、 Imperative and Interrogative SentencesC. Effective Rhetoric methods1、 Figure of speech2、 Personification3、 Antithesis4、 Parallelism5 、 RhymeIn summary, based on the above discussion in detail, in order to write an attracting ad, people should use words and sentences which are informative and powerful in urging people to purchase the products or use the services.The Features of Advertising English Advertising, by definition, is to publish information of certain content through various media. It can be divided into public service advertisement and commercial advertisement. Public service ads aim to raise public awareness about the common, long-term and major concerns, stress mutual assistance between people, and call on people to take practical action to improve or solve social problems. However, the commercial advertisement regards the profit as the purpose of advertising, which is the means to provide consumers with goods, services, information, and finally to persuade consumers to purchase their goods. Commercial advertising in the modern Western societies is all-pervasive. In the UK, according to statistics, one third of the newspaper coverage is for advertising, and one tenth of the broadcasting time of the national television channels is also for or advertising. In USA, the statistics is even more surprising, and every day, every consumer comes into contact with more than 1600 ads through various channels. As an important part of advertising Languages of ads- advertising English, gradually emerging from the English family, with its unique style, great charisma and persuasive power, inspires the English language learners and researchers to take great interest in it. In the 21st century of economic globalization, the international trend of advertising will become increasingly clear and intense. Whether in Chinese companies or foreign companies, there exists an international and global issue of advertising- differences between Chinese and foreign languages. When the product manufacturers are making promotion of their products, they must pay close attention Appendix I am deeply grateful to Ms. Fei Yunfeng, my tutor, to whom I owe a great deal of gratitude and appreciation. Ms Fei gave me many invaluable instructions and helped me much in every stage of my thesis writing. Moreover, my numerous thanks go to my dear friends and my lovely classmates, Zhou Jie, Ji Chengyao, Cao Miaoling, who spend much time with me on my thesis.Finally, I would like to offer my sincere gratitude to those who spend their precious time