商务英语专业毕业论文：浅析英语广告的语言特点.doc

商务英语专业毕业论文：浅析英语广告的语言特点 毕 业 论 文 题 目 The Language Feature of Advertisement English 学 号 XXXX班 级0X级商英X班 专 业 商务英语 系 别 外语系 作者姓名 XXX 完成时间2012年5月9日 指导教师 XXX 职 称 教授 The Language Feature of Advertisement EnglishXXXXXX A thesis submitted to Henan Business College in partial fulfillment of requirement for the Business English MajorUnder the Supervision of Associate Professor XXXXForeign Language Department of XXXMay 09, 2012The Language Feature of Advertisement EnglishAuthor: XXXXTutor: XXXXAbstract With the development of international economy, English advertisement, as a way of transmitting information, is acting a significant role. It is not only a useful tool to persuade people to buy, but also gradually has become a must for international communication. Especially English advertisement is also becoming more and more popular around the word. There is no doubt that you can see any English advertisement here and there in China, such as “To be number one” for Erke; “Everything is possible” for Lining. Along with the fierce commercial competition, if one wants to stand in a good position in the field of advertisement, it is of great importance to learn the significance of English advertisement and study the linguistic features of advertising English. Above all is the papers purpose. The whole paper is divided in to three parts. The first chapter tells us the origin of advertisement and gives us a brief introduction on the elements, roles and definitions of advertising. The second chapter starts from the theories in lexicology, rhetoric and ends with the linguistic features analyzed in the field of discourse analysis. The third chapter, also the conclusion part, shows the prospect of English advertisement and the hidden danger during the development. Key words: Advertising, Advertising English, Linguistic Features 浅析英语广告的语言特点摘要 随着全球经济一体化的发展,广告英语作为一种全球性的交流工具,正在扮演着一个非常重要的角色;在国际贸易中也发挥着不可小觑的作用。英文广告是无处不在的,即使走在中国的大街上,你也可以随处看到这样的广告,如鸿星尔克的”To Be Number One”;李宁的”Everything Is Possible”等等国际性品牌的广告。本文主要研究广告英语的语言特点及其重要意义,这也是该论文的写作目的。 整篇文章分为三个部分。第一章主要介绍的是广告的发展历史,起源以及广告的组成部分。 第二章主要从词汇,修辞和语言学领域来讨论英语广告在不同表现形式上的语言特点。 最后一章,浅议了英语广告的发展前景及其重要意义。 关键词:广告,广告英语,语言特点ContentsAbstract in EnglishAbstract in Chinese. Chapter One: Introduction of Advertisement.11 History of Advertisement12Definition and Goal of Advertisement22.1 Definition22.2 Goal23 The elements of advertising33.1Headings33.2 Illustration33.3 Body Copy33.4 Theme lines, slogan, trade characters, seal and other marks4Chapter Two: Language Feathers 41. Lexical Feathers41.1 Using comparative adjectives and superlative41.2 Using simple verbs and speaking vocabulary51.3 Inventing new words and spelling51.4 Complimenting word61.5 Compounding words or Repetition of words71.6 Loanwords72. Syntactic features82.1 Replace the sentence with a word or phrase82.2 Use simple sentences, incomplete sentence or elliptical sentence82.3 Use the imperative or interrogative92.4 Use the first or second called103 Rhetorical features103.1 Metaphor113.2 Repeat113.3 Personification123.4 Puns133.5 Parody143.6 Rhyme15Chaper Three:Conclusion.15Bibliography.17The Language Feature of Advertisement EnglishChapter One: Introduction of Advertisement There is no any statement to sum up the charm of advertisement than Aldus Huxley ,a famous English writer .As he said, advertisement as a literary form is the most exciting ,the most arduous literary form of all, and the most pregnant in curious possibilities. In his comment he asserted advertisement is a literary form and the copywriting process is the delightful exercise for the mind. But, in a word, what is advertising , and what makes it unique?1 History of advertisement Advertisement emerged from the womb of commodity production and exchange. The condition for the existence of advertising is at least a segment of the population must live above the subsistence level. When this situation occurs it also becomes necessary for the producers of materially unnecessary goods to do something to make people want to acquire their commodities. Vestergaard and Schroder 4 the father of modern advertising, Albert Lasker said that advertising was salesmanship in print. Although the definition was given long before the advent of radio and television, and the nature and scope of advertising at that time were considerably different than they are today, this often-repeated saying indicates that the ultimate objective of advertising is to sell. Obviously it is not a working definition because we cannot use it to cover all advertisements. Today, a widely quoted working definition of advertising was put forward by Courtland L. Bovee and William F. Arens : Advertising is the nonperson communication of information, usually paid for and usually persuasive in nature, about products goods or services or ideas by identified sponsors through various media.(Cook,Guy. The Discourse of Advertising. London: Routledge,1992) Definition and Goal of Advertisement2.1 Definition Advertising is the paid, impersonal communication of information about products or ideas by an identified sponsor through mass media in an effort to persuade or influence behavior. Not all advertising is alike. Advertisements differ depending on who the message is intended for, where the advertisement is shown, which media are used, and what the advertisement is shown, which media are used , and what the advertiser wants to accomplish。 2.2 Goal Advertising goal enterprises in order to create the desired economic and social benefits for their pursuit of the goal. Advertising goals of corporate advertising campaign to achieve the purpose. Advertising objectives advertising plan is essential start link is a link for the entire campaign qualitative3 The elements of advertising As we all know, any advertisement is made up of several elements. Most advertisement used all of them. They include the headline or display line; the illustration; the body copy or text; theme line or slogan, trade character, seal, and other marks; and the logotype or signature. Each will be considered in some detail below. 3.1Headings The heading appears in most advertisements for several reasons. First, it is an attention-getting device; secondly, it also selects an audience by appealing to a specific group; finally, it is the key factor in getting people to read the body copy. 3.2 Illustration In addition to headings, most advertisement contain illustrations. The illustration like the headline ,attracts attention, selects the audience, and stimulates interest in body copy. What is more, it is invaluable to show the product or product use and explaining certain idea. 3.3 Body Copy To begin with, some explanation of the word copy is necessary. The job of body is to stimulate interest in the product or service or idea being advertised, creates desire for it, and urge action 3.4 Theme lines, slogan, trade characters, seal and other marks A number of different marks may appears in an advertisement, including the theme lines, trade characters, and seals. However, the automatic use of these elements in the advertisement does not diminish their importance.Chapter Two: Language Feathers1. Lexical Feathers 1.1 Using comparative adjectives and superlativeThe adjectives are full of emotion and rendering power, and its main function is to describe and modify the nouns. The adjectives make the originally powerless entity vivid, natural and fascinating. In order to sell goods, the advertisers need good and beautiful descriptions, so it is necessary to use a lot of adjectives. Of course, the comparative adjectives and superlative are the best choice to describe the goods advantages For example, the advertising of the Minolta: Minolta, finest to put you finest first-class Minolta, first-class you. The advertisers let the readers to have such a feeling: As long as you have a Minolta camera, you are the best. Even if it is not true, people have a impulse to buy it. Everything has become a matter of course, and the purpose of the ad has reached In another example, Philips electrical ads: Let us make things better let us do a better job. Philips is a worldwide reputation home appliance band, but he did praise how good their own products. Just like a friend, humbly and mildly said:” Let us do better”. The closer distance and consumers make us trust it and select it. 1.2 Using simple verbs and speaking vocabularyIt is a common sight to use some simple verbs and speaking vocabulary to describe the goods simply and vividly in the ads Such as, Nike sports shoes have a very Successful advertising slogan: Just do it just do what you want. It uses three very simple and very commonly used English words, significant savings of space and the meaning of a glance to get. The objectives is to come the fore in many sports brand. Did you like me? When you see the advertisement, you think of the Nike logo. Enjoy the Coca-Cola enjoy Coca-Cola is the Coca-Cola advertising slogan. Not only we enjoy expressing the feeling of hearty, but also embodies the self-confidence and the atmosphere of the Coca-cola.The slogan is not only easy to remember, but also make people prone to brand associations. 1.3 Inventing new words and spellingIn order to highlight the product new, extraordinary and special personality characteristics, the advertising designer can be described as the brains, and often deliberately use typos, coined new words to enhance a greater charm to attract the attention of consumers You can see everywhere in the UK this ad: Drink a pinta milk a day. This is an advertising people to drink a bottle of milk a day advertising. Full text should be : Drink, a pint of milk a day. This ad combines the pronunciation with the ad text, innovative ideas, strange and eye-catching. Because this ad is very popular, the term pinta became the symbol of the milk. For example, even the newspaper also said that the price of milk has gone up like: The price of pinta has gone up. Some ad text even plus a s to the pinta into a plural form Another example, TWOGETHER: The ultimate all inclusive one price sunkissed holiday. This is an ad for the tourist reshot of the couple. Obviously this is not a correct word TWOGETHER. Actually twogether is come from together, both taken together the sound they take the meaning of the two contrast together image, instead of using two to the urpose of to the performance of the couple to travel together, share the happy atmosphere of a good holiday and enjoy the comfort of two of the world Mininurse nurses, this is a brand name cosmetics, the use of a mini-the prefix means”tiny,tiny”; Nurses can give great care and concern by means of cosmetics hereof excellent quality. 1.4 Complimenting word In order to landscape products, lots of words with the compliment color are being used in the English ad, such as, good, great, wonderful, joyful , pretty, rich, easy, the unique, delicious, etc; Through described in detail the performance and characteristics of the product, the ad can stimulate consumption who desire to purchase 1.5 Compounding words or Repetition of wordsIn the English advertising, the frequency of compound words is also very high, and word combinations tend to have a lot of innovation. For example: From a heavyweight, comes the latest lightweight. This is Sonys advertising of the headset. It is clever to use of the ad heavyweight and lightweight. The two sharp contrast and compound words highlights the characteristics of the products. Another example is Take-it-easy terry, very comfortable priced, meaning” Loose wool fabric, comfortable price”. ”Take-it-easy” means” Do not worry, slowly”. This is a compound adjective used to modify the terry to be interpreted as “loose wool fabric wear comfortable, it is a comfortable price”, making sense feel relaxed. 1.6 Loanwords Many British and American goods are imported from foreign countries, so their ads often borrow foreign words render the exotic flavor and good quality of the products to attract consumers attention and stimulate consumer desire to buy. Such as: First.pure unique Bijou.Perfumes Van Cleef & Ate?pels Paris is perfume ads. In addition to a very limited number of English vocabulary totally, people cannot see the traces of the English advertising. It is this concentrated exotic so that consumers think of the French perfume distributing mysterious, elegant and romantic atmosphere, arousing strong interest. 2. Syntactic features 2.1 Replace the sentence with a word or phrase For all consumers, Advertising languages are required concise, simple, and generally do not pay attention to the complete grammatical structure, just to catch the eyes and be clear. So, on the structure of language, advertising people often use simple sentences and elliptical sentences, less complex miscellaneous sentence. For example: Fresh up with the Seven Up Drink 7 up, refreshing refreshment.Just several words have shown the drinkings benefits, encoring people to buy. Fee by purchase. Natural Herb Pure honey natural herbs, pure Honey. In sample terms and symmetrical structure, the product contents emerge in its totality, read convincing. 2.2 Use simple sentences, incomplete sentence or elliptical sentence The slogan of De Beers diamond: A diamond is forever A diamond is forever, a diamond is forever. This advertisement is concise, but it is difficult to forget it. Once referring to the happiness, we will think of the phrase ad. Because all men and women are looking forward to marriage and fell in love with the diamond, needless to say, we can see how successful this ad words are. Going East, Staying Westin. This is a very clever design of the hotel advertising. Two single sentences, without the subject-predicate structure, and choice of words symmetrical, all about that makes it compact and bright. Westin is the hotel name, reminiscent of the East corresponding to the West 2.3 Use the imperative or interrogative The interrogative sentence can inspire readers, cause resonance, and arouse peoples curiosity, thereby inducing the consumers. Interrogative sentences are commonly used in the text at the beginning or For the title. Are you going gray too early? Your black Hair Whether premature white hair? Would not you really rather have a Buick? Dont you want to have a Brick car? .These widely begin with questions, hoping to arouse the readers thinking and resonance. Imperative sentence itself implied the meaning of the command and request. Imperative Sentences in these functions consist with the purpose of advertising to persuade, it can serve well for advertising. Have a little fruit after dinner After a meal eat some Fruits. . This is an ad for Juice and beverage to propose the way, gently encouraging readers to buy its products. Give your hair a touch of spring To give your hair a streak of spring This is a hair conditioner advertising and spring not only refers to the color, but also refers to the elasticity of the hair. It is a phrase with a double meaning, fascinating to read 2.4 Use the first or second called In the advertising creation, businesses often act as the readers close friends and communicate with the reads in a easy, natural tone, to narrow the distance with the readers and enhance the affinity of the advertising. For example, the U.S. NBA ads: I love this game I like this sport, using the first person, as if your partner talks about their personal feelings to you, and invites you to join this movement, greatly enhancing the appeal of advertising and credibility. Another example, the electric toothbrush ad: Just because you brush your teeth does not mean you do it right! you brush your teeth, but not necessarily correct Use the second person, to create a warm, natural atmosphere, as if the authority of the dentist in a confident tone to communicate with customers and help you corr