广告英语的用词特征论文Lexical-Features-of-Advertising-English.doc

精品文档分类号 密级 U D C 编号 华中师范大学本科毕业论文（设计）题目 Lexical Features of Advertising English 院 （系） 专 业 英 语 年 级 2010级 学生姓名 林曼曼 学 号 101101340002指导教师 李正林 二O一零年十月17欢迎下载17欢迎下载。Lexical Features of Advertising EnglishA thesis submitted to the faculty of CCNUIn partial fulfillment of the requirements for BA degree In English Language and Literatureby Lin ManmanSupervisor: Li ZhenglinAcademic Title: Professor Signature: October 27, 2012Abstract in Chinese3Abstract in English41. Content introduction31.1the origin of the advertising English31.2the current situationg of the advertising English31.3the characteristic of the advertising English32.Lexical Features of Advertising English 42.1the largely use of adjective42.2frequently-used personal pronoun 2.3make-up new words52.4the used words are simple , vivid and easy to understand52.5use the informal English and spoken English frequently52.6 make free with the exotic words62.7use some prefix and postfix words62.8restore the brand63.the rhetorical features of the advertising English73.1analogy73.2repeat73.3personification73.4a word or phrase with double meaning83.5simulation83.6rhyme8 Conclusion9 Bibliography10555566677777899991010101112内容摘要 在当今社会中，广告无处不在，其中英语广告已经逐渐脱颖而出，形成一种独具特色的应用性语言类广告。且广告对商家和消费者来说显得尤为重要，只有掌握广告英语的语言特征和翻译技巧，才能最大限度地传达广告原意，达到推销产品的目的。假如世界上没有广告，即使你买瓶饮料也要在几十种品牌或者口味中选择而犹豫不绝，想买到自己最喜欢的饮料，必须购买后一一品尝。由此可见，广告和生活密切相关。广告在全面广泛地传播信息的同时，也提醒了我们它介绍的商品有多优秀。鉴于英语广告在广告中所处的重要地位，本文从词汇、句法及修辞三方面介绍了英语广告的语言特征，并通过实例分析介绍了英语广告的翻译方法及策略。关键词：英语广告, 语言特征,翻译技巧，推销产品，词汇，句法，修辞AbstractIn recent society, advertisements are everywhere, among these advertisements, advertising English have shown theirs outstanding gradually, they form the applied linguistic advertisements which are very special. And the advertisements are very important for the merchants and consumers, only when we handled the linguistic features and the skills of translation, can we show the original meaning of the advertisements, and reach the goal of promotion of the products. Suppose therere no advertisements in the word, even if you buy a bottle of drink you also need to choose from a dozens of drinks and think a lot, if you want to buy the best drink of your favor, you should try them all after buying them. It follows that the advertisements are closely related to our life. While advertisements are spreading the information widely, at the same time, they remind us that how outstanding the products they introduced to us. As the advertising English play the important role among the advertisements, this article will introduce the lexical features of advertising English from words and phrases, sentences structure and rhetoric these three aspects, and will trough the analysis of the real example to introduce the translational methods and strategy of the advertising English.Key words：advertising English, linguistic features, translational skills，products promotion，words and phrases，sentences structure，rhetoric. 1. Content introduction1.1 The origin of the advertising English In recently society, the competitions of all walks of life are stiff, in this case, good publicity are very important, for good publicity, advertisements are the most widest and important means. Now, with the globalization of the commercial, advertising publicity also need face the whole world. English as the most widely used language in the world, so the advertising English emerge as the times require. Advertising English come from the ordinary English, but they have many things different.1.2 The situation of the advertising English. In recent society, advertisements are everywhere, among these advertisements, advertising English have shown theirs outstanding gradually, they form the applied linguistic advertisements which are very special. And the advertisements are very important for the merchants and consumers, only when we handled the linguistic features and the skills of translation, can we show the original meaning of the advertisements, and reach the goal of promotion of the products. Suppose therere no advertisements in the word, even if you buy a bottle of drink you also need to choose from a dozens of drinks and think a lot, if you want to buy the best drink of your favor, you should try them all after buying them. It follows that the advertisements are closely related to our life.1.3 The features of the advertising EnglishThe advertising words and the phrases must have “The ability of promotion”（selling power）It can impel people produce the shopping desire；The advertising words and the phrases also must have the(memory value) which should impress people deeply. It can remind people of some kind of products advantages and special point. For this reason, the words and phrases of the advertisements should be in spotlight, and have the “attention value” and “read ability”. English advertisements and Chinese advertisements have many thing in common, it is decided by the communicational function of these two languages and the function, aim of the advertisements. As the English and the Chinese are belong to the very different language system, so they have many difference, including the difference in the words and phrases and the common usage. For example, The English always use article, and use the preposition and conjunction frequently；While The Chinese has no article, and seldom use preposition and conjunction. In the English advertisements and Chinese advertisements, these differences no doubt exist. 2.Lexical Features of Advertising English 2.1 The largely use of adjectiveAdjectives have the great power of ornament, description and the function of valuation, they enable the language more visual and lively, and more infectious. The function of the adjective can help the advertisements promoting the products, describing the features of the products. Therefore, the advertisements always use large number of the positive and commendatory adjectives which have the function of valuation. According to the statistics of famous linguistician Geoffrey Leech, the adjectives which appear at the high rate in the advertising English are as below, they are in the order from the high rate to the low rate：new，crisp，good, better, best，fine，free，big，fresh，great，delicious，real，full，sure，easy，bright，clean，extra，safe，special，rich，juicy，economical，moneysaving，timesaving，laborsaying，mouthsaving，inexpensive and so on. For example： The taste is great (The Nescafe Coffee)Good teeth，good health (Colgate toothpaste)Among these English adjectives of words and phrases, new has the highest rate, as it can almost describe all aspects of the products, on the other hand, it can reflect the creation and distinctive at the best way. For example:The new digital era(The new digital era)Feel the new space(Samsung Electronics) Another important reason for the large number using of the adjectives is that the adjectives have the comparative Degree and the superlative degree. The comparative Degree can highlight the advantages of the products compared with other products, while the superlative degree can highlight the best quality of the products. For example:Things go better with CocoCola(Coca Cola)The most unforgettable women in the world weal Revlon(Revlon) The “better” In the Coca Cola advertisement can highlight the taste and quality. While the Revlon advertisement can skillfully combine the love of beauty psycho with the superlative degree, it can promote the products and stimulate the purchase will of the customer at the same time.2.2 frequently-used personal pronoun First person stand on the companys place, it always give us a formal feeling. second focus on the customers, they will feel they are joining in the advertisements. The third person “he” or “she” talked about the personal experience or they are just spokespersons and describe the products. For example: (Le Meridian President Bangkok Hotel) “Yes, you could say weve mastered the art of Thai hospitality.” This advisements using “you” and “we” , this feature and give us the felling of intimacy, just as two friends(customer and company) are talking face to face. The description like comes from the judgment of the customers, it is easy for the company to build a good image.2.3make-up new wordsThe advertiser in order to emphasize the products or the service are distinctive, they always make up new words, weird words, these news words bring people fresh and special image, help them memorize the advertisements well. For example: We know eggactly how to sell eggs.The new word“eggactly”comes from“exactly”,this new word very lively, focusing on the products egg, helping the advertisements a stay a long time in peoples memory. 2.4The used words are simple , vivid and easy to understandAdvertisements need to be very efficient at the limited time and place, so the words and phrases of the advertisements always are very simple and lively, easily understanding. The simple advertisements can highlight the key point and describe the obvious features of the advertisements at the same time, and people who have watched this advertisement will never forget it again. So, the words and phrases appear in the advertisements always are single syllable and the simple words which are have fewer letters. Such as be，make，get，take，try，go，have，need，see，use，give, using these words in order to reach the goal of simple and speedy efficiency of the publicity. For example：Just do it(Nike Sportswear)Ask for more(Pepsi Fashion Shoes)2.5use the informal English and spoken English frequentlyIf the using words of the advertisements in written form and the words are very formal, will hardly to abstract the attention of the customers, in this situation, the efficiency of the publicity will be influenced. So in many advertisements, the advertiser always using the slang and the informal English, thus, the advertisements will be very lively and active, also the advertisements will be more nearly to the daily life of the customers, and more easily to impress the customers. For example,Mosquit bye bye byeThis special and very unique advertisements of Radar bug repellent advertising by using the oral words “bye” reflect the speedy and efficiency of the Radar bug repellent, and the advertising words are very sample to remember, impressed the customers deeply.2.6 make free with the exotic wordsWith the trend of the globalization, the commercial trades between the countries are getting deeper and stronger. In this circumstance, advertising English always appear the exotic words, in order to show the special features and excellent quality, absorbing the attention of the customers. For example:Order it in bottles or in cans Perrier with added je ne sais quoi The exotic words appears in this advertisements “je ne sais quoi” comes from the French, and this advertisement is introducing a kind of French soft drink. The meaning of “je ne sais quoi”in English is“I dont know”。 Such like this, the words are very simple which increasing the curiousness of the customers to the drink and also demonstrate the authentic French flavor of the drink. As all known, France famous for its grape wine, delicious food, cosmetology and clothing, in the advertisement using the French will increase the value and attraction immensely.2.7use some prefix and postfix words一is the prefix word which use the most in the advertisements.is the postfix word which use the most in the advertisements. For example: an advertisements of a watch）is comes from and ，emphasize the utmost quality of the watch. The postfix word一always used in the brand. Such as （a kind of bleacher）（the brand of the watch）（a kind of foam mattresses）and so on, indicating the high quality of the commodity.2.8restore the brandIn the advertising English, The brand nouns sometimes will be restore, in the advertisements , they play an important role. This always a special features in the advertising English. In some advertisements, restoring the brand can reach the effect of a word with the double meaning. For example:Make Time For Time(Time weekly magazine) Im More satisfied(More cigarette) 3.the rhetorical features of the advertising English3.1analogyanalogy including metaphor, simile and metonymy, these rhetorical device are always seen at the advertisements, using these rhetorical device can helps the advertisements to describe the products better, enable the advertisements more lively and visual.Featherwater: light as a feather.（Method ze watt glasses）the “Featherwater” in the advertisement indicate the glasses，light as a feather indicate the glasses light as the feather, This advertisement uses “as” to connect the feather and the glasses which both have the common feature: light, it moves the readers heart and to understand the need of the customer, very visual and lively. Fly smooth as silk.this advertisement is from the airline company, it compare the fly of the flight as the soft silk and it is very smooth, it makes person feel safe, smooth and comfortable.EBEL the architects of time.This advertisement using metaphor to indicat that EBEl is the maker of the time, it fully reflecting the perfect and its valued position of the watch. Wash the big city out of hair.This advertisement using metonymy, “big city” indicate dirty of hair，it helps the shampoo makes person feel amazing and impressed person at the same time.3.2repeat Repeat including the repeat of the words and phrases and syntactic structure which can make the tone stronger and make the atmosphere stronger which is the effect that advertisements pursuit. Just as the advertisement as below: . Free hotel ! Free meals ! Free transfers ! For free“Stay-on the-way”in Amstersdam，you can rely in KIM。 In this advertisement, there are four “Free”, attracting attention, impressed person deeply, giving person strong stimulate, increasing the effect of attracting people for travelling. Theres also anther advertisement below: Whatever youre eating,drink Maeus Rose.Always lght,always fresh,always chilles,always right. In this advertisement, there are four “always” using together, attracting peoples eyes and hearts, in this case, it impressed people deeply.While the repeat of the syntactic structure can not only have the function of making the meaning of the words, but also give person a feeling of relaxation and sprightly, and the feeling of confidence and force. For example: A Dream Price. A Dream Opportunity. It repeat the two sentences with the beginning of “A Dream”, highly increasing the tone and the potency dimension of the publicity. As all known, “ standing on the front of the opportunity, everybody has the dream”, in this advertisements, the reason it put the two“opportunity and Dream” together is indicating that the two are all dreams.3.3personificationPersonification has been seen in the advertising English very often, it makes the things like human beings, makes the products have the emotion and the life like a human being, leave person the feeling that the products are very sincere and just like a friend of them. For example:Behind that healthy smile, theres a Crest kid.（Crest）It makes the toothpaste of Crest like a person, and makes the toothpaste have the emotion likes a person, it can smiles, and also means that the tooth will be very pure and white and healthy after using the toothpaste of Crest.Another example:Flowers by Interflora speak from the heart.As all known, flowers cannot speak, this advertisement makes the folwer speaks as a person do, describe the flower very beautiful, makes the flower have the life, it looks like the flower can help the customers convey the heart, so personification highly makes the effect of the advertisements. Strong tractor strong farmer.This advertisements of tractor makes the tractor as a giant of steel,it moves person as the tractor is good help of the peasant and indicating that the tractor is very solid. We are proud of the birthplaces of pur children,then grapes of Alameda.On pur classic variety wines,you wil find the birthplaces of our children, In this advertisement, it makes the grape wine as a child, makes people feel good, makes people yearn for and revel in. 3.4a word or phrase with double meaning A word or phrase with double meaning also can be called word game. It makes the advertisements more interesting by using the word and phrase with double meaning and proverbs and allusions, using word or phrase with double meaning can make the advertisements more interesting and makes person associate and help them memorize. Many advertisements fully take the advantages of the origin meaning of the name of the products and the function of the name and make the word have double meaning. For example：Ask for More.In this advertisement, “more” is the object of “ask for”, and also is the name of the cigarette. And also this sentence also appears in the novel of DickensOliver Twist.the “More” cigarette takes full use of its name brand, almost every advertisement of the “More” cigarette using the word which have double meaning.Im Mo