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

分类号密级UDC编号华中师范大学本科毕业论文〔设计〕题目LexicalFeaturesofAdvertisingEnglish院〔系〕专业英语年级2023级学生姓名林曼曼学号指导教师李正林二O一零年十月LexicalFeaturesofAdvertisingEnglishAthesissubmittedtothefacultyofCCNUInpartialfulfillmentoftherequirementsforBAdegreeInEnglishLanguageandLiteraturebyLinManmanSupervisor:LiZhenglinAcademicTitle:ProfessorSignature:October27,2023AbstractinChinese 3AbstractinEnglish 41.Contentintroduction 31.1theoriginoftheadvertisingEnglish 31.2thecurrentsituationgoftheadvertisingEnglish 31.3thecharacteristicoftheadvertisingEnglish 32.LexicalFeaturesofAdvertisingEnglish 42.1thelargelyuseofadjective 42.2frequently-usedpersonalpronoun2.3make-upnewwords 52.4theusedwordsaresimple,vividandeasytounderstand 52.5usetheinformalEnglishandspokenEnglishfrequently 52.6makefreewiththeexoticwords 62.7usesomeprefixandpostfixwords 62.8restorethebrand 63.therhetoricalfeaturesoftheadvertisingEnglish 73.1analogy 73.2repeat 73.3personification 73.4awordorphrasewithdoublemeaning 83.5simulation 83.6rhyme 8Conclusion 9Bibliography 10555566677777899991010101112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，到达推销产品的目的。假设世界上没有广告，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，必须购置后一一品尝。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AbstractInrecentsociety,advertisementsareeverywhere,amongtheseadvertisements,advertisingEnglishhaveshowntheirsoutstandinggradually,theyformtheappliedlinguisticadvertisementswhichareveryspecial.Andtheadvertisementsareveryimportantforthemerchantsandconsumers,onlywhenwehandledthelinguisticfeaturesandtheskillsoftranslation,canweshowtheoriginalmeaningoftheadvertisements,andreachthegoalofpromotionoftheproducts.Supposethere’renoadvertisementsintheword,evenifyoubuyabottleofdrinkyoualsoneedtochoosefromadozensofdrinksandthinkalot,ifyouwanttobuythebestdrinkofyourfavor,youshouldtrythemallafterbuyingthem.Itfollowsthattheadvertisementsarecloselyrelatedtoourlife.Whileadvertisementsarespreadingtheinformationwidely,atthesametime,theyremindusthathowoutstandingtheproductstheyintroducedtous.AstheadvertisingEnglishplaytheimportantroleamongtheadvertisements,thisarticlewillintroducethelexicalfeaturesofadvertisingEnglishfromwordsandphrases,sentencesstructureandrhetoricthesethreeaspects,andwilltroughtheanalysisoftherealexampletointroducethetranslationalmethodsandstrategyoftheadvertisingEnglish.Keywords：advertisingEnglish,linguisticfeatures,translationalskills，productspromotion，wordsandphrases，sentencesstructure，rhetoric.1.Contentintroduction1.1TheoriginoftheadvertisingEnglishInrecentlysociety,thecompetitionsofallwalksoflifearestiff,inthiscase,goodpublicityareveryimportant,forgoodpublicity,advertisementsarethemostwidestandimportantmeans.Now,withtheglobalizationofthecommercial,advertisingpublicityalsoneedfacethewholeworld.Englishasthemostwidelyusedlanguageintheworld,sotheadvertisingEnglishemergeasthetimesrequire.AdvertisingEnglishcomefromtheordinaryEnglish,buttheyhavemanythingsdifferent.1.2ThesituationoftheadvertisingEnglish.Inrecentsociety,advertisementsareeverywhere,amongtheseadvertisements,advertisingEnglishhaveshowntheirsoutstandinggradually,theyformtheappliedlinguisticadvertisementswhichareveryspecial.Andtheadvertisementsareveryimportantforthemerchantsandconsumers,onlywhenwehandledthelinguisticfeaturesandtheskillsoftranslation,canweshowtheoriginalmeaningoftheadvertisements,andreachthegoalofpromotionoftheproducts.Supposethere’renoadvertisementsintheword,evenifyoubuyabottleofdrinkyoualsoneedtochoosefromadozensofdrinksandthinkalot,ifyouwanttobuythebestdrinkofyourfavor,youshouldtrythemallafterbuyingthem.Itfollowsthattheadvertisementsarecloselyrelatedtoourlife.1.3ThefeaturesoftheadvertisingEnglishTheadvertisingwordsandthephrasesmusthave“Theabilityofpromotion〞〔sellingpower〕．Itcanimpelpeopleproducetheshoppingdesire；Theadvertisingwordsandthephrasesalsomusthavethe(memoryvalue)whichshouldimpresspeopledeeply.Itcanremindpeopleofsomekindofproducts’advantagesandspecialpoint.Forthisreason,thewordsandphrasesoftheadvertisementsshouldbeinspotlight,andhavethe“attentionvalue〞and“readability〞.EnglishadvertisementsandChineseadvertisementshavemanythingincommon,itisdecidedbythecommunicationalfunctionofthesetwolanguagesandthefunction,aimoftheadvertisements.AstheEnglishandtheChinesearebelongtotheverydifferentlanguagesystem,sotheyhavemanydifference,includingthedifferenceinthewordsandphrasesandthecommonusage.Forexample,TheEnglishalwaysusearticle,andusetheprepositionandconjunctionfrequently；WhileTheChinesehasnoarticle,andseldomuseprepositionandconjunction.IntheEnglishadvertisementsandChineseadvertisements,thesedifferencesnodoubtexist.2.LexicalFeaturesofAdvertisingEnglish2.1ThelargelyuseofadjectiveAdjectiveshavethegreatpowerofornament,descriptionandthefunctionofvaluation,theyenablethelanguagemorevisualandlively,andmoreinfectious.Thefunctionoftheadjectivecanhelptheadvertisementspromotingtheproducts,describingthefeaturesoftheproducts.Therefore,theadvertisementsalwaysuselargenumberofthepositiveandcommendatoryadjectiveswhichhavethefunctionofvaluation.AccordingtothestatisticsoffamouslinguisticianGeoffreyLeech,theadjectiveswhichappearatthehighrateintheadvertisingEnglishareasbelow,theyareintheorderfromthehighratetothelowrate：new，crisp，good,better,best，fine，free，big，fresh，great，delicious，real，full，sure，easy，bright，clean，extra，safe，special，rich，juicy，economical，money—saving，time—saving，labor—saying，mouth—saving，inexpensiveandsoon.Forexample：Thetasteisgreat．(TheNescafeCoffee)Goodteeth，goodhealth．(Colgatetoothpaste)AmongtheseEnglishadjectivesofwordsandphrases,newhasthehighestrate,asitcanalmostdescribeallaspectsoftheproducts,ontheotherhand,itcanreflectthecreationanddistinctiveatthebestway.Forexample:Thenewdigitalera．(Thenewdigitalera)Feelthenewspace．(SamsungElectronics)AnotherimportantreasonforthelargenumberusingoftheadjectivesisthattheadjectiveshavethecomparativeDegreeandthesuperlativedegree.ThecomparativeDegreecanhighlighttheadvantagesoftheproductscomparedwithotherproducts,whilethesuperlativedegreecanhighlightthebestqualityoftheproducts.Forexample:ThingsgobetterwithCoco—Cola．(CocaCola)Themostunforgettablewomenintheworldweal"Revlon．(Revlon)．The“better〞IntheCocaColaadvertisementcanhighlightthetasteandquality.WhiletheRevlonadvertisementcanskillfullycombinetheloveofbeautypsychowiththesuperlativedegree,itcanpromotetheproductsandstimulatethepurchasewillofthecustomeratthesametime.2.2frequently-usedpersonalpronounFirstpersonstandonthecompany’splace,italwaysgiveusaformalfeeling.secondfocusonthecustomers,theywillfeeltheyarejoiningintheadvertisements.Thethirdperson“he〞or“she〞talkedaboutthepersonalexperienceortheyarejustspokespersonsanddescribetheproducts.Forexample:(LeMeridianPresidentBangkokHotel)“Yes,youcouldsaywe’vemasteredtheartofThaihospitality.〞Thisadvisementsusing“you〞and“we〞,thisfeatureandgiveusthefellingofintimacy,justastwofriends(customerandcompany)aretalkingfacetoface.Thedescriptionlikecomesfromthejudgmentofthecustomers,itiseasyforthecompanytobuildagoodimage.2.3make-upnewwordsTheadvertiserinordertoemphasizetheproductsortheservicearedistinctive,theyalwaysmakeupnewwords,weirdwords,thesenewswordsbringpeoplefreshandspecialimage,helpthemmemorizetheadvertisementswell.Forexample:Weknoweggactlyhowtoselleggs.Thenewword“eggactly〞comesfrom“exactly〞,thisnewwordverylively,focusingontheproductsegg,helpingtheadvertisementsastayalongtimeinpeople’smemory.2.4Theusedwordsaresimple,vividandeasytounderstandAdvertisementsneedtobeveryefficientatthelimitedtimeandplace,sothewordsandphrasesoftheadvertisementsalwaysareverysimpleandlively,easilyunderstanding.Thesimpleadvertisementscanhighlightthekeypointanddescribetheobviousfeaturesoftheadvertisementsatthesametime,andpeoplewhohavewatchedthisadvertisementwillneverforgetitagain.So,thewordsandphrasesappearintheadvertisementsalwaysaresinglesyllableandthesimplewordswhicharehavefewerletters.Suchasbe，make，get，take，try，go，have，need，see，use，give,usingthesewordsinordertoreachthegoalofsimpleandspeedyefficiencyofthepublicity.Forexample：Justdoit．(NikeSportswear)Askformore．(PepsiFashionShoes)2.5usetheinformalEnglishandspokenEnglishfrequentlyIftheusingwordsoftheadvertisementsinwrittenformandthewordsareveryformal,willhardlytoabstracttheattentionofthecustomers,inthissituation,theefficiencyofthepublicitywillbeinfluenced.Soinmanyadvertisements,theadvertiseralwaysusingtheslangandtheinformalEnglish,thus,theadvertisementswillbeverylivelyandactive,alsotheadvertisementswillbemorenearlytothedailylifeofthecustomers,andmoreeasilytoimpressthecustomers.Forexample,Mosquitbyebyebye．ThisspecialandveryuniqueadvertisementsofRadarbugrepellentadvertisingbyusingtheoralwords“bye〞reflectthespeedyandefficiencyoftheRadarbugrepellent,andtheadvertisingwordsareverysampletoremember,impressedthecustomersdeeply.2.6makefreewiththeexoticwordsWiththetrendoftheglobalization,thecommercialtradesbetweenthecountriesaregettingdeeperandstronger.Inthiscircumstance,advertisingEnglishalwaysappeartheexoticwords,inordertoshowthespecialfeaturesandexcellentquality,absorbingtheattentionofthecustomers.Forexample:Orderitinbottlesorincans．Perrier…withaddedjenesaisquoi．Theexoticwordsappearsinthisadvertisements“jenesaisquoi〞comesfromtheFrench,andthisadvertisementisintroducingakindofFrenchsoftdrink.Themeaningof“jenesaisquoi〞inEnglishis“Idon’tknow〞。Suchlikethis,thewordsareverysimplewhichincreasingthecuriousnessofthecustomerstothedrinkandalsodemonstratetheauthenticFrenchflavorofthedrink.Asallknown,Francefamousforitsgrapewine,deliciousfood,cosmetologyandclothing,intheadvertisementusingtheFrenchwillincreasethevalueandattractionimmensely.2.7usesomeprefixandpostfixwordsｓｕｐｅｒ一istheprefixwordwhichusethemostintheadvertisements.－ｅｘisthepostfixwordwhichusethemostintheadvertisements.Forexample:ＧｉｖｅａＴｉｍｅｘｔｏａｌＩ．ａｎｄｔｏａｌｌａｇｏｏｄｔｉｍｅ．｛anadvertisementsofawatch〕Ｔｉｍｅｘiscomesfromｔｉｍｅandｅｘｃｅｌｌｅｎｔ，emphasizetheutmostqualityoftheＴｉｍｅｘwatch.Thepostfixword一ｅｘalwaysusedinthebrand.SuchasＰｕｒｅｘ〔akindofbleacher〕．Ｒｏｔｅｘ〔thebrandofthewatch〕．Ｌａｔｅｘ〔akindoffoammattresses〕andsoon,indicatingthehighqualityofthecommodity.2.8restorethebrandIntheadvertisingEnglish,Thebrandnounssometimeswillberestore,intheadvertisements,theyplayanimportantrole.ThisalwaysaspecialfeaturesintheadvertisingEnglish.Insomeadvertisements,restoringthebrandcanreachtheeffectofawordwiththedoublemeaning.Forexample:MakeTimeForTime．(Timeweeklymagazine)I'mMoresatisfied．(Morecigarette)3.therhetoricalfeaturesoftheadvertisingEnglish3.1analogyanalogyincludingmetaphor,simileandmetonymy,theserhetoricaldevicearealwaysseenattheadvertisements,usingtheserhetoricaldevicecanhelpstheadvertisementstodescribetheproductsbetter,enabletheadvertisementsmorelivelyandvisual.Featherwater:lightasafeather.〔Methodzewattglasses〕the“Featherwater〞intheadvertisementindicatetheglasses，lightasafeatherindicatetheglasseslightasthefeather,Thisadvertisementuses“as〞toconnectthefeatherandtheglasseswhichbothhavethecommonfeature:light,itmovesthereader’sheartandtounderstandtheneedofthecustomer,veryvisualandlively.Flysmoothassilk.thisadvertisementisfromtheairlinecompany,itcomparetheflyoftheflightasthesoftsilkanditisverysmooth,itmakespersonfeelsafe,smoothandcomfortable.EBELthearchitectsoftime.ThisadvertisementusingmetaphortoindicatthatEBElisthemakerofthetime,itfullyreflectingtheperfectanditsvaluedpositionofthewatch.Washthebigcityoutofhair.Thisadvertisementusingmetonymy,“bigcity〞indicatedirtyofhair，ithelpstheshampoomakespersonfeelamazingandimpressedpersonatthesametime.3.2repeatRepeatincludingtherepeatofthewordsandphrasesandsyntacticstructurewhichcanmakethetonestrongerandmaketheatmospherestrongerwhichistheeffectthatadvertisementspursuit.Justastheadvertisementasbelow:.Freehotel!Freemeals!Freetransfers!Forfree“Stay-onthe-way〞inAmstersdam，youcanrelyinKIM。Inthisadvertisement,therearefour“Free〞,attractingattention,impressedpersondeeply,givingpersonstrongstimulate,increasingtheeffectofattractingpeoplefortravelling.There’salsoantheradvertisementbelow:Whateveryou′reeating,drinkMaeusRose.Alwayslght,alwaysfresh,alwayschilles,alwaysright.Inthisadvertisement,therearefour“always〞usingtogether,attractingpeople’seyesandhearts,inthiscase,itimpressedpeopledeeply.Whiletherepeatofthesyntacticstructurecannotonlyhavethefunctionofmakingthemeaningofthewords,butalsogivepersonafeelingofrelaxationandsprightly,andthefeelingofconfidenceandforce.Forexample:ADreamPrice.ADreamOpportunity.Itrepeatthetwosentenceswiththebeginningof“ADream〞,highlyincreasingthetoneandthepotencydimensionofthepublicity.Asallknown,“standingonthefrontoftheopportunity,everybodyhasthedream〞,inthisadvertisements,thereasonitputthetwo—“opportunityandDream〞togetherisindicatingthatthetwoarealldreams.3.3personificationPersonificationhasbeenseenintheadvertisingEnglishveryoften,itmakesthethingslikehumanbeings,makestheproductshavetheemotionandthelifelikeahumanbeing,leavepersonthefeelingthattheproductsareverysincereandjustlikeafriendofthem.Forexample:Behindthathealthysmile,there’saCrestkid.〔Crest〕ItmakesthetoothpasteofCrestlikeaperson,andmakesthetoothpastehavetheemotionlikesaperson,itcansmiles,andalsomeansthatthetoothwillbeverypureandwhiteandhealthyafterusingthetoothpasteofCrest.Anotherexample:FlowersbyInterfloraspeakfromtheheart.Asallknown,flowerscannotspeak,thisadvertisementmakesthefolwerspeaksasapersondo,describetheflowerverybeautiful,makestheflowerhavethelife,itlooksliketheflowercanhelpthecustomersconveytheheart,sopersonificationhighlymakestheeffectoftheadvertisements.Strongtractorstrongfarmer.Thisadvertisementsoftractormakesthetractorasagiantofsteel,itmovespersonasthetractorisgoodhelpofthepeasantandindicatingthatthetractorisverysolid.Weareproudofthebirthplacesofpurchildren,thengrapesofAlameda.Onpurclassicvarietywines,youwilfindthebirthplacesofourchildren,Inthisadvertisement,itmakesthegrapewineasachild,makespeoplefeelgood,makespeopleyearnforandrevelin.3.4awordorphrasewithdoublemeaningAwordorphrasewithdoublemeaningalsocanbecalledwordgame.Itmakestheadvertisementsmoreinterestingbyusingthewordandphrasewithdoublemeaningandproverbsandallusions,usingwordorphrasewithdoublemeaningcanmaketheadvertisementsmoreinterestingandmakespersonassociateandhelpthemmemorize.Manyadvertisementsfullytaketheadvantagesoftheoriginmeaningofthenameoftheproductsandthefunctionofthenameandmakethewordhavedoublemeaning.Forexample：AskforMore.Inthisadvertisement,“more〞istheobjectof“askfor〞,andalsoisthenameofthecigarette.AndalsothissentencealsoappearsinthenovelofDickens《OliverTwist》.the“More〞cigarettetakesfulluseofitsnamebrand,almosteveryadvertisementofthe“More〞cigaretteusingthewordwhichhavedoublemeaning.I’mMoresatisfiedItisalsotheadvertisementsof“More〞cigarette,“More〞inthisadvertisementistheadverbof“satisfied〞anditalsoisthebrandofthecigarette.Theadvertiserskillfullytakesadvantageofthebrandwhichhasdoublemeaning,reachingtheeffectoftheadvertisement,makesthecustomersfeelfreshandworththinkingofit.Anotheradvertisement:Loseounces,savepounds.Thisadvertisementcaneasilymakespeoplethinkoftheidiomsaboutpennyandpound.suchas“Pennywise,poundfoolish〞，italsocanbewrittenas“Savepennies,losepounds〞，inthewritingformisthesameastheadvertisementsmentionedabove,themeaningoftheadvertisementsisthat“Goldenlayeggs〞ischeapandfineandthequalityisverygood,italsoverysavingandwillnotmakespersonfat,inaword,theproductscanhelpthecustomersloseweight(loseounces).3.5simulationSimulationindicateimitatesomefamouspoetry,article,paragraphorsomewell-knownsaying,aphorism,proverb,literaryandartisticandsoon,changingsomewordsandphrasesinordertoexpressanewconceptandcontent,thischangingcanmovecustomermost.Forexampleasbelow:AllroadsleadtoHolidayInn.Thisadvertisementtakesadvantageoftheproverbwhichiswidelyknown:“AllRoadsLeadtoRome.〞，Ithighlysavedthepowerofpublicity,takefulluseofthewell-knownsayingeffecttoabsorbtheeyesandachievegoodreply.Tosmokeornot,that’saquestion.ThisadvertisementtakeuseofthefamousquotationofShakespeare“Tobeornottobe,that’saquestion。〞absorbingtheattentionofthecustomers,makingthemfeelsincere,thefunctionofsimulationmakesagoodeffect.AMarsdaykeepsyouwork,restandplay.Whenyoulookedattheadvertisementofthechocolate,ifyoufellveryfamiliar?Youareright,that’sit,thisadvertisementisthesameinthesentencestructureastheoldsaying“Anappleadaykeepsthedoctoraway.〞Inaddition,inthisadvertisement,thewords“word〞and“play〞usetogethermakingpeoplethinkofanotheroldsaying“Allworknoplaymakesjackadullboy.〞Thisadvertisementnotonlydrawingsupportfromtheidiom,butalsoquotingtheformofthetwo