英语广告中的语言特色研究
毕业论文关键词：英语广告；词汇特色；句法特色；修辞特色
Abstract As a channel of delivering information, English advertisement has become an indispensable part of people’s life. As a kind of language applied into the marketing activities, English advertisement has its own unique language style, which is distinct in lexical, syntax and rhetoric. This paper is pided into five parts: the first part is an introduction to English advertisement; From the second part to the forth part are the body of the article, which analyzing the characteristics of English advertisement in vocabulary, syntax and rhetoric, the last part is the conclusion of the paper. After analyzing the English advertisement in our daily life, the paper aims to help the reader understand its language characteristics itself.
Key words: English advertisement; lexical characteristics; syntactic characteristics; rhetorical characteristics.
Language Characteristics of English Advertisements
Contents
摘 要 i
Abstract ii
I. Introduction 1
II. Lexical Characteristics of English Advertisements 2
2.1 Using the Comparative and Superlative Degree of Adjectives 2
2.2 Using Simple Verbs and Oral Vocabulary 3
2.3 Using Coined Words 4
2.4 Using Words or Phrases 5
III. Syntactic Characteristics of English Advertisements 5
3.1Using Simple and Elliptical Sentence 5
3.2 Using Imperative Sentences 6
3.3 Using Rhetorical Questions 6
IV. Rhetorical Characteristics of English Advertisements 7
4.1 Repetition 8
4.2 Metaphor 9
4.3 Personification 10
4.4 Pun 11
4.5 Parody 12
V. Conclusion 13
Bibliography 15
Acknowledgements 16
I. Introduction
American Marketing Association (AMA) defines advertising as “the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.” Today with the development of the technology and the persity of the mass media, advertising has influenced us pervasively in our daily life. However, whatever the primitive strategies advertising takes, language is the main carrier of message all along, as the Language of Advertising, by Vestergaard & Schroder, says, “Advertising takes many forms, but in most of them language is of crucial importance.” Advertising language is a style of immediate impact and rapid persuasion. The point of an advertisement is to persuade you of the merits of a particular product or service, in order that you will take out some of your money.
Advertising language, which plays a role of communication and persuasion, has developed its own characteristics. The purpose of English advertising is to persuade or remind people to buy a product or take some action with “marketing ability”, arousing people’s purchase desire; Advertising also has “memory value”, giving profound impression on people. It also has “pay attention to the value” and “readability”. English advertisement as a way of spreading information has become an indispensable part of people’s life. Understanding the language characteristics of English advertising, will help us to do translation work. English advertising language has an unique stylistic features, mainly embodied in vocabulary, syntax and rhetoric from three aspects.
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