The Language Features of English Advertising
英語廣告的語言特點
3.9萬字 20頁




Abstract

In modern society, with the rapid development of economy, business advertisement has attracted and favored more and more enterprises, middle-age and consumers. However, advertising language has its own unique features. The paper makes a preliminary analysis on the language features of English advertising from the perspective of syntax, lexical, and rhetoric. This paper will present in six parts. The first part is the introduction and the last is conclusion. The focus of the paper is laid on the middle part which respectively analyze language features on syntax, lexical and rhetoric. With the analysis, the author hopes that readers can have a general understanding of the significance of the words used in English advertisement, sentence structure and rhetoric characteristics of it, and provides help to copywriters and advertising English learners. Nowadays advertising has penetrated into every corner of our life as its transmitting media in many forms: newspaper, magazine, TV, radio as well as network. The goal of advertising decides its language to be simple and direct, distinct from the characteristics of other discourses......




摘 要

在商品經(jīng)濟迅速發(fā)展的今天，英語廣告作為一種信息傳遞的手段，越來越受到企業(yè)，中間商和廣大消費者的重視和青睞，然而，廣告英語作為應(yīng)用性極強的語言又有其獨到之處。本文透過句法，詞匯，修辭對英語廣告的語言特點做了初步分析。全文分作六部分，頭尾分別是簡介和總結(jié)部分，中間部分則著重分析了英語廣告在句法，詞匯，和修辭方面的語言特點。本文作者衷心希望此論文的分析能使英語廣告的閱讀者對句子結(jié)構(gòu)，詞匯運用，以及修辭方式的使用在英語廣告中的重要性有一個初步的了解，也為英語廣告的寫作者以及學(xué)習(xí)者提供一定的幫助。如今廣告進(jìn)入我們的生活的每個角落，它傳送的媒介以許多形式存在: 報紙, 雜志, 電視, 收音機和網(wǎng)絡(luò)等等。廣告的性質(zhì)決定它的語言簡單，直接。作為傳播和傳送信息的方式, 廣告的作用不能被低估，因為它不僅是用一個高明的技術(shù)說服人們購買其商品, 而且逐漸成為對社會經(jīng)濟發(fā)展的重要影響。英語廣告逐漸成為企業(yè)的一個主要開發(fā)外國市場的工具，更好的掌握英語廣告的語言特色, 讓我們的產(chǎn)品更容易打入國際市場。

關(guān)鍵詞：英語廣告;語言特點;句法;詞法;修辭




Contents

1. Introduction---------------------------------------------------------------------1
2. Advertising elements-----------------------------------------------------------1
3. Features of advertising---------------------------------------------------------4
3.1 Use of short simple sentences------------------------------------------------6
3.2 Use of interrogative sentences-----------------------------------------------6
3.3Use of imperative sentences--------------------------------------------------7
3.4 Use of elliptical sentences----------------------------------------------------8
3.5 Something else about sentences----------------------------------------------8
4. Lexical features------------------------------------------------------------------9
4.1Use of verbs---------------------------------------------------------------------9
4.2 Use of compounds and adjectives -----------------------------------------10
4.3Use of pronouns coinages ---------------------------------------------------12
5. Rhetorical features-------------------------------------------------------------14
5.1Simile and metaphor----------------------------------------------------------14
5.2Personification and rhyming-------------------------------------------------15
5.3Hyperbole and pun -----------------------------------------------------------16
6. Conclusion----------------------------------------------------------------------17
Acknowledgements---------------------------------------------------------------19
References -------------------------------------------------------------------------20



References
[1] A. S. Hornby. Oxford Advanced Learner’s English-Chinese Dictionary (Extended forth
edition) [M]. Beijing: Commercial Press, 2002.
[2] XUE Hangrong. Introduction to English Styles [M]. Xi’an: Xi’an Jiao tong University
Press, 2003