-
中国某某某某学校
学生毕业设计
(
论文
)
题
目：
浅析广告英语
姓
名
：
0000000
班级、学号
：
0000
、
00000000
系
(
部
)
：
经济管理系
专
业
：
商务英语
指导教师
：
0000000
开题时间：
2009-4-10
完成时间：
2009-11-8
2009
年
11
月
8
目
录
毕业设计任务书…………………………………………………<
/p>
1
毕业设计成绩评定表…………………
…………………………
2
答辩申请书
……………………………………………………
3-5
正文……………………………………………………………
6-20
答辩委员会表决意见……………………………………………
21
答辩过程记录表……………………………
……………………
22
课
题
浅析广告英语
一、
课题
(
论文
)
提纲
0.
引言
1.
广告英语简介
1.1
广告英语的历史
1.2
广告英语的定义
1.3
广告英语的语言
2.
广告英语的分类
3.
广告英语的功能
4
．结论
二、内容摘要
作为一种宣传和传播信
息模式，广告在社会和经济发展中扮演着重要角色。
广告的作用不容忽视。广告英语是一
种独具特色的应用性语言。它同文学语言、
科技语言等相比有许多不同之处。
它具有独特的特点和魅力并已成为人们日常生
活中一个不可缺少的组成部分
。
本论文首先简单地介绍广告的历史、
定义、
< br>分类
和作用。然后重点归纳和分析广告英语在词汇和句法两大方面的主要语言特点
。
最后得出结论：
如果我们学习并掌握广告英语的语言特点，<
/p>
就能更好理解和欣赏
广告英语。本文旨在为更好理解广英语告，提
高英语水平带来一些启迪。
三、
参考文献
1
[1]
崔刚
.
广告英语
3000
句
[M].
北京
:
北京理工大学出版社，
1993.
[2]
程瑜蓉
.
广告英语导航
[M].
中国科学技术大学出版社，
2003.
[3]
戚云方
.
广告与广告英语
[M].
浙江
:
浙江大学出版社，
2003.
[4]
宋宏
,
刘晓林
.
广告英语阅读
&
欣赏
[M].
北京
:
国防工业出版社
,2006.
[5]
王燕希
.
广告英语一本通
[M].
北京
:
对外经济贸易大学出版社
, 2004.
[6]
徐小娟
,
广告英语
[M].
北京
:
首都经济贸易大学出版社
, 2004.
An Analysis on Advertising
English
0000000
Abstract:
As
a
way
of
propagating
and
transmitting
information,
advertising
plays
a
vital
role
in
the
development
of
society
and
economy.
Its
function
can
not
be
underestimated.
Advertising English is a special
applying language when it
compares
with
others
like
literary
and
technological
languages.
It
has
become
indispensable
of
daily
life
because
of
its
particular characteristics and charm.
The paper starts with
briefly
introducing the history, definition,
classifications
and functions of
advertising. Then, it mainly summarizes and
analyzes
major
linguistic
characteristics
of
advertising
English,
including
two
aspects
on
morphology
and
syntax.
Finally, it shows
the conclusion that people can understand
well
if
they
try
to
learn
and
master
the
features
of
advertising
English. The
paper aims to bring some enlightenment to the
2
understanding of advertising language
and get a better demand
of English.
Key Words: Advertising, Cosmetic,
Advertising English,
Linguistic
Characteristics
0. Introduction
Advertising,
just
as
its
name
implies,
means
publicize
and
transmit
information
in
order
to
make
everyone
know.
It
has
been
gone through a rapid
development.
Nowadays,
advertising
is
everywhere.
It
is
indispensable
to the economy of any country in the
world. The importance of
advertising in
individual countries depends on the
nation
’
s
level of
development and national attitude toward
promotion.
Typically, advertising
expenditures are higher in countries
with higher personal incomes. (Xu 2004)
And in the process of
globalization,
there
were
a
lot
of
trades
done
among
countries
and
there
will
be
even
more
in
the
future.
During
the
introducing and trading processes,
people gradually realized
the
importance of understanding of each
other
’
s advertising
language. Since then people began
trying to know about its
functions,
nature,
characteristics
and
so
on.
They
did
lots
of
study
on
it.
As
time
goes
by,
advertising
English
became
popular
since
it
owns
most
speakers.
Until
now,
advertising
English
is
3
still the research target.
Similarly,
in
China,
advertising
is
becoming
more
and
more
active
and
sophisticated.
And
with
the
entry
of
China
into
WTO,
China
’
s
advertising
expenditure
has
grown
and
will
undoubtedly
continue rising up. It really plays and
will always play an
irreplaceable
role
in
economic
development.
During
the
development, English
plays a vital role. Up to now, lots of
researches and studies have been done
on advertising English.
The wide use
of advertising has created a special style
of
English
—
advertising English.
Its unique features, simple
language
and
immense
attraction
separate
it
from
other
kind
of
language.
In
the
development
of
advertising
English,
this
kind
of
language has formed its own features in several
aspects.
As a way of propagating and
transmitting information,
advertising
’
s
role
can
not
be
underestimated
because
it
is
not
only
an
artful
technique
in
persuading
people
to
buy,
but
also
gradually has become a must for social
communication which in
turn
influences
the
development
of
society
and
economy.
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
4
characteristics of other discourses.
Thus an analysis on the
linguistic
features of advertising English in the linguistic
field is worthwhile. Under such
circumstances, a study on the
linguistic
features
of
advertising
English
will
have
practical
effects
on
the
composing
and
translating
work
of
the
copywriters.
And
it
is
certain
that
both
in
China
and
many
other
countries like
America, England, and Australian, people have
done many researches around
advertising. Lots of papers and
articles have been written on this
subject.
No
other
statement
could
have
summed
up
the
charm
of
advertisement
than
what
Aldous
Huxley
has
commented.
As
he
has
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 and salubrious
exercise for the mind.
Therefore,
it
is
worthwhile
studying
the
linguistic
characteristics
of advertising English so as to get a better
understanding
of
it
and
have
a
better
demand
of
English.
In
this
paper, all instances
are of Advertising English .
ising
English Profile.
As a mode of advocacy
and dissemination of information,
5
advertising
in
social
and
economic
development
play
an
important
role.
The
role
of
advertising
should
not
be
overlooked. Advertising English is a
unique application of
language.
It
is
with
the
literary
language,
science,
technology
and language than
there are many differences. It has a unique
character and charm and has become an
indispensable everyday
life component.
1.1 .History of Advertising English
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 1985).
The
embryonic
form
of
advertising
in
the
world
is
street
cries,
which
exists
even
today.
Advertising
was
not
unknown
in
ancient
Greece
and Rome, but advertising as we recognize it did
not
start
until
the
seventeenth
century
in
the
West.
It
was
at
about
this
time that newspaper began to circulate. Before
that, it
is
printing
which
was
first
invented
in
China
and
then
introduced
to
the
West
that
played
a
vital
role
in
the
6
production of
print advertising.
“
Classifi
ed
”
(small ads)
types
of
advertising
were
dominant
before
the
nineteenth
century
and
style
and language
used
in
ads
at
that time
tended
to
be
direct
and
informative.
The
industrial
Revolution,
which
began
in
England
in
the
mid-1700s
and
reached
the
United
States
by
the
early
1800s,
facilitated
mass-production
of
goods.
Meanwhile advertising became more and
more important in the
industrial
market.
The
great
breakthrough
for
advertising
came
only
in
the
late
nineteenth
century.
Technology
and
mass-production
techniques were then sufficiently developed
for more firms to be able to turn out
products of roughly the
same quality
and at roughly the same price. This brought on a
crisis of over-production and under
consumption which meant
that
the
market
needed
to
be
stimulated
by
advertising.
At
this
time
advertising changed its function from proclamation
to
persuasion. In the twentieth
century, advertising developed
rapidly
alongside
the
advent
of
new
media-radio
and
television
in succession.
According to Richard
Pollay
’
s content analysis of
two
thousand print ads from ten leading
magazines in the USA, ads
have
progressively
turned
towards
the
emotional
rather
than
the
informative approach and there is a
shift seeing human nature
7
as rational to seeming it
as emotional.
Today in China, while our
economic structure is shifting
from
the
entirely
planned
economy
to
the
socialist
market
economy system,
advertising is becoming more and more active
and sophisticated. In 1992,
China
’
s advertising
expenditure
reached $$ 862 million,
among the fastest growing countries in
Asia.
This
year
with
the
entry
of
China
into
WTO,
this
expenditure
figure
will
undoubtedly
rise
up,
which
will
support
the
view
that
advertising
is
an
indispensable
means
for
providing
the
information
that
all
market-oriented
industrialized
societies
need
for
their
economies to
function
efficiently.
1.2. Definition
of Advertisements English
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
”
(Wang 2004: 6). Today, with the
development of the technology
and
the
diversity
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
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