简要分析广告英语的文体特征

Simple Analysis of the Stylistic Features of Advertising English

简要分析广告英语的文体特征

周佳红

Abstract:

With the rapid development of our social economy

, advertisement has already become

an

initial

part

of

our

daily

life.

Its

glamour

and

extensiveness

lie

not

only

in

its

function but also

in

its

language. This paper

intends to study the

language

features of

advertising English based on some stylistic theories. It starts with a brief introduction,

which

illustrates

the

significance

and

the

purpose

also

the

research

method

of

the

study

. In the second part,

it analyzes

the stylistic

features of advertising

English

from

four

levels:

the

graphological

level,

the

grammatical

level,

the

lexical

level

and

the

semantic

level.

There

are

many

cases

quoted

to

convince

some

particular

theories.

And

at

last,

we

can

make

a

conclusion

easily

that

a

good

advertisement

should

be

desired

scrupulously

according

to

the

stylistic

features.

In

other

words,

the

stylistic

features study may serve as an important guide in desiring English advertising.

Key word:

advertising English, graphological, grammatical, lexical, semantic

摘要：

随着当今社会经济的快速发展 ，广告已经成为我们日常生活中不可分割的一部

分。

它的魅力和 广泛性不仅在于它的功能更在于它本身的语言。

本论文意在基于

文体学的理论对广告英语进行研究。论文第一章简要介绍了本论文的研究意义，

研究目的 以及研究方法。

第二章则详细分析了广告英语的文体学特征，

分 析从字

系、

语法、

词汇以及语义四个层 面展开。

针对不同的理论，

论文中涉及多个案例

分析。

最后一章，

论文做出总结：

要成就一篇好的广告必须仔细分析其文体特征。

换言之，该问题特征的研究对英语广 告设计起到重要的导向作用。

关键字：

广告英语，字系，语法，词汇，词义

Simple Analysis of the Stylistic Features of Advertising English

Chapter 1

：

Introduction

With the rapid development of our social economy

, advertisement has already become

an

initial

part

of

our

daily

life.

Its

glamour

and

extensiveness

lie

not

only

in

its

unction but also

in

its

language.

This paper

intends to study

the

language

features of

advertising

English

based

on

the

theory

of

four

levels:

the

graphological

level,

the

grammatical

level, the

lexical

level and the semantic

level. There are

many examples

quoted

to

convince

some

particular

theories.

And

at

last

,we

can

make

a

conclusion

easily that the a

good advertisement

should be desired scrupulously according to

the

stylistic features.

Chapter 2

：

Brief Introduction of Advertisement

2.1 The definition of Advertisement

The definition from

English Wikipedia:

Advertising is a form of communication that

typically attempts to persuade potential customers to purchase or to consume more of

a particula

r brand of product or service. “While now central to the contemporary

global economy and the reproduction of global production networks, it is only quite

recently that advertising has been more than a marginal influence on patterns of sales

and production. The formation of modern advertising was intimately bound up with

the emergence of new forms of monopoly capitalism around the end of the 19th and

beginning of the 20th century as one element in corporate strategies to create,

organize and where possible control markets, especially for mass produced consumer

goods. Mass production necessitated mass consumption, and this in turn required a

certain homogenization of consumer tastes for final products. At its limit, this

involved seeking to create ?world cultural convergence?, to homogenize consumer

tastes and engineer a ?convergence of lifestyle, culture and behaviors among

consumer segments across the world?.”

2.2 The functions of advertising

As

an

important

part

of

social

culture,

modem

commercial

advertisement

has

its

distinct

cognitive,

empathizing

and

aesthetic

functions

and

it

is

likely

to

produce

either positive or

negative

impact on people

in terms of

their

value of concept,

lives

and

aesthetic

concepts.

In

order

to

ensure

the

positive

impact,

advertisement

must

have

the

standards

that

specify

the

integrity

of

truth,

kindness

and

beauty

as

the

purpose of advertisement. On

the other

hand, advertisement

must specify

its cultural

responsibility to the society

, namely, to create a healthy social-cultural atmosphere.

Nowadays, advertising performs four basic roles in society:

2.2.1. Marketing role

—

helping companies sell products or services

2.2.2. Educational role

—

helping people learn about new products and services

2.2.3. Economic role

—

encouraging competition in product/service improvements and

lower price

2.2.4. Social role

—

helping increase productivity and raise the standard of living

Chapter3

：

Stylistic Features of Advertising English

Some foreign experts insist that there are

(Attention,

Retention,

and

Motivation)

(Fred

E.

Hahn,

1993)

That

is

to

say

,

first

interests, so that the reader

will become aware of

your

overall message

to produce

To

achieve

this

goal,

copywriters

are

supposed

to

fulfill

several

tasks,

namely

,

to

attract

prospects'

attention,

to

keep

their

interest,

to

establish

credibility

,

to

arouse

their desire, and to

motivate their action. Therefore, to draw people's attention

is

the

first step

for a copywriter. But to

talk people

into purchasing,

much

effort

is

needed.

To

keep

the

potential

consumers'

interest

is

extremely

important,

because

if

the

prospective

customers

lost

interest

in

the

product,

the

previous

work

is

all

wasted.

And this can be at

various

linguistic

levels,

for

instance, at the

graphological

level, at

the grammatical level, at the lexical level and the semantic level.