广告英语的语言特点-商务英语-毕业论文

正文……………………………………………………………

6-21

答辩委员会表决意见……………………………………………

22

答辩过程记录表…………………………… ……………………

23

课

题

广告英语的语言特点

一、

课题

(

论文

)

提纲

引言

1.

广告的介绍

1.1

广告的历史

1.2

广告的定义

1.3

广告的分类

1.4

广告的作用

2.

广告英语的词汇特征

2.1

多用动词

2.2

多用形容词

2.3

多用缩写和复合词

2.4

多用简单口语词

3.

广告英语的句法特征

3. 1

多用单部句和简单句，少用复合句

3.2

多用疑问句，祈使句

4.

广告英语的修辞特征

结束语

二、内容摘要

1

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、

分 类

和作用，

然后重点归纳和分析广告英语在词汇、

句法和修辞三大方面的主要语言

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，

就能更好理解

和欣赏广告英语。本文旨在为更好理解广告英语，提高英语水平带来一些启迪。

三、参考文献

(1)

崔刚

.

广告英语

3000

句

[M].

北京

:

北京理工大学出版社，

1993.

（

2

）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.

（

3

）徐小娟

,

广告英语

[M].

北京

:

首都经济贸易大学出版社

, 2004.

2

Linguistic Characteristics of Advertising English

00000

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 three aspects on morphology, syntax and

rhetoric. 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

understanding

of

advertising

language

and

get a better demand of English.

Key

Words:

Advertising,

Advertising

English,

Linguistic

Characteristics

Introduction

Advertising,

just

as

its

name

implies,

means

publicize

and

3

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. 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 still the research target.

1. An Introduction to Advertising

1.1 History of Advertisement

Advertisement

emerged

from

the

womb

of

commodity

production and exchange. The condition for the existence of

advertising

is

least

a

segment

of

the

population

must

live

above the subsistence level

4

also

becomes

necessary

for

producers

of

materially

'unnecessary' goods to do something to make people want to

acquire their commodities.

The embryonic form of advertising in the world is street

cries, which exist 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

production

of

print

advertising.

(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

5

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.

1.2 Definitions of Advertising

After

a

brief

introduction

of

the

classifications

and

roles

of

advertising,

we

now

come

to

the

definitions

of

advertising.

From

different

perspectives

or

purposes,

the

definitions

might

also vary. In English, the word

in

Latin,

meaning

inform

somebody

of

something

bring

into

notice

or

draw

attention

to

something

etc.

In

Chinese,

the

equivalent

term

means

announce

1.3 Classifications of Advertising

Advertising

may

be

classified

by

medium

(newspaper,

magazine, radio, television). By target audience (consumer,

industrial,

business)

，

by

geography

(international,

national,

regional, local), or by its function or purpose (product or

non-product, commercial or noncommercial, primary demand or

selective demand, direct action or indirect action).

6

Because

it is difficult

to gain access to

enough date

for

English commercials and ads on radio or TV, thus, the subject

of this research paper will mainly concentrate on the print

advertising.

1.4 Roles of Advertising

An advertiser's main purpose is to present and exhibit

product or service, and to spread the influence and coverage

of

which

to

the

extent

that

the

potential

purchasing

population

becomes real and actual. Simply put, advertisers try by the

various

means

at

their

disposal

to

get

people

to

buy

the

product

or service advertised. Moreover, advertisers want potential

purchasers to consider what is advertised to the exclusion of

all

other

similar

products

or

services.

They

therefore

attempt

to

construct

an

advertisement

that

will

fully

involve

the

attention of the potential purchaser and which will have a

persuasive

effect.

Advertisers

thus

create

a

semiotic

world

in

order to persuade their audience of essential

purchasing the product or service advertised.

2. Linguistic Characteristics of Advertising English

The

wide

use

of

advertising

has

created

a

special

style

of

English

—

advertisi ng

English.

Its

unique

features,

simple

language

and

immense

attraction

separate

it

from

other

kind

of

7

language.

In

the

development

of

advertising

English,

this

kind

of

language

has

formed

its

own

features

in

several

aspects.

And

there

is

no

doubt

that

cosmetic

advertising

English

has

its

own

linguistic characteristics as well. In this paper, three main

aspects

will

be

illustrated,

namely,

lexical

features,

features of its syntax and rhetorical features.

As a means to disseminate information and make people see and

remember

it,

advertising

English

must

be

compact,

vivid,

visual,

emotional and attractive. To realize this aim, the choice of

words

is

playing

a

vital

role.

Therefore,

morphology

in

advertising is quite important and is different from other

styles of English. It owns apparent features. The major four

of them will be described in the following.

2.1 More Verbs in Advertising

Verb is widely used in advertising English, especially

monosyllable

ones.

Advertising

are

no

exception.

Words

such

as

get,

make,

give,

like,

love,

buy,

need,

use

are

frequently

used.

Advertising

English

language

needs

to

be

simple,

easy

to

understand, easy to remember and easy to read. Monosyllable

verb boasts all these features. In daily life, monosyllable

verb is the one that people most often used and also the one

usually

has

most

definite

meaning.

However,

advertisers

should

8