Features of Diction, Syntactic Structure and Rhetoric in Commercial English Advertisement 英语毕业论文.doc
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1、Features of Diction, Syntactic Structure and Rhetoric in Commercial English AdvertisementAbstractIn modern society, with the rapid development of economy, modern commercial English advertisement has attracted and been favored by more and more enterprises and consumers. Gradually, it has been one of
2、the main ways of accelerating export and exploiting overseas market. Morever, the English advertisement not only has implied huge commercial values, but also plentiful charm of the language art. Mastering the writing features of modern commercial English advertisement helps producing the appropriate
3、 commercial English advertisement, which can do a great favor for the advertising designers. And it has also caused profound interest of linguists, psychologists, sociologists, estheticians and information specialists, who have made significant contributions to English advertisement. However, there
4、are few people knowing how to apply diction, syntactic structure and rhetoric approaches to commercial English advertisement. So this thesis analyzes the features of diction, syntactic structure and rhetoric in commercial English advertisement from the angle of linguistics. The ultimate aim is to an
5、alyze how English advertisement can be created from linguistic perspective, because these characteristics are necessary for designing English advertisement and enhancing its selling power. At the same time, it can arouse the great interest of the students in English major and help them to strengthen
6、 the ability of using language in daily life. This paper focuses on three aspects of linguistic-diction, syntactic structure and rhetoric to analyze English advertisement. And a great number of examples will be vividly shown before us after the analysis.Key words: English advertisement; features; di
7、ction; syntactic structure; rhetoricIntroductionNowadays, advertisement is almost everywhere and has become part of peoples daily life. It has also caused profound interest of linguists, psychologists, sociologists, estheticians and information specialists. Since 1960s, many foreign scholars have ca
8、rried out a large amount of researches on the subject of English advertisement. In their researches, they have used all kinds of linguistic theories to explain and analyze English advertisement and written numerous instructive works and papers. The following monographs are relevant to the subject.En
9、glish linguist Leech Goffrey in English in Advertising makes a research on the linguistic study of advertising in Great Britain. American linguist Vestergaard, Torben is also interested in this subject and published the book The Language of Advertising in 1985. Chinese scholars have started systemic
10、 research in this area since 1990s and made some profound achievements as well. For example, Zhao Jingo in English Advertising made a simple analysis on the linguistic features of English advertisements.From the writings mentioned above, it is clear that abundant researches in English advertisement
11、have been done in the last decades. Undoubtedly, these contributions help people understand English advertisement much more deeply and thoroughly. However, few people apply diction, syntactic structure and rhetoric approaches to analyze commercial English advertisement. Therefore, the study which fo
12、cus on the features of diction, syntactic and rhetoric can become richer and richer. And this will do great help to English learners by arousing their interest in using English in daily life and the people whose jobs are relevant to the advertisement. It can also meet the needs of the development of
13、 linguistics, which calls for fresh analysis that absorb latest achievements into English advertisement research. A Brief Overview of AdvertisingBefore we discuss the linguistic features of English advertisement, its very necessary for us to have some basic knowledge of advertising.2.1 Definitions o
14、f AdvertisingNowadays advertising has penetrated into every corner of our life as transmitting media in many forms: newspaper, magazine, TV, radio as well as network. And we can see numerous advertisement everywhere. But usually, we still dont know whats advertising after all. In English, the word “
15、advertise” has its origin in “advertere” in Latin, meaning “to inform somebody of something”, “to bring into notice” or “to draw attention to something”, etc. In Chinese, the equivalent term “guanggao”(广告) means “widely announce”.At present, the definitions of advertising given by scholars from diff
16、erent countries are different in the words, but are the same in the basic meaning. The famous linguist Bolen defines advertising as a “Paid, non-personal communication through various mass media by business firms, nonprofit organizations, and individuals who are in some way identified in the message
17、 and who hope to inform or persuade members of a particular audience.” (1)American Marketing Association gives another definition of advertising, that is “advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas
18、by identified sponsors through the various media”. (2)The definitions of advertising from different English dictionaries, however, are not completely the same. In Oxford Advanced Learners English-Chinese Dictionary it is defined as “the activity and industry of advertising things to people on televi
19、sion, in newspapers, etc.” (3) And the explanation in Brief Britain Encyclopedia is that “advertising is a way in communicating information, and its aim is to promote product and labor. It can influence public opinion and win the political support, then promote a kind of career.”(4) According to the
20、 above definitions of advertising, the activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media, seems to be the essence of the definition of advertising.2.2 Classifications of AdvertisingBecause of diverse modern adverti
21、sement, various ways can be used to classify it. 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
22、 noncommercial、primary demand or selective demand、direct or indirect action).Because it is difficult for the author to gain access to enough data for English commercial ads on radio or TV, thus, the subject of this paper will mainly focus on the print advertising.2.3 Functions of Advertising If the
23、definitions of advertising are too vague and abstract to comprehend, a few words of its function would be helpful to clarify this crucial term.Advertising has five functions: Information Function, Demand Function, Creation Function, Persuasive Function, Getting Action Function and Goodwill Establish
24、ment Function.To sum up, we would get the idea that firstly advertising is a communication process. Secondly, at least one medium is used. Thirdly, this communication process has a definite purpose to convince the target audience. The above three characteristics suggest that advertising is closely c
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