A Brief analysis on the Language Characteristics of English Advertisements 英语专业毕业论文.doc
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1、A Brief analysis on the Language Characteristics of English Advertisements 摘要摘要 随着世界各国交流的日益广泛和经济全球化进程的进一步加快,英语广告 已成为人们生活不可缺少的一部分。真可谓是广告生活化,生活广告化。 作为英语广告主要载体的广告英语在努力体现除了有帮助消费者认识商品 的作用外,还有诱发消费者感情,引起购买欲望、促进消费行动的心理功能, 遗留给消费者以美感享受的美学功能的过程中,逐渐形成了自己鲜明的特点。 本文探讨英语广告的语言特点,以便我们能欣赏并写出更好的英语广告语 篇。文章首先讨论广告的定义 原则及作
2、用,说明英语广告研究的重要性。接着 探讨英语广告的主要用词特点,集中讨论简单的英语动词、形容词和复合词等; 然后论述英语广告的句法特点,聚焦于英语广告的常用句子及其功能;文章正 文的最后部分讨论英语广告中常见的主要修辞手段,包括明喻、隐喻、拟人、 押韵、反复等。 本文作者衷心希望此论文的分析结果能给英语广告的写作者以及广告英语 的学习者提供帮助。 关键词:关键词:广告英语,词汇,句法,篇章 Abstract With increasing communication in the world and acceleration of economic globalization, English
3、 advertising has found its way into peoples life. Which really reveal the integration between advertisements and life. The advertisement is a very important way to express information to public. It can not only help people to understand some knowledge of the products, but also attract peoples greate
4、r desire to buy the products, improve the trade and leave a beautiful impression on the people. So it has its obvious characteristics in these functions. This thesis makes an attempt to explore the language characteristics of English advertisements so that we may be able to appreciate and write Engl
5、ish advertising texts better. The thesis attempts to approach the main language characteristics and definition of English advertisements, the basic function of advertising and the principle of advertising. Tell us the important of researching English advertisement, then, talking about the main lexic
6、al characteristics of English advertisements, such as verb adjective compound words and so on. And then, telling the syntactic characteristics of English advertisements, focus on the frequently-used sentence and function the last part of text is the frequently-used rhetorical, including Simile Metap
7、hor Personification Rhyme Repetition etc. It is hoped that the study can shed light on the language features of advertisements and also provide help to copy writers and advertising English learners. Key Words: English Advertisements, Lexical, Syntactic, Rhetorical Contents Introduction.1 1 Brief Int
8、roduction.1 2 Key points 1 3 Rationale of the study.1 advertising2 1 Definition of advertising2 2 The functions of Advertising .2 3 Principle of Advertising.2 Advertising language3 1 Definition of Language3 2 Advertising Language3 3 The Characteristics of Advertising language.3 Conclusion12 Acknowle
9、dgement.13 References.14 1 Introduction 1 Brief Introduction Nowadays we find ourselves surrounded by all kinds of advertisements every day and everywhere. Advertising provides a valuable service to society and its members:it defines for consumers the meaning and the role of products, services, and
10、institutions. It indicates the difference that exists between brands of products and alternative services, as well as the distinguishing characteristics of companies and institutions. So Advertising becomes indispensable in the modern world. As a tool of communication, language is the soul of an adv
11、ertisement. It plays an important role in advertising. As a special kind of language, advertising language is very different from other language. It has become an important means of communicating ideas, demonstrating a variety of linguistic features of its own, these features in morphology, syntax,
12、and rhetorical devices. This paper will focus on the characteristics of advertising language. It is hoped that, by analyzing the characteristics of advertising language, bringing the consumers to light, and offering help to advertisement writers and language learners. 2 Key points This paper explain
13、s what is advertising, what is language, the function of advertising, which can help reads understand advertising better. The third part is the keystone that detailed in characteristics of advertising language. Many successful advertisements are given to help the consumers to comprehend these charac
14、teristics. 3 Rationale of the study Now we live in a world of advertising. Advertisements in English have become an important means of communicating ideas, demonstrating a variety of linguistic features of its own. The wide use of advertising has created a special style of English- advertising Engli
15、sh. Its of unique features. Simple language and immerse attraction separate it from other kind of language. In the process of the development of advertising English, this kind of language has formed its own features in several 2 aspects. advertising 1 Definition of advertising Today, Advertising bel
16、ongs to the modern industrial world, and to those countries which are developing and becoming industrialized. With the development of the technology and the diversity of the mass media, advertising has influenced us pervasively in our daily life. According to the Definition Committee of American Mar
17、keting Association, advertising is defined as follows: Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. 2 The functions of Advertising 2.1 Marketing functi
18、on Advertising promotes sales and profits, by making people aware of products, service and ideas 2.2 Social function Advertising is one of the major forces that are helping improve the standard of living around the world. 2.3 Communicational function Advertising tells the consumer what a specific pr
19、oduct, brand or service should do when it is used and thus helps him or her to understand and evaluate experience with the products and services that he or she uses. And others basic functions of advertising are: Education effect, Encouragement of competition, Guidance of consumption, Promotion of s
20、ales and Transmission of information. 3 Principle of Advertising The principle of possessiveness: The passive voice is usually avoided because the 3 passive voice gives the audience an indirect and unnatural feeling. In daily communication, passive voice is seldom used; so is in advertisements. Othe
21、rs principle of advertising are Principle of Artistry, Principle of Credibility, Principle of Science etc. Advertising language 1 Definition of Language Language is instrumental in that communicating by speaking or writing is purposeful act. It is social and conventional in that language is a social
22、 semiotic and communication can only take place effectively if all the users share a broad understanding of human interaction including such associated factors as nonverbal cues, motivation and socio-culural roles .language learning and use are determined by the intervention of biological, cognitive
23、, psychosocial and environmental factors. 2 Advertising Language In modern society, Advertisement takes many forms, in most of which, however, language is of crucial importance. Advertising language as a special kind of language is very different from common language. It has its own characteristics
24、in stylistic and rhetorical devices. Simple and attraction are two general features of English advertisement. To sell commodities or increase sales is the ultimate goal of advertisement, which decides that its language should be simple and sweet. 3 The Characteristics of Advertising language 3.1 Lex
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