广告英语的语言特点商务英语本科学位论文.docx
- 文档编号:28855660
- 上传时间:2023-07-20
- 格式:DOCX
- 页数:12
- 大小:23.26KB
广告英语的语言特点商务英语本科学位论文.docx
《广告英语的语言特点商务英语本科学位论文.docx》由会员分享,可在线阅读,更多相关《广告英语的语言特点商务英语本科学位论文.docx(12页珍藏版)》请在冰豆网上搜索。
广告英语的语言特点商务英语本科学位论文
中国某某某某学校
学生毕业设计(论文)
题目:
广告英语的语言特点
姓名:
00000000
班级、学号:
0000000000
系(部):
经济管理系
专业:
商务英语
指导教师:
0000000
开题时间:
2009-04-10
完成时间:
2009-11-08
2009年11月08日
目录
毕业设计任务书…………………………………………………1
毕业设计成绩评定表……………………………………………2
答辩申请书……………………………………………………3-4
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
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.
LinguisticCharacteristicsofAdvertisingEnglish
00000
Abstract:
Asawayofpropagatingandtransmittinginformation,advertisingplaysavitalroleinthedevelopmentofsocietyandeconomy.Itsfunctioncannotbeunderestimated.AdvertisingEnglishisaspecialapplyinglanguagewhenitcompareswithotherslikeliteraryandtechnologicallanguages.Ithasbecomeindispensableofdailylifebecauseofitsparticularcharacteristicsandcharm.Thepaperstartswithbrieflyintroducingthehistory,definition,classificationsandfunctionsofadvertising.Then,itmainlysummarizesandanalyzesmajorlinguisticcharacteristicsofadvertisingEnglish,includingthreeaspectsonmorphology,syntaxandrhetoric.Finally,itshowstheconclusionthatpeoplecanunderstandwelliftheytrytolearnandmasterthefeaturesofadvertisingEnglish.ThepaperaimstobringsomeenlightenmenttotheunderstandingofadvertisinglanguageandgetabetterdemandofEnglish.
KeyWords:
Advertising,AdvertisingEnglish,LinguisticCharacteristics
Introduction
Advertising,justasitsnameimplies,meanspublicizeandtransmitinformationinordertomakeeveryoneknow.Ithasbeengonethrougharapiddevelopment. Nowadays,advertisingiseverywhere.Itisindispensabletotheeconomyofanycountryintheworld.Theimportanceofadvertisinginindividualcountriesdependsonthenation’slevelofdevelopmentandnationalattitudetowardpromotion.Typically,advertisingexpendituresarehigherincountrieswithhigherpersonalincomes.Andintheprocessofglobalization,therewerealotoftradesdoneamongcountriesandtherewillbeevenmoreinthefuture.Duringtheintroducingandtradingprocesses,peoplegraduallyrealizedtheimportanceofunderstandingofeachother’sadvertisinglanguage.Sincethenpeoplebegantryingtoknowaboutitsfunctions,nature,characteristicsandsoon.Theydidlotsofstudyonit.Astimegoesby,advertisingEnglishbecamepopularsinceitownsmostspeakers.Untilnow,advertisingEnglishisstilltheresearchtarget.
1.AnIntroductiontoAdvertising
1.1HistoryofAdvertisement
Advertisementemergedfromthewombofcommodityproductionandexchange.Theconditionfortheexistenceofadvertisingis"atleastasegmentofthepopulationmustliveabovethesubsistencelevel".Whenthissituationoccursitalsobecomesnecessaryfor"theproducersofmaterially'unnecessary'goodstodosomethingtomakepeoplewanttoacquiretheircommodities."
Theembryonicformofadvertisingintheworldisstreetcries,whichexisteventoday.AdvertisingwasnotunknowninancientGreeceandRome,butadvertisingaswerecognizeitdidnotstartuntiltheseventeenthcenturyintheWest.Itwasataboutthistimethatnewspaperbegantocirculate.Beforethat,itisprintingwhichwasfirstinventedinChinaandthenintroducedtotheWestthatplayedavitalroleintheproductionofprintadvertising."Classified"(smallads)typesofadvertisingweredominantbeforethenineteenthcenturyandstyleandlanguageusedinadsatthattimetendedtobedirectandinformative.TheindustrialRevolution,whichbeganinEnglandinthemid-1700sandreachedtheUnitedStatesbytheearly1800s,facilitatedmass-productionofgoods.Meanwhileadvertisingbecamemoreandmoreimportantintheindustrialmarket.Thegreatbreakthroughforadvertisingcameonlyinthelatenineteenthcentury.Technologyandmass-productiontechniqueswerethensufficientlydevelopedformorefirmstobeabletoturnoutproductsofroughlythesamequalityandatroughlythesameprice.Thisbroughtonacrisisofover-productionandunderconsumptionwhichmeantthatthemarketneededtobestimulatedbyadvertising.Atthistimeadvertisingchangeditsfunctionfromproclamationtopersuasion.Inthetwentiethcentury,advertisingdevelopedrapidlyalongsidetheadventofnewmedia-radioandtelevisioninsuccession.
1.2DefinitionsofAdvertising
Afterabriefintroductionoftheclassificationsandrolesofadvertising,wenowcometothedefinitionsofadvertising.Fromdifferentperspectivesorpurposes,thedefinitionsmightalsovary.InEnglish,theword"advertise"hasitsoriginin"advertere"inLatin,meaning"toinformsomebodyofsomething","tobringintonotice"or"todrawattentiontosomething",etc.InChinese,theequivalentterm"guanggao"means"widelyannounce".
1.3ClassificationsofAdvertising
Advertisingmaybeclassifiedbymedium(newspaper,magazine,radio,television).Bytargetaudience(consumer,industrial,business),bygeography(international,national,regional,local),orbyitsfunctionorpurpose(productornon-product,commercialornoncommercial,primarydemandorselectivedemand,directactionorindirectaction).
BecauseitisdifficulttogainaccesstoenoughdateforEnglishcommercialsandadsonradioorTV,thus,thesubjectofthisresearchpaperwillmainlyconcentrateontheprintadvertising.
1.4RolesofAdvertising
Anadvertiser'smainpurposeistopresentandexhibitproductorservice,andtospreadtheinfluenceandcoverageofwhichtotheextentthatthepotentialpurchasingpopulationbecomesrealandactual.Simplyput,advertiserstrybythevariousmeansattheirdisposaltogetpeopletobuytheproductorserviceadvertised.Moreover,advertiserswantpotentialpurchaserstoconsiderwhatisadvertisedtotheexclusionofallothersimilarproductsorservices.Theythereforeattempttoconstructanadvertisementthatwillfullyinvolvetheattentionofthepotentialpurchaserandwhichwillhaveapersuasiveeffect.Advertisersthuscreateasemioticworldinordertopersuadetheiraudienceofessential"rightness"ofpurchasingtheproductorserviceadvertised.
2.LinguisticCharacteristicsofAdvertisingEnglish
ThewideuseofadvertisinghascreatedaspecialstyleofEnglish—advertisingEnglish.Itsuniquefeatures,simplelanguageandimmenseattractionseparateitfromotherkindoflanguage.InthedevelopmentofadvertisingEnglish,thiskindoflanguagehasformeditsownfeaturesinseveralaspects.AndthereisnodoubtthatcosmeticadvertisingEnglishhasitsownlinguisticcharacteristicsaswell.Inthispaper,threemainaspectswillbeillustrated,namely,lexicalfeatures,featuresofitssyntaxandrhetoricalfeatures.
Asameanstodisseminateinformationandmakepeopleseeandrememberit,advertisingEnglishmustbecompact,vivid,visual,emotionalandattractive.Torealizethisaim,thechoiceofwordsisplayingavitalrole.Therefore,morphologyinadvertisingisquiteimportantandisdifferentfromotherstylesofEnglish.Itownsapparentfeatures.Themajorfourofthemwillbedescribedinthefollowing.
2.1MoreVerbsinAdvertising
VerbiswidelyusedinadvertisingEnglish,especiallymonosyllableones.Advertisingarenoexception.Wordssuchasget,make,give,like,love,buy,need,usearefrequentlyused.
AdvertisingEnglishlanguageneedstobesimple,easytounderstand,easytorememberandeasytoread.Monosyllableverbboastsallthesefeatures.Indailylife,monosyllableverbistheonethatpeoplemostoftenusedandalsotheoneusuallyhasmostdefinitemeaning.However,advertisersshouldpayattentiontothegrammaticalchangesofthesebasicverbsandknowthedifferencesbetweenthem.Mostofthewordscanshowtherelationbetweentheconsumerstheproduct.FollowingIwillshowsomeexamplesforabetterunderstanding.
MoisturewearMake-up.Itgiveslifetothelookandfeelofyourskin.
MoisturewearBlush.Itbringsradiancetothelookofyourskin.
ThesetwolinescomefromCoverGirl,Americancosmeticbrand.Itistheleadingcolormake-upsinAmerica.ItwascreatedbyDr.GeorgeA.Bunting,acreativeenterpriser,in1961.Itisnowverypopularallovertheworld.Here,theverb“give”and“bring”areused.
Inthefirstline,“givelifetothelookandfeelofyourskin”isprettyattractivetofemales.Goodlookandyoungskinarealwaysthethingsthatfemalepursue.“Give”themthatofcoursewillmakethisproductendupwithbigsale.
Similarly,theword“bring”isalsoveryappropriate.Radianceofskinisthethingthatalmosteverywomanwantsandneeds.Ifakindofproductcanbringthemthispreciousthing,theywillbestronglyattractiveto.Itwillbecomepopular.
ThereisagreatdealofotherinstancesthatwonderfullyusedverbsinadvertisingEnglish.Itisafunctionalwaytousemoreproperverbs.
2.2MoreAdjectivesinAdvertising
Thepurposeofadvertisingistopublicizeproducts.Soitisindispensibletodescribemanyaspectsoftheproductsuchassize,color,nature,andquality.Duringthisprocess,adjectiveplaysavitalrole.Wecanseelotsofadjectives.Besides,ifad
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 广告 英语 语言 特点 商务英语 本科 学位 论文