RhetoricalFeaturesofAdvertisingEnglish.docx
- 文档编号:30712254
- 上传时间:2023-08-19
- 格式:DOCX
- 页数:10
- 大小:21.56KB
RhetoricalFeaturesofAdvertisingEnglish.docx
《RhetoricalFeaturesofAdvertisingEnglish.docx》由会员分享,可在线阅读,更多相关《RhetoricalFeaturesofAdvertisingEnglish.docx(10页珍藏版)》请在冰豆网上搜索。
RhetoricalFeaturesofAdvertisingEnglish
RhetoricalFeaturesofAdvertisingEnglish
学院:
外国语学院
班级:
07-2班
姓名:
付九燕
学号:
************
Abstract
Advertisingistheartoflanguage,whichhasdistinctivelinguisticcharacteristics.ThispaperanalyzestherhetoricalcharacteristicsofadvertisingEnglish.Itisadevicetoarouseconsumers'attentiontoacommodityandinducethemtouseit.Intheincreasinglykeencompetitionofthemarketeconomy,advertisingisanimportantmeansofscramblingformarkets.TheadvertisingEnglishisafunctionalvariantofmodernEnglish.Asaspecialpracticalstyle,ithasitsownfeaturesinthecreativedesignorintheuseofwords.
Inordertoenhancetheappealofanadvertisement,advertisingwriterspaymuchattentionnotonlytosuchexpressivedevicesasplates,colorandthelayoutofaprintedpage,butalsotothechoiceofwordsorphrases,tomakeanadvertisementbeautifulandattractive.InthepracticeoftheadvertisingEnglish,peoplepaymoreandmoreattentiontotheuseoffiguresofspeechtomakeeveryefforttomaketheadvertisingEnglishsuccinct,accurateandvividandtoproviderichimaginationandplentifulassociationsforreaderssoastostimulatetheirdesire.
KeyWords:
advertisement;rhetoricaldevices;
Chapter1Introduction
Asawayofpropagatingandtransmittinginformation,theroleofadvertisementscannotbeunderestimatedbecauseitisnotonlyanartfultechniqueinpersuadingpeopletobuy,butalsograduallyhasbecomeakeytoolforsocialcommunicationwhichinturninfluencesonthedevelopmentofsocietyandeconomy.ThepurposeofthisthesisistostudythelinguisticfeaturesofadvertisingEnglish,inthehopetohelpcopywritersathomemarketsintheircreatingprocess.Alongwiththerapiddevelopmentofglobaleconomy,numerouscolorfulandfantasticEnglishadvertisementsappearincurrentmarket.ThroughcarefulanalysiswecanfindthatEnglishadvertisementshaveformedtheirownlinguisticfeatures.Thedesignersusuallyemploythespecialrhetoricaldevicestomaketheiradvertisementbecomesconcise,livelyandappealing.ThisthesisanalyzesthelinguisticfeaturesofEnglishadvertisement,fromwhichitgetssomeinspirationsforEnglishAdvertising.
Withthedevelopmentofsocialeconomic,advertisinghaspenetratedeverywhereofsociallifeandbecomeanessentialpartofdailylife.Thecharmingofadvertisementslargelycomesfromthelanguageofadvertising.AsadvertisingEnglishischaracterizedbyuniquerhetoricaldevices,thisthesispresentsananalyticalstudyofthelinguisticfeaturesinEnglishadvertisementsatrhetoricallevels.ThusananalysisonthelinguisticfeaturesofadvertisingEnglishinthelinguisticfieldisworthwhile.
Thisthesiswillbepresentinfourchapters.Thefirstchapterisanintroductiontothewholethesis.Thecorespartofthisthesisischaptertwoandchapterthree.Inthesecondchapter,theauthorwilldiscussthedefinitionandclassificationsoftheadvertisementinthischapter..AndInthethirdchapter,theauthoranalyzesthelinguisticfeaturesofadvertisingEnglishatrhetoricallevels.Thelastchapteristheconclusionpartofthisthesis.
ItishopedthatbystudyingthelinguisticfeaturesofadvertisingEnglishthisthesiswillbeofsomehelpincomprehendingandtranslatingEnglishadvertisementsforthosecopywritersandadvertisingEnglishlearners.
Chapter2AnIntroductiontoAdvertisement
Wewilldiscussthedefinitionandclassificationsoftheadvertisementinthischapter.
2.1DefinitionsofAdvertising
Fromdifferentperspectivesorpurposes,thedefinitionsmightalsovary.InEnglish,theword“advertise”hasitsoriginin“advertere”inLatin,meaning“toinformsomebodyofsomething”,“tobringintonotice”or“todrawattentiontosomething”,etc.InChinese,theequivalentterm“广告”means“widelyannounce”.
Thefatherofmodernadvertising,AlbertLasker(1903)saidthatadvertisingwas“salesmanshipinprint”.Althoughthedefinitionwasgivenlongbeforetheadventofradioandtelevision,andthenatureandscopeofadvertisingatthattheultimateobjectiveofadvertisingistosell.Obviouslyitisnotaworkingdefinitionbecausewecannotuseittocoveralladvertisements.Today,awidelyquotedworkingdefinitionofadvertisingwasputforwardbyCourtlandL.BoveeandWilliamF.Arens:
Advertisingistheimpersonalcommunicationofinformation,usuallypaidforandusuallypersuasiveinnature,aboutproducts(goodsorservices)orideasbyidentifiedsponsorsthroughvariousmedia.
Persuasiveadvertisementsarethustheinstrumentsusedbyadvertiserswhohavedefinedtheirtargetaudiencesanddeterminedtheeffecttheyhopetoachievethroughpersuasiveadvertisementsinthemedia.Andapersuasiveadvertisementsshouldtrytopersuadethepotentialcustomerstobuythenewproduct.Thepersuasivefunctionisnotonlylimitedtoattractingthepotentialcustomerintobuyingacertainobject,butalsoincludingthesellingofservices,ideas,normsandvalues.
Tosummarize,wewouldgettheideathatfirstlyadvertisingisacommunicationprocess.Secondly,atleastamediumisused.Thirdly,thiscommunicationprocesshasadefinitepurposetoconvincethetargetaudience.Theabovethreecharacteristicssuggestadvertisingiscloselyconnectedwiththesociety,employingitsmedia,interconnectingwithitspeopleandguidingtheirbuyinghabit.Alsoinachievingtheadvertisingeffect,theadvertisinglanguageshouldbevividandattractive,whoselinguisticcharacteristicswouldbecoveredintheChapter4.
2.2ClassificationsofAdvertisement
Onlineadvertisingistoupdatetherateofthefastestmodeofadvertisingtransmission.Thespreadofonlineadvertisingovercometimeandspaceconstraints.Itisthroughtheinternettoadvertisemessages24hoursadayanditisspreadthroughouttheworld.Aslongastheconditionshavetheinternet,anyoneanywherecanread.Thisisthetraditionalmediacannotbeachieved.Usingonlineadvertising,userscanaccesstheinformationtheyconsideruseful,manufacturersmayalsohavereadyaccesstovaluableuserfeedback.TheInternet,betterthananyothermedias,giveconsumersmoredirectlytheabilitytoconductinteractiveactivitieswiththeadvertiseTVadvertisingisthemostextensivecoveragemodeofadvertisingtransmission.TVsetsareverypopulararoundtheworld.SurveyshowsthattheordinaryAmericanfamilydailyTVtimeismorethansevenhours..AndthefollowingthreetypesoffamilieshavelongerTVtime:
Therearefamilieswithchildren,largefamiliesandfamilieswithcableTV.SoTVadvertisinghasabroadcoverage,itisclosetolifeanditisanimportantpartofconsumption.TVadvertisinghashighcredibility.MostofgoodsyoulookfromTVadvertisingaretrue,inmostcasesyouwillnotbecheated.TVadvertisingisaemotional–typemedia,ithasthestrongestoverallperformancecapabilities.
Newspaperadvertisingisthemosttraditionalmodeofadvertisingtransmission,anditisthemostinformativemodeoftransmission.Newspaper,asacomprehensivecontentofthemedia,isbasedontextandpictureswhichtransmitinformation.Therefore,itisverydescriptive,anditcandescribeindetail.Forsomeproductswithahigherdegreeofconcern,usingthenewspaperdescriptioncaninformconsumersoftheproductcharacteristics.Mostnewspapershavealonghistory,andorganizedbythepartyandgovernmentorgansanddepartmentssothatNewspapershaslargeinfluenceandprestigeinpublic.Thus,advertisementsinthenewspapertendtomakeconsumerstrust.
Radioadvertisingisreallyisreallydifferentfromotheradvertisement.Andmaybethisadvertisementisheardbythemostpeople.Nottomentionothercountries,inChina,therearethousandsofvehiclesontheroadeveryday.Soradioadvertisingisthemostcommonformofentertainmentfordriversandthepassengers.Forexample,ataxidrivershouldworkonthecarformorethansixhours,Andhewillalmoststayinthecaralltime.Whenthereisapassengerinthecar,thepersonwilllistentotheradiotoo.Soitwasnotexcessivethatradioadvertisingisheardbythemostpeople.
Alsotherearemanyothervectorssuchasbillboardadvertising,poneadvertising,walladvertising,evensomebodyadvertisebytattooingonthebody.Allthevectors,Ithinkarederivedfromthefourvectorsmentionedinthetext,Thedifferenceisthattheyjustworkattheirownfields.Thesevectorsallhavetheirownadvantages,wecannotcomparethem,andwejustcansaythattheyusedifferentwaystodisseminateinformation.Becauseofthem,updateofworldinformationhasbeenfaster,whatmaketheholeworldbecomeanunionincreasingly.
Chapter3RhetoricalFeaturesofEnglishAdvertisement
ThefrequentandwideuseoffiguresofspeechisanimportantcharacteristicofadvertisingEnglish,whichisaneffectivewaytomaketheadvertisementattractive.Afigureofspeechisanexampleofthefigurativeuseofwords,whichproducesaparticularlyrhetoricaleffectwhenpeopleusethelanguagecreativelyinaspecifiedcontext.Theuseoffiguresofspeechinadvertisementsaimsatarousingandpersuadingconsumerstobuywhatisadvertised.Andtheirproperusecanmakeanadvertisementsweettotheear,andpleasingtoboththeeyeandthemind.
3.1HyperboleintheAdvertisingEnglish
Ahyperboleisthedeliberateuseofoverstatementorexaggerationtoachieveemphasis.Businessmenandmanufacturersusethefigureofspeechtoadvertisetheirgoodsinasattractiveawayaspossible,soastoinducecustomerstobuytheirproducts,andtherebyincreasesales.Whentheydescribetheirproductsinadvert
- 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:
- Rhetorical Features of Advertising English
![提示](https://static.bdocx.com/images/bang_tan.gif)