广告英语的语言特点jsp.docx
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广告英语的语言特点jsp.docx
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广告英语的语言特点jsp
毕业论文
英语广告的语言特点
指导教师:
骆红亚
学生:
汤迎春
系别:
外国语学院
年级:
2008
重庆三峡学院
二0一二年五月
LinguisticFeaturesofEnglishAdvertisement
Tutor:
LuoHongya
Student:
TangYingchun
Department:
SchoolofForeignLanguages
Grade:
2008
ChongqingThreeGorgesUniversity
May,2012
Abstract:
Withthedevelopmentoftheeconomy,Englishadvertisementisplayingamoreandmoreimportantroleinmodemsociety.Thereisanincreasinglyhigherrequirementinadvertisingtranslationbecauseofpeople’shighdemandoffreecommunication.Thispaperwilldiscussadvertisingtranslationfromit’slinguisticfeatures,suchasthelexical,syntactic,andrhetoricaldevices.Itwillsummarizeseveralcommonlyusedtranslationskillsbydiscussingafewexamples.
Keywords:
Englishadvertisement;linguisticfeatures;translationskills
摘要:
随着经济的发展,英语广告在现代社会中的作用越来越重要,人们对广告翻译也提出了越来越高的要求。
这篇论文将从广告语言特征的角度,如:
词汇、句法、修辞手法等来讨论广告的翻译。
并从具体的例子中归纳总结一些常用的翻译策略。
关键词:
英语广告;语言特征;翻译技巧
Outline1.Introduction2.Lexicalfeature
2.1Usageofcomparativeandsuperlativeadjectives
2.2UsageofsimpleverbsandoralEnglishvocabulary
2.3Usageofwrongcharacterandcreatenewwords
2.4Repeatkeywords.
3.Syntaxfeature3.1Usewordsorphrasesinsteadofsentences
3.2Usageofsimplesentence
3.3Usageofellipticalsentence
3.4Usageofimperativesentence
3.5Usageofpersonalpronouns
4.RhetoricaldevicesinEnglishadvertisement.
4.1Simileandmetaphor
4.2Repetition
4.3Personification
4.4Pun
4.5Rhythm
4.6Hyperbole
5.Conclusion
1.Introduction
Withtoday'sacceleratedprocessofglobaleconomicintegrationandfurtherexpansionofChina'sopeningup,internationalcirculationofcommoditiesbecomesincreasinglyfrequent.Participationintheinternationalmarketcompetition,domesticandforeignmanufacturersarefacingthesameissue,namelyhowtointroducetheirproductsandservicestothetargetmarketofconsumers.Oneaspectcannotbeignoredisthefulluseofadvertising,formanufacturerstowintheinteresttheydeserve.Thus,theimportanceofadvertisinghasbecomeincreasinglyprominent.
Whatisadvertisementtherefore?
AccordingtotheDefinitionCommitteeofAmericanMarketingAssociation(FangWei,1997,20),advertisementisdefinedasfollows:
Advertisementisthenotpersonalcommunicationofinformationusuallypaidforandusuallypersuadeinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.Itcanbeclassifiedbymedia(newspaper,magazine,radio,television,internet),bytargetaudience(consumer,business),bygeography(local,international),orbypurpose(productadvertising,noncommercialadvertisement,actionadvertisement).
Generally,advertisementhasthebasicfunctionsincludinginformationfunction,demandcreationfunction,getactionfunction,goodwillestablishmentfunctionandsoon.
Thispaperwillresearchinthelexicalfeature,thesyntaxfeature,andtherhetoricaldevicesinEnglishadvertisementwithadiscussionofafewexamples.ItishopedthatthispapercanshedlightonthelinguisticfeaturesofEnglishadvertisementandhelpadvertisinglearner.
2.Lexicalfeature
AdvertisingEnglishmustbeconcise,simply.Thereforeitcannotbeignoredtochoosetheappropriateandaccuratewordswhichhaveagreatinfluenceontheeffectivenessoftheadvertisement.
2.1Usageofcomparativeandsuperlativeadjective
Adjectivehasrichemotionalcolorandrenderingpower,itsmainfunctionistodescribeandmodifynouns,makingtheoriginalpallidentitysuddenlybecomesvividandattractive.Inordertosellthegoodswell,advertiserswillinevitablytousebeautifiedwordstodescribethegoods,whichleadtousingalotofadjectivesnaturally.Forexample,thesloganofMinoltacamerais:
(1)Minolta,finesttoputyoufinest.(Thefirst-rateMinoltais,thefirst-rateyouare)
ThissentencemakesreaderstohaveafeelingofthatonceyouhaveaMinoltacamera,youarethebest.Evenifitisnotnecessarilytrue,itcanmakepeopletohaveadesiretobuyit.Belowthesentencehasreachedthepurposeofadvertising.
(2)Let'smakethingsbetter.(Philipselectricaladvertising)
Philipsisaworld-renownedbrandofhomeappliance.Thissentenceisapromisetotheproductandservice.Notmakingapraiseforhowgooditsproductis,butsayingasfriendsmodestlyandsoftly:
"Let'smakethingsbetter",whichshortenedthedistancefromconsumersandpersuadepeopletotrustit,chooseit,andhavetoagreethatPhilipsisveryclever.
2.2UsageofsimpleverbsandoralEnglishvocabulary
(1)Justdoit.(Nikesneakers)
Itisaverysuccessfuladvertisement.ItusesonlythreeverysimpleandcommonEnglishwords,whichgreatlysavesspace,andmakingpeopleunderstandthemeaningofwordsclearlyataglance.Itspurposeistostandoutinmanyothersportsbrands.
(2)EnjoyCoca-Cola.
ItistheCoca-Colaadvertisement,theword“Enjoy”showsboththefeelingofblowoutandtheCoca-Cola’sconfidenceandatmosphere.Itisnotonlytraditionalandclassical,butalsofullofpassionandvigor.Itcanmakepeopletoassociateitwiththebrand.Atthesametime,thisadvertisementisveryeasytoberemembered.
2.3Usageofwrongcharacterandcreatenewwords
Advertisersaregoodatusingwordgamesincludingchangingthespelling,usingtheintentionallymisspelledwordorwordsthatpeoplearefamiliarwith,orthenewsyntheticwordprefixorsuffix.Thenewwordsaredifferentfromtheoriginalwordform.However,itmaynotonlykeeptheoriginalmeaning,butalsoaddsanew,purposeoftheuseofambiguityforimpliedandsellproducts.Createnewwordsmayimprovetheeffectofinformationdissemination,andgivesadvertisingagreatdealofcharm.AfamousexamplecouldbeseeninanadvertisementintheUK.
(1)DRINKAPINTAMILKADAY.
Thisisanadvertisementtoadvicepeopletodrinkabottleofmilkeveryday.Thefulltextshouldbe:
DrinkApintofMILKADAY.Thisadvertisementusepronunciationtocombineadvertisingwordstogetherably,bothinnovativeandbizarreeye-catching.Becausethisadspop,theword“pinta”hasbecomeasynonymofmilk.Forinstance,whenmilkpriceshasincreased,itsaidpintahasgoneup,eventhenewspapersaidthat.Someadvertisementsevenadded“'s”afterpinta,whichhasmadethewordbecomeapluralform.
Anotherexampleisasbelow:
(2)TWOGETHER:
theultimateallinclusiveonepricesunkissedholiday.
Thisisanadvertisementforcouplestohaveaholiday.Obviously,theword“TWOGETHER”isnotacorrectword,butconvertedfrom“together”actually,TWOGETHERbothtakingthepronunciationof“together”andtakingthemeaningof“twopeople”,incontrast,TWOGETHERismoreattractive.Using“two”insteadof“to”,thepurposeistoshowthecouplestotraveltogether,sharingahappyatmosphereofholidayandenjoyingtheeaseof“theworldoftwo”.
Thereareotherexamplesofcreatingnewwordsincluding“Mininurse”and“TheOrangemostestDrinkinTheworld.”
Theformeroneisakindofcosmeticsbrandname.Itusestheprefix“mini-”and“nurse”toexpressthecosmeticshasthetopquality.
Thelateroneisabeverageadvertising."Orangemostest"comesfromOrange-most-est,ofwhichboth“most”and“est”arethehighestlevelofadjectives,whichcombinedwithOrangeandgonetoshow"highquality,highpurity"ofthisdrinkthatcangivepeoplearichimagination.
2.4Repeatkeywords.
Advertisersusuallyrepeatakeywordorasentenceinordertostrengthentheimpressionanddeepentheinfluence,thereforehighlightaparticularproductorinformation.Besides,echotheprinciplesoffulluseoflanguageinEnglishadvertising(theprincipleofcohesion)helptheaudiences’attentiontoadvertisingcontentandvalueadvertisingmemories.Hereareafewexamplesofadvertisementwithkeywordsrepeated.
(1)Finishthejobinlesstime,withlessfuelandlessnoise.(Carads)
(2)FreeHotel!
FreeMeals!
FreeTransfers!
Forafree"Stay-on-the-Way"inAmsterdam,youcanrelyonKim.(Tourismadvertisement. )
(3)Persilwasheswhiteranditshows.Persiltakescareofwhiteness.(Persilwashingpowderadvertisement).
3.Syntaxfeature
3.1Usewordsorphrasesinsteadofsentences
Olympuscameraads:
Focusonlife.
Thisadvertisementnotonlyconnectedthephotosandlife,butalsoencouragedpeopletousecameratocaptureandrecordthebeautifulmomentsinlife.Thesuccessfulpointisthattheadvertisingdesignersusedaphraseinsteadofasentence,whichmadetheentireadvertisementlikenatureitself--highestqualityandwithoutaffectation.
3.2Usageofsimplesentence
Englishadvertisingarerequiredtoattractreaders.Itshouldbehighlyreadablesothatreaderscanunderstandwhatitconveyataglance.Therefore,Englishadvertisinglanguagemustuseasfewsectionstoconveyinformationeffectively,drawthereader'sdesiretobuy.Forexample:
Adiamondisforever.
Theadvertisementisverybrief,butthesefourwordsareconcentratedalltheemotionalandphysicalpropertiesofthediamond.Itisrecognizedasoneofthemostsuccessfulandenduringadvertisingslogansofthe20thcentury.
3.3Usageofellipticalsentence
Ellipticalsentenceisbuiltonthebasisofdoublesentence.Itssimplestructuremakestheadvertisementconveyasmuchinformationaspossibleinthelimitedspace,andstrengthenthecommunicationeffectofadvertising.Forexample:
.
(1)Deliciouslysimple.Simplydelicious.(foodadvertising)
Thisadvertisementhasjusttwosimpleduplicationsofadverbandadjective,butithasedibleconvenientfeaturessuchasthefoodtastyanddeeplyimprintedonthereader'smind.AnotherexamplecouldbeseeninMildtobaccoadvertising.
(2)Smooth,rich,rewarding.
3.4Usageofimperativese
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- 关 键 词:
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