英语论文An Analysis of Advertising Language.docx
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英语论文An Analysis of Advertising Language.docx
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英语论文AnAnalysisofAdvertisingLanguage
AnAnalysisofAdvertisingLanguage
Acknowledgements
Hereandnow,Iextendmysincerethankstoallthosewhohavehelpedmetomakethisabetterthesisthanitwouldotherwisehavebeen.Amongthem,IwouldliketoshowmyheartfeltthanksandenormousgratitudetoProfessorXiYaxian,mysupervisor,forherinsightfulguidanceandearnesthelpallthroughthesearching,analysisandpaper-writingstages.Ireallyappreciateherpainstakingperusalofthisthesisandvaluablecounselfortheadvanceinit.Andithasbeenagreatprivilegeandpleasuretoworkwithandlearnfromher.
Inaddition,theauthoralsowantstoextendherthankstoalltheteachersattheLanguageSchool,especiallyProfessorLuNaisheng,whoseenlighteninginstructionandinsightfultheoryhaveguidedmethroughthepastthreeacademicyearsandallthewaytothecompletionofthisthesis.
Finally,Iwouldliketothankallofthepeoplewhohavegivenmeloveandsupport.Itisapleasuretodedicatethisthesistothemall.
Contents
内容提要………………………………………….………………………………1
Abstract……………………………………………..……………………………..2
ChapterIIntroduction
1.11.1 Background………………………………….….……………………………..1
1.21.2 PreviousStudies……………………………….……………………………...1
1.31.3 SourcesandMethodology…………………….………………………………3
1.41.4 OverviewofAdvertising……………………….……………………………..3
ChapterIIAdvertisingElements
2.1Headline.…………………...………..…….….………………………….……7
2.1.1DefinitionoftheHeadline.……….………..…………………………….…..7
2.1.2FunctionoftheHeadline..…………….…….……………………………….8
2.2BodyCopy…………………………………….………………………………8
2.2.1DefinitionoftheBodyCopy.……………….…………………….....………9
2.2.2CategoriesintheBodyCopy………………………………………………..9
2.3Slogan....…………………………………..………………………………….12
2.3.1DefinitionoftheSlogan..…………………………………..….……...……12
2.3.2SyntacticFeaturesoftheSlogan..………………………………..………...12
2.3.2.1ShortSentences………………………………….….………….………...12
2.3.2.2EllipticalSentences…………………………………..…………………..13
2.3.2.3InterrogativeSentences……………………………...….…..……...…….14
2.3.2.4NegativeSentences………………………………….…….……..………14
ChapterIIIGeneralFeaturesofAdvertisingClaim
3.1TheWeaselClaim………………………………………………..……….….16
3.2TheUnfinishedClaim………………………………………..………………17
3.3TheConclusiveClaim………………………………………..………………18
3.4TheSuperfluousClaim………………………………………..……….…….19
3.5The“SoWhat”Claim……………………………………..…..……………..19
3.6TheVagueClaim……………………………………..………………………20
3.7TheEndorsementofTestimonial………………………………..………...…20
ChapterIVLexicalFeaturesofAdvertisingLanguage
4.1UseofFirstandSecondPersonPronouns……….…………...………….…..22
4.2UseofEmotiveorEvaluativeAdjectiveorAdjectivalPhrases……….….…23
4.3UseofTechnicalTermsandScientificSoundingWords………….……...….24
4.4UseofNegativeWords…………….….……………………………………..25
4.5UseofInclusiveWords..……….……………..……………….…………..…25
4.6UseofCompoundWords………………………………..….…………….....26
4.7UseofCoinedWords.………………………...…………………………..….26
ChapterVSyntacticFeaturesofAdvertisingLanguage
5.1FrequentUseofSimpleSentence……………………………….………...…27
5.2FrequentUseofInterrogativeSentenceandImperativeSentence………......27
5.2.1InterrogativeSentence………………….………………………………….28
5.2.2ImperativeSentence…………………………..……………………………28
5.3UseoftheActiveVoice………...……………….………..……………..……29
5.4UseofMinorSentence………………………...……..……….………..…….29
5.5UseofthePresentTense………….………………………..…..…………….30
ChapterVIRhetoricalFeaturesinAdvertising
6.1Pun………………………………………………………….….……….……32
6.2Alliteration……………………………………………………..…………….33
6.3Repetition………………………………………………………..…………...33
6.4Parallelism……………………………………………………...……….……34
6.5Simile……………………………………………………………...…………35
6.6Metaphor……………………………………..………………………..…….35
6.7Personification………………………………….…………….………..….….36
6.8Euphemism………………………………….…….………….……….….…..37
Conclusion…………………………………………….………….………………40
Bibliography……………………………………………..……………...………..41
内容提要
广告与我们的生活息息相关,在这个信息爆炸的时代,我们更是随处可见广告的踪影。
电视,广播,报纸,网络,室外广告牌等等无不充斥着各种商品信息。
广告已经成为促进销售,开拓市场的一个重要手段;相应地,外国广告的大量涌入也使之成为我国企业和消费者获取商品信息的重要来源。
如何恰如其分的运用和理解英语广告语言以实现广告的目的,已是摆在进出口商、广告从业人员及广大消费者面前的一个现实问题。
广告英语作为一种应用语言,因其所具有的特殊效用,已逐渐从普通英语中独立出来而发展成非规范化的专用语言,用词造句也具有与普通英语不同的特性,并随着广告的发展、时代的前进、社会的变更而变化。
广告语言可以说是受语言学、心理学、经济学、营销学、社会学甚至美学多门学科诸多因素综合影响所形成,具有多方面的研究价值。
本文试在结合广告学和语言学基本理论的基础上对各类具有典型特点的广告加以分析,以求为读者在理解广告英语的语言规律和从事广告英语实践上,提供一些启示和参考资料。
本文共分七章:
第一章为引言,阐述了广告英语语言的研究背景、研究方法以及对广告英语的纵览。
第二章分别论述了广告各个组成部分的特点。
第三章论述了英语广告语言中的词法特点。
第四章论述了英语广告语言中的句法特点。
第五章从广告语言的宏观出发,阐述了广告语的几大特点。
第六章阐述了广告语言中的修辞手法。
结尾部分对全文作了简要概述,并指出了本文欠缺之处及有待研究的方向。
Abstract
ThispaperpresentsananalyticalstudyofthelanguagefeaturesofEnglishadvertisementsatlexical,syntacticanddiscourselevels.Inordertoconductadata-drivenstudy,theauthorbuildsacorpusofover100Englishadvertisements.Itishopedthatthroughthedetailedsurveyofalltheadvertisementsincludingdailyconsumergoodsads,technicalequipmentads,serviceads,etc.advertisinglanguagefeaturescanbesummarizedandpossibleconclusioncanbegiveninthelightofpersuasivenessandeffectivenessofadvertising.
Thispaperwillbepresentedinfiveparts.Thefirstchapteristheintroductionofthestudybackground,sourcesandmethodology,aswellastheoverviewofadvertising.
Thefocusofthepaperislaidonthefivemiddleparts,whichrespectivelyanalyzeelementsofadvertising,lexicalfeatures,syntacticfeatures,featuresoftheclaim,andtherhetoricalfeatures.
ItishopedthatthestudycanshedlightonthelanguagefeaturesofadvertisementsandalsoprovidehelptocopywritersandadvertisingEnglishlearners.
ChapterIIntroduction
1.1Background
Wearelivinginaneraofinformationexplosioninwhichadvertisingseemstobeanindispensablebuildingblockofthemedia.Radio,TV,andthepressare,toagreatextent,financiallymotivatedtopresentads.Seeninasociologicalperspective,advertisingwillonlyflourishinacommunitywhereindividualsliveabovesubsistencelevelandwheretechnologicaladvancementmakesmass-productionpossible(seeVestergaard&Schroder1985).Over-productionandunder-demandoftenleadtoacompetitivemarketwhereadvertisingisjustified.Nowadvertisingisanintegralpartofoursocialandeconomicsystem.Everydayweareexposedtosomuchadvertising.JustasBlakeClarksaid:
“...theaveragemanliveswiththeadvertisingman’sworkmorehoursadaythanwithhisfamily,andiscertainlymorefamiliarwithadvertisingslogansthanwiththeproverbsinhisbible.”(BlakeClark,TheAdvertisingSmokescreen,1998)wearesoheavilyandcontinuouslybarragedbyadvertisinginmodernlife.Ofallbusinessactivities,probablynoneisbetterknown,morewidelydiscussed,ormorehighlycriticizedbythepublicthanadvertising.Onereasonforthisisthatadvertisinghasbecomethespokesmanforbusiness.Asaformofmasscommunicationcloselylinkedwiththeworldofcommerceandmarketing,advertisingisapowerfultoolfortheflowofinformationfromthesellertothebuyer.Itinfluencesandpersuadespeopletoactorbelieve.Itisalsosomethingwhichaffectsmostofusinanumberofdifferentspheresofourlives.Itnotonlyinfluencesanyhumansocietybutalsoreflectscertainaspectsofthatsociety’svaluesandstructure.Therearemanyspecialandspecificreasonsforusingadvertisinginitsseveralforms.Announcinganewproductorservice,expandingthemarkettonewbuyers,announcingamodificationorapricechange,educatingcustomers,challengingcompetition,recruitingofstaffandattractinginvestorsareafewofsuchreasons.Intheprocessofcreatingadvertisementsforallthesereasons,language,i.e.,choiceofexpressionisofcrucialimportance.Whatkindsofchoicesmakeanadvertisementhighlyeffectiveissomethingworthytobestudiedfromalinguisticperspective.Asaformofmediums,advertisingownsitsdistinctivelinguisticcharacteristicswhicharegeneralizedfromtheabundantexamplespresentedinthisthesis.
1.2PreviousStudies
Thestudyoflanguageofadvertisingfromalinguisticperspectivehasbeenattemptedbyseveralscholars(Leech1966;Geis1982;VestergaardandSchrodder1985;Mencher1990,etc.).Leech(1966),inhispioneeringandcomprehensivestudyonEnglishinadvertising,hasanalyzedindetaildifferentaspectspertainingtogrammar,vocabulary,discourseandrhymeandrhetoricofadvertisingwithspecialreferencetotelevision.Hehaseffectivelyrelatedtheseaspectswiththefunctionalfactorssuchasattentionvalue,listenability/readability,memorabilityandsellingpower.Illustration,displaytypography,vocalemphasis,promptspelling,grammaticalsolecism,metaphorandparadoxaresomeoftheaspectslinkedwithattentionvalue.Simpleandcolloquialstyleandfamiliarvocabularyareconnectedwithreadability.Phonologicalregularitiessuchasalliteration,rhythm,rhymeandjinglearerelatedtomemorability.Frequentuseofimperativesandsuperlativesareconnectedwithsellingpower.Thedistinctivepropertyofadvertisinglanguagehasbeencloselyidentifiedwiththeuseofclauses,phrasesandwordsasminorsentences,whichconstituteadifferentkindofgrammarcalledasdisjunctivegrammar.Geis(1982)hasmadeanattempttodescribehowlanguageisusedinAmericanadvertising,especiallytelevisionadvertising.Hehasfocusedoncertainlinguisticdevicesthatfiguremostprominentlyinadvertising.Accordingtohim,theadvertisingclaimsemployi
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