2022年浅论广告英语的语言特点.docx

精品学习资源随着我国经济体制改革的深化和社会主义市场经济的确立与进展对外经济交往日益频繁 出口广告逐步进展成为企业促进出口销售、开拓海外市场的一个主要手段；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猎取商品经济信息的重要来源；如何恰如其分地运用和懂得广告英语以实现广告的目的，已是摆在进出口商、 广告人员及广大消费者面前的一个现实问题；广告英语文体的语言特点1. 广告英语的词汇特点广告英语的词汇丰富多彩，但每一个词的选择与使用都服务于“推销商品 ”这一最终目的， 因此它们往往具备扇动性和感染力；归纳起来主要表现如下：形容词及其比较级、最高级的使用；例如：Famous world wide gourmetcuisine Excellent daily specials and mouthwatering desserts （世界闻名的美食烹饪；精致的美日特色饭菜和令人垂涎的点心；）Tasters richer mellower more satisfying （口味更浓 更醇 更令人中意；）制造新词、怪词以引起新颖感，突出产品的新、奇、特，满意消费者追求新潮、标榜个性的心理；例如：holiday （两人共度一个阳光辉煌的假日，一切费用均包括在单人价格之内；） twogether取自 together之音，又取 “两人 ”之意比 together更形象，倍添乐趣；词汇的重复；词汇的重复是一种常用的技巧，可以起强调、渲染的作用，而这恰恰是广告语言所要追求的成效；例如：ssemble 日光牌简便烧烤架广告使用缩略词和复合词以节约广告篇幅；广告写作中常尽可能缩短篇幅，以降低成本；缩略词和复合词的使用比比皆是；例如：Where to leave your troubles when you fly JAL 乘坐日航班机，一路无忧；是 Japan Airlines的缩写形式； “雅”语、“俗 ”语平分天下， 颜色缤纷； 例如： The home of your dreams awaits you behind this door Whether youwill find the following pages filled with the worlds most elegantres（ide打nc开e门s ，等着您的就是梦寐以求的家；无论您想要一座乡间宅第，或者是一间摩天大楼的顶屋，翻开下面几页就可以看到世界上最美的住宅，供您选择； ）广告中的 await ，be，manor elegant， residence都是正是场合下才使用的“雅”语词汇，它们在这里代替了“俗语 ”的 wait ， is， house ， nice ， place ；欢迎下载精品学习资源2. 广告英语的句法特点简洁短句多，醒目易懂；例如：Fresh Up with Seven up （请饮七喜，倍添精神）；并列句多，简洁明白，易于懂得；平行结构，加深印象；例如：Introducing FITNESS magazine rgyand your outlook（向您举荐 健康 杂志： 说健康、 说锤炼、 说形象、 说精力、 说展望； ）省略句多，语言凝练；例如：You ll enjoy relaxed sunny dayslagoons Waterfalls Flowers Exotic scents Bright blue skies Secluded beaches Graceful palms Breathtaking sunsets Soft evening breezes And food that simply outstanding （您会享受这阳光明媚的轻松日子；暖和、清亮的环礁湖，凉爽、碧绿的树叶，瀑布，花丛，异样的芳香，光明的蓝天，寂静的海滩，美丽的棕榈，壮美的日落，轻柔的晚风；仍有那巧妙的食物；）从“暖和、清亮的环礁湖 ”到“轻柔的晚风 ”，一连串名词短语代替了You ll enjoy的句子； 不仅简洁紧凑， 而且又鲜明有力；祈使句多，具有剧烈的扇动颜色；例如：So come into McDonald s and enjoy big Mac Sandwich （走进麦当劳，享用大三明治；）否定句少；即使使用否定句，也是为了用其他商品来反衬，或从反面突出产品特性；例如：We would never say the new Audi A4 is the best in its class We dont have to （我们根本不必说新型奥迪A4 同类车中最好的；没有这个必要；）常用主动语态和现在时，给人一种直接感，并示意商品的长久和永恒特性；例如：Harmony of style and performance set this new Mazda 6 a part Qualities are at the heartof every Mazda（式样与性能的和谐一样使新型马自达6 与众不同；质量是马自达的核心； ）3. 广告英语的修辞特点有人称其为 “半文学体 ”（sub literarygenre ）（ Leech ， 1969 ），因此广告中常使用修辞手段；比如（ analogy ）： Featherwater：light as a feather（法泽瓦特眼镜：轻如鸿毛；）拟人（ personification）： Flowers by Interflora speak from the heart（植物园培养的鲜花倾诉衷肠；）双关（ pun ）： Ask for More （摩尔牌香烟的广告）欢迎下载精品学习资源押韵（ rhyming ）： Hi （高保真，高乐趣，高时尚，只来自索尼；）（索尼音响的广告）重复（ repetition ）： Dish after dish after dish盘一盘又一盘；人们希望我们更好；） People expect us to be better（一浅论广告英语的语言特点摘 要广告, 顾名思义就是广而告之；作为一种宣扬和传播信息 模式 , 广告的作用不容忽视 ,由于它不仅只是一种说服顾客进行消费的技巧, 更重要的是 ,它已逐步成为社会沟通的必需手段之一； 本文通过对大量英语广告实例进行分析,并参照国外着名广告人Guy Cook等的理论 ,具体剖析了广告 英语 的语言特点；广告在我们今日的社会几乎是无孔不入, 它的传播介质多种多样, 包括报纸、杂志、电视、广播、网络等；广告具有鲜明的目的性,即说服顾客进行购买 , 这种目的性打算了其语言的特色性风格 ,使其独立于其它文体 ,在语言学范畴内值得讨论；本文选定英语 这一全球普遍使用的语言 ,就其应用于广告领域而产生的一些语言学特点和广告本身的社会性特点进行深化分析, 期望能对相关领域的讨论有肯定的借鉴作用和参考价值；本文共分为五章 ,第一章追溯了广告的起源,对广告的分类、作用及定义做了简洁概要; 其次章介绍了广告和文体学的基本定义,广告中 , 文字和图像的完善结合取决于创意和所用媒体, 但它们共同组成了广告语言;第三章从句法学、 修辞学、 词汇学等理论切入, 用大量例子分析了广告英语的语言特点, 并从语篇分析的角度对其语言特点进行了剖析;在语篇分析的章节中 ,引用了 GuyCook的语篇分析模型 ,并引入了广告问题讨论领域新近提出的"文章关联性" 等概念 ; 第四章结合了第三章的观点, 通过具体英语广告实例对标题中的用词、句子结构、称谓模式、修辞格进行了阐述,分析了广告语言对广告成效的影响;最终一章指出了广告 英语进展的口语化和简洁化趋势及其目前存在的模糊性语言特点, 掀开了广告华丽词藻下所掩盖的非真实的广告氛围 ,批判了其模糊性误导消费者的消极一面；欢迎下载精品学习资源关键词 : 广告;广告 英语;语言特点AbstractAsawayofpropagatingandtransmittinginformation,advertising'srole connot be underestimated because it is not only an artful technique in persuadingpeople to buy, but also gradually has become a must for social communication which in turn influences the development of society and economy. The purpose ofthispaperistostudythelinguisticfeaturesandsociologicalfeaturesof advertisingEnglish,inthehopetohelpcopywritersathomemarketsintheir creating process.Nowadaysadvertisinghaspenetratedintoeverycornerofourlifeasits transmittingmediainmanyforms:newspaper,magazine,TV,radioas wellas network.Thegoalofadvertisingdecidesitslanguagetobesimpleand direct, distinct from the characteristics of other discourses. Thus an analysis on the linguistic features of advertising English in the linguistic field is worthwhile. Undersuch circumstances, a study on the linguistic features of advertising English will have practical effects on the composing and translating work of the copywriters.The whole paper is divided into five chapters. The first chapter traces back theoriginofadvertisinganda briefintroductionontheclassifications,rolesand definitions of advertising is presented for the later discussion.The second chapter introduces the theory of advertisements and stylistics, the precise balance of words either spoken or written and pictures is determined by欢迎下载精品学习资源words makes up the language of advertising.The third chapter starts from the theories in syntax, lexicology, rhetoric and ends with the linguistic features analyzed in the field of discourse analysis.The fourth chapter combines the viewpoints from the previous chapter third and explores the effect of the advertising English as a whole advertising process.The last chapter, also the conclusion part, shows that though advertising languageappearstobefloweryandrefined,itscontentisnobetterthancommonest languagecouldconvey.Byexposingthevarioustechniquesadvertisershave employed in their writing, this part hopes to remind consumers that advertisingEnglish is gradually attaining the negative and ambiguous role in guiding people to buy.Keywords: Advertising, Advertising English, Linguistic Features Chapter 1 IntroductionNo other statement could have summed up the charm of advertisement thanwhat Aldous Huxley has commented. As he has said advertisement as a literaryformisthemostexciting,themostarduousliteraryformofall,andthemost pregnant in curious possibilities. In his comment he asserted advertisement is aliterary form and the copywriting process is the delightful and salubrious exercisefor the mind. But all in all, what is advertising, and what makes it unique.1.1 History of AdvertisementAdvertisementemergedfromthewombofcommodityproductionand欢迎下载精品学习资源the population must live above the subsistence level". When this situation occurs it also becomes necessary for "the producers of materially 'unnecessary' goods to do something to make people want to acquire their commodities." Vestergaard and Schroder 4The embryonic form of advertising in the world is street cries, which exist even today. Advertising was not unknown in ancient Greece and Rome, but advertising as we recognize it did not start until the seventeenth century in the West. It was at about this time that newspaper began to circulate. Before that, it is printing which was first invented in China and then introduced to the West that played a vital role in the production of print advertising. "Classified" small ads types of advertising were dominant before the nineteenth century and style and language used in ads at that time tended to be direct and informative. The industrial Revolution, which began in England in the mid-1700s and reached the United States by the early1800s,facilitatedmass-productionofgoods.Meanwhileadvertisingbecamemore and more important in the industrial market. The great breakthrough for advertising came only in the late nineteenth century. Technology and mass-production techniques were then sufficiently developed for more firms to beable to turn out products of roughly the same quality and at roughly the same price. This brought on a crisis of over-production and under consumption whichmeantthatthemarketneededtobestimulatedbyadvertising.Atthistime advertising changed its function from proclamation to persuasion. In the twentieth欢迎下载精品学习资源and television in succession.According to Richard Pollay's content analysis of two thousand print ads fromtenleadingmagazinesintheUSA,adshaveprogressivelyturnedtowardsthe emotional rather than the informative approach and there is a shift seeing humannature as rational to seeming it as emotional.TodayinChina,whileoureconomicstructureisshiftingfromtheentirely plannedeconomytothesocialistmarketeconomysystem,advertisingis becoming more and more active and sophisticated. In 1992, China's advertisingexpenditure reached $ 862 million, among the fastest growing countries in Asia.ThisyearwiththeentryofChinaintoWTO,thisexpenditurefigurewill undoubtedlyriseup,whichwillsupporttheviewthatadvertisingisan indispensablemeansforprovidingtheinformationthatallmarket-oriented industrialized societies need for their economies to function efficiently.1.2 Classifications of AdvertisingAdvertisingmaybeclassifiedbymediumnewspaper,magazine,radio, television.Bytargetaudienceconsumer,industrial,business,bygeography international, national, regional, local, or by its function or purpose product ornon-product,commercialornoncommercial,primarydemandorselective demand, direct action or indirect action.Because it is difficult to gain access to enough date for English commercialsandadsonradioorTV,thus,thesubjectofthisresearchpaperwillmainly欢迎下载精品学习资源1.3 Roles of AdvertisingAn advertiser's main purpose is to present and exhibit product or service, andtospreadtheinfluenceandcoverageofwhichtotheextentthatthepotential purchasing population becomes real and actual. Simply put, advertisers try by thevariousmeansattheirdisposaltogetpeopletobuytheproductorservice advertised. Moreover, advertisers want potential purchasers to consider what isadvertised to the exclusion of all other similar products or services. They therefore attempt to construct an advertisement that will fully involve the attention of thepotentialpurchaserandwhichwillhaveapersuasiveeffect.Advertisersthus create a semiotic world in order to persuade their audience of essential "rightness"of purchasing the product or service advertised.1.4 Definitions of AdvertisingAfter a brief introduction of the classifications and roles of advertising, we now come to the definitions of advertising. From different perspectives or purposes, the definitions might also vary. In English, the word "advertise" has its origin in "advertere" in Latin, meaning "to inform somebody of something", "to bring into notice" or "to draw attention to something", etc. In Chinese, the equivalent term "guanggao" means "widely announce".Thefatherofmodernadvertising,AlbertLaskersaidthatadvertisingwas "salesmanship in print". Although the definition was given long before the adventof radio and television, and the nature and scope of advertising at that time were欢迎下载精品学习资源that the ultimate objective of advertising is to sell. Obviously it is not a working definition because we cannot use it to cover all advertisements. Today, a widely quoted working definition of advertising was put forward by Courtland L. BoveeandWilliamF.Arens:"Advertisingisthenonpersonalcommunicationof information,usuallypaidforandusuallypersuasiveinnature,aboutproducts goodsorservicesorideasbyidentifiedsponsorsthroughvarious media."Cook,Guy. The Discourse of Advertising. London: Routledge,1992AnotherlinguistBolendefinesadvertisingasa"Paid,non-personalcommunicationthroughvariousmassmediabybusinessfirms,nonprofit organizations, and individuals who are in some way identified in the message andwhohopetoinformorpersuademembersofaparticularaudience."Carter,RonaldandGoddard,Angela,ReahDanutaetal.WorkingwithTexts.London: Routledge,1997If the definitions of advertising were too vague and abstract to comprehend, afew words of its function would help to clarify this crucial term. Broadly speaking,advertisementshaveatleastoneoftwofunctions:informingorpersuading, although overlap may often take place in one single piece. The trick here is that aninformative advertisement informs "the customer about goods, services, or ideasand then tells how to get them means of an identified sponsor" Bolen 6. Examples of informative advertisements are not a few, ranging from flyers to insertions in magazine and newspapers, all of that aim to advertise new欢迎下载精品学习资源advertisement gives basic, factual information and sometimes shows a photos oran illustration of the product/service to give the target audience a better view about the advertised product.Persuasive advertisements are thus the instruments used by advertisers "whohave defined their target audiences and determined the effect they hope to achieve through persuasive advertisements in the media" Bolen 9. And a persuasive advertisement should try to persuade the potential customers to buythe new product. Bolen 6 The persuasive function is not only limited to attractingthe potential customer into buying a certain object, but also including the selling of services, ideas, norms and values.Tosummarize,wewouldgettheideathatfirstlyadvertisingisacommunicationprocess.Secondly,atleastamediumisused.Thirdly,this communication process has a definite purpose to convince the target audience.The above three characteristics suggest advertising is closely connected with thesociety,employingitsmedia,interconnectingwithitspeopleandguidingtheir buyinghabit.Alsoinachievingtheadvertisingeffect,theadvertisinglanguage should be vivid and attractive, whose linguistic characteristics would be covered inthe Chapter 3.Chapter 2 Theoretical Background2.1 Advertisement2.1.1 Definition and Goal欢迎下载精品学习资源productsorideasbyanidentifiedsponsorthroughmassmediain aneffortto persuade or influence behavior. Not all advertising is alike. Advertisements differdepending on who the message is intended for, where the advertisement is shown,which media are used, and what the advertiser wants to accomplish.see Table 2.1 Table 2.1Advertising can be classified in four ways: by target, ge