浅析广告英语--商务英语本科学位论文.doc

中国某某某某学校学生毕业设计(论文)题 目： 浅析广告英语 姓 名 ： 0000000 班级、学号 ： 0000、00000000 系 (部) ： 经济管理系 专 业 ： 商务英语 指导教师 ： 0000000 开题时间： 2009-4-10 完成时间： 2009-11-8 2009 年 11 月8 18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3-5正文6-20答辩委员会表决意见21答辩过程记录表22课 题 浅析广告英语 一、 课题(论文)提纲0.引言1. 广告英语简介1.1广告英语的历史  1.2广告英语的定义1.3广告英语的语言2. 广告英语的分类3. 广告英语的功能4结论二、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和句法两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英语告，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 程瑜蓉. 广告英语导航M. 中国科学技术大学出版社，2003.3 戚云方. 广告与广告英语M. 浙江: 浙江大学出版社，2003.4 宋宏, 刘晓林. 广告英语阅读&欣赏M. 北京: 国防工业出版社,2006. 5 王燕希. 广告英语一本通M. 北京: 对外经济贸易大学出版社, 2004.6 徐小娟, 广告英语M. 北京: 首都经济贸易大学出版社, 2004.An Analysis on Advertising English 0000000Abstract:As a way of propagating and transmitting information, advertising plays a vital role in the development of society and economy. Its function can not be underestimated. Advertising English is a special applying language when it compares with others like literary and technological languages. It has become indispensable of daily life because of its particular characteristics and charm. The paper starts with briefly introducing the history, definition, classifications and functions of advertising. Then, it mainly summarizes and analyzes major linguistic characteristics of advertising English, including two aspects on morphology and syntax. Finally, it shows the conclusion that people can understand well if they try to learn and master the features of advertising English. The paper aims to bring some enlightenment to the understanding of advertising language and get a better demand of English.Key Words: Advertising, Cosmetic, Advertising English, Linguistic Characteristics0. IntroductionAdvertising, just as its name implies, means publicize and transmit information in order to make everyone know. It has been gone through a rapid development.  Nowadays, advertising is everywhere. It is indispensable to the economy of any country in the world. The importance of advertising in individual countries depends on the nations level of development and national attitude toward promotion. Typically, advertising expenditures are higher in countries with higher personal incomes. (Xu 2004) And in the process of globalization, there were a lot of trades done among countries and there will be even more in the future. During the introducing and trading processes, people gradually realized the importance of understanding of each others advertising language. Since then people began trying to know about its functions, nature, characteristics and so on. They did lots of study on it. As time goes by, advertising English became popular since it owns most speakers. Until now, advertising English is still the research target.       Similarly, in China, advertising is becoming more and more active and sophisticated. And with the entry of China into WTO, Chinas advertising expenditure has grown and will undoubtedly continue rising up. It really plays and will always play an irreplaceable role in economic development. During the development, English plays a vital role. Up to now, lots of researches and studies have been done on advertising English. The wide use of advertising has created a special style of Englishadvertising English. Its unique features, simple language and immense attraction separate it from other kind of language. In the development of advertising English, this kind of language has formed its own features in several aspects. As a way of propagating and transmitting information, advertisings role can not be underestimated because it is not only an artful technique in persuading people to buy, but also gradually has become a must for social communication which in turn influences the development of society and economy. Nowadays advertising has penetrated into every corner of our life as its transmitting media in many forms: newspaper, magazine, TV, radio as well as network. The goal of advertising decides its language to be simple and direct, distinct from the characteristics of other discourses. Thus an analysis on the linguistic features of advertising English in the linguistic field is worthwhile. Under such circumstances, a study on the linguistic features of advertising English will have practical effects on the composing and translating work of the copywriters. And it is certain that both in China and many other countries like America, England, and Australian, people have done many researches around advertising. Lots of papers and articles have been written on this subject. No other statement could have summed up the charm of advertisement than what Aldous Huxley has commented. As he has said advertisement as a literary form is the most exciting, the most arduous literary form of all, and the most pregnant in curious possibilities. In his comment he asserted advertisement is a literary form and the copywriting process is the delightful and salubrious exercise for the mind. Therefore, it is worthwhile studying the linguistic characteristics of advertising English so as to get a better understanding of it and have a better demand of English. In this paper, all instances are of Advertising English .1.Advertising English Profile.As a mode of advocacy and dissemination of information, advertising in social and economic development play an important role. The role of advertising should not be overlooked. Advertising English is a unique application of language. It is with the literary language, science, technology and language than there are many differences. It has a unique character and charm and has become an indispensable everyday life component.1.1 .History of Advertising English Advertisement emerged from the womb of commodity production and exchange. The condition for the existence of advertising is “at least a segment of 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 1985).The embryonic form of advertising in the world is street cries, which exists 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 early 1800s, facilitated mass-production of goods. Meanwhile advertising became more 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 be able 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 which meant that the market needed to be stimulated by advertising. At this time advertising changed its function from proclamation to persuasion. In the twentieth century, advertising developed rapidly alongside the advent of new media-radio and television in succession.According to Richard Pollays content analysis of two thousand print ads from ten leading magazines in the USA, ads have progressively turned towards the emotional rather than the informative approach and there is a shift seeing human nature as rational to seeming it as emotional.Today in China, while our economic structure is shifting from the entirely planned economy to the socialist market economy system, advertising is becoming more and more active and sophisticated. In 1992, Chinas advertising expenditure reached $ 862 million, among the fastest growing countries in Asia. This year with the entry of China into WTO, this expenditure figure will undoubtedly rise up, which will support the view that advertising is an indispensable means for providing the information that all market-oriented industrialized societies need for their economies to function efficiently.1.2. Definition of Advertisements English American Marketing Association (AMA) defines advertising as “the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media” (Wang 2004: 6). Today, with the development of the technology and the diversity of the mass media, advertising has influenced us pervasively in our daily life. However, whatever the primitive strategies advertising takes, language is the main carrier of message all along, as The Language of Advertising (1985), by Vestergaard & Schroder, says, “Advertising takes many forms, but in most of them language is of crucial importance.” Advertising language is a style of immediate impact and rapid persuasion. The point of an advertisement is to persuade you of the merits of a particular product or service, in order that you will take out some of your money.“Advertising is the non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods or services) or ideas by identified sponsors through various media”(Cook 1992).Another linguist Bolen defines advertising as a “Paid, non-personal communication through various mass media by business firms, nonprofit organizations, and individuals who are in some way identified in the message and who hope to inform or persuade members of a particular audience” (Ronald and Angela 1997).1. 3 Advertising English language.As a means to disseminate information and make people see and remember it, advertising English must be compact, vivid, visual, emotional and attractive. To realize this aim, the choice of words is playing a vital role. Therefore, morphology in advertising is quite important and is different from other styles of English. It owns apparent features. The major two of them will be described in the following.Verb is widely used in advertising English, especially monosyllable ones. Clothing products are no exception. Words such as get, make, give, like, love, buy, need, use are frequently used. Following I will show some examples for a better understanding.Just do it.(NIKE)American clothing brand. It is the leading clothing in world. First, “just do it” is pretty attractive. Just do it are always the things young man pursue. “Just do it” them that of course will make this product end up with big sale. Simple and straightforward to tell customers you have to do is “do it”There is a great deal of other instances that wonderfully used verbs in advertising English, including clothing. It is a functional way to use more proper verbs.The word “do” is also very appropriate .That almost every man wants and needs. If a kind of product can bring them this precious thing, they will be strongly attractive to. It will become popular.The purpose of advertising is to publicize products. So it is indispensable to describe many aspects of the product such as size, color, nature, and quality. During this process, adjective plays a vital role. We can see lots of adjectives. Besides, if advertisers want to provoke the purchasing desire of the consumers, they must make the advertisement lines imaginable, vivid and hold special appeals. And in order to do so, plenty of modifiers must be put in. All in all, a grate deal of modifiers should be used and can be seen in advertisements.In cosmetic advertising, some adjectives are frequently chosen like new, good/better/best, smooth, young, special, clear, fresh and so on. What is more, the comparative and superlative degrees of adjective are often used as well. It always brings amazing result. Let us see some instances as following.Allows you to become a lover in the eyes of the beauties! (Good clothing brand clothes)Become a lover in the eyes of the beauties! Are always the things that female pursuing?The structure of advertising sentence should be the same as that of other styles. It is comparably complete and independent language unit. It has certain grammar structure, phonetic structure and meaningful vocabularies. However, first of all, copywriters need to consider consumers thoughts so as to make every piece of advertisement is eye-catching. Describe the merits of products, causing buying interest. Then can they get peoples action of purchasing. Therefore, for all these reasons, advertising English has its particular characteristics on syntax. Namely, as followed.Widely use of simple and oral sentences is very important in advertising. They are easy to understand and easy to remember as well. Advertisement is facing everyone person. Anybody might be the customer. So it requires that each sentence appeared in advertising must easy, brief and make sure almost everyone can understand and remember without efforts. Then it may catch the eyes and ears of consumers so as to make them interest in the product. In opposite, long and complicated sentences are usually boring and difficult. Besides colloquial language is natural and make people feel comfortable. It is more acceptable. What is more, there is another reason why advertising adopt this strategy. It is the cost. The fee of making advertisements is quite high. In order to cut down the cost, they need to use as less phrases as possible. Therefore copywriters are demanded to transmit as much information as possible thought the minimum space and sentences. As time goes by, more simple and colloquial sentences become one of vital features of advertising English.What is more, colloquial sentences like “Ask for more.” are often used as well. It is a more direct way to publicize target products. And it is useful as well. Some group of people like this kind of advertising. They think it can easily catch their attention.What is more, colloquial sentences like “Ask for more.” are often used as well. It is a more direct way to publicize target products. And it is useful as well. Some group of peo