论广告英语的特点--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： 论广告英语的特点 姓 名 ： 0000000 班级、学号 ： 000000000 系 (部) ： 经济管理系 专 业 ： 商务英语 指导教师 ： 000000000 开题时间： 2009-04-10 完成时间： 2009-11-08 2009 年 11 月 08 日24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6-25答辩委员会表决意见26答辩过程记录表27课 题 广告英语的特点 一、 课题(论文)提纲0.引言1. 广告的概论1.1定义1.2广告的组成部分1.3广告的作用2. 广告英语的特点2.1广告英语的形态 2.2广告英语的语法2.3广告英语的修辞手法2.4广告英语中的模糊语言 2.4.1 广告英语中语音的模糊性 2.4.2 广告英语中词汇的模糊性 2.4.3广告英语中句式的模糊性 结束语二、内容摘要广告是一种传达信息给公众的非常重要的方式。它不仅能帮助人们更好的了解产品的信息，而且能吸引人们购买厂家的商品，提高商品销量同时给人们留下美好的印象。所以广告具有明显的特征。广告，作为一种促销手段，已在社会经济中，起着越来越为重要的，不可替代的作用。在改革开放步伐加快，对外贸易日益加深的今天，出口广告逐渐成为企业树立形象、促进商品和劳务出口销售，开拓国外市场的重要手段;而外国商品和服务的大量涌入，也使得进口广告成为我国企业和消费者进行市场调研、获取商业信息的重要来源。而当今国际贸易中最通行、最基本的商业语言，就是英语。所以，学习广告英语的特点变得越来越重要。三、 参考文献1崔刚.广告英语M，北京:北京理工大学出版社，19932崔刚:广告英语3000句M.北京理工大学出版社, 1994 3林乐腾:广告语言M.山东教育出版社, 19924Verschueren，J.Understanding PragmaticsM，London:Edward Arnold ( Publishers) L td19995钟守满 王凌:广告英语模糊现象探析J.山东外语教学, 2000, 36关家玲:英语广告中词汇的模糊现象及语用功能探析J.中国矿业大学学报(社会科学版), 2004, 6On the Features of Advertising English0000000Abstract: The advertisement is a very important way to express information to public. It can not only help people to understand some knowledge of the products, but also attract peoples greater desire to buy the products, improve the trade and leave a beautiful impression on the people. So it has its obvious characteristics in these functions. Advertisement，as a promotional tool has been in the economy, playing an increasingly important and irreplaceable role. Accelerating the pace of reform and opening up, foreign trade growing today，an important means of opening up foreign markets and the influx of foreign goods and services. Advertising also makes imports into China's enterprises and consumers to conduct market research, access to an important source of business information. The most prevailing in today's international trade, the most basic business language is English. So，to learn English in Advertising features have become increasingly important.Key words: Advertising English; Fuzzy Language; FeatureIntroduction The advertisement is a very important way to express information to public. It can not only help people to understand some knowledge of the products, but also attract peoples greater desire to buy the products, improve the trade and leave a beautiful impression on the people. So it has its obvious characteristics in these functions. However, whatever the promotional strategies advertising takes, language is the main carrier of message all along, as The Language of Advertising, by Vestergaard &Schroder, says, “Advertising takes many forms, but in most of them language is of crucial importance.” Above all, I wish all of us to have a better understanding about the characteristics of English advertisements.1. An Overview of Advertising1.1 Definition of Advertising 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.” 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 promotional strategies advertising takes, language is the main carrier of message all along, as The Language of Advertising, 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 in order that you will take out some of your money. 1.2 Advert sing Components According to the definition of the advertising, most of the advertisements should have the following components:(1) Advertiser The advertiser is the sender of information and all the advertising activities should be consistent with the purpose and willingness of the advertiser. Therefore, the advertiser is the main body of advertising, namely, every advertisement should have its specific owner of the advertising information. The specific owner should be a recognizable group, including corporation, enterprise, government, organization and individual. There are three significances of an advertiser (both for the advertiser themselves, and for the public): firstly, its easy for the target audience to recognize the company and the products of it, which will promote the propagandas and the sale of its products; secondly, it will establish a high reputation for the group, enterprise, or the individual in order that the consumer will trust the brand; finally, it will prevent the advertiser from counterfeiting and deceiving by legal supervision.(2). A Certain Amount of Money PaidThe advertising fees are paid by the advertiser no matter its operated by itself or other agency. Because advertising is a kind of marketing action, an advertiser has to pay for its advertisement. There are quite a few people who consider that too much advertising fee will inevitably raise the price and cost of the product, and thereby will influence the sale of the product. However, this conclusion is a one-sided view. Advertising can bring you a huge profit by reasonable planning and proper operation. (3). Advertising InformationAdvertising information is the principal contents an advertisement wants to disseminate. Advertising is a serious of planning action, so the information of advertising should be aimed at the certain target market and consumers, and should avoid aimlessness. The dissemination of information should be accurate, definite, recognizable and moderate in length. An effective advertisement involves not only “what to say”, but also how to say”. (4). Advertising MediaMedia are the means of the dissemination of advertising, including newspaper, magazine, broadcast, TV program, billboard and mail. The newspaper, magazine, broadcast and TV are called the four main media of advertising. Moreover, any kind of objects or tools can be a medium for the advertisement, such as airplane, train, bus, building, neon light, movie, package, exhibition, and etc. Different kinds of media have different features, disseminating area, target audience and speed.(5). Non-personalAdvertising is not aimed at any individual, or by any individual. Its a non-personal transmission of information aiming at the public or a certain group of people. Because of the non-personal features of advertising, the dissemination and operation of it should be restricted by the law of a country, the moral standards, psychology, zoology, and environment protection. The information, methods, media, and other components of advertising should abide by the advertising laws, policies and rules, and should be under the supervision of the public.All of these components are mutual features and essential elements of every advertisement. 1.3 Advertising Functions What kind of advertisement is successful? And what features a successful advertisement should possess? American Marketing Managers Handbook points out that an advertisement should have four functions: AIDA, which represent four wordsAttention, Interest, Desire, Action. (1). Attentiona good advertisement should attract the consumer to direct their attention to the product of it. (2). Interestthe introduction and publicity of an advertisement should arouse consumers great interest. (3). Desirethe publicity of advertising should stimulate consumers desire to buy the product, and make them realize that this product is just what they want. (4). Actionthe advertising makes consumer to response to the advertising information and evoke them to take the action of purchasing.2. Features of AdvertisingThe 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.2.1 English Morphology in AdvertisingAs a means to disseminate information, advertising English must be compact, vivid, visual, emotional and attractive. Therefore, morphology in advertising is quite different from common English.(1). Simple and InformalThe function of advertising is to provide information, attract consumer, exploit market, and promise the quality. Therefore, advertisement must pay attention to its impelling language, and the first step is to use popular and oral language to make it easy to understand and memorize. For example:“I couldnt believe it, until I tried it!”“Im impressed! Im really impressed!”“Youve gotta try it!”“I love it!” This is an advertisement of a microwave oven. The words in it are very simple and oral. It uses the slang “gotta”, which means “got to” in American English, to give an impression that this advertisement comes from the real life. (2). Misspelling and CoinageIn some of advertisements, the advertising copywriter misspells some words on purpose, or adds some suffix or prefix to the common words. Although the new words still keep the original meanings, they are quite different from the original words in spelling, which will make the advertisement more vivid, interesting and attractive. e.g. We know eggsactly How to sell eggs.In this advertisement, “eggsactly” is the variation of “exactly”, and echo the word “eggs” at the end of the sentence. The Orange mostest Drink in the world.In this drink advertisement, the word “orange mostest” actually is “orange+most+est”. It uses this word to express the high quality and purity of the drink. The coinage and misspelling are also representing in some phrases, such as:First of all, because now Yoplait is thicker.Second of all, because its creamier.Third of all, because its still 100% natural and really very good for you.Fourth of all, because to me Yoplait tastes better than all the other Yoyurts.And fifth of all, becausewell, just because In this advertisement, the copywriter imitate the phrase “first of all” to create “second of all, third of all, fourth of all”, which will inspire consumers imagination. In addition, some prefixes or suffixes like “super-”, “ex-”, “-er”, “-est” etc, are often used to stress the high quality of the product. (3). LoanwordsThe most frequently used loanwords are French and Spanish. For example:Order it in bottles or in cans.Perrierwith added je ne sais quoi. The meaning of “je ne sais quoi” is “I dont know what”. The purpose to use this simple French is to show the French flavor of this drink. The loanwords in some advertisement are good methods to express the exoticism of the products.(4). ContractionBecause the advertisement fees are so high that its essential to use some contraction to cut short the length, and reduce the cost. To Let or For Sale Furnished Edinburgh Court, 426 Argyly st, 2nd floor, 1,630 sqft4 bedrooms with dining and living room, prive garage. Sale at 130,000. Rent 1,400. Tel, 38954 office time or 823748.This is an advertisement to rent or sell a house. There are many contractions, such as: st=street, sq=square, ft=foot, Tel=telephone.(5). Use of VerbsAlthough the ultimate purpose of advertising is to persuade consumers to buy its products, advertisements seldom use the word “buy” in it. Statistics show only two out of ten advertisements use the verb “buy” directly. On one hand, the advertisers try their best to promote their product; on the other hand, they dont want to give the consumers a feeling of spending their money. Therefore, the choice of verbs is very careful in advertising. The most frequently used 20 verbs and phrasal verbs are:Try, ask, get, take, let, send for, use, call, make, come on, hurry, see, give, come, remember, discover, serve, introduce, choose, and look for.Examples:Getting places in the business world is easier if your banker is there to meet you. -Security Pacific Asian Bank. We can give you a better view of investment opportunities from both sides of the Pacific. -City Bank. (6). Use of AdjectivesThe most frequently used adjectives are:1.new 2.crisp 3.good/better/best 4.fine 5.free 6.big 7.fresh 8.great 9.delicious 10.real 11.full, sure 12.easy, bright 13.clean 14.extra, safe 15.special 16. rich(7). Use of Compound wordsThere are lots of compound words in advertisement mainly because the element of compound words could be any part of speech, and has few limits in grammar and word order.The following are the main ways of word forming:adj+noun: short-term goal, high-fashion knitwearnoun+adj: the farmhouse-fresh faste, brand-newv-ing+adj: shining-cleannoun+v-ed: honey-coated sugar puffs, home-madeadj/adv+v-ed: warm-hearted, perfectly-testured cakesnoun+v-ing: a relief-giving liquid, record-breakingadj+v-ing: innocent-looking, fresh-tasting milkadv+v-ing: hard-working, the best-selling soft toilet tissuenoun+noun: economy-size shredded wheat, a state-of-the-art cell sorceradv+noun: up-to-the-minute sculling2.2 English Syntax in Advertising(1). More simple sentences, less complex sentencesIt will get better effect to use simple sentences than compound sentences, because the readers will get bored on reading complex sentences. Another reason is to reduce the cost of advertising, and effectively stimulate the consumers. (2). More interrogative sentences and imperative sentencesAccording to statistics, in every 30 sentences there is one interrogative sentence. Because interrogative sentences are quick and effective to arouse readers response. The following is an advertisement of Lurpark Danish butter:Whats so special about Lurpark Danish butter? Well, can you remember what butter used to taste like real fresh farm house butter? Do you remember how you used to enjoy it when you were young? Today the taste of Lurpark bring it all back to you thats why its so special. The imperative sentences have a meaning of claiming, calling and commanding, similarly the goal of advertising is to persuade and urge consumers to accept it