AN ANALYSIS OF LANGUAGE FEATURES IN ENGLISH ADVERTISEMENTS英语专业毕业论文.doc
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1、摘要 本文旨在通过对书面英语广告的语言分析总结出广告英语在词汇句法篇章上的语言特点。为了使研究从数据出发得出科学结论,本文作者建立了一个拥有60篇各类广告的小型语料库。通过对此语料库中日用品广告科技设备广告服务业广告的深入细致的定量和定性分析,总结出广告英语在此三类广告中的相同点与不同点,并且根据语言的意义,风格及功能解释广告英语的共性以及广告英语在不同类型广告中的特殊性。本文共分五个部分,第一部分和第五部分分别为介绍与总结,中间三个部分为本文核心,分别展开广告英语在词汇句法篇章三个层面的分析。本文的结论均来自于对语料库的分析。整个研究从数据出发,由数据驱动,由此进行语言学上的分析与概括。本文
2、作者衷心希望此论文的分析结果能给英语广告的写作者以及广告英语的学习者提供帮助。 关键词: 广告英语,词汇,句法,篇章,相同点,不同点 AN ANALYSIS OF LANGUAGE FEATURES IN ENGLISH ADVERTISEMENTSAbstract:This paper presents an analytical study of the language features of English advertisements at lexical, syntactic and discourse levels. In order to conduct a data-driv
3、en study, the author builds a corpus of 60 English advertisements. It is hoped that through the detailed survey of three types of advertisements: namely, daily consumer goods ads, technical equipment ads, service ads, similarities and differences in advertising language features can be summarized an
4、d possible reasons will be given in the light of the meaning, and function of language. This paper will be presented in five parts. The first part is the introduction and the last conclusion. The focus of the paper is laid on the three middle parts which respectively analyze language features at lex
5、ical, syntactic and discourse levels. The conclusion of this paper is drawn from the data analysis. In the analysis, examples from the corpus will be given; figures, tables and graphs will also be offered to make the paper understandable and persuasive. It is hoped that the study can shed light on t
6、he language features of advertisements and also provide help to copy writers and advertising English learners.KEYWORDS: English Advertisements, Lexical, Syntactic, Discourse, Similarities, Differences 1Bolinger, Dwight & Sears, Donald A. Aspects of Language third editionNew York: Harcourt Brace Jova
7、novich 19812 Bovee, Courtland L. & Arens, William F. Contemporary Advertising forth editionHomewood, IL: Irwin 19923Gove, Philip Babcock Websters Third New International DictionarySpringfield, Mass.: G. & C. Merriam Co. 19764Gregory, Michael Language Varieties and Their Social ContextsLondon: Routle
8、dge & Kegan Paul Ltd . 19815Jefkins, Frank William Advertising Philadelphia, PA: Macdonald and Evans 19856ODonnell, W. R. & Todd, Loreto Variety in Contemporary EnglishLondon: George Allen & Unwin (Publishers) Ltd. 19857Roberts, William H. & Turgeon, Gregoire About Language second editonBoston: Houg
9、hton Mifflin Co. 19898Vestergaard, Torben & Schr der, Kim The language of AdvertisingOxfordOxfordshire; New York, NY, USA: B. Blackwell 19859方薇 现代英语广告教程 南京大学出版社 199710崔刚,韩宝成,李营,广告英语北京理工大学出版社19931. Introduction 1.1 Rationale of the study We live in a world of advertising. As potential consumers, we a
10、re endlessly bombarded with all kinds of product or service information from various media including newspapers, magazines, television, radio, posters and Internet, etc. Advertising provides a valuable service to society and its members, because it defines for consumers the meaning and the role of p
11、roducts, services, and institutions. It indicates the difference that exists between brands of products and alternative services, as well as the distinguishing characteristics of companies and institutions. Advertising also tells the consumer what a specific product, brand or service should do when
12、it is used and thus helps him or her to understand and evaluate experience with the products and services that he or she uses. On the other hand, by making people aware of products, service andideas, advertising promotes sales and profits. Finally, advertising is one of the major forces that are hel
13、ping improve the standard of living around the world. Combined with all these communicational, marketing and social functions. Advertising becomes indispensable in the modern world.Naturally, advertisements in English have become an important means of communicating ideas, demonstrating a variety of
14、linguistic features of its own. The present study attempts to examine these features at the lexical, syntactic and discourse levels, in the hope of bringing them to light and, thereby, offering help to advertisement writers and language learners.1.2 Definition of advertising According to the Definit
15、ion Committee of American Marketing Association(方薇, 1997:2)advertising is defined as follows: Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.1.3 Focus of
16、the present studyUsually, advertising communicates information in three types: audio, visual, and language. It is a more common case that an advertisement is a mixture of the three. In radio advertisements, music is always accompanied by language; on TV and motion pictures, music and language illust
17、ration are mixed with each other. In magazines and newspapers, advertisements are a combination of pictures and language of written information. Although music and pictures can provide some hints, or create a kind of atmosphere, the information about the product is limited. Even worse, it may lead t
18、o misunderstanding. Thus, we may say that language in a way provides more exact, detailed and dependable information whereas music and pictures only act as a supplementary means in advertising. Advertising language, playing a role of communication and persuasion, has developed its own features.This
19、paper will focus on the language features of English advertisements at lexical, syntactic and discourse levels. It is hoped, by a contrastive study of advertisements on three types of products (daily consumer goods, technical equipment and service), similarities and differences of the three types of
20、 advertisements will be summarized and possible reasons will be given in the light of the meaning, and function of language.1.4 Sources of data All the advertisements studied in this paper are taken from English magazines. They are chosen from Time, People and Newsweek (issues from 1999-2000), becau
21、se these three magazines have a huge circulation, covering all kinds of audience. Almost all kinds of advertisements can be found in these magazines. In order to get valuable information for the study, a corpus of 60 advertisements was built, which consists of 20 daily consumer goods ads, 20 technic
22、al equipment ads, and 20 service ads. Conclusions will be drawn through quantitative and qualitative studies of the data2 Lexical Features 2.1 Classification of advertising and its audience Generally speaking, advertisements can be divided into two types: public relation ads and commercial ads. The
23、former tries to advocate reputation for a social group, whose purpose is to leave a favorable impression upon the potential audience. The latter leads to the act of purchasing the products or using the recommended service. Commercial ads are much more presented through mass media for the reason that
24、 manufacturers and companies are willing to spend a large sum of money to make a certain product known or to boost the image of a certain brand. In some cases, competitors, like Coca-cola and Perpsi, even spare no expense to launch advertising campaigns to win over the market share. Commercial adver
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