An Analysis of Linguistic Features of Advertising English.doc
![资源得分’ title=](/images/score_1.gif)
![资源得分’ title=](/images/score_1.gif)
![资源得分’ title=](/images/score_1.gif)
![资源得分’ title=](/images/score_1.gif)
![资源得分’ title=](/images/score_05.gif)
《An Analysis of Linguistic Features of Advertising English.doc》由会员分享,可在线阅读,更多相关《An Analysis of Linguistic Features of Advertising English.doc(17页珍藏版)》请在淘文阁 - 分享文档赚钱的网站上搜索。
1、 An Analysis of Linguistic Features of Advertising English摘 要: 本文旨在通过对书面广告英语的语言特征的分析总结出广告英语在词汇句法修辞上的语言特点。通过对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。关键词: 广告英语 词汇 句法 修辞 Abstract:This paper presents an analytical study of the linguistic features of
2、 advertising English at lexical, syntactic and rhetoric levels. It is hoped that through the detailed survey as well as quantitative and qualitative study of three types of advertisements: namely, daily consumer goods advertisements, technical equipment advertisements, service advertisements, simila
3、rities and differences in advertising language features can be summarized and possible reasons will be given in the light of the meaning, and function of language.Key Words: Advertising English Lexical Syntactic Rhetoric An Analysis of Linguistic Features of Advertising EnglishI. Introduction 1.1 Ra
4、tionale of the Study We live in a world of advertising. It is the fact that advertisements have become an vital part of our daily lives in this increasingly modernized world. Wherever on newspapers, magazines, television, radio, posters and the Internet or via other various media, advertisements off
5、er us information about nearly all sorts of products, ideas and services. Advertising provides society and its members with a valuable service, firstly, it defines for consumers the meaning and the role of products, services, and institutions. Secondly, it shows the difference that exists between br
6、ands of products and alternative services, as well as the distinguishing characteristics of companies and institutions. Thirdly, advertising also indicates the consumer the functions of a specific product, brand or service. Thus, it helps him or her to understand and evaluate experience with the pro
7、ducts and services that he or she uses. Whats more, by making people aware of products, service and ideas, advertising promotes sales and profits. Last but not least, advertising is one of the major forces that are helping improve the standard of living around the world. Combined with all these comm
8、unicational, marketing and social functions, advertising has become indispensable in the modern world.1.2 General Information About Advertising What is advertising? According to the Definition Committee of American Marketing Association, advertising is defined as follows: Advertising is the nonperso
9、nal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through various media. Generally speaking, advertisements mainly fall into two categories; public relation advertisements and commercial advertisements. The for
10、mer tries to advocate reputation for a social group, whose purpose is to leave a favorable impression upon the potential audience. While the latter aims at leading to the act of purchasing the products or using the recommended service. Commercial advertisements are much more presented through mass m
11、edia for the reason that manufacturers and companies are willing to spend a huge amount of money to make a certain product known or to boost the image of a certain brand. In many cases, competitors, like Coca-cola and Pepsi, even spare no expense to launch advertising campaigns to win over the marke
12、t share. According to the target audience, commercial advertising can also be divided into two groups: consumer advertising and business advertising. Most of the advertisements in the mass media are consumer advertisements. They are typically directed at consumers. On the contrary, business advertis
13、ing tends to be concentrated in specialized business publications, professional journals, trade shows targeting at a certain group of people involved in a particular business. Since consumer advertising is most accessible to common people, the present study will mainly focus on consumer advertising.
14、 Generally speaking, subjects involved in consumer advertising are daily consumer goods, technical equipments and service. Daily consumer goods are necessities of daily life, such as food, clothes, detergent, hygiene, etc. Technical equipment involves technical toys and electric equipment such as ca
15、mera, vehicle, hi-fi, etc. Service covers bank, insurance, fund, etc. Actually, advertising dose not always work effectively, whats worse, it may become misleading in some specific cases. The reason lies in that these advertisements fail to convey positive information to the consumer, even leaving n
16、egative image on the readers mind. Let alone talking the consumer into accepting their products, service and ideas.1.3 Focus of the Present StudyAs a rule, advertising communicates information in three ways: audio, visual, and language. It is a more common case that an advertisement is a mixture of
17、the three. In radio advertisements, music is always accompanied with language; on TV and motion pictures, music and language illustration are mixed with each other. In posters, magazines and newspapers, advertisements are a combination of pictures and language of written information. It is true that
18、 music and pictures can provide some hints, or create a kind of atmosphere, however, the information about the product is limited. Whats worse, they tend to send wrong information to the audience. Thus, it is safe to say that language in a way provides more accurate, detailed and reliable informatio
19、n 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 paper will focus on the language features of English advertisements at lexical, syntactic and rhetoric levels. It
20、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 advertisements will be summarized and possible reasons will be given in the light of the meaning, and function of
21、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), because these three magazines have a huge circulation, covering all kinds of audience. Almost all kinds of advertisemen
22、ts are available in these magazines. Conclusions will be drawn through quantitative and qualitative studies of the vivid cases.II Lexical FeatureIn order to make the information accessible to audience effectively, choosing words in advertising calls for caution and skill. To acquire an excellent per
23、formance from the advertisement, both linguistic and psychological aspects are taken into consideration in the choice of words. Sharing the same purpose of advertisingto familiarize or remind consumers of the benefits of particular products in the hope of increasing sales, the techniques used at the
24、 lexical level by advertisers do not vary markedly. The following points are some prominent similarities.2.1 Similarities at the Lexical Level2.1.1 Simple and Novel As Shakespeare said, simplicity is the soul of wisdom. It is true with advertising English. Being well aware that one word saved means
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- An Analysis of Linguistic Features Advertising English
![提示](https://www.taowenge.com/images/bang_tan.gif)
链接地址:https://www.taowenge.com/p-29930133.html
限制150内