英语广告语言的特征相关论文英文版16885.docx

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1、The Feaaturres of Advverttisiing Engglissh Absttracct: As thee raapiddly devveloopmeent of commmerrciaal eeconnomyy, aadveertiisemmentt haas iincrreassinggly imppactt onn ouur ddailly llifee. WWe llivee inn a fasst ppaceed ssociietyy thhat is rulled by masss mmediia. Eveery dayy wee arre bbombbardde

2、d by imaagess off, pperffectt boodiees, beaautiifull haair, fllawllesss skkin andd aggeleess facces thaat fflassh aat uus llikee a sliide shoow. Theese ideeas andd immagees aare imbbeddded in ourr miindss thhrouughoout ourr liivess. AAdveertiisemmentts sseleect auddiennce opeenlyy annd ssubllimiinal

3、lly, annd ttargget theem wwithh thheirr prroduuct. Thhey allludee too thhe ffactt thhat in ordder to be likke tthe peooplee inn thhis advverttiseemennt yyou musst uuse theeir prooducct. Thiis iis nnot a nnew appproaach, noor iis iit uuniqque to thiis ggeneerattionn, bbut nevver hass itt beeen as wid

4、delyy ussed as it is todday. Advverttisiing Engglissh, as thee moost impporttantt paartss off laanguuagee inn addverrtissingg, iis rrisiing apppareentlly ffromm thhe ssysttem of Engglissh. Thee coopywwritterss annd tthe linnguiistss arre aattrractted deeeplyy byy itts uuniqque styyle, grreatt immpel

5、llennt aand exccelllentt illlusstraatioon. Advverttisiing Engglissh pposssessses somme llexiicall, ggrammmatticaal aand rheetorricaal ccharractteriistiics. Inn thhis papper, a briief inttrodducttionn iss giivenn too itts mmajoor ffeatturees iin oordeer tto kknoww addverrtissingg Enngliish morre ddee

6、pply. Key worrds: moorphholoogy synntaxx rhhetooriccal feaaturres leexiccal feaaturres of advverttisiing Engglissh AdveertiisinngEnngliish boaastss a ricch aand collorfful voccabuularry. As a mmeanns oof ttrannsmiittiing infformmatiion, brrieff, vviviid aand livvelyy arre hhis mosst bbrillliaant tra

7、aitss.1. New worrds or phrrasees ccreaatedd byy meeanss off immitaatioonIn ssomee addverrtissemeent, soome worrds or phrrasees wwe aare fammiliiar witth aare missspeelleed oor aaddeed tto ppreffix andd suuffiix iin oordeer tto aattrractt ouur aatteentiion andd trranssmitt innforrmattionn off gooodss

8、.1.1 CoinnageeE.g. (aa) tthe oraangeemosstesst ddrinnk iin tthe worrldThiss iss frrom an advverttiseemennt ffor sofft ddrinnk. “orranggemoosteest”= orange +most +est. “most” and “est” in here show that the drink is high quality and high purity. (b) Givve aa tiimexx too alll, to alll a goood ttimeeTh

9、iss iss thhe ttitlle oof aadveertiisemmentt foor “timmex” waatchh. TTimeex = tiime +tiime +exxcelllennt. So thee adds sstreessees oon iits acccuraacy.In aadveertiisinng EEngllishh, “supper” annd “ex” arre aaddeed tto tthe begginnningg orr ennd oof ssomee woordss inn orrderr too emmphaasiss thhe qqua

10、llityy off gooodss. SSuchh ass suuperrcallenddereed, supperccoloossaal, suppereeminnentt, ssupeerfiine, suuperrligght, suuperrnatturaal aand rollex, plleyttex, Klleennex.1.2 MissspelllinngE.g.(a) drrinkka pinnta miilkaa ddayThiss iss ann addverrtissemeent forr miilk. Thhe tthreee wwordds sshouuld be

11、 “driink pinnt mmilkk” annd tthe staandaard senntennce shoouldd bee “driink a ppintt off miilk a dday”. TThe adss noot oonlyy drrawss ouur aatteentiion andd innspiire ourr innterrestts, butt allso hass a beaautiifull rhhythhm oof ppoettry. (b)wwe kknoww egggsaactlly hhow to telll eeggss.“egggsacctly

12、y” iss thhe ttrannsfoormaatioon oof eexacctlyy annd ccorrresppondd wiith “eggg” inn paatteern. Thhis is thee wiisdoom iin hhumoor.2 drraw in loaan wwordds oor pphraasessManyy coommoodittiess inn Brritaain andd Ammeriica aree immporrtedd frrom othher forreiggn ccounntriies, orr prroduucedd inn naativ

13、ve ccounntryy, bbut it hass exxotiic ffavoor. So we cann offtenn seee ssomee looan worrds in advverttisiing, whhichh shhow thee diiffeerennt ttraiits andd hiigh quaalitty tthe gooods ownn. TThe folllowwingg iss ann addverrtissemeent of sofft ddrinnk:Ordeer iit iin bbotttless orr inn caanneesPerrrier

14、r wwithh adddedd jee nee saais quooi.“je ne saiis qquoii”is Freenchh, wwhicch mmeanns “II doo noot kknoww whhat”. TThe simmplee Frrencch nnot onlly ddrawws oour curriossityy too thhis sofft ddrinnk, butt allso shoow iits autthennticc Frrencchfllavoor. As we alll knnow, Frrencch iis ffamoous forr itt

15、s ggrappe wwinee, ddeliicioous fooods, coosmeeticcs aand fasshioon ccosttumee. SSo aaddeed ssomee Frrencch wwordds iintoo thhesee, tthe gooods beccomee moore atttracctivve aand valluabble.3 a larrge nummberr off veerbss, mmonoosylllabble verrbs in parrticculaar aand adjjecttivees aare appproppriaate

16、lly eemplloyeed iin aadveertiisinng EEngllishh.3.1 verrbsIn oordeer tto mmakee thhe aads briief, viividd, vvisuual, addverrtissingg Enngliish oftten usee soome monnosyyllaablee woordss, ssuchh ass geet, buyy, uuse ectt. LLookk att thhe ffolllowiing exaamplles:(1) Getttingg pllacees iin tthe bussinee

17、ss worrld is eassierr iff yoour bannkerr iss thheree too meeet youu. -SSecuuritty ppaciificc Assiann baank(2) Makiing liffe aa liittlle ssweeeterr. - MarrsMiilkyy Waay(3) KONEE giivess yoou mmoree inn maaterrialls hhanddlinng. -KKONEE(4) We ccan givve yyou a bbettter vieew oof iinveestmmentt oppporr

18、tunnitiies froom bbothh siidess off thhe ppaciificc. _ciitybbankk(5) We llovee too flly aand it shoows. _Deeltaa AiirliinessAlthhouggh tthesse vverbbs hhavee diiffeerennt mmeanninggs, theey aare useed tto sshoww thhe rrelaatioonshhip bettweeen aadveertiiserr orr coommooditty aadveertiisedd annd ccon

19、ssumeers. Foor eexammplee, “havve, gett, ggivee, bbuy, keeep” iss maainlly sshowwed connsummer ownn thhe ggoodds, andd “takke, usee, hhavee” sshowwed thee prroceess of onee usses somme ggoodds.Thesse vverbbs aare neccesssaryy inn ouur ddailly llifee. IIn oordeer tto llet adss annd ccommmercciall ree

20、ad, heeardd annd rremeembeeredd eaasilly aand natturaallyy, ccopyywriiterrs mmakee goood usee off thhem. 33.2 adjjecttiveesEngllishh addjecctivves andd thhe ccompparaativve aand supperllatiive forrms of somme aadjeectiivess arre mmoree offtenn thhan nott apppliied in advverttiseemennts, beecauuse th

21、eey ddesccribbe tthe speeciaal qquallitiies of thee addverrtissed prooduccts. Thhe mmostt frrequuenttly useed aadjeectiivess arre nnew, goood, beetteer, besst, nicce, freesh, riich, reeal, grreatt, eextrra, delliciiouss ecct. Succh aas,(1) Thiss cllaimms iits ggoodd foor aarthhrittis paiin.Thiss guu

22、araanteees, itts bbettter.Two Meddiprren rellievve mminoor aarthhrittis paiin bbettter thaan ttwo reggulaar aaspiirinn. WWe gguarranttee it _ or youu mooneyy baack. -aan aad ffor Meddiprren Paiin RReliieveer(2) Maybbe yyou shoouldd foor tthiss:New Le Mennu LLighht SStylle eentrreess.Heallthyy aand d

23、elliciiouss. -an ad forr LAASAGGNA(3) Thiss iss baabys hhapppy iis LLux-saafe. Saafe witth tthe saffetyy thhat youu geet ppuree sooap. -Ann add foor LLux soaap(4) Youre surre oof pperssonaal ffresshneess-laastiibngg daay aand nigght freeshnnesss_ aand surre oof aa loovelly, linngerringgperrfumme. Th

24、iis wwintter- iss suure. Usse ddoubble surre bbodyy miist thee peerfuumedd deeodoorannt._-AAn aad ffor deoodorranFromm thhe eexammplees aabovve, we cann seee tthatt “goood”, “neew”, “greeat”, “finne” arre oofteen uusedd too moodiffy aany asppectt off gooodss. HHoweeverr, ootheer aadjeectiivess arre

25、cconnnectted witth ccerttainn gooodss. FFor exaamplle, “cleean”, “sofft” arre uusedd foor ssoapp annd ddeteergeent. “DDeliicioous”, “fresh” are often connected with foods. 44 thhe uuse of commpouundssComppounnds aree seeen almmostt evveryywheere in Engglissh aads. Ass wee alll kknoww, EEngllishh coo

26、mpooundds aare eassy tto fformm annd ttheiir fformms aare varriedd. SSomeetimmes a ccomppounnd cconssisttingg off a nummberr off siinglle wwordds iis ffulll off unnusuual meaaninngs andd maany aroousee thhe rreadders rrichh asssocciattionns. Loook aat ssomee exxamppless ass foolloowinng:Bettter-thaa

27、n-lleattherr-miiraccle-covveriingGivee thhat thee ohh-soo-goood-to-be aliive feeelinngLookk att thhe ooh-sso-ccomfforttablle ssizeeUsinng tthesse kkindds oof ccomppounnds, fiirstt, wwe ffeell veery kinnd bbecaausee off itts ccollloquuiallismm; ssecoond, wee arre aattrractted by itss noovellty andd p

28、eeculliarr sttruccturre; thiird, wee reelaxx inn itts hhumoor. grrammmatiicall feeatuuress off addverrtissingg Enngliish 1 usee siimplle ssenttencce mmoree annd ccompplexx seenteencee leessSimpple senntenncess arre uusedd quuitee offtenn. IIn oordeer tto mmakee Enngliish advverttisiing eassy tto rre

29、add, hhearr annd uundeersttandd, EEngllishh coopywwritterss ussuallly takke ggreaat ccaree too emmplooy ssimpple senntennce. Maany spllenddid advverttiseemennts aree faamouus ffor theeir breevitty. Succh aas MMarllborro, Cocca CColaa.Lookk att ann addverrtissemeent forr “Honnda” caar. ITT COOMESS WI

30、ITH A CCONSSCIEENCEEHondda hhas alwwayss maade goood ccarss. PPeopple lovve tthemm. BBut witth aand lovved onee, tthinngs cann soomettimees gget emootioonall.Hondda uundeersttandds. Andd onn ouur oown we havve sset up a tthirrd-ppartty aarbiitraatioon pproggramme wwithh thhe bbettter bussineess burr

31、eauu too giive youu ann exxtraa vooicee, iif yyou neeed iit.But pleeasee taalk witth yyourr deealeer ffirsst. Andd foolloow tthe proobleem-ssolvvingg prroceedurre ddesccribbed in youur oowneers mmanuual. Our neww prrogrram willl hhelpp too reesollve prooducct-rrelaatedd quuesttionns aabouut yyourr H

32、oondaa. TThiss prrogrram is freee. Jusst aask at anyy Hoondaa deealeer ffor a bbookklett.Or ccalll 80005221166一三. Youu seee, Honnda wannts youu annd yyourr Hoondaa too haave a llongg annd hhapppy rrelaatioonshhip. Itts oonlyy riightt. TThiss add haas mmanyy woordss, bbut senntenncess arre ssimpple t

33、o unddersstannd, eassy tto rreadd annd aapt to be accceptted. 2 tthe usee off innterrroggatiive senntennce andd immperratiive senntennce 2.1 iinteerroogattivee seenteenceesInteerroogattivee seenteencees aare poppulaar iin aadveertiisinng EEngllishh, bbecaausee thhey neeed uus tto rrefllectt thheirr

34、quuesttionns aand alsso hhavee maany diffferrentt paatteernss. FFor exaamplle,(1) Are youu gooingg grray tooo eaarlyy?(2) Havee yoou ttalkked to Rahh coo laatelly?(3) You willl bbuy thiis sspecciall giift to youur ddarllingg, ddont yyou?(4) You havve MMottts AApplle SSaucce, donnt yyou?(5) Whatt wii

35、ll youu doo wiith thee mooneyy yoou ssavee ussingg a fassterr, mmoree effficciennt ccompputeer? 2.2 iimpeerattivee seenteenceesOne of thee fuuncttionns oof aadveertiisinng iis tthatt off peersuuasiion, immperratiive senntennce aree frrequuenttly empployyed in Engglissh aadveertiisinng pprecciseely b

36、eccausse ttheyy arre vveryy peersuuasiive andd apppeaal tto tthe heaartss off coonsuumerrs. Succh aas:(1) Stoop iin aat aany Forrd oor LLinccolnn-Meercuury deaalerr. -Forrd(2) Putt itt alll bbehiind youu. -Honnda Civvic Waggon(3) Buyy onne ppairr. GGet onee frree. -PeaarleeVissionnCennterr(4) Endd a

37、 dryy sppelll. -Doove Beaautiifull Baar (5) Loook ffor Topp Shhelff onn yoour groocerrs sshellf iin tthe neww miicroowavve eentrre secctioon, andd goo pllacees wwithh itt. -HHormmel Foood 33 thhe uuse of ellliptticaal ssenttencceTo ssavee sppacee annd rreduuce cossts, too reendeer aadveertiisedd prr

38、oduuctss moore temmptiing andd too sttimuulatte cconssumeers to takke aactiion, coopywwritterss teend to prooperrly empployy elllippticcal senntennce. Loook at somme eexammplees aas ffolllowiing:(1) a miild wayy.Makee itt a Milld SSmokke.Smoooth, riich, reewarrdinng. -An aad ffor “Milld”ciggareettee

39、(2) Intoo thhis glaass, waashiing powwderr. IIntoo thhis onee, ssoapp fllakees.Now intto tthiss- neew llabeel iimprroveed RRubbbly Steergeene. -AAn aad ffor “Rubbbly steergeene” deeterrgennt(3) Morre tthann a timmepiiecee. AAn aacquuisiitioon. -An aad ffor wattch(4) Chaampiion Gollf sshoees sstylled

40、 by Dammon Hunnterr 3 Timmes.Openn chhamppionn. -Ann add foor GGolff shhoess(5) Lovve iin yyourr heeartt - ppeacce iin yyourr miind-llifeeguaard in youur hhomee-thee diisinnfecctannt yyou truust commpleetelly. -An aad ffor dissinffetaant rhhetooriccal devvicees iin aadveertiisinng EEngllishh ass iss

41、 knnownn too alll, rheetorricaal ddeviicess arre aaptlly eemplloyeed iin EEngllishh addverrtissingg, ccreaatinng ccharrminng iimagges, annd ffasccinaatinng sscennes, annd tthuss heelpiing pussh tthe salle oof pprodductts. On thee whholee, ssuchh rhhetooriccal devvicees aas pperssoniificcatiion, anna

42、loogy, puun, andd reepettitiion. 1 pperssoniificcatiion byy peersoonifficaatioon wwe mmeann thhat sommethhingg wiithoout liffe iis rreprreseenteed oor tthouughtt off ass a humman beiing or as havvingg huumann quualiitiees. It tennds to staart sommethhingg neew, briingiing aboout verry ggoodd reesull

43、ts. Taake somme eexammplees aas ffolllowiing: (1) Thee fiirstt brra tto uundeersttandd thhe ffactts oof llifee. -Ann add foor bbra (2) Floowerrs bby IInteerflloraa sppeakk frrom thee heeartt. -Ann add foor fflowwer shoop(3) We aree prroudd off thhe bbirtthpllacees oof oour chiildrren, thhe ggrappes

44、of Almmadeen.On oour claassiic vvariietaal wwinees, youu wiill finnd tthe birrthpplacces of ourr chhilddrenn.-AAn aad ffor “Almmadeen” grrapee wiine 2 anoologgy aanollogyy iss a figguree thhat is oftten useed iin EEngllishh addverrtissingg, iinclludiing simmilee, mmetaaphoor, mettonyymy ectt, wwhicc

45、h aare connducctivve tto ccreaate cleear andd viividd immagees. theey aare connsiddereed tto bbe tthe mosst iimpoortaant poeeticc fiigurre, andd allso thee moost commmonn annd tthe mosst bbeauutifful. Loook at somme eexammplees aas ffolllowiing:(1) Go ffor thee goold.Golddstaar TThe briighttestt sttar in eleectrroniics. Thhis is an