英語(yǔ)廣告語(yǔ)言的特征分析(英文).doc

ANANALYSISOFLANGUAGEFEATURESINENGLISHADVERTISEMENTS英語(yǔ)廣告語(yǔ)言的特征分析摘要本文旨在通過(guò)對(duì)書面英語(yǔ)廣告的語(yǔ)言分析總結(jié)出廣告英語(yǔ)在詞匯句法篇章上的語(yǔ)言特點(diǎn)。為了使研究從數(shù)據(jù)出發(fā)得出科學(xué)結(jié)論，本文作者建立了一個(gè)擁有60篇各類廣告的小型語(yǔ)料庫(kù)。通過(guò)對(duì)此語(yǔ)料庫(kù)中日用品廣告科技設(shè)備廣告服務(wù)業(yè)廣告的深入細(xì)致的定量和定性分析，總結(jié)出廣告英語(yǔ)在此三類廣告中的相同點(diǎn)與不同點(diǎn)，并且根據(jù)語(yǔ)言的意義，風(fēng)格及功能解釋廣告英語(yǔ)的共性以及廣告英語(yǔ)在不同類型廣告中的特殊性。本文共分五個(gè)部分，第一部分和第五部分分別為介紹與總結(jié)，中間三個(gè)部分為本文核心，分別展開廣告英語(yǔ)在詞匯句法篇章三個(gè)層面的分析。本文的結(jié)論均來(lái)自于對(duì)語(yǔ)料庫(kù)的分析。整個(gè)研究從數(shù)據(jù)出發(fā)，由數(shù)據(jù)驅(qū)動(dòng)，由此進(jìn)行語(yǔ)言學(xué)上的分析與概括。關(guān)鍵詞:廣告英語(yǔ)，詞匯，句法，篇章，相同點(diǎn)，不同點(diǎn)AbstractThispaperpresentsananalyticalstudyofthelanguagefeaturesofEnglishadvertisementsatlexical,syntacticanddiscourselevels.Inordertoconductadata-drivenstudy,theauthorbuildsacorpusof60Englishadvertisements.Itishopedthatthroughthedetailedsurveyofthreetypesofadvertisements:namely,dailyconsumergoodsads,technicalequipmentads,serviceads,similaritiesanddifferencesinadvertisinglanguagefeaturescanbesummarizedandpossiblereasonswillbegiveninthelightofthemeaning,andfunctionoflanguage.Thispaperwillbepresentedinfiveparts.Thefirstpartistheintroductionandthelastconclusion.Thefocusofthepaperislaidonthethreemiddlepartswhichrespectivelyanalyzelanguagefeaturesatlexical,syntacticanddiscourselevels.Theconclusionofthispaperisdrawnfromthedataanalysis.Intheanalysis,examplesfromthecorpuswillbegiven；figures,tablesandgraphswillalsobeofferedtomakethepaperunderstandableandpersuasive.ItishopedthatthestudycanshedlightonthelanguagefeaturesofadvertisementsandalsoprovidehelptocopywritersandadvertisingEnglishlearners.KEYWORDS:EnglishAdvertisements,Lexical,Syntactic,Discourse,Similarities,DifferencesContents1.Introduction11.1Rationaleofthestudy.11.2Definitionofadvertising.11.3Focusofthepresentstudy11.4Sourcesofdata.22.Lexicalfeatures22.1Classificationofadvertisinganditsaudience.22.2Similaritiesatthelexicallevel.32.2.1Fewverbsareused.32.2.2Useofemotivewords.42.2.3Makepunandalliteration.42.2.4Useofweaselwords.52.3Differencesatthelexicallevel.62.3.1Genderidentityinadvertisements.62.3.2SelectionofAdjectives72.3.3Compoundwords.82.3.4Useofpronouns83.Syntacticalfeatures93.1Similarities93.2Differences103.2.1Headlines.103.2.2Comparisonofheadlinesofdifferenttypesofads.114.Discoursefeatures.124.1Bodycopyofadvertisements.124.2Differencesinbodycopy.125.Conclusion141.Introduction1.1RationaleofthestudyWeliveinaworldofadvertising.Aspotentialconsumers,weareendlesslybombardedwithallkindsofproductorserviceinformationfromvariousmediaincludingnewspapers,magazines,television,radio,postersandInternet,etc.Advertisingprovidesavaluableservicetosocietyanditsmembers,becauseitdefinesforconsumersthemeaningandtheroleofproducts,services,andinstitutions.Itindicatesthedifferencethatexistsbetweenbrandsofproductsandalternativeservices,aswellasthedistinguishingcharacteristicsofcompaniesandinstitutions.Advertisingalsotellstheconsumerwhataspecificproduct,brandorserviceshoulddowhenitisusedandthushelpshimorhertounderstandandevaluateexperiencewiththeproductsandservicesthatheorsheuses.Ontheotherhand,bymakingpeopleawareofproducts,serviceandideas,advertisingpromotessalesandprofits.Finally,advertisingisoneofthemajorforcesthatarehelpingimprovethestandardoflivingaroundtheworld.Combinedwithallthesecommunicational,marketingandsocialfunctions.Advertisingbecomesindispensableinthemodernworld.Naturally,advertisementsinEnglishhavebecomeanimportantmeansofcommunicatingideas,demonstratingavarietyoflinguisticfeaturesofitsown.Thepresentstudyattemptstoexaminethesefeaturesatthelexical,syntacticanddiscourselevels,inthehopeofbringingthemtolightand,thereby,offeringhelptoadvertisementwritersandlanguagelearners.1.2DefinitionofadvertisingAccordingtotheDefinitionCommitteeofAmericanMarketingAssociation(方薇,1997:2),advertisingisdefinedasfollows:Advertisingisthenonpersonalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.1.3FocusofthepresentstudyUsually,advertisingcommunicatesinformationinthreetypes:audio,visual,andlanguage.Itisamorecommoncasethatanadvertisementisamixtureofthethree.Inradioadvertisements,musicisalwaysaccompaniedbylanguage；onTVandmotionpictures,musicandlanguageillustrationaremixedwitheachother.Inmagazinesandnewspapers,advertisementsareacombinationofpicturesandlanguageofwritteninformation.Althoughmusicandpicturescanprovidesomehints,orcreateakindofatmosphere,theinformationabouttheproductislimited.Evenworse,itmayleadtomisunderstanding.Thus,wemaysaythatlanguageinawayprovidesmoreexact,detailedanddependableinformationwhereasmusicandpicturesonlyactasasupplementarymeansinadvertising.Advertisinglanguage,playingaroleofcommunicationandpersuasion,hasdevelopeditsownfeatures.ThispaperwillfocusonthelanguagefeaturesofEnglishadvertisementsatlexical,syntacticanddiscourselevels.Itishoped,byacontrastivestudyofadvertisementsonthreetypesofproducts(dailyconsumergoods,technicalequipmentandservice),similaritiesanddifferencesofthethreetypesofadvertisementswillbesummarizedandpossiblereasonswillbegiveninthelightofthemeaning,andfunctionoflanguage.1.4SourcesofdataAlltheadvertisementsstudiedinthispaperaretakenfromEnglishmagazines.TheyarechosenfromTime,PeopleandNewsweek(issuesfrom1999-2000),becausethesethreemagazineshaveahugecirculation,coveringallkindsofaudience.Almostallkindsofadvertisementscanbefoundinthesemagazines.Inordertogetvaluableinformationforthestudy,acorpusof60advertisementswasbuilt,whichconsistsof20dailyconsumergoodsads,20technicalequipmentads,and20serviceads.Conclusionswillbedrawnthroughquantitativeandqualitativestudiesofthedata.2LexicalFeatures2.1ClassificationofadvertisinganditsaudienceGenerallyspeaking,advertisementscanbedividedintotwotypes:publicrelationadsandcommercialads.Theformertriestoadvocatereputationforasocialgroup,whosepurposeistoleaveafavorableimpressionuponthepotentialaudience.Thelatterleadstotheactofpurchasingtheproductsorusingtherecommendedservice.Commercialadsaremuchmorepresentedthroughmassmediaforthereasonthatmanufacturersandcompaniesarewillingtospendalargesumofmoneytomakeacertainproductknownortoboosttheimageofacertainbrand.Insomecases,competitors,likeCoca-colaandPerpsi,evensparenoexpensetolaunchadvertisingcampaignstowinoverthemarketshare.Commercialadvertisi