語言文化論文-AN ANALYSIS OF LANGUAGE FEATURES IN ENGLISH ADVERTISEMENTS.doc

語言文化論文-ANANALYSISOFLANGUAGEFEATURESINENGLISHADVERTISEMENTS摘要本文旨在通過對書面英語廣告的語言分析總結(jié)出廣告英語在詞匯句法篇章上的語言特點。為了使研究從數(shù)據(jù)出發(fā)得出科學結(jié)論，本文作者建立了一個擁有60篇各類廣告的小型語料庫。通過對此語料庫中日用品廣告科技設備廣告服務業(yè)廣告的深入細致的定量和定性分析，總結(jié)出廣告英語在此三類廣告中的相同點與不同點，并且根據(jù)語言的意義，風格及功能解釋廣告英語的共性以及廣告英語在不同類型廣告中的特殊性。本文共分五個部分，第一部分和第五部分分別為介紹與總結(jié)，中間三個部分為本文核心，分別展開廣告英語在詞匯句法篇章三個層面的分析。本文的結(jié)論均來自于對語料庫的分析。整個研究從數(shù)據(jù)出發(fā)，由數(shù)據(jù)驅(qū)動，由此進行語言學上的分析與概括。本文作者衷心希望此論文的分析結(jié)果能給英語廣告的寫作者以及廣告英語的學習者提供幫助。關(guān)鍵詞:廣告英語，詞匯，句法，篇章，相同點，不同點ANANALYSISOFLANGUAGEFEATURESINENGLISHADVERTISEMENTSAbstractThispaperpresentsananalyticalstudyofthelanguagefeaturesofEnglishadvertisementsatlexical,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.Syntactical9features3.1Similarities93.2Differences103.2.1Headlines.103.2.2Comparisonofheadlinesofdifferenttypesofads.114.Discoursefeatures.124.1Bodycopyofadvertisements.124.2Differencesinbodycopy.125.Conclusion14AcknowledgementSincerethanksgotoDr.WeiNaixingforhisinsightfulguidanceandearnesthelpallthroughthesearching,analysisandpaper-writingstages.TheauthoralsowantstoextendherthankstoMs.LindaFrostwhohasgivenmuchhelpindatacollecting.References1Bolinger,Dwight&Sears,DonaldA.AspectsofLanguagethirdeditionNewYork:HarcourtBraceJovanovich19812Bovee,CourtlandL.&Arens,WilliamF.ContemporaryAdvertisingfortheditionHomewood,IL:Irwin19923Gove,PhilipBabcockWebstersThirdNewInternationalDictionarySpringfield,Mass.:G.&C.MerriamCo.19764Gregory,MichaelLanguageVarietiesandTheirSocialContextsLondon:Routledge&KeganPaulLtd.19815Jefkins,FrankWilliamAdvertisingPhiladelphia,PA:MacdonaldandEvans19856ODonnell,W.R.&Todd,LoretoVarietyinContemporaryEnglishLondon:GeorgeAllen&Unwin(Publishers)Ltd.19857Roberts,WilliamH.&Turgeon,GregoireAboutLanguagesecondeditonBoston:HoughtonMifflinCo.19898Vestergaard,Torben&Schrder,KimThelanguageofAdvertisingOxfordOxfordshire；NewYork,NY,USA:B.Blackwell19859方薇現(xiàn)代英語廣告教程南京大學出版社199710崔剛，韓寶成，李營，廣告英語北京理工大學出版社19931.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.Thelatterleadstotheactofpurchasingtheproductsorusingtherecomm