廣告語言的特點分析

1、最新 精品 Word 歡迎下載 可修改 畢業(yè)論文廣告語言的特點分析 系 別外語系專 業(yè)英語語言文學(xué)班 級60301姓 名曹承德指導(dǎo)教師陳連峰2007 年 6 月18 日 東北大學(xué)秦皇島分校畢業(yè)設(shè)計（論文） 第 iii 頁 廣告語言的特點分析摘要本文寫的是廣告語言的特點。其闡述分別從廣告和語言的起源與發(fā)展、以及廣告語言與語法語言的對比中得到廣告語言的特點。廣告語言是有別與一般語言的一種在現(xiàn)當(dāng)代社會迅猛發(fā)展起來的語言。廣告的目的就是吸引買家的眼球，對產(chǎn)品起到宣傳和促銷的作用，因而廣告語言從詞匯，句法，語法和修辭上都體現(xiàn)了這一宗旨。其雖借鑒與一般語言，但又帶有自己的特色。廣告語言除了一般語言所具有的

2、基本交流功能外，它還具備市場、經(jīng)濟、教育和社會功能。作為一種新興發(fā)展起來的語言，廣告語言的發(fā)生要具備一定量的資金、有效的信息、良好的傳媒以及無人的以產(chǎn)品為中心的直觀展示。廣告語言作為一種語言，其形成和發(fā)展都雖以一般語言為基礎(chǔ)，但其發(fā)展速度在現(xiàn)當(dāng)代商品極度豐富的社會得到飛躍。因而，廣告語言對現(xiàn)代語言和文化的影響也越來越明顯。所以如何找到兩者的一個平衡點，也是當(dāng)今需要考慮的問題。無論如何，商品要宣傳，就要有廣告，就要有廣告語言。關(guān)鍵字：特點；廣告語言；詞匯；句法；修辭；現(xiàn)代 An Analysis of Characteristics of Advertising LanguageAbstract

3、The thesis is about the characteristics of advertising language. From stating the origin and development of advertise and language, and comparing advertising language with grammatical language, it shows the specific characteristics of advertising language.Differing from common language, advertising

4、language has been highly developed in modern society. The aim of advertise is to attract to eyeball of buyers and effect a of function of propaganda and sales promotion of the products, therefore, advertising language meets the tenant on the aspects of morphology, syntax, grammar, and figure of spee

5、ch etc. It is based on common language but with unique style. Besides the function to communicate like common language, advertising language also has marketing function, economic function, educational function and social function. As a new language, advertising language is going to take place only w

6、hen provided with enough fund, useful information, good media and non-personal display.Although the formation and development of advertising language is based on common language, its development in todays products-riched society is advanced rapidly. So the influence of advertising language towards c

7、ommon language is getting more obvious. How to find a balance between the two will be the problem to be considered nowadays. Anyway, commodities need propaganda therefore advertisement is a must. So is the language.Key words: characteristics; advertising language; morphology; syntax; rhetorical; mod

8、ernCONTENTSI Introduction.11.1 American Renaissance writer and independent intellectual father11.2 Emersons perspective on literary influence.21.3 The great literary father of Whitman and Dickinson.3Brief introduction of Whitman and Dickinson.3Common resource for Whitman and Dickinson3 Legacies left

9、 for the two.4II Influences on Walt Whitman .62.1. Personal relationship: adversary or imitator.6 2.2 Whitmans indebtedness to Emerson.72.2.1 In prose: Prefaces indebtedness to The Poet82.2.2 In poetry: Song of Myselfs indebtedness to The Poet.9 Maladies in paraphrasing Emersons aphorism.11 2.3 Whit

10、mans mystical vision different from Emerson12 Different mystical experiences .12 Different literal visions: upward vs. downward.132.4 Respective life story leading to different literary visions.14III Influences on Emily Dickinson.163.1 An unexpected female poet.16 3.2 Early literary influence and pe

11、rsonal relationship.163.3 Dickinsons embrace to Emerson17 Kindred spirits on poetry17 Every word being a poem.18oetic businesses to be “circumference”.19 Riddles pervasive in Dickinsons poem.20 3.4 Dickinsons skepticism of Emersons philosophy.22 Dickinsons skeptical of Emersons primary analogy .22.1

12、 Language vs. nature and words vs. world.22.2 Nature is not a text.23.3Emersons compromising to Dickinson.24 Different philosophies of Compensation253.5 Tracing to the source through respective life story.26IVConclusion.28Acknowledgements. 29Notes.30Bibliography .32 東北大學(xué)秦皇島分校畢業(yè)設(shè)計（論文） 第 26 頁An Analys

13、is of Characteristics of Advertising LanguageIntroduction1.1 Aims of the StudyOriginated in ancient time, advertising now is playing an important role in modern world, with influence on many aspects in society, such as economy, culture, education, traditional language, etc. It has become indispensab

14、le in the modern world and inevitable in peoples lives. As a special language, advertising language not only transmits information, but also maintains a good image of the company and its products. At the same time, advertising language has its own characteristics which distinguish it from others. Be

15、cause of these characteristics, advertising language in a way will affect the traditional language. This paper analyzed the characteristics of advertising language in morphology, syntax, and rhetorical level. By doing so, it is hoped that the mass consumers can get a rough cognition of advertising a

16、nd its functions. Then represent a dialectic relation between the traditional language and modern advertising language, which is beneficial to both the companies and the consumers. Moreover, a greater progress will be seen in advertising field and in the field of language. 1.2 Literature Review In t

17、he past time, people didnt pay much attention to advertising though it originated in ancient time, for they held that advertising is none business of their but of the advertisers and the companies. In fact, most people considered advertising as a monster and shift off it. During a long period, adver

18、tising developed slowly. However, what they didnt understand is that they lived in a world which is full of advertisements.Most historians believe the outdoor signs carved in clay, wood, or stone and used by ancient Greek and Roman merchants were the first form of advertising. As a result of some pe

19、oples emptiness, the research in advertising is not widely and deeply. In recent years, many scholars, both internal and overseas, are engaged in the research of advertising. Because of that you may not accept advertising, but you can not evade the advertisements. Advertising has become an evitable

20、part in you life. Courtland L. Bovee, William F.Arens, Frank William, Vestergaard, Torben and William Sachs are all the masters in advertising field. What they thought is different from each others, for they stood on different points. Taking the definition of advertising for example, there are hundr

21、eds of definitions. The simplest one, according to McCann Erickson Inc., may be “truth well told.” But most people regard the most authoritative definition of advertising as what Bovee defines in his Contemporary Advertising “Advertising is the nonpersonal communication of information usually paid f

22、or and usually persuasive in nature about products, services, or ideas by identified sponsors through the various media.” It is delightful to see that more and more persons are studying advertising even though much branching is in existence. There are also many doctors inland who are engaged in the

23、research of advertising, such as Chenpei Ai, Huanghe Shui, Yuanmi Li, Yuanyue Ru, Wangyan Xi, Zhaojing, Xuxiao Juan, Fangwei, etc. As the core of advertising, language not only transmits product and service information, but also maintains a good image of the companies and the brands. Advertising lan

24、guage has its own characteristics which distinguish itself from others. In the long run, the number of researches on advertising language is very small. Advertising has become one of the main factors that are helping improve the standard of peoples living in the modern world. Therefore, enough atten

25、tion should be paid to the research of advertising language. Many books focus on the writing of advertisements, the creativity of advertising, how to promotes sales and profits, how to make the advertising language more interesting and more fascinating. They have done a lot of works to develop the a

26、dvertising, and a great progress has been seen. But this is not enough. Advertising language is unique in many aspects. It actually influences the traditional culture and traditional language (grammatical language). Luckily, some books are focusing on this question. Wangjun Yuans advertising languag

27、e is one of this kind. We hope that by making great efforts, the conflict between advertising language and traditional language will disappear, and at the same time, advertising, advertising language, traditional culture and language can progress in a proper way. 1.3 Key PointsThis paper explains wh

28、at is advertising, what is language, the components of advertising, the function of advertising, which can help readers understand advertising better. The third part is the keystone that detailed in characteristics of advertising language. Many successful advertisements are given to help the consume

29、rs to comprehend these characteristics. Through the analysis of the characteristics, a dialectic point of view will be presented to explain the relations between traditional language and modern advertising language. Then a suggestion that what should be the right attitude to advertising is also give

30、n. 1.4 Brief IntroductionWe live in a world of advertising. Advertising has become an inevitable part in our daily life. Consumers are endlessly bombarded with all kinds of product or service information from various media including newspapers, magazines, television, radio, posters and Internet, etc

31、. You may not accept it, but you cant avoid it by any means. Advertising provides a valuable service to society and its members, because it defines for consumers the meaning and the role of products, services, and institution. Advertising also tells the consumer what a specific product, brand or ser

32、vice should do when 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, services and ideas, advertising promotes sales and profits. Finally, advertising is one of the maj

33、or forces that are helping improve the standard of living around the world. Combined with all these communication, marketing and social functions, advertising becomes indispensable in the modern world.As a tool of communication, language is the soul of an advertisement. Being a bridge between the ad

34、dresser and the addressee, it not only transmits the information of the company, and its products and services, but also maintains a good image of the brand. It plays an important role in advertising. It indicates the differences that exist between brands of products and alternative services, as wel

35、l as the distinguishing characteristics of companies and institutions. As a special kind of language, advertising language is very different from other languages. It has its own features in morphology, syntax, and rhetorical devices. This paper will focus on the characteristics of advertising langua

36、ge. It is hoped that, by analyzing the characteristics of advertising language, the consumers will be aware of the advertisements-what is a good ad and what is a bad one. Other things such as the definition of advertising, functions of advertising, and components of advertising will also be presente

37、d with the purpose that readers will have a basic acknowledgement of advertising and then understand advertising in a proper way. Advertising 2.1 Origin of Advertising In China, advertising activities cover a long history, about 3000 years ago, but advertising originated from Latin word “adverture”,

38、 meaning shout and cry. In about 13001475, it became the middle-aged English word “advertise”, with the meaning of “attracting someone, tell someone to do something”.The earliest advertising in western world may origin from Egypt. In the end of the 17th century, a large number of commercial activiti

39、es has began, then, advertising became popular and used widely. During that period, advertising referred not a piece of advertising, but a series of activities. It had been given new meaning, changing from a concept of a matter (advertise) to modern word advertising. In 1872, advertising was transla

40、ted into “Guanggao” by Japanese. So we can see that the acknowledgement of advertising in oriental countries was later than that in western countries.2.2 Definition of Advertising Along the times goes, the meaning of advertising is changing. But in which way on earth the modern advertising is define

41、d? According to McCann Erickson Inc., the advertising agency that develops Coca-Colas national campaigns, advertising is “truth well told.” This philosophy is echoed by Cokes vice president of advertising, William Sharp, who says that a commercial for Coca-Cola should have the properties of the prod

42、uct itself.(Coke advertising) should be a pleasurable experience, refreshing to watch and pleasant to listen to. It should reflect quality by being quality. And it should make you say, I wish Id been there, I wish I had been drinking Coke with these people.1Thats what advertising is to Coca-Cola. Bu

43、t can the same be said for other products and services in the marketplace today? Albert Lasker, who has been called the father of modern advertising, said that advertising is “salesmanship in print.”2 That may well be. But he gave us that definition long before the advent of radio and television and

44、 at a time when the nature and scope of advertising were considerably different from what they are now.The definitions of advertising are many and varied. It may be defined as a communication process, a marketing process, an economic and social process, a public relations process, or an information

45、and persuasion process, depending on the point of view.This paper shall use the following definition of advertising: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 vari

46、ous media.32.3 Components of AdvertisingAccording to the definition of the advertising, most of the advertisements should have the following components: The Non-Personal Communication of InformationAdvertising is not aimed at any individual, or by any individual. Its a non-personal transmission of i

47、nformation aiming at the public or a certain group of people. Because of the non-personal features of advertising, the dissemination and operation of it should be restricted by the law of a country, the moral standards, psychology, zoology, and environment of protection. The information, methods, me

48、dia, and other components of advertising should abide by the advertising laws, policies and rules, and should be under the supervision of the public. Usually Paid forThe advertising fees are paid by the advertiser no matter its operated by itself or other agency. Because advertising is a kind of mar

49、keting action, an advertiser has to pay for its advertisement. There are quite a few people who consider that too much advertising fee will inevitably raise the price and cost of the product, and thereby will influence the sale of the product. However, this conclusion is a one-sided view. Advertisin

50、g can bring you a huge profit by reasonable planning and proper operation. Usually Persuasive in Nature About Products, Services, or IdeasAdvertising information is the principle contents an advertisement wants to disseminate. Advertising is a serious of planning action, so the information of advert

51、ising should be aimed at the certain target market and consumers, and should avoid aimlessness. The dissemination of information should be accurate, definite, recognizable and moderate in length. An effective advertisement involves not only “what to say”, but also “how to say”. By Identified Sponsor

52、s The advertiser is the sender of information and all the advertising activities should be consistent with the purpose and willingness of the advertiser. Therefore, the advertiser is the main body of advertising, namely, every advertisement should have its specific owner of the advertising informati

53、on. The specific owner should be a recognizable group, including corporation, enterprise, government, organization and individual. There are three significances of an advertiser (both for the advertiser themselves, and for the public) firstly, its easy for the target audience to recognize the compan

54、y and the products of it, which will promote the propagandas and the sale of its products; secondly, it will establish a high reputation for the group, enterprise, or the individual in order that the consumer will trust the brand; finally, it will prevent the advertiser from counterfeiting and decei

55、ving by legal supervision. Through the Various MediaMedia are the means of the dissemination of advertising, including newspaper, magazine, broadcast, TV program, billboard and mail. The newspaper, magazine, broadcast and TV are called the four main media of advertising. Moreover, any kind of object

56、s or tools can be a medium for the advertisement, such as airplane, train, bus, building, neon light, movie, package, exhibition, and etc. 2.4 function of AdvertisingThe function of advertising should be as follows: (a) to identify products and differentiate them from others;(b) to communicate information about the product, its features, and its location of sale;(c) to induce consumers to try new products and to suggest reuse;(d) simulating the distributio