英語廣告文體學(xué)分析論文

1、在此處鍵入在此處鍵入在此處鍵入Stylistic Analysis of AdvertisementsThis paper gives an overall analysis of advertisements from the aspects ofstylistic analysis (phonology and graphology, elision, sound patterning, onomatopoeia, markers)and lexical choice and contextual analysis (medium of communication and role-rel

2、ationship) by the application of modern linguistictheory and stylistic analysis pattern in order to find out the general stylistic characteristics of commercialadvertisements. This paper can help readers better understand and appreciate the language of sports advertisements.With the development of g

3、lobalization and industrialization, more and more goods are produced in the world day byday; as a result, advertisement plays an important role in selling products. It is an art of language using various kinds ofdevices. The advertisements have achieved amazing effects on persuading consumers to buy

4、 the products. At the same time, it has also formed its special style and the language used in the advertisements is different from other styles. Its function is to“ attract attention, arouseinterest, stimulate desire, create conviction and get action. It is a kind of loadedlanguage withpersuasive p

5、ower. Advertisements can be taken on magazines, newspapers and TV. No matter wherepeople are-on the buses or subways or during the break time or after meal,they can get whatever information theywant. Generally speaking, the language of advertising, mainly of so-called loaded languages, must be a lan

6、guage of immediate impact and rapid persuasion. It must bring the advertised products into attention, stress their qualities in the most attractive way, clearly outline the reasons for buying them, and preferably leave a memorable echo of what has been said about the products ringing in the reader .

7、 s mind.At the Phonology LevelLinguistic Description refers to the exploration and classification of linguistic features of a given text and the linguisticfeatures are reflected by style markers which are linguistic items that only appear, or most or least frequent in a text,representing a particula

8、r variety or literary genre .The analysis of stylistics in this level aims at providinga methodology of analysis which includes four aspects: graphology, lexicology, syntax, grammar and semantics. Thedetailed analysis will lead to more accurate understandings of the language in order to let the read

9、ers better understandthis variety.1.1Sound PatterningSound patterning: refers to the matching of identical or similar sounds between two or more words. Sound patterning occurs among contents and words which are not far away from each other. English words may consists of one or more syllables. The st

10、ructure of an English monosyllabic words. The structure of an English monosyllabic word can be represented as CVC, with V standing for vowel, and C for consonant, the number of which varies from 0 to 4 . CVC: AlliterationCVC: Assonance CVC: Consonance CVC: Reverse Rhyme CVC: Pararhyme CVC: RhymeSoun

11、d patterning is not only a source of aesthetic satisfaction, but also a phonological means of emphasis, establishing relationship between the patterned words. Chomsky and Halle represent speech sounds as bundles of plus-or-minus valued features (e.g. vocalic, high, back, anterior,在此處鍵入在此處鍵入在此處鍵入nasa

12、l, etc.) The phonological component of each lexical entry is considered to be a linear sequence of these feature bundles. A number of context-sensitive rules transform the underlying form of a sequence of words into the final phonetic form that is uttered by the speaker. These rules are allowed acce

13、ss to the tree structure that the syntax is said to output. This access allows rules that apply, for example, only at the end of a word, or only at the end of a noun phrase.And alliteration is widely accepted in the sports advertisement or brand name as a tool to enhance memory.And it also sound ver

14、y interesting.So, I ve compiled a list of examples of alliteration used for commercial purposes. American AirlinesBurberryCoca-ColaFedExPolo (by Ralph Lauren) Ted TalksA TailOf Two CitiesDriven To DistractionGood to GreatThe Great Gatsby Pride And Prejudice Alibaba CitySearch GoogleTwitterYouTubeWis

15、h You Were HereBaby Boomers BB Gun1.2OnomatopoeiaSome words as bang, hiss, sizzle, moo, are said to be onomatopoeia, or echoic,i.e.,their sounds are imitative of their senses; but the relationship between the sound and sense of a word is weakly iconic, some linguists have rightly pointed out that on

16、omatopoeia is actually the mutual reinforcement of sense by sound and sound by sense.At the Lexical LevelLinguistic Description refers to the exploration and classification of linguistic features of a given text and the linguisticfeatures are reflected by style markers which are linguistic items tha

17、t only appear, or most or least frequent in a text,representing a particular variety or literary genre The analysis of stylistics in this level aims at providinga methodology of analysis which includes four aspects: graphology, lexicology, syntax, grammar and semantics. Thedetailed analysis will lea

18、d to more accurate understandings of the language in order to letAdvertising language is marked by a wealth of adjective vocabulary, and a poverty of verb vocabulary. Among the highly frequent key words are : delicious, latest, up-to-date , fragrant, charming, attractive, long-lasting, unique, perfe

19、ct, etc. In order to stress the uniqueness or novelty of a product advertisers resort to在此處鍵入在此處鍵入在此處鍵入neologism, and improvised adjectival sructures.Using a lot of general and vague wordsIn ordinary daily exchange , cliche s and general or vague words are often used when there is noneed for saying

20、anything original, or when the speaker doesn t know how to express exactly whathe wants to say, or when he simply wants to maintain the informal atmosphere of a conversation.Common vague or general words are: t hing , stuff, things like that , got , do, nice , thingummy, what-do- you call-it, what -

21、Her-name, etc. The vague nouns are substitutes for names not recalled, that is , they are used instead of nouns that one cannot remember.A word is GENERAL when it refers to a group or objects or a class of objects or action. General terms are preferred, when there is no need for specification, or wh

22、en the user wants to leave things vague for some reason.Such as the BMW advertisement on 2010 London Olympics;SOMETIMES PERFORMANCE WINSSOMETIMES BALANCESOMETIMES AGILITY WINSSOMETIMES CONTROLWHAT ALL WINNERS HAVE IN COMMON iSJOY.On this advertisement, SOMETIMESis a vague, this word can refer to the

23、 athletes both the cars have those excellent performance. Using this vague word, can 突出產(chǎn)品的優(yōu)點(diǎn)。 attention as much as possible, and arouse readers rong purchasingsdesire and persuade them to buy the products.Using Conceptual or Associative Meaning of Words.The lexical meaning of a world or phrase is sa

24、id to be a complex of various interrelated components c. Some components constitute conceptual meaning and some associative. CONCEPTUAL meaning covers those basic, essentialcomponents of meaning which are covered by the literal use of a word or phrase. The conceptual meaning of word mother may consi

25、st of such components as HUMAN,FEMALE and PARENT. Associative meanings refer to the meanings that a word has beyond or in addition to its conceptual meaning.We can see some examples about the P&G advertisements on 2012 London and 2014 Sochi Olympics;THE HARDEST JOB IN THE WORLD IS THE BEST WORLD IN

26、THE WORD.THANK YOU, MOM.FOR TEACHING US THAT FALLINGONLY MAKE US STRONGERTHANK YOU, MOM. TO THEIR MOMS, THE丫 LL ALWAYS BE KIDS. THANK YOU, MOM.“MOTHER may be a maternal love ,the bearing and rearing of children and ,warm hommany others. And these associative meaning may:(i)Show peoples emotions, att

27、itudes towards what the word refers to;(ii)Reflect the social circumstance of its use;(iii)Evoke in the reader/hearer certain associations of what world refers to.ther lexical devices在此處鍵入在此處鍵入在此處鍵入U(xiǎn)se of emotive/evaluative adjectives or adjectival phrases. According to G.N. Leech, a Advertising lan

28、guage is marked by a wealth of adjective vocabulary, and a poverty of verbvocabulary. Among the highly frequent key words are: new, better/best, big, extra, fine, fresh, free, great and some others.Use of technical terms and scientific-sounding words to impress the audience. a) in order to stress th

29、e uniqueness or novelty of a product advertisers resort to neologism, and improvised adjectival structures.Therefreshest cigarettesTheorangemostest drinkHoneyliciouscerealA getable placeDandruff care and great-looking hairTree-fresh fruitsvii.Rain-and-stain-resistant clothviii.Stone-washed denimChoc

30、olate-coated ice-creamA go-anywhere blouseUse of all, every, always,etc.,to indicate that the reference is universal.Use of no,none,nothing, never,etc., for unqualified exclusion: Nothing is impossible. (LiNing)At the syntax levelBecause the average consumers rarely spend a lot of time carefully stu

31、dying advertising, so advertising must attract readers with little time, and quickly convince the readers. Advertising style is more colloquial and simple.Some of the typical syntactic features are the frequent use of imperative sentences, interrogative sentences, and conditional sentences, as well

32、as simple and elliptical sentences, which give the advertisement concerned power, energy and belief.? Simple and elliptical sentences with basically simple grammatical structure.? Use of imperative sentences .? Use of interrogative sentences to arouse curiosity.Yes/No-questions Tag-questions Wh-ques

33、tions ? Conditionals (If-conditional questions) ? Use of superlative or unqualified comparative adjectives to commend the product ? Use of heavy premodifiers to specify the qualities of a product.3.1Simple and elliptical sentences with basically simple grammatical structure. e.g. (1) Children cry fo

34、r it.They satisfy.The flavor lasts.These three are simple sentences with only two or four words, but the meanings are clear and the language is descriptive.In the first example, the advertiser, instead of directly publicizing his production, describes the children s strong liking for it. Thus this s

35、entence sounds vivid and lively.The second example with only two words often appears in the advertisement of在此處鍵入在此處鍵入在此處鍵入cigarettes of one kind. Actually this kind of cigarettes has become“ social superioritythe sentence “They satisfy. Is seen, the consumers will know what it means.The third sente

36、nce indicates that the fine quality of the food instead of describing how delicious the food is.e.g. Wanted-young, skinny fellows not over 18, must be expert reders, willing to risk death daily. Orphans preferred. Wages 25 a week.This is taken from an advertisement of employing a“ ponyexpress ” , in

37、 which all thesentences are elliptical but well informed.One certain advertisement can not be considered as a successful one unless it gets the audience s immediate attention and interests and sends them ini reading it along. We can conclude the characteristics with the well- known KISS principle, n

38、amely:keep it short andsweet .Use of imperative sentencese.g. Enjoy Coca-Cola. (Coca-Cola)(2)Just do it. (Nike Sports Shoes)Engineered to move the human spirit. (Mercedes-Benz);Let us make things better. (Philips)We usually use imperative sentences to express an order, request, or persuasion. To int

39、roduce and sell their products to the consumer, the advertiser tends to take direct exhortations with loaded language. In this case, it is imperative sentences that satisfactorily fulfill the function.In the sentences above, with such small but lively verbs as“enjoy :,do,and “l(fā)et , the sentences awe

40、pful and impressing. They excite the reader so much that they cannot wait to take immediate action.Use of interrogative sentences to arouse curiosity.There are three kinds of interrogative sentences used in advertising English.Yes/No-questionsWh-questionsTag-questions.Yes/No-questionsThis kind of qu

41、estion can easily arouse the audience s interests and curiosities. It servesas a special bond for harmonious relationship between the advertiser and the consumer.e.g. Are you going Grey too early?This is an advertisement about some kind of hair-darken shampoo. The creative advertiser avoids that lon

42、g, meaningless speech commonly used, but tries to speak in a very kind and thoughtful tone to those who have white hair young and are worried about the problem. The care and understanding the ad shows on the individual reader makes it much easier and more agreeable to accept.Tag-questionsThe advanta

43、ge of tag-question lies in the fact that it has proved to be more effective than the sentence structures when used to emphasize some special parts of the product and send the reader to making their final decision to take further action.在此處鍵入在此處鍵入在此處鍵入a) e.g. Buy this special gift to your darling, wi

44、ll you?Wh-questionsWh-questions, generally, need direct answers and enjoy the special quality of expressing such feelings as surprise, proposal, request, invitation, and judgment.e.g. Why is Cuest-Rey#95 imported by 26 countries around the world?This ad begins with a wh-question that why the product

45、 in question is imported by 26 countries around the world. To satisfy the curiosity aroused by the question, the readers are more likely to go on reading to find the answer in the body of the ad. Consequently, the ad has got its attention value and memory value.Conditionals (If-conditional questions)Most of the conditional sentences in advertising English are of real conditional. The purpose of the ad writer is to regard certain condition as a fact, and under such circumstances, to present subjective imagination