淺論廣告英語的語言特點

1、淺論廣告英語的語言特點摘要：廣告,顧名思義就是廣而告之。作為一種宣傳和傳播信息形式,廣告的作用不容無視,因為它不僅只是一種說服顧客進展消費的技巧,更重要的是,它已逐漸成為社會交流的必須手段之一。本文通過對大量英語廣告實例進展分析,并參照國外著名廣告人guyk等的理論,詳細剖析了廣告英語的語言特點。廣告在我們今天的社會幾乎是無孔不入,它的傳播介質(zhì)多種多樣,包括報紙、雜志、電視、播送、網(wǎng)絡等。廣告具有鮮明的目的性,即說服顧客進展購置,這種目的性決定了其語言的特色性風格,使其獨立于其它文體,在語言學范疇內(nèi)值得研究。本文選定英語這一全球普遍使用的語言,就其應用于廣告領域而產(chǎn)生的一些語言學特點和廣告本身

2、的社會性特點進展深化分析,希望能對相關領域的研究有一定的借鑒作用和參考價值。本文共分為五章,第一章追溯了廣告的起源,對廣告的分類、作用及定義做了簡單概要;第二章介紹了廣告和文體學的根本定義,廣告中,文字和圖像的完美結(jié)合取決于創(chuàng)意和所用媒體,但它們共同組成了廣告語言;第三章從句法學、修辭學、詞匯學等理論切入,用大量例子分析了廣告英語的語言特點,并從語篇分析的角度對其語言特點進展了剖析;在語篇分析的章節(jié)中,引用了guyk的語篇分析模型,并引入了廣告問題研究領域新近提出的文章關聯(lián)性等概念;第四章結(jié)合了第三章的觀點,通過詳細英語廣告實例對標題中的用詞、句子構(gòu)造、稱謂形式、修辭格進展了闡述,分析了廣告語

3、言對廣告效果的影響;最后一章指出了廣告英語開展的口語化和簡單化趨勢及其目前存在的模糊性語言特點,揭開了廣告華美詞藻下所掩蓋的非真實的廣告氣氛,批判了其模糊性誤導消費者的消極一面。關鍵詞:廣告;廣告英語;語言特點abstratasaayfprpagatingandtransittinginfratin,advertisingsrlenntbeunderestiatedbeauseitisntnlyanartfultehniqueinpersuadingpepletbuy,butalsgraduallyhasbeeaustfrsialuniatinhihinturninfluenesthedeve

4、lpentfsietyandeny.thepurpsefthispaperiststudythelinguistifeaturesandsilgialfeaturesfadvertisingenglish,inthehpethelppyritersathearketsintheirreatingpress.nadaysadvertisinghaspenetratedinteveryrnerfurlifeasitstransittingediainanyfrs:nespaper,agazine,tv,radiasellasnetrk.thegalfadvertisingdeidesitslang

5、uagetbesipleanddiret,distintfrtheharateristisftherdisurses.thusananalysisnthelinguistifeaturesfadvertisingenglishinthelinguistifieldisrthhile.undersuhirustanes,astudynthelinguistifeaturesfadvertisingenglishillhavepratialeffetsnthepsingandtranslatingrkfthepyriters.thehlepaperisdividedintfivehapters.t

6、hefirsthaptertraesbaktheriginfadvertisingandabriefintrdutinnthelassifiatins,rlesanddefinitinsfadvertisingispresentedfrthelaterdisussin.thesendhapterintrduesthetheryfadvertiseentsandstylistis,thepreisebalanefrds(eitherspkenrritten)andpituresisdeterinedbythereativeneptandtheediuused,butthebinatinfiage

7、sandrdsakesupthelanguagefadvertising.thethirdhapterstartsfrthetheriesinsyntax,lexilgy,rhetriandendsiththelinguistifeaturesanalyzedinthefieldfdisurseanalysis.thefurthhapterbinestheviepintsfrthepreviushapterthirdandexplrestheeffetftheadvertisingenglishasahleadvertisingpress.thelasthapter,alsthenlusinp

8、art,shsthatthughadvertisinglanguageappearstbefleryandrefined,itsntentisnbetterthannestlanguageuldnvey.byexpsingthevariustehniquesadvertisershaveeplyedintheirriting,thisparthpestreindnsuersthatadvertisingenglishisgraduallyattainingthenegativeandabiguusrleinguidingpepletbuy.keyrds:advertising,advertis

9、ingenglish,linguistifeatureshapter1intrdutinntherstateentuldhavesueduptheharfadvertiseentthanhataldushuxleyhasented.ashehassaidadvertiseentasaliteraryfristhestexiting,thestarduusliteraryfrfall,andthestpregnantinuriuspssibilities.inhisentheassertedadvertiseentisaliteraryfrandthepyritingpressisthedeli

10、ghtfulandsalubriusexerisefrtheind.butallinall,hatisadvertising,andhatakesitunique?1.1histryfadvertiseentadvertiseenteergedfrthebfdityprdutinandexhange.thenditinfrtheexistenefadvertisingisatleastasegentftheppulatinustliveabvethesubsistenelevel.henthissituatinursitalsbeesneessaryfrtheprduersfaterially

11、unneessarygdstdsethingtakepepleanttaquiretheirdities.(vestergaardandshrder4)theebrynifrfadvertisingintherldisstreetries,hihexisteventday.advertisingasntunknninanientgreeeandre,butadvertisingaseregnizeitdidntstartuntiltheseventeenthenturyintheest.itasatabutthistiethatnespaperbegantirulate.befrethat,i

12、tisprintinghihasfirstinventedinhinaandthenintrduedttheestthatplayedavitalrleintheprdutinfprintadvertising.lassified(sallads)typesfadvertisingeredinantbefrethenineteenthenturyandstyleandlanguageusedinadsatthattietendedtbediretandinfrative.theindustrialrevlutin,hihbeganinenglandintheid-1700sandreahedt

13、heunitedstatesbytheearly1800s,failitatedass-prdutinfgds.eanhileadvertisingbeaereandreiprtantintheindustrialarket.thegreatbreakthrughfradvertisingaenlyinthelatenineteenthentury.tehnlgyandass-prdutintehniqueserethensuffiientlydevelpedfrrefirstbeabletturnutprdutsfrughlythesaequalityandatrughlythesaepri

14、hetentiethentury,advertisingdevelpedrapidlyalngsidetheadventfneedia-radiandtelevisininsuessin.ardingtrihardpllaysntentanalysisftthusandprintadsf

15、rtenleadingagazinesintheusa,adshaveprgressivelyturnedtardstheetinalratherthantheinfrativeapprahandthereisashiftseeinghuannatureasratinaltseeingitasetinal.tdayinhina,hileurenistrutureisshiftingfrtheentirelyplannedenytthesialistarketenysyste,advertisingisbeingreandreativeandsphistiated.in1992,hinasadv

16、ertisingexpenditurereahed$862illin,angthefastestgringuntriesinasia.thisyeariththeentryfhinaintt,thisexpenditurefigureillundubtedlyriseup,hihillsupprttheviethatadvertisingisanindispensableeansfrprvidingtheinfratinthatallarket-rientedindustrializedsietiesneedfrtheireniestfuntineffiiently.1.2lassifiati

17、nsfadvertisingadvertisingaybelassifiedbyediu(nespaper,agazine,radi,televisin).bytargetaudiene(nsuer,industrial,business),bygegraphy(internatinal,natinal,reginal,lal),rbyitsfuntinrpurpse(prdutrnn-prdut,erialrnnerial,priarydeandrseletivedeand,diretatinrindiretatin).beauseitisdiffiulttgainaesstenughdat

18、efrenglisherialsandadsnradirtv,thus,thesubjetfthisresearhpaperillainlynentratentheprintadvertising.1.3rlesfadvertisinganadvertisersainpurpseistpresentandexhibitprdutrservie,andtspreadtheinflueneandveragefhihttheextentthattheptentialpurhasingppulatinbeesrealandatual.siplyput,advertiserstrybythevarius

19、eansattheirdispsaltgetpepletbuytheprdutrservieadvertised.rever,advertisersantptentialpurhaserstnsiderhatisadvertisedttheexlusinfallthersiilarprdutsrservies.theytherefreattepttnstrutanadvertiseentthatillfullyinvlvetheattentinftheptentialpurhaserandhihillhaveapersuasiveeffet.advertisersthusreateaseiti

20、rldinrdertpersuadetheiraudienefessentialrightnessfpurhasingtheprdutrservieadvertised.1.4definitinsfadvertisingafterabriefintrdutinfthelassifiatinsandrlesfadvertising,enetthedefinitinsfadvertising.frdifferentperspetivesrpurpses,thedefinitinsightalsvary.inenglish,therdadvertisehasitsrigininadverterein

21、latin,eaningtinfrsebdyfsething,tbringintntiertdraattentintsething,et.inhinese,theequivalentterguanggaeansidelyannune.thefatherfdernadvertising,albertlaskersaidthatadvertisingassalesanshipinprint.althughthedefinitinasgivenlngbefretheadventfradiandtelevisin,andthenatureandspefadvertisingatthattieerens

22、iderablydifferentthantheyaretday,thisften-repeatedsayingindiatesthattheultiatebjetivefadvertisingistsell.bviuslyitisntarkingdefinitinbeauseeanntuseittveralladvertiseents.tday,aidelyqutedrkingdefinitinfadvertisingasputfrardbyurtlandl.bveeandilliaf.arens:advertisingisthennpersnaluniatinfinfratin,usual

23、lypaidfrandusuallypersuasiveinnature,abutprduts(gdsrservies)rideasbyidentifiedspnsrsthrughvariusedia.(k,guy.thedisursefadvertising.lndn:rutledge,1992)antherlinguistblendefinesadvertisingasapaid,nn-persnaluniatinthrughvariusassediabybusinessfirs,nnprfitrganizatins,andindividualshareinseayidentifiedin

24、theessageandhhpetinfrrpersuadeebersfapartiularaudiene.(arter,rnaldandgddard,angela,reahdanutaetal.rkingithtexts.lndn:rutledge,1997)ifthedefinitinsfadvertisingeretvagueandabstrattprehend,aferdsfitsfuntinuldhelptlarifythisruialter.bradlyspeaking,advertiseentshaveatleastneftfuntins:infringrpersuading,a

25、lthughverlapayftentakeplaeinnesinglepiee.thetrikhereisthataninfrativeadvertiseentinfrstheusterabutgds,servies,rideasandthentellshtgettheeansfanidentifiedspnsr(blen6).exaplesfinfrativeadvertiseentsarentafe,rangingfrflyerstinsertinsinagazineandnespapers,allfthataitadvertiseneprduts/serviesrspeialpries

26、nertainprduts/servies.thistypefadvertiseentgivesbasi,fatualinfratinandsetiesshsaphtsranillustratinftheprdut/servietgivethetargetaudieneabettervieabuttheadvertisedprdut.persuasiveadvertiseentsarethustheinstruentsusedbyadvertisershhavedefinedtheirtargetaudienesanddeterinedtheeffettheyhpetahievethrughp

27、ersuasiveadvertiseentsintheedia(blen9).andapersuasiveadvertiseentshuldtrytpersuadetheptentialusterstbuytheneprdut.(blen6)thepersuasivefuntinisntnlyliitedtattratingtheptentialusterintbuyingaertainbjet,butalsinludingthesellingfservies,ideas,nrsandvalues.tsuarize,euldgettheideathatfirstlyadvertisingisa

28、uniatinpress.sendly,atleastaediuisused.thirdly,thisuniatinpresshasadefinitepurpsetnvinethetargetaudiene.theabvethreeharateristissuggestadvertisingislselynnetediththesiety,eplyingitsedia,internnetingithitspepleandguidingtheirbuyinghabit.alsinahievingtheadvertisingeffet,theadvertisinglanguageshuldbevi

29、vidandattrative,hselinguistiharateristisuldbeveredinthehapter3.hapter2theretialbakgrund2.1advertiseent2.1.1definitinandgaladvertisingisthepaid,ipersnaluniatinfinfratinabutprdutsrideasbyanidentifiedspnsrthrughassediainaneffrttpersuaderinfluenebehavir.ntalladvertisingisalike.advertiseentsdifferdependi

30、ngnhtheessageisintendedfr,heretheadvertiseentisshn,hihediaareused,andhattheadvertiserantstaplish.(seetable2.1)table2.1advertisinganbelassifiedinfurays:bytarget,gegraphiarea,ediaused,andpurpse.bytargetbygegraphiareabyediausedbypurpseaudienensuerbusiness:industrialtradeprfessinalagriultureinternatinal

31、natinalreginallalprint:nespaperagazineeletrni:raditelevisininternetut-f-he:utdrtransitdiretaildiretriestherediaprdutivernnprdutiveerialrnnerialpriarydeandrseletivedeanddiretatinrindiretatinthepurpsefpyritingistpersuaderreindpeplettakeseatintsatisfyaneedrant.butfirstpepleneedtbeadeaareftheprbler,ifth

32、eprbleisbvius,faslutin.treateaareness,thepyriterustfirstgetpeplesattentin-frexaple,byusinglargetypeandprvativevisuals.next,thepyriteruststiulatetheprspetsinterestintheprdutandbuildredibilityfrtheprdutlais.thenthepyriterfusesngeneratingdesireandfinallynstiulatingatin.thesefiveaspetsshuldbepresentinev

33、eryadvertiseentrerial.hereistheadvertisingpyraid.2.1.2eleentsfanadvertiseentasneillsee,anyadvertiseentisadeupfseveraleleents.stadvertiseentsusedallfthe.theyinludetheheadlinerdisplayline;theillustratin;thebdypyrtext;thetheelinerslgan,tradeharater,seal,andtherarks;andthelgtypersignature.eahillbensider

34、edinsedetailbel.(1)headlinestheheadlinerdisplaylineappearsinstadvertiseentsfrseveralreasns.first,itisanattentin-gettingdevie;sendly,italsseletsanaudienebyappealingtaspeifigrup,asthislinedse:arthritisreduepainfulinflaatinandgetstahupsetprtetin.(anadfrediine)finally,itisthekeyfatringettingpepletreadth

35、ebdypy.(2)illustratininadditintheadlines,stadvertiseentsntainillustratins.theillustratinliketheheadline,attratsattentin,seletstheaudiene,andstiulatesinterestinbdypy.hatisre,theillustratinanbeinvaluableinshingtheprdutrprdutuseandexplaininggraphiallyertainideasrsituatinsthatareubersetputintrds.theldsa

36、yingthatnepitureisrthathusandrdshasuheritinit.(3)bdypytbeginith,seexplanatinftherdpyisneessary.thejbfbdypyiststiulateinterestintheprdutrservierideabeingadvertised,reatesdesirefrit,andurgeatin.thisisabigtaskandallsfrrightrds.althughheadlinesandillustratinsleartheay,itisbdypythatustarrytheburdenfthese

37、llingjb.(4)theelines,slgan,tradeharaters,sealandtherarksanuberfdifferentarksanddeviesayappearinanadvertiseent,inludingtheelines,tradeharaters,andseals;frexaple,generalfdsusestherprateidentitysyblinallitsadvertiseents.theautatiuseftheseeleentsintheadvertiseent,hever,desntdiinishtheiriprtane.2.2stylis

38、tis2.2.1theneedfrstylistishentalkingabuttheenglishlanguage,neshuldntbeisledintthinkingthatthelabelshuldinseayrefertareadilyidentifiablebjetinreality,hihheanislateandexaineinalassrasatest-tubeixture,apieefrkrape.thelabelftheenglishlanguageisinfataplexfanydifferentvarietiesflanguageinuseinallkindsfsit

39、uatinsinanypartsftherld.naturally,allthesevarietieshaveuhreinnthandifferentiatesthe-theyarealllearlyvarietiesfnelanguage,english.butatthesaetie,eahvarietyisdefinablydistintfrallthethers.asaneduatedspeakerfenglish,astudentfenglishis,inasense,ultilingual:frintheursefdevelpinghisandflanguage,hehasenunt

40、eredalargenuberfvarieties,andtertainextent,haslearnedntusethe.apartiularsialsituatinakeshirespndithanapprpriatevarietyflanguage,thelanguagefnversatin,thelanguagefnespaperreprting,thelanguagefadvertisingandsn.buthatisstylistis?2.2.2definitininthepast,enhavebeenintriguedithstyleandanystudentsfhuanuniatinhavefferedtheirideasabutit.searenernedithlarity-rluidity,asaristtlealledit.fr