論廣告的語(yǔ)言學(xué)和社會(huì)性特點(diǎn)-商務(wù)英語(yǔ)-畢業(yè)論文

PAGEPAGE22中國(guó)某某某某學(xué)校學(xué)生畢業(yè)設(shè)計(jì)(論文)題目：論廣告的語(yǔ)言學(xué)和社會(huì)性特點(diǎn)姓名：00000班級(jí)、學(xué)號(hào)：00000000系(部)：經(jīng)濟(jì)管理系專(zhuān)業(yè)：商務(wù)英語(yǔ)指導(dǎo)教師：000000開(kāi)題時(shí)間：2009-04完成時(shí)間：2009-11-082009年11月08日目錄畢業(yè)設(shè)計(jì)任務(wù)書(shū)…………………1畢業(yè)設(shè)計(jì)成績(jī)?cè)u(píng)定表……………2答辯申請(qǐng)書(shū)……………………3-4正文……………5-25答辯委員會(huì)表決意見(jiàn)……………26答辯過(guò)程記錄表…………………27課題論廣告語(yǔ)的語(yǔ)言學(xué)和社會(huì)性特點(diǎn)課題(論文)提綱引言1.

廣告的語(yǔ)言學(xué)特點(diǎn)1.1

廣告語(yǔ)的詞匯特征1.1.1

動(dòng)詞的使用1.1.2

復(fù)合詞的使用2.1.3

帶情感色彩詞匯的選用1.2

廣告語(yǔ)的句法特征1.3

廣告語(yǔ)中雙關(guān)語(yǔ)的特點(diǎn)1.3.1語(yǔ)法上的雙關(guān)1.3.2意義上的雙關(guān)1.3.32.廣告語(yǔ)的社會(huì)性特點(diǎn)2.1廣告的社會(huì)責(zé)任2.2廣告的道德規(guī)范結(jié)束語(yǔ)二、內(nèi)容摘要隨著商品經(jīng)濟(jì)的發(fā)展，作為一種宣傳和傳播信息模式，廣告的作用不容忽視。廣告，顧名思義就是廣而告之，廣告在我們今天的社會(huì)幾乎是無(wú)孔不入，它不僅只是一種說(shuō)服顧客進(jìn)行消費(fèi)的技巧，更重要的是，它已逐漸成為社會(huì)交流的必須手段之一。廣告具有鮮明的目的性，即解說(shuō)推廣產(chǎn)品，激起顧客的購(gòu)買(mǎi)欲望，這種目的性決定了其語(yǔ)言的特色性風(fēng)格，使其獨(dú)立于其它文體，在語(yǔ)言學(xué)范疇內(nèi)值得研究。本文就英語(yǔ)應(yīng)用于廣告領(lǐng)域而產(chǎn)生的一些語(yǔ)言學(xué)特點(diǎn)和廣告本身的社會(huì)性特點(diǎn)進(jìn)行深入分析。參考文獻(xiàn)[1]胡一.廣告英語(yǔ)的修辭魅力[J],英語(yǔ)學(xué)習(xí)，1999[2]方薇.現(xiàn)代英語(yǔ)廣告教程[M],南京：南京大學(xué)出版社,1997[3]崔剛.廣告英語(yǔ)[J].北京：北京理工大學(xué)出版社,1993[4]單祝堂.英語(yǔ)雙關(guān)語(yǔ)探討[J]，江蘇外語(yǔ)教學(xué)研究，1999[5]周斌.當(dāng)代廣告文案寫(xiě)作[M]，西安：陜西師范大學(xué)出版社，1998AnAnalysisofLinguisticandSocialFeaturesinAdvertisements000Abstract:Advertisingisthenamegiventotheprocessofcommercialpromotionofgoodsandservicesinordertoincreaseitssales.Asawayofpropagatingandtransmittinginformation,thisrolecannotbeunderestimatedbecauseitisnotonlyanartfultechniqueinpersuadingpeopletobuy,butalsograduallyhasbecomeamustforsocialcommunicationwhichinturninfluencesthedevelopmentofsocietyandeconomy.Theadvertisementisaveryimportantwaytoexpressinformationtopublic.Itcannotonlyhelppeopletounderstandsomeknowledgeoftheproducts,butalsoattractpeople’sgreaterdesiretobuytheproducts,improvethetradeandleaveabeautifulimpressiononthepeople.Thegoalofadvertisingdecidesitslanguagetobesimpleanddirect,distinctfromthecharacteristicsofotherdiscourses.ThispaperpresentsananalyticalstudyofthelanguagefeaturesofEnglishadvertisementsatlexical,syntacticanddiscourselevels.Itishopedthatthroughthedetailedsurveyofthreetypesofadvertisements:namely,dailyconsumergoodsads,technicalequipmentads,serviceads,similaritiesanddifferencesinadvertisinglanguagefeaturescanbesummarizedandpossiblereasonswillbegiveninthelightofthemeaning,andfunctionoflanguage.Aboveall,wewishallofyoutohaveabetterunderstandingaboutthecharacteristicsofEnglishadvertisementsafteryouhavereadourintroductionaboutit.Keywords:Advertising;SocialAspects;FeaturesIntroductionNowadays,weliveinaworldofadvertising.Aspotentialconsumers,weareendlesslybombardedwithallkindsofproductorserviceinformationfromvariousmediaincludingnewspapers,magazines,television,radio,postersandInternet,etc.Advertisingprovidesavaluableservicetosocietyanditsmembers,becauseitdefinesforconsumersthemeaningandtheroleofproducts,services,andinstitutions.Itindicatesthedifferencethatexistsbetweenbrandsofproductsandalternativeservices,aswellasthedistinguishingcharacteristicsofcompaniesandinstitutions.Advertisingalsotellstheconsumerwhataspecificproduct,brandorserviceshoulddowhenitisusedandthushelpshimorhertounderstandandevaluateexperiencewiththeproductsandservicesthatheorsheuses.Ontheotherhand,bymakingpeopleawareofproducts,serviceandideas,advertisingpromotessalesandprofits.Finally,advertisingisoneofthemajorforcesthatarehelpingimprovethestandardoflivingaroundtheworld.Combinedwithallthesecommunicational,marketingandsocialfunctions.Advertisingbecomesindispensableinthemodernworld.AsAldousHuxleyhassaidthatadvertisementasaliteraryformisthemostexciting,themostarduousliteraryformofall,andthemostpregnantincuriouspossibilities.Inhiscommentheassertedadvertisementisaliteraryformandthecopywritingprocessisthedelightfulandsalubriousexerciseforthemind.Butallinall,whatisadvertising,andwhatmakesitunique?1.FeaturesofAdvertisement1.1FeaturesoflexicalInordertomaketheinformationaccessibletoaudienceeffectively,thechoiceofwordsinadvertisingisverycautiousandskillful.Theaimoftheadvertiserisquitespecific.Hewishestocapturetheattentionofthemembersofamassaudienceandbymeansofimpressivewordstopersuadethemtobuyaproductorbehaveinaparticularway,suchasgoingtoHawaiiforalltheirholidayneeds.Bothlinguisticandpsychologicalaspectsaretakenintoconsiderationinthechoiceofwords.Sharingthesamepurposeofadvertising－tofamiliarizeorremindconsumersofthebenefitsofparticularproductsinthehopeofincreasingsales,thetechniquesusedatthelexicallevelbyadvertisersdonotvarymarkedly.2.1.1UseofverbsG.N.Leech,Englishlinguist,lists20mostusedverbsinhisEnglishinAdvertising:LinguisticstudyofAdvertisingInGreatBritain.Theyare:make,get,give,have,see,buy,come,go,know,keep,look,need,love,use,feel,like,choose,take,start,taste.Alltheseverbslistedabovearealsopopularinthecorpuswebuilt.

Youwilloftenreadsuchsentencesinanadvertisement:

Buyx.Useit.Wemake…Xwillgiveyouwhatyouneed.You’lllovex.Getx.Foxexample:

=1\*GB3①Getgreatcoveragethat’ssoweightlessandwater-fresh.(ALMAY)

=2\*GB3②You’llloveitevenmorewiththe2.1mega-pixelC-2000ZOOM.(OlympusCamera)

=3\*GB3③Don’thavemuchofapersonality?Buyone.(HondaMotor)

AllthesefrequentlyusedverbsaremonosyllabicandmostofthemhaveAnglo-SaxonoriginthatisthecommoncoreofEnglishvocabulary.LinguisticstudyshowsEnglishnativespeakerstendtousewordsofAnglo-Saxonorigin,becausenativewordshavecomparablystablemeaning.Inadvertising,thesesimplewordscanwintheconsumersbytheirexact,effectiveexpressionandakindofcloseness.Etymologicalstudiesshowthatthe20verbslistedbefore,exceptuseandtastewhicharefromancientFrench,allareAnglo-Saxonorigin.1.1.2Acompoundwordisoftenanounoranadjectivemadeupoftwoormorewords.Compoundadjectivesareoftenseeninadvertisements.Inthepresentstudy,wefoundcompoundwordsturnupwithvaryingproportionsinthreetypesofadvertisements.

Compoundwordsintechnicalequipmentads,areusuallycombinedtogiveanexactdescriptionofacertainfeatureoracertainfunctionsuchashigh-volume,full-color,multi-functional,non-stop,water-cooled.Oftennumbersareemployedinfrontofthehyphen,whichisseldomseeninotheradvertisements,suchas64-bit,24-valve,4-wheel,255-horsepower1.1.3Aclosescrutinyofrecentadvertisementssuggeststhatthesoft-selltechniqueisnowpopular.Bysoft-selltechniquewemeantheonethatfavorsamoreemotiveandlessdirectiveapproachtopromoteaproduct,mainlyfocusingonthebuildingofbrandimage.Asaresult,emotivewords,mostofwhicharepleasantadjectives,aregreatlyencouragedtouse.

Datafromthecorpusshowsthatthemostfrequentlyusedadjectivesareasfollows:new,good/better/best,fresh,free,delicious,sure,full,clean,wonderful,special,crisp,real,fine,great,safe,andrich.

Inaddition,comparativesandsuperlativesoccurtohighlighttheadvantageofacertainproductorservice.Forexample:

=1\*GB3①Nothingcomesclosertohome.(VegetableandChickenPastaBake)

=2\*GB3②Theworld’scoolestCDsaren’tmadeinNewYork,Londonor=3\*GB3③L.A.Theyaremadeinmyapartment.(PhilipsCDRecorder)1.2FeaturesofsyntacticalThepurposeofalladvertisingistofamiliarizeconsumerswithorremindthemofthebenefitsofparticularproductsinthehopeofincreasingsales,andthetechniquesusedbyadvertisersdonotvarymarkedly.Anadvertisementisoftenmerelyglimpsedinpassingandso,tobeeffective,itsmessagemustbecolorful,legible,understandableandmemorable.Therulesgoverningthelanguageofadvertisingaresimilar.

First,lengthofasentenceinadvertisingisusuallyshort.Asentenceindailyconsumergoodsadshas10.3wordsonaverage;intechnicalequipmentads,11.8words;inserviceads,12.3words.

Second,astosentencepatterns,interrogativesentencesandimperativesentencesareheavilyusedinEnglishadvertisements.Imperativesentencesareshort,encouragingandforceful.Theyareusedtoarouseaudiences’wantsorencouragethemtobuysomething.Forinstance:

=1\*GB3①Entersomethingmagical.(Oldsmobile)

=2\*GB3②Feelthecleanallday.(ALMAY)

=3\*GB3③Byeone.(Hondamotor)

1.3FeaturesofpuninAdvertisementPunningisoneofthemostcommonrhetoricaldevicesusedinadvertisement.Punistoaddmoreattraction,beingappliedasakindoffiguresofspeechinadvertisementanddeeplylovedbypeople.Punhasmanyformsofexpressionsuchaspunonpolysemy,hononymy,parody,illustrationsandwords,grammar,etc.Theproperuseofpuninadvertisementresultsintheeffectsofhumor,wit,beauty,economy,warning,andevenmakestheproductmorecompetitiveandprofitable,andmakestheadvertisementsweettotheear,andpleaseboththeeyeandmind.Apunisarhetoricaldeviceinwhichpeopleusethepolysemous,orhomonymousrelationofalanguagetocauseaword,asentenceofadiscoursetoinvolvetwothingsofmeanings.Ithasseveraltypes.1.3.1“Whiledifferentwordsmayhavethesameofsimilarmeaning,thesameonewordmayhavemorethanonemeaning.Thisiswhatwecallpolysemy,andsuchawordiscalledpolysemicword.Historicallyspeaking,polysemycanbeunderstoodasthegrowthanddevelopmentoforchangeinthemeaningofwords.”[4]Punonpolysemyisusedwidely,especiallywiththenameoftheproductsuchasthefollowingexamples:“Fromsharpminds.Comesharpproducts.”TheexampleisanadvertisementfortheSharpcopier.Theword“sharp”praisestheconsumers’brightness,butalsoreferstotheSharpproduct.Theadvertisementpraisestheconsumerswhoaresharptobuytheproductwhichissharp.Thevanityoftheaudiencesisarousedandtheywanttouseittoshowtheirwise,andalsotheybelievetheproductisreallysharp.“Moneydoesn’tgrowonthetrees.Butitblossomsatourbranches.LioydBank.”ItisthesloganofLioydBank.“branch”means“partofatreegrowingoutfromthetrunk”,buthereitimpliesthedivisionofbank”.ThesloganencouragespeopletostoretheirmoneyinLioydBank,andtheirmoneywillbelikethebloomingflowers,yieldingbetterfruits.Afterunderstandingitsmeaning,readerswillfigureitoutinmindthattheirmoneywillbecomemoreandmoredailyanddaily,justliketheleavesinspring.1.3.Manyadvertisersusepunproducedforgrammarproblemtoattracttheaudiences,suchasellipsisorwordwithdifferentgrammarfunctions.Ifthistypeofpuncanbeusedproperly,itwillachieveunexpectedeffect.“WhichlagercanclaimtobetrulyGerman?Thiscan.”ItisanadvertisementforLagerbeer.“Can”isamodalverb.Butintheadvertisement,acanofbeerbesideitremindspeople“can”hasanothermeaning—tin.Also“Lager”referstothenameofbeer.Withtheillustration,thewholeadvertisementbringsahumorouseffectandimpressestheaudiencesdeeply.TheCoca-colacompanyalsouses“can”todotheiradvertisement.“Cokerefreshesyoulikenoothercan.”Justlikelastexample,“can”hasdoublemeanings,sothesentencecanbeunderstandlikethatCokerefreshesyoulikenoother(can;tin,drink)can(refreshyou).Itimpliestheirproductisthebestone.Ofcourse,peopleliketobuythebestone.1.3.3Alotofadvertisementassociateswithillustrationsandwordstoachievebettereffect,especiallyonTV,becausepeoplearemoreeasilyattractedbypicturesthanwords.Theillustrationsandwordscanhelppeopletounderstandtheadvertisementfully.Punintheadvertisementmustbeconnectedwithillustrationsandwords,sopeoplecanunderstandtheimpliedmeanings.Forinstances:=1\*GB3①“50%OFF.”ItisashopwindowadvertisementofE-spiritexclusiveshopinShanghaifrom2001andspringfestival.Theillustrationisapicturewithsixlights,threeonandthreeoff.Fromtheillustration,peopleknowitdoesnotonlymeanahalfofthelightsareoff,butalsomeansthewholesalediscounts50%.Theillustrationandwordsarevivid,andattractthepassers-by’attentionmoreeasily.=2\*GB3②“Stopattwo.”Itisthetitleofanpublicserviceadvertising(PSA)whichthePopulationandcommunityDevelopmentAssociation(PCDA)ofThailandusestoadvocatethecoupletohavechildrennomorethantwo.TheillustrationisthephotoofWisternChurchillwhoformeda“V”letterwithhisforefingerandmiddlefinger.Thegesture“V”meansvictory.Sopeoplealsocanunderstandthatitisavictorytohaveonlyonechild.Thispictureisfamous,sopeoplewillrememberiteasily.Toachievethesuccessoftheircountry,peoplemaymoreliketocontrolthepopulation.2.TheSocialAspectsofAdvertisingThesocialandethicalaspectsofadvertisingareasdynamicandcontroversialasanyofthestrategicorcreativeelementsoftheprocess.Whatissociallyresponsibleorirresponsible,ethicallydebatable,politicallycorrect,orlegal?Theanswersareconstantlychanging.Asasocietychanges,sotoodoitsperspectives.Likeanythingelsewithsocialrootsandimplications,advertisingwillbeaffectedbythesechanges.

Thesocialandethicalaspectsofadvertisingprovidesomeofitsmostmemorableanddefiningmoments.Considertheseepisodesinthehistoryofadvertising:

=1\*GB3①I(mǎi)nthelate1800s,patentmedicineadvertisingdominatedthemedia.Elixirsandmedicaldevicespromisedcuresforeverythingfromparalysistospinalirritationandmalaria.

=2\*GB3②Warner-Lambertbeganrunningadvertisingin1921thatclaimedListerinemouthwashcouldpreventcoldsandsorethroats.In1975,theadvertisingwasjudgedtobedeceptive,andthefirmwasrequiredtospend$10millionon"correctiveadvertising"toundothemisimpressionscreatedbytheclaims.

=3\*GB3③In1990,anadforVolvoautomobilesshowedamonstertruckwithoversizedtiresrollingovertheroofsofarowofcars,crushingallofthemexceptaVolvo.Volvo,whichhaddevelopedareputationforbuildingsafeanddurablecars,hadriggedthedemonstration;theVolvo'sroofhadbeenreinforced,whiletheothercars'roofsupportshadbeenweakened.

=4\*GB3④In1994,GeneralNutritionagreedtostopmakingunsubstantiatedclaimsformorethan40products,includingSleepersDiet,whichthecompanyclaimedwouldhelpusersloseweightwhiletheyslept.Thecompanyalsoagreedtopaya$2.4millioncivilpenalty.

Advertisinghistoryincludesallsortsofsocial,ethical,andlegallapsesonthepartofadvertisers.However,advertisinghasalsohaditstriumphs,financialaswellasmoral.Whetherjustifiedornot,criticismsofadvertisingcanbenaiveandsimplistic,oftenfailingtoconsiderthecomplexsocialandlegalenvironmentinwhichcontemporaryadvertisingoperates.2.1SocialResponsibilityofAdvertisingThefoundationofanyhumansocietyistheamicablerelationshipamongitsmembers.Withoutharmony,asocietywillcollapse.Soalltheinstitutionswithinasocietyhavesomeresponsibilityforhelpingtomaintainsocialharmonythroughproperstewardshipoffamiliesandcompanies,exerciseofhonestyandintegrityinallrelationships,adherencetoacceptedethicalstandards,willingnesstoassistvarioussegmentsofthesociety,andthecourtesytorespecttheprivacyofothers.Advertisingplaysanimportantroleindevelopedcountries.Itinfluencesasociety’sstabilityandgrowth.Ithelpssecurelargearmies,createsentertainmenteventsattractinghundredsofthousandsoffans,andoftenaffectstheoutcomeofpoliticalelections.Suchpowerplacesaburdenofresponsibilityonthosewhosponsor,buy,create,produce,andselladvertisingtomaintainethicalstandardsthatsupportthesocietyandcontributetotheeconomicsystem.IntheUnitedStates,forexample,theadvertisingindustryispartofalargebusinesscommunity.Likeanygoodneighbor,ithasresponsibilities:tokeepitspropertyclean,participateincivicevents,supportlocalenterprises,andimprovethecommunity.U.S.advertisingprofessionalshavemetthesechallengesbyforminglocaladvertisingclubs,theAmericanAdvertisingFederation(AAF),theAmericanAssociationofAdvertisingAgencies(AAAA),andtheAdCouncil.Theseorganizationsprovidethousandsofhoursandmillionsofdollars’worthofprobono(free)worktocharitableorganizationsandpublicagencies.Theyalsoprovidescholarshipsandinternships,contributionsthatservethewholesociety.Aswediscusslater,theyevenregulatethemselvesfairlyeffectively.AdvertiserssuchasAT&T,IBM,andHondacommitsignificantdollarstosupportingthearts,education,andvariouscharitablecausesaswellastheirlocalBetterBusinessBureausandChambersofCommerce.Still,advertisersareregularlychidedwhentheyfailthesocialresponsibilitylitmustest.Concernedcitizens,consumeradvocates,andspecial-interestgroupspressureadvertiserswhentheyperceivethepublic’swelfareisatrisk.Theearliest“greenadvertising”campaigns,forinstance,exemplifiedablatanteffortbysomeadvertiserstocashinonconsumers’desireforacleanerenvironment.Somepromotednebulousproductqualities,suchas“environmentalfriendliness,”thatactuallyhadnobasisinfact.Finally,whenthestateattorneysgeneralgottogetheranddefinedrelevanttermsforuseingreenadvertising,marketerscleaneduptheiract.Advertisersalsoreceivecriticismwhentheysponsorprogrammingwithcontentthatoffendsparticularinterestgroups.TheSouthernBaptistChurch,forinstance,urgeditsmembersin1997toboycottDisneythemeparksandmoviesbecauseofitsperceptionthatDisneyhadstrayedfromitstraditionofpromotingfamilyvalues.2.2EthicsofAdvertisingPhilosophiesofethicsspanthecenturiessinceSocrates.Wecanhardlydothemjusticehere.Butforpracticalpurposes,let’sconsiderthreelevelsofethicalresponsibilityandapplythemtoadvertising.Ononelevel,ethicscomprisetwointerrelatedcomponents:thetraditionalactionstakenbypeopleinasocietyorcommunityandthephilosophicalrulesthatsocietyestablishestojustifysuchpastactionsanddecreefutureactions.Thesecomponentscreatetheprimaryrulesofethicalbehaviorinthesocietyandenableustomeasurehowfaranindividualorcompany(oradvertiser)straysfromthenorm.Here,theindividual’srightsaresubjecttothestandardsofwhatiscustomary(andthereforeproper)forthegroup.Everyindividualalsofacesasecondsetofethicalissues:theattitudes,feelings,andbeliefsthatadduptoapersonalvaluesystem.Whenthesetwosystemsconflict,shouldtheindividualactonpersonalbeliefsorontheobligationtoservethegroupanditspolicies?Forexample,nonsmokingadagencypeoplemaycreateadsforatobaccoclient.Atthefirstsocietallevelofethicsthereissomeconflict:SmokinghasbeenacustomintheUnitedStatesforcenturiesandisnotillegaltoday.However,theU.S.SurgeonGeneralhasdeclaredthatsmokingisanationalhealthproblem(harmfultothegroup).Thisconflictatthefirstethicallevelpassestheresponsibilityfordecisionmakingtothesecond,individuallevel.Becausethepenaltymaybethelossofincome,nonsmokersmaydecidetoproducetheadswhilekeepingtheirownworkareasmoke-free.Theethicalissueisatleasttemporarilyandpartiallyresolved,oratleastrationalized,atthesecondethicallevel.Whenthegrouporindividualscannotresolveanethicaldilemma,theymustredefinetheissueindispute.Thus,thethirdlevelofethicsconcernssingularethicalconceptssuchasgood,bad,right,wrong,duty,integrity,andtruth.Aretheseconceptsabsolute,universal,andbinding?Oraretheyrelative,dependentonsituationsandconsequences?Aperson’smoralandethicalphilosophy,influencedbyreligion,society,andindividualvalues,willdeterminetheiranswer.Let’ssay,forexample,thecopywriterforacigaretteadisasmoker,andhewritescopythatimpliesthatsmokingisafavorablebehavior.Butthead’sartdirector,anonsmoker,complainsthattheadisunethicalbecausethecopyconflictswiththetruth,becausesmokingisactuallyanunsafebehavior.Atthispointtheyreachthethirdethicallevel,andamoreseniorperson,suchasthecreativedirector,maystepinandleadadiscussionaimedatdefiningtheagency’sethicalpolicyonsmoking.Aswementionedbefore,ethicsissuchanimportanttopicthatweaddressthoseissuesthatpertaintoadvertisinginEthicalIssuesidebarsineachchapter.TheEthicalIssuehereconsiderstheissueofpufferyasitrelatestotruthinadvertising.Mostadvertiserstodaystrivetomaintainfairethicalstandardsandpracticesociallyresponsibleadvertising.Adagenciesrarelyforceemployeestoworkonaccountstheymorallyoppose.Onceafree-swinging,uncheckedbusiness,advertisingistodayacloselyscrutinizedandheavilyregulatedprofession.Advertising’spastshortcomingshavecreatedlayeruponlayeroflaws,regulations,andregulatory.Consumergroups,governments,special-interestgroups,andevenotheradvertisersnowreview,control,andmodifyadvertisinginordertocreatemorecompleteinformationConclusionOftheaboveall,advertisingisthepaid,impersonalcommunicationofinformationaboutproductsorideasbyanidentifiedsponsorthroughmassmediainanefforttopersuadeorinfluencebehavior.Notalladvertisingisalike.Advertisementsdifferdependingonwhothemessageisintendedfor,wheretheadvertisementisshown,whichmediaareused,andwhattheadvertiserwantstoaccomplish.Asastarting-point,advertisingtakesmanyforms,inmostofwhich,however,languageisofcrucialimportanceandthelanguageisrequiredtobesimpleandsweet.Thusacomprehensiveanalysisonthelanguageandsocialaspectsfeaturesinadvertisingisworthwhile.Asadvertisingischaracterizedbymanyspecialfeatures,therearisesthedemandthattheadvertisingcopywriterbeengagedincreativewriting.Thosefeatureswhicharerestrictedtocertainkindsofsocialcontextaretoexplain,wherepossible,whysuchfeatureshavebeenused,asopposedtootheralternatives,andtoclassifythesefeaturesintocategoriesbaseduponaviewoftheirfunctioninthesocialcontext.References:[1]胡一.廣告英語(yǔ)的修辭魅力[J],英語(yǔ)學(xué)習(xí)，1999[2]方薇.現(xiàn)代英語(yǔ)廣告教程[M],南京：南京大學(xué)出版社,1997[3]崔剛.廣告英語(yǔ)[J].北京：北京理工大學(xué)出版社,1993[4]單祝堂.英語(yǔ)雙關(guān)語(yǔ)探討[J]，江蘇外語(yǔ)教學(xué)研究，1999[5]周斌.當(dāng)代廣告文案寫(xiě)作[M]，西安：陜西師范大學(xué)出版社，1998基于C8051F單片機(jī)直流電動(dòng)機(jī)反饋控制系統(tǒng)的設(shè)計(jì)與研究基于單片機(jī)的嵌入式Web服務(wù)器的研究MOTOROLA單片機(jī)MC68HC（8）05PV8/A內(nèi)嵌EEPROM的工藝和制程方法及對(duì)良率的影響研究基于模糊控制的電阻釬焊單片機(jī)溫度控制系統(tǒng)的研制基于MCS-51系列單片機(jī)的通用控制模塊的研究基于單片機(jī)實(shí)現(xiàn)的供暖系統(tǒng)最佳啟停自校正（STR）調(diào)節(jié)器單片機(jī)控制的二級(jí)倒立擺系統(tǒng)的研究基于增強(qiáng)型51系列單片機(jī)的TCP/IP協(xié)議棧的實(shí)現(xiàn)基于單片機(jī)的蓄電池自動(dòng)監(jiān)測(cè)系統(tǒng)基于32位嵌入式單片機(jī)系統(tǒng)的圖像采集與處理技術(shù)的研究基于單片機(jī)的作物營(yíng)養(yǎng)診斷專(zhuān)家系統(tǒng)的研究基于單片機(jī)的交流伺服電機(jī)運(yùn)動(dòng)控制系統(tǒng)研究與開(kāi)發(fā)基于單片機(jī)的泵管內(nèi)壁硬度測(cè)試儀的研制基于單片機(jī)的自動(dòng)找平控制系統(tǒng)研究基于C8051F040單片機(jī)的嵌入式系統(tǒng)開(kāi)發(fā)基于單片機(jī)的液壓動(dòng)力系統(tǒng)狀態(tài)監(jiān)測(cè)儀開(kāi)發(fā)模糊Smith智能控制方法的研究及其單片機(jī)實(shí)現(xiàn)一種基于單片機(jī)的軸快流CO〈,2〉激光器的手持控制面板的研制基于雙單片機(jī)沖床數(shù)控系統(tǒng)的研究基于CYGNAL單片機(jī)的在線間歇式濁度儀的研制基于單片機(jī)的噴油泵試驗(yàn)臺(tái)控制器的研制基于單片機(jī)的軟起動(dòng)器的研究和設(shè)計(jì)基于單片機(jī)控制的高速快走絲電火花線切割機(jī)床短循環(huán)走絲方式研究基于單片機(jī)的機(jī)電產(chǎn)品控制系統(tǒng)開(kāi)發(fā)基于PIC單片機(jī)的智能手機(jī)充電器基于單片機(jī)的實(shí)時(shí)內(nèi)核設(shè)計(jì)及其應(yīng)用研究基于單片機(jī)的遠(yuǎn)程抄表系統(tǒng)的設(shè)計(jì)與研究基于單片機(jī)的煙氣二氧化硫濃度檢測(cè)儀的研制基于微型光譜儀的單片機(jī)系統(tǒng)單片機(jī)系統(tǒng)軟件構(gòu)件開(kāi)發(fā)的技術(shù)研究基于單片機(jī)的液體點(diǎn)滴速度自動(dòng)檢測(cè)儀的研制基于單片機(jī)系統(tǒng)的多功能溫度測(cè)量?jī)x的研制基于PIC單片機(jī)的電能采集終端的設(shè)計(jì)和應(yīng)用基于單片機(jī)的光纖光柵解調(diào)儀的研制氣壓式線性摩擦焊機(jī)單片機(jī)控制系統(tǒng)的研制基于單片機(jī)的數(shù)字磁通門(mén)傳感器基于單片機(jī)的旋轉(zhuǎn)變壓器-數(shù)字轉(zhuǎn)換器的研究基于單片機(jī)的光纖Bragg光柵解調(diào)系統(tǒng)的研究單片機(jī)控制的便攜式多功能乳腺治療儀的研制基于C8051F020單片機(jī)的多生理信號(hào)檢測(cè)儀基于單片機(jī)的電機(jī)運(yùn)動(dòng)控制系統(tǒng)設(shè)計(jì)Pico專(zhuān)用單片機(jī)核的可測(cè)性設(shè)計(jì)研究基于MCS-51單片機(jī)的熱量計(jì)基于雙單片機(jī)的智能遙測(cè)微型氣象站MCS-51單片機(jī)構(gòu)建機(jī)器人的實(shí)踐研究基于單片機(jī)的輪軌力檢測(cè)基于單片機(jī)的GPS定位儀的研究與實(shí)現(xiàn)基于單片機(jī)的電液伺服控制系統(tǒng)用于單片機(jī)系統(tǒng)的MMC卡文件系統(tǒng)研制基于單片機(jī)的時(shí)控和計(jì)數(shù)系統(tǒng)性能優(yōu)化的研究基于單片機(jī)和CPLD的粗光柵位移測(cè)量系統(tǒng)研究單片機(jī)控制的后備式方波UPS提升高職學(xué)生單片機(jī)應(yīng)用能力的探究基于單片機(jī)控制的自動(dòng)低頻減載裝置研究基于單片機(jī)控制的水下焊接電源的研究基于單片機(jī)的多通道數(shù)據(jù)采集系統(tǒng)\t"_blank