广告英语的语言特点研究_英语论文

A study of the Features of Advertising English

摘要

在信息技术迅猛发展的今天，广告已成为日常生活中不可缺少的信息沟通手段。无论是在电视，还是商场、地铁，广告随处可见。随着经济全球化，世界趋于一个整体。为了更好地传递信息，广告也越来越国际化。广告语言的优劣能直接影响到广告所传达的内容和体现成效。尤其是在对外广告中，语言的问题就更为突出。为了使本国产品在国际市场上具有强有力的竞争优势、占有一席之地，提高英语广告的语言质量起到了极为关键的作用。英语广告的成功具有准确、鲜明的语言特征，其语言特点的实现依赖于英语单词和短语的灵活控制，也不能脱离各种修辞手段的综合运用。

本文结合大量广告实例，从词汇、句式、修辞的角度对英语广告的语言特点进行分析,以此提高英语广告的语言水平和语言感染力。

关键词： 英语广告；语言特点；词汇；句式；修辞

Abstract 

Nowadays, with the increasing development and popularization of information, advertising has become an indispensable means of information dissemination in daily life. Advertisements are seen everywhere, such as: on TV, at stores etc. With the development of economic globalization, the world is changing into a whole entity. In order to pass on information more effectively, advertising is becoming increasingly international. Successful English advertisements generally contain accurate and distinct language features that largely depend on the good command and creative application of English words and sentences, along with the comprehensive use of various rhetorical devices.

The quality of the advertising language can directly influence the expressive effect of the advertisement. In foreign-related advertising, the language problem is more significant. Improving the language of the advertisements plays a crucial role in making home products take its place in the international market with a strong competitiveness.

On the basis of tremendous examples, this paper aims to analyze the linguistic characteristics of English advertisements from the perspectives of morphology, syntax and rhetoric. Then improve level of language and infection of language.

Key words: linguistic characteristics, syntax, English advertisements, morphology,                  rhetoric.

Contents

1. Introduction 1

1.1 Definition of advertisement 1

1.2 Functions of advertising 1

1.3 Literature review and significance of this study 2

2. Linguistic features on lexical 2

2.1 Commom nouns, monosyllabic words and verbs 2

2.2 Adjective 3

3. Linguistic features on syntactic 4

3.1 Simple sentence 4

3.2 Imperative sentence 4

3.3 Elliptical sentence 5

4. Rhetorical devices 5

4.1 Pun 5

4.2 Figure of speech 6

4.2.1 Simile 6

4.2.2 Metaphor 6

4.3 Personification 6

  4.4 Rhyme 7

  4.5 Antithesis 7

  4.6 Parallelism 7

5. Linguistic features on discourse 8

  5.1. Headline 8

  5.1.1 News headline 8

  5.1.2 Question headline 8

5.2. Types of slogan 9

    5.2.1 Praising itself 9

5.2.2 Naming the advantages and benefits of the product 9

5.2.3 Appealing to emotion 9

6. Conclusion 10

6.1 Limitations 10

6.2 Findings 10

References 11