論廣告英語(yǔ)的語(yǔ)言特點(diǎn)
畢業(yè)論文
On Linguistic Features in Advertising English
Abstract
Advertising takes many forms, in most of which, however, language is of crucial importance and the language is required to be simple and sweet. Thus a comprehensive analysis on the linguistic features in advertising English is worthwhile. As advertising English is characterized by many special features, there arises the demand that the advertising copywriter be engaged in creative writing. It is to be understood that advertising English is not merely a business of words, but also a kind of original English with its peculiar features. This thesis tries to study advertising language in linguistic perspectives and employs the following two approaches: the analytic method, by which to examine advertising English and its linguistic features; and the paradigmatic method, by which to exemplify specific cases for the illustration of the described features. As advertising English is characterized by unique morphology and syntax and as so many rhetorical devices are found in it, this thesis presents an analytical study of the linguistic features in English advertisements at lexical, syntactic and rhetorical levels. It is hoped that by studying the linguistic features of advertising English this thesis will be of some help in comprehending and translating English advertisements for those copywriters and advertising English learners.
Key Words: advertising English; linguistic features; morphology; syntax; rhetorical devices
摘 要
廣告有多種表現(xiàn)形式，但語(yǔ)言是廣告的精髓部分，是最能打動(dòng)人心的部分。廣告具有鮮明的目的性，即說(shuō)服顧客進(jìn)行購(gòu)買(mǎi)，這種目的性決定了其語(yǔ)言的特色性風(fēng)格：簡(jiǎn)潔甜美，因此廣告很值得在語(yǔ)言學(xué)的范疇內(nèi)研究。由于廣告英語(yǔ)有其自身的特點(diǎn)，因此廣告撰稿人有必要積極從事于創(chuàng)造性的寫(xiě)作。眾所周知，廣告英語(yǔ)不僅僅是有關(guān)字詞的堆積問(wèn)題，而且是1種語(yǔ)言特點(diǎn)有其獨(dú)到之處的英語(yǔ)語(yǔ)體。因廣告英語(yǔ)有其獨(dú)特的詞法、句法和修辭手法，所以本文通過(guò)查閱有關(guān)廣告英語(yǔ)的資料，在國(guó)內(nèi)外主要報(bào)紙和網(wǎng)絡(luò)上收集了1些英語(yǔ)廣告實(shí)例，結(jié)合相關(guān)學(xué)者在研究廣告英語(yǔ)實(shí)例中的理論依據(jù)、研究步驟及其研究方法，采用分析法和例證法來(lái)對(duì)這些書(shū)面英語(yǔ)廣告的語(yǔ)言來(lái)進(jìn)行分析，旨在通過(guò)分析而總結(jié)出廣告英語(yǔ)在詞匯﹑句法﹑修辭手法這3個(gè)層面上的語(yǔ)言特點(diǎn)。衷心希望此論文的分析結(jié)果能給英語(yǔ)廣告的寫(xiě)作者以及廣告英語(yǔ)的學(xué)習(xí)者提供幫助，也希望通過(guò)本文能夠?qū)斫�，欣賞，創(chuàng)作和準(zhǔn)確地翻譯英文廣告起到1定的幫助作用。
關(guān)鍵詞：廣告英語(yǔ)、語(yǔ)言特點(diǎn)、詞匯、句法、修辭手法
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