廣告英語的語言特點及翻譯

1、The Features of Advertising EnglishbyWei HongfeiClass 1,Grade 09Tutor:Fei YunfengForeign Languages College ofCapital Normal UniversitySep 14,2009摘要 本文旨在通過對廣告英語的語言分析總結出廣告英語在詞匯句法修辭上的語言特點。為了使研究從數(shù)據(jù)出發(fā)得出科學結論，本文作者建立了一個擁有各類廣告的小型語料庫。通過對此語料庫中日用品廣告科技設備廣告服務業(yè)廣告的深入細致的定量和定性分析，總結出廣告英語在此三類廣告中的相同點與不同點，并且根據(jù)語言的意義，風格及功能

2、解釋廣告英語的共性以及廣告英語在不同類型廣告中的特殊性。 本文共分三個部分，第一部分和第三部分分別為介紹與總結，中間部分為本文核心，分別展開廣告英語在詞匯句法修辭三個層面的分析。從而得出為了實現(xiàn)廣告效益，廣告英語需多用簡單明了，富于創(chuàng)新和活力的詞匯；多用簡單句式，祈使句和疑問句；還要多注重修辭在廣告英語中的應用。本文作者衷心希望此論文的分析結果能給英語廣告的寫作者以及廣告英語的學習者提供幫助。 關鍵詞: 廣告英語；詞匯；句法；修辭Abstract This paper presents an analytical study of the language features of Advert

3、ising English at lexical, syntactic and discourse levels. In order to conduct a data-driven study, the author builds a corpus of English advertisements. Through the detailed survey of three types of advertisements: namely, ads of daily consumer goods, ads of technical equipment, service ads, I can c

4、onclude the similarities and differences of English in these three ads, and can explain the common nature of the advertising English and the specific natures of advertising English in different ads according to the meaning, style and function of language. This paper will be presented in three parts.

5、 The first part is the introduction and the last is conclusion. The focus of the paper is laid on the middle parts which respectively analyze language features at lexical, syntactic and rhetoric. Finally, I draw a conclusion. In order to achieve the benefits of ads, we should use more simple, innova

6、tive and dynamic words in advertisements. And we need to use simple, interrogative and imperative sentences. Moreover, there is also a need to put emphasis on the rhetorical methods. It is hoped that the study can provide help to copy writers and advertising English learners.Key Words: English Adver

7、tisements; Lexical; Syntactic; RhetoricTable of Contents摘要1Abstract2Table of Contents3Outline4I.Introduction7A.The Definition of Advertising7B.The Functions of Advertising7II.Language Features of Advertisement English8A. Appropriate and Accurate Choice of Words.81. Commonly Used and Easily Understan

8、dable Words82.Innovative Words103. Dynamic Words124.Compound Words12B.Sentences with Unique Characteristics.141. Simple sentences142. Imperative and Interrogative Sentences15C.Effective Rhetoric Methods171.Figure of Speech172.Personification183.Antithesis194.Parallelism195.Rhyme20III.Conclusion21App

9、endix23References24OutlineThesis Statement: With the social development, advertising competition in the business is becoming more and more important. This determines that the ads in English and the role of their effects must be advised carefully. The advertising English, which achieves the intended

10、function of persuasion through the ideography and empathy, gradually standing out, becomes an unique and applicative language.I. Introduction of advertising:A. The definition of advertising B. The functions of advertising II. Language Features of Advertising English：A. Appropriate and Accurate Choic

11、e of Words1、 Commonly Used and Easy Understandable Words2、 Innovative Words3、 Dynamic Words4、 Compound WordsB. Sentences with Unique Characteristics1、 Simple sentences2、 Imperative and Interrogative SentencesC. Effective Rhetoric methods1、 Figure of speech2、 Personification3、 Antithesis4、 Parallelis

12、m5 、 RhymeIn summary, based on the above discussion in detail, in order to write an attracting ad, people should use words and sentences which are informative and powerful in urging people to purchase the products or use the services.The Features of Advertising English Advertising, by definition, is

13、 to publish information of certain content through various media. It can be divided into public service advertisement and commercial advertisement. Public service ads aim to raise public awareness about the common, long-term and major concerns, stress mutual assistance between people, and call on pe

14、ople to take practical action to improve or solve social problems. However, the commercial advertisement regards the profit as the purpose of advertising, which is the means to provide consumers with goods, services, information, and finally to persuade consumers to purchase their goods. Commercial

15、advertising in the modern Western societies is all-pervasive. In the UK, according to statistics, one third of the newspaper coverage is for advertising, and one tenth of the broadcasting time of the national television channels is also for or advertising. In USA, the statistics is even more surpris

16、ing, and every day, every consumer comes into contact with more than 1600 ads through various channels. As an important part of advertising Languages of ads- advertising English, gradually emerging from the English family, with its unique style, great charisma and persuasive power, inspires the Engl

17、ish language learners and researchers to take great interest in it. In the 21st century of economic globalization, the international trend of advertising will become increasingly clear and intense. Whether in Chinese companies or foreign companies, there exists an international and global issue of a

18、dvertising- differences between Chinese and foreign languages. When the product manufacturers are making promotion of their products, they must pay close attention Appendix I am deeply grateful to Ms. Fei Yunfeng, my tutor, to whom I owe a great deal of gratitude and appreciation. Ms Fei gave me man

19、y invaluable instructions and helped me much in every stage of my thesis writing. Moreover, my numerous thanks go to my dear friends and my lovely classmates, Zhou Jie, Ji Chengyao, Cao Miaoling, who spend much time with me on my thesis.Finally, I would like to offer my sincere gratitude to those who spend their precious time