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1、西南大学育才学院本科毕业论文An Analysis on Advertising Language Between English and Chinese学 院 外国语学院 专 业 英语 年 级 2007级 学 号 2007108004 姓 名 陈 港 指导教师 徐 红 成 绩 二一一年五月Outline Chen ii Thesis: Advertising language between English and Chinese has many similarities and differences with a very important position and role in
2、the sales of business.I. IntroductionA. The role of advertising language in modern businessB. The features of a successful advertisementII. Similarities of advertising language between English and ChineseA. Similarities in dictionB. Similarities in rhetoric devicesC. Similarities in syntaxD. Similar
3、ities in tonalityIII. Differences of advertising language between English and ChineseA. Linguistic differencesB. Cultural differencesIV. The realization of localizationA. Definition of localizationB. Importance of localizationC. Realization of localization of advertising language V. Conclusion Chen
4、iii AbstractAdvertising takes many forms, in most of which, however, language is of crucial importance， as an important means to enhance advertising expression, it has a very important position and role. To sell commodities or increase sales is the ultimate goal of advertising. People live in a worl
5、d of advertising and advertisement has become an important and inseparable part of peoples daily life. People have a good impression from a wonderful advertisement, and that also contributes a lot to increase in sales of business. This paper aims at dealing with advertising language between English
6、and Chinese. This paper tends to discuss this in three parts. The first part introduces similarities of advertising language between English and Chinese in terms of diction, rhetoric, syntax, and tonality. The second part mainly makes an analysis of cultural differences between advertising language
7、in English and in Chinese. The third part deals with the issue of localization in translation of advertising language between English and Chinese. Chen 1 An Analysis on Advertising Language Between English and ChineseAdvertisement, as the outcome of development in productivity, plays a vital role in
8、 modern production and consumption. It has become a basic condition of commodity economy. It is an efficient way and powerful tool to publicize business information. The main purpose of an advertisement is to catch peoples attention by means of a short message and persuade or entice them to purchase
9、 their products. To produce wonderful advertisements and enhance advertising expression, it is natural to resort to advertising languages. Advertising languages is the essence of advertisement because of its key factor to make consumers show interest, draw attention, arouse desire, and take action e
10、ventually.In addition, with the development of the globalization and the international trade, foreign exchange between advertisements is more frequent. Foreign advertisements, some differences from the general domestic advertising, are commercial advertisements crossing borders, which represents not
11、 only products quality and reputation, but also a national cultural quality and value orientation. Therefore, we must stand in a strategic height to treat languages when launching advertisings; it is realistic significance for producing excellent advertisements .What kind of advertisement is success
12、ful? And what features a successful advertisement should possess? American Marketing Managers Handbook points out that an advertisement should have four functions: AIDA, which represent four wordsAttention, Interest, Desire, Action. (1). Attentiona good advertisement should attract the consumer to d
13、irect their attention to the product of it.(2). Interestthe introduction and publicity of an advertisement should arouse consumers great interest.(3). Desirethe publicity of advertising should stimulate consumers desire to buy the product, and make them realize that this product is just what they wa
14、nt.(4). Actionthe advertising makes consumer to response to the advertising information and evoke them to take the action of purchasing.There are similarities and differences in many areas of advertising languages，so linguistic study is actually a kind of scientific comparative analysis of the world
15、 language integrated. Through the contrastive analysis and research, we can not only further understand the Chen 2 characteristics of native language but understand more about foreign language.Whatever language the advertisement employs, they share the same objective, that is to persuade consumers to buy the products advertised with the purpose of stimulating demand and increasing sales of business. There is an inevitable connection between advertising language and its corresponding function. Similarities of advertising language between English and Chinese are discussed in four te
