《on linguistic features of advertising english 英语专业毕业论文》由会员分享，可在线阅读，更多相关《on linguistic features of advertising english 英语专业毕业论文（19页珍藏版）》请在金锄头文库上搜索。
1、On Linguistic Features of Advertising English一、 课题(论文)提纲引言1. 广告介绍1.1 广告的历史1.2 广告的定义1.3 广告的分类2. 广告语言的特征2.1 广告英语的句法特点2.1.1 广告中的语态特点2.1.2 广告中的时态特点2.2 广告英语的用词特点2.2.2 描述性动词2.2.2 符号及缩略语2.3 广告英语的修辞特点2.3.2 双关2.3.2 隐喻结束语二、内容摘要1广告有多种表现形式，但语言是广告的精髓部分，是最能打动人心的部分。广告具有鲜明的目的性，即说服顾客进行购买，这种目的性决定了其语言的特色性风格：简洁甜美，因此广告很
2、值得在语言学的范畴内研究。由于广告英语有其自身的特点，因此广告撰稿人有必要积极从事于创造性的写作。众所周知，广告英语不仅仅是有关字词的堆积问题，而且是一种语言特点有其独到之处的英语语体。因广告英语有其独特的词法、句法和修辞手法，所以本文通过查阅有关广告英语的资料，在国内外主要报纸和网络上收集了 1 些英语广告实例，结合相关学者在研究广告英语实例中的理论依据、研究步骤及其研究方法，采用分析法和例证法来对这些书面英语广告的语言来进行分析，旨在通过分析而总结出广告英语在词汇句法修辞手法这 3 个层面上的语言特点。衷心希望此论文的分析结果能给英语广告的写作者以及广告英语的学习者提供帮助，也希望通过本文
3、能够对理解，欣赏，创作和准确地翻译英文广告起到一定的帮助作用。三、参考文献1 徐小娟, 广告英语M. 北京: 首都经济贸易大学出版社, 2004.2 Vestergaard, Torben and Kim Schroder. The Language of Advertising M. Britain: Basil Blackwell Press, 1985.3 Cook, Guy. The Discourse of Advertising M. London: Rout ledge Press, 1992.4 戚云方. 广告与广告英语M. 浙江: 浙江大学出版社，2003.2Abstract
4、: 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 fea
5、tures, 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 kind of original English with its peculiar features. This thesis tries to study advertising language in linguisti
6、c 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
7、 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 t
8、his 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 3Introduction Advertising, just as its name implies, means public
9、ize and transmit information in order to make everyone know. It has been gone through a rapid development. Nowadays, advertising is everywhere. It is necessary to the economy of any country in the world. The importance of advertising in individual countries depends on the nations level of developmen
10、t and national attitude toward promotion. Typically, advertising expenditures are higher in countries with higher personal incomes. And in the process of globalization, there were a lot of trades done among countries and there will be even more in the future. During the introducing and trading proce
11、sses, people gradually realized the importance of understanding of each others advertising language. Since then people began trying to know about its functions, nature, characteristics and so on. They did lots of study on it. As time goes by, advertising English became popular since it owns most spe
12、akers. Until now, advertising English is still the research target. 1. An Introduction to Advertising1.1 History of AdvertisingAdvertisement emerged from the womb of commodity production and exchange. The condition for the existence of advertising is “at least a 4segment of the population must live
13、above the subsistence level”. When this situation occurs，it also becomes necessary for “the producers of materially unnecessary goods to do something to make people want to acquire their commodities”.The embryonic form of advertising in the world is street cries, which exists even today. Advertising
14、 was not unknown in ancient Greece and Rome, but advertising as we recognize it did not start until the seventeenth century in the West. It was at about this time that newspaper began to circulate. Before that, it is printing which was first invented in China and then introduced to the West that pla
15、yed a vital role in the production of print advertising. “Classified” (small ads) types of advertising were dominant before the nineteenth century and style and language used in ads at that time tended to be direct and informative. The industrial Revolution, which began in England in the mid-1700s a
16、nd reached the United States by the early 1800s, facilitated mass-production of goods. Meanwhile advertising became more and more important in the industrial market. The great breakthrough for advertising came only in the late nineteenth century. Technology and mass-production techniques were then sufficiently developed for more firms to be able to turn out products of roughly the same quality and at roughly the same price. This brought on a crisis of over-production
