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1、1英语广告中的语言特征分析AN ANALYSIS OF LANGUAGE FEATURESIN ENGLISH ADVERTISEMENTS【内容摘要】本文旨在通过对书面 英语广告的语言 分析总结出 广告英语在词汇句法篇章上的语言特点。为了使研究从数据出发得出科学结论，本文作者建立了一个拥有 60 篇各类广告的小型语料库。通过对此语料库中日用品广告科技设备广告服务业广告的深入细致的定量和定性分析，总结出广告英语在此三类广告中的相同点与不同点，并且根据语言的意义，风格及功能解释广告英语的共性以及广告英语在不同类型广告中的特殊性。 本文共分五个部分，第一部分和第五部分分别为介绍与总结，中间三个部分
2、为本文核心，分别展开广告英语在词汇句法篇章三个层面的分析。本文的结论均来自于对语料库的分析。整个研究从数据出发，由数据驱动，由此进行语言学上的分析与概括。【关健词】 广告英语；词汇；句法；篇章；相同点；不同点 【Abstract】This paper presents an analytical study of the language features of English advertisements at lexical, syntactic and discourse levels. In order to conduct a data-driven study, the autho
3、r builds a corpus of 60 English advertisements. It is hoped that through the detailed survey of three types of advertisements: namely, daily consumer goods ads, technical equipment ads, service ads, similarities and differences in advertising language features can be summarized and possible reasons
4、will be given in the light of the meaning, and function of language.This paper will be presented in five parts. The first part is the introduction and the last conclusion. The focus of the paper is laid on the three middle parts which respectively analyze language features at lexical, syntactic and
5、discourse levels. The conclusion of this paper is drawn from the data analysis. In the analysis, examples from the corpus will be given; figures, tables and graphs will also be offered to make the paper understandable and persuasive.【Key words】English Advertisements； Lexical； Syntactic；Discourse；Sim
6、ilarities；Differences 1. Introduction 1.1 Rationale of the study We live in a world of advertising. As potential consumers, we are endlessly bombarded with all kinds of product or service information from various media including newspapers, magazines, 2television, radio, posters and Internet, etc. A
7、dvertising provides a valuable service to society and its members, because it defines for consumers the meaning and the role of products, services, and institutions. It indicates the difference that exists between brands of products and alternative services, as well as the distinguishing characteris
8、tics of companies and institutions. Advertising also tells the consumer what a specific product, brand or service should do when it is used and thus helps him or her to understand and evaluate experience with the products and services that he or she uses. On the other hand, by making people aware of
9、 products, service and ideas, advertising promotes sales and profits. Finally, advertising is one of the major forces that are helping improve the standard of living around the world. Combined with all these communicational, marketing and social functions. Advertising becomes indispensable in the mo
10、dern world.Naturally, advertisements in English have become an important means of communicating ideas, demonstrating a variety of linguistic features of its own. The present study attempts to examine these features at the lexical, syntactic and discourse levels, in the hope of bringing them to light
11、 and, thereby, offering help to advertisement writers and language learners.1.2 Definition of advertising According to the Definition Committee of American Marketing Association , advertising is defined as follows: Advertising is the nonpersonal communication of information usually paid for and usua
12、lly persuasive in nature about products, services or ideas by identified sponsors through the various media.1.3 Focus of the present studyUsually, advertising communicates information in three types: audio, visual, and language. It is a more common case that an advertisement is a mixture of the thre
13、e. In radio advertisements, music is always accompanied by language; on TV and motion pictures, music and language illustration are mixed with each other. In magazines and newspapers, advertisements are a combination of pictures and language of written information. Although music and pictures can pr
14、ovide some hints, or create a kind of atmosphere, the information about the product is limited. Even worse, it may lead to misunderstanding. Thus, we may say that language in a way provides more exact, detailed and dependable information whereas music and pictures only act as a supplementary means i
15、n advertising. Advertising language, 3playing a role of communication and persuasion, has developed its own features.This paper will focus on the language features of English advertisements at lexical, syntactic and discourse levels. It is hoped, by a contrastive study of advertisements on three typ
16、es of products (daily consumer goods, technical equipment and service), similarities and differences of the three types of advertisements will be summarized and possible reasons will be given in the light of the meaning, and function of language.1.4 Sources of data All the advertisements studied in this paper are taken from English magazines. They are chosen from Time, People and Newsweek (issues from 1999-2000), because these three magazines have a huge circulation, covering a
