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1、中国某某某某学校学生毕业设计(论文)题 目： 论广告的语言学和社会性特点 姓 名 ： 00000 班级、学号 ： 00000000 系 (部) ： 经济管理系 专 业 ： 商务英语 指导教师 ： 000000 开题时间： 2009-04-10 完成时间： 2009-11-08 2009年 11 月 08 日22目 录毕业设计任务书1毕业设计成绩评定表2答辩申请书3-4正文5-25答辩委员会表决意见26答辩过程记录表27课 题 论广告语的语言学和社会性特点 一、 课题(论文)提纲引言1. 广告的语言学特点1.1 广告语的词汇特征1.1.1动词的使用1.1.2 复合词的使用2.1.3带情感色彩词汇
2、的选用1.2广告语的句法特征1.3 广告语中双关语的特点 1.3.1 语法上的双关1.3.2 意义上的双关 1.3.3 词汇及图解上的双关2.广告语的社会性特点2.1 广告的社会责任2.2 广告的道德规范结束语二、内容摘要随着商品经济的发展，作为一种宣传和传播信息模式，广告的作用不容忽视。广告，顾名思义就是广而告之，广告在我们今天的社会几乎是无孔不入，它不仅只是一种说服顾客进行消费的技巧，更重要的是，它已逐渐成为社会交流的必须手段之一。广告具有鲜明的目的性，即解说推广产品，激起顾客的购买欲望，这种目的性决定了其语言的特色性风格，使其独立于其它文体，在语言学范畴内值得研究。本文就英语应用于广告领
3、域而产生的一些语言学特点和广告本身的社会性特点进行深入分析。三、 参考文献1 胡一. 广告英语的修辞魅力J,英语学习，19992 方薇.现代英语广告教程 M,南京：南京大学出版社,19973 崔刚.广告英语J.北京：北京理工大学出版社, 19934 单祝堂. 英语双关语探讨J，江苏外语教学研究，19995 周斌. 当代广告文案写作M，西安：陕西师范大学出版社，1998 An Analysis of Linguistic and Social Features in Advertisements000Abstract: Advertising is the name given to the p
4、rocess of commercial promotion of goods and services in order to increase its sales. As a way of propagating and transmitting information, this role cannot be underestimated because it is not only an artful technique in persuading people to buy, but also gradually has become a must for social commun
5、ication which in turn influences the development of society and economy. The advertisement is a very important way to express information to public. It can not only help people to understand some knowledge of the products, but also attract peoples greater desire to buy the products , improve the tra
6、de and leave a beautiful impression on the people. The goal of advertising decides its language to be simple and direct, distinct from the characteristics of other discourses. This paper presents an analytical study of the language features of English advertisements at lexical, syntactic and discour
7、se levels. 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 will be given in the light of the mea
8、ning, and function of language. Above all, we wish all of you to have a better understanding about the characteristics of English advertisements after you have read our introduction about it. Keywords: Advertising; Social Aspects; FeaturesIntroductionNowadays, we live in a world of advertising. As p
9、otential consumers, we are endlessly bombarded with all kinds of product or service information from various media including newspapers, magazines, television, radio, posters and Internet, etc. Advertising provides a valuable service to society and its members, because it defines for consumers the m
10、eaning 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 characteristics of companies and institutions. Advertising also tells the consumer what a specific product, brand or
11、 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 products, service and ideas, advertising promotes sales and profits. Finally, advertising is one of the
12、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 modern world. As Aldous Huxley has said that advertisement as a literary form is the most exciting, the mos
13、t arduous literary form of all, and the most pregnant in curious possibilities. In his comment he asserted advertisement is a literary form and the copywriting process is the delightful and salubrious exercise for the mind. But all in all, what is advertising, and what makes it unique?1. Features of
14、 Advertisement1.1 Features of lexicalIn order to make the information accessible to audience effectively, the choice of words in advertising is very cautious and skillful. The aim of the advertiser is quite specific. He wishes to capture the attention of the members of a mass audience and by means of impressive words to persuade them to buy a product or behave in a particular way, such as going to Hawaii for all their holiday needs. Both linguistic and psychological aspects are taken into consideration in the cho
