论广告英语的语言特点

On Linguistic Features in Advertising English

Abstract

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 features, 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 a kind of original English with its peculiar features. This thesis tries to study advertising language in linguistic 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 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 this 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

摘 要

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1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，也希望通过本文能够对理解，欣赏，创作和准确地翻译英文广告起到1定的帮助作用。

关键词：广告英语、语言特点、词汇、句法、修辞手法

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