論英語(yǔ)廣告語(yǔ)的特征

畢業(yè)論文

An Analysis of Language Features in English Advertisements

Abstract
 
As a way of propagating and transmitting information, advertising’s 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 communication which in turn influences the development of society and economy. This paper presents an analytical study of the language features of English advertisements at lexical, syntactic and discourse levels and expatiate on rhetorical features in advertising. It is hoped that through the detailed survey of three types of advertisements: namely, daily consumer goods advertisements, technical equipment advertisements, service advertisements, similarities and differences in advertising language features can be summarized and possible reasons will be given in the light of the meaning, and function of language.

Key Words: English advertisements; language variation; rhetoric; pun; alliteration

摘  要

廣告，顧名思義就是廣而告之。作為1種宣傳和傳播信息模式，廣告的作用不容忽視，因為它不僅只是1種說(shuō)服顧客進(jìn)行消費的技巧，更重要的是，它已逐漸成為社會(huì )交流的必不可少的手段之1。本文旨在通過(guò)對書(shū)面英語(yǔ)廣告語(yǔ)的語(yǔ)言分析總結出廣告英語(yǔ)在詞匯﹑句法﹑篇章上的語(yǔ)言特點(diǎn)并且著(zhù)重闡述了英語(yǔ)廣告語(yǔ)的修辭特點(diǎn)。通過(guò)對日用品廣告﹑科技設備廣告﹑服務(wù)業(yè)廣告的深入細致的研究和定性分析，總結出廣告英語(yǔ)在此3類(lèi)廣告中的相同點(diǎn)與不同點(diǎn).并且根據語(yǔ)言的意義，風(fēng)格及功能解釋廣告英語(yǔ)的共性以及廣告英語(yǔ)在不同類(lèi)型廣告中的特殊性。

關(guān)鍵詞：英語(yǔ)廣告、語(yǔ)言變異、修辭、雙關(guān)、頭韻

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