廣告英語(yǔ)的用詞特征論文Lexical-Features-of-Advertising-English

分類號(hào)密級(jí)UDC編號(hào)華中師范大學(xué)本科畢業(yè)論文〔設(shè)計(jì)〕題目LexicalFeaturesofAdvertisingEnglish院〔系〕專業(yè)英語(yǔ)年級(jí)2023級(jí)學(xué)生姓名林曼曼學(xué)號(hào)指導(dǎo)教師李正林二O一零年十月LexicalFeaturesofAdvertisingEnglishAthesissubmittedtothefacultyofCCNUInpartialfulfillmentoftherequirementsforBAdegreeInEnglishLanguageandLiteraturebyLinManmanSupervisor:LiZhenglinAcademicTitle:ProfessorSignature:October27,2023AbstractinChinese 3AbstractinEnglish 41.Contentintroduction 31.1theoriginoftheadvertisingEnglish 31.2thecurrentsituationgoftheadvertisingEnglish 31.3thecharacteristicoftheadvertisingEnglish 32.LexicalFeaturesofAdvertisingEnglish 42.1thelargelyuseofadjective 42.2frequently-usedpersonalpronoun2.3make-upnewwords 52.4theusedwordsaresimple,vividandeasytounderstand 52.5usetheinformalEnglishandspokenEnglishfrequently 52.6makefreewiththeexoticwords 62.7usesomeprefixandpostfixwords 62.8restorethebrand 63.therhetoricalfeaturesoftheadvertisingEnglish 73.1analogy 73.2repeat 73.3personification 73.4awordorphrasewithdoublemeaning 83.5simulation 83.6rhyme 8Conclusion 9Bibliography 10555566677777899991010101112內(nèi)容摘要在當(dāng)今社會(huì)中，廣告無處不在，其中英語(yǔ)廣告已經(jīng)逐漸脫穎而出，形成一種獨(dú)具特色的應(yīng)用性語(yǔ)言類廣告。且廣告對(duì)商家和消費(fèi)者來說顯得尤為重要，只有掌握廣告英語(yǔ)的語(yǔ)言特征和翻譯技巧，才能最大限度地傳達(dá)廣告原意，到達(dá)推銷產(chǎn)品的目的。假設(shè)世界上沒有廣告，即使你買瓶飲料也要在幾十種品牌或者口味中選擇而猶豫不絕，想買到自己最喜歡的飲料，必須購(gòu)置后一一品嘗。由此可見，廣告和生活密切相關(guān)。廣告在全面廣泛地傳播信息的同時(shí)，也提醒了我們它介紹的商品有多優(yōu)秀。鑒于英語(yǔ)廣告在廣告中所處的重要地位，本文從詞匯、句法及修辭三方面介紹了英語(yǔ)廣告的語(yǔ)言特征，并通過實(shí)例分析介紹了英語(yǔ)廣告的翻譯方法及策略。關(guān)鍵詞：英語(yǔ)廣告,語(yǔ)言特征,翻譯技巧，推銷產(chǎn)品，詞匯，句法，修辭AbstractInrecentsociety,advertisementsareeverywhere,amongtheseadvertisements,advertisingEnglishhaveshowntheirsoutstandinggradually,theyformtheappliedlinguisticadvertisementswhichareveryspecial.Andtheadvertisementsareveryimportantforthemerchantsandconsumers,onlywhenwehandledthelinguisticfeaturesandtheskillsoftranslation,canweshowtheoriginalmeaningoftheadvertisements,andreachthegoalofpromotionoftheproducts.Supposethere’renoadvertisementsintheword,evenifyoubuyabottleofdrinkyoualsoneedtochoosefromadozensofdrinksandthinkalot,ifyouwanttobuythebestdrinkofyourfavor,youshouldtrythemallafterbuyingthem.Itfollowsthattheadvertisementsarecloselyrelatedtoourlife.Whileadvertisementsarespreadingtheinformationwidely,atthesametime,theyremindusthathowoutstandingtheproductstheyintroducedtous.AstheadvertisingEnglishplaytheimportantroleamongtheadvertisements,thisarticlewillintroducethelexicalfeaturesofadvertisingEnglishfromwordsandphrases,sentencesstructureandrhetoricthesethreeaspects,andwilltroughtheanalysisoftherealexampletointroducethetranslationalmethodsandstrategyoftheadvertisingEnglish.Keywords：advertisingEnglish,linguisticfeatures,translationalskills，productspromotion，wordsandphrases，sentencesstructure，rhetoric.1.Contentintroduction1.1TheoriginoftheadvertisingEnglishInrecentlysociety,thecompetitionsofallwalksoflifearestiff,inthiscase,goodpublicityareveryimportant,forgoodpublicity,advertisementsarethemostwidestandimportantmeans.Now,withtheglobalizationofthecommercial,advertisingpublicityalsoneedfacethewholeworld.Englishasthemostwidelyusedlanguageintheworld,sotheadvertisingEnglishemergeasthetimesrequire.AdvertisingEnglishcomefromtheordinaryEnglish,buttheyhavemanythingsdifferent.1.2ThesituationoftheadvertisingEnglish.Inrecentsociety,advertisementsareeverywhere,amongtheseadvertisements,advertisingEnglishhaveshowntheirsoutstandinggradually,theyformtheappliedlinguisticadvertisementswhichareveryspecial.Andtheadvertisementsareveryimportantforthemerchantsandconsumers,onlywhenwehandledthelinguisticfeaturesandtheskillsoftranslation,canweshowtheoriginalmeaningoftheadvertisements,andreachthegoalofpromotionoftheproducts.Supposethere’renoadvertisementsintheword,evenifyoubuyabottleofdrinkyoualsoneedtochoosefromadozensofdrinksandthinkalot,ifyouwanttobuythebestdrinkofyourfavor,youshouldtrythemallafterbuyingthem.Itfollowsthattheadvertisementsarecloselyrelatedtoourlife.1.3ThefeaturesoftheadvertisingEnglishTheadvertisingwordsandthephrasesmusthave“Theabilityofpromotion〞〔sellingpower〕．Itcanimpelpeopleproducetheshoppingdesire；Theadvertisingwordsandthephrasesalsomusthavethe(memoryvalue)whichshouldimpresspeopledeeply.Itcanremindpeopleofsomekindofproducts’advantagesandspecialpoint.Forthisreason,thewordsandphrasesoftheadvertisementsshouldbeinspotlight,andhavethe“attentionvalue〞and“readability〞.EnglishadvertisementsandChineseadvertisementshavemanythingincommon,itisdecidedbythecommunicationalfunctionofthesetwolanguagesandthefunction,aimoftheadvertisements.AstheEnglishandtheChinesearebelongtotheverydifferentlanguagesystem,sotheyhavemanydifference,includingthedifferenceinthewordsandphrasesandthecommonusage.Forexample,TheEnglishalwaysusearticle,andusetheprepositionandconjunctionfrequently；WhileTheChinesehasnoarticle,andseldomuseprepositionandconjunction.IntheEnglishadvertisementsandChineseadvertisements,thesedifferencesnodoubtexist.2.LexicalFeaturesofAdvertisingEnglish2.1ThelargelyuseofadjectiveAdjectiveshavethegreatpowerofornament,descriptionandthefunctionofvaluation,theyenablethelanguagemorevisualandlively,andmoreinfectious.Thefunctionoftheadjectivecanhelptheadvertisementspromotingtheproducts,describingthefeaturesoftheproducts.Therefore,theadvertisementsalwaysuselargenumberofthepositiveandcommendatoryadjectiveswhichhavethefunctionofvaluation.AccordingtothestatisticsoffamouslinguisticianGeoffreyLeech,theadjectiveswhichappearatthehighrateintheadvertisingEnglishareasbelow,theyareintheorderfromthehighratetothelowrate：new，crisp，good,better,best，fine，free，big，fresh，great，delicious，real，full，sure，easy，bright，clean，extra，safe，special，rich，juicy，economical，money—saving，time—saving，labor—saying，mouth—saving，inexpensiveandsoon.Forexample：Thetasteisgreat．(TheNescafeCoffee)Goodteeth，goodhealth．(Colgatetoothpaste)AmongtheseEnglishadjectivesofwordsandphrases,newhasthehighestrate,asitcanalmostdescribeallaspectsoftheproducts,ontheotherhand,itcanreflectthecreationanddistinctiveatthebestway.Forexample:Thenewdigitalera．(Thenewdigitalera)Feelthenewspace．(SamsungElectronics)AnotherimportantreasonforthelargenumberusingoftheadjectivesisthattheadjectiveshavethecomparativeDegreeandthesuperlativedegree.ThecomparativeDegreecanhighlighttheadvantagesoftheproductscomparedwithotherproducts,whilethesuperlativedegreecanhighlightthebestqualityoftheproducts.Forexample:ThingsgobetterwithCoco—Cola．(CocaCola)Themostunforgettablewomenintheworldweal"Revlon．(Revlon)．The“better〞IntheCocaColaadvertisementcanhighlightthetasteandquality.WhiletheRevlonadvertisementcanskillfullycombinetheloveofbeautypsychowiththesuperlativedegree,itcanpromotetheproductsandstimulatethepurchasewillofthecustomeratthesametime.2.2frequently-usedpersonalpronounFirstpersonstandonthecompany’splace,italwaysgiveusaformalfeeling.secondfocusonthecustomers,theywillfeeltheyarejoiningintheadvertisements.Thethirdperson“he〞or“she〞talkedaboutthepersonalexperienceortheyarejustspokespersonsanddescribetheproducts.Forexample:(LeMeridianPresidentBangkokHotel)“Yes,youcouldsaywe’vemasteredtheartofThaihospitality.〞Thisadvisementsusing“you〞and“we〞,thisfeatureandgiveusthefellingofintimacy,justastwofriends(customerandcompany)aretalkingfacetoface.Thedescriptionlikecomesfromthejudgmentofthecustomers,itiseasyforthecompanytobuildagoodimage.2.3make-upnewwordsTheadvertiserinordertoemphasizetheproductsortheservicearedistinctive,theyalwaysmakeupnewwords,weirdwords,thesenewswordsbringpeoplefreshandspecialimage,helpthemmemorizetheadvertisementswell.Forexample:Weknoweggactlyhowtoselleggs.Thenewword“eggactly〞comesfrom“exactly〞,thisnewwordverylively,focusingontheproductsegg,helpingtheadvertisementsastayalongtimeinpeople’smemory.2.4Theusedwordsaresimple,vividandeasytounderstandAdvertisementsneedtobeveryefficientatthelimitedtimeandplace,sothewordsandphrasesoftheadvertisementsalwaysareverysimpleandlively,easilyunderstanding.Thesimpleadvertisementscanhighlightthekeypointanddescribetheobviousfeaturesoftheadvertisementsatthesametime,andpeoplewhohavewatchedthisadvertisementwillneverforgetitagain.So,thewordsandphrasesappearintheadvertisementsalwaysaresinglesyllableandthesimplewordswhicharehavefewerletters.Suchasbe，make，get，take，try，go，have，need，see，use，give,usingthesewordsinordertoreachthegoalofsimpleandspeedyefficiencyofthepublicity.Forexample：Justdoit．(NikeSportswear)Askformore．(PepsiFashionShoes)2.5usetheinformalEnglishandspokenEnglishfrequentlyIftheusingwordsoftheadvertisementsinwrittenformandthewordsareveryformal,willhardlytoabstracttheattentionofthecustomers,inthissituation,theefficiencyofthepublicitywillbeinfluenced.Soinmanyadvertisements,theadvertiseralwaysusingtheslangandtheinformalEnglish,thus,theadvertisementswillbeverylivelyandactive,alsotheadvertisementswillbemorenearlytothedailylifeofthecustomers,andmoreeasilytoimpressthecustomers.Forexample,Mosquitbyebyebye．ThisspecialandveryuniqueadvertisementsofRadarbugrepellentadvertisingbyusingtheoralwords“bye〞r(shí)eflectthespeedyandefficiencyoftheRadarbugrepellent,andtheadvertisingwordsareverysampletoremember,impressedthecustomersdeeply.2.6makefreewiththeexoticwordsWiththetrendoftheglobalization,thecommercialtradesbetweenthecountriesaregettingdeeperandstronger.Inthiscircumstance,advertisingEnglishalwaysappeartheexoticwords,inordertoshowthespecialfeaturesandexcellentquality,absorbingtheattentionofthecustomers.Forexample:Orderitinbottlesorincans．Perrier…withaddedjenesaisquoi．Theexoticwordsappearsinthisadvertisements“jenesaisquoi〞comesfromtheFrench,andthisadvertisementisintroducingakindofFrenchsoftdrink.Themeaningof“jenesaisquoi〞inEnglishis“Idon’tknow〞。Suchlikethis,thewordsareverysimplewhichincreasingthecuriousnessofthecustomerstothedrinkandalsodemonstratetheauthenticFrenchflavorofthedrink.Asallknown,Francefamousforitsgrapewine,deliciousfood,cosmetologyandclothing,intheadvertisementusingtheFrenchwillincreasethevalueandattractionimmensely.2.7usesomeprefixandpostfixwordsｓｕｐｅｒ一istheprefixwordwhichusethemostintheadvertisements.－ｅｘisthepostfixwordwhichusethemostintheadvertisements.Forexample:ＧｉｖｅａＴｉｍｅｘｔｏａｌＩ．ａｎｄｔｏａｌｌａｇｏｏｄｔｉｍｅ．｛anadvertisementsofawatch〕Ｔｉｍｅｘiscomesfromｔｉｍｅandｅｘｃｅｌｌｅｎｔ，emphasizetheutmostqualityoftheＴｉｍｅｘwatch.Thepostfixword一ｅｘalwaysusedinthebrand.SuchasＰｕｒｅｘ〔akindofbleacher〕．Ｒｏｔｅｘ〔thebrandofthewatch〕．Ｌａｔｅｘ〔akindoffoammattresses〕andsoon,indicatingthehighqualityofthecommodity.2.8restorethebrandIntheadvertisingEnglish,Thebrandnounssometimeswillberestore,intheadvertisements,theyplayanimportantrole.ThisalwaysaspecialfeaturesintheadvertisingEnglish.Insomeadvertisements,restoringthebrandcanreachtheeffectofawordwiththedoublemeaning.Forexample:MakeTimeForTime．(Timeweeklymagazine)I'mMoresatisfied．(Morecigarette)3.therhetoricalfeaturesoftheadvertisingEnglish3.1analogyanalogyincludingmetaphor,simileandmetonymy,theserhetoricaldevicearealwaysseenattheadvertisements,usingtheserhetoricaldevicecanhelpstheadvertisementstodescribetheproductsbetter,enabletheadvertisementsmorelivelyandvisual.Featherwater:lightasafeather.〔Methodzewattglasses〕the“Featherwater〞intheadvertisementindicatetheglasses，lightasafeatherindicatetheglasseslightasthefeather,Thisadvertisementuses“as〞toconnectthefeatherandtheglasseswhichbothhavethecommonfeature:light,itmovesthereader’sheartandtounderstandtheneedofthecustomer,veryvisualandlively.Flysmoothassilk.thisadvertisementisfromtheairlinecompany,itcomparetheflyoftheflightasthesoftsilkanditisverysmooth,itmakespersonfeelsafe,smoothandcomfortable.EBELthearchitectsoftime.ThisadvertisementusingmetaphortoindicatthatEBElisthemakerofthetime,itfullyreflectingtheperfectanditsvaluedpositionofthewatch.Washthebigcityoutofhair.Thisadvertisementusingmetonymy,“bigcity〞indicatedirtyofhair，ithelpstheshampoomakespersonfeelamazingandimpressedpersonatthesametime.3.2repeatRepeatincludingtherepeatofthewordsandphrasesandsyntacticstructurewhichcanmakethetonestrongerandmaketheatmospherestrongerwhichistheeffectthatadvertisementspursuit.Justastheadvertisementasbelow:.Freehotel!Freemeals!Freetransfers!Forfree“Stay-onthe-way〞inAmstersdam，youcanrelyinKIM。Inthisadvertisement,therearefour“Free〞,attractingattention,impressedpersondeeply,givingpersonstrongstimulate,increasingtheeffectofattractingpeoplefortravelling.There’salsoantheradvertisementbelow:Whateveryou′reeating,drinkMaeusRose.Alwayslght,alwaysfresh,alwayschilles,alwaysright.Inthisadvertisement,therearefour“always〞usingtogether,attractingpeople’seyesandhearts,inthiscase,itimpressedpeopledeeply.Whiletherepeatofthesyntacticstructurecannotonlyhavethefunctionofmakingthemeaningofthewords,butalsogivepersonafeelingofrelaxationandsprightly,andthefeelingofconfidenceandforce.Forexample:ADreamPrice.ADreamOpportunity.Itrepeatthetwosentenceswiththebeginningof“ADream〞,highlyincreasingthetoneandthepotencydimensionofthepublicity.Asallknown,“standingonthefrontoftheopportunity,everybodyhasthedream〞,inthisadvertisements,thereasonitputthetwo—“opportunityandDream〞togetherisindicatingthatthetwoarealldreams.3.3personificationPersonificationhasbeenseenintheadvertisingEnglishveryoften,itmakesthethingslikehumanbeings,makestheproductshavetheemotionandthelifelikeahumanbeing,leavepersonthefeelingthattheproductsareverysincereandjustlikeafriendofthem.Forexample:Behindthathealthysmile,there’saCrestkid.〔Crest〕ItmakesthetoothpasteofCrestlikeaperson,andmakesthetoothpastehavetheemotionlikesaperson,itcansmiles,andalsomeansthatthetoothwillbeverypureandwhiteandhealthyafterusingthetoothpasteofCrest.Anotherexample:FlowersbyInterfloraspeakfromtheheart.Asallknown,flowerscannotspeak,thisadvertisementmakesthefolwerspeaksasapersondo,describetheflowerverybeautiful,makestheflowerhavethelife,itlooksliketheflowercanhelpthecustomersconveytheheart,sopersonificationhighlymakestheeffectoftheadvertisements.Strongtractorstrongfarmer.Thisadvertisementsoftractormakesthetractorasagiantofsteel,itmovespersonasthetractorisgoodhelpofthepeasantandindicatingthatthetractorisverysolid.Weareproudofthebirthplacesofpurchildren,thengrapesofAlameda.Onpurclassicvarietywines,youwilfindthebirthplacesofourchildren,Inthisadvertisement,itmakesthegrapewineasachild,makespeoplefeelgood,makespeopleyearnforandrevelin.3.4awordorphrasewithdoublemeaningAwordorphrasewithdoublemeaningalsocanbecalledwordgame.Itmakestheadvertisementsmoreinterestingbyusingthewordandphrasewithdoublemeaningandproverbsandallusions,usingwordorphrasewithdoublemeaningcanmaketheadvertisementsmoreinterestingandmakespersonassociateandhelpthemmemorize.Manyadvertisementsfullytaketheadvantagesoftheoriginmeaningofthenameoftheproductsandthefunctionofthenameandmakethewordhavedoublemeaning.Forexample：AskforMore.Inthisadvertisement,“more〞istheobjectof“askfor〞,andalsoisthenameofthecigarette.AndalsothissentencealsoappearsinthenovelofDickens《OliverTwist》.the“More〞cigarettetakesfulluseofitsnamebrand,almosteveryadvertisementofthe“More〞cigaretteusingthewordwhichhavedoublemeaning.I’mMoresatisfiedItisalsotheadvertisementsof“More〞cigarette,“More〞inthisadvertisementistheadverbof“satisfied〞anditalsoisthebrandofthecigarette.Theadvertiserskillfullytakesadvantageofthebrandwhichhasdoublemeaning,reachingtheeffectoftheadvertisement,makesthecustomersfeelfreshandworththinkingofit.Anotheradvertisement:Loseounces,savepounds.Thisadvertisementcaneasilymakespeoplethinkoftheidiomsaboutpennyandpound.suchas“Pennywise,poundfoolish〞，italsocanbewrittenas“Savepennies,losepounds〞，inthewritingformisthesameastheadvertisementsmentionedabove,themeaningoftheadvertisementsisthat“Goldenlayeggs〞ischeapandfineandthequalityisverygood,italsoverysavingandwillnotmakespersonfat,inaword,theproductscanhelpthecustomersloseweight(loseounces).3.5simulationSimulationindicateimitatesomefamouspoetry,article,paragraphorsomewell-knownsaying,aphorism,proverb,literaryandartisticandsoon,changingsomewordsandphrasesinordertoexpressanewconceptandcontent,thischangingcanmovecustomermost.Forexampleasbelow:AllroadsleadtoHolidayInn.Thisadvertisementtakesadvantageoftheproverbwhichiswidelyknown:“AllRoadsLeadtoRome.〞，Ithighlysavedthepowerofpublicity,takefulluseofthewell-knownsayingeffecttoabsorbtheeyesandachievegoodreply.Tosmokeornot,that’saquestion.ThisadvertisementtakeuseofthefamousquotationofShakespeare“Tobeornottobe,that’saquestion。〞absorbingtheattentionofthecustomers,makingthemfeelsincere,thefunctionofsimulationmakesagoodeffect.AMarsdaykeepsyouwork,restandplay.Whenyoulookedattheadvertisementofthechocolate,ifyoufellveryfamiliar?Youareright,that’sit,thisadvertisementisthesameinthesentencestructureastheoldsaying“Anappleadaykeepsthedoctoraway.〞Inaddition,inthisadvertisement,thewords“word〞and“play〞usetogethermakingpeoplethinkofanotheroldsaying“Allworknoplaymakesjackadullboy.〞Thisadvertisementnotonlydrawingsupportfromtheidiom,butalsoquotingtheformofthetwo