广告文体论文

STYLISTICSAnalysisonStylisticFeaturesofAdvertisingEnglishAdvertisingEnglishhasitsdistinctivelinguisticfeatures.ThispaperwillanalyzethestylisticfeaturesofadvertisingEnglishfromvocabulary,syntaxandrhetoriccharacteristicsbasedonabundantofexamples.2/16ContentsAbstract......................................................................................................3摘要.............................................................................................................31.Introduction...........................................................................................42.MainBody..............................................................................................52.1VocabularyTraits.................................................................52.1.1EvaluativeAdjectives........................................................52.1.2PersonalPronouns.............................................62.1.3Coinages..............................................................72.2SyntaxFeatures....................................................................82.2.1SimpleSentences................................................82.2.2ImperativeSentences.........................................92.2.3InterrogativeSentences...................................102.3RhetoricCharacteristic.....................................................102.3.1Rhyme...............................................................112.3.2Pun.....................................................................122.3.3Repetition..........................................................133.Conclusion...........................................................................................14Bibliography............................................................................................153/16AbstractAdvertisingEnglishhasitsdistinctivelinguisticfeatures.ThispaperwillanalyzethestylisticfeaturesofadvertisingEnglishfromvocabulary,syntaxandrhetoriccharacteristicsbasedonabundantofexamples.Keywords:advertisingEnglishstylisticfeaturesvocabularytraitssyntaxfeaturesrhetoriccharacteristics摘要广告英语有独特的语言特征。本论文将以大量实例为依据从词汇、句法和修辞三个不同的层面分析广告英语的文体学特征。关键字：广告英语文体学特征词汇特征句法特征修辞特征4/161.IntroductionAtpresent,theadvertisinghasbecomeasignificantlyimportanttooltoobtainmarketsharesinacommercialsociety.Tosuccessfullypersuadetheconsumerstobuytheadvertisedproducts,theadvertisementshouldhavetoprovideasmuchinformationsaspossibleinalimitedtimeandspace.Graduallytheadvertisinglanguagehasbecomearelativeuniquestyle,andbecomeanimportantpartofthepracticallanguages.Advertisingexperts,psychologistsandlinguisticsetcshowgreatinterestsandhavemadesignificantanalysisonadvertisinglanguagesfromdifferentperspective.Asweallknow,thecommerceofEnglish-speakingnationstakesalargepartintheglobalbusiness.Therefore,itwouldbemeaningfulandnecessaryforustoanalysetheadvertisingEnglishwhileEnglishisthemostimportantinternationallanguage.Thispaperwouldanalysethevocabularytraits,syntaxfeaturesandrhetoriccharacteristicsfromthestylisticperspective.5/162.MainBody2.1VocabularyTraitsToattracttheexistingandpotentialconsumerstopurchasethegoods,theadvertisingEnglishhastobereadableandimpressive.SothereisanimportantKISSprincipleinadvertisingEnglishwhichmeanskeepitsimpleandsweet.HereSimplemeansthatthecopyshouldbeeasyfortheconsumergrouptoread,whileSweetmeansthatthelanguageofadvertisementsshouldbeattention-gettingortempting.AccordingtoouranalysisonadvertisingEnglish,thefrequentuseofevaluativeadjectives,thesimpleverbs,thepersonalpronouns,thecompoundsandtheadvertisingcoinagesinadvertisementfullyreflecttheKISSprinciple.2.1.1EvaluativeAdjectivesTheadvertisingEnglishusuallyusesomecommendatoryevaluativeadjectivestoproduceagoodimpressionabouttheadvertisedproductsor6/16servicesandbuildagoodimageintheconsumers'deephearts.Theseadjectivesincludedelicious,latest,fragrant,charming,wonderful,first-rateetc.WhatagoodtimeforgoodtasteofaKent.---------KentCigarettesadsTheadjectivegoodwasusedintheaboveexample.Goodisanobviouslygoodwordhere.Itcaneasilygivetheconsumersagoodimpressionandsuggestthegoodqualityoftheproducts.Namelythisgoodnessofthiskindofadvertisementswithcommendatoryevaluativeadjectivescanexpressthegoodinformationandexcellentimagetoconsumers.2.1.2PersonalPronounsTostrengthenthesenseofparticipationoftheconsumers,theadvertisingEnglishalsofrequentlyusethepersonalpronouns.Forexample,thefirstpersonisusedtorepresenttheadvertisementsmakers,thesecondpersonpronounstheconsumers,thethirdpersonpronounsthefamiliarpeopleoritems.Inthiscase,consumers,merchantsandthe7/16productsareallpartsoftheadvertisements.Theyseemtobeinseparablefromeachotherasaunit.Wemadethiswatchforyou----tobepartofyourlife----simplybecausethisisthewaywealwaysmadewatch.Andifwemaydrawaconclusion,itwillbethis:chooseonceandchoosewell.---------awatchads2.1.3CoinagesInrecentyearstheadvertisingcoinagesbecomeincreasinglypopularintheadvertisementsmaking.Toattractthepotentialconsumersfirstlyandthenimpressthemfirmly,theadvertisersalwaystrytheirbesttocoinnewwordswhi