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1、AN ANALYSIS OF LANGUAGE FEATURES IN ENGLISH ADVERTISEMENTSContentsChapter One Introduction1.1 Rationale of the study1.2 The value of the study 1.3 SummaryChapter Two Towards Advertising2.1 What is advertising?2.2 The history of advertising 2.3 The functions of advertising and its language?2.4 The ba
2、sic principles of advertising languageChapter Three Lexical Features3.1 Wide use of nouns in brand names3.2 Extensive use of monosyllabic and simple words3.3 Bulk use of compounds3.4 CoinagesChapter Four Syntactic Features4.1 Sentence patterns 4.1.1 Statements 4.1.2 Imperative sentences4.1.3 Interro
3、gative sentences4.1.4 Exclamatory sentences4.2 Sentence structures4.2.1 Ellipsis 4.2.2 Sentence fragmentsChapter Five Main Rhetorical Devices5.1 Simile & Metaphor5.2 Personification5.3 Pun5.4 Hyperbole5.5 Repetition5.6 AlliterationChapter Six ConclusionAcknowledgement First and foremost, I would lik
4、e to avail myself of this opportunity to express my gratitude to my tutor Mr., who offered me enlightening instructions, patient guidance and valuable suggestions, which contributed to the completion of my thesis.I would also like to acknowledge my indebtedness to all the instructors who enlightened
5、 me with good ideas and taught me different courses and various skills from which I benefited a great deal. In addition, I am very grateful to all my classmates and friends who have given me generous support and helpful advice in the past four years. Finally, I wish to dedicate this paper to my belo
6、ved parents, who always love me and affectionately care for me. Abstract This paper presents an analytical study of the language features of English advertisements at lexical, syntactic and rhetorical levels. In order to conduct a data-driven study, varieties of English advertisements are examined a
7、nd analyzed. Through a detailed survey of these advertisements advertising language features are summarized and possible reasons given in the light of the meaning and function of language.This paper is presented in six chapters. The First Chapter is the introduction and the last the conclusion. The
8、Second Chapter gives the general idea about advertising and its language. The third, forth and fifth chapters of the paper, which constitute the main body, respectively analyze language features at lexical, syntactic and rhetorical levels. In the process of analysis, examples are provided to make th
9、e paper understandable and persuasive.It is hoped that this study can shed light on the language features of English advertisements and also provide help for copywriters and advertising English learners.Key words: advertising, language feature, lexical, syntactic, rhetorical摘要 本文旨在通过对书面英语广告的语言分析总结出广
10、告英语在词汇句法修辞方面的语言特点。为了使研究从数据出发得出科学结论，作者选用各类英文广告实例加以深入细致的定量和定性分析，总结出广告英语的语言特点，并且根据语言的意义与功能解释广告英语的共性及特殊性。全文共分六章，第一章和第六章分别为介绍与结论，第二章介绍广告的基本情况，第三、四、五章为本文核心，分别探讨广告英语的词汇句法和修辞特点，从这三个层面对英语广告的语言特点进行分析与概括。希望此论文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。 关键词: 广告英语；语言特点；词汇；句法；修辞 Chapter One Introduction1.1 Rationale of the st
11、udyAdvertising is something that we are all exposed to. It is also something that is likely to affect most of us in a number of different spheres of our lives. It is reasonable to say that we live in a world of advertising. As potential consumers, we are always bombarded with all kinds of product or
12、 service information from various media, including newspapers, magazines, television, radio, Internet, etc. Advertising indicates the difference that exists between brands of products and alternative services. Advertising also tells the consumer what a specific product, brand or service should do wh
13、en it is used, thus helping 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. Therefore, the forms of advertising are very important.
14、Advertising has many forms, but in most of them language is of crucial importance. The words in advertisements are carefully crafted to meet particular needs.Finally, advertising is one of the major forces that are helping improve the standard of living around the world. Combined with all these comm
15、unicational, marketing and social functions, advertising becomes indispensable in the modern world. 这里要写明论题的研究现状！1.2 The focus of the study Advertising language sometimes is intended to inform, but more often, and more importantly, to persuade and influence. It has developed its own features.Graph 1
16、 a framework of advertising language analysis(说明出处!)No matter what form advertisements take, the advertising text is most important. Accordingly, this thesis focuses on the language features of English advertisements at lexical, syntactic and rhetorical levels through argumentation and illustration.
17、 1.3 Methods and Significance 这里要说明研究方法和研究意义。Chapter Two Towards Advertising2.1 What is advertising?Advertising is with us all the time. Whenever we open a newspaper or a magazine, turn on the TV, or look at the posters in underground stations or on buildings, we are confronted with advertisements.
18、Then what is advertising? The word advertising first appeared around 1655. It was used in the Bible to indicate notification or warning. An advertisement is a public announcement, generally printed or oral, made to promote a commodity, service, or idea. (Encyclopedia Britannica, 这里写明出版年代:105). Ameri
19、can Marketing Association defines advertising as “the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media” (加夹注！) “Advertising is a paid non-personal communication form with an
20、identified sponsor using mass media to persuade or influence the audience” (Wells & Burnett & Moriarty, 1989:8). Otto Kleppner in the book Advertising Procedure defines advertising as “a method of delivering a message from a sponsor, through an impersonal medium, to many people.” （加个夹注即可）. In Creati
21、ve Advertising Theory and Practice by Sndra E. Moriarty（加个夹注即可）, “An advertisement is a conversation with a consumer that gets attention, provides information, makes a point, and encourages someone to buy, try, or do something.” From these definitions, we can see that advertising is very important n
22、ot only to producers but to consumers as well. Besides, it has great impetus to the society.? It develops and changes with the evolution of society. It is “a mirror of society” (Russell, 1996:508) which reflects the society we live in. Lets see the evolution of advertising.2.5 The history of adverti
23、sing Advertising as a way of propaganda has long existed. At first, people were unconscious of it. Early in 3000 B.C, ancient Babylonians had already publicized the ointment sellers, book-copiers and shoes-makers. In ancient Greece, most messages were delivered by criers who stood on street corners,
24、 shouting the wares of their sponsors. In ancient Rome, stores and merchandise that people carried were identified by signsa row of ham represented the butcher, a cow stood for the dairy, a leather boot meant the shoes shop and so on (谢文怡，1997：1). In ancient times, advertising was a kind of early co
25、mmercial information. Information rather than persuasion was its aim. The development of advertising was greatly influenced by advancing technology. The invention of movable type by Johannes Gutenberg around 1440 moved society toward a new level of communication mass communication. No longer restric
26、ted by the time required by a scribe to hand-letter a single message, advertising could now be mass-produced (Wells & Burnett & Moriarty, 1989:21). Around the 17th century, newspaper came to the stage. It provided the advertising with the best carrier. The availability of printed media encouraged mo
27、re business to advertise. Along with the passage of time, the history of advertising entered “the Formative Years” (Wells & Burnett & Moriarty, 1989:23).The mid-1800s marked the beginning of the development of the advertising industry in the U.S. The emerging importance and growth of advertising dur
28、ing this period resulted from a number of social and technological developments associated with the Industrial Revolution.Since the beginning of the 20th century, emerging technologies have dramatically impacted and fueled the growth of advertising. The modern media, such as radio-communication, ena
29、bled the advertisers to achieve their aims in advertising and made long-distance communication become possible. Television made advertisement colorful and attractive. Advertising entered the modern years. The industry had become a major force in marketing, and had achieved a significant level of res
30、pect and esteem.2.6 The functions of advertising and its languageUp to now, advertising has fully developed. Its very crucial not only to consumers, but also to social development. It performs three basic roles in society.1. Marketing rolehelping companies sell their products or services To the prod
31、ucers, advertising provides the chances of promoting the products or services, communicating with the consumers and developing the business, which does much good to economic development.2. Educational rolehelping people learn about new products and servicesAs consumers, we can get information of the
32、 world from advertisement. Then it performs the educational role. We can compare the products or services of one brand with another from which we can make our choices.3. Social rolehelping increase productivity and raise the standard of living To the society, advertising can accelerate the growth of
33、 economy, and thus improve the standard of living. It also promotes the mass-media and gives the society very rich cultural meaning. In order to fulfill these roles, advertising may have various forms and strategies to stimulate the sale of products. It has resorted to all kinds of techniques audio-
34、visual, sound and light, display and acting, photographs and drawing and so on. But its language plays the most important role. Language is the most important tool of human communication. Language serves as an effective tool in persuading and influencing the audience, and, most important, in doing t
35、he selling.According to Leech (1978:47-50), as a tool for communication, language has five functions. First, language has the informative function to convey information to people through words, expressions or gestures. It also has the expressive function to express human feelings, attitudes, etc. Th
36、e directive function of language enables us to influence the behavior or attitudes of others, such as commands and requests. The aesthetic function is used for the sake of linguistic artifact itself. Last but not least, language has the phatic function to keep social relationships in good repair. Al
37、l the different kinds of functions of language are highly effective in advertising. For example, the informative and expressive functions are used in advertising to convey the messages about the products or services, while the directive function influences the attitudes and behaviors of consumers an
38、d persuade them to purchase the products or enjoy the services.In short, the functions of language in communication play crucial roles in the linguistic strategies of advertisements. Therere also some basic principles of advertising language. And thus, the advertising language forms its own style an
39、d characteristics. 2.7 The Basic Principles of Advertising LanguageLund (1947:83) summarizes the task of the adman as being to: 1. attract attention;2. arouse interest;3. stimulate desire;4. create conviction;5. get action.Professor Xie and Professor Liu (加夹注！)summed up the following four principles
40、 in Advertising English.First of all, an advertisement must be attractive. Besides the pictures or music, the words in an advertisement should be exotic or fresh if the sponsor wants to arouse the consumers interests. Using sentence fragments or puns will catch peoples eye and make them curious abou
41、t the product or services. Thus, the advertisement works.Secondly, the advertising text should be easy to read. It is necessary to choose easy or colloquial words and to use simple sentences. Because they will let the readers keep reading.? Too difficult sentence structures or too long passages will
42、 make the readers feel tired. Of course, when choosing the language, targeted consumers level should be considered.? Advertisement writers should use the language that is suitable to the consumers which the products or services aim to.? For example, the words in Cartiers advertisement were carefully
43、 chosen. (上下文不连贯！) “Like some fabulous, legendary jewel box, the Cartier boutique offers treasures of dazzling refinement. Exclusive creations from a celebrated jeweler. Cascades of stunningly inventive objects. From the luxuriously prestigious to the elegantly functional. Everything is extraordinar
44、y. Everything tempts. Jewellery, wrist-watches, lighters, writing instruments, leather goods, perfumes, eyewearthe Cartier boutique epitomizes the fine art of living, the fine art of giving.”Thirdly, the advertising text must be memorable. If the consumers can remember the advertisement, then they w
45、ill be the potential customers. Using parallelism or alliteration or other rhetorical devices will make the advertisement impressive. E.g.In love there is no lack.The best marksman may miss the mark.I came sudden, at the citys edge,On a blue burst of lake (The Harbor, by Carl Sandburg)Lastly, the ad
46、 text should so well designed as to stimulate consumption. The final aim of advertisement is to promote products or services. So the advertising language should be vivid and have the force to drive the readers to consume.Chapter Three Lexical FeaturesIn order to make the information accessible to au
47、dience, 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 consume the product or use the service. Both linguistic and
48、 psychological aspects are taken into consideration in the choice of words. Sharing the same purpose of advertisingto familiarize or remind consumers of the benefits of particular products in the hope of increasing sales, advertisers pay great attention to choice of words. Generally speaking, advertising texts show the following prominent features.3.1 Wide use of nouns in brand namesIts no doubt that nouns are most widely used in advertising. Almost every sentence and every phrase have nouns because nouns ar