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1、An Analysis of the features of Advertising Language摘要：随着商品经济的发展,广告已渗透到生活的方方面面。其特殊的单向、延时交流方式，使得它具有独特的语言魅力，广告语言语用学的目的呈现性较强；博大精深的语言文化的活用引起强劲的心理共鸣，同时带动消费者的购买力，实现其语言目的。这篇论文运用相关语用学理论来分析广告语的特点。Abstract: With the development of commodity economy, the advertisement has been permeated in to every aspects of o
2、ur daily life. The special single and delayed ways of communication make the advertisement present the specific language glamour. The psychological resonances caused by extensive and profound language culture drive the consumers purchasing power, and meanwhile realize its purpose of language. This t
3、hesis attempts to use the relevant pragmatic theory to analyze the features of advertising language.Key words: advertising language, purpose, uniqueness, structure1. IntroductionThe advertisement is prevalent in our daily life, which is a new and special way for people to know more about the develop
4、ment outside the world. More and more advertising languages are getting more and more popular and become well-known communicative languages because of their classical features and characteristics. However, the time delay of the advertising language decides that it isnt a method of the transmission o
5、f real-time feedback because it doesnt have vivid characteristics of instant communication. In order to achieve the effects of the cooperation and purpose, the businessmen have no choice but to change communicative ways and methods through the rhetorical and convey the way to achieve purpose process
6、ing sales. There is a specific relationship between commodity operators and consumers making advertisements in the language form be fastidious. The charm of the advertising language function of advertising is soul. 2. The features of advertising language2.1 The purpose of the advertising languageThe
7、 advertising language is changeable in forms. However, no matter what kind of forms commodity operators use, the purpose is to promote and sell products. The purpose is reflected in locutionary act choice and the behaviors of the implementation. Perlocutionary effect is the starting point and destin
8、ation of the speech act and explains the theoretical basis of language behavior. Therefore, it is obvious that the advertising language appears with its purposes and shows its specific purpose. The goal of the advertising language is to try the commodity operators best to attract consumers eyes as m
9、uch as possible. The more popular the advertising languages, the easier the words of the advertising language, most of people are difficult to understand these obscure words using in the advertising languages. This will limit the advertising language vocabulary. So the commodity operators make their
10、 advertisement easier to remember words in common in the minds of the consumers. The concise combination of words has the strongest impact on the sense of consumers. So the advertising language commonly uses in preference to remember these kinds of easy and simple words, such as: “Feel the new space
11、” and “Just do it”. These two pieces of the advertising language are very easy to understand and remember. Stances with the assessment of the nature or terms are to be fully used in advertising, these simple words in addition to refining, but also to the reader to pass a positive emotion, such as: “
12、Better city, better life” and “Lets make thing better”. Here showing a positive psychological suggestion conveyed to the people of the commodity nature of most aspects of consumers feel.2.2 The uniqueness of the advertising languageA classic advertising slogan not only should have the product succes
13、sfully sold out as far as possible, but also gives and leaves the consumers a deep impression, even enduring, widely read. In addition to sound, images, color and other factors, the language is one of the most important influential factors. So advertisers have to choose the appropriate vocabulary an
14、d proper sentence to impress customers and then they could have the desire for buying these products. As is well-known to us, the advertising language has its specific features. Therefore, the advertising language should be unique and specific. The uniqueness of the advertising language makes the pr
15、oducts have a new and specific not a boring meaning.Advertising language is unique that it can actively use the new coinage, which is a common advertising in English. The creation of this new word novel not only gives a new sense, but also can make the entire advertisement impressive, such as: “Role
16、x watch rolling excellent, where Rolex is rolling and excellent synthesis of two words. The combination of these two different words expresses the meaning of the advertising language and at the same time it also makes the customers know and understand the general information about the products. It c
17、ontains praise for the quality of the table, “excellent, outstanding,” but also promises a table internal structure of the continuous operation. From these examples, it is obvious that the uniqueness of the advertising language make the customers have a deep impression on the products and then achie
18、ve the goal that the consumers buy the products. 2.3 Simple syntax, rhetorical subtletySlogans are a simple sentence, upholding the KISS principle. The KISS is short for “keep it short and sweet”. The feature helps the advertisement be understood by the consumers with these simple sentences, using t
19、he smallest linguistic unit of meaning expressed the most comprehensive and complete meaning to the customers. These kinds of sentences can make the language have more prominent characteristics of goods, such as: “Impossible made possible”. A simple sentence slogan is more straightforward and clearl
20、y tells the consumer characteristics of the product, while giving the customers a deep impression.In addition to imprint clear and concise language, the languages of advertising add the fascinating colors by the means of the advertising rhetoric. It is the level of rhetoric to upgrade the text adver
21、tising language from an emotional level. All advertising rhetoric is basically everything. Variety of advertising rhetoric is rhetoric. No advertising will be any dramatic rhetoric at all. Metaphor, personification, pun, hyperbole, parody, analogy, duality, parallelism and other rhetorical devices a
22、re a common means of advertising, such as: “Choose a pot like you choose a husband”, when you choose a pot, it just likes choosing your husband and selects pan contrast. Many housewives agree with this point form their own experiences. Of course, it is an exaggeration, but for long-term labor in the
23、 kitchen of the housewife who may have minds. Such as: “From Sharp minds come sharp products”, in this sentence, the sharp means clever mind. The Sharp is a product of brand, and meanwhile it is the same with the adjective word-sharp totally for the intelligent mind. This piece of the advertising la
24、nguage expresses its specific meaning by the use of pun and the characteristics of the product manufacturers wisdom together. “Less bread, No jam”, it means saving money and smooth. Bread and jam refer to the food of bread and jam. “Less money, no traffic jam” here, bread means money, and jam is the
25、 traffic jam.Language in a wide variety of advertising, advertisers also do their best to use a variety of rhetorical devices to enhance the language, the language of shocking and rendering power, whether it is a piece of concise and simple language advertising, or the gorgeous and colorful, and the
26、 characteristics of the goods themselves by and the level of consumer demand determined. However, interpretation of the language is all the time advertising rhetoric of infinite charm.3. Conclusion In summary, the advertising language is commonly used in our daily life. Advertising is related to soc
27、iology, anthropology, psychology, linguistics and other market economics and social sciences disciplines, including a modern communication. Only from the perspective of language analysis is not enough, but at the same language also formed part of the soul of advertising. Planners in advertising unde
28、r the careful design, the corpus of rhetoric will be more abundant. Different rhetorical approach to language gives a different interpersonal color, but also takes up the arduous task of interpersonal communication. Advertising development is the use of modern language through updating the source of
29、 innovation, while the style of advertising in the continuous development of advertising and social progress in the shine and unique style.4. BibliographyBloomfield. LanguageM. Beijing: Foreign Language Teaching and Research Press, 2001.Hudson, R. A. SociolinguisticsM. Beijing: Foreign Language Teac
30、hing and Research Press, 2000.Joos, M. The Five ClocksM. New York: Harcourt, Brace and World, 1961.何自然, 冉永平. 语用学概论M. 湖南: 湖南教育出版社, 2006, (2). 钱冠连. 新格赖斯语用机制新在哪里J. 北京: 北京外国语大学学报, 1995, (1). 王善梅. 广告语的语用分析与研究浅探J. 铜陵学院学报, 2006, (5). 王守元. 英语文体学要略M. 山东: 山东大学出版社, 2000. 赵静. 广告英语M. 外语教学与研究出版社, 1992. 赵硕, 张骏, 王键
31、 .现代广告用语的语用研究J. 西安: 西安外国语学院学报, 2005, (2). 生命列车The Train Of Life1. 不久以前，我读了一本书。书中把人生比作一次旅行。2. 人生一世，就好比是一次搭车旅行，要经历无数次上车、下车; 时常有事故发生; 有时是意外惊喜，有时却是刻骨铭心的悲伤 3. 降生人世，我们就坐上了生命列车。我们以为我们最先见到的那两个人-我们的父母，会在人生旅途中一直陪伴着我们。 4. 很遗憾，事实并非如此。他们会在某个车站下车，留下我们，孤独无助。他们的爱、他们的情、他们不可替代的陪伴，再也无从寻找。 5. 尽管如此，还会有其他人上车。他们当中的一些人将对我们
32、有着特殊的意义。 6. 他们之中有我们的兄弟姐妹, 有我们的亲朋好友。我们还将会体验千古不朽的爱情故事。7. 坐同一班车的人当中，有的轻松旅行。8. 有的却带着深深的悲哀 还有的,在列车上四处奔忙，随时准备帮助有需要的人 9. 很多人下车后，其他旅客对他们的回忆历久弥新 但是，也有一些人，当他们离开座位时，却没有人察觉。10. 有时候，对你来说情深义重的旅伴却坐到了另一节车厢。你只得远离他，继续你的旅程。11. 当然，在旅途中，你也可以摇摇晃晃地穿过自己的车厢，去别的车厢找他 12. 可惜，你再也无法坐在他身旁，因为这个位置已经让别人给占了 .13. 没关系。旅途充满挑战、梦想、希望、离别 就
33、是不能回头。因此，尽量使旅途愉快吧！14. 善待旅途上遇见的所有旅客，找出人们身上的闪光点。15. 永远记住，在某一段旅程中，有人会犹豫彷徨，因为我们自己也会犹豫彷徨。16. 我们要理解他人，因为我们需要他人的理解。17. 生命之谜就是：我们在什么地方下车？坐在身旁的伴侣在什么地方下车？我们的朋友在什么地方下车？我们无从知晓 18. 我时常这样想：到我该下车的时候，我会留恋吗？我想我还是会的。和我的朋友分离，我会痛苦。让我的孩子孤独地前行，我会悲伤。 我执著地希望在我们大家都要到达的那个终点站，我们还会相聚 19. 我的孩子们上车时没有什么行李，如果我能在他们的行囊中留下美好的回忆，我会感到幸
34、福。20. 我下车后，和我同行的旅客都还能记得我，想念我，我将感到快慰。21. 献给你, 我生命列车上的同行者, 祝您旅途愉快!1. Not long ago, I read a book, in which a mans life was compared to a journey.2. The life of a man is just like a hitchhiking，during which many times we go up and down. Now and then things will happen accidently, some of which are to b
35、e unexpected excitement，while some heart-breaking sorrows. 3. When first embraced the world，we are already on the train of life. We take it for granted that the first two persons, our parents, whom we are encountered with, will accompany us all the way.4. Sadly，things do not go on as we thought.Our
36、parents will get off the train at a certain station，leaving us, bereft and helpless.Their love and emotion to us and their irreplaceable company can be found in nowhere.5. However，there will be somebody else who will get on the train. Some of them will have special meaning to us.6. Some of them may
37、be our siblings , relatives and friends, and we will also expereince the imperishable love.7. Some of our travelling companions are quite light-hearted on the way.8. While some may bear immense sorrow.Still some ,back and forth, are ready to hold out their hands for others who need help.9. Some peop
38、le alight off the train, yet they are still kept in the mind of the other passengers for long;some, to the opposite, leave their seats without being noticed.10. Sometimes, the one,who is dear to your heart, has huddled into another carriage. Nothing but one you can do is just to keep on going, far a
39、way from him.11. Of course, during the journey, you may stagger to another carriage to look for him.12. Its a pity that you will never seat yourself beside him because the seat has been engaged by others. 13. Never mind. The journey is full of challenges,dreams, hopes and departures- but only one th
40、ing is that you cant turn back. So, have a good journey with heart and soul.14. Show your good-will to all the passengers you are encountered with, and find the merits of theirs.15. Remeber that someone may oscillate just as we do in the journey.16. We should understand others just as we need others
41、 understanding.17. The enigma of life is：Where shall we get off the train of life?And how about the companions beside us?And our friends?We dont know.18. Sometimes I think：When my time comes to get off the train，shall I miss it？I think I will.It is a suffering when I part with my friends.I will be s
42、orry for leaving my kids going alone.I firmly hold that when we get to the terminal，we will have another reunion.19. When my kids get on the train of life, they have only little luggage in their travelling bags. However,if I can leave the beautiful memory in them,I will be happy. 20. After getting off the train of life, I will be content if my fellow passengers will remember me and miss me.21. To you , the companions on my train of life.May you have a good journey!8