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1、广告英语语言特色摘 要广告，顾名思义就是广而告之。作为一种宣传和传播信息模式，广告作用不容无视，因为它不仅只是一种说服顾客进展消费技巧，更重要是，它已逐渐成为社会交流必须手段之一。通过对大量英语广告实例进展分析，并参照国外著名广告人Guy Cook等理论，详细剖析了广告英语语言特点。广告在我们今天社会几乎是无孔不入，它传播介质多种多样，包括报纸、杂志、电视、播送、网络等。广告具有鲜明目性，即说服顾客进展购置，这种目性决定了其语言特色性风格，使其独立于其它文体，在语言学范畴内值得研究。选定英语这一全球普遍使用语言，就其应用于广告领域而产生一些语言学特点和广告本身社会性特点进展深入分析，希望能对相
2、关领域研究有一定借鉴作用和参考价值。共分为五章，第一章追溯了广告起源，对广告分类、作用及定义做了简单概要；第二章介绍了广告和文体学根本定义，广告中，文字和图像完美结合取决于创意和所用媒体，但它们共同组成了广告语言；第三章从句法学、修辞学、词汇学等理论切入，用大量例子分析了广告英语语言特点，并从语篇分析角度对其语言特点进展了剖析；在语篇分析章节中，引用了Guy Cook语篇分析模型，并引入了广告问题研究领域新近提出“文章关联性等概念；第四章结合了第三章观点，通过具体英语广告实例对标题中用词、句子构造、称谓模式、修辞格进展了阐述，分析了广告语言对广告效果影响；最后一章指出了广告英语开展口语化和简单
3、化趋势及其目前存在模糊性语言特点，揭开了广告华美词藻下所掩盖非真实广告气氛，批判了其模糊性误导消费者消极一面。关键词：广告；广告英语；语言特点 AbstractAs a way of propagating and transmitting information, advertisings role connot be underestimated because it is not only an artful technique in persuading people to buy, but also gradually has become a must for social com
4、munication which in turn influences the development of society and economy. The purpose of this paper is to study the linguistic features and sociological features of advertising English, in the hope to help copywriters at home markets in their creating process.Nowadays advertising has penetrated in
5、to every corner of our life as its transmitting media in many forms: newspaper, magazine, TV, radio as well as network. The goal of advertising decides its language to be simple and direct, distinct from the characteristics of other discourses. Thus an analysis on the linguistic features of advertis
6、ing English in the linguistic field is worthwhile. Under such circumstances, a study on the linguistic features of advertising English will have practical effects on the composing and translating work of the copywriters.The whole paper is divided into five chapters. The first chapter traces back the
7、 origin of advertising and a brief introduction on the classifications, roles and definitions of advertising is presented for the later discussion. The second chapter introduces the theory of advertisements and stylistics, the precise balance of words (either spoken or written) and pictures is deter
8、mined by the creative concept and the medium used, but the combination of images and words makes up the language of advertising.The third chapter starts from the theories in syntax, lexicology, rhetoric and ends with the linguistic features analyzed in the field of discourse analysis.The fourth chap
9、ter combines the viewpoints from the previous chapter third and explores the effect of the advertising English as a whole advertising process. The last chapter, also the conclusion part, shows that though advertising language appears to be flowery and refined, its content is no better than commonest
10、 language could convey. By exposing the various techniques advertisers have employed in their writing, this part hopes to remind consumers that advertising English is gradually attaining the negative and ambiguous role in guiding people to buy.Keywords: Advertising, Advertising English, Linguistic F
11、eaturesChapter 1 IntroductionNo other statement could have summed up the charm of advertisement than what Aldous Huxley has commented. As he has said advertisement as a literary form is the most exciting, the most arduous literary form of all, and the most pregnant in curious possibilities. In his c
12、omment he asserted advertisement is a literary form and the copywriting process is the delightful and salubrious exercise for the mind. But all in all, what is advertising, and what makes it unique History of AdvertisementAdvertisement emerged from the womb of commodity production and exchange. The
13、condition for the existence of advertising is “at least a segment of the population must live above the subsistence level. When this situation occurs it also becomes necessary for “the producers of materially unnecessary goods to do something to make people want to acquire their commodities. (Vester
14、gaard and Schroder 4)The embryonic form of advertising in the world is street cries, which exist even today. Advertising was not unknown in ancient Greece and Rome, but advertising as we recognize it did not start until the seventeenth century in the West. It was at about this time that newspaper be
15、gan to circulate. Before that, it is printing which was first invented in China and then introduced to the West that played a vital role in the production of print advertising. “Classified (small ads) types of advertising were dominant before the nineteenth century and style and language used in ads
16、 at that time tended to be direct and informative. The industrial Revolution, which began in England in the mid-1700s and reached the United States by the early 1800s, facilitated mass-production of goods. Meanwhile advertising became more and more important in the industrial market. The great break
17、through for advertising came only in the late nineteenth century. Technology and mass-production techniques were then sufficiently developed for more firms to be able to turn out products of roughly the same quality and at roughly the same price. This brought on a crisis of over-production and under
18、 consumption which meant that the market needed to be stimulated by advertising. At this time advertising changed its function from proclamation to persuasion. In the twentieth century, advertising developed rapidly alongside the advent of new media-radio and television in succession.According to Ri
19、chard Pollays content analysis of two thousand print ads from ten leading magazines in the USA, ads have progressively turned towards the emotional rather than the informative approach and there is a shift seeing human nature as rational to seeming it as emotional.Today in China, while our economic
20、structure is shifting from the entirely planned economy to the socialist market economy system, advertising is becoming more and more active and sophisticated. In 1992, Chinas advertising expenditure reached $ 862 million, among the fastest growing countries in Asia. This year with the entry of Chin
21、a into WTO, this expenditure figure will undoubtedly rise up, which will support the view that advertising is an indispensable means for providing the information that all market-oriented industrialized societies need for their economies to function efficiently. Classifications of AdvertisingAdverti
22、sing may be classified by medium (newspaper, magazine, radio, television). By target audience (consumer, industrial, business), by geography (international, national, regional, local), or by its function or purpose (product or non-product, commercial or noncommercial, primary demand or selective dem
23、and, direct action or indirect action).Because it is difficult to gain access to enough date for English commercials and ads on radio or TV, thus, the subject of this research paper will mainly concentrate on the print advertising. Roles of AdvertisingAn advertisers main purpose is to present and ex
24、hibit product or service, and to spread the influence and coverage of which to the extent that the potential purchasing population becomes real and actual. Simply put, advertisers try by the various means at their disposal to get people to buy the product or service advertised. Moreover, advertisers
25、 want potential purchasers to consider what is advertised to the exclusion of all other similar products or services. They therefore attempt to construct an advertisement that will fully involve the attention of the potential purchaser and which will have a persuasive effect. Advertisers thus create
26、 a semiotic world in order to persuade their audience of essential “rightness of purchasing the product or service advertised. Definitions of AdvertisingAfter a brief introduction of the classifications and roles of advertising, we now come to the definitions of advertising. From different perspecti
27、ves or purposes, the definitions might also vary. In English, the word “advertise has its origin in “advertere in Latin, meaning “to inform somebody of something, “to bring into notice or “to draw attention to something, etc. In Chinese, the equivalent term “guanggao means “widely announce.The fathe
28、r of modern advertising, Albert Lasker said that advertising was “salesmanship in print. Although the definition was given long before the advent of radio and television, and the nature and scope of advertising at that time were considerably different than they are today, this often-repeated saying
29、indicates that the ultimate objective of advertising is to sell. Obviously it is not a working definition because we cannot use it to cover all advertisements. Today, a widely quoted working definition of advertising was put forward by Courtland L. Bovee and William F. Arens : Advertising is the non
30、personal communication of information, usually paid for and usually persuasive in nature, about products (goods or services) or ideas by identified sponsors through various media.Another linguist Bolen defines advertising as a “Paid, non-personal communication through various mass media by business
31、firms, nonprofit organizations, and individuals who are in some way identified in the message and who hope to inform or persuade members of a particular audience. (Carter, Ronald and Goddard, Angela, Reah Danuta et al. Working with Texts. London: Routledge,1997)If the definitions of advertising were
32、 too vague and abstract to comprehend, a few words of its function would help to clarify this crucial term. Broadly speaking, advertisements have at least one of two functions: informing or persuading, although overlap may often take place in one single piece. The trick here is that an informative a
33、dvertisement informs “the customer about goods, services, or ideas and then tells how to get them means of an identified sponsor (Bolen 6). Examples of informative advertisements are not a few, ranging from flyers to insertions in magazine and newspapers, all of that aim to advertise new products/se
34、rvices or special prices on certain products/services. This type of advertisement gives basic, factual information and sometimes shows a photos or an illustration of the product/service to give the target audience a better view about the advertised product.Persuasive advertisements are thus the inst
35、ruments used by advertisers “who have defined their target audiences and determined the effect they hope to achieve through persuasive advertisements in the media (Bolen 9). And a persuasive advertisement should try to persuade the potential customers to buy the new product. (Bolen 6) The persuasive
36、 function is not only limited to attracting the potential customer into buying a certain object, but also including the selling of services, ideas, norms and values.To summarize, we would get the idea that firstly advertising is a communication process. Secondly, at least a medium is used. Thirdly,
37、this communication process has a definite purpose to convince the target audience. The above three characteristics suggest advertising is closely connected with the society, employing its media, interconnecting with its people and guiding their buying habit. Also in achieving the advertising effect,
38、 the advertising language should be vivid and attractive, whose linguistic characteristics would be covered in the Chapter 3.Chapter 2 Theoretical Background Advertisement Definition and GoalAdvertising is the paid, impersonal communication of information about products or ideas by an identified spo
39、nsor through mass media in an effort to persuade or influence behavior. Not all advertising is alike. Advertisements differ depending on who the message is intended for, where the advertisement is shown, which media are used, and what the advertiser wants to accomplish.(see Table )Table Advertising
40、can be classified in four ways: by target, geographic area, media used, and purpose. Other mediaProductive or nonproductiveCommercial or noncommercialPrimary demand or selective demandDirect action or indirect actionThe purpose of copywriting is to persuade or remind people to take some action to sa
41、tisfy a need or want. But first people need to be made aware of the problem or, if the problem is obvious, of a solution. To create awareness, the copywriter must first get peoples attentionfor example, by using large type and provocative visuals. Next, the copywriter must stimulate the prospects in
42、terest in the product and build credibility for the product claims. Then the copywriter focuses on generating desire and finally on stimulating action. These five aspects should be present in every advertisement or commercial.Here is the advertising pyramid. Elements of an AdvertisementAs one will s
43、ee, any advertisement is made up of several elements. Most advertisements used all of them. They include the headline or display line; the illustration; the body copy or text; the theme line or slogan, trade character, seal, and other marks; and the logotype or signature. Each will be considered in
44、some detail below.(1)HeadlinesThe headline or display line appears in most advertisements for several reasons. First, it is an attention-getting device; secondly, it also selects an audience by appealing to a specific group, as this line dose: Arthritics reduce painful inflammation and get stomach u
45、pset protection. (An ad for medicine) Finally, it is the key factor in getting people to read the body copy.(2)IllustrationIn addition to headlines, most advertisements contain illustrations. The illustration like the headline, attracts attention, selects the audience, and stimulates interest in bod
46、y copy. What is more, the illustration can be invaluable in showing the product or product use and explaining graphically certain ideas or situations that are cumbersome to put into words. The old saying that one picture is worth a thousand words has much merit in it.(3) Body CopyTo begin with, some
47、 explanation of the word copy is necessary. The job of body copy is to stimulate interest in the product or service or idea being advertised, creates desire for it, and urge action. This is a big task and calls for right words. Although headlines and illustrations clear the way, it is body copy that
48、 must carry the burden of the selling job.(4)Theme lines, slogan, trade characters, seal and other marksA number of different marks and devices may appear in an advertisement, including theme lines, trade characters, and seals; For example, General Foods uses the corporate identity symbol in all its
49、 advertisements. The automatic use of these elements in the advertisement, however, does not diminish their importance. Stylistics The Need for StylisticsWhen talking about the English language, one should not be misled into thinking that the label should in some way refer to a readily identifiable object in reality, which he can isolate and examine in a classroom as a test-tube mixture, a piece of rock or a poem