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1、毕业论文（设计）Morphology in Advertisement English1. Introduction12. Introduction to advertisement32.1 Major functions of advertisements32.1.1 Information communication42.1.2 Sales promotion52.1.3 Building brand preference and loyalty62.2 Features of advertisement62.2.1 Brief and exquisite62.2.2 Humor and
2、cordiality72.2.3 Choice of vocabulary93. Morphology in advertisement English103.1 Definition of morphology103.2 Morphology in advertisement English113.2.1 Coinage113.2.2 Creative spelling123.2.3 Derivation and exotic words133.2.4 Adjectives143.2.5 Verbs163.2.6 Nouns183.2.7 Compound203.2.8 Abbreviati
3、ons224. Conclusion24References251. IntroductionLiving in a world of advertising, potential consumers are endlessly influenced by all kinds of product or service information from various media including newspapers, magazines, television, radio, post and Internet, etc. This is a time full of advertise
4、ments, which are around us and even float in air. An advertisement critic said: “the air we breathe is made up of Nitrogen, oxygen and advertisement” (夏政,2003;18). Norman Douglas, a famous British novelist evaluated: “You can tell the ideals of a nation by its advertisements”(夏政,2003;22). “Advertise
5、ment” derived from Latin “adverfure”, which originally meant encourage and call for attention(胡小芸,2002:15). Thousands of advertisements contain peoples different understandings. Some people regard that advertisement is communication, is market essence, is part of society and economy, and is public r
6、elation, while some thinks it as payable propaganda. The Sociologist, psychologist, politician, economist, linguists and artists define advertisement from different points.Albert Lasker, “father of modern advertisement”, refined it as “salesmanship in print”, but later, radio and television were inv
7、ented(胡小芸,2002:19). So advertisement is changing. AMA (American Marketing Association) defined it as follows: advertisement is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various m
8、edia(赵静,1997:1). In advertisement, every word is chosen carefully and analyzed deeply. Linguistic morphology is a science of word/phrase formation. According to certain formation rule, new words can be made out. So there are kinds of vocabularies in advertisement, which make advertisement vivid and
9、flexible. Morphology is very important to advertisement. This paper is going to introduce the importance of advertisement and mainly analyses application of morphology in advertisement through vivid examples.2. Introduction to advertisementSome people argue that advertisements do not only give much
10、information, but also try to persuade you to buy the products, and they create demands for goods that are not really needed. Besides, advertising adds to the cost of goods. Further more, they are increasingly cultivating and spoiling the environments. Actually,everycoinhastwosides.Advertisingis with
11、out exception. But in todays world, advertising is not only necessary but also helpful.With the development of material prosperity, advertisements have become more and more important in our daily life. Advertisements give latest information about products. If there were no advertising, consumers cou
12、ld not know about goods in their local shops. Advertising helps sell to a bigger market. Therefore, as more goods are sold they are cheaper. Advertisements also provide money for newspapers, magazines, radios and TV stations, etc. Advertising has penetrated into every corner of our life as its trans
13、mitting media in many forms: newspaper, magazine, TV, radio as well as network. Thus an analysis on the linguistic features of advertising English in the linguistic field is worthwhile. Advertising had been an independent and professional subject.2.1 Major functions of advertisementsGenerally speaki
14、ng, advertisement has crucial functions, such as information communication, attracting customers, sales promotion, and brand preference, improving employment and facilitating economical development. As a way of propagating and transmitting information, advertisings role can not be underestimated bec
15、ause it is not only an artful technique in persuading people to buy, but also gradually has become an absolute must for social communication which in turn influences the development of society and economy. The goal of advertising decides its language to be simple and direct, distinct from the charac
16、teristics of other discourses. An advertisers main purpose is to present and exhibit product or service, and to spread the influence and coverage which can impel the potential purchasing population becomes real and actual. At their disposal advertisers try by the various means to get people to buy t
17、he product or service advertised.2.1.1 Information communicationAs a professional subject, advertisement has its own functions. Firstly, it can pass specific information about products to customers, and highlights the advantages of certain products or services, such as high technology, friendly envi
18、ronment or fine processing. Usually, advertising communicates information in three types: audio, visual, and language. It is a more common case that an advertisement is a mixture of the three. In radio advertisements, music is always accompanied by language; on TV and motion pictures, music and lang
19、uage illustration are mixed with each other. In magazines and newspapers, advertisements are a combination of pictures and language of written information. Advertising provides a valuable service to society and its members. It indicates the difference that exists between brands of products and alter
20、native services, as well as the distinguishing characteristics of companies and institutions. Advertising also tells the consumer what a specific product, brand or service should do when it is used and thus helps consumers to understand and evaluate experience with the products and services that the
21、y use(夏政,2003:7). 2.1.2 Sales promotion The terminal purpose is to gain profit through sales promotion. To some extent, the hot and glorious advertisements forecast potential market and great profit. So the manufacturers will spare no effort to promote sales promotion. Advertisements encourage peopl
22、e to get action. They may send direct or indirect signs. For example, the advertisement “come to our sale May 15” is the direct sign, while “fly the friendly skies” is an indirect one. The advertisement clients always influence customers by excellent advertisements, which make them enchanted. Only w
23、hen customers buy the product, can they feel comfortable. This is magic of advertisement. No temptation, no desire; no stimulation, no action. Gaining repeated customers are important to those clients. The customers credit the products and contribute to the profit of manufacturer. In order to fresh
24、images of their products to customers, the manufacturers always renew advertisements they use.2.1.3 Building brand preference and loyaltyHow to build brand preference and loyalty in their minds is the key question for the manufacturers. Good quality is essential, but it is not enough. Manufacturers
25、should let the public know the constant high quality through advertisements. Credible quality and efficient advertisements keep customers tightly for a long time. With time passing by, customers would have a deep affection for products of the brand. This is the process to build brand preference and
26、loyalty.Combining with all the functions of communication, marketing and social role, advertisement has becomes essential in the modern world.2.2 Features of advertisementDifferent from other discourses, which center on certain fields, advertisement covers a wide range of sectors. So it must be flex
27、ible and changeable in different sectors. However, there are general features to all advertisements. Most advertisements are brief and exquisite, cordial and appropriate choice of lexical.2.2.1 Brief and exquisiteBeing brief and exquisite is the first feature of advertisement. Here is an example of
28、advertisement for restaurant. “Going East, Staying Westin.” “Westin” reminds us of “west”, which echoing “east”. This advertisement is simple and exquisite. “KISS” (keep it sweet and simple) is a basic principle for advertisement(夏政,2003:34). All the factors of time, space and fund call for simplici
29、ty. They attempt to arouse attention in the shortest time. Tedious and dull words would make customers fed up. The following is two advertisements of tobacco worth comparison. (1)(a) “Winston tastes good like a cigarette should.” (b) “Winston cigarettes taste exceedingly fine, the way every cigarett
30、e manufacturer wishes his cigarettes would taste.” (赵静,1997:11)It can be easily found that advertisement (a) is brief and attractive. The same is true with the process of reading. The consumers usually would look through the short jokes firstly, and they are confused with various colorful advertisem
31、ents and propaganda. They dont want to waste time on long and tedious advertisements. There is another example of simple advertisements below. (赵静,1997:31)(2) “Male, 25, 5 7. Slimly-built, likes pubs, clubs and sports, seek female18 to 30 years old for relationship.”Advertisement (2) is a typical sp
32、ouse-seeking advertisement with only a few words of introduction. But it indicates much information: a man of 25 years old seeks a woman of 18to 30 years old as his wife. He hopes the woman likes pubs, clubs and sports. It can be found that simple words can express rich information. Many famous Engl
33、ish advertisements gain success by its simplicity. 262.2.2 Humor and cordialityColloquial English is popular with advertisements, and small words are used frequently to close to daily life. In many cases, advertisement can create humorous effects by formal language. There is an example below.(3) “do
34、nt flirt the girl, who has just stepped out of here, shes probably your grandma.” (张新红，2003：122)Advertisement (3) is an advertisement for beauty shop. Are you longing for such magic effect after watching this advertisement? Even if its exaggerated a little, it has achieved the purpose of attracting
35、customer. This advertisement makes a cordial and pleasant atmosphere. Advertisements with simple language are easily understood so it can attract public attention buy its popular and colloquial vocabulary. Here are more examples:(4) “Is your microwave cooking fast? -you bet!” “My goodness! My Guinne
36、ss!” “Mosquito Bye Bye Bye.” (张新红，2003：220)These advertisements read easily and fluently. “You bet” means sure of course in spoken English. “My goodness” is an expression for surprise. “My Guinness”, the beer name, has the same rhyme and tail rhyme with “My goodness”. Customers can remember this adv
37、ertisement easily, as describes the scene that customers enjoy and praise the beer. “Bye” is a colloquial word people use everyday. It is vivid and lovely to say “bye” to mosquito three times. In addition, “bye” pronounces same with “buy”. Its interesting those manufacturers like showing their care
38、and kind to customers as if the customers were a member of their families. And then customers are generous to support career of “the relative”. Manufacturers are good at these exaggeration or “sensational performance”. The following are examples indicating their performing skills:(5)Advertisement fo
39、r cold remedy: When you take a bad cold, take TheraFlu.Advertisement for fitness equipment: Isnt it good to know that walking is good exercise? (张新红，2003：284)All the examples build warm and friendly atmosphere, intimate relationship with customers. Present tense, active voice and appropriate persona
40、l pronoun make customers feel comfortable and superior. Are customers God? Actually, “God” always drop in the trap designed carefully by the seller. In the first two advertisements, present tense and active voice are used. Besides, “we” and “you” let us reared the advertisement a good friend helping
41、 you. Advertisement for fitness equipment above tells people that health is valuable wealth and walking is good for health. So are you going to use this fitness equipment of walking? It sounds like an ancestor, caring about peoples well-being. 2.2.3 Choice of vocabulary Language has a powerful influ
42、ence over people and their behaviors. This is especially true in the fields of marketing and advertising. The choice of language to convey specific messages with the intention of influencing people is vitally important. The English language is known for its extensive vocabulary. Where many other lan
43、guages have only one or two words which carry a particular meaning, English may have five or six. Moreover, the meanings of these five or six words may differ very slightly and in a very subtle way. It is important to understand the connotation of a word. Connotation is the feeling or ideas that are
44、 suggested by a word, rather than the actual meaning of the word. Armchair, for example, suggests comfort, whereas chair arouses no particular feelings.3. Morphology in advertisement EnglishWith its special features, the choice of vocabulary in advertisement is different from that in usual passages.
45、 Lexical in advertisement is serious flexible, colorful and appropriate. Advertisement is a compatible and gathers furnace which absorbs and integrates other culture and words. Endless new words are created under the principle of morphology. Culture is progressing, language is developing and vocabul
46、ary is changing accordingly. Selection and usage of words is one of the core aspects in English advertising. 3.1 Definition of morphologyMorphology is a general concept with many branches. It has two basic aspects as follows. (1) Biological Morphology: a. A branch of that deals with the form and str
47、ucture of organisms without consideration of function. b. The form and structure of an organism or one of its parts: the morphology of a cell; the morphology of vertebrates.(2) Linguistics: The study of the structure and form of words in language or a language, including inflection, derivation, and
48、the formation of compounds. (汪榕培，1997：174） 3.2 Morphology in advertisement English3.2.1 CoinageCoinage means the process of making new words or phrases by mixing more than two words, taking in exotic words from other countries, etc(单亦祯, 2004:45). It always proposes something new and different. Creativity is the attracting point of advertisement. Creativity of one advertise