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广告英语的语言特色和社会性特点
时间:2013-09-25 浏览次数:1303次 无忧论文网
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【中文题名】 广告英语的语言特色和社会性特点 【英文题名】 The Linguistic and Sociological Features of Advertising English 【中文摘要】 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,广告的作用不容忽视,因为它不仅只是一种说服顾客进行消费的技巧,更重要的是,它已逐渐成为社会交流的必需手段之一。本文通过对大量英语广告实例进行分析,并参照国外著名广告人Guy Cook等的理论,详细剖析了广告英语的语言特色和广告的社会性特点。 广告在我们今天的社会几乎是无孔不入,它的传播介质多种多样,包括报纸、杂志、电视、广播、网络等。一方面,广告具有鲜明的目的性,即说服顾客进行购买,这种目的性决定了其语言的特色性风格,使其独立于其他文体,在语言学的范畴内 【英文摘要】 As a way of propagating and transmitting infOrmation, advertising’s role cannot be undereStimated because it is not only an artful technique in persuading people to buy, but also gradually has become a must for social communication 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 h 【中文关键词】 广告. 广告英语. 语言特点. 社会性特点. 广告英语效果. 【英文关键词】 Advertising. Advertising English. Linguistic Features. Sociological Featurcs. Effect of Advertising English. Chapter Ⅰ Introduction 8-12 1.1 History of Advertising 8-9 1.2 Classifications of Advertising 9-9 1.3 Roles of Advertising 9-10 1.4 Definitions of Advertising 10-12 Chapter Ⅱ Linguistic Features of Advertising English 12-43 2.1 Elements of an Advertisement 12-16 2.1.1 Illustration 13-13 2.1.2 Headline 13-14 2.1.3 Body Copy 14-15 2.1.4 Signature Line 15-17 2.2 Syntactic Approach 16-22 2.2.1 Syntactic Features of Headline 17-20 2.2.2 Syntactic Features of Text Body 20-23 2.3 Lexical Approach 22-29 2.3.1 Lexical Features 23-23 2.3.2 Nominalization 23-26 2.3.3 Adjectivalization 26-28 2.3.4 Verbalization 28-28 2.3.5 Adverbalization 28-30 2.4 Rhetoric Approach 29-35 2.4.1 Repetition 30-31 2.4.2 Reversal 31-31 2.4.3 Displacemen 31-33 2.4.4 Destabilization 33-35 2.5 Advertising as a Discourse 35-43 2.5.1 Discourse Model 35-36 2.5.2 Discourse Elements 36-43 Chapter Ⅲ Sociological Features of Advertising 43-56 3.1 Culture as Background 43-46 3.1.1 Definitions of Culture 43-44 3.1.2 Characteristics of Culture 44-45 3.1.3 The Nike Symbol 45-46 Summary 46-46 3.2 Communication Process as the Link 46-53 3.2.1 Different Approaches 46-48 3.2.2 Communicational Elements 48-50 3.2.3 Elements and Functions 50-50 3.2.4 Three Concepts 50-51 3.2.5 Advertising-----Visual and Verbal Communication 51-52 Summary 52-53 3.3 Psychology Process as the Guide 53-55 3.3.1 the Psychology Process 53-67 3.4 Summary 55-56 Chapter Ⅳ Effect of Advertising English 56-62 4.1 Wording of the Headline 56-58 4.2 Clause Structure 58-59 4.3 Modes of Address 59-60 4.4 Figures of Speech 60-61 Summary 61-62 Chapter Ⅴ General Conclusion 62-66 5.1 Trend of Advertising English 62-63 5.2 Problems of Advertising English 63-67 Acknowledgements 66-67 Bibliography 67-69
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