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英语广告的语言特色
时间:2012-11-27 浏览次数:1355次 无忧论文网
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【中文题名】 英语广告的语言特色 【英文题名】 Language Characteristics of English Advertising 【中文摘要】 随着世界各国交流的日益广泛和经济全球化进程的进一步加快,英语广告已成为人们生活不可缺少的一部分。如何理解、评估并创作英语广告,这对我们大多数人来说是一个富有挑战性的课题。本文探讨英语广告的语言特点,以便我们能欣赏并写出更好的英语广告语篇。 文章首先讨论广告的定义,阐明广告的目的与分类,说明英语广告研究的重要性,英语广告的研究现状及研究方法。接着探讨英语广告的主要用词特点,集中讨论简单的英语动词、形容词和复合词等;然后论述英语广告的主要语法特点,聚焦于英语广告的常用时态、常用句子、主要结构及其功能;文 【英文摘要】 With increasing communication in the world and acceleration of economic globalization, English advertising has found its way into people’s life. But how to understand, assess and create English advertising is a challenge to most of us. This thesis makes an attempt to explore the language characteristics of English advertisements so that we may be able to appreciate and write English advertising texts better. The thesis attempts to approach the main language characteristics of English advertising mainly 【中文关键词】 英语广告. 语言特点. 用词特点. 句法特点. 修辞手段. 【英文关键词】 language characteristics. English advertising. wording. grammatical features. rhetorical devices. Acknowledgements 2-003 Abstract 003-7 Chapter One Introduction 7-13 1.1 Definition of Advertising 7-8 1.2 Elements of Advertising 8-9 1.3 Classification of Advertising 9-10 1.4 Objectives of Advertising 10-11 1.5 Research Achievements on English Advertising Language 11-11 1.6 Significance of This Study of English Advertising Language 11-13 Chapter Two Wording Characteristics of English Advertising Texts 13-26 2.1 Frequent Use of Proper Names 13-14 2.2 Frequent Use of Monosyllabic Verbs 14-15 2.3 Frequent Use of Adjectives 15-17 2.4 Common Employment of Compounds 17-18 2.5 Common Employment of Personal Pronouns 18-23 2.6 Clever Use of Coinages 23-26 Chapter Three Grammatical Features of English Advertising Texts 26-38 3.1 Frequent Use of Simple Sentences 26-27 3.2 Frequent Use of Interrogative Sentences 27-29 3.3 Frequent Use of Imperative Sentences 29-30 3.4 Frequent Use of the Simple Present Tense 30-31 3.5 Frequent Use of Conditional Sentences 31-32 3.6 Frequent Use of Comparative Constructions 32-34 3.7 Common Employment of Elliptical Sentences 34-35 3.8 Common Employment of Disjunctive Elements 35-36 3.9 Listing language 36-38 Chapter Four Rhetorical Devices in English Advertisements 38-51 4.1 Simile 38-39 4.2 Metaphor 39-40 4.3 Personification 40-41 4.4 Pun 41-43 4.5 Antithesis 43-44 4.6 Alliteration 44-45 4.7 Repetition 45-46 4.8 Parallelism 46-48 4.9 Parody 48-51 Chapter Five Conclusion 51-59 5.1 Influence on English Language 51-52 5.2 Trend of English Advertising 52-54 5.3 Problems in English Advertising 54-61 Notes 59-61 Bibliography 61-62
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