英语论文广告英语的特点

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商业广告英语的语言特色及英语翻译

商业广告英语的语言特色及英语翻译摘要：商业广告英语的出现是世界经济发展的产物。

作为一种商业语言，商业广告英语有其自身的语言特色。

词汇特色、句法特色和修辞特色是商业广告英语的三个语言特色。

影响商业广告英语翻译的因素有语言文化的差异、广告英语独特的语言风格、思维的创新（创新论文）及语言艺术的美感等，在商业广告英语的翻译技巧中要了解中西方的语言文化差异，贴近广告英语独特的语言风格，注重翻译思维的创新，达到商品宣传的最佳效果。

关键词：广告英语；语言特色；翻译技巧；文化差异广告是现代商品经济的润滑剂，是发展经济的催化剂，是构架产供销的纽带和桥梁。

厂家依赖广告推销产品，开拓市场，顾客则依赖广告进行消费。

随着全球经济一体化进程的进一步加快，商品经济飞速发展，中国与西方经济贸易往来日益频繁，商业广告英语比比皆是，逐渐形成一种独具特色的应用性语言。

为了使广告具有特殊的感染力，能在瞬间引起消费者注意，刺激其购买欲望，最终促成购买行为，许多商业广告英语都是经过多番推敲而成，用词优美独到，句法洗练而内涵丰富，具有强烈的艺术感染力和语言艺术美[1]。

商业广告作为国际交流的重要手段和企业产品宣传的必要手段之一，同时承担着跨文化交际的任务，然而由于地理（地理论文）环境、民俗习惯、历史背景的不同使得民族文化之间存在很多差异，这对商业广告英语的翻译提出了很大的挑战。

一、商业广告英语的语言特色商业广告英语语言大都凝练、生动、诙谐、幽默、富于感染力和感情色彩，同时具有很强的时代感，有其独特的词汇特色，句法特色以及修辞特色。

这些特色体现了商业广告英语语言的独特魅力，使其成为语言魅力与商业推销的有机结合体。

（一）商业广告英语的词汇特色1.商业广告英语用词简洁、精练一方面，投放广告者希望以最简短的表达形式来传递尽可能多的信息；另一方面，简练的用词往往能让消费者尽快得到信息，从而真正起到广告的作用。

好的广告口号通常是简短的，并且朗朗上口，易于记忆。

浅谈广告英语的特点

浅谈广告英语的特点班级组员：类别：英语关键词:英语广告语言特点参考文献：《广告英语》《英文广告文体与赏析》《英语修辞赏析》广告是为了某种特定的需要，通过一定形式的媒体，公开而广泛地向公众传递信息的宣传手段。

在越来越小的地球村中，广告成为一种主要的宣传方式，尤其是借助商业广告来达到一定的经济效益。

记得广告大师雷蒙•罗比凯曾说过：“上乘广告的最好标志是，它不仅能使观众争相购买它的产品，而且能使观众和广告界都把它作为一种可钦可佩的杰作而长久不忘。

”每当打开电视、电脑等多媒体，都会有铺天盖地、五花八门的广告显出来。

在此，我认为广告英语一共有以下九大语言特点。

一、广告由于篇幅有限，多使用简单句，结构清晰，引人入胜。

词汇少而生动，能够引人注目，在短短几句话中，即可简明表达意思及用意，同时富有感情色彩和极大感染力。

因此广告英语中常用词义浅显通俗易懂的词语或短语。

例如1、1993的VILLAGER汽车广告the only car in its class使群众能很快了解到该汽车的独到且广告词简短好记，易入人心。

2、Canon 复印机广告It gives me clear,plain paper faxes at a price I can afford..一句话表述了复印机的功能，以及它便宜的价格。

3、某酒店广告Going east，Staying westin.两个单句紧凑，简明扼要，前后相呼应，使人产生联想。

4、七喜广告Fresh Up with Seven－up．句式简单明了，直接表达主旨。

二、广告借助祈使句、疑问句和省略句等特殊句式来在短时间内抓住人们眼球，读起来一气呵成，听起来轻松活泼，使人们更能够接受。

（1）祈使句具有号召性，劝说人们采取行动，能够迅速达到广告的根本目的。

例如1 、夏威夷旅游广告Come To Life In Hawaii.用祈使句表示欢迎来夏威夷享受真正的生活。

2 、某桌子广告语Lay down your arms.生动地写出桌子的用途，通俗易懂。

英语论文范文之广告英语中双关语的语用功能及其翻译

广告英语中双关语的语用功能及其翻译摘要: 广告英语的独特性在于其新颖、灵活的语及其形式多样化，除了在词汇和句法方面别具一格外，修辞手法也被广泛地运用来润色广告语言。

双关，一种集幽默与智慧于一身的语言表达形式，因其独特的语言魅力而倍受广告商的青睐。

结合大量的实例分析，本文详细地探讨了双关语在英文广告中所起的作用及其分类。

通过分析与归纳，作者提出了广告双关语翻译的五种策略：保留、再造、补偿、解释说明以及省略不译。

译者在翻译过程中可以选择一种或者多种策略以达到译文的最佳关联。

关键词：广告；双关语；语用功能；翻译Pragmatic Function andTranslation of Pun in English AdvertisementAbstract: Advertising English is characterized by its originality, flexibility of language usage and the diversity of the forms.Apart from the distinguishing features at lexical and syntactic levels, rhetorical vehicles, as decorative devices of language, are frequently employed in advertising English. Punning, a concise way to express humor and wit, is particularly favored by advertisers to enhance the appeal of language. Drawing on existing studies in the field,the author offers five strategies in the translation of puns in advertisement, i.e. preservation, creation, compensation, explication and omission.The author argues that each of the five strategies is not always applied on its own, and sometimes two or more stratrgies are jointly employed in advertisement translation in accordance with the principle of optimal relevance depending on the situation.Key words: Advertisement; Pun; Pragmatic Function; TranslationIntroductionThe definition of advertisement by AMA(American Marketing Association): Advertising is the nonpersonal communication usually paid for and usually persuasive in nature about products, services of ideas by identified sponsors through the various media. It is a device to arouse consumers‘ attention to a commodity and induce them to use it. In modern age, people find themselves surrounded by various advertisements each day. An American writer writes: ― we find advertisement of all kinds everywhere, for example, glittering neon signs on top of high buildings and a long main streets, colorful pictures painted on buses pamphlets sent to very house, advertisement jammed between TV programs various advertisement glutting, newspaper and radio broadcast; etc.‖Facing so many advertisement, how to make the advertisement impressive is the main purpose of the advertisers. In order to enhance the appeal of an advertisement, advertisers pay much attention not only to such expressive devices as plates, color and the layout of a printed page, but also to the choice of words or phrases, to make an advertisement beautiful and attractive.In the practice of the advertising English, people pay more attention to pun to make the advertisement succinct, accurate and vivid and to provide rich imagination and plentiful associations for readers so as to stimulate their desire.The frequent and wide use of figures of speech is an important characteristic of advertising English, which is an effective way to make the advertisement attractive. Among the figures, pun is loved deeply. Oxford Advanced Dictionary defines pun as ―humorous use of a word that has two meanings or of different words that sound the same‖[1]. A pun (also known as paronomasia) can be understood like that it is a deliberate confusion of similar-sounding words of phrases for rhetorical effect, whether humorous or serious. It leaves a deep impression on readers by its readability, wit and humor. It can satisfy the requirement of advertisement characteristics—selling power, memory value, attention value, and readability. So pun is very popular in advertisement. The article just wants to present the pragmatic function and translatability of pun in advertisement.1 Definition and classification of pun in advertisement1. 1 Definition of punLooking at the same issue from different perspectives, we may often come up with different definitions of the thing under discussion. And, not surprisingly, pun can be thus defined in many ways. There is such a humorous explanation about pun: ―punning – to torture one poor word ten t housand ways (John Dryden)‖. In Longman Dictionary of Contemporary English, pun is defined as ―An amusing use of a word or phrase tha t has two meanings, or words with the same sound but different meanings‖. According to The Oxford English Dictionary, pun is defined as ―the use of word in such a way as to suggest two or more meanings or different associations, or the use of two or more words of the same or nearly the same sound with different meanings, so as to produce a humorous effect‖. In Princeton Encyclopedia of Poetry and Poetics, pun is defined as ―A figure of speech depending upon a similarity of sound and a disparity of meaning‖. From the above definitions, we can see that homonyms, homophones, and homographs all are available to construct puns with.1. 2 Types of pun in advertisement1. 2. 1Pun on Polysemy―While different words may have the same of similar meaning, the sa me one word may have more than one meaning. This is what we call polysemy, and such a word is called polysemic word. Historically speaking, polysemy can be understood as the growth and development of or change in the meaning of words.‖ Pun on polysemy is used widely, especially with the name of the product such as the following examples:―From sharp minds. Come sharp products.‖The example is an advertisement for the Sharp copier. The word ―sharp‖ praises the consumers‘ brightness, but also refers to the Sharp product. The advertisement praises the consumers who are sharp to buy the product which is sharp. The vanity of the audiences is aroused and they want to use it to show their wise, and also they believe the product is really sharp.―Money doesn‘t grow on the trees. But it blossoms at our branches. Lioyd Bank.‖It is the slogan of Lioyd Bank. ―branch‖ means ―part of a tree growing out from the trunk‖, but here it implies the division of bank‖. The slogan encourages people to store their money in Lioyd Bank, and their money will be like the blooming flowers,yielding better fruits. After understanding its meaning, readers will figure it out in mind that their money will become more and more daily and daily, just like the leaves in spring.1. 2. 2 Pun on Homonym―Homonymy refers to the phenomenon that words with different meanings have the same form, i.e, different words are identical in sound or spelling, or in both. When two words are identical in sound, they are homophones. When the words are identical in spelling, they are homographs. When two words are identical in both spelling and sound, they are complete homonyms.‖ The follow instances will explain that:― ‗VIPs‘ an atomical comfort.Variable Impact Pressure Sole‖The advertisement of sportshoes uses the homophonic word ―VIPs‖. As we know, VIP usually stands for ― very important persons‖, while, here, it stands for ―Variable Impact Pressure Sole‖. It implies if you use VIPs, you will be a VIP. The word ―VIPs‘ motivates the audiences‘ vanity and induces them to buy the product.―Trust us. Over 5000 ears of experience.‖It is an advertisement for audiphone. The literal meaning is that the product has experienced a lot of texts. While ―ears‖ and ―years‖ are a pair of homophone. So it implies that the product has a long history and has high quality.―Goodbuy Winter! 100% cotton knitwe ar $40‖It is an advertisement for the sale of winter clothes. The advertisement seems to people that it s a good and cheap to buy cotton knitwear. But when the audiences read ―goodbuy winter‖ together, they will understand the good use of pun. ―Goodbuy winter‖ sounds the same as ―goodbye winter‖. The advertisement use homoph one to show two meanings: it is a good business to buy the cotton knitwear now, and winter has passed away. Naturally, people will associate the situation happening every year that when they say goodbye to winter, the clothes will have a great discount and it is good time to buy them.―More sun and air for your sun and heir.‖The advertisement is for a bathing beach. The advertiser uses homophone skilfully, sun vs. son, and air vs. heir. The advertiser encourages people to bring their son and heir to the bathing beach to get sun and air to keep fit. Each couple hopes their sonand heir will be healthy all their life. Pun makes the advertising language sound sweet, fluent and persuasive.1. 2. 3 Pun on Parody―Parody is a piece of speech, writing of music t hat imitates the style of an author, composer, etc in an amusing and often exaggerate way‖[2]. Pun on parody uses the outfit of saying, apothegm, proverb or idiom to form new meanings. English has a lot of well-known phrases, idioms and sayings. They are important part of everyday language spoken by the English speakers, and have become one of the aspects of the English culture. The advertisement designers are sharp-minded and imaginative. They change a part of the expressions and put their ideas into them to achieve sensational effect. And most of them achieve a remarkable success. The transformations are not only eye catching, but also easy to be accepted by the common, who will do according to the tradition. As the sayings of idioms have been one part of the tradition, the people will be easily persuaded by the advertisement works of this kind. So pun on parody is popular in advertisement.―A Mars a day helps you work, rest and play.‖It is the slogan of Mars chocolate company. Looking at this advertisement, people will associate it with two idioms: ―An apple a day keeps the doctor away‖ and ― All work and no play makes Jack a dull boy‖. From the meanings of the two idioms, the watchword tells people that a Mars‘ chocolate a day will make you not be a d ull boy (make you wise) and keep the doctor away (keep fit).―Try our sweet corn, you‘ll smile from ear to ear.‖It is taken from the advertisement for a kind of sweet corn. The word ―ear‖ has double meanings: the organ of hearing and the seed –bearing part of a cereal. The idiom ― from ear to ear‖ also is a pun. One meaning is that people are satisfied with the product. The other one is that the consumers eat one ear by another. So the advertisement implies that the sweet corn is very delicious, and you will enjoy it and eating one by one. How can people refuse such delicious food?―All is well that ends well.‖This is an idiom, but here, it is taken from an advertisement of a cigarette. ―End‖, as a verb, means ―finish‖, while, as a noun, means ―cigarette butt‖. The sentence meansthat if the cigarette ends are good that the cigarette is good.1. 2. 4Pun on GrammarMany advertisers use pun produced for grammar problem to attract the audiences, such as ellipsis or word with different grammar functions. If this type of pun can be used properly, it will achieve unexpected effect.―Which lage r can claim to be truly German? This can.‖It is an advertisement for Lager beer. ―Can‖ is a modal verb. But in the advertisement, a can of beer beside it reminds people ―can‖ has another meaning—tin. Also ―Lager‖ refers to the name of beer. With the illustration, the whole advertisement brings a humorous effect and impresses the audiences deeply. The Coca-cola company also uses ―can‖ to do their advertisement.―Coke refreshes y ou like no other can.‖Just like last example, ― can ‖ has double meanings, so the sentence can be understand like that Coke refreshes you like no other (can; tin, drink) can (refresh you). It implies their product is the best one. Of course, people like to buy the best one.1. 2. 5 Pun on Illustration and WordsA lot of advertisement associates with illustrations and words to achieve better effect, especially on TV, because people are more easily attracted by pictures than words. The illustrations and words can help people to understand the advertisement fully. Pun in the advertisement must be connected with illustrations and words, so people can understand the implied meanings. For instances:―50% OFF.‖It is a shopwindow advertisement of E-spirit exclusive shop in Shanghai from 2001 and spring festival. The illustration is a picture with six lights, three on and three off. From the illustration, people know it does not only mean a half of the lights are off, but also means the whole sale discounts 50%. The illustration and words are vivid, and attract the passers-by‘ attention more easily.―Stop at two.‖It is the title of an public service advertising (PSA) which the Population and Community Development Association ( PCDA) of Thailand uses to advocate the couple to have children no more than two. The illustration is the photo of WisternChurchill who formed a ―V‖ letter with his forefinger and middle finger. The gesture ―V‖ means victory. So people also can understand that it i s a victory to have only one child. This picture is famous, so people will remember it easily. To achieve the success of their country, people may more like to control the population.2 The pragmatic function of pun in advertisementPun has a lot of advantages such as conciseness, wit and humor, novelty and vividness. It produces a particularly rhetorical and pragmatic effect when people use the language creatively in a specified context. The proper use can make the advertisement impressive and attractive.2. 1 Wit and humorPun, the game of word, produces wit and humor effect to attract the audiences‘ attention and inspires their association. In the age of rapid rhythm, advertisement with pun like a spice makes people enjoy themselves in the advertising atmosphere, and reduces their pressure in a relaxed environment.―When the wind has a bite… and you feel like a bite… then bite on a whole Nut.‖The word ―bite‖ has several meanings: grip, food, and eat. The whole sentence means that when the strong wind hurts you and you are very hungry, just eat some Nut. After day working, people would feel tired and hungry, while the advertisement is just the situation of them. Therefore, they would be attracted to buy the product, so they will not suffer hunger after work. Also, the sentence sounds like tongue twist.―Excellent Taste!‖It is a word in an advertisement for a whiskey product—Jamson. In the advertisement, when the hero drank the Jamson whiskey that the heroine introduced to him, he said, ―Excellent Taste‖. Generally speaking, ―taste‖ means ―favor‖, but here, another meaning is ―the ability to appreciate what is beautiful‖. So the advertisement means: this kind f whiskey as good flavor; the heroine has high appreciation. The advertiser uses pun to praise both the product and the consumers who choose their product. It caters for people‘ vanity and induces them to buy the product.2. 2 Creativeness and originalityThis is typical of advertising language. An advertisement has a high demand of diction every word playing an important role. If human emotions have to be inspired,the words, strong in expressing emotions, will be chosen. In advertisement, originality is king. A new way of sending message can set a brand apart from copycats and also-rans. So it is important to use something novelsuch as coinage in the advertisement to draw people‘ attention. Normally, a new created word accepted by readers can enhance the freshness and attraction of the advertisement. Good advertisers use coinage to refresh the advertisement and to achieve its propagandist purpose.―Cab Fourward.‖It is an advertisement title of Ram Car produced by Doqi company. The word ―fourward‖ sounds like ―forward‖. Connecting it with the picture in the advertisement, people would know why it uses ‗fourward‖. Because the four doors of this kind of car could be opened from four directions. The advertiser creates the word ―fourward‖ from ―forward‖ to show the speciality of the car.―Catch the Raincheetah and cheat the rain.‖It is an adverti sement in Toronto Daily Star. The punny word ―Raincheetah‖, the name of the raincoat, sounds like ―raincheater‖ while the word ―raincheater‖ derives from ―windcheater‖. The word ―cheat‖ in the sentence makes it wonderful and let people feel that this kind of raincoat can protect the consumers well. Pun gives people impression of novelty and interest.2. 3 Satisfying people’s requirement of beautyA good advertisement is a text from which people can appreciate the art of language, especially advertisement using pun. Pun in advertisement is orderly and antithetic that makes people feel the aesthetic modality of language. The characters of pun, such as vividness, wit and humor, pleasure people‘s spirit and let them enjoy the beauty of language. For instance:―Give your hair a touch of spring.‖It is an advertisement for shampoo. The word ―spring‖ here is very vivid and like a picture in people‘ mind: after using the shampoo, the long hair becomes elastic and shining. When you stand there, your hair will go with wind. Everyone likes beauty, so the advertisement caters for people‘ desire and induces them to buy the product to make them more beautiful.2. 4 Satisfying the requirement of society—EconomyWith the rapid development of the society, people become busier and busier, so they require short and easy remembered advertisement to supply the message they want. But how to impress the audiences is a question. The answer is using pun. But why is pun especially favored by the advertiser? The main reasons as following:―Firstly, advertisement is paid message, with limited space and time, so it doesn‘t allow verbiage to waste the investment. Pun with double meaning has the characteristic of small carrier but plenty of connotations. So it is very economic, effective and money-saving to the advertiser. Secondly, in modern society, people pay more and more attention to effect, and get tired of the tedious advertisement. The pun in advertisement is usually formed by short sentences. Some use the name of the product as the theme of the advertisement. Some use excellent phrases to show the specialties of the product. To the audiences, it saves their time to get the information they want. Thirdly, usually, the audiences read or watch advertisement unintentionally and only can remember something unconsciously. So, to achieve expected propagandist effect, the advertisement must reduce the memory message. Pun is suitable for the requirement. The content is short, the form rhythmic, and the style novel, which are easily remembered and impressed people deeply‖ [3]. In a word, pun uses fewer words to express full message which is the content of Economy Principle, and it usually reaches the purpose of advertisement that is arouse consumers‘ attention to a commodity and induce them to use it. For instance:―Two beer or not two beer, that‘s a question.----Shakesbeer‖Looking at the beer advertisement, people would associate it with the proverb ―To be or knot to be, that‘s a question‖ in Hamlet. Shakesbeer is the name of the beer, but it sounds like ―Shakespeare‖ who is known nearly all over the world, so it is easy for people to remember the Shakesbeer. And the word said by Hamlet is also very famous, especially in western country. The sentence is short and the pattern is famous, so people will remember the product naturally.―Go well, Go Shell.‖It is an advertisement for Shell Oil Company. ―Well‖ sounds like ―where‖, so it implies that go to Shell company to buy oil. Only four words are used in theadvertisement, but express the meaning fully and impress people deeply. Imagine that one day, when you drive your car, suddenly, the oil is run out. So you are wondering where to go, then, of course, you will remember the words ―Go well, go Shell‖. So you will go to Shell at once. The slogans impress the audiences deeply and persuade them to buy the product invisibly.―Make Time For Time.‖It is an advertisement for Time magazine. The advertisement uses the pun on homonymy of the word ―time‖ to refer two meanings: common sense of time, and the name of he magazine. The advertisement means that read Time magazine to seize time. In the society full of competition, time is important and magazines also play an important role which people have to read to broaden their view. While Time magazine will not only broaden view, but also save your time. It satisfies people‘s requirement.2. 5 Implying WarningSome advertisements imply warming. Pun can make the warming vivid and effective so that people can pay attention to it. For instances:―Better late than the late.‖It is a public service advertising of traffic. It derives from the proverb ―Better late than never‖. In the sentence, ―the late‖ means‖ the dead‖, and it reminds the drivers to drive slowly and carefully. The advertisement with pun here has more powerful to persuade the drivers to care their security.Another example:―The driver is safer when the road is dry; The road is safer when the driver is dry.‖It is also an advertisem ent for safe driving. The excellent word is ―dry‖ which has double meanings: without water and without drinking. It expresses if the road is dry and the driver doesn‘t drink, all drivers will be safer. The antitheses and thyme of the sentence has more powerful to warm people.2. 6 Marking product more profitable and competiveThe speciality of pun is useful in advertisement, and favored by people. If a advertiser can make full use of it to satisfy people‘s requirement, the product may precede others and gain the market.―A deal with us means a good deal to you.‖Here, the double meanings of ―deal‖ are: the amount and business. The meanings ofthe advertisement are that: do trade with us is a good business to you; doing business with us, you will get a lo t. Advertisers use pun skilful to inspire the audiences‘ curiosity and attract their interest to do the deal.―Powe to influence others.‖It is an advertisement for a Hector Powe Clothing Company. They advocate that if you wear their clothes, you will have power to influence other people. Because ―Powe‖ is like ―power‖. It satisfies people‘s desire of power, so they like to have a try. Thus, it will bring great profit to the Powe company. Maybe people with the clothes can‘t have more power, but the compa ny has the power to influence the market.3 Five strategies of translation of puns in English advertisementOn the basis of previous studies on translation of puns, the author tentatively proposes five potential strategies for translation of puns in English advertisements, some of which have already been touched upon in the previous section. They include preservation, creation, compensation, explication and omission[4]. These five strategies, adopted in accordance with the principle of optimal relevance, have some advantages. First, they have already been widely employed in practice and are generalized from the previous studies, thus they have solid foundation. Secondly, they can cover most of the important methods proposed by other scholars as we can see in the analysis in the previous sections. Thirdly, these five strategies stem from a comprehensive perspective: such aspects as form, meaning and function have been taken into account. So we hope these strategies will prove to be effective in real work. It should be pointed out that each of the five strategies is not always applied on its own; sometimes two or more strategies are jointly employed in an advertisement depending on the situation. When there is more than one pun in an advertisement, different strategies can be applied to different pun depending on the situation. For instance, some can be preserved, some explicated, and some omitted. However, whatever the situation is, whatever strategies the translator should choose, depends on whether optimal relevance can be achieved, i.e. the choice has to be made in accordance with the principle of optimal relevance. In the following sections, these five strategies will be explained.3. 1 PreservationFor those advertisements that mainly appeal to emotions, e.g. texts abundant with rhetorical devices such as pun, the persuasive power lies in the successful conveyance of the rich meaning in these rhetorical devices. Preservation is one of the effective ways to represent the strength of the original, and it is also one of the often-employed approaches available to the translator, but it should be adopted on the condition that there is a large degree of overlap in both the source language and the target language in terms of linguistic features and the cognitive environment of the source language and the target language reader on the subject to be translated, so that by doing so it neither causes clash in the target language culture nor misleads the reader when he/she processes it and therefore the original and the translated closely resemble each other, and if possible have the same effects on the reader. Such linguistic features may be morphologic, phonetic, syntactic and semantic, etc., which still preserve(as much as possible)the communicative clues of the original,or resemblance in linguistic properties. Eg. An Apple for everybody keeps worries away.Version A: 电脑选苹果，烦恼远离我。

英文广告语言的特点浅谈论文

英文广告语言的特点浅谈论文英文广告语言的特点浅谈论文[摘要]随着世界经济一体化的进程，随着国际合作交流和贸易的发展，英文广告配合国际商贸需要，起到重要的作用。

广告英语在社会中通过各种方式无处不在，广播、报纸、电视、杂志，已经成为一种语言现象。

本文结合大量实例，对英文广告的语言特点进行研究，展现英文广告的魅力，使读者更好地欣赏和分析英文广告。

[关键词]英文广告语言句式词汇修辞引言“广告”来源于advertere一词，解释为“唤起群众对事物的注意并引导其向某种方向发展所采用的方法”。

其首要任务是“意图是把某种商品或者服务投放市场，达到一定的经济利益的目的。

”[2]广告作为商业的产物，以多样的形式影响着人们的生产生活，但是随着商品市场的发展，产品多样性越来越明显，竞争不断增强，广告所附载的单纯地推销功能并不能达到推广产品的目的，也越来越不能满足人们对附加在广告上美学和艺术的需求。

可见，广告已经从单纯以营销推销为目的的手段逐渐演变，时至今日，为了吸引人们注意并达到推广公司形象及增强产品关注度的目的，广告已经慢慢迎合人们日益增长的艺术水平和文化要求，变成一种高品位的艺术策划行为。

因此，出色的英文广告，在英文用词、句式、修辞等方面具有很鲜明的特点。

一、英语广告的句法特点(一)简单句在英文广告中，简短明快的简单句更容易引起读者注意，可以更加有效地传达广告中的信息。

此类英文广告，用句口语化，具有可读性和便于理解和记忆，能够更好地影响和打动消费者。

例1.A diamond lasts forever.(De Bierres)钻石恒久远，一颗永流传。

(第比尔斯)例2.Probably the best beer in the world.(carsberg)可能是世界上最好的啤酒。

(嘉士伯)在英文广告中，简单的陈述句可以把广告的核心内容表达清楚，朴素直观，容易记忆。

(二)祈使句祈使句在英文广告中的应用非常广泛，信息输出简单直接，尤如与消费者面对面交流和沟通，引起读者共鸣并具有很强的鼓动性。

广告英语语言特色论文

广告英语的语言特色浅析【摘要】广告英语作为一种特殊的文体，有独特的词汇、句法、修辞等语言特色。

【关键词】广告英语；语言特色；修辞广告语是一种商业文体，是销售的最好媒介。

广告的目的是促销产品，因此，如何让广告语更有吸引力成了广告商首先考虑的问题。

广告英语作为广告信息编码的一种应用文体，已逐渐从普通语言家族中脱颖而出，形成一种相对独立的、独具特色的应用性语言。

因其所具有的特殊效用，有别于普通英语而发展成为一种规范化的专用语言，形成它自己独特的语言风格和特点。

一、词汇特色为了吸引广大用户，使广告更具宣传效果，广告英语大量使用带有褒义色彩的形容词、富有动感的单音节动词，以及创造大量的新词和使用外来词语等。

广告英语词汇有别于普通英语，有其独到之处。

其词汇特色主要体现在以下几个方面：1.频用动词广告的最终目的是促使消费者采取购买行动，因此广告中常常使用动词来表达敦促之意。

使用频率较高的动词有：have，give，make，need， come，get，use，take，try，go，look，choose，buy，love，bring等。

这些词汇大都是日常口语中常用的单音节动词，它们在广告中的运用，符合广告语言简练通俗、轻松活泼的特点。

如：take toshba，take the world. (东芝电子广告)。

buy onepair，get one free. (买一赠一)。

buy和get是两个简单的单音节动词，直截了当地将广告商与消费者之间的双边活动表现出来。

一方面反映了广告商的诚意，另一方面使消费者产生简单、快捷、实惠的感觉，从而增添了买卖关系的可信度。

2.巧用形容词为了推销产品，描述产品的性能和品质，对产品进行美化和粉饰，广告中经常大量使用具有积极肯定意义的、褒义色彩浓厚的评价性形容词或形容词的比较级和最高级，以突出推销的产品优越于同类的或以往的商品。

常见的形容词：good，new，easy，bright，delicious，full.sure，special，wonderful，great等。

广告英语语言运用特色论文

广告英语的语言运用特色[摘要] 近年来,人们开始从不同角度探索广告英语,并取得了一定的成果,对广告英语的语言也有了进一步的认识。

在这一领域中,对广告英语的特点的研究与分析尤为出众。

本文基于对部分广告英语实例的研究,从句法、词汇,和修辞等方面对广告英语语言的特点做出了阐述。

[关键词] 广告广告英语语言特征广告是一门浓缩的、综合的、商业性的艺术。

广告英语帮助消费者认识商品的作用，诱发消费者感情引起购买欲，促进消费行动，还能给消费者留下美感享受。

广告英语作为一种应用语言，因其所具有的特殊效用，已逐渐从普通英语中独立出来而发展成为非规范化的专用语言，它文体风格独立，语言简单直接。

不仅保留了英语的基本特色，同时也吸纳了各国广告用词的优点，是一门语言的艺术。

英语广告的语言特征可从句法，词汇和修辞特点的角度去分析。

一、句法特征（一）偏爱简单句广告语言在形式上具有鲜明特色, 或行文工整, 或对仗押韵, 琅琅上口, 使人耳目一新, 经久难忘。

所谓“优秀的商品广告无不以简短精炼而著称”。

例如：（1）things go better withcoca-cola( coca-cola)．可口可乐的广告作者充分利用了人们任何事情希望如已所愿的心理。

（2）a diamond lastsforever(diamond)．这样的一则钻石广告一方面把钻石坚硬恒久的特点展现出来，另一方面展现其产品的像征义和珍贵性。

（3）you’re worth it! ( loreal ).作者用极简单语言让产生拥有的欲望。

（二）多用祈使句祈使句被广泛的运用在广告语中,但却很少使用在其它的英语文体中。

人们经常把祈使句与命令性的语气相联系。

然而广告语中祈使句的使用不是要去发布命令，广告商无权去要求消费者购买其产品，作为广告英语中的祈使句更多的是一种鼓动性语言。

广告作者为了使顾客对商品留下强烈印象，常费尽心思地用最简洁有力的形式和充满诱惑力的词语，以达到使人印象深刻的目的。

浅谈英语广告的语言特色及其翻译技巧【毕业设计(论文)】

浅谈英语广告的语言特色及其翻译技巧广告语是一种商业文体，是销售的最好媒介。

随着社会经济的开展，广告已深入到社会的各个角落，成为人们日常生活中不可缺少的一局部。

广告的目的是促销产品。

因此，如何让广告语更有吸引力成了广告商首先考虑的问题。

广告英语作为一种应用语言，因其所具有的特殊效用，有别于普通英语而开展成为一种标准化的专用语言，形成它自己独特的语言风格和特点。

一、英语广告的语言特色1．英语广告的词汇特点为了使产品容易被普通群众理解并很快接受，英语广告通常都选用简洁、明了的词语。

使用的普通名词、单音节词、动词也多是日常生活中使用频率最高的词，诸如：buy，be，get，make，live，love，have，come，go，bring等。

例如以下广告句：Buyonepair，getonefree(买一赠一)。

形容词的使用可以给产品增添色彩，因此英语广告里面较多地使用形容词来描述产品的性能、质地等，特别是商家为了美化所述商品，加强描述性和吸引力，会采用大量的褒义形容词，或用形容词的比拟级和最高级与其它产品进行比拟，来抬高和突出自己的商品，增强消费者的购置信心。

例如：珠宝广告：Shangha's first pearl dealer；Highestquality pearls with a widest selection of classic &creative designs；Excellent after-sales service；Fairprice to every customer本例广告中使用了first，Highest，widest等多个褒义形容词，非常具有吸引力。

有时候也通过成心使用错别字、杜撰新词或错乱搭配来拼造一些新词怪语，以满足消费者追求新潮、标榜个性的心理，起到意想不到的修辞效果。

钓鱼广告：What can be delisher than fisher?delisher 是指delicious之音杜撰出来的，目的是与后面的fisher造成押韵的效果，突出钓鱼的乐趣。

广告英语的文体特点

广告英语的文体特点来源：英语专业论文 /广告是商品服务介绍和商品信息宣传的载体,是以简单明了的语言表达最复杂含义的艺术,语言的活力和魅力在广告语言中得以最充分的体现。

广告英语作为一种应用语言,有其自身的特殊性,它已逐渐从普通英语中独立出来而发展为非规范化的专业语言。

我国经济高速发展,报纸、杂志、教科书都出现了英文广告,为了让中国产品进入世界市场,并且具有竞争力,就有必要加强对广告英语的研究和制作,探索广告英语的语言特点。

本文将从词汇、句法、修辞几方面谈谈广告英语的特点。

一、词汇特点广告英语用语简洁生动,富于感染力。

广告英语的词汇与普通词汇有较大差别。

其表现如下:1、杜撰新词或拟音拼写为了生动、有趣并吸引人,同时又可有效传播商品信息,广告英语常把一些人们特别熟悉或常见词拼错,或加前缀、后缀使新造的词仍然保持原有的意思。

如:(1)Kw ick Koffee Po t:In st ruct ion L eaflet.这是一则咖啡壶广告。

(Kw ick Koffee=Q uick Coffee)(2)T he O rangem o stest D rink in the w o rld.这是一则橙汁广告。

(O rangemostest=orange+most+est)暗示广告产品的新奇和独特。

2、频繁使用形容词为描写产品的性能及品质,广告英语常大量使用起修饰作用的形容词。

如右图。

这是一则商店招揽顾客的售货广告。

用形容词最高级作对比,显出产品无与伦比的品质特征和适宜的价格。

3、灵活运用复合词为使广告显得更加诱人,广告英语常使用复合词。

因为复合词的构词成分可以是任何词类,其组合也不受句法限制。

如:It givesmy hair a topquality look.它使我的头发看上去好极了。

其它常用的复合形容词有:h ighp ressu re,ea stod ress,firstcla ss,b randnew,honeycoa ted,freshta st ing等SHO P ATCA R SON’S GRO CER YL ook w ha t w e’ve go t!W e’ve go t the best cakes in tow n.W e’ve go t the cheap est p rices andW e’ve go t the best qua lity good s.(So rry,w e haven’t go t any sta le b read,d ry cakes o r bad egg s!)TRY US.IF YO U W ANT THE BEST VAL UEFO R YO UR MO NEY,W E HAVE GO T IT!4、常用人称代词和物主代词为给人一种亲切感,广告英语常用we,I,you等人称代词及其相关的物代主词。

从广告语言特点看中英文化差异

从广告语言特点看中英文化差异申竹英【摘要】广告充斥着现代社会的每一个角落。

广告语言作为文化的载体,展现着不同国家和民族的文化特征及文化价值观。

基于中英文化差异,中英广告语在语言风格、句子结构和价值观方面也各不相同。

研究这些风格迥异的遣词造句,有助于我们更深层次地了解广告语所折射出的中英文化异同,尤其对广告语在国内及国际市场的成功具有一定的指导意义。

%Advertisement is seen everywhere in modem society. As the carrier advertisement show different cultural characteristics and values of nations. Based British cultures there are differences in language of culture, the languages of on differences in Chinese and styles, sentence structures and cultural values in their advertisements. The study of these different styles in the choice of words and building of sentences helps us know more profoundly about differences between Chinese and British cultures reflected from the advertisements, which is particularly beneficial to the success of advertisements in both the domestic and international markets.【期刊名称】《太原师范学院学报（社会科学版）》【年(卷),期】2012(011)005【总页数】3页(P108-110)【关键词】广告语;文化差异;价值观【作者】申竹英【作者单位】太原工业学院外语系,山西太原030008【正文语种】中文【中图分类】H0-05一、引言随着社会的飞速发展，广告已成为将产品推向市场的最便捷方式之一。

广告英语

• ●祈使句多，具有强烈的鼓动色彩。例如：So come into McDonald’s and enjoy big Mac Sandwich．（走进麦当劳，享用大三明治。） • ●否定句少。即使使用否定句，也是为了用其他商品来反衬，或从反面突出产品特性。例如：We would never say the new Audi A4 is the best in its class． We don’t have to．（我们根本不必说新型奥迪A4同类车中最好的。没有这个必要。） • ●常用主动语态和现在时，给人一种直接感，并暗示商品的持久和永恒特性。例如：Harmony of style and performance set this new Mazda 6 a part． Qualities are at the heart of every Mazda．（式样与性能的协调一致使新型马自达6与众不同。质量是马自达的核心。）
Get back
• 广告作为信息的载体,与人们的生活密切相关。广告英语丰富多彩,新鲜活泼,具有浓郁的生活气息和强大的感染力和表现力,成为日常生活中一道亮丽的风景。随着时代的发展,广告英语将会增添新的内容,形成自己的特色。了解广告英语不仅有利于学好英语,弄清英语国家的文化、价值观念,更重要的是对于有效地宣传我国产品,使其打入并占领国际市场具有一定的现实意义。认真研究和掌握广告英语的语言特色,有助于把握英语发展的脉搏,跟上语言发展的步伐,扩大视野,提高英语的理解力和鉴赏力。
广告英语文体的语言特点 1．广告英语的词汇特点广告英语的词汇丰富多彩，但每一个词的选择与使用都服务于“推销商品”这一最终目的，因此它们往往具备鼓动性和感染力。归纳起来主要表现如下： ●形容词及其比较级、最高级的使用。例如：Famous world－wide gourmet cuisine． Excellent daily specials and mouthwatering desserts．（世界著名的美食烹调。精美的美日特色饭菜和令人垂涎的点心。）Tasters richer…… mellower……more satisfying．（口味更浓……更醇……更令人满意。） ●创造新词、怪词以引起新奇感，突出产品的新、奇、特，满足消费者追求新潮、标榜个性的心理。例如：For twogether the ultimate all inclusive one price sunkissed holiday．（两人共度一个阳光灿烂的假日，一切费用均包括在单人价格之内。） twogether取自together之音，又取“两人”之意比together更形象，倍添情趣。 ●词汇的重复。词汇的重复是一种常用的技巧，可以起强调、渲染的作用，而这恰恰是广告语言所要追求的效果。例如：Easy to use easy to clean easy to assemble．日光牌简便烧烤架广告

Language Features of Advertising English广告英语的语言特点

广告英语的语言特点Language Features of Advertising EnglishAbstractThis essay is about the language features of advertising English. Through analyzing advertising English in terms of its lexical features, syntactical features and rhetorical devices, customers will further know about advertising and advertising English, and copywriters can more appropriately use language as a carrier to design and make successful advertisement. The issue of whether advertisement language is attractive and persuasive or not has become the point of attention. So thorough and syntactic studies on language features of English advertisements help to improve both the understanding and designing of successful advertising. The study on language features of advertising English will provide readers with some enlightenment and reference.Key words: advertising; advertising English; linguistic features摘要本文是关于广告英语的语言特点的一篇介绍性论文。

浙江越秀外国语学院毕业论文

三、开题过程中存在哪些问题及相应的解决办法：
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广告英语的用词特征论文Lexical Features of Advertising English

分类号密级U D C 编号华中师范大学本科毕业论文（设计）题目Lexical Features of Advertising English院（系）专业英语年级2010级学生姓名林曼曼学号101101340002指导教师李正林二O一零年十月Lexical Features of Advertising EnglishA thesis submitted to the faculty of CCNUIn partial fulfillment of the requirements for BAdegreeIn English Language and Literatureby Lin ManmanSupervisor: Li ZhenglinAcademic Title: ProfessorSignature:October 27, 2012内容摘要在当今社会中，广告无处不在，其中英语广告已经逐渐脱颖而出，形成一种独具特色的应用性语言类广告。

且广告对商家和消费者来说显得尤为重要，只有掌握广告英语的语言特征和翻译技巧，才能最大限度地传达广告原意，达到推销产品的目的。

假如世界上没有广告，即使你买瓶饮料也要在几十种品牌或者口味中选择而犹豫不绝，想买到自己最喜欢的饮料，必须购买后一一品尝。

由此可见，广告和生活密切相关。

广告在全面广泛地传播信息的同时，也提醒了我们它介绍的商品有多优秀。

鉴于英语广告在广告中所处的重要地位，本文从词汇、句法及修辞三方面介绍了英语广告的语言特征，并通过实例分析介绍了英语广告的翻译方法及策略。

关键词：英语广告, 语言特征,翻译技巧，推销产品，词汇，句法，修辞AbstractIn recent society, advertisements are everywhere, among these advertisements, advertising English have shown theirs outstanding gradually, they form the applied linguistic advertisements which are very special. And the advertisements are very important for the merchants and consumers, only when we handled the linguistic features and the skills of translation, can we show the original meaning of the advertisements, and reach the goal of promotion of the products. Suppose there’re no advertisements in the word, even if you buy a bottle of drink you also need to choose from a dozens of drinks and think a lot, if you want to buy the best drink of your favor, you should try them all after buying them. It follows that the advertisements are closely related to our life. While advertisements are spreading the information widely, at the same time, they remind us that how outstanding the products they introduced to us. As the advertising English play the important role among the advertisements, this article will introduce the lexical features of advertising English from words and phrases, sentences structure and rhetoric these three aspects, and will trough the analysis of the real example to introduce the translational methods and strategy of the advertising English.Key words：advertising English, linguistic features, translational skills，products promotion，words and phrases，sentences structure，rhetoric.1. Content introduction1.1 The origin of the advertising EnglishIn recently society, the competitions of all walks of life are stiff, in this case, good publicity are very important, for good publicity, advertisements are the most widest and important means. Now, with the globalization of the commercial, advertising publicity also need face the whole world. English as the most widely used language in the world, so the advertising English emerge as the times require. Advertising English come from the ordinary English, but they have many things different.1.2 The situation of the advertising English.In recent society, advertisements are everywhere, among these advertisements, advertising English have shown theirs outstanding gradually, they form the applied linguistic advertisements which are very special. And the advertisements are very important for the merchants and consumers, only when we handled the linguistic features and the skills of translation, can we show the original meaning of the advertisements, and reach the goal of promotion of the products. Suppose there’re no advertisements in the word, even if you buy a bottle of drink you also need to choose from a dozens of drinks and think a lot, if you want to buy the best drink of your favor, you should try them all after buying them. It follows that the advertisements are closely related to our life.1.3 The features of the advertising EnglishThe advertising words and the phrases must have “The ability of promotion”（selling power）．It can impel people produce the shopping desire；The advertising words and the phrases also must have the(memory value) which should impress people deeply. It can remind people of some kind of products’ advantages and special point. For this reason, the words and phrases of the advertisements should be in spotlight, and have the “attention value” and “read ability”. English advertisements and Chinese advertisements have many thing in common, it is decided by the communicational function of these two languages and the function, aim of the advertisements. As the English and the Chinese are belong to the very different language system, so they have many difference, including the difference in the words and phrases and the common usage. For example, The English always use article, and use the preposition and conjunction frequently；While The Chinese has no article, and seldom use preposition and conjunction. In the English advertisements and Chinese advertisements, these differences no doubt exist.2.Lexical Features of Advertising English2.1 The largely use of adjectiveAdjectives have the great power of ornament, description and the function of valuation, they enable the language more visual and lively, and more infectious. The function of the adjective can help the advertisements promoting the products, describing the features of the products. Therefore, the advertisements always use large number of the positive and commendatory adjectives which have the function of valuation.According to the statistics of famous linguistician Geoffrey Leech, the adjectives which appear at the high rate in the advertising English are as below, they are in the order from the high rate to the low rate：new，crisp，good, better, best，fine，free，big，fresh，great，delicious，real，full，sure，easy，bright，clean，extra，safe，special，rich，juicy，economical，money—saving，time—saving，labor—saying，mouth—saving，inexpensive and so on. For example：The taste is great． (The Nescafe Coffee)Good teeth，good health． (Colgate toothpaste)Among these English adjectives of words and phrases, new has the highest rate, as it can almost describe all aspects of the products, on the other hand, it can reflect the creation and distinctive at the best way. For example:The new digital era．(The new digital era)Feel the new space．(Samsung Electronics)Another important reason for the large number using of the adjectives is that the adjectives have the comparative Degree and the superlative degree. The comparative Degree can highlight the advantages of the products compared with other products, while the superlative degree can highlight the best quality of the products. For example:Things go better with Coco—Cola．(Coca Cola)The most unforgettable women in the world weal "Revlon．(Revlon) ．The “better”In the Coca Cola advertisement can highlight the taste and quality. While the Revlon advertisement can skillfully combine the love of beauty psycho with the superlative degree, it can promote the products and stimulate the purchase will of the customer at the same time.2.2 frequently-used personal pronounFirst person stand on the company’s place, it always give us a formal feeling. second focus on the customers, they will feel they are joining in the advertisements. The third person “he”or “she” talked about the personal experience or they are just spokespersons and describe the products. For example:(Le Meridian President Bangkok Hotel)“Yes, you could say we’ve mastered the art of Thai hospitality.”This advisements using “you” and “we” , this feature and give us the felling of intimacy, just as two friends(customer and company) are talking face to face. The description like comes from the judgment of the customers, it is easy for the company to build a good image.2.3make-up new wordsThe advertiser in order to emphasize the products or the service are distinctive, they always make up new words, weird words, these news words bring people fresh and special image, help them memorize the advertisements well. For example:We know eggactly how to sell eggs.The new word“eggactly”comes from“exactly”,this new word very lively, focusing on the products egg, helping the advertisements a stay a long time in people’s memory.2.4The used words are simple , vivid and easy to understandAdvertisements need to be very efficient at the limited time and place, so the words and phrases of the advertisements always are very simple and lively, easily understanding. The simple advertisements can highlight the key point and describethe obvious features of the advertisements at the same time, and people who have watched this advertisement will never forget it again. So, the words and phrases appear in the advertisements always are single syllable and the simple words which are have fewer letters. Such as be，make，get，take，try，go，have，need，see，use，give, using these words in order to reach the goal of simple and speedy efficiency of the publicity. For example：Just do it．(Nike Sportswear)Ask for more．(Pepsi Fashion Shoes)2.5use the informal English and spoken English frequentlyIf the using words of the advertisements in written form and the words are very formal, will hardly to abstract the attention of the customers, in this situation, the efficiency of the publicity will be influenced. So in many advertisements, the advertiser always using the slang and the informal English, thus, the advertisements will be very lively and active, also the advertisements will be more nearly to the daily life of the customers, and more easily to impress the customers. For example,Mosquit bye bye bye．This special and very unique advertisements of Radar bug repellent advertising by using the oral words “bye” reflect the speedy and efficiency of the Radar bug repellent, and the advertising words are very sample to remember, impressed the customers deeply.2.6 make free with the exotic wordsWith the trend of the globalization, the commercial trades between the countries are getting deeper and stronger. In this circumstance, advertising English always appear the exotic words, in order to show the special features and excellent quality, absorbing the attention of the customers. For example:Order it in bottles or in cans． Perrier… with added je ne sais quoi． The exotic words appears in this advertisements “je ne sais quoi” comes from the French, and this advertisement is introducing a kind of French soft drink.The meaning of “je ne sais quoi”in English is“I don’t know”。