中英文广告用语的区别

西南大学育才学院

本科毕业论文

An Analysis on Advertising Language

Between English and Chinese

学院外国语学院

专业英语

年级2007级

学号**********

姓名陈港

指导教师徐红

成绩

二〇一一年五月

Outline

Thesis: Advertising language between English and Chinese has many similarities and differences with a very important position and role in the sales of business.

I. Introduction

A. The role of advertising language in modern business

B. The features of a successful advertisement

II. Similarities of advertising language between English and Chinese

A. Similarities in diction

B. Similarities in rhetoric devices

C. Similarities in syntax

D. Similarities in tonality

III. Differences of advertising language between English and Chinese

A. Linguistic differences

B. Cultural differences

IV. The realization of localization

A. Definition of localization

B. Importance of localization

C. Realization of localization of advertising language

V. Conclusion

Abstract

Advertising takes many forms, in most of which, however, language is of crucial importance，as an important means to enhance advertising expression, it has a very important position and role. To sell commodities or increase sales is the ultimate goal of advertising. People live in a world of advertising and advertisement has become an important and inseparable part of people’s daily life. People have a good impression from a wonderful advertisement, and that also contributes a lot to increase in sales of business. This paper aims at dealing with advertising language between English and Chinese. This paper tends to discuss this in three parts. The first part introduces similarities of advertising language between English and Chinese in terms of diction, rhetoric, syntax, and tonality. The second part mainly makes an analysis of cultural differences between advertising language in English and in Chinese. The third part deals with the issue of localization in translation of advertising language between English and Chinese.

An Analysis on Advertising Language Between English and Chinese Advertisement, as the outcome of development in productivity, plays a vital role in modern production and consumption. It has become a basic condition of commodity economy. It is an efficient way and powerful tool to publicize business information. The main purpose of an advertisement is to catch people’s attention by means of a short message and persuade or entice them to purchase their products. To produce wonderful advertisements and enhance advertising expression, it is natural to resort to advertising languages. Advertising languages is the essence of advertisement because of its key factor to make consumers show interest, draw attention, arouse desire, and take action eventually.

In addition, with the development of the globalization and the international trade, foreign exchange between advertisements is more frequent. Foreign advertisements, some differences from the general domestic advertising, are commercial advertisements crossing borders, which represents not only products’ quality and reputation, but also a national cultural quality and value orientation. Therefore, we must stand in a strategic height to treat languages when launching advertisings; it is realistic significance for producing excellent advertisements .

What kind of advertisement is successful? And what features a successful advertisement should possess? American Marketing Manager’s Handbook points out that an advertisement should have four functions: AIDA, which represent four words—Attention, Interest, Desire, Action.

(1). Attention—a good advertisement should attract the consumer to direct their attention to the product of it.

(2). Interest—the introduction and publicity of an advertisement should arouse consumers’ great interest.

(3). Desire—the publicity of advertising should stimulate consumers’ desire to buy the product, and make them realize that this product is just what they want.

(4). Action—the advertising makes consumer to response to the advertising information and evoke them to take the action of purchasing.

There are similarities and differences in many areas of advertising languages，so linguistic study is actually a kind of scientific comparative analysis of the world language integrated. Through the contrastive analysis and research, we can not only further understand the