Stylistic Analysis of an Advertisement(文体学广告分析)
Stylistic Analysis of Advertising Language
1.2.4 fine-sounding
The merchants often make the ads fine-sounding for getting customers’ attention. An easy read ad is remembered clearly by customers, and arouses their interests. For instance: Impossible made possible. (Canon Printers) Poetry in motion, dancing close to me.( TOYOTA Motor) Take TOSHIBA, take the world.( Toshiba)
Ⅰ. The characteristics of advertising language
There is always advertisement in our life, no matter the local ones or those coming from other countries have some characteristics. When you watch the ads carefully, you can find them have some commonalities. Advertising language is distinctive, brief and memorable. And the most special is that the pronunciation is easy to catch. Those characteristics are the necessary elements which make up advertisements.
Stylistic Features of Advertisements
• Flowers by interflora speak from the heart
Thank You~
Any questions?
Semantic Features
• Pun • Definition: • A form of word play which suggests two or more meanings, by exploiting multiple meaning of words, or of similar-sounding words, or an intended humorous or rhetorical effect.
• use pun's grammer problems to attract the audiences, such as ellipsis or word with different grammar functions.
Pun on Grammar
• Coke refreshes you like no other can • Can: double meanings • It is the best.
• Metaphor: • Simile:
• Analogy between two objects or ideas, conveyed by using word instead of another word, • To spread your wings in Asia. Share our vantage point
• Personification:
• Any attribution of human characteristics (or characteristics assumed to belong only to humans ) to animals, non-living things, phenomena, material states, objects or abstract concepts, such as organizations, governments, spirits or deities.
文体学论文——精选推荐
Stylistic Analysis of a Conversation系名称：外语系年级：12 级班级：二班*名：***学号：**********Stylistic Analysis of a Conversation IntroductionConversation is without doubt the most commonly used kind of language, and therefore, it is a variety familiar to the majority of English-speaking people. This variety is used in everyone’s daily life. And it has its own distinct stylistic features. So it is necessary for us to analyze it from the perspective of general stylistics.The material for analysis is a conversation between two housewives who are in the same age rank <mid-thirties> and have known each other for some time. The occasion is that B is invited to A' house for an evening chat over coffee.The conversation focused on the lives of two housewives. Therefore such conversation regularly lacks an overall theme. So the participants may chat about some irrelevant and random things. Changes of subjects can be often found. Stylistic Analysis1. At the Phonological LevelPhonology refers to speech sounds in a language. Here, the main focus is on stress, elision, pause, para-linguistic devices and overlapping of words.Conversation can be divided into two major kinds: spontaneous conversation and non-spontaneous conversation. This conversation belongs to the former one. Words to be spoken sound very natural and spontaneous(a general lack of planning).1.1 StressStress refers to the prominence of sounds. It is a very important way of expressing different feelings or implying different meanings in oral communication. It has the following functions in this conversation:a) To show emphasis:I'll be all right in a MINUTE.It implies“It is in a minute(not too long)I'll be all right.”STUpid I had er about five thousand BOOKS to take back to senate HOUSE YESterday.It emphasizes how stupid I was,what,where,and when.b) To show surprise,anger, doubt, horror or excitement:You got a COLDIn this sentence, “cold”is stressed, which indicates A's doubt as if saying “Did you get a cold? ”.1.2 ElisionElision is one of the distinct phonological style makers in conversation, which is frequently used by the speakers involved. In the conversation, the most frequent elisions are I'm ,I've, I'll, it's, I'd, hasn’t, you're, and that's. These elisions can perfectly indicate the informality of the conversation as well as intimate relationship between two neighbors.1.3 PausePause can be seen as a signal of ending a thought unit. In English,there are voiced pauses (um, er,ah) , and silent pauses-silent breaks between words, such as the pause at the end of a sentence, the pause between a dependent clause and its main clause, and the pause between words or phrases. In this conversation, both kinds of pauses can be frequently found./= short pause //=long pauseIn this conversation, the usually overuse of pauses may reflect certain feeling or attitude of speaker, such as nervousness, hesitation, confusion, or uncertainty.1.4 Para-linguistic devicesA andB in the conversation often resort some para-linguistic devices, such as laughters (laughs for/laughs quietly for-)and monitoring signals(such as you know, well, I thought, what have you got ) to help convey the meanings and feelings.For example, "no, I thought you sounded as if you were"1.5 Overlapping of words or phrasesOverlapping of words or phrases of A and B is also very common in this conversation.*=overlapping of words of two participantsWhen one person comes up with a new idea, he may not always wait for his turn till the other person finishes his sentence. Instead, he utters his words in a high pitch and a quick tempo till the other person stops.1.6 Normal non-fluencyNormal non-fluency is very common in this , which is resulted from overlapping of words and other factors such as sudden change of subject matter, hesitation, nervousness, and a lack of planning of the conversation. For example:No, just a bit sniffy cos I'm-I am cold2. At the Lexical LevelLexis refers to the choice of words and expressions and here, we will focus our attention on the use of colloquial words and general words.2.1 Use of colloquial wordsIt is normal and natural to see so many colloquial words in this conversation, such as yeah, got, just, well, cos(because), etc. These words can express the speaker's attitude or surprise, disgust, or some feelings. Colloquial words are also the signal of informality.2.2 General wordsGeneral words are also used very frequently in this conversation, such as do, clour, go, and, nice, etc. These general words may not convey specific meanings, but there is no need to be so specific in daily conversation. And probably general meaning is what the participants require.3. At the Syntactic/Grammatical LevelSyntax refers to the rules for ordering words into sentence. In this part, we mostly concentrate on sentence types and voice.It is found that sentences (as far as length and structures are concerned) in the conversation are not complicated to understand. More minor sentences and short sentences are used, which are style makers of informality.3.1 Preference for interrogative sentencesInterrogative sentences appear frequently in this short conversation. Conversation is the communication between at least two people. It mainly takes the form of asking and answering. In this way the oral communication between people can proceed. Thus, apart from declarative sentences, which are used most frequently in all varieties. Interrogative sentences are frequently used here. There are 7 interrogative sentences in all 30 sentences, occupying 23 percent of the total number of sentences, which is much higher compared with other varieties.3.2 Use of active voiceIn conversations, speakers usually are the major active characters. Their words mainly express their own feelings or narrate an event. In this way, active voice will be the most suitable voice to achieve such effects. In this conversation, most of sentence are in active voice. And most of them have such beginning “I + verb ”. For example, you got, I thought, you want, I got, it is, I get, and so forth. According to this, we can assume in the process of conversation the speaker is usually the most important factor, who will conduct or lead the proceeding of conversation.3.3 Frequent use of elliptical sentencesDaily conversation is not as formal as the written variety. Elliptical sentences are used frequently. Elliptical sentences sometimes may cause inexplicitness of the language. However due to their intimate relationships, and para-linguistic means, such as gestures,laughters, or facial expressions, the characters can understand each other well. It is unnecessary to use complete sentences.4. At the Semantic LevelSemantics refers to the meaning of words or expression, and by what means the meaning is conveyed from the addresser to addressee. Here, we will touch upon some figures of the conversation.In this conversation, there are not very distinct semantic style makers.But we should not deny there are some semantic features in conversation. In fact, the occasional use figures can be found here./ No / just a / bit sniffy / cos I’m——I AM COLD /Repetition is used here. The clause of “I’m ”appeared two times, which can imply B’s doubt and nervousness./ That’s not a tinny GARment. /Understatement is reflected here. B wanted to express that this is a big garment.in the days when I was a human BEing. //*Satire can be found here.5. Contextual Factors AnalysisFirstly, the conversation all happened in informal place-A' house. Dialogues in private place must be casual and informal. Secondly, the intimate relationship among two housewives decides what they will talk about. They talked about their life trivial matters. Moreover, sometimes words may reveal the speaker's status, job, education and so on. For example,A: It /GROWS quickly//B: / YEAH/ I get very fed UP//It implies A is pregnant.Furthermore, another feature should be pointed out here. Conversation is characterized by randomness of subject matter, a general lacking of planning. The subjects, ranging from health to work, come back to garment.ConclusionWe have made a very rough stylistic analysis of the conversation, mainly concentrating on the phonological, lexical, syntactic/grammatical and semantic level and finally some contextual factors are touched upon. Taking these analyses into consideration, the conversation belongs to the informality. In this conversation, there are still some perspectives untouched upon, such as textual analysis, graphological style makers.etc. Taking these factors into consideration, it still needs our further researches.。
WHO IS STYLISTICS
WHO IS STYLISTICS?Michael Short1.0IntroductionThe short answer to the question which is the title of my talk is that he is a friend of mine, and that I hope one day he might also become a friend of yours. The rest of what I have to say today will (I hope) constitute a more thorough answer to the question. I also chose the title for a particular reason, and like the conjuror, who leaves his best trick to last, I will tell you why I selected it at the end of my lecture. But before the end comes the beginning and the middle. In the first part of my talk I want to sketch out the general relationships between stylistics and the two areas of academic enquiry it straddles, namely linguistics and literary criticism. Then I will go on to consider a number of small-scale (one-line or one-sentence) examples in order to illustrate the sorts of thing which a stylistician might do and say. I will then conclude with a brief stylistic analysis of a poem by one of the greatest living English poets, Philip Larkin. Almost all of the examples that I will consider today will be from poetry. This is not because stylistics has nothing to say about the other two major literary genres .it is just that the more basic concepts in stylistics analysis are more easily introduced with poetic examples. I will also not consider non-literary stylistics or the use of stylistics in teaching English as a foreign language; again, this is to do with the introductory nature of this talk. I have plenty to say on both topics but I expect that you would like to get home before midnight!1.1Linguistics, Stylistics and Literary CriticismThe first thing to notice about stylistics is that it crosses the boundaries of two academic fields. Stylistic ians like myself usually analyse literary texts using the tools of linguistics. In principle stylistics analysis can be performed on non-literary texts(and indeed it has been ), but it is a fact that most people who call themselves stylisticians work on literature. Thus at one and the same time stylistics is applied linguistics (it applies the tools and methodology of linguistic description) and lays claim to as place within literary criticism. In general, stylisticians say that literature is written in language and so stylisticians (the study of language) should be able to help us understand literary texts and (more importantly, in my view) how to manage to understand the in the ways that we do.I would like to suggest that stylistic analysis is in fact a fundamental part of the core of literary criticism. Criticism contains many sub-parts. Some critics look at the relationship between literary texts and their cultural or historical background.Others examine what it was in the life and experience of an author that prompted him to write in the way that he did and on the subject matter that he chose.And so on. But everyone would, I think, agree, that this kind of criticism enquiry is peripheral to the main task of criticism, namely to understand (interpret) and evaluate actual poems, novels, plays etc. I want to suggest that this core of criticism actually has three parts, evaluation, interpretation and description, and that these three parts are logically ordered:Description →Interpretation → Evaluation (mainly linguistic)Most literary critics will tell one that the eventual thrust of criticism is to evaluate works of literature; that is , to say why X is good and Y is not , or why A is better than B. It should only take a moment to notice that interpretation is logically prior to evaluation. It makes no sense to say (I)think X is good/bad because I don‟t understand it.‟ Indeed, an evaluation of e.g. a poem is always relative to some interpretation. If, for example, someone comes up with a better interpretation fora poem in the previous attempts, the text more adequately than previous attempts, the aesthetic merit of the text increases too. In fact, C20 literary critics have tended to assume rather than to discuss the value of particular literary texts. This is not surprising. As interpretation is prior to evaluation it makes good sense in terms of order of research to start on meaning before value. In fact we know relatively little of the processes involved in coming up with an evaluation of a piece of literature. Note too, that description (which is mainly, but not exclusively linguistic; of plot)must be logically prior to interpretation. To understand a simple sentence like John hit Mary we have first, for example, to parse the sentence and know that John is the subject and Mary the object. If we take a metaphor:Come, we burn daylight, ho! (Romeo & Juliet, iii, 43) we have to know (i) that daylight is the object of burn and also that daylight cannot literally be burnt. It is only after deducing such information that we can begin to construct a non-literal meaning (e.g. …we are wasting time') for the line. Stylistics, by starting with linguistic facts, relates description to interpretation. It is thus an essential part of the core of critical activity, as this process constitutes a major way of arguing for and against (or deciding between) particular interpretations.The fact that some linguists like myself want to analyse literature has upset some literary critics who see critics essentially as an intuitive, humane discussion about novels, poems etc. which should not be burdened by analytic description or the terminology of linguistics. (Although the acrimony is not as obvious now as it was a few years ago, I was accused of being …inhumane' only a few months at a conference on language and literature teaching. One of the pieces of evidence put forward to support this assertion was that in discussing a poem I used the word text (inhumane) interchangeably with the word poem (humane).The most well-known debate between a stylistician and a literary critic is that between Roger Fowler and F.W. Bateson in Essays in Criticism. The discussion reached ludicrous proportions when Fowler asked Bateson whether he would allow his sister to marry a linguist. Bateson replied, 'I must admit that I would much prefer not to have a linguist in the family.' This particular little debate never seemed particularly illuminating to me, and I must say that neither Fowler nor Bateson gain much credit from it. But what I find most ridiculous is that a particular discipline should be ruled out in advance as having nothing possible to contribute to literary studies. After all, many other disciplines (e.g. psychology, sociology) have had profound impacts on Anglo-American literary criticism in this century. The assumption appears to be that literary criticism is a game which only gentlemen in the club are allowed to play. Those who do not ascribe to the correct attitudes (those who do not have 'taste' and 'discrimination', those who are not 'sensitive' reader) are ruled out in advance. But at least Bateson was not as extreme as some of his colleagues:…the impact of Structural Linguists is like that of atomic fallout: through their influence on teacher's colleges and teachers, hence on the schools and the pupils within them they are incapacitating the coming generation.There is, however, an important point in the midst of this slapstick comedy. Literature does not present too many problems for the sensitive reader, the one who is already in the club. In many ways, they are the ones who least need teaching help. More problematic are those who do not understand or appreciate the poem, novel or play under discussion. If the experience of literature is an important aesthetic experience to undergo (and many Eastern and Western cultures make this assumption) then one of the tasks of the educators is to help as many people as possible take part in that experience. I want to claim (and I hope this will have become clear by the end of this talk)that stylistic analysis, because it helps to explain how people understand particular texts is a considerable advance on the main teaching strategy of literary criticism, which is to point out the meaning that a student cannot see and then get him to re-read the text involved in the hope that the meaning will then become clear.But so far I have made it seem as if all the blame for the unhappiness in the marriage of stylistics and criticism lies at the door of the literary critics; and this is not so. Much early work in stylistics tended to describe linguistic form without explaining the relationship between meaning and effect in an adequate way. Perhaps the best (worse?) example of this is an article referred to in the Fowler/Bateson debate, an article on Philip Larkin‟s First Sight by J.Mch. Sinclair, called “Taking a poem to P ieces”. And that is exactly what he does. He analyses grammatically, metrically and lexically but refuses point blank to say anything at all about what the poem means or w hat effect it has on the reader. This seems to me to be an abnegation of critical responsibility. The only reasonable reason for a stylistician (as opposed to an abnegation ordinary descriptive linguist ) to point out aspects of linguistic structure in a poem or whatever is as an aid to the elucidation of meaning or effect, the isolation of style and so on. Otherwise he is merely doing descriptive linguistics, not stylistics.So for, the arguments I have outlined against allowing stylistics into criticism have been little more than prejudice. There two more serious arguments, however, which require separate discussion:1.1.1. The dissecting of pleasureIt is sometimes suggested that dissecting a poem (linguistically or not) removes the mystery of the text and therefore the pleasure that one derives from it. This view is often attached to an “anti-science” argument in general, which suggests, for example that to know how white light is diffracted to produce a spectrum would take away the pleasure in seeing Keats‟ “rainbow of the salt sand-wave” (Ode on Melancholy). This may indeed be the case for some people. I do not know, for I am not like that. On the contrary, a detailed understanding of how a text is structured and how it works increases my appreciation of it. So perhaps people just differ in this respect. But in any case, I would claim that it is an important part of any academic discipline to explain the phenomena it discusses. And it is difficult to see how this can be done without analysis.1.1.2. Objectivity and subjectivitySome critics have argued that it is inappropriate to use linguistics to study literature because linguistics is, or claim to be, the objectivity science of language, whereas literature and/or our response to it is highly subjective and individual. I want to suggest that this view is wrong because it is based on a misconception of what it is to be objective and scientific and because it overstresses the subjective quality of literary response:(a) ObjectivityMany ordinary people appear to believe that what makes science objective is that it examines whatever phenomenon is in front of it and comes up with a set of true statements about that phenomenon .But scientists would not agree with such a view. They know that the theories that they already adhere to affect their perception of what is in front of them quite dramatically. A good example is the history in Europe of explanations of combustion, how things burn. Today we all know that burning is produced by oxygen combining with other elements. However, in the C18and early C19 scientists believed that materials were composed of two substances, phlogiston was given off, leaving the calx behind. This theory was plausible because people could observethings being given off when burning took place, and there was usually a residue of some kind. One major difficulty, now used to help refute the phlogiston theory, is that certain substances, in particular metals, end up heavier after combustion than before. The scientists at the time had their thinking so predetermined by the phlogiston theory that they were prepared to say that phlogiston could have both positive and negative mass. And when the oxygen theory of Lavoisier finally overthrew the phlogiston theory it was as much as anything because the oxygen helped explain other things beside the burning process.From this story we can see for the scientist what constitutes the facts can change depending upon the theories already held (and if you think that this situation does not hold in the C20, ask a scientist!). We can also see that scientists can change their minds over fac ts and examinations quite dramatically. Another similar example is the overflow of Newtonian physics by Einstein‟s theory of relativity, largely because Einstein‟s theory could explain more phenomena and in a more elegant way. So, being objective can not involve saying things which are true for all time. Rather, it involves making what you say as explicit, observable and testable as possible. And this is what stylistic analysis tries to do with textual interpretation. I try to make my interpretation as detailed and explicit as possible and by using thorough linguistic analysis I provide explicit evidence for and/or against interpretations, usually in the form of an argument.(b) SubjectivityIt is sometimes said that when we read we all get different meanings out of a text because we have all had different experiences, and so as a result the words of language must mean different things, however slight, to each individual. This is then put forward as an argument against introducing objective analysis into lite rary studies (on the grounds that each read‟s response must be equally valid, precisely because everyone‟s meaning will be different).It must be true that we all fact in different ways when we read. We would expect this because we are all different, have all grown up in different places and so on. The remarkable thing, then, is not that we disagree with each other to some extent, but that we agree at all. In fact the amount of agreement between, for example, students in seminars is noticeably large. This appears to hold reasonable well even for non-native speakers of English reading English literature, despite obvious cultural differences as well as linguistic ones. Even disagreements, when they occur, usually take place within the context of large areas of agreement. And the reason, of course, is because we have major things in common: (i) the text, (ii) knowledge of the rules of English and (iii) a common set of rule and procedures which we use to understand what we hear and read. I suspect, in fact, that the ambiguities we find in literary texts are often promoted because we study them as texts. Most, if not all stretches of language contain potential ambiguities within them, ambiguities often ignored by the listener who is looking only for …content‟. In m y experience if we subject, say advertisements, or newspaper articles (or any other kind of context) to the measure of scrutiny that we reserve for literature they also take on extra meanings, are found to contain ambiguities and so on.2.0Stylistic Analysis of Small-Scale ExamplesSo far I have argued in general terms for the inclusion of stylistic analysis in literary criticism. In the second part of my talk I want to give examples of how linguistic stylistics can help us to understand how literature works. The examples I discuss will all be from poetry. This is not because I have nothing to say about the other genera. On the contrary, I have written extensively on both. But the more simple and basic concept in stylistic analysis were first used on poems andare most easily described with poetic example. One problem for the analyst of texts is that it is not possible to tell in advance which particular linguistic features in a text are going to be relevant to interpretation. For example, we might think at first sight that how words are spelled would be highly unlikely to be of relevance to interpretation. But one can find examples where it is eye rhymes in a poem, for example, can sometimes help us to see connections between two words we might otherwise miss. The fact that any linguistic feature might be stylistically relevant means that one must make ones analysis as thorough and detailed as possible. this thoroughness is at first sight daunting for students, but my experience is that they soon get used to it and in the long run find it helpful. And the situation is helped because there are certain things which are more or less 100% bets for stylistic analysis:2.1 Linguistic DeviationThe most obvious example of this is the situation where the poet breaks the rules of this language in order to create new meanings and/ or effects. A good standard example is the phrase a grief agowhich occurs in a poem of that name by Dylan Thomas.This phrase breaks two rules of English:(i)SyntacticThe determiner a (the indefinite article) enables us to predict that the noun at the head of its phrase will be a COUNT NOUN. That is, it can be pluralised e.g. dog, dogs; chair, chairs; but unlike happiness, happinesses; furniture, furnitures.(ii)SemanticThe post-modifying adverb ago would normally only be able to modify a noun to do with TIME. Grief, on the other hand is a word to do with EMOTION. From this we can see that there is a normal paradigm of nouns which can fit into the frame a—ago, and that grief does not belong to this paradigm:Normal paradigm Abnormal paradigma day ago a grief agoa week ago a furniture agoa month ago a happiness agoa year ago a thoughtlessness agoThe fact that a grief ago is linguistically deviant has a very important psychological consequence for the reader, namely that it stands out. It is highly not iceable, or FOREGROUNDED. It follows, then that our interpretation of a poem will have to take specially into account those parts of the text which are heavily foregrounded. What is also noticeable with this particular example is that we can arrive at an understanding of the phrase a grief ago by comparing it with the normal paradigm which we constructed to demonstrate its deviance. A critic might well say, on the evidence of this phrase, that in this poem Thomas appears to be measuring TIME in terms of EMOTION. This is arrived at by comparing the semantic characteristics of what actually occurs with what ought to occur. This method is particularly useful with metaphorical expressions.2.2 ParallelismForegrounding is not only promoted by breaking linguistic rules(i.e. by stepping outside the rules of a language).It can also be achieved within the rule-system of the language concerned by selecting a particular linguistic feature more often than we might normally expect. One obvious example of this is the repetition of lexical items or the grouping of words from the same area of association in a text. Another general possibility is that of parallelism, where some linguisticfeatures vary, while others are held constant. Perhaps the best example ever of from Othello:I kissed thee ere I killed thee (v, ii, 357). The line consists of two clauses linked by ere. The words I and thee are repeated. That leaves kiss and killed. Although these two words are different, they are parallel to one another in a number of different ways:(i)Phonetic /kist/There is phonetic parallelism via alliteration(the repeated word initial /k/ and the similarity of word-final /d/ and /t/, which share two cut of three distinctive phonemic features—they are both alveolar stops, differing only by virtue of the fact that /a/ is voiced whereas /t/ is not and via assonance (the repeated /I/ vowel). The two words also consist of one syllable each, with the same structure, CVCC.(ii)Spelling kissed:killedThe only different between the spelling of the two words is the doubles and double I.Even here, there is parallelism due to the doubling (of course this aspect only becomes noticeable if the play is road).(iii)MorphologicalBoth words consist of two morphemes, the second of which is a past tense marker.(iv)MorphologicalBoth words consist of two morphemes, the second of which is a past tense marker.(v)GrammaticalKissed and killed are both verbs within two grammatically parallel clauses: SVO cj SVO.Y ou can now see why the line is an exemplary case of parallelism. Even the word in the middle of the line, which joins the two clauses is a spelling palindrome!The parallelism makes the line foregrounded and therefore important interpretatively. But it is also the case that the parallelism helps us to understand the line. I kissed thee ere killed thee (which Othello speaks just after he has killed Desdomena) is an interesting line in that if you ask people about its meaning they will commonly tell you that the two halves oppose each other, and that in particular kissed is opposed to killed. This opposition is often supported by your informant telling you that kissed relates to the LOVE theme in Othello, and killed to the theme of HA TE or JEALOUSY. But if we think of kissed and killed in isolation it should be apparent that they are not antonyms of each other (unlike LOVE: HA TE) in English. I leave you to try and make up opposites for them. The important thing to notice is that for a moment, while we read the line, Shakespeare has rearranged our lexicon for us, making us oppose two words we would not normally link in this way. In other words parallelism has an EFFFCT on readers—it makes them try to do one of two things: they try either to interpret the parallel items as opposed or parallel in meaning. Not all parallelisms by any means turn out to exhibit these particular relations. Rather, it is a processing tendency. Readers, when faced with parallel structures try to interpret them in this way. An interesting example of a line of poetry where the parallelism makes us try for parallel meaning is the following, from Pope‟s Rape of the Lock:Puffs, powders, patches, bibles, billets-doux (Canto I, 137)The obvious formal features of parallelism here are the alliteration on word-initial /p/, /b/ and /d/ (phonetic), the fact that the line is a list of nouns (grammatical), and the fact that each of the noun is plural(morphological). These features make us want to interpret the items in the list as being the same in some way (onto that list structures are special cases of parallelism).They are all items lying on the lady Belinda‟s boudoir table. The fact that some of the items are to do with make-upand some are written texts is not important at this level. But this only gives us part of the significance of the line. Pope‟s descri ption is also heavily ironical because of the fact that the word bibles clashes heavily with the rest in terms of connotation. Bibles were serious things in c18 England; love-letters and items to do with make-up are much more trivial. So, the salience of the meaning of the meaning of the word bibles goes against the pressure of the parallelism. Hence the ironic interpretation of the line, whereby we conclude that for Belinda (unlike us!) bibles have no more significance than powder puffs or love letters.Another interesting thing about the line is that the ironic contrast works at two levels. Firstly, as we have seen, bibles contrasts with all of the other items in the list, because the various parallelisms go right across the line. But the alliteration can be seen either as going right across the line (because /p/ shares two out of three distinctive phonemic features with /b/ which in turn shares two out of three such features with /d/), or (if we interpret alliteration more narrowly to mean exactly repeated sounds, rather than similar sounds) it can be seen as breaking the line into two. This make us look for stronger contrast between bibles and billets-doux than between bibles and the other nouns; and this heavier contrast is observable in that two items in the list unlike the others, are examples of writing.2.3 Linguistic vs Stylistic FeaturesWe can also use this line to shed light on earlier distinction I made, between linguistic and stylistic features. I have already indicated which linguistic features I think are stylistically relevant. But there are other features which do not appear to be; for example, billets-doux is the only French word and the only hyphenated word in the line, and billets-doux and powders are linked in that they are the only two word in the line with the letter O in them. As I have said before, it is not really possible to determine in advance which linguistic features are become stylistically relevant. It seems that features become stylistically relevant if they are not already marked via deviation or whatever, by being relevant to some interpretation (i.e. support or go against that that interpretation). This in itself brings in an element of possible variability (subjectivity?) into stylistic analysis, an element which the more effectivest critics at least will breathe a sigh of relieffor.2.4 Style and ChoiceIt should be apparent from what I have said before so far that aspects of meaning and effect come about as a result of the fact writers are continually making (albeit intuit ively) a series of linguistic choice neither style nor meaning (other than strict reference) could exist .Linguistic choice can be seen to be of two kinds in general from within the code-system of the language (e.g. I kissed thee are I killed thee) or outside that system in some way (e.g. a grief ago ).One interesting kind of place to look for choices being made in a fairly explicit way is authorial manuscripts. In writing The Eve of St Agnes Keats First wrote the line:As though a rose should close and be a bud again XXXVIIWhen students are asked about this line they often respond very enthusiastically to it, particularly to its 'poetic' quality (which appears to come about because of the correspondence between a 'poetic' subject matter and some formal features traditionally associated with poetry, is this case ahigh incidence of long vowels and consonants in assonantal and alliterative patterns). But whenKeats re-read what he had written he crossed out the word close and replaced it with shout:As though a rose should shut and be a bud againAt first glance one may wonder why he bothers merely to replace one word with its synonym. But on closer examination I think that his second choice is in fact preferable. The first attempt makes a phonetic connection via internal rhyme between rose (/rouz/) and close (/klouz/). The second version instead connects shut (/∫At/)and bud (bAd). Note that the second pair of connections is much more appropriate in terms of the shape of the flower (if I ask you to think of a rose you normally picture the fully formed flower, not a bud). So now the phonetic connections help underl ine the semantic connections instead of going against them. Of course one wouldn‟t want to claim that Keats consciously did a phonetic and semantic analysis of the line in order to decide the beat alternative. But one strongly suspects that his implic it knowledge of the structure of English formed same kind of mental basis for his intuition. One important aspect of stylistic analysis (and the best examples of literary criticism) is that it takes intuitions, usually on the part, of readers, and makes implicit knowledge explicit in order to form a rationally argued base for intuitive feelings. I would argue strongly that intuitions are fine for poets; but for us as critics intuition is only the starting point for analysis, and analysis which in large part must be based on linguistic grounds. 2.5 SummaryIn the last part of my talk I want to take a whole text, a poem (Wants, by Philip Larkin) and analyse it in some detail. But first let me summaries what I had said so far:(a)When a writer writers he is constantly involved in making linguistic choice---choicesbetween one word and another, one structure and another, and so on.(b)Examination of the choices that he makes (as opposed to the ones he rejects) can help us tounderstand more fully the meaning he is trying to create and the effects he is striving to achieve.(c)He can make choices both inside and outside the language system. Choices outside the systemare deviant and thus produce foregrounding.(d)Over-regularity of a particular choice within the system (e.g. parallelism) also producesforegrounding.(e)Detailed examination of how deviation and parallelism works can often help us to understandlocal meanings. Deviant expressions can sometimes be understood by comparing them with the nearest normal possible English expression; and parallelism tends to promote the observation of either synonymical or antonymical relations of meaning between the expressions paralleled.(f)An interpretation one constructs for a text must take account of foregrounded features in orderto be an adequate interpretation.3.0An Analysis of “Wants” by Philip LarkinAs some of you may not have heard of Philip Larkin let me introduce the poem by saying that many people in England, myself included believe him to be one of the two great poets England has produced since the second world war (the other, very unlike Larkin, being Ted Hughes). Larkin is a fairly traditional poet in terms of his use of poetic forms. He is often associated with the tradition of poets like Hardy, Edward Thomas and John Betjeman. He is an acute observer of the social side of English life and is often also concerned with death and growing old. In this poem, both of these preoccupations can be seen.。
stylistics Business Advertisements
商标（Brand names） 广告语（Slogans） 标题与正文（Headline and body text）
商标的定义
商标是商品的标志，是表明一种商品与其他商 品相区别而采取的任何文字、图形、符号、设 计或其他组合。它是代表商品质量、性能、技 术水平和其他特征的一种标志。
商标的功能
―Ultracare‖商标异议案 本案基本情况 中国国际贸易促进委员会专利商标事务所代理 威娜股份有限公司于 1992年 1月 7日向国家 工商行政管理局商标局申请在第 3类化妆品、 洗发液等商品上注册“Ultracare‖商标（见图 ）。经商标局审查，初步审定“Ultracare‖商 标，并在第372期《商标公告》上发布初步审 定公告。在该商标异议期内，永新专利商标代 理有限公司代理某公司，对该“Ulracare‖商标 提出了异议，被异议人按期进行了答辩。 被异议商标：
识别产品 吸引消费者注意 联想产品 营销宣传功能
英文商标的命名和构成特点
英文商标词的主要来源： 1. 源于专有名词 2. 源于普通词汇 3.源于臆造词汇
源于专有名词
源于现实中的专有名词 早期的商标相当多来源于专有名词，如人名、地 名及其变体。 Nestle (Henri Nestle) Benz (Karl Benz) Steinway (Henry E. Steinway) Colgate (William Colgate) Ford (Henry Ford) Pierre Cardin Avon (Stratford-upon-Avon)
3. 夸张
夸张是为了强调而夸大事实，同时给人以深刻 的印象，既能增强感染力，又能引起人们的丰 富联想。 Safeguard Lifesaver （薄荷糖） Magic Maker （闪亮魔术笔） Superrolly （超合金）
简要分析广告英语的文体特征
Simple Analysis of the Stylistic Features of Advertising English简要分析广告英语的文体特征0908550143 周佳红Abstract:With the rapid development of our social economy, advertisement has already become an initial part of our daily life. Its glamour and extensiveness lie not only in its function but also in its language. This paper intends to study the language features of advertising English based on some stylistic theories. It starts with a brief introduction, which illustrates the significance and the purpose also the research method of the study. In the second part, it analyzes the stylistic features of advertising English from four levels: the graphological level, the grammatical level, the lexical level and the semantic level. There are many cases quoted to convince some particular theories. And at last, we can make a conclusion easily that a good advertisement should be desired scrupulously according to the stylistic features. In other words, the stylistic features study may serve as an important guide in desiring English advertising.Key word:advertising English, graphological, grammatical, lexical, semantic摘要：随着当今社会经济的快速发展，广告已经成为我们日常生活中不可分割的一部分。
对于广告的文体学分析(英文版)
17
The use of negation
Negation is rarely used, since no advertiser wants to say NO to his products. But this does not means negation has no place in advertisement. It is usually used to compare with other products
Stylistic Analysis of
Newspaper Advertising
by Yuan Lin 121220010ቤተ መጻሕፍቲ ባይዱ8
1
Introduction
Advertising has resorted（采取） to all kinds of techniques--audio and visual, sound and light, photographs and drawings, ect. But the most basic is the language. According to the target audience, the functional tenor（大意） of advertising language is mainly persuasive or mainly informative. But all advertising language must have its appeal to target
buy the product.
Stylistics-1-2
General Stylistics
Literary Stylistics
Literary Text Style
Variety Features
Genre Features
2. Object of stylistics: it studies the stylistic features of the main varieties of language, covering 1). functional varieties功能变体 from the dimension of fields of discourse (different social activities), 2). formal vs informal varieties from the dimension of tenors趋向 of discourse (different addresseraddressee relationships), 3). spoken vs written varieties from the dimension of modes of discourse (different mediums). 4). various genres体裁 of literature (fiction, drama, poetry) in its study.
Example
(From a novel)After a quarrel between the two lovers: With a flow of words, she started to argue with him, then she checked herself and said calmly, ―listen, John, I imagine you‘re tired of my company. There‘s no sense in having tea together. I think I‘d better leave you right here.‖ ―That‘s fine,‖ he said. ―Good afternoon.‖ ―Good-by‖
Stylistic Features of the Advertising Slogan
Stylistic Features of the Advertising SloganBy DING XiaosongEnglish>Chinese translatordingxiaosong@A slogan is a form of verbal logo. In a print ad, it usually appears just beneath or beside the brand name or logo. A slogan sums up what one stand for, one’s specialty, the benefit, and one’s marketing position, and one’s commitment. It is especially useful to reinforce one’s identity. A slogan can prove to be more powerful than a logo. People can remember and recite your slogan while they are unlikely to doodle your logo. It is more important for your slogan to clearly state what you are about than to be clever, but if you can accomplish both, all the better. Slogans have two basic purposes: to provide continuity to a series of ads in a campaign and to reduce an advertising message strategy to a brief, repeatable, and memorable positioning.The slogan should be used everywhere. Think of it as being attached to one’s name like a shadow; put it on business cards, printed ads, personal brochures, signs, letters, in the yellow pages -everywhere one can put it.The advertising slogan is always short and epigrammatic in nature. It helps to make the ad more impressive and memorable. (XUE Hangrong,2003:206)So let’s take a look at the stylistic features of these fabulous slogans to see how it can achieve its aim.1. At the graphetic level1.1 Consistent use of initial capitalization.To achieve an emphatic effect, the ad slogan is just like a headline which uses initial capitalization to attract more attention or to stress every word it says to impress the reader.For example,Heinz: Beanz Meanz Heinz.Toyota: I Love What You Do For Me.1.2 Sometimes full use of capitalization.Sometimes for the same reason as above, the ad slogan needs to emphasize every letter it uses or to make the ad slogan look trim and tidy.For example,NewsWeek: THE WORLD’S NEWSMAGAZINE.Oracle: SOFTWARE POWERS THE INTERNET.2. At the phonological level2.1 Use of rhymes.2.1.1 Rhymes with brand nameOne of the best techniques for bringing in the brand name is to make the slogan rhyme with it. An ad slogan is better if it reflects the brand’s personality. By this kind of rhyming, the brand name is highlighted. The ad slogan is thus highly purposed. It can differentiate a slogan from others by the brand name and the special rhyming which is the identity of the slogan.Haig Scotch: Don't be vague. Ask for Haig.Quavers: The flavour of a Quaver is never known to waver.2.1.2 Rhymes - brand name mentionA fall-back position is to use a rhyme and mention the brand name without it actually rhyming. It is not so effective, perhaps, because the brand name is not highlighted. The slogan is likely to lose its identity, because similar products can use the same ad slogan with a simple change of the product name.Viakal: It's the Viakal fizz that does the bizz!Jaguar : Grace, space, pace.2.2 Use of alliteration.Alliteration can help the slogans achieve the strong beating rhythm needed to make it an repeatable sentence. By so doing, the sentences are more slogan-styled. They can be easily remembered by the audience. Alliteration can also achieve an emphatic effect of the meaning.Allied Irish Bank: Britain's best business bank.Greyhound: Greyhound going great.Fila: Functional... Fashionable... Formidable...3. At the lexical level3.1 Common uses of second person addressee “you”, “we”,”us”.The use of second person addressee “you” tends to shorten the distance between the product or the producer and consumers, as if the producer or the ad is speaking to you face to face, making sincere promises, honest recommendations. In so doing, the ad slogans stand a better chance to move the receiver or customers to action, because the receiver feels that he is being thought of and taken care of and he is the center point of the producers.For example,HYUNDAI: Always there for you.Nestle Milo: Bring out the champion in you.The use of first person addresser “we” and “us” is the most direct way to tell the receiver what the sponsor of an ad slogan stands for, his idea, his view, and his credit. It’s a little bit like a self-introduction to the potential customers to let them know you, recognize you, believe you and trust you.For example,Avis Rent A Car: We try harder.Fed ex: We live to deliver.3.2 Use of unqualified comparison.Admen have to abide by the code of commercial practice and stick to the rules of advertising. They should not advertise their product at the expense of others. So they resort to unqualified comparison to avoid defaming other products. (XUEHangrong,2003:189) They can not say: “Brand X is better than brand Y.” Otherwise, unpleasant lawsuits will inevitably occur. They can say:For example,Coleman footgear: Better choice, better joys.3.3 Use of “every”“always”, etc.These words are often used in ads to indicate the universal application of the product or to include as many potential customers as possible or to achieve the emphasis of the product’s utility or the company’s unswerving commitment.For example,Always Coca-Cola.Mitsubishi: Technically, everything is possible.3.4 Use of “no”, “none”, etc.Negatives tend to be used very sparingly because the purpose of all ad slogans is to strengthen the positive side. But when negatives do occur, they are usually placed in an emphatic position to highlight the special the positive side.For example,Mercedes Benz: The pursuit for perfection has no finish line.M&Ms melt in your mouth, not in your hand.3.5 Use of coined words.Coined words are both new and memorable. Coined words are kind of smart words have a special meaning in the specified context. They can raise the interests of the ad slogan receivers, make them ponder upon the meaning and marvel at the smart idea of the admen. By so doing, they recognized the brand.Louis Vuitton: Epileather.Burton Menswear: Everywear.Gordon's & Tonic: Innervigoration.4. At the syntactic level.4.1 Use of short simple sentences.The slogan must be short and simple; it can not afford to be complicated and clumsy. Short simple sentences are easy to remember, while one main aim of an ad slogan is to be memorable and recited. So short and simple sentences serve advertising slogans right.Sumsung Digitall-Everyone is invited.GE: We bring good things to life.4.2 Use of everyday sentences.Every day sentences tend to be overly used in day life, but it can be very forceful when used in an ad slogan. These sentences travel very fast, because anyone can remember it without any effort. It can just hang upon people’s lips. It’s something popularized without much publicity.For example,Nike: Just do itNestle: It’s the taste!4.3 Use of phrases.Slogans are a kind of special writing form. They can almost do without subjects. Phrases may be better than if not as good as sentences. All kind of phrases can be put into use: noun phrase, verb phrase, preposition phrase, adjective phrase, etc. They are so concise and to the point that they are beyond our power to do any addition or subtraction.For example,Apple computer: think differentMalaysia Airlines: Beyond expectation.Maxwell House: Good to the last drop.4.4 Use of questions.In ad headlines questions are often used to attract attention by mentioning the matter that concerns the customers most. They help to arouse the curiosity of the customers and entice them to read on to find the solution to the problem. Many slogans (also called themeline or tagline) begin as successful headlines. (Arens, William F. & Bovée, Courtland L. 1994: p.289) So it is not surprising that the slogan can use questions too for the same purpose.Ford: Have you driven a Ford lately?Volkswagen Polo: R u Polo?4.5 Use of imperative sentences.In an ad, the slogan is the last few words said. Although it’s just a few words, the admen don’t let it go at that. They use every opportunity to exhort the potential customers to act, to buy and to consume. The slogan is their last battle field to get people moved. It is not surprising that they would use imperative sentences to make a slogan while this kind of sentence is the most direct way to achieve the ideal effect.For example,Express card: Don’t leave home without it.United Airlines: Life is a journey, travel it well.4.6 Use of tense.Almost all the ad slogans use simple present tense to satisfy the customer’s desire to know the present state of the product he wants to buy. But there is another aspect of the simple present: its implication of universality and timelessness.For example,DeBeers: A diamond is forever.Rossini: Time always follows me4.7 Creative use of idioms or proverbsIdioms and proverbs are familiar to most potential customers in a society and have no difficulty to be popularized. The creative use of the idioms and proverbs can give them new meaning while making them memorable and campainable.For example,Financial Times: No FT, no comment.IBM: I think, therefore IBM.5. At the semantic level.5.1 Semantic ambiguityAd slogans have to conform to the code of commercial practice. Semantic ambiguity is needed to avoid any possible legal liability.For example,Philips: let’s make things better.5.2 Use of puns5.2.1 A really good pun can work miracles. However note the lack of brand identity in these otherwise excellent examples. Almost any competing brand could use these lines. Although they are good, they have no specific identity of their own.Moss Security: Alarmed? You should be.Pioneer: Everything you hear is true.Range Rover: It's how the smooth take the rough.5.2.2 In these lines, the brand name appears, but as the solution or promise rather than part of the pun. These slogans with brand name in it can help the name be remembered while offer a two layered meaning to the slogan. The second layer of meaning can interest and impress the people with its smartness and its novelty.Kenco Really Rich Coffee: Get Rich quick.Finish Detergent: Brilliant cleaning starts with Finish.5.2.3 Here the brand goes to work, as inextricably part of the pun.Citibank: Because the Citi never sleeps.Quavers Snacks: Do me a Quaver.All the above-mentioned stylistic features of ad slogans are necessary to make them neat, simple, original, strategic, memorable and campainable. The slogans are also a kind of poetic language, which we should pay attention to.After a study of 103 ad slogans of large to medium sized companies in recent years, I did a little summarizing. The reason why I choose large to medium sized companies is that good ad slogans always come form them and they can represent the trend in ad slogans.Number of words in a sloganNumber of slogans countedFrom this chart we can see that three-worded slogan and four-worded slogan are the most favored in the creation of a slogan with 25 and 33 slogans for each type, and five or six worded slogans are also widely used. Two worded and eight worded slogans still occupy a share. But the number of other length slogans decreased dramatically. The longest ad slogan in study has 13 words which is a rare case, because it is too lengthy to be a slogan. And one worded slogan can not express fully the rich and multi-layered meaning that a slogan wants to convey. The eight worded slogans are preferred than the seven worded ones is because the former generally uses a parallel or contrasted structure, so for each small sentence of the structure the length is just four words which is the most preferred length. The average length of an ad slogan is 4.447 words. It is the trend for the slogan to be short, about 2 to 6 words long. This is just my general analysis of the results.It is useful to conduct a more detailed study of the slogans; because more and more Chinese companies are going abroad to do their business and they need a good English slogan to establish their image in the world business arena. This study will also help the development of the Chinese ad slogans in China. Good ad slogans are forever.Bibliography:[1] XUE Hangrong. Introduction to English Styles[M].Xi’an:Xi’an Jiaotong University Press,2003[2] WU Zhiming,HU Zhiwei. Selection of English AdvertisementLanguage[M].Beijing:Beijing University Press,1999.[3] YANG Rongqi,CHEN Yuhong. Appreciation of English Advertisement Style[M]. Wuhan:Huazhong Science and Technical University Press,1995.[4] Angela,Goddard.The language of Advertising[M]. London and New York: Routledge,1998.[5] Arens,W.& C.Bovée. Contemporary Advertisement[M]. Massachusetts:Irwin Incorporation,1994.。
英语翻译论文题目
On Translation of English Neologism浅谈英语新词的译名
Chinese Translation Skills of English Business News英语经济新闻汉译技巧
An Analysis of Common Errors and the Standard Translation of Office Signs办公室标示语翻译中常见错误的分析及翻译规范
A Comparative Study of the Two English Versions of Teahouse《茶馆》两个英译本的比较研究
A Review of the Cultural Differences Between China and America -Based on the Comparison of Obama and Hu Jintao's Speeches从奥巴马与胡锦涛的演说审视中美文化差异
A Comparative Study of the Two Chinese Versions ofThe Art of Life《生活的艺术》两个汉译本的比较研究
On the Contextual Adaptation Theory Embedded in Film Title Translation
关于语境适应论在电影片名翻译中的嵌入
A Study on English Translation of Chinese Idioms from a Memetic Perspective模音论视角下汉语习语英译探究
On E-C Translation of Brand Names from Perspective of Functional Equivalence从功能对等理论看英文商标的汉译
英语广告文体学分析论文
Stylistic Analysis of AdvertisementsThis paper gives an overall analysis of advertisements from the aspects ofstylistic analysis (phonology and graphology, elision, sound patterning, onomatopoeia, markers)and lexical choice and contextual analysis (medium of communication and role-relationship) by the application of modern linguistictheory and stylistic analysis pattern in order to find out the general stylistic characteristics of commercialadvertisements. This paper can help readers better understand and appreciate the language of sports advertisements.With the development of globalization and industrialization, more and more goods are produced in the world day byday; as a result, advertisement plays an important role in selling products. It is an art of language using various kinds ofdevices. The advertisements have achieved amazing effects on persuading consumers to buy the products. At the same time, it has also formed its special style and the language used in the advertisements is different from other styles. Its function is to “attract attention, arouse interest, stimulate desire, create conviction and get action.” It is a kind of loadedlanguage with persuasive power. Advertisements can be taken on magazines, newspapers and TV. No matter wherepeople are----on the buses or subways or during the break time or after meal----, they can get whatever information theywant. Generally speaking, the language of advertising, mainly ofso-called loaded languages, must be a language of immediate impact and rapid persuasion. It must bring the advertised products into attention, stress their qualities in the most attractive way, clearly outline the reasons for buying them, and preferably leave a memorable echo of what has been said about the products ringing in the reader’s mind.1.At the Phonology LevelLinguistic Description refers to the exploration and classification of linguistic features of a given text and the linguisticfeatures are reflected by style markers which are linguistic items that only appear, or most or least frequent in a text,representing a particular variety or literary genre .The analysis of stylistics in this level aims at providinga methodology of analysis which includes four aspects: graphology, lexicology, syntax, grammar and semantics. Thedetailed analysis will lead to more accurate understandings of the language in order to let the readers better understandthis variety.1.1Sound PatterningSound patterning: refers to the matching of identical or similar sounds between two or more words. Sound patterning occurs among contents and words which are not far away from each other. English words may consists of one or more syllables. The structure of an English monosyllabic words. The structure of an English monosyllabic word can be represented as CVC, with V standing for vowel, and C for consonant, the number of which varies from 0 to 4 .CVC: AlliterationCVC: AssonanceCVC: ConsonanceCVC: Reverse RhymeCVC: PararhymeCVC: RhymeSound patterning is not only a source of aesthetic satisfaction, but also a phonological means of emphasis, establishing relationship between the patterned words. Chomsky and Halle represent speech sounds as bundles of plus-or-minus valued features (e.g. vocalic, high, back, anterior,nasal, etc.) The phonological component of each lexical entry is considered to be a linear sequence of these feature bundles. A number of context-sensitive rules transform the underlying form of a sequence of words into the final phonetic form that is uttered by the speaker. These rules are allowed access to the tree structure that the syntax is said to output. This access allows rules that apply, for example, only at the end of a word, or only at the end of a noun phrase. And alliteration is widely accepted in the sports advertisement or brand name as a tool to enhance memory.And it also sound very interesting.So, I’ve compiled a list of examples of alliteration used for commercial purposes.American AirlinesBurberryCoca-ColaFedExPolo (by Ralph Lauren)Ted TalksA TailOf Two CitiesDriven To DistractionGood to Great[The] Great GatsbyPride And PrejudiceAlibabaCitySearchGoogleTwitterYouTubeWish You Were HereBaby BoomersBB Gun1.2OnomatopoeiaSome words as bang, hiss, sizzle, moo, are said to be onomatopoeia, or echoic,i.e.,their sounds are imitative of their senses; but the relationship between the sound and sense of a word is weakly iconic, some linguists have rightly pointed out that “onomatopoeia”is actually the mutual reinforcement of sense by sound and sound by sense.2.At the Lexical LevelLinguistic Description refers to the exploration and classification of linguistic features of a given text and the linguisticfeatures are reflected by style markers which are linguistic items that only appear, or most or least frequent in a text,representing a particular variety or literary genre The analysis of stylistics in this level aims at providinga methodology of analysis which includes four aspects: graphology, lexicology, syntax, grammar and semantics. Thedetailed analysis will lead to more accurate understandings of the language in order to letAdvertising language is marked by a wealth of adjective vocabulary, and a poverty of verb vocabulary.” Among the highly frequent key words are：delicious，latest，up-to-date，fragrant, charming, attractive, long-lasting, unique, perfect，etc. In order to stress the uniqueness or novelty of a product advertisers resort toneologism, and improvised adjectival sructures.2.1Using a lot of general and vague wordsIn ordinary daily exchange , clichés and general or vague words are often used when there is no need for saying anything original, or when the speaker doesn’t know how to express exactly what he wants to say, or when he simply wants to maintain the informal atmosphere of a conversation. Common vague or general words are: t hing , stuff, things like that , got , do, nice , thingummy, what-do- you –call-it, what’s-her-name, etc. The vague nouns are substitutes for names not recalled, that is , they are used instead of nouns that one cannot remember.A word is GENERAL when it refers to a group or objects or a class of objects or action. General terms are preferred, when there is no need for specification, or when the user wants to leave things vague for some reason.Such as the BMW advertisement on 2010 London Olympics;SOMETIMES PERFORMANCE WINSSOMETIMES BALANCESOMETIMES AGILITY WINSSOMETIMES CONTROLWHAT ALL WINNERS HAVE IN COMMON iSJOY.On this advertisement,SOMETIMES is a vague, this word can refer to the athletes both the cars have those excellent performance. Using this vague word, can 突出产品的优点。
论文题目
毕业论文参考题目1.International strategies of China’s enterprises2.Body language and its impact on intercultural communication3.Nonverbal language and cross-cultural communication4.The importance of intercultural communication in business and daily life5.Dumping and anti-dumping in China6.Thomas Hardy and Tess of the D’Urbervilles7.CP and communicationputer-assisted language learning and computer-assisted instruction9.Ernest Hemingway and A Farewell to Arms10.Theodore Dreiser and Sister Carrie11.Deep Structure Translation: Translating Meaning12.The Significance of Learning Grammar in English Study13.Translation and Culture14.The Importance Grammar in Learning English15.Jane Eyre16.Exploring the Principles of Business English Translaton17.A Research on the Misunderstanding in Cross-cultural Communication18.The Linguistic Features of English Recruitment Advertisement19.Exploring the Application of English Chinese Abbreviation20.Mark Twain and His Adventure of Huckleberry Finn21.Contribution, the characteristic element in American culture22.A brief discussion about the means of English rhetoric23.A discussion about the spirit of freedom and equality embodied in Jane Eyre24.A discussion about William Wordsworth’s love for nature embodied in his poems25.A discussion about Charles Dickens’s criticism of bour geois society in DavidCopperfield26.Discussion on the function of linguistic Context27.The difference between American English and British English28.Individual Differences in Second Language Learning and their PedagogicalImplications29.Good Language Learning Strategies and the Role of the Teacher30.The Impact of Large-scale Language Tests on College English Teaching in China31.HR’s Role in Promoting Business Ethics32.Job Satisfaction Factors that will Grow in Importance33.Demographic Environment for Managing Human Resources in China34.Ernest Hemingway and His The Old Man and the Sea35.Charles Dickens: the Themes Present in His Novels36.. Nonverbal Behaviors and Its Impact on Intercultural Communication37.V ocabulary Acquisition Techniques in English Language Learning38.Cultural Differences and Their Impact on International Occasions39.The Social Significance of Jane Austin’s Pride and Prejudice40.The Social Criticism of George Bernard Shaw’s Mrs. Warren’s Profession41.Translating and the Background Information42.On Translating English Book Titles into Chinese43.A Brief Comment on the Several Chinese Versions of Jane Eyremon Errors in Translation : An Analysis45.English Idioms and the Translation46.How to Deal with Ellipsis in Translating47.Cultural Barriers in Understanding Western Humor48.Factors Affecting Communication49.The Influence of Cultural Factors on Advertisement50.An attitude towards Black People in “Gone with the Wind”51.An Analysis of Scarlet (etc.) in “Gone with the Wind”52.Problems in English Learning /Teaching in China53.Learning Strategies and their Relationship to Learning Achievement54.Culture Learning in Foreign Language Classrooms55.Effective Communication in Today’s Business Environment56.Management of the Style and Tone in Business Messages57.Shaping the Message to the Media for Effective Communication58.Influence of the Advanced Information Technology on Communication in theBusiness World59.Encoding and Decoding of Messages among Peoples of Diversified Cultures60.Business Communication in the Age of Information Technology61.Media Selection and Communication Efficiency62.A Great Woman---Jane Eyre63.The Symbol of Tess of the D’Urbervilles64.D.H. Lawrance’s View of Women65.The Theme Analysis of The Old Man and the Sea66.Byron’s Romanticism and Realism67.Cultural Impacts on Global Management68.Global Markets and Responsibilities69.Cultural Strategies for Global Management70.On “The Old Man and the Sea”71.On “The Call of the Wild”72.Dumping and Antidumping73.China’s Economic Growth and Foreign Trade74.Offshore Outsourcing75.Macro Economic Adjustment Measures and State-Owned Enterprises76.Privately-Owned Enterprises in China77.Price Control and Social Equalitycational Cost Differs to Different Social Groups79.The Impact of Cultural Differences on International Marketing.80.Therodore Dreiser and Sister Carrie.81.V ocabulary Acquisition Techniques In Second Language Learning.82.The Impact of joining WTO on The Development of China’s Development.83.The Research on Jane Eyre.84.Feasibility study on conduct of a coordinate FDI85.The Natural World in Thomas Hardy and D. H. Lawrence's Novels86.The Growing Sefl in Black American Autobiographies87.Issues in foreign/second language teaching/learning88.Research methods in education/applied linguistics89.A Comparative Study of the Translation of……90.Advertisement Translation-----from a Cultural Point of View91.Trademark Translation-----from a Marketing Point of View92.Strategies for Business Letter Translation93.Recreation and Literary Translation94.Political Document Translation95.Faithfulness in Literary Translation96.Translation Criteria Studies97.Translator Studies98.Translation Skills Studies99.The Study on the Translated Novels in Modern China100.The Role of Interprators in Business Negotiations101.The Study on Pofessional Tittles’ Translation102.The Study on Numbers’ Translation103.The Study on Passive V oice’s Translation104.Stylistic Features of Business English News105.Stylistic Analysis of Speeches by President Barack Obama106.An analysis of the Hero’s Distortion in Wuthering Heights107.Independent Spirits of Elizabeth in Pride and Prejudice108.The American Dream and the Death of the Salesman109.Cultural Adaptation in Translating Brand Names110.Individualised English Learning and Project-based learning111.Cultural Gaps and Untranslatability112.Environmental Crisis and Ecocriticism113.Cross Cultural Issues in Business Project Management114.One the Religious Meaning of Moby Dick115.The Last Fisherman: A New Analysis of The Old Man and the Sea 116.Naturalism in Desire Under the Elms117.On the Space Narration of the Great Expectation118.Disillusionment of American Dream in Death of a Salesman119.Cultural Differences and English Language Study120.Cross-cultural Communication Issues in Business Activity121.Cultural Impact on Business Communicationnguage study and teaching methodology123.On language learning124.On Subtitle Translation -- from a Functionalist Perspective125.On Advertisement Translation -- from a Functionalist Perspective 126.On the Translation of Mo Yan's Works -- from a Linguistic Perspective 127.On the Translation of Mo Yan's Works -- from a Cultural Perspective 128.Translation of Tourism Text from Nord'Skopos Theory Perspective 129.Translation Theories and Thoughts of Liu Shicong130.Cross-cultural facotrs in Interpretation and Related Strageties131.Research on Ying Ruocheng's Drama Translation132.Advertisement Translation from the Translation Varition Perspective 133.female’s language features134.Pragmatic study of shop assistants’ language135.Cultural Differences of Color Words in English and Chinese.136.Pragmatic Features of Advertisement Language137.Cultural Differences of Compliments in English and Chinese138.The Color Purple: Black Women’s Search for identity.139.The Satire in My Fair Lady140.On Analysis of the ruin of the American Dream in the Great Gatsby141.An analysis of Chinese-American cultural difference in Mother-daughter Relationship reflected from the Joy Luck club.142.The difference in the Value of Mate-selection between China and America in the TV Series “The Big Bang Theory”.143.International Business.144.The functions of Business English.145.Pride and Prejudice146.Multinational corporate Management147.Evaluation of Staff’s performance148.Cultural Difference in Translation149.Intercultural communication & values150.American culture & American literature151.Ice managementnguage & culture153.An Empirical Study of Wash back Effect of CET-4 on English Teaching in Colleges154.An Empirical Study of Interactive Approach in College English Reading155. A Co relational Study between Writing Anxiety and the User of Writing Strategy of Chinese English Majors.156. A Study on the Effect of Teacher and Peer Feedback Integration on China’s EFL Writing157. A Study of Students’ Self-efficacy in Grading Teaching158.The Tragedy of a Young Woman: A Study of Henry James’ Daisy Miller159.The Choices of Two Sisters: A Study of Austen’s Sense and Sensibility160.Reason and Passion: A Study of Jane Austen’s Sense and Sensibility161.The Tragedy of a Pure Woman: A Study of Thomas Hardy’s Tess of the D’Urbervilles162. A Study of the Male Characters in Thomas Hardy’s Tess of the D’Urbervilles 163. A Study On Advertising Translation From the Perspective of Cultural Differences164.On Advertising Translation In the light of Factionalist Translation Theory 165.Dynamic Equivalence and Movie Translation166.Characteristics and Translation of English Advertising Texts167. A Tentative Analysis of Discourse Coherence and Its English Translation168. A Study of Trademark Translation from the Cultural Perspective169.The Application of Domestication and Foreignization to the Translation of English Advertisements170. A Study of the Translation of English Advertisements from the Cultural Perspective171.On the Translation of Titles of English Commercial Movies172.An Analysis of the Causes of Macbeth’s Tragedy in Shakespeare’s Macbeth莎士比亚《麦克白》中麦克白悲剧的成因之分析173. A Thematic Study of Mark Twain’ s The Adventures of Huckleberry Finn马克·吐温《哈克贝利·弗恩历险记》的主题探索174.The Other American Dream-Interpreting Washington Irving’s “Rip Van Winkle”别样的美国梦－解析华盛顿·欧文的《瑞普·凡·温克尔》175.On The Characteristics of Gatsby in Fitzgerald’s The Great Gatsby菲茨杰拉德《了不起的盖茨比》中盖茨比的性格分析176. A Comparative Study of ____ and _____ 中英两部小说(主题或主人公)的比较性研究177.On the Dual Nature of the Character of Heath cliff in Wuthering Heights178.Reason and Passion: A Study of the Novel Wuthering Heights179.An Analysis of the Tragedy of Catherine in Wuthering Heights180.Darcy’s Transformation in Pride and Prejudice181.Elizabeth and Her Marriage—A Feministic Study of Jane Austin’s Pride and Prejudiceparison between chinese and American corporate culturesparision between Chinese and American Education System184.Brief comment on Moyan's works185.The Dark Half of Human nature (the tales of two cities )186. A study on how sound affects sense in poetry187.Intercultural Communication on Business Context188.An overview of Non-verbal Signs in Intercultural Communication pliments in Chinese and American Cultures: On Pragmatic 190.On Body Language in Intercultural Communication191.Effect on Translation from Different English-Chinese Modes of Thinking。
新视野大学英语第三版unit7教案
Part 3. Stylistic analysis
讨论、思考题、作业：
1. Preview the new words and expressions of text A;
2.Utilizingthe internet and get to know some life experiences ofAbraham Lincoln.
Task 2: students are also required to mark numbers that appear in the article and explain why they are used.
2. Comprehension Qs (page 183) (15 min)
Part 3 Stylistic analysis(15 min)
Part 2:Understanding the main idea of text A
1. Skinning and scanning (15 min)
Task 1: students are required to note nouns and adjectives concerning dishonesty in the ter, they will be asked to group these words into synonyms andantonyms.
2.Phrases & expressions:
launch a campaign; if this/that is the case; be confined to; rip off; descend to; turn in; cope with; not to mention; make a complaint about sth.; etc.
广告文体分析Stylistic Analysis of an Advertisement about iPad 2
Stylistic Analysis of anAdvertisement about iPad 2Ⅰ.IntroductionThis is a video ad. of iPad 2. It introduces the functions of the product in a very concise, attractive, convincing way. The following is the advertising slogan.Are you curious about the new ideas?Do you want to learn a new language, or just a new word?Maybe you want to know more about anatomy,or astronomy.You can master something new or uncover a hidden talent.There hasnever been a better time to learn.Ⅱ.Stylistic analysis.1. Phonological features.By listening to or reading aloud this advertisement, we can find it‟s rhyming and easy to remember.a. Consonance: curious and ideas, been and learnb. Rhyme: anatomy and astronomy master and uncover, never and better.2. Lexical features.a. Most of the words are general, simple and common words so that it‟s easy to understand.b. it uses a favorable adjective word “new” for three times to impress the potential buyers.c. comparative words…better‟ to make it more attractive.d. personal pronoun …you‟is used almost every line making the language more friendly in tone and more thoughtful.3. syntactic/grammatical featuresa. the first and second sentences are occasional questions to arouse curiosity of the consumers and to show the new functions of iPad 2.b. most sentences are minor sentences and short simple sentences.c. it uses active voice in the ad. To tell consumers it‟s a right choice to buy it.4. Semantic features.a. hyperbole; thus never be a better timeb.parallelism; three …or‟c. repetition: you, newⅢ.Conclude.All in all, I think this ad. isbrief and focused. It shows us a multifunctional and utility iPad2.in an soimpressiveconvincingwaythat makes consumersthink it can help us learn more and live a better life and is worth buying.。
英语专业毕业论文文化类选题汇总
外语学院往届本科毕业论文选题汇总表2000级毕业论文选题(169题)1.Cultural Connotation of Words and Their Translation2.On Translation of Tourist Material3.Domestication and Foreignization on Literary Translation4.Translation as a Language Teaching Technique5.On the Translation of Kinship Terms in A Dream of Red Mansion in the Cultural Perspective6.Translation of Proverbs That Have Cultural Connotation7.The Rhetoric Characteristic of English Advertisement and its Translation Methods 8.On Application of Presentation of Lesson Plan in English Teaching and Its Significance9.The Application of the Body Language inForeign Language Teaching10.The Linguistic Characteristics of Advertising English11.On the Combination of the Theory and Practice in Presentation of Teaching Plan 12. A Talk on Social and Cultural Connotation between Chinese and English V ocabulary13.An Effective Way of Rapid Command of Journalistic English in Listening14.Characteristics of Newspaper English15.Improvement in Listening Ability for English Majors16.Improvement in Speaking Ability for English Majors17.Structural and Lexical Characteristics of News18.Lexical of Journalistic English19.Improvement in Listening Ability for English Majors20.Improvement in Speaking Ability for English Majors21.Improvement in Listening Ability for English Majors22.Improvement in Speaking Ability for English Majorsparison of Vocabulary, Morphology and Usage Between British English and American English24.The Theories and Methods of the Translation of Movie Names25.Pragmatics and Translation26.An Analysis of the Implying Feminism in Jane Eyre27.The Characteristics of EMMA28. A Comparative Study of English and Chinese Proverbs29.Advanced Modern Woman ---Ursula –Character Analysis of the Rainbow30.The Characteristic of Jane Eyre31.An Analysis of the theme of Vanity Fair32.Narrative Feature in Dickens’ Works33.EA T OR BE EA TEN --an Analysis of the Significance of THE CALL OF THE WILD34.The Women’s Consciousness in Pride and Prejudice35.Translation of Idiom with Numbers Through Culture Difference36.On English Structural Ambiguity37.The Application of Group Learning in English Teaching38.How to Present New English Vocabulary in Classroom39.Attention—the Main Factor Affecting English Classroom Teaching40.The Function of Teachers’Feedback in English Composition41.On the Comprehensive Quality of Foreign Language Teachers42.Teachers ---the Main Factor Affecting English Classroom Teaching43.On the Cultural Connotation of English Proverbs44.The Learning Strategies of Good Language Learner45.The Task-based Approach in EnglishV ocabulary Teaching46.Affective Factor Affecting English Classroom Teaching47.The Study on the Combination of Modern Educational Technology and Task-based Foreign Language Learning48.The Misconceptions of Communicative English Teaching in Middle School49.Making Students Learning on Their Own Initiative50.On the Subtlety and Restraint that Mark Emily Dickinson’s Poem51.Analysis the Characters of Elizabeth Bennet52.On the Poetic Features of Leaves of Grass53.Henry’s Realist Writing and His Ending Art54.On O.Henry’s Ending Art55.An Analysis on the Characters of Great Expectationsparison Between Poems by Dickinson and Those by Li Qingzhaoplexity and Profundity of Humanity--On the Characterization in Wuthering Heights58.Tomorrow is Another Day —Analysis on the Character of Protagonist of ―Gone with the Wind‖ by Margaret Mitchell59.Tess, a Victim of False and Confused Concepts of the Time60.An Initial Probe into the Tragic Meaning of Hamlet61.Introduction to Cultural Connotation in English Vocabulary Teaching62.Song of Myself—Embodiment of American Spirit63.Translation of Names and Cross-cultural Communication64.On Surname of English and Chinese65.The Conversion of Chinese and English Cultural Values in Dating Advertisements 66.Preliminary Study on the Culture of English and Chinese Names67.Across-cultural Contrastive Study ofEnglish and Chinese Metaphor68.Politeness in Stores69.How to Use EFL Resources70.The Principles and Skills of Translations of Business Advertisement71.Stylistic Features and Translation of Advertisement72.Promoting Learner Autonomy in the EFL Classroom73.Application of Multimedia in English Teaching74.Task-based Learning in English Language Teaching75.The Characteristics and Translation of Advertising Language76.The Internet and English Teaching77.The Features of News’ Headlines Subtitle: The Distinctive Features of Headlines in Journalistic English78.Application of Multimedia Computer in English Language Teaching79.The Teaching Strategy in English Reading80.Pragmatic Failures in Daily Conversation of Interculture81.The Differences between Chinese and English Body Language82.Cultural and Pragmatic Differences between Chinese and English in Intercultural Communication83.How to Shift Student from Passive to Initiative in English Class84.Application of Decode Theory in Listening Comprehension85. A Study of the Theory of Second Language Acquisition Applied in Bilingual Education in China86.Individualism in USA and China87.On Improving English Communicative Ability88.English Reading and Culture89.Influences of Cultural Differences on Oral English Learning90.The Necessity of the English Testing Reform91.Cultural Connotations of Color Words in English and Chinese92.On Improving Student’s Oral English93.Discussing the Study of English Phonetics94.Oral English Learning Environment95.Paul and Miriam’s Love Tragedy96.Analyses on Heathcliff’s and Catherine’s Character Images from the Stylistic Angle97.Morality in ―Lady Chatterley’s Lover‖98.Polarized Love and Man-Woman Relationship Probe into Lawrence’s Viewpoint on Love99.Regulated Hatred in the Work of Jane Austen100.Morality in Lawrence’s Novels101.The Comment on Tess’ Character and Her Tragic Life102.An Analysis of Jane Eyre’s Personality 103.Greece Mythology Was Used in Keats’Poems104.Cultural Differences of Words for Color in English/Chinese105.Differences in Exchanging Language between English and Chinese Culture 106.Friendship in an Intercultural Communication107.Analysis of the Communicative Usage of the Color Words in View of the Sino-British Cultural Differences108.Meaning of Words, Vocabulary and Cross-Cultural Communication109.The Skills at Translating English into Chinese110.Cultural Differences in Time Values —the Influences in Intercultural Communication 111.The English Onomatopoeia and Its Rhetorical Effects112.A Study of Middle School Listening Teaching by Multimedia113.A Study of Prediction in Listening Comprehension114.On Metaphor of Emotions115.Metaphor of Love116.A study In Metaphor of ―Anger‖117.A Contrastive Study of the Use of Color Words in English and Chinese118.Brand-name Translation from English to Chinese and Consumer’s Psychology 119.How to Improve Quality of Interpreting 120.On Translation of Packing for Commodity121.Cultural Influence on the Translation of Trademarks122.Contrastive Study Between the Cultural Connotation of Animal Words in English and Chinese123.On the Translating Strategies of Film Titles124.The Comparative Study on the Translation of English Movie Titles in Hong Kong, Taiwan and Mainlandment on the Translation of English Film126.Theories and Methods on the Movie Title Translation127.Talking about the Methods andTechniques of the English-Chinese Film Title Translation128.The Study on Taboo and Euphemism 129.The Moniker of Euphemism130.On the Influence of Language Testing on Language Teaching131.On Testing Suitable for Task-based Language Teaching Method132.An Analysis of the Failure of Language Teaching and the Countermeasures133.On Testing Suitable for Task-based Language Teaching Method134.On Testing Suitable for Task-Based Language Teaching Method135.On the Influence of Examination-oriented Education to the Development of Student’s Language Performance136.The Modes of ET (Educational Technologies) --Based Foreign Language Teaching137.Misuse & Misconceive of the Conformity of Modern Information Technology intoEnglish Teaching138.Something about the Application of the Chat Room in English Teaching139.Teacher s’Roles in Web-Based Foreign Language Teaching140.Primary School English Education with Internet Technology141.Teacher’s Role in Web-based Foreign Language Teaching142.The Modes of ET (Educational Technologies) –Based Foreign Language Teaching143.On the Information Literacy of English Learners in Web based Learning Environments144.The Application of Chatting Room in English Learning145.Strategies of English Language Learning on Internet146.The Application of Cyber Culture to College English Teaching147.Internet English Resources Information &Retrieval148.Conformity of Modern Information Technologies into English Teaching149.The Bottleneck Factors in English Pronunciation150.On Color Culture and Chinese—English Color Words151.The Differences between English & Chinese Idioms in Senses152.On the Similarities of Rhetorical figures Between English and Chinese153.The Cultural Differences and the Obtrusion of Translation154.On Cultivating the Compound Talents of English Majors155.On Mark Twain's Novels (theme)156.Saint, Snob or Somewhere In Between----Holden in The Catcher In The Rye157.Understanding Mark Twain’s Realism Through The Adventure of Huckleberry Finn158.The Striving and Affection of Julien in ―The Red and the Black‖159.Analysis of Personalities of Tom Sawyer and Huckleberry Finn160.Strategies to Solve the Vocabulary Teaching Problems161.Chinese Sense in Teaching of English Tense162.How to Broaden One’s Vocabulary 163.On Ways of Improving Students’ Abilities to Remember Vocabulary164.Teaching of English Grammar165.How to Broaden University Students’V ocabulary166.Teaching of English Text167.How to Identify Metonymy and Synecdoche168.The Application of Communicative Approach for English Teaching169.How to Improve English Listening Comprehension with Predication2001级毕业论文选题(197题)1.任务型教学模式下的评价体系2.中英学术性个人主页标题语言研究3.论基于网络的大学英语学习环境4.教师用语的基本要求5.学习策略与学习者策略6.信息时代高校英语学习者信息素养研究7.基于E-mail和E-file 的大学英语写作模式研究8.关于归化与异化的思考9.中西文化差异与广告资料翻译10.文学翻译中的文化因素11.翻译学的建设：传统的定位与选择12.文化研究语境下的翻译研究13.E-Learning与高校大学英语教学改革14.广告翻译的特点与方法15.哲学领域：解构主义对翻译研究的影响16.网络英语广告语言的语用策略研究17.高校校园网络文化建设之我见18.论网络英语广告的文体特征19.自主学习中的学习策略20.公益性中英文网络广告语言对比研究21.中西方译论比较22.基于Blog的虚拟学习环境与大学教学改革23.英语口语教学的语言环境24.形成性评估在中学英语任务型教学中的运用25.英语口语如何学26.网络英语广告语言的修饰策略研究27.基于E-file的英语写长法教学研究28.写长法作文教学与二语习得理论在实践中的应用29.主观试题和客观试题的互补30.E-Learning与高校大学英语教学改革31.英汉姓名对比32.听力障碍及对策33.培根“Of Love”的修辞特色34.英语口语教学方法研究35.信息时代英语教师的角色与地位36.基于体裁教学法的中学英语写作教学37.英汉数字禁忌比较38.英汉商业广告词修辞手法对比39.计算机辅助外语教学的理论与实践40.《还乡》中火的象征意义41.英语语音与英语口语的关系42.英语教学资源的开发与利用43.体裁分析在专业英语阅读教学中的应用44.体裁教学法与高校英语专业学习45.英汉谚语蕴涵的思想道德观46.关于英语听力课堂教学设计47.中西方饮食文化比较48.外语教学中的跨文化交际意识的培养49.影响听力理解的因素50.认知主义与计算机辅助外语教学51.商务英语翻译与文体研究52.简.奥斯丁小说中的灰姑娘主题53.微型小说结构技巧分析54.英语单词的特殊用法55.网络辅助英语教学56.体裁教学法与大学英语写作教学改革57.体裁教学法与专四英语写作58.多媒体在英语教学中的运用59.英语单词教学探析60.英语广告中双关语的种类及翻译61.英语语音教学研究62.美国英语与英国英语歧义谈63.在语境中培养学生的听力预测能力64.从《苔丝》看哈代的创作思想65.惠特曼诗作风格分析66.英汉语颜色词的文化异同67.民族文化心理因素对英汉语词汇感情色彩的影响68.翻译中的文化差异69.谈英语书名的汉译70.词语的文化内涵与翻译71.如何提高八级阅读理解能力72.英语的艺术性教学73.简爱，19世纪崭新的理想女性形象74.良好英语学习习惯及其培养75.《草叶集》与美国精神76.狄金森诗作的魅力因素探讨77.任务型教学模式在英语课堂中的有效运用78.英汉同义词对比研究79.文化交流与翻译80.论交际教学法与教师角色的转变81.活跃英语课堂教学的有效方法82.现代汉语中英语外来词译名翻译83.速学英语的理论与方法84.英语委婉语的语用功能和文化内涵85.词义与文化86.狄金森诗作主题与意象研究87.论专业英语四八级听力88.论翻译中的文化差异及习惯表达法89.非母语课堂的英语学习动机90.初中英语教学的课堂设计与实施91.姓名的翻译与跨文化交际92.关于有效改进英语口语的系统方法的见解93.课程改革与观念转变的关系94.谈外部因素对课程改革实施的影响95.图式理论与听力理解96.交际法在英语语法教学中的应用97.论《呼啸山庄》的艺术魅力98.英美现当代文学中的女性主义思潮99.英语新闻报道中的流行语100.论英美文学课程的功能与策略101.影响听力理解的非语言因素102.课标改革与考核体系的关系103.互动式学习与讲授法教学的比较104.中西戏剧舞台艺术比较105.常用英语新闻术语分析106.论《蝇王》中的人性观107.从图式理论看听力理解与背景知识的关系108.现时英语新闻的结构特点109.大学生如何通过网络学习英语110.英语新闻标题的理解与翻译111.英语歌曲与英语教学112.语言实验室的情感学习113.论《查特莱夫人的情人》中的情爱观114.谈动机因素爱英语教学中的作用115.新课标对教学理念的影响116.英美现当代文学中的后代主义思潮117.文化差异对听力理解的影响118.怎样指导中学生写英语作文119.新课标实施中教师的角色120.外语专业学生科研意识与能力之培养121.伊丽莎白时期的英国戏剧主题分析122.从图式理论看听力理解与社会文化的关系123.晚清小说的社会影响124.林语堂翻译思想研究125.钱仲书翻译思想研究126.口译与跨文化意识127.语言与广告128.严复翻译理论研究129.语言能力与交际能力的关系与转化130.商务英语翻译在商务洽谈中的应用131.谈英语阅读多项选择题的编写技巧132.商标翻译与文化差异探讨133.口译特点与口译教学134.英汉动物习语比喻形象的文化差异135.从心理学角度探讨少儿英语教学136.英语教学中的英汉文化对比137.成功兴趣原理在英语教学中的运用138.习语翻译与文化差异探讨139.异化还是归化140.如何提高中学生的英语写作水平141.如何在英语阅读中扩大学生词汇量142.如何提高中学生的听力水平143.英语委婉语的交际功能144.中学生英语学习主动性的培养145.翻译法在外语教学中的地位146.英语歧义现象的归类与探析147.英语课堂中不同的课文解释148.如何在英语教学中扩大学生知识面149.本族语对学生学习英语的负面影响及其对策150.英汉基本颜色词文化寓意对比151.交际教学法的利弊谈152.翻译与性别153.中学生英语学习主动性的培养154.中西文学作品的译文比较155.英汉语言文化内涵对比浅析156.英汉语言文化内涵对比浅析--禁忌语，身势语157.海明威作品塑造的硬汉精神158.合同翻译（国际航运方向159.体育新闻术语分析160.活动教学法在小学英语教学中的应用实践161.当代西方电影的文化特征162.浅谈《理智与情感》163.提高英语阅读能力的方法164.试论英语专业四级写作技巧165.论文化背景与英语阅读理解的关系166.物理学翻译特点167.广告英语的特点及其翻译168.浅谈英语教师素质169.文化因素对英语翻译的影响170.小议英汉习语翻译中的文化差异171.浅谈利用新课标教材激发学生英语学习兴趣172.如何转换英语学习中的差生173.英语测试改革的必要性174.从英语词汇中看中英文化的差异175.英语人名的意义176.如何撰写商务计划书177.如何提高初中生的英语兴趣178.体态语在英语教学中的运用179.宗教文化对中英语言差异的影响180.翻译中的归化与异化现象181.文化与英语教学的关系182.英语情趣教学183.初中生英语学习心理训练的研究184.情景法在英语教学中的运用185.商业广告186.如何提高口译能力187.英语新闻的特点188.浅谈跨文化交际能力的培养189.海明威与菲茨杰拉德——两位“迷惘的一代”作家对比研究190.中学课堂交际法运用191.网络辅助英语教学192.英语词汇学习策略193.电影片名翻译194.口译翻译初探195.中国重点高校主页英文版建设现状调查196.语言水平与听力理解的关系197.应试教育对英语教学的影响2002级毕业论文选题(134题)1.基于多媒体技术的英语听力教学2.《傲慢与偏见》中的女性形象研究3.海明威式的英雄与拜伦式英雄4.广告语汉译的跨文化意识5.中国迪士尼，传统，新潮？6.英文电影在文化传播中的功用7.在英语教学中开发学生的非智力因素8.英语教学中处理英汉文化差异的对策9.中学英语教学中的阅读教学模式探讨10.计算机辅助英语教学环境下二语习得研究11.《自我之歌》的内涵浅析12.《苔丝》女主角自身悲剧研究13.从《老人与海》看海明威的人生哲学14.影响英语学习自主性的主要因素15.试论跨文化交际和教学策略中的问题16.Towards Portfolio: A New Approach for Assessment17.任务型教学模式的利弊18.手势语认知与跨文化交际19.行为举止认知与跨文化交际20.根据跨文化交际礼貌原则调节我们的行为举止21.从文化差异看英汉颜色词22.商标翻译的文化因素23.商务英语写作的文体风格24.商标名称的美学特征及其翻译25.中学情感教学26.英语委婉语的语言特点与跨文化交际27.中学英语课堂中的教学互动28.文化差异与翻译29.预测能力与听力理解30.图式理论与英语新闻听力理解31.怎样提高中学生阅读技能32.称赞语的中西文化对比研究33.汉英动物词语的文化内涵34.英汉动物习语比喻形象的文化差异35.英汉语基本颜色词的文化意义对比36.英语习语的特点及其翻译37.论法律英语的模糊性38.英语影视片名的翻译技巧39.论英文影片片名翻译原则40.美国俚语的语义与语境分析41.交际中的身体语言与文化42.中学新教材呈现环节研究43.科技英语新闻句子用法及其翻译44.外交文书的用法和外交翻译45.网络辅助教学在中学英语课堂中的合理应用46.英语教学资源的开发与利用47.中西自然神话比较48.惠特曼诗作风格分析49.华兹华斯与陶渊明田园诗的对比研究50.从《老人与海》看海明威的人生哲学51.教师在当代大学生心目中的地位52.英语教学无定法---各种教学法的优势互补53.中学英语教学法论54.文化差异对听力理解的影响55.有关动物的中国成语英译56.希思克厉夫的复仇之路57.从哈姆雷特的犹豫看人性的弱点58.哈姆雷特人物形象的分析59.服饰搭配与跨文化交际60.广告忠实问题带来的危机61.谈商贸英语翻译的原则62.文化研究语境下的译学研究取向63.新闻英语中模糊语研究64.英语词汇中一词多义的隐喻现象及其逻辑模式65.英语阅读中的内涵与外量问题研究66.论网络虚拟环境下外语学习者的语言输入67.互联网资源在任务型高中英语教学中的应用68.多媒体英语教学的利与弊69.英语专业教学技能训练研究70.误解形成的社会心理根源71.英语开始语的模式及应用策略72.英汉语颜色词的文化异同73.交际教学法的利弊74.非语言表达和英语课堂教学75.英语教学测试与学生自主学习76.英语课堂中的教学互动77.从狭义的角度看影响英语学习的非智力因素78.中英文化中“请求”言语的比较79.迪士尼卡通电影与外语教学80.初中英语教学中的口语教学模式探讨81.任务型教学应用于农村英语教育的适应性82.多媒体在中学英语教学中的运用83.《简爱》中的女性形象研究84.从性别观看苔丝的悲剧85.The influence of cultural differences on listening comprehension86.图式理论在词汇习得中的应用87.New Textbooks, Old Teaching Strategies?---- A Glance at the FLT in High Schools88.Reflections on the Practice of TBLT89.浅析哈代《还乡》中对荒原的背景描写90.长腿叔叔的人物形象分析91.运用―预测‖方法提高英语听力92.影响英语听力理解的因素分析93.英语听力课中的文化导入94.非语言因素对听力理解的影响95.圣地亚哥精神上的胜利—对《老人与海》中不同角色的解析96.<飘>中女主人公性格特点及其时代背景分析97.论海明威笔下的硬汉形象98.互评作用在外语教学中的作用99.学生喜欢何种评改方法调查报告100.如何提高初中生英语学习动机101.论中国大学生在会话中的语码混用现象研究102.排比手法在罗斯福总统和杜鲁门总统就职演说中的应用103.禽流感给人类带来的思考104.谈英语书名汉译105.中国菜谱英译方法与技巧106.从跨文化的角度研究广告翻译107.中学英语教学中的写作教学模式探讨108.信息转化活动在英语阅读教学中的应用109.中学英语教学中的听力教学模式探讨110.英语灾难类新闻惯用短语及其翻译111.封建制度下的男权主义及其渐结构112.从《老人与海》看海明威对生命意义的探索113.新课标下初中英语教法分析114.英语委婉语的语言特点及文化内涵115.关于交际策略和跨文化交际能力的研究116.互动式教学在培养学生自主学习能力的作用117.老师评改学生作文的可信度调查报告118.论英语教学中的讲授型教学与合作学习型教学119.委婉语中的隐喻机制120.Thoughts on the Practice of TBL T121.Essential Elements in Designing a Communicative Task in EFL Classroom 122.从莎士比亚到哈姆雷特到哈姆雷特的复仇123.商务领域中的跨文化交际124.狄更斯语言模糊性及其艺术效果125.跨文化交际中礼貌原则126.文化差异在商务谈判中的反映127.从狗的中英习语看文化习性128.英语学习中的俚语现象探索129.《20年后》文体分析130.文化研究语境下的译学研究取向131.英语习语的文化差异及其翻译132.文化差异与跨文化交际133.中国大学生英语运用错误调查研究134.跨文化在身体语言体现2003级毕业论文选题(97题)1. 浅谈旅游广告宣传品的英译2.网络机辅助英语教学环境下学生情感因素的培养3.英语听力中的语音障碍问题.4.论网络资源在英语国家国情课程教学中的作用5.流行文化对英语语言的影响6.中西文化中非语言交际的差异7.论英汉社交文化对比8.乐昌市中学英语教学师生关系的调查报告9.英汉语篇差异与翻译10.认知、词义与翻译11.跨文化视野中的异化与归化翻译12.狄更斯作品中的女性角色研究13.华兹华斯与陶渊明的自然观之比较14.《罗米欧与朱丽叶》与《柳荫记》中的人物形象比较研究15.杰克·伦敦作品中超人理念的变迁研究16.英语书名汉译基本技巧17.谈<<水浒传>>中骂的翻译18.含有数字“一”的汉英习语的隐含意义比较19.英汉广告双关语的修辞功能20.中学生在汉语环境下学习外语的心态调查21.从《傲慢与偏见》看简。
商务英语翻译 6广告翻译课件
Linguistic Composition of Advertisement 商务广告的语言构成
Slogan 口号
Haier and Higher. Great time, great taste, McDonald’s. Good to the last drop. Obey your thirst. Intelligence everywhere.
其中， 信息功能和祈使功能是广告的两大主要功 能。
Purpose of Advertisement
交际目的 AIDA原则 Attention（引起注意） Interest（发生兴趣） Desire（产生欲望） Action（付诸行动）
第一节
商务广告的语言及文体特征
Linguistic Composition of Advertisement 商务广告的语言构成
1．选用简明易懂的常用词 2．常用形容词及其比较级、最高级 3．多使用单音节动词和动感性动词 4．运用复合词 5．运用缩略词 6．模拟新造词 7．广泛使用人称代词 8．借用外来词 9．雅语、俗语各有特色
选用简明易懂的常用词
Take time. Any time. 无论何时，享受生活。 Feel the new space. （三星电子） 感受新境界。 汉语广告也多选用常见词，简洁达意，语言富有张力。 我有我品质。（龙的牌真空洗尘器） What we do, we do well.
参考译文
Mystic lakes and sparking waterfalls captivate your eyes as you enter the ravine. The trees are in their greenest in spring when intensified by colorfullowers. In summer, water tints spread over the hillsand lake lands. As summer merges into autumn, the maple trees turn fiery. Splashing color through ththickforest hills ——— tranquility, pervades primitive Jiuzhaigou throughout the year.
【英语论文】英语广告语言的特征分析(英文)
AN ANALYSIS OF LANGUAGE FEATURES IN ENGLISH ADVERTISEMENTS英语广告语言的特征分析摘要本文旨在通过对书面英语广告的语言分析总结出广告英语在词汇﹑句法﹑篇章上的语言特点。
为了使研究从数据出发得出科学结论，本文作者建立了一个拥有60篇各类广告的小型语料库。
通过对此语料库中日用品广告﹑科技设备广告﹑服务业广告的深入细致的定量和定性分析，总结出广告英语在此三类广告中的相同点与不同点，并且根据语言的意义，风格及功能解释广告英语的共性以及广告英语在不同类型广告中的特殊性。
本文共分五个部分，第一部分和第五部分分别为介绍与总结，中间三个部分为本文核心，分别展开广告英语在词汇﹑句法﹑篇章三个层面的分析。
本文的结论均来自于对语料库的分析。
整个研究从数据出发，由数据驱动，由此进行语言学上的分析与概括。
关键词: 广告英语，词汇，句法，篇章，相同点，不同点AbstractThis paper presents an analytical study of the language features of English adv ertisements at lexical, syntactic and discourse levels. In order to conduct a data -driven study, the author builds a corpus of 60 English advertisements. It is ho ped that through the detailed survey of three types of advertisements: namely, daily consumer goods ads, technical equipment ads, service ads, similarities and differences in advertising language features can be summarized and possible r easons will be given in the light of the meaning, and function of language.This paper will be presented in five parts. The first part is the introduction an d the last conclusion. The focus of the paper is laid on the three middle parts which respectively analyze language features at lexical, syntactic and discourse levels. The conclusion of this paper is drawn from the data analysis. In the a nalysis, examples from the corpus will be given; figures, tables and graphs wil l also be offered to make the paper understandable and persuasive.It is hoped that the study can shed light on the language features of advertise ments and also provide help to copy writers and advertising English learners.KEYWORDS:English Advertisements, Lexical, Syntactic, Discourse, Similarities, DifferencesContents1. Introduction (1)1.1 Rationale of the study (1)1.2 Definition of advertising (1)1.3 Focus of the present study (1)1.4 Sources of data (2)2. Lexical features (2)2.1 Classification of advertising and its audience (2)2.2 Similarities at the lexical level (3)2.2.1 Few verbs are used (3)2.2.2 Use of emotive words (4)2.2.3 Make pun and alliteration (4)2.2.4 Use of weasel words (5)2.3 Differences at the lexical level (6)2.3.1 Gender identity in advertisements (6)2.3.2 Selection of Adjectives (7)2.3.3 Compound words (8)2.3.4 Use of pronouns (8)3. Syntactical features (9)3.1 Similarities (9)3.2 Differences (10)3.2.1 Headlines (10)3.2.2 Comparison of headlines of different types of ads (11)4. Discourse features (12)4.1 Body copy of advertisements (12)4.2 Differences in body copy (12)5. Conclusion (14)1. Introduction1.1 Rationale of the studyWe live in a world of advertising. As potential consumers, we are endlessly b ombarded with all kinds of product or service information from various media including newspapers, magazines, television, radio, posters and Internet, etc. Ad vertising provides a valuable service to society and its members, because it def ines for consumers the meaning and the role of products, services, and instituti ons. It indicates the difference that exists between brands of products and alter native services, as well as the distinguishing characteristics of companies and i nstitutions. Advertising also tells the consumer what a specific product, brand o r service should do when it is used and thus helps him or her to understand a nd evaluate experience with the products and services that he or she uses. On the other hand, by making people aware of products, service and ideas, adverti sing promotes sales and profits. Finally, advertising is one of the major forces that are helping improve the standard of living around the world. Combined wi th all these communicational, marketing and social functions. Advertising beco mes indispensable in the modern world.Naturally, advertisements in English have become an important means of comm unicating ideas, demonstrating a variety of linguistic features of its own. The p resent study attempts to examine these features at the lexical, syntactic and dis course levels, in the hope of bringing them to light and, thereby, offering help to advertisement writers and language learners.1.2 Definition of advertisingAccording to the Definition Committee of American Marketing Association(方薇, 1997:2), advertising is defined as follows:Advertising 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 media.1.3 Focus of the present studyUsually, 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 language illustration are mixed with ea ch other. In magazines and newspapers, advertisements are a combination of pi ctures and language of written information. Although music and pictures can pr ovide some hints, or create a kind of atmosphere, the information about the pr oduct is limited. Even worse, it may lead to misunderstanding. Thus, we may say that language in a way provides more exact, detailed and dependable infor mation whereas music and pictures only act as a supplementary means in adve rtising. Advertising language, playing a role of communication and persuasion, has developed its own features.This paper will focus on the language features of English advertisements at lexical, syntactic and discourse levels. It is hoped, by a contrastive study of ad vertisements on three types of products (daily consumer goods, technical equip ment and service), similarities and differences of the three types of advertiseme nts will be summarized and possible reasons will be given in the light of the meaning, and function of language.1.4 Sources of dataAll the advertisements studied in this paper are taken from English magazines. They are chosen from Time, People and Newsweek (issues from 1999-2000), because these three magazines have a huge circulation, covering all kinds of a udience.Almost all kinds of advertisements can be found in these magazines. I n order to get valuable information for the study, a corpus of 60 advertisement s was built, which consists of 20 daily consumer goods ads, 20 technical equi pment ads, and 20 service ads. Conclusions will be drawn through quantitative and qualitative studies of the data.2 Lexical Features2.1 Classification of advertising and its audienceGenerally speaking, advertisements can be divided into two types: public relatio n ads and commercial ads. The former tries to advocate reputation for a social group, whose purpose is to leave a favorable impression upon the potential a udience. The latter leads to the act of purchasing the products or using the rec ommended service. Commercial ads are much more presented through mass me dia for the reason that manufacturers and companies are willing to spend a lar ge sum of money to make a certain product known or to boost the image of a certain brand. In some cases, competitors, like Coca-cola and Perpsi, even sp are no expense to launch advertising campaigns to win over the market share. Commercial advertising can also be divided according to the target audience in to two groups: consumer advertising and business advertising. Most of the ads in the mass media are consumer advertisements. They are typically directed at consumers. By contrast, business advertising tends to be concentrated in special ized business publications, professional journals, trade shows targeting at a cert ain group of people involved in some business. Since consumer advertising is most accessible to common people, the present study on will focus on consum er advertising. The classification of advertising is clearly shown in the followin g graph:Graph 1 Classification of advertisementsPublic ads Daily consumer goods adsAdvertising Consumer ads Technical equipment adsCommercial adsBusiness ads Service adsThe bold parts show the scope of advertisements we study. Daily consumer g oods are necessities of daily life, such as food, detergent, hygiene, etc. Technic al equipment is technical toys and electric equipment such as camera, vehicle, hi-fi, etc. Service covers bank, insurance, fund, etc.Actually, advertising works effectively some of the time and doesn’t work othe r times. The single crucial reason that advertising does not work is that in spe cific instances the information it conveys never reaches the consumer at all, or is judged by the consumer to be either redundant, meaningless, or irrelevant. For example, a motorbike advertisement will probably be invisible to housewiv es on the lookout for new cutlery. Social status and individual interest decide t hat consumer goods ads are mainly targeting at women while technical equipm ent ads are largely aiming at men. The amount of shared knowledge between t he advertiser and the audience together with the thinking habit of the audience directly influences the advertising language. Since products and audience chan ge in every advertisement in order to achieve high advertising effectiveness, la nguage used differs in different types of advertisements. Thus, in this paper we discuss not only the similarities of language shared by all types of advertisem ents but also differences of language used in different kinds of advertisements.2.2 Similarities at the lexical levelIn order to make the information accessible to audience effectively, the choice of words in advertising is very cautious and skillful. The aim of the advertiser is quite specific. He wishes to capture the attention of the members of a mas s audience and by means of impressive words to persuade them to buy a prod uct or behave in a particular way, such as going to Hawaii for all their holida y needs. Both linguistic and psychological aspects are taken into consideration in the choice of words. Sharing the same purpose of advertising－to familiarize or remind consumers of the benefits of particular products in the hope of incr easing sales, the techniques used at the lexical level by advertisers do not vary markedly. The following points are some prominent similarities.2.2.1 Few verbs are usedG. N. Leech, English linguist, lists 20 most used verbs in his English In Advertising: Linguistic study of Advertising In Great Britain (方薇, 1997:20).T hey are: make, get, give, have, see, buy, come, go, know, keep, look, need, lo ve, use, feel, like, choose, take, start, taste.All these verbs listed above are also popular in the corpus we built.You will often read such sentences in an advertisement:Buy x. Use it. We make… X will give you what you need. You’ll love x. Get x. Fox example:We’ll make this quick. (Hertz Car Return)Get great coverage that’s so weightless and water-fresh. (ALMAY)All you need is a taste for adventure. (Millstone Coffee)You’ll love it even more with the 2.1 megapixel C-2000 ZOOM. (Olympus Camera)Don’t have much of a personality? Buy one. (Honda Motor)…All these frequently used verbs are monosyllabic and most of them have Angl o-Saxon origin that is the common core of English vocabulary. Linguistic stud y shows English native speakers tend to use words of Anglo-Saxon origin, bec ause native words have comparably stable meaning. In advertising, these simple words can win the consumers by their exact, effective expression and a kind of closeness. Etymological studies show that the 20 verbs listed before, except use and taste which are from ancient French, all are Anglo-Saxon origin. Even the two words, use and taste have long become indispensable lexical items in the stock of common core vocabulary of the English people, developing their stable meaning and usage.2.2.2 Use of emotive wordsA close scrutiny of recent advertisements suggests that the soft-sell technique i s now popular. By soft-sell technique we mean the one that favors a more em otive and less directive approach to promote a product, mainly focusing on the building of brand image. As a result, emotive words, most of which are pleas ant adjectives, are greatly encouraged to use.Data from the corpus shows that the most frequently used adjectives are a s follows:new, good/better/best, fresh, free, delicious, sure, full, clean, wonderful, spe cial, crisp, real, fine, great, safe, and rich.These adjectives help to build a pleasant picture in readers’ minds and manage to create a belief in the potential consumer: If I buy this product or if I cho ose this service, I will lead a better life. In addition, comparatives and superlat ives occur to highlight the advantage of a certain product or service. For exam ple:Nothing comes closer to home. (Vegetable and Chicken Pasta Bake)Think Lysol is the best disinfecting spray. (Disinfecting Spray)The world’s coolest CDs aren’t made in New York, London or L.A. They are made in my apartment. (Philips CD Recorder)The Compaq Armada family is lighter, with new rounded edges for easier pac king. (Compaq)…2.2.3 Make pun and alliterationPun is an amusing use of a word or phrase that has two meanings which is c alled Polysemy or of words with the same sound but different meanings which is called Homonymy. Pun, the game of words, will leave a deep impression o n readers by its readability, wit, and humor. However, to make a successful an d impressive pun is not easy. Except for its own meaning, the word used as a pun is usually closely related to the characteristics of a certain product or thebrand name of the product. Such coincidence doesn’t occur often. Here we pr esent several classic pun- used advertisements. For example:Give your hair a touch of spring.Ask for more. (More is a famous brand of cigarette)Give your business the sharp edge. (Sharp Corporation)…By using pun, advertisements will be easily remembered by the readers. In addition, filled with wit and humor, puns help the advertised product win favor from readers.Alliteration is the use of words that begin with the same sound in order to make a special communicative effect. Usually they are pleasing to ears beca use of the clever choice of the word by the advertiser. In addition, the repetiti on of the beginning sound emphasizes the meaning the advertisement wants to express. The following are examples picked from the corpus.…, everything you need for that b ig bargain b asement special.…, and vitamin E to leave s kin s oft and s mooth.Treat your weary g hosts and g oblins to a warm bowl of chill and ……2.2.4 Use of weasel wordsA weasel word is defined as “a word used in order to evade or retreat from a direct or forthright statement or position” according to Webster Dictionary (Ph ilip Babcock Gove, 1976). The use of weasel words has become a device in a dvertising. Weasel words make people hear things that aren’t being said, accept as truth that have only been implied, and believe things that have only beenimplied and suggested. Let’s take a look unde r a strong light at several freque ntly used words.HelpOcean Spray Cranberry Juice Cocktail helps maintain urinary tract health.It helps control the bacteria in this system.A breakthrough way to help stop wear-outHelp finance the video equipment.…All the examples shown are from our corpus. 23%advertisements of all sampl es use the word help. These help s can be omitted because they have lost their original meaning: aid, assist. Yet, help in advertising English is never redunda nt. It has magic power in advertisers’ eyes.Help is the great qualifier; once the advertiser says it, he can say anything aft er it. Help qualifies everything. The audience has never heard anyone say, “Th is product will keep you young,” or “This toothpa ste will positively prevent ca vities for all time.” Obviously, advertisers can’t say anything like that, because there are not any products like that made. But by adding that one little word help, in front, they can use the strongest language possible afterwards. And th e most fascinating part of it is that the readers are immune to the word. The readers literally don’t hear the word help. They only knew what comes after it. That is strong language, and likely to be much more important to the readers than the little word at the front.LikeIt’s like getting on bar free.Cleans like a white tornado.It’s like taking a trip to Portugal.…Like is also a qualifier, and is used in much the same way as help. But l ike is also a comparative element, with a very specific purpose; advertisers use like to get the audience to stop thinking about something that is bigger than or better or different from the product which are being sold. In other words, t hey can make the audience believe that the product is more than it is by liken ing it to something else. Like help, like doesn’t catch much attention. However by using it, almost anything can be said and promised afterwards.2.3 Differences at the lexical level2.3.1 Gender identity in advertisementsWhile we found quite a lot of similarities in the choice of words, we have als o found some delicate differences in the choice of words in the three types of advertisements as classified before: daily consumer goods ads, technical equip ment ads, and service ads.Language, as a communicative tool, is not only to impart information, to com municate ideas about a product, etc., but also to convey information about the relationship between the addresser (advertisement) and the addressee (the audien ce). An intimate relationship between the advertisement and the audience is al ways hoped to achieve. So according to different audience, language applied is different.What constitutes a female and a male identity, according to advertising? Table 1, based on the language of advertising(Torben Vestergaard & Kim Schr der, 1981:74), gives the commodity profile of two gender-identified magazines: Wo men and Playboy and also provides the distribution of the different types of ad vertisements.Table 1 Distribution of three types of advertisementsIt can be seen from table 1 that the hygiene, beauty, food and detergents ad s are dominant in the women’s magazines while technical equipment ads pr eva il in men’s magazines. The reason is that women are potential purchasers of d aily consumer goods while men are potential purchasers of technical equipment. So advertising language tries to win its audiences by noticing audiences’ gend er identity.In addition, since the subjects involved in advertisements vary from simple to complex, shared knowledge by the addresser (ads) and addressee (the audience) varies. For example, knowledge of technical equipment, sometimes demands hi gh educational background or special interests in a certain field. To convey dif ferent knowledge clearly, advertisements don’t always speak in the same way. In the following section, we will make a comparative study of three points in order to find differences in the choice of words in three types of advertisemen ts: the selection of adjectives, the use of compound words and the use of pron ouns.2.3.2 Selection of adjectivesAdjectives, as emotive and exciting words, are used to enhance the facts of a certain product or service. In the study of the selection of adjectives, we have first divided adjectives into two groups: descriptive adjectives and evaluative a djectives. The former is used in objective description and the latter give the ad vertiser’s subjective comments. Then we have listed those frequently used descr iptive adjectives and evaluative adjectives in daily consumer goods ads and tec hnical equipment ads, and we surprisingly have discovered descriptive adjective s differ from each other in two kinds of advertisements.Table 2 Comparison of frequently-used adjectivesin daily consumer goods ads and technical equipment adsTable 2 shows that descriptive adjectives in daily consumer goods ads such as fresh, crispy, and soft, tend to convey the sense of sight, touch, and taste. The temptation aroused by this vivid description of a product is hard to resist especially for women who tend to be moved by pleasant senses; compared wit h men, women are inclined to think in terms of images and perceive through senses. However, men, the target audience of technical equipment, are good at rational thinking. Men are not controlled by senses. On the contrary, the produ ct’s interior quality and function is what they pay attention to. So the descripti ve adjectives used in technical equipment ads are the ones conveying informati on of the product, such as audible, visible, high-volume, high-speed, etc.2.3.3 Compound wordsA compound word is often a noun or an adjective made up of two or more words. Compound adjectives are often seen in advertisements. In the present st udy, we found compound words turn up with varying proportions in three type s of advertisements.Obviously, compound words turn up in 65%technical equipment ads, 40 perce ntage points higher than that of daily consumer goods ads; 30 percentage point s higher than service ads.Compound words in technical equipment ads, are usually combined to give an exact description of a certain feature or a certain function such as high-volume, full-color, multi-functional, non-stop, water-cooled. Often numbers are employe d in front of the hyphen, which is seldom seen in other advertisements, such a s 64-bit, 24-valve, 4-wheel, 255-horsepower.This difference can be accounted for in terms of the different complexities of t he goods. In comparison with daily consumer goods and services, technical equ ipment is much more complicated in function and structure. It is just the adva ntageous function or newly designed structure that the advertiser wants to highl ight in technical equipment ads. Thus, the advertiser employs, even coins, so many compound words that they can make the introduction of complicated tec hnical equipment brief and precise. Grammatically, compound words help to av oid using clause, which enhance the readability of advertisements.2.3.4 Use of pronounsPronouns of the first and second person: we, I and you outnumber the other p ronouns in advertisements. It is because that you, we and I help create a frien d-like intimate atmosphere to move and persuade the audience. Advertisements with lots of pronouns of the first and second person are called gossip advertise ments. Here, gossip has not the least derogative meaning. It originates from ol d English god sib,meaning friendly chats between women. Advertisements that go like talking with friends closely link the advertisement and the audience. The audience will easily accept a product, a service or an idea as if a good fr iend recommended them.Though pronouns of the first and second person are popular in advertisements, there are some differences in the use of these pronouns in the three kinds of advertisements. The first person we almost never occurs in daily consumer go ods ads and technical equipment ads, whereas we is used in almost 80%the s ervice ads in the corpus. The following are some examples.What can we do for you?So come on and join us as we celebrate MillenniaMania Singapore.…, we help our neighbors find the best ways to give to their favorite charitie sWe’re stronger than ever.…There are two factors to explain the phenomenon. First, in daily consumer goo ds ads and technical equipment ads, a product is the focus of information. Wh en the product needs to be mentioned, “it” is used, and in most cases, the bra nd name is used, even repeated to impress the readers. However, in service ad s, service is actually the product. Since service is intangible, we can be regard ed as the replacement of the service. Second, it is more necessary for service ads to create a friend-like atmosphere, because winning trust is the first thing service ads want to do.3. Syntactical features3.1 SimilaritiesThe purpose of all advertising is to familiarize consumers with or remind them of the benefits of particular products in the hope of increasing sales, and the techniques used by advertisers do not vary markedly. An advertisement is often merely glimpsed in passing and so, to be effective, its message must be color ful, legible, understandable and memorable. The rules governing the language o f advertising are similar. We have summarized the lexical features of English a dvertisements. If words are leaves of a tree, and sentences branches; the branc hes must also possess their similarities.First, length of a sentence in advertising is usually short. A sentence in daily consumer goods ads has 10.3words on average; in technical equipment ads, 11.8words; in service ads, 12.3words.Second, as to sentence structure, simple sentences and elliptical sentences are often used in advertisements. Compared with complex sentences, simple sentenc es are more understandable and forceful. Elliptical sentences are actually incom plete in structure but complete in meaning. The adoption of elliptical sentences can spare more print space, and take less time for readers to finish reading. I n addition, a group of sentence fragments may gain special advertising effectiv eness. Let us compare the following two advertisements.a.Baked. Drenched. Tested to the extreme. A Motorola cellular phone …b. The Motorola cellular phone are baked and drenched to extreme.Obviously, by using elliptical structure,sentence a is far more brief, eye-cat ching and forceful than sentence b. What’s more, it conveys attitudes that sent ence b lacks. Sentence a implies a kind of appreciation for the phone, by split ting the sentence into several fragments and rearranging its word order. Theref ore skillful arrangement of elliptical sentences may add color to a sentence.Third, as to sentence patterns, interrogative sentences and imperative sentences are heavily used in English advertisements. Imperative sentences are short, enc ouraging and forceful. They are used to arouse audiences’ wants or encourage them to buy something. For instance:Enter something magical. (Oldsmobile)Feel the clean all day. (ALMAY)Bye one. (Honda motor)…In the explanation of the high frequency of the use of interrogative sentences, Linguist G.N. Leech (方薇,1997:77) discusses two main functions of interrogat ive sentences. Viewing from the angle of psychology, interrogative sentences di vided the process of information receiving into two phases by first raising a q uestion and then answering it. Thus it turns the passive receiving into active u nderstanding. From the linguistic angle, interrogative sentences decrease the gra mmatical difficulty, because they are usually short in advertisements. Take the following interrogative sentence as an example: if it is asked to condense to o ne sentence, the condensed one will be complex and dull. What’s in Woma n’s Realm this week? A wonderful beauty offers for you.→There’s a wonderful beauty offer for you in Women’s Realm this week.Fourth, the passive voice is usually avoided because the passive voice gives the audience an indirect and unnatural feeling. In daily communication, passiv e voice is seldom used; so is in advertisements. Present tense prevails in most advertisements because present tense implies a universal timelessness. On the rare occasions where the past tense and the present perfect tense is used, it str esses the long traditions associated with a product, such as “We’ve taken our whisky in many ways, but always seriously”; or emphasizes its reliability, suchas “We’ve solved a long-standing problem,”; or makes an appeal to authority, such as “Eight out of ten owners said their cats preferred it.”3.2 Differences3.2.1 HeadlineThe term Headline refers to the sentences in the leading position of the adv ertisement—the words that will be read first or that are positioned to draw the most attention. Therefore, headlines are usually set in larger type than other p ortions of the advertisement. Research (Coutland L. Bovee & William F. Arens, 1992:294) has shown that, on average, three to five times as many people rea d the headline as read the body copy. Therefore, if the advertiser hasn’t done some selling in the headline, he has wasted the greatest percent of his money. So it might be suggested that advertisers should not be afraid of long headlin es.A headline has numerous functions. First of all, the headline must attract att ention to the advertisement fast. It should take only a few seconds to capture the reader’s attention. Otherwise, the entire message may be lost. A headline a lso select s the reader, that is, it tells whether the advertisement’s subject matter interests the reader. The idea is to engage and involve the reader, suggesting a reason to read the rest of the advertisement. Therefore, the headline is the m ost important in an advertisement.Generally, we can classify effective advertising headlines into five basic catego ries: benefit headline, provocative headline, news/information headline, question headline, and command headline.Benefit headlines make a direct promise to the reader. News/information hea dlines include many of the how-to headlines and headlines that seek to gain id entification for their sponsors by announcing some news or providing some pro mise of information. Provocative headlines are used to provoke the reader’s c uriosity. To learn more, the reader must read the body copy. A question head line will pique the reader’s curiosity and imagination by asking a question that the reader is interested in. A command headline orders the reader to do som。
广告英语文体分析
Abstract: Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. And as a practical language, advertising English has its specific functions. In order to achieve its aim, its way of choosing words and building sentences are quite different from normal English: English advertisements are usually very short, clear, distinctive and memorable. This paper aims to discuss the features of advertising English from the stylistic and rhetorical perspective.1 The Stylistic Features of English Advertisements1.1 Use of Simple, Short and Every Day SentencesIn order to reduce the cost, the advertiser usually use the smallest space and the minimum time, which makes sentences in most advertisements are very short and snappy, especially the headlines, which may or may not be accompanied by a longer informative text. The sentence consists of subject verb and object that are accompanied by an explanatory supplement．The headline is normally expanded or clarified in the text body, where simple，elliptical and compound sentences or their fragments are used. Here are some examples.a. Things go better with Coca—Cola．(饮可口可乐，万事如意。
英译汉教学课件 5.Advertisement
Stylistic Features of
Advertisement
Grammatical Features
4．祈使句多，具有强烈的鼓动色彩。 ①So come into McDonald’s and enjoy Big Mac
Stylistic Features of
Advertisement
Rhetorical Features
① Featherwater：light as a feather 法泽瓦特眼镜：轻如鸿毛。（明喻, metaphor）
② To spread your wings in Asia. Share our vantage point. 在亚洲展开您的双翅，同我们一起高飞远望。（暗喻, simile）． ③ My Paris in a Perfume。 香水一瓶，浸满巴黎芬芳。我的香水，我心中的巴黎。 （借喻metonymy） ④ I’m More satisfied！ 我更满意摩尔牌香烟。（pun） ⑤ We take no pride in prejudice． 我们不以偏见为荣。（典故，allusion源于简·奥斯汀的名著 Pride and Prejudice）
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Eg2. Moms depend on Kool-Aid like kids depend on moms．
妈咪依赖果乐，就像宝宝依赖妈咪一样。
Stylistic Features of
式样与性能的协调一致使新型626与众不同。质量是马自达的 核心。 ② The Charisma of the Filipina. It comes from somewhere within. And it shines on every flight．
商务英语专业学生毕业论文参考题目
商务英语专业学生毕业论文参考题目１、语言学与语法类1)从历史文化的发展看某个英语词或短语的语义演变2)英语谚语的修辞手法3)委婉语种种4)英语中的缩略语5)英语词汇中的外来语单词6)美国英语的特色7)英国英语和美国英语区别及未来发展趋势8)如何正确把握英语定语从句(或其他各种从句或语法形式）在句子中的确切含义9)小谈中英谚语English and Chinese Proverbs10)小议英语俚语A Study of Slangs in English11)英式英语和美式英语的差异和将来的发展趋势（On British English and America English(differences；the tendency of future development）12)英美书面词汇的区别（The Difference between American Written English and BritishWritten English)13)Language --- Is It Just a Tool?14)Context and Meaning2、语言学习类1)商务英语学习中的文化习得Culture Acquisition in Business English Learning2)扩大词汇量和提高英语阅读能力的关系3)提高英语阅读速度的主要障碍4)英语阅读能力和阅读速度的关系5)通过扩大知识面提高英语阅读能力6)如何在阅读实践中提高英语阅读能力7)阅读英文报刊的好处8)如何处理精读和泛读的关系9)如何对付英语阅读材料中的生词10)如何通过阅读扩大词汇11)提高阅读能力和提高英语听力的关系12)英语听说读写四种技能的关系13)通过英语阅读提高英语写作能力14)英语快速阅读能力的构成成分15)上下文在阅读理解中的作用16)英语教学中的语言焦虑及解决策略17)提高英语听力理解能力的策略和技巧18)电子辞典与英语学习19)网络时代如何学好英语20)母语迁移在基础教育各阶段中的作用21)背景知识与阅读理解22)英语课堂上的Daily Report23)口语教学中教师的角色24)从心理学角度探讨少儿英语教学25)英语课堂提问的策略研究26)家庭教师在中学生英语学习中的利弊27)英语词汇教学方法探讨28)原版电影与英语学习29)朗读在英语教学中的作用30)英语兴趣的培养31)方言对学生英语语音的影响32)《疯狂英语》的利与弊33)如何杜绝中式英语34)英语教师的文化素养35)中外教师解释课文方法比较36)中外教师课堂提问方法比较37)中外教师课堂鼓励性用语比较38)中外教师对学生总体要求之比较39)构词法在阅读理解中的应用The Application of Word Building to Reading Comprehensive40)英语口语技巧The Tips of Spoken English Skills41)原版电影对提高英语听力，口语的作用(The function of Improving English Listening andSpeaking Ability by Watching Original Films)42)VOA电视新闻对提高英语听力,口语的作用（The Function of Improving English Listeningand Speaking Ability by Watching VOA TV News43)如何用英语常用词来表达你的观点How to express your ideas with simple and commonwords?44)从学生的角度看大学英语教学改革（Reforms in College English Teaching from Students'Point of View)45)对于中学生家教市场的需求和供给分析On tutor Service market for middle schoolstudents46)社会需求与英语学习的转轨The Social Need and Change in English Learning47)英语学习、文化与自我建构:英语角调查（English Learning, Culture and Self-construction:A Survey of English Corners )48)如何把英语语言和专业知识结合到实际工作当中(How to Combine English Languagewith3、翻译与跨文化类1)英汉文化差异和翻译2)英语习语翻译3)翻译与语境4)翻译中的对等问题5)翻译中的衔接与连贯6)翻译中的文化信息传递7)语篇体裁与翻译策略8)汉语四字词语的翻译9)数字的翻译10)翻译中的语序转换11)谈英语被动句的翻译12)英汉句法对比和翻译13)谈合同(或其他各种类型文本）的翻译14)英语否定句的翻译15)中国特色词汇及其英译16)英语长句的理解与翻译17)商号、商标、公司名称等的翻译18)广告英语及其翻译19)广告翻译方法研究A Study of Translation of Chinese Advertisement20)英汉口译中的技巧研究 A Study of Interpretation Skills in English-Chinese andChinese-English21)论广告翻译的策略Strategies of Advertisement Translation22)习语的翻译Translation of Idioms23)中英颜色词汇在翻译中的对比研究（A Comparative Study on Chinese and English ColorWords in Translation）24)中国菜名的翻译方法研究A Study of Translation of Chinese Dishes Names25)网络广告On-line Ads(Marketing)26)西方影视名称的翻译特点On Some Translating Features of Western Movies Names27)论英汉典故的翻译On the Translation of Allusions28)如何翻译好日常商务文书How to Translate Daily Business Writings Effectively29)商务英语中的委婉表达及其翻译Euphemistic Expressions in Business English and TheirTranslation30)产品中文商标的翻译On Translation of Product Trade mark31)中外商业广告对比(A Comparative Study on Chinese and Foreign Advertisements andCommercials）32)街头告示英译调查A Survey of English Signs at Public Places in Dalian33)实用英语交际的语言、风格和规范Language, Style and Etiquette in Practical EnglishCommunication34)中西方文化差异The Difference between Western Culture and Chinese Culture35)语言交际与文化差异Verbal Communication and Cultural Differences36)日常交际中的文化差异Cultural Differences in Daily Communication37)非言语交际文化差异研究The Study of Cultural Differences in Non-verbal Communicatio38)不同文化中的非言语行为Nonverbal Behavior in Different Cultures39)商务场合中的汉英跨文化交际——个案研究报告(Chinese—English InterculturalCommunication in Business Setting—- A Case Study）40)中英文习语文化差异和翻译方法(The Cultural Differences and Translating Methods of theEnglish and Chinese Idiom）41)时间观的文化差异The cultural differences of time values42)中国与苏格兰婚礼习俗之比较The Comparison of Wedding Customs Between China andScotland43)文化差异对国际商务谈判的影响(The Impact of Cultural Differences in InternationalBusiness Negotiations）44)世界五百强的特征及其对中国企业的启示45)(Characteristics of the World's Top Five Hundred Enterprises and the Revelation for ChineseEnterprises）46)Importance of Meaning Group in Translation4、其它类别⑴商务沟通、经贸英语类1)公司实用沟通技巧Practical Communication Skills in a Company2)商务写作中的语气分析Analysis on Different Tones in Business Writing3)商务合同英语的文体特征分析Stylistic Analysis of English for Business Contracts4)商务英语和普通英语的比较Comparison Between Business English and Normal English5)加入WTO对中国进出口贸易的影响（The Effects of China’s Entry into WTO on Its Importand Export)6)中国加入世贸组织对中国教育产业的影响( Impacts of China’s WTO Entry on China’sIndustries)7)礼貌与商务英语信函中礼貌的表现(Politeness and Its Representation in Business EnglishCommunication)8)英语专业毕业生应该具备的基本商务能力(Basic Capabilities a Student of English ShouldMaster)9)新产品开发计划New product development plan（Marketing）10)NBA的影响力The Influence of NBA11)Does China can Co-operate with Other Nations？12)Foreign Trade Play an Important Part in Our Economy?⑵管理类1)跨文化管理：多元文化的融合和冲突(The Cross-cultural Management-Multi—culturalConflicts and Combination）2)中西文化与管理比较分析研究（The Comparative Study of Chinese and Western Cultureand Management）3)经济全球化对中国文化的影响和对策研究4)（The Influence of Globalized Economy on Chinese Culture and Solutions Study）5)对于目前--—市英语培训市场的需求和供给调查( Survey on shanghai English trainingmarket)6)XXX公司产品市场调查报告Market Research Report for XXX Company7)高职高专院校学生在人才市场竞争中的优势和劣势8)（Advantages and Disadvantages of Students from Three-year Program Colleges in theTalent Market)9)外资快餐业在中国的发展Development of Foreign—funded Fast Food Restaurant in China⑶旅游英语类1)如何做好导游工作How to Be a Good Guide⑷文秘与办公室英语类2)实际英语交流技能的培养On the Training of Real Communication Skills In Englis3)商务礼仪Etiquette in Business4)要求:论文题目可选用上述题目，也可自拟，但题材选择应在上述类别之内。
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Stylistic Analysis of an AdvertisementIntroductionAdvertising has resorted to all kinds of techniques--audio and visual, sound and light, photographs and drawings, ect. But the most basic is the language. According to the target audience, the functional tenor of advertising language is mainly persuasive or mainly informative. But all advertising language must have its appeal to target audience. The personal tenor is reflected in its characteristic warm, plain speech used in daily life and the various language tricks to impress and move the audience.The sample ad that I chose to analysis is a magazine ad about CAMEL, a kind of cigarette. The advertiser invites two actors as the spokesman for the product. Since the main channel for information transformation of advertising in magazine is visual, the study is undertaken based on the graphological level, the lexical level, the syntactic level and the semantic level.I. At the Graphological level1. Full use of graphological contrastsMost ads have a well-thought-out manipulation of sharp graphological contrasts to achieve the best possible eye-catching effect. As the sample shows, the ads makes full use of variety of typing forms. When i see this ad, the huge red title catch my eyeimmediately. Under it is the sub-title in lager and boldfaced lettering. Also, some places in this ad employed the boldfaced lettering such as...... Besides, italics is also widely used in this ad, such as 第二处还有地四处。
. What’s more, some words or pharases in the body parts are capitalized for its function of emphasis, such as 第七和第八.2. Prominent use of illustrationIllustration are most attractive. So nowadays the general practice is combining sharp graphological contrasts with a picture of the advertised product, or the potential customer, or the service being offered. A brief look at the sample ad tells us that it makes use of the following three illustrations, which occupies more than half space.（1）a chart that shows “your energy varies during the day”, from which we know that the energy of a person is changing through a day. The advertiser put the chart here means that when you is in your low energy status, just lighten the Camel and it can restored your energy.（2）There are two pictures show the same person, different expression. From the first one, we know that the lady is irritable, cross and fussy as she is tired. But in the second picture, the lady is smile with a cigarette. Why? From the words across the twopictures we know that is because she smoke the Camel cigarette, powerful and thoughtful.（3）A picture of a box of Camel. It it put here to let the potential customer know what’s the Camel looks like.3. The variety use of punctuationPunctuation is very important to show expression and feelings. In this ad, many kinds of punctuation are employed, such as exclamation marks which show feelings of the advertiser. Such as “A FACT!”“the ”Question marks which used to aroused the potential buyer’s curiosity, such as “KNOW THIS FEELINGS?”“......”Another typical feature here is the frequent use of full stop, which aims at achieving emphasis. In this ad, there are total 19 sentences and 13 of which is ended with full stop.II. At the Lexical Level1. Wide use of affirmative and commendatory words and expressionThe purpose of advertising is to impress the potential buyers with the quality of product or service, so it often uses affirmative and commendatory words and expression in describe the product. In this ad, we have......2. Frequent use of active, favorable adjectives.The most conspicuous lexical feature of advertisement is thefrequent use of active、favorable words can impress the potential buyers with good quality of product. In this ad, you can find the words like delightful, pleasure, cool, rich, flavor......3. The use of verbsCompared with adjective, verbs seem few. These few verbs are very short, yet powerful and persuasive. In this ad, the verb like light, get, smoke, do, face, like.4. Use of personal pronounsThe use of personal is also very common in this advertisement, especially “you”and“your”. This is because the advertiser want to make the language more friendly in tone and more thoughtful for the potential buyers, so as to lure them to buy the products.5. The use of comparative wordsComparative words are used in this ad to show that the product is better than other of the sam type. Such as, “Camel ......brand”to show the quality of Camel is better than any cigarette.III. At the Syntactic Level1. Use of interrogative sentencesThe use of questions in advertising discourse is a powerful way to arouse readers’attention, since questions do not usually occur without a potential answer. As is shown in the sample, this sentence “are you irritable......”Is an interrogative sentence. Following it is an imperative sentence, their collocation can make the potential buyers want to tried the Camel when they are tired next time. Another interrogative sentence is “KNOW THE ......crowd?”this two sentences describe a kind of situation that you will get tired. So the following sentence said “this one of the ......”their collocation can reach the expectation of the advertiser that persuade the people to buy the products.2. Wide use of imperative sentencesCompare with other types of sentences, direct imperative sentences are persuasive in nature--urging the potential buyers to buy the product. In this ad, the use of imperative is very distinct, such as “then light a Camel”......3. Use of simple present tenseAdvertising mostly uses the present tense to imply a universal timlessness. This is to show the realistic features of the products and to satisfy the readers’ curiosity about the present status quo of the advertised product or service. As is shown in the sample ad, the advertiser use a succession of simple present verbs, such as “as you enjoy its cool”......4. The use of active voiceActive voice is simpler in the structure tahn the passive voice and itaccords with the purchasing mentality of the consumer. Passive vice often places the consumers in the position of “being forced to buy”while active voice seems to give consumers the “right”to choose. This ad used the active voice all th time, such as ......5. The use of negationNegation is rarely used, since no advertiser wants to say NO to his products. But this does not means negation has no place in advertisement. It is usually used to compare with other products, such as ......6. the variety length of sentencesLong sentence is used for illustrated and the short sentence is used for emphasis. So the mix use of long and short sentence can make advertisement more persuasive. In this ad, there are 19 sentences in body parts, the longest sentence has 25 words, it is “......”，the shortest sentence just has 3 words , it is “......”IV. At the Semantic LevelRepetitionIn this ad, “light a camel”has been mentioned 3 times,it is an imperative sentence and occur in ad very often because the advertiser want people to buy the cigarette and then lighten the camel. “get a lift......”has been mentioned twice, put emphasis on the function that the camel can play after you smoke it.“camelnever......”has been mentioned 3 times, it is says this kind of cigarette won’t do harm to your nerves so the consumers can smoke it as much as they want.“camel’s coetlier......”has been mentioned 3 times, it it repeated because the advertiser want to tell the consumer the quality of this kind of cigarette is the best among the tobacco.Conclusion7. From the above analysis, we can see the sample ad possesses many stylistic features of advertising, among which are full use of graphological contrasts, prominent use of illustration, the variety use of punctuation at the level of graphological level; Wide use of affirmative and commendatory words and expression, Frequent use of active, favorable adjectives, The use of verbs, Use of personal pronouns, The use of comparative words at the lexical level; Use of interrogative sentences, Wide use of imperative sentences, Use of simple present tense, The use of active voice, The use of negation, the variety length of sentences At the Syntactic Level; and repetition at the semantical level.。