广告语言的特点分析

毕业论文

广告语言的特点分析

系别外语系

专业英语语言文学

班级60301

姓名曹承德

指导教师陈连峰

2007 年 6 月18 日

广告语言的特点分析

摘要

本文写的是广告语言的特点。其阐述分别从广告和语言的起源与发展、以及广告语言与语法语言的对比中得到广告语言的特点。

广告语言是有别与一般语言的一种在现当代社会迅猛发展起来的语言。广告的目的就是吸引买家的眼球，对产品起到宣传和促销的作用，因而广告语言从词汇，句法，语法和修辞上都体现了这一宗旨。其虽借鉴与一般语言，但又带有自己的特色。广告语言除了一般语言所具有的基本交流功能外，它还具备市场、经济、教育和社会功能。作为一种新兴发展起来的语言，广告语言的发生要具备一定量的资金、有效的信息、良好的传媒以及无人的以产品为中心的直观展示。

广告语言作为一种语言，其形成和发展都虽以一般语言为基础，但其发展速度在现当代商品极度丰富的社会得到飞跃。因而，广告语言对现代语言和文化的影响也越来越明显。所以如何找到两者的一个平衡点，也是当今需要考虑的问题。

无论如何，商品要宣传，就要有广告，就要有广告语言。

关键字：特点；广告语言；词汇；句法；修辞；现代

An Analysis of Characteristics of

Advertising Language

Abstract

The thesis is about the characteristics of advertising language. From stating the origin and development of advertise and language, and comparing advertising language with grammatical language, it shows the specific characteristics of advertising language.

Differing from common language, advertising language has been highly developed in modern society. The aim of advertise is to attract to eyeball of buyers and effect a of function of propaganda and sales promotion of the products, therefore, advertising language meets the tenant on the aspects of morphology, syntax, grammar, and figure of speech etc. It is based on common language but with unique style. Besides the function to communicate like common language, advertising language also has marketing function, economic function, educational function and social function. As a new language, advertising language is going to take place only when provided with enough fund, useful information, good media and non-personal display.

Although the formation and development of advertising language is based on common language, its development in today‟s products-riched society is advanced rapidly. So the influence of advertising language towards common language is getting more obvious. How to find a balance between the two will be the problem to be considered nowadays.

Anyway, commodities need propaganda therefore advertisement is a must. So is the language.

Key words:characteristics; advertising language; morphology; syntax; rhetorical;

modern

CONTENTS

I In troduction (1)

1.1 American Renaissance writer and independent intellectual father (1)

1.2 Emerson‟s perspective on literary influence (2)

1.3 The great literary father of Whitman and Dickinson (3)

1.3.1Brief introduction of Whitman and Dickinson (3)

1.3.2Common resource for Whitman and Dickinson (3)

1.3.3 Legacies left for the two (4)

II Influences on Walt Whitman (6)

2.1. Personal relationship: adversary or imitator (6)

2.2 Whitman‟s indebtedness to Emerson (7)

2.2.1 In prose: Preface‟s indebtedness to The Poet (8)

2.2.2 In poetry: Song of Myself‟s indebtedness to The Poet (9)

2.2.3 Maladies in paraphrasing Emerson‟s aphorism (11)

2.3 Whitman‟s mystical vision different from Emerson (12)

2.3.1 Different mystical experiences (12)

2.3.2 Different literal visions: upward vs. downward (13)

2.4 Respective life story leading to different literary visions (14)

III Influences on Emily Dickinson (16)

3.1 An unexpected female poet (16)

3.2 Early literary influence and personal relationsh ip (16)

3.3 Dickinson‟s embrace to Emerson (17)

3.3.1 Kindred spirits on poetry (17)

3.3.2 Every word being a poem (18)

3.3.3 Poetic businesses to be “circumference” (19)

3.3.4 Riddles per vasive in Dickinson‟s poem (20)

3.4 Dickinson‟s skepticism of Emerson‟s philosophy (22)

3.4.1 Dickinson‟s skeptical of Emerson‟s primary analogy (22)

3.4.1.1 Language vs. nature and words vs. world (22)

3.4.1.2 N ature is not a text (23)

3.4.1.3Emerson‟s compromising to Dickinson (24)

3.4.2 Different philosophies of Compensation (25)

3.5 Tracing to the source through respective life story (26)

IVConc lusion (28)

Acknowledgements (29)

Notes (30)

Bibliography (32)