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。它的魅力和广泛性不仅在于它的功能更在于它本身的语言。本论文意在基于文体学的理论对广告英语进行研究。论文第一章简要介绍了本论文的研究意义，研究目的以及研究方法。第二章则详细分析了广告英语的文体学特征，分析从字系、语法、词汇以及语义四个层面展开。针对不同的理论，论文中涉及多个案例分析。最后一章，论文做出总结：要成就一篇好的广告必须仔细分析其文体特征。换言之，该问题特征的研究对英语广告设计起到重要的导向作用。

关键字：

广告英语，字系，语法，词汇，词义

Simple Analysis of the Stylistic Features of Advertising English Chapter 1：Introduction

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 unction but also in its language. This paper intends to study the language features of advertising English based on the theory of four levels: the graphological level, the grammatical level, the lexical level and the semantic level. There are many examples quoted to convince some particular theories. And at last ,we can make a conclusion easily that the a good advertisement should be desired scrupulously according to the stylistic features.

Chapter 2 ：Brief Introduction of Advertisement

2.1 The definition of Advertisement

The definition from English Wikipedia: Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particula r brand of product or service. “While now central to the contemporary global economy and the reproduction of global production networks, it is only quite recently that advertising has been more than a marginal influence on patterns of sales and production. The formation of modern advertising was intimately bound up with the emergence of new forms of monopoly capitalism around the end of the 19th and beginning of the 20th century as one element in corporate strategies to create, organize and where possible control markets, especially for mass produced consumer goods. Mass production necessitated mass consumption, and this in turn required a certain homogenization of consumer tastes for final products. At its limit, this involved seeking to create ‘world cultural convergence’, to homogenize consumer tastes and engineer a ‘convergence of lifestyle, culture and behaviors among consumer segments across the world’.”