论广告的语言学和社会性特点-商务英语-毕业论文.doc

中国某某某某学校学生毕业设计(论文)题 目： 论广告的语言学和社会性特点 姓 名 ： 00000 班级、学号 ： 00000000 系 (部) ： 经济管理系 专 业 ： 商务英语 指导教师 ： 000000 开题时间： 2009-04-10 完成时间： 2009-11-08 2009年 11 月 08 日23目 录毕业设计任务书1毕业设计成绩评定表2答辩申请书3-4正文5-25答辩委员会表决意见26答辩过程记录表27课 题 论广告语的语言学和社会性特点 一、 课题(论文)提纲引言1. 广告的语言学特点1.1 广告语的词汇特征1.1.1动词的使用1.1.2 复合词的使用2.1.3带情感色彩词汇的选用1.2广告语的句法特征1.3 广告语中双关语的特点 1.3.1 语法上的双关1.3.2 意义上的双关 1.3.3 词汇及图解上的双关2.广告语的社会性特点2.1 广告的社会责任2.2 广告的道德规范结束语二、内容摘要随着商品经济的发展，作为一种宣传和传播信息模式，广告的作用不容忽视。广告，顾名思义就是广而告之，广告在我们今天的社会几乎是无孔不入，它不仅只是一种说服顾客进行消费的技巧，更重要的是，它已逐渐成为社会交流的必须手段之一。广告具有鲜明的目的性，即解说推广产品，激起顾客的购买欲望，这种目的性决定了其语言的特色性风格，使其独立于其它文体，在语言学范畴内值得研究。本文就英语应用于广告领域而产生的一些语言学特点和广告本身的社会性特点进行深入分析。三、 参考文献1 胡一. 广告英语的修辞魅力J,英语学习，19992 方薇.现代英语广告教程 M,南京：南京大学出版社,19973 崔刚.广告英语J.北京：北京理工大学出版社, 19934 单祝堂. 英语双关语探讨J，江苏外语教学研究，19995 周斌. 当代广告文案写作M，西安：陕西师范大学出版社，1998 An Analysis of Linguistic and Social Features in Advertisements000Abstract: Advertising is the name given to the process of commercial promotion of goods and services in order to increase its sales. As a way of propagating and transmitting information, this role cannot be underestimated because it is not only an artful technique in persuading people to buy, but also gradually has become a must for social communication which in turn influences the development of society and economy. The advertisement is a very important way to express information to public. It can not only help people to understand some knowledge of the products, but also attract peoples greater desire to buy the products , improve the trade and leave a beautiful impression on the people. The goal of advertising decides its language to be simple and direct, distinct from the characteristics of other discourses. This paper presents an analytical study of the language features of English advertisements at lexical, syntactic and discourse levels. It is hoped 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 reasons will be given in the light of the meaning, and function of language. Above all, we wish all of you to have a better understanding about the characteristics of English advertisements after you have read our introduction about it. Keywords: Advertising; Social Aspects; FeaturesIntroductionNowadays, we live in a world of advertising. As potential consumers, we are endlessly bombarded with all kinds of product or service information from various media including newspapers, magazines, television, radio, posters and Internet, etc. Advertising provides a valuable service to society and its members, because it defines for consumers the meaning and the role of products, services, and institutions. It indicates the difference that exists between brands of products and alternative services, as well as the distinguishing characteristics of companies and institutions. Advertising also tells the consumer what a specific product, brand or service should do when it is used and thus helps him or her to understand and 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, advertising promotes sales and profits. Finally, advertising is one of the major forces that are helping improve the standard of living around the world. Combined with all these communicational, marketing and social functions. Advertising becomes indispensable in the modern world. As Aldous Huxley has said that advertisement as a literary form is the most exciting, the most arduous literary form of all, and the most pregnant in curious possibilities. In his comment he asserted advertisement is a literary form and the copywriting process is the delightful and salubrious exercise for the mind. But all in all, what is advertising, and what makes it unique?1. Features of Advertisement1.1 Features of lexicalIn 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 mass audience and by means of impressive words to persuade them to buy a product or behave in a particular way, such as going to Hawaii for all their holiday needs. Both linguistic and psychological aspects are taken into consideration in the choice of words. Sharing the same purpose of advertisingto familiarize or remind consumers of the benefits of particular products in the hope of increasing sales, the techniques used at the lexical level by advertisers do not vary markedly.2.1.1 Use of verbsG. N. Leech, English linguist, lists 20 most used verbs in his English in Advertising: Linguistic study of Advertising In Great Britain. They are: make, get, give, have, see, buy, come, go, know, keep, look, need, love, 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. Youll love x. Get x. Fox example: Get great coverage thats so weightless and water-fresh. (ALMAY) Youll love it even more with the 2.1 mega-pixel C-2000 ZOOM. (Olympus Camera) Dont have much of a personality? Buy one. (Honda Motor) All these frequently used verbs are monosyllabic and most of them have Anglo-Saxon origin that is the common core of English vocabulary. Linguistic study shows English native speakers tend to use words of Anglo-Saxon origin, because 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.1.1.2 Use of 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 study, we found compound words turn up with varying proportions in three types of advertisements. 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 employed in front of the hyphen, which is seldom seen in other advertisements, such as 64-bit, 24-valve, 4-wheel, 255-horsepower1.1.3 Use of emotive wordsA close scrutiny of recent advertisements suggests that the soft-sell technique is now popular. By soft-sell technique we mean the one that favors a more emotive 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 pleasant adjectives, are greatly encouraged to use.Data from the corpus shows that the most frequently used adjectives are as follows: new, good/better/best, fresh, free, delicious, sure, full, clean, wonderful, special, crisp, real, fine, great, safe, and rich. In addition, comparatives and superlatives occur to highlight the advantage of a certain product or service. For example: Nothing comes closer to home. (Vegetable and Chicken Pasta Bake) The worlds coolest CDs arent made in New York, London or L.A. They are made in my apartment. (Philips CD Recorder)1.2 Features of syntacticalThe 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 colorful, legible, understandable and memorable. The rules governing the language of advertising are similar. First, length of a sentence in advertising is usually short. A sentence in daily consumer goods ads has 10.3 words on average; in technical equipment ads, 11.8 words; in service ads, 12.3 words. Second, as to sentence patterns, interrogative sentences and imperative sentences are heavily used in English advertisements. Imperative sentences are short, encouraging 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) 1.3 Features of pun in AdvertisementPunning is one of the most common rhetorical devices used in advertisement. Pun is to add more attraction, being applied as a kind of figures of speech in advertisement and deeply loved by people. Pun has many forms of expression such as pun on polysemy, hononymy, parody, illustrations and words, grammar, etc. The proper use of pun in advertisement results in the effects of humor, wit, beauty, economy, warning, and even makes the product more competitive and profitable, and makes the advertisement sweet to the ear, and please both the eye and mind. A pun is a rhetorical device in which people use the polysemous, or homonymous relation of a language to cause a word, a sentence of a discourse to involve two things of meanings. It has several types.1.3.1 Pun on Polysemy “While different words may have the same of similar meaning, the same one word may have more than one meaning. This is what we call polysemy, and such a word is called polysemic word. Historically speaking, polysemy can be understood as the growth and development of or change in the meaning of words.”4 Pun on polysemy is used widely, especially with the name of the product such as the following examples:“From sharp minds. Come sharp products.”The example is an advertisement for the Sharp copier. The word “sharp” praises the consumers brightness, but also refers to the Sharp product. The advertisement praises the consumers who are sharp to buy the product which is sharp. The vanity of the audiences is aroused and they want to use it to show their wise, and also they believe the product is really sharp. “Money doesnt grow on the trees. But it blossoms at our branches. Lioyd Bank.”It is the slogan of Lioyd Bank. “branch” means “part of a tree growing out from the trunk”, but here it implies the division of bank”. The slogan encourages people to store their money in Lioyd Bank, and their money will be like the blooming flowers, yielding better fruits. After understanding its meaning, readers will figure it out in mind that their money will become more and more daily and daily, just like the leaves in spring.1.3.2 Pun on GrammarMany advertisers use pun produced for grammar problem to attract the audiences, such as ellipsis or word with different grammar functions. If this type of pun can be used properly, it will achieve unexpected effect.“Which lager can claim to be truly German? This can.”It is an advertisement for Lager beer. “Can” is a modal verb. But in the advertisement, a can of beer beside it reminds people “can” has another meaningtin. Also “Lager” refers to the name of beer. With the illustration, the whole advertisement brings a humorous effect and impresses the audiences deeply. The Coca-cola company also uses “can” to do their advertisement.“Coke refreshes you like no other can.” Just like last example, “ can ” has double meanings, so the sentence can be understand like that Coke refreshes you like no other (can; tin, drink) can (refresh you). It implies their product is the best one. Of course, people like to buy the best one.1.3.3 Pun on Words and IllustrationA lot of advertisement associates with illustrations and words to achieve better effect, especially on TV, because people are more easily attracted by pictures than words. The illustrations and words can help people to understand the advertisement fully. Pun in the advertisement must be connected with illustrations and words, so people can understand the implied meanings. For instances:“50% OFF.”It is a shop window advertisement of E-spirit exclusive shop in Shanghai from 2001 and spring festival. The illustration is a picture with six lights, three on and three off. From the illustration, people know it does not only mean a half of the lights are off, but also means the whole sale discounts 50%. The illustration and words are vivid, and attract the passers-by attention more easily. “Stop at two.” It is the title of an public service advertising (PSA) which the Population and community Development Association ( PCDA) of Thailand uses to advocate the couple to have children no more than two. The illustration is the photo of Wistern Churchill who formed a “V” letter with his forefinger and middle finger. The gesture “V” means victory. So people also can understand that it is a victory to have only one child. This picture is famous, so people will remember it easily. To achieve the success of their country, people may more like to control the population.2. The Social Aspects of AdvertisingThe social and ethical aspects of advertising are as dynamic and controversial as any of the strategic or creative elements of the process. What is socially responsible or irresponsible, ethically debatable, politically correct, or legal? The answers are constantly changing. As a society changes, so too do its perspectives. Like anything else with social roots and implications, advertising will be affected by these changes. The social and ethical aspects of advertising provide some of its most memorable and defining moments. Consider these episodes in the history of advertising:In the late 1800s, patent medicine advertising dominated the media. Elixirs and medical devices promised cures for everything from paralysis to spinal irritation and malaria.Warner-Lambert began running advertising in 1921 that claimed Listerine mouthwash could prevent colds and sore throats. In 1975, the advertising was judged to be deceptive, and the firm was required to spend $10million on corrective advertising to undo the misimpressions created by the claims.In 1990, an ad for Volvo automobiles showed a monster truck with oversized tires rolling over the roofs of a row of cars, crushing all of them except a Volvo. Volvo, which had developed a reputation for building safe and durable cars, had rigged the demonstratio