論英語廣告語的特征

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論英語廣告語的特征

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An Analysis of Language Features in English Advertisements

Abstract

As a way of propagating and transmitting information, advertising’s 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. This paper presents an analytical study of the language features of English advertisements at lexical, syntactic and discourse levels and expatiate on rhetorical features in advertising. It is hoped that through the detailed survey of three types of advertisements: namely, daily consumer goods advertisements, technical equipment advertisements, service advertisements, 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.

Key Words: English advertisements; language variation; rhetoric; pun; alliteration

摘要

廣告，顧名思義就是廣而告之。作為1種宣傳和傳播信息模式，廣告的作用不容忽視，因為它不僅只是1種說服顧客進行消費的技巧，更重要的是，它已逐漸成為社會交流的必不可少的手段之1。本文旨在通過對書面英語廣告語的語言分析總結出廣告英語在詞匯﹑句法﹑篇章上的語言特點并且著重闡述了英語廣告語的修辭特點。通過對日用品廣告﹑科技設備廣告﹑服務業(yè)廣告的深入細致的研究和定性分析，總結出廣告英語在此3類廣告中的相同點與不同點.并且根據(jù)語言的意義，風格及功能解釋廣告英語的共性以及廣告英語在不同類型廣告中的特殊性。

關鍵詞：英語廣告、語言變異、修辭、雙關、頭韻

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