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AN ANALYSIS OF LANGUAGE FEATURES IN ENGLISH ADVERTISEMENTS
摘要 本文旨在通過對書面英語廣告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。為了使研究從數據出發得出科學結論，本文作者建立了一個擁有60篇各類廣告的小型語料庫。通過對此語料庫中日用品廣告﹑科技設備廣告﹑服務業廣告的深入細致的定量和定性分析，總結出廣告英語在此三類廣告中的相同點與不同點，并且根據語言的意義，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。本文共分五個部分，第一部分和第五部分分別為介紹與總結，中間三個部分為本文核心，分別展開廣告英語在詞匯﹑句法﹑篇章三個層面的分析。本文的結論均來自于對語料庫的分析。整個研究從數據出發，由數據驅動，由此進行語言學上的分析與概括。
本文作者衷心希望此論文的分析結果能給英語廣告的寫作者以及廣告英語的學習者提供幫助。
關鍵詞: 廣告英語，詞匯，句法，篇章，相同點，不同點
AN ANALYSIS OF LANGUAGE FEATURES IN ENGLISH ADVERTISEMENTS
Abstract
This paper presents an analytical study of the language features of English advertisements 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 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.
This paper will be presented in five parts. The first part is the introduction and 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 analysis, examples from the corpus will be given; figures, tables and graphs will also be offered to make the paper understandable and persuasive.
It is hoped that the study can shed light on the language features of advertisements and also provide help to copy writers and advertising English learners.
KEYWORDS: English Advertisements, Lexical, Syntactic, Discourse,
Similarities, Differences
Contents
1.Introduction ………………………………………………………………1
1.1Rationale of the study ……………………………………………………...1
1.2Definition of advertising …………………………………………………...1
1.3Focus of the present study …………………………………………………1
1.4Sources of data …………………………………………………………….2
2.Lexical features ……………………………………………………………2
2.1Classification of advertising and its audience …………………………….. 2
2.2Similarities at the lexical level …………………………………………….3
2.2.1Few verbs are used ………………………………………………………...3
2.2.2Use of emotive words ……………………………………………………..4
2.2.3Make pun and alliteration ………………………………………………….4
2.2.4Use of weasel words ……………………………………………………….5
2.3Differences at the lexical level …………………………………………….6
2.3.1Gender identity in advertisements………………………………………….6
2.3.2Selection of Adjectives ……………………………………………………7
2.3.3Compound words ………………………………………………………….8
2.3.4Use of pronouns ……………………………………………………………8
3.Syntactical features ………………………………………………………9
3.1Similarities ………………
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