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Linguistic Features of English Advertisements

Author: LiuHui
Tutor: XuAnQuan
School: Southwest China Normal
Course: English Language and Literature
Keywords: Language features English Advertising English Advertising Language Advertising English Advertisement English Merchandise sales Discourse level Commercials Chinese products Rhetorical devices
CLC: H315
Type: Master's thesis
Year: 2000
Downloads: 4327
Quote: 4
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Abstract


Advertising is the product of highly developed commodity economy is an important aspect of economic life today. The advertising industry in China is in the ascendant, plays an increasingly important invaluable role in promoting merchandise sales, economic prosperity. In today's world, the globalization of the world economy has shown an unstoppable momentum, international advertising along with the rapid development of the process of internationalization of enterprises. Advertising language a direct impact on the effect of advertising. The language problem is more prominent in the foreign advertising. To make Chinese products in the international market has a strong competitive edge, we must improve the quality of the English Translation of Chinese advertising. So, how to express how the appropriate use of English advertising language in order to achieve advertising purposes, advertising and language researchers face the problems to be solved. Advertising English language as an application, because of the special utility, has gradually developed from an ordinary English into the special needs of special-purpose language. Vocabulary, syntax, discourse level and rhetoric are unique in many ways. Combined with a large selection of advertising instance, detailed description and analysis of the linguistic features of advertising English, aims to reveal the language law, in order to Advertising English practice some inspiration. The full text is divided into five chapters. The Introduction briefly introduce the definition of advertising, the scope of this study. The first chapter clarifies the relationship between advertising, language and communication. As we all know, advertising as a communicative activities, mass communication. The object of the commercials for the majority of consumers. It is usually the use of a unique language to achieve the ultimate goal to promote merchandise sales. Its language must be simple, innovative, easy to understand, with the dissemination of information to persuade the consumer to stimulate the purchase and other functions. Whether the value of information, fun value, aesthetic value, pay attention to the value or memory value can be used as ad quality evaluation criteria. From the lexical level detailed description of the language features of English advertising, summed up the basic characteristics of a variety of English advertising vocabulary. The scope of the study, including nouns, verbs, adjectives, pronouns, spoken word, compound words, invented words and so on. Chapter discussed from the syntactic level language features of English advertising, summarize its main syntactic features. For example, an English ad frequent use of simple sentences, imperative sentences, elliptical sentences; rarely used in negative sentences: compound sentence, less complex sentences. Chapter discourse level, combined with precise and appropriate advertising instance, study the English language features of advertisement. Focus on the ad title, slogan, body structure and style. Designed to reveal the general rules of English advertising. Chapter analysis and study of the English ads rhetorical devices. To successfully create a more artistic commercials call to action, clever use of a variety of rhetorical devices is necessary. Advertising frequently used rhetorical devices: metaphor, pun, personification, hyperbole, repetition, allusion, repulsion, alliteration, euphemism. Conclusion concludes the paper pointed grams of understanding of English advertising language features to design a wonderful English ads. Also stressed that China faced with the globalization of the world economy, the increasingly fierce competition in the international market under the grim situation to study English advertising, improve English ads writing skills and Chinese Advertising English translation of the necessity and urgency.

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CLC: > Language, writing > FOREIGN > English > Writing,rhetoric
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