论广告的语言学和社会性特点-商务英语-毕业论文

1、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:班级、学号 系（部）： 专 业: 指导教师： 开题时间： 完成时间：0000000000000经济管理系商务英语0000002009-04-102009-11-082009年11月08日毕业设计任务书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

2、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

3、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，1998an analysis of l i ngu i st i c and soc i a i featuresin advertisements000abstract: advertising is the name given to the process of commercial promotion of goods and services in

4、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 socie

5、ty and economy. the advertisement is a very important way to express information to publ ic it can not only help people to understand some knowledge of the products, but also attract people9 s greater desire to buy the products , improve the trade and leave a beautiful impression on the people the g

6、oal 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 f eatures of english advertisements at lexical, syntactic and discourse levels it is hoped that through the detailed survey o

7、f 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 wi11 be given in the 1ight of the meaning, and function of language above all, we wish all of

8、you to have a better understanding about the characteristics of english advertisements after you have read our introduction about it. keywords: advertising; social aspects; features introductionnowadays, we live in a world of advertising. as potential consumers, we are endlessly bombarded with all k

9、inds 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 inst i tut

10、ions it indicates the difference that exists between brands of products and alternative services, as well as the distinguishing characteristics of companies and inst i tut ions advert i sing also tells the consumer what a specific product, brand or service should do when it is used and thus helps hi

11、m 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

12、1iving 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 1iterary form is the most exciting, the most arduous 1iterary form of al 1, and the most pregnant in

13、 curious possibi1ities in his comment he asserted advertisement is a literary form and the copywriting process is the delightful and salubrious exercise for the mind but al 1 in all, what is advertising, and what makes it unique?1. features of advertisement1.1 features of lexicalin order to make the

14、 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 be

15、have in a particular way, such as going to hawai i for al 1 their hoiiday needs both 1inguistic and psychological aspects are taken into consideration in the choice of words sharing the same purpose of advertising - to fami 1iarize or remind consumers of the benefits of particular products in the ho

16、pe 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 1inguist, lists 20 most used verbs in his engl ish in advertising: linguistic study of advertising in great britain they are: make, get, give, have, see, buy,

17、 come, go, know, keep, look, need, love, use, feel, like, choose, take, start, taste al 1 these verbs 1 is ted above are also popular in the corpus we builtyou wi11 of ten read such sentences in an advertisement: buy x. use it. we make. x wi 11 give you what you need you， 11 love x. get x. fox examp

18、le:(dget great coverage that，s so weightless and water-fresh. (almay)%1 you，11 love it even more with the 2. 1 mega-pixel c-2000 zoom. (olympus camera)%1 don' t have much of a personality? buy one(honda motor)al 1 these frequently used verbs are monosyllabic and most of them have anglo-saxon ori

19、gin 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

20、closeness etymological studies show that the 20 verbs 1 is ted before, except use and taste which are from ancient french, al 1 are anglo-saxon origin.1. 1. 2 use of compound wordsa compound word is of ten a noun or an adjective made up of two or more words compound adjectives are of ten seen in adv

21、ertisements in the present study, we found compound words turn up wi th varying proportions in three types of advert i sementscompound 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

22、-functional, non-stop, water-cooled often numbers are employed in front of the hyphen, which is seldom seen in other advertisements, such as 64-bi t, 24-valve, 4-wheel, 255-horsepower1. 1. 3 use of emotive wordsa close scrutiny of recent advertisements suggests that the soft-sel1 technique is now po

23、pular. by soft-sel1 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 t

24、he 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:&#

25、169;nothing comes closer to home(vegetable and chicken pasta bake)%1 the world9 s coolest cds aren9 t made in new york, london or%1 l.a. they are made in my apartment(philips cd recorder)1.2 features of syntacticalthe purpose of al 1 advertising is to fami 1 iarize consumers with or remind them of t

26、he 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 gl impsed in passing and so, to be effective, its message must be colorful, legible, understandable and memorable the rules governing the

27、language of advertising are similar.first, length of a sentence in advertising is usual ly 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 wordssecond, as to sentence patterns, interrogative sentences and imperati

28、ve sentences are heavily used in english advertisements impetative sentences are short, encouraging and forceful they are used to arouse audiences9 wants or encourage them to buy something. for instance:%1 enter something magical(oldsmobile)%1 feel the clean al 1 day. (almay)%1 bye one(honda motor)1

29、. 3 features of pun in advertisementpunning is one of the most common rhetorical devices used in advertisement pun is to add more attraction, being appl ied 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,

30、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

31、 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 dif fere nt words may have the same of s imi lar meaning, the same one word may

32、have more than one meaning this is what we call polysemy, and such a word is called polysemic word historical ly 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 th

33、e following examples: afrom 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 van

34、ity of the audiences is aroused and they want to use it to show their wise, and also they bel ieve the product is really sharp. “money doesn， t grow on the trees but it blossoms at our branches lioyd bank. ” 11 is the slogan of lioyd bank.“branch” means “part of a tree growing out from the trunk， bu

35、t here i t impl ies the division of bank” . the slogan encourages people to store their money in lioyd bank, and their money wi 11 be 1 ike the blooming flowers, yielding better fruits after understanding its meaning, readers wi 11 figure it out in mind that their money wi 11 become more and more da

36、ily and dai ly, just 1 ike the leaves in spring1. 3. 2 pun on grammarmany advertisers use pun produced for grammar problem to attract the audiences, such as el 1ipsis or word with different grammar functions if this type of pun can be used properly, it wi11 achieve unexpected effect “which lager can

37、 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 meaning 一tin. also “lager” refers to the name of beer with the i 1 lustration, the whole advertisement brings a humorou

38、s 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 1 ike last example, “ can ” has double meanings, so the sentence can be understand 1 ike that coke refreshes you 1 ike no other (can; tin, drink

39、) can (refresh you) it impl ies their product is the best one of course, people like to buy the best one1. 3. 3 pun on words and 11 lustrationa lot of advertisement associates with i1 lustrations and words to achieve better effect, especially on tv, because people are more easily attracted by pictur

40、es than words the i1 lustrations and words can help people to understand the advertisement fully pun in the advertisement must be connected with i1 lustrations and words, so people can understand the implied meanings for instances:%1 “50% off."it is a shop window advertisement of e-spirit exclu

41、sive shop in shanghai f rom 2001 and spring f estival the i 1 lustration is a picture with six 1 ights, three on and three off. from the i 1 lustration, people know it does not only mean a half of the 1ights are off, but also means the whole sale discounts 50% the i 1 lustration and words are vivid,

42、 and attract the passers-by9 attention more easi1y.%1 “stop at two.”11 is the title of an publ ic service advertising (psa) which the population and community development association ( pcda) of thai land uses to advocate the couple to have children no more than two. the i1 lustration is the photo of

43、 wistern churchi11 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 wi 11 remember it easi 1 y. to achieve the success of their country, people

44、 may more like to control the populat ion.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 cor

45、rect, 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 wi11 be affected by these changesthe social and ethical aspects of advertising provide some of its most memorable and def ining mom

46、ents. consider these episodes in the history of advertising: in the late 1800s, pate nt medicine advertising dominated the media elixirs and medical devices promised cures f or everything from paralysis to spinal irritation and malaria%1 warner-lambert began running advertising in 1921 that claimed

47、listerine mouthwash could prevent colds and sore throats in 1975， the advertising was judged to be deceptive, and the firm was required to spend $10mi 11 ion on ''corrective advert ising,f to undo the mi s impress ions created by the claims %1 in 1990, an ad for volvo automobiles showed a mo

48、nster truck with oversized tires rol 1 ing over the roofs of a row of cars, crushing al 1 of them except a volvo. volvo, which had developed a reputation for building safe and durable cars, had rigged the demonstration; the volvo7 s roof had been reinforced, while the other cars7 roof supports had b

49、een weakened%1 in 1994, general nutrition agreed to stop making unsubstantiated claims for more than 40 products, including sleepers diet, which the company claimed would help users lose weight while they slept the company also agreed to pay a $2.4 mi 11 ion civil penaltyadvertising history includes

50、 al 1 sorts of social, ethical, and legal lapses on the part of advertisers however, advertising has also had its triumphs, financial as wel1 as mora1 whether justified or not, criticisms of advertising can be naive and simplistic, of ten failing to consider the complex social and legal environment

51、in which contemporary advertisingoperates2.1 social responsibi1ity of advertisingthe foundation of any human society is the amicable relationship among its members without harmony, a society wi 11 col lapse so al 1 the inst i tut ions wi thin a society have some responsibi1ity for helping to maintai

52、n social harmony through proper stewardship of fami 1ies and companies, exercise of honesty and integrity in all relationships, adherence to accepted ethical standards, wi11ingness to assist various segments of the society, and the courtesy to respect the privacy of others advertising plays an impor

53、tant role in developed countries it influences a society9 s stabi 1 ity and growth it helps secure large armies, creates entertainment events attract ing hundreds of thousands of fans, and of ten affects the outcome of political elections such power places a burden of responsibility on those who spo

54、nsor, buy, create, produce, and sei 1 advertising to maintain ethical standards that support the society and contribute to the economic system. in the united states, for example, the advertising industry is part of a large business community like any good neighbor, i t has responsibi1ities: to keep

55、its property clean, participate in civic events, support local enterprises, and improve thecommunity. u s. advertising professionals have met these chailenges by forming local advertising clubs, the american advertising federation (aaf), the american association ofadvertising agencies (aaaa)， and th

56、e ad counci! theseorganizations provide thousands of hours and mi 11 ions ofdollars 'worth of pro bono (free) workto charitableorganizations and public agencics.they also providescholarships and internships,contributionsthat serve thethey even regulatewhole society. as we discuss later, themselv

57、es fairly effectively. advertisers such as at&t， ibm, and honda commit significant dollars to supporting the arts, education, and various charitable causes as well as their local better business bureaus and chambers of commerce still, advertisers are regularly chided when they fail the social re

58、spons ibi1i ty 1i tmus test. concerned citizens, consumer advocates, and special-interest groups pressure advertisers when they perceive the publ ic，s welfare is at risk the earl iest "green advertising campaigns, for instance, exemplified a blatant effort by some advertisers to cash in on consumers, desire for a cleaner environment some promoted nebulous product qual i ties, such as “environmental friendl iness, ” that actual ly had no basis in fact. finally, when the state attorneys general got together and defined rel