英语广告中语言变异现象康琰

AbstractAdvertisingisplayingamoreandmoreimportantroleinmodernsociety.Advertisingofvariousformscanbeseenatanytimeandinanyplace.Manyresearcheshavebeencarriedoutinthisfieldamongwhichthestudyofadvertisinglanguagehasattractedparticularattentionfromlinguists.Asawaytopromotethesalesofproducts,advertisersmustabidebytheAIMPrinciple,i.e.tograbreaders'attention,arousetheirinterestandconstructtheirmemorytoachievethefinalgoaloftriggeringtheiraction.Advertiserstrytheirbesttomaketheiradsstandout,whichisthefirststeptocreateeffectiveadvertising.Theapplicationofthetechniqueofdeviationinadvertisingisoneway.Deviationisalanguagephenomenonwhichiscommonlyusedbywesternlinguiststoanalyzepoeticlanguage.Itreferstothespecial/unusualexpressionthatdeviatesfromnormanditappearsinvariousformssuchasdeviationofphonology,grammarandsemantics.Thispaperwillchoosearound40adsfromaltogether12issuesoftwomagazinesasstudiedsamplestoanalyzedeviationofphonology,lexicon,grammar,semantics,registeranddiscourseinadvertisingrespectively.Fromthisstudy,wefinddeviationofvariousformsisreallywidelyusedinEnglishadvertisingandisaneffectivewaytoattractreaders'attention.Keywords:advertising;deviation;classificationofdeviation;functionofdeviation当今社会，各种广告铺天盖地。广告作为一种应用语言，因其所具有的特殊效用，已逐渐从普通语言中独立出来而发展成非规化的专用语言，它的遣词造句与普通语言也有着许多差异。不管是语言学家，心理学家还是广告的撰写者都家还是广告的撰写者都对广告语言赋予了很大的关注。广告是一种宣传形式，公开而广泛地向公众介绍产品，以达到影响舆论，增强信誉，扩大销路等目的。广告制造者为最终达到推销商品的目的，务必使广告遵循AIM.原则，即引起注意(attention),唤起兴趣(interest),构成回忆(memory),为了达到“语不惊人誓不休”的广告目的，广告制造者势必要充分利用他们的语言能力，运用各种各样的语言手段。语言变异(languagedeviation)^是其中最重要的手段之一。所谓变异，是指人们在交际中，偏离常规，选择特殊的表达方式表达。变异的形式多种多样，如语音变异，词汇变异，语义变异等。本文将对两种共十二期英文杂志中的近40篇广告进行分析，找出各种变异现象(包括语音变异，词汇变异，语法变异，语义变异,语域变异和语篇变异)在广告的使用。分析表明，各种变异在英文广告中确实被广泛地运用。关键词：广告；变异；变异分类；变异功能Contents.Introduction.literaturereviewandtheorticalfoundationWhatIsAdvertising?TheStylisticFeaturesofAdvertisementsWhatIsDeviation?ClassificationofDeviationLeech'sClassificationFeng'sClassificationResearchabroadandResearchathomeDeviationinAdvertisingDeviationofLexiconCoinage/Nonce-formationFunctionalConversationDeviationofCollocationDeviationofPhonologyDeviationofSemanticsSeeminglyIllogicalSentencePunParodyOxymoronDeviationofGrammarUngrammaticalityIncompleteSentencesEllipsisAbnormalFrequencyofSomeSentencesImperativeSentencesInterrogativeSentencesDeviationofRegisterDeviationofDiscourseConclusionFunctionofDeviationinAdvertisementToAchieveAttractivenessToAchievePersuasivenessToAchieveBriefnessTOC\o"1-5"\h\zToAchieveInformality..V.ConclusionSummaryofthepaper.Limitationofthepaper\o"CurrentDocument"Bibliography.AcknowledgmentsIntroductionAdvertising,withitsincreasinglyimportantroleintoday'ssociety,isbecomingacommonsocialphenomenonthataFrenchadvertisingcriticoncesaidthattheairweliveinwascomposedofhydrogen,oxygenandadvertising.Duetoitsprominentroleinsociety,advertisinghasbeenapopularsubjectofstudyforresearchersinvariousfieldssuchasmarketing,sociology,psychologyandlinguistics.Amongalltheissuesraisedbyadvertising,theissueofadvertisinglanguageseemstohaveattractedparticularattention.Advertisingtakesmanyforms,butinmostofthemlanguageisofcrucialimportance.Thefunctionofadvertisingistograbreaders'attention,arousetheircuriosityandthentriggertheiraction.Inordertofulfilltheseaims,advertiserstryeverymeanstomaketheiradsstandout.Deviationisoneoftheeffectiveforms.Deviationisatheorythatisoftenusedbywesternscholarstoanalyzethelanguageofpoetry.SomeChineseexpertshaveadoptedittotheanalysisofadvertisingbutsuperficiallyandunsystematically.Sothispapertriestogiveadetaileddiscussionofvariousdeviationsinadvertisingwithup-to-dateEnglishadsandalsotointerpretthisphenomenonwithrelevanttheories.Bydoingso,wehopetodrawadvertisers'attentiontotheapplicationofdeviationinadvertisingandalsotoprovidethemwithbetterknowledgeofdeviationinadvertisingsoastopreparethemfortheproductionofmoresuccessfuladvertisements.Thearrangementofthethesiswillbeasfollows:ChapterTwoLiteratureReviewintroducesthenatureofadvertisingandtheclassificationofdeviationandalsosomepioneeringworkofthestudyofdeviationandadvertisingdonebybothwesternandChinesescholars.ChapterThreeDeviationofAdvertisingputsforwardtheauthor'sunderstandingofdeviationinadvertisingwithsufficientexamplesofads.ChapterFourFunctionofadvertisementfromtheuseofdeviationanalyzesthisphenomenonfromseveralaspectstogivereasonswhydeviationinadvertisingandalsogivessomeexamplestoadvertisersinusingdeviationinadvertising.ChapterFiveendswiththeconclusionandsuggestionsforfurtherstudy.LiteratureReviewLanguagedeviationisanecessarypartofadvertisingbecauseitplaysasignificantroleintheadvertisements.Thispartconsistsofabriefintroductionofadvertisingandlanguagedeviationandclassificationofdeviation.Whatisadvertising?Enterawholeworkstyle.Onethattranscendstime,placeandbusinessasusual.Unitingyourpeople,corporationandinformationinasecureenvironmentthatfacilitatesideaandassetsharing.Centralizeddocumentproductionandresourcesflexiblenetworkanddatamanagement.That'sbizhub.NewfromKonicaMinolta.(Bizhub,Time,Aug16th)Itiseasytorecognizetheaboveasanexampleofadsevenreadersmaynotbefamiliawriththeproductsbeingadvertised.Sowhat'sadvertising?AdvertisingoriginatesfromtheLatinword'advertere',meaning'ameansusedtodrawattentionfromthepublictosomethingandleadthemtosome‘direction’.Nowadaysadvertisingofvariousformscanbeseenatanytimeandinanyplace.Sobeforethedetailedstudyofadvertising,itisworthwhiletoknowthedefinitionofit.Advertisingisapublicnoticedesignedtospreadinformationwithaviewtopromotingthesalesofmarketablegoodsandservices’.(Harris&Seldon1962:40)Advertisingistheusuallypersuasivenonpersoncommunicationofinformationusuallypaidforandthroughthevariousinnatureaboutproducts,servicesorideasbyidentifiedsponsorsmedia.“(Boove,1992:70)TheStylisticFeaturesofEnglishAdvertisementsAdvertisingisaformofcommunicationintendedtopersuadeanaudience(viewers,readersorlisteners)topurchaseortakesomeactionuponproducts,ideals,orservices.Andasapracticallanguage,advertisingEnglishhasitsspecificfunctions.Inordertoachieveitsaim,itswayofchoosingwordsandbuildingsentencesarequitedifferentfromnormalEnglish:Englishadvertisementsareusuallyveryshort,clear,distinctiveandmemorable.BriefnessInordertoreducethecost,theadvertiserusuallyusethesmallestspaceandtheminimumtime,whichmakessentencesinmostadvertisementsareveryshortandsnappy,especiallytheheadlines,whichmayormaynotbeaccompaniedbyalongerinformativetext.Thesentenceconsistsofsubjectverbandobjectthatareaccompaniedbyanexplanatorysupplement．Theheadlineisnormallyexpandedorclarifiedinthetextbody,wheresimpl，eellipticalandcompoundsentencesortheirfragmentsareused.InformalityWecanseeinmanyEnglishadvertisementsgrammarmistakes,mostofwhichareintended.Thisphenomenonalsomainlyresultsfromthecostofdisplayadvertisementsonnewspapers,televisions,Internet,etc.Advertisersfirsttrytouseshortbutcompletesentencesbuttheymayfindthattheshortsentenceisstilltoolongsotheycutthewordsagainandagain.Infact,inthemoreextremecases,largepartsofsentencesareelided,andtheremaybesome“sentences”whichcdonntaoitnafiniteclause.Asakindofspecialwritingform,advertisementscanalmostdowithoutsubjects.Inthissense,phrasesmaybebetterifnotasgoodassentences,thankstotheirshortnessanddistinctiveness.Asamatteroffact,allkindsofphrasescanbeputintouse:nounphrase,verbphrase,prepositionphrase,adjectivephrase,etc.Theyaresoconciselytothepointthattheyarebeyondourpowertodoanyadditionorsubtraction.AttractivenessInordertomaketheadvertisementhas“sellingpower”,drawthebuyersattentionisthefirstpriority.Thatistosay,asuccessfuladvertisermusttryhisbesttomakeconsumerstotakecareoftheirproducts,arousetheirdesiretobuying,andfinallybuytheirgoods.Forinstance:“FoTrWOgethertheultimateallinclusiveonepricesukissedholiday.”Heretheword‘TWOgether’soundsliketogether,anditalsomeanstwopeopletraveltogether,butitismoreattractiveandvivid.PersuasivenessBecauseimperativesentencestargetthereceiversasonthespotandcanrealizetheintendedpersuasioninafairlydirectmanner.Anadvertisementoftenpretendstobetalkingtotheprospectivecustomers.Thereisthereforeheavyuseofyou,especiallyatthebeginningofclauses.Therearemanyimperativesentencesandinterrogativesentencesinthistypeofuse.Taketheworldfamousadvertisement“JustroDmooIted”bypNikeforexample.Thiscatchyandforcefulimperativesentenceconveysastrongenergeticandupliftingfeelingtotheprospectsthataresurelyexpectedtohaveadesiretomaintainyouthandvigor.Inourdailylife,wearealsoquitefamiliarwithsuchsentencestructuresas"Let's…"or”Itto…"Thoseimperativesentenceslike"Let'shavebreakfast”,“let'sgo"artobed“takeplacewithgreatfrequencyinourdailyconversationswithfamiliesandfriends.ItisbasedonthisproximatesimilarityinreallifethatEDScameupwith“Let’sandUNITEDAirlinepromoted“It’stimetofly”.Inordertocreatenovelandbrilliantads,admakersmustgrasptheskillofadsmaking,itisattractattention,provokeinterests,arousedesire,deepenmemory,andpromoteaction.2.2Whatisdeviation?Deviation/variationisoppositetonorm.Whenpeopleareusingalanguage,theymustobeysomerules(i.e.norm).Forexample,an's'or'es'mustbeaddedtotheverbofthethirdsingularpresenttenseoraprepositionmustbefollowedbyanounorgerund.Butinreality,theusingoflanguageisnotthatstifforformalistic.QinXiubai(1997:98)pointsoutthat'manwillchoosethemostsuitablelanguageformtoexpresstheirideasaccordingtothesubjectiveorobjectivefactorsduringthecommunication.Thisraisestheissueofusinglanguagecreatively.Eachstylehasitsextraordinaryorunusuallanguagecharacteristicsandeachwritertriestodisplaytheirextraordinarystyleintheircreation.'Thisspecialexpressionwhichdeviatesfromnormiscalleddeviation.TheoriginalideaofdeviationisputforwardbythegreatphilosopherofAncientGreek,Aristotle.Inhisessay'Poetics',Aristotlepointsoutthat'theperfectionofstyleistobeclearwithoutbeingmeanandthatdiction,ontheotherhand,isloftyandraisedabovethecommonplacewhichemploysunusualwords’.Forbydeviatinginexceptionalcasesfromthenormalidiom,thelanguagewillgaindistinction;while,atthesametime,thepartialconformitywithusagewillgiveperspicuity.’ThatmeanseachhasitsdistinctivefunctionInthe20thcentury,VictorShklovskij,oneoftheRussianformalists,andJanMukarovsky,oneofthefoundingmembersofthePragueLinguisticCircle,raised'deviation'tothetheoreticallevel:itisconnectedwiththetheoryofdefamilarizationandforegrounding.ClassificationofdeviationDeviationiscategorizedfromdifferentstandardsbydifferentscholars.SeveralclassificationsareworthmentioningherewhichareproposedbybothChineseandEnglishscholars.Leech'sClassificationGeoffreyLeechmakesasystematicsummaryofdeviation.Inhisbook,aLinguisticGuidetoEnglishPoetry(1969),hecategorizesdeviationintoeighttypes,i.e.lexicaldeviation,grammaticaldeviation,phonologicaldeviation,graphlogicaldeviation,semanticdeviation,dialectaldeviation,deviationofregisteranddeviationofhistoricalperiod.LexicalDeviationThemostcommonusageoflexicaldeviationisneologism(theinventionofnew'words').Whenthenewwordsaremadeup'forthenonce',i.e.forasingleoccasiononly,ratherthanasseriousattemptstoincreasetheEnglishword-stockforsomenewneed,wecallthemNONCE-FORMATIONS.GrammaticalDeviationTothisdeviation,LeechfirstdistinguishesbetweenMORPHOLOGY(thegrammaroftheword)andSYNTAX(thegrammarofhowwordspatternwithinsentences).Deviationoftheformer,asLeechsuggests,israreenoughinEnglishpoetry,sohepaysmuchattentiontodeviationofsyntax.PhonologicalDeviationPhonologicaldeviationinEnglishpoetryisoflimitedimportance.Leechmentionssomeofitlikeaphesis(theomissionofaninitialpartofawordorphrase,e.g.'tisforitis),syncope(theomissionofamedialpart,e.g.ne'erfornever),syncope(theomissionofafinalpart,oftforoften)andspecialpronunciationfortheconvenienceofrhyming,aswhenthenoun'wind'ispronouncedliketheverb'wind'.GraphologicalDeviationAsspellingrepresentspronunciation,anystrangenessofpronunciationwillbereflectedbystrangenessofthewrittenform.Buttherearealsosomegraphologicaldeviationsthathavenothingtodowithspeech,suchasthecharacteristicline-by-linearrangementofpoetryontheprintedpage,withirregularright-handmarginsandthetypographicallineofpoetryisindependentof,andcapableofinteractingwith,thestandardunitsofpunctuation,etc.ThefamousAmericanpoet,E.E.Cummings,iswellknownforhisuseofgraphologicaldeviation:discardingofcapitallettersandpunctuation,jumblingofwords,eccentricuseofparentheses,etc.Forexample,seekeroftruthfollownopathallpathsleadwheretruthishere[NO.3of73Poems]Inthispoem,thepoetdoesn'tcapitalize'seeker'andthelastlinedoesn'thaveafullstopwhichindicatesthattheseekingoftruthisendless.Thepoemisnotgrammaticalstopwhichindicatesthattheseekingoftruthisendless.Thepoemisnotgrammaticalasithasnopunctuationandthelasttwolinesareunreasonableaccordingtothesyntax,as'where'isusedasanadverbialconjunctionofplaceinthelastsentencewhichshouldnotbecombinedwith'here'.Thisimpliestheseekingoftruthisirregular.Bymeansofthenonstandarddivisionofthepoem,epiphanyeffectiscreatedforreaders.(HuZhuangling,2000:97)SemanticDeviationSemanticdeviationmaybetranslatedinto'nonsense'or'absurdity’.Thusweoftenfindsomeridiculoussentencesinsomeworks.But'theveryface-valueodditylendsitabnormalpowerofsignificance(Leech,1969:48)'.Thismeanstheseseeminglymeaninglessandridiculoussentenceshavetheirspecificmeaningsinacertaincontext.Forexample,Wordsworth's'Thechildisfatheroftheman'isillogicalaccordingtotheunimaginativestandardsofthephilosopher,asitisimpossibleforXtobeY'sfatherwhileXisachildandYisaman.Butthissuperficialabsurdityofthesentenceforcesthereadertolookbeyondthedictionarydefinitionforareasonableinterpretation:whattheauthorwantstoexpressmaybethatfromachild'sactionwecanpredictwhatthechildwillbecomewhenhegrowsup.DialectalDeviationGenerallyspeaking,theaveragewriterisexpectedtowriteinthegenerallyacceptedandunderstooddialectknownas'StandardEnglish',butforsomecertainpurposes,somewritersmayborrowfeaturesofsociallyorregionallydefineddialects.Forexample,inTheShepheardesCalender,Spenser'suseofhomelyprovincialwordslikeheydeguyers('atypeofdance'),rontes('youngbullocks'),weanell('newlywanedkidorlamb'),andwiynble('nimble')evokesaflavourofrusticnaivetyinkeepingwiththesentimentsofpastoral.InKipling'sarmyballadsandHardy'sWessexballads,dialectismisalmostinseparablefromthewriter'splanofdepictinglifeasseenthroughtheexperienceandethosofoneparticularsectionofEnglish-speakingsociety.(Leech1969:49)DeviationofregisterAccordingtoLeech(1966a),registerreferstovarietiesofEnglishdistinguishedbyuseinrelationtosocialcontext.Inotherwords,registersareidentifiedbytakingthespeakerastheinvariableelementinoverlappingsituations,anddiscussinghowhespeakerastheinvariableelementinoverlappingsituations,anddiscussinghowheadjustshislanguagetoasituation.Inaformalsituation,forinstance,apersonmightsay,"Youarerequestedtoleave.",whereasinaninformalsituationthesamepersonmightsay,"Getout!"What'smore,differentusedomainswillhavetheirdistinctivefrequentusedwords.Forexample,intheweatherforecasting,thewordsof'sunny','cloudy','rainy',etcareofhighfrequency,whileinalectureonsecondlanguageacquisition,wemayhearthefrequentappearanceof'acquired','innate','FLA''SLA'etc.DeviationofHistoricalPeriodTheworksofdifferenttimeshavedifferentuseoflanguage.Shakespeare'schoiceoflanguagemustbequitedifferentfromthatofacontemporarywriter.Whenthelanguagethewriterusesisnotrestrictedtothatofhisownparticularperiod,wecallitdeviationofhistoricalperiod.Leechusestheitem'archaism'referringto'thesurvivalofthelanguageofthepastintothelanguageofthepresent’.Forexample,inthelanguageofColeridge'sThAncientMariner,thereisacertainamountofdeliberaterevivalofobsoleteusage,forhistoricalcoloring;butthereisalsosomerelianceuponstandardarchaismscurrentinthepoetryoftheday(Leech1969:52).TheaboveisthedeviationofpoeticlanguageproposedbyLeech.InChina,ascholarFengGuangyialsotalksaboutdeviationofChineseinhisbookDeviationRhetoric(1992).Inthisbook,FengdiscussesdifferentdeviationsinChinesefromarhetoricalaspect.Inhisopinion,therearemainlyeightdeviationsinChinese.AsthispaperfocusesonthedeviationofEnglishadvertising,itisimpossibleandalsounnecessarytogiveadetailedexplanationofallhisclassificationonebyone.Sothispaperwillchoosesomerelatedonestogiveanillustration.Feng'sClassification1')DeviationofSoundThebasicprincipleofdeviationofsoundisbasedontheconnectionofsignifierandsignified(Feng,1992:19).Whenexpressinganidea,thefixedsignifierisgivenatemporaryconnotation.Withthischange,thesignifiedalsochangesintoaspecificmeaning.Thusdeviationofsoundisrealized.Fenganalyzesthisdeviationfromthreeaspects,namely,deviationofhomophony,deviationofrhythm,anddeviationofonomatopoeia.DeviationofHomophonyLanguageisasymboliccombinationofsoundandmeaningwhichhasitscomplexityandflexibility.Sotosomeextentdeviationofhomophonyismakinguseofthisphenomenon.Theuseofhomophonyherehasalargerconceptthanitsoriginalmeaning(i.e.awordthatsoundsthesameasanother,butisdifferentinmeaningororigin).Itcouldrefertothesamepronunciationwithdifferentforms(e.g.bothof市'andH"are)ronouncedshi,buttheycertainlyhavedifferentwrittenforms.Whenthesetwoareusedinthesamesentence,akindofdeviationhappens);homograph(Homographreferstothephenomenonthattwo,ormoremeaningsmaybeassociatedwiththesamelinguisticform(DaiWeidong,1998:80).Deviationofhomographhappenswheninonesentencethemeaningofonewordisjumpedfromonetoanother.);closepronunciationdifferentform(Thiskindofdeviationreferstothephenomenonthatthelanguageuserpurposelycreatesadictionthatissimilarinpronunciationbutdifferentinformtothatoftheoriginaltoexpressacertainsemanticcontext.Forexample，狗头摆(goutoubai,literallytranslatedinto'bye,dog'shead'isaninformaltransliterationoftheEnglishidiom'Goodbye’.ThisshowsthatthespeakerspeakingEnglish,andhasanoilypersonality.);parodycausedbyhomophony(parodymeanstoimitatethestyleofafamouswriterortheformofsomeexistingsentencesorwords.Differentfromthecommonparody,parodythroughhomophonyhasthesameorclosepronunciationastheoriginal,forexample无齿之徒(wuchizhitu,apersonwithoutteeth)isaparodyof无耻之徒(wuchizhitu,apersonwithoutsenseofshame).Asthiskindofparodyisrelatedtosound,Fengputsitintothiscategory.).DeviationofRhythmDeviationofrhythmisalsoconnectedwiththesoundcharacteristics.Inordertokeepharmonyandperfectionofrhythm,manhastomakesomeirregularadjustments,suchasrearrangementofthestructure,omissionandadditionofthestructureandalsorepetitionoflanguageunitsforthesakeofrhythm.DeviationofOnomatopoeiaDeviationofonomatopoeiaistoimitatesomesoundtoexpressacertainmeaningandcreateacertainrhetoricaleffect.AsthiskindofdeviationisnotpopularinEnglishadvertising,thisthesiswouldomittheexplanationofit.2')DeviationofSimpleSymbolsThesymbolofChineseistheChinesecharacters.Asthiskindofdeviationiseasiertorecognizethanotherkindsofdeviation,soFengcallsitdeviationofsimplesymbols.Heagaindividesthiskindofdeviationintothreesubsections,namely,deviationofformsofChinesecharacters,temporarycombinationofwordsanddeviationofsimplelineargrammar.a')DeviationofFormsofChineseCharactersThiscategoryisrelatedtowhatLeechcallsgraphologicaldeviation.ButdifferentfromtheEnglishlanguage,whichisaphonogramsystem,Chineseisanideogramsystem.ThustheformsofChinesecharacterscanreflectthemeaningsofwords.Wecanusethissystemtogenerateeffectiveexpressions.Forexample,wecanseparateorcombinesomepartsofwordstoformnewwordsandnewmeanings(e.g.tocalH、姐(1ixiaojie,MissLi)十/l/」、姐(shibaxiaojie,Missshibaoreighteen,astheupperpartoftheChinesecharacter(Li)canbedividedinto十(shi,i.e.ten)and八(ba,i.e.eight))tomakethelanguagemorehumorousandvivid);changethesizeofsomewordstodrawothers'attention(e.g.insomenewspapersormagazines,thefirstwordofaparagraphisusuallylargerthantheotherwords);addoromitsomestrokesofthewords(e@自呀，倒霉就在这工兵这个工”字上，一出头就是土，一伸腿就是干。Thissentenceskillfullyexpressesthecharacteristicsofasapper);orusetheformofagroupofwordstocreatespecialeffect.b')TemporaryCombinationofWordsThisissimilartowhatLeechcallsneologism.Butinsteadoftheinventionofnewwords,itisanewcombinationofwordstogether.Forexample，牛宏和“政治哑巴“正在试验新买来的洗衣机。’哑巴’referstoapersonwhocannotspeakatall.Here,thepersonisnotunabletospeak,butheisunwillingtotalkaboutpolitics(政治’).‘c')DeviationofSimpleLinearGrammarWhenFengmentionslineardeviation,itisinfactconnectedwithdeviationofChinesegrammar.Thatisthedevelopmentofasentenceorstructuremusthaveanorderandalsomustbecompleteandwecannotmentiontwosymbolsortwowordstogether.Whenawritingchangesthisregularity,wecallitdeviationofsimplelineargrammar,suchasinversion(e.g.豆腐一碗)，repetition(e.g.在一起，在一起，在一起)incompleteness(e.M命革命，革过一革的)，zeropunctuation,etc.3')DeviationofparadigmaticrelationSyntagmaticrelationsandparadigmaticrelationsareproposedbyF.de.Saussure.'Syntagmaticrelations'(concerningpositioning)referstothesequentialarrangementofwordsinalanguage,while'paradigmaticrelations',orinSaussure'swords'associativerelations'(concerningsubstitution),referstosetofwordssubstitutableforeachothergrammaticallyinthesamesentencestructures(HuZhuanglin,2000:114).Theplaneofthesyntagmisthatofthecoynbinationof‘thi-sand-this-and-this'(asinthesentence,'themancried')whilsttheplaneoftheparadigmisthatoftheselectionof'this-or-this-or-this'(e.g.thereplacementofthelastwordinthesamesentencewith'died'or’sang')(Sa1974:123一126).ButtheparadigmaticrelationsFengmentionsherearealittledifferentfromwhatwehavementionedabove.Hefocusesmoreonthefunctionofwords.Thesamewordclassmusthavethesamefunctionandbeinasomewhatfixedposition.Whendeviationhappens,itwillchangeitsnormalfunctionorposition.Sointhispart,Fengtalksaboutfunctionalconversion(e.g.Changingfromnountoverb,viceverse,etc),deviationofregister(e.g.usingthewordsofregisterAintoregisterB),deviationofemotionalcoloringandpragmaticcoloringofwords(e.g.degeneratingcommendatorytermstoderogatoryterms),etc.4')DeviationofCollocationDeviationofcollocationmeansthatsomecollocationsaccordwithgrammaticalrules,butareabnormalinsemanticorlogicalmeaning.Thisdeviationisinessencesimilartothatoftemporarycombinationofwords(2.2ofFeng'sclassification).5')ContradictionContradictionmeanstoexpresstwocontradictoryideasinthesamesentence.FengsummarizesseveralformsofcontradictioninChinese.1)AbutnotA:H彳艮熟悉可又彳艮陌生2)bothAandnotA:既很近又很远3)notA'sA:不是金锁的金锁4)A'snotA:死去的活人5)AnotA:特点就在于没特点6)notA'sB,A:擦干擦不干的泪水，etc.6')OneMorphemewithTwoorMoreCollocationsThismeanstouseonemorpheme/word/phrasetomodify,explainorconnectseveralotherlanguageunits(e.g不说不想不猜不疑不争不斗不闹不急)orusedifferentlanguageunitstomodify,explainorconnectonemorpheme/word/phrase(e.翕这些年旧货愣充好东西).Thisdeviationcanalsobegroupedintoonekindofrepetition.7')DeviationofSentenceStructureAsentencemusthaveacomparativelyfixedstructure,i.e.acertainelementshouldbelocatedinastableposition.Forexample,anattributemustbeputbeforeasubjectoranobject.Anadverbisbeforeaverb.Whenanelementchangesitsfixedposition,itwillcausedeviationofsentencestructure,suchaspost-positioninganattributeoranadverb(e.g.看了画中孩子的笑脸，灰蒙蒙的。)o门nvertingthepositionofasubjectoraobject(e.典来，不愿做奴隶的人们，).Normally,deviationofsentencestructureisforemphasis.8')DeviationofDiscourseWhenFengdiscussesthisdeviation,hemeansalltheelementsthatarebeyondsimplesentences.Butthispaperfocusesondeviationofdiscourse.Whenwetalkaboutdeviationofdiscourse,wemustcompareadiscoursewithotherordinarydiscoursestofinditsirregularity.Sowhenwewritealetterinaclassicstylenowadays,orwhenwemakeaparodyofsomeother'spoem,wecancallitadeviation.TheaboveistheclassificationofdeviationbyFengGuangYi.Comparativelyspeaking,thisclassificationisnotasclearasLeech's,maybeitisbecauseChineseemphasizesmoreoncontent/essenceratherthanonform.ButFengstillputsforwardsomenewideasofdeviation,suchasthatofdiscourse.Thefollowingchapterwillcombinetheseclassificationstogetherandalsoadvancesomeoftheauthor'sunderstandingtoanalyzedeviationofadvertising.Inthispaper,accordingtothefeaturesofEnglishadvertisements,synthesizetheabovetheoryofdeviation,whichclassifythedeviationofEnglishadvertisingintodeviationoflexicon,deviationofphonology,deviationofsemantics,deviationofgrammar,deviationofregister,anddeviationofdiscourseinnextchapter.2.3researchabroadandresearchathomeThetheoryofdeviationismostlyusedtoanalyzepoeticlanguageinthewesternlinguisticfield.Byfar,thereareonlyafewlinguisticstudiesondeviationofadvertising.Bruthiaux(1998)analyzesthelinguisticcharacteristicsofclassifiedadvertising,andWuDongying(1994&1996)concernsthespecialtiesofChinesedisplayadvertisements.Thesetwoareconfinedtothediscussionofsimplificationanddeviationofthegrammaticalstructureofadverting.InhisbookTheoryandPracticeadvertisingsuchasthebilingualphenomenon.InChina,somescholars(BaiHaiya(2003),CaiHongmei&DongYan(2002),HuChang(l998),LinQiong}2001),WuXiahui(2001),YuanJianping(2003),etc)adaptLeech'sclassificationofdeviationtoanalyzeadvertising,thoughsuperficially.Asthewell-knownAIDAprincipleindicates(proposedbyE.S.Lewis),agoodandsuccessfuladvertisementmusthavefourbasicstandards,namely,Attention,Interest,DesireandAction(Sun&Zhai,1997:264).Accordingtothisprinciple,anadshouldfirstattracttheattentionofreaders(itspotentialbuyers),andthenarousetheirinterestsintheproducts,soastostimulatetheirdesirestotakeaction.Howtoattractpeople'sattentionanddistinguishthetargetproductfromothers?Deviationisoneeffectiveway.Thusitreallymakessensetoanalyzethislanguagephenomenonforenlighteningthecreativewritingsofadvertising.Sothispapertriestogiveadeepanalysisofdeviationinadvertising,especiallythevariouscausesofdeviationsoastoarouseadvertisers'andlinguists'attentiontothisphenomenon.DeviationinadvertisingAdvertisingisthenopersonalcommunicationofinformationusuallypaidforandtrueaboutproducts,servicesorusuallypersuasiveideasbyidentifiedsponsorsthroughthevariousmedia.Deviationisalanguagephenomenonwhichiscommonlyusedbywesternlinguiststoanalyzepoeticlanguage.Itreferstothespecial/unusualexpressionthatdeviatesfromnormanditappearsinvariousformssuchasdeviationofphonology,grammarandsemantics.Languagedeviations,whenusedproperly,willexcitecustomer’dsesireofpurchasingtheproductsbeingadvertised,butanyoverdoingwillleadtoundesirableeffect.DeviationoflexiconUsingunexpectedlettersisalsoaneasywaytocallattentiontotheprintedform.Theycanbeunexpectedintwowaystheyareeithercoinage/nonce-formationortheyseldomappearinacertainsituation(intheaspectofcollocationorpartofspeech).Coinage/nonce-formationCoinageappearsmostfrequentlywhenmakingupnamesofaproduct.Takethesuffix'-ex'asanexample.'-ex'isthesuffixoftopfrequencyinadvertisingcopy,whichisregardedastheclippingformofexcellent.Itisoftenusedtodescribeprecisioninstrumentsorproducts,suchas'Rolex','Memorex','Pentax',etc.Butnowadaysmanyarticlesofeverydayusebenefitfromit,likeKleenex(afacialtissue),Cutex(anailpolish),Purex(adecolourant),etc(Bai,2003).Byadding'ex'toformthename,theadvertiserormanufacturerwantstoemphasizethehighqualityoftheproduct.Thechangingofthenormalspellingisalsoakindofcoinage.Forexample,akindofquickdissolvingchocolateiscalledQuikChocolate.Itseemsthatifweaddtheaphonic'c',thedissolvingspeedofthechocolatewillbesloweddown(Bai,2003).Anotherexample,'Itmakesimpossibleimpossible!'(anadvertisementforanelectrictypesetter).Bymisspellingtheword,theadvertisershowsusthatitis'impossible'tofortheirproductstotypeset'impossible'to'impossible'or'impossible'.(Hu,1998)Thefollowingaresomeexamplesfromthestudiedmagazines.e.g.TheNewE800smartphonewithflashcameraDigitALLSmooth.(Samsung,E800Soft-slidephone,Time,Sept6h)You’arneinspiration-plus-insight-equals-resultsanalyst.(CapitalOne,FortuneJuly26th)TracVisionDirectTV(TracVision,Fortune,July26th)E