广告英语的语言特点JSP(1)

广告英语的语言特点JSP(1) 毕业 论文 政研论文下载论文大学下载论文大学下载关于长拳的论文浙大论文封面下载 英语广告的语言特点 指导教师:骆红亚 学 生:汤迎春 系 别:外国语学院 年 级:2008 重庆三峡学院 二0一二年五月 Linguistic Features of English Advertisement Tutor: Luo Hongya Student: Tang Yingchun Department: School of Foreign Languages Grade:2008 Chongqing Three Gorges University May, 2012 Abstract: With the development of the economy, English advertisement is playing a more and more important role in modem society. There is an increasingly higher requirement in advertising translation because of people’s high demand of free communication. This paper will discuss advertising translation from it’s linguistic features, such as the lexical, syntactic, and rhetorical devices. It will summarize several commonly used translation skills by discussing a few examples. Key words: English advertisement; linguistic features; translation skills 摘要:随着经济的发展，英语广告在现代社会中的作用越来越重要，人们对广告 翻译也提出了越来越高的要求。这篇论文将从广告语言特征的角度，如:词汇、 句法、修辞手法等来讨论广告的翻译。并从具体的例子中归纳 总结 初级经济法重点总结下载党员个人总结TXt高中句型全总结.doc高中句型全总结.doc理论力学知识点总结pdf 一些常用的翻 译策略。 关键词:英语广告;语言特征;翻译技巧 Outline 1. Introduction 2. Lexical feature 2.1 Usage of comparative and superlative adjectives 2.2 Usage of simple verbs and oral English vocabulary 2.3 Usage of wrong character and create new words 2.4 Repeat keywords. 3. Syntax feature 3.1 Use words or phrases instead of sentences 3.2 Usage of simple sentence 3.3 Usage of elliptical sentence 3.4 Usage of imperative sentence 3.5 Usage of personal pronouns 4. Rhetorical devices in English advertisement. 4.1 Simile and metaphor 4.2 Repetition 4.3 Personification 4.4 Pun 4.5 Rhythm 4.6 Hyperbole 5. Conclusion 1. Introduction With today's accelerated process of global economic integration and further expansion of China's opening up, international circulation of commodities becomes increasingly frequent. Participation in the international market competition, domestic and foreign manufacturers are facing the same issue, namely how to introduce their products and services to the target market of consumers. One aspect can not be ignored is the full use of advertising, for manufacturers to win the interest they deserve. Thus, the importance of advertising has become increasingly prominent. What is advertisement therefore? According to the Definition Committee of American Marketing Association (Fang Wei, 1997, 20), advertisement is defined as follows: Advertisement is the not personal communication of information usually paid for and usually persuade in nature about products, services or ideas by identified sponsors through the various media. It can be classified by media (newspaper, magazine, radio, television, internet), by target audience (consumer, business), by geography (local, international), or by purpose (product advertising, non commercial advertisement, action advertisement). Generally, advertisement has the basic functions including information function, demand creation function, get action function, goodwill establishment function and so on. This paper will research in the lexical feature, the syntax feature, and the rhetorical devices in English advertisement with a discussion of a few examples. It is hoped that this paper can shed light on the linguistic features of English advertisement and help advertising learner. 2. Lexical feature Advertising English must be concise, simply. Therefore it cannot be ignored to choose the appropriate and accurate words which have a great influence on the effectiveness of the advertisement. 2.1 Usage of comparative and superlative adjective Adjective has rich emotional color and rendering power, its main function is to describe and modify nouns, making the original pallid entity suddenly becomes vivid and attractive. In order to sell the goods well, advertisers will inevitably to use beautified words to describe the goods, which lead to using a lot of adjectives naturally. For example, the slogan of Minolta camera is : (1) Minolta, finest to put you finest. (The first-rate Minolta is , the first-rate you are) This sentence makes readers to have a feeling of that once you have a Minolta camera, you are the best. Even if it is not necessarily true, it can make people to have a desire to buy it. Below the sentence has reached the purpose of advertising. Let 's make things better. (Philips electrical advertising) (2) Philips is a world-renowned brand of home appliance. This sentence is a promise to the product and service. Not making a praise for how good its product is, but saying as friends modestly and softly: "Let's make things better", which shortened the distance from consumers and persuade people to trust it, choose it, and have to agree that Philips is very clever. 2.2 Usage of simple verbs and oral English vocabulary (1) Just do it.( Nike sneakers) It is a very successful advertisement. It uses only three very simple and common English words, which greatly saves space, and making people understand the meaning of words clearly at a glance. Its purpose is to stand out in many other sports brands. (2) Enjoy Coca-Cola . It is the Coca-Cola advertisement, the word “Enjoy” shows both the feeling of blow out and the Coca-Cola’s confidence and atmosphere. It is not only traditional and classical, but also full of passion and vigor. It can make people to associate it with the brand. At the same time, this advertisement is very easy to be remembered. 2.3 Usage of wrong character and create new words Advertisers are good at using word games including changing the spelling, using the intentionally misspelled word or words that people are familiar with, or the new synthetic word prefix or suffix. The new words are different from the original word form. However, it may not only keep the original meaning, but also adds a new, purpose of the use of ambiguity for implied and sell products. Create new words may improve the effect of information dissemination, and gives advertising a great deal of charm. A famous example could be seen in an advertisement in the UK. (1) DRINKA PINTA MILK A DAY. This is an advertisement to advice people to drink a bottle of milk every day. The full text should be: Drink A pint of MILK A DAY. This advertisement use pronunciation to combine advertising words together ably, both innovative and bizarre eye-catching. Because this ads pop, the word “pinta” has become a synonym of milk. For instance, when milk prices has increased, it said pinta has gone up, even the newspaper said that. Some advertisements even added “'s” after pinta, which has made the word become a plural form. Another example is as below: (2) TWOGETHER: the ultimate all inclusive one price sunkissed holiday. This is an advertisement for couples to have a holiday. Obviously, the word “TWOGETHER” is not a correct word, but converted from “together” actually, TWOGETHER both taking the pronunciation of “together” and taking the meaning of “two people”, in contrast, TWOGETHER is more attractive. Using “two” instead of “to”, the purpose is to show the couples to travel together, sharing a happy atmosphere of holiday and enjoying the ease of “ the world of two”. There are other examples of creating new words including “Mininurse” and “The Orangemostest Drink in The world.” The former one is a kind of cosmetics brand name. It uses the prefix “mini-” and “nurse” to express the cosmetics has the top quality. The later one is a beverage advertising. "Orangemostest" comes from Orange-most-est, of which both “most” and “est” are the highest level of adjectives, which combined with Orange and gone to show "high quality, high purity" of this drink that can give people a rich imagination. 2.4 Repeat keywords. Advertisers usually repeat a key word or a sentence in order to strengthen the impression and deepen the influence, therefore highlight a particular product or information. Besides, echo the principles of full use of language in English advertising (the principle of cohesion) help the audiences’ attention to advertising content and value advertising memories. Here are a few examples of advertisement with keywords repeated. (1) Finish the job in less time, with less fuel and less noise.(Car ads) (2) Free Hotel! Free Meals! Free Transfers! For a free "Stay-on-the-Way" in Amsterdam, you can rely on Kim. (Tourism advertisement. ) (3) Persil washes whiter and it shows. Persil takes care of whiteness. (Persil washing powder advertisement). 3. Syntax feature 3.1 Use words or phrases instead of sentences Olympus camera ads: Focus on life. This advertisement not only connected the photos and life, but also encouraged people to use camera to capture and record the beautiful moments in life. The successful point is that the advertising designers used a phrase instead of a sentence , which made the entire advertisement like nature itself -- highest quality and without affectation. 3.2 Usage of simple sentence English advertising are required to attract readers. It should be highly readable so that readers can understand what it convey at a glance. Therefore, English advertising language must use as few sections to convey information effectively, draw the reader's desire to buy. For example: A diamond is forever. The advertisement is very brief, but these four words are concentrated all the emotional and physical properties of the diamond. It is recognized as one of the most successful and enduring advertising slogans of the 20th century. 3.3 Usage of elliptical sentence Elliptical sentence is built on the basis of double sentence. Its simple structure makes the advertisement convey as much information as possible in the limited space, and strengthen the communication effect of advertising. For example: . (1)Deliciously simple. Simply delicious. (food advertising) This advertisement has just two simple duplications of adverb and adjective, but it has edible convenient features such as the food tasty and deeply imprinted on the reader's mind. Another example could be seen in Mild tobacco advertising. (2) Smooth, rich, rewarding. 3.4 Usage of imperative sentence Advertising language is a kind of inductive language. The purpose of advertisement is to persuade consumer to buy products or services. At the same time, imperative sentences are always used for information enquiry and encouragement. Therefore, English advertisement frequently use imperative sentence to persuade and urge consumers to accept its product or service. For example: Come to where the flavor is. Come to Marlboro country. In this advertisement, it emphasizes repeatedly on man’s masculinity who smokes the Marlboro cigarettes, and it presents brand image with the American cowboy who sends out straightforward and heroic atmosphere, which attracted all of consumers who appreciate and pursue this kind of spirit. Because of the imperative sentence, it has become one of the most successful and greatest advertisement so far. 3.5 Usage of personal pronouns To shorten the distance between advertisers and consumers, contacting each other's feelings, giving consumers an immersive feeling, while increasing the sense of credibility and consumer participation in advertising, advertisements often use many English personal pronouns. Usually the first person refer to the advertisers, the second person means the consumers, the third person refer to a person or an object which the reader respect or like . The advertisement first tries to draw people’s attention by using pronouns in first person , and then uses “you” to express its concern about the consumers to attract the reader’s affection. For example: (1) I love this game. (The NBA advertising:) With the use of the first personal pronouns, the advertisement gives us an emotion as if your friends are talking about their own personal feeling, and inviting you to join the sports, which greatly enhances credibility and appeal of advertising. Another example is as below: (2) Just because you brush your teeth doesn’t mean you do it right! (Electric toothbrush advertising) It uses the second personal pronouns to build a kind, natural atmosphere, as if it is a authority dentist to communicate with customer with confident tone, and help you correct way to brush your teeth. 4. Rhetorical devices in English advertisement. In English advertising, it often uses metaphor, repetition, personification, pun and the rhyme and many other kinds of rhetorical methods. Sometimes it also uses borrowed or famous words or phrases to increase the products’ credibility and influence. 4.1 Simile and metaphor Simile and metaphor are common rhetoric technique in English advertisement, its application can strengthen the advertisement’s expression power, making ads more vivid. For example: (1) Featherwater: light as a feather. (ze watt glasses advertisement) The word “Featherwater” refers to the glasses, “light as a feather” refers to it is as light as a feather, which combined feathers and glasses with this common characteristic in the advertisement. It attracted customers by the characteristics of light weight with glasses, and understood the needs of the customers. There is another example: (2)You'd better off under the Umbrella (travel insurance company advertisement) As for travel, safety is the most important issue, and this is every travel issue of most concern. This travel insurance company makes full use of this general psychology of tourists. Umbrella is a metaphor body, and its image is to make passenger feeling that purchasing the insurance can have fun of travel. And "better off" has meaning of "more free, and more happiness". That is, purchasing this insurance, can make your travel more free and more fun. The title of the advertisement is short, but it selected properly, which makes customers on the company's insurance services feeling warm and authentic. 4.2 Repetition Repeat includes vocabulary and grammatical structure of repetition, which can strengthen the tone, and render the role of the atmosphere. And this is precisely the effect which the advertisement pursues. For example: (1) Free hotel! Free meals! Free transfers! For free "Stay-on the-way" in Amstersdam, you can rely on KIM. The advertisement repeats four times of “Free”, which is very eye-catching, impressive, and gives people a strong stimulation to travel. Moreover grammatical structures of repetition can not only emphasis on semantic role, but also give a person a kind of relaxed and confidence. For example: (2)A Dream Price. A Dream Opportunity. The repetition of "A Dream" put two sentences together which greatly enhances the tone and propaganda dynamics. It is widely known that " Everyone is equal before opportunity." This advertisement puts price and opportunity at the same horizon, which means that both of them are ideal. 4.3 Personification Personification is widely used in English advertisement, for it can greatly shorten the distance between the advertiser and the readers. For example: Flowers by Interflora speak from the heart((botanical garden flowers pour out one's heart for the cultivation of) It is true that flowers do not speak, but the advertisement endows this character of man to flowers, which makes flowers more delicate, beautiful, and alive. Customers will not feel like reading an advertisement, but talking with an old friend. 4.4 Pun Pun is a play on words, sometimes on different senses of the same word and sometimes on the similar sense or sound of different words. It gives a sentence two meanings, so it is one meaning literally while it wants to convey another meaning factually. It can attract consumers to pay attention to it, and have associability and memorize it easily. For example: (1) Ask for More. (More cigarette) In this advertisement, “More”’ is not only the “Ask for” s object, but also refers to More cigarettes. And this sentence is evolved from Dickens’s novel "Oliver Twist" that describes Oliver when he begs food. More cigarettes make full use of the characteristics of this trademark name. Many advertisements have double meanings with rhetorical characteristic when launch it. For example: (2)I 'm More satisfied (Moore cigarettes, I More satisfied with) 4.5 Rhythm Rhyming is correspondence of terminal sounds of words or of lines of verse. It can make an advertisement more interesting and easy to be memorized and recited. Advertising English has many kinds of rhyme including alliteration, mid-rhyme and end-rhyme. For example: Hi,fi Hi,fun Hi,fashion only from Sony.(Sony audio ads) Hi-fi means high fine (quality), Hi-fun means high-fun, Hi-fashion means high-fashion. All of the three compound nouns, both the pronunciation and form, give people a kind of metrical sense and express volumes. 4.6 Hyperbole To promote sales of products and establish a brand image, advertisements need to be "exaggerated" inevitably. In fact, there are wide applications of exaggerations in advertising language. For example: (1)Look young in only two weeks. This advertisement reminds people the slogan of a Chinese skincare advertisement: "20 years old this year, 18 years old next year ". Clever use of exaggeration here, showing the author excellent language capabilities, and making the ads more appealing. Such as: (2) Now Sony turns your living room, your car and your backpack into a concert hall.(Sony audio equipment advertisements) 5. Conclusion Advertisements play very important role in the commercial society, and the English advertising is colorful, with rich flavor of life and a strong appeal. The function of advertisement English is to promote the products advertised. A successful advertisement is the perfect combination of form and content. Only if the functions and features can achieve the purpose of the advertisement, it can be regarded as a successful English advertisement. This paper introduces the characteristics of advertising language, hoping to inspire the research in this field. 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