英语广告中的语言特征分析_毕业论文(编辑修改稿)

英语广告中的语言特征分析_毕业论文(编辑修改稿)内容摘要：

egetable and Chicken Pasta Bake) Think Lysol is the best disinfecting spray. (Disinfecting Spray) The world’s coolest CDs aren’t made in New York, London or . They are made in my apartment. (Philips CD Recorder) The Compaq Armada family is lighter, with new rounded edges for easier packing. (Compaq) „ Make pun and alliteration 6 Pun is an amusing use of a word or phrase that has two meanings which is called Polysemy or of words with the same sound but different meanings which is called Homonymy. Pun, the game of words, will leave a deep impression on readers by its readability, wit, and humor. However, to make a successful and impressive pun is not easy. Except for its own meaning, the word used as a pun is usually closely related to the characteristics of a certain product or the brand name of the product. Such coincidence doesn’t occur often. Here we present several classic pun used advertisements. For example: Give your hair a touch of spring. Ask for more. (More is a famous brand of cigarette) Give your business the sharp edge. (Sharp Corporation) „ By using pun, advertisements will be easily remembered by the readers. In addition, filled with wit and humor, puns help the advertised product win favor from readers. Alliteration is the use of words that begin with the same sound in order to make a special municative effect. Usually they are pleasing to ears because of the clever choice of the word by the advertiser. In addition, the repetition of the beginning sound emphasizes the meaning the advertisement wants to express. The following are examples picked from the corpus. „, everything you need for that big bargain basement special. „, and vitamin E to leave skin soft and smooth. Treat your weary ghosts and goblins to a warm bowl of chill and „ „ Use of weasel words A weasel word is defined as “a word used in order to evade or retreat from a direct or forthright statement or position” according to Webster Dictionary (Philip Babcock Gove, 1976). The use of weasel words has bee a device in advertising. Weasel words make people hear things that aren’t being said, accept as truth that have only been implied, and believe things that have only been implied and suggested. Let’s take a look under a strong light at several frequently used words. Help Ocean Spray Cranberry Juice Cocktail helps maintain urinary tract health. It helps control the bacteria in this system. A breakthrough way to help stop wearout Help finance the video equipment. „ 7 All the examples shown are from our corpus. 23% advertisements of all samples use the word help. These helps can be omitted because they have lost their original meaning: aid, assist. Yet, help in advertising English is never redundant. It has magic power in advertisers’ eyes. Help is the great qualifier。 once the advertiser says it, he can say anything after it. Help qualifies everything. The audience has never heard anyone say, “This product will keep you young,” or “This toothpaste will positively prevent cavities for all time.” Obviously, advertisers can’t say anything like that, because there are not any products like that made. But by adding that one little word help, in front, they can use the strongest language possible afterwards. And the most fascinating part of it is that the readers are immune to the word. The readers literally don’t hear the word help. They only knew what es after it. That is strong language, and likely to be much more important to the readers than the little word at the front. Like It’s like getting on bar free. Cleans like a white tornado. It’s like taking a trip to Portugal. „ Like is also a qualifier, and is used in much the same way as help. But like is also a parative element, with a very specific purpose。 advertisers use like to get the audience to stop thinking about something that is bigger than or better or different from the product which are being sold. In other words, they can make the audience believe that the product is more than it is by likening it to something else. Like help, like doesn’t c atch much attention. However by using it, almost anything can be said and promised afterwards. Differences at the lexical level Gender identity in advertisements While we found quite a lot of similarities in the choice of words, we have also found some delicate differences in the choice of words in the three types of advertisements as classified before: daily consumer goods ads, technical equipment ads, and service ads. Language, as a municative tool, is not only to impart information, to municate ideas about a product, etc., but also to convey information about the relationship between the addresser (advertisement) and the addressee (the audience). An intimate relationship between the advertisement and the audience is always 8 hoped to achieve. So according to different audience, language applied is different. What constitutes a female and a male identity, according to advertising? Table 1, based on the language of advertising (Torben Vestergaard amp。 Kim Schr der, 1981:74), gives the modity profile of two genderidentified magazines: Women and Playboy and also provides the distribution of the different types of advertisements. Table 1 Distribution of three types of advertisements Percentage of ads Women (%) Playboy (%) Daily Consumer Goods Hygiene 10 3 Beauty 18 1 Clothes 12 14 Food, Detergents 31 Tobacco 8 15 Beer, Spirits 25 Leisure 3 Technical Equipment Vehicle 27 Radio, hifi 4 Computer 7 Service Insurance, banking 2 Others 19 1 It can be seen from table 1 that the hygiene, beauty, food and detergents ads。