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1、语言学论文OnCharacteristicsofEnglishAdvertisements英语广告的特点Abstract:Agoodtranslatedversionofanadvertisementwillnotonlybestconveytheoriginalinformation,butalsoreflectthecharacteristicsoftheproductadvertised,attractconsumersandleadthemtoproducedesireofpurchaseaswell.However,differ
2、entfeaturesoflanguages,differentculturesandconsumers'acceptancedeterminethatthetranslationofadvertisementisfarfrombeingeasy.ThispaperstudiesthecharacteristicsofEnglishadvertisementsfromtwoperspectives:lexical,syntactical.KeyWords:Englishadvertisement;characteristics1.Defi
3、nitionofAdvertisingTheword“advertise”originatesfromtheLatinword“advertere”meaning“toinformsomebodyofsomething,”and“todrawattentiontosomething.”AlbertLasker,generallyregardedasthefatherofmodernadvertising,definedadvertisingas“salesmanshipinprint,drivenbyareasonwhy.”ButLask
4、er,theownerofLord&Thomas,espousedthatdefinitionaroundtheturnofthe20th,longbeforetheadvertofradioandtelevision,whenthenatureandscopeofadvertisingwereprettylimited.Advertisingisthenon-personalcommunicationofinformation,usuallypaidforandusuallypersuasiveinnature,aboutproduct
5、s(goodsandservices)orideasbyidentifiedsponsorsthroughvariousmedia.2.Lexicalcharacteristics2.1UsingLargeNumberofPositiveWordsBritishlinguistG.H.Leechranksthefirsttwentiethusedadvertisementpositivewords:(1)new(2)good/better/best(3)free(4)fresh(5)delicious(6)full(7)sure(8)wo
6、nderful(9)clean(10)special(11)crisp(12)fine(13)big (14)great(15)real(16)easy(17)bright(18)extra(19)safe(20)richForexamples,(1)Selectedmaterials,fineworkmanship,moderndesigns,reasonableprice,variousspecifications.Orderswelcome.(“Aviation”ArtificialLeatherSuitcases)用料上乘、做工精
7、细、款式新颖、价格合理、规格齐全,欢迎选购。(“航空牌”人造革皮箱)(2)Whyourspecialteasmakeyourpreciousmomentsevenmoreprecious?(LiptonTea)非凡立顿,异样人生。(立顿茶)2.2TheUseofOralEnglish“Theonlycarinitsclass”istheVillagerauto’sadvertisementin1993.Andtheword"class"inthissentenceistheoralspeakingofthemeaningof"samety
8、pe".“Itgivesmeclear,plainpaperfaxesatapriceIcanafford.”ThisisthemessageofCanonduplicatemachine.A
