An Analysis on the Language Features of English Slogans in Advertisements 广告英语论文--

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1、AnAnalysisontheLanguageFeaturesofEnglishSlogansinAdvertisements---广告中英语口号语语言特点分析AbstractAsawayofpropagatingandtransmittinginformation,advertising’sroleconnotbeunderestimatedbecauseitisnotonlyanartfultechniqueinpersuadingpeopletobuy,butalsograduallyhasbecomeamustforsocialcommunicatio

2、nwhichinturninfluencesthedevelopmentofsocietyandeconomy.ThepurposeofthispaperistostudythelinguisticfeaturesandsociologicalfeaturesofadvertisingEnglish,inthehopetohelpcopywritersathomemarketsintheircreatingprocess.Thegoalofadvertisingdecidesitslanguagetobesimpleanddirect,distinctfrom

3、thecharacteristicsofotherdiscourses.ThusananalysisonthelinguisticfeaturesofadvertisingEnglishinthelinguisticfieldisworthwhile.Undersuchcircumstances,astudyonthelinguisticfeaturesofadvertisingEnglishwillhavepracticaleffectsonthecomposingandtranslatingworkofthecopywriters.Thewholepape

4、risdividedinto3chapters.ThefirstchaptergiveabriefintroductionontherolesanddefinitionsofadvertisinganddiscussthefeaturesandcharacteristicsofEnglishslogans.Thesecondchapterstartsfromthetheoriesinsyntax,lexicology,rhetoricandendswiththelinguisticfeaturesanalyzedinthefieldofdiscourseana

5、lysis.ThethirdchapterThefourthchaptercombinestheviewpointsfromthepreviouschapterthirdandexplorestheeffectoftheadvertisingEnglishasawholeadvertisingprocess.Thelastchapter,alsotheconclusionpart,showsthatthoughadvertisinglanguageappearstobefloweryandrefined,itscontentisnobetterthancomm

6、onestlanguagecouldconvey.Byexposingthevarioustechniquesadvertisershaveemployedintheirwriting,thisparthopestoremindconsumersthatadvertisingEnglishisgraduallyattainingthenegativeandambiguousroleinguidingpeopletobuy.摘要广告是为了某种特定的需要，通过一定形式的媒体，公开而广泛地向公众传递信息的宣传手段。随着商品经济的发展，社会的不断进步，广告在我们生活中

7、所产生的作用也变得越来越重要。特别是伴随着信息化社会的到来，广告不再只是作为一种传播手段向消费者告知商品与服务信息，更拥有了广泛的文化性和社会性功能。广告具有鲜明的目的性，即说服顾客进行购买，而广告口号作为广告语言极其重要的一部分更要首当其冲抓住消费者的眼球并让消费者记忆深刻，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。。本文选定英语这一全球普遍使用的语言，就其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。此外，针对英语是一种全球通用的国际语言的特点，本文也对英语广告口号应各国各地区不同文化的特征而变化做了简要论述。本文共

8、分为三章。第一章对广告及其在社会生活中