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[Abstract]By quoting examples from a great number of contemporary ads and variety of rhetorical phenomena, the present study attempts to look into some patterns of language features and advertising style of modern English, exploring the reasons for the formation and variation of the English advertising expression.
[Key words]English advertisement; style orientation; rhetorical phenomenon; language feature
[摘要] 本文引用大量实例,通过英语修辞现象,对现代英语广告的语言特点和语体风格进行了研究,并对广告英语这一功能语体的形成、代写英语论文存在和语体特征进行了分析。
[关键词] 英语广告; 语体特征; 修辞; 语言特点
在现代英语世界里,商业广告与人们的生活息息相关。据统计,英国的报纸有1/3的篇幅用于商业广告,全国性的ITV频道有1/10的时间用于广告播放。美国每年的广告费用高达百亿美元。广告内容包罗万象,除大量的商业广告外,还有招聘、求职、租赁、征婚启事及各种政治性广告。有些政治分析家认为:在美国,政治性广告和电视广告为一些美国总统侯选人赢得了选票,这些广告对于他们能否在选举中获胜起到了至关重要的作用;广告形式多样,种类繁多,除了电视广播、报刊杂志、招贴传单、服饰用品等传媒以外,网络广告也已成为当今一种广泛快捷的宣传手段。
语体的形成和存在是社会交际需要的结果,广告语言的特点是由广告的实际需要决定的。广告语言属于鼓动性语言,有着强烈的劝说作用和诱导作用,它能影响人们的价值观念和消费观念,甚至左右人们的生活方式。尽管各种商业广告宣传的商品不同,广告的主题不同,表现的方式不同,宣传的手段不同,但是在以语言为主要媒介的各种广告中,由于商业目的和手段的共同点,广告语体有着相同之处。英语广告语体的特点有以下几方面。
一、现代英语广告的词汇特征
(一)评价性形容词出现频率高
现代英语广告在用词方面形成了某些固定的格局。据统计,像评价性形容词new, beautiful, good, real, super, superior, wonderful, great, incredible, first hand, top等,都是英语广告中常用的,new一词被认为是其中出现频率最高的评价性形容词。比如在例1这则节选的广告中,它就被重复使用了5次。
1•ANewSpecies of Camera CapturesThe World s Imagination The New AZ-300 Super Zoom is the trend setter for a New golden chapter in camera history.…
Anyone———beginner, amateur, professional———can learn how to operate the AZ-300 with seconds.Place a New world of imagery at your fingertips with the NewAZ-300 Super Zoom.
有的广告使用了大量评价性的形容词,如例2、例3。
2•Kodak Royal Gold film is a great choice for superior color reproduction in bright or low light, with unsurpassed sharpness.
3•Minolta s Hi-Tech autofocus technology that revolutionized SLR photography. Astonishing speed. Brilliant accuracy. Incredible ease of operation, even in flash photography. They are all convincing reasons why the Minolta 7 000 is the number one choice world wide. Isn t it time to take a first hand look at the autofocus SLR that s second to none?
(二)各种比较形式的语言手段使用范围广
广告法规定:广告不能以直接诽谤贬低其它商品来抬高某一产品。因而广告商在推销自己的商品时,往往采用各种对比形式的语言手段来介绍其服务项目或产品的特点、性能、独特之处,并做出承诺,以赢得人们的青睐,从而劝说大家相信,其产品或服务是最佳的、首选的,消费者切莫错失良机。例如:
4•Merlot
Similar in flavor to Cabernet, but softer and fleshier, Merlot also tends to be less tannic; when it is the only grape or the major grape in a wine, it will mature sooner than a Cabernet. Adistinctive red grape of Bordeaux, Merlot is often blended with Cabernet Sauvignon in the Medoc and Graves regions to give softness and grace to the more austere Cabernet.
例4采用比较的方法,告诉人们法国墨尔乐红葡萄酒与卡百内红葡萄酒相比,用料考究,绵甜可口,若与无甜味的卡百内酒掺饮,定另有风味。
5•432 Clay St./(415)981-0918, Nevada Bob s, the world s largest chain of professional golf shops, features the latest high-tech golf equipment, apparel and shoes at guaranteed lowest prices. Located within walking distance of major hotels in the Financial District. Open Monday through Saturday, 9 a.m. to 6 p.m.; Sunday, 10 a.m. to 5 p.m.
例5虽然没有使用贬义词来贬低其它同类商店,但通过使用比较形式的最高级来表明该专业高尔夫连锁店规模之大、设备用品之新、消费水平之低、交通之便利,均达到一流水平。相同的广告案例还有例6。
6•Canon Quality Printing. There s No Such Thing As Slow At Canon, we offer a range of high-resolution colour Bubble Jet printers that boast natural true-to-life print quality-and they are fast. Backed by Canon s superior printing technology, we provide the world s best image without compromise in speed. So for print quality and speed, Cano本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。