English Morphology in Advertising 广告英语的词汇特点
学生姓名：SEASON
专业班级：英语0901
学号：
课程名称：英语词汇学
任课教师：
二〇一〇年十二月
English Morphology in Advertising
广告英语的词汇特点
Abstract: Advertising language is fascinating and persuasive. The use of the vocabulary has its unique novelty.This paper set English advertising as an example to have a tentative discussion of the characteristics of the use of vocabulary.
Key words：English; advertising language; lexical features
摘要:广告语言引人入胜、说服力强。在词汇方面的运用有其独特、新颖之处。本文拟就广告英语为例,对其词汇运用方面的特点作一番初步的探讨。
关键词：英语；广告语言；词汇特点
1．Introduction
As China has successfully joined the WTO, the world economy growing trend towards integration. Every day we are full of advertising exposure to society. Not only is the Chinese advertising.,advertising in various languages, especially English ads everywhere. Ads into millions of households, to infiltrate every aspect of people's lives. In English advertising, shoddy, dull monotony of course there are, but in many ingenious, innovative, and unique superior works. This high-quality advertising in the language who have great attention to make great efforts. To lively, interesting results. Is a readable literary masterpiece, the fight for customers, expanding trade, open markets, promote competition played an important role. As an important part of English advertising language of an ad - ads in English, in addition to the general characteristics of the English language, there are also its significant features, and this is precisely the characteristics of significant performance in its vocabulary. The smallest as a language, the use of the most basic independent unit of the article in the understanding of the word plays an important role in the process. Whether the reader, or the translator is concerned, there is no clear meaning, it would not grasp the meaning of sentences and articles. Therefore, this article intends to ads
in English as an example. Lexical features for some of their preliminary study.
2. Body
2.1 Evaluative adjectives and adjectives comparative and superlative
2.1.1 Usually use strong colors compliment evaluative adjectives
Extensive use of English advertisements often strong colors compliment evaluative adjectives in order to make advertising the products or dissemination of information in the minds of consumers a vague but beautiful image, so as to achieve marketing purposes. Such as:
1.Supreme Reds (Paris, L'Oreal hair dye cream series of ads)
2.With an ordinary facade but splendid interior decor, Royal Palaceis known as one of them ostexpenve apartment in Beijing. (Royal Palace Beijing real estate ads)
Such advertisements in English to win the favor of people compliment the most common adjectives there: latest. up-to-date, fragrant. attractive. golden, successful, charming. comfortable. perfect, great, wonderfu1. first-rate, ever-lasting, super, unique, ideal and so on. These adjectives often make an ad suddenly enriched. No wonder the English advertising often jokingly as a "never ugly, no suffering, no wild wonderful world."
2.1.2 The extensive use of the comparative and superlative
Comparison of adjectives and the most advanced but also frequently appear in the ad, with the aim of comparison, the raise the quality of their products to meet consumer mentality and preferences. Such as:
1.Dale Batteries: the original and still be the best. (Dale Battery: original, best)
2.Let 's make things better. (Philips: Let us do a better job)
Above two cases better use of comparative adjectives and superlative the best, let the reader in comparison to deepen the impression of the product, play a very good promotional effect.
In addition, some businesses will boldly to utilize part of speech, to utilize such adjectives
as verbs in a sentence, to "the south bank of Green River spring" effect. Such as:
3.Green your heart. (Health care products advertising Heineken: Let your heart is full of energy)
4.Good to the last drop. (Maxwell House coffee ad: to the last drop)
the magical number of adverbs with exaggerated significance
2.2 The magical effect of adverbs with exaggerated significance
Many English ads are often exaggerated by a number with meaning or with full or adverb of universal significance, and achieved good results, such as adverbs in the following Magical listen:
1.Satisfaction Guaranteed Absolutely! (Home appliances ad)
2.No caffeine. Virtuallv no caries. Just a unique, sparkling citrus taste. A Fresca (Fresca drink slogan: no caffeine, trace calories. A unique citrus flavor, and Shen Yi Kuang heart.)
3.We have hidden a garden of vegetables where you'd never expect in a pie. (Vegetable pie ad)
4.Intelligence everywhere. (Motorola: Intelligence everywhere .)
5.To me, the past is black and white, but the future is always color. ( wine)
2.3 Simple but inflammatory verb
2.3.1 Often use a short verb
English advertisements often use some syllable or fewer letters short verbs, such as using get instead of obtain, buy place of purchase. With the use instead of utilize, etc., to make it simple and vivid language, the content at a glance. For example:
1.Buy one pair, get one free. (Sunglasses ad: buy one get one.)
2.Take TOSHIBA, cake the world. (TOSHIBA Electronics: with Toshiba, the world.)
3.A Mars a daykeps you work, rest and play. (Mars Chocolate brand advertising: a Mars chocolate a day, so you have a good work and rest.)
4.Impossible made possible. (Canon printer)
5.Honda has always made good carS. People / ove them. (Honda ad)
English verbs are advertising these short daily lives of most people, meaning most explicit verb. Although the meaning of their own different, but they are used to represent the ad or the relationship between providers and consumers. Such as: have, get, give, buy, kep, and other major consumers of a commodity that the acquisition and ownership; see, take, taste, use and other consumers of a commodity, said the action and processes; and ask, like , love a certain product so that the consumer attitude and fondness.
2.3.2 The present participle of the verb form
Sometimes advertisers often use the verb form of a ing segmentation. Result in a "dynamic", giving vivid, lifelike feeling. If the product to the customer front, call at any instant, ready. For example:
1.Getn ~ g places in the business world is easier if your banker is there to met you. (Bank advertising)
2.Poetry in motion, dancing close to me. (TOYOTA Motor: Poetry in motion. Dancing close to me)
3.Connecting people. (Nokia phones)
4.Making Communities Together. (Taiwan's Makoto Bank Advertisement: Solidarity Community)
2.4 Magical personal pronouns
In order to narrow the gap between advertisers and consumers in the distance. Enhance the consumer's sense of participation (sense of participation), advertisers in English the use of personal pronouns is really spent a lot of effort, described pains. If the first person is often used to refer to advertisers, the second person to refer to the consumer, or a third person to refer the reader to understand the people. Consider the following example:
1.We lead others copy. (Ricoh printers: We lead, others follow.)
2.We integrate. . you communicate. (Mitsubishi Electric: We integrate. You communicate.)
3.Spoil our self and not) our figure. (Weight-Watcher ice cream: safe to eat. Do not worry about weight.)
4.She usually complains about my anniversary gifts. but this years he is going to smile. (Perfume ads)
It is worth mentioning is, some magical advertisers often the first person to refer me the product itself, to sell the goods intended to be a living thing, give it to people's character, ideas and activities, to thinking, talking, let self-introduction, and even boast. This is not only a deeper description of the product's features and functionality, and ease of a vivid impression of consumers to make their feelings resonate with the ads. For example:
5.Time always follows me. (Rossini ladies fashion watch: when asked because I exist)
6.Just call me. be happy. (Far EasTone Telecommunications)
2.5 Flexible application of indefinite pronoun
Many advertisers to cater to the prevailing herd mentality of consumers sometimes use al1, everyone, none, nothing so that all "areas" in the indefinite pronoun, to increase their popularity, reflecting the extraordinary characteristics of a commodity or has been generally accepted by consumers. Such as:
1.All is well that ends well. (Tobacco advertising: the more able to get behind the more flavored JL)
2.Today 's Nobody. Tomorrow's Somebody! (Somebody Taishin Bank credit cards)
3.None is more amazing than Alba Quartz. (Watch ad)
2.6 Using numbers, let the facts speak
Chinese advertising in order to make a product with a compelling, in general, commitments, but the expression of cultural differences in different ways. Chinese advertising in the usually "provincial superior Bu" (awarded the superior quality produced by the provincial government and the Ministry concerned.) "Access to quality Gold" (awarded Gold Cup for quality) to show the authority of the product, some product advertising Zeyi an expert, professor to make commitments. Such as: "A professor from the invention" (invented by Professor ... ...). In fact, the English advertising focus on the authorities, but advertisers prefer to let the facts speak for themselves, they often use the data obtained after repeated testing or to quantify the final results of the survey data to
convince consumers, both simple and clear, clear, achieve a multiplier effect:
1.How to getloo watts of light for only 44 watts of electricity? (Home appliances ad)
2.You see, in laboratory tests. now Crest Complete got up to 3796 farther between teth than the leading flat brush. (Toothbrush ad)
3.A perfume with a fragrance as beautiful and lingering as only 4,000 flowers can be. (Perfume ads)
2.7 The flexible use of complex words
By the various hyphenated compound words concise, flexible and convenient method of word formation, not only has been in the news in English, English and other modern technology can be widely used in the English style, but it is much favored by advertisers, the advertising is in English for common, almost everywhere. Such as:
1.Italian designer Valentino'S 2004 Spnng-Summerready-to-women's fashion colection presentation. (Fashion show ads)
2.International air express and cargo sales, sea-and-air co-ordinate transport information and consulting services.
C0sco International Air Freight (shipping advertising)
Such compound words in English advertisements abound, as the modification common are: top-quality fresh-tasting best-selling easy-to-dress brand-new carefully-selected and so on.
2.8 Recurring key words
In order to strengthen the tone. Highlight the product of a performance, or impress, so that consumers easily remember the name of the product. Advertisers often at any cost, recurring key words to the attention of the advertising value and the value reflected most vividly remember, people can blurt out the name of a commodity and its advantages. Such as:
1.Hot/Hot/Hot /
Chilies create a nation of fire-eaters in search of heat.
- - Daily News (dried chili ads)
2.She is the nimblest girl around.
Nimble is the way she goes.
Nimble is the bread she eats.
Light. delicious. Nimble. (Jie bread ad. Note: The use of pun sentence modification techniques, translated: she is the most agile around the girl. Agility is a characteristic of her manners. "Jie" is her consumption of bread - soft, delicious, "Ming Jie ")
2.9 Innovative spelling, enhance the attractiveness, lively and interesting
Advertising English pursuit of novelty, unique, eye-catching, often with some words not found in the dictionary. Sometimes the pursuit of advertising hyperbole, unconventional results, based on characteristics of the product. To imitate the word formation, spelling homophonic piece, or by other substitution variants means that he coined new words and even some of Zhao Yan typos. Although the new coinage and different form of the original word, but meaning still remain, giving a natural, wonderful feeling.
2.9.1 Misspelling
Misspelling is a common spelling of innovation, can form the same or similar pronunciation, reflecting the humor, emphasizing the theme.
4ord costs 5ive% le $ $. (Ford Motor)
This ad English misspellings vivid eye-catching, interesting, probably the most casual reader will also look to be caught, can not be ignored.
2.9.2 The proper use of prefix and suffix
English ads sometimes use some discretion before the suffix, to form new words or product names. Although the ad constitutes a new English words with affixes is not too much, but many of them pose with a new word before a suffix or trade names does greatly enrich the expressiveness of the language of advertising, particularly a prefix super, mega one, the suffix ex and y the most prominent one. The first ad in which super prefix used frequently in English, said "super." "Super", such as justice. Such as:
1.Lux the ad superich (foam rich, super moist), "mega one," said the king, or large, such as: mega-star film star, mega-hit movie blockbusters. mega-dollar super-huge sum of money, Mega-stars Jiang Wen (Jiang Wen) and Ge You (Ge You) take the lead role in this home1and film, (a video ad.)
Suffix is generally considered from a ex excellence, often appear in many words in the trademark.
For example: Timex to all. and to all a good time, "timex" is ex time a variant of the suffix, to emphasize "Timex" The accuracy and timing characteristics table. Y by a suffix consisting of a new word means "a little bit?" And "with? Color or features of the" other meaning of words with a strong El color. To read quite popular kind. Catchy. Such as: bubbly beer, milky flavor, silky hbric, toasty bread and so on.
2.10 Frequent use of acronyms
Acronym also known as the acronym is a word in the phrase of the first letter of the major condensation, and therefore they can replace a few letters a few words. This eye-catching but also no shortage of nice words likely to cause a trademark of the curiosity of customers to attract their attention, arouse their desire to purchase, to improve the economic efficiency of goods, which frequently show his face in the ad. For example:
1.We offer-R guarantees: guaranteed repmr, replacement and refund. (Electrical advertisement "three guarantees": repair, replace or return)
2. SALT Sardian Shipping Service Sea-borne. Air-borne and Land-surface Transportation (Joint Shipping Company: sea and air transport)
3.3 a U Brand
Unrivaled quality
Unbeatable prices
Unrested service ("three excellent" brand furniture: good quality; price; quality of service)
3.Conclusion
In summeries, advertising the use of English in vocabulary has its own unique,
novelty, in the ad in English for an important role to play. The superior quality of English advertising for expanding markets, promoting sales, win customers, win the competition, undoubtedly played a crucial role. With China's WTO membership and greatly enhanced overall national strength, China will more quickly to the world, more and more Chinese products will fly into the homes of ordinary people in Europe and America, so the English advertising business is a sunrise industry. In this paper, characteristics of business English vocabulary of advertising research, advertising can be translated to the majority of English fans to provide useful experience. Advertising English vocabulary features an interesting topic worthy of further excavation and research.
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浅析广告英语的语言特征 来源：作者：时间：2010-06-07 点击： 广告是企业宣传、促销产品的最常见而有效的方法,同时也是大众了解新产品、决定消费选择的主要渠道。我国正处于一个开放的时代,如何向国际社会树立企业形象、推销企业产品,英语广告起到了举足轻重的作用。本文拟从词汇特征( lexicalcharacteristics)、句法结构(syntactical construction)和修辞手段(rhetorical figure)等3个方面来论述广告英语的语言特征。 一、广告英语的词汇特征 由于受时间、篇幅、版面等因素限制,广告英语在用词上讲究简洁,力求用最简单、生动、形象的词语达到吸引与感染公众的目的。所以,广告英语的用词主要有以下几个特点。 (一)大量使用形容词及其比较级和最高级 为了推销产品,广告商难免要描写产品的性质及品质,对商品进行粉饰和美化,这自然需要使用大量的褒义形容词。据统计出现频率较高的是以下一些形容词: new, good, grea,t fine, fresh, delicious,idea,l specia,l beautifu,l fantastic, superb, magic, a-mazing, excellen,t perfec,t unique等[1]。如The cleanlook: It′s the fresh, natural look of cleanmake-up[2].这是美国大众化的化妆品Covergirl的广告,用了多个以自然与洁净为主题的形容词,不强调浓妆艳抹,使得产品显得平易近人,没有高不可攀的感觉。又如Sensuously smooth. Mysteriouslymellow. Glori-ously golden. Who can resist the magic ofCamasXOCognac[2]? XO是许多人都向往的。此广告一连串表示赞叹的副词和形容词使得该饮料的诱惑难以拒绝。 形容词的比较级和最高级出现的频率也较高。这是由于有比较才有鉴别,广告商总是要设法把自己的商品与同类的或以往的商品进行比较,如诺基亚手机的广告: Nokia, the easiest way to expressyourself[3]。 (二)广泛使用复合词、合成词 1.广告英语在词的组合上往往不受语法和词法限制,可以无限创新,大胆虚构,使语言更加新颖、别致[4],给人留下较深的印象,从而进一步加深人们对广告内容的记忆。如 OilofOlay(玉兰油)的广告: There′s rollup-your-sleeves-and-punch-the-day-lights-out-of-aging sleep[5]。又如America′s swing-a-way portable can opener. (一种开罐器)[2]2.许多用super-作前缀
英语广告的翻译特点及策略分析 姓名：xxx 学号：xxxxxxxxx 专业：xxxx 学校：xxxxxxxxxxxxxxxxxxx 摘要：随着经济全球化的进一步加快，英语广告越来越多的融入到我们的生活，与我们的日常生活有着越来越密切的联系。英语广告用词简洁，隽永，却有着丰富的含义，让人意味深刻。随着人们紧跟时代潮流，英文广告已经越来越普遍的应用到各类广告中。如何使英语广告更易被普通大众所接受所理解，这正是本文提出的研究重点，了解英语广告翻译特点，以及对翻译策略的分析。 一、研究目的：（背景与意义、国内外研究现状与发展趋势） 在经济日益全球化的今天，国际经济的进一步发展带动了广告业的腾飞，英语广告翻译日益成为翻译学研究的重要组成部分，广告翻译的发展对国际贸易的发展不言而喻。广告是商战中的有力的武器，广告英语是一种专门用途的英语，他与普通英语有着较大的差别，本文结合大量的实例，从广告英语的语法特点、句法特点和修辞特点三方面分析了广告英语的特点，并浅析了其翻译策略。英语广告翻译作为翻译学的一个新的领域，引起了众多的翻译工作者和研究人员的注意，发展仍然不够成熟和完善，这篇论文正是针对这一系列的问题提出了英语广告的特点和英语广告的翻译策略等重要意义的课题。从而为英语广告的翻译
提供了有效的途径，为众多的翻译工作人员提供了重要的借鉴，同时也推动广告业及广告翻译事业的长足发展。 二、国内外研究现状与发展趋势： 在国际商品贸易发达的今天，广告也日益具有国际性。从一种语言到另一种语言，广告的翻译既要保留原文的精华，又要符合消费者的心理。与其他翻译不同的是，上述目的要在对一个广告语的翻译中实现，这就需要运用语言，营销以及美学方面的综合知识。在翻译的过程中应根据广告的特点，选用适当的表达方法，使译文在表达出原文全部信息的基础上，充分体现原文风格和表现形式，再现原文风貌。 三、动机及意义： 目前，英语广告的翻译比英语文学的翻译起步晚，发展不成熟，随着国际品牌打入国内，英语广告的翻译成为翻译领域的重要课题。目前国内外的学者已经对英语广告的翻译有了广泛的研究，《文学及语言巨献》杂志中多次刊登了中国的诸多学者关于广告英语翻译策略的文章，并且通过大量的鲜活的例子对具体的翻译方法做出了说明，虽然英语广告翻译的研究已经在国内外取得了显著的成绩，但在国内市场上，有的商家谋利心切且翻译人员也只是粗制滥造，使的众多品牌广告的翻译不够准确有的甚至偏离产品原本别具匠心的宣传口号，实际上是不利于商业和广告翻译事业的发展。因此了解英语广告的特点，提出并发展英语广告的翻译策略是迫在眉睫。 四、主要内容：（要解决的问题，主要思路）
广告英语的修辞特征 [摘要]广告作为一门综合艺术,具有很多独特之处。广告的撰写在词汇、句法、修辞方式等方面具备一些特征。在词汇方面,广告用语必须简洁、生动、形象、富有感情色彩和感染力。它的词汇特征集中在这几个方面:模拟造词及变异拼写、借助外来词、广泛使用动词、大量使用形容词及灵活运用复合词。在翻译时,应考虑到这些特征,灵活采用直译、意译、直译意译相结合、套用汉语四字结构等方法。 [关键词]广告英语;词汇特征;翻译 广告作为传播信息的一种方式,已成为人们生活中不可缺少的一部分。广告作为一门集社会学、美学、心理学、市场营销学、语言学等学科于一身的综合艺术,越来越受到人们的关注。广告的目的在于说服或提醒人们购买某种产品或采取某种行动, 具备“推销能力”( selling power) ,激起人们的购买欲望;广告也具备“记忆价值”(memory value) ,给人留下深刻的印象;它还具备“注意价值”(attention value)和“可读性”(readability) 。广告的撰写在词汇、句法、修辞方式等文体方面具备一些特征。本文主要探讨广告英语的词汇特征及一些常见的翻译方法。 一、翻译理论及翻译方法 从词汇特征的角度看,广告英语的构成与一般的实用英语的构成并无本质上的差别。因此在翻译的过程中也受句字、段落、篇章等较深语言层次的影响,也需要运用翻译理论和原则加以指导。西方翻译理论的权威之一尤金·奈达的等值翻译理论是指导广告英语翻译的最好原则。奈达认为“翻译的重点不应当是语言的表现形式,而应当是读者对译文的反应”,也就是说译文要在语言的功能上和原文对等,而不是在语言的形式上和原文对应,即动态对等。因此在翻译时,除了从语言规律上寻找与原文对等的契合点外,还必须处理文化差异带来的理解上的差异。同时还要考虑原文的词汇及修辞特点。因此,译者必须了解广告英语的特征,了解译文接受者对译文的反应和原文接受者对原文的反应的差异,根据不同的反应改变或调整信息形式,顺利地完成信息的传递。也就是说译文应与原文达到音、形、意的完美统一。在具体的翻译过程中主要采用直译法、意译法、直译和意译结合、套用汉语四字结构等方法。 二、词汇特征及翻译 作为吸引顾客的手段,广告用语不同于其他实用英语,它必须简洁、生动、富有感情色彩和感染力。 在翻译时,应考虑这几方面的特征,采用适当的翻译方法。 (一) 模拟造词,变异拼写 一是造字。在广告的制作过程中,尤其在给产品命名时,广告创作人员常使用大量前缀、后缀。这不仅新颖独到,而且能体现产品的功能和特点。 如“mininurse”,这是一种化妆品的商标名,使用了mini - 这个前缀,表示“微型的,微小”;而nurse (护士) 往往给人无微不至的关怀和照顾,在这里借指该化妆品的优秀品质。因此翻译时可采用直译,译成“小护士”。 又如“hi - fi , hi - fun , hi - fashion ,only fromsony . ”在这里hi - 这个前缀是high的谐音, 表示“高”的意思。在翻译时也采用直译法,译成“高保真、高乐趣、高时尚———只来自索尼。” 再如“give a timex to all ,to all a good time1”该广告是有关牌子为timex 的手表。timex 是杜撰的新词,由time 和excellent 合成,既显示出产品的属性, 又暗示该产品质量优异。而a good time 既可指该表能报出准确的时间,又可指能带来快乐的时光。在翻译时应尽可能反映出原词的含义。可采用直译和意译相结合的方法将其译为“给君一块‘天美时’,快乐时光伴随你。” 商标中经常出现super - ,ultra - 这样的前缀及- ex 等一些后缀来显示产品性能优异。比
广告英语翻译常用词汇 产品远销英国、美国、日本、意大利和东南亚，深受消费者欢迎和好评Our products are sold in Britain, America, Japan, Italy and South East Asia and well appreciated by their purchasers. 畅销全球 selling well all over the world 典雅大方 elegant and graceful 定型耐久 durable modeling 方便顾客 making things convenient for customers 方便群众 making things convenient for the people; to suit the peo ple's convenience 方便商品 convenience goods 方便生活 bringing more convenience to the people in their daily life; prov iding amenities for the people; making life easier for the popula tion 各式俱全 wide selection; large assortment
顾客第一 Customers first 顾客是我们的皇帝 We take customers as our Gods. 规格齐全 a complete range of specifications; complete in specific ations 花样繁多 a wide selection of colours and designs 货色齐全 goods of every description are available. 客商第一，信誉第一 clients first, reputation first 款式多样 a great variety of models 款式活泼端庄 vivid and great in style 款式齐全 various styles 款式新颖 attractive designs; fashionable(in) style; novel (in) de sign; up-to-date styling 款式新颖众多 diversified latest designs 美观大方 elegant appearance 美观耐用 attractive and durable 品质优良，疗效显著，誉满全球，欢迎选购 excellent quality, evident effect, good reputation over the world, orders are welcome. 品种多样 numerous in variety 品种繁多 great varieties 品种齐全 complete range of articles; a great variety of goods
浅谈广告英语的修辞语言学基础 【摘要】为了实现广告的特殊的劝说功能,广告商用尽各种策略,修辞则是其中重要策略之一。修辞作为一门劝说的艺术能帮助广告商实现其预期的目标。文章从心里语言学的角度,探讨多种修辞格运用的语言学基础。 【关键词】广告英语;修辞格;语言 当今社会广告无处不在,作为引进国外科学技术和介绍国内产品的一座桥梁,广告英语也愈来愈被人们关注。由于广告的劝说功能,使得广告英语在文体方面具有特色。为了能够成功地劝说受众,能激起大众的兴趣以期最终采取购买行为。广告商运用各种策略,而运用修辞格则是其中策略之一。修辞是一门劝说艺术,一种可以控制或改变他人信念乃至行为的工具、技巧或手段。各种修辞格的运用使得广告能更具说服力。 心理语言学是通过研究语言和言语,从而进一步了解心智的本质和结构的科学。广告商运用了多种修辞格使得广告能产生较好的效果,本文将以此为基点,探讨其心理语言学基础。 一隐喻 隐喻研究源远流长,有人说,隐喻是一种修辞格;有人说,隐喻是一种范畴错置。本文将把隐喻作为一种修辞格来看待。Carroll (1999∶145) 指出,隐喻的理解首先要从心理词汇(lexicon) 中提取消息,选择适当的那部分意义,最后识别本体与喻体之间的关系。束定芳(2000∶17) 指出,隐喻中的喻体对说话者或听话者来说要比本体更为熟悉。而在两者发生互动反应时,通常是更为熟悉的事物的特点和结构被影射到相对陌生的事物上,因而喻体可以帮助认识本体的特点和结构,因而也具有了认知的功能。由此可看出,隐喻中喻体与本体的相似性应该说是构成隐喻的基础,对于不能很好地直接地表达出的意义,运用隐喻也就更易被理解。 1) High Efficiency Our Big Bird can be fed even at night2) Kodak is Olympic color 第一则为法国货运航空公司的广告标题。公司的班机被比作随时待命的巨鸟,而货物则是喂“鸟”的食物。如果用“Our planes Pair lines ”代替“Our Big Bird”,那么标题显得平淡无特色,喻体“Big Bird”的运用能使人们产生诸如雄鹰展翅等很多的联想! 使得广告更生动。第二则是柯达彩色相片的广告,喻体“Olympic”首先给予受众是“最好”的直觉,且会联想到运动场上角逐激烈,瞬息万变,精彩的刹那本不易捕捉,但柯达则能快速、精确地把这些灿烂瞬间拍摄下来。 二双关 一般来说,人们为了清楚地表达自己,常常要避免歧义,但歧义并不都是只有负面影响,如果正确地利用,适当的控制则能使歧义产生很好的语言效果。广告商运用的多是词义双关而非句法双关。Carroll (1999∶123 —125) 指出,在语句的理解过程中,歧义的多种意义暂时都激活,但歧义的主要意义和上下文会很快消除歧义性。当上下文和歧义词主要意义都指向同一方面:即都偏向同一主要意义,那么词汇的歧义性对语句的理解不会有何影响,在这种情况下似乎第二种意思都不被激活。因此,在歧义不会影响语句理解的前提下,而且其双关意义被受众解读后能留下深刻印象,不难看出广告商为何如此青睐双关修辞格。
广告英语特点 在当今信息时代,随着社会生产力和商品经济的高度发展,广告已经成为人们生活不可或缺的一部分。每天每时每刻,人们都会接触到广告,广告已经影响到了社会生活的每个角落,并不断地影响着人们的价值观念、思维、生活方式和情趣等。?广告是一门浓缩的、综合的、商业性的艺术,广告英语作为一种应用语言,因其所具有的特殊效用,已逐渐从普通英语中独立出来而发展成为非规范化的专用语言,用词造句与普通英语也有许多差异,并随着广告的发展、时代的前进、科技的进步及社会的变更而变化。?本文在搜集大量英文广告范例的基础上,就广告英语在词汇、句法和修辞等方面的主要语言特点做了详细的分析,让人们在欣赏英文广告的同时更深刻地理解其内涵。 一词汇特点 广告英语常用大量形容词和杜撰的新词来吸引观众的眼球,从而达到广告目的:引起人们的兴趣,进而购买产品。 (一)形容词及其比较级、最高级 为了推销产品,广告商会大量地使用形容词来修饰和美化商品,以使广告所介绍的内容或传播的信息在消费者心中树立美好的形象。尽管广告英语中所使用的形容词很多,但我们可以找出一些使用频率最高的形容词。?根据英国语言学家G.H Leech的统计,最常使用的20个形容词,按其使用频率的高低依次为:(1)new,(2)good/better/best,(3) free,(4)fresh, (5)delicious,(6)full,(7)sure,(8)clean,(9) wonderful,(10)special, (11)crisp,(12)fine,(13)big,(14) great,(15)real,(16)easy, (17)bright,(18)extra,(19)safe, (20)rich.?[2]这些词在某种程度上增加了广告的可信度和浪漫感觉,如:●What a Good time for a Good taste of a kent?这是?Kent?牌香烟的广告,它一句话里用了两个?good?来吸引消费者的购买欲望。●The choice of a new generation.这是百事可乐的一则广告,它用到了形容词?new?,所抓住的消费者心理就是:?都愿意去做新一代,而不愿承认自己已经老了?。广告英语也经常用到形容词的比较级和最高级,从而引导消费者觉得这种产品在同类产品中是最好的。如:●Why our special teas make your precious moments even more precious?很显然,在这则立顿红茶的广告中使用了形容词还用到了比较级,让人顿觉这种茶的功效非凡。下面是一家航空公司的宣传广告,连用两个最高级来显示自己的优质服务:●Along the way, you’ll enjoy the warmest, most personal service in the sky.正是由于形容词及其比较级、最高级具有很强的感染力,大大地刺激了人们的购买欲望,所以在广告英语中的应用极其广泛。 (二)杜撰新词 英文广告中词汇的拼写往往打破常规、标新立异,运用杜撰、巧造的新词来强调其产品
本科生毕业设计（论文）封面 （ 2016 届） 论文（设计）题目 作者 学院、专业 班级 指导教师（职称） 论文字数 论文完成时间 大学教务处制
英语原创毕业论文参考选题(200个) 一、论文说明 本写作团队致力于英语毕业论文写作与辅导服务，精通前沿理论研究、仿真编程、数据图表制作，专业本科论文3000起，具体可以联系qq 805990749。下列所写题目均可写作。部分题目已经写好原创。 二、原创论文参考题目 1、(英语毕业论文)从中西文化差异看英汉数字翻译（开题报告+论文） 2、(英语毕业论文)An Analysis of Feminism in Little Women（开题报告+论文+文献综述） 3、(英语毕业论文)The Archetype of the Ugly Duckling in The Secret Garden 4、(英语毕业论文)网络委婉语中的模因现象研究（开题报告+论文+文献综述） 5、(英语毕业论文)歧义的语用研究 6、(英语毕业论文)An Analysis of Female Images in The Thorn Birds 7、(英语毕业论文)从语境视角浅析《生活大爆炸》中反语的幽默属性（开题报告+论文+文献综述） 8、(英语毕业论文)金融英语词汇特点及其翻译策略(开题报告+论文) 9、(英语毕业论文)Doomed Tragedy out of Desire-Driven Morbid Personalities in Nabokov’s Lolita 10、(英语毕业论文)美国情景喜剧《老友记》中幽默的翻译研究（开题报告+论文） 11、(英语毕业论文)中西文化对红颜色的理解及翻译（开题报告+论文） 12、(英语毕业论文)中西方家庭教育对比研究——从《傅雷家书》和《致儿家书》的对比(开题报告+论文) 13、(英语毕业论文)英汉“走类”动词短语概念隐喻的对比研究（开题报告+论文+文献综述+外文翻译） 14、(英语毕业论文)从功能理论角度分析电影《点球成金》字幕翻译 15、(英语毕业论文)“理想化”和“反理想化”－－《不能承受的生命之轻》主题辩析（开题报告+论文） 16、(英语毕业论文)肢体语言在英语教学中的应用 17、(英语毕业论文)A CP-based Analysis of Humor in Friends（开题报告+论文+文献
浅谈广告英语的特点 班级组员：类别：英语 关键词:英语广告语言特点 参考文献：《广告英语》《英文广告文体与赏析》《英语修辞赏析》 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。在越来越小的地球村中，广告成为一种主要的宣传方式，尤其是借助商业广告来达到一定的经济效益。记得广告大师雷蒙?罗比凯曾说过：“上乘广告的最好标志是，它不仅能使观众争相购买它的产品，而且能使观众和广告界都把它作为一种可钦可佩的杰作而长久不忘。”每当打开电视、电脑等多媒体，都会有铺天盖地、五花八门的广告显出来。在此，我认为广告英语一共有以下九大语言特点。 一、广告由于篇幅有限，多使用简单句，结构清晰，引人入胜。词汇少而生动，能够引人注目，在短短几句话中，即可简明表达意思及用意，同时富有感情色彩和极大感染力。因此广告英语中常用词义浅显通俗易懂的词语或短语。 例如 1、1993的VILLAGER汽车广告the only car in its class 使群众能很快了解到该汽车的独到且广告词简短好记，易入人心。 2、Canon 复印机广告It gives me clear,plain paper faxes at a price I can afford.. 一句话表述了复印机的功能，以及它便宜的价格。 3、某酒店广告Going east，Staying westin. 两个单句紧凑，简明扼要，前后相呼应，使人产生联想。 4、七喜广告Fresh Up with Seven－up． 句式简单明了，直接表达主旨。 二、广告借助祈使句、疑问句和省略句等特殊句式来在短时间内抓住人们眼球，读起来一气呵成，听起来轻松活泼，使人们更能够接受。 （1）祈使句具有号召性，劝说人们采取行动，能够迅速达到广告的根本目的。 例如 1 、夏威夷旅游广告Come To Life In Hawaii. 用祈使句表示欢迎来夏威夷享受真正的生活。 2 、某桌子广告语Lay down your arms. 生动地写出桌子的用途，通俗易懂。 （2）疑问句（一般疑问、设问、反问）通过人们的思想来作出问题，把握群众心里，引起人们的思索或共鸣，以辅助广告的作用。 例如 1、旅行社广告Have you ever dreamed of ascending the steps of great temple built to the Gods? 通过一个疑问句以及对该建筑的描写，使人很容易联想到一幅拥有宏伟建筑画面，使人印象深刻。 2、美国克莱斯勒汽车公司的客货两用车广告Q:Who can tell that builds the best family wagon?A:Put them to test. 一问一答，在抛出问题的同时给出明确答案，让读者对此产品有了初步的良好印象。（3）省略句能在有效的时间空间内最大程度地表达意思，达到额外的宣传效果。
4A广告公司常用英语词汇 A above-the-line advertising 线上广告 广告代理商能从媒介获得佣金（代理费）的广告，如报刊广告、广播广告、电视广告、影院广告、户外广告等。 account executive (AE) ：客户经理 广告公司的业务人员职称。客户经理往往须负责下列工作：1，与客户及内部其他部门共同计划广告（planning）,向各部门传达客户的诉求；2，内部协调（coordination）；3，将广告设计稿提供给客户；4，监督执行政府的有关广告规章和法规（regulatory matters）；5，利润管理（agency profit management）。客户经理通过计划和协调公司的服务部门，为客户提供更好的服务。 account service 客户服务 客户服务是广告代理商的中心工作，肩负着使客户满意从而建立起长期的合作关系，及推动广告代理商内部工作有效运转的任务。它是广告代理商直接同客户进行沟通、交流的一种功能。 advertising agency 广告代理商 习惯上称为“广告公司”，即《中华人民共和国广告法》中所称的广告经营者，一般设有许多职能和业务部门。 advertising campaign 广告活动 有时称为“运动”或“战役”。广告活动包括以下四个重点：制作适当的销售信息、及时传达给受众、选择适当的时机，用合理的成本。广告主制定一项能测定的目标后，为达到这一目标制定广告战略，然后在市场上执行，包括：广告计划、广告制作、销售及营销等。 advertising department 广告部 分为企业的广告部和媒介的广告部。企业的广告经理负责拟定、审核及实施企业的广告计划。一般也是负责有关广告的具体工作。媒介的广告部经理负责出售报刊等的版面，广播、电视的时间等。 airport advertising 机场广告 利用机场的候机室及在机场内其他各种场地和设备上制作刊出的广告，也包括在指示牌上制作的广告。 Appeal 诉求 广告通过媒介向目标受众诉说，以求达到所期望的反应。诉求是制定某种道德、动机、认同，或是说服受众应该去做某件事的理由。诉求分三类：理性的、感性的和道义的。诉求所用语句应具有强烈的感染力。
Abstract Advertising English is a kind of high commercial value of practical style. Advertising aims to lead the public attention to a publicity campaign of something. It is commodity developed and the inevitable product of the information flooded society;It expands people’s imagine living space, stimulate people’s desire, promote people’s consumption ability, create a higher standard of living.Every corner of the society are filled with ads., ads abounds everywhere. To make a comprehensive survey in the history of business, in the fierce competition of the commodity markets, successful high-quality brand-name products are always corresponding with the appropriate ads as a lead, and successful advertisements are always with a clever use of rhetorical devices, novel and unique vocabulary, concise statement to gain the trust and love of the goods from the consumers. The use of rhetorical devices often determines the creativity and the effect of advertising. This paper illustrate the use of the advertising slogan by way of examples in a variety of rhetorical devices such as puns personification, metaphor, rhyme, contrast, repetition, etc.. And proposed three methods of rhetoric and translation of English advertising from the view of main rhetorical and its function: literal translation, liberal translation and offset method. Put forward the viewpoint that advertising translation is to be based on highlighting the function of advertising , processing and transformation of the original advertising text, sentence and originality, so that the translation of advertising in line with the viewpoint of the public’s cultural habits and consumer attitudes. Key words: advertising English; rhetoric features; translation skills
外国语学院 毕业论文 (2012级) 论文题目 广告英语的特点及其翻译 外国语学院 商务英语 12商务英语2 3120621204 骆飘 王习 2015.05.31 成 绩 作者姓名 专业 二级学院 班级 指导老师 完稿时间 学号
骆飘 摘要：随着经济全球化步伐的加快，广告英语越来越多的融入到我们的生活中。广告英语作为一种特殊用途的语言，有着自己鲜明的特点。本文首先从语言特点、句型特色和修辞特色方面对广告英语的特点进行分析并举例论证。然后从广告英语的词汇、句法、修辞特征说明其翻译原则。再从直译和互译以及套译这三个方面来探讨翻译的方法。最后从文化的不同和翻译者的态度这两个方面论述翻译中存在着的问题和产生的影响。 关键词：广告英语；特点；翻译原则；翻译方法；问题 Abstract: With the development of society, the accelerated pace of economic globalization, the advertising English more and more integrated into our lives. Advertising English as a as a kind of special use language, has its own distinctive features. This article from the aspects of vocabulary, sentence and rhetoric to the features of advertising English is analyzed and an example. Then from the vocabulary, sentence and rhetorical features of advertising English translation principles. From literal translation and translation and translation of these three aspects to explore the methods of translation. Finally from the attitude of the cultural differences and translators in translation of these two aspects exist problems and the impact of. Key words:The characteristics of advertising English; Characteristic; The principle of translation; translation method 一、引语 1
广告英语的语言特点及翻译的技巧 关于广告英语的语言特点及翻译的技巧 一、前言 21世纪以来，全球经济一体化与市场竞争愈演愈烈，商品广告 已成为企业开拓市场、促进销售、对外宣传的重要手段之一。与此 同时，海量的商品广告在新兴媒体中的出现，也使其成为广大消费 者获得商品信息的重要来源之一。美国著名的广告设计师D.Ogilvy 认为，成功的广告语可以创造出一则广告的80%利润；也有部分广 告设计者认为，广告词在整个广告中占据着50%—70%的力量。由此 可见，广告语言在广告领域中的重要性。 二、广告英语的语言特点 1.词汇特点。广告的基本特征就是在特定空间内表达出尽可能丰富的商品信息，以此实现广告效益的最大化。这就使得简明扼要的 常用英语词汇成为了广告英语语言的突出特点，简约别致的英语广 告不但能够让受众过目不忘，而且具有烘托气氛与突出主题的重要 功能。 2.语法特点。广告英语语言的语法特点主要表现在两方面，一方面在于精炼简短，能够给人独特新颖、过目不忘且朗朗上口的感受。比如，飘柔洗发水所用的广告“StartAhead”，即成功的道路，需 要从头开始。这种广告英语语言不但简单明了，而且充满寓意，能 够给受众留下深刻的印象，非常易于牢记。另一方面则惯于应用祈 使句。祈使句因具有强烈的感召力，所以深受诸多广告商的追捧与 青睐。广告语言通常比较大众化与口语化，且为了给广大受众留下 最为深刻的印象，多数广告商会绞尽脑汁设计出更具吸引力与商业 价值的广告语，以此充分发挥宣传产品的功能，而祈使句本身所具 有的独特风格，通常更易于被广告商应用到广告语之中。
3.修辞特点。修辞能够让语言表达更为准确与生动，属于一种重要的文字运用手法，同时也是促使文字表达内容给人留下深刻印象 的重要手段。从某种程度上讲，修辞运用到位可以发挥事半功倍的 价值与成效，特别是将修辞引用到广告英语之中，不但可以增强广 告的感染力与艺术价值，而且能够最大程度带动相关经济效益。综 合当前广告英语语言的应用不难发现，广告英语语言常用排比、拟人、押韵、反复等修辞手法。其中，排比修辞在广告英语语言中的 应用，具有增强文字语势、加深产品印象的重要功能；拟人修辞在 广告英语语言中的应用，具有增强产品生命力、促使产品拟人化的 作用；押韵修辞在广告英语语言中的应用，具有增强广告节奏感与 韵律感的功能；反复修辞手法在广告英语语言中的应用，则能够通 过某一词或者词组的重复给人以强烈的刺激与深刻的印象，具有强 化广告效果的功能等等。 三、广告英语的翻译技巧 1.重视语言文化差异。广告英语语言要实现最佳效果，不但需要对原文特征进行再现，而且要综合考虑中西方语言文化之间的差异 因素。不同民族的语言文化也有很大不同，而中西方文化不管是在 审美、心理与伦理方面，还是在风土人情等方面都有着巨大的差别。因此，我们在翻译广告英语过程中，必须高度重视语言文化之间的 差异。广告翻译更为注重实际效果，因而为了达到与英语原文同等的.感染力与表现力，应当对语言文化之间的差异进行科学合理的改 动与调整，适时的进行删词、增词或者对句式结构进行调整等。 3.挖掘汉语语言优势。在翻译广告英语语言过程中，如果能够充分挖掘与发挥汉语语言的优势，则能够使得翻译效果更为明显。尤 其是四字结构作为汉语语言的重要特色之一，其本身所具有的简洁 有力、节奏感强、整齐对称等特征，正好与广告英语语言力求精简 的用词特征相一致。因此，充分发挥包括四字成语在内的汉语优势，不但能够再现广告英语原文的意蕴，而且可以增加广告的艺术魅力 与商业价值。
广告英语与翻译 摘要广告作为一门综合艺术，具有很多独特之处。广告用语必须简洁、生动、形象、富有感情色彩和感染力。广告的撰写在词汇、句法、修辞方式等方面具备一些特征。本文在这些层面上分析了英语广告语的语言特征。并结合翻译实践，通过相关译例的分析，讨论了英语广告语翻译的原则。 关键词：英语广告语语言特征翻译 一、引言 广告作为一门集社会学、美学、心理学、市场营销学、语言学等学科于一身的综合艺术，其目的在于说服或提醒人们购买某种产品或采取某种行动，具备“推销能力”( selling power) ，激起人们的购买欲望；广告也具备“记忆价值”(memory value) ，给人留下深刻的印象；它还具备“注意价值”(attention value)和“可读性”(readability) 。随着全球经济一体化趋势的日益显著,国际间的商品流通日渐频繁，为了开拓国际市场，各个国家竞相推销自己的产品，其中一个重要的促销手段就是利用广告将本国的商品和厂商的声誉向国际推广。这就不可不避免地涉及到了广告语翻译问题。如今英语广告语已逐渐成为社会交流的必要手段之一，渗透到人们生活的各个方面。英语广告既具有很高的商业价值，也有一定的语言研究价值，掌握其语言特征和翻译原则，有利于提高我们对英语广告语的欣赏水平，搞好对外交流工作。本文主要探讨广告英语在词汇、句法、修辞方式方面的特征及一些常见的翻译方法。 二、词汇特征 1形容词的特征 英语广告语喜用评价性的褒义形容词,原形、比较级、最高级都是常见的手段。其作用在于描述或渲染产品的性能及长处,尽其修饰、描绘之能,为自己的商品树立形象,提高声誉。广告英语中出现频率较高的形容词有: good/better/best, great, fine, rich, fresh, clean, beautiful, crisp, free, big, easy, bright, extra, safe, special等。另外也不乏gorgeous, superb, luxurious等夸张的词语。在市场竞争激烈的今天,恰到好处的运用形容词描述产品的特点能够准确、生动地描述产品的特点,带来意想不到的效果,
English Morphology in Advertising 广告英语的词汇特点 学生姓名：胡灵芝 专业班级：英语1412 学号：2014105224 课程名称：英语词汇学引论 任课教师：任凤伟 二〇一四年十二月
English Morphology in Advertising 广告英语的词汇特点 [摘要]广告英语作为一种应用语言，在词汇、句法、修辞等方面都有其独特之处。同时，广告英语也是商品服务介绍和商品服务信息宣传的载体。为了吸引观众的注意力，强化广告的影响及宣传效果，诱发消费者感情，引起购买欲望，广告撰稿人一直十分注重广告英语中英语词汇的运用。本文对广告英语的词汇特点从五个方面进行了分析。 [关键词]广告英语词汇特征 在商品经济繁荣、信息充斥的今天，作为传播信息的一种方式，广告已经渗透到生活的每一个角落，成为人们生活中不可缺少的一部分。广告以最简单的语言表达最复杂的意义，语言的魅力在广告中得到最充分的展示。广告英语用词优美独到，句法洗练而内涵丰富，修辞变化多端，耐人寻味。作为一种实用性极强的商业语言，广告英语也在不断地发展。在此过程中，广告英语的语言逐渐表现出一下的用词特色： 一、口语体词汇的使用 好的广告用语必须易懂、易读、易记、易上口，才能更加有力地吸引观众的注意和兴趣，引发其购买冲动。所以在许多广告中，广告设计者采用俚语和非正式的英语，使得广告显得生动活泼，更接近老百姓的日常生活，也更容易给人留下印象。例如： 1、Mosquit bye bye bye．这则独具匠心的雷达驱虫剂广告通过重复使用口语化用词“bye”，幽默地体现了雷达产品驱虫快速的效果，而且
4A 广告公司中常用英语词汇(zt) below-the-line advertising 线下广告除线上广告以外的各种广告形式。如促销广告(sales promotion advertising) 购物点广告 (P.O.Padvertising) ，直接邮递广告(direct mailadvertising) ，还包括举办展览会(exhibition) 和发起某项活动(sponsorship) 等。 billboard advertising 路牌广告 张贴或直接描绘在固定路牌上的广告。一般用喷绘或油漆手工绘制在路牌上。 brand advertising 品牌广告 宣传产品品牌的广告，旨在建立品牌忠诚度( brand loyalty )，使消费者或用户乐于认定或接受广告中的牌号。亦称产品广告( product advertising )。 brand preference 品牌偏好在同一类商品中，消费者对某一种品牌具有偏好而指定购买。其原因主要是使用后的满足感。品牌偏好与消费者的生活方式和消费习惯也有关。 brand insistence 品牌坚持 消费者购买某一种商品时指定要某一品牌，而其他品牌不能替代。先决条件是该品牌的产品质量好，广告有说服力，消费者用后感到满意。品牌坚持是产品广告的最高目标。 brand loyalty 品牌忠诚指消费者对某一品牌具有特殊的嗜好，因而在不断购买此类产品时，仅仅是认品牌而放弃对其他品牌的尝 brand name 产品名称产品的名称即“品牌名称”。好的品牌名称必须简洁、易读、易记、易写。美国有为产品取名的专业机构，他们利用电脑，把26个英文字母搭配成各种名称。有些品牌著名于世界，如克宁奶粉(Klim )，柯达(Kodak) 等。品牌名称可以作为注册商标，但应符合商标法的规定。 buyer 's market 买方市场或称买主市场。是以买方为中心的市场。当高超上卖主多买主少，商品供过于求，卖主竞相推销商品，买主呈观望态势，往往会导致商品价格下跌。在买方市场上买主处于支配地位。 Banner 横幅广告，一个表现商家广告内容的图片，放置在广告商的页面上，是互联网广告中最基本的广告形式，尺寸是480*60 像素，或233*30 像素，一般是使用GIF 格式的图像文件，可以使用静态图形，也可用多帧图像拼接为动画图像。除普通GIF格式外，新兴的RichMediaBanner (丰富媒体Banner)能赋予Banner更 强的表现力和交互内容，但一般需要用户使用的浏览器插件支持( Plug-in )。Banner 一般翻译为网幅广告、旗帜广告、横幅广告等。 brand share 品牌占有率