文体学广告advertisement分析

广告英语中修辞手法的类型及特点分析第一篇：广告英语中修辞手法的类型及特点分析摘要：广告英语是一种商业性语言，是语言在特定社会条件下的一种变体和具体形式。

它在语言上有自己独特的风格，具有很高的研究价值。

本文通过分析一些广告词来研究广告英语中各种修辞手法的特点。

关键词：广告英语；修辞手法；特点英语中的“广告”(advertisement)一词，原意为“商业上的告示”，是17世纪中叶英国开始频繁商品活动时流行的。

它源于拉丁语advertere，具有“吸引人们注意力”，“推销产品”的含义。

当今时代是个经济、信息高速发展的时代，广告已成为经济社会不可缺少的组成部分。

全球化的经济发展趋势，使广告成为世界性的经营理念。

广告英语是专门用途英语的一种，具有准确、舒畅、优雅的特点，这使它具有很高的商业价值，同时也具有一定的欣赏价值和语言研究价值，如果广告词比较独特，给人留下很深的印象，宣传的效果自然非同凡响，所以我们可以说，广告英语的成功要取决于其语言的独特性。

而语言的独特性又取决于各种修辞手法的合理运用。

优秀的英语广告应该既通俗易懂，又耐人寻味，运用修辞手法应贴切自然，不可牵强附会，诉求对象的不同，要求广告措辞及其修辞手法应有所区别。

本文通过分析一些英语广告词来研究广告英语中各种修辞手法的特点。

广告英语中常见的修辞手法有以下几种：一、比喻(figure of speech)英语中的比喻主要分为明喻(simile)和暗喻(metaphor)两种。

二者皆可使被描述的事物形象生动。

1.明喻明喻是以两种具有共同特征的事物或现象进行对比，让人们知道两类事物之间的相似之处。

如：As soft as Mother’s hands.(童鞋广告)广告词巧妙地把鞋比喻成母亲的手，突出童鞋的柔软、舒适，充满了母亲对孩子的呵护。

The airline that’s smooth as silk.(Fly Thai航空公司广告)泰国航空公司将其安全平稳的形象比作丝绸，使人们觉得很亲切，尽可放心乘坐。

浅析从文体学视角探究英语广告文体学，一译风格学，现大都译为文体学。

它是一门研究文本体裁的特征、本质及其规律，介于语言学、文艺学、美学、心理学等学科之间，方兴未艾的综合性边缘学科。

它正处于开展、完善的阶段。

但目前学术界对文体学的定义及其内涵的理解还从说不一，概括起来主要有三种观点。

现代广告已渗透到人们生活的各个方面，成为人们社会生活的一个重要组成局部。

著名广告文案专家大卫·奥格威有句众人皆知的名言：“广告的目的在于销售，否那么便不是广告。

”可见其实质均是为了引起人们的注意，刺激消费者的购置欲。

英语广告也是如此，本文拟从文体学视角探究英语广告的语言特点，从词汇、语法、修辞方面分析英语广告的特点，使群众对其有更深入的认识与了解。

评价性形容词( eva luative adjectives) 和描述性形容词( descriptive adjectives )的广泛使用。

普遍情况下，为了向公众更好的描述产品，广告语使用大量形容词，诸如beautiful, good, delicious, smooth, gentle等。

在描述形容词使用中少不了褒义词和短语描述推销的产品。

为了描绘甚至夸耀广告中所推销的商品,广告英语中的形容词经常以最高级的形式出现, 有时也以比拟级的形式出现, 以便到达比拟、鉴别的目的。

如:Persil washes whiter and it shows. ( Persil洗涤广告)。

人称代词在英语广告中也很常见，特别是You 和We, 使得广告语言更亲切、生动,拉近了与消费者的间隔，如We don’t just want you to clean your teeth. We want to help you keep them. (牙膏)英语广告中特有的词汇使用是词缀法，许多用“super”作前缀, 用“ex”作后缀构成的词, 具夸张意味，例Windex (擦窗清洁剂名) , Purex (漂泊剂名) 。

【英语作文】广告advertisement广告是一种广泛应用的宣传方式，通过各种媒体渠道向公众传播产品、服务或创意。

在现代社会，广告无处不在，无论是电视、收音机、报纸、杂志、互联网还是手机，我们都可以看到各种形式的广告。

它们以其独特的方式吸引消费者的注意力，并试图让他们购买产品或使用服务。

广告有很多种类，如商品广告、服务广告、政治广告、社会公益广告等。

商品广告是最常见的。

商品广告通常以图像、文字和音频的方式展现，并通过生动而吸引人的内容来引起消费者的兴趣。

汽车广告通常展示汽车的外观、性能和功能，以及吸引消费者的其他特点。

服务广告通常强调服务的质量、效果和客户的满意度，以吸引他们选择某个服务提供者。

广告的目的是吸引消费者的注意并促使他们购买产品或使用服务。

为了达到这个目标，广告需要具备几个重要的要素。

广告必须具有吸引力和创意，以吸引消费者的注意力。

广告应该明确传递产品或服务的信息，包括其特点、优势和价值。

广告应该有清晰而具体的呼吁行动，以鼓励消费者采取购买或行动的措施。

广告也存在一些负面影响。

某些广告可能会误导消费者。

有些广告会夸大产品或服务的效果，这可能导致消费者的误解和失望。

广告可能会煽动消费主义。

通过吸引人们购买更多的产品和服务，广告有时会助长浪费和过度消费的现象。

广告还可能给人们造成干扰和打扰，特别是强制播放和过度频繁的广告。

尽管广告存在一些负面影响，但我认为广告在现代商业社会中起着重要的作用。

广告提供了经济增长和就业机会。

广告创作和广告代理公司，以及广告媒体和平台都是千千万万人们的工作提供者。

广告还帮助企业提高销售和市场份额，为他们带来巨大的利润和成功。

广告还能帮助消费者了解并选择适合他们需求的产品和服务，提高消费者的满意度。

广告是一种重要的宣传方式，通过各种媒体渠道将产品、服务和创意传播给公众。

尽管广告存在一些负面影响，但它在现代商业社会发挥着重要的作用。

我们应该努力确保广告真实、有吸引力和有价值，以满足消费者的需求并促进经济增长。

Stylistic Analysis of AdvertisementsThis paper gives an overall analysis of advertisements from the aspects ofstylistic analysis (phonology and graphology, elision, sound patterning, onomatopoeia, markers)and lexical choice and contextual analysis (medium of communication and role-relationship) by the application of modern linguistictheory and stylistic analysis pattern in order to find out the general stylistic characteristics of commercialadvertisements. This paper can help readers better understand and appreciate the language of sports advertisements.With the development of globalization and industrialization, more and more goods are produced in the world day byday; as a result, advertisement plays an important role in selling products. It is an art of language using various kinds ofdevices. The advertisements have achieved amazing effects on persuading consumers to buy the products. At the same time, it has also formed its special style and the language used in the advertisements is different from other styles. Its function is to “attract attention, arouse interest, stimulate desire, create conviction and get action.” It is a kind of loadedlanguage with persuasive power. Advertisements can be taken on magazines, newspapers and TV. No matter wherepeople are----on the buses or subways or during the break time or after meal----, they can get whatever information theywant. Generally speaking, the language of advertising, mainly ofso-called loaded languages, must be a language of immediate impact and rapid persuasion. It must bring the advertised products into attention, stress their qualities in the most attractive way, clearly outline the reasons for buying them, and preferably leave a memorable echo of what has been said about the products ringing in the reader’s mind.1.At the Phonology LevelLinguistic Description refers to the exploration and classification of linguistic features of a given text and the linguisticfeatures are reflected by style markers which are linguistic items that only appear, or most or least frequent in a text,representing a particular variety or literary genre .The analysis of stylistics in this level aims at providinga methodology of analysis which includes four aspects: graphology, lexicology, syntax, grammar and semantics. Thedetailed analysis will lead to more accurate understandings of the language in order to let the readers better understandthis variety.1.1Sound PatterningSound patterning: refers to the matching of identical or similar sounds between two or more words. Sound patterning occurs among contents and words which are not far away from each other. English words may consists of one or more syllables. The structure of an English monosyllabic words. The structure of an English monosyllabic word can be represented as CVC, with V standing for vowel, and C for consonant, the number of which varies from 0 to 4 .CVC: AlliterationCVC: AssonanceCVC: ConsonanceCVC: Reverse RhymeCVC: PararhymeCVC: RhymeSound patterning is not only a source of aesthetic satisfaction, but also a phonological means of emphasis, establishing relationship between the patterned words. Chomsky and Halle represent speech sounds as bundles of plus-or-minus valued features (e.g. vocalic, high, back, anterior,nasal, etc.) The phonological component of each lexical entry is considered to be a linear sequence of these feature bundles. A number of context-sensitive rules transform the underlying form of a sequence of words into the final phonetic form that is uttered by the speaker. These rules are allowed access to the tree structure that the syntax is said to output. This access allows rules that apply, for example, only at the end of a word, or only at the end of a noun phrase. And alliteration is widely accepted in the sports advertisement or brand name as a tool to enhance memory.And it also sound very interesting.So, I’ve compiled a list of examples of alliteration used for commercial purposes.American AirlinesBurberryCoca-ColaFedExPolo (by Ralph Lauren)Ted TalksA TailOf Two CitiesDriven To DistractionGood to Great[The] Great GatsbyPride And PrejudiceAlibabaCitySearchGoogleTwitterYouTubeWish You Were HereBaby BoomersBB Gun1.2OnomatopoeiaSome words as bang, hiss, sizzle, moo, are said to be onomatopoeia, or echoic,i.e.,their sounds are imitative of their senses; but the relationship between the sound and sense of a word is weakly iconic, some linguists have rightly pointed out that “onomatopoeia”is actually the mutual reinforcement of sense by sound and sound by sense.2.At the Lexical LevelLinguistic Description refers to the exploration and classification of linguistic features of a given text and the linguisticfeatures are reflected by style markers which are linguistic items that only appear, or most or least frequent in a text,representing a particular variety or literary genre The analysis of stylistics in this level aims at providinga methodology of analysis which includes four aspects: graphology, lexicology, syntax, grammar and semantics. Thedetailed analysis will lead to more accurate understandings of the language in order to letAdvertising language is marked by a wealth of adjective vocabulary, and a poverty of verb vocabulary.” Among the highly frequent key words are：delicious，latest，up-to-date，fragrant, charming, attractive, long-lasting, unique, perfect，etc. In order to stress the uniqueness or novelty of a product advertisers resort toneologism, and improvised adjectival sructures.2.1Using a lot of general and vague wordsIn ordinary daily exchange , clichés and general or vague words are often used when there is no need for saying anything original, or when the speaker doesn’t know how to express exactly what he wants to say, or when he simply wants to maintain the informal atmosphere of a conversation. Common vague or general words are: t hing , stuff, things like that , got , do, nice , thingummy, what-do- you –call-it, what’s-her-name, etc. The vague nouns are substitutes for names not recalled, that is , they are used instead of nouns that one cannot remember.A word is GENERAL when it refers to a group or objects or a class of objects or action. General terms are preferred, when there is no need for specification, or when the user wants to leave things vague for some reason.Such as the BMW advertisement on 2010 London Olympics;SOMETIMES PERFORMANCE WINSSOMETIMES BALANCESOMETIMES AGILITY WINSSOMETIMES CONTROLWHAT ALL WINNERS HAVE IN COMMON iSJOY.On this advertisement,SOMETIMES is a vague, this word can refer to the athletes both the cars have those excellent performance. Using this vague word, can 突出产品的优点。

摘要: 留学生作业广告在竞争日益激烈的国际市场上的作用愈来愈重要,它的成功与否在很大程度上决定着产品销售的成败。

本文从词汇、语法和修辞三个方面分析了广告英语的文体特征。

了解了这些特征,有助于针对不同的产品和销售对象,创作出成功的广告。

广告就是将公众注意力引向某种事物的一种宣传活动。

英语中的广告一词advertise源于拉丁语advertere,意为toturn one’s attention to (把某人的注意力转向某一方向)。

广告英语(advertisementEnglish/English for advertising)是一种具有很高商业价值的实用文体,它和文学作品一样,也是一种语言的艺术,具有一定的欣赏价值和语言研究价值。

它所具备的文体特征与它的社会功能是密切相关的,就是为了提供信息,开拓市场,争取顾客,推销商品。

因此,广告的语言必须具有强大的说服力(persuative power),它的目标就是引人注目(attractattention),唤起兴趣(arouse interest),激发欲望(stimulate desire),令人信服(create conviction)和敦促行动(get action)。

美国广告协会(AssociationofNational Advertising)将广告的目标概括为ACCA,即认知(awareness),理解(comprehension),信服(conviction),行动(action)。

只有达到了这些目的,才能算是一则成功的广告。

因此,在词汇选择,语法结构和修辞手法等方面,广告文体具有许多独特之处。

1 词汇特征为了推销商品,广告难免要对商品进行美化和粉饰。

因此要使用大量的含有褒义色彩的形容词,这是广告英语词汇的一个显著特点。

这些形容词被用于描绘和修饰名词,多属于评价性的形容词(evaluative adjective),如good, new, free,fresh, delicious, full, sure, clean, real, beautiful, fab-ulous, wonderful, superb, rich, great, special, big,large等等。

advertisement名词解释
Advertisement是指广告的意思。

广告是一种用于宣传、推销或传播信息的形式，旨在吸引目标受众的注意力，并促使他们采取特定的行动，如购买产品、参加活动等。

广告通常以文字、图像、声音、视频等多种形式呈现，可以在各种媒体渠道中找到，包括电视、广播、报纸、杂志、互联网、社交媒体等。

广告的目标是向潜在客户传递特定的信息，建立品牌形象，促进销售和市场份额的增长。

广告的特点包括以下几个方面：
目标受众：广告针对特定的目标受众群体，根据受众的需求、兴趣和行为特征进行定位。

传递信息：广告通过各种媒体渠道传递信息，包括产品特点、优势、促销活动等，以吸引消费者的注意力并引起他们的兴趣。

品牌建设：广告帮助建立和加强品牌形象，使消费者对特定品牌或产品产生认知、好感和信任。

行动引导：广告的目标是激发消费者采取行动，如购买产品、使用服务、参加活动等，以实现广告主的营销目标。

广告在商业和市场营销中起着重要的作用，它不仅是企业推广产品和服务的工具，也是创造品牌价值和塑造消费者态度的重要手段。

广告的内容和形式可以因行业、产品和目标受众的不同而有所变化，但其核心目标始终是通过有效的沟通和传递信息来影响消费者行为和购买决策。

学 术 论 坛242科技资讯 SC I EN C E & TE C HN O LO G Y I NF O R MA T IO N 广告标语是每一则广告中最引人注目的部分,是广告策划者为达到一定目的而提出的有鼓动作用的简洁明确的语句。

它不仅是一种商业促销手段,更是一种文化现象。

我们在许多优秀的广告中都能发现语言在其中所起的重要作用。

在特定的文化语境和情景语境下,不同的广告标语会有其各自的特色和文化含蕴。

广告标语在特定的文化语境中能起到特有的交际作用,而从语言的使用角度看,其情景语境包括语场、基调和方式。

广告标语中,语场指广告这一社会活动的特点及其语言所谈及或描述的内容;基调指广告标语撰写者的行为特点和所处社会地位、角色等;方式指广告标语在广告这一交际活动中所起的渠道作用。

语场体现了广告标语的概念功能;基调体现了广告标语的人际功能;而方式则体现了广告标语的语篇功能。

下面从广告标语的语言表现手法谈谈标语的语言艺术,浅析广告语篇如何在特定的文化语境和情景语境中达到预想的效果。

1 广告标语的语言表现手法标语要追求理想的表达效果就必须运用恰当的语言手段。

运用恰当的语言表现手法可以使广告标语更深入人心,从而达到推销产品的目的,激发消费者的购买欲望。

下面从语音、语词、语句三个方面谈谈标语中语言表现手法的运用。

1.1声音的巧妙配合汉语是一种富有音乐性的语言,如果运用得当,往往能达到超乎寻常的效果。

好的广告标语善于运用音韵的一致或是协调来增强其声音美,让人印象深刻,留下持久的记忆。

例如,“要想胃舒,请服胃苏”(胃药广告)。

巧妙的押韵使标语读起来朗朗上口,悦耳动听,便于记忆。

再例如,“一旦拥有,别无所求”(手表广告)。

音节对应,结构整齐,形式美观,同样让人不易忘记。

1.2词语的巧妙运用广告标语是由词语组成的,词语运用得是不是准确贴切,直接影响到广告的表达效果。

广告标语中词语的巧用之处有很多,下面仅举出以下两种:1.2.1词语的仿用。

Stylistic Analysis of anAdvertisement about iPad 2Ⅰ.IntroductionThis is a video ad. of iPad 2. It introduces the functions of the product in a very concise, attractive, convincing way. The following is the advertising slogan.Are you curious about the new ideas?Do you want to learn a new language, or just a new word?Maybe you want to know more about anatomy,or astronomy.You can master something new or uncover a hidden talent.There hasnever been a better time to learn.Ⅱ.Stylistic analysis.1. Phonological features.By listening to or reading aloud this advertisement, we can find it‟s rhyming and easy to remember.a. Consonance: curious and ideas, been and learnb. Rhyme: anatomy and astronomy master and uncover, never and better.2. Lexical features.a. Most of the words are general, simple and common words so that it‟s easy to understand.b. it uses a favorable adjective word “new” for three times to impress the potential buyers.c. comparative words…better‟ to make it more attractive.d. personal pronoun …you‟is used almost every line making the language more friendly in tone and more thoughtful.3. syntactic/grammatical featuresa. the first and second sentences are occasional questions to arouse curiosity of the consumers and to show the new functions of iPad 2.b. most sentences are minor sentences and short simple sentences.c. it uses active voice in the ad. To tell consumers it‟s a right choice to buy it.4. Semantic features.a. hyperbole; thus never be a better timeb.parallelism; three …or‟c. repetition: you, newⅢ.Conclude.All in all, I think this ad. isbrief and focused. It shows us a multifunctional and utility iPad2.in an soimpressiveconvincingwaythat makes consumersthink it can help us learn more and live a better life and is worth buying.。