广告文体学介绍

广告的语言特点、词汇特点与文体特点广告作为一种特殊的宣传文本，具有自己独特的语言特点、词汇特点和文体特点。

下面将详细介绍广告的这些特点。

语言特点：1.简洁明了：广告语言力求简短、明了，用尽可能少的文字传递核心信息，使读者一目了然。

2.直接刺激性：广告语言通常使用动词、形容词等词汇，直接刺激读者的感官和情感，激发购买欲望。

3.积极向上：广告语言注重塑造积极的形象和情感，以吸引消费者的注意和好感度，让他们愿意选择购买。

4.多样化：广告语言可以使用多种修辞手法，如比喻、夸张、反问等，以增加语言的表现力和吸引力。

5.诱导性：广告语言常用叙述性、劝说性和指令性等语言手法，以诱导和引导消费者实施购买行为。

词汇特点：1.形象化：广告词汇注重形象化，通过用词选择能够生动描绘产品特点或呈现其效果的词语，增强消费者对产品的直观感受。

2.感性化：广告词汇偏向感性化，强调情感价值、个体需求和消费体验，以刺激消费者的情感共鸣。

3.超lat趋势特点：广告词汇经常使用超lat趋势式修辞，即用最高级或绝对词语来强调产品的优势、功能或特点，甚至夸张其效果，以吸引消费者的兴趣。

4.新颖性：广告词汇追求新颖性，善于创造、发展新词、合成词等，以便于记忆和与其他广告的差异化。

5.品牌化：广告词汇常使用品牌名或商标词汇，以加强产品的商标感和品牌形象，促进品牌价值的传递。

文体特点：1.短小精悍：广告文体力求简洁明了，篇幅通常控制在简单的短句、短段落或是标题的长度，以增加读者的阅读兴趣和广告的传达效果。

2.以客户为中心：广告文体倾向于以消费者为中心，注重体现消费者需求和购买心理，与其沟通和互动。

3.形象化表达：广告文体需接地气，亲切易懂，以生动形象的描述，情景化的叙述方式将产品的特点和效果直观呈现给读者。

4.多媒体应用：随着技术的进步，广告文体越来越注重多媒体的应用，如配图、音频、视频等在广告文本中融合，以增加视觉和听觉的冲击效果。

5.善于刺激消费欲望：广告文体常采用问句、引用名人名言等手法，激发读者对产品的好奇心和购买欲望，通过悬念和诱导获得更大的宣传效果。

[作者简介]郑丹,女,武汉科技大学外语学院研究生;张四友,男,武汉科技大学外语学院教师。

W hatMakes A Slogan M e morable?———F r om the S tylis ti c s ’Po i n t o f V i ew○Zhe ng D an,Zhang S iyo u(College of Foreign L anguages,W uhan U niversity of Science and Technology,W uhan,Hubei 430081)　[Abstract]　Owing t o the fast devel opment of economy,consu mer advertising gradually gains its positi on .A p iece ofconsu mer advertising is nor mally composed of three parts:a headline,a body copy,and a sl ogan .Among the m,the sl ogan is considered t o be the very s oul .The essay briefly intr oduces the features of advertising sl ogans .Fr om the stylistics ’point of vie w,the essay analyses the reas ons that make a sl ogan me morable on phonol ogical,lexical and syntactical level sepa 2rately .The analysis on this feature of sl ogans is useful t o standardize advertising sl ogans and lead t o an effective effect on consu mers .W hat ’s more,it is als o hel pful t o standardize the advertising language and its app licati ons in s ociety .　[Key words]　advertising sl ogan;feature;me morable feature　[中图分类号]J524.3 [文献标识码]A [文章编号]167228610(2006)1220014205I .Advertisi n g slogan sI n our ti m es,advertising has penetrated int o all as pects of our daily lives .According t o the target audi 2ence,commercial advertising can be divided int o the foll owing ty pes:consu mer advertising,industrial ad 2vertising,trade advertising,financial advertising,service advertising and retail advertising .Consu mer advertising,al ong with the fast devel opment of econo 2my,expands in an exp l osive way and gains its unique style in language use .1.1Definiti ons of advertising sl ogans A p iece of consu mer advertising is nor mally com 2posed of three parts:a headline,a body copy,and a sl ogan .Among the m ,the sl ogan is considered t o be the very s oul .So meti m es an efficient sl ogan even cre 2ates m iracles .A t the start ofWorld W ar I,when modern adver 2tising was in its infancy,a fa mous poster called on youngB ritish men t o heed the need exp ressed by one of B ritain ’s f ore most s oldiers,Lord Kitchener,and vol 2unteer t o serve their country .The fa mous sl ogan “Your Country Needs You ”was heard ar ound the world .Stillt oday America uses a variant of this sl ogan “Uncle Sa mneeds you ”,or “The A r my needs you ”.W iki pedia,the free encycl opedia,exp lains adver 2tising sl ogan as f oll ows:Advertising sl ogans are clai m ed t o be,and often p r ove t o be,the most effective means of dra wing atten 2ti on t o one or more as pects of a p r oduct .Typ ically they make clai m s about being the best quality,p r oviding an i m portant benefit or s oluti on,or being most suitable for the potential cust o mer .W hile,in his book,Creative Advertising,Charles L.W hittier says a sl ogan:“……should be a statement of such merit about a p r oduct or service that it is worthy of continuous repeti 2ti on in advertising,is worthwhile for the public t o re 2me mber,and is phrased in such a way that the public is likely t o re me mber it .”1.2features of sl ogansA lthough a thousand of advertising p r ofessi onals may give a thousand of definiti ons t o an advertising sl o 2gan,it is br oadly accep ted that an effective sl ogan usu 2ally has the foll owing features:11states the main benefits of the p r oduct or brand41for the potential user or buyer21i m p lies a distincti on bet w een it and other fir m s’p r oducts31makes a si m p le,direct,concise,cris p,and ap t state ment41is often witty,51adop ts a distinct“pers onality”of its own61gives a credible i m p ressi on of a brand or p r od2 uct71makes the consumer feel“good”81makes the consumer feel a desire or need91is hard t o forget-it adheres t o one’s me moryFr om all these features,one can extract the es2 sence of sl ogans:a means of eli m inati on in trade com2 petiti ons.T o efficiently attain this goal,a sl ogan should firstly be me morable.I n case that a sl ogan were not me morized by consu mers,all other features are of no avail.Then,what makes a sl ogan me morable?II.W ha t makes a slogan m e m orable?2.1On the phonol ogical level2.1.1Theoretical bases:the si m ilarity of p r os ody aids me moryA r obust finding in working me mory research is that t o recall a set of phonol ogically si m ilar words is much more difficult than t o recall a set of phonol ogical2 ly dissi m ilar words.It is the well2known phonol ogical2 si m ilarity effect.(Conrad&Hull,1964)However, based on his own experi m ents,M icheal C.W.Yi p ar2 rives at a conclusi on that the p r os odic infor mati on of the t o2be2me morized materials see m s t o be retained l onger in the working me mory.That is t o say,si m ilari2 ty in p r os odic inf or mati on will not create any interfer2 ence effect,but a facilitat ory effect in working me mory instead.For exa mp le,most of the Chinese peop le have the subjective experience that t o i m mediately recall a set of coll oquial sl ogans in televisi on advertise ment is much easier than t o i m mediately recall a set of common sentences due t o the si m ilarity of p r os ody.The instance p r oves that the si m ilarity of p r os ody perf or m a positive functi on in me morizing p r ocess.Since p r os ody is the study of the rhyth m,pause,te mpo,stress and p itch features of a language,we may conclude that a sen2 tence of regular patterns tends t o be more easily me mo2 rized than a common sentence.I n this paper,regular patterns of sentences are inter p reted not only on the syntactical level but als o on the level of s ounds.Gener2 ally s peaking,regular patterns of sentences are mostlymaterialized by rhet orical devices.Therefore,based on all these analyses,we may come t o a reas onable con2 clusi on that the app licati on of vari ous rhet orical devices shall aid me mory.2.1.2A lliterati onA lliterati on is defined as“the recurrence of the sa me initial s ound in words in cl ose successi on”.The use of alliterati on makes a sentence s ound har moni ous. It als o makes a sentence easy t o read and me morize. Someti m es it works t o create a funny as well as witty sl ogan.W e’ll bring for ward numer ous cases t o illus2 trate it.B ritain’s best business bank.(A llied Irish Bank)D iscover the Doral difference.(Doral)Don’t drea m it.D rive it.(Jaguar)D rea m.Dare.Do.(Girl Guides)Functi onal…Fashi onable…For m idable…(Fila)Specialized staffing s oluti ons.(H ire Knowledge)Your flexible friend.(Access)Transf or m ing bathr oom s beautifully.(Dol phin)Honey well home s oluti on a wait you.(Honey well)Don’t rep lace,rest ore.(The Sash W indow Workshop)An efficient app licati on of alliterati on gives an in2 delible i m p ressi on on consu mers.W e’ll cite an exa m2 p le t o illustrate the case.The sl ogan“B ritain’s best business bank”is considered t o be a typ ical case.A ll the four words used in the sl ogan possess the sa me ini2 tial s ound.Moreover,all the four initial s ounds are stressed.I n this way,the p r ofessi onal writer creates a musical rhythm,by which consumers are very i m2 p ressed and shall bear the witty sl ogan in me mory natu2 rally.2.1.3Rhy meRhy me is nor mally used in writing poe m s.Togeth2 er with meter and f oots,rhy me is generally e mp l oyed in poe m s t o f or m a certain rhythm and har mony,as the foll o wing exa mp le shows:R ich the treasure,S weet the p leasure;(John D ryden)However,rhy me used in a single sentence still works t o f or m har mony.I n this sl ogan“It’s the V iakal fizz that does the bizz!”,the t w o words“fizz”and “bizz”obvi ously f or m a perfect rhy me:The stressed vowels are the sa me,the s ounds before the vowel are different,and the s ounds after the vowel are the sa me. W hat’s more,the sl ogan uses the tr ochaic foot.The51rhy me and the f oot e mp l oyed enable the sl ogan t o have a p leasing rhyth m,and make it a p leasure t o read it.A Mars a day hel p s you work,rest and p lay. (Mars)It’s the V iakal fizz that does the bizz!(1992) (V iakal)It’s the Andre ws fizz that does the bizz.(1996) (Andre ws Antacid)M ilk’s gotta l otta bottle.(M ilk)Soothe it a way the O raldene way.(O ralden)Savour the flav our of Belgiu m.(Flanders,Bel2 gium)Nevertheless,these sl ogans listed above have a common weak point.Thr ough attentive observati on, one may find out that the brand na me is menti oned but it does not actually rhy me.The f oll owing sl ogans may be more efficiently written.City L inking,s mart thinking.(City L ink)Don’t be vague.A sk f or Haig.(Haig Scotch)T o save and invest,talk t o Nat w est.(Nat w est Bank)It needn’t be hell with N icotinell.(N icotinell)The flavour of a Quaver is never known t o waver. (Quavers)Stay contented,get Radi o Rented.(Radi o Rent2 als)Don’t get vexed.A sk Teletext.(Teletext)Don’t just book it,Thomas Cook it.(Thomas Cook)2.2On the lexical level2.2.1Theoretical base:deliberate a mbiguity aids me moryI n sl ogans,a mbiguity is often e mp l oyed t o p ique the interest of the consumers.According t o several the2 ories of text p r ocessing,this deliberate a mbiguity may gain greater app reciati on than sl ogans e mp l oying other rhet orical means.A s pecial f or m of deliberate a mbigui2 ty is al w ays e mp l oyed t o write sl ogans.This s ort of sl o2 gans may be taken literally.The noti on of salient meaning exp lains what happens when idi omatic mean2 ing is reinter p reted int o literal meaning,t o fit the con2 text.It i m p lies that a sl ogan e mp l oying deliberate a m2 biguity nor mally have t w o meanings:literal meaning and idi omatic meaning.L iteral meaning exp lains what happens,while idi omatic meaning can only be ex2 p lained in context.This kind of a mbiguity evokes hu2 mor.An experi m ent shows that deliberate a mbiguity in sl ogans has a positive effect on app reciati on.Recogni2ti on of the a mbiguity is a str ong fact or in the app recia2 ti on of these sl ogans.2.2.2PunPun,one of rhet orical devices,is the deliberate a mbiguity in actual use.Pun refers t o the humor ous use of a word or a combinati on of words s o as t o e m2 phasize different meanings or app licati ons.Let’s illus2 trate the case with a si m p le exa mp le.“GetMore Satisfacti on.”(More)More is the na me of a cigarette company.The brand name of the company is:“More”,which has the sa me f or m and p r onunciati on with“more”,the relative for m of“many”.The p r ofessi onal writer made full use of this fact and created such a witty sl ogan.I n the sl o2 gan,the word“More”can either be comp rehended as a synony m of“extra”or just the brand name itself.I n this case,the use of deliberate a mbiguity achieved great success.The sl ogan not only i m p resses the con2 su mers with the unique character of the p r oduct,but als o gives the consu mers a credible i m p ressi on of the brand“More”.More exa mp les are given:A l w ays p ick Fl owers.(Fl owers Fine A les)Barbados.Goodness.Graci ous.(Barbado)B rilliant cleaning starts with Finish.(Finish De2 tergent)B ritish mettle.(B ritish Steel)First relati onshi p s last.(First Nati onal Bank of Chicago)Get R ich quick.(Kenco Really R ich Coffee)Get your fa m ily int o Shape,without the m even no2 ticing.(St.I vel Shape Yogurt)Is y our fil m as good as Gold?(Kodak Gold)It’asda be A sda.(A sda)No H MV,no video.(H MV)Nothing fitz like a R itz.(R itz Crackers)Nothing runs like a Deere(John Deere Tract ors)One word cap tures the moment.Mumm’s the word.(Mu mm’s Cha mpagne)Reap the re wards of Money.(Money Magazine)Send y our parcels Red Star and pull out all the st op s.(Red Star)Tetley make teabags make tea.(Tetley Tea)Surely the best tactic.(Tic Tac Candy)You just can’t hel p acting on I m pulse.(I m pulse Deodorant)I n above lines,the brand na me appears,but as the s oluti on or p r om ise rather than as part of the pun. The most skillfully written sl ogans are as f oll ows.The61brand goes t o work,inextricably part of the pun.Abs olut magic.(Abs olut Vodka)Because the Citi never sleep s.(Citibank)Chexellent,or what?(Fr osted Chex)Do me a Quaver.(Quavers Snacks)Don’t just book it,Thomas Cook it.(Thomas Cook)Good mornings f oll ow a good Nyt ol.(Nyt ol Sleep2 ing Pills)I think,theref ore I B M.(I B M)I nvest m ents with Abbey endings.(Abbey Nati on2 al Building Society)L ive a Cutty above.(Cutty Sark W hisky)Lowering p rices forever,that’s Comet sense. (Comet Electrical St ores)Nothing else is A rthur’s good.(A rthur’s Cat Food)Put your money on the Fav orit.(Skoda Favorit)So Farley’s,s o good.(Farley’s Baby Food)Take a Tho mas Cook at our p rices!(Thomas Cook Travel)The l ook is I m mac2ulate(I m mac Dep ilat ory)V isa’s Delta bl ow t o cheques(V isa Delta Debit Card)You can’t keep quiet about a W is pa(Cadbury’s W is pa Candy)You’ll find there is no Ca mparis on.(Ca mpari Aperitif)You’llW ike it t oo.(W ike Far m s Cheese)2.2.3Nonce wordsT o attract consu mers’attenti on,nonce words are coined with intenti on.On most part this strategy ob2 tains an excellent effect on the consu mers by evoking the consu mers’curi osity.The nonce words are ne wly2 created words.Thus,consu mers have t o guess the meaning of these words.I n most cases,these words can only be exp lained in a given context.Theref ore, while the consu mers guessing their meaning;they have t o take account of the nature of the company.I n this way,p r ofessi onal writers successfully call consu mers’attenti on both t o the sl ogan itself and t o the na me of the company.Chineasy.(Amoy)Ep ileather.(Louis Vuitt on)Every wear.(Burt on Mens wear)Fruitius.Yogurtus.Delicia.(Ski Fruit)Guinnless isn’t good f or you.(Guinness)I nnervigorati on.(Gordon’s&T onic)Nefficiency.(Neff)Pure snacking.Pure snacktivity.(KP Peanuts)Wotal otI got!(S marties)2.3On the syntactical levelOn the level of sentence,s orts of rhet orical de2 vices are used in order t o exercise positive influence on the consumers.Hyperbole,parallelis m and pers onifi2 cati on are all frequently used ones.2.3.1HyperboleSl ogans are created t o sell p r oducts.It is required t o state the main benefits of the p r oduct f or the poten2 tial user or buyer and t o make the consu mers feel a de2 sire or need.T o achieve this goal,hyperboles are often used t o insinuate excellent quality of a p r oduct or the efficiency of a company.Let’s have a l ook at s ome ex2 a mp les:It’s every where you want t o be.(V isa)The world’s favorite airline.(B ritish A ir way)Start the day with great taste.(Nescafe)The na me that covers the earth.(Loyd’s of Lon2 don)The world’s reference point of ne ws.(BBC Ne ws24)A p reparati on for life.(Hurst p ier point College)Pr obably the best beer in the world.(Carlsberg)A ll the ne ws that’s fit t o p rint.(The Ne w York Ti m es)Give us20m inutes and we’ll give you the world. (W I N S Radi o,Ne w York)I n this kind of sl ogans,big words such as“world, great,life,best,all”are used t o insinuate that the p r oducts recommended are of good quality and are used all over the world.These hints bet w een lines can al2 ways be easily caught by consumers and affect the con2 su mers’decisi ons in wardly.L it otes is another way of ext olling the excellent quality of p r oducts.It is a f or m of understate ment, which means negative for m s are used t o exp ress an af2 fir mative.Thus,it is a more intelligent way t o put the idea acr oss t o the consu mers.Nothing runs like a Deere.(John Deere)Someone isn’t using Amp lex.(Amp lex Deodor2 ant)Don’t leave home without it.(American Ex2 p ress)Betcha can’t eat just one.(Lay’s)2.3.2Parallelis mParallelis m is e mp l oyed t o construct regular pat271terns of sentences.The well2balanced structure of the sentence makes the sl ogan unf orgettable.“No FT,no comment”comes fr o m Financial Ti m es.The brief and parallel pattern of the line for m s an affir mative t one as an i m perative sentence.Everyone can feel its power and certainty.The parallel structure,t o s ome extent, hel p s t o create the powerful influence on the consu m2 ers.O ther exa mp les are given:W hen you got it,flaunt it.(B raniff A irline)No FT,no co mment.(Financial Ti m es)Someti m es you feel like a nut,s ometi m es you don’t.(Peter PaulMounds)I f it’s on,it’s in.(Radi o Ti m es)Know H MV,know music.(H MV)Don’t just set the table,set the scene.(Denby Pottery)2.3.3Pers onificati on and transferred ep ithetPers onificati on and transferred ep ithet are used t o attract attenti on.Special effects are created by using unexpected modifiers and adhering hu man feelings t o inani m ate p r oducts.Honey well home s oluti ons a wait you.(Honey2 well)The Citi never sleep s.(Citibank)Push thr ough the pain.(Tylenol)Danger ous entertaining.(V irgin Megast ores)Fly the friendly skies.(United A irlines)The world’s favorite airline.(B ritish A ir ways) III.Conclusi onFr om the stylistics’point of view,the essay ana2 lyses the reas ons that make a sl ogan me morable on phonol ogical,lexical and syntactical level separately. The analysis on this feature of sl ogans is useful t o standardize advertising sl ogans and lead t o a effective effect on consu mers.W hat’s more,it is als o hel pful t o standardize the advertising language and its app lica2 ti ons in s ociety.【References】[1]卢炳群.英汉辞格比较与唐诗英译散论[M].青岛:青岛出版社,2003.[2]　王佐良,丁往道.英语文体学引论[M].北京:外语教学与研究出版社,1987.[3]　秦秀白.英语语体和文体要略[M].上海:上海外语教育出版社,2001.[4]　Lager werf,D eliberate Am biguity In S logans:Recognitionand A ppreciation.Jone Benja m ins Publishing Company,2002.[5]　M ichael C.W.Yi p,W hat is si m ilar in Phonological2si m2ilar Effect?Myi p@.hk.[6]　Ti m othy R.V.Foster,The A rt and Science of the Adver2tising Sl ogan www.adsl /.从文体学的角度分析广告标语的易记特征郑丹,张四友(武汉科技大学外语学院,湖北　武汉　430081)[摘　要]　随着经济的快速发展,当今社会广告越来越深入人们生活的各个方面。

谈⼴告语的语⽤学及⽂体学特征谈⼴告语的语⽤学及⽂体学特征 论⽂关键词：⼴告语　语⽤学　⽂体学　特征 论⽂摘要：⼴告由于宽⼴的覆盖率，被众⼈所认识接受。

它与⽣俱来的劝导性使它⽆论从语⾔学还是⽂体学⽅⾯，都占有⼀席之地。

其特殊的单向、延时交流⽅式，使得它具有独特的语⾔魅⼒，⼴告语⾔语⽤学的⽬的呈现性较强；其⽂体的精湛程度堪⽐唐诗宋词，短⼩精悍但饱含对购买者的强⼤⼼理冲击⼒。

博⼤精深的语⾔⽂化的活⽤引起强劲的⼼理共鸣，同时带动消费者的购买⼒，实现其语⾔⽬的。

1.引⾔ ⼴告随处可见，其已成为⼈们了解外界发展的⼀种⽅便快捷途径。

很多⼴告语由于其经典性，⽽变成⽿熟能详的流⾏语。

⼴告的延时性，决定它不是交流双⽅即时的传达反馈⽅式。

因为它不具备即时交流的⽣动形象特质，⽽经营者为了达到其交流的效果和⽬的，不得不在交流⽅式、⽅法上变更，通过对语⾔修饰及传达⽅式加⼯来达到其推销商品的⽬的。

商品经营者与消费者存在特殊的利益关系，使得商品⼴告在语⾔形式上更加考究。

⼴告语⾔的魅⼒作⽤就是⼴告的灵魂所在。

2.⼴告语的语⽤学特征 ⼴告是为了推⼴产品，说服⼈们去购买产品。

它有两⼤能⼒：⼀个是推销能⼒，⼀个是劝导能⼒。

商品在推销过程中除了图⽚、画⾯的展⽰形式的实现⽅式外，其他推销能⼒和价值作⽤基本归功于语⾔。

语⾔可以直接地介⼊思维，使思维和⼴告所要传达的意象重合或交集，这样⼴告推销商品并出售商品的过程将最终实现。

2.1⼴告语⾔的⽬的性。

⼴告语⾔是多变的，⽆论⼴告语⾔以何种形式出现，其⽬的都是为了推⼴和销售其商品。

所谓“⽬的体现在⾔内⾏为的选择和⾔外⾏为的实施上，⽽⾔后效果是⾔语⾏为的出发点和归宿，是解释语⾔⾏为形式和策略的理据”。

由此我们不难发现语⾔都是带⽬的性出现的，⽽⼴告语⾔是典型⽬的性语⾔。

⼴告的所有的⾔语⾏为都背负“⽬的”的`重担。

2.2⼴告语的合作原则。

合作原则也就是指语⾔交际中的相互合作，它遵循质的原则、量的原则、关系准则及⽅式准则。

广告的文体特点和翻译广告作为商业宣传的重要手段，经过长期的发展，逐渐形成了独特的文体特点，其文字表达形式不仅要符合商业宣传的要求，还需要具有引人注目、易于传播等特点。

本文将详细介绍广告的文体特点以及广告翻译的难点及对策。

一、广告的文体特点1. 简单明了：广告语言要简单明了，方便读者理解，尤其是广告口号的创作。

口号既要表达产品特点，也要让人印象深刻，创意独特，以便让人轻易记住并传播。

2. 鲜明突出：广告语言对产品要进行充分描写，对优点要作出鲜明的突出，把消费者置于切实的需求之下。

比如卫龙辣条的“辣味来袭，爽爆你的味蕾”。

3. 丰富多彩：广告语言通过用词或语气措辞，让读者在心理上产生一定情感共鸣，生成购买欲望。

比如迪士尼乐园的广告语“让我们在这个充满魔力的夏天，感受着幸福的气息，一家人团聚”。

语气亲切，既展示了主题特征，也让人产生热爱家庭和体验幸福的感觉。

4. 诱人性强：广告语言需要让人想买想试一下，并与竞争者的产品对比，明显地凸显产品的优势。

比如苹果手机的广告“你有没有想过你是不是应该换个更好的手机？”明显对比竞争对手，强调苹果手机的不同之处。

二、广告翻译的难点及对策1. 文化因素：广告的翻译需要考虑到语言和文化的差异，不同的语言背后有不同的文化价值观、文化体系和文化信仰。

在翻译广告的时候，要避免用尽量少的话语表达尽量多的信息，而是应该依据不同文化环境进行重新创作以符合翻译后的受众需求。

2. 易学易懂：广告翻译还需让原意易于理解、易学易懂，体现原市场的特点。

简洁、明了的广告语言，需要通过翻译后传递给目标受众，只有这样，才能以最佳的效率涵盖广告的目标受众。

3. 正确表达：广告翻译必须考虑句子长度，对缩略语、专业词汇等进行广泛涵盖，并尽起避免歧义。

比如“Coca-Cola brings you happiness”这句话要注意体现“Coca-Cola”文化价值理念以及前所未有的幸福感。

总之，广告作为商业宣传的重要方式之一，其文体特点需要在广告翻译中得到适当的体现。

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。

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) 。