文体学Sound patterning 广告分析

文体学S o u n dp a t t e r n i n g广告分析精品资料Sound patterningThere are no grand celebrations here,no speeches,no bright lights,But there are great athletes.Somehow we‘ve come to believe that greatness is reserved for the chosen few,for the superstars.The truth is, greatness is for all of us.This is not about lowering expectations;It's about raising them for every last one of us.Because greatness is not in one special place,and it is not in one special person.Greatness is wherever somebody is trying to find itConsonance: speeches lights athletes ……..Assonance: Somehow come /ʌ / believe reserved /i / about lowering /au / Function of Sound patterning: to make the language more vivid and impressive, increase rhythm and expressiveness of a writing. So it can call our attention to its advertisement.Syntax:Repetition: greatness specialFunction of Repetition: t he function of the repetition is to emphasize a quality or feature of Nike, so greatness and special are key words of this advertisement which serve to stress the theme “Nike find your greatness”.Parallelism（排比）: no grand celebrations, no speeches, no bright lightsfor the chosen few, for the superstars.Function of Parallelism:It helps achieve emphasis and make the speech more rhythmical, forceful and passionate.仅供学习与交流，如有侵权请联系网站删除谢谢2。

文体学Soundpatterning广告分析Sound patterningThere are no grand celebrations here,no speeches,no bright lights,But there are great athletes.Somehow we…ve come to believe that greatness is reserved for the chosen few,for the superstars.The truth is, greatness is for all of us.This is not about lowering expectations;It's about raising them for every last one of us.Because greatness is not in one special place,and it is not in one special person.Greatness is wherever somebody is trying to find itConsonance: speeches lights athletes ……..Assonance: Somehow come /? / believe reserved /i / about lowering /au / Function of Sound patterning: to make the language more vivid and impressive, increase rhythm and expressiveness of a writing. So it can call our attention to its advertisement.Syntax:Repetition: greatness specialFunction of Repetition:t he function of the repetition is to emphasize a quality or feature of Nike, so greatness and special are key words of this advertisement which serve to stress the theme “Nike find your greatness”.Parallelism（排比）: no grand celebrations, no speeches, no bright lightsfor the chosen few, for the superstars.Function of Parallelism:It helps achieve emphasis and make the speech more rhythmical, forceful and passionate.。

2008年第8期(总第56期)边疆经济与文化THE BORDER ECONOMY AND CULT URENo 1812008General 1No 156B I A N J I A N G J I N G J I Y U W EN HUA73　从文体学角度透视广告文体及其商业价值刘云秋(哈尔滨理工大学外国语学院,哈尔滨150040)摘　要:广告,作为一种文体,需要从文体学角度来研究。

结构主义文体学中的的雅各布森诗学功能理论包括交际互动的六个因素和语言的六个功能,以此可了解广告的交际模式语言在广告商与消费者的信息传递过程中的作用及其广告的商业价值。

关键词:文体学;广告;诗学功能;交际模式;商业价值中图分类号:F 713181 文献标志码:A 文章编号:167225409(2008)0820073202收稿日期:2008203226作者简介:刘云秋(1975-),女,哈尔滨人,讲师,从事外国语言学与应用语言学研究。

广告,就是广泛地告知公众某种事物的宣传活动。

著名的美国市场营销协会给广告下了这样的定义:广告是由特定的广告主通常以付费的方式通过各种传播媒体对产品、劳务或观念等信息的非个人介绍及推广。

我们要让外国了解中国,了解中国的产品;要把我国的广告提高到一个新的水平,很有必要借鉴外国广告的长处,并结合英汉两种文字各自的语言特点进行大量的研究;从而设计出更多、更好的汉语广告和英语广告。

一、雅各布森的诗学功能—交际互动的六个因素和语言的六个功能雅各布森(Jacobs on )对现代文体学的最重要的贡献之一就在于他确定了语言标准,即表明言语在交际中所显示的功能。

他认为,信息除了有传送意义的功能外,还有交际功能。

雅各布森的对语言功能的描述是以“言语事件的六个构成因素”为基础的。

发话者将信息发给受话者。

为了能运作,信息需要有一个能被受话者所抓住的语境;语码,至少应为发话者和受话者所共有;最后,接触是连接发话者和受话者的物理渠道和心理链接,可以使发话者和受话者都能进入交际状态并做以停留。

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) 。

浅析文学文体学在英语广告当中的应用" 论文关键词:广告用语商品标语文学文体学论文摘要:本文深入研究了文学文体学,即修辞格与诗歌韵律的手法在英语广告中的运用。

广告用语包罗万象、丰富多彩,但都有一个主要功能,即劝说功能。

广告成了厂家进军市场的首要武器,广告语的使用也显得尤为重要。

本文首先从广告的基本组成部分,即品牌名称和商品标语谈起,然后着重介绍了广告用语中应用的文学文体学手法,即修辞格和诗歌韵律。

对品牌名及商品广告标语的语言特点,本文都引用了大量的广告实例加以证明,以求达到具体、真实的效果。

我们无法想象生活中没有了广告会是什么样子。

通过广告,我们可以了解各种商品的相关信息。

如果我们用眼睛和心灵去感受,则会发现广告带给我们了一个缤纷多彩的世界。

文学文体学特指阐述文学文体的主题意义和美学价值为目的的文学学派,注重探讨作者如何通过语言的选择来表达和加强其内在含义。

修辞格和诗歌韵律是它的两个主要分支。

本文重点阐述了文学文体学的各种不同形式在英语广告中的运用。

1 英语广告的基本组成部分1.1 商标(Brand Names)商标是一个品牌最显著的标志,其发展历史悠久并且有很多不同的表现形式。

以下具体地加以说明。

(1)普通词汇(Common Words)。

很多公司使用普通词汇作为自己的商标用语。

这些词汇能够建立起商品良好的形象并给消费者留下深刻的印象。

Sharp[夏普](空调)。

It makes you sharply cold.Safeguard[舒服佳](香皂)。

Safeguard you body.(2)新造词汇(Created Words)。

为了使自己的品牌与众不同,商家创造出很多原本不存在的词语。

例如:Kleenex[clean+excellent 舒洁](纸巾)。

Rolex[rolling+excellent劳力士](手表)。

(3)外来词汇(Loan Words)。

外来词汇给人一种异国氛围,增加了美和新奇感,比如Evian[依云](矿泉水)。

探究分析英语广告中的文体特征苏柏杨[摘要]随着国际分工的深化、发展和全球经济一体化的趋势日益加强，国际间的商品流通日益频繁，各个国家为了争夺世界市场，竞相推销本国产品。

因此尤其是英语广告，日益盛行了起来。

在商品经济繁荣、信息充斥的今天，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组成部分。

广告语言，运用各类语言形式来体现其语言的新颖、多样、生动和形象。

探究广告文体特征及语言特点，具有重要的意义。

[关键词]英语广告；文体特征；探究广告，是为了某种特定的需要，通过一定形式的媒介物，公开而广泛地向社会传递信息的一种宣传手段。

广告有广义和狭义之分，广义广告包括非经济广告和经济广告。

非经济广告指不以盈利为目的的广告，又称效应广告，如政府行政部门、社会事业单位乃至个人的各种公告、启事、声明等，主要目的是推广：狭义广告仅指经济广告，又称商业广告，是指以盈利为目的的广告，通常是商品生产者、经营者和消费者之间沟通信息的重要手段，或企业占领市场、推销产品、提供劳务的重要形式，主要目的是扩大经济效益。

随着国际商品的流通和不断发展，英语广告在商品社会中发挥着极其重要的作用。

一、广告作用人们把广告比作信息传播的使者、促销的催化剂、企业的“介绍信”、产品的“敲门砖”，甚至有人认为在今后的社会里，没有广告就没有产品，没有广告就没有效益，没有广告的企业将寸步难行。

这就是说，广告是企业促销必不可少的手段。

能否有效地使用广告将直接关系到企业的成败。

其主要目的是促销产品树立品牌，吸引消费者对产品的注意，以引起购买行动。

（一）传递信息，沟通产需广告的最基本功能就是认识功能通过广告，能帮助消费者，认识和了解各种商品的商标、性能、用途、使用和保养方法、购买地点和购买方法、价格等项内容，从而起到传递信息，沟通产需的作用。

（二）介绍产品，指导消费通过广告可以全面介绍产品的性能、质量、用途、维修安装等，并且消除他们的疑虑，消除他们由于维修、保养、安装等问题而产生的后顾之忧，从而产生购买欲望。

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。