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英语论文：广告英语的词汇特点(Advertising English Morphology)

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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)

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浅谈广告英语的词汇特点

浅谈广告英语的词汇特点

浅谈广告英语的词汇特点作者：杜曾慧来源：《校园英语·中旬》2018年第11期【摘要】广告英语是一种专门用英语作为主体语言，其自身有着独特的语言表达形式，它遵循正规的英语语法规则，但是它与普通英语还是具有较大差别。

其中主要体现在词语的选用、句子的构造和修辞的手段方面。

本文从广告语词汇在广告英语的语言特点做出细致而详实的阐述，从而提高我们对英语应用文体的理解能力和对广告英语的欣赏水平。

【关键词】简单词汇；褒义成分的形容词；新词；舶来词【Abstract】Advertising English is a special language which is used as the main language. It has its own unique form of language. It follows regular English grammar rules， but it is quite different from ordinary English. It is mainly reflected in the choice of words， sentence structure and rhetorical devices. This paper makes a detailed and detailed description of the language characteristics of advertising English from the aspects of vocabulary to improve our understanding of English application style and the level of appreciation of advertising English.【Key words】Simple vocabulary； A positive adjective； New words； loanwords【作者简介】杜曾慧，南京工业职业技术学院。

广告英语语言特色论文

广告英语语言特色论文

广告英语的语言特色浅析【摘要】广告英语作为一种特殊的文体，有独特的词汇、句法、修辞等语言特色。

【关键词】广告英语；语言特色；修辞广告语是一种商业文体，是销售的最好媒介。

广告的目的是促销产品，因此，如何让广告语更有吸引力成了广告商首先考虑的问题。

广告英语作为广告信息编码的一种应用文体，已逐渐从普通语言家族中脱颖而出，形成一种相对独立的、独具特色的应用性语言。

因其所具有的特殊效用，有别于普通英语而发展成为一种规范化的专用语言，形成它自己独特的语言风格和特点。

一、词汇特色为了吸引广大用户，使广告更具宣传效果，广告英语大量使用带有褒义色彩的形容词、富有动感的单音节动词，以及创造大量的新词和使用外来词语等。

广告英语词汇有别于普通英语，有其独到之处。

其词汇特色主要体现在以下几个方面：1.频用动词广告的最终目的是促使消费者采取购买行动，因此广告中常常使用动词来表达敦促之意。

使用频率较高的动词有：have，give，make，need， come，get，use，take，try，go，look，choose，buy，love，bring等。

这些词汇大都是日常口语中常用的单音节动词，它们在广告中的运用，符合广告语言简练通俗、轻松活泼的特点。

如：take toshba，take the world. (东芝电子广告)。

buy onepair，get one free. (买一赠一)。

buy和get是两个简单的单音节动词，直截了当地将广告商与消费者之间的双边活动表现出来。

一方面反映了广告商的诚意，另一方面使消费者产生简单、快捷、实惠的感觉，从而增添了买卖关系的可信度。

2.巧用形容词为了推销产品，描述产品的性能和品质，对产品进行美化和粉饰，广告中经常大量使用具有积极肯定意义的、褒义色彩浓厚的评价性形容词或形容词的比较级和最高级，以突出推销的产品优越于同类的或以往的商品。

常见的形容词：good，new，easy，bright，delicious，full.sure，special，wonderful，great等。

浅析广告英语的词汇特点

浅析广告英语的词汇特点

浅析广告英语的词汇特点王素霞(河南省化工学校　450042)【摘　要】广告英语是一门专门用途英语,是一种应用文体。

作为一门应用语言,广告英语的目的在于宣传和推销商品。

本文分析了广告英语为实现这一目的,而在词汇的选用方面形成的特点。

【关键词】广告;词汇;特点广告,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。

广告除了有帮助消费者认识商品的作用外,还有诱发消费者感情,引起购买欲望、促进消费行动的心理功能,并能给消费者以美感享受的美学功能。

这就要求它能在较短的时间内准确清晰、言简意赅地介绍商品的特点,同时语言要具感召力和鼓动性。

因此,广告英语要体现这种功能,就必须注意词汇的选用。

事实上,广告英语的词汇丰富多彩,具有鲜明的特点,每一个词的选择和使用都服务于“推销商品”这一最终目的。

归纳起来主要表现如下:1、经常选用简短动词英语广告经常使用一些单音节或字母较少的简短动词,使广告语言简洁生动,内容一目了然。

例1:Buy one pair,get one f ree. (太阳镜广告:买一送一)例2:A mars a day keeps you work,rest and play.(Mars牌巧克力广告:一天一块马斯巧克力,让你好工作和休息)例3:Keep moving…(安踏运动品牌广告).keep和move是两个单音节动词,两个简单的动词连用使运动的活力跃然纸上,这样简练的用词,简洁的表达,使安踏的运动品牌动感十足。

安踏的成长,成为中国体育用品行业的一个奇迹,实现这快速增长的原动力就是出人意料、快人一步的广告。

2、形容词及其比较级、最高级的使用形容词的使用可以给产品增添色彩,因此英语广告里面较多地使用形容词来描述产品的性能、质地等,特别是商家为了美化所述商品,加强描述性和吸引力,会采用大量的褒义形容词,或用形容词的比较级和最高级与其它产品进行比较,来抬高和突出自己的商品,增强消费者的购买信心。

浅析广告英语的语言特征及翻译技巧_英语论文

浅析广告英语的语言特征及翻译技巧_英语论文

浅析广告英语的语言特征及翻译技巧_英语论文广告语言本身就充满丰富的想象力和极大的创造性，下面是小编搜集整理的一篇研究英语广告的语言特征的论文范文，供阅读借鉴。

摘要：广告在国际市场竞争中十分重要。

广告翻译愈来愈成为外贸活动中的一项重要内容。

该文从词法、句法及修辞手法三方面介绍了英语广告的语言特征，并通过实例分析阐述了常用的几种翻译技巧。

关键词：英语广告;语言特征;翻译技巧广告是一种公众性的信息交流活动，它以付费的方式通过报刊、电视、广播等向公众介绍产品、服务或观念，对一项产品的推广起着极其重要的作用。

广告不仅是一种经济活动，而且是传播文化的主要媒介。

广告的目的是引导消费者进入丰富多彩的商品世界，激发他们的兴趣，促使他们在接触到广告之后就能产生强烈的购买欲，进而实现消费者由Attention(注意)—Interest(兴趣)—Desire(欲望)—Action(行动)的逐渐转变。

当今随着全球经济一体化进程的加快和我国对外开放的进一步扩大，国际间的商品流通日益频繁。

在参与国际市场竞争时，国内外厂家都面临同一个问题，即如何将自己的产品更好地介绍给目标市场的消费者。

其中一个不可忽视的环节就是充分利用好广告，为厂家赢得应有的利益。

由此可见，广告的重要性越来越突出。

本文拟通过一些具体实例分析，就英语广告的语言特征及其翻译技巧作一粗浅的探讨。

1.英语广告的语言特征广告是一种竞争性的商业行为。

广告除了有帮助消费者认识商品的作用外，还有诱发消费者感情，引起购买欲望，促进消费行动的心理功能，以及给消费者以美感享受的美学功能。

这也是广告的唯一目的。

为了达到这一目的，英语广告往往具有如下特征。

⒈1词汇方面①大量使用具有褒义色彩的形容词及其比较级和最高级。

为了美化产品，吸引顾客，广告中大量使用有褒义色彩的评价性形容词以及形容词的比较级和最高级来增强广告的魅力。

例1：Excellent daily specials and mouthwatering desserts.例2：For the first time, there’s a remarkable gel that can give your hair any look you want----sleeker, fuller, straighter, curlier, more natural, even wet---without a drop of alcohol or oil.例1是一则餐厅广告，形容词占了整个广告字数的一半，极具诱惑。