英文广告的语言特点及功能分析.doc

本科学生毕业论文 英文广告的语言特点及功能分析 黑 龙 江 工 程 学 院 The Graduation Thesis for Bachelors Degree Language Features and Function Analysis of English Advertisement Heilongjiang Institute of Technology  摘 要 当今世界，全球经济一体化已呈不可阻挡之势，广告伴随着企业国际化的进程而迅猛发展。广告，顾名思义就是广而告之，广告语言的好坏不仅直接影响到广告的效果，还关系到企业的发展。英文广告作为一种应用语言，因其所具有的特殊效用，已逐渐从普通英语发展成特殊的专用语言。要使中国产品在国际市场上具有强大的竞争力，就必须使中国的广告适应国外的环境，并得到外国人的认可。于是，如何恰如其分地使用英文广告语言以实现销售的目的，显得尤为重要。 本文结合大量精选的英文广告实例，对英文广告的语言特点和功能进行详尽的描述和分析，详述其在词汇、句法和语法上的许多独特之处。本文旨在揭示其语言规律，目的是让广告语更有吸引力，使中国广告在激烈的市场竞争中脱颖而出，处于有利地位，不断壮大我国产品在国际市场的竞争力。诚然，对英文广告语言的研究，仍然是一个需要不断研究和探索的课题，希望有更多的广告研究者能够参与并完善这一研究。 关键词：英文广告；特点；功能；词汇；句法；语法 Abstract In today’s world, nothing can stop the momentum of global economic integration. With the process of internationalization of the firm，the advertisement develops rapidly. Advertisement, as the name suggests, is widely known by notice broadly, good or bad advertisement’s language not only has a direct impact on advertisement effectiveness, but also related to the development of enterprises. English advertisement, as an applicable language, has gradually developed from ordinary English into the special language of special needs because of its special utility. In order to make Chinese products show strong competitiveness in the international market, Chinese advertisement must adapt to foreign environment, and be accepted by foreigners. So, how to use English advertisement language appropriately in order to achieve the purpose of selling is essentially important. In this paper, it combines with a lot of English advertisement instances which are selected delicately and then describe and analyze the character and function of English advertisement. There are many unique features and functions in lexicon, syntax and rhetoric of English advertisement. The purpose of this paper is to reveal the rule of the language in order to make advertisement more attractive and competitive in fierce market, and stand out with good position to strengthen our Chinese product