American Advertising Language 英語(yǔ)專業(yè)畢業(yè)論文

TableⅠ.TitlePageⅡⅢ.Thesis1Abstract211Maincontent3.2BriefIntroductionofAdvertising4-.2ofAdvertising5-73.2.3FunctionsofAdvertising7-83.3Advertising8-93.3.1ofAmerican3.3.2Classifications3.4Advertising3.4.1betweenandAdvertisingLanguage93.4.2ofAdvertisingLanguage10-Lexical4.2.211Conclusions19Ⅳ.ChartsFiguresFig.1ofFig.2ComponentsofFig.3ofFig.4FeaturesofAdvertisingⅤand24Library2424Inmyadvertisingwillbecontentwillonanalysisoffeatures.Atfirst,therewillaintroductionadvertising,includingitsfunctions.Afterofadvertisingwillbeconciselyandtheclassificationsofadvertisingwillupfollowingcontentwillputanalysingfeaturesofadvertisingsyntacticalcharacteristics.Finally,therewillbeaconclusionaboutthefurtherandinfluencesofadvertisinginfuture.1Atfirstofmyabriefintroductionofadvertising.Howitisthatmakeanadvertisement.Theofadvertisingdescribetoo.Atsecondadvertisinghistoryisstatedconciselyfirst.Thecontentitistheofadvertisingthemediathatusedtoadvertise.Atthirdpart,thebetweenadsadvertisinglanguagefeaturesofarehighlightedsomerelevantareinAtpart,bothresultsandconclusionsarepresented.2MainNowadayswhatgoodadvertising.Anadvertisementcanhugeprofitthereputationforgroup,enterpriseorindividual.Ascommunicationquickly,advertisementsbecomeissaythatarepeoplethereadvertisements.3.2BriefIntroductionDefinitionofAdvertisingAlonggoes,themeaningofadvertisingchanging.inwhichonearththeadvertisingdefined?toMcCannEricksonInc.,theadvertisingthatColanationalcampaigns,advertising“truthwelltold.ThisphilosophyechoedbyCokevicepresidentofadvertising,WilliamSharp,whosaysthataforshouldtheoftheproductitself.Cokebeapleasurablerefreshingtopleasanttolistento.ItshouldreflectbybeingAnditmakeyousay,IwishIbeenthere,IwishIhadbeendrinkingCokewiththesepeople.ThatwhatadvertisingtoCoca-Cola.ButthesamebesaidforproductsservicesinAlberthasbeencalledthefatherofthat3advertising“salesmanshipprint.”Thatmaywellbe.ButgaveusthatdefinitionbeforeofradioattimewhentheofadvertisingconsiderablyfromtheyThedefinitionsofadvertisingaremanyvaried.Itbeascommunicationprocess,ansocialprocess,anprocess,dependingpointofview.usethefollowingdefinitionofadvertising:Advertisingisthecommunicationofinformationpaidforusuallyinproducts,orideasbyidentifiedsponsorsthroughthe3.2.2ComponentsofAdvertisingtoofoftheshouldfollowing（1）ofInformationAdvertisingisnotaimedatanyindividual,orbyanyindividual.Itatransmissionofinformationattheoracertainofpeople.ofofadvertising,thedisseminationoperationofitbebythelawofaenvironmentofprotection.methods,media,ofadvertisingshouldabidethelaws,policiesrules,andshouldbeundertheofpublic.4（2）UsuallyTheadvertisingarepaidtheadvertisernomatteritoperateditselforotheradvertisingisakindofadvertiserpayforitsadvertisement.areafewpeoplewhoconsiderthattoomuchadvertisingwillthepricecostoftherebywillinfluencetheofconclusionisaone-sidedAdvertisingcanbringabyplanningand（3）inorIdeasAdvertisinginformationisprinciplecontentsanadvertisementdisseminate.Advertisingisaseriousofplanningsotheinformationofadvertisingbeaimedattargetmarketavoidaimlessness.Thedisseminationofinformationbeaccurate,definite,inlength.Anadvertisementinvolvesnotonly“whattosaybutalso“howtosay”.（4）ByIdentifiedTheadvertiseristhesenderofinformationandactivitiesshouldbeconsistentthewillingnessofTherefore,themainbodyofadvertising,everyadvertisementhaveitsspecificoftheinformation.specificownershouldbeagroup,includingcorporation,organizationandindividual.（5）theMediaaremeansoftheofadvertising,5TVbillboardnewspaper,magazine,broadcastTVarecalledthefivemediaadvertising.anyofobjectscanbeforadvertisement,suchairplane,train,bus,light,movie,package,andetc.3.2.3FunctionsofAdvertisingThefunctionofshouldbeasfollows:(a)toidentifydifferentiatetocommunicateinformationtheproduct,itsfeatures,itsofsale;(c)totrynewtosimulatingthedistributionofaproduct;tobuildloyalty.thesefunctionsbecategorizedfollows:（1）InformationFunctionAgoodadvertisementwithconcreterealinformationshouldattractdirecttheirtheproducts,service（2）FunctionTheintroductionpublicityofanadvertisementshouldarousegreatinterestletthemdemandstobuytheproduct.（3）FunctionThepublicityofadvertisingshoulddesirebuymakethemthattheproductisjustwhattheywant.Certainly,thepersuasivewordsbeappealing.（4）6ththththTheadvertisementresponsetotheadvertisinginformationevoketheofpurchasing.（5）GoodwillEstablishmentFunctionAgoodadvertisementcannotthetargetaudiencethebutalsoacreditforthe3.3AdvertisingHistoryofAdvertisingInearly18inAmerican.OnApril1704,theAmericaninventorBenjaminanadvertisementwhichatencouragingad-agenciesonfrontpageofisthefirstadvertisementofAmerica.Asresult,theinfluencedadsincomesofadswerefromdaytodaymainprofitofoffices.Inthe19

thadvertisingindustrydevelopedrapidlyinUSA.In1830s,someAmericannewspaperseventookofthetypeareatoadsforhighMadisonAvenueYorkbecomestheofAmericanadvertisingindustry.AdvertisingDifferentofadstocriterions.candividedadvertisingandnon-commercialadvertisinginofitisornot.Thegeneralobjectiveofcommercialadvertisingismoneythatofnon-advertisingistoinform,persuadeorremind7peopleaparticularbeingadvertisingisoftenusedbynon-businessinstitutionandcharitableorganization.Judgingfromtheadvertisingmedia,adsbeintonewspaperwebadvertising.Onthetheconsumeradvertising,serviceadvertisingandpublicinterestadvertising.Moreover,accordingtoadsarecomposedofads,pioneerads,mailadsanddirectresponseads.Intermsoftheregion,adscanbeclassifiedintointernationalads,nationaladsregionalads.Thepromotionalactivitiesarecloselyrelatedwiththemarketareaofacompanyorgroup.Theadvertisingstrategieswillbechangeableconcerningconsumermarket.3.4AdvertisingLanguage3.4.1RelationshipbetweenandAdvertisingLanguageThecommonappearanceofadshascreatedspecialordertoimpressthetargetaudienceandconvincethemtobuytheorsparenotoadvertisegoodhaveheadline,persuasivebodycopyandmemorableattachtoadvertisinglanguagewhichplaysacrucialroleinads.8FeaturesAdvertisingLanguagepicturescanprovidehints,orcreateaofinformationaboutismore,itmaytomisunderstanding.Thus,inawayprovidesinformationwhereaspicturesactinAdvertisingplayingroleofcommunicationpersuasion,developeditsowncharacteristics.Lexical（1）WordFormationInadvertisingwordsaremisspelled;someaddedwithaprefixorasuffix.Indoinginformationcommunicated,andthetheadvertisementinteresting.Forexamples:（）Orangemostestintheworld.isanadvertisementofdrinking.“Orangemostest”,infact,is“Orange+most+estwhichpointshighqualityandhighpuritythiskindofdrinking.（b）GiveaTimextoall,toallgoodanof=whichfocusofwatch.（c）DrinkaMilkaDay.Thisisadofmilk.Thefirstthreewordsshouldbe“Drink,Pint,Milk”,thetruesentencebe“DrinkaofMilkaDay”.“oin“of”and“a”havethesameThisadnotattractspeopleattention,butalsogetsa9（2）ForeigntoStrengthenForexamples:Orderitinbottlesorincannes.…witheddedjenesaisquoi.“jenesaisquoi”,isFrench,meaning“Idonknowwhat”.“YOPLAITYOGURTESTFANTASTIQUE.”TherealittleFrenchcultureinJackKlugman.theyogurtFrance,ismadeinAmerica.AndwhenrealAmericansgettheirfirsttasteofit,theysayitdifferent.Itsurprisinglysmooth.Itallyogurtwithactiveculturesmixedthroughout.Or,inotherwords,Jackwouldsay,“Yoplaitestfantastique.”“ESTFANTASTIQUE”means“isfantastic”,indicatingthatthiskindofmilkisrichinFrenchflavorvery（c）FORTHOSEVERYXOAUCHATEAUCOGNAC.anofBrandy.（3）VerbsAreG.N.Englishlinguist,20usedinin10Theybuy,come,go,keep,look,love,use,like,take,start,lookatfollowingexamples:Donhavemuchofapersonality?Buyone.(HondaMotor)Gettingplacesinthebusinessworldiseasierifyourbankertheretoyou.(SecurityAsianBank)MakingMilkyWay)KONEyoumorein(KONE)Wegiveviewopportunitiesfromsidesof(Citybank)（4）AdjectiveandtheComparativeDegree,SuperlativeDegreeofAdjectivesuperlativesoccurtohighlighttheofservice.Thefrequentlyusedadjectivesfollows:new,fresh,free,delicious,sure,full,special,crisp,great,safe,rich,etc.TheseadjectiveshelptobuildapleasantpictureinreadersmindsandtocreateinthepotentialIfIbuyproductifIchooseservice,IwillabetterForexamples:Thinkthebestdisinfectingspray.(DisinfectingTheworldcoolestCDsarenmadeinNewYork,LondonorL.A.TheyinmyCD11TheArmadafamilyiswithroundededgesforSpinBrushAspinonclean.(CrestThechoiceof（5）WordsandLanguageForexamples:Justdo(Nike)forWelead.OthersMachine)Thetastegreat.(NestleCoffee)（6）EclipsesModernfeeexpensive;breviarycanlowerthecost.Forexample:Taketothe(net=Internet)Wefoundwegot(=them)theseasongiving.(Tis=This)NiceEasy.(=and)（7）ofWordsAcompoundwordisanounoradjectiveupCompoundareinadvertisements.Compoundwordsintechnicalequipmentads,arecombinedtogiveandescriptionofacertainoracertainfunctionasfull-color,multi-functional,non-stop,Oftenareinfrontthehyphen,whichisseldominotheradvertisements,as64-bit,255-horsepower.Theemploys,evencompoundwordsthatcanmakeintroductionofcomplicatedequipmentbriefGrammatically,wordswhich12ofForexamples:time-savingrain-and-stain-resistingcreamy-mildLuxSoapbetter-than-leather-miracle-coveringatoh-so-comfortablesizegivethatoh-so-good-to-bealive（8）InformalevenVulgarityWordsofareinadvertising,canadslivelyandhumorous,deeply.Forexamples:（atransfersweightadvantagepowerintoallroundperformancepricesweknowwonfreakout.Inthead,“freakout”isinformal,anditmeansfrightenand（b）Whatmore,ournewApplianceweknockedup50%offtop“Knock”inheremeansdefeat,butitismorelivelythan“defeat”.（c）Keepfrogoutyourthroat.anoftabletfaucitis,thesoundsSyntacticalCharacteristicsTheofalladvertisingtowithorremindoftheofparticularinhopeofincreasingsales,thetechniquesusedbyadvertisersdonotvarymarkedly.Anadvertisementismerelyglimpsed13inso,beeffective,itsbecolorful,legible,understandablememorable.Thelanguageofaresimilar.areasfollows:（1）Sentenceswithcomplexunderstandableforceful.Longcanthingtoaudienceandlisteners,contrary,shortadscanattractconsumersattention,thenptheexamples:Letmakethingsbetter.(Philips)possible.TakeToshiba,theWorld.(Toshiba)Ityourlife.Ityourstore.(AcmeSupermarket)ItAllinside.(JCPenny（2）MinorMinorclausesareactuallyincompleteinbutinmeaning.Theofminorclausesspace,takelesstimefortoInaddition,agroupoffragmentsmaygainspaceandlimitedinadvertising,butinformationbetransmitted.Inordertowininthebattleofcompetition,minorbeused.canbeomitted,predicatecanomitted,andothercomponentsbe14（）MakeitamildMildSmooth,(MildSevenCigarette)（b）SocomeintoMcDonaldandenjoyBigMcSandwich.(McDonald（c）MoreaAn(PIAGITWatch)（3）InterrogativeInterrogativeismoreusedinsentence,withininterrogativesentence.Thistwooftheinformation.areshort,andforceful.TheyareusedtoarouseaudienceswantsorencouragethemtobuyDinner?Done.(DominoPizza)Areyoustillfeedingyouraninfant(akindoffood)Howsystemcanaffectgoodtelephone?(MobileStopinatanyFordorLincoln-Mercurydealer.(Ford)（4）ParataxisStructureForexample:EasyEasyshare.ShareShare(KodakdigitalTodayAARPYourVoice.YourAttitude.(AARPconsultationIclick.IIfindtheclothesIlove.foronline-shopping)15（5）Clauseofwithfulldash,semi-colonisclausecaninformationandatsametimecanlowerthespaceadvertisingexamples:（）hasarailsystem.Literallyfromgroundup.Athatviablealternativeforwhofly.Forbusinessorpleasure.RailCompany)（bAndinB747-400comfortfrommajorinFarthePacifictotheWithnon-stopof164.1ResultsAftercollectingwritinghaverealizedanwhatagoodadvertisement.Livingin