英語廣告的語言特點(diǎn)及漢譯【開題報(bào)告+文獻(xiàn)綜述+畢業(yè)論文】

1、<p><b>　　畢業(yè)論文開題報(bào)告</b></p><p><b>　　英語</b></p><p>　　英語廣告的語言特點(diǎn)及漢譯</p><p>　　一、論文選題的背景、意義（所選課題的歷史背景、國內(nèi)外研究現(xiàn)狀和發(fā)展趨勢）</p><p>　　在世界經(jīng)濟(jì)全球化的環(huán)境下，廣告和廣告翻譯越

2、來越顯得重要。廣告正以其獨(dú)特的魅力影響著社會生活的方方面面。然而，中國的廣告翻譯研究剛剛起步,傳統(tǒng)的翻譯理論不能滿足翻譯廣告這種特殊實(shí)用文體的要求。這導(dǎo)致在英語廣告語的翻譯中經(jīng)常會由于對中英語音特點(diǎn)的不熟悉，對語義的誤解以及忽略句法上的差異而導(dǎo)致英語廣告語的翻譯不盡如意。這極大影響了我國對外交流的國際形象。因此，本文試圖對廣告語語言特點(diǎn)與漢譯作一研究。 一些學(xué)者指出規(guī)范的我國廣告語翻譯是我國翻譯界的一個(gè)嚴(yán)峻的課題，學(xué)術(shù)界對此研究不夠。我

3、國廣告語翻譯亟待規(guī)范、翻譯水平急需提高，重視和加強(qiáng)對這一問題的研究得到與會專家和學(xué)者的一致認(rèn)同。</p><p>　　為適應(yīng)社會經(jīng)濟(jì)發(fā)展的需要，我國的大中小城市都在致力于英漢雙語廣告語的建設(shè)，特別是一些旅游目的地，大量采用英漢兩種語言的廣告語語。因此，廣告語翻譯所產(chǎn)生的任何歧義、誤解、濫用，都會導(dǎo)致不良的“國際影響”。雙語廣告語在實(shí)際使用過程中往往并沒有按照人們的良好愿望——服務(wù)、便利公眾——的方向發(fā)展，而成了城

4、市的“牛皮癬”，一些大的城市市政府開始出面糾錯(cuò)，組織管理者、專家和社會公眾對城市的廣告語翻譯進(jìn)行“糾錯(cuò)”和“規(guī)范”。</p><p>　　研究的基本內(nèi)容與擬解決的主要問題 </p><p>　　廣告語有著自身的語言文字特征和社會語用特征。但由于語言和文化的不同，英語廣告語在漢譯時(shí)經(jīng)常出現(xiàn)語用失效問題。這些問題主要表現(xiàn)在語用語言失誤和社交語用失誤兩方面，如詞匯語用意義和語用規(guī)則的不對應(yīng)、價(jià)值

5、觀念引發(fā)的不同聯(lián)想以及民族文化缺省等。要想使?jié)h譯的廣告語表達(dá)相應(yīng)的語用功能，在翻譯時(shí)就要對這些差異給予充分考慮。</p><p>　　譯文語言不規(guī)范是廣告語漢譯存在的一個(gè)主要問題。有時(shí)由于譯者對中英語音特點(diǎn)的不熟悉，對語義的誤解以及忽略句法上的差異而導(dǎo)致廣告并沒有達(dá)到預(yù)期意圖。另一方面，常常由于一些譯者在翻譯時(shí)易于拘泥于漢語原文的字面意思，從而產(chǎn)生一些不準(zhǔn)確的譯文。廣告語的翻譯雖然有規(guī)范的中文廣告語可以借鑒，但在

6、具體應(yīng)用時(shí)也應(yīng)該考慮語境，不能生搬硬套，這樣才能保證譯文準(zhǔn)確。</p><p>　　忠實(shí)性，吸引性和可接受性也是廣告語漢譯所必須遵守的三條原則。因此，在英語廣告語的翻澤過程中，我們應(yīng)當(dāng)注意把握這三條原則，既要使譯文規(guī)范，又不能生搬硬套;既要創(chuàng)新，又要保證譯文準(zhǔn)確。我們應(yīng)當(dāng)廣告語的中文譯文為商品錦上添花，而不是給它的臉上抹黑。做到熟知廣告語的語言特點(diǎn)，力求譯文簡潔明了，了解廣告語的功能意義，盡量遵循借譯原則，掌握英

7、漢文化差異，將譯文讀者的文化習(xí)慣放在首位。</p><p>　　三、研究的方法和技術(shù)路線</p><p>　　對目前廣告語的漢譯現(xiàn)狀進(jìn)行調(diào)查研究，并試圖闡述廣告語漢譯問題的重要性和必要性。通過對嘉興各產(chǎn)品廣告語翻譯的分析，歸納總結(jié)出廣告語漢譯的幾個(gè)主要問題，分析產(chǎn)生問題的原因，在此基礎(chǔ)上提出解決方法及改善意見。</p><p>　　在研究過程中，我看了很多相關(guān)文章及

8、書籍，并通過互聯(lián)網(wǎng)獲取了很多有用的信息，以幫助完成這一論文的寫作。此外，我還進(jìn)行了相關(guān)調(diào)查，走訪了嘉興地區(qū)的一些大型超市，記錄了典型廣告語的翻譯。</p><p>　　研究難點(diǎn)在于英文文獻(xiàn)比較難找，對于該課題的研究比較少，可以參考的資料比較少。</p><p>　　目標(biāo)是通過對超市進(jìn)口產(chǎn)品廣告語漢譯問題的研究分析，提出解決的策略以及對今后發(fā)展的建議，希望能對廣告語的正確翻譯起到一定的作用。

9、</p><p>　　四、論文詳細(xì)工作進(jìn)度和安排</p><p>　　2010年10月下旬 選題2010年11月上旬 下達(dá)任務(wù)書2010年11月下旬 開題2010年12月中旬 提交開題報(bào)告，文獻(xiàn)綜述2011年 2月上旬 開始論文寫作2011年3月底前 提交論文初稿2010年4月底

10、前 完成初稿、二稿2011年5月上旬 完成三稿2011年5月中旬 最終定稿，提交按要求裝訂的論文終稿一式三份，參加論文答辯。</p><p><b>　　五、主要參考文獻(xiàn)</b></p><p>　　Cook.G. The Discourse of Advertising [M].London: Routled

11、ge, 1992.</p><p>　　Grey Mayers. Words in Ads [M]. London: Green Gate Publishing Services, 1994.</p><p>　　Leech.G.N. The Language in Advertising [M].London: Longman Group Limited, 1966.</p>

12、<p>　　Nida, E.A. Dynamic Equivalence in Translation [J]. Stanford University Press, 1993.</p><p>　　Shuttleworth, M&Cowie. Dictionary of Translation Studies [M]. Manchester: St.Jerome, 1997.</p&

13、gt;<p>　　Thomas Jenny. Cross-cultural Pragmatic Failure in Applied Linguistics[M]. London: Oxford University Press,1983.</p><p>　　Vestergaard, Torben&Schroder, Kim. The Language of Advertising [M]

14、. Oxford: Basil Blackwell Publisher Ltd, 1985.</p><p>　　胡壯麟.“語言、認(rèn)知、隱喻” [J].現(xiàn)代外語，1997（4）:51.</p><p>　　劉宓慶.文體與翻譯 [M]. 北京：中國對外翻譯出版公司，1985.</p><p>　　寧建新，陳觀亞. 實(shí)用廣告英語 [M]. 鄭州：河南人民出版社，1997

15、.</p><p>　　錢瑗.英語實(shí)用文體學(xué)[M]. 北京：北京師范大學(xué)出版社，1991.</p><p>　　肖新英.英語廣告語篇特點(diǎn)與翻譯 [D]. 上海師范大學(xué)碩士學(xué)位論文，2005.</p><p>　　夏雷.英語廣告的語言特色 [D].上海師范大學(xué)碩士學(xué)位論文，2003.</p><p>　　楊榮琦，陳天紅.廣告英語與欣賞 [M].

16、 武漢：華中理工大學(xué)出版社，1995.</p><p>　　余富斌.英語修辭概論 [M]. 南昌：江西高校出版社，1996.</p><p>　　趙靜. 廣告英語 [M]. 北京：外語教學(xué)與研究出版社，1992.</p><p><b>　　畢業(yè)論文文獻(xiàn)綜述</b></p><p><b>　　英語</b

17、></p><p>　　英語廣告的語言特點(diǎn)及漢譯</p><p>　　一、前言部分（說明寫作的目的，介紹有關(guān)概念，扼要說明有關(guān)主題爭論焦點(diǎn)）</p><p>　　隨著經(jīng)濟(jì)全球化的發(fā)展，英語廣告語變的越來越重要，它幾乎出現(xiàn)在我們的日常生活中的每個(gè)角落。由于國際間的頻繁合作，外國產(chǎn)品不斷涌現(xiàn)在中國市場，英語廣告語也大量的出現(xiàn)在了中國，這大力促進(jìn)了英語廣告語的翻譯。

18、廣告語的主要功能是：引起消費(fèi)者的注意，激起消費(fèi)者的興趣，誘發(fā)消費(fèi)者的欲望，加強(qiáng)消費(fèi)者的記憶并促成消費(fèi)者的行動。但是在英語廣告語的翻譯中經(jīng)常會由于對中英語音特點(diǎn)的不熟悉，對語義的誤解以及忽略句法上的差異而導(dǎo)致英語廣告語的翻譯不盡如意。這極大影響了我國對外交流的國際形象。因此，有必要對這一課題進(jìn)行系統(tǒng)的研究。本項(xiàng)研究旨在為翻譯、教學(xué)研究機(jī)構(gòu)提供廣告語翻譯與使用方面的建議，促進(jìn)英語廣告語的引進(jìn)、翻譯與使用。如何理解，評估并創(chuàng)作英語廣告，這對我

19、們大多數(shù)人來說，是一個(gè)富有挑戰(zhàn)性的課題。本論文首先從詞匯，句法以及修辭特點(diǎn)三方面介紹了英語廣告語的語言特點(diǎn)，然后著重針對英語廣告語翻譯所存在的問題提出了相應(yīng)的解決方法。</p><p>　　二、主題部分（闡明有關(guān)主題的歷史背景、現(xiàn)狀和發(fā)展方向，以及對這些問題的評述）</p><p>　　“廣告”一詞來源于拉丁文adteurture，其基本含義是“注意”、“誘導(dǎo)”、“披露”，后來演變?yōu)橛⒄Z的

20、advertise，也就是采用特定的手段使人注意某事物，這里的事物往往是指商品。19世紀(jì)70年代，在日本出現(xiàn)了與advertising意義相對應(yīng)，且借形于漢字的“廣告”一詞。19世紀(jì)末20世紀(jì)初，該詞傳入我國。</p><p>　　西方的廣告業(yè)不僅歷史悠久，而且也非常發(fā)達(dá)，商家早就大肆地利用廣告的價(jià)值宣傳產(chǎn)品，為產(chǎn)品增值。廣告幾乎充斥著人們的生活，塞滿了人們的視聽，這正如法國廣告評論家羅貝爾格蘭所說：“我們呼吸的

21、空氣是由氧氣、氮?dú)夂蛷V告組成的?！?lt;/p><p>　　廣告在我國雖然產(chǎn)生很早，但發(fā)展一直緩慢，1979年以后廣告業(yè)才逐漸復(fù)蘇?，F(xiàn)在隨著商品生產(chǎn)日益發(fā)展、商品經(jīng)濟(jì)日益繁榮，傳播手段也不斷革新。如今，在我國，廣告越來越發(fā)揮出其真正的價(jià)值和作用，廣告已經(jīng)滲透到人們生活的各個(gè)領(lǐng)域，無時(shí)不在，無處不在?？梢院敛豢鋸埖卣f，現(xiàn)代人生活在廣告的海洋里，“連呼吸的空氣里都含有廣告的成分”（大衛(wèi)·奧格威語）。</p

22、><p>　　然而由于由于語言和文化的不同，英語廣告語在漢譯的時(shí)候經(jīng)常出現(xiàn)語用失效問題。這些問題主要表現(xiàn)在語用語言失誤和社交語用失誤兩方面，如詞匯語用意義和語用規(guī)則的不對應(yīng)、價(jià)值觀念引發(fā)的不同聯(lián)想以及民族文化缺省等。要想使?jié)h譯的廣告語表達(dá)相應(yīng)的語用功能，在翻譯時(shí)就要對這些差異給予充分考慮。</p><p>　　譯文語言不規(guī)范是廣告語漢譯存在的一個(gè)主要問題。有時(shí)由于譯者對中英語音特點(diǎn)的不熟悉，對

23、語義的誤解以及忽略句法上的差異而導(dǎo)致廣告并沒有達(dá)到預(yù)期意圖。另一方面，常常由于一些譯者在翻譯時(shí)易于拘泥于漢語原文的字面意思，從而產(chǎn)生一些不準(zhǔn)確的譯文。廣告語的翻譯雖然有規(guī)范的中文廣告語可以借鑒，但在具體應(yīng)用時(shí)也應(yīng)該考慮語境，不能生搬硬套，這樣才能保證譯文準(zhǔn)確。</p><p>　　三、總結(jié)部分（將全文主題進(jìn)行扼要總結(jié)，提出自己的見解并對進(jìn)一步的發(fā)展方向做出預(yù)測）</p><p>　　在過去

24、幾十年中，廣告語的漢譯一直都沒得到應(yīng)有的重視，翻譯錯(cuò)誤不斷，無人問津，但隨著中國改革開放，經(jīng)濟(jì)突飛猛進(jìn)，英語廣告語逐漸流行起來，也越來越受到各界的關(guān)注。</p><p>　　忠實(shí)性，吸引性和可接受性也是廣告語漢譯所必須遵守的三條原則。因此，在英語廣告語的翻澤過程中，我們應(yīng)當(dāng)注意把握這三條原則，既要使譯文規(guī)范，又不能生搬硬套;既要創(chuàng)新，又要保證譯文準(zhǔn)確。我們應(yīng)當(dāng)廣告語的中文譯文為商品錦上添花，而不是給它的臉上抹黑。

25、做到熟知廣告語的語言特點(diǎn)，力求譯文簡潔明了，了解廣告語的功能意義，盡量遵循借譯原則，掌握英漢文化差異，將譯文讀者的文化習(xí)慣放在首位。</p><p>　　四、參考文獻(xiàn)（根據(jù)文中參閱和引用的先后次序按序編排）</p><p>　　Cook.G. The Discourse of Advertising [M].London: Routledge, 1992.</p><p

26、>　　Grey Mayers. Words in Ads [M]. London: Green Gate Publishing Services, 1994.</p><p>　　Leech.G.N. The Language in Advertising [M].London: Longman Group Limited, 1966.</p><p>　　Nida, E.A. Dy

27、namic Equivalence in Translation [J]. Stanford University Press, 1993.</p><p>　　Shuttleworth, M&Cowie. Dictionary of Translation Studies [M]. Manchester: St.Jerome, 1997.</p><p>　　Thomas Jen

28、ny. Cross-cultural Pragmatic Failure in Applied Linguistics[M]. London: Oxford University Press,1983.</p><p>　　Vestergaard, Torben&Schroder, Kim. The Language of Advertising [M]. Oxford: Basil Blackwell

29、Publisher Ltd, 1985.</p><p>　　胡壯麟.“語言、認(rèn)知、隱喻” [J].現(xiàn)代外語，1997（4）:51.</p><p>　　劉宓慶.文體與翻譯 [M]. 北京：中國對外翻譯出版公司，1985.</p><p>　　寧建新，陳觀亞. 實(shí)用廣告英語 [M]. 鄭州：河南人民出版社，1997.</p><p>　　錢瑗

30、.英語實(shí)用文體學(xué)[M]. 北京：北京師范大學(xué)出版社，1991.</p><p>　　肖新英.英語廣告語篇特點(diǎn)與翻譯 [D]. 上海師范大學(xué)碩士學(xué)位論文，2005.</p><p>　　夏雷.英語廣告的語言特色 [D].上海師范大學(xué)碩士學(xué)位論文，2003.</p><p>　　楊榮琦，陳天紅.廣告英語與欣賞 [M]. 武漢：華中理工大學(xué)出版社，1995.</p&

31、gt;<p>　　余富斌.英語修辭概論 [M]. 南昌：江西高校出版社，1996.</p><p>　　趙靜. 廣告英語 [M]. 北京：外語教學(xué)與研究出版社，1992.</p><p><b>　?。?0_ _屆）</b></p><p><b>　　本科畢業(yè)設(shè)計(jì)</b></p><p&

32、gt;<b>　　英語</b></p><p>　　英語廣告的語言特點(diǎn)及漢譯</p><p>　　Language Characteristics and Chinese Translation of English Advertising</p><p><b>　　摘要</b></p><p>

33、　　在世界經(jīng)濟(jì)全球化的背景下，英語廣告的翻譯變得越來越重要。如今它幾乎存在于我們?nèi)粘Ｉ钪械拿總€(gè)角落。盡管國內(nèi)對廣告進(jìn)行了大量的翻譯實(shí)踐，然而對此領(lǐng)域的理論研究還相對滯后。本文首先從詞法、句法和修辭三個(gè)層面討論了英語廣告的語言特點(diǎn)；接著論述了英語廣告的漢譯現(xiàn)狀，指出了漢譯中存在的問題；最后根據(jù)英語廣告語言的特點(diǎn)，提出并例證了翻譯英語廣告的三條原則：忠實(shí)性、吸引性和可接受性及三種譯法：音譯法、直譯法和意譯法。</p><

34、;p>　　關(guān)鍵詞：英語廣告；語言特點(diǎn)；漢譯</p><p><b>　　Abstract</b></p><p>　　With the globalization of world economy, English advertisements translation is becoming more and more important and it exis

35、ts in every corner in our daily life. In spite of lots of practices in English advertisements, the theoretical research in this field is still relatively backward in China. First, the thesis discusses the major language

36、characteristics from three perspectives: lexical, syntactic and rhetorical aspects. Second, it probes into the current situation in Chinese translation of En</p><p>　　Key words: English advertising; Language

37、 characteristics; Chinese translation of advertising</p><p><b>　　Contents</b></p><p>　　Abstract…………………………………………………….......................................Ⅱ</p><p>　　1 In

38、troduction4</p><p>　　2. Language Characteristics of English Advertising5</p><p>　　2.1 Lexical features of English advertising5</p><p>　　2.1.1 Frequent use of monosyllabic verbs5

39、</p><p>　　2.1.2 Flexible use of coinages6</p><p>　　2.1.3 Clever use of personal pronouns6</p><p>　　2.2Syntactic features of English advertising7</p><p>　　2.2.1 Const

40、ant use of simple sentences7</p><p>　　2.2.2 Common use of elliptical sentences7</p><p>　　2.2.3 Usual use of imperative sentences8</p><p>　　2.3 Rhetorical features of English adve

41、rtising8</p><p>　　2.3.1 Parody9</p><p>　　2.3.2 Pun9</p><p>　　2.3.3 Personification10</p><p>　　3. Chinese Translation of English Advertising10</p><p>　

42、　3.1 Current situation in Chinese translation of English advertising11</p><p>　　3.1.1 Unfamiliar with phonetic characteristics11</p><p>　　3.1.2 Misunderstanding lexical meaning11</p>&

43、lt;p>　　3.1.3 Ignoring difference in syntax12</p><p>　　3.2 Principles in Chinese translation of English advertising12</p><p>　　3.2.1 Faithfulness12</p><p>　　3.2.2 Attractivenes

44、s13</p><p>　　3.2.3 Acceptability13</p><p>　　3.3 Methods in Chinese translation of English advertising14</p><p>　　3.3.1 Transliteration14</p><p>　　3.3.2 Literal tran

45、slation15</p><p>　　3.3.3 Free translation15</p><p>　　4. Conclusion16</p><p>　　Bibliography………………………………………………………………………...14</p><p>　　Acknowledgements……………………………………………

46、………………………………15</p><p>　　1 Introduction</p><p>　　The word “advertise” stems from the Latin “advertere”, meaning “to make known to the public”. Lots of scholars have reflected on the meaning of th

47、e word in different versions. Abert Lasker, father of modern advertising, says that advertising is “salesmanship in print”(趙靜,1992:302). This definition is given a long time before the advent of radio and television. In

48、deed, as Qian Yuan summarizes, advertising has become a highly powerful institution in modern society. It helps manufactures and corpo</p><p>　　From what have mentioned above, main functions of advertising c

49、an be learned. Just as some British and American studies on advertising express, the functions of advertising materials are: informative function, persuasive function, communicative function and promoting function. The f

50、irst two are the main functions.</p><p>　　With increasing communication in the world, English advertising has found its way into people’s life. As is known to all, the competition on the international market

51、 is fierce, so if one company wants to stand steadily in the international market, the company must not only have good products, but also have a good service, a good brand reputation and a good company image. Advertising

52、 is an important way of good promotion. However, sometimes when national products enter into the international mark</p><p>　　Nowadays, English advertising exists everywhere and it has greatly influenced cust

53、omers’ thoughts, and feelings. Since English advertising plays such an important role in the modern society, translators must have a good grasp of the language characteristics of English advertising so that they can know

54、 how it sells goods and services and how it perpetuates images and values. Moreover, with the development of global economy, more and more products come from foreign countries and many advertisement</p><p>　

55、　2. Language Characteristics of English Advertising</p><p>　　An advertiser’s main purpose is to present products and try their best to make the potential customers become real and actual ones. However, the a

56、dvertising’s time is very short, so the advertising must be the most effective in the shortest time during the creative process. At the same time, if advertisers want the advertisements leave a deep impression in people’

57、s brains, they must avoid the long terms and try to use the words which can be easily understood and remembered. So advertisers must c</p><p>　　2.1 Lexical features of English advertising</p><p>

58、;　　2.1.1 Frequent use of monosyllabic verbs</p><p>　　Monosyllabic verbs are short and rhythmical. They are easy to pronounce and easy to remember. They not only make advertising texts concise, vivid and simp

59、le, but also save space, time and money. The words like go, use, give, take, look, and so on are usually used. Leech (1966:154) points out that in advertising language the most frequent word for “acquisition of product”

60、is get instead of buy. The reason for this is its unpleasant connotations (spending money) which get does not contain. Instead</p><p>　　(1) We love to fly and it shows (Decta Airlines)</p><p>　　

61、All the verbs in example (1) are monosyllabic verbs. The verb love denotes the passengers’ positive attitude towards the flight. The verb show makes people believe that the airline is reliable. This piece of advertising

62、is very simple, but when people read it, they feel greatly relax and imagine they just fly in the sky. </p><p>　　2.1.2 Flexible use of coinages</p><p>　　Coinage means that a new word or phrase

63、is coined by means of imitation or by freely compounding. They are often created with the help of some prefixes or suffixes. Usually, coinages can attract customers’ attention and meet their needs. What’s more, freshly-m

64、ade words and phrases will make people think that the product or service being advertised possesses peculiar qualities. Many words in advertisements are those newly coined, or deliberately misspelled.</p><p>

65、;　　(2)TWOGETHER: the ultimate all inclusive one price sun-kissed holiday. </p><p>　　Example (2) is an advertisement which can supply the tourism vacation for couples. TWOGETHER is the distorted form of “toge

66、ther” and both of them are similar in spelling and pronunciation. Here the purpose of using “two” instead of “to” is to stress the couples travel together and share the happy holiday together.</p><p>　　2.1.3

67、Clever use of personal pronouns</p><p>　　Personal pronouns carry important meanings in advertisements. Guy Cook notes (1992:155) that advertisers favor the use of pronouns and tend to use them in particular

68、ways. “We” is the manufacturer, “I” is often the people who have motives to purchase the product. “he/she” is very often the person who did not use the product. However, “You” can refer to many people simultaneously. Usi

69、ng personal pronouns cleverly can create an effect of closeness among customers. As customers, they feel more welc</p><p>　　(3) “Yes, you could say we’ve mastered the art of Thai hospitality.” (Le Meridian

70、President Bangkok Hotel)</p><p>　　This is an advertisement with the conversational tone. It uses two kinds of personal pronouns—“you” and “we”. It makes the advertisement read more naturally and kindly and i

71、t is just like a conversation (consumer and advertiser) between two friends. Although the tone is a little rhetorical, it well behaved advertisers’ self-confidence and it is easy to establish the good image for advertise

72、rs.</p><p>　　2.2 Syntactic features of English advertising</p><p>　　In order to catch the addressees’ eyes and arouse their interests, advertisements should be attractive, simple and easy to und

73、erstand. At the syntactic level we will find constructions “which cannot be generated by an English grammar but are nevertheless interpretable.” (Cook,1992:140) And it has also been observed by Vestergaard that advertisi

74、ng copy has a tendency to chop sentences into short units by using full stops where ordinary prose would use commas or no punctuation at all.(Vestergaard,</p><p>　　2.2.1 Constant use of simple sentences</

75、p><p>　　A simple sentence contains a simple independent clause and all its constituent elements (subject, verb, object, complement, adverbial) are phrases, not clauses. Using simple sentences in advertisements

76、not only can convey as much information as possible in limited time for the sake of space and money, but also can make the consumers remember them easily and quickly. Leech observes that a succession of simple sentences

77、can produce simplicity and clarity. (Leech,1966:219)</p><p>　　(4)Quality never goes out of style.——Levi’s Jeans</p><p>　　This example is a simple sentence. It is smooth to read and easy to under

78、stand. In addition, it evokes readers’ feeling of intimacy and promotes consumers to buy the products powerfully.</p><p>　　2.2.2 Common use of elliptical sentences</p><p>　　Elliptical sentences

79、are adopted easily in advertisements, because they have clear theme. According to Greg Myers (1994:57) “The omission doesn’t just let you feel what you want, it makes you active in interpreting the sentence”. This kind o

80、f sentence can not only make advertisements compact but also arouse readers’ interests to find the omitted information. So in order to attract consumers, advertisers often make good use of elliptical sentences.</p>

81、<p>　　(5) Safe. Easy. Quick and with Fun. (KITCHEN WONDER Vegetable Processor)</p><p>　　Example (5) is a verbless expression made up of three adjectives and an adverbial group. This sentence may be co

82、mpleted like this: Using KITCHEN WONDER Vegetable Processor is Safe, Easy, and with Fun. Comparing the original one with the changed one, we can find the meaning or message the advertisers want to pass to customers are m

83、ore clear in the original ones. Clearly, the elliptical sentences are more concise and more forceful to the readers.</p><p>　　2.2.3 Usual use of imperative sentences</p><p>　　Usual use of impera

84、tive sentences is a distinct phenomenon in English advertisements. They are often used to express requirement or order. According to statistics, there is at least one imperative sentence in every four in English advertis

85、ing texts. Because imperative sentences express ideas directly and lead readers to seize themes of adverting easily. Leech (1966:8) believes that advertising composers naturally believe that the public has the habit of a

86、ccepting the beneficial advice that is ex</p><p>　　(6) “Go ahead! You can rely on us.” (an advert for AXA Insurance &Investment)</p><p>　　This example is very forceful. It sounds determined

87、and convincing. So when customers see this advertisement, they may think that it could be a right choice to buy the proposed product or service.</p><p>　　2.3 Rhetorical features of English advertising</p&

88、gt;<p>　　Rhetoric, traced back to ancient times, is the art of oratory. The term “rhetoric” means public speaking, and the rhetoric is defined as the art of persuasion. Therefore, it can be applied fully in advert

89、ising for the point of an advertisement is to inform people of the merits of a product so that they will buy it. Using rhetorical devices make advertising more effective. Parody, pun and personification are often used in

90、 English advertising, which are to be discussed next.</p><p>　　2.3.1 Parody</p><p>　　According to the Oxford Advanced Learner’s Dictionary of Current English, parody is a piece of writing intend

91、ed to amuse by imitation the style of writing used by somebody else. Advertisements are designed to sell things or ideas. The essence of an advertising copy aims at relating designative and associative meanings in the cl

92、osest possible way, since “selling” usually depends far more on associative meanings than on designative ones. Most people buy with their emotions, not with their minds (N</p><p>　　(7) One man’s disaster is

93、another man’s delight. The sale is now on. (A poster of a shop)</p><p>　　Example (7) is an advertisement for the goods of a shop. Seeing this advertisement, you will be reminded of the famous saying: One man

94、’s meat is another man’s poison. This saying is known by almost everyone and the advertisement just changes two words. It properly describes the relation between the shop-owner and the customers. In this advertisement, t

95、he sharp contrast between disaster and delight makes the customers know the sincerity of the shopkeepers. In this case most of the customers are w</p><p><b>　　2.3.2 Pun</b></p><p>　　

96、Pun is a play on words, which involves an amusing use of expressions with a double meaning or the same sound but different meanings(余富斌,1996:87). Another definition from Webster’s Third New International Dictionary(1986:

97、1642), the pun is “a humorous use of a word in such a way as to suggest different meanings or applications of words having the same sound or nearly the same sound but different meanings: a play on words.”</p><

98、p>　　Pun is also often used in English advertising. It can highlight the product or service and increase the readability of the advertising. Appropriate application of pun can attract readers’ attention easily and arou

99、se consumers’ imaginations quickly. However the indirect meaning of the advertising should be expressed clearly so that readers can understand them.</p><p>　　(8) Which lager can claim to be truly German?<

100、/p><p>　　This can. (A big can of lager beside this ad)”</p><p>　　In example (8), the word “can” can be used not only as the modal verb which means “able to, can”, but also as the noun which means “

101、a container containing beer”. This advertising makes a kind of “unique selling point”, it hints that only their products are the true Germany goods. Those consumers who like drinking beer know the Germany beer is famous

102、all over the world. Therefore this advertising makes a good impression on consumers.</p><p>　　2.3.3 Personification</p><p>　　According to A Hand Book to Literature, published by the Bobbs—Merril

103、l ComPanyin1972,personification is “a figure of speech which endows animals, ideas, abstractions, and inanimate objects with human form, character, or sensibilities; the representing of imaginary creatures or things as h

104、aving human personalities, intelligence, and emotions; whether real or fictitious, by another person.” In English advertising, personification is a kind of very effective means of rhetoric. The use of personific</p>