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an analysis of language features in english advertisements(1)  

2009-12-07 15:11:52|  分类: 花中李的英语毕业 |  标签: |举报 |字号 订阅

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AN ANALYSIS OF LANGUAGE FEATURES IN ENGLISH ADVERTISEMENTS

Abstract

This paper presents an analytical study of the language features of English advertisements at lexical, syntactic and discourse levels. In order to conduct a data-driven study, the author builds a corpus of 60 English advertisements. It is hoped that through the detailed survey of three types of advertisements: namely, daily consumer goods ads, technical equipment ads, service ads, similarities and differences in advertising language features can be summarized and possible reasons will be given in the light of the meaning, and function of language.

This paper will be presented in five parts. The first part is the introduction and the last conclusion. The focus of the paper is laid on the three middle parts which respectively analyze language features at lexical, syntactic and discourse levels. The conclusion of this paper is drawn from the data analysis. In the analysis, examples from the corpus will be given; figures, tables and graphs will also be offered to make the paper understandable and persuasive.

It is hoped that the study can shed light on the language features of advertisements and also provide help to copy writers and advertising English learners.

KEYWORDS: English Advertisements, Lexical, Syntactic, Discourse,

Similarities, Differences

 

Contents

1. Introduction ……………………………………………………………… 1

1.1 Rationale of the study ……………………………………………………... 1

1.2 Definition of advertising …………………………………………………... 1

1.3 Focus of the present study ………………………………………………… 1

1.4 Sources of data ……………………………………………………………. 2

2. Lexical features …………………………………………………………… 2

2.1 Classification of advertising and its audience …………………………….. 2

2.2 Similarities at the lexical level ……………………………………………. 3

2.2.1 Few verbs are used ………………………………………………………... 3

2.2.2 Use of emotive words …………………………………………………….. 4

2.2.3 Make pun and alliteration …………………………………………………. 4

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2.2.4 Use of weasel words ………………………………………………………. 5

2.3 Differences at the lexical level ……………………………………………. 6

2.3.1 Gender identity in advertisements…………………………………………. 6

2.3.2 Selection of Adjectives …………………………………………………… 7

2.3.3 Compound words …………………………………………………………. 8

2.3.4 Use of pronouns …………………………………………………………… 8

3. Syntactical features ……………………………………………………… 9

3.1 Similarities ………………………………………………………………… 9

3.2 Differences ………………………………………………………………… 10

3.2.1 Headlines ………………………………………………………………….. 10

3.2.2 Comparison of headlines of different types of ads ………………………... 11 WWW.PAPERLW.NET

4. Discourse features...……………………………………………………….. 12

4.1 Body copy of advertisements ……………………………………………... 12

4.2 Differences in body copy ……………………………………………. 12

5. Conclusion ………………………………………………………………… 14  

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