Language Features of English Advertisements开题报告

1. 研究目的与意义

We are living in a colorful and beautiful world, which is full of ads. They show us different kinds of products and services through newspapers, magazines, television, Internet, broadcasts and others .Due to the further development of commercialization, marketization and globalization, advertising is increasingly becoming an indispensable part of people#8217;s daily life in modern society, and English, as an international language, is vital to the development of advertising. But how to perceive and create English advertising is a challenge to most of us. This thesis makes an attempt to explore the language features of English advertisements, which enable customers to make more rational judgment of English advertising products.

2. 研究内容和预期目标

firstly, the thesis defines advertising, clarifies its objectives, mentions its components, and discusses the importance of studying advertising in english. next, it discusses the syntactic features of english advertisements, which are from three aspects: imperative sentences, simple sentences and question sentences. then it investigates the main wording features concentrating on verbs, adjectives, compounds and modal verbs. the final part of the thesis body explores the most frequently employed rhetorical devices in english advertising texts, such as metaphor, parallelism, pun, repetition and rhyme, etc. in conclusion, the thesis points out the influence of english advertising on the english language, the existing trend. in real life, we can improve both our own english proficiency and understand the theory of modern advertising through advertisement.

outline

chapter one introduction

3. 国内外研究现状

since the middle period of the eighties of the last century, research of advertising language is scattered in individual foreign language major journals, but domestic advertising studies officially started in the last century in the early 1990s. Advertising has been into every corner of the society and becomes an indispensable part of People''s Daily life. Many experts and scholars at home and abroad studied on advertising. The book called #8220;Advertising in English#8221; written by Geoffrey Leech involving the definition of advertising English, history, composition and so on ,Which has made a systematic study of English advertisement. CuiGang as the editor of 'advertising English' from advertising overview and constituting the seven aspects of English advertisements are discussed in detail. In addition, from different point of view, people have carried on the deep research to the advertisement, such as the perspective of stylistics, culture, political science perspective, the perspective of logic and rhetoric, psychology and so on.

4. 计划与进度安排

This thesis mainly contains five parts: introduction, syntactic feature of English ads, lexical features of English ads, rhetorical features of English ads and conclusion. It is such an important thing that we can find a lot of researches on advertisement from the school library, which is easy to finish the chapter one. For the second part and the third part, we have a professional electively courses for syntax and lexica. Combined with the article published online by scholar, which is hardly spend too much time. However, it''s going to be linked to advertisement and I''m going to spend a lot of energy to finish it. The most difficult and the most important is the fourth, I didn#8217;t have a specific study of rhetoric before. Fortunately, as a student of English major, I have the experience of this study for four months on my own, which takes about 1 month to finish this part. Due to the conclusion, solving some questions and exploring the effects of English ads, which enable customers to make more rational judgment of English advertising products. In conclusion, I will try my best to accomplish the thesis.

5. 参考文献

[1] leech, g.n. language in advertising [m]. london: longman group limited, 1966.

[2]myers, g. words in advertisements[m]. london: green gate publishing services, 1944.

[3]nida, e. language, culture and translating[m], shanghai foreign language education press,1993.