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毕业设计 A Brief Introduction on Advertisement English，共18页，817字
Abstract
Nowadaysasawayofpropagantingandtransmittinginformation,advertisinghaspenetratedintoeverycornerofourlifeasitstransmittingmediainmanyforms:newspaper,magazine,TV,radioaswellasnetwork.Itisbothaneconomicalactivitypromotingproductsandservices,andacultureconveyor,whichhasgreatinfluenceonourlifestyleandconsumptionhabits.WiththeentryofChinaintoWTO,lotsofforeignproductspourintoChinesemarketandcompetewiththehome–madeproducts.Inaddition,weneedimproveourexternaltradeandexpendtheforeignmarkettoo.Asaninterculturalmarketingandpromotionundertaking,internationaladvertisingtranslationisnotjustatransformationbetweendifferentlanguages,butinvolvesdifferenttraditions---laws,religionsandeconomies,etc.Anyadvertisementwillfailtoachieveitsobjectiveifitonlytranslatesintothetargetlanguagewithouttheabovefactorsbeingtakenintoaccount.Undersuchinternationalandeconomiccircumstances,itisnecessaryforustonoticeandinvestigatethefeaturesofEnglishadvertising.ThepurposeofthispaperistoanalyzethelinguisticfeaturesandsociologicalfeaturesofadvertisingEnglish,inthehopeofhelpingcopywritersathomemarketsintheircreatingprocess.Beginningwiththenatureandinternalstructureofadvertising,thisthesisalsoexploresthedefinition,classification,andcomponentsofEnglishadvertisement.ThenitillustratesthecharacteristicsofEnglishadvertisement.
Keywords:advertising;advertisementEnglish;translation;linguistics
Outline
I.IntroductiononadvertisementEnglish…………………………………………………1
A.Definitionofadvertisement……………………………………………………………1
B.Historyofadvertisement………………………………………………………………2C.Rolesofadvertisement…………………………………………………………………3
II.Elementsofanadvertisement……………………………………………………………4
A.Headline…………………………………………………………………………4
B.Bodycopy……………………………………………………………………………5
C.Slogan…………………………………………………………………………………6
III.Featuresofadvertisement…………………………………………………………………7
A. Englishmorphologyinadvertisement………………………………………………7
1.Colloquialandcommonwords………………………………………………………7
2.Contraction……………………………………………………………………………7
3.Technicalwords………………………………………………………………………7
4.Loanwords…………………………………………………………………………8
5.Compoundsandcoinedexpressions…………………………………………………9
B.Englishsyntaxinadvertisement……………………………………………………10
1.Simplesentences……………………………………………………………………10
2.Rhyme………………………………………………………………………………10
3.Alliteration…………………………………………………………………………10
4.Disjunctiveclause…………………………………………………………………10
5.Interrogativesentencesandimperativesentences…………………………………10
6.Minorclause………………………………………………………………………11
C.RhetoricaldevicesinEnglishadvertisement…………………………………………11
1.Parallelism……………………………………………………………………………12
2.Personification………………………………………………………………………12
3.Pun…………………………………………………………………………………13
4.Metaphor……………………………………………………………………………14
Conclusion……………………………………………………………………………………15
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