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中英广告中语言使用对比研究

毕业论文

A Comparative Study on Languages Used in Chinese and English Advertisement

Abstract

Advertisement is named as a very complex marginal and a comprehensive branch of knowledge. As advertising, either Chinese advertisement or English advertisement has something in common. With a quite different language style, advertising languages of both English and Chinese share many similar features in terms of vocabulary, sentence structure and rhetoric. But different features and different social background and cultural foundation of the two languages lead to some discrepancies between them. These features will surely provide a meaningful reference to the study of the identity of Chinese and English advertising languages.
This thesis sets out to study the languages used in English and Chinese advertisements on the basis of the observation on static words in high frequency used in many commercial advertisements. Based on the theories of lexicology and advertising psychology, such a comparative study is conducted with a focus on three classes of words, namely, the noun, the verb and the adjective semantically. Moreover, means of word formation and figures of speech are discussed with examples.

Key Words: advertisement; comparative study; frequency of words;
           word-formation; figures of speech

摘  要

广告堪称1门10分复杂的边缘性、综合性学科。作为广告,无论是汉语广告还是英语广告,必有某些相同之处,但两门语言本身的不同特点以及各自不同的社会背景和文化底蕴决定它们又有某些相异之点。与其他语体不同的是,英汉广告语体的语言使用方面在词汇、修辞方面有许多相同或相异的语言特征,这些特征对探索英汉语言在广告领域的同1性提供有益借鉴。
文章在对英语和汉语报刊商业广告的词频出现的基础上,运用词汇学的知识,重点从语义和广告心理学的角度对英汉广告中的名词、动词和形容词进行比较研究,此外,通过大量的广告实例,从构词法和修辞的角度进1步对广告的词语特点进行探讨。

关键词:广告、比较研究、词频、构词法、修辞手段

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