The Rhetorical and Lexical Characteristics of English Advertisements开题报告

 2022-07-13 15:24:32

1. 研究目的与意义

In today#8217;s era, advertising has become an indispensable part of our economic society. Advertising is the lubricants of modern commodity economy; the catalyst of economic development; the bridges of the structure of production and supply. Manufacturers promote their products via advertisements while customer consume via advertisements. According to statistics, the world#8217;s daily average of contact to advertisements are at least 800 times, and even up to 1600 times in the USA. Meanwhile, China#8217;s joining the WTO means that China#8217;s market will be integrated with the international market and that China#8217;s products and brands will flood into the international market. Since China#8217;s accession to WTO, the international economic activities have become more frequent and the foreign trades have become more active. So China#8217;s advertising industry will face the problem of how to be truly international. The Advertisements language-English advertisements which is an important part of advertising have received the attention of many researchers. The solid foundation in English is the prerequisite to learn foreign advertisements. Only by having this prerequisite, can we take the essence from foreign outstanding advertisements and raise the level of our advertising to create the world-class advertisements. Advertising is the accumulation and concentration of human culture. Wonderful advertising is often unique and witty. It seems to be a shortcut to get a glimpse of the English language from English advertisements.

Since advertising is an important part of our social life, it has penetrated into every corner our society. It has played an invaluable role in promoting sales and boom the economy. Advertising must have the ability #8216;selling power#8217; to make people have the desires of shopping after hearing or reading advertisements; It must have the #8216; memory value #8217; to make people impressive and think of the strengths and characteristics of certain goods; As a result, it must have #8216; attention value #8217; and #8216; readability #8217;. Because of the characteristics of the advertisement itself, English advertisements are often made through multi-scrutiny. Advertisements used to have beautiful words, refined syntax and rich contents. As a result, the use of various rhetoric and vocabularies is the key to realize the language art of English advertisements. On the one hand, the vocabulary is the basic unit of English advertisements. The appropriate use of vocabularies by advertisements creators tends to create a variety of unexpected results. The concise style, persuasive languages and innovative ideas finally play a role in the introduction and production of products as well as deepen the feelings between advertising manufacturers and consumers.On the other hand, the use of rhetoric is the important source of the pretty advertisements, which can make advertisements novel and make consumers refreshing. Domestic advertising industry is still in its infancy, the study of rhetorical and lexical characteristics of English advertisements has practical significance for the publicity of our products and making it into the international market.

2. 研究内容和预期目标

This article makes an attempt in exploration of the languages of English advertisements from the perspective of rhetorical and lexical characteristics.With the development of business and market economy,advertising plays a vital role in promoting our modern society.In recent decades,advertising has raised great concern among sociology,psychology,linguistics and media studies.English used in advertisements has become a standard and professional language by virtue of its unique style and persuasive function.However,this language directly show its intention to persuade and impress consumers through special measures instead of common languages.This kind of special measures can arise consumers#8217; curiosity and stimulate them to shop.In other words,the languages used in advertisements must be novel and interesting in order to arise consumers#8217; attention and interests.Therefore,advertising designers must have following abilities to design a successful advertisement:to be familiar with the target,function,structure and language features of advertisements,especially the effects that the ad needs to show;to find a theory which can guide creating ads practically and comprehensively;to use some practical writing methods flexibly. On the one hand,rhetoric plays a positive role among many of the language methods of advertising languages.Rhetoric has enriched the connotation of language and strengthened the persuasive power of language.Rhetoric has three functions:the art of persuasion,writing skills and working as a genre.English advertisements are often regarded as the ocean of rhetoric.The novel voice rhythm,the innovative vocabularies,the rich sentence structures and the vivid description have added the wonderful power of impression of advertisements.This kind of power of expression can not be embodied by general means.On the other hand,the use of vocabularies is also the key to make ads to be fascinating.Vocabularies strengthened the power of persuasion of ads through unique and fresh features.With the development of China#8217;s foreign trade,English used in ads is becoming more and more important.The words used in ads must be impressive and have #8216;marketing ability#8217; ,#8216;memory value#8217; , #8216;readability#8217; and #8216;note value#8217;.This article mainly analyze the application of rhetoric in ads from the perspective of rhetoric.Advertising languages are always attractive and persuasive.This article makes some preliminary study on lexical characteristics via the examples of English ads.In the first part,the article briefly introduces the development process,the definition,the constitution and the functions and influences of the ads.Then,in the second part,this article analyzes and summarizes the use of rhetoric in ads from the aspects of metaphor,pun and personification through many examples.What#8217;s more,this article analyzes the lexical features of ads from the perspective of simple words,spoken and informal languages and coinage.To sum up,this article is aimed to enrich the study of rhetorical and lexical characteristics of English ads in hope to provide some writing enlightenment in practice for advertising designers.

The outline of my paper is as follows:Ⅰ.IntroductionⅡ.Introduction to Advertisements2.1Development of advertising2.2Definition of advertising2.3Constitution of advertisements2.3.1Title2.3.2Body text2.3.3Slogan2.3.4Illustration,logo and color2.4Functions and influences of advertisementsⅢ.Language characteristics3.1Rhetorical characteristics3.1.1Metaphor3.1.2Pun3.1.3Personification3.2Lexical characteristics3.2.1Using simple words3.2.2Using spoken and informal language 3.2.3Using coinage or misspellingⅣ.Conclusion

3. 国内外研究现状

English advertisements study belongs to the comprehensive application research.It involves English linguistics,advertising,economics,rhetoric and aesthetics and other disciplines.It is an emerging and interdisciplinary field which has good development prospect.As a discipline,English advertising started in western countries in the 60s and it has had a history of more than 50 years.The business schools in western countries regard this discipline as a compulsory subject and common universities also offer the elective course of English advertisements for students.There are endless textbooks,dictionaries and studies on English advertisements in western countries.However,in China,the study of this discipline is still relatively weak and rare.What#8217;s more,this discipline started late in China as well.The works and studies on the rhetoric and lexical characteristics of English advertisements are especially rare.In recent years,the role that English advertisements play in social and economical development has become more and more significant.As a result,the attention that our domestic colleges and universities pay on English advertisements has become more and more.

The research on basic English theoretical in our country has conducted into a deep degree,but it still needs to develop towards the field of application.English advertising is the specific English for application and it belongs to the field of applied linguistics.The use of rhetoric and vocabularies is an important factor which can make English advertisements more wonderful,and it can effect the final business effects of the English advertisements to some degree.Although the use of rhetoric and vocabularies in English advertisements do not violate the common English linguistics,they have their own features and have many of their own unique linguistic phenomenon.The application of rhetoric and vocabularies in English advertisements are different from that in common English linguistics,so we need specialized research on this discipline from the aspect of theory.Under today#8217;s multicultural environment,English advertising not only simply plays the role of spreading information but also needs to impress the readers from the exotic,emotional and aesthetic point of view,so as to achieve the purpose of being widely advertised.And this requires more refined and beautiful use of the rhetoric and vocabulary in English advertisements.

The rhetorical and lexical characteristics in English advertisements belong to the application study which is highly targeted.In today#8217;s world,advertising has become one of the symbols that is able to reflect a country#8217;s civilization and economic development degree.In today#8217;s China,our government is deepening reform,expanding opening up, growing integration to the international world and developing our social market economy.At the same time,English advertisements play such an important role in economical development and social progress.Asimportant part of English advertisements,rhetoric and vocabulary are indispensable in the final effect that the advertisements show at last.At present,the local English advertisements are not common,but the rhetoric and vocabulary errors and barbarism should not be ignored in native English advertisements.

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4. 计划与进度安排

The outline of my paper is as follows:

Ⅰ.Introduction

Ⅱ.Introduction to Advertisements

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5. 参考文献

【1】Cook Guy，The Discourse of Advertising. London：Routledge，1992

【2】Goddard Angela，The Language of Advertising. London:Routledge，1998

【3】Lakoff George and Mark Johnson，Metaphors We Live By. Chicago: University of Chicago Press,1980

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