汉语广告与英语广告语言特点之比较

A Contrastive Study of Words Characteristic between English and Chinese Advertisement

汉语广告与英语广告均有模拟生造新词的情况 ,汉语广告是通过音节的有意重叠 ,英语广告是故意把熟悉的单词拼错 ,或加上前、后缀而生造新词 ;汉、英广告都可见到改造短语、句子的情况。汉语广告中模仿造短语、造句子的手段远比英语广告丰富。汉、英广告都使用外来词 ,满足人们的求新求异的心理。汉、英广告在形式上均表现出了韵律美和修辞美。两种语言的不同 ,深层次地体现着汉、英民族不同的思维方式。

Simulation words are seen both in Chinese advertisement and English advertisement. In Chinese advertisement, syllables are intentionally overlapped; In English advertisement, very familiar words are intentionally misspelled or added by a prefix or a suffix to create a new word both in Chinese and English advertisement, “reformed' words are often seen. The difference between advertisement words in Chinese and English advertisement symbolizes the different stile pyschological background and cultural background between Chinese and English nations to deep extent.