中英文商业广告口号的动词比较

Comparison of Verbs in Chinese and English Commercial Advertising Slogans

本文选取了中英文商业广告口号各60条,比较了其中的动词,旨在找到中英文商业广告口号中动词使用的异同。通过量化研究发现:中英文商业广告口号中动词的使用频率都较高,都使用了较多的情感类动词和感官动词,而动词的否定形式出现得很少。中文广告口号中的部分动词被用来达到押韵、对仗、双关等效果,而英文广告中较多地出现动词的屈折变化,系动词的出现频率较高。

This paper respectively selected 60 pieces of Chinese and English commercial advertising slogans, and compared the verbs in them, aiming at finding the similarities and differences of verbs used in Chinese and English commercial advertising slo-gans. Through quantitative research, it was found that the fre-quency of verb use is high in both Chinese and English commer-cial advertising slogans and a lot of emotional verbs and sensory verbs are used, while the negative form of verbs appears very lit-tle. Some verbs in Chinese commercial advertising slogans are used to achieve such effects as rhyme, antithesis, pun and so on, while inflected verbs and link verbs appear frequently in English commercial advertising slogans.