Advertising English is viewed as an English style with such functional factors as attention value, readability, memorability, selling power. Commercial advertisements are the major concern of this paper. Deviation, na...Advertising English is viewed as an English style with such functional factors as attention value, readability, memorability, selling power. Commercial advertisements are the major concern of this paper. Deviation, namely the violation to the norms of a language, frequently appears in advertisements and can meet requirements of the style of advertising English. Due to limited space, this paper focuses on deviation on the phonological, graphological, lexical, grammatical, and semantic level. Analyzing deviation in advertising English can promote readers' aesthetic and appreciative ability and encourage advertisers to create advertisements with more efficiency, novelty, innovation in more effective language.展开更多
Abstract:Using authentic texts as data,the study mainly explores attitude from the aspects of affect,judgment and appreciation in advertising English under the framework of systemic functional theory.Attitude is an im...Abstract:Using authentic texts as data,the study mainly explores attitude from the aspects of affect,judgment and appreciation in advertising English under the framework of systemic functional theory.Attitude is an important part of evaluation,and evaluation is regarded as a central part of the meaning of any text,which is especially true of advertising texts.Through the discussion about Attitude,it is shown that many English advertisements contain information that expresses attitudinal meanings,which makes advertising more convincing and able to evoke affinity,and that the values of affect,judgment and appreciation all occur predominantly as positive categories.展开更多
Advertisements crystallize people's wisdom in its rich content,literary trait and concise,vivid,melodious,humorous languages.Successful English advertisements are generally those with outstanding linguistic charac...Advertisements crystallize people's wisdom in its rich content,literary trait and concise,vivid,melodious,humorous languages.Successful English advertisements are generally those with outstanding linguistic characteristics as well as good command and creative application of words and skills.This paper analyzes advertising English in terms of lexical,syntax and rhetorical features.展开更多
The pun becomes the most popular language strategy for advertisers as a broadly used rhetorical device. Using pun words felicitously not only makes advertising language more humorous, implicative, and vivid but also l...The pun becomes the most popular language strategy for advertisers as a broadly used rhetorical device. Using pun words felicitously not only makes advertising language more humorous, implicative, and vivid but also leaves the audience a room to imagine and enjoy. The author summarizes pun＇s definitions, features, classifications, and how the pun procures a successful communicative activity in English advertisements based on Sperber and Wilson＇s Relevance Theory. At last, the pun＇s pragmatic functions are concluded.展开更多
As a practical style, Advertising English has gradually derived from the English language due to its particular social role. In this respect, this paper will generalise the fundamental knowledge of the advertisement i...As a practical style, Advertising English has gradually derived from the English language due to its particular social role. In this respect, this paper will generalise the fundamental knowledge of the advertisement including its definition, objective, and writing principles. This is followed by an analysis on language features based on vocabulary, grammar, punctuation, and rhetorical devices. However, the main thrust of the thesis is not devoted to a purely linguistic study. Rather, building on the theoretical reflections of equivalent theory and cultural conversion, this paper attempts to find the joint reflecting the similar functions of both English and Chinese. Therefore, This thesis will not confine itself simply to a list of language features but rather go further and crack the ＂hard nut＂--how to tackle translation in advertisements. Little ink, as the case stands, has been spilled over this crux. Taking into consideration the distinctive functions and stylistic features of advertisement, general principles that highlight the qualities of awareness, understanding, conviction, and action will be offered. Based on these general principles, tactics both regular and strategic are tentatively offered. As is often the case, a translator walking on a tightrope plays dual roles： a submissive servant and a defiant master. In this sense, it is proposed that a blend of regular and strategic tactics should be employed in pursuit of an optimum transfer of information.展开更多
The cultural differences between China and the West have a wide influence on all aspects, especially in the translation ofbusiness English advertisements. The differences in language semantics, cultural values, aesthe...The cultural differences between China and the West have a wide influence on all aspects, especially in the translation ofbusiness English advertisements. The differences in language semantics, cultural values, aesthetic and customs and habits have di-rect impacts on the translation of Chinese and English advertising and the opportunities for product development. On the basis ofunderstanding these differences, translators' understanding of business English advertisements will be more profound, and thetranslation will be more flexible, which will greatly help for the future cultural and business communication and integration.展开更多
Pun, a concise way of expressing humor and wit, is especially favored by advertisers to enhance the charm of language. Puns have long been regarded as “untranslatable” due to linguistic and cultural differences betw...Pun, a concise way of expressing humor and wit, is especially favored by advertisers to enhance the charm of language. Puns have long been regarded as “untranslatable” due to linguistic and cultural differences between two different languages. However, the author of this paper considers the translatability of puns to some extent. Although human may be lost in translation, translators can make various compensations to achieve similar effects in order to achieve the best translation of text. Combined with the analysis of examples, this paper provides a discussion on the classification of puns in English advertising. The author provides various ways to form puns in advertisement and proposes some suggestion for English commercial advertisement translation.展开更多
In the recent age of globalization, English advertisements prevail in people＇s everyday life. As a social discourse, advertisements offer valuable resources of language use to English learners. It is also of great im...In the recent age of globalization, English advertisements prevail in people＇s everyday life. As a social discourse, advertisements offer valuable resources of language use to English learners. It is also of great importance to fully utilize these resources to improve the quality of EFL teaching, especially learners＇ abilities to gain English proficiency. Based on an analysis of recent findings in modem English advertising, the present paper proposes a framework of employing English advertisements in EFL teaching from linguistic, rhetorical, pragmatic and cultural perspectives.展开更多
Business English advertisement is a special form of speech act.It is very different from literary language and scientific language.This paper focuses on the analysis of the use of cooperation principle in business Eng...Business English advertisement is a special form of speech act.It is very different from literary language and scientific language.This paper focuses on the analysis of the use of cooperation principle in business English advertisements,and explores how advertisers inspire potential customers to have psychological resonance,so as to urge them to buy products or services.展开更多
Advertisements must bring a certain product to the attention of potential buyers. Further, they must stress its qualities in the most attractive way clearly outline the reason for buying it, and leave a memorable echo...Advertisements must bring a certain product to the attention of potential buyers. Further, they must stress its qualities in the most attractive way clearly outline the reason for buying it, and leave a memorable echo of what has been said ringing in the reader’s or listener’s mind. Therefore, the wording of an advertisement must have immediate impact and rapid persuasion.展开更多
Nowadays, as the economy is soaring up with the course of globalization, all kinds of industries are full of acute and intense competitions. For the sake of benefits for companies, advertisements in English to promote...Nowadays, as the economy is soaring up with the course of globalization, all kinds of industries are full of acute and intense competitions. For the sake of benefits for companies, advertisements in English to promote the sale of goods are essential. Under this circumstance, advertisement is coming into being. Advertising English, as one of the members of advertisement family, has gradually got independence and separated from the common English after a long term development, which has great effects on the form of language itself. Definitely, this development needs more study as well. The advertising English has not only brought precious and vast commercial values to all walks of life, which can be proved in various examples, but also is provided with certain values for appreciation and language study. We all know that life lies in movement. Our familiar sports good industry is standing out particularly in this regard, such as a good and impressive advertisement. A resounding and impressive advertisement can leave people an unforgettable and indelible impression, which certainly will bring endless commercial benefits to this product and also help to establish a favorable brand image. Brand image, with its irreplaceable effects to companies, all starts with the advertising English as a small field of the big advertisement family, because the global communication between sport brands is most outstanding. By doing the research on sport English, we hope the general principles in advertising English canbe summarized and thus achieve the goal of putting English to the economy era to best make use of it.展开更多
文摘Advertising English is viewed as an English style with such functional factors as attention value, readability, memorability, selling power. Commercial advertisements are the major concern of this paper. Deviation, namely the violation to the norms of a language, frequently appears in advertisements and can meet requirements of the style of advertising English. Due to limited space, this paper focuses on deviation on the phonological, graphological, lexical, grammatical, and semantic level. Analyzing deviation in advertising English can promote readers' aesthetic and appreciative ability and encourage advertisers to create advertisements with more efficiency, novelty, innovation in more effective language.
文摘Abstract:Using authentic texts as data,the study mainly explores attitude from the aspects of affect,judgment and appreciation in advertising English under the framework of systemic functional theory.Attitude is an important part of evaluation,and evaluation is regarded as a central part of the meaning of any text,which is especially true of advertising texts.Through the discussion about Attitude,it is shown that many English advertisements contain information that expresses attitudinal meanings,which makes advertising more convincing and able to evoke affinity,and that the values of affect,judgment and appreciation all occur predominantly as positive categories.
文摘Advertisements crystallize people's wisdom in its rich content,literary trait and concise,vivid,melodious,humorous languages.Successful English advertisements are generally those with outstanding linguistic characteristics as well as good command and creative application of words and skills.This paper analyzes advertising English in terms of lexical,syntax and rhetorical features.
文摘The pun becomes the most popular language strategy for advertisers as a broadly used rhetorical device. Using pun words felicitously not only makes advertising language more humorous, implicative, and vivid but also leaves the audience a room to imagine and enjoy. The author summarizes pun＇s definitions, features, classifications, and how the pun procures a successful communicative activity in English advertisements based on Sperber and Wilson＇s Relevance Theory. At last, the pun＇s pragmatic functions are concluded.
文摘As a practical style, Advertising English has gradually derived from the English language due to its particular social role. In this respect, this paper will generalise the fundamental knowledge of the advertisement including its definition, objective, and writing principles. This is followed by an analysis on language features based on vocabulary, grammar, punctuation, and rhetorical devices. However, the main thrust of the thesis is not devoted to a purely linguistic study. Rather, building on the theoretical reflections of equivalent theory and cultural conversion, this paper attempts to find the joint reflecting the similar functions of both English and Chinese. Therefore, This thesis will not confine itself simply to a list of language features but rather go further and crack the ＂hard nut＂--how to tackle translation in advertisements. Little ink, as the case stands, has been spilled over this crux. Taking into consideration the distinctive functions and stylistic features of advertisement, general principles that highlight the qualities of awareness, understanding, conviction, and action will be offered. Based on these general principles, tactics both regular and strategic are tentatively offered. As is often the case, a translator walking on a tightrope plays dual roles： a submissive servant and a defiant master. In this sense, it is proposed that a blend of regular and strategic tactics should be employed in pursuit of an optimum transfer of information.
文摘The cultural differences between China and the West have a wide influence on all aspects, especially in the translation ofbusiness English advertisements. The differences in language semantics, cultural values, aesthetic and customs and habits have di-rect impacts on the translation of Chinese and English advertising and the opportunities for product development. On the basis ofunderstanding these differences, translators' understanding of business English advertisements will be more profound, and thetranslation will be more flexible, which will greatly help for the future cultural and business communication and integration.
文摘Pun, a concise way of expressing humor and wit, is especially favored by advertisers to enhance the charm of language. Puns have long been regarded as “untranslatable” due to linguistic and cultural differences between two different languages. However, the author of this paper considers the translatability of puns to some extent. Although human may be lost in translation, translators can make various compensations to achieve similar effects in order to achieve the best translation of text. Combined with the analysis of examples, this paper provides a discussion on the classification of puns in English advertising. The author provides various ways to form puns in advertisement and proposes some suggestion for English commercial advertisement translation.
文摘In the recent age of globalization, English advertisements prevail in people＇s everyday life. As a social discourse, advertisements offer valuable resources of language use to English learners. It is also of great importance to fully utilize these resources to improve the quality of EFL teaching, especially learners＇ abilities to gain English proficiency. Based on an analysis of recent findings in modem English advertising, the present paper proposes a framework of employing English advertisements in EFL teaching from linguistic, rhetorical, pragmatic and cultural perspectives.
文摘Business English advertisement is a special form of speech act.It is very different from literary language and scientific language.This paper focuses on the analysis of the use of cooperation principle in business English advertisements,and explores how advertisers inspire potential customers to have psychological resonance,so as to urge them to buy products or services.
文摘Advertisements must bring a certain product to the attention of potential buyers. Further, they must stress its qualities in the most attractive way clearly outline the reason for buying it, and leave a memorable echo of what has been said ringing in the reader’s or listener’s mind. Therefore, the wording of an advertisement must have immediate impact and rapid persuasion.
文摘Nowadays, as the economy is soaring up with the course of globalization, all kinds of industries are full of acute and intense competitions. For the sake of benefits for companies, advertisements in English to promote the sale of goods are essential. Under this circumstance, advertisement is coming into being. Advertising English, as one of the members of advertisement family, has gradually got independence and separated from the common English after a long term development, which has great effects on the form of language itself. Definitely, this development needs more study as well. The advertising English has not only brought precious and vast commercial values to all walks of life, which can be proved in various examples, but also is provided with certain values for appreciation and language study. We all know that life lies in movement. Our familiar sports good industry is standing out particularly in this regard, such as a good and impressive advertisement. A resounding and impressive advertisement can leave people an unforgettable and indelible impression, which certainly will bring endless commercial benefits to this product and also help to establish a favorable brand image. Brand image, with its irreplaceable effects to companies, all starts with the advertising English as a small field of the big advertisement family, because the global communication between sport brands is most outstanding. By doing the research on sport English, we hope the general principles in advertising English canbe summarized and thus achieve the goal of putting English to the economy era to best make use of it.
