前景化—广告英语的语言艺术

发布时间：2018-11-07 10:18

【摘要】： 现代社会的每一个角落都充斥着广告。无论何时我们打开报纸,杂志或电视,甚至看看建筑物上的广告招贴板,映入我们眼帘的全都是广告。广告语言也逐渐形成了独特的风格——广告语体。作为一种具有很高商业价值的实用性文体,广告英语是现代英语的一个重要组成部分,具有独特的语言特征和交际、劝说功能。本文致力于较系统、客观地研究广告英语独特的语言特征和文体效果,从而有助于广告撰写者和读者从一个新的角度——前景化,去理解和欣赏广告语言艺术。把广告英语作为一个特殊的语体来研究,在我们看来,不仅可以给我们提供一个新视角去探究广告英语的内部结构,而且对广告进行系统分类有着重要意义。从语场来看,广告可分为商业广告和非商业广告;从语旨来看,可分为消费者广告和业务广告;从传播媒介,即语式来看,主要可分为印刷广告(报纸和杂志广告),电子广告(广播和电视广告),户外广告和直邮广告等。前景化可分为两类:质量前景化和数量前景化。前者指偏离或违背常规语言的现象,可通过变异来实现。它可以出现在语言的各个层面,但本文仅从词汇,语义和句法三个主要层面讨论了广告英语的语言特征和文体效果。词汇变异指的是新造词,比如造字/词、错拼或复合词。语义变异主要是通过修辞手段来实现的。广告英语中频繁使用修辞手段可以增加文采,启迪智慧。暗喻可以直观、生动地展示产品;拟人可增加产品的生气;双关使广告听起来幽默风趣,令人愉悦放松。这些突出的语言特征简洁、经济,给人印象深刻,效果好。数量前景化通常由平行或重复来实现。某个语言常规以一个很高的频率出现的时候,它就从背景中凸现出来,从而引起人们的注意力。广告人多在语音层面使用头韵,在句法层面使用祈使句,在修辞层面使用重复和排比。这些语言特征虽说没有变异,但仍然引人注目。比如,语音修辞既可让读者欣赏到广告语言的音韵美,又可引起美好的联想。前景化是广告人创作引人注目且有说服力的广告的重要手段。通常,广告人要么使用质量前景化,要么使用数量前景化,或二者并用,来达到突出的广告效果。所有这些被前景化的语言特征简洁、经济、实效。总之,前景化不仅是一种有效的文体学理论,而且还是很重要的广告语言艺术。
[Abstract]:Every corner of modern society is full of advertisements. Whenever we open a newspaper, magazine or TV, or even look at a poster board on a building, all the ads come into our eyes. Advertising language has gradually formed a unique style-advertising style. As a practical style with high commercial value, advertising English is an important part of modern English, with its unique language features and communicative and persuasive functions. This paper is devoted to a systematic and objective study of the unique linguistic features and stylistic effects of advertising English, which will help advertisers and readers to understand and appreciate the art of advertising language from a new perspective: foregrounding. It seems to us that the study of advertising English as a special style can not only provide us with a new perspective to explore the internal structure of advertising English, but also have important significance for the systematic classification of advertising. From the perspective of linguistic field, advertising can be divided into commercial advertising and non-commercial advertising, from the perspective of tenor, it can be divided into consumer advertising and business advertising. In terms of media, i.e. language, it can be divided into print advertisement (newspaper and magazine advertisement), electronic advertisement (radio and television advertisement), outdoor advertisement and direct mail advertisement. Foregrounding can be divided into two categories: quality foregrounding and quantitative foregrounding. The former refers to the phenomenon of deviation from or violation of conventional language, which can be achieved by variation. It can be seen at all levels of language, but this paper only discusses the linguistic features and stylistic effects of advertising English from three main aspects: lexical, semantic and syntactic. Lexical variation refers to new words, such as words / words, misspellings, or compound words. Semantic variation is mainly realized by rhetoric. The frequent use of rhetoric in advertising English can increase literary talent and enlighten wisdom. Metaphor can visually and vividly display the product; personification can increase the product's vitality; puns make advertising sound humorous and enjoyable. These prominent language features are simple, economical, impressive and effective. Quantitative foregrounding is usually achieved by parallelism or repetition. When a language routine appears at a high frequency, it comes out of the background and draws attention. Advertisers use alliteration in phonetics, imperative sentences in syntax, repetition and parallelism in rhetoric. These linguistic features, though not mutated, still stand out. For example, phonetic rhetoric can not only make readers appreciate the phonological beauty of advertising language, but also cause beautiful associations. Foregrounding is an important means for advertisers to create attractive and persuasive advertisements. Usually, advertisers use quality foregrounding, quantitative foregrounding, or both to achieve outstanding advertising effects. All of these foregrounding language features are simple, economical, and effective. In short, foregrounding is not only an effective stylistic theory, but also an important art of advertising language.
【学位授予单位】：重庆师范大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：H315

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