顺应论视角下英语广告语言的特征.docVIP

顺应论视角下英语广告语言的特征 ———————————————————————————————— 作者： ———————————————————————————————— 日期： 作者；张美庄 学校;桂林理工大学 摘要 在现代社会中，人们已无法回避广告无处不在的影响。随着广告业不断迅猛开展，广告与社会生活的关系日益密切。广告语言绝不是简单的商业用语和语言符号，而是一种运用各种语言技巧的语言。在经济全球化的今天，广告宣传的国际化趋势越来越明显，各国企业都存在着广告国际化、全球化问题。在这样的情况下，广告语言必须顺应广告受众的语言语境和交际语境。所以，本文将从广告的起源和功能入手分析顺应论视角下英语广告的语言特征，包括顺应受众语言的广告语语言特征、顺应受众文化的广告语语言特征以及顺应受众心理这三个方面，并对此分析做出了总结。 关键词：广告 顺应论 语言特征 ABSTRACT In modern society, the influence of advertising is so strong and widespread that no one can avoid it. With the overwhelming development of advertisement, it is so closely related with social life. The advertising language is not the simple commercial terminology and linguistic notation, but a kind of language that use various of language skills. Under the situation of economic globalization, the internationalization of advertising is becoming more and more obvious. Therefore, the advertising language must be adapted to the audience language and communication context. So this paper will give an analysis to the characteristic of English advertising under the adaption theory. It includes three aspects: adapt the language, culture and psychology of target audience, and gives a conclusion at the end of this paper. KEY WORDS：Advertising Adaptation Theory Language characteristics CONTENTS 1. Introduction………………………………………………………………………1 2.Advertising……………………………………………………… …………….....2 The Origin of Advertising………………………………………...........2 The Definition of Advertising………………………………………….3 2.3The Function of English Advertising…………………………………...4 3. The Language Characteristic of English Advertising…………………………….4 3.1 Characteristics of Lexicon……………………………………………..4 3.2 Characteristics of Syntax………………………………………………5 3.3 Characteristics of Rhetoric……………………………………………..5 4. The Adaption Theory………………………………………………………………5 5. The Characteristics of English Advertising under the Adaption Theory………….6 5.1 To Adapt the Language of Target Audience…………………………….6 5.2 To Adapt the Culture of Target A