A Comparative Study of Words in English and Chinese Advertising(包含选题审批表,任务书,开题报告,中期检查表,毕业论文8100字)
Abstract: Advertising, as both a "selling" art and a means of communication, has proved to have an undeniable effect on our society, economy, everyday life, and culture. Meanwhile, the use of words in advertising depends on various factors such as the properties of the product or service advertised, the objectives and functions of advertising, the appeals of advertising, the medium and the market demand, etc. Great emphasis is laid on the choice of words in advertising not only to attract the audience's attention but also to realize its function of persuasiveness and its ultimate goal to promote sale.
This thesis sets out to study the words in English and Chinese advertising on the basis of the observation and statistics of words with high frequency in a lot of commercial advertisements. Based on the theories of lexicology, a comparative study is conducted with a focus on three classes of words, namely, the noun, the verb and the adjective semantically.
It was found that although English and Chinese are two distant languages, they represent several common linguistic features in advertising writing. Such a phenomenon is due to certain common rules obeyed in the writing of the advertising copies, i.e. AIDCA (Attention, Interest, Desire, Conviction, Action) and KISS (Keep It Sweet and Simple) formulae that, in turn, are determined by the universal function of persuasiveness and goal of "selling" of advertising. In addition, with the rapidly developing global economy and increasing international cooperation and communication, people's demand for commodities are getting similar, which to a certain extent leads to the overlaps in the words of the two languages.
Key words: Advertising; Comparative study; Words with high frequency
英汉语广告的词汇比较研究(包含选题审批表,任务书,开题报告,中期检查表,毕业论文8100字)
摘 要：广告，作为一门推销的艺术同时又是一种特殊的交流方式，对社会的各个领域，包括经济、生活、文化都产生了不可否认的影响。并且广告词汇的选择受到广告中产品或服务本身的特点、广告目的和功能、广告的诉求点、广告媒体以及市场和社会需求等众多因素的影响。为了吸引读者的注意力，实现其劝说功能达到其促销的目的，广告撰写人十分注重广告词语的运用。
本文在对许多英语和汉语报刊商业广告的词频统计的基础上，运用词汇学的知识，从语义的角度对英汉广告中的名词、动词和形容词进行比较研究。
研究发现，虽然英、汉语是两种关系较远的语言，它们的差异似乎应该没有什么特别之处，但是在广告这一特定文体内，广告的共同的劝说功能和促销目的决定了广告创作要遵守一定的共同的规则，如AIDCA (Attention, Interest, Desire, Conviction, Action)公式和KISS(Keep It Sweet and Simple)公式。因此使得它们有一些共同的语言特征，其词汇当然也不乏相似之处。此外，随着世界经济的发展，合作和交流的增多，现代人对商品文化的追求趋于一致，这也导致了商品广告中的词汇的交叉现象。
关键词：广告; 比较研究; 常用词
Contents
Abstract…………………………………………………………………………………1
Key words………………………………………………………………………………1
Introduction ……………………………………………………………………………2
1 A brief introduction of advertising........……………........……………………………3
1.1 Definition of advertising …………………………………………………………3
1.2 Functions of advertising……………………………………………………………4
2 Analysis of words with high frequency in English and Chinese advertising………4
2.1 Nouns ………………………………………………………………………………5
2.1.1Nouns in English advertising………………………………………………………5
2.1.2Nouns in Chinese advertising………………………………………………………7
2.2Verbs …………………………………………………………………………………8
2.2.1Verbs in English advertising ………………………………………………………8
2.2.2Verbs in Chinese advertising………………………………………………………9
2.3 Adjectives …………………………………………………………………………10
2.3.1Adjectives in English advertising…………………………………………………10
2.3.2Adjectives in Chinese advertising ………………………………………………13
3 Comparative study of words with high frequency in English and Chinese advertising
………………………………………………………………………………………15
3.1 Comparison of nouns in English and Chinese advertising ……………………… 15
3.2 Comparison of verbs in English and Chinese advertising ……………………… 16
3.3 Comparison of adjectives in English and Chinese advertising ………………… 17
Conclusion……………………………………………………………………………18
Notes…………………………………………………………………………………...19
Bibliography……………………………………………………………………………20
Acknowledgements……………………………………………………………………20 |
