广告文案中英语的文体特1

广告文案中英语的文体特1 来源:网络 时间:12月08日 13:42 点击: 15 简介:广告，是为了某种特定的需要，通过一定形式的媒介物，公开而广泛地向社会传递信息的一种宣传手段。广告除了有帮助消费者认识商品的作用外，还有诱发消费者感情，引起购买欲望、促进消费行动的心理功能，以及给消费者以美感享受的美学功能。因此，作为英文广告主要载体的广告英语在努力体现这几种功能的过程中，逐渐形成了自己鲜明的文体特色:简明易懂，生动形象，幽默新奇。 1(简明扼要，浅显易懂 广告的基本特点是让有限的篇幅 表 关于同志近三年现实表现材料材料类招标技术评分表图表与交易pdf视力表打印pdf用图表说话 pdf 达尽可能多的信息。广告既要简短，又要明白准确地体现广告内容。因此广告英语的文体特色之一是词语短小、结构简单。 1)广告英语中常用词义浅显的短语。例如: The only car in its class((1993 VILLAGER 汽车广告) Buy one pair(Get one free((眼镜广告) It gives me clear，plain paper faxes at a price I can afford((Canon复印机广告) 以上几则广告所用词汇长度都不超过六个字母，其词义是每个普通百姓都能明白的，体现了广告英语浅显易懂的特点。 2)广告英语中广泛使用祈使句、疑问句和省略句。例如: Come To Life In Hawaii((旅游广告) Twist off the Cap and Taste the Perfect Orange Juice((饮料广告) Focus on some fuzzy ideals and beliefs waver for Communist beliefs do not really, not confidence in socialism with Chinese characteristics of Marxist theory, and low self-esteem, spiritual emptiness confused, promoting Western values, and some even participate in superstitious activities, religion and other issues. Keep the faith and belief of the party, keep in mind the party's historical mission, force right ideals Help Make a Difference in the Ireland of Today((文化慈善机构广告) Come into McDonald's and enjoy a Big Mac Sandwich((三明治广告) Who would know better how to welcome you to the U(S(,(旅游广告) Are you worrying about the problem of management,(PANNET网络广告) Thinking of buying,Think again(Notmuch for colour TV，is it,Vision hire～(彩电广告) More Comfortable Than A Seat On The Board((汽车座椅广告) Air Quality～(航空公司广告) The better way to acquire today's better books((订书广告) 广告英语很少使用复合句，正是这些结构简单的祈使句、疑问句和省略句使广告英语读起来简明扼要，听起来轻松活泼。 2(生动形象，含义深刻 广告的目的是促进消费行动，广告语言要刺激消费者的联想，从而扩大注意、巩固记忆。因此，广告英语的文体特色之二是借助不同的修饰格来增加语言的感染力。 1)平行对照(Antithesis) 这种修饰格结构上对称，意义上对照，形式整齐匀称，内容既适于重复强调又适于反衬对照，音、形、义都富于形象感。例如: Tear out～Fill in(Fax now((((Maclean杂志征订广告) Ceramic tiles are extremely easy to clean and extremely difficult to damage((瓷砖广告) Focus on some fuzzy ideals and beliefs waver for Communist beliefs do not really, not confidence in socialism with Chinese characteristics of Marxist theory, and low self-esteem, spiritual emptiness confused, promoting Western values, and some even participate in superstitious activities, religion and other issues. Keep the faith and belief of the party, keep in mind the party's historical mission, force right ideals Warehouse Clearance(Their Loss，Your Gain((清仓甩卖广告) Distilled from Rocky Mountain water and Canadian Prairie grain((VODKA酒广告) 2)双关(Pun) 双关是让一个或几个词语同时涉及到事物的两个方面的一种修辞格。主要是利用词语的多义性(polesemy)和同音异义(homonymy)的特点，使某些词语具有双重意义，达到含而不露、生动幽默的效果。例如: A better stretch for the long stretch((航空公司广告) 这是一词多义的双关。第一个“stretch”是“伸展”的意思，第二个“stretch”义为“连续的一段时间”，广告的意思是“为旅客在长时间的旅行中提供更好地自由伸展的空间。”两个“stretch”前后呼应，使消费者一听就感到舒服惬意。 Try our sweet corn(You'll smile from ear to ear((甜玉米广告) 短语“from ear to ear”(笑得合不拢嘴)中的“ear”(耳朵)与这里的“玉米穗ear同音同形不同义。这则广告利用双关语ear表达了双重的意思:“你一尝就会吃一穗又一穗，高兴得合不拢嘴。” You will go nuts for the nuts you get in Nux((坚果广告) “Nux”为坚果商标，发音与“nuts”相近，短语“go nuts”表示“兴高采烈”，第二个“nuts”义为“坚果”，三者连用各取其义，充满情趣。 3)仿拟(Parody) 仿拟是套用人们熟知的某个谚语、格言、名句，使其产生一种新的意义，从而达到标新立异，加深印象的效果。例如: Focus on some fuzzy ideals and beliefs waver for Communist beliefs do not really, not confidence in socialism with Chinese characteristics of Marxist theory, and low self-esteem, spiritual emptiness confused, promoting Western values, and some even participate in superstitious activities, religion and other issues. Keep the faith and belief of the party, keep in mind the party's historical mission, force right ideals Not all cars are created equal((三菱汽车广告) 这则广告套用了(美国独立宣言)中的“All men are created equal(”(人人平等。) Quality breeds success((福特汽车广告) 这则广告套用了谚语“Familiarity breeds contempt(”(各自识老底，互相瞧不起。) 3(诙谐幽默，富于美感 广告是艺术含量很高的一种宣传手段，给消费者以美的享受是广告的一个功能。广告的设计是按照整齐、一律、均衡、对称、和谐等原则进行的。因此，广告英语的另一文体特色是以优美的音韵增加广告的魅力。 1)头韵(Alliteration) 头韵是两个或两个以上的词的首字母发音相同而产生的音韵。在广告中使用头韵看起来醒目，读起来悦耳。另外，某些音位的组合所具有的特定联想意义，能体现语言与事物的有机联系和内在和谐。例如: Export fair set for foreign-funded firms((博览会广告) 这是一则外资企业出口产品博览会的广告，七个词中有五个(fair，for，foreign，funded，firms)互押头韵。听起来好像是博览会在文质彬彬地迎接众多外资企业。 Bathing Beauty Discovered in Interior Decorator's Bathroom((瓷砖广告) 这则广告中有两组头韵词“Bathing，Beauty，Bathroom”和“Discovered，Decorator's”，让消费者将装修与美丽联系起来，暗示了产品的神奇效果。 One man's disaster is another man's delight((削价售货广告) Focus on some fuzzy ideals and beliefs waver for Communist beliefs do not really, not confidence in socialism with Chinese characteristics of Marxist theory, and low self-esteem, spiritual emptiness confused, promoting Western values, and some even participate in superstitious activities, religion and other issues. Keep the faith and belief of the party, keep in mind the party's historical mission, force right ideals 这则广告除用了对照和仿拟以外，头韵“disaster， delight”又增添了几分幽默情趣，似乎消费者优惠购物得到的喜悦是建立在老板亏本销售带来的灾难之上。 2)尾韵(Rhyme) 尾韵是两个或两个以上的词的尾元音及其后的辅音相同而产生的音韵。在广告中使用尾韵，能加强广告的音乐性。突出广告的声律美。例如: Emergency Medical Insurance and Assistance((保险广告) “Insurance”与“Assistance”押尾韵，让投保者联想到“保险”与“帮助”的必然联系。 Most Spacious and Luxurious((汽车广告) “Spacious”与“Luxurious”押尾韵，增加了广告的音乐性，使消费者对空间大、豪华舒服的汽车羡慕不已。 Special Offers for AIRMILES Collectors and Maclean Subscribers( (Maclean's杂志广告) 这则广告里三个词互押尾韵。读起来有一种节律美，能在消费者记忆里留下较深的印象。 Focus on some fuzzy ideals and beliefs waver for Communist beliefs do not really, not confidence in socialism with Chinese characteristics of Marxist theory, and low self-esteem, spiritual emptiness confused, promoting Western values, and some even participate in superstitious activities, religion and other issues. Keep the faith and belief of the party, keep in mind the party's historical mission, force right ideals