A Comparative Study on Languages Used in Chinese and English Advertisement
Abstract
Advertisement is named as a very complex marginal and a comprehensive branch of knowledge. As advertising, either Chinese advertisement or English advertisement has something in common. With a quite different language style, advertising languages of both English and Chinese share many similar features in terms of vocabulary, sentence structure and rhetoric. But different features and different social background and cultural foundation of the two languages lead to some discrepancies between them. These features will surely provide a meaningful reference to the study of the identity of Chinese and English advertising languages.
This thesis sets out to study the languages used in English and Chinese advertisements on the basis of the observation on static Words in high frequency used in many commercial advertisements. Based on the theories of lexicology and advertising psychology, such a comparative study is conducted with a focus on three classes of words, namely, the noun, the verb and the adjective semantically. Moreover, means of word formation and figures of speech are discussed with examples.
Key Words: advertisement; comparative study; frequency of words;
word-formation; figures of speech
摘 要
廣告堪稱1門10分複雜的邊緣性、綜合性學科。作爲廣告，無論是漢語廣告還是英語廣告，必有某些相同之處，但兩門語言本身的不同特點以及各自不同的社會背景和文化底蘊決定它們又有某些相異之點。與其他語體不同的是，英漢廣告語體的語言使用方面在詞彙、修辭方面有許多相同或相異的語言特徵，這些特徵對探索英漢語言在廣告領域的同1性提供有益借鑑。
文章在對英語和漢語報刊商業廣告的詞頻出現的.基礎上，運用詞彙學的知識，重點從語義和廣告心理學的角度對英漢廣告中的名詞、動詞和形容詞進行比較研究，此外，透過大量的廣告實例，從構詞法和修辭的角度進1步對廣告的詞語特點進行探討。
關鍵詞：廣告、比較研究、詞頻、構詞法、修辭手段
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全英文收費英語畢業論文【包括：畢業論文、開題報告、任務書、中期檢查表】
