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中英廣告中語言使用對比研究
畢業(yè)論文
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分復(fù)雜的邊緣性、綜合性學(xué)科。作為廣告，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(diǎn)以及各自不同的社會背景和文化底蘊(yùn)決定它們又有某些相異之點(diǎn)。與其他語體不同的是，英漢廣告語體的語言使用方面在詞匯、修辭方面有許多相同或相異的語言特征，這些特征對探索英漢語言在廣告領(lǐng)域的同1性提供有益借鑒。
文章在對英語和漢語報(bào)刊商業(yè)廣告的詞頻出現(xiàn)的基礎(chǔ)上，運(yùn)用詞匯學(xué)的知識，重點(diǎn)從語義和廣告心理學(xué)的角度對英漢廣告中的名詞、動詞和形容詞進(jìn)行比較研究，此外，通過大量的廣告實(shí)例，從構(gòu)詞法和修辭的角度進(jìn)1步對廣告的詞語特點(diǎn)進(jìn)行探討。
關(guān)鍵詞：廣告、比較研究、詞頻、構(gòu)詞法、修辭手段
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