1. 研究目的与意义
Advertising, just as its name implies, is widely advertised. As a way of propagating and transmitting information, the role of advertising cannot be underestimated because it is not only an artful technique in persuading people to buy, but alsoa request for social communication which in turn influences the development of society and economy. Advertising takes many forms,of which language is of crucial importance. We take advertising English as an applied language, which is different from ordinary English, and develops into a standardized language---forming its own unique language style and characteristic .
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2. 研究内容和预期目标
The commoditymarket competition is particularly intense. In order to attract people''''s attention, advertising writers always choose novel vocabulary, concise sentence and vivid rhetoric, to win the consumers#8217; favorite.English advertising pass long-term development, and display certain features in the lexical, syntactic and rhetoric aspect . English advertising is a unique linguistic form, it follows the normal grammar rules, but there are still many unique ways. The following part illustrates the features of English advertisements.
Contents
Chapter One Introduction
3. 国内外研究现状
Looking back at the study of language features of English advertisement at home and abroad, we find that many researchers study this topic from the following aspects: lexical, syntactic and rhetoric features. The research of language abroad is earlier than China ,and the foreign research makes more contribution to this field. Particularly the book, Advertising Philadelphia, written by Frank William, is the most famous, and Aspects of Language third edition New York, written by Robin Lakoff, has revealed the importance of language features of English advertisement in the society.The research on the English advertisement in China is late, but some Chinese researchers also make great contributions to this field, such as, Chen Yuan#8217;s work, Translation of English Advertisement and DengYangChang#8217;s work Advertisement and culture. The publishing of Sun Rujiang#8217;s work, Pun in English Advertisement, also provides this field with some estimable evidences and references.
4. 计划与进度安排
Research background:
1.theoretical background
2.current background
5. 参考文献
1.Bolinger, Dwight amp; Sears, Donald A. Aspects of Language third edition New York: Harcourt Brace Jovanovich 1981
2.Gove, Philip Babcock Webster#8217;s Third New International Dictionary Springfield, Mass.: G. amp; C. Merriam Co. 1976
3.Gregory, Michael Language Varieties and Their Social Contexts London: Routledge amp; Kegan Paul Ltd. 1981
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