网络英文广告文体特征分析

网络英文广告文体特征分析
摘  要

随着网络时代的来临，网络广告日渐受到人们的重视。然而如何创造一个成功的网络广告并恰如其分地使用英语广告语言以实现广告目的，已是广告人和语言研究者亟待解决的问题。近年来，研究广告的虽然不少，但从文体角度对这一新兴的文本形式进行加以分析的研究并不多见。网络英文广告不同于日常英语，为了使网络英文广告既丰富多彩，同时又便于传播，加强记忆, 作者通过对近期网络上部分知名网站中出现的英文广告进行研究分析，从文体学角度对网络英文广告的文体特征进行初步的探讨，阐明了广告，网络广告和网络交际的定义及相互关系，并从词汇层面，句法层面和修辞层面分别讨论网络英文广告的语言特征，归纳网络英文广告诸多独特之处，以求给广大广告英语实践者以一定的启示。最后指出只有充分认识网络英文广告的语言特点才能创造出成功的网络英文广告。

关键词：网络广告, 英文广告, 文体特征
A Stylistic Analysis of the Online English Advertisements
 
ABSTRACT

With the Internet age’s coming, online advertisement as a new type of advertisement has attracted more and more people’s attention. In the recent years, many scholars have made a great research on the English advertisement but there are few people study the online English advertisement from the stylistic angle. As we know, language for online English advertisement is special in the sense that is quite different from our daily English. It is intended to attract and hold readers’ attention. It is purposefully edited to be easy to understand, transfer and remember. This paper studies the online advertisements carried out by some well-known websites. And in accordance with the distinct language style of online advertisements, an attempt will be made at a systematic analysis of the stylistic feature of online advertisement English. The first two parts are about the definition and interrelation of advertisement, online advertisement and online communication, laying a foundation for a more detailed examination of its stylistic charactertics. Then the author presents an elaborate analysis of the stylistic characteristics of online English advertisements on lexical level, syntactic level and their rhetorical level. Advertising needs both to inform and to persuade. In order to achieve that, a good mastery of the knowledge of the stylistic features is in need.

Key words: online advertisement, English advertisement, stylistic characteristics

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