畢業(yè)論文：An Analysis of the Linguistic Features of English Language

An Analysis of the Linguistic Features of English Language in Chinese Commercial Advertisements: Le*icon, Synta*, and Rhetoric


Contents
Abstract ................................................................................................ 1
I. Introduction ...................................................................................... 2
II. Le*ical Features of English Language in Chinese Advertisements..................................................................................... 3
2.1 Frequent Use of Monosyllabic Verbs................................................... 3
2.2 Proper Use of Complimentary and Evaluative Adjectives..................... 4
2.3 E*tensive Use of Comparatives and Superlatives................................ 5
2.4 Fle*ible Use of Innovative Spelling.................................................. 5
II
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businesses. A point worth emphasizing is that English, as the most widely adopted international language, is gaining a solid ground in Chinese commercial advertisements. On the surface, English in Chinese commercial advertisements seems to help foreign consumers grasp basic information of products and stimulates consumption; at a deeper layer, it reflects the widespread application of linguistic features in Chinese advertisements. This paper will inquire into the linguistic features of English in Chinese commercial advertisements from three aspects: le*icon, synta*, and rhetoric by analyzing some samples of clothing advertisements over the recent ten years in China.
Key Words: English / commercial advertisements / linguistic features / le*icon / synta* / rhetoric
I. Introduction
With the establishment and development of Chinas socialist market economic system, applying English into commercial advertisements has been an important strategy for promoting enterprise sales, e*ploiting market as well as winning itself a place in the fierce international competition. Therefore, how to apply English properly into Chinese advertisements remains a great challenge. Obviously, English applied in different sectors is discrepant. For instance, in clothing industry, an awkward question has been put forward: how to apply English properly into clothing advertisements so as to attract the consumers great attention and inspire their purchase intention? In order to tackle with this challenge, advertisers and enterprises have been making great efforts to seek for proper English language which can shape and promote their brand images. If we make a close study about clothing advertisements in China, we can find that English language in the clothing advertisements has its unique linguistic features in terms of le*icon, synta*, and rhetoric. By analyzing these linguistic features, we can have a better understanding of the enormous vitality and special values of English language in Chinese advertisements.
II. Le*ical Features of English Language in Chinese Advertisements
2.1 Frequent Use of Monosyllabic Verbs
In order to ma*imize benefits and minimize negative impacts, advertisers should use simple language to promote the beautiful colors, patterns, or te*tures of the advertised product. A simple and successful advertisement is easy to grasp and hard to overlook. Therefore, many monosyllabic verbs are frequently used in advertisements. The top ten widely used monosyllabic verbs are: (1) buy, (2) see, (3) get, (4) use, (5) choose, (6) feel, (7) go, (8) have, (9) keep, and (10)give. In English, short words are usually the most familiar; therefore, they are also the most easily understood by a wide range of readers. Moreover, most short English words are of Anglo-Sa*on origin. these words can helps to generate greater emotion and ma*imize impact. The high frequency of monosyllabic verbs used in advertisements helps to make the advertisements more persuasive for that these monosyl ……（未完，全文共21642字，當(dāng)前僅顯示3893字，請閱讀下面提示信息。收藏《畢業(yè)論文：An Analysis of the Linguistic Features of English Language》）