英文廣告中的用語原則以汽車廣告為例商務英語專業(yè)

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1、1 Introduction 1.1 Background With the development of economy and blossom of marketing, advertising as a good approach to disseminate information and publicize products has penetrated into every aspect of people’s life. No matter you are at home watching TV, walking down the street, turning on the

2、 computer to surf the internet, listening to the radio at drive or even reading newspapers quietly, you are exposed to different kinds of advertisements. Also as a language phenomenon, advertisements have aroused great interests of linguists to do researches from different perspectives. Former rese

3、arches are mainly focused on external forms of advertisements, analyzing the characteristics, functions and translations from lexical, syntactic or semantic angles. Metaphor as an important and widely used device to construct advertisements discourse has also been elaborated, but mostly is regarded

4、as a figure of speech, an ornamental device in rhetorical style to make the discourse more vivid. Instead, We can analyze the metaphor from the angle of language principle to find something that we’ve never noticed. 1.2 Significance Based on the theories of linguistics and advertising, this chapte

5、r summarizes the different language principles and basic features of automobile advertising language, and analyzes the main principles of automobile advertising language in language application. 2 Literature Review 2.1 Studies Abroad Hall, The American scholar defines the contex

6、t as "the information that surrounds an event; It is inextricably bound up. "He further points out that anything can be given high, medium or low context features. We can know from his points that different from Asia, Africa and Latin America, people of the United States, Britain, Germany and other

7、regions of the living area is relatively loose, so the communication information must be passed through clear language to make the communication proceed smoothly. Judith Williamson emphasizes the importance of context in the research of advertising language, He believes that the understanding of ad

8、vertising language is not only a simple decoding, but rather an appropriate contact with the audience. He regards advertising language as the verbal behavior, and thinks that only when it meets certain conditions can the advertising effect be achieved. So we can infer that in the advertisement, the

9、advertiser need to follow certain context principles to make up for these cultural differences. Samovar and Porter defined context as the form of cultural adaptation to a certain background or environment. They concluded that language and context are interrelated. The use of language is restricted

10、by the context in a certain context. According to Channell's explanation about fuzzy language research theory and research method, We can divide the vague language into nouns, verbs, adjectives, adverbs and quantitative words according to their part of speech. I collect my English car advertisement

11、s and find that because automobile English advertisements are more inclined to advertise the main body of the car, so the use of the fuzzy language is always noun and adjective. The principle of cooperation was proposed by the pragmatist Grice in 1967. He supposed that when people communicate with

12、 each other, the two sides need to follow a certain principle. One of the most important functions of advertising is to provide the good’s information as much as possible to the consumer. The spread of advertising is purposeful, and at the same time mutually beneficial and win-win. The mutual benefi

13、t nature decide the advertising language must follow the principles of cooperation. The six politeness principles put forward by Leech have a clearer understanding of the pragmatic functions of advertising Indirect Directives. They are Tact maxim, Generosity maxim, Approbation maxim, Modesty maxim,

14、 Agreement maxim, and maxim. In the late nineteenth Century, German philosopher and mathematician Gottlob put first forward the topic of Pragmatic Presupposition in the book Meaning and Referential . Frege then make the conclusion that when people make judgments through statements, there is always

15、 a clear presupposition. In my opinion, pragmatic presupposition is the knowledge shared by both sides, or is the background knowledge of discourse. Sperber and Wilson proposed the relevance theory which based on the relevance principle of Grice.They think that the communication of language is a pr

16、ogress from expressing to reasoning. Pragmatic presupposition, as a common language phenomenon in interpersonal communication, have relation with the beliefs, attitudes and intentions of conversationalists in the sensitive context. 2.2 Studies at Home Zhenyu Suo thinks that the proper expression

17、of utterance meaning is realized in different contexts. Without proper context, neither hearers nor speakers can understand each other 's intentions. Ling Jin proposed that the application of fuzzy language in English auto advertising language can ease the mood, improve the credibility of the produ

18、ct, enhance the flexibility of the language and reduce the unnecessary responsibility for the content of the advertisement. Lu Li believes that using fuzzy language in English advertisements can ensure the accuracy of advertisements, enhance the appeal of advertisements, improve the courtesy functi

19、on of advertisements and improve the flexibility of advertisements.“Ford has better idea”is a car advertisement of Ford. Ford advertisers clever use of the "better" which is a vague adjective. The actual expression they want to express is that they will always have the attitude to produce their cars

20、 better and better. Yupin Lin believes that quality maxim, quantity maxim, relevance maxim, and manner maxim are all principles of cooperation. For example, Volvo's 960’s advertisement What distinguishes the leader from the follows?—independent thinking. This advertisement used the form of the int

21、errogative sentence and gave the answer after the question. Through related questions and answers, consumers understand the uniqueness of products and know the unique quality of Volvo automobile: independent space. This is a case of the successful application of relevance maxim in automobile adverti

22、sing. From the aspect of pragmatics, Jiaying Gong supposed that advertisers are using the language principle to send "Purchase Request" to consumers. Urging them to execute instructions and implement purchase behavior. HuiHui Chen supposed that relevance theory can provide a new perspective for t

23、he study of pragmatic presupposition. CaiXia Xu further subdivides pragmatic presupposition into existence presupposition, factual presupposition, concept presupposition, state presupposition and behavioral presupposition. Buick - your key to a better life and a better world. Nissan: Life is a ad jo

24、urney, enjoy the ride. This car advertisement used concept presupposition and state presupposition .There is no direct complement information on the Nissan’s car, but the reader can get the information that Nissan’s car will make your trip wonderful. In this way, advertisers use language presupposit

25、ion to fully consider consumer psychology to motivate consumers' interests to achieve the ultimate goal of promoting product sales. 3 Context principle 3.1 The Definition of Context Principle Context principle is firstly found in Fiege’s "Foundations for Arithmetic", and it become

26、s an important principle about analytical philosophy. Judith Williamson further emphasizes the importance of context in the research of advertising language, He believes that we need to follow certain principles to make up for these context differences. He regards advertising language as the verbal

27、behavior, and thinks that only when it meets certain conditions can the advertising effect be achieved. Hall, The American scholar defines the context as "the information that surrounds an event; It is inextricably bound up. He further points out that anything can be given high, medium or low conte

28、xt features. English advertising language need use the low-context language principle because the westerners always lived in a relatively loose environment. The understanding of advertising language is not only a simple decoding, but rather an appropriate contact with the audience. We need to follow

29、 context principles to make up for these differences. The use of language is restricted by the context in a certain context. Advertisements producers elaborately create the advertisements with explicit purpose. They intelligently choose proper words and organize them so that these advertising langua

30、ges could attract people’s attention. 3.2 Context Principle in English Car Advertisements Example1:A New Era of Transportation BRINGS FUNCTION——AL DESIGN （Chrysler） Chrysler, one of the three largest automobile companies in the United States, did not forget to reflect its own atmosphere and majes

31、ty when designing its advertising. We can see the designer’s self-confidence in era of transportation. He believed that his product is good enough to open a new era in traffic. At the same time, we can also intuitively see the car’s main functional design. This new design concept can undoubtedly bec

32、ome the highlight of this car. With the gradual improvement of consumer tastes. People are more naturally interested in various humanized functions of the car based on the appearance of the car. Chrysler's proposed design of this function has captured the eye of consumers. This advertisement uses

33、such a straightforward and concise language to present the new features of the product to consumers, stimulating consumers' desire to shopping. Example2:Not all cars are created equal.——Mitsubishi At first glance, the AD seems difficult to understand. But the trick is that advertisers take advanta

34、ge of the well-known American declaration of independence, “All men are created equal”, and Japanese advertisers change men to cars. These changes reflect the the context principle. Using a cognitive environment with readers and consumers to guide them to their true purpose: Japanese cars are superi

35、or to cars that made in other countries. In the period of advertising design, some advertisements will make good use of the context principle, using the familiar social and cultural knowledge, in order to arouse people's associations and resonance. 4 Fuzzy language

36、 principle 4.1 The Definition of Fuzzy Language Principle Hedges are an important part of the study of fuzzy linguistics. Lakeoff first proposed the concept of a fuzzy hedge. He defined hedges as the word or phrase“whose job is to make things fuzzier ”. According to Channell's explanation about fu

37、zzy language research theory and research method, We can divide the vague language into nouns, verbs, adjectives, adverbs and quantitative words according to their part of speech. Because automobile English advertisements are more inclined to advertise the main body of the car, the use of the fuzzy

38、language is always noun and adjective. 李璐believes that using fuzzy language in English advertisements can ensure the accuracy of advertisements.金玲further proposed that the application of fuzzy language in English auto advertising language can ease the mood, improve the credibility of the product, e

39、nhance the flexibility of the language, avoid excessive product publicity to reduce the unnecessary responsibility for the content of the advertisement. The principle of fuzzy has also been used by many advertisers in recent years. Words or appellations appear to be real for the first time you see

40、them, but if you analyzed for some times, you would find that it becomes empty and meaningless, these words and appellations actually are vague. The most common vague words in an advertisement are: the best, the better, seems like, almost, and so on. Advertisers always use these words to get the eff

41、ect of fuzzy language principle in English car advertisements. 4.2 Fuzzy Language Principle in English Car Advertisements There also a large number of vague words used in automobile advertising, such as: Example1:Sometimes beauty is more than skin deep.——Volvo Volvo’s advertisement used the fuzz

42、y word “beauty” describes both the fine appearance of their car and the good performance of the interior which just caters to the consumer psychology. Example2:There is room for up to five adults.——CR-V CR-V’s advertisement used the fuzzy word “up to” not only avoids the absolutization of transmit

43、ted information but also reduces it’s responsibility for self-responsibility. This advertisement let consumers have the illusion that this kind of car’s space is big enough for their use. Example3:A more powerful, yet more efficient engine.——BMW 7 Series It is an advertisement for a BMW 7 Series.

44、This advertisement used one comparative adjective“more”, but the object of comparison does not exist. People can’t give an exact figure about how much the BM7 Series engine’s horsepower is through this advertisement. Because the advertiser used the fuzzy expression “more powerful” and “more efficien

45、t”. The advertiser did not give a exact figure of how powerful and efficient the engine is, but the consumer did not aware of that. The reason for using vague expression is that in the real world, people's understanding of horsepower and efficiency is ambiguous. The use of fuzzy language principle i

46、n advertising is only a reflection of the fuzzy reality in this world. The length of the text is crucial. Advertisement which involves too much words will not only distract people’s attention, but also reduce the motivation of consumer to buy. Therefore, the use of fuzzy language principle can just solve this problem.