英语商业广告语变异研究_英语论文

The Study of Language Deviation in English Commercials

摘要

语言变异是一种普遍存在的语言技巧，是指在语言交际过程中为取得某种文体效果而有意识地违背大众所接受的语法规则和语用准则。语言变异功能主要表现在：吸引读者注意、加强语气、追求美学价值、强调特定部分等。商业广告的目的则在于吸引消费者的目光和突出商品的优越性，这和语言变异的作用不谋而合。为了达到这些目的，广告创造者大量使用语言变异。因此本论文通过具体广告案例分析，集中对英语商业广告语中的词汇变异，语法变异和语义变异进行研究。

关键词：语言变异  商业广告  词汇变异  语法变异  语义变异  

Abstract

Language deviation is a kind of linguistic technique, which intentionally violates grammatical rules and pragmatic criterion in language communication to achieve some kind of stylistic effect. The function of language deviation includes attracting readers’ attention, highlighting certain parts of writings, pursuing aesthetic values and strengthening mood. Commercials mainly aims at catching the consumers’ attention and emphasizing the quality of the commodities, so it is not surprising to find that there is a large quantity of deviated language items in advertisement scripts. By advertising case analysis, this thesis studies three kinds of deviation in commercials, namely lexical deviation, grammatical deviation, and semantic deviation. 

Keywords: Language Deviation  Commercials  Lexical Deviation  Grammatical Deviation  Semantic Deviation  

Contents

Introduction 1

Chapter I Lexical Deviation 3

1.1 Neologism 3

1.2 Functional Conversion 5

1.3 Borrowing 6

1.4 Deviation of Collocation 7

1.5 Motivation and Function of Lexical Deviation 8

Chapter II Grammatical Deviation 9

2.1 Ungrammaticality 9

2.2 Overuse of Some Sentence Structures 11

2.3 Motivation and Function of Grammatical Deviation 12

Chapter III Semantic Deviation 13

3.1 Metaphor and Simile 13

3.2 Personification 14

3.3 Parody 14

3.4 Pun 15

3.5 Paradox 16

3.6 Hyperbole 16

3.7 The Motivation and Function of Semantic Deviation 17

Conclusion 18

References 19

Acknowledgements 20