商务英语广告语言的艺术

 

    生: 陈恺,外语系商务英语专业0701班

指导老师:谢和平,长江大学工程技术学院外语系

 

[中文摘要]随着国际贸易和国际营销等跨国商务日益频繁地进行,商务英语广告语言越来越引起各个群体的重视,在各种商务活动中成为必不可少的部分。该领域的研究与实践也不断展开,因此研究并探寻商务英语广告语言使用的艺术就成为了大家共同的目标。由于商务英语广告语言自身所承载的文化与语言两方面的特殊性具有自身的文体特征,再加上它诙谐幽默却又不失高贵的语言运用手法,往往在企业相关产品的营销发布会中起着举足轻重的作用。因此要充分的掌握商务广告语言并发挥其在商务互动中的作用就成为了头等大事。那么商务英语广告语言的艺术到底是什么?怎样才能正确的认识并发挥商务英语广告语言的作用呢?与普通英语相比商务英语广告语言又有怎样的差别呢?本论文在结合实际商务活动的基础上对商务英语广告语言的重要作用展开了讨论。

[关键词]商务英语;广告语言;词汇;营销作用。

The Art of Business Advertising Language

 

Student:  Chen Kai, Class 60701, English Department

Supervisor: Xie Heping, English Department,

College of Technology & EngineeringYangtze University

 

[Abstract]: As international trade, marketing and cross-border business operations become more frequently, business English advertising language as a means of communication and the media plays a vital role in business activities. More and more people have turned to focus on the research project on this subject. However, business advertising language has its own characteristics in human communication and culture transmission. The humorous language it used in advertising often influenced the success of the whole marketing activity. Soit is really urgent for us to understand this unique language and try to figure out the rules behind it and make a better application in the future. What is the art of business English advertising language? What is the difference between business advertising language and common English? In this thesis we will discuss its related topics one by one and come to a relatively clear understanding of it.

 

[Key words]: Business English; Advertising language; Lexeme; Marketing function

 

 

 

 

 

Chapter 1 Introduction

With China successfully becoming a member of World Trade Organization since the year of 2001, the study of business English and its relating subjects have become very popular among the people of this great nation. Just as a government official ever said, the coming twenty-first century will be a century for People’s Republic of China and its people. Meanwhile, China is a great country with more than 5,000 years’ history and we have also been known that the famous “Silk Road” and general Zhen, his great expedition to the western countries several hundred years ago which enhanced our interaction with other countries, so it is a great opportunity for us to use trade to make the new century really become a century for our country and our people. 

In the first part of the thesis, we will have a brief view of the origin and history of the language of business English to try to trace its past and know about its characters in different time of different countries. We will use the graphs to conclude both similarities and differences of those target languages and making relative comparison to make our conclusions more comprehensive and persuasive.

Then, with the characteristics that we concluded in the previous part we will step further to discuss the differences between the normal language and business English advertisement languages. In this part, we will discuss the issue from three distinctive perspectives which include language features, the practical usage in human activities and the strategies in using advertisement language in Business English.

 The third part, which is the core of the thesis, will be concerned about the application and performance of the business English advertisement languages in actual usage. This part would include some psychological study and analysis of both customers and commercials and some achievements made by many famous linguists would also be used to try to make the point more clearly.

Part four, which is the last part, will come to the current situation and the future of the business English advertisement language studies. In this part, we will see some of the latest achievements in modern business advertisement activities and the orientation of the development of the very language many years later. 

To sum up, with the world trading activities become more and more frequent in human life. The advertisement language in business English will play a leading part in global commercial and its study will also flourished with more and more achievements.