第一篇：浅谈广告英语的语言特色
Contents
Abstract………………………………………………………....21.Introduction…………………………………………………...2
2.Vocabulary Characteristics…………………………………..2
2.1 Written in simple…………………………………...........2
2.2 Creativity………………………………………………...32.3 Novel and unique………………………………………...3
2.4 Using adjectives………………………………………….3
3.Grammatical characteristics……………………………….3
3.1 Prefer to simple sentence and Ellipsis sentence………....43.2 The frequent use of imperative sentences…………........4
3.3 Extensive use of interrogative sentence……………….....4
3.4 Make good use of sigh sentence………………………....54.Rhetoric characteristics…………………………………….5
4.1 Simile, Metaphor……………………………………...…5
4.2 Hyperbole………………………………………………..5
4.3 Personification…………………………………………...5
4.4 Rhyming…………………………………………….…...6
5.Conclusion……………………………………………….….6 Bibliography.............错误！未定义书签。
浅谈广告英语的语言特色
（中文概要）
摘要：广告在国际市场竞争中十分重要。广告翻译愈来愈成为外贸活动中的一项重要内容。该文从词法、句法及修辞手法三方面介绍了英语广告的语言特征。本文通过介绍 英语 广告的基本语言特征，用实例分析常用的几种翻译技巧。
关键词：英语广告;语言特色
引言： 广告作为传播信息的一种方式，作为一门集社会学、美学、心 理学、市场营销学、语言学等于一身的综合 艺术，其目的是说服人们购买某种产品或采取某种行动。当今随着全球经济一体化进程的加快和我国对外开放的进一步扩大，国际间的商品流通日益频繁。在参与国际市场竞争时，国内外厂家都面临同一个问题，即如何将自己的产品更好地介绍给目标市场的消费者。其中一个不可忽视的环节就是充分利用好广告，为厂家赢得应有的利益。由此可见，广告的重要性越来越突出。本文通过一些具体实例分析，就英语广告的语言特征探讨。
2．词汇特色
广告英语词汇丰富，但选择的每一个字和使用的每一个词都为最终目标的销售商品，所以他们往往有呼吁采取行动，并调用上诉.归纳起来主要为它们
2.1文字简洁，浅显易懂。（例如）
Coca Cola is it.(可口可乐广告)
Just do it（耐克广告）
A diamond lasts forever（钻石广告）
这些广告里词汇长度都不超过六个字母，其词义是每个普通百姓都能明白的，体现了广告英语浅显易懂的特点
2.2.善于创新
广告语言本身就充满丰富的想象力和极大的创造性。英语广告中常使用一些杜撰的新词、怪词来突出产品的新奇特征，进而满足消费者追求时尚的心理。比如：The Orangemostest Drink in the world.这是一则饮料广告，其中Orangemostest实际等于orange＋most＋est,most与est用在orange后，表示这种饮料是橙汁中的极品。
2.3生动形象，新颖别致。
广告 英语 的特点之二是借助不同的修饰来增加语言的感染力以煽动消费者产生购买行为。套用人们熟悉的某个谚语、格言、名句，产生新的意义，以加深印象。例如：
Not all cars are created equal.（三菱汽车广告）
这则广告套用《美国独立宣言》中的“All men are created equal”(人人平等。)
2.4巧用形容词
英语广告中使用的押韵常为头韵（alliteration）和尾韵（rhyme）两种，广告词琅琅上口，刺激其购物欲望。例如：
Bathing Beauty Discovered in Interior Decorator’s room。（瓷砖广告）
头韵词“Bathing，Beauty，Bathing”和“Discovered，Decorator’s”让消费者将装修与美丽联系起来,暗示了产品的神奇。
3.句法特色
3.1偏爱简单句与省略句
广告的篇幅有严格限制，必须以尽可能少的文字在第一时间内引起消费者的兴趣，而且广告不讲究完整的语法结构，只求明白醒目、重点突出，因而常使用短小精炼的简单句与省略句，既节省篇幅又引人思索。
例1：I love this game.(美国NBA广告)。
Good morning World!
一个简单的问候，是给我们的感觉，善良，友好，减少双方的心理距离。长时间的问候给人留下难忘的印象。
3.2频繁使用祈使句。
祈使句本身具有请求、命令和劝告的意思。它的这些功能正好与广告的目的相吻合。因此广告撰写中经常使用简短明快的祈使句，劝告人们采取行动，去购买广告宣传的产品。
例1：Get Met(Metropolitan Life Insurance).It pays.(人寿保险广告)例2：So come into McDonald’s and enjoy Big Mac Sandwich.(麦当劳广告)
麦当劳集团是全球快餐业巨头，而大三明治就是麦当劳的代表
3.3大量使用疑问句。
疑问句能制造悬念，启发读者，引起共鸣，激发他们的好奇心，从而引诱消费。比如：Have you ever dreamed of ascending the steps of great temple built to the God?（旅行社广告）
这是个旅游广告, 激发了人们对旅游的兴趣。每个人都有自己的梦想，但不一定都会实现。如果可以亲眼看看自己的梦想，那也是一件很美好的事。
疑问句容易引起人们的反应，特别是广告标题或身体在开始使用疑问句，能激发读者的好奇心理，提高他们的阅读兴趣。
3.4善用感叹句
感叹句通常用于表达一些强烈的感情（例如玩笑，生气，惊讶或难过等等）。而且也容易被理解，记住。目的是促进理解，依赖记忆，造成一个强大的叹息和意外的结果
eg : My goodness!My Guiness!
My God！Guiness beer!
我的妈呀！是更常用的在我们的日常生活中，感叹句，用于健力士广告反映这种啤酒是好的，发展和消费
4.修辞特色
修辞是强大的武器，增强语言表达效果。作为一种语言具有很强的目的性，广告英语中经常使用的修辞方法，是用在一些文献，使自己的广告建立一个新的学校，以吸引注意
4.1比喻（simile）
比喻是商业广告英语中常用的一种修辞手法，它将抽象枯燥的事物与生动具体的事物进行类比，能极大地渲染语言的具体性和形象性，形成鲜明生动的意象，唤起消费者对产品美好的心理联想，进而引起情感上的共鸣。例如：A computer that understands you is like your mother.这是一则带有比喻的广告。该广告把电脑对人的理解比作母亲对孩子的理解，显得非常形象而又生动。
4.2夸张(hyperbole)
夸张就是用夸大的词句来描述事物。英语广告常用夸张，故意言过其实地渲染铺饰所推销的商品，但又在情理之中，使广告的形象更加突出，给人以深刻的印象。比如：We’ve hidden a garden full of vegetables where you’d never expect.In a pie.这则广告运用夸张的手法反衬出馅儿饼里蔬菜品种丰富，其品种之多，就像一个蔬菜园一样。
4.3拟人（Personification）
拟人是一个整体的演讲，无生命的物体或抽象的东西赋予人的素质还是具有人类形式表示为使用广告人格化将赋予产品的人类情感，并使他们对用户友好
Flowers by interflora speak form the heart –Interfora
On our classic varietal wines ,you will find the birthplaces of our chuindren--Almaden
4.4押韵(rhyming)
押韵原是诗歌中常用的修辞手法，英语广告也常借用之，其运用语言的声音规律使广告读起来抑扬顿挫，流畅回环，琅琅上口，便于吟唱，成为形式与内涵、视觉与听觉的美妙组合。如：My goodness！My Guinness！这则啤酒广告从结构上看感叹词goodness与品牌名Guinness排列整齐又相似，且两词既押头韵又押尾韵，使广告的内容与语言的韵律达到完美统一。
5.总结
广告语言作为一种特殊的语言是非常不同的共同语言。它有其自身的特点，形态，句法和修辞。简单的和有吸引力的是一般广告英语的特点。因为有不同类型的广告，他们在不同的写作方式，根据其目标受众，产品或其他方面，因此，我们必须分析的特点，不同类型的广告，以便找到适当的位置为我们自己的广告，并选择合适的最好方法。在统计的四组广告我发现：消费者使用最广泛的形式和设备，其主要任务是吸引读者，鼓励他们购买产品；商业广告，反之，不需要很多精力放在吸引读者的话，更实用；服务广告类似的特征作为消费者的广告用词，总之，无论什么样的结构，或内容，或是用在广告，所有这些服务的目的是吸引读者传递信息的广告，给他们，并要求他们购买产品或使用服务。这是一个广告，也就是广告语言的功能。
第二篇：浅谈英语广告的语言特色及其翻译技巧
浅谈英语广告的语言特色及其翻译技巧
广告语是一种商业文体，是销售的最好媒介。随着社会经济的发展，广告已深入到社会的各个角落，成为人们日常生活中不可缺少的一部分。广告的目的是促销产品。因此，如何让广告语更有吸引力成了广告商首先考虑的问题。广告英语作为一种应用语言，因其所具有的特殊效用，有别于普通英语而发展成为一种规范化的专用语言，形成它自己独特的语言风格和特点。
一、英语广告的语言特色
1．英语广告的词汇特点
为了使产品容易被普通大众理解并很快接受，英语广告通常都选用简洁、明了的词语。使用的普通名词、单音节词、动词也多是日常生活中使用频率最高的词，诸如：buy，be，get，make，live，love，have，come，go，bring等。例如以下广告句：Buyonepair，getonefree(买一赠一)。形容词的使用可以给产品增添色彩，因此英语广告里面较多地使用形容词来描述产品的性能、质地等，特别是商家为了美化所述商品，加强描述性和吸引力，会采用大量的褒义形容词，或用形容词的比较级和最高级与其它产品进行比较，来抬高和突出自己的商品，增强消费者的购买信心。例如：
珠宝广告：Shangha's first pearl dealer；Highestquality pearls with a widest selection of classic &creative designs；Excellent after-sales service；Fairprice to every customer本例广告中使用了first，Highest，widest等多个褒义形容词，非常具有吸引力。有时候也通过故意使用错别字、杜撰新词或错乱搭配来拼造一些新词怪语，以满足消费者追求新潮、标榜个性的心理，起到意想不到的修辞效果。
钓鱼广告：What can be delisher than fisher?delisher是指delicious之音杜撰出来的，目的是与后面的fisher造成押韵的效果，突出钓鱼的乐趣。
2．英语广告的语法特点
广告通常使用简单句或省略句，既达到节约空间和省钱的目的，也一目了然，给消费者以深刻的印象，因此广告语往往简短精湛。例如：
可口可乐的广告：Coca-colais it．(还是可口可乐好!)
钻戒广告：A diamond lasts forever．(钻石恒久远，一颗永留传。)
英语广告写作可概括为一个KISS原则：即“Keep it short and sweet．”
为了缩小与读者的差距，英语广告还经常用疑问句和祈使句创造与读者的亲密感。如：
Who else can guide you to a successful meeting?(Holiday Inn)
Test us try us fly us(plane)
3．英语广告的修辞特点
成功的广告英语，语言优美、和谐、生动、简洁、幽默，使人过目不忘、回味无穷。而运用多种修辞手法，是实现广告语言艺术的关键。这些修辞手段主要包括比喻、拟人、双关、压韵、重复等。如：
瓷器广告：As thin as egg shell，as white assnow(薄如蛋壳，白如雪)。在英语广告中运用拟人修辞，使冷冰冰的商品变得有人情味和亲切感。
香烟广告：I'm More satisfied!(我更满意摩尔香烟。)此广告中，一词具有双重含义，一为副词“更加”之意，一为品牌“摩尔”。语义双关语的运用，使音形义形成结合，加深了顾客对此品牌的印象。
索尼产品的广告：Hi-Fi，Hi-Fun，Hi-Fashion，only from Sony(高保真，高乐趣，高时尚，只来自索尼)。本广告中，Hi-Fi，Hi-Fun，Hi-Fashion分别押头韵Hi和f，富有节奏，赏心悦目，印象深刻。
二、如何翻译好广告语言
当今社会国际间的商业往来日益频繁，许多外国商品进入我国市场，外国商品的广告更是铺天盖地，如何让广大的消费者看懂外国产品的广告，进行理智的消费，广告英语的翻译就显得很重要。那么怎样才能准确无误地翻译好一则广告呢?
1．必须正确地理解广告内容。因为理解是表达的前提，没有正确的理解就谈不上确切的表达。正确地理解广告英语，不仅要了解广告英语的语言特色，还要对所引用的典故有所了解，这就要求我们有一定的文化背景知识。例如：
绿丹兰系列化妆品广告：Ludamlan cosmetics-Love me tender，love me true．(“绿丹兰”——爱您一辈子)这则广告源于美国的一首民歌：LoveMe Tender,Love Me True．
饮食广告：I know you haveegg and bacon forbreakfast at home．but you are on the Continent youwill do in Rome as the Romans do andtake coffeeand rolls．广告中的“do in Rome as the Romansdo”来自谚语“入乡随俗”。
2．广告英语常常可采用意译和音译相结合的方法。翻译是一门语言的艺术，好的翻译给人们以美感，也直接影响广告的效果。美国Coca-cola饮料传到中国后被译成“可口可乐”，这个译名比其原文还要好，原文的Coca-cola只是两种植物的名字，而汉译的“可口可乐”却把饮料的特点巧妙地融合在一起，美国Coca-cola公司对此译名推崇备至。Good-year Tyre是一种轮胎，汉译时据发音翻译成“固特异轮胎”，“固”，“特”、“异”这三个字无疑将该轮胎的坚固耐磨，性能超群、不同一股的特点跃然纸上。以上都是广告翻译成功的先例，这些广告的翻译无不体现了音译美。
3．广告的翻译有时要添词、减词和解释。上面我们提到的钻石广告语“a diamond is forever”译为中文：“钻石恒久远，一颗水流传”，适当地增加了几个词，便使此广告语显得贴切自然，朗朗上门。当然在加字时一定注意所加的的字在意义和音色上都要于原文商标相宜，否则就会画蛇添足，多而不当。
还有一些词在汉译时经常被译成汉语的四字结构的词组，如：good taste(味道纯正)，handsomeappearance(造型美观)，pretty and colorful(瑰丽多彩)，agreeable to taste(味鲜适口)，aromatic flavor(香味浓郁)。这些四字结构读起来富有感染力，具有汉译的美。这种在许多成功的广告翻译中都能发现。
Coca-cola公司于20世纪20年代推出的最具影响力的广告口号“The Pause That Refreshes”被译为“带来清凉的瞬间”和后来推出的“You can't beat the feeling!”译成“挡不住的诱惑”都非常精彩。
解释指的是把原文中模糊的概念清楚明白地表达出来的一种翻译方式。如有一则描述羊绒衫的广告：“They are lustrous in color，supple，lightwarm and comfortable to wear”按词逐译不免使这产品的特征概念模糊，加以说明解释可译为：“本产品色泽鲜艳、手感柔滑、穿着舒适、轻便保暖等特点”这样就清楚明了。
4．翻译英语广告时要充分考虑到英汉两种文化的差异。翻译时不能直译，否则会闹出笑话或起到相反的后果。比如，有一种名为poison的洗发香波，在国外市场很畅销，poison的原义是“毒物”，用它命名符合国外不少女性崇尚野性的心理。但如果在中国市场把它直译为“毒物”，恐怕就令消费者难以接受，而根据它的发音，把它译成“百爱神”则符合中国的文化习惯。还有一个例子，一种出门的干电池的商标叫“白象”，翻译成white elephant应该说是正确的，但是white elephant在英语中还意为“沉重的负担”或“无用而累赘的东西”。这个广告译文在英美市场会带来什么后果就可想而知了。
总之，英语广告翻译的目的是实现外来广告的当地化，进而打开市场，促进销售。因此，英语翻译应摆脱传统的翻译老路，其原则应是一种基于广告创意之上的再创造，它小心该拘泥于原语和降语形式和内容的对等，而应更注重译文与原文功能或效果的对等。翻译广告语句有时候需要运用多种翻译技巧，从不同的角度进行多层次的处理，这样才能收到达意、传神和表形的翻译效果。
三、结语
广告英语丰富多彩，新颖活泼，具有浓郁的生活气息和强大的感染力。随着时代的发展，广告英语将会增添新的内容，更加具有自己的特色。认真研究和掌握广告英语的语言特色及翻译技巧，有助于把握英语发展的脉搏，跟上语言发展的步伐，提高英语的理解力和鉴赏力。
第三篇：谈广告英语的特色及其写作技巧
谈广告英语的特色及其写作技巧
摘要：广告是一种公共性的信息交流活动，对产品的推广起着及其重要的作用。英语广告语言作为现代语言的重要组成部分，有其独特之处。本文从词汇和句法两方面介绍了广告英语的语言特色，并通过实例分析阐述了修辞手法和用词两个方面的写作技巧。
关键字 ：广告英语； 词汇特色；句法特色；修辞手法；用词
On the Features and Writing Skills of Advertisement English Abstract: Advertisement is a public activity for information communication, it is very important to promote production.Language for advertisement English is special as a significant component of modern language.This paper introduces its language features in terms of vocabulary and syntax, giving a tentative study on the writing techniques of advertisement English through use of rhetoric devices and selection of vocabulary.Key words: advertisement English;vocabulary features;sentence features;rhetoric devices;selection of vocabulary 第一章 前言
当今世界，随着各国交往的不断频繁，世界经济全球化的进程不断加深，国际间合作也进一步加强。在参与国际市场竞争时，国内外厂家都面临着同一个问题，即如何将自己的产品更好地介绍给目标市场的消费者。其中一个不可忽视的环节就是充分利用广告，为厂家赢得应有的利益。由此可见，广告的重要性越来越突出。本文拟通过一些具体的实例分析，就广告英语的特色及其写作技巧作一粗浅的探讨。
第二章 广告的概念
广告是一种公共性的信息交流活动，它以付费的方式通过报刊、电视、广播等向公众介绍产品、服务或观念，对一项产品的推广起着及其重要的作用。广告不仅是一种经济活动，而且是传播文化的主要媒介。广告的目的是引导消费者进入丰富多彩的商品世界，激发他们的兴趣，促使他们在接触广告之后就能产生强烈的购买欲望，进而实现消费者由Attention（注意）——Interest（兴趣）——Desire（欲望）——Action（行动）的逐渐转变。这就决定了广告英语必须达到迅速影响和劝告的作用。广告英语这种通过表意和移情而实现劝说功能的语言同讲究生动形象、含蓄蕴藉与追求各种艺术效果的文学语言相比,以及同讲究真实、简明的新闻报道语言相比，可以说具有奇特的语言特色和写作技巧。第三章 广告英语的特色 3.1 广告英语的词汇特色
3.1.1 简明扼要，浅显易懂
首先，广告的基本特点是让有限的篇幅表达尽可能多的信息。广告既要简短，又要明白准确地体现广告内容。因此广告英语的特点之一是词语短小、结构简单、简明扼要、浅显易懂。
1）广告英语中常用词义浅显的短语。例如：
The only car in its class.(1993VILLAGER汽车广告)It gives me clear, plain paper faxes at a price I can afford..(Canon 复印机广告)以上几则广告所用词汇长度都不超过六个字母，其词义是每个普通百姓都能明白的，体现了广告英语浅显易懂的特点。
2）广告英语中广泛使用祈使句和省略句。例如：
I love this game.(美国NBA广告)Air Quality!(航空公司广告)
Come to Life in Hawaii.（旅游广告）
广告英语很少使用复合句，正是这些结构简单的祈使句、疑问句和省略句使广告英语读起来简明扼要，听起来轻松活泼。3.1.2 生动形象，含义深刻
广告的目的是促进消费行动，广告语言要刺激消费者的联想，从而扩大注意、巩固记忆。因此，广告英语的特点之二是借助不同的修饰来增加语言的感染力。以真情，真心，真诚去感染消费者，赢得消费者的信任。或者通过深入消费者的内心，让消费者看过广告后，内心就有所出动，从而煽动消费者产生购买行为。
1）平行对照。这种修饰结构上对称，意义上对照，形式整齐匀称，内容既适合于中伏强调，又适合于反衬对照，音、形、义都富于形象感。例如：
Tear out！Fill in!Fax now„(Maclean杂志征订广告)Warehouse Clearance.Their Loss, Your Gain!(清仓甩卖广告)Distilled from Rocky Mountain water and Canadian Prairie grain.(VODKA酒广告)2）仿拟。仿拟是套用人们熟悉的某个谚语、格言、名句，使其产生一种新的意义，从而达到标新立异、加深印象的效果。例如：
Not all cars are created equal.（三菱汽车广告）
这则广告套用了《美国独立宣言》中的“All men are created equal”(人人平等)。
Quality breeds success.(福特汽车广告)这则广告套用了谚语“Familiarity breeds contempt”（各自识老底，互相瞧不起）。
3.1.3 诙谐幽默，富于美感
广告是艺术含量很高的一种宣传手段，给消费者以美的享受是广告的一个功能。广告的设计是按照整齐、一律、均衡、对称、和谐等原则进行的。因此，广告英语的另一个特点是以优美的音韵增加广告的魅力。标新立异，出其不意，用特效烘托气氛。
1）头韵。头韵是两个或两个以上的词的首字母的发音相同而产生的音韵。在广告中使用头韵看起来醒目，读起来悦耳。另外，某些音位的组合所具有的特定联想意义能体现语言与事物的有机联系和内在和谐。例如：
Export fair set for foreign-funded firms.（博览会广告）
这是一则外资企业出口产品博览会的广告，7个词中有5个（fair, for , foreign, funded, firms）互押头韵。听起来好象是博览会在文质彬彬地迎接众多外资企业。
Bathing Beauty Discovered in Interior Decorator‘s room.（瓷砖广告）
这则广告中有两组头韵词（Bathing，Beauty，Bathing和Discovered，Decorator’s），让消费者将装修与美丽联系起来，暗示了产品的神奇效果.2)尾韵。尾韵是两个或两个以上的词的尾元音及后的辅音相同而产生的音韵。在广告中使用尾韵，能加强广告的音乐性，突出广告的声律美。例如：
Emergency Medical Insurance and Assistance.（保险广告）
这则广告中的“Insurance ”与“Assistance”押尾韵，让投保者联想到“保险”与“帮助”之间的必然联系。
Special Offers for ALRMILES Collectors and Maclean Subscribers.(Maclean’s 杂志广告)这则广告里三个词互押尾韵。读起来有一种节律美，能在消费者记忆里留下较深的印象。
3.2 广告英语的句法特色 3.2.1 简单句多
广告的职能就是用最吸引人的方式介绍商品的质量，清楚地说明购买该商品的作用，引起消费者对它的注意和好感，并产生购买的欲望。为此，广告英语通过使用简单的句式来表达所要传达的意思，有助于阐明信息，使消费者易于阅读、接受。例如：
Fresh up with Seven-up.（七喜饮料广告）
Start ahead.（飘柔洗发水广告）
Enjoy Coca-Cola.(可口可乐饮料广告)3.2.2 并列句多
在广告中使用大量祈使句，不仅简洁明了，易于理解，更是容易被消费者记住，加深印象，引起消费者的购买欲望。例如：
Introducing FITNESS magazine．It’s about health, it’s about exercise, it’s about your image, it’s about your energy and your outlook．（《健康》杂志广告）
No business too small, no problem too big.（国际商用机器公司广告）
3.2.3 省略句多
广告的篇幅有严格限制，必须以尽可能少的文字在第一时间内引起消费者的兴趣，而且广告不讲究完整的语法结构，只求明白醒目、重点突出，因而常使用省略句，既节省篇幅又突出特色。例如：
You’ll enjoy relaxed sunny days． Warm crystal clear lagoons． Cool green foliage． Waterfalls． Flowers． Exotic scents． Bright blue skies． Secluded beaches． Graceful palms． Breathtaking sunsets． Soft evening breezes． And food that simply outstanding．
这则广告中，从“Warm crystal clear lagoons”到“ Soft evening breezes”一连串的名词性短语代替了“You’ll enjoy„„”的句子，不仅简洁紧凑，而且又鲜明有力。3.2.4 祈使句多
祈使句本身具有请求、命令和劝告的意思。它的这些功能正好与广告的目的相吻合。因此广告 中经常会使用简短明快的祈使句，劝告人们采取行动，去购买广告宣传的产品具有强烈的鼓动色彩。例如：
Get Met Metropolitan Life Insurance.It pays.(人寿保险广告)So come into McDonald’s and enjoy Big Mac Sandwich.(麦当劳广告)3.2.5 否定句少
即使使用否定句，也是为了用其它商品来反衬，或从反面突出产品的特性。例如：
We would never say the new Audi A4 is the best in its class.We don’t have to.（奥迪汽车广告）
We lead, others copy.（理光复印机广告）
第四章 广告英语的写作技巧 4.1 修辞手法的使用技巧
4.1.1 押韵
压韵本是诗歌中的写作技巧，然而在英语广告中却常常加以移植，它使句子语气连贯，韵律顿挫，节奏和谐，感情奔放，将其运用在广告中能体现出一种音韵美，从而增加了表现力。例如：
Go for Gold.（Gold Seal酒广告）
这则广告中不仅充分利用了“Gold”一词的意义，使人觉得这酒 相金子一样富贵，而且李永乐它与“go”头韵相同的特点，使得广告简明生动，节凑平衡，容易上口。又如：
Wing your way with wings waiting for you.（韩亚航空广告）
这种广告中有5个词（wing，way，with，wings，waiting）互押头韵，让人很容易从“翅膀”联想到“飞机”，而且读起来朗朗上口，更是增强了语言的节凑美。
4.1.2 双关
双关就是有意识地利用语言中的同音异义或一词多义现象使一句话产生两层不同的意思，即“一语双关”。这样不仅能使广告引起消费者的联想，又能使广告语言简洁风趣，从而达到表达的绝妙效果。例如：
The Unique Spirit of Canada.(加拿大酒广告)上述广告中的“spirit”是个多义词，如作“烈性酒”解，全句可理解为“别具风味的加拿大酒”;如作“精神”解时，全句则意为“加拿大独特的国民精神”。“spirit”在广告中具有上述双重意义，令读者无法排斥其中任何一个，别具一格。又如：
The offspring of Spring.（皮瑞尔矿泉水广告）
这里的“Spring”很关键，有“春天”与“泉水”双关语义，意境优美。而“offspring” 则有“后代”的意思。整句可译为“掬自春泉”，使人联想到矿泉水的清纯、洁净，富于春天的气息。
4.1.3 排比
排比句本身不仅使句子简化而且重点突出给读者造成一贯而下的气势。广告英语使用排比句读起来节奏性强、音韵对称既突出了产品质量优先的优点，又使读者享受了广告语言的美。例如： When you are cool, tea will warm you When you are hot, tea will cool you When you are sad, tea will cheer you When you are excited, tea will calm you
以上这则广告富有节奏感，有利于强调语势，突出重点，激发消费者对茶叶的激情，产生购买的欲望。
4.1.4 比喻
比喻是一种不把要说的事物明确真实地说出来、而用与之有相似点的事物表现的修辞方式。它使广告英语精炼、形象、生动，变抽象为具体, 变模糊为鲜明, 变虚幻为实在。例如：
What’s on your arm should be as beautiful as who’s on it.这是Citizen表的广告文句，广告图是男女手臂相挽的特写,表现出一种刚柔相济的和
谐美感。文句与画面相得益彰、明喻的运用使广告形象生动迷人，易于打动人。
4.1.5 拟人
拟人是指把东西或其他生物当作人来描写的修辞法，这种修辞手法给商品以生命，使它变得有人情味，给消费者一种亲切感。例如：
Flowers by BEAUTY spread from the heart.(鲜花广告)Peony stands out for taste..(香烟广告)上述广告中，无论是鲜花(flowers)还是香烟(peony)都被描述为能说会道、像有生命的人一样，这无疑会在商品和消费者之间产生一种亲近感，引起人们的兴趣。
4.2 用词的使用技巧
4.2.1 多使用形容词及其比较级、最高级
为了美化产品，吸引顾客，广告中大量使用褒义色彩的评价性形容词及其比较级和最高级来增强广告的魅力。例如：
Famous world-wide gourmet cuisine． Excellent daily specials and mouthwatering desserts．（某餐厅广告）
What a Good time for a Good taste of a Kent?（Kent烟广告）
上面两则广告就连续使用了几个具有褒义色彩的形容词（famous，world-wide，excellent，mouthwatering，good），具有强烈的赞扬色彩的感情色彩，极易打动人心，引起消费者的消费欲望，从而达到广告的目的。
4.2.2 创造新词、怪词
广告语言表示就充满丰富的想象力和极大的创造性，所以在英语广告中常使用一些杜撰的新词、怪词，以引起新奇感，突出产品的新奇特征，进而满足消费者追求时尚、标榜新潮的心理。例如：
The Orangemostest Drink in the world.这是一条饮料广告。其中“Orangemostest”实际来源于“Orange”+“most ”+“est”，其中“most”与“est”都表示形容词的最高级，在此与“orange”连用，借以表现这种饮料的“高质量, 高纯度，口感好”，是橙汁中的极品，给人丰富的联想。4.2.3 多使用重复的词汇
词汇的重复是一种常用的技巧，可以起强调、渲染的作用，而这恰恰是广告语言所要追求的效果。例如：
Easy to use, easy to clean, easy to assemble.（日光牌简便烧烤架广告）这则广告中连用了三个“easy”，不仅突出了其产品的特点，吸引消费者的眼球，而且读起来朗朗上口，易于理解。4.2.4 多使用缩略词和复合词
广告的基本特征就是在有限的篇幅内尽可能多传递信息，因而为了缩短篇幅，英语广告中大量使用缩略词和复合词。例如：
For Rent: 1-bdm.mod.furn.210/mo.A/C avail.After Xmas.这是一则关于出租房屋的广告，中间的“bdm.”、“mod.”、“furn.”、“mo.”、“A/C”、“avail.”、“Xmas”分别指“bedroom”、“modern”、“furniture”、“mouth”、“air conditioning”、“available”和“Christmas”。相比之下，使用缩略词可以大大缩短篇幅，降低成本。
复合词比较灵活，具有极强的表现力和旺盛的生命力，适合英语广告对新奇的追求。例如quick-frozen food（速冻食品）、top-quality bulbs（高品质灯泡）、up-to-the-minute fashion（最新款式的服装）等。4.2.5 “雅”“俗”平分天下
广告中多使用简单、易懂的“俗”语，便于理解，倾向于口语化，消费者也易于接受，当然在一些大型的房地产广告中则使用比较正式、书面化的“雅”语。例如：
The home of your dreams awaits you behind this door． Whether your taste be a country manor estate or a penthouse in the sky you will find the following pages filled with the worlds’ most elegant residences．
这则房地产广告中的“await”、“be”、“manor”、“elegant”、“residence”都是正式场合下才使用的“雅”语词汇，它们在这里代替了“俗”语的“wait”、“is”、“house”、“nice”、“place”，让人耳目一新，引发无限遐想。第五章 结语
总之，广告英语是一种具有商业价值的实用文体，常常运用各种修辞和词汇的差异来实现其商品目的。它不仅可以引起读者的联想，开拓读者的丰富信息，引发读者对商品产生兴趣，而且可以增强广告的鼓动性、说服性，从而达到广告的目的，也让人欣赏到广告语言的魅力。
第四篇：英语广告语的语言特色及形式
广告语言的特色及形式
“广告”的意思是“唤起大众对某事物的注意，诱导于一定方向所使用的一种手段。”和汉语中“广而告之”的意思相吻合。因此广告也就具有了告知、说服和备忘的功能。这些功能决定了广告用语要简洁、生动、形象、富有感情色彩和强烈的感染力(Advertising language should be concise, vivid, image, rich emotion and strong appeal)。
广告语言在形式上多种多样，不拘一格，或极具鲜明特色，或行文工整、对仗押韵，或节奏感强、琅琅上口，或富于创新，耐人寻味(Advertising language in a variety of forms, not to stick to one pattern, or very distinct characteristics, or the antithesis neat, strong sense of rhythm, rhyme, or easy to pronounce, or innovative, afford much food for thought.)。
二、广告标题、口号Advertising title, slogan，简洁明了、引人注意Concise, attractive
广告标题是表现广告主体的短文，是一则广告的核心。它精炼地概括产品的主题，语言简洁、直接，以强化人们对其产品的印象，维持广告宣传的连续性。不少的广告口号都是从标题演变而来的。
因此，广告的标题或口号中多用直接式广告语，它往往一语道破天机，精炼地将商品的主题表达出来，把最重要的信息和情感直截了当的告诉人们。最常见的方式是以商品名称和广告商名称命题，并多采用短句形式，便于上口记忆Advertising title name of propositions, and uses the phrase form, convenient upper memory.，既能引发消费者的好奇心，又能区别于其他同类商品。如:威力洗衣机的广告:“威力，威力，够威够力”;《时代》杂志：“阅读《时代》，就能理解时代”;海飞丝洗发水:“头屑去无踪，秀发更出众”;耐克鞋：“Just do it.(随心所欲)”。而美国公司的Coca-cola is it.(还是可口可乐好)就更为经典了。再如，七喜饮料的 Fresh Up with Seven Up!(君饮七喜，精神倍增)。上诉广告语都极力用最精炼的语言，将自己产品的名称或特点作为主打广告语，以正面形象不失时机地传递产品信息，语言简洁明了，内容突出鲜明The content of outstanding and bright
三、创新拼写，增强吸引力
在英语广告中，用词往往更富于创新，广告创意人员根据英语的构词规则，创造一个能为读者理解的词，以加强广告的新鲜感和吸引力In advertising English, words tend to be more innovative, creative personnel based on English word formation rules, create a reader to understand words, in order to strengthen advertising freshness and attraction他们或者错拼，或者加上前缀后缀，虽然新词与原词形态不同，但意义尤存They fight or wrong, or with the Prefix suffix, although new and original words in different forms, but it is。如： We know eggsactly how to sell eggs.“eggsactly”是 “exactly” 的变形，并在形态上与 “egg” 相对应，达到了幽默Humor中间机智的效果。这类“构词游戏”可谓匠心独运，大大增加了广告的新鲜感和吸引力。再如：Introducing the new Infinia with Intouch.(Toshiba--Intouch)(Infina全新(续致信网上一页内容)登场，好时机就在身旁)。这则广告中的故意错拼也达到了突出产品品牌吸引读者阅读的目的。
四、运用多种修辞技巧，语言生动形象 Advertising language use various rhetorical skills, vivid language在广告如林的时代，为使广告能够独树一帜，惹人注目，广告撰稿人会利用多种修辞手段，以增强广告的说服力，感染力。这些修辞手段通常包括比喻、拟人、双关、重复、夸张、押韵等。Advertising copywriter will use various rhetoric means, in order to enhance the advertising persuasion, infectivity.These rhetorical devices typically include metaphor, personification, pun, repetition, exaggeration, rhyme etc
1.比喻
比喻是广告中常用的修辞手法之一。运用比喻可使所描绘的事物形象生动，贴切恰当的比喻还可以突出产品的特点或特色，很容易被消费者所接受The use of metaphor can make the things described a vivid image, appropriate metaphors can also highlight the product's features or characteristics, being easily accepted by consumers。比如:有如您第二层皮肤（牛仔裤广告）;
隐形的手套（护手霜的广告）;Light as a breeze, soft as a cloud;轻柔如风，舒软如云（服装广告）;Ride like a feather in your pocket.(汽车广告);A room for five toes.（推销鞋的广告）;The most sensational place to wear satin on your lips.这是一则推销口红的广告，把口红比喻成“缎子”，涂抹在最富有激情的地方，好似给红唇穿上光亮柔滑的绸缎一般。这样的比喻恰当贴切，极具感染力和诱惑力Such an analogy is apt, extremely powerful and seductive.2.拟人
广告中的拟人是把所宣传的产品人格化，从而赋予它人所具有的情感、感觉，它能使原本呆板冷漠的产品颇具人情味，使消费者读起来倍感亲切In the advertisement personification is added to the advertised product personality, thus giving it the people with emotion, feeling, it can make the original mechanical cold products more human, make consumer reads more cordial例如：
We are proud of the birthplaces of our children, the grapes of Almaden.On our classic various wines, you will find the birthplaces of our children.(Almaden 广告)
又如：The most thoughtful Nikon of all time.No one cares more about your image than Nikon.（有史以来最体贴人的尼康;没有人能像尼康那样关心您的形象）在这则广告中，没有生命的尼康相机被拟人化地赋予了生命，使消费者在广告中看到的是“关心”、“体贴”人的和最关心人形象的尼康。
3.双关
双关语是利用语言文字的同音或同义、同音异义的关系，使某些词语在特定环境下具有双重意义。双关语在广告文案中应用最为广泛，也是最有效的修辞手段之一。双关使用得当的话，能使语言产生幽默风趣的效果Pun used correctly, can make the language to produce a humorous effect
请看台湾“箭”牌口香糖的广告：一“箭”钟情，一“箭”如故。区区八个字生动形象地通过“见”与“箭”的谐音，既起到了传情达意的效果，又显示出该产品质量优秀，深受喜爱，并且还暗含了箭牌口香糖可以传达友谊的功效，促销效果甚佳。Only
eight words vividly through the “see” and“ arrow” homophonic, which took the Chuanqingdayi effect, and shows that the product of excellent quality, popular, and also implies arrow chewing gum can convey friendship, sales promotion effect is very good.再看中国联想集团的广告口号：“没有联想，世界会是什么样子？”这里“联想”是一语双关，精炼明确，鼓动性强。
同样，在英语广告中双关语的运用也是见仁见智，风格独特。
比如：A Deal with US Means a Good Deal to You!这则广告的妙处在于把“a good deal”的常用意义“许多”和广告的特殊意义“一桩好买卖”有机的结合在一起。
再看一则“Weight-Watcher”冰激凌广告的标题。“Spoil yourself and not your figure.”(放心吃吧，别担心体重)就是巧妙的利用了“spoil”一词的双重含义。既表到达了“spoil yourself”(尽情享受)，又向消费者传达了“not spoil your figure”(不会破坏体型)的这层含义。通过 “spoil”这一双关语，营造了一种轻松幽默的气氛，自然能为消费者所接受Through the“ spoil” which is a pun, create a relaxed humorous atmosphere, will naturally be accepted by consumers.4.重复在广告语言中，为了突出某种产品和信息，撰稿人往往采用重复某些词语或句子的方法，以加强读者的印象In the advertisement language, in order to highlight certain products and information, writers often use of repetition of phrases and sentences, to reinforce the reader's impression.例如：No ordinary number.No ordinary taste.(非凡的数字，非凡的口味)
这是英国“555”牌香烟的广告，通过对 no ordinary(不同一般，非凡的)的反复，进一步突出了“555”香烟非同寻常的品味。
再看著名的东方快车的一则广告。Train of kings.King of trains.(众王之车，众车之王)广告文案中仅有三个单词，但是通过三个单词在不同位置上的重复，却产生出气势非凡的效果Advertising copy in only three words, but by three words at a different location on the repeat, but produce extraordinary momentum effect.除上述几种常用的修辞手法之外，采用幽默夸张的修辞手法，也能制造出奇制胜的效果The humorous hyperbole rhetoric, also can produce satisfactory effect.。美国芝加哥一家美容院的广告牌上曾写道;“不要对刚刚从我们这里出来的姑娘使眼色，她很可能是你的奶奶噢。”语言夸张幽默，真是让人过目难忘。英语广告中还常常使用押韵的手法，使其读起来琅琅上口，节奏感强烈，体现出一种韵律美English advertisement also often use rhyming techniques make it easy to pronounce, read, a strong sense of rhythm, reflect a rhythm.。请欣赏如下广告：
Impossible made possible.使不可能变成可能——佳能打印机（尾韵）
No business too small, no problem too big.没有不做的小生意，没有解决不了的大问题。——IBM（头韵）Hi-Fi, Hi-Fun, Hi-Fashion, only from Sony.高保真，高享受，高时尚，只来自索尼。（头韵）
五、借用诗词文化，促进广告宣传 Borrowing poetry culture, promotion advertising广告的文化魅力，其价值是无形的，价值量常常难以衡量。河南酒业就是一个很好的例子。河南人硬是通过文化，打开了酒业渠道，使河南酒在市场上占有一席之地。
新加坡假日酒店的广告，也借用了“条条大路通罗马”这句众所周知的西方谚语This is the sentence as everyone knows the western proverb，推出了“All roads lead to Holiday Inn”。
总之，通过对上述引例的分析鉴赏，我们可以看到广告语言的特点和魅力，也为企业管理人士和广告创意人员提供一些借鉴与启迪，具有很强的现实意义It has the very strong practical significance
第五篇：涉外合同的英语语言特色
摘要
实务中有不少涉外经济合同纠纷是因各方对合同文字的理解不一而引起的,究其原因,主要是起草者对合同语言的特殊性缺乏应有的了解,结果导致合同语言的模糊性和不确定性。本文从词法、句法及应用等三个层面对英文经贸合同语言的特殊性及其变化规律进行探讨,以期能有助于对此类合同的阅读和起草。
关键词：涉外合同；语言特征；阅读和起草
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ABSTRACT In practice, the occurrence of inconsistency in interpretation of the contract English has resulted in a good few cases of disputes.In essence, it is largely due to the draftsman's failure to have a deep-in understanding of the underlying features of the contract language, which might lead to the ambiguities and uncertainties of the contract wording.This paper tries to analyze the linguistic features of English business contracts at the morphological, syntactical and discourse levels respectively with a view to rendering a help in the reading and drafting the contracts.Keywords：contract English;language features;reading anddrafting
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Contents 1.Introduction......................................................................................................................1 2.Literature review..............................................................................................................2 2.1 Study of contract..............................................................................................................2 2.2 Study of legal English......................................................................................................3 2.3 Study of contract English.................................................................................................3 2.4 The study of the stylistic features of contract English in China......................................4 3.The language features of contract English.....................................................................6 3.1 The lexical features..........................................................................................................6 3.1.1 Formal words................................................................................................................6 3.1.2 Archaic Words...............................................................................................................7 3.1.3 Synonyms......................................................................................................................8 3.1.4 Abbreviations................................................................................................................8 3.2 The syntax features..........................................................................................................9 3.2.1 Active voice...................................................................................................................9 3.2.2 Present tense................................................................................................................10 3.2.3 Shall+verb...................................................................................................................10 3.3 The sentential features....................................................................................................11 3.3.1 Declarative sentences..................................................................................................11 3.3.2 Long sentences............................................................................................................12 3.3.3 Conditional clauses.....................................................................................................13 4.Implications....................................................................................................................15 4.1 Implication for reading contract English.......................................................................15 4.2 Implication for drafting contract....................................................................................16 5.Conclusion.......................................................................................................................17 Acknowledgements.............................................................................错误！未定义书签。References...........................................................................................................................18
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1.Introduction
Language is much more than merely a means of communication.It is also a way of signaling, consciously or unconsciously, that we come from a particular area, or belong to a certain social group.[1]51 Every field of expertise develops its own language features.[2]36 The language of English used in contracts, or contract English, is an important branch of legal English.Legal English means the language of the law of England, America, and some other countries whose official language is English.These common law system countries have a history about several hundred years to express law in English.Legal English is a type of legal language with overlap of linguistics and the science of law.[3]6
With China's carrying out the policy to promote reform and opening to the outside world, the establishment of market economy, the rapid development of our communication with foreign countries and China's entry to the WTO, there are more and more opportunities for us to communicate with those countries whose official language is English.When communicating with individuals, legal persons or other organizations from the English speaking countries, we often need to sign English contracts with them.Contract plays an important role in international economic and trade activities, as all achievements thereof will be finally embodied in it.How to correctly draft and understand contract language is of great importance to individuals and business organizations.There are a few books and papers dedicated to general principles of stylistic features of English for law, but none addresses questions of contract English in sufficient detail to be of significant practical use to the English contract learners in China.My dissertation attempts to present a comparatively detailed analysis of stylistic features of contract English with the expectation to better help contract learners or businessmen understand and draft English contract.中国最大的论文知识平台www.xiexiebang.com
2.Literature review 2.1 Study of contract
Contract English, like English as a whole, is not static.It has undergone and is still undergoing enormous changes.The definition of contracts given by Karla C.Shippey[4]155: A Commercial Contract, in simplest terms, is merely an agreement made by two or more parties for the purpose of transacting business.In the eye of scholars the word contract is used in common speech, which simply refers to a writing containing terms on which the parties have agreed.Contract is often used in a more technical sense to mean “a promise, or a set of promises for the breach of which the law gives a remedy, or the performance of which the law in some way recognizes a duty.” Put quite simply, a contract is an agreement which the courts will enforce.[5]5
A contract, in the simplest definition, is a promise enforceable by law.The promise may be to do something or to refrain from doing something.The making of a contract requires the mutual assent of two or more persons, one of them ordinarily making an offer and another accepting.If one of the parties fails to keep the promise, the other is entitled to legal recourse against him.The law of contracts has to do with such questions as whether a contract exists, what the meaning of it is, whether a contract has been broken, and what compensation is due the injured party.[6]6 Many contracts use the word agreement in the title.In some contexts the two words, contract and agreement, are synonyms and can be used interchangeably.While contract and agreement may both be used to mean a formal and legally enforceable arrangement, agreement may also refer to an informal arrangement not supported by consideration, such as an agreement between friends to play tennis on Saturday morning.So an agreement is really the main ingredient of a contract.But it is not every agreement that becomes a contract.To be a contract, that agreement must be enforceable in taw.中国最大的论文知识平台www.xiexiebang.com
2.2 Study of legal English
When we move into the domain of legal English, we must consider another continuum, the so-called general English.What precisely is general English is difficult to define.The concept is often left unspecified and regarded as an implicit norm, apparently based on intuitive knowledge of what is common use.[7]12 Special English, of which legal English is one example, is often understood as being in some significant respects deviant from general English.That's to say, legal English is based on the general English with its own stylistic features.More recently, some linguists have begun to analyze certain language varieties in terms of sublanguages.One definition of this term is a “language used in a body of texts dealing with a circumscribed subject area in which the authors of the documents share a common vocabulary and common habits of word usage，The term carries with it the idea that the sublanguage is a subset, or part, of the language as a whole.Some characteristics that have been attributed to sublanguages include: they have a limited subject matter;(2)they contain lexical, syntactic, and semantic restrictions;(3)they allow ”deviant“ rules of grammar that are not acceptable in the standard language;and(4)certain constructions are unusually frequent.[1]142-143 Most of these features seem to apply to legal English so we can also say that legal English is a sublanguage of English.2.3 Study of contract English
Generally speaking, contract English is an important branch of legal English, which is the language of the contract of England, America, and some other countries whose official language is English.Since English is universally accepted as a commercial language, it is a usual practice in our foreign trade to conclude contracts in both English and Chinese languages;that is first to draft a contract in one language and then to render it into the other.There are a number of worthwhile guides to forensic linguistics in general, given their broad scope they are of great help to the English contract learners.Lord Mansfield[8]3, one of the most famous English judges, once observed that ”most of the
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disputes in the world arise from words“.He told us the significance of language.If one can command contract English quite well, it may be easier for him to read the English contract.It is highly possible that he could study and understand English contracts better than those who know little about contract English.A contract refers to an agreement establishing, modifying and terminating the civil rights and obligations between subjects of equal footing.The language for contract is different from that for basic English or literature.In the Five Clocks, the American linguist Martin Joos[9]36 advances the five stylistic varieties in English: the Frozen Style, the Formal Style, the Consultative Style, the Casual Style and the Intimate Style.The style of Contract English can be considered as the first one, which is the Frozen Style because the language habits of the profession cause lawyers(contract drafters)to frequently choose one means of expression over other possibilities.There are a few books and papers dedicated to general principles of stylistic features of English for law, such as the field's main journal, Forensic Linguistics[8], books as Investigating English Style written by David Crystal[10] , The Elements of Legal Style written by Bryan, A.Garner[11], so on and so forth.2.4 The study of the stylistic features of contract English in China
For many years, the study of the stylistic features of contract English is limited.In our country, there are few books or articles talking about the language of contract.However,with China's carrying out the policy to promote reform and opening to the outside world and China's entry the WTO, there are more and more opportunities for us to communicate with those countries whose official language is English.When communicating with people or other organizations from the English speaking countries, we often need to sign English contracts with them.English contracts are becoming more and more important in our daily life.And people began to do more study on contract English.The language of contracts is not easy to understand.Wu Weiping [12] points out, “Most people know it difficult reading legal documents(in a narrow sense).In fact non-legal documents like contracts, trade brands are also difficult to read.” Due to the importance of contracts and difficulty of contractual language, more and more people have been turning their attention to them.Many school students, especially those majoring in business English are learning English of contracts and at the same time many scholars take profound interest in the study it.Many books and articles are
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published and provide assistance in students’ learning of the variety of English.Chen Jingying[13] describes the syntax features of the contract English.Hu Genshen[14] points out that many Latinate words are adopted in every possible case to replace synonyms of ordinary English to display formality and preciseness.Besides, Liao Yin[6] says that in business contracts, complicated prepositional phrases are often used insteadof ordinary ones.For example, the participants in the joint ventures shall commence discussion with regard to the extension of the period of existence of the venture and in the event of their agreeing upon such extension, they shall record such agreement in a written document signed by all of them not later than three years prior to the expiry of the current period.According to Fu Weiliang[15]，long sentences in English business contracts can define the rights and obligations of the concerned parties in an exact way, thus avoiding any possible misunderstanding and ambiguity.中国最大的论文知识平台www.xiexiebang.com
3.The language features of contract English English is now established as the leading international language.Legal English, as everybody knows, is playing a significant part in our Chinese people's life.With the development of the technology and economy and with the deepening of the policy of opening door to the outside world, frequent foreign exchanges and business transactions are increasing day by day between China and foreign countries.Inter-personal and inter-entity relations involved have to be defined and bound by contracts.In the business field, the staff concerned is required to execute the contract to cooperate with the foreign transactions.Thus, we can succeed in building our country into a prosperous one.One of the keys to the better command of contract is to acquire a deep and comprehensive realization of its stylistic features.Based on studies done by home and abroad researchers, the following part is trying to present a relatively comprehensive analyisis on the stylistic features of contract English.3.1 The lexical features
The goal of contract English is not the beautiful language, but the precise logic and professional statements, as well as clearly and rational thinking.The lexicon of contract English contracts is characterized by precision, formality and clarity.This part, based on the analysis of typical examples, attempts to explore English contracts from the aspects of formal words, archaic words, synonyms and abbreviations.3.1.1 Formal words
Formal words also called as literary words or learned words, mainly appearing in formal writings, such as theoretical works, formal addresses and legal documents.Compared with general English, contract English is very formal.There are a lot of formal words, which are rarely used in general English, but used in contract.Here we list just a small sampling:
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Formal Words
Informal Words Purchase
Buy Modify/alter
Change Terminate
End Proceed
Go Render
Make Commence
Start/begin Approximately
About Demonstrate
Show Notify
Tell
[16]322
In the following three sentences, commence, terminate, at the commence of, upon the completion of, with regard to, in the event of, prior to mean respectively: begin, end, at the beginning of, at the end of, about, in case of, before.The former words are more formal than the latter ones, which make the contract sound formal.(1)The Agreement shall commence on this day and automatically terminate upon the bankruptcy or insolvency of either of the parties hereto.(2)Party A shall pay to Party B forty per cent of the total price for work, i.e., two hundred and eighty thousand(280,000.00)U.S.dollars only at the commence of construction work of Party A's plant;and sixty per cent of the total price for work, i.e., four hundred and twenty thousand(420,000.00)U.S dollars only upon the completion of the work.(3)The participants in the Joint Venture shall commence discussion with regard to the extension of the period of existence of the Venture and in the event of their agreeing upon such extension, they shall record such agreement in written document signed by, all of them not later than three years prior to the expiry of the current Period.3.1.2 Archaic Words
Contract English has long been featured by a prominent archaic trait: words composed by ”here“, ”there“ and ”where“ followed by one or several propositions.In these words, ”here“ means ”this“, ”there“ equals ”that“, while ”where“ refers to ”what“ or ”which“.For example: Archaic words
Modern meaning
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Hereafter
After this Hereby
By means of this/By that means Hereof
Of this Hereinafter
Later in this contract Thereafter
After that Thereinafter
In that part of contract Whereof
Of which Whereby
By what;by which[16]365-366 Look at the following sentence: The parties to the contract shall, in accordance with the principle of good faith, execute the rights and perform the obligations hereof.[17]42.The contract is not defensible and is in danger of leaks without ”hereof “.The word ”hereof “leads to economy of expression since it replaces the longer phrase ”of the contract“ in the example to modify and limit ”rights and obligations“.3.1.3 Synonyms
Using synonyms in legal English occurs very often.The purpose of this kind of use is not only to respect the tradition, but also to seek exactitude and completion of meaning.As it has been mentioned by many linguists, legal English adheres much to tradition.There are many more such synonymous pairs: terms and conditions, settle claims and debts, import duty and tax, customs and usages, missing and disappeared person, willful and malicious injury, elderly and aged, able covenants, libel and slander, goods and chattels, etc.For examples:(1)They declared the contract null and void.(2)The packing and wrapping expenses shall be borne by the buyer.3.1.4 Abbreviations
When draftsmen draft contract, they use lots of abbreviations in order to make full use of simple, quick and efficient method to rush at the commerce opportunity.Therefore, the use of abbreviations is becoming wilder and wilder and the scope is
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larger and larger.We can find abbreviations in everywhere such as politics, economy, trade, law, transportation, insurance for the sake of expressing more conveniently.Generally speaking, abbreviations are capitalized.In drafting contract, abbreviations prove to be helpful for spelling but at the same time cause the trouble in understanding.Abbreviations are typical features of business contract.In our samples, we have many:(1)The price shall be based on CIF basis.(CIF= Cost, Insurance, Freight)(2)In case by M/T or T/T.(M/T=metric ton)(T/T= telegraphic transfer)(3)On FOB-basis.(FOB= free on board)(4)W.P.A.(WRA= with particular average)(5)L/C.(L/C= letter of credit)
3.2 The syntax features 3.2.1 Active voice We can easily find that active voice is the dominance in foreign contract.In foreign contract, active voice is a very striking feature.Because contract is an agreement, enforceable by law between two or more people or groups.Foreign contract also serves to concentrate the minds of the parties in deciding a number of important things, such as who bears a particular risk, who should insure against that risk, who should perform some tasks and who should do other tasks, and so on.[16]235 It is required that the language has logical clarity and precise reasoning so as to be understood by the public.In order to achieve the conciseness, the business contract is generally expressed in a straightful way with lots of active voice.Active voice involves the speakers as 'private person' with their own thoughts, feelings and experiences, and not as 'public persons'.Active voice denotes the sense of unaffectedness, unequivocality, directness and powerfulness.For examples:(1)The sellers shall send together with the shipment one copy each of the above-mentioned documents.(2)Sellers agree to sell the undenmentioned goods on terms and conditions stipulated Below.(3)Whereas Party A agrees to sell to Party B products.(4)The ”effective date“ as used herein shall mean the date determined under Article 10
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hereof.Compared with the active voice, passive voice is not used as frequently as active voice.Passive voice is primarily non-personal or factual, it doesn't involve the speakers as 'private persons'.The emphasis is on the facts and events and not on the speaker's involvement in them.3.2.2 Present tense
In English, there are only two tenses: simple past and simple present.We commonly assume that the tense of a verb tells us when the action it refers to takes, took, or will take place.Present-tense implies a lack of distance between the narrator and the events.It is not true that the English present tense exclusively, even refers to events which are actually happening at the time of speaking or writing.The simple present tense is the most predominant tense of the 12 traditional verb tenses in business contract.This tense is used frequently in contract drafting.It is noticeable that the simple present tense is mainly utilized to denote the concept of ”timeless“ and ”generalizations“.[18]56 General statements suit for any particular time frame.In business contract, the present tense indicates that the law is always speaking.Many examples can be found in the samples:(1)The sellers shall present the following documents to the paying bank for negotiation.(2)Party B guarantees that the machines and equipment are unused.(3)Party B desires to obtain such technical data.(4)The terms and conditions of this contract are breached by either party.3.2.3 Shall+verb
The word, shall, typically expresses the future.Traditionally, it is used only in the first person(I shall and we shall).A contract is a legal document that defines the rights and liabilities of the parties concerned.”Shall“ confers a duty to do an affirmative act.It implies a type of legal right or duty rather than the future tense or the modal meaning of volition.[19]22
Commonly, the modal ”shall+verb“ is used to express obligations, which serves to detail the obligations of one or more parties to a contract.In Chinese, 应该or 得is
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often used in defining the rights and liabilities,while in English ”shall+verb“ is often used.Of course there are other words such as should or will also have a similar meaning.However, shall is more compulsive and emphasized and means a legal liability.If one fails to fulfill something, it will result in a legal enforcement and remedy.Business contract tends to use the structure ”shall+verb“ more frequently.Like the following examples: 1)The persons employed Party A shall be responsible to the Manager of Party A.甲方雇佣的一切人员都必须向甲方的经理负责。
2)Party A shall, at most favorable prices, supply Party B with spare parts of the leased equipment.甲方应以最优惠的价格向乙方供应所租设备的备件。
3)This Contract shall become effective upon and from the date on which it is signed.本合同签字之日起开始生效。
4)The Seller shall have the right to increase the price of the goods specified in this contract at any time.卖方有权随时提高本合同的货物价格。
3.3 The sentential features 3.3.1 Declarative sentences
In terms of function, all sentences can be divided into four groups :(a)Declarative sentences: to make a statement, to state a factual event.(b)Interrogative sentences: to ask a question.(c)Imperative sentences: to give commands or instructions.(d)Exclamatory sentences: to show strong feelings towards something.[20]56
As we know, contract relates to agreements or promises it should be objective and show no personal emotions.Thus declarative sentences are used to make statements, give explanation and make judgments.They make up the most part of the total.In English contracts there is no necessity for inquiry, therefore interrogative and imperative sentences are seldom found.For examples:(1)This Agreement is made and entered into by and between ABC Co.and XYZ Co..(2)The L/C shall be valid until the 15th day after the shipment.中国最大的论文知识平台www.xiexiebang.com
(3)The Seller shall deliver the goods before July 31,1997.(4)The period of Lease is two years beginning from the date the Lessee accepts the
equipment on examination.3.3.2 Long sentences
Long sentences with complex structures can express complicated opinions.A mild variation in sentence length shows the writer's emotional state of mind and his objective way of narrating.[20] In contract, sentences trend to be extremely long.When people reading a contract, it's not easy for them to find many short sentences.There are two advantages to use long sentences in contract: First, the long sentences can make the contract more formal and logical.Second, long sentences with some adverbial or attributive clauses can be used to define the rights and obligations of the Parties.Therefore, a large number of information has been compressed into a single sentence, which accounts for its length and grammatical complexity.Look at the following sentence: In case that one or both parties are impossible to perform the duties provided herein on account of force majeure, the party(or Parties)in contingency shall inform the other party(or each other)of the case immediately and may, provided the case is duly verified by the competent-authorities, delay in performance of or not perform the relevant duties hereunder and may be partially or entirely exempted from the liability for breach of this agreement.[1]57
This sentence has 76 words, accounting for its length and grammatical complexity,it express a huge amount of information.At the very beginning, it is an adverbial clause introduced by in case that.The predicate of the principal clause is composed of three coordinate parts: shall inform...，and may...delay...or not perform…and may be...exempted from....In the adverbial clause, the past participle phrase provided herein is the attribute used to modify the duties.In the clause, the prepositional phrase on account of force majeure is used to express the cause.In addition, the second predicate followed by a conditional clause introduced by provided.All that is mentioned above proves that the long, complex sentence can express complicated meaning logically.[1]57-58
In contract, there are also short sentences which can express the idea precisely and clearly.So the combination of long and short sentences makes the language of
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contract vivid and full of change.3.3.3 Conditional clauses
Contracts are written documents indicating the agreement between the parties on their rights and obligations.Usually, there are various conditions when carry out these rights and obligations.Only these conditions are met can the rights and obligations be carried out.So many conditional clauses are used in contracts.There are usually four kinds of conditional clauses:(a)Condition of supposition: This type of clauses usually led by ”if“, ”should“, ”in case/in case of', “in the event of/that” to expressthe supposed conditions on which each party to the contract can enjoy the rights or should perform the obligations.The emphasis here for these kinds of sentences is on the main clause.If any products or any part of the products is not in compliance with the standards of quality as the result of the inspection, the Manufacturer shall supply the buyer free of charge with replacement for all parts not complying with the standards of quality.[16]394
经检验，发现产品的任何部分的质量不合格，制造商必须免费更换所有质货物。
(b)Condition of prerequisite: This type of conditional clauses is usually led by “provided(that)” to indicate a kind of possibility.When translating such clauses into Chinese version, “provided(that)” is usually translated into “如果.........”.They express the specific condition whose existence is a precondition on which each party to a contract may carry out some activity.Thus the emphasis for these kinds of sentences is on the subordinate clauses which are more important.Looking the following sentence:
The Seller, provided that Buyer so agrees, may retain the whole or part of the said incomplete equipment, fabricated or unfabricated parts, work in process, and other material referred to in paragraph(D)of this Article the amount to be paid by the Buyer shall be reduced by a sum equal to the value of the property so retained.[16]403
如果买方同意，卖方可以部分或全部地保留上述未完成的设备、已加工好或未加工好的零件以及正在进行的工作和本条(D)款所述的其他材料，这将因此使买方少支付这部分货物的费用。
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(c)Condition of exception: This type of conditional clauses are usually led by “except”, “with the exception that”, “in the absence of” and “unless”.They express that one party to a contract can be free from the restriction of some articles or clauses of the contract under some special conditions.From pragmatic viewpoint, such conditional clauses usually can complement the provisions and imply disjunctive meaning.Except for reason of force majure, the plant shall operate for more than 10 days in a month.[16]412
除因人力不可抗拒之原因外，工厂每月开工应多于10天。
(d)Condition of fact: clauses of this type are usually led by whereas, in consideration of and subject to to express some conditions that already exist.中国最大的论文知识平台www.xiexiebang.com
4.Implications
4.1 Implication for reading contract English
When reading the English contracts, many people feel that it is very difficult for them to understand completely.If they can know something about the language features of contract English, the following difficulties can be overcome.(1)Difficulty in reading the long English contract
Compared with Chinese contract, English contract is longer.English speaking countries are common law countries.In these countries the statutory laws are not as many as in China.In order to avoid the disputes or have the disputes satisfactorily solved in future, the rights and obligations of Parties are written in much greater detail in contract in common law countries than those in China, which makes the contract very long.The following two points can help people overcome the difficulty in reading long English contract:(i)To divide the contract into parts
When a long contract is divided into small parts, which will be comparatively easy to read and understand.As a complete and valid contract, in general, there are three components: the head, the body, and the tail.When we read a contract, it's very important for us to recognize the head and the tail because the body of the contract is located between the head and the tail, and the head and the tail of a contract, with their obvious characteristics, are very easy to find.(ii)To read the body of the contract clause by clause.The body of a contract is broken into sections, each of which may in turn consist of one or more subsection.Furthermore, one can subdivide the text of any section or
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subsection into “enumerated clauses.” Subdividing the body of a contract, taking the form of sentences as clause, makes it neat, much easier to read.In this way, we can read the contract step by step.(2)Difficulty in reading the long and complex sentences
The sentences in an English contract are very long and complex, some of which are written in several lines even several pages.To deal with this problem, there is no way out, just to analyze the components of the sentence patiently, to know the functions of different components, and to find where the principal clause is, where the subordinate clause is and what kind of subordinate clause it is, etc.(3)Difficulty in interpreting the archaic words
There are a great number of archaic words in contract.These archaic words, such as whereas, hereby, thereto, in witness whereof are very difficult to interpret even after we look them up in the dictionary.When we see this kind of words in contract, we should know that the use of these archaic words can avoid the repetition of something which has been mentioned above or before and makes the description more precisely.The detail information can refer to 3.1.2 of the thesis.4.2 Implication for drafting contract
In Davidson's book Precedents and Forms in Conveyancing, [21]70 he lists five principles in drafting contract.The forth one is “The ordinary and accustomed forms of documents and technical language should be used”.And “Legal language should be precise and accurate.Every phrase should have a clear meaning and all the phrases should be so connected as not to give rise to ambiguity.Aim at accuracy.Omit superfluous phrases.Give correct references and adhere strictly to the rules of grammar as by the use of apt words.” is the fifth one.[22]129-130
In Contract Law, Tay Swee Kian and Tang See Chim mentioned the two problems should be solved in drafting contract:
One is the use of long uncommon words or long sentences in contract.The other is the use of too many archaic words.They say, “Such archaic word or expressions as whereby，hereinafter that are not customarily used in everyday life should be replaced by words in current use.It is not wise to have too many of them.” [22]129-130
From my point of view, the long sentences, archaic words and technical terms are the features of contract English, without them the contract English is not different
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from the general English.Short sentences cannot always be used in legal documents because technical legal expressions may sometimes have to be used in preference to short sentences and the archaic words, if carefully but not superfluously used, can be an aid to exact expression.5.Conclusion
The language of legal English is generally complicated and technical, and, therefore, difficult for the people to understand.Contracts have no exception.The idea of making legal language easier to read and understand is not new.The lexicon features of business contracts can be summarized as adoption of formal words, usage of archaic words and synonyms.The syntax features of business contracts can be summarized as adoption of declarative sentences, long sentences, passive voice, and present tense.China, as a member country of the WTO, is playing an increasingly important role in international business.It is almost certain that the study of business contracts will become an important topic in China.In this thesis, apart from elaborating on the language features of English business contracts from the lexicon and syntax levels, the author proposes the criteria for understanding and drafting of English business contracts.中国最大的论文知识平台www.xiexiebang.com
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