英汉体育广告语探析

摘要本文将首先界定体育广告语的定义和内涵以及国内外对其展开的研究概况，然后从体育广告语的文化来源几大要素出发来挖掘体育广告语与文化的关联，如文化本位思想，道德与科学，政治与XX等要素进行阐述，再从体育广告语语言特点的角度对英汉体育广告语进行全面分析，大致从句法，词汇和修辞几点来分析，最后总结出体育广告语的功能及作用并指出其指导意义。关键词：英汉体育广告语；文化来源；语言特点；功能ABSTRACTFirstly,this thesis will define the advertising slogans and introduce the studies about it both at home and abroad. Secondly,it will explore the relationship between sports language and culture from cultural source of advertising slogans, such as cultural standard thought, ethics and science, politics and religion. Thirdly,the thesis intends to conduct an overall analysis on English and Chinese advertising slogans from the perspective of linguisticfeatures, namely, phonetics, vocabulary and figure of speech. Lastly,the thesis summarizes the function of advertising slogans as well as its instructive significance. The most important is that the thesiswants to find out more functions of sports advertising slogans, which can be valued by others in future.Keywords：English and Chinese sports advertising slogan; cultural source; linguistic features; functionContents1Introduction52. Definition and research of sports advertising slogans at home and abroad62.1 Definition of sports advertising slogans72.2 Research of sports advertising slogans home and abroad73. Cultural source of sports advertising slogans93.1 Cultural standard thought93.2 Ethics and science113.3 Politics and religion124. Linguistic features of sports advertising slogans144.1 Vocabulary144.2 Syntax164.3 Rhetoric175Function and significance of sports advertising slogans186Conclusion20Acknowledgements22References231IntroductionOver the past century, advertising has been varyingly described as a system of organized magic, a science, a hidden persuader, a language and form of social munication, a form of popular culture, and a sphere of ideology136.Modern sports advertising subsequently were produced in the West, and it was introduced to the East. From the culture of sports ad targeting, creativity, language expression to the media release, Modern sports advertising have brought Oriental Sports advertising a strong impact and shock.Oriental Sports advertising rooted in the social environment in the East.It implied the Oriental culture, heritage, and thus created a huge culture of the East-West differences in sports advertising.As the Sports advertisement gradually developed and became mature. People have gained a better understanding of the relationship between the sports advertisement and the advertising culture. As advertising giant Job Daniel said,“The process of advertising is, as a matter of fact, one in which the character of modity is molded.”We assert that advertising about sports and through sport offers unique points of access to the constitutive meaning and power relation of the larger world we inhabit250.Sports advertisements are those which regard sports as carrier. The mon three types are as follow:The first type refers tothe advertisements made for the sports itself by sports organization, such as the advertisements made by Shanghais Chinese grand prix F1 organizing mittee, the advertisements of Beijing 2008 Olympic Games by Beijing IOC.The second type refers to the advertisements made for the sports products by enterprises, which are the major types in sports advertisements, including sports sneaker, caps, drinks, activities, fitness equipments, etc. such as Lining sportswear, Anta sneakers, 361 sneakers, Lijia sports equipments, etc.The third type refers to those made by enterprises which produce or sell non-sports products through inviting athletes to show on the advertisements. Such as the Chinese gymnasts show in the advertisement of McDonalds“Golden Medal Series” set meal, Yi Jianlian takes part in the advertisement of Nutrilite health care products, the advertisements of Coca Cola broadcasting in China during Korea-Japan World Cup. A lot of advertisements of non-sports products like to associate with a certain sports pattern, expecting to increase their sports added values and strengthen their popularity and creditworthiness365.Under the backdrop of the 21st century and the global financial crisis, we witness many western nations have great difficulty in restoring their economy. However, the review here is intended to illustrate the advantages of Chinese domestic market over the western market on the condition that we constantly persist in the developing road with Chinese socialist characteristics. Whats more, we are still maintaining a virtue momentum. As a sports superpower, our domestic sports industry is faced with an unprecedented opportunity of development. The guiding principle and strategy to boost the sports advertising is to introduce advanced foreign technology and concepts selectively with a clinging to our Chinese tradition. The study here endeavors to illustrate English and Chinese advertising slogans from the perspective of their function, cultural source and language characteristics. Through analysis,the thesis is intended for providing some reference value and making people of domestic sports advertising cycle have meditation about the sports advertising.2. Definition and research of sports advertising slogans at home and abroadNowadays, more and more sports advertising slogans are created by designers. Some have even left us a very deep impression. Its getting popular to study this kind of slogans.2.1 Definition of sports advertising slogans Advertising slogans are short, often memorable phrases used in advertising campaigns. They are claimed to be the most effective means of drawing attention to one or more aspects of a product. Astrap-line is a British term used as a secondary sentence attached to a brand name. Its purpose is to emphasize a phrase that the pany wishes to be remembered by, particularly for marketing a specific corporate image or connection to a product or consumer base 423.2.2 Research of sports advertising slogans home and abroadFollowed with the advertisements development from seed to fruit,peoples acknowledgementof sports advertising slogans and advertising culture grows gradually. The advertising master Draper Daniel said, “The process of making advertisement means the process of endowing ad with character.” It endows the merchandise with sense of culture. In the book, The marketing of sports and amusement written by Ken Kaser and Oelkers, they consider“if you want to make character for product, the easiest method is purchasing character.” Therefore, to some significance, advertising slogan is the moral statement and cultural explain of merchandise.The study about sports advertisement is relatively little at present. We can find only one monograph, Sports advertisement strategy written by Pan Xiaoyu(in the year of 2004). This book remendation on the basic meaning, function, developing history and transmit media, which is said to be the summary of sports advertisement in recent years.But the core of the book is the research on sports advertisement strategy. It makes detailed research on creative strategy, psychology strategy, transmit strategy and pound strategy of sports advertisement, excepting lacking of cultural element research specializing in sports advertisement577.We have searched 12 articles in the KI through the sports advertisement slogans as search term. Most of them are focused on the research of ads inner attribute and sports advertisements development situation in China. The classical work, Sports advertisement research (1998) written by YangXinxiang, makes explanation of characteristic of sports advertisement and our countrys advertising654.Li Weimin has done research concentrated on sports advertising function and principle in the book Discussion sports advertisement effect and principle (2004). YingWang proposes related management suggestion for the problem of our sports star advertising and the develop trend in recent years745.The cultural ment of sports advertisement only is mentioned little. For example, Hong Qinghua mentioned cultural strategy of sports advertisement in Discussion sports advertisement effect and principle. He thought that sports advertisement slogans should pay more attention to national characteristics and cultural individuality. But it mentioned little on cultural research of sports advertisement slogans.3. Cultural source of sports advertising slogansOrientalSports Advertising roots in the social environment in the East, and it implies the roots of oriental culture and spirit, which produces a huge difference in sports advertising culture between the east and west. China, as a big country in the east, has a long history with its splendid culture. Not only does it contribute to the development of world civilization, but also deeply influences the development of the world culture, especially that of Asian countries.There is always a need to find fresher, more desirable slogans to enhance the value of products. As sign value petitions intensify, advertisers invent new strategies and push into fresh cultural territory. Under such circumstances, no meaning system is sacred, because the realm of culture has been turned into a giant mine821.Western culture has a huge difference from chinas. Western culture develops from three sources of the spirit-the Greek culture,Jewish religious and ethical philosophy of modern industry.3.1Cultural standard thoughtChinese have lived in the family as the basic unit of the agricultural society for a long time, and the family bees the center of social activities. The family-oriented social relationships make many of Chinas political system and the thinking and ideology related to family awareness. The human relationship is maintained by the family-oriented religion. The young and the old are different and hierarchy, so in Chinese family-oriented society, there is no legal system, there is no democracy, freedom and the concept of equality, only reflecting the family-based standard and the Local affection. Cui Qiong, who wrote “For Advertisement Cultural Perspective Reach on Sports Advertisement”, said that Chinese sports advertising are heavily based on family and hometown 911.In Coca Colas New Year advertisement Take Me Home, the word “take me home” said by Liu Xiang expresses his urgency to go back home after the tough training. The plot of the advertisement is very similar to Liu Xiangs real life experience, and it tells his story of going back home by using the nostalgia of Chinese style. The advertisement describes that Liu Xiang is taking part in the sports game in Paris before the Spring Festival, so he cant go back home celebrating the festival with his families. When Liu Xiang is walking alone in the Chinese town filled with nostalgia in his heart, looking at the red lanterns, the festive spring couplets, and the happy steps of others, he is missing his hometown and families deeply. Then he sees a post of a Chinese restaurant which shows his favorite food “yummy dumplings and Coca Cola”, he walks into the restaurant and order some food excited. Liu Xiang not only enjoys the delicious authentic Chinese dumplings, but also realizes his dream of going back home with the help of A Jiao and A Fu, the vivid and lovely cartoon characters, which are from Coca Cola. Obviously, in Chinese peoples heart, hometown plays an important role in ones life. The western society is based on individualism. From the middle ages to modern times, western world has always been engaged in the conflict and struggle between groups and individuals. In the West, individualism is the mainstream of modern culture, which is stirred resistance under the Groups life, it is vibrant, and the whole society is filled with democracy and respect for individual freedom.Most distinguished international advertising slogans are the form of individualism. Like the slogan of Reebok “I am what I am”, it is a good example to display this individualism concept. I am what I am. Just be yourself. Have own characters, never imitate others, and go ones own way. Such simple phrases expose explicit Reeboks spirit and concept. This slogan having its own character, articulating firmly, no doubt is an excellent one. Like another famous sport brand pumas slogan“always beyourself”, to some extent, it has the same concept with that of Reebok. Be your own master. From the individualism aspect, it inspires us not to lose ourselves. Especially on the sport field, people should practice painstakingly. Do not have misgiving about outside things. It is not a long time for people to struggle. Life can have few fighting. There are a lot of such slogans, like Mizunos “I can I could”. This slogan is almost the same as above two slogans but a little difference. It emphasizes the power of man and Self-transcendence. People can acplish it before. It is also can be acplished now and even in the future. It tells us the concepts that keeping on strengthen and improveourselves.These sport brands slogans exactly convey such western social individualism spirit.3.2 Ethics and science Chinese are fond of peace and kindheartedness. The Chinese people are deeply influenced by traditional Confucian morality “patience”, regarding the “humility” as a political advocate on the moral, so they emphasize on civil and set down military,and do not take the initiative to attack others.For example, nowadays, more and more famous NBAs player Battier, from Huston rockets, has been native well-known spokesman of sport brand Peak. Its slogan is “I can play”. If we digest slightly, we will find its secrets. Like the slogan, it makes us think a lot. “I can” means I am confident and I can do. No matter what hardships ahead, just keep the conviction and advance toward the goal. However, Chinese people have been always retaining this fine traditional modesty. We dont like to use offensive words. So, this slogan conveys confidence, quality of firm, politeness and modesty. It is not so naked and aggressiveas what“I will beat you” conveys. It is just to the point.As Battier speaks on the athletic shoes of Peaks behalf, two giant centers carry on the jump ball, with long time of leaving the ground after rising with a spring, which causes the numerous audiences exclamation on the ground. From the whole picture of the creativity of this advertisement, Peak takes advantages of this two centers not returning to the earth for a long time to speak of the “core technology” of their shoes, such creativity gives pretty good explanation function. However we will figure out the thought of the Confucian in entire advertisement manifestation. Basketball matches should be filled with collision, stimulation, and the smell of gunpowder petition, but we do not see the intense scene in the jump ball which people anticipated, only seeing Chinese Confucian thoughts of “forbearance” and “modesty”.The western people advocate science.Modern Western science has achieved rapid development, and has brought an unprecedented scientific and technological civilization to humans. The development of science and technology has brought about new developments in Western civilization, and changes in western culture. Sport ads in the West are filled with shines of science everywhere.In the Nike advertisement Barefoot Jogs, its slogan for Freestyle series jogs shoes, “breathe your shoes”, which means the shoes will breathe. Once listening to this, people are sure to think there is full of technical feeling with mystery. This advertisement language will take the consumers interests very quickly, and people are anxious to know how magical the shoes are. It shows barefoot jogs may cause the foot to be stronger naturally. When a person jogs barefoot, the footsteps make an induction, and the body makes an adjustment, so the barefoot training may strengthen the foot naturally. However, if you do not put on the athletic shoes, the feet are very easy to be injured. Therefore, the FREE athletic shoes design of Nike originates from simulating good barefoot jogs, and stimulating tendon and muscle fibers, making your natural cushion system participate in the activity, and enhance migration and flexibility.Obviously, the advertisement through the scientific narration makes every consumer understand the strong function of this kind of athletic shoes of Nike.3.3 Politics and religionReligions are led by politics in China. Chinas nationality develops at early time, and thus lack of religious ideas. In addition to Confucianism and Taoism which is a native-oriented, the rest are from the exotic, such as Buddhism from India. The religious content has a high degree of plexity in Chinese culture, whose main features are multi-god religion, political guidance to teach, difficult to reproduce beyond the world, weakly religious sentiment. This characteristic determines that China has not formed a kind of overwhelming power of religion, and that the Chinese religious culture is human-based.The multi-belief creates the colorful Chinese elements. The slogan of the famous domestic sports brand Joeone is “牧心者，牧天下，睿变由我” At the first sight it takes on the characteristics of classical Chinese language which has a profound meaning and pays attention to wording, building up an imagery of magnificence and uniqueness. This slogan displays a broad ambition of putting the whole into his heart, which is the essence the slogan tries to express. Another example is the slogan of the famous brand Septwolves“相信伙伴，奋斗无止境；尽显英雄本色，男人不只一面”.Although it is very straight in its language, the essence it expresses is quite clear. The former part encourages people to step forward undauntedly while the latter shows peoples worship to traditional Chinese heroes. Men should have all sorts of qualities, pursuing being efficient in both brainy and brawny activities, having generals manner, ready-to-help spirit and tender love. The Septwolves sticks to this idea in its management of brand business. In the west, Religion and theology have dominated all the aspects such as the politics, economy, and culture in society.Religion is deeply rooted in Western consciousness, whether during the middle ages or in the EnlightenmentGeneration. Religion is a very important element of culture ideology. The ruling class strongly advocates for the interests of religious services, and strongly urges the admission of guilt, repentance, taking orders from Gods ideas. In the conditions of feudalism and capitalism, secular humanism has always cannot been achieved pletely beyond the theology of religions.The western sports ads always make up a story with the power from gods. “Impossible is nothing” is the slogan of Adidas. In the ad of NBA Superstar Sculptures, an outstanding sculptor makes three sculptures: Tim Duncan of San Antonio Spurs, TracyMacGrady of Huston Rockets, and Kevin Garnet of Minnesota Timberwolves. All of them are NBA superstars. After a Gods hand puts them in a basketball stadium, they e into life and then the hand of God gives them a basketball. This advertisement gives people endless fantasies and reflects the slogan of Adidas “Impossible is nothing.”4. Linguistic features of sports advertising slogansIs there such a thing as advertising language? Certainly, the language of advertising is neither a variety nor a register in its own right 10194. Advertising slogans are designed in a graceful, unique and much meaningful way, with simple syntax but rich context and rhetoric. Hence, to probe the features of advertising slogans is of a great significance not only for mastering the design and creation of advertising, but also for researching the psychology and social function of it. 4.1 VocabularyOn todays integration with global economy, ads are playing more and more importan