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1、Linguistic Features of Advertising English AbstractAs a way of propagating and transmitting information, advertisings role con not be underestimated because it is not only an artful technique in persuading people to buy, but also gradually has become a must for social communication which in turn inf
2、luences the development of society and economy.The advertising guru Raymond Rub cam once said: “The best indicator of a superior advertisement is that it can not only make the audience eager to buy its products, but also make the audience and the advertising industry remember it as an admirable mast
3、erpiece for a long time.” The advertising language can be said to be formed by the integrated influences of linguistics, psychology, economics, marketing, sociology, even aesthetics and so on. Therefore, it has a wide range of research value. The advertising is a very important way to express inform
4、ation to the public. It can not only help people to understand some knowledge of the products, but also attract peoples greater desire to buy the products, improve the trade and leave a beautiful impression on the people. So it has its obvious characteristics in these functions.The purpose of the pr
5、esent thesis is to study the linguistic features of advertising English, in the hope to help copywriters on their composing and translating work. In real life, we can not only improve our own English level, but also learn about the modern advertising theory through the study on the linguistic featur
6、es of advertising English.The present thesis mainly expounds on the linguistic features of advertising English from four aspects, that is, the lexical characteristics, syntactic characteristics, rhetorical characteristics and stylistic characteristics.Keywords: Advertising, Advertising English, Ling
7、uistic Features 广告英语的语言特征摘 要作为一种宣传和传播信息的方式，广告的作用不容忽视，因为它不仅是一种说服顾客进行消费的技巧，而且它已逐渐成为社会交流的必须手段之一，反过来影响社会和经济的发展。 广告大师雷蒙罗比凯曾说过：“上乘广告的最好标志是，它不仅能使观众争相购买它的产品，而且能使观众和广告界都把它作为一种可钦可佩的杰作而长久不忘。”广告语言可以说是受语言学、心理学、经济学、营销学、社会学，甚至美学多门学科诸多因素综合影响所形成的，因此具有多方面的研究价值。广告是一种向公众传递信息的重要方式。它不仅能够帮助人们了解商品的知识，而且能够引起人们购买商品的强烈欲望，促进交易
8、，给人们留下美好的印象。因此，广告在体现这些作用时，形成了自己明显的特点。本文的目的在于研究广告英语的语言特征，希望能对广告文字撰写人的创作和翻译工作有所帮助。在实际生活中，我们既可以通过研究广告英语的语言特征来提高我们自身的英语水平，也可以了解现代广告理论。本文主要从四个方面阐述了广告英语的语言特征，即词法特点，句法特点，修辞特点和文体特点。关键词：广告，广告英语，语言特征Linguistic Features of Advertising English1 IntroductionNowadays advertising has penetrated into every corner o
9、f our life as its transmitting media in many forms: newspaper, magazine, TV, radio as well as network. The goal of advertising decides its language to be simple and direct, distinct from the characteristics of other discourses. Thus an analysis on the linguistic features of advertising English in th
10、e linguistic field is worthwhile. The advertising is a very important way to express information to the public. It can not only help people to understand some knowledge of the products, but also attract peoples greater desire to buy the products, improve the trade and leave a beautiful impression on
11、 the people. Therefore, its very necessary to make a study on the linguistic features of advertising English. The purpose of this paper is to study the linguistic features of advertising English, in the hope to help copywriters on their composing and translating work.In real life, we can not only im
12、prove our own English level, but also learn about the modern advertising theory through the study on the linguistic features of advertising English. Besides, we can get a better understanding about the characteristics of advertising English.The whole paper is divided into three parts. The first part
13、 introduces the definitions, functions and classifications of advertising. The second part introduces the linguistic features of advertising English, including the lexical characteristics, syntactic characteristics, rhetorical characteristics and stylistic characteristics of advertising English. The
14、 third part is a simple conclusion of this paper.2 Theoretical FrameworkAdvertising is a concentrated, integrated and commercial art. As a kind of applicative language, advertising English has gradually been independent from the common English and developed into a non-standardized special language b
15、ecause of its special utility. Its words and sentences are different from the common English to a large extent and vary along with the development of advertising, the advance of age, the progress of science and technology and the change of society.2.1 The definition of advertising From different perspectives or purposes, the definitions might also vary. In English, the word “advertise” has its origin in “advertere” in Latin, meaning “to inform somebody of something”, “to bring into notice” or “to draw attention to something”, etc. In Chinese, the equivalent term “guanggao” means “
