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1、Stylistic feature of English in advertisingAbstractNowadays advertising has penetrated into every corner of 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 cha
2、racteristics of other discourses. Thus an analysis on the linguistic features of advertising English in the linguistic field is worthwhile. Under such circumstances, a study on the linguistic features of advertising English will have practical effects on the composing and translating work of the cop
3、ywriters.This paper presents an analytical study of the language features of English advertisements at lexical, syntactic and discourse levels. It is hoped that through the detailed survey of three types of advertisements: namely, daily consumer goods advertising, technical equipment advertising, se
4、rvice advertising, similarities and differences in advertising language features can be summarized and possible reasons will be given in the light of the meaning, and function of language.This paper will be presented in four parts. The first part is the introduction and the last conclusion. The seco
5、nd part introduce the element of an advertising. The focus of the paper is laid on the three middle parts which respectively analyze language features at lexical, syntactic and discourse levels. The conclusion of this paper is drawn from the data analysis. In the analysis, examples from the corpus w
6、ill be given; figures, tables and graphs will also be offered to make the paper understandable and persuasive.It is hoped that the study can shed light on the language features of advertisements and also provide help to copy writers and advertising English learners.Key words: English advertisements;
7、 feature; similarities; differences 内容摘要内容摘要广告在我们今天的社会几乎是无孔不入,它的传播介质多种多样,包括报纸、杂志、电视、广播、网络等。作为一门语言艺术，广告英语的语言特色及社会功能，都受到越来越广泛的重视。本文选定英语这一全球普遍使用的语言,就其应用于广告领域而产生的一些语言学特点和广告本身的社会性特点进行深入分析,以探求其文体特点。本文旨在通过对书面英语广告的语言分析总结出广告英语在词汇句法篇章上的语言特点。广告英语作为一种应用语言，因其所具有的特殊效用已逐渐从普通英语中独立出来而发展成非规范的专用语言。本文通过分析日用品广告科技设备广告服务业
8、广告总结出广告英语在此三类广告中的相同点与不同点，并且根据语言的意义，风格及功能解释广告英语的共性以及广告英语在不同类型广告中的特殊性。 本文分为四章，首先简单概括广告英语的基础知识，包括广告的定义、作用以及分类，说明英语广告研究的重要性；第二章介绍英语广告的构成特点，这些结构的不同决定了不同的部分的语言特性；第三章论述英语广告的主要语法特点，从词汇、句法及篇章特点切入，通过分析不同类型产品的广告进行分析其语言的构成及特点；第四章总结广告英语的语言特点以及在不同领域的广告中形成不同的表达方式。本文作者衷心希望此论文的分析结果能给英语广告的写作者以及广告英语的学习者提供帮助。 关键词关键词: :
9、 广告英语；特征；相同点；不同点 ContentsAcknowledgements. iAbstract (English).iiAbstract (Chinese)iii1.Introduction.12.Elements of an advertisement.23.Stylistic feature of English in advertising.33.1Lexical features.33.1.1 Coinage and anagrammatic spelling.33.1.2 Few verbs.33.1.3 Weasel words.43.1.4 Pun and allite
10、ration.53.2Syntactical features.63.2.163.2.2Similarities. Differences. 83.3Discourse features .93.3.1 Body copy of an advertisement.93.3.2 Differences in body copy.94.Conclusion.10Works Cited. 121. IntroductionWe live in a world of advertising. As a kind of mass media, advertising plays a very impor
11、tant role in modern society and permeates very espect of social life. As its trans mitting media in many forms: newspaper magazine, TV, radio as well as network. Advertising tells the consumer what a specific product, brand or service should do when it is used and thus helps him or her to understand
12、 and evaluate experience with the products and services that he or she uses. On the other hand, by making people aware of products, service and ideas, advertising promotes sales and profits. The goal of advertising decides its language to be simple and direct, distinct from the characteristics of ot
13、her discourses. Thus an analysis on the linguistic features of advertising English in the linguistic field is worthwhile.Naturally, advertisements in English have become an important means of communicating ideas, demonstrating a variety of linguistic features of its own. The present study attempts t
14、o examine these features at the lexical, syntactic and discourse levels, in the hope of bringing them to light and, thereby, offering help to advertisement writers and language learners.According to the Definition Committee of American Marketing Association(Fang Wei 12), advertising is defined as follows:Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.Advertising may be classified by medium (newspaper,
