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1、AN ANALYSIS OF LANGUAGE FEATURES IN ENGLISH ADVERTISEMENT摘要 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。为了使研究从数据出发得出科学结论，本文作者建立了一个拥有 60篇各类广告的小型语料库。通过对此语料库中日用品广告科技设备广告服务业广 告的深入细致的定量和定性分析，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。 本文共分五个部分，第一部分和第五部分分别为介绍与总结，中间三个部分为本文核心，分别展开广告英语在词
2、汇句法篇章三个层面的分析。本文的结论均来自于 对语料库的分析。整个研究从数据出发，由数据驱动，由此进行语言学上的分析与 概括。关键词: 广告英语，词汇，句法，篇章，相同点，不同点 Abstract This paper presents an analytical study of the language features of English advertisements at lexical, syntactic and discourse levels. In order to conduct a data-driven study, the author builds a corpu
3、s of 60 English advertisements. It is hoped that through the detailed survey of three types of advertisements: namely, daily consumer goods ads, technical equipment ads, service ads, similarities and differences in advertising language features can be summarized and possible reasons will be given in
4、 the light of the meaning, and function of language.This paper will be presented in five parts. The first part is the introduction and the last conclusion. The focus of the paper is laid on the three middle parts which respectively analyze language features at lexical, syntactic and discourse levels
5、. The conclusion of this paper is drawn from the data analysis. In the analysis, examples from the corpus will 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 advertisement
6、s and also provide help to copy writers and advertising English learners.KEYWORDS: English Advertisements, Lexical, Syntactic, Discourse, Similarities, Differences Contents 1. Introduction 1 1.1 Rationale of the study . 1 1.2 Definition of advertising . 1 1.3 Focus of the present study 1 1.4 Sources
7、 of data . 2 2. Lexical features 2 2.1 Classification of advertising and its audience 2 2.2 Similarities at the lexical level . 3 2.2.1 Few verbs are used . 3 2.2.2 Use of emotive words 4 2.2.3 Make pun and alliteration . 4 2.2.4 Use of weasel words . 5 2.3 Differences at the lexical level . 6 2.3.1
8、 Gender identity in advertisements. 6 2.3.2 Selection of Adjectives 7 2.3.3 Compound words . 8 2.3.4 Use of pronouns 8 3. Syntactical features 9 3.1 Similarities 9 3.2 Differences 10 3.2.1 Headlines 10 3.2.2 Comparison of headlines of different types of ads . 11 4. Discourse features. 12 4.1 Body co
9、py of advertisements . 12 4.2 Differences in body copy . 12 5. Conclusion 14 1. Introduction 1.1 Rationale of the study We live in a world of advertising. As potential consumers, we are endlessly bombarded with all kinds of product or service information from various media including newspapers, maga
10、zines, television, radio, posters and Internet, etc. Advertising provides a valuable service to society and its members, because it defines for consumers the meaning and the role of products, services, and institutions. It indicates the difference that exists between brands of products and alternati
11、ve services, as well as the distinguishing characteristics of companies and institutions. Advertising also tells the consumer what a specific product, brand or service should do when it is used and thus helps him or her to understand and evaluate experience with the products and services that he or
12、she uses. On the other hand, by making people aware of products, service and ideas, advertising promotes sales and profits. Finally, advertising is one of the major forces that are helping improve the standard of living around the world. Combined with all these communicational, marketing and social
13、functions. Advertising becomes indispensable in the modern world.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 to examine these features at the lexical, syntactic and d
14、iscourse levels, in the hope of bringing them to light and, thereby, offering help to advertisement writers and language learners.1.2 Definition of advertising According to the Definition Committee of American Marketing Association(方薇, 1997:2), 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.1.3 Focus of the present studyU
