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1、Analysing Characteristics of English Advertising LanguageAbstract: A classic English advertising reflecting the uniqueness of it can exert its maximum effect, completely publicity the products, arouse purchase desire of con sumers . However, various places, the differe nces of culture,differe nt n a
2、ti ons and con sumers accept ability and the con sumers purchas ing psychology leads to the limitati ons of AD be amplified. This article from the perspective of rhetoric, vocabulary and sentence an alyses the characteristics of En glish advertis ing and its tra nslati on.Key words: characteristics
3、English advertisement translationDescription: As increasing extent of communication of the countries around the world and further process of econ omic globalizati on, En glish advertiseme nt has become an in dispe nsable part of peoples life. Whether we like it or not, all n eed to deal with it. How
4、 to un dersta nd, evaluate and creat ing En glish ads, for most of us, which is a challenging task.In this kind of situation,ads translation is indispensable. The efficie nt and correct tra nslati on to promote domestic and in ter nati onal data to excha nge and econ omic developme nt.Advertiseme nt
5、 is a kind of econ omic activity, is a kind of promoti on for goods and services, but advertiseme nt is a cultural carrier at the same time. It is like an in visible hand which impact peoples life style and con sumpti on habits. Advertiseme nt culture has obvious characteristics of the mass, commerc
6、ial, n ati on ality and time. To a great exte nt,Cultural traditi ons, beliefs, and values affect the bus in ess operators and con sumers psychology and behavior, so, affect advertiseme nt activity itself.So,understanding the characteristics of the advertisement is also important.Advertiseme nt lan
7、guage is divided into three parts, in clude the sloga n, bra nd and trademark expositi on on the function, and the sloga ns are the most esse ntial.That t fully embodies the lan guage features of the body, is also the most concentrated reflect differences with other languages in advertising lan guag
8、e in En glish . Therefore this paper from graphical features, phono logy, vocabulary, syn tax and rhetoric an alysis and several aspects an alyse lan guage features of advertis ing sloga ns, and the n summarize the lan guage features of advertis ing lan guage.一、Lexical Characteristics（一）In order to
9、let the comm on people to un dersta nd and accept products soon, En glish advertiseme nt usually choose con cise and clear word. Comm on noun, mono syllabic words, verbs are more the most frequently used word in daily life.for example： buy， be，get， make， live，love, have, come, go, bring and SO on.Fo
10、r example, the following advertising wordsBuy one pair,get one free.（ ） The use of adjectives can beautify the products, so that English advertisements use more adjectives to describe product performanee, quality, etc.Especially, in order to beautify the mentioned goods, stre ngthe n the descriptive
11、 and attractive, the bus in essma n will use a lot of good adjectives, or compare with other products with the comparative and superlative degree of adjectives, to raise and highlight ing your goods, and enhance the con fide nee of the buyer.Such as: （ Jewelry Advertiseme nt Shanghais first pearl de
12、aler；Highest quality pearls with a widest selection ofclassic &creative designs；Excellent after-sales service；Fair price to everyCustomer.This case use good adjectives,such as first t, Highest, the widest.That is very attractive（二）Creating new words, strange words can cause novelty,and outstanding p
13、roduct new, strange, special, can meet con sumer pursuit of fashi on, bra nd pers on ality psychology.Such a： For together the ultimate all inclusive one price sun kissed holiday. Together is taken from prononcia tion of together, and mean“two men ”,a nd is more vivid. sometimes by deliberately usin
14、g the wrong character, coined words or insanity collocati on making some new words,we meet con sumer pursuit of fashi on, bra nd pers on ality psycholog : such a （Fish ing advertis ing） What can be delis her than fisher?Delicious is refers to the pronociation of delicious , the objective is to cause
15、 the effect of rhyme with the back of the fisher, highlight the fun of fishing（四） Lexical repetiti on。 Lexical repetiti on is a comm only used tech niq ue, and that emphasize the content, and that is what the advertising language pursuit.such a： Easy to use, easy to clean,easy to assemble.（五）to save
16、 advertising space,we Use acronyms and compound words.in order to reduce costsWriti ng of advertis ing as far as possible to shorte n the len gth.The use of acr on yms and compo und wordscan be found everywhere。such as： Where to Qave your troubQs when yOU fly JALjalis abbreviati ons of Japa n Airli nes.二、Grammatical Characteristics（一）A preferenee for simple sentencesAdvertis ing lan guage also has dist in ctive characteristics in form, or
