论英语广告语的特征

An Analysis of Language Features in English Advertisements

Abstract
 
As a way of propagating and transmitting information, advertising’s role cannot 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 influences the development of society and economy. This paper presents an analytical study of the language features of English advertisements at lexical, syntactic and discourse levels and expatiate on rhetorical features in advertising. It is hoped that through the detailed survey of three types of advertisements: namely, daily consumer goods advertisements, technical equipment advertisements, service advertisements, 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.

Key Words: English advertisements; language variation; rhetoric; pun; alliteration

摘  要

广告，顾名思义就是广而告之。作为1种宣传和传播信息模式，广告的作用不容忽视，因为它不仅只是1种说服顾客进行消费的技巧，更重要的是，它已逐渐成为社会交流的必不可少的手段之1。本文旨在通过对书面英语广告语的语言分析总结出广告英语在词汇﹑句法﹑篇章上的语言特点并且着重阐述了英语广告语的修辞特点。通过对日用品广告﹑科技设备广告﹑服务业广告的深入细致的研究和定性分析，总结出广告英语在此3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。

关键词：英语广告、语言变异、修辞、双关、头韵

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