论英语广告的文体特征.doc

【标题】论英语广告的文体特征 【作者】罗 婷 【关键词】英语广告；词法特征；句法特征；修辞特征 【指导老师】鲁晓权 【专业】英语 【正文】I. IntroductionAfter Chinese entering into WTO, many foreign corporations and enterprises have come to China to find opportunities for development, companying the introduction of their commodity and technology. By means of advertisement, they can make their goods well known and widely spread. As an important and necessary tool in the information transmission nowadays, advertisements have gained its position in the commodity economy age. 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 alternative services, as well as the distinguishing characteristics of companies and institutions. Combined with all these communicational, marketing and social functions, advertising becomes indispensable in the modern world.Usually, advertising communicates information in three types: audio, visual, and language. It is a more common case that an advertisement is a mixture of the three. Advertising language belongs to the kind of?“instigative language”, it is powerful in persuasion. It is influential on people’s value conception, and can predominate their living ways. And advertisements have obvious material purpose. Just like other literature woks, it is a sort of lingual art, and it has its own stylistic features. In fact, in order to move the audience, advertisements have been added to some literature creating points.In the recent years, English advertisement have been under the concerns of lots of professors and scholars, such as Li Guoqing, Xue Bing, and Guan Lu, they have done lots of research on the stylistic features of English advertisements. They have found and established a lot of theory. It not only flourishes the academic field, but also promotes the culture’s exchange and the spread of foreign goods in l