浅析广告英语的语言特色.docVIP

【标题】浅析广告英语的语言特色 【作者】代凤君 【关键词】广告英语;?理论依据;?词汇;?句法;?修辞特色 【指导老师】程琼 邱彦文 【专业】英语 【正文】I. Introduction?Advertising has become one of the major parts of the social activities around the world and especially in the western countries.?“In Britain, its growth started with the abolition of the tax on the newspaper and advertising in 1855, and the extension of basic education to all sections of the society.”1 From then on, the man in the street, the housewife and even children became the target audiences of the consumer advertising.?“At that time, the features of advertising language in most countries were similar, that is the use of the superlative, positive expressions, many adjectives, compounds, etc.”2?After the First World War, with the development of the productivity, advertising grew to become the mainstay of economy. The remarkable feature of the advertising language lay in its public-colloquial way of addressing people, such as they used?“you” instead of?“the ladies”.When bigger advertisements began to turn up, there appeared many ways to attract attention in advertisements, such as photographs, drawing, typographical and linguistic devices. The development of advertising continues to the present day and to the future.The wide use of advertising has created a special style of English---advertising English, which plays a vital part of communication and persuasion. As a functional variety, it has gained more and more attention and been systematically studied by linguistics and advertisers. The ever-changing characteristic of advertisements is one of the reasons for people’s ever-lasting enthusiasm in studying them.?“What linguists are mostly interested in are the linguistic devices employed to realize the desired effects of advertising.”3 Taking only a view into linguistic field, we can easily find that the research methods of advertising English are always developing with the development of linguistics.?Now this thesis aims to study the linguistic features