The Linguistic Characteristics of Advertising English 英语毕业论文.doc

The Linguistic Characteristics of Advertising English Introduction In the modern times, advertising is a kind of developing language, meanwhile under the trend of economic globalization, advertising English is gradually developing more and more mature. Now we are living in a world of advertising. As potential consumers, we are connected with all kinds of products or service information from various media including newspapers, magazines, television, radio, and Internet, etc. Advertising provides a valuable service to society and its members, because it tells consumers the meaning and the role of products, services, and institutions, which indicates the differences that exist between brands of products and alternative services, as well as the distinguishing characteristics of companies and institutions. Advertising also gives 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 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. Combine with all these communicational, marketing, and social functions. Advertising becomes indispensable in the modern world. The study of language advertising from a linguistic perspectives has been attempted by several scholars(Leech 1966;Kumar 1978;Gopal 1980;Manoharan 1994). Leech in his pioneering and comprehensive study on English in Advertising, analyzed in detail different aspects pertaining to grammar,vocabulary,discourse and rhyme and rhetoric of advertising with reference to television. He effetively related these aspects to the functional factors such as attention value,listenability,memorability and selling power. Illustration,display typography,vocal emphasis,prompot spelling,grammatical solcism, metaphor and pa