The Features of English Advertisement Language 英语专业毕业论文.doc

The Features of English Advertisement Language 摘 要 随着我国进入WTO，对外经济交往迅速加深与扩大，英语广告已逐渐发展成为企业促进出口销售，开拓海外市场的一个主要手段。如何恰如其分地运用和理解英语广告语言以实现广告的目的，已是摆在进出口商﹑广告人员及广大消费者面前的一个现实问题。如果广告的写作者只是简单的把国内成功的广告翻译成英文，往往不会成功。广告英语作为一种应用语言，因其所具有的特殊效用，已逐渐从普通英语中独立出来而发展成非规范化的专用语言，用词造句与普通英语也有着许多差异，并随着广告的发展，科技的进步及社会的变更而变化。本文旨在通过对英语广告的语言分析总结出广告英语在词汇﹑句法﹑修辞上的语言特点。本文的结论均来自于对大量广告实例的分析。本文着重从广告英语的词法（选择常用词、模拟生造词、运用动感词和复合词）、修辞（比喻、拟人、对偶、排比、押韵）等方面来探讨广告英语的语言特点。 关键词：英语广告；广告；词法；修辞 Abstract With the rapid development of world economy, advertising, as a primary component of a marketing mix and the free enterprise system, is showing its enthusiastic energy and its persuading power. Every producer and entrepreneur wants to fully take advantage of this powerful means to publicize and eventually sell his or her products. As a result, it has penetrated into many aspects of our lives and influenced the speed of economic development and everyone living and working in this society. Along with China’s entry into the WTO and more businesses going international, English advertisement has gradually become a major tool for enterprises to promote exportations and to develop foreign markets. How to properly understand and utilize English advertising language in order to realize the goal of advertising has become a practical challenge for importing and exporting merchants, advertising personnel and all the consumers. This dissertation mainly focuses on the features of English advertising language. With the analysis, the author hopes that readers can have a general understanding of the significance of the words used in English advertisement, sentence structure and rhetoric characteristics of it. Keywords：English advertisement；advertisement；syntactic； rhetoric Contents 中文摘要 Abstract 1 Introduction1 1.1 Definitionof Advertisement1 1.2 Advertising Elements1 1.2.1 Headline2 1.2.2 Body Copy3 1.2.3 Slogan3 1.3 Functions of an Advertisements4 1.4 Classification of Advertisements4 1.4.1 Consumer Adver