An Analysis of Advertising Language英语专业（毕业论文）.docxVIP

An Analysis of Advertising Language ? ? ? ? ?Acknowledgements Here and now, I extend my sincere thanks to all those who have helped me to make this a better thesis than it would otherwise have been. Among them, I would like to show my heartfelt thanks and enormous gratitude to Professor Xi Yaxian, my supervisor, for her insightful guidance and earnest help all through the searching, analysis and paper-writing stages. I really appreciate her painstaking perusal of this thesis and valuable counsel for the advance in it. And it has been a great privilege and pleasure to work with and learn from her. In addition, the author also wants to extend her thanks to all the teachers at the Language School, especially Professor Lu Naisheng, whose enlightening instruction and insightful theory have guided me through the past three academic years and all the way to the completion of this thesis. Finally, I would like to thank all of the people who have given me love and support. It is a pleasure to dedicate this thesis to them all. ??????????????????? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Contents 内容提要………………………………………….………………………………1 Abstract……………………………………………..……………………………..2 ? Chapter I Introduction 1.1? Background………………………………….….……………………………..1 1.2? Previous Studies……………………………….……………………………...1 1.3? Sources and Methodology…………………….………………………………3 1.4? Overview of Advertising……………………….……………………………..3 ? Chapter II Advertising Elements 2.1 Headline.…………………...………..…….….………………………….……7 2.1.1 Definition of the Headline.……….………..…………………………….…..7 2.1.2 Function of the Headline..…………….…….……………………………….8 2.2 Body Copy…………………………………….………………………………8 2.2.1 Definition of the Body Copy.……………….…………………….....………9 2.2.2 Categories in the Body Copy………………………………………………..9 2.3 Slogan....…………………………………..………………………………….12 2.3.1 Definition of the Slogan..…………………………………..….……...……12 2.3.2 Syntactic Features of the Slogan..………………………………..………...12 Short Sentences………………………………….….………….………...12 Elliptical Sentence