外国语言文化学院.doc

For the term paper of my course, a practical analysis on any written text is required. You have to follow the format as illustrated in the final test paper shown on my website. If you are interested in the study of advertisements, you can choose a piece of advertisement as the target of your analysis. 外国语言文化学院 03级 英语外事翻译班 赵樟平 030224105 The similarities of lexis in advertises Abstract: This paper presents an analytical study of the language features of English advertisements at lexis. It is hoped that through the detailed survey of advertisements: similarities in advertising language features can be summarized and possible reasons will be given. Keywords: English Advertisements, Lexical, Similarities. Generally speaking, advertisements can be divided into two types: public relation ads and commercial ads. The former tries to advocate reputation for a social group, whose purpose is to leave a favorable impression upon the potential audience. The latter leads to the act of purchasing the products or using the recommended service. Commercial ads are much more presented through mass media for the reason that manufacturers and companies are willing to spend a large sum of money to make a certain product known or to boost the image of a certain brand. In some cases, competitors, like Coca-cola and Pepsi, even spare no expense to launch advertising campaigns to win over the market share. In order to make the information accessible to audience effectively, the choice of words in advertising is very cautious and skillful. The aim of the advertiser is quite specific. He wishes to capture the attention of the members of a mass audience and by means of impressive words to persuade them to buy a product or behave in a particular way, such as going to Hawaii for all their holiday needs. Both linguistic and psychological aspects are taken into consideration in the choice of words. Sharing the same purpose of advertising－to familiarize or remind consumers of the benefits of p