Language Features In English Advertisements

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Contents Abstract 1 Key Words 1 摘 要 1 关键词 1 1. Introduction 1 2. Lexical Feature 3 2.1 Use of Monosyllable 3 2.2 New Words Constantly Appear 4 2.3 Concise Adjectives Frequently Found 6 2.4 Borrowed Words Commonly Employed 9 3. Syntactical Features 10 3.1 Use of Simple and Short Sentence 10 3.2 Use of Coordinate Structure 10 3.3 Use of Imperative Sentence 11 3.4 Use of the Interrogative Sentence 11 4. Rhetorical Features 12 4.1 Repetition 12 4.2 Pun 13 4.3 Personification 14 4.4 Parody 14 4.5 Rhyming 15 5. Conclusion 16 Bibliography 16 Language Features in English Advertisements Name: Cheng Yao No.: 20040614141 English Major School of Foreign Languages Supervisor: Zhao Xianghong Title: Instructor Abstract: As a way of propagating and transmitting information, advertising's role cannot be underestimated because it is not only an artful technique in persuading people to buy, but also gradually has become a must for social communication which in turn influences the development of society and economy. The purpose of this paper is to study the linguistic features of advertising English, in the hope to help copywriters and English learners. Nowadays advertising has penetrated into every corner of our life; the goal of advertising decides its language to be simple and direct, distinct from the characteristics of other discourses. Thus, an analysis on the linguistic features of advertising English in the linguistic field is worthwhile. This paper will be presented in five parts. The first part is the introduction and the last conclusion. The focus of the paper is laid on the three middle parts, which respectively analyze language features at lexical, syntactic and rhetorical levels. Key Words: English advertisements; linguistic features; lexical; syntactic; rhetorical 摘

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