广告文体论文

Stylistics Analysis on Stylistic Features of Advertising English

Advertising English has its distinctive linguistic features.

This paper will analyze the stylistic features of advertising English from vocabulary,

syntax and rhetoric characteristics based on abundant of examples.

Contents

Abstract (3)

摘要 (3)

1. Introduction (4)

2. Main Body (5)

2.1 Vocabulary Traits (5)

2.1.1 Evaluative Adjectives (5)

2.1.2 Personal Pronouns (6)

2.1.3 Coinages (7)

2.2 Syntax Features (8)

2.2.1 Simple Sentences (8)

2.2.2 Imperative Sentences (9)

2.2.3 Interrogative Sentences (10)

2.3 Rhetoric Characteristic (10)

2.3.1 Rhyme (11)

2.3.2 Pun (12)

2.3.3 Repetition (13)

3. Conclusion (14)

Bibliography (15)

Abstract

Advertising English has its distinctive linguistic features. This paper will analyze the stylistic features of advertising English from vocabulary, syntax and rhetoric characteristics based on abundant of examples.

Key words: advertising English stylistic features vocabulary traits syntax features rhetoric characteristics

摘要

广告英语有独特的语言特征。本论文将以大量实例为依据从词汇、句法和修辞三个不同的层面分析广告英语的文体学特征。

关键字：广告英语文体学特征词汇特征句法特征修辞特征

1. Introduction

At present, the advertising has become a significantly important tool to obtain market shares in a commercial society. To successfully persuade the consumers to buy the advertised products, the advertisement should have to provide as much informations as possible in a limited time and space. Gradually the advertising language has become a relative unique style, and become an important part of the practical languages. Advertising experts, psychologists and linguistics etc show great interests and have made significant analysis on advertising languages from different perspective. As we all know, the commerce of English-speaking nations takes a large part in the global business. Therefore, it would be meaningful and necessary for us to analyse the advertising English while English is the most important international language. This paper would analyse the vocabulary traits, syntax features and rhetoric characteristics from the stylistic perspective.

2. Main Body

2.1 Vocabulary Traits

To attract the existing and potential consumers to purchase the goods, the advertising English has to be readable and impressive. So there is an important KISS principle in advertising English which means " keep it simple and sweet". Here Simple means that the copy should be easy for the consumer group to read, while Sweet means that the language of advertisements should be attention-getting or tempting. According to our analysis on advertising English, the frequent use of evaluative adjectives, the simple verbs, the personal pronouns, the compounds and the advertising coinages in advertisement fully reflect the KISS principle.

2.1.1 Evaluative Adjectives

The advertising English usually use some commendatory evaluative adjectives to produce a good impression about the advertised products or