摘要

广告英语是现代英语的一个重要组成部分,也是国际商业社会活动的通用语言, 它的主要特点和发展趋势可在广告英语中得到充分的体现。随着商业活动的不断发展,广告英语越来越受到应有的重视,已作为一种规模日趋庞大的信息传播活动,使得广告英语逐渐形成自己独立的语言特征。同时，研究广告英语，借鉴国外广告的长处，对于有效宣传本国产品，对中国抓住商业全球化的机遇，提高面对挑战的抗击打能力，提高中国商业领域竞争力有十分重要的战略意义和现实意义，值得我国借鉴。

本论文打算从语言特色和写作策略两个方面对广告英语进行研究。先从词、句、修辞三个角度详细分析广告英语的语言特色；再从AIDMA法则的五个方面分析如何使广告英语实现最大的商业价值。

关键词：语言特色；写作策略；AIDMA法则

Contents

Abstract I

摘要 II

Introduction 1

1.Word choices in advertising English 2

1. 1Theuse of concise words 2

1.2Ingenious use of part of speech 2

1.3The magical use of words 2

1.3.1Misspelled words 2

1.3.2 The make-up words 3

1.3.3 Prefix and suffixadding 3

2.Sentence structures in advertising English 3

2.1 The useof common sentence structures 3

2.1.1Multipleinterrogativesentences 4

2.1.2Using imperative sentences 5

2.1.3 Usingmoresimple sentences and fewercompound sentences 6

2.1.4 Using elliptical sentences 6

2.1.5Usingseparate sentences 7

2.1.6Using fewer negative sentences 7

2.2 Styles used in advertising English 8

2.3 Tensesused in advertising English 8

3.Rhetoricdevices in advertising English 9

3.1Metaphor 9

3.2Personification 9

3.3 Exaggeration 10

3.4Repetition 10

3.5Puns 10

3.6 Rhyming 12

3.7Parody 12

4.Writing strategies employed in advertising English 13

4.1Drawingthe consumer' attention 13

4.2Arousing the consumer’s interestin the product 14

4.3Awakening the consumer’s desire for purchase 14

Conclusion 16

References 17