On Linguistic Features of Commercial Advertising English_英语论文

摘要

现如今随着商品经济的高速发展，商业广告作为推销商品的重要途径也越来越受到人们的重视。随着经济的全球化，商业广告也越来越国际化，商业广告英语在我们的生活中可谓是无处不在。然而商业广告英语不同于其他的语体，它往往使用及其生动有趣的方式呈现产品或服务的特点和优势来吸引顾客。因此商业广告英语在词汇、句法和修辞方面都展现出了它不同于其他语体的特别之处。当前我们国家对于商业英语广告的研究已有不少但就语言学角度对其的分析还是不够系统化，因此本文将从语言学的角度对商业广告英语进行分析。希望通过此次的写作，笔者希望能对商业广告英语有更加系统的研究。

关键词： 商业广告英语 词汇 句法 修辞

Abstract

Nowadays, with the rapid development of commodity economy, commercial advertising which is used to promote the products is paid more and more attention. With the globalization of economy, commercial advertising is becoming more international. We can see English advertisements everywhere. But commercial advertising English is different from other kind of language. It usually uses extremely funny and vivid expressions to show the advantages and characteristics of the products or services. So commercial advertising English has its own lexical features, syntactic features and rhetorical devices. We have done many researches about commercial advertising English but it is still not systematical enough. That’s why I want to do this research and I really hope that this research can help make it more systematical.

Key words: Commercial advertising English; Lexical features; Syntactic features; Rhetorical devices

Contents

1  Introduction.1

1.1 Research background.1

1.2 Research purpose.1

2  Literature review2

2.1 Definitions and Classification of Advertisement.2

2.2 Function of Commercial Advertisement3

3  Linguistic Features of Commercial Advertising English.5

3.1 .Lexical Features of Commercial Advertising English.5

3.1.1 adjectives5

3.1.2 simple verbs6

3.1.3 new words7

3.1.4 numbers8

3.1.5 loanwords.9

3.2 Syntactic Features of Commercial Advertising English.9

3.2.1 simple sentences.10

3.2.2 elliptical sentences 10

3.2.3imperative sentences. 11

3.2.4 interrogative sentences 11

3.2.5the simple present tense 12

3.3 Rhetorical Devices in Commercial Advertising English.12

3.3.1 simile and metaphor 13

3.3.2 personification 14

3.3.3 parallelism 14

3.3.4 hyperbole. 15

3.3.5 contrast. 15

3.3.6 pun . 15

3.3.7 parody. 16

3.3.8rhyme. 16

3.3.9 repetition 17

3.4 Summary17

4  Conclusion18

4.1 Implications of the Research18

4.2 Limitations of the Research 18

4.3 Suggestions for Future Research.18

References.19

Acknowledgments20