摘  要

    广告，顾名思义就是广而告之。作为一种宣传和传播信息模式，广告的作用不容忽视，因为它不仅只是一种说服顾客进行消费的技巧,更重要的是，它已逐渐成为社会交流的必须手段之一。本文选定英语这一全球普遍使用的语言,就其应用于广告领域而产生的语言特点进行分析与总结，希望能对相关领域的研究有一定的借鉴作用和参考价值。为了达到其预期的目的，广告用语在遣词造句方面需精心策划。成功的广告用语因其运用了双关词、重复、比拟、押韵等修辞手段，并注重广告用语的文体特色，从而使广告具有巨大的吸引力，产生激发消费者购买欲的作用。本文首先简单地介绍广告定义和作用。然后运用实例分析了广告英语的形态特色，句法特色和修辞手法。最后得出结论：掌握广告英语的语言特色有利于提高大家英语应用文体的理解能力，有利于我们更好地搞好对外交流工作，有利于提高大家对广告英语的欣赏水平，提高生活质量。

关键词：广告英语；语言特色；形态特色；句法特色；修辞手法

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 as English is a worldwide used language, in the hope to help copywriters at home markets in their creating process. The words and phrases in advertising should be carefully chosen in order to achieve the expected goals. Successful advertising usually uses puns, repetition, analogy, rhyme and other rhetorical devices, and focuses on the stylistic characteristics of advertising language, so that advertising has been appealed to consumers and inspired their desires to purchase goods. This paper firstly introduces the definition and functions of advertising. Then it analyzes the morphological characteristics, syntactic characteristics and rhetorical devices of advertising English by some examples. In the end of the paper, we could draw a conclusion that learning linguistic characteristics of advertising English can help us improve our understanding of practical type of writing, do a good job in international exchange and operation and help us better appreciate advertising English and quality of life.
 
KEY WORDS : Advertising English; Linguistic Characteristics; Morphological Characteristics; Syntactic Characteristics; Rhetorical Devices

1 Introduction

1.1 Introduction
Advertising, just as its name implies, means publicize and transmit information in order to make everyone know. It has been gone through a rapid development. Nowadays, advertising is everywhere. It is indispensable to the economy of any country in the world. The importance of advertising in every country depends on the nation’s level of development and national attitude toward promotion. (Xu, 2004) And in the process of globalization, there were a lot of trades done among countries and there will be even more in the future. During the introducing and trading processes, people gradually realized the importance of understanding of each other’s advertising language. Since then people began trying to know about its functions, nature, characteristics and so on. They did lots of study on it. As time goes by, advertising English became popular since it owns most speakers. Until now, advertising English is still the research target.