摘  要

现在，广告已经成为人们生活中重要的一部分，我们生活在一个广告世界中，无时无刻不通过电视、报纸、网络等接触着各种广告。同时广告语言也日渐成为学者们研究的热点。本文着重分析广告语言中的偏离现象。偏离是对语言常规的变异，是指交际过程中，为取得某种效果而有意识地违背常规语法规则和语用准则。本文将列举大量英语广告，从语言偏离，词汇偏离，语义偏离和语法偏离的角度来分析广告语言的运用。最后得出结论，偏离见于广告语言的各个层面，是广告商创造性地使用语言、吸引消费者注意、增强广告推销能力的有效手段。通过广告语言偏离的学习来初步了解广告商的动机，进一步体会广告对于消费所产生的作用，以便消费者更好的理解广告语言，同时作出正确的消费判断，而不是盲目听信广告。

关键词：英语广告；语言偏离；商业动机

Abstract

Nowadays, advertisement can be found in every corner of the modern life, and advertising is becoming an indispensable component of the modern society. It is true that we live in a world of advertisements. People all over the world make endless contact with all kinds of products or service information from different media, such as newspapers, magazines, television, and internet, etc. At the same time, advertising language has caught linguists’ and ads researchers’ interest since advertisers use different writing skills to make their advertisements stand out. The thesis focuses on deviation, which is a linguistic device of purposeful violations of grammatical rules and pragmatic regulations in language communication. The thesis will illustrate linguistic deviation in advertising from phonological, lexical, semantic and grammatical perspective and provide a detailed analysis of different deviations in advertising by quoting a large number of advertisements. Finally the thesis concludes that deviation is widely used in advertisements to attract readers’ eyes and arouse their interests. By learning deviation device people will have a basic knowledge about advertisers’ intention and get a better understanding of advertising affects, which will help customers make a sensible decision rather than buy every advertised product.

Key words: English advertising; language deviation; business motivation
 
1 Introduction
1.1 Background
Nowadays, advertising is becoming an indispensable component of the modern society. It is true that we live in a world of advertisements. People all over the world are endlessly contacted with all kinds of product or service information from different media, such as newspapers, magazines, television, and internet, etc. Advertising not only affects people’s daily life, but also reflects social trends. Many studies have been carried out in this field, and among them the study of advertising language has attracted particular attention from social linguists.