Abstract:

Under the background of economic globalization, advertising as product of human social development, have penetrated into every corner of human life and advertising English has developed into an important practical literary style. This study analyzes advertising English in terms of its lexical features, syntactical features and rhetorical devices with the purpose of helping customers further understand advertising and advertising English and helping copywriters design and create successful advertisements. It is hoped that the study can evoke readers' awareness about the features of the words and sentences, and about skills used in English advertisements so that they can have a better understanding of them.

Key words: advertising English; linguistic features; words; syntax; rhetorical devices

摘要:

在全球化的背景下，广告作为一种人类社会发展的产物已渗透们到生活的各个领域并发展成为一种重要的实用文体。本文通过研究广告英语的词汇，句法以及修辞特点，旨在帮助消费者更好的了解广告和广告英语，帮助广告撰稿人设计并创造出成功的广告。本人希望这篇文章能够唤起读者关于词汇和句式特点的意识，关于英语广告中使用的技巧的意识。这样才能更好的了解广告。

关键词：广告英语；语言特色；词汇；句法；修辞

1. Introduction
What does the word “advertising” mean? There are many answers to this question. In fact, “advertising” originally comes from the Latin word “adverto”, which means “pay attention to” and “to inform somebody of something”. This explanation attaches the important function to advertising, which is bringing information to the public and drawing the public’s attention to manufactured goods, services, entertainments etc. Advertising aims to draw people’s attention and stimulate their interests to purchase goods. In order to achieve this goal, the language applied in advertising must be short, concise and easy to understand; vivid, attractive and persuasive. So far advertising English has developed into a very important practical style, and has its own language features. Leech (1966), regarded this language style as sub-literary genre in English in advertising.