摘要

    如今，随着经济全球化的不断发展，广告宣传国际化越发的显而易见。然而，另一个问题也因此产生——即广告翻译问题。当我们在做一些广告的翻译的时候，我们需要充分考虑到产品销售对象的语言习惯、文化背景。因此，知悉广告英语的语言特征以及翻译技巧是翻译中非常重要的一部分。广告英语，作于英语广告的主要表达方式，不仅仅能帮助消费者认识商品和熟悉商品的作用，好的广告还能提升消费者的购买欲望，从而促进了消费。
广告英语可以说是很特殊的，它引人入胜、说服力强。通过在词汇方面的独特的运用，使其变得与众不同，十分新颖。本文拟就广告英语为例，对其选择的词汇以及词汇的特殊运用方面的特点作一番初步的探讨。

关键词：广告英语；词汇；词汇特点

Abstract
Nowadays, with the continuous development of economic globalization, the internationalization of advertising is becoming much more obvious. However, due to this, it may cause some other problems - the problems of advertisement translation. When we are translating some advertisements, we need to take a full account of the language customs and cultural background of the target customers. Then, being familiar with the language characteristics and translation skills of advertising English become a quite important part when we translate. Advertising English, as a presentation of English advertisements, can not only help the customers to know the products and to get familiar with them, but also help to improve customers’ desire to buy the products, in order to promote consumption.
Advertising English can be very different from everyday English for it is fascinating and persuasive. It can make the advertisement become distinctive and novel by using vocabulary of advertising English in a particular way. This paper set advertising English as an example to have a tentative discussion of the characteristics and the usages of the vocabulary we choose in advertising English.

Key words: advertising English; vocabulary; lexical features

1．Introduction
1.1 Background information
Nowadays, as the world is growing towards economic and trade integration. China is getting closer and closer to the world with the development of the world economy. Advertisements come into thousands of households, to infiltrate every little bit of people's lives. Advertising plays quite an important role in the economy developing. Every day we come into contact with all kinds of advertising. We watch advertisements on TV programs, magazines, new papers, internet, etc. Different kinds of advertisements are created to describe various products. As a result, English advertising has become much more popular than ever, it is gradually integrating into our sights and markets. Advertisements can be lively, interesting, funny or even literary. The main purpose of advertising is to win customers. Advertising English, which is different from the general English language, has played quite an important role in advertising language.