Linguistic Characteristics of Cosmetic Advertising English
Abstract: As a way of propagating and transmitting information, advertising plays a vital role in the development of society and economy. Its function can not be underestimated. Advertising English is a special applying language when it compares with others like literary and technological languages. It has become indispensable of daily life because of its particular characteristics and charm. The paper starts with briefly introducing the history, definition, classifications and functions of advertising. Then, it mainly summarizes and analyzes major linguistic characteristics of cosmetic advertising English, including two aspects on morphology and syntax. Finally, it shows the conclusion that people can understand well if they try to learn and master the features of advertising English. The paper aims to bring some enlightenment to the understanding of advertising language and get a better demand of English.
Key Words: Advertising, Cosmetic, Advertising English, Linguistic Characteristics
化妆品广告英语的语言特点
摘 要: 作为一种宣传和传播信息模式，广告在社会和经济发展中扮演着重要角色。广告的作用不容忽视。广告英语是一种独具特色的应用性语言。它同文学语言、科技语言等相比有许多不同之处。它具有独特的特点和魅力并已成为人们日常生活中一个不可缺少的组成部分。本论文首先简单地介绍广告的历史、定义、分类和作用。然后重点归纳和分析化妆品广告英语在词汇和句法两大方面的主要语言特点。最后得出结论：如果我们学习并掌握广告英语的语言特点，就能更好理解和欣赏广告英语。本文旨在为更好理解广告英语，提高英语水平带来一些启迪。
关键词：广告；化妆品；广告英语; 语言特点
CONTENTS
Introduction…………………………………………………….1
1. An Introduction to Advertising……………………………..2
1.1 History of Advertising………………………………………….…………..........2
1.2 Definitions of Advertising……………………………………………………….3
1.3 Classifications of Advertising…………………………………………………....4
1.4 Functions of Advertising. ………………………………………………………..4
2. Linguistic Characteristics of Cosmetic Advertising English……….5
2.1 English Morphology in Cosmetic Advertising…………………………………..5
2.1.1 More Verbs in Advertising…………………………………………………6
2.1.2 More Adjectives in Advertising……………………………………………6
2.1.3 More Abbreviations and Compounds in Advertising………………….7
2.1.4 More Simple and Colloquial Words in Advertising………………………..9
2.2 English Syntax in Cosmetic Advertising……………………………………….10
2.2.1 Wide Use of Simple and Colloquial Sentences………………………......10
2.2.2 More Active and Present Voices, Less Passive Voice…………………….11
2.2.3 More Interrogative and Imperative Sentences……………………………12
2.2.4 Wide Use of Disjunctive Clause………………………………………….14
3. Conclusion……………………………………………………………15
4. Bibliography………………………………………………………….18
