An Analysis of Lexical Features on Advertising English
Abstract: Advertising, for specific purpose and by certain pattern, is an important means to transmit information publicly to the public. Its ultimate target is to let customers recognize the products from the abundant ones and to promote sales. Thus advertising language is rather crucial. And as an important part of advertising languages, the Advertising English gets its own unique features besides the common features. These features focus on the lexical aspects. So this paper aims to take the modern commercial advertisements as examples to make an analysis about lexical features such as: the use of simple words, the flexible word building, and the basic lexical skills etc. It aims to provide some help to English learners and advertisers for future reference.
Key Words: advertising; Advertising English; lexical features
对于广告英语词汇特点的探析
摘 要：广告，是为了某种特定的需要，通过一定形式的媒介物，公开而广泛地向社会传递信息的一种重要手段。其最终目的是让消费者在琳琅满目的同类产品中一眼认出自己的产品，增加销售量，因此广告语就显得尤为重要。而作为英语广告重要组成部分的广告语言文字—广告英语，除了具有英语语言的一般特点外，还有其显著的特色，而这显著的特色正恰恰表现在它的词汇方面。为此，本文拟就现今流行的商业广告英语为例，就广告英语普遍使用简单词，灵活的构词方式，基本词汇技巧的运用等方面对其词汇特点作一番初步的探讨，力求为英语学习者以及广告英语撰写者日后参考提供一些帮助。
关键词： 广告；广告英语；词汇特点
CONTENTS
Introduction 1
1. A Brief Review of Advertising and Advertising English 2
1.1 The Definition of Advertising 2
1.2 The Historical Evolution and Roles of Advertising 3
1.3 Focus on Advertising English 5
1.3.1 The Objectives of Advertising English 5
1.3.2 The Characteristics of Advertising English 5
2. Lexical Features of Advertising English 6
2.1 Simple Words for Oral Usage 7
2.1.1 The Use of Simple Verbs 7
2.1.2 The Use of Adjectives for Vitality 7
2.1.3 The Necessary Numerals 8
2.2 The Flexible Word Building and Word Formation 9
2.2.1 The Use of Compounds for Flexibility 9
2.2.2 The Use of Coinages for Freshness 9
2.2.3 Borrowed Words for Exotic Flavor 10
2.3 Basic Lexical Skills 11
2.3.1 The Use of Weasel Words 11
2.3.2 The Personal Pronouns 12
2.3.3 The Use of Pun and Rhyme 13
3. The Further Development Trend 14
3.1 The Definition and Development of Network Advertising English 14
3.2 The Forms of Network Advertising English 15
4. The Guidance and Illumination 15
4.1 The Guidance for English Learners 15
4.2 The Illumination for Advertisers 16
5. Conclusion 17
Bibliography…………………………………………….………………18
Introduction
