Abstract:Advertising, as a way of disseminating and transmitting information, its role cannot be underestimated because it is not only an artful technique in persuading people to buy, but also gradually has become a must for social communication which in turn influences the development of society and economy. The purpose of this thesis is to study the linguistic features of commercial advertising English at lexical, syntactical and rhetorical levels, in the hope to shed light on the development of commercial advertisements in China and provide help to copywriters at home markets in their creating process.
The whole paper is divided into five chapters. The first chapter gives a brief introduction to the definitions and classifications of advertising. The second chapter introduces the major linguistic features of English commercial advertising. They are respectively lexical, syntactical and rhetorical features. The third chapter combines the viewpoints from the previous chapter and gives some examples of advertisements succeeding in their language uses. The fourth chapter analyses the situation in China in the field of commercial advertising. The last chapter concludes what have been discussed in the previous chapters and gives a natural conclusion.
Key words: commercial advertising English; linguistic features; lexical; syntactic; rhetorical
中文摘要:作为一种宣传和传播信息模式，广告的作用不容忽视，因为它不仅只是一种说服顾客进行消费的技巧，更重要的是，它已逐渐成为社会交流的必要手段之一。广告具有鲜明的目的性，即说服顾客进行购买，这种目的性决定了其语言的特色性风格，使其独立于其它文体，在语言学范畴内值得研究。本文选定英语这一全球普遍使用的语言，就其应用于广告领域而产生的一些语言学特点和广告本身的社会性特点进行深入分析，希望能对中国的商务英语广告发展以及广告人的创作过程提供一定的借鉴作用和参考价值。
本文共分为五章，第一章对广告的分类、作用及定义做了简单概要；第二章从句法学、修辞学、词汇学等理论切入，用大量例子分析了广告英语的语言特点;第三章结合了第二章的观点，通过具体英语广告实例对广告语言特征进行阐述，分析了广告语言对广告效果的影响；第四章指出了广告英语目前在中国的发展情况。最后一章对本文进行了总体的概括。
关键词：商务广告英语; 语言特征;词汇;句法;修辞
