Abstract:Having already permeated into various aspects of human life, English advertisements are exerting great influence on every aspect of social life with its charm. They promote the customers to buy products or services and help them understand and evaluate the products.
Based on the valuable suggestion and achievements made by scholars in this field, the thesis attempts to approach the main language characteristics of English advertisements mainly from the angles of linguistics. First, the thesis defines advertisements, clarifies the purpose and importance of advertising, and discusses its significance. Next, it investigates the main wording characteristics. Then it probes into the fundamental grammatical features. The final part of the thesis body explores the most frequently employed rhetorical devices in English advertising slogans, such as simile, metaphor, personification, pun, repetition, exaggeration, rhyme. Study of linguistic features of English advertising slogans will not only help people learn and appreciate the English advertisements, but also help create foreign advertisements in English.
Key words: English advertising slogans; language characteristics; wording; grammatical features; rhetorical devices
摘 要:随着商业化时代的到来，广告正以其独特的魅力影响着社会生活的方方面面。广告告诉顾客某种产品或服务使用中的功能，由此帮助他们理解并评价对使用其功能的体验。
通过总结许多由此领域学者做出的有价值的经验和成就，文章首先讨论广告的定义,阐明广告的目的，重要性,英语广告的研究现状及研究方法。接着探讨英语广告口号的主要用词特点。然后论述英语广告的主要语法特点，聚焦于英语广告的常用句子主要结构及其功能。文章正文的最后部分讨论英语广告中常见的主要修辞手段包括明喻、隐喻、拟人、相关、反复、夸张、押韵等。
研究广告英语的语言特征不仅有助于学习和欣赏英语广告，而且有助于用英语创作对外广告。
关键词：英语广告口号;语言特点;用词特点;句法特点;修辞手法
