Abstract：As a way of propagating and transmitting information, advertising’s role cannot be underestimated, especially the tourist advertising, because it is not only to persuade people to become fascinate at a tourist destination, but also gradually has become a necessary social exchange, thus affecting the development of economy and society.
Advertising has resorted to at kinds of techniques--audio, visual, light, photographs and drawings, etc. But the most basic is language. According to the target audience, the function of tourist advertising language is mainly persuasive or informative. But all advertising language must have its appeal to target audience. The personal preference is reflected in its warmth, plain speech used in daily life and various language tactics to impress and move the audience.
The tourist advertisement is a very important way to express information to the public. It can not only help people to understand some information of tourist places, but also attract people’s great desire to buy additional products of tourism, improve trade and leave a beautiful impression on them. So the functions of tourist advertising are attracting attention, creating interest, arousing desire and the like.
In real life, we can not only improve our own English level, but also can learn about the modern advertising theory through the study on the linguistic features of tourist advertisement.
The present thesis mainly expounds on the linguistic features of tourist advertisement from four aspects: lexical features, writing forms, syntactic features and rhetorical devices
Keywords: Tourist Advertisement; functions of English tourist advertisement; stylistic features of English tourist advertising
CONTENTS
摘要
Abstract
1 Introduction-1
1.1Significance of the study-1
1.2 Study home and abroad-2
1.3 The function and significance of advertisement-6
2 Stylistic features-8
2.1 Lexical features-8
2.1.1 Use of colloquial words-8
2.1.2 Use of simple verbs-8
2.1.3 Use of adjectives-9
2.1.4 Use of compounds-9
2.1.5 Use of acronyms-9
2.1.6 Use of personal pronouns-10
2.2 Syntactic features-10
2.2.1 Use of interrogative sentences -10
2.2.2 Use of imperative sentences -10
2.2.3 Use of simple present tense -11
2.2.4 Use of active voice -11
2.2.5 Use of negation -11
2.2.6 Use of elliptical sentences-12
2.3 Graphological features-12
2.3.1 Full use of graphological contrasts-12
2.3.2 Prominent use of illustration-12
2.3.3 The variety use of punctuations-13
2.4 Rhetorical features-13
2.4.1 Personification-13
2.4.2 Repetition-13
2.4.3 Pun-13
2.4.4 Metaphor-14
2.4.5 Rhyme-15
3 Pragmatic study on English tourist advertisement-16
3.1 The application of politeness principles in English tourist advertisement-16
3.2 The application of cooperative principles in English tourist advertisement-18
3.3 Presupposition theory in sentence meaning-19
4 References and enlightenment of English tourist advertisement for chinese tourism advertisement creation-21
5 Conclusion-22
References-23
Acknowledgments-24
