Language Characteristics Of English Advertising

With increasing communication in the world and acceleration of economic globalization, English advertising has found its way into people's life. But how to understand, assess and create English advertising is a challenge to most of us. This thesis makes an attempt to explore the language characteristics of English advertisements so that we may be able to appreciate and write English advertising texts better.The thesis attempts to approach the main language characteristics of English advertising mainly from the angles of advertising and linguistics. First, the thesis defines advertising, clarifies its objectives, mentions its components, and discusses its classification and the significance of studying advertising in English. Next, it investigates the main wording characteristics, concentrating on simple verbs, adjectives and compounds. Then it probes into the fundamental grammatical features, focusing upon the tenses and frequently employed sentences and constructions of English advertisements. The final part of the thesis body explores the most frequently employed rhetorical devices in English advertising texts, such as simile, metaphor, alliteration, antithesis, repetition, parallelism, parody, etc.In conclusion, the thesis points out the influence of English advertising on the English language, the existing trend and problems of English advertising so as to provide readers with some enlightenment and reference.