Lexical Features Of Online Advertisements For Home Products

Nowadays, Internet has become the most popular medium for transmitting information with lower cost and more flexible form within the shortest time. As a special variety online advertising has its own language features differentiated from the general literary language. Many linguists have conducted research on advertising from the perspective of stylistics, but till now few works dedicated to the analysis of online advertising systematically. That is why the author will take a try in this field.The present thesis is an attempt to apply the theories of lexicology to the analysis of online advertising from the perspective of parts of speech and word-formation. All the advertisements colleted originate from the homepages of main home products, such as www.MOTOROLA.com, www.IBM.com, www.NOKIA.com, www.CANON.com and the like.The innovation of this thesis lies in three aspects: first, language resources colleted wholly stem from online ads appeared on the homepages of main home products after April in 2006; second, the thesis systematically concludes the lexical features of online ads from the perspective of parts of speech and word-formation; third, the special lexical features of online ads differentiated from other traditional media have been summarized.On the basis of study, the author has found that in the online advertising nouns, verbs, adjectives and personal pronouns have their own distinctive features; compounding, affixation, clipping, acronyms, blending and coinage are the most widely utilized ways of word-formation. The findings explored are conductive to understanding the linguistic characteristics, appreciation and writing of online advertising text better.