A Brief Analysis of the Linguistic Features of Advertising English 

摘要：本文介绍了广告的基本信息，包括广告的定义、分类、社会功能和创造原则。从词汇、句法和修辞三方面陈述了广告英语的语言特征，并以双关的修辞手法为例，分析广告英语的语言特征在生活中使用产生的效果。然后以联想公司为例，分析了中国企业如何运用广告英语的语言特征制定广告语，宣传产品。本文目的是帮助大众更加了解广告英语的语言特征，并能够合理运用广告英语达到宣传商品的目的。

关键词： 广告英语，语言特征，双关 

Abstract: This paper introduces the basic knowledge of advertisement, including definition, classification, social functions and creative principles. It states linguistic features of advertising English from vocabulary, syntactic and rhetorical aspects and analyzes the effects of linguistic features of advertising English, taking pun as an example. Then, taking Lenovo as an example, it analyzes how Chinese enterprises make use of the linguistic features of advertising English to make advertising slogans and promote products. It aims to help people to have a better understanding of advertising English and learn to use it to help promote the products.

Key words:  advertising English, linguistic features, pun

Introduction

“Advertising is as old as humanity itself.” (Encyclopedia Britannica, Macropedia, V01, 1:109). With the rapid development of international trade and information exchange, advertising becomes even more important for the companies trying to internationalize their famous brands. In order to make a profitable volume of sales and build brand preferences among consumers, many companies attach great importance to advertising. In the process of economic globalization of the 21st century, the trend of international advertising will become even more intense. Advertising English, as an application language, has become universal and developed into large-scale non-exclusive language because of its special effect. Therefore, it is necessary for us to learn advertising English so as to help people better understand it and apply advertising English to promote their products and services, especially Chinese enterprises. For those who want to expand their overseas market, they should learn much more about advertising English.