摘     要

广告，顾名思义就是广而告之。作为一种宣传和传播信息模式，广告的作用不容忽视，因为它不仅只是一种说服顾客进行消费的技巧，更重要的是，它已逐渐成为社会交流的必需手段之一。广告是以最简单的语言表达最复杂的意义 ,语言的魅力在广告语言中得以最充分的展示。广告作为现代生活的重要组成部分，以它的独特魅力，对社会经济的发展起着推动作用，在商品进出口中，充当着越来越重要的角色。本篇从词汇、句法及修辞方面用大量例子分析了广告英语的语言特色，例如广告英语中频繁使用的修辞手法有：拟人、比喻、双关、排比、押韵等。通过对广告英语语言特色的研究与学习将有益于自身对英语的理解与感悟，并且能够对广告以及广告英语有更深的了解。

关键词：广告；广告英语；语言特色

Abstract

    With the development of global economy, advertising has become a global form of communication. As a specific carrier of advertisements, language can express the ideas by print, radio, TV or Internet. Advertisement takes an important part in modern life, with its special magic power, prompting social and economic development. In import and export business, advertisements play more and more important role. Since English is one of the most widely used languages in the world, the study of advertising English has become a necessity. Advertising English is not a simple commercial term but a kind of encouraging language with artic charm by using all kinds of lingual skills. The purpose of this paper is to study the linguistic features of advertising English and have a general understanding of the skills used in the advertisements. This paper mainly talks about the language features of advertising English from three aspects: vocabulary, syntax and rhetoric. For example, the most frequently used rhetoric devices are: personification, figures of speech, pun, parallelism, rhyming and so on. The application of these rhetoric devices can make products or services lively, interesting, visualized, and lifelike, also endow the advertising English with the beauty of rhythm and English language. The article summarizes the expression and connotation features of English advertisement. To understand the devices better is helpful for one to improve his or her English.

Key words: advertisement; advertising English; language features

1    Introduction

1.1 Background
Advertising has been around for thousands of years. At the very beginning, advertising agencies just provided simple support. But nowadays, they give all-around services, from designing to media buying, from brand to public relations. With the development of social economy, advertisement becomes more and more important and it plays an important role in our daily life.