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1、TheLanguageFeaturesofEnglishAdvertisingI.IntroductionWhatisadvertisement?TheOxfordAdvancedLearner’sEnglish-ChineseDictionary(Extendedfourthedition)definesitas“publicnoticeofferingoraskingforgoods,services,etc.”（Hornby,2002:22）AccordingtotheDefinitionCommitteeofAmericanMarket
2、ingAssociation(AMA),advertisingisdefinedasfollows:“Advertisingisthenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.”(王燕希，2004：7)Weliveinaworldfullofadvertising.Aspotential
3、consumers,weareendlesslybombardedwithallkindsofproductsorserviceinformationfromvariousmediaincludingnewspapers,magazines,television,radio,postersandinternet,etc.Advertisingtellstheconsumerwhataspecificproduct,brandorserviceshoulddowhenitisusedandthushelpshimorhertounderstand
4、andevaluateexperiencewiththeproductsandservicesthatheorsheuses.Ontheotherhand,bymakingpeopleawareofproducts,serviceandideas,advertisingpromotessalesandprofits.Nowadays,advertisementsappeareverywhereinthemodernworld.Naturally,advertisementsinEnglishhavebecomeanimportantmeanso
5、fcommunicatingideas,demonstratingavarietyoflinguisticfeaturesofitsown.II.FeaturesofEnglishAdvertisingThewideuseofadvertisinghascreatedaspecialstyleofEnglish.Itsuniquefeatures,simplelanguageandimmenseattractionseparateitfromotherkindoflanguage.InthedevelopmentofadvertisingEng
6、lish,thiskindoflanguagehasformeditsownfeaturesinseveralaspects.2.1SyntacticalFeaturesInordertostimulatetheconsumerseffectively,theadvertisingcopywriterschoosedifferentkindsofsentencestopublicizetheproducts.-5-2.1.1UseofshortsimplesentencesTheadvertisingsentencesmustbeshortan
7、dsimple.Comparedwithcomplexsentences,simplesentencesaremoreunderstandable,forceful,andeasytoremember.Forexample,Timeiswhatyoumakeofit.(AnadvertisementaboutSwatchwatch.)ThingsgobetterwithCoca-cola.(AdrinkadvertisementofCoca-Cola.)2.1.2UseofinterrogativesentencesInadvertisemen
8、ts,interrogativesentencesareoftenusedtoattractattentionbymentioningthematte
