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1、TheWordsFeaturesofAdvertisingEnglish英语广告的用词特点Chapter1Introduction1.1SignificanceNowadays,frequentcommunicationoftheknowledgeconcerningadvertisementinahigherlevelisnorarecaseduetothedevelopmentofthevariousproductsandalsotheadvertisementsofthem.Withthefastdevelopmento
2、ftheproducingandtheopeningofthepolicies,therequirementsofeffectiveadvertisementsaretobemoreandmore;thus,thestudyoftheadvertisingEnglishhasnowbecomesignificantforthosemakersinthiscountry.Asstatedinthepurposesection,thepaperismeanttofacilitatesuchkindofchangeandwillal
3、soprovidetheresearchersaswellwithguidanceandadviceonthelearningandteachingofadvertisingEnglish.1.2LiteratureReviewWiththedevelopmentoftheadvertisementwhichhasbeeneverinfluencedbythefastdevelopmentoftheeconomy,thestudyoftheadvertisingEnglishhasneverbrokenoff,andithas
4、beenprovedtobeworthstudying.AsWangJian(1999.2)statesinhispaperAbecedarianStudyofCharacteristicsofEnglishAdvertisingLanguage,inordertomaketheadvertisementeasytobeunderstoodsothattheconsumerscouldgetandrememberthemessagesoftheitemsmoreeasily,mostofthetime,thelanguageo
5、ftheadvertisementisinformal,andsomewordsincommonuseareusedinadvertisingEnglish.Besides,hepointsoutthatlotsofadjectivesareusedtoo.Theadjectivewords,whichplayaveryimportantroleinthedrumbeatingoftheadvantagesandthecharactersoftheproducts,areusedtodescribethequality.Fre
6、quently,somecoinagethatcreatedbytheadvertisementmakersarealsoused,whichmaketheconsumersthinkoftheprometheanoftheitens18naturally,andstrengthenthenovelty.WangJiaheng(2000.6)putitinhispaperOntheOriginalityofLanguageApplicationinEnglishAdvertisementsthatofthelexicalart
7、ifice,coinagesareusedinadvertisingEnglish,whichcanarosetheexcitementoftheconsumersandmakethemrememberitfirmly,sotheadvertisementproducerareallpursuitofit.Sometimesadesignedwrong-spellingwordcouldalsoattracttheconsumers’eyesandimpressesthemsuccessfully.Besides,hepoin
8、tsoutthattheloanwordsareusedtoo,inordertoattracttheconsumers,aswellastheidiomsandtheadage.OuYi(2000.12)pointsoutinhispaperThePunandItsFunc
