论广告英语的语言特色(2)

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Contents
Abstract…………………………………………………………………………1
Key words………………………………………………………………………1
Introduction………………………………………………………………………1
1 Introduction to advertising ………..........…………………………………2
1.1 Definition of advertising………………………………………………… 2
1.2 Roles of advertising…… …………………………………………………3
1.3 Elements of advertising………………………………………………… 4
1.3.1 Headlines………………………………………………………………… 4
1.3.2 Illustration……………………………………………………………… 4
1.3.3 Body copy………………………………………………………………… 4
1.3.4 Theme lines, slogan, trade characters, seal and other marks……… 4
1.4 Significance of the study of English advertising language……………4
2 Theoretical background……………………………………………… 5
2.1 Advertising language approach…………………………………………… 6
2.2 Semantic theories………………………………………………………… 6
2.3 Syntactic theories…………………………………………………………… 6
2.3.1 Simple sentences…………………………………………………………7
2.3.2 Substitutable and elliptical sentences……………………………………7
2.3.3 Grammatical form and function in communication…………………7
3 Linguistic features in advertising English…………………………7
3.1 Lexical features in advertising English…………………………………8
3.1.1 Use of coinages……………………………………………………………8
3.1.2 Use of adjectives and verbs ……………………………………………9
3.1.3 Use of weasel words……………………………………………………9
3.2 Syntactic features in advertising English………………………10
3.2.1 Simple and elliptical sentences………………………………………10
3.2.2 Imperative sentences……………………………………………………11
3.2.3 Interrogative sentences ………………………………………………12
3.3 Rhetorical features in advertising English………………………13
3.3.1 Personification in advertising English……………………………13
3.3.2 Metaphor in advertising English……………………………………13
3.3.3 Alliteration in advertising English…………………………………14
3.3.4 Simile in advertising English…………………………………………14
3.3.5 Pun in advertising English…………………………………………15
3.3.6 Metonymy in advertising English…………………………………15
Conclusion……………………………………………………………………16
Notes………………………………………………………………………………… 1 6
Bibliography……………………………………………………………………16
Acknowledgements……………………………………………………………17