Abstract

Specifically in the English speaking world, everyone living in the ocean of ads. A large number of advertising innovations have become  important sources of consumer access to information of commodity economy. Advertisements have produced a profound influence on the English speaking world. Due to the development of science and technology, today's advertising industry becomes more internationalized. Advertising has been considered as a special cultural phenomenon to thousands of households. In contrast to ordinary English communicative purpose, advertising English for special purpose provides commodity information, strives for the customer, demand and opens up the market. At present, in order to ensure the realization of the purpose of social activities, the language use in advertising English should respect the social ideological and cultural qualities. Humor is a way of language expression, and also one of the most important component of language and culture. The main purpose of this paper is the analysis and application of humor in advertising English. It is also expected to have some implications to the use of humor in advertising English. 

Keywords: Advertising English; humor; application

Contents

Abstract

摘要

1. Introduction1

2. Literature Review 2

2.1 A brief introduction of humor in advertising English.2 

2.1.1 The definition of humor.2

2.1.2 The specific techniques of expression in humorous advertising.3  

2.2 The case and analysis of humorous advertisements 4

2.2.1 Display advertising... 4

2.2.2 Video advertising.... 5

2.2.3 Interactive advertising...5

3. Characteristics of Advertisement Humor..7

3.1 The analysis of general characteristics of display advertising.7

3.2 The analysis of general characteristics of video advertising.8

3.3 The analysis of general characteristics of interactive advertising. 9 

4. Case Study of Humorous Advertising.11

4.1 The role of humorous advertising..11

4.2 Analysis of successful cases.12

4.2.1 M&M’s.12

4.2.2 Mentos ..14

4.2.3 Evian.15

4.3 Suggestions for the development of humorous advertising.16

5.Conclusion..17

References 18