Abstract

Advertising, a method of releasing and distributing information, has become an indispensable part of our life. With the extensive application of advertisements and the rapid development of international economy, English advertisement has entered the historical arena and yielded unusually brilliant results. As it plays a role of attracting consumers’ attention and promoting consumption, the creation of English advertisement has to take factors like rhetoric and vocabulary into consideration. The application of rhetoric and vocabulary contributes a lot to the distinct charm and characteristics of English advertisement and makes it more appealing and convincing. This thesis will introduce the basic information of advertising to analyze the rhetorical and lexical features of English advertising in order to appreciate its glamour.

Key words: English advertisement, language features, rhetorical, lexical

CONTENTS

Abstract

摘要

1.Introduction-1

2.Introduction to Advertising-2

2.1 Development of advertising-2

2.2 Definition of advertising-3

2.3 Constitution of advertisements-4

2.3.1 Title-4

2.3.2 Body text-5

2.3.3 Slogan-5

2.3.4 Illustration,logo and color-5

2.4 Functions and influences of advertisements-5

3.Language Characteristics-6

3.1 Rhetorical characteristics-6

3.1.1 Metaphor-6

3.1.2 Pun-8

3.1.3 Personification-9

3.2 Lexical characteristics-10

3.2.1 Using common words-10

3.2.2 Using spoken and informal language-11

3.2.3 Using coinage or misspelling-11

4.Conclusion-12

Reference-13