ABSTRACT:The booming of advertising makes advertising English become one of the special variants of English. Advertising is concise, vivid, and attractive. There are great differences existing in advertising English and the English we use at usual time. With the development of human society, new words in all fields came out in an endless dream. In the ways of creating new words, compound words are productive and energetic. In advertising English, using compound words is usual. One of the features of human language is arbitrariness. Namely, there is no natural relationship between linguistic signs and their meaning; most words are conventional and arbitrary. As for why something has its name, there is no way to do researches on its origin. However, a part of words’ forms in English certainly have relationship with their meaning. 

　　　According to precedent researches and studies, this paper will focus on the analysis of semantic motivation of compound words in advertising English, paving a way for further research into the motivation and arbitrariness of linguistic signs. What differentiate my paper from the present ones is that it focuses on a certain field to analyze the semantic motivation of linguistic signs and simplifies the abstract motivation theory. Since a lack of detailed and certain examples, a further deep research is necessary to be continued in order to promote the development of arbitrariness and motivation of linguistic signs.

Keywords:   Advertising English  Compound words  Semantic Motivation

摘要:广告的广泛使用，使得广告英语成为了英语中的一种特殊的变体。她的用语简洁生动，富于感染力。广告用语的词汇和普通的词汇有着较大的差别。随着人类社会的发展，各个领域的新词层出不穷。在英语的构词方法中，合成词构词法显示出了强大的生命力和能产性。在广告英语中，灵活使用合成词是其一大特色，这样广告就更加的诱人。我们可以了解到语言的特质之一是具有任意性，即语言符号与词义之间没有本质的联系。大多数词语都是任意指定或约定俗成的语言符号。至于某个事物为什么叫这个名字，无从考证。但是在英语中，一部分词语的构词与词义确有明显的关系。

　　　根据前人的研究，本文将会对什么是广告英语，什么是合成词，什么是词的理据以及广告英语中的合成词的语义理据进行具体分析。本文的不同之处在于立足于一个具体的领域，分析合成词的语义理据。以具体的语言为例，简化抽象概念，以便大家对符号的理据性和任意性有更好的理解。能够更好的学习语言。

关键词：广告英语  合成词  语义理据