Abstract:The development and the maturity of advertising have aroused scholars’ great interest. Language features of different advertisements have been one of the focuses in the studies of advertising. This dissertation aims at conducting the comparison of different language features between English commercial advertisements and public service advertisements. The present study is carried out based on plenty of advertising materials. Many examples are collected and analyzed in detail to identify the vocabulary, syntax and rhetoric of the two kinds of advertisements. After detailed analysis, the secret of language using in commercial advertisements and public service advertisements is revealed. It is hoped that the findings of this dissertation will provide insights to the development of advertisement language and give inspiration for advertisement writing.

Keywords: advertisement language; vocabulary; syntax; rhetoric

摘要:随着广告的发展和成熟，广告语的分析研究日渐受到广告界的关注。对不同广告语的特点的研究也是广告研究之一。本文意在比较英语商业广告和公益广告的语言特点,收集了大量的广告资料,分别从词汇,句法和修辞方面详细分析了两种广告的广告语特点。通过详尽的分析,商业广告和公益广告的语言用法的神秘面纱将被揭开。希望本文的研究结果能为广告语言的发展和写作提供启发和帮助。

关键词：广告语;词汇;句法;修辞