Abstract：
Advertising English differs from common English because of its special utility. It is changing with the development of advertisement, times and society. In recent years, people have been trying to explore advertising English from different perspectives and have further understanding of advertisement. In this field, the research and analysis in English vocabulary characteristics is outstanding particularly. The lexical features of advertising English are rich and colorful. The most distinctive characteristics are the usage of informal words and homophones. Next, compound words, adjectives are also frequently used in advertising English. Finally, coinages, loanwords and abbreviations are almost an indispensable part. Based on some cases of advertising English, this paper highlights the complex formation of vocabulary in advertising English. If we have a good command of lexical features of advertising English, we could understand and appreciate the advertising English better.
Keywords: advertisements; advertising English; vocabulary; homophones
摘 要：
广告英语，英语论文题目，因其所具有的特殊效用，用词具有与普通英语不同的特性，并随着广告的发展、时代的前进、社会的变更而变化。近年来，人们尝试从不同角度探究广告英语，对广告英语也有了进一步的认识。在这一领域中，对广告英语的词汇特点的探讨与略论尤为出众。广告英语的词汇丰富多彩，其特点最为突出的是非正式用词，和同音异形异义词的应用。其次，经常使用复合词，形容词以及形容词的比较级和最高级。最后，造词，英语论文题目，外来语和缩写也是不可缺少的一部分。本文基于对部分广告英语实例的探讨，重点突出了广告英语较为复杂的构词特点。如果我们学习并掌握广告英语的词汇特点，就能更好地理解和欣赏广告英语。
关键词：广告；广告英语；词汇；同音异形异义词
1 Introduction
As a form of mass communication closely linked with the world of commerce and marketing, advertising is a powerful tool for the flow of information from sellers to buyers. It influences and persuades people to act or believe. It is also something which affects most of us in a number of different spheres of our lives. In the process of creating advertisements for all these reasons, language, i.e., choice of expression is of crucial importance. What kinds of choices make an advertisement highly effective is something worthy to be studied from a linguistic perspective. As a form of mediums, advertising owns its distinctive linguistic characteristics which are generalized from the abundant examples presented in this thesis.
Advertising provides a valuable service to society and its members because it defines for consumers the meaning and the role of products, services, and institutions. It indicates the difference that exists between brands of products and alternative services, as well as the distinguishing characteristics of companies and institutions. Advertising also tells the consumer what a specific product, brand or service should do when it is used and thus helps him or her to understand and evaluate experience with the products and services that he or she uses. Advertising becomes indispensable in the modern world.
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