1. Introduction 1.1 Rationale of the study We live in a world of advertising. As potential consumers, we are endlessly bombarded with all kinds of product or service information from various media including newspapers, magazines, television, radio, posters and Internet, etc. 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. On the other hand, by making people aware of products, service and ideas, advertising promotes sales and profits. Finally, advertising is one of the major forces that are helping improve the standard of living around the world. Combined with all these communicational, Marketing and social functions. Advertising becomes indispensable in the modern world. 1.2 Definition of advertising According to the Definition Committee of American Marketing Association(方薇, 1997:2), advertising is defined as follows: Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. 1.3 Focus of the present study Usually, advertising communicates information in three types: audio, visual, and language. It is a more common case that an advertisement is a mixture of the three. In radio advertisements, music is always accompanied by language; on TV and motion pictures, music and language illustration are mixed with each other. In magazines and newspapers, advertisements are a combination of pictures and language of written information. Although music and pictures can provide some hints, or create a kind of atmosphere, the information about the product is limited. Even worse, it may lead to misunderstanding. Thus, we may say that language in a way provides more exact, detailed and dependable information whereas music and pictures only act as a supplementary means in advertising. Advertising language, playing a role of communication and persuasion, has developed its own features. 1.4 Sources of data All the advertisements studied in this paper are taken from English magazines. They are chosen from Time, People and Newsweek (issues from 1999-2017), because these three magazines have a huge circulation, covering all kinds of audience. Almost all kinds of advertisements can be found in these magazines. In order to get valuable information for the study, a corpus of 60 advertisements was built, which consists of 20 daily consumer goods ads, 20 technical equipment ads, and 20 service ads. Conclusions will be drawn through quantitative and qualitative studies of the data. 2 Lexical Features 2.1 Classification of advertising and its audience Generally speaking, advertisements can be divided into two types: public relation ads and commercial ads. The former tries to advocate reputation for a social group, whose purpose is to leave a favorable impression upon the potential audience. The latter leads to the act of purchasing the products or using the recommended service. Commercial ads are much more presented t，英语论文范文，英语论文题目 |
