Abstract摘要
本文是主要是对英语广告中的词汇、句法和语篇进行分析研究。为了进行数据层面上的研究，作者建立了包含60个英文广告在内的语言小型资料库，希望能通过三种不同类型的广告进行详细的分析。
This paper presents an analytical study of the language features of English advertisements at lexical, syntactic and discourse levels. In order to conduct a data-driven study, the author builds a corpus of 60 English advertisements. It is hoped that through the detailed survey of three types of advertisements: namely, daily consumer goods ads, technical equipment ads, service ads, similarities and differences in advertising language features can be summarized and possible reasons will be given in the light of the meaning, and function of language.
本论文将从五个部分进行介绍。第一部分是引言和最后的结论。本文研究的重点是在中间的三个部分，它们分别是：词汇、语法和语篇。本文的结论是最终从数据分析中得到的。在分析的过程中，作者从语料库进行抽取例子，并且将数据转化为数字、表格和图形，这些数据让本文变得可理解，且有说服力。
This paper will be presented in five parts. The first part is the introduction and the last conclusion. The focus of the paper is laid on the three middle parts which respectively analyze language features at lexical, syntactic and discourse levels. The conclusion of this paper is drawn from the data analysis. In the analysis, examples from the corpus will be given; figures, tables and graphs will also be offered to make the paper understandable and persuasive.
研究本项目是帮助学者们揭示出广告的语言性特征，并且给作家和英语广告学习者提供参考。
It is hoped that the study can shed light on the language features of advertisements and also provide help to copy writers and advertising English learners.
KEYWORDS: English Advertisements, Lexical, Syntactic, Discourse, Similarities, Differences
Contents目录
1. Introduction ……………………………………………………………… 1
1.1 Rationale of the study ……………………………………………………... 1
1.2 Definition of advertising …………………………………………………... 1
1.3 Focus of the present study ………………………………………………… 1
1.4 Sources of data ……………………………………………………………. 2
2. Lexical features …………………………………………………………… 2
2.1 Classification of advertising and its audience …………………………….. 2
2.2 Similarities at the lexical level ……………………………………………. 3
2.2.1 Few verbs are used ………………………………………………………... 3
2.2.2 Use of emotive words …………………………………………………….. 4
2.2.3 Make pun and alliteration …………………………………………………. 4
2.2.4 Use of weasel words ………………………………………………………. 5
2.3 Differences at the lexical level ……………………………………………. 6
2.3.1 Gender identity in advertisements…………………………………………. 6
2.3.2 Selection of Adjectives …………………………………………………… 7
2.3.3 Compound words …………………………………………………………. 8
2.3.4 Use of pronouns …………………………………………………………… 8
3. Syntactical features ……………………………………………………… 9
3.1 Similarities ………………………………………………………………… 9
3.2 Differences ………………………………………………………………… 10
3.2.1 Headlines ………………………………………………………………….. 10
3.2.2 Comparison of headlines of different types of ads ………………………... 11
4. Discourse features...……………………………………………………….. 12
4.1 Body copy of advertisements ……………………………………………... 12
4.2 Differences in body copy ……………………………………………. 12
5. Conclusion ………………………………………………………………… 14
Acknowledgement鸣谢
Sincere thanks go to Dr. Wei Naixing for his insightful guidance and earnest help all through the searching, analysis and paper-writing stages.
The author also wants to extend her thanks to Ms. Linda Frost who has given much help in data collecting.
1. Introduction引文
这项研究的理由
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
