ction of Body Copy ............................7
7. Classification of Advertising...........................8
8. The Focus of Discussion in This Dissertation................................9
Chapter Two: English for Advertising......................10
1 .What Does "English for Advertising" Refer to?....................10
2. Overall Features of English for Advertising.......................10
3. The Principle of AIMA...............................11
4. Attention Value ..........................11
5. Readability.............................12
6. Memorability..................13
7. Selling Power"............................14
Chapter Three: Morphological Characteristics...................16
1 .Use Concise and Intelligible Words........................16
2. The Employment of Complimentary Adjectives..................16
3 .New Coinage"........................17
4. Use Verbs of Motivation......................18
5. Use Compound Words.......................19
Chapter Four: Syntactic Characteristics.........................20
1 .Use Commands or Imperative Sentences".......................20
2. Use Questions or Interrogative Sentences"......................22
a. Curiosity"....................22
b. Suspense...................24
c .Puzzle....................24
d. Presupposition.......................25
e. Exclamations....................25
3 .Variations of Sentence Structures..............
a. Use Simple Sentences Instead of Complex Sentences..................27
b. Parallelism........................28
c. Ellipsis and Substitution....................29
d. Incomplete Sentences.........................30
e. How-to Structure..................31
f. Use Non-passives Instead of Passives...................32
g. Use Positives Instead of Negatives................32
h. Use Disjunctive Sentences"....................33
Chapter Five: Rhetorical .Characteristics.....................34
1 .Pun"..............34
2. Metaphor.................35
3 .Simile.............36
4 .Personification..................36
S. Repetition...............37
6 .Antithesis..................38
7. Parallelism...................38
8. Rhyme..................
