Abstract: Under the background of economic globalization, advertising as product of human social development, have penetrated into every corner of human life and advertising English has developed into an important practical literary style. This study analyzes advertising English in terms of its lexical features, syntactical features and rhetorical devices with the purpose of helping customers further understand advertising and advertising English and helping copywriters design and create successful advertisements. It is hoped that the study can evoke readers' awareness about the features of the words and sentences, and about skills used in English advertisements so that they can have a better understanding of them.

Key words: advertising English; linguistic features; words; syntax; rhetorical devices

CONTENTS

Abstract

摘要

1. Introduction1

2. Literature Review.1

3. Lexical Features of Advertising English..2

  2.1 Using Simple Words

  2.2 Creating New Words

2.3 Borrowing Foreign Words

4. Syntactic Features of Advertising English4

4.1 More Use of Simple and Elliptical Sentences, Less Use of Complex Sentences

4.2 More Use of Coordinate Structure, Less Use of Compound Structure

  4.3 Frequent Use of Imperative Sentences

  4.4 More Use of Interrogative Sentences

5. Rhetorical Features in Advertising English7

5.1 Metaphor or Simile

5.2 Personification

5.3 Pun

5.4 Repetition

5.5 Parallelism

5.6 Rhyme

5.7 Hyperbole

5.8 Contrast

6. Conclusion11

Bibliography.12

Acknowledgements13