广告英语的用词特点分析

广告英语的用词特点分析
摘  要

作者以商业报刊英文广告为研究对象，用词汇学及广告心理学的基本原理分析广告英语实例，探讨广告英语的用词特点。文章首先简述了广告的定义与分类以及作为英语变体的广告英语。接着通过大量例子详细分析了广告英语的用词特点，如大量使用单音节动词，广泛使用肯定性及赞美性形容词，频繁使用人称代词, 恰当使用数词以及灵活使用创新词。广告的效果直接受到广告语言的影响，选择合理恰当的词汇，会起到画龙点睛的作用。文章还探讨了广告英语的用词特点如何帮助实现广告的功能。文章的分析结果希望对广告商或其他广告从业人员有所裨益，并有助于广告英语学习者更多的认识广告英语的用词特点。

关键词：广告，广告英语，用词特点
An Analysis of Wording Characteristics of
Advertising English
 
ABSTRACT

The author sets out to study the wording characteristics of advertising English, particularly targeting at commercial press English advertisements. Based on the theories of lexicology and advertising psychology, such a study is separately conducted with examples. Firstly, this thesis briefly introduces the definition and classification of advertising and advertising English as a variety of the English language. Then, it uses a great number of examples to exemplify and analyze the main wording characteristics of advertising English at large, such as the wide use of one-syllable verbs, the extensive use of affirmative and compliment adjectives, the frequent use of personal pronouns, the proper use of numerals, as well as the clever use of coinages, etc. When appropriately employed, words can play a critical role in the realization of the functions of advertising, thus, a discussion is also devoted to how the wording characteristics help to achieve the advertising functions. This thesis is expected to benefit advertisers or those who are engaged in advertising business, and to help advertising English learners to know more about the wording characteristics of advertising English.

Key words: advertising, advertising English, wording characteristics

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