试论广告英语的词汇特点

Abstract
In modern society, with the rapid progress of international trade and the development of globalization, the relationship between China and the whole world is becoming closer and closer. Therefore lots of foreign products pour into Chinese market, and in addition, we need to improve our international trade and expand the foreign market too. Under such circumstance, English advertising is playing a more important role, and understanding English advertising and utilizing it correctly is becoming a practical problem.
However, advertising English, as a special style of English writing, has its unique features in lexicon, syntax and rhetorical devices. Lexical, the smallest significant element of speech, is of vital importance in the understanding of the whole text. Lexicon choices are closely related to the style of the text, just as stated by Jonathan Swift that “proper words in proper places make the true definition of a style”. Therefore, in this thesis, the author explores the lexical features of advertising English in terms of colloquial and informal words, coinage, borrowed words, adjectives, compound words, verbs, refined nouns, etc. so as to provide readers with some enlightenment and reference.

Keywords:  advertising  advertising English  lexical features
摘要
随着国际贸易的迅猛发展和全球化的不断推进，中国与世界各国的关系变得越来越紧密。许多国外产品涌入中国市场，与此同时，我国也需发展对外贸易拓展海外市场。在这种情况下，英语广告所起的作用尤为重要。因此，正确理解和运用英语广告成为一个很现实的问题。
然而，广告英语作为一种特殊的英文文体，在词汇、句法、修辞方法方面有其自身的特点。词汇作为语言最基本的要素，对于人们理解整个文本有着至关重要的作用。词汇的选择与文体有着密切的联系，正如Jonathan Swift所说 “将合适的词汇放置在合适的地方能确保形成正确的文体”。因此，本文作者将研究广告英语的各种词汇特点，如：口语的运用，新词的创造，外来词的使用，复合词的运用，动词，各类形容词的使用等等，希望能给予读者启发及参考。

关键词: 广告；广告英语；词汇特点

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