英语广告语的语言特征_英文_

Linguistic Features of English Advertising LanguageZhang Xin1Zhang Feng2（1、Planning and Desingn Institute of Forest Products Industry State Foresty Administation，Beijing1000002、Beijing Forestry University，Beijing100000）1Chapter I IntroductionAdvertising has existed in various forms for many years.In fact，adver－tising gradually became an important source of income for newspapers.A similar phenomenon happened with radio and then later，with television. Currently，advertising has been extremely prevailing as the marketing com－munication tool and now more than ever before it is vital that correct translation accompanies advertisements when they cross cultural and lin－guistic borders."Language is all open system with overlapping meanings and fuzzy boundaries．．．The indeterminacy of language is part of the price that must be paid for creativity and for the new insights which come through symbolic reinterpretation of human experience．"(Nida1997：5).With China's entry into an age of economic globalization，exchanges with other countries are increasing rapidly，and international enterprises，therefore，have to introduce their goods and services to the consumers by a sound method．Through a wealth of facts，psychologists have proved that lan－guage is more effective than visual images in impressing consumers．The employment of the device of fuzziness makes advertisement language highly persuasive and enticing，which brings the consumers to the world of fanta－sy，thus leading them to readily accept the information that the advertiser has expected to transmit．There has been a strong feeling that a subject or statement is either true or false in recent years．However，the classical two-valued logic cannot explain some things effectively，for the natural world is rich in vague con－ceptions and phenomena．There are countless things or phenomena whose borderlines are not so determinate．Take bats and penguins for examples．Bats have wings and can fly like birds while penguins can not fly．But it is entirely wrong to classify bats as bird．As a matter of fact，they are mam－mal，while penguins are birds．Things and phenomena like the examples mentioned above can be found everywhere，and language，the means by which people negotiate with reality，is no exception．A picture of our modern commercialized society would be incomplete without advertising.The air seems full of flavor of advertising.It is not only a marketing tool but also a social actor and a cultural artifact(Dyer，1982 &Firth，1991).It is a complex phenomenon and it comes from everyday life and serves life in return.Advertising is a kind of communication with the purpose of persuading the target audience to take purchasing action.It is closely connected with our society，its media，its consumers and their selec－tion.The word"advertising"is often preceded by an adjective that indicates the kind of advertising being discussed，and in its narrow sense，it only refers to commercial advertising，whose linguistic features is the focus of discussion in this thesis.Since advertising possesses functions of immediate impact and rapid persuasion with a high commercial value and aesthetic value，advertising language is designed，without any doubt，to project an image，catch people's attention，arouse their desire，urge people to act and produce an impact. Therefore，an advert must be attractive，creative，persuasive and impressive. Among the many advertising factors，language is the core of all successful adverts.Advertising language is a kind of loaded language，bearing a strong persuasive power.It can not only influence people's value concepts but also change people's way of life.As a special applied language，advertising lan－guage displays its distinctive features in morphology，syntax and rhetorical devices.In this thesis，these features of English advertising will be briefly approached from three aspects，namely，from the lexical，syntactic and rhetorical perspectives.2Chapter II Lexical Feature in AdvertisementsThe 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".The Fowler Brothers(1908)mentioned the five princi－ples of lexicon choices in The King's English:using similar words to re－place farfetched words，concrete words to abstract words，single word to multiple words，simple words to long words and Anglo-Saxon words to Latin words.Based upon the above，the author explores the lexicon features of advertising English in terms of oral words，coinage，borrowed words，com－pound words，abbreviations，verbs，adjectives and use of weasel words.In a recent short article in the journal Nature，Pullum and Scholz (2001)point out that，at every level，language has a level of creativity that allows it to be ever-expanding，ever-changing.Even the idea that there is a stock of words which constitute the English language cannot be upheld，be－cause it is always possible to invent new words，and new names in particu－lar.This is not to say that any random new word can be generated for the author's purposes in any context.People generally find that novel words presented in an advertisement have the same supporting context;they may be new，but they are not out of the blue.According to what is mentioned above，this part conducts an analysis on the lexicon features of advertising English with typical examples，cover－ing the following aspects of oral words，adjectives，compound words，coinage，abbreviations，borrowed words，monosyllabic verbs.2.1Frequent Use of Oral Words.A successful advertisement is popular and amicable enough in its language to attract as many people as possible. Words used in it tend to be as colloquial or ordinary as possible.Oral words just serve well，as Wang Ying and Xi Xinyuan(1999:64)claimed，oral words can be easily understood and memorized，which is widely used in advertising English，especially in daily necessities advertising that address－es the masses.See the following examples:1)My Goodness!My Guinness!" Guinness"is a kind of beer."Goodness"here is used as an oral and id－iomatic word to express surprise.This lexical arrangement not only makes the advertisement orderly and quickly accepted，but also stimulates readers' imagination that they commend upon the beer happily while drinking.2.2Frequent Use of Adjectives.In order to sell a commodity，a copywriter usually feels obliged to elaborate and beautify it.That is why complimentary adjectives are often found in English adverts.Adjectives are often used to describe the nature and quality of the products.According to G.N.Leech's statistics in his Language in Advertising(1966:152)，the following are theAbstract:With globalization of world economy，advertising is exerting great influence on every aspect of social life with its charm.Advertising has become a popular subject of study，approached from a wide range of disciplines.Study of advertising English has been proceeding from a vari－ety of perspectives，with the features of advertising English commonly as a focus.As a practical style，advertising English has gradually derived from the English language due to its particular social role.Based upon a host of data related to advertising，especially advertising English，this paper ex－plores the main features of advertising English in terms of three aspects:lexicon level，syntax level and figures of rhetoric.Key words:advertising;advertising English;lexical feature;syntactical feature;rhetorical featuremost frequently used adjectives:new，good，better，best，fine，free，big，fresh，great，delicious，real，full，sure，easy，bright，clean，extra，safe，special，rich.New，which implies the latest fashion or style or quality or type，or u－nique feature of a product or service，is a word applied everywhere，for it call almost describe all aspects of products，such as size，shape，color，ap－pearance，brilliance.Delicious，crisp，fresh，rich can collocate with food while fresh，clean are used frequently to describe toothbrush，soap，shampoo and so on.Fine，great always show one's praise or recommendation of a com－modity.A noticeable phenomenon is that people pay more and more atten－tion to their health，natural is used wider and wider.Examples:2)Taste the warmth of fine cognac blended with the smooth pleasure of a legendary liqueur.(The B&B Cognac Liqueur)3)Fun，Friendly，Free(America Online)In example2)，the high quality and fragrance of the product can be easily noticed by the use of fine and smooth.All the joys and nice things that America Online provides are clearly expressed in example3)through three adjectives:fun，friendly and free.2.3Flexible Use of Compounds and Abbreviations.Frequent use of com－pounds is a distinctive feature of advertising English.The component parts of a compound can be words of any word class and their combination is not restricted to the word ually，you see the following types of com－pounds:a+n high-security pockets，large-scale heating and cooling sys－temsn+n weight-loss professionals，parent-teacher conferencesadv+n the any-time cereal，up-to-the-minute cyclingn+a value-conscious era，trouble-free servicev+ing+a piping-hot coffee，shining-cleann+v+ing story-telling material，a relief-giving liquidn+v+ed battery-operated watch，travel-tested fabricadv+v+ed carefully-selected materials，well-equipped roomsa+v+ing fast-foaming new soap，best-selling soft toilet tissuea+v+ing dry-cleaning business，fast-flowing riversa+infinite easy-to-use vacuum，hard-to-reach places,.Most compounds function as pre-modifiers.G.N.Leech pointed out (1966:139)，"compound pre-modifiers，like noun and adjective pre-modifiers，can be used either attributively or designatively.They can add emotively slanted description，or merely specify more exactly the referential domain of the accompanying noun.Like noun pre-modifiers，their semantic relation to the head is often not explicitly signaled，as it would be in post-modifica－tion."2.4Use of Coinages.Coinage means that a new word or phrase is coined by means of imitation or by free ually，they are created by way of blending or with the help of some prefixes or suffixes.Example:3)Give a Timex to all，to all a good time.(Timex watch)In example3)，Timex=time+excellent.super-is the most often used prefix while suffix-ex frequently appears in brand names(Mario Pei，1970).-ex comes from the word"excellent"，thus indicating the fair quality of prod－ucts.In addition，'good time'here has a double meaning:it may mean" pleasant time"or"showing time exactly".2.5The Use of Abbreviations.Abbreviations are also frequently applied in advertising English.See the following example:4)This Christmas，surprise him with a dozen present---a year of GQ.Here，"GQ"is the abbreviated form of the American magazine Gentle－men's Quarterly.The two capital letters manage to minimize the space oc－cupied and are easier to read and memorize than the full name.Besides，" GQ"may also be taken as the abbreviation of"Good Quality"，prompting readers to such a pleasant imagination that they can enjoy themselves with the magazine.2.6Borrowed Words.Borrowed words in advertising English primarily em－phasize the exotic flavor or higher quality of goods，most of which come from Latin and French language.For example:5)YOPLAIT YOGURT EST FANTASTIQUE.In the above，"EST TANTASTIQUE"means"is fantastic"，suggesting that the"Yoplait"yogurt enjoys a fantastic French taste.2.7Frequent Use of Monosyllabic Verbs.Monosyllabic verbs are short and rhythmical.They are easy to pronounce and easy to remember.They always make advertising texts concise，vivid and simple.G.N.Leech(1966:153)lists the most commonly used verbs:make，come，love，like，get，go，use，give，know，feel，have，keep，take，see，look，start，busy，need，taste，etc.Of course，nowadays we can find many more frequently employed monosyllabic verbs e.g.:be，do，call，try，use，show，help，prove，mean，meet，suit，save，choose，build，grow，etc.These verbs are absolutely necessary in daily life.They are definite and vivid and capable of engendering the effect of simplicity and friendli－ness.That helps persuade customers to buy the advertised products.Exam－ples:6)We love to fly and it shows(Decta Airlines)7)"What I like about golf is the warm up"(Remy/hartinx)8)Take it from our streams:Choose the smoothest way，if no direct one suits your needs.(Swissair)3ChapterⅢSyntactical Feature in AdvertisementsIn order to draw the addressees'attention，arouse their interest and stimulate them to take action，adverts should be attractive，simple and easy to understand.Therefore，advertisers usually pay much attention to the se－lection of sentence variety，sentence structure，and other grammatical forms. This thesis deals with the syntactic features of advertising English from various perspectives，which are characterized by simple sentence，imperative sentence，interrogative sentence，ellipsis，and disjunctive clause.3.1Frequent Use of Simple Sentences.Simple sentences are frequently used in adverts for two purposes.One is to convey as much information as possible in limited space to save space and money;the other is to make adverts understood easily by ordinary people.Examples:9)Oh，I see!This is the slogan of OIC Spectacles Company in America.It not only humorously stresses the trademark of this spectacle，but also briefly and clearly shows that people will be so happy to see the beautiful world again with the spectacle.More examples:10)Coke Adds Life.11)Things go better with Coca-Cola.12)Something cooler happens with Canada Dry.("Canada Dry"is a wine.)13)What it's like to be small but good.(ad.for restaurant)3.2Frequent Use of Imperative and Interrogative Sentences.Imperative sentence，a kind of direct exhortations，has a meaning of requiring or com－manding，which is desirable in advertising English to persuading people to buy some product or accept some idea.14)Buy one pair.Get one free.(Ad.for whisky)Obviously，the imperative sentence functions inflammatorily in stimu－lating the purchase.Interrogative sentences in advertising English are capa－ble of evoking consumers'curiosity and consequently their responses to the advertising.Consumers may desire to get the answer and finish the whole advertisement themselves.Here is a convincing example of this type:15)Where do you want to go today?(Ad.for Microsoft)This is the headline of a Microsoft computer advertisement.At the first glance，readers may link it to someplace，and then get confused when see－ing"Microsoft".To know what it means actually，they have to look through the advertisement.3.3Frequent Use of Ellipsis Sentence.Ellipsis is one of the most typical syntactic features of the advertising language.Through omitting certain mi－nor words，what are present in the elliptical sentence are the key words covering the main information.See the following example:16)Finest food，most attractive surroundings and a friendly disposition.This advertisement just contains three noun phrases，drawing one's at－tention directly to the high quality food，superior surroundings and services of the restaurant.3.4Frequent Use of Disjunctive Clause.As analyzed in section3.1，in ad－vertising English simple sentences greatly outnumber complex sentences.However，some advertisements resort to complex sentences for subtle or im－plicit implication.To avoid possible troubles in understanding caused by long sentences，disjunctive clause is commonly adopted.It is formed by part－ing the long sentence into several separated but related short ones with the punctuation marks like full stop，semicolon，dash，etc.Here is an example:17)Paintex gives you a smooth and shining finish that lasts.And lasts.This is advertisement for a type of paint.In common English，it would be written as"Paintex gives you a smooth and shining finish that lasts and lasts".In the advertising，"and lasts"is parted with the sentence to stress the good quality and function of the paint.4ChapterⅣRhetorical Feature in AdvertisementsIt is known that another key role in advertising is played by the rhetorical figure.The work of McQuarrie and Mick(1996)is highly relevant in this context.They place advertising language in the context of the study of rhetoric，and observe:"A rhetorical figure has traditionally been defined as an artful deviation(Corbett1990)".More formally，a rhetorical figure oc－curs when an expression deviates from expectation，the expression is not rejected as nonsensical or faulty，the deviation occurs at the level of form rather than content，and the deviation conforms to a template that is invari－ant across a variety of content and contexts.Since antiquity dozens of fig－ures have been catalogued，ranging from the familiar(rhyme，pun)to the ob－scure(antimetabole).Frequently used rhetorical devices in English adverts are alliteration，rhyme，onomatopoeia，simile，metaphor，personification，pun，antithesis，paral－lelism，repetition，parody，and so on.Let's have a closer look at them.4.1Phonetic Rhetorical Device.The original basis of language is sound，and spoken language existed for thousands of years before writing was in－vented.Advertisers have made full use of the sound merits to please peo－ple's ears and to attract their attention.Since poetry is full of phonological stylistic devices，advertisers usually employ techniques of poetry to enhance affectively the persuasive effect of advertising.So applying the rhetorical de－vices in phonetics can achieve the musical beauty of the advertising texts，among which alliteration，rhyme and onomatopoeia are commonly used.4.1.1Alliteration.Alliteration means the repetition of initial identical con－sonant sounds or any vowel sounds in successive or closely associated words or syllables(Holman，1972:13).Tracing back to ancient times，allitera－tion was once an essential element of the metrical scheme in old English poetry.However，after the end of the15th century，it is no longer the monopoly for poetry，for it has been widely used in news reporting，adverts，nonsense verse，tongue twisters，jingles and patter.Perhaps it is the mnemonic property of alliteration that makes it so popular with advertisers. Example:18)Together Towards TomorrowThis is the slogan of an advert for16th Asian Advertising Congress 1989held in Lahore Pakistan.The soft consonant"t"in each word of the slogan，not only makes the slogan smooth and rhythmic but also presents fully the aim of this congress，therefore serves the subject well.More exam－ples:19)Health，Humor&Happiness…Gifts we'd love to give(Saturday Evening)20)Sea，Sun，Sand，Seclusion and Spain!(Spanish beech hotel)4.1.2Rhyme.Rhyme has been defined as the similarity or identity of sound that exists between accented syllables which occupy corresponding positions in two or more lines of verse.The most common form in adverts is "end rhyme"，in which the ends of lines correspond in sound.It is much easier to remember a rhyming headline or slogan than it is to memorize a correspondingly long stretch of words.Example:21)Pepsi-cola hits the spot.Twelve full ounces，that's a lot.Twice as much for a nickel，too.Pepsi-cola is the drink for you.Example21)is an advert for Pepsi-cola.It adopts the structure of Bal－lad stanza with the tune of a British folksong，in which"spot"rhymes with "lot"and"too"rhymes with"you".With its rhyming feet and musical sound，this advert is no doubt easily accepted and memorized by the pub－lic.4.1.3Onomatopoeia.Onomatopoeia refers to the formation of names or re－sembling those associated with the object or action to be named naturally suggestive of its quality.By their sp these imitative words sound vivid，true to life with artistic power and particularly effective.Sometimes onomatopoeia is employed in advertising with the product advertised，adding life to lan－guage and achieving consumers.22)Zoom!Let service Federal credit union show you the fastest way to truck.Ex－ample22)is an advert by service Federal credit union.It is programmed to advertise price-cutting.The headline is quite eye-catching with only one word，"zoom".Obviously，zoom is a typical onomatopoeic word，vivid deep and humming sound made by a speeding car.Here"zoom imply that this is an advert for car，but also to emphasize that this is the fast way to buy a car or a trunk with a low price.Attention is obtained and achieved by the use of the onomatopoeic word.4.2Lexical Rhetoric.Phonetic rhetoric can create the music beauty in advertising while lexical rhetoric can also create the visual beauty in ad－vertising.Hegel says，'beauty comes out of image'(Albert E.Dipippo，1986:3). The unique characteristics of advertising lie in the beauty of image.In an advert the materialized labor-commodity is fully displayed through the vivid and clear image.Image is realized through imagination that is the base of the lexical rhetorical devices.In English adverts，frequent used lexical rhetorical devices are:simile，metaphor，personification，pun，antithesis，paral－lelism，repetition and parody.4.2.1Simile.Simile is a direct or explicit comparison between two unre－lated things，indicating a likeness or similarity between some abstract qual－ities found in both things.A simile is usually made up of three parts，name－ly the tenor(the thing described)，the vehicle(the thing compared to)and words used to show the relationship of comparison(such as"as"，"like").The use of simile in adverts can create a vivid and clear image of the adver－tised product or service in consumers'interest，therefore，more acceptable. Example:23)Looks like a pump，feels like a sneaker(Easy Spirit Shoes)Example23)is a case of simile introduced by the connective word 'like'.The advert compares the advertised shoes to a pump which is very soft，light，and to a sneaker which is very comfortable and elastic.The use of simile creates a clear and intimate image of the advertised product，achiev－ing consumers'mental and emotional resonance.24)The Scotch is as memorable as the bottle.(The DIMPLE whisky)25)Fly smooth as silk.(Thai Airways Co.Ltd)4.2.2Metaphor.Metaphor is a implied comparison between two usually unrelated things indicating a likeness o analogy between attributes found in both things.Metaphor，unlike simile，does not us like or as to indicate the comparison.Without the word as or like，it is more concise and always has a strong feeling with some exaggeration.Metaphors in English adverts con－tribute to promoting the sale of products and help make advertised service thrive and flourish.Example:26)EBEL:the Architects of TimeExample26)is an advert for EBEL watch from Switzerland.A famous saying goes like this，"Time is money".And EBEL is described as"the ar－chitects of time.The value and the quality of the watch are fully implied in just a few words.4.2.3Personification.Personification is usually given a very poetic and ab－stract definition.To put it simply，personification is a figure of speech in which inanimate objects and events are represented as human beings or having human qualities.In adverts，personification is employed to personify the advertised product so that it possesses human qualities or feelings.The use of personification can achieve the effect of vitality and vividness. Verbs，noun，adjectives and adverbs portraying human beings can be em－ployed to characterize products，which are lifeless and emotionless.It is ob－vious that a dull advert impresses readers less than a dynamic one.Exam－ples:27)Nokia:Hold me，touch me，and talk to meIt speaks your language.28)The copier that tells the boss what to do.(SHARP Corporation)4.2.4Pun.Pun is a play on words，which involves an amusing use of ex－pressions with a double meaning or the same sound but different meanings (余富斌,1996:87).The nature of puns in adverts is:it is the product of a contest deliberately constructed to enforce an ambiguity，to render the choice between meanings impossibly，therefore it makes readers pay atten－tion to the dormant meaning but not the sentence meaning.When consumers read such an advert，they will go with the puns and understand the deep meaning beyond the sentence.In addition，as advertising space is costly，puns are highly economical and are in fact much more of a labor-saving device.Examples:29)Understanding comes with TIME.(1996)30)All it takes is TIME.(1994)31)There's never been a better TIME.(1992)Examples29)，30)，31)are adverts for the most popular magazine in the Unite States:Time.Time makes a lot of adverts for itself，in which pun is frequently found.The pun involved is a common play on the word"time"in adverts.It involve interpreting TIME(the magazine)as the abstract noun" time"，a continuous measurable quantify from the past，through the present，and into the future.In the way，it catches the reader's eye with their hu－morous play on the word"time"，thus leaving a deep impression on the readers.4.2.5Antithesis."Antithesis is a metaphorical use of antonyms arranged in parallel construction in a sentence.It usually appears in balanced sen－tences"(余富斌,1996:107).With rhythmical sound，concise wording and well-balanced structure antithesis describes abstract logic in a clear and effec－tive form.When skillfully employed in adverts，antithesis not only expresses concrete and distinctive feature and functions of the advertised products，but also makes the sounds and rhymes of the advert full of melodiousness，thus leaving a strong impression on consumers.Examples:32)Lose ounces，save pounds.Example32)is an advert for a special food which is cheap but ele－gant，and most important of all，it can help consumers lose weight.The use of antithesis makes the advert more vivid and more attractive to the read－ers.33)Tough on plague.Easy on teethExample33)is an advert for a check-up toothpaste."Tough"and" easy"are contrasting words.They are used to keep the sentence symmetric in structure while opposite in meaning.4.2.6Parallelism."Formal schemes，or parallelisms，are often rhetorical in a familiar sense of the word，in that they heighten the emotional tone of the message，giving insistence emphasis to points of strategic importance" (Leech，1966:190).Parallelism also could be thought as a kind of repetition due to accompaniment of repetition，but phrases or sentences with the same or similar structure，relative meaning and consistent mood are coordinately used in the sentence.When employed in adverts，parallelism can reinforce the effect of the advertising and express strong emotions.Adverts with parallelism are often more effective and impressive，for parallel sentences are clear，neat and well-balanced sentence structures devised to attract and stimulate con－sumers.Example:34)Dream your night away.Drive your dream away.Example34)is an advert for the Regent of Auckland Hotel in which the guests have the chance to win the exclusive use for one year of the ultimate driving machine the BMWi30i.By using parallelism，the headline is in an orderly pattern and sounds rhythmical and powerful，meanwhile，it provides the benefit to the guest.Who can resist such temptation?More ex－amples:35)For BirthdaysFor special daysForever(an advert for a Jeweler's)4.2.7Repetition.Repetition is to do or say something over and over again.It is used in adverts to highlight certain messages about a product or ser－vice.It includes the repetition of both the keywords and the same struc－tures.E.g.36)Less Space.Less Noise.Less Expense.37)More Space.More versatility.More possibilities.Example36)is an advert for Panasonic while37)for Mitsubishi Mo－tors.It is a happy coincidence that these two adverts are so similar that they look like a pair of antonyms:"more and less".Nowadays，consumers have become so used to repetitive techniques in movies，television and journalism that they at least expect a punch line at the end.Therefore，repe－tition is applied to highlight the advertised product's features and unique－ness so as to add impact，emphasis and consistency.4.2.8Parody.Parody is a humorous or satirical imitation of idioms，proverbs，sayings，songs and so on.Parody is the deliberate imitation of them with some words changed to express a new idea.Parody is concise，implica－tive and profound meaning.In adverts，the employment of parody in adverts brings the readers a sense of familiarity as well as originality.Especially，it is a creative way to create affective and impressive advertising headlines and slogans.38)Practice reading does make perfect.Example38)is an advert for watch.It is parodied from a famous say－ing"Practice makes perfect".The advertiser uses"does"to emphasize the high quality of the product.I addition，the use of the adverb"really"also emphasize the perfectness of the product.The design，the style and the function，all are flawless，all are perfect.ConclusionAs far as I see it，this research possesses both theoretical and practi－cal significance.As mentioned before，this thesis presents a brief discussion of the major language features of English advertising texts，this study is likely to help us understand and appreciate advertising language and cul－ture and contribute to English teaching and learning in China.Also，the study will probably help us design and create advertising texts to a certain degree.Reference[1]Corbett.Edward P.J.1990.Classical Rhetoric for the Modern Student.3rdNew York:Oxford University Press.[2]Frith.1991.Advertising in Asia[M].Ames:Iowa State University Press.Geis，Michael L.1982.The Language of Television Advertising[M].NewYork Acdemic Press.[3]Leech.1996Language in Advertising:his statistics.[4]Leech.1996，Advertising in English[M].London:Longman Group Limited.[5]Myers，Greg，1994.Words in Ads[M].UK:Green Gate Publishing Services.[6]Vestergaard，T.&Schroder，K.1985.The Language of Advertising[M].BasilBlackwell Publisher Ltd，UK.[7]方薇.现代广告英语教程[M].南京：南京大学出版社，1997.[8]戚云方.广告与广告英语[M].杭州：浙江大学出版社，2003.[9]谭卫国.中西文化与广告语言[J].上海师范大学学报，2003（2）.[10]王燕希.广告英语一本通[M].北京：对外经济贸易出版社，2004.[11]王佐良，丁往道.英语文体学引论[M].北京：外语教学与研究出版社，1987.[12]徐小娟.广告英语》[M].北京：首都经济贸易大学出版社，2004.[13]余富斌.英语修辞概览[M].南昌：江西高校出版社，1996.英语广告语的语言特征张鑫1张枫2（1、国家林业局林产工业规划设计院，北京1000002、北京林业大学，北京100000）摘要：在世界经济全球化的环境下，广告正以其独特的魅力影响着社会生活的方方面面。