浅析英文广告的语言特点

Analysing Characteristics of English Advertising LanguageAbstract: A classic English advertising reflecting the uniqueness of it can exert its maximum effect, completely publicity the products, arouse purchase desire of consumers . However, various places, the differences of culture,different nations and consumers accept ability and the consumers' purchasing psychology leads to the limitations of AD be amplified. This article from the perspective of rhetoric, vocabulary and sentence analyses the characteristics of English advertising and its translation.Key words：characteristics English advertisement translationDescription: As increasing extent of communication of the countries around the world and further process of economic globalization, English advertisement has become an indispensable part of people's life. Whether we like it or not, all need to deal with it. How to understand, evaluate and creating English ads, for most of us, which is a challenging task.In this kind of situation,ads translation is indispensable. The efficient and correct translation to promote domestic and international data to exchange and economic development.Advertisement is a kind of economic activity, is a kind of promotion for goods and services, but advertisement is a cultural carrier at the same time. It is like an invisible hand which impact people's life style and consumption habits. Advertisement culture has obvious characteristics of the mass, commercial, nationality and time. To a great extent,,Cultural traditions, beliefs, and values affect the business operators and consumers psychology and behavior, so, affect advertisement activity itself.So,understanding the characteristics of the advertisement is also important.Advertisement language is divided into three parts,include the slogan, brand and trademark exposition on the function, and the slogans are the most essential.That t fully embodies the language features of the body, is also the most concentrated reflect differences with other languages in advertising language in English . Therefore this paper from graphical features, phonology, vocabulary, syntax and rhetoric analysis and several aspects analyse language features of advertising slogans, and then summarize the language features of advertising language.一、Lexical Characteristics（一）In order to let the common people to understand and accept products soon, English advertisement usually choose concise and clear word. Common noun, monosyllabic words, verbs aremore the most frequently used word in daily life.for example：buy，be，get，make，live，love，have，come，go，bring and so on.For example, the following advertising words：Buy one pair,get one free.（二）The use of adjectives can beautify the products, so that English advertisements use moreadjectives to describe product performance, quality, etc.Especially, in order to beautify the mentioned goods, strengthen the descriptive and attractive, the businessman will use a lot of good adjectives, or compare with other products with the comparative and superlative degree of adjectives, to raise andhighlighting your goods, and enhance the confidence of the buyer.Such as:（Jewelry Advertisement）Shanghais first pearl dealer；Highest quality pearls with a widest selection of classic &creative designs；Excellent after-sales service；Fair price to every customer.This case use good adjectives,such as first t, Highest, the widest.That is very attractive （三）Creating new words, strange words can cause novelty,and outstanding product new, strange, special, can meet consumer pursuit of fashion, brand personality psychology.Such as：For together the ultimate all inclusive one price sun kissed holiday. Together is taken from prononciation of together，and mean“two men”,and is more vivid.Sometimes by deliberately using the wrong character, coined words or insanity collocation making some new words,we meet consumer pursuit of fashion, brand personality psychology.：such as（Fishing advertising）What can be delis her than fisher?Delicious is refers to the pronociation of delicious , the objective is to cause the effect of rhyme with the back of the fisher, highlight the fun of fishing .（四）Lexical repetition。

Lexical repetition is a commonly used technique, and that emphasize thecontent, and that is what the advertising language pursuit.such as：Easy to use, easy to clean, easy to assemble.（五）to save advertising space,we Use acronyms and compound words..in order to reduce costs Writing of advertising as far as possible to shorten the length.The use of acronyms and compound words can be found everywhere.。