广告英语中否定句的使用及分析

Analysis of Negative Sentences in Advertising English

中外学者一般认为,在广告英语中应该尽量避免否定句的使用,但作者通过对所收集语料的分析发现,恰到好处地使用否定句也能使广告达到吸引消费者注意,引发他们阅读兴趣,最终敦促他们采取行动的目的。本文针对否定句式特点,分析广告英语中不同类型否定句的优势所在。作者认为,广告英语中的否定句在巧用、慎用的情况下还是有其优势可言的。

According to the research of many stylistic researchers and advertisers, negative sentences are seldom used in advertising English. However, through the analysis of negative data collected, the writers find that if negative sentences are used skillfully and exactly, the advertisement can also make the customers to pay more attention to, inspire their interest of reading and urge them to buy goods or services in the end. Therefore, this article mainly analyses the advantages of different kinds of negative sentences in advertising English and illustrates the reasons why negative sentences are more effective than affirmative sentences in some occasions.