摘要
在现代西方社会,商业广告语言是语言劝说功能的一种主要运用形式。广告力求立竿见效,在有限的篇幅中浓缩较大的信息量是其语言的一大特点。正是基于这一点,高度压缩的前置修饰语已越来越受到广告创作人员的青睐。这些极具创造力和想象力的复合词以其新异之组合给现代英语词汇增添了亮丽的色彩。本文通过大量的为大家所熟知的广告实例对广告英语中复合词的内部结构进行了分析,并归纳出几类独具特色的复合词。
In the modem western society, the language in commercial advertisements is one of the major forms of its persuasive function. Advertisements attempt to take effect immediately, and the language is always highly-concentrated. Based on these remarkable characteristics, highly-concentrated premodifications are finding more and more favor in the eyes of the advertising designers. These creative and imaginative compound adjectives have colored the English vocabulary with their fresh and distinguishing combinations. This article analyzes the inner structures of the compound adjectives with examples from the advertisements that are familiar to us and lists several types of the unique compound adjectives in advertisement English.
