广告英语文体初探

A preliminary analysis of advertising English

商品经济高速发展的今天 ,广告已经渗透到生活的各个方面 ,报刊与电台时时都有动人的广告伴随着我们 ,而广告英语作为英美广告重要组成部分的广告语言文字 ,经过长期发展 ,也逐步从英语家族中脱颖而出 ,形成一种独立的语体 ,构成英语运用的重要部分 ,激起了广告学家、心理学家和语言学家等的兴趣。本文拟就广告别具一格的标题、词汇和修辞等典型特点作些简单探讨。

Nowadays, with the rapid development of commodityeconomy, advertisementshave poured into every corner of the modern society. Newspapers as well as radio andtelevision programsare jammed with all kinds of advertisements. Advertising English, as a principal advertisinglanguage in the English-speaking countries, has been developed into an independent style, so as to become an important component of English language and thus, to arouse the interest of many advertisers, psychologists and linguists.The present articleaims at discussing such typicaladvertisingfeatures as theheadline,vocabulary, rhetoric and style, in the hope of helpingaudience get a better understanding of advertising English.