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摘要：广告是为了某种特定的需要，通过一定形式的媒体，公开而广泛地向公众传递信息的宣传手段。随着商品经济的发展，社会的不断进步，广告在我们生活中所产生的作用也变得越来越重要。特别是伴随着信息化社会的到来，广告不再只是作为一种传播手段向消费者告知商品与服务信息，更拥有了广泛的文化性和社会性功能。广告具有鲜明的目的性，即说服顾客进行购买，而广告口号作为广告语言极其重要的一部分更要首当其冲抓住消费者的眼球并让消费者记忆深刻，这种目的性决定了其语言的特色性风格，使其独立于其它文体。。本文选定英语这一全球普遍使用的语言，就其应用于广告领域而产生的一些语言学特点和广告本身的社会性特点进行深入分析。此外，针对英语是一种全球通用的国际语言的特点，本文也对英语广告口号应各国各地区不同文化的特征而变化做了简要论述。

ich has something in common with the concept of slaogans today.The function of slogan is to generate awareness through repeatedly stimulation in order to gain familarity and understanding of specialized groups
The characateristics of slogan
Advertising’s goal is to raise awareness,interest ,desire and ultimately ,action,which leads to the speciality of slogans when compared with other types of language. Slogans must seize public attention.Then,how can slogans emphasize the selling point and what elements should slogans first adopt become the key to successful advertising slogans.
Successful slogans should deep into customers’hearts and be involved in people’s daily life.However,to empahasize the selling point and gain reputation in a short period of time,some advertisers tip their scale in favor of the temprory benefits and put the name of the product and company name into advertising slogans,which may lead to the superfiality of slogans and make the of the product deteriorate or even collapse.
Since slogans must be widely and repeatrdly used to deepen their influence on the public,they must equip with the characteristics: simple ,clear ,appropriate ,innovative ,interesting and easy to understand and remember.

Chapter 2 Linguistic features of English slogans

2.1 syntax features of English slogans
● Simplicity is the first theme of advertising slogans ,so simple and short sentences or phrases are mostly employed by advertisers.They are short and easy to remember We can see that most advertising slogans are no more than 8 words.Such as the famous slogan of Adidas: Impossible is nothing.
●In order to leave a deep impression to customers,some parallel and juxtapose sentenses are very likely to appear in advertising slogans.Such as the slogan of Fitness magazine-It is about health.It is about exercise.It is about your image.It is about your energy.These 4 sentences give us a brief introduction of the magazine.Four sentences seem not to be complex,but can astonish the readers.
●The language in advertising slogans must be succint so advertisers are in favor of these ellipsis sentences .This is the case with the slogan of Acura cars:The true definition of Luxury.Yours.These are 2 incomplete sentences,but their meaning are very clear and can touch the customers.
●Advertisements are to motivate customers to buy the products or services,so we can often see the imperative sentences in advertising slogans.Such as the slogan of Mcdonald:So come into McDonald’s and enjoy big Mac sandwich.Sentences like that can always attract the customers and motivate them to buy something.
●It is not hard to find that advertising slogans seldom use negative sentences,if do ,they highlight the good quality of the products or services.Such as the slogan of the Big Ben Clocks-Victory won’t wait for the nation that is late.
●The present tense and the active voice are mostly employed in advertising slogans because they can give a direct meaning to customers,which is needed for the function advertising .Such as the slogan of Batteries-It keeps going ,going and going......

2.2 lexicology features of English slogans
● The wide usage of comparativeand superlative degree of adjectives can give customers the feeling that that kind of product is the best one and has the best stablity.We can rely on it and it won’t disappiont us.Such as the slogan of Oillete –the best a man can get,wh本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。