Compound words ………………………………………………………….
8
2.3.4
Use of pronouns ……………………………………………………………
8
3.
Syntactical features ………………………………………………………
9
3.1
Similarities …………………………………………………………………
9
3.2
Differences …………………………………………………………………
10
3.2.1
Headlines …………………………………………………………………..
10
3.2.2
Comparison of headlines of different types of ads ………………………...
11
4.
Discourse features...………………………………………………………..
12
4.1
Body copy of advertisements ……………………………………………...
12
4.2
Differences in body copy …………………………………………….
12
5.
Conclusion …………………………………………………………………
14
Acknowledgement
Sincere thanks go to Dr. Wei Naixing for his insightful guidance and earnest help all through the searching, analysis and paper-writing stages.
The author also wants to extend her thanks to Ms. Linda Frost who has given much help in data collecting.
References
[1] Bolinger, Dwight & Sears, Donald A. Aspects of Language third edition
New York: Harcourt Brace Jovanovich 1981
[2] Bovee, Courtland L. & Arens, William F. Contemporary Advertising forth edition
Homewood, IL: Irwin 1992
[3] Gove, Philip Babcock Webster’s Third New International Dictionary
Springfield, Mass.: G. & C. Merriam Co. 1976
[4] Gregory, Michael Language Varieties and Their Social Contexts
London: Routledge & Kegan Paul Ltd英语论文网 【http://www.51lunwen.org】. 1981
[5] Jefkins, Frank William Advertising Philadelphia, PA: Macdonald and Evans 1985
[6] O’Donnell, W. R. & Todd, Loreto Variety in Contemporary English
London: George Allen & Unwin (Publishers) Ltd. 1985
[7] Roberts, William H. & Turgeon, Gregoire About Language second editon
Boston: Houghton Mifflin Co. 1989
[8] Vestergaard, Torben & Schr der, Kim The language of Advertising
Oxford[Oxfordshire]; New York, NY, USA: B. Blackwell 1985
[9] 方薇 《现代英语广告教程》 南京大学出版社 1997
[10]崔刚，韩宝成，李营，《广告英语》北京理工大学出版社1993
1. Introduction
1.1 Rationale of the study
We live in a world of advertising. As potential consumers, we are endlessly bombarded with all kinds of product or service information from various media including newspapers, magazines, television, radio, posters and Internet, etc. Advertising provides a valuable service to society and its members, because it defines for consumers the meaning and the role of products, services, and institutions. It indicates the difference that exists between brands of products and alternative services, as well as the distinguishing characteristics of companies and institutions. Advertising also tells the consumer what a specific product, brand or service should do when it is used and thus helps him or her to understand and evaluate experience with the products and services that he or she uses. On the other hand, by making people aware of products, service and
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