The Features of Advertising Language And Analysis ..

[Abstract]: American Marketing Association (AMA) defines advertising as “the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.” The wide use of advertising has created a special style of English—advertising English. Its unique features, simple language and immense attraction separate it from other kind of language. A complete written advertisement is usually composed of headline, body copy, slogan, illustrations and colors, trademark, and brand name. These elements are named as visual elements. Another kind of elements—audio elements are advertising commentary, advertising music and advertising sounds. In these elements, headline, body copy and slogan are the most important elements in an advertisement. Besides these,it is essential to find a proper position for advertisements which is classification. We must analyze the features of different kinds of advertisements, in order to find a proper position for our own advertisement, and choose methods fit it best.

摘要：美国贸易组织（AMA）把广告定义为本质上是由有眼光的赞助商举办的并通过不同媒体传播的关于产品、服务和理念的需付费和有说服力的非个人信息交流。广告的广泛使用产生了一种特殊的英语类型——广告英语。一条完整的书面广告通常是由标题、主体部分、标语、插图、色彩、商标以及品牌名组成。这些要素被称为视觉要素。另一种要素——音频要素包括广告解说词、广告音乐和广告音效。在这些要素中，标题、主体部分、标语是一则广告中最重要的要素。除了这些，为广告寻找合适的位置也是必要的，这就是分类。为了为广告找到合适的位置和最佳的方式，我们必须仔细分析不同的广告之间的特点。

I General Introduction
II Features of Advertising
A English Morphology in Advertising
B English Syntax in Advertising
C Rhetorical Devices in English Advertising
III. Advertising Elements
A Headline
B Body Copy
C Slogan
IV. Classification of Advertisements
A Consumer Advertising
B Business Advertising
C Service Advertising
D Public Interest Advertising
V. Conclusion

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