论化妆品广告英语的语言特点,商务英语论文_186

论化妆品广告英语的语言特点,商务英语_186 论化妆品广告英语的语言特点,商务英语论文 Abstract: As a way of propagating and transmitting information, advertising plays a vital role in the development of society and economy. Its function can not be underestimated. Advertising English is a special applying language when it compares with others like literary and technological languages. It has become indispensable of daily life because of its particular characteristics and charm. The paper starts with briefly introducing the history, definition, classifications and functions of advertising. Then, it mainly summarizes and analyzes major linguistic characteristics of cosmetic advertising English, including two aspects on morphology and syntax. Finally, it shows the conclusion that people can understand well if they try to learn and master the features of advertising English. The paper aims to bring some enlightenment to the understanding of advertising language and get a better demand of English. Key Words: Advertising, Cosmetic, Advertising English, Linguistic Characteristics 化妆品广告英语的语言特点 摘 要: 作为一种宣传和传播信息模式，广告在社会和经济发展中扮演着重 要角色。广告的作用不容忽视。广告英语是一种独具特色的应用性语言。它同文 学语言、科技语言等相比有许多不同之处。它具有独特的特点和魅力并已成为人 们日常生活中一个不可缺少的组成部分。本论文首先简单地介绍广告的历史、定 义、分类和作用。然后重点归纳和化妆品广告英语在词汇和句法两大方面的 主要语言特点。最后得出结论:如果我们学习并掌握广告英语的语言特点，就能 更好理解和欣赏广告英语。本文旨在为更好理解广告英语，提高英语水平带来一 些启迪。 关键词:广告;化妆品;广告英语; 语言特点 Introduction Advertising, just as its name implies, means publicize and transmit information in order to make everyone know. It has been gone through a rapid development. Nowadays, advertising is everywhere. It is indispensable to the economy of any country in the world. The importance of advertising in individual countries depends on the nation’s level of development and national attitude toward promotion. Typically, advertising expenditures are higher in countries with higher personal incomes. (Xu 2004) And in the process of globalization, there were a lot of trades done among countries and there will be even more in the future. During the introducing and trading processes, people gradually realized the importance of understanding of each other’s advertising language. Since then people began trying to know about its functions, nature, characteristics and so on. They did lots of study on it. As time goes by, advertising English became popular since it owns most speakers. Until now, advertising English is still the research target. Similarly, in China, advertising is becoming more and more active and sophisticated. And with the entry of China into WTO, China’s advertising expenditure has grown and will undoubtedly continue rising up. It really plays and will always play an irreplaceable role in economic development. During the development, English plays a vital role. Up to now, lots of researches and studies have been done on advertising English. The wide use of advertising has created a special style of English—advertising English. Its unique features, simple l anguage and immense attraction separate it from other kind of language. In the development of advertising English, this kind of language has formed its own features in several aspects. As a way of propagating and transmitting information, advertising’ s role can not be underestimated because it is not only an artful technique in persuading people to buy, but also gradually has become a must for social communication which in turn influences the development of society and economy. Nowadays advertising has penetrated into every corner of our life as its transmitting media in many forms: newspaper, magazine, TV, radio as well as network. The goal of advertising decides its language to be simple and direct, distinct from the characteristics of other discourses. Thus an analysis on the linguistic features of advertising English in the linguistic field is worthwhile. Under such circumstances, a study on the linguistic features of advertising English will have practical effects on the composing and translating work of the copywriters. And it is certain that both in China and many other countries like America, England, and Australian, people have done many researches around advertising. Lots of papers and articles have been written on this subject. No other statement could have summed up the charm of advertisement than what Aldous Huxley has commented. As he has said advertisement as a literary form is the most exciting, the most arduous literary form of all, and the most pregnant in curious possibilities. In his comment he asserted advertisement is a literary form and the copywriting process is the delightful and salubrious exercise for the mind. Therefore, it is worthwhile studying the linguistic characteristics of advertising English so as to get a better understanding of it and have a better demand of English. In this paper, all instances are of cosmetic advertising. 1. An Introduction to Advertising 1.1 History of Advertising Advertisement emerged from the womb of commodity production and exchange. The condition for the existence of advertising is “at least a segment of the population must live above the subsistence level”. When this situation occurs，it also becomes necessary for “the producers of materially ‘unnecessary’ goods to do something to make people want to acquire their commodities” (Vestergaard and Schroder 1985). The embryonic form of advertising in the world is street cries, which exists even today. Advertising was not unknown in ancient Greece and Rome, but advertising as we recognize it did not start until the seventeenth century in the West. It was at about this time that newspaper began to circulate. Before that, it is printing which was first invented in China and then introduced to the West that played a vital role in the production (small ads) types of advertising were of print advertising. “Classified” dominan t before the nineteenth century and style and language used in ads at that time tended to be direct and informative. The industrial Revolution, which began in England in the mid-1700s and reached the United States by the early 1800s, facilitated mass-production of goods. Meanwhile advertising became more and more important in the industrial market. The great breakthrough for advertising came only in the late nineteenth century. Technology and mass-production techniques were then sufficiently developed for more firms to be able to turn out products of roughly the same quality and at roughly the same price. This brought on a crisis of over-production and under consumption which meant that the market needed to be stimulated by advertising. At this time advertising changed its . In the twentieth century, function from proclamation to persuasion advertising developed rapidly alongside the advent of new media-radio and television in succession. According to Richard Pollay’s content analysis of two thousand print ads from ten leading magazines in the USA, ads have progressively turned towards the emotional rather than the informative approach and there is a shift seeing human nature as rational to seeming it as emotional. Today in China, while our economic structure is shifting from the entirely planned economy to the socialist market economy system, advertising is becoming more and more active and sophisticated. In 1992, China’s advertising expenditure reached $ 862 million, among the fastest growing countries in Asia. This year with the entry of China into WTO, this expenditure figure will undoubtedly rise up, which will support the view that advertising is an indispensable means for providing the information that all market-oriented industrialized societies need for their economies to function efficiently. 1.2. Definition of Advertising 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” (Wang 2004: 6). Today, with the development of the technology and the diversity of the mass media, advertising has influenced us pervasively in our daily life. However, whatever the promotive strategies advertising takes, language is the main carrier of message all along, as The Language of Advertising (1985), by Vestergaard & Schroder, says, “Advertising takes many forms, but in most of them language is of crucial importance.” Advertising language is a style of immediate impact and rapid persuasion. The point of an advertisement is to persuade you of the merits of a particular product or service, in order that you will take out some of your money. “Advertising is the non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods or services) or ideas by identified sponsors through variou s media”(Cook 1992). Another linguist Bolen defines advertising as a “Paid, non-personal communication through various mass media by business firms, nonprofit organizations, and individuals who are in some way identified in the message and who hope to inform or persuade members of a particular audience” (Ronald and Angela 1997). 1.3. Classifications of Advertising Advertising may be classified by medium (newspaper, magazine, radio, television), by target audience (consumer, industrial, business), by geography (international, national, regional, local), or by its function or purpose (product or non-product, commercial or noncommercial, primary demand or selective demand, direct action or indirect action) (Chen 2003). Because it is difficult to gain access to enough date for English commercials and ads on radio or TV, thus, the subject of this research paper will mainly concentrate on the print advertising. 1.4. Functions of Advertising There are many functions of advertising, including the aspects of information, demand creation, persuasive, get action and goodwill establishment. For every organization and every product or service, advertising tends to fulfill a specific goal or objective. Nevertheless on the general front, advertising is a mechanism that fulfils all, some or one of the three major functions: Firstly advertising has an informing nature – about organizations, about products and services, about the environment, the society, the trends in society and many more aspects of life. This deals with the cognitive context of the target audience in which they grasp the information and channelize it according to their own comprehension and predilection. Secondly advertising provides the incentives to viewers for them to engage in action. This deals with the emotional dimension of the target audience, which concentrates on touching and persuading the consumers rather than informing and apprising them. The third function of advertising is to provide constant reminders and reinforcements to generate the desired behavior the advertiser wants from them. This is a particularly effective function in the long run as reminders and reinforcements register in the consumers’ minds, becoming the base on which they shape their future decisions. Meanwhile, we can conclude the functions of advertising as another three general aspects. First of all, it is made to emphasize the merits of target product. Secondly, it is a way to get people to know the product. And finally, it is made to make a good brand image (Song and Liu 2006). 2. Linguistic Characteristics of Cosmetic Advertising English 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. In the development of advertising English, this kind of language has formed its own features in several aspects. And there is no doubt t hat cosmetic advertising English has its own linguistic characteristics as well. In this paper, two main aspects will be illustrated, namely, lexical features and features of its syntax. 2.1. English Morphology in Cosmetic Advertising As a means to disseminate information and make people see and remember it, advertising English must be compact, vivid, visual, emotional and attractive. To realize this aim, the choice of words is playing a vital role. Therefore, morphology in advertising is quite important and is different from other styles of English. It owns apparent features. The major four of them will be described in the following. 2.1.1 More Verbs in Advertising Verb is widely used in advertising English, especially monosyllable ones. Cosmetic products are no exception. Words such as get, make, give, like, love, buy, need, use are frequently used. Advertising English language needs to be simple, easy to understand, easy to remember and easy to read. Monosyllable verb boasts all these features. In daily life, monosyllable verb is the one that people most often used and also the one usually has most definite meaning. However, advertisers should pay attention to the grammatical changes of these basic verbs and know the differences between them. Most of the words can show the relation between the consumers the product. Following I will show some examples for a better understanding. Moisture Wear Make-up. It gives life to the look and feel of your skin. Moisturewear Blush. It brings radiance to the look of your skin (Cui 1993). These two lines come from Cover Girl, American cosmetic brand. It is the leading color make-ups in America. It was created by Dr. George A. Bunting, a creative enterpriser, in 1961. It is now very popular all over the world. Here, the verb “give” and “bring” are used. In the first line, “give life to the look and feel of your skin” is pretty attractive to females. Good look and young skin are always the things that female pursue. “Give” them that of course will make this product end up with big sale. Similarly, the word “bring” is also very appropriate. Radiance of skin is the thing that almost every woman wants and needs. If a kind of product can bring them this precious thing, they will be strongly attractive to. It will become popular. There is a great deal of other instances that wonderfully used verbs in advertising English, including cosmetic. It is a functional way to use more proper verbs. 2.1.2 More Adjectives in Advertising The purpose of advertising is to publicize products. So it is indispensible to describe many aspects of the product such as size, color, nature, and quality. During this process, adjective plays a vital role. We can see lots of adjectives. Besides, if advertisers want to provoke the purchasing desire of the consumers’, they must make the advertisement lines imaginable, vivid and hold special appeals. And in order to do so, plenty of modifiers must be put in. All in all, a grate deal of modifiers should be used and can be seen in advertisements. In cosmetic advertising, some adjectives are frequently chosen like new, good/better/best, smooth, young, special, clear, fresh and so on. Let us see some instances as following. What is more, the comparative and superlative degrees of adjective are often used as well. It always brings amazing result. Now let us see an instance as following: Beautiful skin. No waiting. Age-Proofing Your Skin-where you’ll discover what your skin needs to look younger longer. Best of all, you’ll receive a deluxe sample of Advanced Night Repair, our unique protective recovery complex. See better skin day after day, year after year with these two remarkable formulas (Qi 2003: 101). This is an advertisement of skin-care product with female as its readers. The language is brief and persuasive. It is very impressive. One of its vital features is the usage of adjectives and its comparative and superlative degree. Using the word beautiful is effective because everyone wants to be that way, especially women. And it is useful to use the comparative degree of young, long, good and superlative degree of good. For every woman, even girl tries her best keep long-lasting young and better than others. So it will call their buying desire out if any product can satisfy this need. Last but not least, the words of advanced and unique are wonderful choices. It represents elegance, nobility and uniqueness, which is again a big highlight of selling. To sum up, more and appropriate adjectives are indispensible and helpful in cosmetic advertising English. 2.1.3More Abbreviations and Compounds in Advertising There are also many abbreviations chosen in advertising English. Nowadays, the cost of advertising is particularly high. Space is money and that is to say every word is money. What is more, abbreviations make advertisement less boring but more interesting. Therefore, it is necessary to use them em to replace “them”; in advertising. For example, advertisers use ‘ ‘tis to replace “this”; ‘n in stead of “and” and so on and so forth. What is more, in advertising English, copywriters use a lot of compounds. People almost can see them everywhere. Because the components of a compound can be any kind of word. It is not limited by the order of English syntax. Comparatively, it is more flexible and creative. Therefore, advertisers can make full use of advantages of compounds. As time goes by, it makes the usage of compounds one of characteristics of advertising English. Cosmetic advertising is also in the case. Next, two examples are given as following: a) Gels, technologically masterminded to be antisticky, anti-dull, anti-fake. From Invisi-Gel to Mego Gel. Every need. Every way. Every day. To tell or not to tell, Sudio’s got your gel (Qi 2003: 94). Diffusing makeup SPF8 b) Light- Apparently, they are very impressive by using compounds. Their structure is special. The first one is about gel. It used a lot of compounds. In advertising English, compounds are widely used to describe the nature and quality of products. And among all kinds of them, hyphenated compounds are often picked. This is one instance. The words "anti-dull” “anti-fake” and “invisi-gel” are functional. They can easily catch people’s attention. Besides, compound nouns are the most frequently used. Instance b) is one good example. Light-Diffusing means this product can disperse sunlight so as to protect skin from sun burnt. This is the purpose of sunlight proof products. Therefore, the advertising not only can soon attracts people, but also directly hit the need of consumers. Last but not least, there are many other kinds of compounds like compound adjectives and compound verbs. If they are appropriately used, amazing effects will come along. 2.1.4More Simple and Colloquial Words in Advertising In advertising English, we can see most of words used are very simple. They are easy to understand and remember. For the aim of advertising is make everybody know, the words used of course should be easy. And if advertisers want every witness to remember this piece of advertisement, the words should be comparably colloquial and daily-used. After seeing an advertisement, people usually can remember it and tell others, relatives, friends and so on. So just for a little while, a lot of people will know. There is no exception that advertisements appeared in cosmetic products also show this characteristic. It has become a strong trend of being simple and colloquial. Let us see some instances as following: a) Who does your hair? I do it myself (Cui 1993). This is a line of publicize a kind of hair jelly. We can see this is very who” “do” and “your” are very simple like a daily talk. The words “ common words. Everybody use them a lot. I am sure this advertisement can be heard and remembered very soon. Thus, the target product is sure to be popular and become a good seller. b) Maybelline invites you to experience Ultra Performance (Cui 1993). This is a line from Maybelline. Maybelline Mascara was created by a chemist, T.L. Williams, for his sister (whose boyfriend, Chet, was in love with another woman). To help Mabel get her man, TL Williams blended Vaseline jelly with coal dust and concocted a lash -darkener. It was the first mascara! T.L. Williams founded the company, Maybelline, named after his sister, Mabel and Vaseline, in 1915. Maybelline has experienced a long history up to now, playing a leading role in color make-ups. It is very famous and popular all over the world. China is no exception. It is brought in China in 1995 and become more and more popular. The above-mentioned line also chooses pretty simple and colloquial words. Invite is a frequently used word. It used in conversations, letters, mails, inviting cards and so on. It shows friendliness and intimacy. Peopl e love to be invited. Who will say no to be invited by Maybelline? They will feel flattered. So using “invite” is helpful. What is more, the choice of “performance” is great a thoughts so as to make every piece of advertisement is eye-catching. Describe the merits of products, causing buying interest. Then can they get people’s action of purchasing. Therefore, for all these reasons, advertising English has its particular characteristics on syntax. Namely, as followed. 2.2.3More Interrogative and Imperative Sentences<>From these instances, we can safely say that the usage of simple and colloquial words is necessary. It has magnificent effects on sale of products. 2.2. English Syntax in Cosmetic Advertising The structure of advertising sentence should be the same as that of other styles. It is comparably complete and independent language unit. It has certain grammar structure, phonetic structure and meaningful vocabularies. However, first of all, copywriters need to consider consumers’ thoughts so as to make every piece of advertisement is eye-catching. Describe the merits of products, causing buying interest. Then can they get people’s action of purchasing. Therefore, for all these reasons, advertising English has its particular characteristics on syntax. Namely, as followed. 2.2.1 Wide Use of Simple and Colloquial Sentences Widely use of simple and oral sentences is very important in advertising. They are easy to understand and easy to remember as well. Advertisement is facing everyone person. Anybody might be the customer. So it requires that each sentence appeared in advertising must easy, brief and make sure almost everyone can understand and remember without efforts. Then it may so as to make them interest in the catch the eyes and ears of consumers’ product. In opposite, long and complicated sentences are usually boring and difficult. Besides colloquial language is natural and make people feel comfortable. It is more acceptable. What is more, there is another reason why advertising adopt this strategy. It is the cost. The fee of making advertisements is quite high. In order to cut down the cost, they need to use as less phrases as possible. Therefore copywriters are demanded to transmit as much information as possible thought the minimum space and sentences. As time goes by, more simple and colloquial sentences become one of vital features of advertising English. Lancôme was created by Armand Petitjean in France, 1935. Relying on his talented sensitiveness to perfume, his remorseless sprits and his ambition of creating France’s own cosmetic brand so as to fight against America, Armand Petitjean invented perfume and established Lancôme. He made a great contribution to cosmetic history in the world. The name Lancôme comes from a castle called Lancôme, located in the middle of France. Because Lancosme is surrounded by roses, very romantic and poetic, since then rose become the symbol of Lancôme. Gradually, it became world famous product. Today, it is getting more and more popular in our country. Now we will see some of its advertising lines: Source of enchantment. This is the advertising line of a kind of perfume called Magic Noire, a product of Lancôme. One simple sentence, lots of charm. It takes enchantment and mystery as its theme. Its inspiration comes from female’ s serious beauty-loving tendency. This line connected with a picture with a beautiful girl in it, holding Magic Noire in hands. It likes crystals ball, extraordinarily charming. One simple sentence catches all women’ s eyes. It is easy to remember and functional. Maybe She’s Born With It. Maybe It’s Maybelline. This is the advertising line of Maybelline. The structure of this line is very simple. It is readable to everyone. With necessity as its theme, it hopes Maybelline becomes a must for everyone. Therefore, it uses the phrase “be born with” to show the meaning. Everyone is born with Maybelline. It is really a good way to publicize the brand and its products. What is more, colloquial sentences like “Just do it.”, “Ask for more.” are often used as well. It is a more direct way to publicize target products. And it is useful as well. Some group of people like this kind of advertising. They think it can easily catch their attention. From above-mentioned advertisements, we can conclude that simple and colloquial sentences are excellent choice of advertising. It is functional and inexpensive. 2.2.2 More Active and Present Voices, Less Passive Voice In daily life, we mostly use active voice to express ourselves. Apparently it is more attractive and acceptable for advertisers to adopt this kind of lines. What is more, active and present voices send out a sense of reality. People can choose any time to see and buy it without a feeling of out-of-time. That also means the lines hint the nature of duration and permanence of the target product. Now let us see some examples: Estee Lauder is worldly famous cosmetic brand, founded by Estee Lauder in 1946. It brings beauty to people, especially female. This technologically advanced, innovative company has gained a worldwide reputation for elegant, luxurious products. Their products have been coming with a promise to uphold the finest standards of excellence through extensive research and stringent product testing. We can always get gentle and highly effective products. Beautiful: “This is your moment to be beautiful.” This is a line of one kind of perfume of Estee Lauder. Here it uses present and active voice to show a sense of new. It means that any moment can be the moment. People will never be late. Whenever people use couple drops, they can enjoy the beautifulness. It gives good impression to consumers. This method is always useful and proper. Pure White Linen: “The fragrance to live all year long.” This is also an advertisement of one type of perfum e of Estee Lauder. It boasts the same style. “live all year long” expresses the duration of the perfume. It is appealing because consumers always hope perfume having this effect. The longer it lasts, the better its sale will be. People like to do something but not being asked to do. They love much more to be masters who can have their own way. Besides, everybody likes new thing and keeps pace with the trend. They hate out-of-date products. Therefore it is reasonable to adopt active and present voices in advertising process. 2.2.3More Interrogative and Imperative Sentences According to an incomplete statistics, we can see one interrogative sentence in every 30 sentences and one imperative sentence in every four sentences in advertisement. Why does this happen? It mostly relies on the two important features of advertising which are attention-catching value and memorizing value (Qi 2003). Interrogative sentence is widely used in advertising English. It aims to make consumers think and stand on the same side of the advertisers. Copywriters purposely put themselves in consumers’ shoes and put forward questions that consumers care about. Sometimes one question and one answer followed. And sometimes there is no answer. On this occasion, consumers are usually interested in coming up an answer. That is to it is easy to catch attention by using interrogative sentences. Besides, it also can establish kinder of harmonious relationship between consumers and products. Let us see some instances as followed: Who does your hair? I do it myself. (Qi 2003) This is an advertisement of hair wax. It is a simple interrogative sentence. But it shows amazing effect. It starts with an interrogative sentence “Who does your hair?”, causing consumers’ attention. Then, according to common knowledge, people usually want to know the answer when facing a question. They even begin to think and look for it. Thus, first step, advertisers win. Next, giving out the answer “I do it myself”, brief and direct. catching, people love the answer. Also it is kinder of a Once more, eye- way of inspiriting. Because this line makes consumers believe that they can run their hair well by themselves with this target product. Thus, it is sure that everyone will buy it, giving him or herself a chance. And give the product a chance as well. It is really a good idea. Imperative sentence is also frequently used in advertising English. It rarely happened in other styles other than in advertising language. It is actually decided by the characteristics of advertising itself. In order to sell the target product, copywriters need to ask, persuade, suggest, even demand consumers to gradually accept certain viewpoint and purchase the product. In this kind of advertisements, verbs play a very important role. Some of the usually used words are get, let, have, try, make and so on. We may see lines like “Get the feeling.” “Try this, you won’t regret.” “Go ahead, compare.” a nd so on and so forth. They all have similar functions. Imperative sentences are like magic. It can always attract most types of consumers. Let us see another instance that can fully show the charm of using imperative sentence. Look. Lustrous eyeshadows with new Silkglide Formula. Look again. Colors that last so long. Blend so smooth. Stay so true.(That’s no lie!) Look again. A lifetime of perfect coordination. CUS.TOM EYES from Revlon.Look again. A lifetime of perfect coordination. CUS.TOM EYES from Revlon. All this lines come from the same advertisement. They are very attractive. The nature and functions are fully presented to readers by using a series of “look” and “look again”. Every line is imperative sentence. Every sentence has the charm of make people reading. Every latter line is a little stronger than the former. One by one, get readers interest in and finally purchase. Wide Use of Disjunctive ClauseAll this lines come from the same advertisement. They are very attractive. The nature and functions are fully presented to readers by using a series of “look” and “look again”. Every line is imperative sentence. Every sentence has the charm of make people reading. Every latter line is a little stronger than the former. One by one, get readers interest in and finally purchase. For instances:%AN> It may safe to say that disjunctive clause only can be seen in advertisements. In order to obtain better effect of advertising, copywriters use full stop, dash, semi-colon and hyphen etc. so as to divide a sentence into more information units which aims to enlarge the total information quantity. Meanwhile, it cuts down both space and cost. And usually, the part of being cut is about the features of the target product. Thus, this method may largely strengthen the propagating effects. „Is <>„Is Worth %> This is a line from “Lotion ‘Fashion Fair’”. One simple sentence is divided into several segments, bring in totally different feeling. It becomes more special and charming. Besides, it also uses figure of speech of hyperbole. Make the “touch” especially attractive. It vividly describes the merit of the target product.le="mso-spacerun: yes"> Thousand This is a line from “Lotion ‘Fashion Fair’”. One simple sentence is divided into several segments, bring in totally different feeling. It becomes more special and charming. Besides, it also uses figure oFSPAN> The new fragrance from Calvin Klein. The new fragrance from Calvin Klein. The new fragrance from Calvin Klein. Wanting, needing, have to have. And when he’s got it..4">Wanting, needing, have to have. It’s about getting about what you want, when you want. Therefore, we can see that disjunctive clause is one of the most effective ways of advertising. It has invisible power. It is wise for copywriters to adopt this method. From this paper, we have known general knowledge a bout advertising. Advertising is 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. It has a long history and various functions. Furthermore, we have seen that there are many linguistic characteristics that cosmetic advertising English boasts. Here, two general aspects have been summarized and analyzed, namely English morphology and English syntax in cosmetic advertising. Acknowledgements Here, I would like to express my gratitude to all those who helped me during the writing of this paper. I gratefully acknowledge the help of my supervisor Mr. Zhao Hui. He helped me a lot. At the beginning, he told me general knowledge about writing paper, like requirements, steps and so on. Secondly, he instructed me how to look for information and how to collect it. Besides, he also recommended good references to me and gave me some advice, though he himself was very busy doing his own work. During the process, he really helped me a lot. What is more, there are some classmates who I should appreciate. They helped me with many things. They often gave me some significant suggestions. It would be tougher without their help. Last but not least, I would like to thank all the teachers of mine during my four-year study at university. Within their instructions and help, I laid a solid ground for my study and life. I obtained and mastered a great deal of knowledge. Thank you very much. Bibliography [1] Cook, Guy. The Discourse of Advertising [M]. London: Routledge Press, 1992. [2] Carter, Ronald and Angela Goddard. Working with Texts [M]. London: Routledge Press, 1997. [3] Vestergaard, Torben and Kim Schroder. The Language of Advertising [M]. Britain: Basil Blackwell Press, 1985. [4] 崔刚. 广告英语3000句[M]. 北京: 北京理工大学出版社，1993. [5] 程瑜蓉. 广告英语导航[M]. 中国科学技术大学出版社，2003. [6] 戚云方. 广告与广告英语[M]. 浙江: 浙江大学出版社，2003. [7] 宋宏, 刘晓林. 广告英语阅读&欣赏[M]. 北京: 国防工业出版社,2006. [8] 王燕希. 广告英语一本通[M]. 北京: 对外经济贸易大学出版社, 2004. [9] 徐小娟, 广告英语[M]. 北京: 首都经济贸易大学出版社, 2004.