【正文】 the corpus shows that the most frequently used adjectives are as follows: new, good/better/best, fresh, free, delicious, sure, full, clean, wonderful, special, crisp, real, fine, great, safe, and rich. These adjectives help to build a pleasant picture in readers’ minds and manage to create a belief in the potential consumer: If I buy this product or if I choose this service, I will lead a better life. In addition, paratives and superlatives occur to highlight the advantage of a certain product or service. For example: Nothing es closer to home. (Vegetable and Chicken Pasta Bake) Think Lysol is the best disinfecting spray. (Disinfecting Spray) The world’s coolest CDs aren’t made in New York, London or . They are made in my apartment. (Philips CD Recorder) The Compaq Armada family is lighter, with new rounded edges for easier packing. (Compaq) ? Make pun and alliteration 6 Pun is an amusing use of a word or phrase that has two meanings which is called Polysemy or of words with the same sound but different meanings which is called Homonymy. Pun, the game of words, will leave a deep impression on readers by its readability, wit, and humor. However, to make a successful and impressive pun is not easy. Except for its own meaning, the word used as a pun is usually closely related to the characteristics of a certain product or the brand name of the product. Such coincidence doesn’t occur often. Here we present several classic pun used advertisements. For example: Give your hair a touch of spring. Ask for more. (More is a famous brand of cigarette) Give your business the sharp edge. (Sharp Corporation) ? By using pun, advertisements will be easily remembered by the readers. In addition, filled with wit and humor, puns help the advertised product win favor from readers. Alliteration is the use of words that begin with the same sound in order to make a special municative effect. Usually they are pleasing to ears because of the clever choice of the word by the advertiser. In addition, the repetition of the beginning sound emphasizes the meaning the advertisement wants to express. The following are examples picked from the corpus. ?, everything you need for that big bargain basement special. ?, and vitamin E to leave skin soft and smooth. Treat your weary ghosts and goblins to a warm bowl of chill and ? ? Use of weasel words A weasel word is defined as “a word used in order to evade or retreat from a direct or forthright statement or position” according to Webster Dictionary (Philip Babcock Gove, 1976). The use of weasel words has bee a device in advertising. Weasel words make people hear things that aren’t being said, accept as truth that have only been implied, and believe things that have only been implied and suggested. Let’s take a look under a strong light at several frequently used words. Help Ocean Spray Cranberry Juice Cocktail helps maintain urinary tract health. It helps control the bacteria in this system. A breakthrough way to help stop wearout Help finance the video equipment. ? 7 All the examples shown are from our corpus. 23% advertisements of all samples use the word help. These helps can be omitted because they have lost their original meaning: aid, assist. Yet, help in advertising English is never redundant. It has magic power in advertisers’ eyes. Help is the great qualifier。 【 關(guān)健詞 】 廣告英語(yǔ) ； 詞匯 ； 句法 ； 篇章 ； 相同點(diǎn) ； 不同點(diǎn) 【 Abstract】 This paper presents an analytical study of the language features of English advertisements at lexical, syntactic and discourse levels. In order to conduct a datadriven study, the author builds a corpus of 60 English advertisements. It is hoped that through the detailed survey of three types of advertisements: namely, daily consumer goods ads, technical equipment ads, service ads, similarities and differences in advertising language features can be summarized and possible reasons will be given in the light of the meaning, and function of language. This paper will be presented in five parts. The first part is the introduction and the last conclusion. The focus of the paper is laid on the three middle parts which respectively analyze language features at lexical, syntactic and discourse levels. The conclusion of this paper is drawn from the data analysis. In the analysis, examples from the corpus will be given。本文的 結(jié)論均來(lái)自于對(duì)語(yǔ)料庫(kù)的分析。通過(guò)對(duì)此語(yǔ)料庫(kù)中日用品廣告﹑ 科技 設(shè)備廣告﹑服務(wù)業(yè)廣告的深入細(xì)致的定量和定性 分析 ， 總結(jié) 出廣告英語(yǔ)在此三類廣告中的相同點(diǎn)與不同點(diǎn)，并且根據(jù)語(yǔ)言的意義，風(fēng)格及功能解釋廣告英語(yǔ)的共性以及廣告英語(yǔ)在不同類型廣告中的特殊性。 1 英語(yǔ)廣告中的語(yǔ)言特征分析 AN ANALYSIS OF LANGUAGE FEATURES IN ENGLISH ADVERTISEMENTS 【 內(nèi)容摘要 】 本文旨在通過(guò)對(duì)書面 英語(yǔ) 廣告 的語(yǔ)言 分析 總結(jié) 出 廣告 英語(yǔ) 在詞匯﹑句法﹑篇章上的語(yǔ)言特點(diǎn)。為了使 研究 從數(shù)據(jù)出發(fā)得出 科學(xué) 結(jié)論，本文作者建立了一個(gè)擁有 60篇各類廣告的小型語(yǔ)料庫(kù)。 本文共分五個(gè)部分，第一部分和第五部分分別為介紹與總結(jié)，中間三個(gè)部分為本文核心，分別展開(kāi)廣告英語(yǔ)在詞匯﹑句法﹑篇章三個(gè)層面的分析。整個(gè) 研究 從數(shù)據(jù)出發(fā)，由數(shù)據(jù)驅(qū)動(dòng)，由此進(jìn)行語(yǔ)言學(xué)上的分析與概括。 figures, tables and graphs will also be offered to make the paper understandable and persuasive. 【 Key words】 English Advertisements； Lexical； Syntactic； Discourse； Similarities； Differences 1. Introduction 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 Inter, etc. Advertising provides a valuable service to society and its members, because it defines 2 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 panies 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